Positioning Your Company as Water Treatment Experts Using …€¦ · Watch keyword stuffing!...

PositioningYour Company as Water Treatment ExpertsUsingSocial Media

The good old days??? “Shotgun Approach”

A New Digital World: “Targeted ONLINE Marketing”

• 81% of shoppers conduct online research before buying

• 72% U.S. consumers own smartphones and 38% own tablets.

• Searches made on mobile devices surpass desktop searches – and continues to grow!

• 70% online transactions occur on a mobile device.

Reviews directly influence consumer’s attitudes and the purchase decisions of local business services.

DID YOU KNOW…

SOURCE: http://smartinsights.com; Danyl Bosomworth on July 22, 2015

DID YOU KNOW…

The average impression lasts ONLY 8 seconds• ‘One and Done’ might as well be NONE!• RELEVANCE mixed with FREQUENCY is the most effective

blend.• UPDATES must be CONSISTENT.• Don’t forget:

• Seasonality• Target Audience• Promotions

DID YOU KNOW…

Your Website is Your Most Valuable Marketing Tool•Blog: Relevant Content is King for SEO•Testimonials: Provide Valuable Keyword Combinations•Videos: For the Consumers & Search Engines

Promote on Social Media with Links to Website

DID YOU KNOW…

PROBLEM: Unclear, “unfiltered” message.

WATER QUALITY & SEOMESSAGE: Targeted and Clear

FOUNDATION of EFFICIENCY:Must use the RELEVANT equipment to be effective.

WATER QUALITY & SEOMESSAGE : Targeted and Clear

SOLUTION: Clear, satisfying results.

WATER QUALITY & SEOMESSAGE : Targeted and Clear

GO BACK TO THE BASICS – WHO IS YOUR TARGET AUDIENCE?

Relationships & Results• Repeat Business• Referral Business (WOM)• Positive Reviews

VALUE• To Your

Target Audience

USP• Versus Your

Competition

MESSAGE • Brief & to the Point

MESSAGE : Targeted and Clear

Your message needs to feature what makes YOU different, otherwise…

YOUR CUSTOMER WILL SEARCH ONLINE TO FIND IT ELSEWHERE!

Tell your prospects and customers what you do and give them a reason to CHOOSE YOU versus competition!

You might find that PRICE is a SECONDARY consideration.

“WE SERVICE ALL EQUIPMENTEVEN IF WE DIDN’T INSTALL IT”

“WE DON’T SUBCONTRACT”

“CERTIFIED & MEMBER OF WQA”

RELEVANCY & AUTHORITATIVE

Reflect HOW you market your product… WHAT product you market… And WHO would be interested…Based on what’s going on WHEN.

Relevant: Being connected with the matter at hand.

Content is KING!!! Website content – don’t get too technical; know your audience “Laymen's Terms”

Creative use of content – saturate the online market, i.e.. social sites, blog, news (white pages)

Keywords

Research – competitor’s websites, google your product/service, ask customers (survey)

Continue keyword consistency across other resources, i.e.. YouTube, Google+

Google analytics – research how your website is found

RELEVANCY & AUTHORITATIVEMESSAGE : Targeted and Clear

Authoritative: Measured by the number and quality of other pages that link to your site.

Industry related sites

Directories and SEM (paid online advertising), i.e.. yp.com, patch, yelp

Social support – get and keep conversation going, i.e.. twitter, Facebook, houzz, Pinterest

Quality vs. Quantity

Search engine spiders look for content and keywords that are RELEVANT to search

Watch keyword stuffing!

Use Current Events

• Tax Credits or Tax Refunds• In the News (Local and National)• Seasonal (Holidays and Weather)• Financial Data

Identify and market DIRECTLY using these timely messages.

RELEVANCY & AUTHORITATIVE –In the News

Message: Targeted and Clear

ALWAYS: Direct traffic to your website!

MESSAGE: Targeted and Clear

Be the Solution!

RELEVANCY & AUTHORITATIVE –Educate (using seasonality)

RELEVANCY & AUTHORITATIVE –Educate (using products)

RELEVANCY & AUTHORITATIVE –Educate (one-on-one)

RELEVANCY & AUTHORITATIVE –Services

RELEVANCY & AUTHORITATIVE –Credibility

RELEVANCY & AUTHORITATIVE –Relationships

Consider parallel businesses:Pets, Water Sheds, Mom’s Groups

INDUSTRY RESOURCES

MESSAGE: Use Your Resources

WQA Website

• Blog Posts• Social Media Posts• Content for YOUR Website• Eblasts

INDUSTRY RESOURCESWQA Website

• Studies

• Studies• Industry Updates

• Studies• Industry Updates• eNews

CONSISTENCY AND FREQUENCYSCHEDULE Updates AND Posts into Calendar

Consider your target audience and how “often” they want to hear from you

• Read & respond to reviews: 5-15 minutes/day *do it when you check emails

• Update Facebook: 30 minutes 1-2 times/week

• Update Website: at least 1 time/month

• For example:

New product (pictures, video)

Projects

Industry knowledge

SCHEDULE Updates AND Posts into Calendar

Utilize online social media management systems:

• SnapRetail

• HootSuite

• Buffer

• CrowdBooster

• Sprout Social

• Social Flow

MESSAGE: Distribution

CONSISTENCY AND FREQUENCY

ADDITIONAL RESOURCESConsider your target audience and“WHERE” they socialize, work, network

• Press: online and offline (i.e.. press releases, social media)

• Local business associations/chambers/networking

• Parallel trades/industries

• Partner with emergency responders, medical, schools

• Parallel businesses/non-profits

BOOSTS vs ADVERTISING

REMEMBER: Demographics, Behaviors, Psychographics & Buying Habits• Identify Audience Groups• Budget vs. Length of Time• Consider ROI• Don’t Forget Co-op!

Include Links to Specific Page/Catalog on Website

BOOSTS

QUALIFY: Narrow for more effective ROI• Location• Age• Relationships• Interests• Behaviors• Exclude• Budget• Timeline• PAY FOR CLICKS ONLY – not

impressions

ADVERTISING

REMEMBER: Google loves videos!• Videos vs. Playlists vs. Channels• Tags/Keywords, Categories, Description• Share: embed in website & social media• Consider Facebook LIVE

Are You an Actor OR a Voiceover?

OTHER SOCIAL MEDIA TOOLS

REMEMBER: Target Audience, Behaviors and Buying Habits!• FIND A PRO: To Pay or Not to Pay• Tags/Keywords, Categories, Description• Projects vs. Idea Books

Other Social Media Tools

REVIEWS

Reviews directly influence consumer’s attitudes and the purchase decisions of local business services.• Yelp receives over 1Million people visiting & contributing• Monitor, Promote and Manage Reviews

88% of searchers trust online reviews as much as personal recommendations.

72% say positive reviews help them trust a business more.

REVIEWS: Encourage LOYALTY

Tips and Trusted Programs• Share/Promote Testimonials: social media posts (facebook, pinterest, Houzz, Google+)

• Be the Credible Resource: video gallery (website &/or YouTube), blog, FAQs page, social media tips, tutorial events

It costs 6 times more to attract a new customer than to retain an existing one.

Loyal customers are worth up to 10 times as much as their first purchase.

Consider/Monitor ALL Review Sites• Social Media: Google, Yahoo, Facebook, Twitter, Instagram, LinkedIn, BBB, Houzz)

• Online Marketing-Directory Listings: Supermedia/DEX, yp.com, HIBU

• Service/Trade Lead Directories: Angie’s List, Home Advisor

• Facebook Reviews Tab

FREE OPTIMIZATION - What are the benefits?• Google MyBusiness, Yahoo Local, Bing• Manage your business page:Insert servicesContact informationPictures, videoService areaEventsBlog Posts, NewslettersReviews

EWQA 201552EWQA 2017

CLAIM YOUR LISTINGS!

EWQA 201553EWQA 2017

GOOGLE MY BUSINESS:

844-491-9665

Internally: Staff• Don’t discount employee’s reviews online

Glass Door: customers & future employees can read your company reviews

Keywords• Sales Materials:

WebsiteRemarketing AdsLeave BehindsDisplaysBannersBusiness Cards

REVIEWS: Use Them in Marketing Efforts

Set a budget:• 3% - 9%• Reinvest• Track Results & ROI• Quarterly Monitoring• Don’t forget PR & community support

REMEMBER, YOUR TIME IS MONEY – HIRE A PROFESSIONAL!

WHAT IS THE LIFETIME VALUE OF EACH CUSTOMER?Then, INVEST in Marketing Around that $$$$

BUDGETING FOR MARKETING: Best Practices

56EWQA 2017

YOUR EXPERIENCES & QUESTIONS

EWQA 2017 57

Meet our “GOOD” partners…Shannon GoodShannon takes pride in her years of marketing experience and willingness to continue to stay current and forward-thinking in the ever changing marketing and advertising world.

Her background includes client services and account management for major international advertising agencies, J. Walter Thompson and TMP Worldwide. Her experience in the large agency world focused on campaign and marketing management for companies such as Monster.com and First Union National Bank (Now Wells Fargo).

Shannon founded The Good Marketing Group in 2003, which has given her the opportunity to develop customized marketing strategies for all sizes and types of businesses. Specializing in campaign management, graphic design, media planning, on-line marketing and SEO/SEM, Shannon looks at the unique goals of her clients and creatively 'integrates' various media to accomplish those goals, on any marketing budget!

Meet our “GOOD” partners…Brad GoodBrad has an extensive background in direct marketing working for internationally recognized companies such as Tribune Media, (parent company of the Chicago Tribune, Los Angeles Times and WGN), Hearst Communications, First Union National Bank (Now Wells Fargo) and Advanta Corp.

While at Hearst Magazines, Brad worked on customer subscription and acquisitions for Good Housekeeping Magazine, Popular Mechanics, Town & Country Magazine and Esquire. At First Union National Bank, he was responsible for managing direct marketing fulfillment operations for the Capital Management Group and Evergreen Funds. Brad also served as Direct Marketing Manager/Manager of New Business Acquisitions with Advanta Corp, a business finance company and national bank.

Before taking on day-to-day operations at the Good Marketing Group, Brad served as General Manager of the northeast branch of Tribune Direct, a national direct marketing company, overseeing sales, marketing and operations.

Positioning Your Company as Water Treatment Experts Using …€¦ · Watch keyword stuffing!...

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