JON KINSELLA Senior Marketing Strategy Manager AH.

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2 JON KINSELLA Senior Marketing Strategy Manager AH

3 DIGITAL IS NOT A SEAT AT THE TABLE. DIGITAL IS THE TABLE.

4 PART I: SEO What is it? Search Engine Optimization (SEO) means making changes to your website that help it naturally show up in people s search engine results.

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8 SEARCH ENGINES LOVE LINKS Ask partners/sponsors/members/related organizations to link to your site Build relationships with organizations and bloggers with relevant sites

9 CHOOSING THE RIGHT KEYWORDS vs vs

10 WHERE DO KEYWORDS GO?

11 Title Tag Meta Description URL Structure Before Welcome to NADCA s Consumer Resources Section for Residential HVAC System Cleaning Projects. National Air Duct Cleaners Association (NADCA) NADCA is dedicated to providing information and helpful resources to educate consumers about the proper methods of HVAC inspection, cleaning and restoration for restoration projects. consumer After A Homeowner s Guide to Air Duct Cleaning National Air Duct Cleaners Association (NADCA) Check out NADCA s Breathing Clean initiative and discover why proper air duct cleaning is an important component to improving indoor air quality and having a healthy home. air duct cleaning

12 YouTube has become the 2 nd largest search engine bigger than Bing, Yahoo, Ask & AOL combined. (Social Media Today)

13 MYTH: YOUTUBE IS FOR MILLENNIALS

14 MYTH: YOUTUBE IS FOR MILLENNIALS

15 PART II: SOCIAL MEDIA Mobile access to the internet has quadrupled over the past four years. The predominant internet activity on mobile is social networking. Source: comscore

16 get VISUAL Content with images receive 94% more views than text-only content and engagement increases by 37%. Source: MDG Advertising

17 It s going to be a mobile-first video world. Five years from now, your newsfeed will probably be all video. Source: Facebook VP, 2017

18 OPTIMIZE FORMATS FOR CONSUMPTION ACROSS ALL PLATFORMS Macro video content (6+ minute landscape/horizontal video)

19 OPTIMIZE FORMATS FOR CONSUMPTION ACROSS ALL PLATFORMS Micro video content (15 to 60 second square videos with headline and captions)

20 THE FUTURE IS VERTICAL As of February 2017, Facebook, Instagram, Snapchat, and Twitter publish vertical videos with no black borders. Source: MOVR Mobile Overview Report

21 CAROUSEL AND SQUARE VIDEOS

22 FULL-SCREEN VERTICAL VIDEOS Full-screen vertical video ad completion rates are 9x higher than horizontal video ads Source: MediaBrix

23 FACEBOOK CANVAS ADS

24 FACEBOOK COLLECTIONS ADS

25 Over the past year, daily watch time for FB live broadcasts has quadrupled. Source: Facebook Product Manager, 2017

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27 LINKEDIN NATIVE VIDEO TOOLS Video content is shared 20x more than any other type of content on LinkedIn. Source: LinkedIn s Product Manager for Video, 2017

28 LINKEDIN GEOFILTERS FOR CONFERENCES

29 SOCIAL MEDIA ADVERTISING

30 TARGETING OPTIONS ARE ENDLESS

31 LEAD GENERATION ADS

32 REAL RESULTS: FACEBOOK LEAD GENERATION 16,572 HVAC PROFESSIONALS REACHED 310 DIRECT CLICKS TO THE WEBSITE 70 LEADS GENERATED $200 SPENT

33 SOCIAL RETARGETING ADS

34 FACEBOOK PIXEL TRACKING CODE

35 LINKEDIN MATCHED AUDIENCES INSIGHTS TAG

36 REAL RESULTS: FACEBOOK VIDEO AD RETARGETING 22K VIDEO VIEWS 870 CLICKS TO EVENT MICROSITE 8,300% INCREASE IN FB REFERRAL TRAFFIC CONTRIBUTED TO A 159% INCREASE IN REGISTRATIONS

37 INFLUENCER MARKETING Influencer marketing is working with someone who is influential over a certain group in order to promote your brand to that influencer s audience. People trust social media platforms for product/service recommendations. 74% of consumers rely on social media to inform their purchasing decision (Sprout Social) 90% of consumers trust peer recommendations (Nielson)

38 HASHTAG SEARCH

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40 REAL RESULTS: MULTI-FACETED PAID FACEBOOK CAMPAIGN

41 REAL RESULTS: MICRO INFLUENCER, MAXIMUM BENEFITS 1,161 MEMBERS IN FACEBOOK GROUP 3 MESSAGES POSTED IN GROUP 390 REGISTRATIONS $0 SPENT

42 PART III: MARKETING AUTOMATION Automated messages average 70.5% higher open rates and 152% higher click-through rates. Source: Epsilon

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44 REAL RESULTS: PROSPECT WORKFLOWS 4 SEGMENTED PROSPECT WORKFLOWS 21 DAY WORKFLOW CAMPAIGN 19 NEW MEMBERS

45 KEY TAKEAWAYS The best place to hide a dead body is on the second page of Google Google s shift to mobile-first indexing has already happened Top drivers of SEO success are mobile optimization, third party linkearning, on-page elements, and consistent, fresh content Internet means mobile, mobile means social, social means video A mobile-first video world is approaching; become an early adopter Optimize video formats for consumption across all social channels (i.e. square 1:1, 9:16 vertical, 16:9 horizontal, etc.) Pay to play means social advertising is more important than ever Influencer marketing goes hand-in-hand with social media marketing workflows engage better and save time by automating the process

46 THANK YOU