Fesyk Marketing was approached by Contact Renovations and Custom Homes in the fall of 2019 to help them address several challenges they were facing. The company wanted to reduce the number of unproductive leads, raise awareness about their high-quality work, and increase referral rates. They also needed assistance in creating regular social media content and updating their website due to their small staff capacity.
- 1. Strategies and Solutions
- 2. Key Factors to Consider
- 3. Challenges
- 4. Key Results
- 5. Future Plans
- 6. The Takeaway
Fesyk Marketing developed a plan to create a series of short videos called The Art of Renovation to anchor social media content and increase presence online.
‘The Art of Renovation’ was not just about showcasing craftsmanship; it was about creating a brand narrative that viewers could connect with emotionally. It was a journey of trust-building, where Paul Foster’s expertise became synonymous with Contact Renovations’ commitment to excellence.
These videos would serve as a window into the elements that make a renovation remarkable, allowing viewers to peek behind the scenes and witness the dedication, passion, and attention to detail that defined the company. This approach went beyond traditional awareness-based marketing; it was about forging a lasting relationship with the audience and establishing Contact Renovations as a trusted name in the industry.
In addition to producing ‘The Art of Renovation’ video series, Fesyk Marketing recognized the importance of creating a well-rounded content strategy. While the videos were the centrepiece, we also complemented them by regularly publishing a curated collection of images and project descriptions. These visual assets served as an important component of our broader marketing approach, aiming to spotlight the diverse range of projects undertaken by Contact Renovations and Custom Homes.
Consistency was key here, as we ensured a steady stream of visual content alongside the video series. This approach would not only enrich the audience’s experience but also reinforce the brand’s commitment to excellence. It created a cohesive message, where ‘The Art of Renovation’ videos provided in-depth insights, while the images and project descriptions added depth and breadth to Contact Renovations’ brand.
Together, these elements would work together to craft an online presence that resonated with the audience, showcasing the company’s achievements and leaving a lasting impression of excellence in the minds of viewers.
We also recognized the absence of a direct communication channel at Contact Renovations, so we initiated the development of a newsletter, serving as a way to regularly engage with their audience. This newsletter not only provided valuable insights, project updates, and industry trends but also built a sense of community and trust by offering homeowners expert advice for their own renovation journeys. This addition enriched the overall online experience, reinforced Contact Renovations’ commitment to excellence, and furthered its position as a trusted authority in home renovations.
1. Budget and resource allocation
Instead of hefty production budgets, we opted for a minimalist approach, relying on a lav mic, an iPhone, creativity, and Paul’s preference for authentic, one-take shots.
2. Consistency over perfection
With limited time and resources, our goal was to consistently produce 4 to 5 shareable videos during each project site visit. This enabled us to maintain a steady release schedule of one polished video per week across various platforms.
3. Emphasis on authenticity
Our aim was to ensure that Paul came across as his authentic self on camera, engaging with the viewer as if it were a one-on-one conversation. To achieve this, we worked on creating a comfortable environment for him and selecting content topics that he felt at ease discussing.
4. Commitment to the integrity of the Contact Brand
We were aware in advance that we could likely cater to the algorithm by crafting content tailored for generating clicks. However, Contact’s strong commitment to their brand’s authenticity took precedence. This translated to using subtle thumbnail calls to action on YouTube and avoiding imitation of trendy content on Instagram.
During the project, the COVID-19 pandemic hit. This prompted a pivot from “The Art of Renovation” to “The Art of Renovation LIVE,” featuring live Instagram interviews with industry experts. This shift not only expanded Contact’s Instagram presence but also led to initiatives like an online contest to support restaurants during the pandemic. The Art of Renovation LIVE aired for six months and then pivoted again to short live video segments once a week where Paul shares updates on projects in progress and shows the ins and outs of the luxury upgrades his team is installing. These videos are called What’s Up Wednesday and result in increased reach and engagement on Facebook and Instagram.
Over 3.5 years, Contact Renovations produced over 200 videos, and their online following increased by 369% across Facebook, Instagram, and LinkedIn. The content created can be repurposed in various ways, providing long-term value.
Some specific results include:
- Facebook followers increased by 61%
- Instagram followers increased by 421%
- YouTube subscribers increased by 9120%
- YouTube video views increased by 893%
- Newsletter subscribers increased by 866%
- Monthly website visitors increased by 114%
The Art of Renovation was a nominee for best digital marketing campaign at the Edmonton Canadian Home Builders Association Awards in 2022.
With a substantial body of work, Contact Renovations is now considering reallocating resources from production to a paid ad budget to increase quality leads. They also plan to leverage Paul’s subject matter expertise for speaking opportunities, podcast interviews, or even his own show on HGTV.
So what’s the takeaway?
Content is a long-game marketing strategy that pays off.
At Fesyk Marketing, we take immense pride in the work we have done for Contact Renovations and Custom Homes. Our customized marketing solutions and focus on consistent growth, authenticity, and long-term value have not only contributed to the success of Contact Renovations but have given them content to share and repurpose for years to come.
Over 3.5 years, we have driven significant growth for Contact Renovations, with increases in their online following, website visitors, and engagement across various platforms. Our focus on authenticity and brand integrity has ensured that the content we create resonates with the target audience and remains true to the company’s values.
The long-term value of our work is evident in the versatile, high-quality content we have created, which can be repurposed in various ways to provide ongoing value for Contact Renovations.
We are confident in our ability to replicate this success for other clients, and we look forward to helping more businesses achieve their goals through our customized marketing solutions.
Content marketing offers businesses a powerful means to engage, educate, and build trust with their target audience. By creating valuable, relevant, and informative content, companies can establish themselves as industry authorities and thought leaders. This approach not only fosters a deeper connection with customers but also attracts organic traffic, boosts brand awareness, and ultimately drives conversions. Additionally, content marketing’s long-term benefits are evident in its ability to generate a continuous stream of leads and nurture customer loyalty, making it a cost-effective and sustainable strategy for achieving business growth in the digital age.