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Electrician Receives 10x ROI on Facebook ads with Strategic Video Marketing
Client: Raffin Electrical
Project: Ongoing Video Marketing
The Client
Raffin Electrical is a family run business delivering electrical services for both residential and commercial customers across Northern and Southern QLD, from the Gulf Country down to the South Burnett. Their mission is to help customers reduce their power bills and significantly reduce their impact on the environment.
Working with Innovate Media has taken all the stress and worry out of our marketing.
– Sherree, Manager
Raffin Electrical
Requirement
Like all trades and service suppliers dealing with residential and commercial customers, being top of mind when a need arises and being name-dropped via word of mouth is crucial to keep enquiries flowing and the proverbial business ‘lights on’. Standing out amongst a sea of similar-looking competitors is the main difficulty for businesses like Raffin Electrical and this is where tactical marketing is employed to use brand stories, case studies and testimonials in video format to give credibility and a human face that potential customers can relate to.
Raffin Electrical initially came to Innovate Media for advice and solutions on how to use videos to improve their marketing edge. They had also just won a large solar installation job at the home of celebrity chef Matt Golinski and knew that it would be a noteworthy portfolio project to highlight as a case study.
Process
At Innovate Media, all video marketing projects are kicked off with a strategy session. We take the time to understand the problems that a business faces as well as the goals they wish to achieve. We delve in deep to learn about the marketing efforts previously employed, their target market and the problems that their audience faces. We listen and gather all the details to put together what we call a ‘Full Funnel’ video marketing strategy that defines the types of messages and sorts of videos that businesses can create to grab the attention of their target market and turn prospects into customers and customers into advocates.
With the high-profile solar installation job booked into the calendar, the case study and client testimonial video was the first cab off the rank for Raffin Electrical’s long term video marketing plan. A secondary issue the regionally-based trade business faced was attracting high quality professional staff. For the initial stage of video work we proposed a two minute promotional video featuring the solar installation case study and a series of six short social media videos extracted from the main story. The second stage of the plan involved an HR recruitment focussed video and cut down social media extracts which were filmed at the same time as the solar installation case study, ensuring cost-efficient production processes and maximising the investment
Throughout the job, we explain each phase of the project and streamline all communication to simplify the process and allow you to focus on your business.
Our video pre-production phase kicks off with a story mapping session where we gain clarity on the story and concept to develop the script and interview questions. The filming of the installation was broken down into two, two-hour shoots to show the installation at different stages and capture staff interviews, and the client, Matt Golinski’s testimonial. The post production stage is where the video comes to life and the storytelling elements communicate a message that drive the audience to act.
Fast forward a year and the success of the first video series is clear. This time a two minute solar installation promotional video is proposed to explain details of the service and another large solar installation is earmarked as the focus for a customer story as well. Shorter social media ads are also extracted from the main video content.
Furthermore, a brand story and social media video ads for Raffin Electrical’s sister company, Warrior Water is produced at the same time, bundling the regional location filming for both businesses into a single one and a half day shoot.
Success
Raffin Electrical’s facebook ads have delivered a 10x return on investment on ad spend. They are generating qualified leads which the business is able to easily convert into jobs. Despite having now filled their outstanding job vacancies for qualified tradies, thanks to their HR video marketing staying active on their social media accounts they are still receiving regular job applications from people keen to join the Raffin team.
The success of the video marketing campaign has meant that Raffin Electrical is now adding video marketing into their annual budget requirements.
The team at Innovate Media are delighted to hear and share success stories like these to show that Video Marketing, when done right and strategically can serve trades and services businesses of all types and sizes.
One of the marketing challenges for a trade based business is that you’re generally on the tools. We’re not on social media and available to answer questions about our products and services. Having a video really explains all of that.
– Sherree
Transcript of Testimonial Video
Transcript of Sherree’s Testimonial
Working with Innovate Media has taken all of the stress and worry out of marketing. From the very first initial stage of engagement and planning, we always knew what was going on. Communication has been absolutely amazing. The platforms that are also used to communicate capture information of, you know, the story we’re trying to tell here and what goals, what we’re trying to achieve.
We can really see the return on investment on that and the benefit. It has created a whole lot of leads for us, which we certainly have converted over into jobs. It’s quite nerve -racking to be making videos and content and being interviewed, but Ben and his team have just made it so easily. And then the end result is just, to me, it’s perfect.
We’ve had feedback from other businesses, competitors complimenting us on how excellent our videos are. One of the marketing challenges being a trade based business is you generally are always on the tools. You’re not always on your social media, all over your social media, knowing what people want to see or need to see for them to understand what services or products that you offer. So having a video really covers all of that and gives the client all of that information that we can’t kind of explain. Allowing the video marketing in our budget is something that we have moved into doing annually.
We can really see the return on investment on that and the benefit. We’re also using video marketing for our second business, which is a water business. And again, you know, being able to inform and educate clients of the products and services that we offer in a really short time with concise information. It’s just been a great pleasure working with the Innovate Media team. It’s been really easy. Ben has been very flexible and accommodating to what’s happening within your business to make things happen.
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Discuss your business goals
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