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How We Turned Customer Questions Into A Media Strategy That Generated $3.2 Million In Additional Revenue
Media For Marketers
Brand: Debret
12 month
3.2m
Additional Revenue
2,000+
Leads Over Google, Meta & Direct
50K Video Views
1 Video Ad Generated 53 Meta Leads Alone
How We Turned Customer Questions Into A Media Strategy That Generated $3.2 Million
In Additional Revenue
Debret is a custom steel shed builder servicing Greater Brisbane. With more than 25 years of experience behind the business, they wanted to take greater control of their residential lead generation and build their own media presence.
We Didn't Start By Asking What
Debret Wanted To Post
After 25 years of building sheds, the business had an enormous amount of experience around what customers ask, what they worry about and the decisions they need to make before investing in a custom shed.
The problem was that very little of that knowledge existed as media.
Debret had also never built an established social media presence of its own. If the business wanted greater control over residential lead generation, it needed a way to attract and educate potential customers long before they were ready to speak with sales.
For a purchase that can easily exceed $50,000, we knew one promotional video was not going to do that job.
The Approach
We treated Debret’s media strategy a little like an SEO strategy.
Using sales insights, customer questions and search behaviour, we identified the topics potential customers were already trying to understand and turned those topics into media.
This included:
- Answering common questions around concrete, council approvals, insulation, shed piers and the construction process
- Turning completed projects into inspiration for customers planning their own sheds
- Building a growing library of project photography and video that could be reused across campaigns
- Identifying gaps in the media library and using future production days to deliberately fill them
- Reviewing audience response and business data to help decide what we should create next
The idea was not to create media for the sake of staying active online.
We wanted every production to give Debret more useful media to work with.
Educational Media
Inspiration Was The Biggest Driver
After being in business for so long, it would have been very easy to turn every finished project into a traditional customer story to lean on our testimonials and proven history.
But we learnt early on that customers were not particularly interested in hearing about positive experiences. Being in the construction industry – one that is rife with posers and big talkers – that message was not landing.
What we did discover was hearing why previous owners designed their sheds the way they did. They were interested in the mezzanine Gary added because he worked from home. They wanted to know why Steve chose to include insulation, why Brett had windows installed in certain places and whether they could do something similar with their own project.
Once we changed the way we presented completed builds, customers started referring to specific projects during sales conversations and DMs. “I saw that shed on your page. Can we do something similar on my block” became a common start to conversations.
The media was helping customers build their own wish list before they even enquired.
One Educational Video Started A
75 Comment Argument
We also created media around common customer questions and industry misconceptions.
One video explained why Debret would not generally recommend building a new shed directly over existing concrete.
We expected it to be educational.
We did not expect people to argue about it.
The ad generated 75 comments from people sharing their own experiences, challenging the advice and, in some cases, jumping in to support the claims made in the video.
So We Built On It.
So, rather than moving on to a completely different idea, we built on what we had learnt.
This time, we also planned a much stronger opener.
We then targeted the video towards the audience who had engaged with the previous concrete discussion.
That single video generated 53 leads in one month at an average cost of $33 per lead.
This is a good example of why we do not want to start from scratch every time we plan a production.
The concrete video gave us information about the topics Debret’s audience was interested in. The comments helped us identify an engaged audience. We then used those insights to shape the next video, strengthened the way we opened the content and gave the media another opportunity to perform.
The next idea did not come from a content brainstorm.
It came from reviewing what had already happened and deciding how we could build on it.
We Also Allowed The Data
To Challenge Our Assumptions.
I initially questioned whether social media carousels would suit Debret’s older audience. We tested them anyway.
We were wrong.
In one recent month, the strongest carousel generated 34 leads at $26 per lead (well under our normal CPL of roughly $42) – a really good example of using the content the platform is wanting you to share to get results.
The Results
Over 12 months, Debret averaged approximately 170 leads per month at an average cost of around $40 per lead.
The results included:
- More than 2,000 marketing enquiries
- 739 leads directly attributed to Meta & Google Services
- 55 completed sales from marketing generated leads
- $3.2 million in additional revenue directly attributed to those sales
- 12,500+ in 48hours of organic views on the strongest video
- 24 leads at $26 per lead from the strongest recent carousel
- 53 serviceable leads generated from 1 Video Ad
The Media Became Useful
Beyond The Marketing Calendar
One of my favourite outcomes from the project was seeing Debret use the media in ways
we had not necessarily created it for:
Educational videos were shared directly with prospective customers during sales conversations.
Project photography was reused across campaigns, proposals and business communications.
Customers arrived at sales conversations already referring to shed features they had seen online.
The brand discovered that the media stopped being something that was created, posted and forgotten. It had become a library the business could continue to get value from.
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