86 Clients in The 1st Month! And x20 views on Youtube
86 Clients in Month 1
With GHA Marketing's Sales System
78k Organic Views
On the 2nd Video Published on Youtube
Clifton Beck is the Director of Digital Media at the ESCO Institute and an HVACR educator and host of Did You Know? – The ESCO HVAC Podcast. He helps industry professionals adapt to modern technologies and new training approaches.
The ESCO Institute provides certifications and educational resources for HVACR professionals. It aims to keep the industry informed about standards, technology advancements, and best practices.
On “Did You Know? The ESCO HVAC Podcast” Clifton discusses HVACR trends and innovations through expert interviews. Topics include refrigerant transitions, workforce development, and emerging technologies.
The objectives of the podcast are to educate the industry on all things HVACR, and to serve as a brand building & lead generation asset for the ESCO institute.
The problem was: it wasn’t marketed (despite proposing amazing content), and there was no lead gen system in place.
This is exactly what GHA Marketing did:
- Audited the podcast and made it easier to find (by optimizing discoverability)
- Created a lead funnel at the back end of the podcast
- Repositioned the podcast in terms of titles & branding (especially the thumbnails on Youtube)
- Marketed it. Really.
The results were… pretty fast to come.
The 2nd video we published on the Youtube channel hit 78,000 organic views (link to the video here)
Thanks to the lead funnel GHA had put together, this directly drove 118+ engagement with the lead magnet over 30 days. Resulting in 86 clients in the first month.
One of the “fun facts” also is:
– After seeing the success of the Youtube Channel, the US Department of Energy asked to be on the show to further explain the new refrigerant rules transforming the HVAC industry.
There are two main reasons to this success:
→ The lead magnet: ESCO is selling online training and certifications. We asked Clifton to give access for free (in exchange of an email address) to the first two modules of his most sold course. Once they download it, the natural course is to simply purchase the whole certification (which is what happens when the product is good).
→ The Youtube game: If you are an expert in your field, you can go viral on Youtube. It is the second most visited website in the world. It’s just about creating the right content, and marketing it well.