July 9, 2025 • 20 mins
In the final episode of the Build, Grow, Dominate series, Janet and Caitlyn dive into how home improvement contractors can leverage TV and OTT (Over-the-Top) advertising to supercharge their brand presence. From the basics of how these platforms differ to tactical tips on creative production, tracking ROI, and real-world success stories—this episode breaks down how traditional and streaming ads fit into a modern, high-performing digital marketing strategy.
Whether you're already investing in digital or just stepping into video ads, this episode will help you align your messaging, amplify your reach, and make every ad dollar work harder. Learn how to connect the dots between your streaming campaigns and your website traffic, and why homeowners may already think you’re “on TV”—even if you’re just on YouTube.
Want to find out how we can create a custom digital marketing game plan for your contractor business? Schedule a call with us at fatcatstrategies.com.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 01 (00:01):
Welcome to Digital Marketing for Contractors.
(00:24):
in the home improvementindustry.
In part one, we'll cover theessentials from startup to your
first 5 million.
In part two, we're shiftinggears to focus on what it takes
to scale your business to asuccessful exit and or how to
(00:45):
dominate your market.
Now let's get into it.
Hey, I'm Janet, the founderhere at Fat Cat Strategies.
And today I am joined by thelovely and talented Caitlin
Noble, who is not only mycolleague, my coworker, and my
friend, but I'm happy to saythat she is also the co-owner of
Fat Cat Strategies.
Yes, what an intro.
I, Caitlin, as Janet mentioned,also the head of client
(01:08):
services, wears many hats.
So many hats.
Alongside.
Like you have 14 hats.
I, and so my guns beat off the14.
Janet, it's Thursday, Monday.
We are going to dive into thelast gun to stone of this
two-part series of Build, Grow,Dominate.
Let's tell the listeners whatwe're diving into.
(01:28):
Yeah, that's right.
It's the last episode in Build,Grow, Dominate, the series for
home improvement contractors whowant to do what they want to
do.
They want to build, grow, anddominate.
Okay, and so today we aretalking about TV and OTT
advertising.
That's right.
If you're a contractor who'salready put some marketing
(01:51):
presence in your community toyour community you're doing a
bunch of great things and nowyou're focused on skill and
optimizing this episode is foryou we're talking about how to
make traditional streaming mediaa powerful part of your digital
web plan so let's break it downstarting off the basics what is
the difference between two TVand OTT advertising.
(02:14):
Wow.
That was a lot of T's.
As long as we're going out withthe bang.
Yeah, yeah, yeah.
This is the real deal here.
You're getting an unvarnishedJanet and Caitlin.
Okay, so what is the differencebetween TV and OTT?
Traditional TV ads, you knowthese.
They've been on the air sincewhat?
(02:35):
The beginning.
Right up to World War II.
So they've been around for awhile.
These are commercials onbroadcast or cable television,
and they are great for reachinga broad audience and creating a
big presence in your market.
But if you're listening to thisand you're thinking like, That
ain't for me because I'm goingto have to go through my local
(02:55):
ABC or NBC affiliate or I'mgoing to have to talk to the
local, you know, spectrum cablead sales rep.
Who's a joy.
Who's a joy.
I'd like the best part of yourday when those ad sales reps
come into your office and try tostrong arm you into something.
Yeah.
(03:15):
Good Lord.
Unknown (03:17):
Yeah.
Speaker 01 (03:17):
So if you're thinking TV ain't for me, well,
maybe OTT is.
Yeah, OTT.
We're over-the-top dads who areserved through streaming
platforms.
But to show you platforms,Hulu, YouTube TV, Amazon Prime
Video.
Those are all streamingplatforms.
And the cool part about OTT isthat it offers targeted
(03:40):
advertising using data to serveyour message to the right
people.
Yeah, it's like the precision.
Well, it's not even like it.
It is.
It is, yeah.
(04:00):
You mentioned Hulu, YouTube,Amazon Prime.
I mean, there's others like...
They've got all these crazynames like 2B, Pluto and stuff
like that.
All of that is streaming andit's advertiser supported.
(04:20):
And with OTT, with the rightplatform and with the right
agency, your ad can be insomebody's living room, but it
could be wildly targeted just tothe households that you want to
market to.
Yeah.
So opposite of the traditional.
Yeah.
So with traditional TV, whenyou get that like glorious,
generous, Joy of a person thatis the local TV ad sales rep who
(04:48):
does take no for an answer andwho will leave your office and
not come back.
four times in the next sixweeks with donuts and pins and
flowers.
And then you sign a year-longTD contract.
Yeah.
You remember that person.
Yeah.
TV ad sales.
And here Ryan adds to the priceis right.
To the price is right at like10 a.m.
(05:10):
on some bullshit channel.
OTT is kind of the opposite ofthat.
Yes.
So you get all the benefits ofTV without having to deal with
that local ad sales regret.
Yeah, so I'll talk about thebenefits.
Like, so, because why should ahome improvement clinic appear
about OTT?
In one word, it is breach.
So, to back it up, TV, like wesaid, you're going to get in
(05:35):
front of a huge audience.
You're paid to get in front ofthat huge audience.
The timing, et cetera, all ofthat.
I mean, it could be me homefrom maternity leave watching,
you know, Family feud.
What today?
Who sees your ads?
Or it could be somebody who's,you know, 65 and retired.
65 and retired.
But they're in your target zipcodes.
(05:56):
They're in your zip codes.
OTT lets you be more precise,acting in the chin, turning your
face on viewing habits, yourinterests, and as Janet
mentioned, using the codes.
So, yeah.
So when you're going to startto see your business on TV or if
you're using your favoritestreaming app, That's it.
(06:16):
A little trust.
I mean, we just talked on ourlast episode about multi-channel
marketing.
I mean, the more that you canestablish throughout how other
people are consuming content andentertainment.
Yes.
The more serious of a playeryou're going to be.
So I'll just interject a littlestory.
(06:38):
And Caitlin, you know the storybecause you were on the call.
I saw you.
We were talking to a contractorin Kansas City, Missouri last
week, who's a dear friend of FatCat and has built an amazing
business.
And he is using YouTube ads.
So what he's done is he's, youknow, captured a bunch of video
(07:01):
footage that gets recycled intoall kinds of ads and social.
But then they are running thoseads on YouTube TV, which people
are now using YouTube as one ofthe streaming apps on their big
old television in their livingroom.
And so our friend out in KansasCity told us, he was like, you
know, I was getting these callsand I was going on these
(07:23):
appointments and I was, youknow, doing the sales guy thing
and how'd you hear about us?
And they'd say, well, I saw youon TV.
I And it took him a whilebecause he in his mind was not
thinking that his digital adswere quote unquote TV ads.
(07:46):
Right.
kind of an old school TV ad onthe local ABC affiliate before
the price is right.
The homeowner is not makingthis distinction.
But what we've found is thatsometimes we as agencies or the
contractors can think, well, I'mrunning these digital ads.
(08:07):
Well, the homeowner thinksyou're on TV.
And so our friend out in KansasCity said, he's like, for a
while, I thought people werecrazy.
And then I had friends tell me,hey, I saw your TV ad.
And they finally made theconnection like, oh, They're
talking about my YouTube ads.
Exactly.
But people call them...
TV.
Largely, like, TV ads.
(08:27):
Yes.
So...
So, Caitlin, tell us, like,what are some of the things that
people listening need to do ifthey're thinking about running
OTT or streaming?
(08:50):
Yeah.
Honestly, it's an actor.
(09:31):
That is the role that thatperson plays.
They're not the sales manager.
They're not the generalmanager.
They're an actor that becomesthe brand spokesperson for that
one-day bath company in thatmarket.
And they're on every stig andad.
Perfect.
That is what we call similarvisual, similar tone, brand
consistency.
Exactly.
And so that's the tacticalaspect.
(09:52):
You only use CTA and FFT todrag traffic to your website or
social platforms.
Yep.
So you need to think about astrong CTA.
What's a CTA?
That's a call to action.
What is your CTA going to be?
Is it going to be somethinglike visit our website for
exclusive offers, book yourconsultation, go to our website
(10:14):
to download a free, you know,color guide on this year's new,
um, citing profiles and citingcolors or you've got a new
window product and you've gotsome sort of downloadable guide
or video series on how it works.
That's going to be your CTAthat you are offering on your
(10:34):
OTT streaming commercial.
Then when you direct visitorsto go get that thing off of your
website, you're going to use atrackable URL or a promo code or
a QR code so that you can tieback that conversion on your
website that was driven to yourwebsite by that OTT ad.
(10:55):
Exactly.
And, right gosh, if you'realready spending the money to
run these types of ads, you haveto follow up.
If someone visits your siteafter they've watched your ad,
please make sure that Yourdigital presence picks up the
baton and runs with it.
Through retargeting ads,through email marketing, through
(11:18):
text messages, you've got tokeep the conversation going.
Keep your brand in front ofyou.
Yeah, and you know, I'll kindof tag onto this.
There's just so many greattechnology partners that Fat Cat
has developed that if you'retalking about continuing that
conversation um you know we'vewe've done an episode with
(11:42):
blazio um to be called ApexChat.
So let's say your OTT ad runson a streaming platform.
Somebody goes to your websiteand maybe they don't want to
fill out a form, but there's achat bot that pops up.
And I actually use the wrongword.
It's not a bot because withBlasio, you can have chat on
your website that is manned bylive human beings.
(12:05):
And they're going to be able toengage with that person while
they're sitting in their LazyBoy with the laptop on their lap
or their iPad on their lap ortheir phone.
And so then you're Yeah, that'samazing.
Oh, yeah.
(12:30):
Again, it's technology, but tocompliment what you're doing.
Compliment what you're doingand really take some of the
heavy lifting off of your plate.
(12:51):
I think that's fantastic.
And continue that engagement.
Yeah.
And then you come in the nextmorning, you've got three new
appointments booked.
Graze.
Okay.
So we've run into this time andtime again.
It is quite interesting.
often very difficult to trackthe data coming from television
commercials.
You know, it's been aconversation we've had for
(13:13):
years, like, okay, we'll win theDave on.
Like, all right, let's buildyour Google AdWords.
Let's see if there's a spike inyour website traffic during
that hour of the day that youhad multiple ads running.
OTT is going to give you accessto tons of tech apps.
You can see who's what, howlong they engage, and whether
they click through your websiteor not.
It's so amazing.
(13:33):
Yes.
And the magic happens when youcombine this with your digital
analytics to get the fullpicture, or you combine it with
something like WhatConvertsthat's going to do that lead
source attribution.
Absolutely.
So, you know, moving on, kindof going through our tips here.
Okay.
We wanted to touch on this ideaof cross-platform synergy.
(13:56):
Another word.
So yeah, we're dropping all thebuzzwords here.
So what you really want to dois make it a full circle moment.
Caitlin, explain to people whatwe mean by that.
Yeah, this is something, Imean, if you're producing, if
somebody is producing televisionads, they are neighbors.
I assume you're neighbors andonce there's some Contract.
(14:18):
Contract that says they're notyours.
But you should negotiate whereyou get the creative from any
commercials that are shot.
It's your brand.
It's your...
You want those files.
Yes, it's your files.
So we're shaking those ads andwe're pushing them through
social media.
We're publishing them to yourYouTube channel.
We're then...
putting that same commercialwithin an email campaign, or
(14:41):
we're dropping a snippet of thatcommercial onto a PPC landing
page to get more mileage out ofthat creative and create that
cohesive experience.
Right.
So if you're going to gothrough the effort and energy to
create this asset, which isthis, you know, piece of video.
Unknown (15:00):
Yeah.
Speaker 01 (15:00):
Yeah, exactly.
There's so many freelancers outthere in your market that can
(15:34):
help you really capture somehigh quality video.
And again, I'm going to go backto a friend of Fat Cat, a
friend of the show that we'vegot out in Kansas City is
running an amazing sidingbusiness out there.
Yeah.
Yeah.
Yeah.
Yeah.
Yeah.
Do it the right way.
(16:13):
Do it the right way.
Yeah.
Invest in quality production,even if you're going the OTT
route and you're maybe bypassingwhat is a traditional
television studio approach.
And if you had somebody who'scamera shy or you're a small
business thinking about this.
And I mean, I'm the first tosay that.
Not the first to say, actually,but AI is so powerful.
(16:37):
There are AI tools out therethat you can plug in a script,
and you will keep a low rate atthe content that comes to affect
it.
The video content.
Yeah, the video content thatcan be used to promote your
company.
Yeah.
All types of ways to spend thatbudget.
Speeds into the budget, though.
(16:58):
You've got to track your ROI onthis.
Monitor your cost per lead fromeach channel.
And you've got to optimize itfrom here.
You play just to see if it'seven working.
So, yeah.
So, you know, we kind of talkeda little bit of smack about
traditional TV.
But if you are still runningtraditional ads through local
affiliates.
Yeah.
Absolutely.
(17:19):
Absolutely.
Tracking, tracking, tracking,so you can move your money to
(17:45):
the right place.
A quick case study, an exampleof one of our clients, a home
improvement contractor at theSoutheast.
They ran a seasonal campaignacross TV and OTT to promote
energy-efficient windowreplacements.
Yeah, and they supported itwith a Google ad campaign and a
landing page offering a specialincentive.
(18:06):
So the landing page is on thewebsite, the Google ads are on
the Google ad platform, and thecommercial is on streaming and
traditional TV.
So what was the result?
It was a major lift in sitetraffic, a lower cost per lead
than expected, and a ton of newleads and new customers in the
pipeline.
Amazing.
And you've been gone to all thesame dealers to follow back up
(18:29):
with those business.
And they did.
So to wrap it all up, OTT andTV advertising aren't just
nice-to-haves anymore.
They're powerful tools forscaling contractors who are
ready to dominate their targets.
So combine that old-schoolcredibility that you're going to
get from TV advertising Andradio, honestly.
(18:53):
Yeah.
With modern digital strategyand tactics, and you will be
unstoppable.
Absolutely.
Gosh, wow.
Well, that wraps up today'sepisode.
And it also marks the end ofour part two in our Build, Grow,
Dominate series.
Now, we have covered a lot fromthe power of SEO and PPC to
integrating digital strategieswith traditional media like
(19:16):
radio, TV, and now OTT.
If you're ready to level upyour marketing efforts So until
then, keep going this far.
Thank you.
Speaker 00 (19:48):
Digital marketing for contractors is created by
Fat Cat Strategies.
For more information, visitfatcatstrategies.com.
Welcome to Digital Marketing for Contractors.
(00:24):
in the home improvementindustry.
In part one, we'll cover theessentials from startup to your
first 5 million.
In part two, we're shiftinggears to focus on what it takes
to scale your business to asuccessful exit and or how to
(00:45):
dominate your market.
Now let's get into it.
Hey, I'm Janet, the founderhere at Fat Cat Strategies.
And today I am joined by thelovely and talented Caitlin
Noble, who is not only mycolleague, my coworker, and my
friend, but I'm happy to saythat she is also the co-owner of
Fat Cat Strategies.
Yes, what an intro.
I, Caitlin, as Janet mentioned,also the head of client
(01:08):
services, wears many hats.
So many hats.
Alongside.
Like you have 14 hats.
I, and so my guns beat off the14.
Janet, it's Thursday, Monday.
We are going to dive into thelast gun to stone of this
two-part series of Build, Grow,Dominate.
Let's tell the listeners whatwe're diving into.
(01:28):
Yeah, that's right.
It's the last episode in Build,Grow, Dominate, the series for
home improvement contractors whowant to do what they want to
do.
They want to build, grow, anddominate.
Okay, and so today we aretalking about TV and OTT
advertising.
That's right.
If you're a contractor who'salready put some marketing
(01:51):
presence in your community toyour community you're doing a
bunch of great things and nowyou're focused on skill and
optimizing this episode is foryou we're talking about how to
make traditional streaming mediaa powerful part of your digital
web plan so let's break it downstarting off the basics what is
the difference between two TVand OTT advertising.
(02:14):
Wow.
That was a lot of T's.
As long as we're going out withthe bang.
Yeah, yeah, yeah.
This is the real deal here.
You're getting an unvarnishedJanet and Caitlin.
Okay, so what is the differencebetween TV and OTT?
Traditional TV ads, you knowthese.
They've been on the air sincewhat?
(02:35):
The beginning.
Right up to World War II.
So they've been around for awhile.
These are commercials onbroadcast or cable television,
and they are great for reachinga broad audience and creating a
big presence in your market.
But if you're listening to thisand you're thinking like, That
ain't for me because I'm goingto have to go through my local
(02:55):
ABC or NBC affiliate or I'mgoing to have to talk to the
local, you know, spectrum cablead sales rep.
Who's a joy.
Who's a joy.
I'd like the best part of yourday when those ad sales reps
come into your office and try tostrong arm you into something.
Yeah.
(03:15):
Good Lord.
Unknown (03:17):
Yeah.
Speaker 01 (03:17):
So if you're thinking TV ain't for me, well,
maybe OTT is.
Yeah, OTT.
We're over-the-top dads who areserved through streaming
platforms.
But to show you platforms,Hulu, YouTube TV, Amazon Prime
Video.
Those are all streamingplatforms.
And the cool part about OTT isthat it offers targeted
(03:40):
advertising using data to serveyour message to the right
people.
Yeah, it's like the precision.
Well, it's not even like it.
It is.
It is, yeah.
(04:00):
You mentioned Hulu, YouTube,Amazon Prime.
I mean, there's others like...
They've got all these crazynames like 2B, Pluto and stuff
like that.
All of that is streaming andit's advertiser supported.
(04:20):
And with OTT, with the rightplatform and with the right
agency, your ad can be insomebody's living room, but it
could be wildly targeted just tothe households that you want to
market to.
Yeah.
So opposite of the traditional.
Yeah.
So with traditional TV, whenyou get that like glorious,
generous, Joy of a person thatis the local TV ad sales rep who
(04:48):
does take no for an answer andwho will leave your office and
not come back.
four times in the next sixweeks with donuts and pins and
flowers.
And then you sign a year-longTD contract.
Yeah.
You remember that person.
Yeah.
TV ad sales.
And here Ryan adds to the priceis right.
To the price is right at like10 a.m.
(05:10):
on some bullshit channel.
OTT is kind of the opposite ofthat.
Yes.
So you get all the benefits ofTV without having to deal with
that local ad sales regret.
Yeah, so I'll talk about thebenefits.
Like, so, because why should ahome improvement clinic appear
about OTT?
In one word, it is breach.
So, to back it up, TV, like wesaid, you're going to get in
(05:35):
front of a huge audience.
You're paid to get in front ofthat huge audience.
The timing, et cetera, all ofthat.
I mean, it could be me homefrom maternity leave watching,
you know, Family feud.
What today?
Who sees your ads?
Or it could be somebody who's,you know, 65 and retired.
65 and retired.
But they're in your target zipcodes.
(05:56):
They're in your zip codes.
OTT lets you be more precise,acting in the chin, turning your
face on viewing habits, yourinterests, and as Janet
mentioned, using the codes.
So, yeah.
So when you're going to startto see your business on TV or if
you're using your favoritestreaming app, That's it.
(06:16):
A little trust.
I mean, we just talked on ourlast episode about multi-channel
marketing.
I mean, the more that you canestablish throughout how other
people are consuming content andentertainment.
Yes.
The more serious of a playeryou're going to be.
So I'll just interject a littlestory.
(06:38):
And Caitlin, you know the storybecause you were on the call.
I saw you.
We were talking to a contractorin Kansas City, Missouri last
week, who's a dear friend of FatCat and has built an amazing
business.
And he is using YouTube ads.
So what he's done is he's, youknow, captured a bunch of video
(07:01):
footage that gets recycled intoall kinds of ads and social.
But then they are running thoseads on YouTube TV, which people
are now using YouTube as one ofthe streaming apps on their big
old television in their livingroom.
And so our friend out in KansasCity told us, he was like, you
know, I was getting these callsand I was going on these
(07:23):
appointments and I was, youknow, doing the sales guy thing
and how'd you hear about us?
And they'd say, well, I saw youon TV.
I And it took him a whilebecause he in his mind was not
thinking that his digital adswere quote unquote TV ads.
(07:46):
Right.
kind of an old school TV ad onthe local ABC affiliate before
the price is right.
The homeowner is not makingthis distinction.
But what we've found is thatsometimes we as agencies or the
contractors can think, well, I'mrunning these digital ads.
(08:07):
Well, the homeowner thinksyou're on TV.
And so our friend out in KansasCity said, he's like, for a
while, I thought people werecrazy.
And then I had friends tell me,hey, I saw your TV ad.
And they finally made theconnection like, oh, They're
talking about my YouTube ads.
Exactly.
But people call them...
TV.
Largely, like, TV ads.
(08:27):
Yes.
So...
So, Caitlin, tell us, like,what are some of the things that
people listening need to do ifthey're thinking about running
OTT or streaming?
(08:50):
Yeah.
Honestly, it's an actor.
(09:31):
That is the role that thatperson plays.
They're not the sales manager.
They're not the generalmanager.
They're an actor that becomesthe brand spokesperson for that
one-day bath company in thatmarket.
And they're on every stig andad.
Perfect.
That is what we call similarvisual, similar tone, brand
consistency.
Exactly.
And so that's the tacticalaspect.
(09:52):
You only use CTA and FFT todrag traffic to your website or
social platforms.
Yep.
So you need to think about astrong CTA.
What's a CTA?
That's a call to action.
What is your CTA going to be?
Is it going to be somethinglike visit our website for
exclusive offers, book yourconsultation, go to our website
(10:14):
to download a free, you know,color guide on this year's new,
um, citing profiles and citingcolors or you've got a new
window product and you've gotsome sort of downloadable guide
or video series on how it works.
That's going to be your CTAthat you are offering on your
(10:34):
OTT streaming commercial.
Then when you direct visitorsto go get that thing off of your
website, you're going to use atrackable URL or a promo code or
a QR code so that you can tieback that conversion on your
website that was driven to yourwebsite by that OTT ad.
(10:55):
Exactly.
And, right gosh, if you'realready spending the money to
run these types of ads, you haveto follow up.
If someone visits your siteafter they've watched your ad,
please make sure that Yourdigital presence picks up the
baton and runs with it.
Through retargeting ads,through email marketing, through
(11:18):
text messages, you've got tokeep the conversation going.
Keep your brand in front ofyou.
Yeah, and you know, I'll kindof tag onto this.
There's just so many greattechnology partners that Fat Cat
has developed that if you'retalking about continuing that
conversation um you know we'vewe've done an episode with
(11:42):
blazio um to be called ApexChat.
So let's say your OTT ad runson a streaming platform.
Somebody goes to your websiteand maybe they don't want to
fill out a form, but there's achat bot that pops up.
And I actually use the wrongword.
It's not a bot because withBlasio, you can have chat on
your website that is manned bylive human beings.
(12:05):
And they're going to be able toengage with that person while
they're sitting in their LazyBoy with the laptop on their lap
or their iPad on their lap ortheir phone.
And so then you're Yeah, that'samazing.
Oh, yeah.
(12:30):
Again, it's technology, but tocompliment what you're doing.
Compliment what you're doingand really take some of the
heavy lifting off of your plate.
(12:51):
I think that's fantastic.
And continue that engagement.
Yeah.
And then you come in the nextmorning, you've got three new
appointments booked.
Graze.
Okay.
So we've run into this time andtime again.
It is quite interesting.
often very difficult to trackthe data coming from television
commercials.
You know, it's been aconversation we've had for
(13:13):
years, like, okay, we'll win theDave on.
Like, all right, let's buildyour Google AdWords.
Let's see if there's a spike inyour website traffic during
that hour of the day that youhad multiple ads running.
OTT is going to give you accessto tons of tech apps.
You can see who's what, howlong they engage, and whether
they click through your websiteor not.
It's so amazing.
(13:33):
Yes.
And the magic happens when youcombine this with your digital
analytics to get the fullpicture, or you combine it with
something like WhatConvertsthat's going to do that lead
source attribution.
Absolutely.
So, you know, moving on, kindof going through our tips here.
Okay.
We wanted to touch on this ideaof cross-platform synergy.
(13:56):
Another word.
So yeah, we're dropping all thebuzzwords here.
So what you really want to dois make it a full circle moment.
Caitlin, explain to people whatwe mean by that.
Yeah, this is something, Imean, if you're producing, if
somebody is producing televisionads, they are neighbors.
I assume you're neighbors andonce there's some Contract.
(14:18):
Contract that says they're notyours.
But you should negotiate whereyou get the creative from any
commercials that are shot.
It's your brand.
It's your...
You want those files.
Yes, it's your files.
So we're shaking those ads andwe're pushing them through
social media.
We're publishing them to yourYouTube channel.
We're then...
putting that same commercialwithin an email campaign, or
(14:41):
we're dropping a snippet of thatcommercial onto a PPC landing
page to get more mileage out ofthat creative and create that
cohesive experience.
Right.
So if you're going to gothrough the effort and energy to
create this asset, which isthis, you know, piece of video.
Unknown (15:00):
Yeah.
Speaker 01 (15:00):
Yeah, exactly.
There's so many freelancers outthere in your market that can
(15:34):
help you really capture somehigh quality video.
And again, I'm going to go backto a friend of Fat Cat, a
friend of the show that we'vegot out in Kansas City is
running an amazing sidingbusiness out there.
Yeah.
Yeah.
Yeah.
Yeah.
Yeah.
Do it the right way.
(16:13):
Do it the right way.
Yeah.
Invest in quality production,even if you're going the OTT
route and you're maybe bypassingwhat is a traditional
television studio approach.
And if you had somebody who'scamera shy or you're a small
business thinking about this.
And I mean, I'm the first tosay that.
Not the first to say, actually,but AI is so powerful.
(16:37):
There are AI tools out therethat you can plug in a script,
and you will keep a low rate atthe content that comes to affect
it.
The video content.
Yeah, the video content thatcan be used to promote your
company.
Yeah.
All types of ways to spend thatbudget.
Speeds into the budget, though.
(16:58):
You've got to track your ROI onthis.
Monitor your cost per lead fromeach channel.
And you've got to optimize itfrom here.
You play just to see if it'seven working.
So, yeah.
So, you know, we kind of talkeda little bit of smack about
traditional TV.
But if you are still runningtraditional ads through local
affiliates.
Yeah.
Absolutely.
(17:19):
Absolutely.
Tracking, tracking, tracking,so you can move your money to
(17:45):
the right place.
A quick case study, an exampleof one of our clients, a home
improvement contractor at theSoutheast.
They ran a seasonal campaignacross TV and OTT to promote
energy-efficient windowreplacements.
Yeah, and they supported itwith a Google ad campaign and a
landing page offering a specialincentive.
(18:06):
So the landing page is on thewebsite, the Google ads are on
the Google ad platform, and thecommercial is on streaming and
traditional TV.
So what was the result?
It was a major lift in sitetraffic, a lower cost per lead
than expected, and a ton of newleads and new customers in the
pipeline.
Amazing.
And you've been gone to all thesame dealers to follow back up
(18:29):
with those business.
And they did.
So to wrap it all up, OTT andTV advertising aren't just
nice-to-haves anymore.
They're powerful tools forscaling contractors who are
ready to dominate their targets.
So combine that old-schoolcredibility that you're going to
get from TV advertising Andradio, honestly.
(18:53):
Yeah.
With modern digital strategyand tactics, and you will be
unstoppable.
Absolutely.
Gosh, wow.
Well, that wraps up today'sepisode.
And it also marks the end ofour part two in our Build, Grow,
Dominate series.
Now, we have covered a lot fromthe power of SEO and PPC to
integrating digital strategieswith traditional media like
(19:16):
radio, TV, and now OTT.
If you're ready to level upyour marketing efforts So until
then, keep going this far.
Thank you.
Speaker 00 (19:48):
Digital marketing for contractors is created by
Fat Cat Strategies.
For more information, visitfatcatstrategies.com.
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