One of the biggest challenges in high performance marketing is that homeowners generally don't know about the whole house approach, or about heat pump technology, or that their home might be making them sick. Consequently, effective marketing needs to have an educational component, which marketers call "awareness building," that teaches customers about your company, your services, and ways to save money using rebates and tax credits.
If you think of a sales funnel, these homeowners are towards the top, but companies who invest in this type of marketing can draw them into a pathway of helpful, educational information that moves them down the funnel towards becoming a viable lead.
Energy Circle CEO and founder Peter Troast reviewed the fundamentals of awareness marketing, from educational content to social media advertising campaigns, and discussed specific tactics you can use to play the long game—and win.
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