Traditional HVAC marketing efforts simply don’t cut it any longer. With more and more consumers going online to search for products and services, it is vital that you implement digital marketing strategies. Let’s now delve into discussing the best 12 hvac marketing strategies to increase your revenue in details.
HVAC marketing has changed over the last few years.
HVAC companies that once utilized Yellow Page advertisements and radio advertising now must turn to a new way of marketing in order to avoid becoming obsolete, so to speak.
By accepting the fact that things have changed, you will be able to identify HVAC marketing strategies that will work for your business and help it grow in this world where digital marketing has become much more important than ever. Check out the 10 astounding benefits of hiring a social media manager for your business.
Your business can now be taken to new heights when these strategies are well identified because many of your competitors might not have adapted to the new marketing needs which will allow you to get a leg ahead of them.
Profitable HVAC Marketing Strategies:
Let’s take a look at seven different HVAC marketing strategies that you can begin implementing now.
1. Content Marketing
It might interest you to know that blogging has become one of marketing tactic that HVAC companies have failed to use.
This is by far the easiest method to market your business. Google can effectively locate you through content marketing which will enable you build trust with consumers and stand out from the competition.
In the method of implementing a content marketing campaign, it is highly required that you create valuable contents. Therefore, you should curate HVAC-related articles that cater to your local market.
As you develop topics, think about your customers. Consider what they do, what steps they should take given the current season, and create content that will help them!
This may include product demos, training videos, success stories, or Q&A articles.
Don’t forget to ensure you are including popular keywords in your content, as this is what will help you rank higher in the search engine result pages (SERPs) and faster.
Properly written content will:
• Increase organic traffic to your site based on the keywords used and content written.
• Answer questions that your customers will ask
• Improve your credibility with consumers
• Work well alongside your other marketing efforts (think social media).
Remember, consumers go to Google and type in a question to find the answer to their specific needs.
That is why, when you create contents that addresses their area of needs and answer their questions, you automatically begin to attract some of the most suitable leads ever. You are providing them with the answer to their question.
If you don’t have the time or skills to write for your company, hire someone to do it for you. It is an investment that is well worth it in the end.
2. Distribute Promotional Items
Distributing of promotional items that are relevant to your particular industry is yet another HVAC marketing strategy that you can engage. This can include anything and everything from pencils and pens to notepads and mouse pads that have your company logo and/or slogan printed on them.
Additionally, you can do calendars, hats, highlighters, glasses, letter openers and tote bags. Try to think about what your customers may be most interested in and would use regularly, as this will help increase the chances of your business remaining at the forefront of their minds.
For instance, if you are offering pens with your company name and number embedded on them, your pens can be used to pay bills or take notes. When they do this, they have your business in mind and will likely think about your company when their AC stops working or the heater stops blowing warm air.
Promotional items are great to give out to your employees at the end of the year or as prizes during an event. In addition, these items are perfect to be given out at events such as trade shows, wedding ceremonies and other events where you are advertising your company.
3. Use Local Search Engine
More often than not, a consumer who is interested in HVAC services will go online to look for services that are local to them. They are more likely to choose one of the HVAC companies that pop up first. Therefore, you want to get your website ranked as high in the SERPs as you can. One way to do this effectively is to ensure that all information about your company is correct and perfectly in order such as local directories and business listings.
Your Google Business Profile is an important aspect of local search engine optimization. While customers are able to obtain enough information they need from your company’s website, the content provided will be indexed by your Google Business Profile. Keep track of and manage this profile to ensure all photos, videos, and data are correct. You can also gain insights into how customers came to land on your site.
Best of all, Your Google Business Profile is free!
Unfortunately, so many businesses are not yet taking advantage of this and they are losing out. Google performed a study that shows that half of consumers who performed a local search contacted or visited a business within one day.
4. Gather Customer Reviews
While word-of-mouth marketing is still great, the truth is that online reviews are far more powerful in today’s digital age. Did you know that roughly 88% of consumers will make a decision regarding their business dealings and purchases based on what they have seen online? To get these customer reviews, request that they review your business as soon as they feel comfortable in doing so.
Alternatively, you can have a URL where a review can be placed on your business card. You could also follow-up with your customers via email about their experience and ask that they leave a review. Whether the feedback is negative or positive, it is important to respond as quickly as possible.
This shows other consumers that you value the opinions of your customers and are happy to resolve problems (if there are any) quickly.
5. Use Service Ads
Once you have created or updated your Google Business Profile, go a step further and consider Google Local Service Ads. These ads will be the first thing that appear in the SERPs when a web user searches for HVAC companies.
In the Search Engine Report Pages (SERPs), those who have invested in these service ads will always appear at the very top spot. Next, there are the PPC ads, the local 3-pack, and the organic results. That is one of the reasons it is becoming increasingly difficult to appear in the organic search results for geographically related queries.
To ensure that you do not “disappear,” entirely, you have to invest in both the PPC ads and Google Local Services ads which will potentially send your company to the top of the page for relevant keywords or search query.
6. Implement Geofencing Ads Strategies
You will be glad to know that geofencing can be an effective marketing strategy because HVAC companies operate locally. Geofencing allows you to target a specific area, whether it is a neighborhood or a competitor’s primary location.
Because geofencing focuses majorly on ads by location, it is necessary that you do your research ahead beforehand. You need to know where your customers are and what areas may be good at finding new customers.
Start by taking a look at your current customers and target neighborhoods similar to these. In addition, you can create a geofence around the location of a competitor if you believe they may make the switch to your company. Make sure that you use a call-to-action that is to the point and non-spammy.
Give them a reason to contact your company. For instance, a perfect example of CTA for an HVAC company is “Get $100 off your new HVAC installation if you call today!”
7. Go Social
Some people believe that only certain industries should be on social media, but with over 74% of consumers making a purchase decision after being influenced by these platforms, almost all businesses can see the value in going social.
Unfortunately, only around 26% of businesses use social media to their advantage. Because of this, you have a leg up on many of your competitors by implementing a social media marketing campaign.
In doing so, you will:
• Build awareness of your brand.
• Advertise your services and promotions.
• Engage with current and prospective customers.
• Share content related to your company and industry.
Going social can not only helps you create lasting relationships with customers, but it will also help you gain and retain more customers. To get the most benefit from social media, make sure you are answering comments and messages and posting valuable content.
The digital marketing efforts that you implement are likely going to be the same or similar to the ones that are implemented by your competitors (if they’re current with digital marketing). And that’s okay. Because what you really need to be concerned with is how your HVAC marketing plan is executed.
By improving brand awareness and visibility through digital marketing efforts, there will be a higher chance of reaching success.
8. Lively Responsive Website
Number 8 on my list of best hvac marketing strategies is setting up a lively and responsive website. You must see your company’s website as a virtual representation of the mission, values, and professionalism of your business.
If your current HVAC website is dated, clunky, and generally uninspiring, chances are anyone who comes across it isn’t going to feel compelled to enlist your services.
In addition to giving your HVAC company more credibility and authority in your local market, an effective and responsive web design will make your website more accessible for prospects and leads and outfit your website for higher conversion rates.
This is especially true now that mobile devices account for nearly 55% of global internet traffic, meaning the less your HVAC website is designed and optimized for mobile users, the lower conversion rate numbers you can expect to experience.
Remember, the first step of any digital marketing strategy that must succeed is setting up a well customized website design that is reflective of your brand and highly accessible by users with all categories of devices.
9. Create a Facebook business page
Facebook business page is one very profitable hvac marketing strategies, it is very vital and easy ways to improve your online presence and market your business, and it is free to create.
Just like your website, a Facebook business page is a place where potential customers can know more about the products or services you are offering them, they can also find your business contact information, and contact you if they want to.
Below are things you must add to your Facebook business page:
• Contact information
• Company description
• Profile picture with your company logo
• Business cover photo
• Business hours
• Photos of past work
• Button that lets customers contact you or request work
10. Engage in Email Marketing
Use email marketing to get more revenue from your already existing customers by sending them your periodic special offers, new services and service upgrades.
Additionally, emailing your customers occasionally help keep your business on their minds thereby helping you build stronger relationships. This is one of the most profitable hvac marketing strategies that yields astounding returns.
11. Start a customer referral program
One of the best and effective ways to encourage and motivate your loyal customers is through referral program, this will empower them to spread the word about your business wherever they go.
I want you to understand that marketing via word of mouth is very effective and referral programs are readily very cheap, however, you must have to choose the right reward to incentivize your them.
Below are examples of referral incentives you can offer them:
• Offer referees $50 off their next A/C maintenance visit, and make a similar offer in the summer for furnaces.
• Offer around $100 in credit or cash per closed sale for client referrals.
• Run a contest where referring customers are entered for a grand prize, like a $200 Visa gift card.
12. Create HVAC business cards
The last but never the least profitable hvac marketing strategies the use of business cards. Business cards let you promote your services to people you meet in person—and they cost very little to print.
HVAC business card can easily be designed using free online tools such as Canva or any Business Card Maker online.
For your business card to be effective, you should include the followings:
• Business name and logo
• A one-line summary of what you do (e.g. air conditioning repair services)
• Your name and title
• Business address
• Email address
• Phone number
• Your website’s URL
Print your business cards and give to your friends, neighbors, family and people you randomly meet daily.
Published in CityPeople.com.ng with due credit to: Efogator.com