Changes in consumer needs and the advent of mobile phone technology triggered the onset of a business marketing revolution. Those who are able to adapt to modern marketing strategies are the ones who get more customers.
Although word-of-mouth marketing can still effectively bring in customers, this old school strategy is outdated. As a matter of fact, it has been replaced by digital marketing techniques. To keep your business up to date you should implement these strategies within your HVAC company’s marketing plan.
1. Build a Good HVAC Website
Building a website is a healthy investment that every business should make. According to recent estimates, 92% of consumers visit a company’s website before deciding to buy its products or services. Since you are going to have your business represented by a website, it’s important to make it compliant with important search engine metrics including:
- Website Security – a secure website starts with https. Google recognizes secure websites as 50% of page 1 search results.
- Site Speed – website loading speed is a vital factor, especially on mobile which comprises a huge portion of the market.
- Mobile Friendliness – with the growing number of consumers who want to make searches on the go, it is imperative for all website owners to make their sites mobile-friendly.
One of the best ways to make sure your HVAC business is visible online is to adopt search engine marketing. It connects you directly to potential customers who are searching online for services you offer. Studies show that 97% of consumers use the internet to find local service providers.
You also need to implement search engine optimization to boost your visibility online. You can’t feel SEO results overnight, but you can have it done more effectively with the help of digital marketing services professionals.
3. Implement Local SEO
Local SEO is vital for companies like HVAC service providers because it helps homeowners near you to find your business when they need it. Ask a local internet marketing service to help you set this up.
4. Content Marketing via a Lead-Generating Blog
Start building relevant content to capture the attention of search engines and get a spot in search rankings. Keep in mind though that when Google ranks, it doesn’t consider an entire website but only specific web pages. Maximize your online visibility by dedicating at least a page for each service you offer such as HVAC repair, furnace inspection, duct cleaning, etc.
A blog within a website also helps to attract traffic and boost visibility in the search engine rankings.
5. Sign Up for the Local Services Ads on Google
Advertise your services locally with creative HVAC advertising ideas through Google’s Local Services Ads. They are the first to appear on screen when a user searches for services you offer in an activated area. To avail of this service:
- Set up Google guarantee
- Sign up for Local Services ads
- Complete the background check
- Complete license and insurance verification
Once approved, Google will show your ads on top of its search results when a user searches for your service in an activated area
Google charges you on a per qualified lead basis with this system
Also take note that this paid version of Google’s Local Services ads is available only to businesses that use Adwords advertising. If you want to have your business listed in this system for free, contact [email protected]
6. Use Pay Per Click (PPC) Ads to get Quick HVAC Leads
PPC and Local Services Ads have certain similarities. However, if you want to be covered with Google Guarantee, you need to go through a waiting period before your application gets approved. If you want your ads to appear in the search results without waiting, pay per click is a better option. You may seek the assistance of a competent provider of digital marketing services to set up a seamless PPC process for you.
7. Make Social Media a Part of Your HVAC Marketing Plan
Social media represents a massive market for any business! It allows you to connect to or engage with your customers, promote your business online and boost your visibility to your target market. Some social media platforms that can effectively help your business include:
- Instagram – for brand building
- Facebook – a Facebook page can help to promote your business especially if your target customers are also FB users
8. Leverage the Power of Video
Presenting content in video format is arguably one of the most effective ways to convey ideas or demonstrate a procedure especially if your topic is a bit technical. You should be aware of the fact that thousands of homeowners are searching for videos daily because they want to see a demo of how to change their HVAC filter etc. This is just one of the hundreds of simple HVAC processes that can attract people to your site.
Aside from your own website, you may also post videos on YouTube and social media where people can share your link with their friends.
9. Audit Your Pay-Per-Lead Investment
Figures don’t lie. You should use them as a measure of your digital marketing success. Assess your pay-per-lead expenses to see if the returns outweigh the costs.
10. Keep in Touch with Your Prospects via Email Marketing
Email is still one of the best and cheapest ways to get connected to your target market. Studies show that 90% of emails reach their intended recipients while your Facebook posts are seen only by 2% by your FB friends. Moreover, an email campaign is six times more likely to get a click-through than a tweet. Use it to generate leads and drive sales.
11. Appreciate the Importance of Online Reviews
Online reviews matter. As a matter of fact, 95% of consumers read online reviews to see how people see a product, store or service provider. Keep reviews on your website current. People can lose trust in reviews that are over three months old.
Maintain quality workmanship and excellent customer service. These are your best attributes to get positive reviews and recommendations. Satisfied customers are your best advertisers!
12. Work with a Reliable HVAC Marketing Specialist
Working with professionals is the best way to do anything right the first time. Doing research and following online examples may work but they cannot guarantee the same results for your business. Work with a proficient internet marketing service provider like Muzeum Marketing to have your HVAC marketing strategy tailored to the needs of your business and wants of your target market.
Contact us at (303) 466-3055.