Changes in consumer needs and the advent of internet and mobile phone technology triggered the onset of new ways people market their business. Those who are able to adapt to the modern marketing strategies are the ones who get more customers. This is especially true with HVAC companies because they need to have their presence felt by their target customers.
Although the word-of-mouth marketing can still effectively bring in customers, this old school strategy is already outdated. As a matter of fact, it has been replaced by digital marketing as a marketing funnel. It is a widely accepted marketing strategy in the present time. You should adopt the same to your HVAC company or you will be left in the corner with your outdated marketing technique. To help you move on to a higher level, here is the complete marketing guide that can help to make your HVAC company visible in the virtual market:
1. Build a Good HVAC Website
Building a website is a healthy investment any 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 covered by a website for it’s online operations, you better make it compliant to important search engine metrics including:
- Website Security – a secure website starts with https. Google recognizes secure websites as 50% of page 1 search results are https websites.
- Site Speed – website loading speed especially on mobile 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 only practical for all website owners to make their sites mobile-friendly. It simply means your customers shouldn’t have a hard time viewing your text on mobile phone.
2. Do Search Engine Optimization and Marketing
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 the 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. Do 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.
When time comes that each of your services has occupied pages in your site, providing content to your site could stop which is not good for your website at all. To prevent this dead end from taking place, continue to provide your website with informative content by adding a blog section in it. A blog within a website can help you to attract traffic to keep that page indexed and possibly make it to the search engine rankings.
5. Sign Up for the Local Services Ads of Google
Advertise your services locally with creative HVAC advertising ideas through Google’s Local Services Ads. They are available for HVAC companies all over the U.S. They are also 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@example.com.
6. Use Pay Per Click (PPC) Ads to gt 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 search results without waiting, pay per click would be a better option. You may seek the assistance of a competent provider of digital marketing services to st up a seamless PPC process for you.
7. Make Social Media a Part of Your HVAC Marketing Plan
Social media is a huge market disguised as a platform for social convergence and interaction. 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 on 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. 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 to 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. As much as 85% of them people believe in reviews as if these are personal recommendations. 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 more than anything else.
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.