Why Do HVAC Businesses Need Digital Marketing?
To effectively promote your HVAC business and stand out from competitors, digital marketing strategies are most effective. Such strategies may encompass SEO, email marketing, content marketing, and social media marketing to expand your audience and increase sales.
How To Create A Successful HVAC Marketing Plan
1. Build a Mobile-Friendly Website
What type of website is currently serving as a representation for your HVAC company?
A website provides more than just an opportunity to present a comprehensive list of HVAC services to current and prospective customers. It also serves as a platform to create a positive initial impression on those who are interested in your work.
The saying goes, you have only one opportunity to create a positive impression, therefore, the initial step in your HVAC marketing plan must be to give priority to designing a website that is mobile-friendly.
Review42 states that specifically smartphones account for 70 percent of website traffic, as reported by the review resource.
In addition, it is worth noting that a significant majority of the top-ranking websites possess mobile-friendly components. This aspect becomes more significant in the context of Search Engine Optimization (SEO), which we will delve into shortly.
A site that is mobile-friendly is characterized by its ability to function without issues on a smaller screen, just as it would on a desktop computer, with all elements working together harmoniously.
2. Use SEO
In order for any company to succeed, search engine optimization or SEO is an essential component that must be included in your HVAC marketing plan.
If you are not familiar with SEO, it determines the ranking of the HVAC website that you worked hard on when someone searches for HVAC companies online.
If you want to achieve your goals, we suggest utilizing local SEO strategies.
Local SEO is an integral component of your HVAC marketing strategy as it enhances your search engine optimization ranking within your local vicinity.
If you use local SEO tactics, you can appeal to almost half of Google searchers, as stated by HubSpot, who want local information.
Our post above lists some tactics that we suggest you use.
- Create a Google Business Profile and fill it out completely if you haven’t already.
- Consider a backlinking partnership with other local businesses.
- Provide your contact information on your website so your HVAC company might appear on local business listings online.
- Make local-centric content.
- Obtain more customer reviews (more on this in a little bit!).
3. Pay for Digital Advertising
Digital advertising is the subsequent component of your HVAC marketing plan.
Even if your goal is only to establish a local presence, you must still engage in advertising. It presents an opportunity to expand into new markets and potentially increase your customer base, ultimately leading to revenue growth.
On our blog, we advised utilizing digital advertising platforms, which include native or display ads, LinkedIn advertising, Instagram advertising, Facebook advertising, as well as Google Ads.
Now let’s delve into the details of some of these advertising methods.
- Native or display ads: Display ads, which are also known as native ads, pop up everywhere on the Internet. You may see them on social media, when checking your email, or when using a website. The ads blend in well so first-time viewers may be more receptive to the message in the ad because they might not realize it’s an ad.
- Social media ads: Speaking of social media, these days, every social platform has its own paid advertising method. You choose which audience segments you want to see the message, create the ad based on various types, run the ad, and review analytics all within the social media ad manager.
- Google AdWords: Google AdWords is a great tool for local search. You can bid for long-tail keywords, which resonate more with local audiences, and then create highly targeted ad campaigns.
4. Acquire Testimonials and Reviews
According to Boast.io, video testimonial software, over 90 percent of present-day consumers will review before making a purchase.
If your HVAC company has few or no reviews, it is crucial to include that aspect in your HVAC marketing plan for products and services.
You should aim to have comprehensive testimonials that highlight the ways in which your HVAC services have benefited local customers. When leads and customers read these testimonials and reviews, it will enhance their trust in your company.
What is the process that your HVAC company follows in order to obtain reviews?
- Focus on high-quality service: Reviews can kind of write themselves, especially if you’re providing excellent service. Your customers will want to share their experience with others, so they’ll feel inclined to leave a review.
- Ask: Yes, sometimes it really is as simple as asking your customers to leave you a review. Make it easy for them to review your HVAC company by linking them to the appropriate source.
- Incentivize: If your customers still aren’t biting, then incentivize them to leave reviews with discount codes. You could even create an exclusive contest that only reviewers can enter. Make sure you choose a fabulous prize.
5. Use the right lead generation websites
Contractor lead generation websites enable you to connect with customers who are currently seeking your services. Additionally, these sites enhance your business’s visibility on search engines, providing additional exposure.
To begin, follow these steps to get yourself established on one or multiple leading contractor lead generation websites.
- Thumbtack: Thumbtack for contractors showcases your business to customers in your ZIP code, alongside other HVAC businesses nearby. Build your profile with a strong introduction, lots of positive customer reviews and photos of your work to stand out from the competition.
- HomeAdvisor: Use this site to attract customers who need installation, repairs, or replacements for any kind of HVAC system. HomeAdvisor gets customers to fill out a questionnaire, then matches them with your company if you’re a good fit for the job.
- Angi: When you list your business on Angi, you’ll be ranked based on the number of positive client reviews you have. You can also boost visibility by buying ads at an added cost.
6. Share social media content that keeps followers interested
To maintain the same meaning, rephrased text: To keep followers interested, start posting original content on your social media profiles. Consistently creating social media content demonstrates to potential followers that you are actively involved and connected with your community.
To begin with, establish a social media strategy that details the content to be posted weekly, the specific timing for posting it, the methods to enhance follower count, and the approaches to convert followers into paying customers.
Rephrase the text below while keeping the same meaning, following a step-by-step thought process. Please do not introduce new information or omit any existing information. Afterwards, experiment with a few post ideas and observe the audience’s level of engagement with each one: — Try out these post ideas and gauge your audience’s level of interaction to determine which ones resonate the most with them. As you do so, think through the following steps:
- Before-and-after HVAC repair videos
- Videos that show jobs in progress
- Air conditioning tips and tricks
- Interesting news about HVAC trends and new technology
- Client reviews and testimonials
- Company volunteer work
- Special deals or promotions you’re offering
7. Promote to existing clients with email marketing
One way to increase revenue from current customers is to utilize email marketing to advertise exclusive promotions, upgraded services, and new offerings. Additionally, email communication helps maintain customer awareness of your business and aids in developing stronger customer relationships.
To start email marketing to existing clients, follow these steps in a systematic manner:
- Plan your content. For every five emails you send to your email list, only one should be a sales message. Focus on educating and informing your readers on HVAC systems. This will help keep them subscribed and engaged—and feel confident in your expertise.
- Offer value. Your emails should always contain something that a client finds valuable. It could be a blog post with air conditioning usage tips, or maybe a discount on your next visit. Whatever it is, your client will only read it if they’re getting something in exchange.
- Write a strong subject line. The subject line is what makes someone open your email, so make it interesting. For example, instead of just saying “Humidifiers installs are 20% off,” say “Save 20% on a humidifier install when you book today!”
8. Start a customer referral program
If you want to motivate your loyal customers to tell others about your business, a customer referral program is the most effective solution. Referral programs are cost-effective, relying on word-of-mouth marketing, but it is essential to select the appropriate incentive to encourage your clients.
Below are some examples of referral incentives that you can provide to both your existing and referred customers:
- Offer referees $50 off their next A/C maintenance visit, and make a similar offer in the summer for furnaces.
- Offer $100 in cash or credit per closed sale for client referrals.
- Run a contest where referring customers are entered for a grand prize, like a $200 Visa gift card.
9. Create HVAC business cards
Business cards are an inexpensive way to advertise and showcase your services to individuals you encounter face-to-face.
You have the option of utilizing free DIY tools like Canva or Business Card Maker to create your own HVAC business card. Alternatively, you can hire a freelance designer from platforms such as Upwork or Fiverr.
Your business card should contain:
- 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 or a QR code
10. Use vehicle wraps to attract customers wherever you go
While moving from one job to another, adorn your vehicle with decals or wraps to advertise your business. Utilizing vehicle wraps for marketing purposes can be a beneficial and singular investment that aids in attracting potential customers within your locality.
When considering vehicle wraps and decals, you should ensure they incorporate:
- Business name and logo
- Tagline or sentence with your best selling point (e.g., speedy 24/7 emergency services)
- Phone number
- Your website’s URL
- A simple and eye-catching design with your company colors