Many companies in the HVAC industry are aware that utilizing digital marketing is an efficient method to expand their online presence. Certain company owners and marketing teams possess the knowledge of creating useful digital content, such as sharing heating and cooling tips or explaining the advantages of a new HVAC system for enhancing the value of one’s home. However, not all individuals involved in the HVAC industry are familiar with the principles of delivering exceptional customer service while also generating content that boosts web traffic.
To achieve great results with digital marketing solutions, it is important to have a clear digital marketing strategy for your HVAC business. There are numerous ways to design, write, and share content online, so it is crucial to consider implementing the following digital marketing solutions.
1. Search Engine Optimization (SEO)
Using search engine optimization (SEO) is considered one of the most effective methods for HVAC companies to market their services. This strategy involves optimizing your website in order to enhance its visibility on popular search engines like Google and Bing.
SEO includes various factors that contribute to the ranking of your website on search engines. These factors play a role in determining where your website appears in search engine results.
• Important terms. • Significant concepts. Ensure key points are incorporated into the rephrased text while preserving the original meaning.
The density of keywords.
• Links pointing back to a specific website.
• Links within a website.
If you want your content to rank on the first page of Google search results, keyword optimization is crucial. Neglecting to use the appropriate keywords on your website can cause your content marketing campaign to decline over time. To find the correct keywords, you have two options. You can utilize keyword research tools to do it yourself, or you can employ a digital marketing consultant who specializes in HVAC companies or similar service industries to handle the task.
Location-based content is an essential SEO practice for companies in the service industry. The likelihood of obtaining a high ranking for single words or simple phrases is extremely low. However, if you develop content centered on long-tail phrases that incorporate your service and specific locations, such as “HVAC service in Los Angeles,” your chances of ranking well on Google greatly improve.
2. Pay-Per-Click Advertising (PPC)
Pay-per-click (PPC) ads are also a valuable form of digital marketing for service companies. They are effortless to establish and utilize. By registering with different search engines, your ad can be displayed for particular keywords, and you are only obliged to make payments when users click on your website.
Although PPC does have its disadvantages, it is important to note that highly desirable keywords come at a higher cost due to the payment structure of pay-per-click advertising.
The search engine platform where your PPC ad is hosted will bill you for each click made by a user on your post. This fee corresponds to the amount you have bid for the keywords that positioned your ad at the top. Nevertheless, you have the option to establish a monthly spending limit for your PPC advertising expenses.
If you have a larger budget, businesses may choose to hire PPC experts to handle the creation and management of their ads. It may be worth considering PPC advertising to boost your company’s revenue, depending on the size of your budget.
3. Email Marketing
This digital marketing solution functions by enabling website visitors to subscribe to your email list. Subsequently, you send periodic newsletters to inform your clients and provide them with exclusive offers to motivate them to engage in business with you once more. By including bonus offers in emails, a sense of exclusivity is conveyed, catering to the desires of all consumers.
Using an email autoresponder can be helpful in managing your email list, as it is an artificial intelligence response unit that saves time by automatically responding to emails, guiding visitors to relevant sections of your website, and collecting extra information. These autoresponders can be customized to match the level of intelligence you require.
After you have sent your sales copy, you may receive minimal or no response from the recipients. However, with the use of an email promotion and an autoresponder for internet marketing automation, you can enhance the effectiveness of your initial mail by arranging a series of follow-up emails.
In order to effectively develop your customer base, it is important to establish your credibility among potential customers. Therefore, it is worth considering employing email marketing automation to consistently send informative emails about your product.
4. Do a Competitive Analysis of the HVAC Digital Marketing Landscape
Did you know that before making a purchase, 81% of B2C shoppers conduct online research? (Source) This raises the question, “what is the online position of your company?”
In order to determine the appropriate allocation of time, money, and resources for your HVAC digital marketing campaign in 2020, it is essential to conduct a digital competitive analysis. This analysis will help you understand the level of competition your heating and cooling company faces in your city, unless your company is located in Middleofnowhereville, Montana or Nobodyliveshere, Idaho. By doing so, you can effectively generate new business from the web.
- Evaluate your website and locate areas of improvement (assuming you have a website, of course)
- Determine available search engine real estate and social visibility
- Identify digital assets used in the buying funnel (blogs, videos, team pages, etc.)
- Evaluate how you present your services and value proposition, including the sales funnel you and your competitors push potential customers down
- Pinpoint online advertising strategies across various channels
- Assess your customer satisfaction and employee feedback, including your online reputations
5. Build a Conversion-Friendly Website
The entire reason you and your competitors even invest in an internet marketing campaign is to generate more business. An essential part of your website is ensuring it is conversion-friendly, offering potential customers easy solutions to pick up the phone and call or fill out a contact form and send you a message.
What is the meaning of a website’s conversion rate increasing from 200%-400%? It means that a well-designed interface can result in a website being conversion-friendly.
- A phone number visible at all times
- Multiple contact forms throughout the site
- Subtle design features that encourage the user to take action
6. Launch a Secure Website (“HTTPS”)
The majority of page one search rankings, specifically 94%, now belong to websites that have adopted HTTPS rather than HTTP in their web addresses. This change was initiated by Google in 2014, as they began to prioritize secure websites and expressed their intention to advance a safer online environment. HVAC websites should, therefore, be aware of this trend.
7. Make Your Website FAST
Just like HTTPS and site security, site speed is a crucial element in determining the performance of your website.
Consider this, how frequently do you exit a website on your mobile device or computer due to the prolonged loading time of the site?
I’m quite certain that it happens frequently.
Kissmetrics reports that a 7% decrease in conversions (form submissions and phone calls) can be attributed to a one-second delay in page response.
- 47% of consumers expect a web page to load in two seconds or less
- 40% of consumers abandon a website that takes more than three seconds to load
If you are unsure about how to build a fast website, consult your HVAC digital marketing company. If they are unable to help, reach out to us for assistance.
8. Create a Plan & Put It Into Action
After building your website and completing the competitive analysis, the next step is to develop an actual marketing plan (or collaborate with a company to do so). To ensure a successful HVAC digital marketing campaign, it is important to have research and data as a foundation, continuously track and measure progress, and optimize if necessary for improved performance.
9.Build Social Media Profiles
Instead of expecting hundreds of leads from Facebook each month, social media marketing for HVAC contractors holds value in other areas. We advise our heating and cooling clients to utilize social media for:
- Earn reviews (get as many reviews as you can!)
- Run campaigns to energize a fan-base
- Drive traffic to Facebook
- Raise awareness for new products and services
- Give your brand a personality
- Show that you’re a company, with real employees, with exceptional and friendly service
10. Invest In Content Marketing
The Content Marketing Institute describes content marketing as a strategic marketing approach that emphasizes the creation and distribution of valuable, relevant, and consistent content. This approach aims to attract and retain a clearly-defined audience and ultimately drive profitable customer action.
Content marketing entails the creation, dissemination, and distribution of web pages, blogs, videos, images, social media posts, and other content with the aim of promoting your company’s products and services.
In an HVAC digital marketing campaign, your website serves as the primary platform for publishing new web pages and blogs, showcasing your latest products, featuring images of your team, and displaying company profile videos. It acts as a comprehensive hub for all your published content.
To maximize your search engine real estate, heating and cooling companies should invest in both content marketing and search engine optimization.