What Are Your Marketing Goals?
To begin with, it is necessary to have a starting point.
To begin, establish your HVAC company’s marketing objectives for the year.
If you are unaware of the purpose, you cannot begin to develop and execute marketing strategies.
When you establish clear definitions for your marketing goals, you accomplish two things:
- You will have a better idea of what efforts need to be involved.
- It will help you identify your return on investment in the end.
To achieve their marketing goal of increasing traffic to their website, our HVAC client aimed to boost the number of potential qualified leads they could attract.
All of it is connected!
How exactly do you go about determining your marketing goals?
#1. Website Development and SEO Optimization
Initially, we tackled the layout and design of the website. Our team of web designers placed their emphasis on developing a website that would facilitate a smooth conversion process for visitors into tangible leads.
We utilized established lead conversion optimization techniques and followed SEO best practices to inform our updates.
The outcome consisted of a design and layout that was more user-friendly and responsive, specifically created to improve site engagement and attract a greater number of qualified business leads.
Your marketing team needs to closely monitor the consistently updated SEO algorithms to ensure that your website maintains high keyword rankings.
#2. SEO Optimized For Google
Our proven SEO lead generation campaigns will result in a noticeable boost in the amount of search engine traffic directed to the company website, as depicted in the graph below.
The increase in targeted traffic has been crucial in establishing Scottsdale Air as a prominent figure in their local niche market on the internet and, most importantly, bringing in 3 to 4 new high-quality customers daily from online sources.
#3. Email Marketing
Next in line for our HVAC digital marketing strategy is to enhance the number of website visitors who subscribe to the company’s monthly email newsletter.
Scottsdale Air’s email newsletter is experiencing an increase in the number of subscribers, along with generating remarkable engagement metrics. The eNewsletter serves as a convenient and efficient medium for Scottsdale Air to communicate with customers and increases the opportunity of converting subscribers into lifelong purchasers.
Over the duration of the company’s eNewsletter campaign, which has been running for over 2 years, nearly 40% of all recipients opened their emails, resulting in a lifetime open rate of 39.2%.
Their email list is active and enjoys the content we are sending, as evidenced by the fact that nearly 10% clicked on a link within the email.
#4. Social Media
After that, we proceeded to enhance the social media pages and profiles of Scottsdale Air as part of our optimization efforts.
Scottsdale Air achieved immediate credibility and positioned themselves as a significant contender in the local HVAC market by establishing a consistent brand and strong message on popular social media platforms such as Facebook, Twitter, LinkedIn, and YouTube.
The company has been able to establish more authority online and build a fence around their customers and prospects by staying active on social media.
Scottsdale Air impresses interested prospects on social media by being available to answer questions online when they are searching for a reliable HVAC company.
#5 Does Google, or Your Customers, Know Where You Are Located?
Okay, now that we have discussed SEO for your website, we will transition to another aspect of SEO – Local SEO.
Local Search Engine Optimization is a subset of SEO that specifically centers on enhancing a website’s visibility based on its physical location.
When a person accesses Google and inputs search terms such as;
- HVAC contractor in [City Name]
- HVAC company near me
- [City] HVAC services
They are in the process of conducting a search that is focused on a specific area.
the text given is already concise and does not require any rephrasing.
By employing Local SEO, you are actively involved in the process of developing indications, such as trust, relevance, and proximity, in order for Google to recognize the relevance of your business to a particular area.
By thinking step by step, if you rephrase the text below while keeping the same meaning, you can enhance the likelihood of your HVAC company appearing in the “map” or “local” section on a Google search results page.
#6 You Better Be Tracking Those Leads
May we pose a question to you?
As the HVAC company owner, how can you determine your annual earnings?
Are you tracking it with some program or another?
The same concept is applicable to your marketing.
The aim of lead tracking is to determine the effectiveness of marketing efforts and identify those that are not benefiting you.
In order to ensure the tracking of each HVAC lead, it is essential to consider the various sources they may originate from.
Making informed decisions for your HVAC company marketing can be achieved by tracking ALL marketing efforts.
We’re going to discuss the various types of lead tracking.
The process of tracking phone calls.
Here’s an interesting fact for you…
The highest quality lead source, according to 65% of Fortune 500 Companies, is phone calls.
You can gain insight into how customers contact your HVAC company by monitoring the calls received, whether they originate from your website, radio commercial, or print advertisements. This allows you to regularly evaluate which marketing strategies generate the highest volume of calls.
For optimal effectiveness, it is essential for each of your marketing campaigns to possess a distinct tracking number that redirects to your primary business line.
It is strongly recommended to include at least one form on your website as certain customers have a preference for submitting forms rather than engaging in phone conversations.
Additionally, it offers the opportunity for prospective HVAC leads to provide their information or inquire about something beyond the operating hours of your business.
By monitoring form submissions, you can obtain a more comprehensive understanding of the behaviors exhibited by visitors to your website.
It is possible to monitor or keep a record of various things such as:
- How they got to your website
- What pages they visited before filling out the form
- How long it took them to fill the form out
- Field Drop-Off Percentages (which fields have the highest percentage of people not filling it out and subsequently not submitting the form)
- Field Completion Time (how long it takes someone to fill out each field)
By using this data, you can enhance your forms in order to achieve the highest rates of completion and submission. These improvements will ultimately contribute to generating more leads for your HVAC company.
Tracking on websites is the process of collecting and analyzing data about the behavior and activities of visitors to a particular website.
If you don’t track the progress of your website, how can you determine its performance?
Our recommendation is for you to link your website with both Google Analytics and Google Search Console.
The amount of data you receive with these two tools is incredibly surprising.
You will receive information regarding:
- Amount of website traffic
- Number of new visitors
- Pages with the most visits
- Location where your traffic is coming from
- Number of times your site appears in the search results
The list continues without stopping.
With this information, you will have the ability to make well-informed decisions pertaining to your website and online marketing endeavors.
It is evident (or we hope it is) that lead tracking is quite significant.