To say the least, HVAC Marketing can be quite confusing.
If you are not familiar with the right methods, it can be challenging for a HVAC company to acquire new customers and leads through HVAC marketing.
The main objective of HVAC marketing is to establish trust. Once trust is established with a potential HVAC customer, the purchasing process becomes easier and faster. The focus of HVAC contractor marketing should always be on addressing the specific issues faced by customers. Incorporating well-designed websites, content marketing, social media marketing, email marketing, and video marketing are all effective strategies, as long as their true purpose is understood.
Your HVAC business’s marketing efforts have a significant impact on the trust it builds or diminishes. Initially, every potential HVAC client has no predefined level of trust, which can only be influenced by your marketing. The purpose of this HVAC Marketing Guide is to explore effective marketing tips and strategies that will help expand and maintain your customer base.
How Much Do HVAC Companies Spend on Marketing?
It often appears that HVAC company owners require a significant amount of money for advertising and promoting their HVAC service.
The question we often receive is ‘How much do HVAC Companies spend on Marketing?’ or ‘What is a good HVAC Marketing budget?’. The answer to this inquiry varies depending on various factors. The expenditure for HVAC marketing can fluctuate based on your HVAC business plan and financial forecasts for the year. Generally, it is recommended to allocate between 6% and 12% of gross revenue as the ideal HVAC marketing budget.
If your HVAC business is experiencing growth, you might consider allocating approximately 12% to 15% of your gross revenue towards HVAC marketing.
With the help of numerous free online marketing tools like Google Business Profile, Google Maps, Yelp, and others, you can effectively differentiate yourself in the competitive HVAC industry using effective marketing strategies.
Strategies that Work
Seasonal HVAC advertising
The key factor is timing.
Reach your audience at the time when they are most likely to require your services, whether you are strategizing for customer retention or generating new leads for heating and air conditioning.
Winter and summer seasons!
In an ideal scenario, it is recommended to commence marketing activities 6 to 8 weeks in advance of the busy seasons.
The use of HVAC direct mail has been proven effective in generating leads over time. The results above provide evidence that all of them achieved tangible financial benefits by utilizing direct mail, specifically postcards.
If you believe that “time-tested” means “outdated,” reconsider your thoughts.
Recent research indicates:
- 54% of consumers prefer to receive promotions via direct mail
- 79% of recipients open direct mail immediately (compared to 45% with email)
- 40% of consumers have made a purchase in the last three months because of direct mail
That is the reason why certain businesses achieve response rates of up to 50-60% and return on investments (ROIs) of up to 2,655% using HVAC marketing postcards.
According to research, it has been found that approximately 50% of individuals tend to retain direct mail for future use.
Get on Page 1 of Google
By utilizing Google pay per click (PPC) advertising, it is possible to display an advertisement on Google specifically when individuals search for specific keywords.
The advantage of this type of marketing is:
The name PAY PER CLICK implies that payment is made only when someone clicks on it.
What is the drawback?
It is simple to expend money on clicks that do not result in converting into customers.
In addition: Think step by step, rephrase the text below without adding any new information or removing any information while still keeping the same meaning.
In an industry as competitive as HVAC, it is possible that you will need to spend a significant amount of money to achieve the top ranking on Page 1.
If you are not acquainted with PPC, here is the basic idea:
You place a “bid” on specific keywords such as “AC repair” or “HVAC companies” by thinking in a sequential manner.
You can bid any amount despite Google AdWords suggesting a specific amount for PPC accounts.
Your cost per click is influenced by various factors such as:
- How relevant Google thinks your website is to your targeted keyword
- Your website’s “dwell time” (how long visitors stay on the page once they get there)
- Your conversion rate (how many visitors take the desired action, e.g., filling out a form)
I am aware…
There is a considerable amount of information to consider.
In order to make things as uncomplicated as can be, we should think in a methodical manner, making sure to rephrase the text without altering its meaning, and without adding or omitting any information.
I suggest establishing a budget, such as $50 per day, and experimenting with your ads, allowing you to modify them as frequently as desired, in order to determine the most effective approach for you.
Managing your PPC ads can require a significant time commitment. As the owner of an HVAC company, you likely already have a multitude of responsibilities to attend to.
It is recommended to hire a professional to manage your PPC ads due to this reason.
Create a website
Getting a lead to call your business has become more challenging in recent times.
Why is it necessary to rephrase the given text while maintaining the same meaning, without adding new information or removing any existing information?
Because individuals are capable of conducting their own online research, they do so.
Regardless of the type of marketing strategy employed, such as mailing postcards, utilizing pay per click ads, or airing radio commercials, it is crucial to bear in mind that potential customers will inevitably direct their attention towards your website.
Additionally, it is important to approach the problem by considering each step one at a time, ensuring that no new information is added or removed and that the meaning remains the same.
Whether or not they call you or become your customer depends on what they find there.
According to Stanford Web Credibility Research, 75% of individuals will assess your business based on the appearance of your website. Therefore, it is crucial for a business website to be visually appealing and have a professional look.
The rephrased version can be: The text should consist of marketing elements that assist in converting visitors into customers, while following a step-by-step thought process.
Can you please rephrase the text below while maintaining the same meaning? Your response must follow a step-by-step thought process. Do not include any additional information or omit any information. “Avoid the use of personal pronouns in this paper.” Rework the sentence: Avoid using personal pronouns in this paper.
- Your contact information clearly visible on every page
- An about-us page with real photos of you and your staff
- Lead-capture forms
Google follow-up ads
However, what happens if a potential customer visits your website but does not complete your lead-capture form?
Will they be lost forever?
It is not necessarily…
With Google follow-up ads, also known as remarketing or retargeting, no lead will be left behind!
The following is a step-by-step explanation of how it works:
- A prospect receives your postcard in the mail and has some interest.
- They go to your website to learn more about your company — but they don’t need HVAC services just yet, so they leave and go about their business. But…
- While they were on your site, they were “cookied” with an unobtrusive piece of coding that tells Google to start showing them your banner ads.
- As they browse the internet, they see your ad (which looks just like your postcard) everywhere — on literally millions of sites across the Google network.
- When they need their AC or heating system fixed, YOU are top of mind!
According to a study conducted by CMO.com, the utilization of follow-up ads by Google can result in a response improvement of up to 400%.
Once you establish it, you don’t need to think about it anymore as it functions automatically.