In order to meet the changing needs of common homeowners, heating and cooling companies must adapt their marketing strategies. Those companies that are able to achieve this will generate more phone calls, acquire more HVAC leads, and book more jobs.
Your HVAC marketing strategy must focus on homeowners throughout their customer journeys, beginning from when they initiate a search for HVAC companies on Google and continuing until their HVAC requirements are fulfilled and the job is finished in today’s digital marketing era.
Running and growing an HVAC business requires full-time dedication, including the creation of effective HVAC marketing strategies. Digital Logic is a comprehensive HVAC digital marketing agency that assists HVAC contractors by utilizing established HVAC marketing concepts to expand their local and national operations.
HVAC Consumer’s Search Habits
Ten years ago, the businesses could rely exclusively on customer reviews and word of mouth recommendations to schedule jobs. Home service companies would serve generations of families. However, regrettably, those days are now in the past.
In the present day, homeowners and local customers utilize Google for the purpose of locating an HVAC company on the internet. In reality, a majority of consumers, 97%, acquire information about a local company primarily through online platforms, surpassing any other source. Furthermore, 55% of home service consumers conduct searches for local businesses prior to setting up an appointment.
If your HVAC company’s website is not successfully positioned on the first page of Google’s search results, then your marketing strategy will result in the loss of calls, HVAC leads, and ultimately sales to your competition.
Effective and Proven Marketing Strategies
EFFECTIVE AND RESPONSIVE WEB DESIGN
If your HVAC website is outdated, difficult to navigate, and not visually appealing, it is likely that potential customers will not be motivated to hire your services as they do not see it as a true reflection of your business’s purpose, beliefs, and level of expertise.
An effective and responsive web design not only enhances the credibility and authority of your HVAC company in the local market, but also makes your website easily accessible for prospects and leads, leading to higher conversion rates. This is particularly important now because mobile devices contribute to almost 55% of global internet traffic. Therefore, if your HVAC website lacks design and optimization for mobile users, you should expect lower conversion rates. To ensure a successful digital marketing strategy, the first step should be to create a customized website design that reflects your brand and is accessible to users on all devices.
At the present moment, individuals in your city are actively seeking HVAC services. The query revolves around whether or not your company will appear in the results generated by their search engine.
It remains crucial to incorporate effective search engine optimization (SEO) strategies into your digital content as part of your digital marketing strategy. Every aspect of your website, blog articles, or social media content, from headlines and title tags to opening sentences in each paragraph, needs to be optimized with HVAC and industry-specific keywords to satisfy Google’s search algorithms. With around 93% of all online interactions starting with a search engine query, having a well-optimized digital presence through on-site SEO will significantly enhance the visibility of your virtual content.
On-site SEO can relate to any of the subsequent characteristics and attributes:
- Proper navigation and pages
- Producing relevant, industry-specific content (blogs, videos, social media posts, etc.)
- Incorporating proper meta tags and titles
- Effective keyword research and linking
- Efficient website performance and loading times
- Optimized contact opportunities and call-to-action buttons
By incorporating SEO tactics into your website and digital content designs, you will increase the visibility of your website across relevant search engine results.
PROPER PAID ADVERTISING CAMPAIGNS
Paid advertising campaigns offer immediate page ranking results, which makes them a simple and cost-effective way to reach individuals searching for HVAC-specific services. Additionally, while SEO serves as a long-term digital marketing strategy to improve online presence, paid advertising campaigns provide a quick solution. These campaigns can include pay-per-click, keyword, and social media ads.
To start, create a cost-efficient paid advertising campaign that specifically targets the search terms used by your desired audience. This approach will result in your website appearing on the first page of search engine results, directly in front of individuals in search of those specific keywords. Additionally, you can identify the demographics you are particularly interested in attracting and focus on understanding their search behavior. Paid ads also offer the advantage of retargeting, enabling your advertisements to track potential customers who have visited your website in recent times.
Paid advertisement campaigns are easy to track and monitor, enabling you to assess real-time results and the effectiveness of your digital marketing strategies.
REEVALUATE YOUR CONTENT MARKETING STRATEGY
Many HVAC companies may underestimate the significance of having a content management strategy for achieving overall digital marketing success. This is largely due to the difficulty of analyzing and determining what type of content is valuable, captivating, and impactful to their target audience, especially in a specialized industry like home services. While reevaluating one’s content strategy is always beneficial, it becomes particularly crucial to reassess content marketing at the start of a new year.
Firstly, it is crucial to make sure that all the content you create (blogs, social media posts, videos, etc.) considers the “search intent” in its topics, headings, and information. This involves carrying out extensive keyword research to identify the industry-related topics and questions that your target audience is searching for, and incorporating those inquiries into your content. This is particularly vital when it comes to blog topics, as it allows you to tailor your content to cater to your consumers’ requirements, thereby establishing your brand as a reliable and authoritative source for them. Here are a few examples of appropriate blog topics for HVAC websites:
- How Often Should You Change Your Furnace Filters?
- When Is It Time To Replace Your Home’s HVAC System?
- 5 Ways To Reduce Your Heating Bill This Winter
- 7 End-Of-Summer HVAC Maintenance Tips
- A Homeowner’s Guide To Purchasing A New AC Unit
If you have been lacking in generating and sharing blogs in 2022, 2023 is the year for you to enhance your content marketing efforts, as research indicates that 70% of individuals favor receiving company information from blogs instead of traditional advertisements. Furthermore, 77% of those surveyed have selected “How-To Articles” as the most favored content format.
GOOGLE LOCAL SERVICE ADS
Google’s Local Service Ads provide the most effective HVAC marketing strategies by ensuring that the company is showcased to the most suitable local audience.
One of the most effective proven ideas for marketing HVAC services is utilizing Google Local Service Ads. These ads are only accessible to certain industries in specific areas, and fortunately, HVAC is included in the list of eligible industries.
Google local services ads are similar to traditional HVAC ads. They are displayed when a customer searches for a specific term. Setting up these ads can be challenging, so we suggest partnering with an experienced HVAC industry Google partner. Once the local services ads are set up, they will quickly become the foundation of your local marketing strategy.