WHAT IS HVAC MARKETING
HVAC Marketing involves the development, transmission, and delivery of messages pertaining to heating, ventilating and air conditioning systems.
When considering HVAC Marketing, there are various other factors to take into account, including:
Who is the intended audience?
What are the primary goals?
What is the appropriate amount to spend?
What is the appropriate allocation for my budget?
In conclusion, it is important to remember that the main objective of HVAC Marketing is to differentiate your brand from competitors.
WHY HVAC MARKETING IS NECESSARY
The HVAC industry is enormous, and to stay competitive, it is necessary to have a marketing strategy that can engage your desired audience. Although analog marketing tactics such as TV commercials or print advertisements can be employed, only a small fraction of individuals, approximately 20%, admit to consuming such forms of advertising. Conversely, a significant majority of individuals, around 92%, confirm using the internet daily for browsing. Therefore, the most effective approach is to focus on digital marketing methods, such as conducting PPC campaigns through Google Ads and engaging in social media marketing.
WHAT ARE SOME HVAC MARKETING IDEAS?
If you’re interested in promoting your HVAC business online, there are various methods available such as email newsletters, blog posts, case studies, highly focused ads, promotions on social media, content marketing, and numerous others. To begin implementing your HVAC digital marketing plan, take a look at our do-it-yourself guide that explains how to expand your online audience.
Listed below are several HVAC marketing strategies that have been successfully tested and implemented.
- Make sure you have a solid website with good content. This is the most important key to marketing success – without a website, you’re basically invisible online
- Use email marketing to collect your customers’ contact information and reach out to them later on about deals and new products (you can also use email marketing for daily tips from experts in the field)
- You should also look into SEO, also known as Search Engine Optimization. This is a way to get your website to appear higher on Google and other search engines. It takes a lot of time and effort but it’s well worth the extra elbow grease if you’re looking to stay competitive in the HVAC world.
Elements of a Successful HVAC Website & Online Marketing Strategy
1. Good Looking / Easy to Use Design & Layout
The optimization and visual appeal of an HVAC website across all devices, without the need for zooming, is essential. Within a split second of arriving on the site, visitors will form an impression, in which design plays a crucial role and can significantly impact sales. Furthermore, the website must offer easy usability and seamless navigation.
2. HVAC Company Overview, History & Qualifications / Certifications
To effectively communicate your HVAC expertise to potential customers, it is crucial to establish credibility. By offering a comprehensive company overview, including your company’s history, mission, vision, and qualifications/certifications, visitors can gain insight into your company and its capabilities.
3. HVAC Product & Service Info
As technology progresses, furnaces, air conditioners, and other HVAC products are also progressing and transforming. It is crucial to offer comprehensive information on the features, advantages, star ratings, efficiency, size, etc. of these products so that customers can comprehend their choices and make knowledgeable choices. Equally significant are the service options and informing prospective customers about the operational procedure (estimated arrival time, installation or replacement completion time, product instructions, guarantee/warranty, etc.)
4. Customer Testimonials
In the process of considering a company, reviews play a crucial role in providing information to potential customers and convincing them to choose your HVAC company. It is important to prominently display testimonials on your website and other platforms such as Google, Yelp!, Angie’s List, and Home Advisor to enhance your HVAC company’s online presence and reputation. Furthermore, search engines tend to prioritize companies with positive reviews, resulting in higher rankings in search results.
5. Schedule a HVAC Service Form
The “Schedule a Service” form is an essential call-to-action on an HVAC website, alongside the company’s phone number. It should be easily accessible and prominently displayed on every page of the site.
6. Financing Options
In order to differentiate your HVAC company from competitors, it is advisable to provide financing options to customers as purchasing a new furnace or air conditioner can be a significant financial burden. To achieve this, you can create a dedicated webpage where you include a comprehensive list of available financing choices, together with the necessary procedures that customers need to follow in order to obtain financing.
7. Specials & Rebate Info
Providing ongoing specials and rebate information is an excellent way to motivate individuals to act. Arranging a subscription system for individuals to receive regular updates on specials and rebates is an effective strategy to keep potential new customers engaged and encourage repeat business from existing customers. Additionally, sharing this information on your company’s social media platforms is advisable to maximize its reach.
8. Contact Info
When visitors come to your website, they are often dealing with urgent issues such as a malfunctioning furnace, air conditioner, or water heater. It is important that your HVAC company’s phone number and email address are easily noticeable on every page as significant calls-to-action. Additionally, if you provide round-the-clock service throughout the year, this information should also be prominently presented.
By posting relevant and useful articles on your HVAC company’s blog, you can achieve multiple goals. This includes establishing your HVAC company as an expert in the minds of readers, providing keyword-rich content for search engines, and keeping customers engaged with helpful and pertinent information. Moreover, configuring the blog posts to automatically appear on your social media platforms, each time a post is published, can effectively drive more traffic to your website.
When making a purchasing decision, 90% of consumers rely on search engines. Ensure that all content on the site is tailored for both your target audience and major search engines like Google, Yahoo, and Bing. It is important to avoid industry-specific language and aim to have each page on the site focused on one keyword phrase, if feasible. By optimizing each site for search engines, you can ensure that your site is easily discoverable online and helps establish a robust online presence.
11. Presence on Social Media Sites
Your HVAC company should have a presence on key social media sites such as LinkedIn, Facebook, Twitter, and Google+. Being present on social media sites offers social proof to both existing and potential customers regarding your company. Additionally, it aids in expanding your HVAC company’s network and increasing its reach. Engaging on social media contributes to search engine optimization by feeding the search engines.
12. Email Marketing
To ensure that your HVAC company remains at the forefront of customers’ minds when they require HVAC products or services, it is beneficial to consistently send out an email newsletter to your customer database. This newsletter should include maintenance reminders, specials & rebate information, as well as useful and relevant content such as tips, educational articles, and how-to articles.