The concept of content marketing entails tactics that prioritize informing customers about products and services, rather than trying to sell to them. This approach enables HVAC companies to draw the attention of potential buyers, interact with them, and ultimately convert them into high-quality leads.
There are numerous content options available, making it difficult to determine which ones would appeal the most to homeowners. However, you’re in luck because this article showcases five effective content types that HVAC entrepreneurs can leverage to boost their lead generation process.
Content Type #1: Blogging
Blogging has become increasingly important in the changing landscape of online marketing. According to DemandMetric, companies that maintain blogs generate an average of 67% more leads per month compared to those without blogs.
This is the most basic form of content utilized in content marketing campaigns. Here’s the reason.
- Blogging is a powerful communication channel that reaches prospective clients searching for your products and services: the internet.
- When executed correctly, blogging helps boost your HVAC website’s ranking on search engine results pages.
- Blog posts generate more traffic for your website, resulting in a potential 434% increase in indexed pages ( DemandMetric ).
Examples of a Home Services Company Excelling at Blogging
Alco Windows and Doors, our client, is a perfect illustration of a home services firm that enhances its business by using blogging. Alco had been seeking a means to expand its business prior to collaborating with Rizen.
Our team proposed implementing an SEO-focused blogging approach as a component of the marketing package, resulting in a significant increase in Alco’s website traffic. Specifically, the number of sessions per month rose from 200 to 10,000, representing a notable 4,900% boost in targeted traffic on a monthly basis.
Access the complete case study at this link.
Where to Start with Blogging:
If you are aware of the importance of blogging for your HVAC business, but lack the knowledge on how to begin, there are uncomplicated measures to follow. These include selecting a suitable blogging platform, obtaining a domain name, and acquiring web hosting services.
Assuming you have completed the preliminary steps, I suggest that your subsequent task should be to peruse How to Build a Home Services Blog for Increasing Your Lead Pool.
Content Type #2: Video
Finding innovative ways to differentiate your products and services is imperative in the fiercely competitive HVAC industry. Utilizing videos is an effective tool to accomplish this goal.
Although video marketing is not a novel concept, several businesses do not employ it as a type of content. Many homeowners are occupied with their work and hence favor viewing a concise video over spending 20 minutes reading the same information.
Require further persuasion? Presented below are several statistics that demonstrate the advantages of video marketing.
- 9 out of 10 viewers said that they wanted to see more videos from brands and businesses. ( HubSpot )
- Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in the text. ( Insivia )
- Marketers who use video grow revenue 49% faster than non-video users. ( WordStream )
- Video marketers get 66% more qualified leads per year. ( Optinmonster )
- Including a video on your landing page can boost your conversion rate by up to 80%. ( WordStream )
Example of an HVAC Company Utilizing Video Marketing
Located in the Greater Sacramento, CA area, Fox Family Heating and Air excels in the HVAC business. Their immense success in video marketing, as demonstrated by their 30,000 YouTube subscribers, is a testament to their prowess.
On their YouTube page, they showcase educational videos covering a wide range of topics.
- Red flags when buying a new HVAC system
- Should I get a gas furnace or heat pump system?
- How long should my air conditioning system last?
Their videos mainly aim to educate homeowners on the HVAC sector rather than focusing on promoting their products and services. Nevertheless, the videos have garnered an impressive 4,605,520 views, making it their most efficient marketing tool for generating leads.
Where to Start with Video Marketing
Incorporating video is an essential aspect of a prosperous HVAC marketing plan. Are you prepared to commence? Explore our blog article for guidance on initiating your social video marketing with three steps.
Content Type #3: Case Studies
If you are looking to boost your marketing strategy, incorporating case studies into your home services marketing can be a highly effective approach. By showcasing real-life scenarios of how your HVAC business has assisted homeowners who have comparable objectives to potential customers, case studies serve as persuasive evidence.
There are several reasons why I suggest HVAC companies use case studies, such as:
- Case studies highlight a company’s expertise and experience with homeowners in your area.
- Case studies reveal concrete examples to prospective clients, helping them see exactly how you can solve their challenges.
- Case studies effectively generate new leads, according to 63% of marketers ( Neil Patel ).
Examples of Case Studies Created by a Home Services Company
In its home services blog, Alco Windows and Doors showcases case studies that exemplify its business. One such blog post showcases a customer testimonial about the installation of impact windows in their home.
The post not only narrates the customer’s difficulties and Alco’s assistance, but also includes a video testimonial from the customer, making it a versatile marketing tool that caters to diverse audiences who have varying preferences in content consumption.
Where to Start with Writing a Case Study
To create an emotionally engaging case study, begin by summarizing the difficulties faced, the methodology employed, and the findings of the home renovation project. To gain more knowledge on this subject matter, refer to “What is a Case Study? Important Tips for Impact Windows Companies.”
Content Type $4: eBooks
Although it would be ideal for visitors to your HVAC site to peruse it and book an appointment prior to departing, the reality is that this is not typically the course that a customer journey takes. Research indicates that potential buyers generally review around five pieces of content before they feel prepared to receive communication from a sales representative (Influence & CO).
Designing material for download like eBooks serves as a strategic temporary measure for harvesting leads. By refining content, whether new or pre-existing, into a lead magnet, entrepreneurs can still attain contact information from potential clients before they commit to a final decision.
Content Type #5: Checklists
In addition to eBooks, incorporating checklists into your HVAC business can greatly enhance its performance. Like eBooks, checklists can be gated by a landing page, requiring readers to provide their contact details for access to free content.
Checklists are popular among homeowners as they help to avoid overlooking important steps in a task. Failing to complete a task can have severe consequences, particularly when it comes to installing an air conditioning system or carrying out other home improvement activities.
Once more, utilizing a download form to access diverse content can provide novel avenues for your sales and marketing team to obtain contact details. Furthermore, by discerning the content downloaded, you can gain insight into the particular services that would pique their interest.
HVAC Marketing Strategy Tips
Begin by implementing these effective marketing tactics.
1. Establish a Consistent Business Brand for Your HVAC Company
For marketing to be successful, branding is a crucial component. It is the representation of your business values and rapport with customers, encompassing all aspects ranging from the visual presentation to the language used in the content. Commence with the visual components.
The primary concern to tackle is the lack of a logo for your HVAC business. Your logo needs to effectively represent your business and be easily recognizable. It will be featured on all your marketing materials, such as business cards, websites, and signage. Ensure cohesiveness among your branding by selecting a color palette that complements your logo and other promotional materials.
Once you have the visual elements of your brand established, move on to content tone. Whether you’re sharing on social media or your website, you want to have a consistent tone when communicating with customers.
Do you aim to project a more professional or friendly image? A professional tone would utilize third-person pronouns, whereas a friendly tone would make use of direct address, such as “you.”
Consistency is crucial when it comes to both visuals and content. Once you’ve decided on your brand style, it’s essential to stick with it so that customers can easily recall and identify your brand. The goal is to establish a unified brand image that appeals to customers.
McDonald’s brand is so strong that simply seeing the golden arches is enough to recognize the fast food chain.
2. Create a Stellar HVAC Website
To effectively engage with existing and potential customers, it is crucial to have a website that serves as a primary information source. Ensure that your website is easy to navigate and provides comprehensive details about your HVAC services to assist customers in making informed booking decisions.
When describing HVAC products or services to non-professionals, it is important to use simplified language that can be easily understood. Be sure to provide clear descriptions of your services and define your service area, including whether you cater to both residential and commercial customers and which locations you service.
Ensure that your website features your contact details, which can be presented via a banner at the bottom of each page and a dedicated contact page as well. Having easily accessible contact information is crucial if you wish to have potential clients book your services or request quotes from you.
It is important that your website is secure, so it is recommended to verify if it showcases an “https” at the beginning of the URL. This indicates that any confidential information transmitted through your website is shielded by encryption, safeguarding your business and clients’ data. For instance, when a client enters their information through a contact form, they expect their personal details, such as email and phone number, to remain confidential.
3. Optimize Your Website for Search Engines
In addition to creating a polished and concise landing page that offers essential details about your company, it’s essential to ensure that your website is optimized for SEO. By performing search engine optimization, you can improve your position in Google and Bing’s rankings. This will lead to an increase in natural traffic to your site, making it easier for potential customers to locate you over the internet.
Having a well-optimized website ensures that when someone types “HVAC contractor Atlanta GA” into Google, your page appears nearer to the top of the search engine results pages, SERPs.
The following are key guidelines for optimizing SEO:
- Every page should center around a primary keyword, which aligns with the page’s topic.
- Secondary keywords should support the primary keyword.
- The text should be broken up into sections using h3 and h4 headers.
- Your primary keyword should appear in the H1 header, page title, and meta description.
- You should include at least one image in .jpeg or .png format, and the file should be labeled as the primary keyword.
To obtain additional guidelines for enhancing your website’s search engine optimization, Google provides a thorough beginner’s manual on SEO. This guide encompasses everything, starting from how to secure your website with HTTPS to ways to guarantee that Google robots can access your links.
4. Start Gathering Reviews
Incorporating online reviews into your HVAC digital marketing strategy is an effective method for acquiring new customers. Encouraging existing customers to spread the word through word-of-mouth can be made even more advantageous by utilizing Google reviews on a business page. Doing so not only boosts your online presence but also improves your local SEO.
This is the way to do it:
- To start a Google My Business page, you need a Gmail account. You can set one up for free if you don’t already have one.
- Create your Google My Business listing and select the type of business.
- Input essential info like a link to your website, the business address, and images.
Moreover, it is worth considering setting up a Yelp business page to receive service reviews. Utilizing social media profiles can also be advantageous for obtaining customer feedback. Having a LinkedIn or Facebook page allows followers to provide comments. You could request your current HVAC customers to provide reviews. Simply provide them with a card containing a direct link or QR code leading them straight to the review portal for convenience.