Competition between HVAC companies, especially in thriving metropolitan areas, is typically intense. Many would say that there is a heating and air conditioning business ‘on every corner.’ You must rise above the competition and stand out using every marketing strategy at your disposal. In today’s modern IT era, HVAC digital marketing strategies will provide you with the highest investment (ROI) rate than traditional advertising methods such as printing and television.
HVAC Digital Marketing Strategies
If you wonder what digital marketing can do for an HVAC company, let us examine the benefits of going with a digital strategy.
- HVAC companies who use digital marketing experience an increase in HVAC website leads (traffic and conversion)
- Greater ROI
- Increased ROI with pay per click (PPC)
- Strong branding to build a loyal client base
Digital Marketing for HVAC
The following digital marketing strategies and tips can help grow your business and establish your company as a leading heating and air provider in your geographic region.
» Build a Website
Even if you have a website for your HVAC company, you will want to optimize it to achieve optimum traffic and conversion. Ideally, the website should be fast and mobile-friendly. Customers are notoriously impatient and will navigate away from a website if it takes too long to load.
The website should also be secure and streamlined for Google users. Pay attention to visual layout and content.
» Social Media Marketing
The use of social media is a crucial component of any HVAC digital marketing campaign. You can create brand awareness and reach your customers on a personal level.
- Ask for reviews
- Run campaigns to truly fuel a fan base
- Drive traffic with the big social media giants of Facebook
- Share new products and services with your social media followers
- Cultivate a brand identity
- Share important business milestones to reach your customers.
» Search Engine Optimization (SEO)
When a potential customer seeks a qualified HVAC company in their city, they will typically turn to Google or another search engine. Your company must come out on the first page of the search engine results and, ideally, in one of the first spots near the top of the page.
With traditional advertising, you could pick a name near the first of the alphabet and be one of the first companies in the phonebook. However, nowadays, everyone uses the internet on their computer, tablet, or smartphone to find a service provider.
SEO involves keyword placement on your website and within content such as blog posts. You will want to tailor a strategy to meet your company’s unique needs.
An SEO strategy might include the following:
- SEO placement to pull business from a particular geographic location. When someone searches for local HVAC services, you want your company to come up first on the search rankings.
- Boost your internal linking structure by using links to point to your website. You can use internal linking to keywords.
- Optimizing a page with keywords depends on placing the keywords to create flow without stuffing. If you use too many keywords or the content does not flow effectively, Google can penalize your website. Ideally, you should have a skilled SEO writer create the content for your website.
With a successful SEO strategy, you will get ahead of the competition on search engine results, so you bring in more business. Learn more about our Search Engine Optimization for HVAC Contractors.
» Pay-per-Click Advertising
Pay-per-click advertising (PPC) is a vital component of any long-term SEO strategy. Yes, it does take money to embark on PPC, but it is typically worth it. With a successful PPC campaign, you will quickly gain new customers.
Below are a few PPC tips to help you succeed:
- » Keywords: As a small business owner launching your first PPC campaign, you might want to pick broad keywords, but this should be avoided. Direct keywords are best to provide you with the greatest results. Instead of using something like ‘ac repair,’ rather, be more to the point with ‘ac repair company in (your town).’ Yes, broad keywords might give you greater exposure but pinpointing geographic locations will increase your conversions.
- » Geographic Areas: As mentioned, pinpointing customers in your company’s service area is imperative. You will want to use the correct geographic regions when advertising your services. Use the city, state, list individual communities, and even mention neighborhoods in all the content on your website so that Google and other search engines never wonder where your company is located. If a potential client in your town is looking for an HVAC company, you want to make sure that your company comes up.
- » Re-targeting: After you have launched your company’s PPC campaign, you will want to start re-targeting past visitors to your website to try to get them to come back and contact your company. The goal is always to drive traffic to your website and make conversions by ensuring that they contact your HVAC business for services.
- » Create a Landing Page: You want to direct leads to your website’s conversion-oriented page. You want them to quickly find what they are looking for and contact your business quickly.
Additional HVAC Digital Marketing Tips
Here are a few other ways to digitally market your HVAC system:
» Newsletters and Email Marketing
If you want to retarget established customers, one of the best ways is email marketing.
Below are a few of the best email marketing practices that might prove successful:
- Provide valuable information via email: Send helpful information via your email to your customers. Things like special promotions or coupons are always more welcome than a simple sales pitch. You can also take the time to wish your customers a happy birthday or happy holidays. If you have recently hired new staff or made changes in the business, then be sure to let your customers know about the company news so they feel like they have become an essential part of your business family.
- Avoid Sending Too Much Information: You should avoid sending too much information. You do not want to swamp your customers with emails or send long-winded ones. Typically, sending an email once a month or once every two weeks is ideal for most HVAC businesses.
- Focus on Branding: Branding is a necessity in any digital marketing campaign. You want to create your business’s voice and brand. Creating a social media presence is a fantastic way to interact with your clients, bring in new leads, and genuinely fine-tune your brand’s voice. You want to become memorable to your customers and encourage them to share their positive experiences with your company.
Steps to Building an Email Marketing Campaign
Here are the two steps to building an email marketing campaign:
- Encourage your HVAC service technicians, maintenance technicians, office staff, and sales associates to gather customer information such as emails. Ask the customers to fill out simple contact forms, which includes their email address.
- Use social media to reach out to customers and request email addresses
- Try paid strategies to continue your email list.
- Add opt-in signup when you send out email blasts.
- Ask website visitors to sign up for your newsletter.
Design custom templates for your email layouts by analyzing the content examined by website users when they visit your site. You will want to collaborate with an experienced designer to craft a specific email template that highlights your HVAC brand. Sometimes you might want to use data from past email campaigns to use proven design elements.
Create custom email content that appeals to your audience. You can also utilize giveaways or try contests to pique interest. Your goal is always engagement and conversion. You want your audience to open email and take the time to read it.
Keep track of your email campaigns, so you know if they are successful. You will want to track sends and delivery rates. Also, look to see if the emails are opened and examine click-through rates. Track website visits, leads, conversions, sales, and revenue with every email blast that you send out to determine success.
When launching an email campaign, track everything with split testing of subject lines, send times, dates, copies, and offers.
What is Opt-In Email Marketing?
Many business owners drag their feet over the idea of email marketing because they assume that the newsletter will just end up in a spam folder or be deleted. However, an opt-in email marketing campaign is an effective way to reach your HVAC customers. You will not be sending your emails to a random list of homeowners. Instead, you will be targeting only people who want to receive information from your heating and air conditioning company. It is the opposite of an unsolicited email. Your recipients will opt-in for the messaging so that they can stay up to date about HVAC news, your company, and potential savings.