Digital marketing is important for businesses now-a-days, and HVAC companies are no exception. Aside from helping you reach out to potential customers, it will also enable your business to reach new heights. So better introduce a few good HVAC marketing tricks to your company if you haven’t yet.
Now introducing digital marketing techniques in HVAC businesses is easier said than done. So to help you out, below are ten simple but awesome marketing ideas you can start with.
Launch a Decent Website
For your HVAC company to have an online presence, it needs a website. So make sure you launch a decent one. If you like, you can either start your own in-house web dev team. However, it’s more practical to outsource instead.
Anyway, once you’ve had a website made, tweak it so it’s as user-friendly and as navigable as possible. Not all HVAC sites are created equal, and focusing on these two factors will help you gain an edge over your competition.
One more thing, make your website mobile-friendly. Up to 75% of all local searches are done through mobile devices these days. Plus, Google has been using it as a ranking factor since April 2015. By making your website more responsive, you’ll be able to enjoy better rankings (more on this below).
Employ White Hat SEO
No HVAC marketing strategy will be complete without SEO now-a-days. Sure, you can always rely on paid ads to get prime spots in SERPs. But it’s still better to slowly grow your site’s rankings from scratch. So make it a top priority once you’ve finished working on your website.
Now bear in mind that there are three types of SEO to focus on: on-site, on-page, and off-page. On-site or technical SEO will make your website as efficient as possible from a search engine’s perspective. It involves techniques that will enable search engines to crawl through your pages faster, as well as make it easier for people to navigate through.
Meanwhile, on-page SEO is all about making sure the search engines understand what our website is all about. This involves targeting the right keywords, inserting them strategically in your pages, and other techniques. Lastly, off-page SEO revolves around encouraging people to talk about and link to your website. This basically involves driving traffic to your site by promoting the hell out of it.
You should also make it a point to rely only on white hat SEO techniques when building up your HVAC company’s online presence. Black hat SEO may give you results faster, but it will have serious consequences for your website in the long run.
Additionally, you might want to employ more local SEO techniques. That way, potential customers within your area will be able to find your HVAC company more easily.
Build an SEO Content Strategy
As you’ve probably heard, content is king when it comes to SEO and digital marketing. So aside from white hat SEO techniques, you need a solid SEO content strategy for your HVAC business.
Having a well-defined SEO content strategy within your HVAC digital marketing game plan will help you make sure that all your content delivers the results you want. Without it, you’ll just end up wasting time creating useless content that won’t boost your brand’s rankings or keep your target audience engaged.
If it’s your first time creating an SEO content strategy for your HVAC business, then we got you covered. Below are ten steps you can take to build a solid content SEO content strategy:
- Set your goals
- Identify your target audience
- Define your brand’s specialty
- List potential content topics
- Perform keyword research
- Create an editorial calendar
- Create a link building strategy
- Start creating content
- Optimize thoroughly
- Monitor your progress
Follow these steps, and you can rest assured that your HVAC digital marketing strategy includes a good SEO content roadmap. Learn more about these steps by checking out our previous article here.
Be Active on Social Media
Like SEO, social media’s role in HVAC has become increasingly bigger. Not only is it an effective way to improve your off-page SEO, but it’s also one of the best tools to promote your HVAC business. Plus, over 70% of Americans spend their time on social media. That’s a very sizable market you’ll miss by not having a social media presence.
Thankfully, there are plenty of ways to promote your HVAC company and your website through social media. These include using the right hashtags, hosting polls and contests, and posting about your most recent web content.
However, to ensure your social media marketing efforts have teeth, you need to have a social media strategy, too. So build one within your overall HVAC marketing game plan before making any posts. This involves creating a good social media calendar, doing proper hashtag research, and choosing which platforms to have an account.
Additionally, you can consider getting paid ads. Combined with white hat SEO, it will further enhance your HVAC company’s online presence. And you can try collaborating with many influencers, who will help encourage people to choose your brand when looking for HVAC system providers.
Create Email Marketing Campaigns
Finally, you need to build email marketing campaigns to continually engage your target audience. Made properly and sent at the right moments, it can lead to increased sales for your HVAC business. As an added bonus, it’s also a great way to generate leads for your company.
To maximize your email marketing campaign, you need to send the right kinds of content. That is, it must be something your customers will want to read about or find valuable. These usually include helpful information about HVAC systems, as well as updates on your newest products or services. To further entice your audience to choose your brand, you can even throw in a few discounts, special offers, and freebies.
At the same time, you need to add a subscribe button or sign-up form on your website. This allows you to subtly encourage new visitors to sign up to your emails, as well as ensure that you’re only targeting people who actually want to hear what you have to say.
Run Pay-Per-Click Campaigns
A lot of business owners, even people running HVAC companies, dismiss PPC (Pay-Per-Click). This left them missing numerous opportunities to grow their online presence, and it cost them countless leads that can potentially boost their revenue.
Through PPC campaigns, you’ll be able to drive more traffic to your HVAC company’s website, as well as raise more awareness for your brand. Additionally, PPC is easy to measure and track, meaning you’ll be able to adjust it whenever needed to maximize results. The best part is, you don’t need to be a PPC expert to run a campaign; just do a few optimizations and you’re good to go!
Now if you’re already running PPC campaigns as part of your HVAC marketing efforts, and you want to enjoy better results, consider using your competitors’ keywords. PPC involves doing keyword research to find the ones that will help propel your website and brand to the top. But at the same time, you should also check the ones used by the competition, especially those with better PPC campaigns than yours.
Once you’ve listed the best keywords used by your competitors, proceed with running split tests. Make two variations of your PPC campaign, one for the keywords you researched for your own website, and the other for the ones used by your competitors. Then monitor the variations to see which one is performing better.
Employ Killer Advertising Ideas
HVAC companies need to advertise for several reasons. Through it, you can attract more people to your business, as well as generate brand loyalty. It can also help you position yourself as a leader in the HVAC industry. But more importantly, it can potentially boost your sales and revenue. In short, no matter how big or successful your HVAC business is, there’s no excuse not to invest in advertising.
Now when it comes to advertising, there are numerous creative ideas out there to choose from. For example, you can try ambient advertising. If you don’t know what that is, it’s a type of advertisement that incorporates its surroundings to wow everyone who looks at it. They stand out better than traditional ads, and depending on their uniqueness and creativity they can leave a bigger impact on people. Here’s a list of cool ambient ads in case you want to see what they look like.
But if you want something more conventional, you can try making video ads. One great example is BGH Air Conditioners’ “Dads in Briefs” video ads series. Through humor, they were able to effectively promote and sell their air conditioners to consumers. And thanks to their combination of stellar presentation (on the actors’ part), proper editing, and Mozart’s Dies Irae, the video proved to be more than the sum of its parts.
Work with Influencers
Earlier, we discussed how social media can help you grow your HVAC business. But there’s another way to utilize social media to your advantage aside from having an active presence on it.
As social media becomes increasingly popular, so do influencers. Though it’s relatively a novel branch of marketing, it can nevertheless prove vital to your HVAC brand’s success. The strategy basically relies on personalities who have large followings on social media. These online celebrities will then promote your product or service in exchange for free products, cash, or other compensations.
Through influencer marketing, you’ll be able to reach out to the influencer’s followers, allowing you to significantly widen your own target audience. It’s also a great way to build credibility and trust, as influencers generally promote legitimate products or services to maintain a good reputation. So if the influencer trusts your brand, their followers will as well.
Host Webinars and Events
Online webinars and on-site events allow you to connect, interact, and deliver valuable content to your target audience in real time, making it an excellent trick to include in your HVAC marketing strategy. Through these, you’ll be able to give product demonstrations, share valuable HVAC tips and insights, and offer free consultation on the spot.
If you’re thinking of hosting a webinar or event, but don’t know what topic to talk about, try the following tips to gain inspiration:
- Host a Q&A where you’ll answer FAQs and more complicated inquiries. Check your website’s FAQs (as well as your competitors) to prepare yourself beforehand.
- Check your blogs and look for the post that the audience loved best. Then build up on that post’s topic.
- Give out polls and surveys before the webinar or event. This will help you learn the things they want to talk about.
Sign up to Google My Business
Having your own Google My Business account brings several benefits. It helps your HVAC business easier to locate in Google Maps, enabling you to boost sales and revenue. By signing up, you’ll also enable customers to review your business and leave feedback for everyone to see. This can potentially make you more appealing and trustworthy to prospective clients.
Setting up a Google My Business account can be done in a few steps:
- Visit Google Account. If you’re currently signed in to your personal account, just click on your account icon, and add a new one.
- Go to the Google Business webpage, then click on “Manage Now.” Then search for your business. If it doesn’t appear, click on the “Add your business to Google” section to add it.
- Add your business name, address, and service area. Then choose your business category.
- Then add your contact details (Note: This step is optional. But if you want prospective clients to reach you more easily, best add it, too!)
- Finally, verify your Google My Business account.
Introduce HVAC Marketing Techniques to Your Business
In this day and age, having a decent online presence is crucial for an HVAC company to thrive and succeed. By employing HVAC marketing tricks such as the ones listed above, you can rest assured that your business will gradually make it to the top.