You can get more business and establish a relationship with customers with the right online presence and marketing strategies. Pay per click advertising, email marketing, social media, video marketing and website design can draw the right attention to your HVAC company and increase your return on investment. Keep reading to learn more.
1. HVAC Pay Per Click Advertising
You can use pay per click advertising on Google, Bing, Facebook, Twitter and other platforms. Make sure you're getting the right traffic for your HVAC business and paying for the right publishing space.
When you use pay per click advertising, you only pay if someone actually clicks on your ad. Unfortunately, if someone clicks on the ad by accident, you still have to pay for it. You should also go with a trusted publisher to avoid digital advertising fraud that can result in wasted clicks and exorbitant advertising fees.
Keep in mind that other HVAC companies may be competing for the same keywords that you want to grow your business. Google AdWords is still the best option to get great results. However, you can also spend some money on creating a solid online reputation for your services.
2. Email Marketing for HVAC Companies
Email marketing is a great way to follow up with customers and prospective customers who have expressed interest in your services. This is a great way to increase your ROI as well as target qualified clients.
You may already have an email campaign that you want to revise or perhaps you're just working out your first email marketing campaign. The first step is growing your subscriber list and deleting unqualified users off your list.
If you have sent out a dozen emails in the past year and someone hasn't clicked on them, it's time to get them off the distribution list. You can create a separate retention email list with special offers to win back these clients. Potential content includes company news, how-to features and discounts on services in the slow seasons.
Create forms that collect email addresses and contact information on social media and your website's contact page to grow your subscriber list. If you can also collect their name, you can personalize your email marketing.
It's important to limit the information requested because you don't want to scare anybody off. You can also ask permission to send them newsletters and discounts with opt-in language on your contact forms.
HVAC prospects respond well to the following offers:
- Exclusive content such as DIY videos for owner maintenance
Building a subscriber list is an ongoing process, so don't be discouraged if you don't see immediate results.
3. Social Media to Build HVAC Businesses
Social media is one of the best ways to build brand awareness and share engaging content for existing and future clients. Most brands consider social media marketing critical to their digital advertising. In fact, 73% of marketers classified their social media marketing as very effective or somewhat effective in growing their business.
Social media posts on Twitter, Instagram, and Facebook allow you to access a wide audience with cost-effective marketing. You can also interact with potential clients to build brand loyalty and a sense of community.
There are many reasons that brands use social media as a big part of their digital marketing strategy. Social media allows you to create story ads for people who may need HVAC services in the future. You can also become an influencer with online content that helps people understand their HVAC systems better.
Social media is highly effective across desirable demographics. Emarketer recently broke this down by generation:
- 90.4% of Millennials
- 77.5% of Generation X
- 48.2% of Baby Boomers
These percentages represent how many people in each generation are active on social media. You can find more information on promoting your HVAC company on social media here.
4. Using HVAC Video Marketing
Creating HVAC videos establishes rapport and provides valuable information to consumers. If you can establish authority in the HVAC industry, your videos will improve your conversion rate and customer loyalty. By answering popular questions with how-to videos, you can increase SEO performance.
Vary your content with several different approaches to keep your audience engaged. Presenting the same information over and over will bore the people that you're trying to convert. A wide variety of topics and useful information, on the other hand, will keep people liking your videos and sharing them with friends.
Here are some appropriate topics for HVAC videos:
- How HVAC systems work
- Behind-the-scenes with your team
- Video with footage on a recent trade show you attended
Keep your videos accessible to current and future customers who may not know anything about your business or service offering. Also, include captions and substitutes to get the best response for your product showcase, event recap or how-to guide.
Most importantly, make sure viewers can watch your videos on mobile devices.
5. Website Designed for User Experience
Ensure that your website takes advantage of the latest technology to draw in perspective HVAC customers. Advanced websites work on all browsers and different devices. No matter how great your content is, if users can't view it properly, it doesn't do you much good.
To make sure that people can find you, design your website for search engine optimization. It's worthwhile to hire a professional to make sure that you include both on-page and off-page factors that can improve your ranking on search engines.
- Be Transparent
The first thing people will look for is pricing. So, be transparent with the cost of services for your HVAC company. Otherwise, people may be annoyed if they can't find your pricing, But fair to yourself and note that houses and HVAC systems are all unique and total pricing can vary depending on the situation.
- Testimonials and Reviews
By asking for honest reviews on your site, you establish trustworthiness. Not all your reviews will be stellar, but if you provide a great service most of them will be. Even the ones that make you cringe help you establish authority and trustworthiness. Especially if you openly acknowledge client complaints and offer to do what it takes to make it right.
Testimonials are a great way to highlight what customers can expect from your service. They highlight what customers like about your services and make you stand out from competitors. In short, people want to know what other people think about your HVAC services. They are more likely to call you after reading positive testimonials.
Learn more about how to solicit online reviews here.
By promoting your HVAC business online, you can increase brand awareness and let people know about the good work that you do.