“The key is to diversify what you’re doing from a marketing standpoint.” – Ben Tyson
Growing your HVAC business doesn’t have to be rocket science. It doesn’t have to cost you an arm and a leg either. The adage of “working smarter, not harder” is applicable to marketing, whether you’re trying to attract new customers or get referrals from happy ones. Applying a good marketing mix is healthy to ensure you cover how different customers consume information via digital and traditional advertising. Below we outline 5 channels to promote your HVAC business to new audiences.
HVAC Marketing Tip 1: Website Presence
Having a website in today’s business environment is crucial to build trust with potential customers. With over 85% of B2B customers relying on websites during their business consideration phase, along with 75% of users making judgement based on a company’s web design according to Stanford, you may already be losing out to competitors if it’s been a while since you updated your website.
More tips on Website Presence: Home Services Website: How to Create the Perfect One on Your Own | The Top 3 Website Builders for Field Service Companies
HVAC Marketing Tip 2: SEO and Paid Search
If having a website is like owning a brick and mortar space on the Web, then SEO and Paid Search are the signage and advertising efforts online. SEO (Search Engine Optimization) is the effort of ensuring that your website is properly setup (or optimized) for search engines like Google and Bing. With Google processing over 40,000 searches per second, it is the main research and decision making tool that customers utilize for services. If your website does not show up on the top 5 searches on Google or Google’s local listings, then you may be missing potential customers when they’re searching for “HVAC Services + your Location,” or “HVAC repair + your location.”
Another option if you’re not showing up naturally or organically on Google is to pay for a listing. Paid Search is the sponsored advertising option on Google, which you pay for every time your ad is clicked on. Let’s say you’re not ranking for “HVAC Services + your Location,” you can then pay Google to bid on ranking for that term or any phrase you want to have your website show up for. There are some important rules to follow however to ensure you minimize your costs and target the right customers, otherwise you may be wasting your money on random clicks. Ideally you want a combination of SEO and Paid Search to dominate online searches.
More tips on SEO: Why You’re Not Showing Up in Google
HVAC Marketing Tip 3: Social Media Marketing
More and more businesses have been advertising on social media platform like Facebook, Pinterest, Linkedin, Instagram, and even Snapchat. According to Hubspot, 80% of marketers indicated that their social media efforts increase traffic to their website and that 92% of them said it generated more exposure to their businesses. Before jumping into social media marketing, you want to understand where your customers are likely consuming content and make sure you integrate it with your other marketing channels.
More tips on Social Media: 5 Tips for Creating a Great Field Service Facebook Page | Is Social Media Right For Your Field Service Business?
HVAC Marketing Tip 4: Content Marketing
In today’s business world, not only is it important to be knowledgeable of digital marketing, but also the power of content assets to bring more attention and awareness to your business. When developing videos, blogs, social media posts or even images that can be shared, the goal is to peak the interest in your company and the services you offer. Educational content works well for most industries, so consider offering HVAC tips and advice your customers would find helpful.
More tips on Content Marketing: 3 Ways to Use Video as a Sales Tool for Your Field Service Business
HVAC Marketing Tip 5: Email Marketing
Email marketing is the targeting of potential or current customers through email. Promoting your business via email is a very powerful tool to promote your HVAC service. The beauty with email marketing is being able to personalize groups or individuals with special offers, reminders, or updates. With proper segmentation (or targeting), you’re able to reach the right audience with the right messaging.
More tips on Email Marketing: Email Marketing for Field Service Companies
What marketing channels have worked well for your business? Share it with us in the comments section below.
Last modified: April 5, 2017