Marketing is an important part of a business development strategy for an HVAC business. The number of leads you get drives your sales and helps your business scale quickly. In this article, we are going to discuss the 5 best HVAC marketing ideas that you can use now.
We will start with mainstream HVAC marketing techniques like Search Engine Optimization or SEO that remain evergreen. However, keep reading to find some handy tricks that have been discovered only recently. Applying all of the top marketing strategies for HVAC businesses will help your business stay ahead of the competitive curve.
What is HVAC Marketing?
Marketing is the process by which you get a message out to your audience. That message conveys important information about your business to them. It helps them see the value in what you are offering and makes them want to buy your services.
Marketing an HVAC business is much like marketing any other business, but there are important nuances to take care of. We will discuss all of them in this article.
HVAC Marketing Strategy Number 1 – Place Local Service Ads on Google
HVAC contractor businesses are usually focused on a limited geographical area with a clear boundary. Most of their leads originate from their close vicinity. That is why local SEO matters a lot for the marketing of an HVAC business.
Google is one of the handiest marketing tools today even for local HVAC SEO. It is the one link that can connect you to all of your customers in your locality. Most of your customers would try to look for an HVAC business near them online when they need HVAC services.
Posting Local Service Ads that show at the top of their Google search results can be a great way to catch their attention. You can optimize your ads to make sure they are targeting the right people in the right area.
HVAC Marketing Strategy Number 2 – Optimize your Website for Improved Usability
When you think about HVAC marketing, the first few questions that would come to your mind are – how do you attract HVAC customers? How to market a small HVAC business? The usability of your website and where it appears in relevant search results are both very important parts of an HVAC marketing plan.
Usability is closely linked with good SEO and the best HVAC marketing. Google analyzes the speed of your website and other features that increase or reduce its usability. Users also pick search results that lead them to websites that work faster and are easier to navigate. They spend more time on such web pages offering a fully optimized user experience.
HVAC Marketing Strategy Number 3 – Invest in Social Media Marketing Campaigns
Social media marketing lies at the core and crux of every digital marketing campaign. You might wonder – how do I advertise my HVAC service so that it reaches the largest audience? Well, there you have it. Social media marketing is the key to targeting customers according to their online activity.
The reason why social media marketing is so effective compared to other methods is that users spend more time on social media platforms than they do on search engines like Google.
Also, platforms like Facebook and Instagram can help you target the right customers so effectively that a customer who searched for an HVAC service nearby or bought a service nearby will see your ad on their social media on the same day.
HVAC Marketing Strategy Number 4 – Invest in Competitor Research and Market Research
Knowing your competitors and your target market is very important. You should know what your target audience wants to see in your Google ads, website pages, or social media ads. That is the first step to posting the right kind of content to increase sales leads for your HVAC company.
Knowing your competitors is all about finding out what options your customers already have and how well they are performing. Claiming a competitor’s share of the market will require some serious research into their unique selling propositions that are keeping their customers loyal to them.
Here are the questions that your competitor and market research have to answer for your resulting marketing plan to work out perfectly:
- What do your customers need the most?
- What do your competitors have to offer?
- What makes your customers reject one HVAC company and pick another?
- What are the unique selling propositions of your competitors?
- What is something that your competitors are not offering but customers do need?
- What can you offer to your customers that can make your service equally valuable or more valuable than those offered by your competitor HVAC businesses?
HVAC Marketing Strategy Number 5 – Invest in Pay-per-click Advertising with Google
You might think – how much should I invest in SEO or PPC marketing to generate more leads for my HVAC business? Remember that PPC is one of the most lucrative marketing strategies for HVAC businesses online.
Investing in Google Ads that pay you per click will help keep your marketing budget down while increasing the reach of your ads. However, targeting the right audience with your HVAC advertising is very important.
One way to do that is to improve their SEO using keywords that people are likely to use to search for an HVAC company nearby. Your HVAC business has to rank in the right search results for it to attract any attention from the right type of customers – usually those that are already looking for an HVAC company nearby.
Final Strategy
Start with the first step – competitor and market research. Come up with the right kind of content to sell to your customers based on everything that you find out through that research. Move on to the execution part. Decide what streams you want to use to convey the information you have to your target customers. Google PPC marketing and social media marketing are the best tools available in the market today, but optimizing the SEO of your website will also help a lot.
Author Bio:
Mark Buckingham is an HVAC SEO and internet marketing expert and founder of HVAC SEO Results Expert. He’s on a mission to help HVAC contactors avert internet marketing headaches, avoid wasted marketing dollars and grow their sales and revenue. His free HVAC company marketing blog is: www.skyrocketresult.com/blog/