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HVAC can be considered a genius invention that helped people survive harsh climates. When the heat is extreme enough to induce heatstroke, HVAC can keep the room cool.
And when the winters are merciless, the heating feature keeps you and your family from freezing. It helps secure the safety of your home when Mother Nature is having a fit.
And since people know how vital HVAC systems are in this day and age, contractor establishments are increasing. In the year 2019, the United States had 103,359 plumbing and HVAC contractor establishments. And it has only kept growing, hence the need for marketing strategies. You need to start thinking of ways to stand out in the sea of competitors before you.
What are decisions that can attract prospects or increase customer retention? How will your prospects reach out to you better than just calling for your services? That’s why we’ll talk about and expound on HVAC marketing tips here so that you can stay ahead in 2023.
6 Strategies Used by HVAC Marketing Companies
1. Use HVAC Marketing Tools
Among the marketing tools available, search engine optimization (SEO) is one of the most popular strategies in marketing for HVAC companies. And mind you, marketing isn’t a simple task, but SEO makes it possible. SEO can help you have a more targeted reach. Despite its simplicity, it has complexities that professionals grasp very well.
SEO is integral to any company’s success, which is why we recommend it as an HVAC marketing tool. It will help your website go up in the search result rankings, giving you an edge against competitors. From a user’s perspective, you don’t visit the second page of Google. And more often than not, the first three results are more than enough to solve your problem.
Your local SEO improves your standing in your neighborhood, which is why it’s vital. You want people in your town to see you as Google’s top recommendation when looking for HVAC services.
That way, Google is also giving you authority and credibility among your competitors. To improve your SEO, consider backlinking partnerships and publishing quality content. Local-centric content helps your prospects know how well you understand your craft. And finally, don’t forget to put your contact details and address on your website for accessibility.
2. Optimize Your Website for Mobile Viewing
Prospects view your website as an introduction to your company. It’s a chance to make a good first impression on them. You can satisfy their curiosities about your services and express your expertise. It can be an effective HVAC marketing tip if your website is optimized to be mobile-friendly.
While almost every mobile phone has a browser installed, not all websites are optimized for it. And that can affect the user experience and dissuade your prospects from exploring your website. Imagine visiting a website on your phone and finding that the placement of links and tabs is all off. Or are the images taking forever to load, and the mobile interface looks terrible?
Almost every person uses a phone to browse things online, so your website should be ready. They can be looking for HVAC services while on the way to or from work. They can be in a situation where they’re using their phones to browse for HVAC services. And if your website isn’t optimized, they might look for a different company.
Not to mention, it’s a given that a highly-ranked website should also be mobile-friendly. We talked about SEO previously, and this helps tremendously. If you need a professional, you can hire a web developer to ensure a smooth user experience.
3. Allocate a Budget for Digital Advertising
The next HVAC marketing tip is to allocate a budget and use it for digital advertising. Even if you’re aiming for a local audience, you still can’t leave out advertising. It can help you reach new markets and maybe grow your customer base. This, in turn, will also increase your revenue in the long run, so it’s not a bad investment.
There are three advertising methods that we can explain to you so you can make a better decision. The first is native or display advertising, which appears everywhere online. You can find them on social media, via email, or when visiting a random website. They do a good job blending in so first-time viewers can be more receptive to the ad’s message.
The second one is social media ads, which pertain to paid advertising based on the platform. Every social media platform has its own paid advertising method, so you just need to choose.
Will your HVAC contractor marketing be more effective on Twitter or Facebook? After which, you can choose what kind of audience sees your ad because of the algorithm.
You can also review the analytics using the social media ad manager after you run the ad. The last one is Google AdWords, which is a generally great tool for local searches. You can bid for keywords that resonate with your target audience, specifically long-tail keywords.
The program also has granular targeting, so your ads will only be seen by those who are meant to see them. The best part of it all is that it’s a user-friendly program that beginners can learn. But it’s also complex enough for you to hire professionals to help you out.
4. Collect and Publish Testimonies and Reviews
Industries that offer services often have testimonials and reviews published on their website. Examples of these are tutoring, delivery, and writing services that own their own websites. But what are they for, and are published testimonies necessary, to begin with?
Think of it this way: if you found similar products from different shops online, how would you choose? Will the shop and product reviews affect your judgment as a buyer or not? Which shop will win your trust as a consumer one that you might go back to in the future?
As an HVAC contractor, you’d want prospects to know that your services are reliable. And posting your clients’ testimonies and reviews is a great way to accomplish that! Users who are browsing will feel more confident in reaching out to you when they see the reviews. Your business will garner more trust and credibility beyond Google and search result rankings.
To carry out this HVAC marketing tip, you need to focus on your efforts to provide high-quality service. Reviews and testimonies will write themselves if your customers are satisfied. They’ll be more than happy to share their experience with others to help you grow.
You can also ask them to leave reviews by giving them the link to your website. But if it’s difficult to convince them, you can incentivize the act of leaving reviews. You can give them discount codes or a freebie so they’ll feel inclined to give you a review.
5. Create a Google Business Profile
A few years ago, Google made it so that search results about businesses displayed those in your area. The algorithm for local search has been updated continuously since then. Hence, your website needs to be optimized for search results like that.
These are the results shown below the paid ads when users enter a specific search query. And your Google Business Profile will give you an edge over your competitors, so ensure it’s updated.
Your GBP posts, reviews, and what others say about you on different sites influence search results. And organic searches provide excellent leads that can turn into conversions. These are search queries from prospects who are looking exactly for your services. Hence, they’re very much sought out from a marketing perspective.
Google finds those results to be the most relevant by topic, proximity, or authority. That’s why you can consider a Google Business Profile to be an effective HVAC marketing tool to have.
6. Use social media as an HVAC Marketing Tool
There are now several ways for people to interact online, but social media is the most popular. You might be thinking that Facebook, YouTube, and TikTok are strange places to find great leads. However, social media platforms have a massive reach, so a prospect could be just around the corner.
Once you create an online profile, it needs to be constantly managed and updated. Someone needs to readily respond to customers, whether it be with questions or comments. And you need to keep in mind that social media is constantly changing, so you have to stay in the loop.
One thing is for sure: social media is a great way to engage with prospects and customers. You can promote your services and improve your visibility online. That will help you build a referral system, especially because it’s easy to share pages online. A satisfied customer can recommend your company to a friend or relative by sharing your page.
Conclusion
Marketing has come a long way from where it started and is used by every industry imaginable. The HVAC industry is one of them, and it needs improved marketing strategies more than ever.
HVAC contractors are increasing in number because of how necessary the appliance is becoming. But that means the competition is getting tighter, and it’s becoming difficult to stand out.
Hence, they can employ HVAC marketing companies to help them sell their services better. It’s not a question of how amazing your services are, but how you get others to notice you.
Reach out to your target audience and earn and maintain their trust until you have a firm foothold. Collect and publish their testimonies, and go on social media to let everyone know they can rely on you.
You can also opt for paid advertising while you’re improving your content’s SEO. You need to look credible for people who enter related search queries on Google. But don’t forget to make your website mobile-friendly to avoid extinguishing your prospects’ interest.
