One of the most important principles of running a successful business is developing a product or service that will always be in-demand. More importantly, to make yourself invaluable to the consumer, you must learn how to be a problem solver.
As an HVAC company, you’ve hit both of those nails right on the head. People will always want to maintain a certain level of comfort in their homes, especially during hot summers and cold winters. Fortunately for you, few homeowners know their way around HVAC systems.
Though most small businesses only have a 50% chance of making it past year-five, your industry grants you better job security. However, that doesn’t mean you don’t have to work hard to build brand awareness. People can’t take advantage of your services if they don’t know your company exists.
We’re here to help. Keep reading for our top tips on marketing your business and generating leads.
Perfect Your Website for User-Friendliness
Every year, we become more and more dependent on technology. Over 80% of Americans own smartphones. We devote hours of our day to these devices, scrolling through social media, checking the news, answering emails, and more.
Consequently, most people have adapted to online shopping and researching companies. In our society, most of your clients are going to find you through your website. As such, your website will serve as the face of your company – it must make a good impression.
A user-friendly website:
Is easy to search and navigate
Is simple, but visually appealing
Is optimized for mobile devices.
Remember, people will judge you and the competency of your HVAC services off of your website.
Use Local SEO to Increase Organic Website Traffic
As an HVAC company, you need to focus on local website traffic. If you operate out of Texas, people in Montana aren’t going to be calling you for your services. Therefore, you must perfect your local HVAC SEO.
Search engine optimization is the coding within websites that search engines use to find relevant information. When people use search engines like Google to search for HVAC services, your SEO ranking will dictate how quickly they find you. Ideally, you want your website coming up at the top of search engine results pages.
You can boost your SEO by:
Focusing on local keywords (based on your city and state)
Using casual localized keywords like “near me”
Using internal and external links throughout your website
Affiliating with other local businesses and getting backlinks from their sites
Embedding metadata in images, videos, titles, headers, and other forms of media
Registering your business with Google My Business
SEO is your number-one means of getting organic traffic to your website.
Build a Social Media Presence
One of the best ways to build your brand using digital marketing is through social media. The vast majority of Americans use at least one type of social media. Platforms like Facebook, Instagram, and YouTube are perfect for increasing brand awareness and communicating with consumers.
You can market for free and try to build a following by posting engaging content. Encourage your current followers to share your content for their friends and followers to see.
However, as an HVAC company, you’ll rarely be a “trending” topic on social media. Therefore, it may be wise to expand your reach using paid social media advertising. These marketing services allow you choose whom you want to see your ads based on location, age, gender, and more.
You can also run A and B ads simultaneously to see which style of marketing your audience prefers. Paid social media marketing provides insight into ad performance and breaks down user engagement.
Increase Credibility With Content Marketing
The average person in society sees thousands of marketing messages a day. We quickly learn to tune them out to avoid being overwhelmed with ads. However, content marketing allows you to subtly instill your message in people who don’t know they’re being marketed to.
Using your blog articles, social media posts, and emails, you can get your message across. However, contrary to typical advertising, content marketing attempts to connect with the consumer by focusing on what they’re passionate about.
What are their day-to-day problems? What advice can you offer to help them? How can you solve their problems?
As an HVAC company, you have a unique business that can thrive during a recession because people will always need your services. You should always be thinking about how to get through to them.
Get Involved With Community Trade Shows
Most communities have home improvement trade shows, especially in the spring and summer when people are more likely to renovate their homes. Take advantage of these trade shows and set up a booth to increase your visibility in the community. Even though we are moving to an online-dominated business world, people still like to engage face to face.
Talk to people about your services. You can talk about how eco-friendly HVAC units can save them money on their energy bills, how often maintenance should be conducted, etc.
Use Paid Advertising Services to Expand Your Influence
Some of the best business advice follows the old saying – you’ve got to spend money to make money. As a business owner, one of your top priorities is your bottom dollar. However, it can be beneficial to invest in building your brand.
If you want more visibility and site traffic, you can speed things up by paying for it. We recommend pay per click marketing. In PPC marketing, you pay a host website to publish your ad and pay them for each click your ad gets.
You can also try search engine marketing. In SEM, you pay a search engine site to bring your website up at the top of the results pages for certain keyword searches. In return, you pay the search engine for each click your website receives.
Need Help With HVAC Marketing?
Do you need help building your HVAC brand? If so, we’re here for you. Check out some of our other articles pertaining to business marketing for companies like yours.
And if you’re ready to take the next step, contact us today to talk about how we can help your business. We’ll even give you a free quote!