HVAC MARKETING

HVAC marketing gets increasingly challenging every year, as new competitors crop up and consumers get savvier to old-fashioned marketing tactics. Refining your HVAC advertising and marketing strategy is now the most effective way of tapping into your target audience. However, doing this is a full-time job for several people. 

Lead to Conversion can do the job of finding and converting HVAC leads so your team can get on with delivering exceptional HVAC service.

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Why Is an HVAC Digital Marketing Strategy Vital?

HVAC internet marketing is a relatively new thing, especially if you’ve already been in the game for several decades. That doesn’t mean it’s something you should shy away from — but you don’t have to try to learn the tricks of the trade of an entirely new industry by yourself. Let our team of experts design and deliver a digital marketing campaign so you can make more money.

Word of mouth, referrals and locality used to be enough to keep your books full and ensure your schedule is jam-packed for the year. Between online reviews, social media recommendations and content from competitors, you could get left behind if you continue to rely solely on traditional marketing efforts to attract potential customers.

Most people spend several hours each day using their phones to browse through products, services and social media feeds that interest them. Internet marketing helps you tap into the millions of homeowners who are actively searching for heating and air conditioning services throughout the year. Read on to find out more about the things we can do to help you to develop your marketing plan.

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How Can an HVAC Marketing Agency Help You?

Keeping your website up to date with regards to design, search engine optimization, content marketing and communication is only part of digital marketing. Placing and refining PPC ads, maintaining your social media feed, optimizing Google My Business and email marketing are also ongoing. To try to tackle this expansive list of tasks, which range from the intricately technical to the creative, you’d need to hire an entire department. 

A digital marketing agency can help HVAC system contractors improve their bottom line by providing the work of an in-house marketing team for the cost of a single employee.

Plumbing & HVAC Industry SEO

Search engine optimization is a major component of digital marketing, and it involves a myriad of tweaks and techniques. When customers search for HVAC services online, they’ll use specific search terms to find what they’re looking for. You can optimize your website to target certain keywords, but you can also make other changes that make it easier for search engines’ algorithms to read your content and place it higher on the search engine results pages.

Google’s trawling algorithm searches through each website using more than 200 criteria to decide how high up on the SERP it lands. The goal is to find your website on the first page for relevant search terms, and some of the ways to make this happen are:

  • Include long-form, high-quality content
  • Ensure the customer experience is excellent
  • Optimize site speed
  • Make it mobile-friendly
  • Ensure navigation is smooth using internal linking
  • Link to and get backlinks from authoritative sites
  • Add appropriately formatted meta tags and descriptions
  • Make sure you include schema markup in your HTML
  • Include alt image descriptions
  • Geotag images and videos
  • Create evergreen blog posts
  • Use optimized subdirectory file naming
  • Ensure headlines are correctly formatted and optimized for SERPs

Local SEO for HVAC Companies

One of the most important aspects of search engine optimization is local SEO. More people than ever use search terms with local intent, such as “HVAC contractor near me” or “local HVAC company.” There are several ways businesses can leverage this trend, including optimizing posts with local keywords and including city and state homepages.

Google My Business is another major player in the local SEO game. By optimizing your profile, you appear more prominently on all searches and could potentially end up in the local pack. This is the stack of three business listings that appears at the top of all local searches underneath the Google Map.  

Content Marketing

Another key component of an HVAC SEO strategy is content marketing, which includes blog writing and all copy on your website. You can also create guest posts for relevant partners’ websites and share your writing using social media. White papers, e-books, articles and state and city pages are all additional prongs you can add to your content marketing strategy. Writing is a specialized skill, and search engine algorithms prioritize quality, so you have to make sure all content is professionally written.  

Social Media Marketing

Social media advertising is essential in today’s marketplace, with the majority of people using social channels for several hours each day. While word of mouth used to be the best way to secure a great reputation and fill your books with loyal customers, social media has taken over as the consumer mouthpiece.

Your social media presence is essential, and having business profiles on the following apps is nonnegotiable.

Facebook

Facebook is a hub for businesses and individuals alike. You can find out useful information about your target audience by analyzing their likes and which groups they belong to. Plus, it’s generally a great place to connect with your customers and provide them with useful information and links to your blog posts. They can offer feedback about your services and leave reviews to entice potential customers to patronize your HVAC company.

Instagram

Instagram is a great place to show off pictures that demonstrate your technical prowess and exceptional team spirit. Millions of people browse this social channel every day, so it’s essential your contact details and location information are up to date. You can also tag brands and suppliers to cement your connections with partners and collaborators, ultimately growing your network.

YouTube

YouTube is possibly the most important social space for the future. Consumers love watching videos, so creating how-to content about products and services you sell is a great way to capture people’s attention online.

Video content marketing is all about giving something useful away for free in hopes of becoming associated with your specialty and establishing yourself as an HVAC authority. Plus, if people use your videos to solve problems around the home such as air conditioner leakage or noisy vents, you’ll be the first company they think of when they need expert help.

Twitter

Twitter is a great place to build a sense of community with your followers, and it’s also fantastic for customer service. You can reply directly to queries and respond genuinely to feedback. By connecting directly with your customers, you create more of an emotional bond and maximize the chances of them coming to you for all their HVAC-related needs.

LinkedIn 

Having a LinkedIn profile is important because it shows you’re a modern, professional company. It’s an excellent way to connect with other business owners and network with the people who matter most. It’s also the preferred platform for acquiring B2B leads and inquiries if your HVAC company provides commercial HVAC services.

HVAC Website Design

Website design is more essential than many people realize. If your site is still rocking the same design it did 10 years ago — or even five — the chances are it’s outdated. Old-fashioned websites aren’t just off-putting for consumers who are used to slick websites from big brands; they also damage your SEO efforts. Slow-loading pages that aren’t mobile-optimized are unlikely to make it to the first page of the SERPs.

PPC for HVAC Companies

Pay-per-click advertising is a great strategy that delivers immediate results. While SEO and content marketing are largely long-term strategies, Google Ads can get you to the top of the search engine results pages instantly. By bidding strategically on the right keywords, you can end up spending very little but still getting your name in front of thousands of people. It’s  also a proven marketing tactic for acquiring leads and new business for HVAC business owners.

Email Marketing

Even though it’s one of the oldest online marketing tricks in the book, email marketing is just as effective as ever. That said, it’s also one of the trickiest things to get right. Email too much or use the wrong tone and customers will quickly unsubscribe. 

However, if you can deliver well-thought-out messages that are topical and seasonal, you’ll add value to your clients’ lives while keeping your brand fresh in their minds. Your email database is a treasure trove, waiting to be tapped into!

More HVAC Marketing Strategies

In case you’re looking for more HVAC marketing ideas, here are 10 of the most effective:

  1. Make sure happy customers write reviews online
  2. Include seasonal offers built around key events — e.g., Thanksgiving or changing seasons
  3. Appeal to people’s desire to keep up with their neighbors
  4. Build trust using testimonials and guarantees
  5. Create a sense of urgency
  6. Focus on convenience
  7. Harness the power of repetition and follow-ups
  8. Use education instead of hard-selling
  9. Provide well-timed public service announcements about adverse weather or possible dangers
  10. Make sure you have a unique selling point to set you above the competitors

Upgrade Your HVAC
Marketing Strategy Today

Lead to Conversion is a digital marketing agency that can help your business lock in on
your target market, reach a wider audience and get more phone
calls and online queries. Call us today at 855-473-6582 to get started.