When it comes to marketing your HVAC company, attracting more leads and growing sales, there are several things you could be doing to achieve maximum exposure. HVAC is a competitive industry, and it takes more than just a website to get noticed. You need effective HVAC advertising strategies that will reach your target audience and help you stand out in a sea of competitors.
That's why it's important to know the tools and strategies that are available to you — and how they work. Here's a quick look at 21 HVAC marketing tips to explore and adopt in your company.
1. Create Your HVAC Marketing Plan
Before you can start implementing any digital marketing plan, it's important to know what your goals are and how you plan to achieve them. Write your goals, along with a timeline for how long it will take to reach them, and commit yourself to following through with the plan.
HVAC internet marketing plans are important, because they give you the chance to think about your business from a new perspective. They can help you see opportunities that you might have missed, and they provide a way for you to measure your progress over time.
2. Implement Search Engine Optimization (SEO) Strategies
Search engine optimization (SEO) refers to techniques that help websites rank higher in search results on Google or other engines. These include adding keywords strategically throughout your website's content, including relevant images and videos where appropriate, and making sure that your site loads quickly and easily across all devices.
HVAC companies in particular need strong SEO practices to help them earn more leads and increase their visibility. A good way to do this is by working with an HVAC SEO services company that can help you implement a digital marketing strategy that will give you the results you need.
3. Use HVAC Social Media Marketing to Reach Out to Existing Customers and Prospects
Social media sites like Facebook allow you to connect directly with potential customers by sharing information about your business, such as promotions or special deals that they may be interested in taking advantage of.
You can also use social media to connect with your existing HVAC customers and get their feedback on how things are going. This can be a great way to learn more about how they feel about your business, which may give you some insight into how you can improve it in the future.
4. Update Your Website Regularly and Keep the Content Relevant
If you don't update your site and make it current, you are missing out on a lot of potential leads. This will also help you keep the information on your site relevant to your business.
A regularly updated website is also important for SEO. Google indexes sites based on their content, and if you have outdated or irrelevant information on your site, it can hurt your rankings.
5. Run Coupons or Specials Through Groupon or Similar Websites
Groupon and other similar sites offer great exposure for your HVAC business. It's a good idea to run deals through these sites to promote your business and bring in new customers. These websites also provide a way for you to advertise your services at a discount, which can make sense for your business at certain times of the year.
6. Build a Website That Converts
You need a website that converts visitors into clients. One way to do this is by using lead pages and landing pages that explain what you do in detail so people have no questions about why they should use your services.
Moreover, your website should be easy to navigate and provide a clear call to action. For example, you can create a page that explains the benefits of choosing your HVAC company over another.
7. Start an Email Marketing Campaign
Email marketing is one of the most effective marketing strategies for HVAC companies. It's low-cost, and it's a great way to engage with your customers regularly.
Starting an HVAC email marketing campaign is as simple as setting up an email account, writing a few emails and sending them out to your customers. You can also create an autoresponder series that sends out educational content on HVAC topics, such as how to choose the right equipment for your home or business.
8. Optimize Your Site for Mobile Search
With so many people using mobile phones to search for contractors, it's important that your website is optimized for mobile search. This means making sure you have a responsive design (meaning the text will resize itself depending on the screen size) and that all navigation elements are visible without scrolling.
9. Using Direct Mail as a Viable Marketing Channel
Direct mail has been around forever, but it's still an effective way to reach potential clients in their homes or offices. You can mail postcards and brochures that outline your services and let people know how they can get in touch with you. You can also send out postcards announcing HVAC industry conferences and trade shows where you'll be exhibiting.
You can use direct mail advertising in a similar way that you use email marketing. It's all about the headlines and copy. You want to grab the reader's attention, and you want to do it quickly. If your budget allows for it, direct response can be an effective way to reach potential clients and build brand awareness.
10. Include Keywords That people Might Search for as They Look for HVAC Contractors
HVAC contractors have a lot of competition, so it's important to make sure your webpage is optimized for the keywords that people are using when they're looking for a contractor. For example, if you're an HVAC contractor in Seattle, you might include the word "Seattle" or "HVAC Seattle" on your landing page.
Make a list of different possible keywords and see how they rank on sites like Google Keyword Finder. You can use them in your SEO copy and on your web page headers.
11. Track Lead Conversions on Your HVAC Website
If you're not already tracking lead conversions on your website (and most contractors aren't), now is the time to start. You can use Google Analytics or HubSpot's tools to track how many people visit your page, where they came from, how long they stayed on the page, and what pages they visited after leaving.
This information can help you understand who is looking at your website and which HVAC marketing strategy is most effective.
12. Target People Who've Visited Your HVAC Website Before With Facebook Retargeting Ads
If you want to reach people who have already visited your HVAC website, you can use Facebook retargeting ads. These ads are designed to reach people who have visited your site in the past and show them ads on other sites they visit, including Facebook.
This means that if someone has visited your site, but didn't make a purchase, they'll see an ad on another site reminding them of the great deals they could get by going back to your website.
13. Set Up a Google My Business Page
It's important that you have a Google My Business page so people can find you when they search for you online. It allows you to claim your business listing on Google and update the information if necessary. You can also add photos, hours of operation, and other details that will help people find your HVAC company when they're searching online.
14. Get New Customers With a Website Pop-up Form
A pop-up form is one of the best ways to collect leads on your website without being intrusive or annoying to visitors. You can use it to promote a special offer, provide information about your HVAC company, or ask for feedback from customers who use your service.
The form will pop up when people visit certain pages on your website and ask them to enter their contact information before they leave.
Just don't make your pop-ups annoying. They should be short and to the point, and they should only appear once per visit.
15. Increase Leads With Facebook Ads
Facebook is still one of the top places to find potential customers for your HVAC business. You can create a Facebook ad promoting your services, and you can target specific demographics that are likely to be interested in them — especially people who live in or near your service area.
Facebook ads are also a great way to increase your social media following. Create an ad that tells people about your HVAC business, then post it on Facebook and other platforms where you have a presence. Not only will this help you generate leads, but it will help you build brand awareness.
16. Use Google Local Service Ads
Local service ads are a great way to promote your HVAC services. These are like Google ads, in that they will display on Google search results pages, but they’re specifically placed near local businesses that are similar to yours in terms of location and type. You can use them to increase your local visibility and drive more traffic to your website.
Remember that local marketing is an important way to connect with potential customers and generate leads. You don't need to beat the competition from all over the country — only those in your actual areas of service.
17. Improve Local SEO by Creating Local Pages for Each City You Service
You probably serve more than one area as an HVAC company, and each of those areas is its own SEO opportunity. You can create separate SEO-optimized pages for each city or town you serve and use those pages to drive more traffic to your main site.
18. Launch a PPC Ad Campaign
If you're not taking advantage of PPC ads, you're missing out on an enormous opportunity to get your name and brand out there. PPC ads are one of the best ways to get information in front of people who are actively looking for it. They allow you to target your audience and make sure you're only spending money on ads that are getting results.
19. Make the Most of Online Reviews and Ratings
Customer reviews and ratings are an essential part of keeping customers happy, but they also play a huge role in attracting new clients. People want to know that their needs will be met by the HVAC company that they choose. When you have positive reviews from previous customers, it shows that other people have been satisfied with your work, which can help you attract new customers.
You can add reviews to your website and social media pages, as well as use them in your PPC ads. Review sites like Yelp also let you create ads that target people who are searching for HVAC services in your area.
20. Start Using Text Message Marketing in Your HVAC Business
You can send text messages to customers that are on your list to remind them of their next appointment or to inform them of any specials you're running. You can also use text messaging to engage with customers who have questions about their HVAC systems or who are looking for a more convenient way to communicate with you.
21. Produce Quality Video Content Marketing
Your HVAC business can gain exposure by producing quality video content that showcases your products and services. You can post the videos on a social media platform or on your website to attract more customers, or you can create a YouTube channel and post videos that are targeted toward your ideal customer.
Video has become a powerful marketing tool because it's a more engaging way to tell your story. You can create videos that show how to install or repair an HVAC system, or you can make educational content that teaches homeowners about the importance of keeping their systems running efficiently.
The Bottom Line
These are just a few marketing strategies to help your HVAC business get noticed. If you can incorporate a couple of these HVAC marketing ideas, or even all of them, you'll be well on your way to creating additional exposure for your company — which means additional leads, more sales, and higher profits. Put a few of these strategies into place today and see how they come together to help your business thrive.
If you need some help with your HVAC marketing, you can turn to a company like Scorpion to create a custom HVAC marketing plan that works for your business. Our team of experts can help you implement these strategies and more, so reach out to us and learn more about our services.