HVAC is one of the largest and most competitive markets in the world. It's no wonder there are so many online marketing techniques being used by businesses that sell HVAC equipment. If your business wants to be successful and grow, you need to use the marketing tactics that will get your name out there.
In this article, we'll take a closer look at five online advertising strategies you can use to attract more customers.
HVAC Advertising Online 101
The name of the game in HVAC marketing is getting your message in front of the people who need to see it. Who are your customers, and how can you reach them?
HVAC contractors are usually in the business of selling and installing heating and cooling systems for homes and businesses. This means that most of your customers will be homeowners or business owners who have a problem they need fixed now.
Specifically, your target audience will probably be those who:
- Have an immediate need for HVAC service.
- Are looking to purchase a new system or upgrade an existing one.
- Are considering doing some home improvement projects that involve HVAC systems (e.g., installing new ceiling fans).
- Want to learn more about their options before deciding whether to buy something new or repair something old.
You can capitalize on all these needs by advertising online in a way that attracts people to your website as quickly as possible. Remember, your target audience is busy, and they don’t have time to waste. If you can show them how quickly you can fulfill their needs — and how affordable it is — they will more likely to pick up the phone and call you.
Choosing the Right Digital HVAC Marketing Strategy
The most important thing is to choose the right strategy for your business. This will depend on whether you’re a small company or one that has multiple locations. You should also consider focusing on local customers versus those who live further away from your service location(s).
Potential customers may be interested in knowing that they can get same-day service or even a free quote. If this is important to you, then it’s worth the effort to create a website and use social media to market your services. Advertising your services should be a priority if you’re in business as it can help you gain new customers and keep your existing ones happy.
You don’t have to spend a fortune on advertising either; there are plenty of affordable options available.
Looking around at what other HVAC companies are doing is a good place to start. You can find out what the latest trends are in advertising and get ideas for your own HVAC marketing campaign. Here are a few examples of what to look for.
1. Search Engine Optimization (SEO)
Get listed on Google or other search engines for various keywords related to HVAC marketing services — not just those related specifically to your company or industry. The idea here is that if someone searches for "HVAC repair" or "heating contractor," they'll find you because of your online presence and contact you from there.
You should also ensure that any content you create online links back to your HVAC website. This way, search engines know where to send people when someone searches for your company.
Local SEO is a great way to promote your company's name and drive customers to your business. This can be done through:
- Creating high-quality content on blogs and other platforms
- Optimizing your website for local Google searches
- Submitting listings with Google My Business
- And more
If you need help or don't have the time to do this yourself, hire a reputable SEO service like Scorpion that is skilled in home services marketing.
Trusted Plumbing and Heating has a spectacular website fully loaded with some of the best local SEO practices. Their headers make it easy for the visitor to know exactly what they’re about. Plus, the links on their page are optimized for local searches.
There are multiple calls to action and a great mix of text and visuals. It’s clear that the company has invested in their website and made it easy for customers to find what they need.
Moreover, they're using their website as a tool to build trust with customers. They have testimonials and online reviews on their site, which lets people know that others have had good experiences with them. This is an important part of local HVAC SEO as it helps them build trust with potential customers.
2. Geo-targeting Ads
There are many ways you can reach your audience for HVAC advertising. One of the most popular methods is through Google Adwords. With Adwords, you can target your audience based on their location and search history. You can also choose how much you want to spend per click to get your PPC ads in front of potential customers.
Geo-targeting your ads via click advertising is an effective way to get your HVAC business in front of customers who are actively looking for your services. It's also great for re-targeting customers who have already visited your website. If a customer visits your site but doesn't make a purchase, you can use Adwords to show them ads later, keeping your company top of mind.
NexGen Air Conditioning & Heating serves the Los Angeles area and there's no mistaking it. Their website is layered with geo-targeted content that makes it clear that they're a local business. They use this to their advantage by targeting ads only to people in Los Angeles who are looking for HVAC services.
NextGen, likewise, promotes its services front and center on their page, allowing local customers to quickly find information about their services, their contact details, and a map of their local offices. They even have a page dedicated to explaining their services in more detail for customers who are still on the fence about whether NexGen is right for them.
This creates an experience that mirrors what potential customers would expect when visiting any other local business' website — it's clear and helpful all around.
3. Including Social Proof
Social proof is another great way to get in front of potential customers. If you have many positive reviews and testimonials on your website, then this is something you can include in your ads. You could also add a link to your social media accounts so that people can see what others are saying about your business.
When people see that your business has many happy customers that are willing to share their experiences, it makes them more likely to trust you and consider your services.
You can also use social proof in your ads to get people interested in your business. If you have many reviews on Yelp or other sites, then you could include those in your Facebook ads. The more positive reviews that people see about your business, the more likely they'll be interested in what you have to offer.
Dana's Heating & Cooling, Inc. in Washington provides a clear example of excellent social proofing. Their website has several testimonials from happy customers, which they have included in their website design. They also include a contact form so people can submit their own experiences with the company. This provides potential customers with an easy way to share their thoughts about the business.
This form of social proof has the added benefit of collecting positive feedback on your company. Such can be used to improve your reputation and customer service. It can also be used to provide helpful information for other potential customers, such as what people like about your business or how they use it. This can help you improve your website and better serve your customers.
4. Creativity Is Key
You've probably heard that 80% of your sales are made by 20% of your clients. In HVAC, this can be particularly true. As a result, business owners and service providers in the industry need to ensure that they're taking the steps necessary to attract as many guaranteed sales prospects as possible. And one way to potentially do that is by investing in creative HVAC advertising.
Creativity in HVAC advertising isn't just about being funny or witty. It's about being memorable and standing out from the competition. HVAC companies that want to attract more of their ideal customers should consider investing in creative HVAC marketing strategies like print advertising, radio spots, and TV commercials.
It's also a way to differentiate your business from the competition, especially if you're a smaller HVAC company that's competing with larger companies. Unlike traditional HVAC ads, creative HVAC ads are memorable and entertaining. They're also more likely to generate interest in your company and get people talking about you.
SunGlow Heating & Cooling used an excellent example of creativity with one of their Local Services Ads, "Ready for the Summer Heart?" It features a woman, overwhelmed by the heat, lying next to her fridge to get a peaceful sleep.
As an HVAC advertising idea, it's a great example of using humor to connect with an audience. It's also a way to show that SunGlow understands the struggles of those who are suffering from broken appliances and that they're there to help them out.
This form of creativity can extend to email marketing, Facebook ads, Google Ads, and all forms of content marketing. An HVAC marketing plan that includes humor can make your company seem more relatable and approachable.
5. Extend Your Reach Through Social Media Marketing
Use social media sites like Facebook, Twitter, and LinkedIn to promote your business and connect with potential customers. These sites are free to use and allow you to get in front of thousands (or even millions) of people without spending a dime. You can also use them to promote your blog or website, which will help drive traffic back to your site and services.
Social media HVAC advertising can also help you connect with potential new clients and build brand awareness. Build a strong following on social media by sharing helpful content that relates to your industry, interacting with others, and responding quickly when someone reaches out to you for help.
The HVAC industry benefits from this kind of content because it helps HVAC companies build trust with their audience. Plus, it positions them as a resource for homeowners and business owners. The more trusted a brand is, the easier it is for them to sell their products or services. It's also a great place to post your blog posts, videos, and other forms of content.
Rocky HVAC uses their presence on social media to share helpful content, interact with their audience, and promote their blog posts. They also share photos of their employees in action and highlight other HVAC companies they work with.
They use context-sensitive posts to build brand awareness and connect with potential new clients. For example, they share content that relates to their audience’s interests, like tips and tricks for HVAC repair and maintenance. They also use social media to promote their blog posts and showcase their business partnerships.
HVAC Advertising Doesn't Have to Be Hard
From HVAC SEO to social media marketing, there are many ways to get your HVAC business more recognition online. The idea is to get your potential clients more acquainted with your company and services so they'll come to you in their time of need.
The great thing about digital marketing is that there are so many ways to do it. HVAC marketers can aim to do a little of everything. So, if you see a strategy that works particularly well, invest your time utilizing that one. Above all, the goal should be to make yourself well-known within your niche and get the attention of potential customers.
If you need help with your HVAC digital marketing, reach out to Scorpion. A marketing agency like Scorpion can help you get the most out of your digital marketing strategy, ensuring that your business is seen by as many people as possible.