The needs of homeowners are constantly changing due to the rapid changes in the weather. Heating and cooling companies now have to tweak their HVAC marketing strategies to meet these demands or get left behind. To do this, an HVAC company can take advantage of digital marketing strategies like social media marketing, email marketing, Google ads, and more.
This helps you to target potential customers right from the very start when they begin their search on Google or Facebook for someone to help fix their furnace or AC.
Here are some HVAC marketing ideas you can put in place today to generate more leads and book jobs.
HVAC Marketing Ideas For Your Business
1. Create a strong HVAC website.
If you don't have a website for your HVAC business to promote your HVAC service in today's world, your business basically doesn't exist.
If you already have a website but it isn't working for you then you'll need to make it better.
You can implement website design tricks to increase your ranking and convert visitors to customers.
These tricks include:
Building a mobile-friendly website
Mobile Friendliness is a high-ranking factor in Google's algorithm.
76% of all local searches begin on a smartphone. 28% of those searches result in a purchase and a visit to a physical location in 24 hours.
Making it easy for customers to contact you
When a visitor lands on your website, you want to make it easy for them to contact you.
You can do this by:
- Listing your phone number with a strong call to action in the navigation area of your website.
- Placing a contact form above the fold on your desktop site.
- Having a website chat for visitors that need to speak to someone ASAP.
All of these steps will also help your local SEO because you'll list your phone number, email, address, hours, etc. This information is vital for local customers. When you list it on your site, Google then knows where you're located so they can populate your site when people search for an HVAC company in their area.
Providing a seamless and secure experience
Make sure your website is easy to use or visitors will leave if they're having a hard time.
Page speed is the number one factor as visitors don't wait longer than 3 seconds for your site to load. SEO services can help you with the technical SEO side of your website.
Security also plays an important role since it is also a search engine ranking factor.
Not only that but it also gives visitors a feeling of trust browsing an HTTPS site and not just HTTP.
Next Step: Find a partner for website management of your HVAC marketing website
2. Place Local Service Ads (LSAs) on Google
Google's Local Services Ads platform places LSAs ads at the top of the Google Search page.
After the LSAs, you can find the PPC ads, the local pack, and organic search results at the bottom.
This means it can be harder to show up in organic search results in geographically related searches.
Next step: Sign up for Google Local Services Ads.
3. Invest in Google ads/PPC ads
There is a waiting period before your Google Local Service ad shows up. In the meantime, you can invest in Google's Pay Per Click(PPC) ads if you want to get leads quickly.
Every time someone clicks on your paid ad, you pay.
PPC ads are second on the Google Search results page so if your local ad is not showing up just yet, second is the next best place to be.
Next Step: Start a PPC Ad campaign now.
4. Implement SEO practices
If you're tired of paid ads, your best bet is to consider Search Engine Optimization(SEO) in your HVAC marketing plan.
SEO practices can help you land on the first page of Google which is where you want to be since very few people go to the second page of the search results.
SEO can be complex but there are a few SEO strategies that you can focus on to help you see results.
Some of these include:
- Creating relevant content, whether it's answering HVAC's frequently asked questions, how-to guides, videos, etc.
- Integrating relevant keywords with the largest search volumes into the copy.
- Inserting quality backlinks to increase your ranking and visibility.
- Placing optimized images in the content and on the site can also be beneficial.
SEO is complex which is why you'll need more than just an expert to reap all the benefits of it.
You'll need a team that understands you and your business.
Next Step: Learn more about SEO in this Beginners Guide To Search Engine Optimization
5. Improve local SEO
If you want homeowners near you to find your business, you need to improve your local SEO.
The goal is to be at the top of Google's local listing or any map listings.
To make this happen, do the following:
- Create, claim and optimize your Google My Business page. Add photos, select your primary and secondary categories, etc.
- Fine-tune your website structure by ensuring your site includes an XML map, title tags, and meta descriptions.
- Locals tend to use online local directories to find services near them so you should associate your site with these directories such as Thumbtack or Angi. Make sure all the information you provide is correct.
Next Step: Create a Google My Business account.
6. Create a lead-generating blog
Content marketing is a major HVAC marketing strategy you don't want to skip. The content on your website needs to capture most of the search rankings related to your industry.
Google ranks web pages and not whole websites. You'll need to include pages for all your lines of business and specific pages related to your services.
For instance, your business might specialize in both HVAC and plumbing. In that case, you'll have different pages on your site explaining your services for plumbing and HVAC.
The more content you have with relevant search terms (keywords) the better your chance of ranking higher on Google.
However, you'll run out of services to write about so what do you do then?
Next Step: Write blogs answering FAQs and create how-to guides, buying guides, etc. Think about what potential customers are searching for on Google before looking at HVAC companies. They're searching for things like "HVAC filters", "how often to replace hvac filters", "hvac leakage", etc. If you have blog posts on these topics, local customers will read, learn about your company, and might ask for an estimate right away.
7. Try social media marketing
Using social media is a great way to engage current customers, promote your services and attract potential customers.
There are various platforms you can use.
Let us take a look at a few.
Your target audience is already on here so it makes sense that you should be here too.
If you want to generate more leads, you will have to invest in Facebook ads.
You can run ads depending on your needs whether you want more visits to your website, likes on your Facebook page or engagement on a post.
Next Step: Create a Facebook page and start engaging with customers.
Spread brand awareness and create a loyal customer base by signing up for Instagram. You can showcase your business visually, connect with others in the community, or highlight your customers or employees.
Next Step: Read the Beginners Guide To Social Media Marketing
8. Get on Review Sites
Thumbtack can be a great spot to get customer reviews and improve your HVAC marketing strategy. People use Thumbtack to find local businesses in their area. You should plan to be active in responding to your reviews there.
Thumbtack can also be a great spot to get leads. If you sign up for Thumbtack Pro you can get leads sent right to your phone of people looking for services like yours. Investing in Thumbtack Pro can be great for the HVAC marketing of your business.
Next Step: Read the guide on Thumbtack to get better with your HVAC marketing
Angi & HomeAdvisor:
These sites are similar to Thumbtack. They can be great spots to increase lead flow to your business and also showcase how good of an experience it is to work with your company.
Angi and HomeAdvisor are two of the largest review sites for HVAC marketing and ones you should definitely look to have a presence on.
Next Step: Read the Guide On Angi vs. HomeAdvisor
Chances are high you have seen Yelp reviews before. It is a marketing hot bed for HVAC businesses, restaurants, and other local service providers. Chances are high that if you haven't created your business there that someone else has created it for you.
Claim your business and start answering reviews. You can connect with customers and build a strong community on Yelp.
Next Step: Read the Guide On Yelp Reviews
Google is the largest review site that you will want to put attention on. The reviews tie to your Google My Business profile and will show up when people search for your brand. If you put effort here, you will find that Google reviews are a big boon for your search engine optimization as well.
There are a lot of ins and outs to Google reviews, but the most important things are few. You should respond to every review to improve your HVAC marketing. With positive reviews say thank you. With negative reviews, you should apologize and try to take it off the review site to resolve the issue.
You can also incentivize employees and customers to give you more reviews. They should all be authentic.
Next Step: Check out this guide to Google Reviews to improve your HVAC Marketing.
Nextdoor is a social media app for defined neighborhoods in the United States.
Homeowners use this app to keep up with what's going on in their neighborhoods.
They also use it to get recommendations and find local service providers.
Nextdoor can help grow your business and is one of the best places to get referrals, build trust in your company, and increase brand awareness.
To make the best of Nextdoor, you'll need to combine Nextdoor Advertising and Nextdoor Local Deals.
Next Step: Join Nextdoor today.
9. Start an email marketing campaign
Email marketing is an effective way to stay in touch with existing customers.
You can inform them about special deals and promotions as well as generate leads and sales.
It is more likely to get a click-through from an email than a Facebook post, or other social media sites.
However, it can be tough to get people to open your emails.
Next Step: Find a partner to help you with email marketing.
10. Generate more online reviews
Most consumers trust online reviews but not reviews older than 3 months.
Low review ratings or no reviews can turn potential customers away from your website.
On the other hand, high review ratings may even get you seen higher up on Google's search results page.
Ask customers to leave a review every time you do business together.
Monitor your reviews so that in the event of negative ones, you can resolve any issues the customer may have experienced.
Next Step: Check out best practices for online reviews to help you get started
11. Create videos on YouTube
Some homeowners have no idea how to change their HVAC filter. YouTube for business is one of the best ways to show potential customers how to do something themselves.
Create a simple, easy-to-follow short video on how to do so and other how-to videos.
This can get people to trust you and your business.
When the trust is there, they'll reach out to you to deal with the more complex jobs.
Place the videos on your web pages and social media pages to increase conversion rates as well.
Next Step: Learn how to set up a YouTube business channel
12. Provide good customer service
Good customer support is the most effective long-term growth strategy you can implement.
The first thing you'll need to do is to evaluate your current customer service strategy.
This will give you an idea of how it's working and what changes need to be made.
If you find that customer service is lacking in certain areas, you'll need to step up.
Try to be more helpful, complete extra services for free, or give product recommendations, etc.
13. Find A Partner
It can help to partner with a marketing company to help with your HVAC marketing plan. Scorpion is a leading provider of everything you would need to have success with home services marketing. From running your ad buys with artificial intelligence technology to website management and lead management, Scorpion gives you the technology and team to find success in growing your business.
We will work with you to develop a personalized HVAC marketing plan that will give you a great HVAC website, improve your search engine optimization (SEO), and connect you better with your customers from your marketing effort.
You need to keep up with the ever-changing demands of homeowners or risk your HVAC business getting left behind.
Let the experts at Scorpion implement and execute your advertising strategies.
Let's talk about HVAC marketing. Schedule a consultation. Talk To Us