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The Ultimate Guide to HVAC Marketing

HVAC Marketing words on blackboard

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 all that the digital world offers.

This helps you to target homeowners 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 advertising ideas you can put in place today to generate more leads and book jobs.

HVAC Marketing Ideas For Your Business

HVAC Marketing ideas held up by woman

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.

Currently, 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.

Providing a seamless and secure experience

Make sure your website is easy to use or else visitors will leave if they’re having a hard time.

Speed is the number one factor as visitors don’t wait longer than 3 seconds for your site to load.

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 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 aPPC Ad campaign now.

4. Implement SEO practices

If you’re tired of paying for paid ads options, 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 and others.
  • 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, meta descriptions and others.
  • Locals tend to use online local directories to find services near them so you should associate your site with these directories. Make sure all the information you provide is correct.

Next Step: Create a Google My Business account.

6. Create a lead-generating blog

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, if your business specializes in both HVAC and plumbing.

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.

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.

Facebook

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.

Create a Facebook page and start engaging with customers.

Instagram

Spread brand awareness and create a loyal customer base by signing up for Instagram. You can showcase your busienss in visual means, 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 Nextdoor

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, tweet or others.

However, it can be tough to get people to open your emails.

Next Step: Find a partner to help you with HVAC 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 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.

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, social media pages and others 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 find a partner marketing company to help with your HVAC marketing plan. Scorpion is a leading provider of everything you would need to have success with 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 with 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.

Conclusion

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.

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