Owning a small business has its pros and cons. On the one hand, you don’t have anyone to answer to. You can do things your own way and work for yourself, it’s quite liberating.
However, working for yourself means sacrificing any form of safety net. Your financial well-being will be directly reflected by the success of your business. The question is, how do you ensure the success of your HVAC company?
While there are no guarantees in business, you can significantly improve your chances by focusing on your HVAC advertising. The people in your community have to know about your services before they can hire you.
We’re here to help. Keep reading for everything you need to know about HVAC advertising strategies.
1. Build a Fully-Optimized Website
In the modern business world, online visibility is everything. Nearly 88% of consumers research services and products to help them decide what company, service, or product to invest in. If you don’t have an online presence, you’re missing out on a ton of potential leads.
Start by creating a user-friendly website. Your website needs to be focused on creating a positive user experience. A user-friendly website:
- Is optimized for mobile devices
- Loads quickly
- Is visually appealing
- Is easy to navigate
- Is intuitive
- Provides informative content
- Provides easy access to contact information
- And more
If you don’t know how to create a website, we recommend looking into web design services. They can ensure you have a high-performing, professional website.
2. Perfect Your Local SEO
Once you have your website built, you need to use search engine optimization to drive online traffic to your page. SEO is the algorithm used by search engines like Google to direct users to the appropriate content. For example, if someone in your community searches for “HVAC repair near me,” your SEO will determine whether or not they find you.
Local SEO, more specifically, is one of the fundamental HVAC advertising necessities. You need to make sure the people who can actually use your services (those in your area) are being led to your website. You can boost your local SEO by:
- Adding a blog on your website
- Publishing articles full of relevant keywords
- Using multiple forms of media on your website pages (embedded with SEO coding)
- Using internal and external links
- Getting credible backlinks from other websites
- Registering with Google My Business
- Writing relevant and engaging meta descriptions for each web page
SEO is a complicated field. Once again, if you’re unfamiliar with this marketing tool, we highly recommend consulting with an expert.
3. Build Credibility With Content Marketing
One of the most effective HVAC advertising strategies takes advantage of the modern consumer’s desire to learn and do things on their own. Use content marketing to connect with consumers on a more meaningful level. Publish informative and engaging content that helps them with their everyday lives.
As an HVAC company, this includes things like:
- How to change HVAC filters
- How often to change HVAC filters
- How to find the best HVAC repair company
- How to prepare your home for winter
- How to cut down on heating and air conditioning costs
The average consumer sees up to 10,000 ads a day. Break through the wall of traditional ads by providing content people want to see. Show consumers that you’re genuinely invested in their well-being.
4. Keep Customers Engaged With Email Marketing
Another tip on how to advertise HVAC companies is to make sure your customers won’t forget about you. You can achieve this by implementing an email marketing strategy.
Start by building your email subscriber list. You can encourage past, present, and future customers to subscribe by offering exclusive discounts, free maintenance checks, etc.
Once subscribed, you have a direct line of communication with that consumer. Then, you can send monthly emails full of valuable content. This includes helpful articles, discount coupons, etc.
The key is to keep them engaged. When it’s time for an HVAC repair or replacement job, they’ll know exactly who to call.
5. Stay Connected With Social Media
Right, wrong, or indifferent, social media is here to stay. Over 72% of Americans use at least one form of social media. Most of us have an account on multiple platforms and check them several times a day.
You can use this to your advantage. One of the biggest benefits of HVAC advertising online is that it expands your potential audience. For example, some accounts on social media have millions of followers.
As a local HVAC company, you don’t need millions of followers. However, you can use these platforms to connect with the people in your community. Publish content that people will find helpful and entertaining to grow your following and advertise your services organically.
Use paid social media services to increase your visibility. You can choose exactly how much money you want to spend per day, week, or month. You can also choose who you want to target with your ads based on age, gender, location, and several other factors.
Paid social media marketing provides important feedback about how your ads perform. You can see user engagement levels based on likes, shares, comments, link clicks, and more.
6. Publish Reviews and Testimonials
When people look for products and services, one thing they want to see is customer reviews. They want to see what other people have to say about a company before they invest money in them. Therefore, you need to publish your customers’ reviews on your website, social media pages, and other listing sites.
Encourage your customers to leave you feedback by offering small discounts. You can advise them to use Google Reviews to increase your SEO rating.
7. Affiliate With Other Local Businesses
Being a successful local business owner means learning how to stand out in the community. While you need to separate yourself from the competition, there’s no reason you can’t join forces with other, non-competing businesses. In fact, doing so could grant you access to new audiences and help you generate more leads.
Reach out to other businesses that are relatable to your industry. This could include contractors, electricians, real estate agencies, and more. Then, devise a strategy on how you can promote each other’s services.
8. Experiment With Different Paid Marketing Strategies
Finally, don’t be afraid to experiment with your HVAC advertising strategy. Play your hand with a few different paid marketing options. We recommend pay per click advertising and search engine marketing.
PPC marketing allows you to post an advertisement on another website. You pay the host for each click your ad receives in exchange for exposure to their audience.
SEM allows you to pay Google and other search engines to bring your website up at the top of result pages. Using specific keywords, users are guaranteed to see a link to your page. With SEM, you also pay for each click your website receives.
Need Help With Your HVAC Advertising?
If you’re relatively new to the HVAC advertising game, we understand that this may feel a little overwhelming. If you’re not familiar with digital marketing, don’t feel bad, you’re not alone.
We can help. Contact us today to get in touch with one of our specialists. We can walk you through everything you need to do to increase your online visibility.
Just as importantly, we can provide quality services to help put your business on the map.