Running an HVAC business is no easy feat. However, HVAC businesses tend to do well when they have a strong brand presence and implement good marketing strategies. HVAC services are always needed, regardless of whether the economy is booming or not. Therefore, HVAC businesses can use this to their advantage to dominate the market and grow their business.
To effectively grow your business, you need a sound and strategic marketing plan. It should:
- Promote awareness of your company and services
- Solidify your company as a trusted authority in your industry/field
- Boost your company reputation
- Build loyalty with repeat customers
If you’re unsure where to start, this article will help with that. Here are the 13 best marketing ideas that you can implement to grow your HVAC business.
1. Use Local Search Engine Marketing
Your HVAC company most likely serves the surrounding cities, which makes local SEO perfect for your company. To briefly summarize, local SEO is local search engine optimization, which is the practice of increasing the quantity and quality of traffic to your website through organic (natural, not paid or sponsored) search engine results. Local HVAC marketing is a great way to grab local customers’ and communities’ attention while generating more leads.
When customers search for a residential service provider, Google automatically knows that customers are looking with the intent to find a local business. Google then uses different factors to rank local businesses, such as online ratings, location, keywords, etc. Usually, the top listings are those with the highest ratings and online reviews.
To enjoy the benefits that local SEO offers, your business should:
- Add contact information to all pages: Google and other search engines will use your contact info (name, address, and phone number) to list your company for local SEO. Ensure that your website also has updated contact information.
- Setup Google My Business: Google My Business (GMB) allows your business to appear in local search results and brings more exposure to your company.
- Gain More Reviews: As mentioned before, companies with the highest ratings and reviews will appear in the top listings. Authentic reviews will help your company build trust and generate more leads. Be sure to provide a good product or service and remind your customers to leave their honest reviews.
2. Create Relevant HVAC Blog Content
Blogging helps your company stand out from your competition, increase trust with customers, and build brand loyalty. When creating HVAC blog content, it’s best to write about specific HVAC-related topics relevant to your local market. Take some time to examine your customer base, where they shop, the actions they take, and their interests. From there, tailor your content to match their wants and needs.
What are some benefits that blogging can provide to your company?
- Improves your authority and trust among the HVAC community
- Answers questions that your customers need
- Increases traffic to your website
- Compliments other marketing efforts
3. Utilize Social Media
Social media is a vital component of any marketing strategy, as it provides a way for existing customers to stay up to date on need-to-know information. Potential customers will also visit your social media to gain more insight into your company, products, and services.
If you don’t post to your social media often, you’re missing out on the opportunity to increase your company’s awareness. However, suppose you frequently share important content, such as blog posts, tips, industry publications, pictures, etc. In that case, customers will see how trustworthy your company is, bringing more exposure to your company. Essentially, social media helps promote your company and establishes your business as a reliable and dependable option.
Here are some tips for your social media initiatives:
- Choose the right platforms. Facebook is the best platform for HVAC businesses.
- Create a social media calendar to keep your social media efforts organized.
- Use high-quality visuals to complement your text and capture your audience.
- Use videos to help break the monotony of text and picture posts.
4. Create a YouTube Channel
One of the best HVAC marketing tips is to create a YouTube account. Since your company already provides services, you can create videos that help your customers fix simple repairs, saving them more money in the long run. Also, it builds trust for your company because you’re teaching your customers how to do your work. Later down the line, when they need a more extensive service done, you’ll be the company that they remember first.
5. Have a User-Friendly Website
Your website is almost like your online storefront. When customers walk into your store, it should be professional and welcoming. Also, your customers should have a comfortable and easy shopping experience. This should also apply to your website since it’s the first place that your customers will go to learn more about what you offer.
The goal of every website is to be modern, efficient, optimized, accessible, and mobile-friendly. Suppose your website takes longer than 3 seconds to load, doesn’t display contact information quickly, isn’t easy to use, is confusing, or isn’t viewable on smartphones. As a result, you could be in danger of losing business and potential customers. If your website isn’t leaving the impression you want, take some time to reevaluate and optimize it.
6. Direct Mail Marketing
As the name suggests, direct mail marketing is mailing or sending marketing materials to someone’s home. Essentially, direct mail marketing is any physical correspondence that you send to your customers. These materials can be postcards, letters, brochures, catalogs, etc.
Although direct mail marketing isn’t as popular as other marketing methods, it offers excellent benefits for your HVAC business, such as:
- Great return on investment: 29%
- Compliments other digital marketing efforts
- High open rates: as high as 90%
- Still popular among customers: 73% of consumers prefer being contacted by direct mail because they can read it whenever they want
7. Video Marketing
Videos are another essential component of marketing and are a great way to capture your brand personality and competitive differentiators. If you want to bring in more leads for your HVAC business, one of the best things you can do to advertise is add a video on your website.
Video marketing tips:
- Be sure not to make your videos too long. Limit them to two minutes or less; otherwise, you may lose viewership and prospects.
- Have variation in your video topics.
- Make sure that your videos are accessible.
- Optimize your videos for different platforms.
8. Email Marketing
The goal of email marketing is to continue nurturing your relationship with customers after the service is completed. Sending monthly or quarterly emails are ideal for remaining at the forefront of their minds without bombarding them. It can help you generate sales by keeping in touch with customers and improving brand awareness.
To create an effective email campaign that drives leads:
- Ensure that each email you send has a clear objective.
- Always include a clear and strong call-to-action that prompts your customer to take the next steps.
- When emailing your customers, keep your emails as concise and professional as possible.
- Be sure that the tone, theme, language, and email approach is consistent with your company brand.
9. Pay-Per-Click Advertising
Pay-per-click (PPC) advertising is an excellent channel to attract leads to your HVAC company. PPC is an online advertising model that allows advertisers (businesses) to pay a fee each time their ad is clicked — essentially meaning that you pay to increase traffic to your site instead of organically.
PPC campaigns give you the freedom to set bidding limits on how much you’re willing to pay for each click to your site. Also, you can set daily budgets to ensure that you don’t overspend on ads.
You can run PPC ads on the following platforms: Google, Bing, Facebook, Twitter, Instagram. For HVAC companies, however, how does PPC work? Here a quick rundown:
- Choose your platform: The most popular PPC platform is Google Ads, previously called Google AdWords. However, you can promote your business on social media platforms as well.
- Set your budget: Determine your advertising budget based on how much you want to spend for every click on your ad.
- Target your audience: When you advertise on Google Ads, your ads appear based on your target keywords. Choose keywords based on the phrases customers use for your HVAC services.
10. Partner with Other Companies
Referrals help bring needed exposure through word of mouth. Customers who buy plumbing, electrical and other services may need HVAC services in the future. Partnering with other local companies can help usher in more customers to maximize your marketing efforts and produce revenue. Also, you help those you partnered with, bringing them more exposure as well.
11. Get More Online Reviews
As an HVAC business, one of your main goals is to provide a service and attract new customers. When prospective customers are looking for a local service, they will most likely look at your company reviews before moving forward with your business.
How can you gain more online reviews for your HVAC business?
- Make a good first impression on your customers. Ensure that your technicians are friendly, enthusiastic, and knowledgeable, as it reflects well on the business.
- Make scheduling simpler. Your customers shouldn’t have to jump through hoops to schedule an appointment or get in touch with you.
- Go the extra mile. Don’t just do what’s expected of you. Make it a mission to exceed the expectations of your customers.
12. Sell Values, Not Features
There are many HVAC businesses besides yours, and the truth is, you all pretty much provide similar services. How can your HVAC business stand out from your competitors? By selling your value, not your features.
By selling value to your customers, you’re communicating what your business offers that others don’t. It allows your customers to see what value you’re bringing them besides the features you offer.
What is the difference between features and values?
- Features: the services you offer, such as AC services, ventilation control, thermostat repair, etc.
- Values: the goals that your customers want to achieve, such as remarkable service, excellent customer satisfaction, timely response, etc.
13. Content Marketing
Content marketing focuses on creating content — basically any piece of consumable information useful to the customer. It includes blog articles, videos, e-books, infographics, etc.
Content marketing helps establish your business as a thought leader within your industry while attracting new prospects, nurturing customers, and forging new relationships. How can you get started with your content marketing efforts?
- Know who your customers are and what they want. Take some time to examine your target audience to discover their needs and wants.
- Establish goals for your content. Common goals can be to build trust and loyalty, build brand awareness, gain new leads, or increase customer retention.
- Research your competitors. How can you get ahead if you’re not familiar with other businesses in your market? Examine their content to find missing topics that you can then create and build on.
- Research what your customers are talking about. Visit threads, websites, and forums that your customers are apart of to gain more insight into relevant topics.
We’ve gone through a lot of different marketing ideas that can help grow your HVAC business. Marketing your HVAC business online isn’t easy, and it requires planning and effective execution. By using the marketing ideas presented in this article, you’ll be on your way to building and creating significant growth for your HVAC business.