HVAC marketing is an essential part of growing your HVAC business. Consumer needs are changing very fast and it is important for businesses to be able to adapt and plan ahead. The move from traditional to digital marketing has also caused a shift in how businesses advertise to their customers. Having a solid marketing strategy can make a huge difference in customer traffic and sales. A good HVAC marketing plan takes into account a variety of factors and keeps companies ahead of their competition. In this article, we will discuss the different types of HVAC advertising and the top strategies you can use to bring in more business.
What is an HVAC Marketing Plan?
An HVAC marketing plan is a comprehensive strategy for advertising your HVAC business and its services. Having an effective plan is an important part of growing your business. If you attempt to market without a solid plan, you run the risk of wasting time and money while also falling behind your competitors. Creating an effective strategy takes a bit of effort and consideration. A good HVAC marketing plan takes into account seasonality, customer needs, advertising platforms, and costs. You also need to take some time to think about your company’s goals and who your target audience might be.
Seasonality may be the most important consideration for HVAC businesses. As you might expect, HVAC companies see the most business when the weather changes drastically. It’s a good idea to take this into account when creating your marketing plan. Make note of the marketing strategies you currently employ and how they change based on the weather in your area. This is different for each company, depending on their location and weather patterns. Use this information to create a budget and spend more on marketing during (or leading up to) times of increased business.
Top 5 HVAC Marketing Strategies
#1: Attract New Leads With Pay-Per-Click (PPC) Advertising
PPC ads are a great way to target new leads for your HVAC company. This is especially true if you want to stick to a certain budget. You may choose to use more of your budget on ads during the busy season. As a part of your marketing strategy, you can run ads on many different platforms. That being said, Google, Facebook, and LinkedIn tend to be the most popular choices. We will go into more detail about each platform later on. Running these kinds of ads will help you appear at the top of searches in the paid ads section. It also gives you the option to control the ad copy and landing pages.
#2: Utilize an E-mail Marketing Campaign
E-mail is one of the best HVAC marketing strategies for advertising your business. In fact, studies have shown that e-mail marketing produces an ROI (return on investment) of $42 to every $1 spent! One important benefit of this strategy is that it allows you to target the right audience. It also gives you the opportunity to provide them with quality information.
To get started, encourage your website visitors to fill out a simple form on your landing pages. Here you can ask for basic information like name, e-mail, and phone number. A great way to encourage users to sign up for your e-mail newsletter is to offer them something in return. This can be a discount, exclusive content, or even a giveaway. Once you build up a subscriber list, you’ll be able to send out a lead-generating newsletter.
#3: Grow Your Audience With Social Media Marketing
Social media marketing has exploded over the past few years. More than 74% of consumers use social media while making online purchases. Even so, only around 26% of businesses incorporate social media into their marketing strategy! Businesses must realize the advertising potential of this medium and the HVAC industry is no exception. Social media is a fantastic place to build customer loyalty. It also helps drive users to your website for increased conversions. The top ways to use social media for HVAC marketing include:
- Building brand awareness
- Finding new leads and engaging with customers
- Sharing content about your company
- Advertising promotions, discounts, giveaways, etc.
Using social media as part of your marketing strategy means creating and utilizing quality content. Content marketing is just as important for HVAC companies as it is for any other company because it allows you to show off your brand and services. Get creative with your content and make sure you post consistently.
#4: Make Use of Video Marketing
As part of an effective HVAC marketing plan, video has the ability to increase conversions by about 86%! Video content can help potential customers learn about your business. You can also use it to show your services and answer some of their questions. Video marketing is an important part of the creative marketing content that we touched on earlier. There are a lot of options when it comes to video content for HVAC businesses. A few of the best options include:
- A video highlighting your team and the work they do
- A behind-the-scenes look at your business
- A how-to video about how HVAC systems work
#5: Increase Conversions With An Optimized Website
The core of any successful digital marketing strategy is a quality website. This is very important for HVAC companies, as this is where they will handle most of their business. Having a great website is essential, but first, users need to be able to find it. This is where search engine optimization (SEO) comes into play. It is a good idea to do an on-page and off-page SEO audit to make sure that your site ranks high on search engines. Be sure to include lots of keywords relevant to the HVAC business. It’s also a good idea to make sure that your site works just as well on mobile as it does on a desktop.
HVAC Advertising Options
As we mentioned earlier, there are tons of advertising options available to HVAC companies. Businesses can choose between a traditional, digital, or mixed strategy. Traditional HVAC advertising includes things like postcard mailers or posted signs. If you want to go digital, there are multiple options. The top three digital advertising options for HVAC marketing are Google Ads, Facebook Ads, and LinkedIn Ads.
Google Ads is the number one choice for HVAC companies who want to use paid ads. Many marketing strategists have noted that using this service can have a huge payoff for businesses like HVAC companies. That being said, there is a lot of competition for Google Ads. As a result, keep in mind that the cost per click may be more expensive than the alternatives. Still, the payoff is often worth it. Google Ads is a fantastic way to get your company noticed.
Facebook Ads are another great option. On Facebook, you have the option to make creative ads that showcase your company and services. You can also target a very specific audience. Facebook is also a great option if you want to advertise a new deal or promotion. This is a huge benefit for HVAC companies looking to find new leads and increase conversions.
The third most popular option is advertising on LinkedIn. On this platform, companies can engage with potential customers and other businesses. This is a feature pretty unique to LinkedIn, which allows for more networking opportunities. To run ads on LinkedIn, you’ll first need to set up a company page with all of your information. Then you can run ads using the ad manager. Available ad types on LinkedIn include sponsored content ads, sponsored in-mail ads, text ads, and campaign manager ads.
Local SEO for HVAC Companies
There is no doubt that SEO is a crucial part of any marketing strategy. Since HVAC companies are typically local businesses, local SEO is also very important. Customers searching for HVAC services will want to find the best option in their area. To succeed with local SEO, HVAC companies need to rank high on two platforms: Google Search and Google Maps. Ranking high on Google Search can be done by employing some of the HVAC SEO tips mentioned earlier.
The top strategy for ranking on Google Maps is to optimize your company’s listing on Google My Business. Be sure to claim your company’s listing and make sure all of the information is correct. This may also include finding and removing duplicate listings. Another important part of local SEO is managing reviews. Be sure to keep up with all customer reviews for your company. Thank customers for good reviews and respond quickly to negative ones.
Creating an Effective HVAC Marketing Strategy
Having a well-thought-out and comprehensive plan is a very important part of HVAC marketing. With rising competition and the move to digital marketing, having a plan is more important than ever. HVAC companies have lots of advertising options to choose from. This may seem overwhelming, but you don’t have to go it alone. The digital advertising experts at SEO Design Chicago are here to help. They can help you determine which option is best for your business and get you one step closer to achieving your marketing goals!
- What is HVAC marketing?
- How do I create an HVAC marketing strategy?
- Is local SEO important for HVAC companies?
- What are the best advertising options for HVAC companies?
- How do I get more customers for my HVAC business?