The growth of an HVAC company largely depends on getting new customers and booking more appointments. As simple as that sounds, without an excellent digital marketing strategy, it can get tricky pretty fast. Gone are the days when HVAC businesses relied entirely on traditional forms of marketing like word of mouth and signposts.

To fully succeed in this competitive industry, you’ll need to make yourself easy to find whenever and wherever your customers are looking. It’s safe to say that the internet offer tons of effective and affordable lead generation options for HVAC companies.

Digital marketing for HVAC businesses can considerably increase your service requests and bookings. With search engine optimization (SEO), social media marketing, and pay-per-click advertising (PPC), you can effectively amp up the pace of your business and position yourself as a top service company in the industry. This opens up more doors of opportunity and enables you to hire and train more technicians, buy more service vehicles and ultimately expand your business. You’ll agree that it’s a smart business strategy.

But how exactly does digital marketing generate leads for your HVAC company?

Why is Digital Marketing Important for HVAC Businesses?

Recent stats show that almost 90% of homes in the US have an air conditioning system. Tons of commercial properties also have a functional HVAC system. This translates to a large number of potential customers for HVAC companies. Still, without proactive digital marketing, HVAC businesses will find it difficult to thrive.

Some significant benefits of digital marketing for HVAC businesses are:

1.   Helps attract the most relevant leads.

Digital marketing employs targeted lead-generation strategies. These different targeting techniques will then ensure that the leads you get are those that are most likely to become clients. Some effective targeting efforts include SEO and PPC campaigns that use relevant keywords to improve your online visibility and attract clients near you. Unlike traditional marketing, generating leads via digital marketing offers accuracy. It is also measurable and will deliver results that can be traced back to your online efforts.

2.   Keeps you ahead of your competition.

Every company has competitors that are constantly trying all they can to grow their businesses. HVAC companies are not left out. For your business to grow, you cannot afford to sit back while competitors attract all the leads to themselves. You have to compete with the competition and efficient digital marketing is an excellent way to do so. Since 80% of customers start their research about a product or service online, it is important that your HVAC business maintains a steady online presence. This will ensure that potential customers can find you and in turn, increase your revenue.

3.   Helps you maximize profits.

The number one reason for starting a business is to make money. Digital marketing can help your business do that. Effective online lead generation efforts will enable you to get the best results and get returns on your investment. How so? Well, content marketing alone can generate over 50% more leads than traditional marketing. PPC advertising can link you to clients who are 50% more likely to engage and buy your service. Email marketing also provides up to 50% more sales than other methods of lead generation.

Now that you know how important digital marketing is for your HVAC company, let’s explore the ‘how’.

How To Generate Online Leads For HVAC Companies

1.   Search Engine Optimization (SEO) for HVAC Lead Generation

SEO refers to all the optimization efforts taken to improve your company’s website so as to rank higher on search engines like Google. These efforts help increase your online visibility and allows more people in your target audience to find you easily. Some common SEO techniques are content creation and keyword optimization. They all work hand-in-hand to produce the best results for you – higher ranking and more leads.

The value of your content and the relevance of your keywords typically determine how well Google will rank you. A great user experience is also important. For example, relevant images and videos, descriptive navigation bars and other interactive elements on your website will definitely help you rank better. So, pay attention to your website content and make sure that it is user-friendly.

2.   Optimize Your Google My Business Listings

Remember the yellow pages? You’d flip through a book to find the category of business that you’re looking for and would be presented with a list. Now, the phonebook has moved online and Google provides you with a list of the types of businesses that you’re looking for.

Why You need a Google My Business account

Google My Business is a free, easy-to-use tool that allows businesses with physical locations to manage how they appear on Google Search and Maps.

“Manage” is the keyword here, since businesses are going to be cataloged and displayed on Google anyway. GMB gives you the ability to control what people see, how they can contact you, and update them over time.

If you haven’t done so yet, claim your business with Google My Business. Having this account will allow you to control the NAP that Google displays for your business and will help people find you through Google Knowledge Panels – the info boxes that show up to the right of searches. You can also add photos, hours, reviews, and more information that will help you stand out from competitors.

Google My Business Local SEO Listings - HVAC Companies

3.   Pay-Per-Click Advertising (PPC)

This type of advertising lets you use important industry keywords to target your customers. It is a form of paid advertising that gives you instant results. PPC let you create adverts by choosing what keywords you want to advertise on. Once selected, you’ll have to bid for that keyword and if your bid is the highest, your advert will start to pop up above organic search results for the selected keywords. For example, if your chosen keyword is ‘HVAC services’ or ‘HVAC advice’, your website or Google Business profile will pop up whenever someone searches those keywords.

The best part about PPC advertising is that you are only charged when someone clicks on your ad. This makes it the most cost-effective online lead-generation strategy available.

4.   Content Marketing

Online content marketing comes in many forms. These include blog posts, video tutorials, downloadable guides, and infographics. To get the needed results, your content has to be SEO-compliant. You can focus on creating blog posts that offer answers to common HVAC questions and helpful HVAC information. Think about the type of content your existing clients will want to see. Are they interested in learning how your service works? Do they want to learn how to do simple fixes on their HVAC systems? Are they asking about where to buy spare parts? Creating content around your clients’ interests will make it more relevant to them. Also bear in mind that the catchier your content is, the more shareable it will be. And of course, shareable content opens the way for more referrals.

You can also try out long-form content that will serve as a reference for readers for a long time. Remember to include relevant keywords in each blog post to help them rank better. Also, add call-to-actions (CTA) to help direct readers to your service so they can easily find you if they need to book you.

5.   Social Media Marketing

Social media is an excellent way to reach leads online. For HVAC businesses, it is arguably one of the easiest ways to connect with prospective clients. It’s also an easy way for people to review your services and share your business pages with family members and friends. With social media, HVAC businesses can share their values and unique selling points with followers, making them more relatable and easier to reach. You can use your page to showcase your staff, celebrate company culture and share service offerings.

Adding a human touch to your business page can help build trust with your clients and make them feel confident in your services. Sharing quick tips and fun facts about HVAC systems can also position you as an authority in the industry. With consistent social media marketing, you will remain at the top of your audiences’ minds and ensure that your business is the first that comes to mind when they or someone close to them need HVAC services.

6.   Email Marketing

Email marketing is a very lucrative lead-generation method. Little wonder why 88% of companies in the world use it. But how does it work?

First, you’ll need to gather an email subscriber list. You can do this by adding contact forms to your website. Once a prospective client fills out the form, you automatically get their email address. The best part about this is that there is no doubt about the subscriber’s interest in your services. They did sign up from your website. So you know that they are already interested in the HVAC services you offer.

With email marketing, you can successfully guide potential clients down your sales funnel. It also helps you retain existing customers and build trust. Email marketing lets you streamline your targeting so that different information is shared with the recipients who need them the most. For example, in a situation where a prospective client filled a contact form asking about your pricing, you can send them an email about the different pricing options available to them. You could also share a blog post about financing your services or an infographic on budgeting for HVAC services. This type of specific targeting lets the recipient know that you are intentional about your content and that you are willing to serve their specific needs.

With email marketing, you get to personalize your emails and implement other relevant customer retention tactics.

As discussed in this article, HVAC digital marketing is an excellent way to generate solid leads for HVAC companies. If you need ideas or strategies for generating online leads for your HVAC business, feel free to schedule a call with us today.

Unlock Your Online Growth Potential

We are a full-service agency that offers HVAC SEO, email marketing, PPC advertising, and social media marketing services. We can help you set up a personalized campaign that will guarantee great results that are measurable and give you a worthy return on your investments.  We’re here to help you generate more online leads for your HVAC company. To get 5 actionable items today, schedule a discovery call with Sheldon

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