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.
Digital marketing is important for HVAC businesses because it allows HVAC businesses to reach a wider audience and generate more leads. With traditional marketing methods like Yellow Pages, billboards, and newspaper ads becoming outdated, digital marketing has become the go-to method for businesses to stay visible and accessible to potential clients. Google advertising, in particular, is a critical aspect of an HVAC marketing plan that can help businesses generate solid leads. Google is the most popular search engine in the world, and potential customers will always turn to it to find nearby services. Third, digital marketing provides HVAC businesses with several ad channels, including display ads, search ads, and local services ads, which can be used to create brand awareness, re-market to previous customers, and target customers in specific locations or with specific interests. Fourth, understanding customer intent and writing catchy ads can help HVAC businesses set themselves apart from their competitors and ensure that their ads are relevant and attention-grabbing. Overall, digital marketing is crucial for HVAC businesses looking to grow and stay competitive in today’s market.
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’.
6 Proven HVAC Digital Marketing Ideas to Find New Customers
1. Search Engine Optimization (SEO) for HVAC Lead Generation
SEO, or search engine optimization, is an essential part of any HVAC company’s marketing plan. SEO refers to all the optimization efforts taken to improve your company’s website so as to rank higher on search engines like Google. By optimizing their website for search engines, HVAC companies can increase their visibility and attract more potential customers to their website. This is important because most people start their search for HVAC services online, and if a company’s website doesn’t appear at the top of search results, they’re likely to miss out on potential business.
Using SEO techniques such as keyword research, on-page optimization, and link building can help HVAC companies improve their search engine rankings and drive more traffic to their website. By providing valuable content and ensuring their website is user-friendly, HVAC companies can also increase their chances of converting website visitors into paying customers.
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.
Furthermore, SEO is a long-term strategy that can help HVAC companies establish themselves as leaders in their industry and build brand awareness. By consistently providing high-quality content that addresses the needs and concerns of their target audience, HVAC companies can earn the trust and loyalty of their customers, which can lead to repeat business and referrals. Overall, incorporating SEO into a comprehensive marketing plan can help HVAC companies grow their business and achieve their goals.
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
An HVAC company should use Google My Business (GMB) listings as part of its marketing strategy because it allows them to have a prominent and visible online presence. By setting up a GMB listing, the company can provide important information such as their name, address, phone number, website URL, and business hours. This information appears in Google search results and Google Maps, making it easier for potential customers to find and contact the business.
Additionally, GMB listings provide an opportunity for HVAC companies to showcase their services and products by including photos and descriptions. They can also encourage customer reviews and respond to them, which can improve their online reputation and credibility. GMB listings also provide valuable insights such as how customers are finding the business, what keywords they are using, and what actions they are taking after visiting the listing. Overall, GMB listings can be a powerful tool for HVAC companies to increase their online visibility, attract new customers, and build a strong brand presence in their local market.
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.
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.
An HVAC company should use pay-per-click (PPC) advertising as part of their marketing strategy because it allows them to target specific keywords and demographics, giving them greater control over who sees their ads and when. PPC ads also provide instant visibility on search engine results pages (SERPs), making it a great way to quickly drive traffic to the company’s website. Additionally, PPC advertising can be highly cost-effective, as the company only pays when someone clicks on their ad, ensuring that they are getting a return on their investment. By continually optimizing their PPC campaigns, an HVAC company can maximize their ROI and reach new customers who are actively searching for their services.
How To Use Google Ads for HVAC Companies
4. Content Marketing
An HVAC company should use content marketing as part of their overall marketing strategy because it allows them to provide valuable information to potential customers. By creating high-quality content such as blog posts, videos, or infographics that address common questions or concerns in the HVAC industry, the company can position itself as a trusted authority in the field. This helps to build brand awareness, establish credibility, and attract potential customers who are searching for information related to their HVAC needs. In addition, content marketing can also help to improve search engine rankings, increase website traffic, and ultimately generate more leads and sales for the business.
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 generate 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.
By establishing a strong presence on social media platforms such as Facebook, Twitter, and Instagram, HVAC companies can interact with their customers, share valuable information and industry insights, and showcase their expertise in the field. Social media marketing can also help HVAC companies to reach new potential customers through targeted advertising and organic reach. Additionally, social media can provide valuable insights into customer preferences and feedback, which can help companies tailor their marketing and business strategies to better meet their customers’ needs.
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?
Email marketing can be a highly effective way for HVAC companies to reach out to potential and existing customers. By using email, companies can create personalized and targeted messages that speak directly to the needs and interests of their audience. This can help to build brand loyalty and trust, while also driving leads and sales. Additionally, email marketing can be cost-effective and efficient, allowing HVAC companies to reach a large number of people with minimal effort and expense. Overall, by using email marketing as part of their overall marketing strategy, HVAC companies can create meaningful connections with their audience and drive measurable results for their business.
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
HVAC companies need to have a solid marketing strategy in place to attract new customers and grow their business. Digital marketing offers a variety of effective tools and techniques to help HVAC companies achieve their marketing goals, including SEO, PPC advertising, content marketing, social media marketing, email marketing, and Google My Business listings.
However, implementing these strategies can be challenging and time-consuming, especially for small business owners who have a lot on their plate. That’s where Newfound Marketing comes in. Our team of digital marketing experts has years of experience working with HVAC companies to create and execute successful marketing campaigns that drive results.
We are a HVAC marketing 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