Working with HVAC business owners daily, we understand how significant marketing and advertising spending can be for the business owners and their bottom line. We understand exactly how precious a winning HVAC digital marketing campaign can be and how the fortunes it can lead to could turn around a company forever. Digital marketing can be daunting for those that aren’t well versed in the industry.
Oftentimes we receive questions about digital marketing from HVAC companies who are just trying to figure out what it entails exactly. However, if you’ve already embarked on an HVAC digital marketing journey of your own—or if you’re looking hire an agency to help you with your HVAC digital marketing–we’ve compiled a list of tips that you could use while you’re on digital marketing journey.
Do an Evaluation on Your Competitors and their Marketing
Depending on your location, odds are that you are not the sole HVAC business in town. To completely comprehend how of your financial resources, you need to dedicate to an HVAC digital marketing effort in order to remain competitive, you need to look at the following:
- Look at what you can build on now with the assets that you currently have on your site.
- Look into the search landscape of the market that your trying to go after and see how competitive and costly it might be. Try to find some content gaps that you could go after.
- Look at what kind of assets your competitors are using as part of their buyer journey.
- Look at how your competitors present their products and services they’re selling compared to what you’re offering and how you’re offering it.
- Look into all the digital advertising channels you could cover on the internet. Eliminate what’s out of budget and keep what makes sense for your HVAC business.
- Look at how you can improve your line reviews.
Build a HVAC Website Catered to Mobile-First Indexing
Mobile searches have long outpaced desktop searches, and the gap continues to widen every second. As users go mobile-first, so are search engines. Google alone indexes pages with a mobile-first priority. Having your site optimized and built for a mobile-friendly experience will do wonders for your overall HVAC digital marketing campaign—from paid to organic search. Create your HVAC website with mobile-first in mind.
Build a Conversion-Friendly Site
The whole reason you and your opponents even put money into an online advertising campaign will be to generate additional business. A vital part of your site is making sure it’s conversion-friendly, offering prospective clients simple options to select up the telephone and call or complete a contact form and also send you a message.
The main purpose of your site is to generate revenue and to increase business for your HVAC company. In order to make that possible, you need to make sure that a part of your HVAC digital marketing campaign is built on creating a conversion-friendly website for your potential customers. Below are a couple features which we’ve seen and implemented on websites that are built around a conversion-centric approach.
- Make your telephone-number constantly visible.
- Have multiple points of conversion throughout your webpage.
- Implement design tweaks that are built to having your customers convert.
Optimize the Speed of Your Website
The speed of your website affects everything from how search engines rank your website to how your customers interact with your site. The slower your site the lower search engines are going to rank your site and the faster users are likely to bounce from your site. The faster your HVAC website, the higher search engines are going to prioritize and rank your site. Not only that, but potential customers are less likely to leave your site due to a better user experience. So optimize the speed of your HVAC site and make it fast!
Build a Plan and Execute
After you’ve built your site, it’s now time to flesh out a full HVAC digital marketing strategy. Your entire strategy should be vouched for through extensive research and accurate numbers. And once you’ve put your HVAC digital marketing strategy into play, you now need to focus keeping track of what’s been completed and to measure the results over time. What gets measured will help you determine where you need to make tweaks in your campaign.
Take Control Over Your Online Listings
How your HVAC website is ranked online has a lot not only to do with your site, but what’s being linked back to your site as well. If your site has the wrong local signals being sent back to it with incorrect addresses and location information, it could do more harm than good to your overall HVAC digital marketing campaign. To combat this, we recommend taking control over your online listings and correcting the listings which you’ve taken control over. Once you have control over your listings, do an audit to make sure that your contact information on those listings is correct. If not, correct them and make sure they match exactly what’s on your site and on your Google My Business profile.
Create and Flesh out Your Social Media Profiles
We’ll go out and say it. Your social media profiles will not be the main driver of leads to your HVAC business. However, creating your social media profiles and building them out can give you the digital currency and the trust that you need within the online and local communities of your operations. It will help put a face to your business, give it a personality and show that there’s more to your company than a site and a phone-number.
Focus on Local SEO
Not only do we recommend claiming and correcting listings online that are directly related to your business, but we also recommend building on them. What has helped many of our local HVAC digital marketing campaigns has been an ongoing effort to monitor our local competitors, maintaining our local citations for the properties which we directly work with, creating content that’s specifically catered to the local market which we’re targeting, and making a concentrated effort to spruce up Google My Business. For my Google My Business profiles, we like to treat them and give them the attention they deserve almost as if they were their own web property.
Don’t Neglect Reviews
The best way to get online reviews for your HVAC business is to ask. Make a concentrated effort to have it be part of your sales process and just ask. With nearly everyone going online to make their final purchasing decision, your online reputation matters as much as your word-of-mouth reputation in your local community. If you’re short on time, we’ve found that review platforms have helped many of our clients save time during their review garnering process.
Build Your E-mail List
What better way to get sales than to focus on the assets that you currently have? With an e-mail list, you’re able to know what to market to the different types of audiences in your list based off services and products which they’ve purchased from you in the past. Not only that, but you can send your pats and potential customers news on how to keep their HVAC systems running properly throughout the course of the year. Sending the right e-mails at the right time can help build trust between your HVAC business and your customers.
Go Over Your Website Metrics Monthly
Like any investment that you make, you want to make sure that your HVAC digital marketing efforts are paying off or if you need to make tweaks to them. You should make a concentrated effort to go over your website metrics monthly to see what has worked, what hasn’t and plan on the types of tweaks you should make to your campaign. You need to know what your marketing spend is doing for you and whether it’s working or not.
Guide Your Destiny or Have Someone Help Take You There
Search engines and markets change daily. What you do today that may work for your HVAC digital marketing campaign may not work tomorrow. If you feel like the digital marketing landscape is too daunting, or if you don’t have the time to manage both your HVAC business and a digital marketing effort, find ways to implement more of our tips or contact us to learn about how we can help your HVAC company bring in the business it deserves.