It can be so hard to generate new business in the HVAC industry. You do as much as you can in your service area, and you’ve tried every trick in the book twice to get ahead of your competitors. But the truth is, it’s difficult to stand out when you’re selling what is often a grudge purchase.
The way to attract new customers in today’s world is to market to them online. After all, that’s where most people are looking for these days.
We have some HVAC marketing ideas that will help your company become more visible on the web.
1. People Trust Reviews
It’s important to actively use and engage with online reviews. Think about when you’re picking a restaurant or a vacation definition. What’s one of the first things you do? You check to see how many stars it has, and what other people have said about it. People want to do the same for their HVAC companies – it’s just how things are now.
You’re going to get both good and bad reviews, but that’s okay; the trick is to respond positively to all of them, to show that you care about your customer’s opinions.
The more online reviews and responses your company has, the more business you’ll attract. Potential customers are looking for companies that care, and have provided good service to other people.
2. Get Ahead with AdWords
Getting your website on search pages takes time. Using Google AdWords lets you show up on the first page of a search right away. You’ll literally be getting ahead of other listings!
3. Market to Who You Know
You already have a bigger market than you think. Just look at your email list!
Email marketing is a great way to connect with previous customers. A study by Nielsen showed that 60% of people prefer to buy new products or services from companies they’re familiar with and trust. That means if they’ve come to you before, they’ll likely come to you again.
4. Get Noticed in Your Service Area
A few years ago Google changed how people interact with content on the web. When they search for something like a business or service, they get results based on their location.
This makes it critical that your website is optimized for local SEO, so that you’re being seen by people in your service area.
5. Build Trust Through Content Marketing
Wouldn’t you agree that when you use Google, more often than not you’re trying to solve a problem? So are your customers. That’s why constant, high-quality content marketing is a must.
People like to educate themselves. Your website should provide useful content – like informative blog posts, email newsletter articles and even videos that answers their questions.
Content marketing also helps your rank on Google! They’re looking for experts in the field, and if you have lots of high-quality, informative content, Google’s algorithm will recognize it.
6. Be Mobile-Friendly
In a 2016 study, Google reported that 40% of people exclusively search on their smart phones. There are officially more searches on phones than on computers.
Bottom line, if you’re website isn’t mobile friendly, you’re going to lose customers.
7. Make it Easy for Prospects
Think about how easy it is to find the cash register at a store. Now think about how hard some websites make it for you to buy from them.
Your website design should be clean, simple, and to the point. Don’t make it difficult for them to ‘buy’ your product or service.
Keep your key information (like a book online button or phone number) in the same easy to find spot. An overcrowded website that performs poorly will send prospects packing.
Important: Keep your logo and brand consistent across ALL of the web, including your Google My Business and social media profiles. It may seem like a lot of work, but it gives prospects the feeling of a professional, well-run business.
8. Social Media Matters
Websites are not the only way people interact online. 34% of the world’s population is on social media.
Your online profiles need to be constantly maintained and responsive to customers. Social platforms are always changing; what works today may not work in a couple of years. That means you can’t just ‘set it and forget it’.
9. Watch and Learn
The Internet makes it very easy for customers to comparison shop. Why not use this to your advantage and “borrow” ideas from your your competitors.
Use specialized marketing tools, or even just check your competitors’ websites every 2 weeks. You’ll learn about their promos and even ideas that you can than use in your own businesses. We even recommend that our clients sign up for their competitor’s email newsletter!
10. Make a Plan/Budget
Have you heard the saying “failing to plan is planning to fail”? It’s completely true.
If you don’t have at least a quarterly marketing and promotions plan and a proposed budget, you’re going to lose focus pretty quick and find it hard to measure your wins (and leads) along the way.
These Tips Will Get You Leads
The Internet is always changing, which means you have to do everything you can to get noticed. Use these tips to put your website, and your business, ahead of the competition.