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 (by prospects).There are countless HVAC marketing strategies out there, and it can be overwhelming to decide what direction to go in.
We’ve been working with HVAC companies since 2000, and our team of web veterans has seen it all.
Here are 10 HVAC marketing strategies and ideas that will help your company become more visible online and get you more HVAC customers in 2022 and the future!
- Ask for Reviews to Gain People’s Trust
- Get Ahead with Local Service Ads
- Sell to Your Customers
- Get Your Business on the Map with a Google Business Profile
- Provide Answers to the Questions Prospects are Asking
- Make Your Website Mobile-Friendly
- Make it Easy for People to Buy From You
- Social Media Matters
- Get Ideas From Your Competitors
- Set a Budget and Make a Plan for Marketing
1. Ask for Reviews to Gain People’s Trust
It’s important to actively use and engage with online reviews. Think about when you’re picking a restaurant or your next vacation. 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 review stats are clear: reviews will impact your business.
- In 2021, 77% ‘always’ or ‘regularly’ read them when browsing for local businesses
- 57% say they would be ‘not very’ or ‘not at all’ likely to use a business that doesn’t respond to reviews at all.
- More consumers use Google to evaluate local businesses than ever before. In 2021, 81% did, but the year before that, just 63% did.
Real people who leave positive reviews help build crucial social proof: the more online reviews and responses your company has, the more trust you’ll earn, and the more business you’ll attract. Potential customers are looking for companies that care, and have provided good service to other people.
While Google is probably your first thought of where to find reviews, there are plenty of other platforms worth managing. Well-known sites such as Yelp, Better Business Bureau, and Facebook pull a lot of weight when it comes to a business’ reputation, but more niche sites such as Homestars, Houzz, HomeAdvisor, and Angie’s List shouldn’t be overlooked. It might sound like a lot of work to manage and reply to reviews across multiple platforms—and it is!—but the payoff is definitely worth it.
2. Get Ahead with Local Service Ads
When potential customers in your area do a Google search for “Air Conditioning Repair” or “Furnace Repair” (or similar variations), you want your business to actually show up in the results. Getting your website on search pages takes time. Using Google Local Service Ads lets you show up on the first page of a search right away, ahead of the regular ads and the business listings. This is a great way to literally get ahead of your competition!
Traditionally, small businesses would advertise themselves through channels like direct mail, newspapers, phone books, radio, TV ads, and billboards. While all those strategies are still in play today, the undisputed king of paid marketing nowadays is through Google Local Service Ads.
Not only will you reach thousands more potential customers, but by signing up for these paid ads, your business will automatically become “Google Guaranteed”. This helps you build a strong online reputation, giving customers peace of mind that your business has been vetted and approved.
Since you only pay per lead, these ads will effectively steer people towards your business while keeping you in full control of your budget. This ad service from Google is a bit different than the standard keyword-based platform you might be used to. It takes a lot of work to set up properly, but the payoff is definitely worth the work! If you are looking for help, a Google Ads Partner like EnvisionUP can get you started (or take full control).
3. Sell To Your Customers
You already have a bigger market than you think. Just look at your email list! On average, every dollar spent on email marketing drives a $36 ROI—higher than any other channel!
Email marketing is a great way to connect with existing or previous customers who you have done work with. 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.
Keeping in touch with your customers through regular email newsletters, promos and offers, and service reminders will keep your business top of mind. And even if they don’t need you right now, when their family and friends need HVAC services, you’ll be the first they think of to recommend.
4. Get Your Business on the Map with a Google Business Profile
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. Since then, Google has been continually updating the algorithm for Local Search.
This makes it critical that your website is optimized for local SEO, so that you’re being seen by people in your service area. These results will be shown below the paid ads that appear when people search for specific keywords. Your Google Business Profile is what will give you an edge here, so make sure it’s completed and up-to-date.
The best way to increase your chances of showing up on Google’s organic search results is to have the same keyphrases and topics that people are searching for appear on your website (as well as your GBP posts, reviews and even what other people say about you on other sites).
These results aren’t based on which business is paying for the right keywords; rather, Google finds the most relevant results by topic, geographical location (proximity), and authority (which is partially based on your reviews), so strong SEO is a must if you want to have your website appear alongside some of the bigger companies.
5. Provide Answers to the Questions Your Potential Customers are Asking
Wouldn’t you agree that when you use Google, more often than not you’re trying to solve a problem? So are your prospects. That’s why having lots of high-quality blog posts that answer people’s common questions and problems 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 answer their questions.
In addition to showcasing your subject matter expertise, high-quality blog articles that answer your customers’ questions will attract more people to your website, and give people a reason to trust (and call!) you when they need HVAC services.
Adding useful and helpful content also can boost your SEO and improve 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.
Keep your article titles specific, so people know exactly what they’re getting into when they click through. The articles should be concise and informative, and use headings so they’re easy to skim through. Think about what you’d want to read when you’re dealing with a faulty appliance—you want to find answers, fast, not read a bunch of fluff and filler about the company’s lengthy history.
Most importantly, end your articles with a Call to Action (CTA). Homeowners likely aren’t reading your website just for the fun of it; they have a problem or are trying to make a decision. Your website is a sort of roadmap that guides them towards hiring you for your services. Make it easy for them to request information, schedule a consultation, or speak directly with someone who can help them become a customer.
6. Be Mobile-Friendly
Mobile internet usage has actually surpassed desktops, and people aren’t going back. There are officially more searches on phones than on computers. In Canada in 2022 93.6 percent of the Canadian population accessed the internet via mobile device.
Just as on a desktop or laptop, you need to make it dead simple for people to browse, use, and interact with your site from their smartphone.
if they can’t complete a form, click a button, or find your phone number, they’ll move on—quickly. Plus, your Google ranking will be affected, as preference is given to websites with responsive design.
Bottom line, if your website isn’t mobile friendly, you’re going to lose customers. Even if they find you from search engines, they might instantly decide to back out of your website if it’s hard to use on their phone.
7. Make it Easy for People to Buy From You
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.
There are plenty of terrible HVAC business websites out there—don’t’ be one of 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 HVAC website that performs poorly will send prospects packing.
Be sure to include a contact page or section that has every way possible for someone to reach out all in one place. This includes a phone number, email address or contact form, business hours, location, and anything else you might need to share.
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. Most people are also on social media. While Facebook, Instagram, Twitter or YouTube or TikTok might not be the first place you think of to get HVAC leads, there’s no denying that you can find potential customers there.
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’.
Social media is a great way to engage with your audience (both current and potential customers), promote your services, and increase your overall visibility. Not only that, but advertising on platforms such as Facebook, Instagram, and YouTube opens up much more opportunities than if you exclusively used Google PPC Ads. Each platform has its own unique audience, and maximizing your online real estate is a great way to capture the most amount of traffic.
9. Get Ideas From Your Competitors
The Internet makes it very easy for customers to comparison shop. Why not use this to your advantage and “borrow” ideas from other HVAC companies?
Use specialized digital marketing tools, or even just check your competitors’ websites every 2 weeks. You’ll learn about their promos and even ideas that you can then use in your own businesses. We even recommend that our clients sign up for their competitor’s email newsletter!
The idea isn’t to steal whatever idea your competitors are using, but rather to gather inspiration and stay on top of the industry. If you’re running a holiday promotion for 10% off your services while another HVAC business in your area is offering 25% off, there’s no question that people are going to flock to your competition.
10. Set a Budget and Make a Plan for Marketing
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 quickly and find it hard to measure your wins (and leads) along the way.
Measuring the ROI on your HVAC advertising investments, such as your PPC ads, email marketing, and special promos, is essential. If you don’t know how much business you’re generating with each method, there’s a good chance you’ll be wasting money on avenues that don’t pan out.
And even more importantly how much you’re willing to pay per lead!
Regularly analyzing your website data (using Google Analytics or other software) will help you focus your efforts on the marketing strategies that are generating the best results.
Whatever you’re using, make sure you have a system in place for tracking where your leads and customers are coming from. If you find this complicated, you can always hire outside help from professionals who know exactly what to look for.
These Tips Will Get You HVAC Leads
The Internet is always changing, which means you have to do everything you can to get noticed. There are countless marketing strategies available to you, and it can be overwhelming to try and figure out what to do. Use these tips to put your website, and your business, ahead of the competition.
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