Let’s face it – HVAC business marketing has evolved drastically over the past few years. Not too long ago, homeowners could call HVAC servicers who were listed in phone books or passed along through word-of-mouth from friends, family, and neighbors.
Nowadays, the process of searching for an HVAC company has been transformed and been taken to the internet with search engines providing more convenience and options for homeowners to choose from.
Because HVAC businesses tend to operate on a local level, advertising your HVAC company digitally can seem overwhelming at first. However, working with a digital marketing agency and incorporating online marketing methods into your business structure can strengthen your overall HVAC marketing strategy, increase your traffic and lead generation capabilities, and make you more visible to consumers on search engines like Google.
First, let’s explore what kind of hvac marketing strategies can be employed to strengthen your HVAC business, generate more traffic, and drive conversions.
1) Build your SEO strategy
One of the most impactful ways to gain visibility among your target audience and homeowners searching for HVAC services is to craft your Search Engine Optimization strategy. Enhancing marketing tools such as content creation, keyword strategy, and metrics analysis are imperative to building a competitive SEO strategy. At Lift Digital Marketing, we help you build your on-site and off-site SEO to attract the most valuable leads.
With a solid SEO strategy, you can enable Google’s algorithm to recognize that your business is offering services relevant to what homeowners are searching for, and thereby increase your position in search engine rankings. With so many consumers turning to Google and other search engines as the first point of reference in their buying journeys, it’s important for your HVAC business to make an impact at the beginning of the consumer’s search.
Without a proper understanding of how to leverage your SEO strategy for your HVAC business, your business may get drowned out in the crowd of other HVAC companies competing for the same customers.
2) Within your SEO strategy, you’ll also want to craft your local SEO strategy.
If you’re wondering what the difference between local and general SEO strategy is, think of it like this: Your HVAC business serves your local community and the homeowners who are near you, not those who are far away from you. It would be a waste of time and resources for you to market to people who live hundreds of miles away, as it wouldn’t be practical for your business to serve them. Instead, you want to target homeowners local to your HVAC business location.
With that in mind, some great ways to focus on local SEO are to:
- Build local links in order to give geographic context for your business services and to get search engines to trust your business and therefore increase your rankings.
- Curate content relevant to your local consumer base by providing information and familiar language. This makes things less general and easier for local homeowners in your service area to find your business more easily.
- Provide directories and other contact information like your phone number and address on all of your web pages. It’s important to make sure all of the information you provide here is correct so that potential clients can access your services directly.
- Utilize Google My Business, a platform that increases your visibility to local customers when they search for HVAC services.
3) Paid Search Marketing
While SEO is an organic method of increasing your traffic, Search Engine Marketing (SEM) is a method of paid advertising that places your business’s ads on search engines like Google and Bing that homeowners can click on to find your HVAC business. These days, many large and small businesses utilize SEM alongside organic search engine tactics in order to optimize their rankings as much as possible. That way, even if those potential customers aren’t ready to make a decision when they first come across your business, they may return to your company website or recall your HVAC business later on in their customer journey.
4) Build an engaging website
One of the best things about building a strong website is that it’s a cost effective way to bulk up your marketing strategy. Why is it important to have a good website? When people are looking for specific HVAC services and come across your website, you want them to be engaged enough to find out more about your business and eventually become one of your customers. When your web page is not easily navigable or sometimes even visually unappealing, it can turn people away from taking a closer look at what you have to offer.
Additionally, a website is a great place to provide loads of information to consumers about who you are, what you do, and how your HVAC business can stand out against your competitors. One way to do this is by creating a blog where you can improve your SEO and build out your content to trigger search engine algorithms like Google’s.
Maintaining a blog on your website can help you provide useful information, educational tools, and answers to questions that homeowners may have about your HVAC services. Additionally, you can add links to your social media accounts like Facebook, Instagram, or LinkedIn to get customers exposed to more of your content. Alignment across all your channels builds your credibility and the trust that consumers have with your business even before they get in contact with you!
5) Utilize video marketing
According to Hubspot, 87% of video marketers found that video marketing contributed to increases in ROI for their businesses. By the looks of it, video marketing is on the rise, and there are plenty of opportunities for you to take!
When you work in the HVAC industry, it’s probably safe to assume that most homeowners in need of your services don’t know how to perform the necessary functions themselves. Luckily, you can provide education information through videos that explain certain questions or processes that may be difficult for homeowners to understand.
For example, you could make a video detailing what to expect after getting an AC system fixed, or other quick fixes to common problems. Another marketing opportunity that video can bring is a chance for you to introduce your company and team to your consumers in order to familiarize consumers with your business more. Utilizing popular video platforms such as YouTube or Vimeo can help your consumers easily access your video content and help you gain exposure.
Now you know what you need to do to make your HVAC marketing strategy the best.
So why should you partner with us?
At Lift Digital, we are experts in what we do. From SEO and local SEO, SEM, Social Media Marketing, Pay Per Click Management and more, we provide cutting edge marketing tools and services built to meet your needs. Working with a credible digital marketing agency to boost your HVAC marketing strategy will not only increase your lead generation, but also strengthen your client base and improve your visibility to homeowners.
It’s time to get your HVAC business out on the playing field.
Contact us to start your digital marketing journey today!