The HVAC industry can be a competitive one, and your advertising strategy should reflect that. And if you’re still primarily using traditional methods, it’s time to consider the fact that over 40% of consumers begin searching for HVAC services online.
If you are relying on word of mouth or traditional marketing techniques such as billboards and newspaper ads, you are missing out on countless potential leads.
The HVAC industry is forecasted to grow in the next 5 years, and it’s important that your company doesn’t get left behind. You can take a proactive approach with some of the following online advertising techniques.
Pay-per-click, or PPC ads, can be a great advertising channel for your HVAC company, especially if you want to stick within a set budget.
PPC campaigns allow you to set bids based on how much you’re willing to pay for each click to your site. Then, you can set a daily budget so that you never spend over your specified amount each day.
PPC ads are run through search engines such as Google and Bing, as well as social media platforms like Facebook and Twitter.
Here’s how PPC works:
The most popular PPC platform is Google AdWords, which allows you to advertise in the Google search results for particular keywords and phrases. You can set bids for how much you are willing to spend every time your ad is clicked when recommended for a user’s search.
With Facebook and Twitter ads, you choose how long you want your ad to run and how much you want to spend on your ad over that period of time. Then, you can use their automatic bidding system to determine the most cost-effective bids for your campaign.
When you advertise on Goggle AdWords, your ads will show up above organic search results in the ads section based on the keywords you target. Choose potential keywords based on the words and phrases people use to search for HVAC services, then use Google’s Keyword Planner to determine the best ones for your campaigns.
Social media platforms like Facebook and Twitter allow you to target specific audiences based on the demographic you are looking to reach sell too. For example, you could set your ads to display only to people ages 25 & over within 20 miles of your business.
Then, your ads will display to those users as they scroll through their feeds.
Email advertising can be one of the best ways to market your HVAC business. Not only does email marketing allow you to target a qualified audience, but it allows you to offer tons of information right in their inboxes.
If you decide on email marketing as one of your tactics, you will need to encourage users to sign up for email newsletters on your site.
You can use simple forms that ask visitors for their email address, and possibly other contact information like their name and phone number. This information lets you stay in touch with potential customers.
One way to get potential customers to sign up for emails is to offer something in return, like seasonal home care tips or a discount on your services.
People will be much more likely to give you their contact information if they know they’ll receive something in return.
Did you know that 47% of all emails are opened on a mobile device?
This means it’s crucial to make sure that all elements of your email can easily be read and navigated through on a mobile phone.
If you’re including a button or a clickable call-to-action, the most important thing is that mobile users are able to click it. Nothing is more frustrating than trying to get to a page on a mobile device and not succeeding because the CTA is too small.
Sending newsletters is one of the best ways to engage with current and potential customers by email. You can send them updates on your business, as well as special offers they can take advantage of.
For example, you could include a coupon for a discounted AC unit cleaning, or a free cleaning for new customers.
You can also use newsletters to show customers that you are involved in the community. Sponsoring a baseball team? Send out your well-wishes to your sponsored team in your newsletter. You can also let recipients know if you’ll be at any upcoming local events.
Though you can use ads to market your HVAC company on social media, you can also connect with potential customers without creating advertisements.
Having a social media presence is extremely important to creating relationships with your customers. Creating relationships through social media can also build brand awareness if your customers share your posts with their family and friends.
Nothing shows that you don’t care for your customers more than ignoring a comment or message. People view social media as a sort of customer service platform they can to interact and receive a response from you almost instantly.
If you ignore your customers’ comments and concerns, they will wonder why you have a social media account in the first place.
Answering their questions also show other users that you are concerned with customer satisfaction, which will increase your trustworthiness as a company.
Paying attention to comments can also act as damage control. If you get a comment that reflects negatively on your business, it’s important to address the concern right away to show your followers that you’re taking steps to address the user’s concern.
In order to be successful, your social media accounts need to be active. You can avoid a boring profile by regularly posting news and information on your industry and business.
Not only will your target audience find the information interesting, but it will also show them that you know what you’re talking about.
You can implement all of the marketing tactics mentioned, but if they don’t direct your customers to a great website, you’re wasting your efforts.
Even if you have the best HVAC website out there, it won’t help your company if no one can find it. The best way to make sure you’re easy to find online is with great search engine optimization, or SEO.
SEO involves improving both on-page and off-page factors that determine how your website ranks in search engines.
When your customers are looking for an HVAC company, one of the deciding factors is price. If you aren’t up front about your services and pricing, you could easily drive your potential customers to other providers that are transparent.
When you include testimonials on your website, you show users that they can trust you.
Highlighting why your customers like working with you can set you apart from your competitors and reassure your site visitors that you’re the right choice for them. After all, most people just want reassurance that the company they are choosing will do a great job with their HVAC needs.
Are you interested in learning more about how advertising can help your HVAC company thrive? WebpageFX knows online advertising and we have all the tools necessary to help take your marketing campaign to the next level.
Contact us today for more information and a free quote!
Call 888.449.3239 or contact us online today to see how WebpageFX can improve your online performance.