President & CEO of Corberry Digital Marketing Agency, a full-service digital marketing agency offering web design, SEO, PPC, social & more.
HVAC services are one of those things that a lot of people overlook when their heating, ventilation and air conditioning are functioning well but desperately seek when any one of these systems breaks down. In this day and age, most people are going to look for your HVAC services and repairs via online channels.
Here are a few marketing tips that you can follow to make sure you convert your audience to actual paying and staying customers:
Create A High-Quality Website
Creating a website and a digital marketing strategy is essential for any business because your customers and competitors are online now.
According to Think with Google, 53% of shoppers report that they always do research before they complete a purchase. You’ll get a better shot at converting more of your audience to actual paying customers if they can learn more about you on your website.
To create an effective website, make sure you put yourself in the shoes of your target audience. Provide them with the information they need in the fastest and easiest way possible. Make sure all of your important navigation buttons and call-to-action buttons are easy to spot. This allows your clients or future and current customers to effectively navigate what services and products you provide.
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Prioritize Mobile Optimization
You’ll be missing out on a large market if you don’t optimize for mobile phones. First, make sure your website loads as fast as it can. Here are some things you can do to speed up your website:
• Compress images.
• Use a caching plug-in.
• Use a content delivery network.
• Compress your website.
• Fix broken links.
• Reduce redirects.
To check for page speed, you can use a free tool like PageSpeed Insights. You have to then make sure that all your navigation buttons work properly on mobile phones as they do on desktops and PCs. Finally, you need to make sure that all your call-to-action buttons work properly and are easy to spot. Your goal is to make sure there are minimal steps in contacting you and completing a transaction with you.
Prioritize Content Marketing
The first organic result in search engine result pages, or SERPs, has a click-through rate of 39.8%. This significantly drops to 18.7% for the second result and a measly 10.2% for the third. This is why you must strive to appear in the top spot. Incorporating content marketing and SEO into your HVAC marketing strategy will help make this possible.
One of the foundations of SEO is using keywords so that when users search for these keywords, they’ll be directed to your website. With content marketing, you’ll be able to produce content that is both helpful to your target audience and that uses your target keywords in your content.
Use Images And Videos To Tell A Story
Remember to use high-quality images to showcase your past work. This shows your audience the quality of your work and gives an impression of professionalism.
Videos are a great way to show your audience your expertise. You can create a series of informative videos that talk about the various elements of HVAC systems. This gives you the chance to show your expertise in handling HVAC systems and builds trust in your viewers.
Maximize Social Media Marketing
There are billions of social media users on the internet. That is why social media marketing should be a part of your HVAC marketing. Creating a good social media marketing strategy will help you build brand awareness. If people see your HVAC products or services on social media (think Facebook, Instagram, Twitter), they’ll be more familiar with your brand. They may not be interested in buying or getting your services for now, but knowing you exist is a great first step. When they’re ready to make a purchase, they’ll know who to look for.
For social media, you will need to consistently post content on your platforms. To help you spread out your content evenly and make sure you’re covering significant events, use a content calendar. This will help you plan out your content better.
Tap Into Local SEO
Local SEO focuses on optimizing your website so you’ll appear more on local searches. Using keywords like “HVAC contractors near me” will help attract more local customers to your website. To start with local SEO, make sure you target keywords that are specific to your area. For example, “HVAC contractors in California” is a great target keyword if you’re in California.
Another great way to optimize your website for local SEO is to make sure you have a Google My Business profile set up. This will allow your physical store to appear on Google Maps when people look for you online.
Create Long-Term Relationships With Your Customers
It typically costs more to attract a new customer compared to just retaining an existing one. This is why it’s important to make sure that you create a long-lasting relationship with your current customers.
You can do this by consistently communicating with them. Especially in the case of HVAC, people might forget that they need to do maintenance on their systems. Additionally, there’s a high possibility that your customers will recommend your business to their friends if they enjoy your service. An online presence will show them that you are on the case, you’re professional, and you’re available.
Crafting An Effective HVAC Marketing Strategy
Digital marketing is extremely important if you want to survive in today’s market. Before people sign up for your HVAC services, they’re going to want to research your brand online, and you’ll want to have a solid presence for that.
Creating a positive and vibrant online space is an effective marketing strategy that will help you maintain current customers, build your brand and business, and convert your target audience to more paying customers.
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Author: Michael Fox, Forbes Councils Member