Digital marketing can help HVAC technicians attract more buying customers, reach new people, and improve their bottom line. Many forms of online marketing provide high returns on investment. Email marketing, for example, provides an average return of $42 for every $1 spent.
If your digital marketing campaigns aren’t bringing any results, it might be time to change your strategy. Read on to learn about five marketing ideas for HVAC companies. If you haven’t yet started with online marketing, these five strategies are perfect.
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Five Effective HVAC Digital Marketing Strategies
It’s best to use all of these strategies together to achieve the best results. Nevertheless, you don’t want to spread yourself too thin, so take it slow.
1. Target Local Keywords
The first step is attracting organic traffic from Google, Yahoo, Bing, and other internet search engines. Google will bring you the most traffic among all search engines, but you need to target the right keywords.
Whether you own a single HVAC company or have several branches in different locations, your focus should be local keywords. People might search for topics such as “broken air conditioner in [CITY NAME]” or “heating repair in [CITY NAME].”
Using a keyword tool such as SEMrush or Ahrefs, you can discover local keywords with high monthly search volumes and not much competition. Then, write articles and blog posts targeting those keywords. Long-form content is best ‒ without content, your website won’t rank as well.
2. Set Up Local Profiles
Your next step should be to set up local business profiles on every local directory possible. That starts with Google My Business.
Your GMB profile should list your contact details, and you can also publish posts with updates about your services. HVAC technicians are service-area businesses ‒ in other words, they don’t have a specific location but rather serve customers in a particular geographical area.
Other important directories include Yelp, Apple Maps, Bing Maps, and TripAdvisor. There might also be local directories for your area.
Facebook is important as well. You might not think of it as a directory, but many people use it to find businesses. You can set up a business page with your contact details and service information. On that page, you can publish posts and updates, and customers can leave reviews.
Setting up these profiles helps people on those platforms find you. Furthermore, it boosts your rankings.
3. Run Facebook Ad Campaigns
Another reason to set up a Facebook page is that you can then run Facebook ad campaigns. Facebook Ads allows you to target very specific audiences.
You can be extremely particular in the demographics you target and target people by location. For example, if your primary customer base consists of married women in their 40s, you can choose to target people who fit those demographics and live in your area.
In the next section, we talk about setting up an email list. Once you do that and collect subscribers, you can upload your customer list to Facebook to target those people or a lookalike audience. You can also upload a list of the phone numbers you collected from paying customers to create a lookalike audience.
Personal Facebook accounts are tied to email addresses and phone numbers. Facebook will take the phone numbers you uploaded, find the accounts they pertain to, and then analyze the demographics of that audience. Your lookalike audience will be different people with the same demographics.
4. Run Email Campaigns
Another powerful tactic is to build a local email list and send email updates and newsletters. This plan of action is so potent because you can turn one-time customers or subscribers into repeat customers.
You can capture a lead’s email address when they land on your site by offering a discount on their first tuneup, for example. You can use Facebook Ads or even ads on Google to drive traffic to your landing page. Once they’re on your list, send newsletters with helpful HVAC tips as well as updates about promotions and sales.
5. Offer Online Packages and Communication Channels
A great way to drive sales is to offer service plans and packages online. Many customers like the flexibility of browsing online service plans. It allows them to take their time and consider the best option for their needs without the pressure of talking to someone in person.
You should also offer online sales and communication channels, such as Facebook Messenger chatting or a live chat on your website.
5 Best HVAC Digital Marketing Agencies
The best way to succeed at digital marketing as an HVAC company is to find an agency with experience in that niche. Here are five professional agencies that cater to HVAC technicians.
1. Hook Agency
Hook Agency, one of the few agencies catering specifically to HVAC and construction companies, provides excellent website design, Google marketing, and SEO services at an affordable price.
Thrive Agency is one of the most well-known marketing agencies out there. It doesn’t target contractors specifically, but it does have a lot of expertise in the area.
3. Blue Corona
Blue Corona, a Google Premier Partner, provides SEO, web design, PPC, and GMB services to HVAC and construction companies. It goes beyond digital marketing and also offers radio advertising, billboard advertising, and other offline marketing services.
GoMarketing offers reputation management, SEO, social media marketing, web design, and other important services. You can speak to a GoMarketing strategist to get a free proposal for your business.
Mediagistic provides SEO, PPC, content marketing, social media marketing, and other services, including creative design. It also offers offline advertising, and it claims to have generated more than 7 million leads for clients.
An expert marketing agency can help you set goals and achieve them with customized digital marketing tactics. It’s best to work with an agency specializing in the construction and HVAC industry, such as Hook Agency, as it will have more experience dealing with businesses like yours.
Schedule a call to learn more about our process and prices and decide on the right approach for your business.