HVAC Marketing: Seven Strategies to Market Your HVAC Business
The HVAC market is predicted to escalate in the next five years at a CAGR of 4% and reach USD 36 billion by 2025. So, you can expect fierce competition and plan a robust HVAC marketing strategy to tackle it. As more than 80% of consumers begin their search online, there’s a huge opportunity out there.
Word of mouth is no more the holy grail of advertising. You need a comprehensive marketing plan to focus on 90% of Americans who consider customer service a deciding factor in their selection. When a customer makes an appointment or service request, they expect an immediate response from the service provider. By failing to do so, you will drive them to competitors in the same geography.
Here are the top seven strategies that can market and grow your HVAC business.
1. Gain Your Customers’ Trust
Customer trust is the crux of HVAC marketing. People will let you in their homes only when they trust you. A high-quality website goes a long way in making the right impressions.
Remember, visitors make their opinion on your website within 0.5 seconds of visiting it. So, if your website is slow or poorly designed, you will lose them immediately. Create unforgettable online experiences for your visitors with a fast and optimized website.
Mobile-friendliness is another pain point for websites that fail to create stellar first-time impressions. Since 75% of local searches start from a mobile device, you can't ignore this factor to capture more leads. When half of your potential customers access your business website on their smartphone, you should offer them seamless experiences for better conversions.
2. Ensure Quick Response Time
HVAC emergencies can happen anytime. When they do, your customers shouldn’t have to wait to reach you. Make your response time quicker by adding a webchat option to your site. Also, ensure that your contact number is prominently visible on your landing pages.
A quick response time helps capture new leads. A study says that people are more likely to go for a company that responds to their inquiry within an hour. Being slow will drag you down and take your leads to your competitors.
3. Local Listings and Ranking in Google Maps
In your HVAC marketing strategy, local listings can be the game-changer. When a potential buyer looks for your services in the city, you should be accessible right away in local search engines. Listing in Google Maps can help.
Add your business and optimize it on this platform to attract more local traffic. Once you get the verified status on Google Maps, you can easily catch your potential leads. Remain closer to the searchers and control what people see when they click on your business name.
4. Set Up and Optimize Your GMB Listing
Google My Business or GMB is your ticket to high local visibility. You can optimize this tool for result-oriented HVAC marketing. Firstly, provide the complete details of your business in the listing. It may include your business name, phone number, business address, website URL, working hours, category, profile images, short description, reviews, and FAQs.
As an HVAC business, you can list your company under categories like HVAC contractor, heating equipment provider, air conditioner contractor, heating contractor, air conditioning repair service, heating repair service, etc.
Add a CTA like ‘book now’, ‘contact us’, ‘request an appointment’, etc. to invoke visitor action on your listing. Add your keywords at the right places to make it SEO-friendly.
5. Generate More Reviews
Any marketing strategy thrives on user reviews. Your HVAC marketing isn’t different. So, gather as many customer reviews as you can and use them to build your online reputation. Reviews and testimonials acknowledge your business as trustworthy and help customers make the right decision.
You can insert them in your site, gather them in Google Reviews, and other platforms where your customers look for insight into what separates your business from the competition. It is a crucial weapon in your marketing arsenal as 85% of customers look at reviews before purchasing.
Post your reviews on social media pages, Yelp, HomeAdvisor, etc. Even if you get negative reviews from some customers, respond promptly to rebuild your image in their eyes.
6. Focus on Content Marketing
Irrespective of what you may hear, content is still at the core of HVAC marketing. Relevant, informative, and unique content has the power to capture higher search engine rankings and conversion rates. A lead-generating blog is all you need to stand out from your competitors.
Use your expertise and local market insights to create content on topics that matter to your audience. It will improve your domain authority and establish an unwavering trust with your clients. Conduct research to define your target buyer persona and run a content audit of your pages every year to redefine your marketing goals.
Even after publishing the content, keep an editorial calendar handy to stay on track with your postings. Apart from blogs, create case studies, infographics, videos, and social media posts to expand your outreach on multiple channels.
7. Leverage Paid Advertising
List your advertisement across the online platforms with paid search ads. Pay-per-click or PPC can be your safest bet for targeted results in HVAC marketing. Every time a user clicks on your ad, you will pay a small cost to the network displaying it. But, it is an excellent channel if you have a set budget. The ROI of PPC ads is about $8 for every $1 you’ll pay. Before you adopt this strategy, make a proper plan, though.
Choose a relevant platform like Google Ads and advertise your business as ‘HVAC Repair Company’. You can also advertise on Bing that drives 34% of desktop searches. Social media posting can also bolster your marketing efforts by creating brand awareness and encouraging user engagement.
You can also empower your business locally with community-based activities. Donating to local non-profits or partnering with other contractors like construction companies, property management firms, etc. will make people notice your business at various touchpoints.
Generate more leads and fuel your HVAC business with these strategies. However, managing them single-handedly won’t help. After all, you have a business to operate. So, work with marketing experts to handle this task and solidify your online presence.