Looking for Ways to Get More Quality Leads for Your HVAC Business, But Not Sure Where to Start?
HLM has been getting HVAC companies local visibility and high-quality leads for more than 10 years. In fact, we cut our teeth on HVAC services.
So, what do we consider to be a sure fire digital marketing strategy for HVAC companies? To grow your HVAC company, we recommend combination marketing: Doing a variety of things, doing them well, and doing them consistently.
As specialists in digital marketing, we provide custom website, SEO, paid search, and reputation management for HVAC companies. We are your digital partner, and the combination of services we recommend to grow your HVAC company is unique to your goals, your market, and your budget.
Yesterday’s marketing tactics are no longer enough to grow your business.
While HVAC services have largely stayed the same, the HVAC landscape has dramatically changed.
Most residential markets have become saturated with home-based HVAC companies, making it highly competitive and more challenging to find new customers.
What you did to grow your business, getting it where it is today, is not enough to sustain or keep growing your HVAC business year after year. A great example of this is having a website built and maintained by YP.
If you're just starting out and need a modest website to have a web presence, a YP website probably seems like a great solution. YP sites are typically clean, and they include your contact info with some general information about the services you provide. And you'll probably notice a few more calls from people checking you out online. The problem is, your website will look like every other HVAC website they create. And your content will read just like every other HVAC website they write content for. It's very templated and very generic. Customers who come to HLM from YP are typically disappointed in overall performance of their website, and it's not surprising.
Marketing your HVAC company with just a basic, templated website is not an effective, lead-generating strategy.
To get more heating and cooling leads and grow your HVAC business, you’ll need to use both traditional marketing and digital marketing, and you’ll need to dedicate some time and effort to do both.
Traditional Marketing vs. Digital Marketing
If you’re like most HVAC companies, you’re probably doing some form of traditional HVAC marketing and advertising without even thinking about it.
Yard signs, lettering or magnet signs on your trucks, business cards, flyers, direct mail, and coupon packs are just a few of the marketing tactics that fall into the traditional marketing category.
Word of mouth or referral marketing would also fall into that category, although with the rise of social media and review sites, referral marketing is becoming more prevalent in digital marketing.
If traditional marketing alone is giving you enough business to lead the lifestyle you want, great! Keep doing what you’re doing.
If you want to compete in your market and grow your HVAC business, you’ll need to pair your traditional marketing with a robust digital marketing strategy.
Why Do You Need a Digital Marketing Strategy to Grow Your Business?
Because today’s homeowners start their search for HVAC services online.
75% of buyers do their research online before taking action*.
*according to Net Marketshare
Today’s homeowners turn to social media sites to find recommendations from friends and families for HVAC companies to use.
Today’s homeowners will research your company online before making a phone call- so you better have a great looking website, and you need to have a great online reputation.
With digital marketing, you can reach and engage a larger radius of homeowners and businesses in your area that are looking for heating and cooling companies to repair, replace, or service their HVAC systems.
How to Compete Online- and Win!
When someone goes online and searches for "furnace repair" or "AC repair" or "HVAC company near me", the goal for HVAC SEO is to show at the top of search results in the #1 position, in as many places as possible.
And depending on budget and the types of content your company produces and posts, there are a lot of ways to get there: organic search results, Google My Business, Paid Search, Local Service Ads, and Google Answer Box.
By taking advantage of one or more digital channels, you can actually target a specific demographic with a particular service at a specific time of year. You can create urgency, promote a seasonal product, overcome slow seasons, or take advantage of weather-related outages.
A well-optimized website, a Google business listing with lots of positive reviews, a paid ad, an informative blog, or a how-to video, are just a few of the digital marketing tactics HVAC company will need to use to compete online.
With HLM's digital marketing for HVAC companies, there is no limit to how, when, where, and with what content you can reach potential customers.
Ask the Experts
It includes unpaid or organic results.
It excludes people who type in your web address, or direct traffic/visitors, and Paid Search clicks.
EAT is a guideline Google uses to assess a website’s value. It stands for Expertise, Authority, and Trust.
Be Accurate
Select a Category
Add a Business Description
Add Pictures
Get Reviews
With every listing you setup, make sure you have a plan to monitor it. When you receive positive feedback, send a quick “Thank you” reply to that customer! If you receive an unfavorable review (it happens, so don’t stress too much over it), respond to it promptly. This demonstrates your genuine concern for the customer’s issue, as well as a willingness to work towards a solution.
Business Cards
Service Stickers
Vehicle Signs
Collect Emails
Ask for Referrals
Ask for a Recommendation
Direct Mail