22 min read
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Updated: September 27, 2022

HVAC Digital Marketing: A Checklist to Complete Now!

What do solo HVAC contractors, and medium and large-sized HVAC companies have in common? They can all benefit from HVAC internet marketing!

75% of companies increase their credibility and trust with digital marketing tactics. It’s no secret that consumers who trust HVAC companies are two times more likely to hire their services. So, what are you waiting for?

Maybe you’ve completed your HVAC internet marketing campaign on social media, or perhaps your interest in digital marketing for HVAC companies has only just begun. No matter. This HVAC marketing checklist serves as a helpful guide to getting your HVAC internet marketing off the ground.

HVAC Digital Marketing 2021 vs. 2022 and 2023

heating, ventilation, and air conditioning company website homepage

If HVAC marketing 2021 was the tail-end of surviving the worst of the pandemic, then 2022 and 2023 are about thriving in a world where 40-60 billion searches are happening on Google per month.

During the pandemic, many realized digital marketing for HVAC companies is now table stakes. Presently, and in 2023 and beyond, HVAC internet marketing will continue to become more important as a means of doing business.

As new technologies take hold, and more consumers adopt voice search, digital marketing will become the expected norm. Some might argue it already is. If you resist or deflect online marketing, you’ll fall behind your competitors.

When it comes to successful HVAC digital marketing, there’s no one-size-fits-all approach—whether it’s online marketing for air conditioning or promoting discount services. However, there are a few fundamental steps that, when executed well, lead to business success.

Do You Really Need to Start with Every Possible HVAC Marketing Tool?

HVAC marketing can be overwhelming when you’re starting — from social media to email marketing and pay-per-click advertisements — there’s a lot to choose from! The good news is you don’t need to use them all. Once you’ve identified your client’s needs and wants, you can select the right channel to reach your target market. If you know most of your clients are on Facebook, it’s better to prioritize this social media channel over Twitter, for example. A strong HVAC internet marketing strategy favors strategic selectivity over the general use of all available marketing tools.

Step 1: Be Sure Your HVAC Company Website Performs Well

At the very least, you should have a well-performing website or simple landing page that clearly displays your services and contact details. A good performance website is uniquely designed to drive traffic, i.e., drive internet users to your website using specific marketing tools and strategies.

User-Friendly Structure

Your HVAC website design should be UX-friendly. UX stands for “user experience.” If a site is UX-friendly, it’s intuitive to navigate, and its design lends itself to easy use. Websites create impactful first impressions, and if yours produces a positive experience, it increases the chances of clients using your services.

Mobile-Friendly Website

User-friendly website

According to the e-commerce business Oberlo, 73% of the world uses smartphones. An overwhelming majority of people email, shop, and view entertainment on their phones. This is why your HVAC website design must be compatible with mobile devices, meaning that when your regular website shrinks down small enough to display on a mobile device, it still looks like a smaller version of your desktop website, without any distortion.

Good Website Speed

Website speed plays a direct role in user experience. Users will immediately bounce off if a website has a slow speed time. Website Builder Expert noted that 46% of users don’t return to poorly performing websites. Ideally, a website load time should take less than 2 seconds. Always test the speed of your website before launching and tweak where necessary.

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Tips from an HVAC Website Development Company

Our developers offer the following advice if you want to turn your website into a conversion magnet:

  • Hiring an HVAC website development agency or expert with a solid track record ensures your project will start with a strong foundation rooted in SEO and design-best practices.
  • Make sure your website is responsive and mobile-friendly so customers can access it on any device.
  • Add positive testimonials, reviews, and rewards to bolster your brand’s image.
  • Each page should have a clear call to action, so visitors know what to do once they’ve arrived.
  • Keep the design clean and simple to ensure a positive user experience.

Step 2: Show Your HVAC Company to Potential Clients

Showcasing your website’s experience is a quick way to win potential clients over and build trust without much effort. You can leverage several techniques such as: case studies, reviews, and insightful blogs — all of which contribute to strategic content marketing for HVAC businesses.

Show Clients’ Reviews

Client's review

With a Google My Business account, you can request reviews from customers through a simple link. The more favorable reviews you gain, the higher you’ll rank on Google search. This means that you’re more likely to pop up first on Google’s result page when people search for an HVAC business. You can also embed reviews on your website and share them on social media. If the stats are anything to go by, according to Invesp, 88% of customers trust online reviews as much as personal recommendations.

Show Your Case Studies

Another great way to showcase your experience is through case studies of past client work. Robust content marketing for HVAC might include blogs describing solutions to common problems or short videos of product installations. Evidence that lends credence to your experience easily gains the trust of potential clients.

Describe Your Specific Experience

It seems straightforward, but so many experienced businesses don’t take the time to describe their specific experience. An optimized HVAC digital marketing strategy will include listing your specific experience on your website and aligning it with keywords. For example, if you know that clients Google search, ‘air-conditioning in Miami,’ then on your website you might say, ‘we have over eight years of installing air-conditioning in Miami.’ This increases visibility because the content on your website aligns with what your clients are searching for.

Bonus Tips: An HVAC Content Marketing Plan You Can Create Right Now

HVAC content marketing campaigns and tactics that generate the most leads are:

  • Before-and-after images
  • Case studies
  • Client reviews

Before-and-after images are common on Facebook and Instagram. These visual case studies work well because they persuade prospects, with evidence, that your services will deliver results.

Case studies, whether photos or articles or both, are invaluable assets when it comes to proving what you’re offering is valuable and of good quality.

This type of collateral offers in-depth information about how your HVAC company solves your customers’ problems and basically sets you up to score your next client.

Other types of content, such as reviews provide potential customers with extra encouragement to hire your company. Search engines like Google also rank websites higher if they have a large volume of positive reviews because they regard them as a trusted signal of business credibility.

So, to create a simple marketing plan, all you need to do is take before-and-after photos and promote them on social media with a call-to-action. You can also ask your customers for reviews and add them to your posts and website. It’s as straightforward as that.

And if that’s too much work because your schedule is busy, then hire an agency like Comrade that provides a high-quality HVAC content marketing service to boost your sales.

Step 3: Share Your HVAC Company on Social Media

Clent's account

Social media was first designed to connect with users and communities but has developed into an advertising marketplace over time. HVAC social media advertising is like “word of mouth on steroids.” How you use social media for HVAC depends on your target market’s preferred channels. Profiles on Facebook, Twitter, Instagram, and TikTok act like extensions to your website, with the advantage of immediate interaction. Social media platforms provide the opportunity to showcase your experience by sharing reviews, blogs, and videos. They can reach an increased number of different clients, which isn’t possible with a website alone.

Video Content to Show Your Process

The networking hardware company Cisco reported that 82% of internet traffic comes from video. IGTV, TikTok, and YouTube video marketing for HVAC companies allows you to create process-driven marketing material and post them online to generate leads. YouTube Ads enables businesses to upload short paid-for commercials to its platform that are then played before other users’ YouTube videos. As an experienced HVAC social media agency, we recommend you create sponsored commercials on IGTV and TikTok, which are broadcast in much the same way as traditional television commercials.

Before/After Photos to Show Your Cases

Images perform a central role in marketing, and there’s no swifter way to show a job well done than displaying before and after photos. Social media channels like Instagram and Facebook, and even Pinterest, are best suited to attract potential clients to your HVAC company. Social media marketing with images also begets more conversions.

Step 4: Invest in HVAC PPC Marketing

How to Market Your HVAC Company

hvac company pay-per-click ads

HVAC Marketing results don’t occur on a whim. They are the consequences of intelligent HVAC company digital strategies that help advertise goods and services in a way that generates the most profits. When it comes to HVAC contractor online marketing, there are two domain strategies: SEO and pay-per-click (PPC).

The former attracts organic traffic while the latter is paid. And even executing a simple air-conditioning marketing strategy is not as simple as just publishing your adverts online. Whether you’re engaged with HVAC POP marketing or online endeavors, you need to have SMART (specific, achievable, relevant, and time-bound) goals.

PPC is a common internet marketing method that stands for Pay-per-click advertising. Search Engine Journal defines it “as an advertising model that lets advertisers place ads on an advertising platform and pay the host of the platform when their ad is clicked on.”

Implement an HVAC PPC Strategy

1. Choose a Target Audience

A target audience refers to a specific group of consumers most likely to want your product or service. Targeted advertising is a form of online advertising that focuses on your clients’ specific traits, interests, and preferences. As an HVAC business, you can use Google Ads, Google’s online advertising platform, to target clients in areas that you work in or large building developments that require your HVAC services.

2. Choose the Right Type of PPC

If you’re new to marketing, search and call ads are probably a good place to start. With Google Ads, you can place search ads, a type of PPC for HVAC businesses that gets your company found on search engine results. As popular HVAC marketing solutions, calls encourage people to reach out to your business. They appear on devices that make phone calls. When a potential client clicks on your ad, it automatically places a call for you from their device.

3. Analyze Results

Proper HVAC PPC management calls for in-depth campaign analysis. Marketing strategies are never set in stone and should be fine-tuned and improved when you have a clearer understanding of how your clients engage with your marketing efforts.

Step 5: Local SEO for HVAC Company

Company local SEO

Local search engine optimization (SEO) is the process of optimizing your online presence to attract more business from online searches on Google or Yahoo, for example, that are relevant to a specific location.

SEO vs Local SEO: What Is Better for Hvac?

Traditional SEO focuses on improving a site’s visibility on a national or global scale. In contrast, local SEO allows a business to capture local search territory and connect with searchers in the area. HVAC businesses provide a physical service, so it makes more sense to utilize local SEO. HVAC companies can make use of Google My Business and hire a HVAC local marketing provider for optimum HVAC SEO results.

How to Optimize Google My Business

Google My Business is a free tool that allows businesses to promote their profile and website on Google Search and Maps, which improves local SEO, bringing in more leads. For the best results, be sure to fill out all data accurately and always use high-quality images. Ensure that key data like your address and phone number are local and consistent across all data entry points.

How to Use Specific Directories and Local Forums

Lastly, local business directories like LinkedIn and Facebook and online forums play a part in boosting local SEO. Search engines index websites that have information on your business. Search engines will consider your business a highly valued listing if you have consistent and comprehensive details on different directories and forums, further boosting your SEO. Most companies prefer to hand over these tasks to HVAC local marketing management agencies as they tend to be finicky and time-consuming.

Step 6: HVAC Local Email Marketing

An HVAC business with local clout can use its regional expertise to promote its brand as an expert in its service areas. This can be achieved through strategic email building, which fosters strong relationships with nearby customers and can achieve an ROI of up to 4400%.

What Is Email Marketing?

Email marketing is a form of direct marketing as well as digital marketing that uses email to promote your products or services. Beyond its impressive ROI, local email marketing allows you to automate feedback requests, send exclusive offers to customers nearby, and trigger remarketing campaigns for leads with abandoned carts.

How Does Email Marketing Help HVAC Businesses?

If you want to improve lead generation, brand awareness, and build strong relationships with customers, then you should invest in email marketing. The magnetism of email marketing lies in its powerful ability to keep customers engaged between purchases through different campaigns.

Your latest product launch, seasonal sales, thank you follow-ups and company updates are all great topics for regular newsletters. Once customers have opted to receive emails from your company, they’ve entered the sales funnel, and all you have to do is create and send content that converts them into buyers.

How to Avoid SPAM Filters

Inbox providers like Yahoo Mail, Outlook, and Gmail use spam filters to protect their users from harm. Roughly 15% of marketing emails are caught by spam filters, which can result in a sizable profit loss.

Some email best practices to avoid spam filters:

  • Use segmentation to send targeted, relevant emails
  • Use a real reply-to address in your campaigns
  • Take care to write a good subject line without excessive punctuation, and avoid trigger keywords like “earn extra cash,” increase sales,” etc., as they sound spammy
  • Use a proper text-to-image ratio
  • Only send emails to subscribers.

Benefits of Hiring an HVAC Digital Marketing Agency

Digital marketing for HVAC companies represents an array of different tactics that augment business growth. However, this growth comes from a particular skill set, level of experience, time, and resources that your HVAC company may not have.

HVAC internet marketing will undoubtedly be an asset to your business if you hire an HVAC digital advertising agency with the experience to execute high-performance campaigns. 90% of the time, companies outsource their HVAC digital marketing services simply because it’s more efficient and allows them to optimize other business areas.

Here are some of the many advantages ways an HVAC digital marketing company can help you:

  • Save time and costs
  • Expand your HVAC business online with scalable services
  • Access an “in-house” team of experts
  • Always stay up to date with marketing and consumer trends
  • Guaranteed results or your money back with Comrade Digital Marketing.
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Hire HVAC Digital Marketing Specialists

Comrade is a full-service web design and digital marketing company that helps companies grow their revenue through UX-friendly web design, SEO, and PPC marketing strategies. If you’re an HVAC business looking for guaranteed online marketing results, contact us today for a free consultation.

Frequently Asked Questions

Where can I find your company?

Comrade originates in Chicago, but we worked all around the United States. We can help your business grow and increase revenue whenever you are. We have offices across most major cities in the US. For example, we can offer digital marketing services in Minneapolis or New Orleans. You can even find our internet marketing experts in Cleveland! If you want to know more about our Washington D.C. digital marketing agency or find out how exactly we can help you, contact us via the phone or email.

I hope you enjoy reading this blog post.

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About the Author
Stan Bogdashin
Stan co-founded Comrade Digital Marketing and serves as its marketing strategist and IT expert recruiter.
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