Forbes reported that since Covid-19, the world’s internet usage has increased by 70%. Some brick-and-mortar companies have been slow to adopt digital transformation, but the pandemic has made it more urgent than ever to invest in digital marketing to thrive in the “new normal.” Roughly 40-60 billion searches are happening on Google per month, which means if you’re not online, you’re missing out on many business opportunities. When it comes to successful HVAC digital marketing, there’s no one-size-fits-all. However, there are a few fundamental steps that, when executed well, lead to business success.
HVAC web 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.
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.
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.
According to the e-commerce business Oberlo, 73% of the world use 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.
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.
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.
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.
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.
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.
Social media was first designed to connect with users and communities but has developed into an advertising marketplace over time. Some have described it as “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.
The networking hardware company Cisco reported that 82% of internet traffic comes from video. IGTV, TikTok, and YouTube marketing allow HVAC companies to create process-driven video 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. You can also create sponsored commercials on IGTV and TikTok, which are broadcast in much the same way as traditional television commercials.
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 bowl over clients with strong visuals.
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.”
A target audience refers to a specific group of consumers most likely to want your produce 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 your work in or large building developments that require your HVAC services.
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. Call ads are also popular and encourage people to call your business. They appear on devices that make phone calls. When a potential client clicks on your ad, the ad automatically places a call for you from their device.
As with all marketing, it’s crucial to analyze your HVAC digital marketing results. 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.
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.
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 to 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 for optimum SEO HVAC results.
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.
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.
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.
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