Mark Snell, owner, and founder of Polestar Plumbing, Heating & Air Conditioning is a third-generation plumber and HVAC technician.
Many companies in the HVAC industry know that digital marketing is an effective way to grow their presence on the internet. Some company owners and marketing teams already know how to produce helpful digital content, like offering heating and cooling tips or providing reasons why a new HVAC system might increase the overall value of your home. However, not every HVAC industry insider knows how to both provide quality customer service and create content that increases web traffic.
Fortunately, it’s possible to achieve great results with digital marketing solutions, if done correctly. With so many different ways to design, write and share content online, your HVAC business must have a clear digital marketing strategy. Consider implementing these digital marketing solutions:
1. Search Engine Optimization (SEO)
One of the best ways for your HVAC company to market your services is using search engine optimization (SEO). This organic marketing strategy focuses on optimizing your website so it can be found by popular search engines such as Bing and Google.
SEO encompasses multiple factors that play a part in your website’s ranking on search engines, including:
• Relevant keywords.
• Keyword density.
• Internal links.
Keyword optimization is one of the most important elements of helping your content rank on the first page of Google search results. Your content marketing campaign will gradually fade away if you don’t use the right keywords on your website. But how do you find the right keywords? There are keyword research tools available if you want to find the right keywords yourself. Or you can hire a digital marketing consultant who specializes in HVAC companies (or related service industries) to handle the work.
Another SEO practice that’s especially important for companies in the service industry is location-based content. The chances of you ranking highly for a single word (“heating”) or a simple phrase (“heating and cooling”) are astronomically low. But if you create content around long-tail phrases that include your service and locations (“HVAC service in Los Angeles”), you have a much better shot at ranking well on Google.
2. Pay-Per-Click Advertising (PPC)
Another great type of digital marketing for service companies is pay-per-click (PPC) ads, which are easy to set up and use. You can sign up with various search engines to have your ad show up for specific keywords, and you only have to pay if people click on your site.
PPC is not without its cons, however. Because pay-per-click advertising means you pay for the right to rank for specific keywords, highly sought-after keywords will cost the most.
The search engine platform hosting your PPC ad will charge you a fee every time a user clicks on your post. That fee is the amount you bid for the keywords that ranked you at the top. However, you can set limits to how much money you’re willing to spend on PPC advertising each month.
Businesses with deeper pockets may hire PPC experts to create and manage their ads. Depending on the size of your budget, PPC advertising may be worth considering to increase your company’s revenue.
3. Email Marketing
This digital marketing solution works by allowing site visitors to sign up for your emails. Then, you periodically send out newsletters to update your clients and give them special offers that encourage them to do business with you again. Emails with bonus offers give the feeling of exclusivity, which is what all consumers want at the end of the day.
Managing your email list can be a monumental task. So consider using an email autoresponder to save yourself some time. This tool is essentially an artificial intelligence response unit, capable of responding automatically to emails, directing your visitors to the relevant parts of your website and gathering additional information. They can be programmed to be as smart as you need them to be.
When you’ve sent out your sales copy, you’ll likely receive little or no response from recipients. But by using an email promotion and internet marketing automation autoresponder, you can reinforce the impact of your original mailing by scheduling a sequence of follow-up emails.
You will build a customer base most effectively by establishing your credibility among your potential customers. So consider using email marketing automation to send out a regular series of informative emails about your product.
When To Hire A Digital Marketing Consultant
It’s easy to throw money away on digital marketing solutions if you don’t have a clear strategy for growth.
Digital marketing consultants or agencies can evaluate the various aspects of your HVAC marketing and determine what’s performing well. Then, they’ll devise a comprehensive digital marketing growth strategy for your company based on their findings. They can also manage your campaign, freeing you up to focus on more important aspects of your business.
In my company’s case, our goal was to increase our digital presence in the greater Kansas City area. We experienced a significant uptick in website traffic from that metro area within the first two months of our digital marketing consultant implementing location-based SEO content.
Our digital visibility has also increased in several other target service areas. The digital marketing consultant we hired has utilized a data-driven approach to make the most significant impact our marketing budget allows.
How To Increase Revenue Through Digital Marketing
Instead of throwing money and manpower at every digital marketing avenue, focus on only one or two. These strategies should be the ones that achieve the highest conversion rates and yield the most engagement from your customer base.
Not all HVAC companies are created equal when it comes to digital marketing solutions. Some companies might have charismatic social media managers who receive high engagement on Facebook or Twitter. Others might use skilled copywriters who achieve high conversion rates from email campaigns. If you focus only on the types of digital marketing solutions that work best for your company, you’ll find that the growth you experience is money well spent.