The marketing world is constantly changing and evolving. The further we advance in technology, the more critical it is for businesses of all industries to embrace digital marketing as the new and improved marketing method.
With HVAC companies, this is no different. More and more HVAC companies are shifting their focus from traditional HVAC marketing strategies and adapting them to the ever-growing digital space.
So with these new digital HVAC business marketing platforms, how do we know where to start and where dows our brand fit in?
No need to worry, we’ve got the 411.
In this article, we’ll cover everything you need to know about HVAC marketing in this modern age so you will be well on your way to being a digital marketing master.
Is HVAC a Growing Industry?
Yes. HVAC is certainly one of the top growing industries today and is projected to keep growing for years to come.
In 2020, the HVAC Services Market had a value of $57.8 billion and is projected to reach $82.5 billion in 2026; growing at 6.1 percent from 2021-2026.
The COVID-19 pandemic is partly responsible for this growth as people are staying indoors more often than before. This has resulted in a higher value and standard of home comfort which is great for any HVAC business.
In addition, more people are starting to work in the HVAC industry than ever before. In 2018 alone, 1.2 million people in the U.S. joined the HVAC workforce— breaking records of a five percent boost over the previous year. There is an estimated 13 percent growth by 2028, which is evidence in itself how the industry is doing.
What is the Target Market for HVAC Products and Services?
The target market for HVAC companies has remained the same for a while and doesn’t appear to be changing anytime soon.
HVAC companies, big and small should be targeting their HVAC advertising and marketing strategies on homeowners, owners of commercial buildings and property management firms.
Typically, homeowners are around 25 to over 65 years old. Homeowners that just move in most likely plan to upgrade, repair or install HVAC units. Home sellers, alternatively, like to upgrade their HVAC units to increase the sales value of their home. These are the most common target markets that keep HVAC services in high demand.
As important as it is to focus your marketing efforts on these demographics, it is still wise to target all available markets to get the best results. The bigger your business is, the wider your target range can be. So if you’re a small business, make sure you aren’t spreading yourself too thin.
At Selling Revolution, we will help your HVAC company thrive. Whether it’s with providing you great HVAC marketing ideas, gaining more high-quality HVAC leads, increasing conversions or customer retention rates, we’ve got the knowledge and experience to get you there.
What are the Basic Services for HVAC?
Sure, HVAC stands for heating, ventilation and air conditioning, but that doesn’t cover all the services that this industry offers.
Here is a brief list of some of HVAC companies’ most basic services:
- Cleaning services of coils, drains and elements
This involves the removal of dust and dirt build-up from the units. It also entails adding chemical treatments to prevent any possible growth of mold, bacteria or other microorganisms which might lead to future health problems.
- Checking of connections, motor operations and thermostat functions
An HVAC contractor will inspect each of these elements to ensure that they are functioning correctly. If they aren’t they will effectively repair or replace them.
- Monitoring of refrigerant pressure
This is when a technician regularly checks the pressure of a closed refrigerant system to ensure that there is no loss in the cooling capacity.
- Safety controls testing
The HVAC contractor tests the safety controls of the heating, ventilation and air conditioning system. It is necessary to ensure that they work according to what was originally designed.
- Lubrication of moving parts
This entails greasing the joints of moving parts of HVAC units, such as compressors, condensers, evaporators and other moving parts of the system.
How Can You Promote Your HVAC Business?
As we previously mentioned, digital marketing is the new way for HVAC businesses to promote their products and services.
There are many different ways to go about doing this, but it is important to know which HVAC marketing strategies will work best for your business.
To give you a headstart, we’ve listed some of the best HVAC marketing plans that will effectively launch your business in the digital sphere.
Run PPC Campaigns
Pay-per-click, otherwise known as PPC ads serve as an excellent cost-effective marketing tool for HVAC companies. It offers a substantial return on investment (ROI) as businesses can wrack in $8 for each $1 they spend on Google Ads.
PPC campaigns allow you to target your ideal customers with laser-like precision. The key to success in any PPC campaign is the ability to demonstrate how it contributes to business goals, which can often be achieved with strong metrics and reporting.
Here are some great platforms where you can run PPC ads:
Local Directory Listing
Adding your HVAC company to local directories is one of the best ways to get HVAC leads. It’s a marketing strategy that leverages the power of local search, which is what most people do when seeking out a reputable HVAC company.
Sites like Yelp, Yahoo, Local.com and Foursquare are some of the most commonly used local directories. They have millions of daily users, which makes it an effective way to market your business and reach a wide audience.
Be sure to avoid choosing just one, as you’ll obtain more results when you join a few. When utilizing local directories successfully, you will effectively build brand awareness, generate more leads and convert more customers.
Google My Business (GMB) Listing
If you want to keep up with the competition and remain relevant in your industry, listing your company on Google My Business is the way to go.
Google My Business is one of the most beneficial HVAC marketing services out there, and for good reason. It helps customers discover your business online from just simply typing “HVAC company near me” in a Google search.
It efficiently links with Google Maps so you can promote your brand within your local market and is a convenient way for customers to check out your website, services, prices and reviews all under one interface.
Post Blogs Regularly
To remain prevalent in your customer’s minds, post regular blogs. This is an effective HVAC marketing plan because when people are searching for HVAC solutions on Google, a link to your article will show up (as long as it has great SEO).
Posting regular blogs also builds a level of trust and credibility with your customers. When they consistently see knowledgeable posts on industry-related topics, they will conclude that you know your stuff.
You can write how-tos and industry-related news or highlight customer testimonials and success stories. As long as you cater to your target audience and make the posts engaging, you will find that it attracts more customers to your website.
Ultimately, the more content you put out there, the higher your chances are of generating more leads and customers.
Personalized Email Marketing
Personalized email marketing is and will continue to be one of the most effective marketing plans for HVAC companies. It has been shown to boost clickthrough rates (CTR) by over 400 percent!
With personalized email marketing, you can show the recipient their very own data, and use it to create a tailored email message. This can be done by creating an email list from your customer database for targeted emails.
To determine what data to use, look at things like how often you do business with someone, the time since the last purchase, or the number of purchases made. Then, build your email list from those individuals who fit into that criteria.
Similar to personalized email marketing, sending email newsletters is another great way to market your HVAC company. It’s also one of the best ways to stay in touch with existing customers.
For one, it’s efficient. Compared to snail mail, it’s cheap and easy to send bulk emails. You can reach large numbers of people for a relatively low cost. If you need to send out information about an event or promotion, having a contact us form is extremely useful as well, allowing people who visit your website or call your office to sign up for email lists.
Also, interacting with company employees and representatives is important because it builds trust and credibility. Interacting with your customers through email newsletters is a great way to do this.
In your HVAC marketing, you will see the best results when you send out emails regularly. People like seeing what is going on in their community and having updates about all of the events that are happening around them. This is why many business owners choose to send out company newsletters with news related specifically to their area of expertise.
As far as your newsletter goes, your main objective is to create content that is interesting and engaging so that people actually read it when they get it in their inboxes. Otherwise, you’ll be wasting your time and efforts.
Consumers love a compelling visual, which is why video marketing has been proven to be an excellent way for HVAC companies to market their brand.
Video marketing involves the use of video to promote or market your brand. Videos can be used for all sorts of things; they can help explain the benefits of your products, tell stories about how you’ve helped previous customers, introduce new products and services, showcase testimonials from satisfied clients, and much more.
A study by Animoto found that marketers who incorporate video into their content marketing generate more than three times as many leads per month on average compared with non-video users. And with YouTube reporting one billion hours watched in 60 days, it’s clear videos are a great way to stand out from the crowd.
On-page and Off-page SEO is the foundation of many HVAC marketing campaigns.
On-page SEO is the practice of optimizing your website for organic search engine rankings by good coding practices, good copywriting and appropriate keywords to improve search traffic.
Off-page SEO (most people refer to it as link building) usually involves building links to your site through other websites or social media sites like Facebook or Twitter.
Link building can also involve creating a network of links from one’s site which helps signal that those sites are related content-wise and therefore should be ranked together in Google searches.
While both on-page and off-page SEO activities have a role in ranking a website highly, off-page takes a back seat to on-page efforts because they cannot be directly controlled.
Offer Discounts and Promo Codes
Simply put, customers love a good discount on any of their services.
Offering discounts and promo codes are great marketing tactics for HVAC companies because it incentivizes new customers to purchase your services and also incentivizes them to tell their friends how awesome you are.
For the most part, all of these promotions live on an online coupon code platform that you can access through your HVAC company website, which means they’re automated and don’t require any extra manpower.
Everyone loves a good deal, so why wouldn’t your prospective customers love your discount?
Create Landing Pages
As an HVAC company, your landing page should encompass the very essence of your brand, its core message and the value of the services you provide.
To create a gripping landing page, your HVAC marketing effort needs to be focused on one goal: lead generation. An effective landing page should make it easy for visitors to complete the conversion action you want them to, whether that’s subscribing to an email list, filling out a form or making a purchase.
It is extremely crucial to maintain a clear focus when creating a landing page because if anything detracts from this singular goal, it could reduce conversions and hurt the overall effectiveness of your landing page.
HVAC contractor marketing in the digital world can seem like a daunting task, but it doesn’t have to be.
At Selling Revolution, we have helped countless HVAC marketing companies get off the ground and become top competitors in their industries.
Book a call with us today. We can help you with buying HVAC leads, creating effective HVAC Facebook marketing and more.