It is 2020. If you don’t have a beautiful-looking HVAC website there is something wrong.
Having a mobile-friendly website is crucial to getting new customers and marketing your HVAC business. At the end of the day, no matter where someone hears about your business, whether that be TV, radio, Google, or just a friend, they will eventually end up at your website.
If your website doesn’t look professional, neither will your business, and customers will have a hard time trusting you with their money.
Ok, you have a beautiful website, but people have to find it for it to be worth anything. This is where SEO comes in.
This is a great digital marketing strategy for HVAC companies; it involves the process of optimizing your HVAC website to show up higher in Google search results for big revenue-generating search terms like “HVAC near me”, or “tankless water heaters”.
As you may know, the higher your website shows up in Google searches, the more likely you will get those people searching to visit your website.
In fact, the top position gets roughly 30% of all click traffic and the top 3 positions see roughly 70% of all clicks on a given search.
So if you haven’t broken the top three in your area, you have a lot of growth ahead of you.
We recommend checking out our HVAC and Plumber SEO Guide where we go through 21 actionable steps to improve your HVAC business SEO.
#4 Use Google Ads
Google ads or PPC advertising is a great digital marketing tool for HVAC to generate more consistent leads for your business. Essentially bidding on keywords that customers are searching for, to show up at the top of Google search and above the SEO listings.
However, Cost per clicks can be expensive, but taking a strategic approach can yield predictable results that can be very profitable.
If your HVAC business hasn’t tried using Google Ads, we highly suggest this awesome source for lead generation.
Want to learn more about our Google Ads services made specifically for HVAC businesses? See our Google Ads Services here
#5 Try Google Local Service Ads
Google Local Service Ads, also known as Google Guaranteed is relatively new in comparison to PPC advertising or SEO. However, it is just as valuable for marketing your HVAC business.
Essentially it is another ad at the very top of Google. Higher up than Google Ads, and higher than the SEO listings.
Here is some key information about Google local service ads:
Only available for specific industries (mainly home services)
Not a replacement of Google AdWords
“Pay per call” not “pay per click”
The absolute top of page visibility
Another really important piece is that these ads do not show up for every HVAC search term. So If you are considering it as an alternative to Google AdWords for your HVACA business it isn’t exactly apples to apples. It acts more as a complimentary service to your existing Google AdWords campaigns.
It’s also extremely affordable. I recommend checking out our video below where we dive into Google Guaranteed in depth and whether it is worth it.
Is Google Guaranteed worth it? (Video)
#6 Expand with Facebook Ads
I’m sure you have heard of Facebook advertising by now. It has been gaining popularity quickly and has been a strong competitor to Google Adwords campaigns.
Although you can definitely use it as an alternative, we always recommend a comprehensive marketing plan that involves pairing your PPC, Facebook ads and SEO in one comprehensive marketing strategy..
Facebook ads are an incredible way to reach a large local audience without paying a high cost per clicks like in Google AdWords. With that being said, our experience has shown Google AdWords to have a higher conversion rate as customers tend to be more actively searching and “ready” to make a purchase..
ProTip: If you are new to Facebook advertising, try using it as a retargeting method for customers who visit your website. This will help reach the users who didn’t convert the first time no matter if they came from Google Ads or SEO.
#7 Create Helpful Content
Too many businesses expect trust, loyalty, and business from homeowners when in many cases these businesses provide zero value to their customers.
It may seem tough because how can a HVAC provide any value other than the value of the service itself?
This is where helpful content comes in. This includes blogs and useful articles for common homeowner issues. The more articles you write that actually solve issues and help homeowners, the more trust you will build with those individuals, and the more likely they will come to you when they have their next issue.
I would suggest doing some keyword research on common issues that customers may have and write extensive articles on them.
A great place to start is looking at the most common and easy fixes that your company runs into and creating articles on those.
#8 Submit To Local Directories
What is a local directory? Essentially it’s a modern day yellowpages but it’s all online. The difference is there are hundreds of them.
You may have even heard of some
Yellowpages (of course)
And many more.
All of these are great platforms to be on for a few reasons:
They get extra exposure of your business because these sites typically already rank in Google and get traffic
It’s a great place to get reviews and get in front of an audience you may have otherwise missed
It’s great for SEO as these sites act as links back to your site to help your website’s domain authority.
I would suggest submitting to all of the above and any other local directory you may have such as your local newspaper or media outlet.
#9 Gets Tons of Reviews
If you aren’t aware, reviews are important. Really important. Customers want to know they can trust you before calling you. If you haven’t noticed, the business with the most reviews typically is one of the largest companies in your area.
Now it’s important to ask every customer you can for reviews and get them as often as possible, and don’t forget another important piece is responding to each and every review.
Tools like Google My Business actually use that as a ranking factor so it can help increase your exposure which of course, helps increase how much work you can get.
We typically recommend starting with Google Reviews first, followed by either Facebook or Yelp reviews.
Each review platform is a great way to generate more leads for your business.
#10 Join Networking Groups
If you are not familiar with digital marketing or the above strategies or tools, networking is another great way to meet other people from similar industries.
Networking groups like BNI can help put you in touch with other business owners and create a referral network that can help your business. I find these particularly helpful when breaking into a new industry, new city or just starting out.
This is a simple way to advertise and also get advice on business strategies from other successful business owners.
#11 Join local Facebook Groups
Facebook is full of local groups that you can join.
If you are in a large city you may find groups specific to each neighbourhood. These are great opportunities as many homeowners trust local, and ask for recommendations for HVAC companies more often than you may think. This is a great place to reach out and offer your services or at least your help.
The best way to find these is to either look up your “city” +”buy and sell” or your “local neighbourhood” +”buy and sell” on Facebook.
#12 Email Marketing
If you aren’t using email marketing, you are missing out on a huge opportunity. This is a great way to stay in touch with past and present customers, offers/promotions, and peak interest in your slow periods.
Use email marketing services like Convertkit etc to set up automatic email blasts for promotions at different times of year.
ProTip: To really engage your customers and reduce your unsubscribe rate, send emails without an “ask” or “offer”. Use in-depth content like blogs and helpful articles to provide value to your audience. Do this and you create a loyal customer base in no time.
#13 Partnering with Local Businesses or Charities / Cross-promotion
Practicing social responsibility is a great thing to do, not just for morale, but it can also pay off for your business.
Contributing not just your money, but your time to charities and local organizations can help bring exposure to your business. There are many charities that love even the slightest donations or sponsorship for certain events. Use these to do a little good and get some extra exposure.
You can also pair up with local family activities and events like sports and community holiday activities. These are easy ways to get more exposure in the community without breaking the bank on advertising.
If you are looking for more helpful articles on marketing your HVAC business, we suggest checking out some of our helpful articles below.