Top 5 Marketing Ideas for HVAC Businesses
If you own an HVAC business, then you understand that keeping and acquiring customers is much more than changing out air filters and installing heat pumps. Even if you’re the best technician in the city, it’s nearly impossible to keep a business running without quality marketing strategies. With technology, social media, and other marketing strategies constantly evolving, it’s tough to keep up with the best marketing ideas. So we came up with a list of current tips that we feel will help your HVAC business take off!
Revamp Your Website
We all know how important a good first impression is, right? In an interview, it can be the distinction between getting a job and not getting a job. Well, your website is quite often the first impression of your services, your values, and your reputation. You’re very much so being analyzed by potential customers and considered for their immediate HVAC needs. It’s your job to convince them that you’re the best fit in their area. So what are the ‘must haves’ for your first impression on your company website?
- Make your site mobile-friendly. Most online searches come from mobile phones especially for emergencies like an HVAC outage. People want quick results and quick solutions for what they’re looking for so they will not have the patience for a site that is not compatible with their mobile device. Things like website width, image, and video load time are things to consider when building a mobile-friendly site. Google’s Mobile Friendly Test is a great tool to use to make sure your site is performing up to standards.
- Display your phone number at the top of every page. It’s important that your phone number is one of the first things they see so when they make the decision to call, they don’t have to hunt for your contact information. Show it in contrasting colors so it’s easy to see and read and use CTA buttons in your services and about us pages to make it more convenient for potential customers to click on your number.
- Make sure your site is loading quickly. You could have a really polished site, but if your high quality images or videos are causing delays in load time - we have a problem. Online searchers don’t wait long before clicking off a site that’s experiencing load issues and you wouldn’t want all your hard work vamping up your site to go to waste. The best thing to do is to compress all your images or videos before uploading them to your site. This step is crucial to making sure your HVAC website will run smoothly for your potential customers.
- Wear your best attire. When it comes to your website, looks are important. Even something as simple as a color scheme can show them if it hasn’t been updated since the 1980’s or it’s clearly kept up with the times as far as a clean, professional, and simple design. Bullet points are always great because it shows your customers exactly what you do and whether or not it’s what they need in a very simple way that’s easy to read. Make sure you’re taking advantage of common keywords that potential clients type in the search bar to help your chances of being clicked on, and help your chances of clients relating to the common issues you’re listing.
Try Targeted Email Marketing to Spark Interest From Clients
Email has been around for decades and still manages to be the preferred route of communication for all kinds of businesses. Why? Because it's quick, to the point, and there’s no room for distractions of photos, videos, or over the top sales pitches. Plus, people tend to check their email every day, in fact, 90% of emails get delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed. Email marketing continues to be a reliable and trackable form of reaching out to clients and seeing how to improve and get better conversion rates.
Don’t think of email marketing as a form of harassing your customers to spend more money on your business. The point of email marketing is to build relationships with your customers by being informative, helpful, and reliable. Here’s a couple tips to help you stay on the right track:
Personalize your emails to your specific audience. Think about your goals for the email. Do you have a percentage of clients that you know are at risk of quitting? If so, think about promoting a special offer or a list of great testimonials, or more information on how they can receive help if they need it. Just as you would tailor a resume to a specific job you want, you should tailor your emails to meet the customer’s needs. So make sure you know your customers well.
Don’t send the same email out to every single customer. Not every customer needs the same information. Sending the same email to everyone is bound to bombard customers with irrelevant information that they are not interested in. It takes you one step closer to getting a check mark in the “unsubscribe” box which surely you don’t want.
Use marketing automation. Automated emails can be extremely useful as it helps you stay consistent and also allows you to send your emails at the highest click rate times to ensure your customers see and click on the email. Sending the right emails to the right customers at the right time is a huge part of successful email marketing. Using an automation system helps out a lot with that!
Don’t lose consistency with your voice and send one-off emails that feel random to your customer and ruin their experience. Establish your brand voice from the beginning, and stay consistent with that as well as sending relevant emails to specific groups of customers. For example, if you’re primarily an HVAC company but you’ve recently added plumbing and have a special offer, you wouldn’t want to send your HVAC customers a special plumbing offer out of nowhere, right? You’d want to make sure you notify them first that your company is starting to branch out to different industries.
Use Customer Service to Your Advantage
I know we’re all over the whole ‘he said, she said’ game that had us rolling our eyes or eating an entire carton of Ben and Jerry’s ice cream as kids...so over-dramatic, right? When it comes to customer service, what people say has a great impact on your business. It can actually make or break a business if their values displayed on their website are the opposite of someone’s experience posted publicly as a Facebook status for example. More importantly, you want to do everything you can to make sure your business is performing up to the standards that you’ve set for yourself.
Training for all your HVAC technicians is essential to ensure your company is on the same page for customer service expectations, procedures, and any selling points that could create an even more positive experience for your customers. Examples of these could be anything from wearing shoe covers and displaying effective communication to special offers and always arriving on time. The better the experience, the more willing the customer is to write a 5 star review and essentially advertise for you!
Don’t forget to follow up with your clients! Whether or not you’ve received your paycheck, it’s always good to follow up with your client to check and see if they still are in need of your HVAC services, or to see how everything is working since you were there! This shows the customer that you truly care about their comfort and ultimately creates a trustworthy relationship right off the bat.
Last but not least, be quick with your response time! This goes for everything: phone, email, social media, even reviews. The quicker you are to respond to them, the less time someone else has to gain their business instead of you. Plus being able to rely on your company for quick answers will establish a foundation of trust and get you one step closer to another 5 star review and long-term customer.
Utilize Social Media
One of the best marketing tools is social media like Facebook, Instagram, Twitter, etc. The more consistent and active you are on these sights, the more potential customers are able to see how you interact with customers, what special offers you have going on, and what kind of helpful tips you have to share for common HVAC issues. Sharing videos and photos is a great way to show your company culture, values, and professional knowledge on HVAC projects. The more they know about your technicians and business, the more comfortable they’ll be with calling you up!
Another great reason to keep active with social media is to increase your exposure and provide your customers with more opportunities to leave testimonials, post about their great experiences, like and comment on your posts and provide feedback for your company! Plus, people are more likely to use services that their friends have recommended rather than spend hours researching companies they’ve never heard of. Positive exposure is always a great way to advertise for your company!
Try Pay Per Call Advertising
Pay per call advertising is essentially paying a marketing company for each call (i.e. lead) that makes your phone ring. With this strategy, you have the advantage of speaking with customers who have already decided to consider your services since they’ve called your number. Plus, you don’t have to deal with the headache of managing Google Ads in order to measure and find value in results, instead, most PPC companies do the heavy lifting for you so you can focus on running your business and answering the phones! Remember, 70% of mobile searchers call numbers displayed as search results, so pay per call strategy gives you a pretty good chance of getting quality leads.
Just be aware - not every PPC company is created the same. Some charge for all leads whether they are spam, wrong numbers, shared leads that cause a bidding war, or a lead from months ago that’s been sold dozens of times. Your hard earned money should only go towards leads that have the potential to turn into real customers, so make sure you find a marketing company that represents the same belief.
Here’s to Great Things to Come
We hope these tips will help you along your journey of growing your HVAC company. As a small business ourselves, we understand the obstacles of putting yourself out there and making sure people know your name and your value. We’re confident if you give these marketing ideas a try, you’ll be much closer to reaching all your business goals and creating an even better experience for your customers!