5 Simple Marketing Strategies Your HVAC Company Can Start Implementing Today!
Are your HVAC marketing efforts paying off as well as you had hoped or are you ready to throw in the towel? HVAC advertising requires a multi-pronged approach to be as successful as possible. With that in mind, we’ve compiled a list of five simple strategies that you can use to market your company.
There are other methods that you can use as well, like social media marketing. What we’ve done, though, is to find the top five strategies that get maximum results in a minimum amount of time.
Check through this article and see whether or not these strategies might work for you. They are all simple enough that you can get started straight away. All you need to do is to implement the strategy of your choice, and then monitor its effects on your results.
From there on, you can easily tweak it for even better results.
Mobile Website With Lead Conversions
Mobile is the way of the future. According to the latest stats, 57% of site visits to HVAC companies originate on mobile. That’s a lot of business that you might be losing if your site is not displaying well on mobile.
The first step is to ensure that your site works well on a smaller screen. This might mean a pared-down version of the main site because the site must load fast. (And by fast, we mean three seconds or less.) Also, check that the fonts are easy to read and that the site is designed impeccably.
Once the visuals are sorted out, it’s time to add in some simple touches to ensure that you get maximum lead generation and conversion.
The following tips will help you with this:
- First off, make subscribing as easy as possible. Make it a one-step process as far as possible and keep the information required to a minimum. The simpler, the better.
- Create a really compelling offer. One that will make people jump at subscribing to your newsletter. Spend some time creating a catchy headline that people will take notice of.
- Use good CRM software, like InfusionSoft, Active Campaign or HubSpot to automate the process of lead generation on your site. These programs are great for getting results and allow you to manage leads and monitor the progress of them.
A Referral Program
There are several forms that a referral program can take. It could be:
- Referrals from clients
- B2B referrals
- Affiliate referrals
The key to getting this kind of marketing right is to make it worthwhile for the referrers. Some companies do this by offering a monetary reward for successful referrals. Others offer discounts, or free products when they sign someone else up.
You’ll need to gauge what will work best for your referral network. For example, you could offer a free basic service if a client refers five new clients. How much of an incentive that would be is going to depend on how badly the referrer needs the service.
If it’s a personal client, and they’ve just had this done themselves, they won’t be quite as motivated. As a result, a voucher for a local shopping mall might provide a better incentive.
Referrals have to be good ones that bring your business. It’s very easy to scroll through your email directory and find a lot of leads if you get a reward on just the lead. It’s harder if the reward is based on actual sales. Cut back on bad leads by using this tip.
Email marketing is still ranked as one of the best ways to reach out to clients by many marketers. It offers a cost-effective way to send out your marketing message. Is it the best marketing tool? That depends on how you use it. Below we have some tips on getting email marketing right.
- Make sure that the email will display well on mobile
- Keep it short and to the point – people don’t like having their time wasted
- Segment your subscriber list. There are many ways to do this. You could, for example, sort them by the type of HVAC system they have installed, or by geographical area. You want to do this so that you can create targeted emails that are relevant to that segment.
- Work on getting creative with the subject line. What terms are more likely to get people to open the email? How will you make your email stand out amongst all the spam out there? Some companies, for example, use emojis in the subject line to stand out more.
- Never spam your clients, no matter how relevant the email might be to your service. If they sign up for a weekly newsletter, that’s what they should get. You can add in the occasional marketing email every now and again but never become a bother, or you’ll get blocked.
- Always make it easy to unsubscribe. People will find a way to do this anyway, and if you make it harder, you risk alienating them.
If you haven’t gotten on board with using video as one of your HVAC marketing ideas, here are some stats that you need to consider.
- 90% of the information that ends up being sent to your brain is visual. Visuals are easier for the brain to process. Our brains can process them 60 000 times faster than they can written content.
- When watching a video, we’ll retain about 95% of the information. For text, this figure is reduced to just 10%.
- With videos, you get to show people what is going on. They get to see for themselves what a mucky HVAC filter is. You can teach them the basic home maintenance tips in a few seconds.
Create some great video content. Make it interesting and engaging, and people are a lot more likely to consider reading the content that you do have. Use video as a great way to get your marketing message across.
Good reviews don’t just impress prospective clients; they also impress Google. The more good reviews that you have, the better chance you have of landing in the Google Three-Pack. The Three-Pack lists the top three businesses in the area related to the search term.
Getting clients to leave reviews is marketing for HVAC Companies 101. It’s a step that a lot of businesses feel awkward about, but it is an important one. Let’s face it unless your service was exceptionally good, or exceptionally bad; most people won’t think of leaving a review at all.
But it doesn’t hurt to ask people. Many will be only too glad to help you out in this area. Just make it as easy as possible for them. Send an email with a link to the review page so that all they have to do is to click straight through.
Leave them to write whatever they like – unscripted reviews are always a lot more convincing.