There are a couple of reasons why we love HVAC marketing. First, we respect your commitment to exceptional customer service. Second, we appreciate the service businesses like yours provide in keeping people safe and comfortable during the winters. Third, we love working with our HVAC marketing clients to create a brand that makes a splash in your local community.
If your business has grown to a point where you’re ready to bring on a HVAC marketing partner, we’re glad you’re here. Stick with us, because we’re going to set out a step-by-step checklist to help you identify all the areas in which your business can grow, scale, and thrive.
Want to jump in the fast lane? Schedule a free consultation now.
HVAC Marketing Relies on a Strong Brand
Step one: Create a brand so your HVAC company stands out from the rest.
A brand is so much more than a pretty logo and a catchy slogan. It needs to capture the essence of your business. Is your business family run? Are you locally born and bred? Are you the experts in your field? Is there something you do that your competitors don’t? What gives you an edge?
You need to create a brand story that customers will remember. One of the most interesting aspects of HVAC marketing – particularly if you’re working in the residential space – is that emotions always sell more than facts. (Okay, yes, you got us. Big commercial sales are a different story, but for the purposes of this blog we’re going to focus on direct-to-consumer sales.) People care how you make them feel. They want to trust you and they want to feel safe in your hands.
Once you get this right, it will set the tone for all of the steps to come.
Start HVAC Marketing Through Local Search
Step two: Make your presence known on Google so customers can find you.
Okay, now that you have a brand, the easiest way to start getting sales is to set up a Google My Business profile. It’s free and it means you’ll show up right at the top of the list when people search for things like “HVAC near me” or “Boilers near me.” You can add information about your business, such as contact details and opening hours, to make it as easy as possible for people to connect.
Importantly, Google My Business has a review tool (more on that later), so make sure you check it regularly to acknowledge people who leave good reviews and thank people who leave bad reviews. Think of this as constructive criticism that can help you address customer concerns, improve parts of your business, and figure out how to deliver a better service to people in your area.
Set Up HVAC Marketing Ads on Facebook
Step three: Capitalize on the opportunity to reach people through Facebook.
The next most important step, when it comes to connecting with people in your area, is to run Facebook Ads targeted to your ZIP code. This ensures your name is delivered straight into the pockets of anyone who might be looking for you (or might need your services in the future).
Brand recognition is key here. We don’t need to tell you that HVAC is a highly cyclical business, so it makes sense that HVAC marketing follows similar patterns. Often, it’s about being in the right place at the right time, so you should plan a strategy that runs over 12 months to maximize impact.
Get Reviews to Boost Your HVAC Marketing
Step four: Collect reviews everywhere you can to build trust.
Reputation is the most valuable thing any business has. Nothing will help your business grow like word of mouth; however, reviews are a pretty close second. Remember how we touched on them earlier? Google My Business is a great way to get reviews. You can also collect them on a Facebook business page or by emailing customers and asking them to write a review at the end of each job.
Reviews don’t just have to sit and collect dust. You can also repurpose them as content and share them on all your social media channels as well as your website. They’re extremely persuasive if someone is thinking about working with you for the first time. HVAC jobs can be expensive, every new customer will want reassurance they’re in safe hands. Again, it all ties back to trust.
Start Creating Helpful HVAC Content Online
Step five: Invest in helpful “how-to” videos and blog content to attract new customers.
This might be a little bit outside your comfort zone, but content is one of the easiest ways to make sure your business shows up at the top of the results page on Google. When it comes to HVAC, the most common questions inevitably start with, “How to.” Here are some examples:
- How to clean my air ducts
- How to re-light my pilot light
- How to reset my thermostat
- How to safely maintain my furnace
- How to tell if my boiler needs replacing
Creating a series of short videos, or a series of helpful blogs, is a big investment when it comes to time. However, it can pay dividends, because it establishes your business as a local authority and gives you a chance to make a great first impression before a customer even picks up the phone.
Optimize Your Digital Sales Eco-System
Step six: Make it as easy as possible for customer to take the next step.
A digital sales eco-system is a relatively new concept when it comes to marketing. The idea is that you should optimize your efforts so that you can generate leads while you sleep.
This means making it clear who you are and how you can help customers in your area (brand), making your business as easy as possible to find (Google My Business + Facebook), helping them understand why you’re the best choice (reviews + content), and making it super clear what they need to do next. For example, get in touch! Set up an appointment! Schedule a free consultation! Keep it consistent and make sure it’s super clear on every platform you’re using.
There are lots of digital tools available to streamline this process so you can take online bookings. Simply put, a digital sales eco-system means the leads come to you. All you have to do each morning is check your inbox for messages and look over your appointments for the day. That’s it.
Keep Your HVAC Marketing Strategy Fresh
Step seven: Remember that marketing evolves quickly so you can’t set-and-forget.
The last thing we want to mention quickly is that digital marketing changes all the time. The steps we’ve laid out in this blog won’t change, but your strategy and messaging may. It’s worth setting aside a bit of time every month to research best practice to ensure you’re up to date. This is a simple way to ensure you’re maximizing ROI on your time and money while growing your business.
Want to Bring on an HVAC Marketing Partner?
If you’re nodding your head in agreement, but thinking there’s no way you’ll have enough to time plan and execute all of these steps on top of running your business, don’t stress.
That’s where we come in. Beacon Media + Marketing is a digital marketing agency based in Anchorage, Alaska, and Reno, Nevada. We specialize in helping HVAC businesses reach the next level – for example, Moore Heating. We achieved a 742% increase in web traffic with more than 180 new client inquiries every month. Sound good? You could be our next successful case study.
Ready to get started? Schedule a free consultation here.