It can be tough to get your HVAC company off the ground. How do you make a name for yourself and stand out from the competition? It all comes down to how you market your HVAC start up. There is a wide range of marketing strategies available, offering ways to reach new customer bases. The most successful startups vary their marketing efforts, ensuring a wide audience.
The most important aspect of marketing is where the content ends up. Good marketing content is found where the customers are most likely to be. And these days, the customers are all online.
A Strong Presence Online Is a Must
More and more marketing takes place on the web. Using the internet, people can quickly compare companies, read reviews and learn about current offers. An HVAC start up could easily reach a wide range of potential customers with the right online content. But to stand out, you have to tailor your content to what people are actively searching for. Otherwise, content from other HVAC companies will appear first.
Quality online content is easily understood and offers specific, useful information. Take advantage of the following 5 marketing strategies to get the most out of your digital content.
1. Upgrade Your Website
Did you know that consumers can spend an average of 8 hours a day viewing digital content? Your website is probably the first place potential clients will go to find information about your products and services. Ensuring it’s easy to use is very important for any HVAC start up. Even if you offer the best service in town, potential customers will avoid you if your website is clunky and dated. An HVAC start up website should be concise, with detailed information about your available services and products. Give new clients easy ways to contact you.
Some things to consider when improving your website:
- Go mobile or go home. When you think website, you might not think of the mobile version. But more people are using their phones and tablets to search for quality HVAC service. They’ll expect a mobile version of your website, and it should be as easy to use as the standard version. Otherwise, clunky and dated design could send potential clients looking somewhere else.
- Clear and attractive design is best. Flashy animations and layouts aren’t always better than simpler alternatives. Readability and easy navigation should be considered top priorities. Make sure the design accounts for information that changes regularly, such as special offers. People don’t want to read about a discount online only to discover it’s no longer available.
- Offer features consumers want. A popular addition to many HVAC sites is live chatting with staff or an AI through a website chat service. Many people may have specific questions, and asking online through one of these chats can provide the fastest answers. Other standard features include consistent speeds as well as links to social media pages and contact info.
2. Learn and Use Search Engine Marketing
The vast majority of people trying to find information online will use a search engine to get it. Search engine marketing is crucial because good results lead customers right to your content. This is especially true for local businesses, since people don’t want to drive all over town!
An HVAC start up should focus on local options. After all, someone from Texas won’t call a company in Minnesota when their AC breaks down. Strong local content needs quality research on the markets you want to reach. That’s where Search Engine Optimization (SEO) comes in. SEO can be used to determine how people search for the services or products you offer. It can provide keyword lists and usage statistics ideal for fine-tuning digital content. Take advantage of the info SEO provides to ensure customers in local markets find your results first.
3. Generate Engaging Marketing Content
Since consumers are using search engines to find HVAC startups, you need content to show up on those search engines. Blogs and articles written with SEO research include keywords and phrases that are picked up by search engine algorithms. If you use keywords and phrases with strong search rankings, your content will be more likely to appear higher in the results.
It’s a good idea to review services and products to determine what needs its own page vs. sharing one. For example, Yellow Dot Heating & Air Conditioning separates their service pages between residential and commercial customers. Servicing commercial-grade equipment can be a very different process, so it’s best to distinguish service geared towards businesses. Using this kind of intuitive navigation ensures Yellow Dot directs website visitors to the content they want.
Writing new pages can provide additional paths to your content, but too many links to follow can be confusing. Even then, you’ll eventually run out of services to write about. Marketing blogs are a great way to connect with consumers. You can tailor subjects to current interests, and use SEO to connect the blogs to the rest of your content. A steady release of marketing blogs can keep your HVAC start up at the top of search results.
4. Run Effective Ads
How do you advertise effectively to people searching online? Many people continue to rely on paid-per-click ads, or PPC. These campaigns pay the host every time a user clicks on the ad. If you have data about your current search rankings, you can establish a budget for PPC ads based on the expected number of clicks. A quality PPC campaign can provide a substantial return on the initial investment.
Your HVAC startup will do best with localized keywords and content. Remember, the bulk of research for HVAC services is from locals. If you don’t appeal to them in your ads, the clicks won’t convert into users for your business.
5. Connect with Customers via Reviews and Social Media
As small local businesses, HVAC companies are often tied to their communities. Your HVAC start up should do the same. New clients will be more trusting of a company that communicates with their community. Try interacting with customer reviews by thanking them for their patronage or resolving conflicts. Using positive reviews for advertising can also be effective.
An HVAC start up should also consider social media as part of their marketing strategy. It provides an easy way to stay in touch with your customer base. You can also keep them up to date on promotional offers and discounts. Social media accounts are a great place to post links for your digital content. With consistent use, you can collect helpful statistics about how people are interacting with your social media content.
Don’t Let Your HVAC Startup Fall Behind!
The majority of consumers are using the internet to find the services they need. If you want them to choose yours, you’ll need to show up high on search results. Top marketing strategies all rely on a consistent presence online with engaging digital content. A steady release of blogs, promotions, and other marketing content can keep your HVAC start-up at the top of the list.
HVAC companies need to consistently evolve in order to keep up with the digital market. With proper application of these marketing strategies, they can provide potential clients with the targeted info they’re looking for. You can too! Remember that online marketing can be low cost but have a very high impact.
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