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Advertising sets up the foundation for success in any business, encompassing many tactics, schools of thought, and skill sets. In the HVAC industry, the most effective advertising is strategic, proactive, and repetitive. Taking advantage of unique HVAC advertising concepts and transforming them into an effective campaign—a long-term process with a lot of trial and error—can sustain and grow your business for years to come. Don't put money into ineffective HVAC marketing strategies. Instead, include these key elements:
Conversion-Based HVAC Website Design
In today's digital world, your HVAC marketing plan must include an up-to-date website that users can navigate at home or on the go via their mobile devices. A lot of moving parts on any website influence the effectiveness and return rate. A design initiative must focus on converting visitors into new HVAC leads, and every website should have a standard conversion goal, such as:
- Filling out a contact form
- Scheduling an appointment
- Signing up for a newsletter
Your company's website forms the backbone of all your advertising efforts, so make sure you give people what they're looking for when they visit. If your website's user interface is displeasing, users will quickly click over to a competitor's site. Moreover, HVAC owners usually view their website as an online brochure. In reality, it's more than capable of generating massive amounts of sales and leads.
It's also important to establish credibility and convey your HVAC expertise to potential customers through your site. Providing a detailed company overview, the history of your business, your mission, vision, and overall qualifications will help visitors gain some insight about your business.
Convey A Message With A Clear Call To Action
Advertising with urgency is a little tricky. It requires a lot of patience and proper timing. Give potential customers an option for immediate action. This helps to develop advertising materials that will catch a buyer's attention. This type of advertising strategy is known as a call to action. The best types include words that will inspire the reader to take any immediate action, such as "Try A Free Trial Today!" If the message doesn't convey anything, don’t expect consumers to follow through.
Promote Your Company With A Customer Referral Program
Customer references equate to pure gold in the advertising world, and yet very few corporations conscientiously leverage the power of the referral. When fused with other advertising tactics, a word-of-mouth referral can have an enormous impact on your bottom line.
Consider offering your clients a credit, such as $25 or $50 off their next purchase. Advertising a customer referral program with incentives can help promote your business even further. The average consumer knows very little about their HVAC system and even less about who to call for services. If you haven't already, consider offering a referral credit to current and past clients as a reward for sending new customers your way.
HVAC Software
HVAC software can go a long way in helping you streamline your HVAC business. With a digital customer database at your fingertips, this type of resource fundamentally changes how you do business. Storing each client's service contracts, service history, contact information, and work notes in a centralized, searchable database paves the way for you to take your customer service initiatives to the next level in advertising.
Good Business Reputation
Reviews have always represented an important factor in keeping customers coming in, but today, that importance gets amplified by internet content. Websites like Google My Business, Yelp, Angie’s List, and the Better Business Bureau offer third party resources for ratings and reviews. Reviews are all about the experience and making customers satisfied with your work. Every little imperfection affects your online reviews, and effectively your reputation. The best thing your HVAC company can do to avoid negative feedback? Set high standards. Unhappy customers love to write negative reviews, and those negative reviews will affect your lead generation. However, if you consistently do great work, an online reputation will help you earn more customers over time.
Create an Email Campaign
With an email marketing campaign, you can keep your existing customers engaged and your company on their mind. Use email services such as MailChimp to remind your customers about seasonal maintenance, promote new services, and offer repeat customer discounts. If you do not stay proactive in reminding your customers about regular maintenance services, you will miss out on a key HVAC marketing strategy for growing lifetime customer value and preventing your customers from going to your competitors.
Create A Long Term Plan
Are you ready to embark on an ongoing effort towards long-term success? Get down to business by creating a written document with a realistic set of goals. Stick with the plan, and as the year progresses, refer to your goals to determine if you're on the right track. At the end of the year, calculate your cost per lead to determine what needs adjustment and what worked well. Let the tracking data you’ve collected dictate how to make better marketing decisions next year.
Following these seven points will assist you in conveying powerful messages to your audience. Remain passionate, focused, set your priorities, but most importantly... have fun!
