What types of HVAC digital marketing campaigns should you consider?
For many years, HVAC companies relied solely on print advertising ideas, leaving them at a disadvantage against competitors who had invested heavily in other forms of digital media. However, as consumers begin to embrace new technologies such as smartphones and tablets, they expect their businesses to provide access to information wherever they are. This means that marketers must develop strategies to take advantage of these trends.
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7 Types of HVAC Digital Marketing Campaigns Worth Considering
Digital marketing is a key component of successful HVAC digital marketing campaigns. Whether you want to reach customers directly or through social media, there are several ways that you can promote your brand. Read below for details on each type of strategy and its benefits.
Improve Brand Awareness through Content Marketing Strategy
Blogging is an effective way to reach potential customers and build brand awareness. Blogging is a great way to promote products and services because you can provide useful information and interact directly with your target audience. Unfortunately, not many people know how to write a good blog post, but there are lots of free tools to use online that make it easy to start writing. You don’t need to have a degree in journalism to publish quality content; just remember to focus on providing helpful tips and advice.
How to Use Content Marketing to Improve Authority
The average person spends over 90% of their time online searching for information. People want to know exactly what they’re looking for when they go online. They want to find out about products and services. For example, if you wanted to buy an AC unit, you’d probably start by researching online. You’d look up reviews, read customer testimonials, see pictures of cars, etc.
If you’re selling or fixing something like an HVAC system, you want to ensure that potential customers know you’re an expert in the HVAC industry. This can be done by creating high-quality content that helps establish your credibility. A content marketing plan is one of the best ways to do this.
Content marketing is all about publishing useful, informative, and engaging written or visual materials regularly. These materials could include blog articles, white papers, eBooks, case studies, infographics, videos, presentations, webinars, how-to guides, product descriptions, FAQs, and more.
In short, content marketing is the act of producing content that provides value to readers and increases your chances of being found online.
Improve Engagement through Social Media Marketing
Social media is a goldmine. If you’re not engaging with your target audience, you’ll miss out on opportunities to build relationships and trust with potential clients. With over 3 billion monthly active users, it’s hard to argue against the fact that social media is a popular forms of communication today. But while many businesses take advantage of social media, others still struggle to figure out how to connect with their target market.
How to Increase Your Audience with Social Media Platforms
Social media marketing has exploded over recent years. Nearly three-quarters of Americans use social media sites like Facebook, Twitter, Instagram, LinkedIn, Pinterest, Snapchat, YouTube, and Tumblr. And 74% of people who make online purchases do so via social media channels.
But despite its popularity, many businesses still don’t fully understand how social networking works. As a result, they’re missing out on major opportunities to grow their audience, increase brand awareness, and drive traffic to their site.
There are several ways to leverage social media posts for better lead generation. For example, you could ask followers to share your latest blog post or encourage fans to comment on your most popular posts. Or maybe you want to start a conversation about your products or services. Whatever it is, you’ll need to know what type of interaction will work best for your target market.
Additionally, you can use social media to boost your visibility. For example, you might consider posting videos or photos to show off your offerings if you’ve got a great product or service. You could also write articles that highlight your expertise, or you could even host giveaways.
And finally, you can use social media platforms to promote your business and generate leads. For example, you could run contests where customers answer questions about your industry or offer freebies that entice followers to sign up for your email list.
Fine Tune Your Local SEO Marketing
You shouldn’t neglect your local SEO when looking for new HVAC leads. Local SEO is one of those things that are often overlooked, but when done properly, it can help boost your company’s online visibility. Not only does local SEO make it easier for people to find you, but it also makes it better for potential customers to learn about your product or service.
How to Tap Local SEO for Your HVAC Digital Marketing Strategy
The shrinking organic results and the rise of the local packs make local SEO even more significant than it has been in recent years. For example, you don’t want people searching for “HVAC repair San Francisco” to land on some random third-party site because they didn’t realize many HVAC repair businesses are in town. Instead, you want them to see your local listing, whether that’s on Google Maps or Yelp.
Google Business Profile is a free Google tool that allows small businesses to manage their information across multiple platforms, including Google Search, Maps, YouTube, and Gmail. For example, using Google My Business, you can add your physical address, phone number, hours of operation, special offers, contact info, and even photos and videos. This helps your company show up on Google Maps, making it easy for searchers to find your store or office. Additionally, it allows you to connect with your audience directly via email and text messaging.
You must optimize your Google Business Profile page. The information you make public about your business on Google Business Profile powers the local search results. This includes your address, phone number, hours of operation, online reviews, rating, and more.
Optimizing your Google Business Profile helps your customers find you online. For example, when a curious customer searches for “HVAC Repair San Francisco,” your location appears above others in the search results. If you’re not listed, you’ll end up somewhere else entirely.
You can associate your website with directory listing services such as Yelp, Google My Business, Yellow Pages, Citysearch, and others. Directory data includes phone numbers, addresses, photos of business owners, menus, and hours of operation. Your customers can also leave online reviews about your business online and provide feedback on your site (which helps with HVAC SEO). Some directories may require a fee to join, but they often offer great benefits to small businesses, including discounts, advertising opportunities, special offers, coupons, and much more!
A great way to complement your HVAC marketing strategy efforts is to build an online portfolio of images that showcase the quality of your work.
A well-organized gallery will allow prospective clients to see exactly what you are capable of doing. You can use it to show off your skills and experience, highlight some of your most impressive projects, or provide examples of your best work.
This could include photos from recent projects, pictures taken during construction, before-and-post-installation shots, or even video clips, if applicable. These images will give potential customers a better idea of what they might be getting into by working with your company. They will also help people understand how much work goes into completing a project and why they must choose your company over another one.
Improve Your Rankings with Search Engine Optimization
The term “search engine optimization” refers to how business owners use search engines like Google to attract website visitors. It typically involves optimizing web pages for specific terms related to the business’s products or services. Search engine optimization can ensure the webpage contains the most important words people might type into a search engine.
How to Optimize Your Website for Your HVAC SEO Strategy
According to Search Engine Land, 97% of consumers use the internet to research local contractors. So if you don’t ensure that your website appears on the first page of organic search results, you could miss out on tons of new happy customers.
And while there are over 200 different factors that determine where a company ranks on Google, here’s what you need to do to optimize your website for search rankings:
You should aim to write long-form content. This includes blog posts, news articles, product descriptions, etc. Longer pieces tend to perform better because people like reading longer content.
Your website needs to be secure. Hackers love easy targets, so keep your website safe by avoiding malware, keeping software updated, and having robust password protection.
A slow-loading website will discourage visitors from staying on your site, and it won’t help you rank very high either. Ensure your website loads quickly, especially if you’ve got many images or videos.
Visitors who don’t feel comfortable on your site will probably bounce away. So keep everything simple, clean, and organized, and eliminate unnecessary clutter.
Every piece of content should include some variation of your target keyword(s). For example, if you sell air conditioning units, every article, video, and image on your site should mention “air conditioning.” Don’t just list off generic terms; think about the type of person you want to attract, and tailor your content accordingly.
One way to market your brand is to use traditional advertising methods. Some examples of traditional marketing include newspaper ads, billboard advertisements, TV commercials, and radio spots. These types of ads are usually long-term and require large budgets. They also tend to work better for brands with a strong following.
Tap into Pay-per-Click Advertising
If you want to go digital and reach people where they spend most of their time — on social media — then you need to use one of the top three digital advertising options. These include Google Ads, Facebook Ads, and LinkedIn Ads. Each type of PPC advertising offers unique benefits that make them worth considering.
HVAC companies are always looking for ways to stand out from the crowd. And while many people still think of advertising via TV commercials, online advertising is quickly becoming a major force in the industry. In fact, according to AdWeek, Google Ads is the number one choice among marketers who want to use paid advertisements.
HVAC companies love Google Ads because of how easy it is to set up campaigns. You choose what you want to promote, select a budget, and add keywords. Then, you sit back and watch the money roll in.
However, there is much to consider when choosing Google Ads over traditional methods such as print ads. For example, costs per click can vary widely depending on where you advertise. So, enure to do some research before signing up. Also, make sure that your ad copy stands out from the rest. If your competitors are already getting good results, don’t spend too much time trying to improve upon those numbers. Instead, focus on creating something unique that no one else is doing.
Local Service Ads
Locals service ads (LSAS) are an exclusive type of paid online advertising and are now available for HVAC providers. These ads operate separately from typical Google Search Ads and offer a high conversion rate. They appear in specific local searches, such as those containing a zip code, city names, or “near me.” We’d highly recommend this option for anyone looking to generate leads.
Google Display Ads
Google Display ads are a great way to market your business when people search online, watch videos, or use apps. They often include pictures and text; you pay only when someone clicks on your ad. In addition, you can target specific demographics based on age, gender, location, device, language preferences, and many other factors.
Google says it reaches over 90% of Internet users worldwide. This is a great low-cost way to build brand awareness, increase traffic to your site, and generate leads. And because it’s easy to manage, you don’t need to hire a team of experts.
When someone checks out your site, they are often bombarded with ads. This could be annoying, but there is a better way to do it. You can use retargeting to show them relevant ads based on what they did while browsing your website. For example, if someone browsed your air filter section, you can send them ads for air filters.
The best advantage about retargeting is that it works even when someone doesn’t buy anything.
Social Media Ads
Facebook still continues to dominate the world of social media marketing. But it isn’t always the easiest place to advertise. There are many different types of ads you can run on Facebook, including video ads, carousel ads, live videos, and sponsored posts. But, of course, you’ll also want to ensure you’re targeting the right people.
What is the rising star in social media marketing? Instagram. This photo-sharing app is growing quickly among marketers because it allows businesses to post high-quality photos and videos. However, just like on Facebook, there are multiple ad formats on Instagram. And while some work better than others, every type of ad requires a strategy.
LinkedIn is another great social network for B2C companies. LinkedIn offers many paid options, such as promoted posts and boosted leads, but it also offers free versions that allow you to target prospects and generate interest in your brand.
Twitter is still king for B2C companies, especially those in retail. Twitter provides a lot of flexibility when it comes to advertising. From tweets to retweets, you can reach your prospective customers wherever they spend their time online.
Snapchat is a powerful tool for reaching millennials and Gen Z consumers. Snapchat offers text messages, stickers, and even geofilters. These filters let you customize your ads, creating unique messaging experiences for each customer.
Instagram works well for both B2C and B2B brands. Its highly visual nature makes it ideal for connecting with younger audiences. In addition, Instagram lets you promote events, products, and locations. Finally, if you want to grow your following, Instagram Stories is a good way to engage current followers.
Use Email Marketing Campaign to Nurture Recurring HVAC Client Relationship
A great way to start building relationships with people who could eventually lead to sales opportunities is through email marketing. Emails often include links back to your website where visitors can learn more about what you offer and how they might benefit. When writing an email campaign, make sure you follow these tips:
- Make sure every element stands out. Use bold typeface or italics to draw attention to important information.
- Don’t overuse subject lines. People won’t even bother opening your email if you send too many messages daily. Instead, try splitting your campaigns into different days.
- Keep your messages short. People hate long emails. They’ll probably unsubscribe from your list if you send them something longer than three paragraphs.
- Use bullet points to break down large blocks of text into small sections.
- Make it personal. Your customer base wants to feel like you care about them. If you treat them like friends, they’ll respond better.
- Include images. People love visuals, especially in emails. So include pictures of your products, cool features, and anything else that might pique interest.
- Send regular reminders. Customers forget things, including important dates and deadlines. Sending a reminder every once in a while helps ensure everything goes smoothly.
- Include call-to-action buttons or links to special offers or promotions directly in your emails. Make them stand out among the rest of the body copy.
- Ask questions. Everyone loves getting asked for help. Asking questions makes people feel valued. Plus, it gives you a chance to show off your knowledge.
- Test your emails before sending them to ensure everything works properly.
If you want to explore using these HVAC digital advertising campaigns to generate leads and enhance your ranks for your business, contact our digital marketing agency at ITD Web Design today.