In an extremely competitive online environment, your HVAC business will stand out only if you boost your website and develop powerful marketing strategies. Fortunately, there are many easy ways to make your current efforts more effective.
The following HVAC marketing tips involve steps that you can start taking today. Many of these marketing tips are straightforward and will cost you nothing extra. All of them will help you attract more customers, maintain strong customer relationships, and position yourself as the top choice for HVAC services in your area.
1.) Redesign Your HVAC Website
What Are the Benefits of a Website Redesign?
- Improvements in search engine optimization.
- A site that performs better, loads faster, and stays protected with updated security.
- A better user experience. Visitors easily find what they need and navigate the site smoothly.
- A boost in customer conversion rates.
- An opportunity to make your content strategy more effective.
When redesigning your site, you need to be careful not to damage your current rankings in search results. You don’t want to inadvertently get rid of high-performing content or leave broken links between pages. For example, if you want to change the URL structure of a page, you’ll need to properly redirect web traffic to the new URL. Careful planning will reduce the chances of these costly problems.
Make Sure You Have a Mobile-Friendly Site That Loads Quickly
For your website to work well on mobile devices:
- Give it a responsive design. For example, if you’re on WordPress, use a responsive theme or template that automatically adapts to laptop, tablet, and smartphone screens.
- Space out links and buttons to make it easier for people to tap on them. Also, check that the buttons aren’t too small. A recommended minimum is 48-by-48 pixels.
- Avoid posting big chunks of text, and check that the font size is readable even on a smartphone screen.
- Don’t use pop-ups on the mobile version of your site.
- Run your site through Google’s mobile-friendly test tool for suggested improvements. Any time you modify your site, you should check how it functions and looks on a mobile device.
Ideally, the loading speed of each page won’t be slower than two seconds. How can you improve page speed?
- Use the Pingdom Website Speed Test, Google PageSpeed Insights, or similar tools to figure out what’s slowing down your site.
- Compress your images. Kraken.io and TinyPNG are among the tools that can reduce file sizes without undermining image quality.
- Host videos on a third-party platform, such as YouTube, and embed them in your site.
- Streamline your code, removing anything that’s unnecessary.
- Adopt asynchronous or lazy loading, which means that the elements on a page don’t all load at once.
- Avoid chains of redirects, in which one redirect points to another. The initial URL should simply point to the destination URL.
Make Contact Information Easily Accessible
It’s standard to create a Contact Us page that contains the most comprehensive information about where to reach you, including your address, phone number, email, and social media handles. The page can also display a Google map showing your location and a form allowing visitors to contact you directly through the site.
At the top of your homepage, maybe in your header, you can display your phone number in an eye-catching size and color. The number may also be displayed in your site’s footer. Another effective place for introducing contact information is in a call-to-action message. A CTA can appear on your homepage, the landing pages for your HVAC services, and at the conclusion of blog posts.
Prove that you’re a trustworthy business and an authority in the HVAC industry.
- Post review badges from Yelp or Google My Business that show the star ratings for your HVAC company.
- Display a selection of positive reviews. For example, you can set up a carousel of Yelp reviews that rotate through the best ones.
- Create a page dedicated to testimonials from your customers.
- Display certifications you’ve earned and awards you’ve won.
Write a Compelling Value Proposition
Your value proposition is a core message convincing customers that they should hire you. It succinctly tells them the following:
- How you’re the answer to their problems.
- The benefits they’ll enjoy when they hire you.
- What makes you different from other HVAC contractors.
The value proposition should appear towards the top of your homepage, above the fold. You can also insert it into other major pages that serve as entry points for your site, such as a landing page for your services.
The typical structure for a value proposition contains:
- An attention-grabbing headline.
- Two or three lines about what you offer.
- A few bullet points specifying benefits.
- An image that communicates something important about your services or your brand.
2.) Develop a Content Marketing Strategy
What Are the Advantages of Content Marketing Over Traditional Advertising?
Unlike traditional ads, which blatantly sell things to people, content marketing attracts customers by giving them substance and value. You provide people with content that’s useful, inspiring, and engaging, such as information and solutions they need.
As a result, they’re much more likely to trust you, perceive your value, hire you, share your content, and recommend you to others. Substantive content also ranks higher in search results.
Your Content Marketing Strategy
Four actions are at the core of your content marketing strategy:
1. Setting goals.
2. Researching your customers and competitors.
3. Choosing the primary channels for your content, such as your website, YouTube, and Facebook.
4. Planning your content, which includes selecting topics and formats.
How to Get More From Your Content Marketing Efforts
- Produce high-quality content consistently and as frequently as possible.
- Keep your brand voice and personality consistent across different channels.
- Allow yourself to be creative. Play around with different content formats, and try new things.
- Keep your focus on your customers and what they need and value.
- Use older content as a springboard for new content. For example, create a series of posts on the same topic, or follow up on an older post with an exciting update.
- Schedule your content, and stick to the deadlines.
- Create evergreen content that becomes a definitive resource, such as an in-depth blog post or a short e-book.
Examples of strong content include:
- A landing page or blog post that explains a serious HVAC problem and how professionals prevent it or fix it.
- A blog post reporting on an exciting new HVAC technology that gives people substantial benefits.
- An infographic showing how HVAC upgrades reduce energy bills.
- Photos or diagrams of a successful installation.
- A video that delivers a compelling before-and-after narrative about one of your HVAC projects.
- Quizzes, polls, or other interactive content allowing people to share opinions and ask questions.
- A funny cartoon that entertains people while sharing useful information about an HVAC issue.
3.) Commit to Social Media Marketing
What Are Five Pillars of Social Media Marketing?
1. Setting specific goals and coming up with strategies for reaching them.
2. Planning your posts, including figuring out what appeals to your customers and timing your posts to coincide with when they’re most likely to be online.
3. Engaging with followers and listening to them, which includes picking up on trends and responding to urgent questions.
4. Investing in ads on social media.
5. Evaluating important metrics, such as changes in follower count and the extent to which people are sharing your content.
Types of Social Media Marketing
- Content marketing, which involves the substance of what you post to social media.
- Engaging with followers and building your follower count.
- Encouraging word-of-mouth activities, such as people sharing your content and writing reviews.
- Connecting with influencers who will promote your company on their channel.
- Product sponsorships.
- Advertising or paid media.
Tips on Growing Your Follower Count and Increasing Engagement
Although this isn’t a comprehensive list, it covers highly effective tactics for improving your performance on social media:
- Use tools for scheduling posts and tracking your growth and engagement. Two examples are Tweetdeck, a free tool for anyone with a Twitter account, and Buffer, which is useful for multiple social media platforms.
- Across different profiles, provide the same updated contact information and a link to your website.
- Create a poll. Use the results as a basis for blog content or additional social media posts.
- Share content created by your customers, such as photos they took of your outstanding work or glowing reviews they’ve written.
- Host a raffle or contest. People who enter may need to follow you first or share a post with a specific hashtag.
- Start a discussion by posing a question, revealing an interesting fact, or sharing a post from your blog.
- Consistently respond to questions and comments, and use them as a basis for content.
- Participate in popular forums, such as Reddit, where you can position yourself as an expert.
4.) Master Long-Tail Keywords
What Are Long-Tail Keywords?
Many search terms can send people to an HVAC contractor’s website. People may type a short phrase into Google, such as “HVAC” or “HVAC contractor.” Often, they use longer phrases, such as “HVAC contractor San Francisco” or “Why is my boiler making weird noises?” These longer and more specific phrases are long-tail keywords.
Do some keyword research and look for long-tail keywords that have search traffic with low competition to rank.
Why Do You Need a Strategy for Long-Tail Keywords?
Long-tail keywords play an important role in SEO for two main reasons:
People who use long and specific phrases in their web searches already have an idea of what they need. Because they have more purpose and urgency, they’re more likely to become your customers after they arrive at your site.
During every Google search, you’re competing with other contractors over who ranks highest for a keyword. Long-tail keywords, such as “HVAC contractor Bay Area,” have less competition than a shorter search term, such as “HVAC.” Performing well on searches involving long-tail keywords gives your website a greater chance to stand out.
Choose the Right Long-Tail Keywords
To find strong long-tail keywords for your content, you need to brainstorm and carry out research. The following are several strategies for generating keyword ideas:
- Use special tools for keyword research, such as Wordtracker or the Ahrefs Keyword Generator.
- Start typing search queries into Google to see what suggestions pop up, and review the list of related searches on the results page. Also, use Google Trends and Google Search Console to investigate search terms relevant to HVAC contractors.
- Get ideas from social media and from various forums, such as Reddit, Quora, and the do-it-yourself section of StackExchange. Look at the questions and problems people post about.
- Let your own customers inspire you. What do they ask you about? What are their main concerns?
- Check out your competitors’ content. The point isn’t to steal from them but to see what you can do better. For example, their blog post on a particular topic may be lacking in substance. You can share something more meaningful and engaging while using the relevant long-tail keywords.
Scale Your Content Creation
Scaling your content creation means adopting methods or processes that allow you to produce content more frequently and with a consistent high quality.
When it comes to written content, for example, break down what you need to do into smaller steps. The first step is keyword research. After that, you need to decide on the format and organization of the piece. If it’s a blog post, should it be a listicle or a how-to guide? Subsequent steps involve outlining the piece, writing it, editing it, and finding the best visuals for it.
Where does each piece fit into the bigger picture of your content strategy? You need to draw up an editorial calendar for your content and set deadlines for various pieces. Ideally, your calendar should be planned out for at least the next six months.
You also need a team that oversees every step of your content production, including your keyword strategy. You can choose team members from among your employees or outsource the work to professionals who are skilled at content creation and SEO.
5.) Establish Profiles on Google My Business and Other Review Sites
Why Are Online Reviews Important?
Potential customers tend to treat the reviews they see online as personal recommendations, swaying them towards or away from a company. Also, reviews often make people feel more confident about a purchase and about the safety and trustworthiness of a brand.
Create Your Google My Business Listing
To set up your listing, use the Google Business Profile Manager. It walks you through a step-by-step process for entering your up-to-date business information. Google then sends you a verification code to confirm your business identity and location.
Fill out the profile fully, personalize it with photos and videos, and interact with customers on it, responding to their questions and reviews. Also, monitor your profile to ensure that it continues displaying accurate information, including on Google Maps.
Top Sites for HVAC Reviews
Along with Google My Business, you should set up profiles on the following sites:
- Angi, previously Angie’s List.
How to Get Great Online Reviews for Your HVAC Company
Even if you’ve done a beautiful job repairing a customer’s boiler or installing ducted air conditioning, it may not occur to them to write a positive review. While staying friendly and avoiding pushiness, you can prompt them in various ways:
- Whenever a customer thanks you for your excellent work, let them know how much you’d appreciate a positive review on Yelp or another site.
- In emails, invoices, or receipts, include a gentle reminder for customers to leave a review. Make it easier for them by linking to a specific review site.
- On your website and on social media, highlight positive reviews, and mention how much you appreciate feedback from your customers.
- Reply to your existing reviews, including the positive ones. This shows how attentive you are to customers, and it encourages onlookers to write their own reviews.
6.) Excel at Video Marketing
How to Produce Great YouTube Videos
Plan Each Video Carefully
After researching topics and considering how they fit into your overall content marketing strategy, consider the approach to take with each video. Examples include:
- Product demonstrations and comparisons.
- The story of an HVAC project, including challenges you’ve taken on. Show before-and-after comparisons that highlight the benefits of your services.
- A comedic sketch.
- Quick tips, such as how to keep different HVAC systems in good condition.
- Testimonials from happy customers who agree to be in a YouTube video.
- A short interview. For example, ask your workers about what they love doing on the job.
When outlining your video, give it a strong hook and a quick introduction that emphasizes the importance of the topic. Follow up with well-structured, memorable content, and end with a CTA.
Script Your Video With a Natural Voice
Make sure you don’t sound stiff or too formal. Even when you’re explaining something technical, your script should be personable and conversational.
Work With Professional Production Values
At minimum, this means strong audio quality, good lighting, and high-quality editing. If you don’t have much experience editing videos, look into Adobe Premiere Rush and HitFilm Express. Each of these video editors is good for beginners and has a free version.
Make Videos Easy to Navigate
Especially if your video is longer than 10 minutes, break it up into chapters. These allow people to easily jump to different sections of your video. Providing timestamps in the description is also helpful. For example, if your video gives 10 tips about boiler maintenance, share a timestamp corresponding to the start of each tip.
Create Custom Thumbnails
Create a Great Channel Layout
- Upload a vibrant, well-designed banner and an icon representing your business.
- Organize your videos into playlists by topic or format. For example, if you have a set of how-to videos or a series of product demonstrations, each should get its own playlist.
- Create a channel trailer that shows your brand personality and what people can expect from your videos.
- Fully fill in your site’s description, including links to your website and social media handles.
Use YouTube SEO to Increase Traffic
- Select strong keywords for your videos.
- Write a rich description for each video and incorporate keywords into it naturally. Don’t just list a string of keywords, because this practice is considered keyword stuffing, which is penalized.
- Introduce hashtags to your videos.
- Use subtitles and closed captions. They make your videos more accessible, and they contribute to search rankings.
Grow Your YouTube Channel
Along with consistently posting excellent content:
- Remind people to like, comment, and subscribe.
- Share your videos in multiple places, including your website and other social media channels.
- Create special events, such as giveaways, when you reach a certain subscriber milestone.
- Interact with your audience in the comments section of videos and in the community section of your channel.
7.) Use Google Analytics
What Is Google Analytics?
This free service from Google captures important metrics about your HVAC website’s performance. It gives you insights about who’s visiting your site, how they’re finding it, and what they’re doing on it.
Why Should You Use It?
With Google Analytics, you can gauge the results of your marketing strategies and the success of specific marketing campaigns. You can get a real-time picture of your site’s performance and the strength of its SEO. Google Analytics provides you with a wide variety of metrics and the ability to generate detailed and clear reports.
How to Add Google Analytics to Your Website
You’ll need to set up an Analytics account and introduce a tracking tag to your site. There’s more than one way to insert the tag into your site’s code. If you’re using WordPress, for example, you can install a plug-in that integrates Google Analytics with your site.
What Does Google Analytics Track?
- The demographics, location, and volume of unique site visitors, along with the devices and browsers they’re using.
- The number of visits to your site.
- How people are finding your site. Web searches, social media, emails, and paid ads are the main possibilities.
- The pages on your site that are drawing the most visitors.
- The search terms that send the most traffic to you.
- How long people stay on your site. Google Analytics can show you whether your bounce rate is too high.
- What people do on your site. For example, are they visiting more than one page? Are they submitting their email or other contact information through a form? Google Analytics can help you chart their path through your site.
How to Create Custom Reports
Once you’ve logged into your Analytics account, follow these steps to create a customized report. Choose the dimensions, metrics, and goals you want to track. For example, you can gather data on visitors who enter their email into a form on your site.
Are You Ready to Apply These HVAC Marketing Tips?
Boosting your website and developing a strong online presence will lead to tremendous benefits. You’ll increase your reach, strengthen your reputation, and convince many more people that you’re the best HVAC contractor in your area. Don’t hesitate to contact us for advice on how to get started.
Frequently Asked Questions
How much does HVAC marketing cost?
It depends on what you choose to do. Setting up an account on a social media platform is free. Investing in equipment to make videos will probably cost you a few hundred dollars. A complete overhaul of your website may cost a few thousand dollars or more, a worthwhile investment that can help your HVAC business succeed.
Which HVAC marketing strategy should I start with?
The answer depends in part on the current state of your website and online presence. You also need to consider your budget and other resources at your disposal. For example, if you want to make videos, you need to be realistic about whether you currently have the time, skills, and equipment.
Which HVAC marketing agencies should I contact?
You want to work with agencies that specialize in marketing for contractors. Reach out to Contractor Gorilla today.