Grow Your HVAC Business Year Round with These 7 Marketing Tips
As an HVAC business, you know that there are a variety of tactics you can use to effectively market your brand. Vehicle wrapping is common, and many companies come up with a catchy slogan or even a clever jingle about the comfort they can bring to their customers’ homes.
In today’s marketing environment, incorporating a digital marketing strategy, and pairing that with a reach and frequency powerhouse like radio, is a surefire way to ensure a steady flow of leads, as well as new and repeat customers. Here are some marketing tips to help grow your HVAC business year round.
7 HVAC Marketing Tips
1. Be Consistent!
Even with a great strategy, a stop-and-go approach is doomed to fail. As an HVAC business, a critical part of your marketing strategy must be consistency so you can stay top-of-mind through the year. Customers won’t need your services every day or even every season, but when they do—for seasonal issues or emergencies, for example—they have to turn to someone. By maintaining a year-round presence, you increase the likelihood they will remember and choose you. In addition to building credibility and awareness, consistency also helps you avoid drops in sales during months of moderate weather.
2. Drive Traffic to Your Website
Using SEO and PPC (AdWords) together can increase the likelihood that customers will find you when they’re searching online for a solution to their problems. Including relevant keywords in your website content and radio ads can also improve your search ranking and help you get found organically with the words you want. On-air, and in all of your marketing, you’ll want to share your website URL so that you are easily found online (which is where most consumers expect to be able to access more information).
3. Be Helpful!
Don’t just use your marketing and content to sell. Provide customers with useful information such as maintenance advice, seasonal tips, how-tos, and more. This helps establish your business as an authority and build trust by showing customers you care and want them to avoid emergencies and disasters, be prepared for any time of year, and know they have a trusted expert on their side when they need one. You can do this on any medium, and you can even provide leave-behinds for new customers that help them throughout the year (and keep your brand top-of-mind).
4. Leverage the Visual Power of Social Media
HVAC companies have stories to tell, and there are countless creative storytelling opportunities with social media. Post quotes or full articles, pictures, and even videos to sites like Facebook, Twitter, and Instagram to show your services and employees in action (not to mention satisfied customers and home success stories).
5. Encourage Customer Reviews
Have satisfied customers? Ask them to write reviews on quality sites like Yelp, HomeAdvisor, and Angie’s List… just to name a few. You should also ask for testimonials to use on your own website and marketing materials, and encourage referrals when appropriate.
6. Show Your Human Side
You can use your website, social media, radio ads, and any marketing you do to put a human face to your brand and build a connection with customers. Do this by demonstrating that you’re not only professionals and experts in the field, but you’re also caring members of your community. Feature your employees and showcase any community projects, fundraisers, or volunteer activities your company or employees are involved with.
Another great way to do this is to participate in or sponsor community events. They give potential customers the chance to meet your team and get to know you as people, and not just a service provider. It can also help associate you with fun events, non-profits, social causes, and more.
7. Take Advantage of the Summer Months
It’s not too late to capitalize on the hot weather, when people are looking to escape the heat. Homeowners have HVAC on their minds during the summer, making it a great time to focus on growing your email subscriber list and increasing your following on social media. Don’t waste this busy season—continue to gather names and build your brand in the market. It’s the things you do now that will set you up for a more successful rest of the year.
To grow your HVAC business, it’s important that your marketing strategy is robust enough to deliver year-round results. Following these marketing tips and best practices is a great place to start.