Are you looking for ways to get more customers online for your HVAC company? If yes, then read on.
HVAC companies are often overlooked when it comes to marketing their services.
They don’t have much time or resources to spend on advertising.
This means they usually rely on word-of-mouth referrals.
To increase customer traffic, you should focus on building a strong social media presence.
This way, you can connect with potential clients and build trust.
Social media is the best place to start if you want to get more customers online.
It’s free, easy to use, and most importantly, it allows you to reach out to people who might be interested in what you do.
Here are some tips that will help you get started:
1. Optimise your website
A website plays two major roles in your HVAC marketing efforts: It helps people find you, and it builds trust for your brand.
Positioning your website for people to easily find you on search engines is essential for capturing potential customers.
This process is called search engine optimization (SEO). To rank higher on search engines, your site needs to:
- Be mobile-friendly
- Load fast
- Include relevant keywords (like “air conditioning” or “HVAC repair“)
- Include links to other pages on your site and other trustworthy websites
Once a potential lead does find you, your website also acts as a marketing tool that builds trust.
Great website design is critical—you only have one chance to make a first impression.
A quick look at your homepage can be all it takes for a customer to choose your business or abandon your site.
Make sure your HVAC website design is professional and reflective of your brand and the services you offer.
Most website builders offer customizable templates that make this easy, although you can hire a web developer if you have a specific vision in mind or don’t have the time or ability to do it on your own.
When reviewing your business website, look at it as though you were a potential customer.
Does it have everything necessary to help them make a decision?
Make sure it’s easy to navigate and offers all the information your customers may need.
A great place to start is organising your menu clearly—for example, using logical categories like “Home” and “About” and tucking in more specific subjects like “Heater Repair” under “Services.”
2. Create landing pages
When you’re ready to take website optimization a step further—and ensure your potential leads can easily take the next step—it’s time to create effective landing pages for your site.
Landing pages are standalone pages on your website that target specific keywords and are built to convert visitors.
You can create landing pages that target general keywords like “HVAC system.”
Even better, establish yourself as a trusted local business in your service area by targeting terms like “HVAC contractor Manhattan.”
Having more than 40 of these web pages can help you generate 12 times more leads than a site with five or fewer.
To maximise this HVAC marketing idea, don’t forget to include one relevant call to action—like “get a quote” or “book your appointment”—on each landing page.
If customers choose to take action, it should be easy for them to leave their contact information so you can follow up.
3. Hone in on email marketing
Getting leads is crucial, but your next step is to build a relationship so they turn into customers.
Email marketing is an effective way to keep in touch with your leads from the time they first learn about you to the time they’re ready to take the leap—all with fairly low effort.
Tools like Mailchimp and Constant Contact make it easy for you to create professional email marketing campaigns, offering drag-and-drop designs and step-by-step guidance.
Once you set up a campaign, you can add new leads to the list, and they’ll automatically get each email at the designated times you created.
Whenever possible, include custom fields, so every email can be personalisedpersonalized with your lead’s name, service interest, and more.
Studies show that personalisedpersonalized email subject lines improve the chances of someone opening it by 50%.
Email marketing also helps you maintain relationships with existing customers.
While small businesses in the HVAC industry may not get returning customers as frequently as retailers and restaurants, staying in touch by sending out a regular email newsletter can help you remain their first choice.
It can even get them involved in any word-of-mouth marketing you’re aiming to do, as you can easily advertise any referral bonuses you’re offering.
4. Add your business to online directories
When potential clients aren’t using search engines like Google to find companies like yours, many are heading straight to online directories.
Think of them as online yellow pages.
Listing your business—and completing your profiles—on these directories ensures your business gets found easily on these specific platforms.
It also boosts your local SEO, so your website also appears on more relevant search engine results pages.
Claiming your Discover Local Page is an excellent place to start.
Once you claim your free listing, you can update your business categories, services, service areas, phone number, business hours, photos, and more to make your business easy to find.
Promote your business to local customers.
5. Take advantage of online reviews
Once your business listings are claimed and complete, many directory sites also allow you to interact directly with your clients through online reviews.
Responding to reviews on Facebook, Google My Business, and similar sites is an effective way to show current and future clients that you care.
As a part of your marketing plan, be sure to follow up on both positive and negative reviews—let your customers know that you appreciate them taking the time to comment on your business, whether that’s a rave recommendation or constructive criticism.
6. Make social media marketing a priority
No matter what industry you’re in, there are no escaping social media. More than 70% of all adults in the U.S. are on at least one social media platform, and many are scrolling through hours of content each day.
When it comes to social media marketing, Facebook is a useful platform for your HVAC business due to the highly detailed targeting functionality of Facebook paid ads.
Your HVAC advertising campaigns can target people based on a specific zip code or neighbourhood, income level, age, and other criteria.
Facebook ads are a cost-per-click (CPC) advertising channel, so you’ll only pay when someone acts on your content—for example, clicking on your ad—so you’ll generate leads while improving your bottom line.
If you’re targeting homeowners, marketing on the neighbourhood networking app Nextdoor can be another opportunity for you.
Using Nextdoor, you can offer deals to locals and add sponsored posts to your target users’ news feeds based on their zip code.
If you mostly work with commercial clients, consider LinkedIn, which is particularly effective for driving B2B results.
7. Fine-tune your digital branding
Regardless of which digital platforms you use for your HVAC marketing ideas, presenting a consistent brand is one of the best ways to build lasting relationships with clients.
When everything from your logos to brand voice starts to build recognition, it can enhance the overall customer service experience you provide, leading to more customer loyalty.
Some of the best HVAC marketing ideas take advantage of the web to reach thousands of more customers at a low cost.
Using your website, online directories, and social media outlets to your advantage allow you to generate and convert leads every day—all while maintaining relationships with existing customers who may return in the future.
If you’re looking for help generating leads, we recommend having a free strategy call with us.
Contact us here or make sure you add your listing to Discover Local for free here.
