The difference between advertising and promotion is that advertising costs money, whereas promotion is free. This article will explore both kinds.
In recent times, companies such as The Leads Boss are offering digital marketing services to HVAC businesses so that for a small sum they have the opportunity of increasing their sales, client bases, and ultimately their profitability.
So, let us consider some different ways that an HVAC business can become noticed. Ways in which it can remove its invisibility cloak and expose itself to the internet as well as the outside world. A world that will include its local potential customers, too.
Digital Marketing
This form of advertising offers invaluable marketing tools to the HVAC leads companies, which they may then use to help promote the businesses in this field. The industry is so specialist that only a targeted approach can allow them to be known by the lion’s share of their potential clients. As with the lion, it is about making enough noise to become noticed, but instead, achieving this visually. This is achieved by techniques such as SEO, PPC, and content marketing. All three have the aim of optimising a company’s position in a search list, so that they can be found easily and quickly, and presented as the ideal choice of the one searching. Even if looking for a local company, there are only so many pages that someone will scroll through to find a service until resorting to another way. So, it is important that a company appears near the top of any search list.
SEO differs to PPC in that SEO relates to search results being found organically by the internet traffic, whereas PPC means that an advertiser pays for every click of their advert. Content marketing relates to interesting and relevant content taking internet users to a company’s website. HVAC leads companies can arrange for content to be written that is of interest to those looking to instal or have heating, ventilation, and cooling systems, maintained.
For some information on advertising in general, you may find the attached article of interest.
Newspaper Adverts
Newspaper adverts can cost money either by the space that they take up or the number of words they contain. In addition, an article or feature can be free, if a journalist can be persuaded that there is a good story to be told about the services or goods a company supplies. This then becomes free promotion. It can only happen periodically, though, so to advertise regularly it will be a case of balancing the frequency against increased business. It may be sufficient to advertise monthly. This highlights the value of a website, which once built, and apart from any costs pertaining to keeping a domain name, stays in situ and only perhaps needs updating periodically.
Flyers
Delivering flyers can be a hit and miss affair if wishing to advertise your business to homeowners who may not have, or even want, an air conditioning system. Although, a more targeted approach may be to send flyers in the direction of a businesses, or group of offices, that is much more likely to have an air conditioning system installed, and if not, already have staff complaining that it is too hot or too cold to work, because of an antiquated one.
A point to note about flyers is that it can often be more cost-effective to have more printed, rather than less. This is because it will work out less per flyer printed for a bulk order.
In summary, there are many ways that a HVAC business can be found by its service users. For instance, digital marketing directed by HVAC leads companies can optimise a position on a search list that allows more customers and clients to find the business; newspapers might be prepared to run an interesting story on a company without charge, perhaps in their business section; and flyers may be delivered to where they are most effective.
