There is no industry that has not been forced to embrace technology and innovation in its marketing. Therefore, it should not be surprising that an HVAC business needs a website and social media presence to attract customers. However, just having a social media presence or a website is not enough to get the edge over your competition. Here are seven essential HVAC digital marketing strategies to give you the upper hand.
You want to find the keywords that are relevant to your niche. These keywords will help customers find you on search engines. Using Google’s keyword planner is an excellent way to find keywords that match your brand and your niche. Typically, productive keywords include a mix of the nature of your business and your city. For someone looking at how to sell HVAC services in Minneapolis, a good keyword might be “best HVAC repair Minneapolis”.
If you want to take your search engine results to the next level, you need to know what your competition is doing. The goal is not to emulate your competition. You want to identify areas of weakness in your competitor’s marketing and then align your marketing to take advantage of those weaknesses.
One area to consider is your niche competition’s social media presence. Evaluate their high-value content, and compare your search performance to theirs. If you do this, you will get valuable data to help you create improved marketing strategies.
In most areas, HVAC companies are a dime a dozen. When you visit an HVAC company’s website, all of them will say that they are experts in the field or that they are the best in the field. You need to do more than tell how experienced you are. You need to prove it by creating content that authoritatively addresses your customer’s needs.
This means that you need to take content creation and development seriously. Every blog and post you create should provide useful information. The content you create should be evergreen, which means it will be valuable to your customers years after it was created.
Search engine optimization is something that everyone knows they need, but not every business understands it. Unfortunately, there are a lot of bad actors out there giving SEO a bad name. However, when you work with a reputable company, you can use SEO to increase your unpaid or organic content. SEO helps you optimize the content you produce to become more visible by search engines. The result is improved ranking, especially with keyword searches.
In the same way that you are not the only HVAC company where you live, your website is not the only HVAC website targeting your area. Users expect a high-level experience when they interact with a website. If users connect to your site and they have a less than stellar experience, they are going to navigate away before they even get a chance to see what you offer. The key to providing a valuable user experience is making sure that your website loads quickly. Also, your website must be mobile-friendly. Most of your customers will be visiting your site on mobile devices.
Everyone is using social media to advertise their business. They are also using social media to find products and services. It should be no surprise that people will search for HVAC contractors on sites like Instagram, Facebook, and Twitter. Your digital strategy should include social media pages. You should use keyword research, high-quality content, and hashtags to improve your visibility.
This is an oldie but goodie. Links are critical to any successful HVAC digital marketing strategy. Link building creates a direct relationship between your links and other quality links online. This can help increase the number of eyes that see your website, increasing the chance of you getting a sale.
Don’t think that you do not need to take advantage of technology to market your HVAC company just because you are not in a technology field. Use social media, link building, search engine optimization, keyword search, and other digital marketing strategies to attract and retain more customers.