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4 Great HVAC Marketing Ideas: Grow In 2020

hvac marketing tips
Many HVAC/R business owners think that newer marketing techniques like Facebook just don’t work. Running ads and boosting posts doesn’t help and there’s no ROI, just wasted time and discouragement. This is true if it’s viewed from a single sided debate. When it comes to marketing and tools like Facebook advertising, there’s no equivalent to it’s importance to service-based companies today. As we quickly transition from traditional marketing methods to a fast-pace and highly demanding digital platform, a shift has been discovered.

Marketing dramatically changed from quickly converting sales to more of an orchestrated process. It now aims to educate and build the brand authority of a service business. When time is invested and a general understanding that new marketing techniques are more than just getting phone calls, things start to shift. Real conversions are be celebrated as Facebook users become aware of a service company’s online presence and human interaction. That’s when brand starts to become a direct result of marketing. HVAC marketing can benefit from this shift, building brand authority in their respective region.

Overcrowded industry

In an crowded industry, HVAC companies are faced with fierce competition. Jobs are bid lower by companies that are barely legal, or by technicians who may not even have a license to do the work. After working behind the counter at an HVAC+R distributor in the DMV for seven years, I can recall various stories about this.

The contractors that flourished were always the ones who took their marketing a step above. Soon they didn’t need to worry about being outbid by less than quality contractors. They attracted their ideal customers by establishing themselves as a strong HVAC brand. Being hot in the summer or cold in the winter makes us uncomfortable. Customers are divided. Half want to save money or just don’t have it, so they shop around until they find the cheapest solutions. The other half trust the brand authority that has been established by the companies that understand the power and reach of digital marketing.

The following are great ideas that can get your branding and HVAC marketing going for your business. You may have heard of a few of these techniques, but there is also opportunity to optimize and add to your current marketing efforts.

#1: Social Media Marketing

As a former counter expert at an HVAC/R distributor, I’ve seen everything from how the owners market their service business to how the customers spend their time online and what they see. build brand through social media engagementOperating as an wholesale-only business, we still received many phone calls and in-person visits from the homeowner who often asked for referrals from us, and we happily provided contact info for those we were loyal to. That question and general wonder can be satisfied well before the call to the distributor looking for a fan motor or a capacitor. It can be done by building your brand though Facebook marketing, helping homeowners connect with you fast. 

Creating videos

What people love to see is videos. It may be a tough thing to swallow, but you have to get your business out there through video, It generates the most engagement across the web. record content and share itCreating instructional/educational videos relating to your services such as the difference between pleated and fiberglass air filters or the differences in different equipment brands you offer can help build awareness around what you do. Taking time to do so can provide valuable insight to homeowners that will start to trust your expertise and quality work. Creating videos also helps establish a connection with prospective customers. You’ll become the expert before they even meet or speak with you. Welcome to 2019-2020!

Engaging & starting a group

Facebook loves when people comment and share content that’s published to their platform. It’s that simple. Facebook’s algorithm is based off of engagement, hell their entire business model is engagement. If your posts and engagement is boring to the point that no one interacts with it, Facebook will deem your page boring. Boring and a advertising company don’t mesh very well. They’ll ignore it and just won’t care.

Create a Facebook page. engage with users facebook marketing digital marketing servicesAnother way to generate conversation and engagement is to start a group that aims to provide value and create community. Promote and recruit customers/users to start talking about their air conditioning and heating issues, questions and everything else. being able to share through a group just geared towards their heating and cooling equipment, which is a huge home asset, will prove beneficial. Customers who don’t have a HVAC company are always looking for one. When they experiences issues with there equipment, a fire is lit underneath them. If your content is go-to and had provided any value to them through whatever type of engagement, they’re going to contact you first. Be the brand authority by engaging. 

What not to do with HVAC marketing

Don’t talk down to anyone (difficult users, negative comments, competition) or people will have a negative view on your business. It’s hard and takes a lot of time to build a great reputation, and minutes to destroy it, which is magnified 100X on the internet. don't do these things on social media as a businessBe an honest and straight-forward content creating company. Don’t expect a boosted post or general ad campaign to bring in a 100X return on investment. It could happen, however, but the fact is people don’t generally visit Facebook looking for services. They have little if any intention to buy, use Facebook to connect with others and basically lounge out. They go to Google when they want specific services or goods. That’s the major difference between running Google ads and spending money with Facebook, at least for the service industry. Understand the difference.

Keeping a clean business page

Spelling, structure, formatting, it’s all important. Professionalism does exist on Facebook. Quality is something that is spread among every area of your business, and just not your final delivered product. Ensure your cover photo, profile picture and all media fit in the boxes Facebook provides (even if it seems difficult to do, which it can be!).

keep facebook social media engagement clean
Keep a clean online presence
No cussing. Family homes is where you and your techs will be entering, not a bar. When homeowners are surfing through Facebook they are doing so in their homes. Always maintain professionalism both in person and the digital landscape. You never know who is viewing your content online and building a great brand will depend on keeping viewers happy. Displaying inappropriate things will only broadcast negativity.

Keeping a clean online presence will also help contribute to an overall brand strategy. When you desire to be placed above all the other competition focusing on a brand-first approach is essential. There are various ways to separate your business from the competition. It starts with engaging with customers positively. Even though cussing and being human is what comes natural, doing so to perspective customers can be viewed as negativity.

Facebook HVAC marketing

Generating conversation and building brand awareness for your business is what’s great for Facebook. Honestly, this can have a better long term benefit compared to Google or other direct advertising platforms. Facebook offers a cheap way to establish an authority in your market. invest with facebook advertising to build brand

If your local competition doesn’t utilize Facebook to showcase their services when so many people are using the platform, create avenues to build brand. Take advantage of everyone else not doing it. Don’t expect tons or return on investment from a lucrative stand point. Think of Facebook as your brand manager and a whole new perspective on how cheap and beneficial it is will become clear. Your customers are on Facebook, and you need to be too. 

#2: Optimize a Google My Business page

Google My Business, or GMB, is an excellent tool that allows Google account holders who run a business to share information with local Google users. Google search is now geared towards applying whatever they know about their user’s location and placing the businesses they see as an authority on top of search results. This is critical to businesses that depend on business coming in from the local community. An optimized GMB listing can help boost local Search Engine Optimization (SEO) rankings and place your business on top.

local search engine optimization client results roberts constulting firm
Our Clients Rank (2020 Google)
In particular, HVAC marketing strategies can be completely geared towards just a GMB listing. It’s helpful to have a great website tagged to your listing, as Google will combine it with your listing. There are many features of GMB that will help you rank higher than the competition with a marketing plan moving forward. If you think “user first” just like Google does and direct your plan and action towards what users are searching for, you make all parties involved very happy. The result? More traffic and awareness directed at your business.

Local SEO

Google My Business features include adding photos, videos, posts and reviews. The most important feature of GMB? The reviews… The more Google sees customers are happy with your business, the more they’ll see you as an authority in your market, placing you higher in search ranks — A great benefit for local search engine optimization. Google explains their focus has been on proximity results when users are searching for particular services and products. HVAC marketing can be made simple with GMB and the many features it offers. The value in a free GMB listing is priceless. For more on Google My Business, check out our ultimate guide here.

#3: Mobile-Friendly Website Design

Even as websites become more of a portfolio of information rather than a marketing power house, it still remains important to have one that is both attractive and concise. Your business, depending on your target audience, can reach people across the globe. It serves as a full-time marketing representative in affect 24/7. Even with a great GMB listing and cool Facebook page, a missing website will raise a red flag to both potential customers and Google.

HVAC website design

These days, you can easily build websites with template-based drag and drop platforms online. There are also an abundance of great website designers that will put together a very effective website for you. There are various avenues to explore when deciding to build a website for your business or not. It’s important to remember that Google loves websites that offer value to their users. And why not? A website, when viewed as a professional asset of your team, and not an expensive or time consuming money pit, will be worth every penny. A great site will boost your online reach in a competitive world with the right tactics in place.

The important part of a great website design for effective HVAC marketing? Mobile responsiveness. With an increase of searches being done through mobile devices, it’s a big part of Google’s algorithm to scan (crawling & indexing) websites for functional mobile design. Rather than depending on desktop use from customers, the importance of mobile design is up.

Need a website?

Check out our website design page and shoot us a message. We would love to design a customize logo for your brand.

#4: Redesign Your Brand

hvac marketing logo design
It’s a small part of your brand identity, but a great logo will give consumers the visual representation of core values for your business. It’s a first impression, something that they’ll remember. Once they experience your great customer services and quality products that keeps their family comfortable throughout the year, that logo will start to mean even more. When considering a logo, it’s important to remember that it’s strictly symbolic. There is no meaning or value behind it to your customer. The only thing that can ignite what the logo actually represents is the services and customer service you provide. HVAC marketing starts with creating/revising a logo to best suite your business and your target customers. Then working on your brand over time will give the logo it’s identity; which is only done through great work.

Brand matters

Over time your brand name can become a select choice for customers in your region. It all starts with creating a brand strategy that focuses on your ideal customer. A strong brand focuses on a particular area of the market and never deviates. When companies begin to incorporate unfamiliar and unrelated services and products to what they are known for, things get complicated. If you specialize in residential HVAC change outs and commerical rooftops units, that is your market.

Companies tend to stray away from their brand identity and add plumbing and other services. This will make the consumer say “ABC Heating & Air does plumbing? That’s weird, I’ve always known them as the air conditioning guys”. It’s important to stick with what you do best. If it is decided that adding services from another industry is best, proceed with caution. Customers don’t like change. If a mistake is made with a service call or install, usually they would forgive this. Since taking on a new area, such as plumbing, they may lose trust and question your focus.

The same applies to plumbers. If a well-known plumbing company starts offering HVAC services, will that help their brand? If a car dealer who is well-known for their sales of Ford or Chevrolet starts selling John Deere, what’s their true focus?

Custom to your brand

What’s the first step in re-branding a business? A new logo. Not because of flashy design, but a fresh start to a new plan. Logo design is not something thrown together and sent on its way. The process has to start with identifying what the target customer is. It’s about what your brand promise consists of. Simply slapping some lines and letters together doesn’t create or build a brand. Designing with a brand-first strategy will be the proven critical component to logo design.

Old logos don’t really fit in with what direction a business has taken. It may be a good move to redesign one. Re-branding your business starts with a new look, and depends on a core set of changes internally that will resonate well with the new design. No, this doesn’t provide an instant ROI from a marketing stand point, but it is a change in a great direction that will start to gain traction with existing and new customers. Great marketing isn’t about instant success, it’s about connecting with your target customers and building trust through quality and genuine work. A logo serves as just the beginning to something great to your new HVAC marketing strategy.

Need a logo? We would love to create your new forever design.

digital marketing brand positioning

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