Digital Marketing Toolbox
HVAC Marketing Guide
Online HVAC marketing is a competitive and complex process. Here’s a quick-start guide so you can create a successful campaign and bring in leads for your HVAC business.
Your expertise in the HVAC industry means that you have the knowledge and skills to install and repair heating and air conditioning systems. But if you are like most business owners, you are out of your comfort zone when it comes to building an HVAC marketing campaign.
The only way you will be successful in your HVAC business is if you are connecting with homeowners who need your services. Unfortunately, one of the biggest mistakes HVAC contractors make is that they aren’t investing in HVAC advertising. Not only do you need to establish a presence in the industry, but digital marketing for HVAC brings in the leads you need to stay busy throughout the year.
The online industry can be tricky to navigate because it feels like you are chasing a moving target. Small- and mid-sized contractors have difficulty keeping up with HVAC internet marketing since the current methods are changing so quickly. In addition to a strong HVAC ads strategy, you also need to invest money, resources, and time to stay current and bring in homeowner leads: people who are seeking your services.
In this quick start guide, we’re outlining the most effective solutions for building an HVAC marketing strategy that works. These HVAC advertising examples eliminate the trial-and-error, so you can start with a campaign that works. The goal is to bring in leads that turn into paying customers, helping to boost your bottom line and increase your profit margins.
Building a Strong Foundation for Your HVAC Digital Marketing Campaign
Don’t make the mistake of investing money into HVAC internet marketing without ensuring these campaigns effectively bring in the leads you want.
When you are spending money on HVAC ads, it’s critical to ensure your ROI by tracking conversion rates and adjusting the campaign as needed. You are likely throwing money out the window without tracking and strategy adjustments. If an HVAC marketing campaign is failing, it’s not an issue with the campaign itself – usually, the problem lies in the ad implementation, measurement, and optimization. Make sure to have these elements in place before launching your HVAC marketing campaign:
Pre-launch elements in a successful campaign include:
1. Dial in the Offer
The first step is to identify your target demographic, so you can create an offer that speaks to their needs. The better you know the audience, the more you can customize the marketing campaign.
For example, the best HVAC advertising examples connect with homeowners who need to repair their current HVAC systems, need maintenance services, or are looking for assistance with installation. Segment these services and design landing pages for each focus. Always make sure to have a direct Call to Action showing how you can help with the customer’s problem.
The goal for most HVAC marketing campaigns is to collect lead contact information so you can schedule a consultation.
2. Track Leads & Conversions
Bringing leads through the door is just the first step; now, it’s time to implement strategies to convert them to paying customers.
Every good HVAC marketing strategy uses click and conversion tracking on every campaign. Look at the analytics to gain insights into the actions people are taking on your website.
Tracking technology can also be helpful for appointment booking, phone calls, email open rates, project revenue, and engagement on HVAC ads. Investing in a comprehensive tracking system helps you see the effectiveness at all stages in your marketing funnel – then you can optimize your campaigns.
3. Lead Nurturing
It’s rare for the first point of contact to be enough for a lead to turn into a paying customer. A thorough HVAC marketing strategy moves the lead through a sales funnel so you can build a relationship and nurture the connection.
One way to see the quality of leads on your list is by using a lead scoring system. Then, as your sales team interacts with the leads, they can boost conversion rates and develop relationships by meeting each lead in the right conversation, based on where they are in the sales funnel.
In addition to one-on-one conversations, leverage one-to-many HVAC marketing strategies such as email and text message marketing.
4. Seal the Deal
Every element of your HVAC marketing campaign leads to one priority: closing the deal.
Consider the ongoing tasks and points of contact to see how each lead is being nurtured to move forward with the services. Set specific responsibilities for team members to ensure nothing falls through the cracks. These tasks include answering incoming calls, warm lead follow-up, and continuing conversations with homeowners who are interested in HVAC services.
Standardizing this practice minimizes the loss of leads in the sales funnel. In addition, when you are proactive about communication and respond within 5 minutes, it improves conversion rates. Also, implement other closing strategies such as sales pitches and customer education.
The Best HVAC Marketing Strategy
One of the most common mistakes we see is contractors spending money on HVAC marketing ideas without having a clearly defined plan. Once you set the foundation for your new marketing campaign, then it’s time to lay out the specific methods you will use to bring in leads.
Every HVAC digital marketing agency has a unique approach to creating lead generation campaigns. However, even though they are using different HVAC ads, there are similarities in all of these campaigns.
Focus on the End Results
As you outline your HVAC marketing strategy, focus on the end result and reverse-engineer the sales funnel. Know your goal for the campaign, as well as milestones that will help you reach that point. This preparation makes it easy to turn dreams into reality.
Clarify your goals by asking questions such as:
- What is the top action you want each lead to take?
- How do you plan to reach the milestones that impact lead conversion?
There’s a balance between focusing on the long-term accomplishments while identifying the individual stepping stones that set the proper foundation in an HVAC marketing campaign.
6 Steps to Define HVAC Marketing Goals
Select your ideal business goals, then build your HVAC marketing campaign around these goals. Dedicate the time to ensure that all goals are clearly defined so you can identify when you complete each goal.
Not only do you need to focus on the end goal, but you also look for benchmarks that lead to success. Target milestones must be achievable but still high enough to stretch the sales team. Conversely, setting the goals too low creates an unmotivated team.
Consider these proven tips to establish marketing goals that align with your revenue and business goals:
1.) Write down your target number: the revenue you want to achieve through these HVAC marketing ideas.
2.) Identify the number of sales you need that will add up to these revenue goals.
3.) Look at anticipated closing rates to determine the number of leads you need to bring in the door.
4.) Based on website conversion rates, decide on the traffic you need to bring in the correct number of leads.
5.) Set measurable milestones and review these numbers daily, weekly, and monthly.
6.) Choose HVAC ads that will bring in the ideal number of leads you desire.
How to Generate Online Leads with HVAC Marketing Strategies
You have a strong foundation with defined goals, so now it’s time to implement your new HVAC marketing campaign. An effective strategy leverages various types of HVAC advertising:
Well Optimized Website
Search Engine Optimization
Google My Business
Meaningful Presence on Social Media
Email Marketing and Newsletters
Every marketing strategy is effective as a standalone campaign. Combine all of them, and you will have a proven system that connects you with homeowners throughout the year.
We’ll break down each of these subsections within this guide, providing you with detailed information about how the pieces fit together to create an effective HVAC digital marketing plan.
Optimizing Your HVAC Business Website
The foundation of an effective HVAC marketing strategy is a well-designed website. All of the marketing campaigns lead back to the website, which is why it’s worth the investment to have a user-friendly platform where you share services and information with homeowners.
Your HVAC marketing ideas will only be as good as the website design. Stay focused on the things that matter most when building your HVAC website, including these essential website components:
Functional and Technical Website Features
People expect immediate information, which is why you need to avoid any details when someone comes to your website. Plus, lining up these technical details shows Google that you are focused on user experience, which can boost the chances of your site getting high search rankings.
Website load time might seem like an insignificant detail, but you are probably losing money if you haven’t optimized your site. Optimize the page load time, and you’ll see improvements in conversion rates, which has a positive impact on sales revenue.
Fast Page Loads
Check every page with this Page Load Speed Tester and adjust the pages to get a load time of 2 seconds or less
Always compress images before uploading them to your website
Double-check every CTA to ensure all links are working as desired
Responsive Web Layout
Use a mobile-friendly design, so the website is viewable on any type of device
Use Calls to Action to Get Website Visitors to Take the Next Step
What is the desired action visitors should follow when they come to your website? Build in Calls to Action (CTAs) to encourage the actions that lead to better communication with your HVAC sales team. CTA examples include:
- Contact your office to schedule a consultation
- Submit their phone number
- Sign up for a newsletter by sharing an email address
- Request a proposal
These CTAs encourage people to take the next step because they can see the benefits that come with this action. For example, “Call our expert HVAC team to schedule your free consultation and receive an estimate.” Not only does this specify the action, but it also establishes your expertise and promises a free consultation.
Utilize Customer Reviews
Statistics show that 63% of customers are more likely to buy from websites showcasing customer reviews.
Reviews establish trust and credibility for your company by showing the satisfaction you’ve delivered to other customers. The customer reviews back up the claims you are making in your HVAC marketing campaigns.
Use reviews on all of your online platforms, including on your website pages, landing pages, and even social media accounts.
Website Design Features that Build Trust
Focusing your website design on user experience helps to establish trust, so people feel comfortable moving forward with your services. In addition, Copywriting, images, graphics, and other design elements contribute to your company brand by communicating a message about the quality of services you offer.
One way to quickly build trust is by sharing information about awards and affiliations. You can distinguish your brand as leading the local industry, helping you stand out from the competition. The smallest details make a difference, helping to keep your company at the top of mind, so customers remember your team when they are ready to buy later.
How to Get Your Website Ranked When Homeowners Search for HVAC Services
Google tends to be the first place homeowners go when they are looking to hire a contractor. So, the best way to advertise an HVAC business is to ensure that your site shows up in relevant search results.
your Search Engine Optimization campaign. These creative HVAC ads help you test the water. Then you can invest in an organic search campaign that pays off in the long run.
Paying for HVAC ads brings in immediate traffic through Pay Per Click advertising. Then, you can move forward with the longer-term goals of organic traffic from the search engines. This two-step process keeps leads coming to your business, so you always have homeowners moving through your sales funnel.
3 Methods to Establish a Presence in the Search Results
Every effective HVAC marketing strategy should use three essential components for search engine rankings.
These HVAC marketing ideas ensure that your website is easy to find when people are searching for keywords relating to your services. Plus, you can dominate the search results to keep your team ahead of the competition.
1.) Pay Per Click
Google AdWords for HVAC marketing is like turning on the air conditioner: you get immediate results. You’ll always have a steady stream of quality leads as long as you are paying for the ideal keywords.
2.) Search Engine Optimization
SEO takes more time compared to PPC, but it’s worth the investment because of the results you achieve in the future. SEO ranks your website so you can get organic traffic, which means you don’t have to pay for every click coming to your website.
3.) Business Listing
Make sure to set up a business listing to not only help with search engine rankings but also establish your business as a credible resource. Google My Business increases the likelihood of homeowners finding you in Google Maps.
Continue reading to learn more about each of these search engine categories, so you can learn practical implementation for your HVAC marketing strategy.
Google AdWords for HVAC Searches
Most HVAC business owners agree: Pay Per Click (PPC) advertising feels overwhelming. How do you know that the money you are spending on HVAC ads will turn into higher profit margins?
For an untrained business owner, PPC might feel like gambling. But the data speaks for itself: a solid PPC campaign brings in qualified leads and has a positive impact on your profit margins. For every dollar spent on PPC ads, you can bring in an average of two dollars in return (200% ROI). In addition, these HVAC marketing ideas are proven to connect you with homeowners who are interested in your services and should be part of every HVAC marketing campaign.
Best Practices: Google AdWords for HVAC
Step #1: Identify the Right Keywords
Keyword research has an undeniable impact on the success of your PPC results.
Get into the mindset of what your target demographic might search for when they need your services. Relevancy matters because you want the searches to be related to the services that you offer.
Keyword research helps you see the possible search volume as well as services that customers are looking for in the area. When you have a solid list of keywords, you can be sure that your message is showing up in front of the right audience. Find keywords with reasonable volume and affordable clicks.
There are countless keyword research tools you can use, like Moz and Keywords Everywhere. But the Google AdWords system is one of the simplest and most effective options.
Step #2: Design Your HVAC PPC Campaign
Now that you have a list of keywords, break them out into ad groups with a maximum of 4 keywords per group.
Always prioritize quality over quantity. For example, when looking at HVAC advertising examples, you’ll see that “DIY HVAC videos” might get a lot of website traffic. Still, the conversion rate will be low compared to people searching for “emergency HVAC services near me.”
Consider the buyer’s intention when you are setting up these campaigns, so you aren’t wasting money on keywords with low conversion rates. If someone is searching for information about DIY or free tutorials, then it’s unlikely that they are ready to hire a contractor.
Step #3: Design Creative HVAC Ads
You have a few seconds to capture someone’s attention with your PPC ads, so make sure you are creative with the copywriting.
Headlines should always be clear and incorporate related keywords. Add a CTA to encourage each person to follow through with an action (like setting an appointment). The process should be clear and simple to follow when someone clicks through HVAC ads and lands on your website.
Split test different types of HVAC ads to see how well your target audience responds. As a result, you can find the most compelling messages that boost conversion rates and optimize your profit margins on the campaign.
Step #4: Improve Your Landing Pages
Creative HVAC ads and optimized landing pages go hand-in-hand to deliver the desired ROI.
You are leaving money on the table if you split-test different keyword groups without a good landing page. Make sure each click lands the lead on a page that is clear, direct, and easy to navigate.
Create multiple landing pages, so you have one page for every sub-service available. For example, look at HVAC advertising examples, and you will see the pages divided into topics like HVAC maintenance, HVAC installation, HVAC emergency repair, etc.
SEO For HVAC – How To Rank Your Site Organically
You can use Google AdWords for HVAC to bring in immediate leads, but this traffic stops when you no longer pay for the keywords. Search Engine Optimization builds on your PPC efforts by bringing in long-term website traffic.
The goal is to build an online presence that keeps your website ranked in the search engines. Then, you aren’t required to pay for every visitor coming through because visitors can find your website in the organic search results.
Establishing a high-ranking website in the search results means that you have a prime piece of virtual real estate that is easy for homeowners to find.
Investing in SEO as part of your HVAC marketing ideas is worth the effort in the long run. Talk to any HVAC marketing agency, and they will always include SEO in your services. In addition, all marketing experts know that PPC sets an excellent foundation for building an effective SEO campaign.
The truth is that there is intense competition for SEO because these HVAC marketing ideas are so effective. So, you must be proactive in your efforts to outrank the competition. Use these strategies to gain an edge in the organic search results:
Proven HVAC Marketing Strategies for SEO Rankings
Even though it’s challenging to rank in the search engines, it’s possible to do when you follow the right SEO strategy. Here are several components to boost your website rankings:
“Content is King” is a common phrase that holds true for SEO. Not only do you need quality content on the homepage, but you also invest in content for your services pages, blog posts, and more. Write content with user experience in mind.
Use keyword research to know which phrases you should incorporate into your website content. For example, take data from your most effective PPC campaigns to pick the ideal keywords for your SEO campaign.
Next, consider how your website is structured and organized. Also, make sure the pages and navigation are easy to use on all sizes of screens: computers, smartphones, tablets, and more.
Having backlinks from other websites is basically like “votes” to show Google your site is trusted. It takes time to build these backlinks, but it’s worth the effort. The simplest solution for backlinks is to hire an HVAC digital marketing agency for help.
Page Loading Speed
The goal is to make sure your website and landing pages load in less than 2 seconds. Longer page load times take a toll on user experience and have a negative impact on SEO. Your website developer can help with page load time.
When malware or other security threats are present, they bring up an immediate red flag that will cause you to lose SEO rankings. Install security software that protects your website and server so Google knows your website is safe to visit.
These tips create a positive impact on your search rankings and generate more visitors and leads for your HVAC business. Putting in the consistent effort and time will result in lift for your marketing strategy.
HVAC Local Business Tips: Google My Business
Google Maps is a common place where people search when they are looking for local services. In fact, Maps listings are some of the most prominent features that show up in the search results. Therefore, every list of HVAC marketing ideas should include Google My Business as part of the strategy.
When in-person services are needed, such as HVAC repair or maintenance, homeowners want to know that they are connecting with local companies. If your HVAC business is listed in Google Maps, you will likely bring in more leads based on proximity.
Plus, your Google My Business profile establishes trust that motivates people to choose your services over the competition. Include company ratings, reviews, pictures, contact information, and more.
Google My Business Checklist for Local Contractors
Here is a quick checklist to follow when setting up a Google My Business profile for your HVAC business. Following these steps boosts the chances of high rankings in the local search results:
Claim Your Business
Once your business listing is online, it’s essential that you claim it. Sometimes, the business is already listed, even if you haven’t already filled out the profile information.
Set Up NAP Information
NAP stands for name, address, and phone number – the essential contact information for your business. Double- and triple-check your NAPs and often revisit to make sure the contact details are always up-to-date.
Add a visual element to your Google My Business listing by ensuring that professional photos are uploaded to your page. These pics strengthen your company brand. Update these photos regularly.
Supplemental Profile Information
You’ll find several other sections to fill in, including a list of products and services as well as choosing primary and secondary service categories. Also, share information about discounts and special offers to entice potential customers.
Question and Review Responses
When you have an established Google My Business presence, make sure to invite customers to leave their reviews. Collecting more positive reviews increases the likelihood of your business ranking well in the local search results (which brings in more paying customers).
Respond to Reviews and Questions
Posting a response to every review – both positive and negative reviews – shows that you are proactive with customer service. Handle complaints and thank reviewers for sharing their opinion. Also, be proactive about answering questions that come through in Q&A.
Use Google Messaging
Make it easy for people to get in touch with your company by using the Google Messaging feature on your Google My Business profile. People don’t like picking up the phone, so messaging can be a great way to establish contact. Enable messaging and be proactive about responding quickly throughout the day—timing matters when responding to HVAC inquiries.
Other Local Listings and Business Directories
While Google My Business will bring in the most traffic for local listings, don’t overlook other opportunities to list your HVAC company in different directories.
Since creating directory listings is a tedious process, the best way to market an HVAC business through directories is by hiring an HVAC marketing agency for help.
Even if these smaller maps and directories don’t bring in a lot of direct traffic, they are still great resources for backlinks that can contribute to your SEO campaign.
Establishing a Social Media Presence on Facebook for Your HVAC Business
The next to-do item on your list of HVAC marketing ideas is to make sure that you have a meaningful presence on social media. Facebook is the top priority, and every contractor should have a business page with a strategy for running HVAC ads on social media for lead generation.
Most of your target customers are on Facebook since nearly everyone has a Facebook account. If you aren’t using Facebook as part of your HVAC marketing strategy, you are definitely leaving money on the table. Social media is one proven method by which you can connect with homeowners searching for your services.
How to Use Facebook Ads to Reach Potential Customers
There are several options for designing your Facebook ads, depending on the action you want the user to take when they are interacting with your ad:
Ads to Stay on Facebook
Clicking on your ad takes the user to another page of Facebook. This ad strategy is for high conversion rates because people feel more comfortable when they are staying on Facebook. HVAC marketing examples using this strategy takes the user to a form submission page where they enter their contact information.
Ads to Your Website
The next option is to have someone click through your ad that takes them to your landing page. This strategy brings people from Facebook to your website.
Finally, don’t underestimate the power of using 3rd party Facebook ads for retargeting. When people have recently engaged with your brand, you can show ads on other platforms, increasing the likelihood of repeat visits to your website.
Tips for Designing Effective HVAC Ads on Facebook
Facebook is a practical part of your HVAC marketing strategy, but you need to have the right mindset when designing these ads. Consider the fact that people are spending time on Facebook for entertainment. Your ads must match this entertainment mindset with engaging messages, bright colors, and eye-catching designs. Photos of smiling people work well on social media. You can also make your ad memorable using humor.
Here are a few proven Facebook Ad techniques that bring in relevant leads and drive traffic to your site with people who are searching for your HVAC services:
Establish Your Ad Objective
What is the underlying purpose behind your ad? Know the action you want each user to take, then design the ad to match. Objectives might include steps like joining an email list, scheduling a free consultation, or sharing information about discounts or current specials.
Design the Ad
The most common layout for Facebook ads uses one image with text to match the image. A carousel ad is another option, as well as canvas, videos, or slideshows. Try split-testing different methods to find a combination that results in the best click-thru and conversion rates.
Target the Ideal Demographics
Your audience matters because you want to show these ads to people who are interested in your services. Facebook offers location targeting, and you can choose other targeting filters – such as ads to current and past customers. Another option is to target a Lookalike Audience.
Choose Your Budget
Manage your spending by choosing a daily budget. How much do you want to spend? Setting a cap ensures that you don’t overrun your budget without bringing in leads for a positive ROI. Start slow in the beginning to test the campaign. Then ramp up your spending when you see that the campaign is working.
Boost Customer ROI with Email Marketing
Don’t believe the myth: email marketing isn’t dead. Integrating email marketing with your other HVAC marketing and lead generation strategies gives you a valuable asset that can bring in new business on an ongoing basis. The goal is to build an email list where customers read and engage with your messages.
You can expect a strong ROI when investing in email marketing: $42 in return for every $1 you invest! You won’t find an ROI this high in any other type of HVAC marketing strategy.
How to Use Email Marketing for Your HVAC Business
Email marketing is most effective when it coincides with other HVAC marketing strategies. Using newsletters and personalized email campaigns is a one-to-many solution that builds strong relationships with current and potential customers. This method leverages your time because you can connect with many people, even when you can’t fit everyone in for one-on-one meetings.
HVAC advertising examples bring customers to the website using SEO, PPC, and/or social media. Usually, people don’t schedule a consultation the first time they visit the website, so you need a way to capture their information and maintain communication. Email marketing gives you a way to stay in touch and build a relationship.
Ongoing newsletters keep your business at the top of mind, so the homeowner will know who to call when they need HVAC services in the future.
Top 3 Goals for Email Marketing
When you are working to improve your email marketing success, focus on these three top priorities:
Not only do you need to send the emails, but it’s critical to make sure the messages are making it to people’s inboxes. Clean the list to ensure the addresses are accurate so that you can improve delivery rates. An email validation tool can help. Also, remove inactive subscribers and email addresses that are bouncing.
Use enticing subject lines to increase the number of subscribers who click through to see what’s inside. Also consider the timing when you send these emails to capture the biggest audience: 10 A.M. to 1 P.M. is usually the optimal time for sending newsletters and email updates.
When someone opens an email, the next step is to encourage action with a click-thru to your website or preferred landing page. What action would you like the reader to take? Incorporate a Call to Action to have them go to your website, fill out a form, or call for a consultation. For best click-thru results, ensure that your email messages are short, clear, and concise.
The Best Email Marketing Campaigns for HVAC Contractors
Building an email list is the first step. You must also follow-through to deliver quality messages on an on-going basis. The first email can be a welcome message with a personalized touch. Thank the reader for joining the community and let them know that they can contact you any time if they have questions about HVAC services.
Then, be consistent in your HVAC marketing campaign about delivering quality information to your subscribers. Share links to your recent blog posts, video tutorials on your YouTube channel, and even free eBook downloads. Digital media is a great way to establish your authority and expertise in the industry.
When you are sending email newsletters, share timely greetings for holidays, events, service discounts, and more.
At Service Direct, we recognize that marketing your HVAC business is no simple task – we have over 15 years of experience in the industry and know what it really takes to succeed. There’s no one-size-fits-all method for sustainable, high-quality lead generation. Focus on the HVAC marketing channels that fit with your business needs and engage with your target audiences. Keep your potential customers’ challenges, goals, and concerns at the forefront of your strategy; deliver useful content that addresses their pain points; nurture the relationships and build trust and engagement over time. Stick with it and you’ll see marketing uptick that helps you grow your HVAC business. Or feel free to get in touch with us to see how we can help you generate exclusive HVAC leads now:
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