It doesn’t matter if your website isn’t mobile-friendly. It’s fine if your HVAC business isn’t found on social media. It’s OK not to respond to negative reviews.
That was before!
Nowadays, if you want to keep your HVAC business afloat, then you need to have a mobile-responsive website. You need to build your social media presence. You need to deal with bad reviews.
You need DIGITAL MARKETING!
So, you may ask, “What should I do to make my marketing campaigns effective?”
We’ll answer that at the end of this blog!
First, know these top 8 digital marketing mistakes that you will not want to make in 2020.
Underselling Your Website
The internet is hosting over 1.5 billion websites. Without effective marketing strategies, your business is more likely falling behind the curve and your potential customers may book service appointments with your competitors.
That said, the power of SEO and quality content is effective to drive traffic to your website and make it rank on search engine results pages (SERP). Start marketing your business on search engines today and you’ll get a good return.
Ignoring Social Media
Social media is a powerful tool. Unfortunately, most HVAC businesses overlooked it or failed to use it properly.
Many customers live on social media. According to Statista, 70% of the U.S. population has social media profiles. This means that your business has a bigger chance of reaching more audiences. You may constantly publish service and product updates, discount offerings, and more. And the best part is that you can now integrate social media platforms to your website.
Clickbait is a type of content that uses a clever spin on words to attract customers to take action. For instance, telling them, ‘you won’t believe what happened next’ even if the content is quite believable for average HVAC consumers, will only ruin your credibility.
Focus on making content that is valuable to your target audience. Let them know what exactly to expect when they click your pages.
Ignoring Customer Feedback
Customers will always say something about your business—it could be good or bad. They might love how friendly your technicians are, or they may complain about the quality of your repair work.
Whatever the feedback is, deal with it with a decent approach. Respond in a timely fashion and try to create personalized responses. This way, your customers will trust you more and feel confident about your business.
Targeting the Wrong Audience
So you have your campaign materials ready. Who are you going to send them to? Probably to random people—and not to the actual HVAC consumers.
Most HVAC marketing campaigns fail because they don’t reach the right audience. They’re simply directed to anyone, including renters or teenagers.
Determining the right audience means studying customers’ behavior and demographics. This way, you’ll know who to reach to avoid wasting marketing funds.
Not Setting a Marketing Budget
Many HVAC companies think that digital marketing is just another set of expense rather than an investment in growth.
But if you want to get your name out there, establish a brand, and gain the trust of your consumers, then you need to set a marketing budget. Remember, digital marketing is an investment in your brand and in your success as a whole.
Not Keeping Track of Your Competitors
You’re definitely missing the hottest trends when you merely focus on your own business. Try to keep an eye on your competitor’s marketing to see what’s coming.
Remember, the market can change in an instant, and knowing what’s going on around your industry can keep you ahead of the curve.
Doing the Marketing Yourself
In an effort to keep the costs low, you might decide to do all the marketing jobs yourself. That’s a mistake! You may end up wasting more time and money for a work that doesn’t appeal to the target audience.
Don’t do it yourself! Work with a digital marketing agency that helps bridge the gap between your business and your target audience or customers.
What Should I Do to Make My Marketing Campaigns Effective?
This 2020, it’s your advantage to apply effective digital marketing strategies for your HVAC business. Working with a creative agency like Cornerstone Marketing Solutions gives your business an edge in the industry.
Don’t forget to keep an eye on these top 6 digital marketing trends this 2020.
If you are ready to take your marketing efforts to a whole new level, we’re here to help. Let us take it off your plate so you can focus on the things that matter to you most—your HVAC business!