Are you running an HVAC or plumbing business and experience difficulty achieving your bottom line? If so, then maybe you fail to use proper digital marketing or you don’t use any at all. HVAC | plumbing website development and digital marketing strategies are integral in today’s ever-changing customer demands and industry standards.
Keep reading to learn how you can take advantage of the proper digital marketing for your HVAC or plumbing company.
The HVAC Industry Changes
The heating and air conditioning (HVAC) industry has seen several changes over the past few decades—and this means you need to make a switch into a more effective and dynamic digital marketing and HVAC | plumbing website development solution.
Air conditioning units, which require substantial space and provide limited service, now take up less space and enable businesses and homeowners to enjoy better indoor climate control. Refrigerators went from gas-powered to electric and refrigerant-based coolants to more eco-friendly alternatives. Heat pump systems became popular, then geothermal heat pumps emerged as a superior technology that provides clean emissions, near-zero electrical usage, and reinvestment savings.
As the technology within this industry changes and improves, your business needs to keep up with these changes to meet demand and client expectations. In addition to new technology, the nature of the HVAC industry requires that you work on a variety of projects with different building requirements and objectives.
For your business to succeed and grow in this changing environment, having marketing strategies, including HVAC | plumbing website development effort in place, is essential. Your marketing plan should include both traditional and online marketing efforts.
Effective Strategies to Market Your HVAC or Plumbing Business
How do HVAC installers, contractors, dealerships, manufacturers, distributors, or other related businesses currently market their services or products?
Here are nine things for you to consider to market your company effectively.
Revamp Your Traditional Marketing
Since the inception of Yellow Pages over 100 years ago, traditional marketing has dominated the industry. Until recently, it was tough to find a business that doesn’t have a phone book listing complete with a map and address. While many companies continue this practice, its effectiveness is waning.
The Yellow Pages are no longer the go-to source for information on products or services. More people are using search engines like Google and Bing to find the products and services they want. According to a study conducted by Nielson/Net
Ratings, 50% of people use search engines to locate information on products and services instead of using directories such as Yellow Pages.
Although consumers are using search engines instead of directories, this doesn’t mean that your business should stop advertising in directories. Yellow Pages still provides a good platform for consumers looking for materials or products associated with your business.
It’s important not to ignore local newspapers either. Many of these publications provide an opportunity to advertise special deals, highlight new services and promote events. They also offer you the ability to place coupons in front of readers, effectively promoting new products or services.
Utilize Social Media
Using social media to market your company can help you reach a broad audience at little cost. Most businesses already have active Facebook and Twitter accounts, but are they used for marketing purposes?
Even if marketers have HVAC | plumbing website development efforts in place, they are still trying to figure out how to utilize social media as a marketing tool best. What this tells us is that those who develop, implement and use these types of platforms for marketing purposes will have an advantage over those who don’t.
Create a Compelling Video
Catching the attention of potential customers with video has proved to be effective for businesses all over the world. Videos can be created with little to no cost, making them ideal for all businesses looking to promote their company.
Some websites provide affordable video production support, or you can produce your own high-quality videos with the latest technology available on most smartphones. However, video production has some guidelines and strategies to make it effective. Your local marketing company should be able to help you with video creation and distribution.
Get Professional Photos
Photographs can help your business stand out from the competition and attract new customers. Most companies understand this and have already utilized photographs to attract attention and generate sales. The key is knowing how and where to use them effectively on your various platforms: print materials, social media sites, blog posts or during the HVAC | plumbing website development process.
Encourage Your Audience to Share
People are more likely to share something that they find interesting or important with their social networks or email contacts. Give them a good reason to share your content with others.
Ask for Feedback and Reviews
Customer testimonials, reviews, and referrals are among the most powerful tools in a marketer’s tool belt. Nothing beats peer recommendations when it comes to influencing potential customers. You can start encouraging review generation simply by asking!
Create Giveaways and Contests
People love free stuff! Give them a chance to win something by showing your consumers how much you appreciate their business. Offer incentives such as discounts, coupons, merchandise, or other promotional items. Make sure that your contest is easy to enter with a low prize threshold so almost anyone can participate.
The easiest person to sell to is someone who has already shown an interest in buying from you. Get their email address, make them your customers and you’ll be cutting out tons of time building new relationships.
Advertise on Other Websites
This strategy is one of the most effective because it doesn’t cost you much, and your customers don’t need to leave your website for them to buy from you. Put an ad on the right website, and you’ll get traffic that is interested in what you have to offer. Your online advertising campaign can be as simple as a banner advertisement or re-purposing your newsletter content into a “sponsored article” Make this part of your digital marketing and HVAC | plumbing website development strategy to gain better results and win your competition.
Participate in Social Media Chats
Social media chat platforms such as Twitter chats aren’t just for social purposes; they’re also great tools for growing your business. Many Twitter chats focus on specific topics relevant to current events and industry buzz, making them easy for companies and professionals to participate in relevant conversations.
Create An Online Press Kit
Online press kits help reporters find information faster and will save you time. All you need to do is list all of your relevant links and social network profiles along with your email address, phone number and other business contact information.
Send Personalized Emails
Purchase a mailing list and blast away, right? While it sounds like an easy answer, it’s actually not the best way to grow your customer base. Instead, take some time and develop personalized emails that include targeted content for each individual or company on your list. This way you can build one-on-one relationships based on trust and shared interests instead of impersonal bulk messaging.
Use Product Giveaways On Your Website
This strategy is similar to the contest idea. But instead of giving away a big prize, you are giving away smaller items that are relevant to your business. Consumers will appreciate the gesture and remember who gave it to them when they need more product in the future. Ensure to give this attention as part of the HVAC | plumbing website development process.
Elements You Should Implement on Your Business Website
During the HVAC | plumbing website development, every site must include the following features:
Your web layout or design should look professional and easy-on-eyes simultaneously. Also, the designs should be responsive to any screen size or device.
Write relevant content that clearly speaks about your company’s services and products. You should also use keywords or phrases that potential customers look for when searching for HVAC or plumbing services in your city.
Make sure your website is mobile-friendly to be easily accessed by people who are on the go. This HVAC | plumbing website development strategy ensures your customers’ convenience and increases conversion rates to a great extent.
Having an ‘About Us’ page, contact us form, company location details, etc., makes it easier for customers to interact with you. These pages will play an important role if prospective clients ever need to get in touch with you! Those details also make you and your business look more credible to potential customers looking for services in your service area.
Ready to Take Your HVAC & Plumbing Business to New Heights?
If you currently struggle to take the lead in your service area or just want to increase your website traffic, Cornerstone Marketing Solutions has you covered. We provide complete digital marketing services, including HVAC | plumbing website development, SEO marketing, content marketing, ads marketing, social media management, etc.
Call us at (214) 530-9022 to learn more.