To be successful in the competitive HVAC/Air Conditioning business, you need to be creative with your online marketing.
Despite the confusion it’s very important for HVAC business owners to address and improve their online presence. In fact, 63% of Americans access the mobile web each day, according to a 2013 Pew Research Center report, and that number is on the rise.
Don’t put your HVAC business in the penalty box. I have compiled a list of online marketing advice you can apply to your HVAC business to improve your online presence.
Here are my 13 online marketing ideas for your HVAC company:
1. Know your Customer
Your online marketing strategy will never be successful if you do not have a clearly defined audience. Before you spend a dime on marketing, figure out your target market first.
2. Set a Marketing Budget.
Now that you know who your customer is, set goals, and plan your budget accordingly. The good thing about online marketing is that you can be successful even on a tight budget.
3. Build a Website
The Internet is where people of all ages go to find professionals in the air conditioning industry. Whether they search from their desktop computer, personal smart phone, our their mobile device, your website should be at the top of search results and accessible on all devices. Looking for a template? Check out our favorite places to buy website templates online.
4. Responsive Websites
Pulling up a standard desktop-based website on a mobile browser is a deterrent for many site visitors. Websites not optimized for mobile browsing are often difficult to read.
Standard websites have a higher bounce rate and reflects the importance of meeting consumer demand for mobile websites that work responsively on small screens.
5. Leverage Social Media
Integrating your HVAC business’s social media pages with your brand and website is a key element in building a steady customer base. More business owners are also discovering the effectiveness of offering price specials or coupon codes through social media.
Optimizing social pages for mobile browsing is an essential first step, and this process is now a straightforward thanks to the flexibility of mobile.
6. Don’t Get Burned on SEO
The best time to fix the problem is before it happens. Don’t let inexperience or cheap SEO have a negative effect on your business website’s performance in search engines.
Often “seo gurus” are exploiting loop holes in the world of search engine optimization to save money and please clients.
7. Attract the Attention of Search Engines
The best way to attract the attention of search engines is to write great content. Your current SEO company should be coaching you on how to develop great content. If they are not…ask them what they are doing. If they say “We are Making Back Links” then say “I would like to visit the websites linking to our website.”
8. Check Your SEO
If you are questioning the legitimacy of your search engine marketing than visit www.funnls.com/free-seo-report/ and run a search on your website.
We have clients who previously worked with Phone Directory Companies on their search engine marketing and we were shocked at the number of shallow links originating from questionable origins.
9. Email Marketing
Email marketing often gets forgotten and lost behind all the talk of social media. But email marketing for HVAC businesses is more important than ever.
10. Directory Listings
If your website is not optimized for local search or your HVAC business does not have a website, make sure to routinely check your business directory listings. Popular local search destinations and applications are Facebook, Google, Yahoo, Bing, YP, Yelp and Angies List. Depending on your business, some of these sites are more important than others.
According to Nielsen “69% of consumers expect businesses to be within 5 miles or less of their location.”
11. Phone Number
Most of the time visitors are on your website looking for a phone number. It is highly suggested that you list your phone number in visible locations. Also people feel more comfortable with companies that they can put a face or voice behind.
12. Offline Media Integration
Mobile devices are unique in their ability to immediately bridge the gap between online and offline media through the use of QR codes. QR codes can be displayed in print and then, when scanned with a smartphone, bring the user to a website URL (ideally a mobile website).
13. Marketing Analytics
Understanding marketing analytics allows business owners to be more efficient and minimize wasted web marketing dollars. In Internet marketing, it is essential for turning awareness into conversion.
Just starting the collection process is useful to your business even if you don’t plan on actively marketing your business online right now.
Figure out which marketing techniques work best for the time and resources you have available to your business.
Online marketing does not have to be hard. I hope you can gain some insights from my experiences and grow your online presence. Remember there are a ton of free resources out there that can help you grow.
It’s not always about the budget you have to spend on online marketing, it’s about the time and effort you put into it and the impact it has for your customers and business
What other questions do you have about marketing your HVAC business online? Please ask them below!
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