Technology and consumer needs are both changing at warp speed. HVAC contractors who take steps now to adapt their business strategy to this new world are the ones who will see the greatest growth. Following these 5 tips may not put your marketing exactly on autopilot, but it will help you measurably increase leads and book more jobs.
It’s estimated that 92% of customers choose an HVAC company from the first page of results on Google and other search engines. Make sure you have a website that ranks highly and performs at optimum speed.
- Website speed definitely impacts your bottom line, especially on mobile devices. You’ve probably heard that if your site hasn’t loaded in 3 seconds, the user is moving on to the next business. That makes it important to not only optimize for SEO but to invest in a website that’s fast.
- Assume that more than half of your customers are accessing your website through their mobile device and design accordingly. And remember “responsive” is not the same as “mobile ready.” The goal is to create a speedy, satisfying experience for potential leads.
Start a Referral Program
Word-of-mouth advertising is still one of the best ways to promote your HVAC business, and it comes at a fraction of the cost of online ads. Turn current customers into brand advocates by offering them something in return for helping you gain new clients. Customer-only discounts, gift cards, and other incentives are small investments that can come back to you tenfold. Another good source of referrals is contractors in other industries who can recommend your services to their clients. Meet them by joining professional trade organizations and attending networking events.
Make it Easy
Many people contact an HVAC business to handle an emergency. Even those who don’t want a quick way to get someone to respond to them. Make it easy for potential customers to contact you by using a chat option on your website and having contact information prominently displayed on the home page. Be sure to answer phone and text messages as well as emails as soon as possible.
Local SEO, also known as local search engine marketing, is an incredibly powerful way to market your business to nearby home and business owners. To gather information for local search, search engines use local content, links, social profile pages, and more to provide the searcher with the most relevant results. Start by optimizing your Google My Business account, be sure to continually update your website content, and encourage inbound links to boost your site’s ranking.
Many businesses, HVAC or otherwise, say they’re “too busy” to bother with social media, but social signals are an important factor in Google’s ranking algorithm. Start out simple either with a Facebook Page, Twitter account, or Instagram feed. Use each platform’s built-in analytics data to learn more about how people engage with your company online.
The Modern HVAC Customer
Gone are the days when customers stayed loyal to an HVAC company just for loyalty’s sake. Digital technology has resulted in a modern customer with high expectations for quick service and results.
Are you ready to answer the “I need it now” customer’s needs? Use these tips to create a frictionless customer experience and provide top-notch service to both current clientele and potential leads. And then say hello to your new reality: a growing business that generates income while keeping customers happy.