It’s time to take your HVAC Company in Advance to the next level
Trying to figure out how to grow your heating & air conditioning shop can be overwhelming. You’ve spent your career getting your certifications and licenses so that you can be the best HVAC company around- the problem is, none of those classes help you do anything for marketing for your HVAC business in Advance. You see that your competitors are growing, but not matter how much money you seem to throw at advertising your shop in Advance, you never see the results you need.
Gone are the days you could rely on word of mouth to fuel your leads and booked jobs, and so are the days where customers would stay loyal to a company just for loyalty’s sake. Modern homeowners are impatient and used to immediate gratification. The digital transformation has enabled consumers and sparked an I-need-it-now economy. These days, your customers expect an immediate response to appointment requests and phone messages, a frictionless customer experience, and top-notch, next-day service. Say hello to your new reality:
- 60% of American customers say they’ll consider switching companies following two to three instances of poor service.
- About 50% of loyal customers have left a company for a competitor who was able to stay more relevant and better satisfy their needs
- Modern consumers spend 8.8 hours a day, on average, engaging with digital content
- The average web user will only wait 3 seconds for a website to load before hitting the back button
- 92% of consumers look at a company’s website when choosing an HVAC contractor
- 75% of online customers expect a response to an online inquiry or chat/message within five minutes.
Search engine marketing is one of the best ways to advertise your HVAC business because you can connect with homeowners at the moment they’re searching for your services online. About 97% of consumers go online to find local services, and 82% of smartphone users use a search engine when looking for a local business.
Tips for Generating Leads for HVAC ServicesAre you looking for some simple HVAC marketing tips that will improve and increase your business? Maybe you're looking for ways to maximize the visibility of your services to potential customers in your area. Then you might want to consider a few different marketing tactics that you can use via the internet. Here are some possible ideas to consider. Search engine optimization or SEO for short, using social media marketing, and pay-per-click advertising on the search engines. Below are additional details of how these can help your business. Using Search Engine Optimization, or SEO is one of the most effective, and economical ways to gain new customers when executed correctly. When using SEO you are getting your company information listed in sites such as Google, Yahoo, and Bing. This is the information that comes up in the results pages, when you type in a keyword or phrase. Unlike having to pay for each potential customer that visits your company website through Pay-Per-Click advertising, you're able to gain potential customers by creating useful content that provides critical information that clients are looking for. Using social media marketing lets your company participate, and enter into conversations that are occurring in real time, within your area. Sites such as Twitter, Facebook, and others, have millions of users all talking about one subject or another. Being the go to resource when people have a problem or question about their A/C in your local area should be the goal. Pay-Per-Click or PPC for short is paid advertising on the search engines, and a fast track to getting your company information seen. Your information will be found by those using the internet as a way of finding HVAC companies in your area. The beauty of PPC is that unlike the yellow pages for example, you can advertise your business when you want, and whatever hours you want. This gives you tremendous control over your advertising dollars. These HVAC marketing tips should give you a basic strategy when it comes to increasing your company's customer base, and expanding your brand awareness.
HVAC Marketing Tips - Expand Your Business Using These Simple MethodsThe best HVAC marketing method for HVAC Service Businesses is: employ available promotion funds in advertising and then selling solo tune-ups to completely new potential customers. Your aim will be to add to your prospect base until eventually you are the leading provider in your local target audience. To ensure your HVAC marketing plan is successful, your inspection specialist will have to be trained and effective in transforming those single tune-ups into maintenance agreements or replacement leads. In the event that your PTS is not fully trained and efficient at upgrading inspections to service agreements at your targeted KPI (key performance indicator), it's too soon to raise sales. You will want to reduce tune-up advertising and lock down adequate inspections to get the PTS proficient. Below you will find actions that need to be set up. • You have completed the "Maintenance Department" revenue and tasks budget. • Key performance indicators are in place, and overlap with your sales and activities budget. Each member of your staff will be assigned their part of the budget and should be aware of the bare minimum overall performance required. • The "Bonus Program" is finished, on paper, and ready to be delivered to all employees. • You must have the temporary or permanent full time "Opportunities Manager" in place and up to speed. • You want to hold a company-wide kick-off prep session to talk about the characteristics as well as potential benefits of a new healthy service commitment program and the "Maintenance Department". • You now have educated the marketplace demand service specialists to offer and attempt to sell service contracts or individual tune-ups at the minimum key performance indicator ratio rate. The sales tracking system is in place. • You have conducted DISC personality type summary training for all staff members. • You have retained your primary PTS using the DISC summary and have concluded technical and essential safety preparation for tune-ups. • The customer satisfaction reps as well as telephone call takers have been trained to offer inspections and explain service agreement rewards to customers at the time they phone. Your sales tracking process is up and running. • You have the 1st order of door hangers and postcards in stock. The service technicians and customer service representatives are booking tune-ups and service contracts and your PTS is actually converting and generating replacement part leads. It's time for you to step up marketing and advertising efforts and hire more PTS. Direct Mail Campaign Commence mailing the postcards to your target geographic market. Maintain a record of the results and expect 2% return. This translates to two inspections per each 100 cards sent out. Adjust your card design and information to see exactly what works in the area. The service techs, precision tune-up specialists and installers should be putting four door hangers on every single call. Place the door hangers on homes on either side of your customer and two properties on the other side of the street. Individuals will present door hangers to business locations. If you need tune-ups over and above the previously mentioned campaigns, you can have the PTS put out hundreds of door hangers in your local target market. If you decide to venture into alternative promotion media to ramp up your HVAC marketing, take a look at this market and benefits before making a significant commitment.
You need to build out your content to try and capture more of those search rankings. Keep in mind that Google ranks web pages, not whole websites—so as part of maximizing your online real estate, you need to have pages for all your lines of business and more specific pages related to those services (i.e., emergency HVAC repair, duct cleaning, furnace inspections, etc.).
Need Help Executing Your HVAC Marketing Strategies in Advance ?
If you are, you know you need help. If you’re still feeling a little lost with regard to HVAC internet marketing, or you just don’t have time to handle everything yourself, we’re here to help. Let us market your HVAC company for you!
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