The Secrets to an HVAC Company Website That Converts

The HVAC market is so huge that it’s valued at a colossal $7.17 billion and expected to hit double that by 2025. Every HVAC company has a website and basically looks to attract and engage the same customers.

The question is, how do you use your website to convert more customers in such a competitive industry?

When it comes to getting more customers calling you or reaching out to you online for heating and cooling services, your website is your best asset. A thoughtfully designed website can help you convert your visitors into active customers.

In this post, we’ll give you some juicy secrets that you can use to drive traffic to your website, and even better, convert your potential customers into loyal customers.

Make Sure Your Website Is Responsive and Mobile Friendly

If there's one part of your website you should be concerned about, it's how responsive it is.

For your website design to have the ability to truly boost conversion rates, it must be consistent across different platforms. It's true that the type and amount of information that fits on small devices differ from laptops and PCs, but we cannot overstate the principle of mobile-friendly and responsive websites.

There are currently 5.20 billion mobile users across the globe, a number that’s growing at a rate of 2% per year. Your HVAC company will easily lose its market share if your website design does not consider mobile device users.

Half of the people who search for products or services online use mobile devices, and with this information in mind, you should focus on making sure your website accommodates all customers across the board.

Simplify Navigation

Given that your goal is to make sure your HVAC company website has a high conversion rate, one of the simplest things you can do is simplify navigation. You should lead your visitors through the action you want them to take in a simple manner, and they don't have to keep looking for what they need. Make sure your customers can navigate the website with a minimum number of clicks.

Every navigation label and heading should be easy to identify and understand. The last thing you want is to create a website that poses a challenge to your site visitors. Internet users have very limited patience and they can easily leave your websites out of frustration and look for your competitors.

Review your website navigation and make sure it is clear, accurate, and simple.

Magnify Your Calls to Action

The call-to-action button is one of the most essential parts of your company website because it leads customers exactly where you want them to go. It should be able to serve its purpose of leading them to take action. This means that more than anything else, it should stand out.

Use colors and a great position on your website to make it pop and hard to dismiss. It's highly imperative that you pay attention to how many call-to-action buttons you include on each of your web pages. Essentially, the effectiveness of your call-to-action will be reduced according to the number of buttons on each page.

It’s advisable to have only one call-to-action button on each page. Beyond that, it's crucial for you to make sure that every call-to-action is relevant to the content on the web page. If not, it will be just like another advert that your customers are most likely to ignore.

Have a Clear Value Proposition

Your value proposition is your unique selling point and the one thing that sets your services apart from other HVAC competitors. It's critical for you to articulate exactly what your customers can expect from you.

This value proposition needs to be short, to the point, and easy for customers to see. It will go a long way if it’s also in harmony with the style of your website design as well as the HVAC industry.

Minimize User Input

For an optimum chance to convert your visitors to customers, you should have a website design that enables your customers to get information as fast as possible. This means that you need to reduce the number of clicks and the number of steps they have to go through to reach their goal.

Even though pop-ups are effective, minimize the number of pop-ups on your website. This will reduce the number of clicks customers have to make to reach the services they want.

In addition to this, if you need your users to fill out forms for you to get customer information, make sure they are short and concise. Most users leave websites as soon as they realize they have to fill out a 10-page form to get what they need. Strive to get the most vital information only in order to get the leads and convert them to active customers.

Ensure Consistent Branding

Gaining popularity online is all about ensuring consistent branding. Your HVAC company website should carry the business logo and have the same style color and design on different web pages.

You only have a few seconds to leave a lasting impression on your website visitors. During this time they’re not judging you based on your content but rather on the layout, titles, colors, and images on your website.

The images, titles, and layout should all be consistent with your branding to minimize confusion for your website visitors. Items like the call-to-action button and contact information should appear in the same position on different web pages.

This will create predictability and eliminate jolting. The same goes for all other critical information that you want to embed in your HVAC company website.

Growing Your HVAC Company: Website Design Tips for Optimal Conversion

Your HVAC company website design has a lot to do with gaining popularity and attracting customers. These are some of the most essential things you should do to convert more users to local customers. Prepare yourself for split testing to experiment with various designs to decide which converts the most.

Apart from website design, promoting your business involves advertising and marketing. This will drive the traffic to your website for some of them to convert. You can increase the amount of traffic and conversions that you receive by working with a full-service HVAC marketing agency like Optic Marketing Group that specializes in the industry.

For marketing and advertising services, please contact us today and we’ll be more than glad to help your HVAC business.


How to Choose the Best HVAC Marketing Company

Did you know that 87% of American homes use air conditioning equipment? If you have an HVAC company, you need to boost your marketing to appeal to the remaining prospective clients. You might want to hire a marketing company as the competition is relatively high.  

The right agency will help you gain visibility and attract new customers. A business marketing company has the resources necessary to grow your HVAC company. 

Keep reading to know how to choose the best HVAC marketing company. 

Define Your Marketing Goals 

A typical digital marketing process comprises a range of strategies, platforms, and channels. You have to be clear about where you're going to choose the right digital marketing company. Once you identify your motives or marketing goals, it will be easier to filter out the identified agencies.

You can start by meeting your team to see the actions needed to achieve your goals. Draw a realistic action plan and establish the gaps that need to be filled. If your goal is to increase sales, the approach taken might be quite different from a firm seeking brand awareness.

Hiring a marketing agency blindly might not bear the results you desire. A marketing company wouldn’t know your specific needs, and a broad approach to digital marketing isn’t recommendable. 

Specialized and Experienced Team Members 

A marketing company has a team of professionals to work on your HVAC company. It is crucial to ensure that the team working on your campaigns is highly skilled and experienced. Vet a company to know if its team has members qualified in logo design, content marketing, web development, SEO, and PPC, among other services necessary in digital marketing.

Probe the team further to ensure that the team isn’t using outdated digital marketing tactics. Check a marketing company’s website to read more about the team members and their competencies. You might also want to check LinkedIn and then click the option ‘People’ to see the members working there and their qualifications. 

If the website doesn't provide adequate information about the team members, you can ask questions during the consultation phase. Ensure that you get sufficient information about every member who will be working on your project.

Similar Company Culture and Core Values 

Your ideal marketing company should have a culture and core values that compliment your HVAC company. While the primary aim of outsourcing your digital marketing is attracting customers, ensure that you work with an agency that has the right values. Working with such a company makes it easier to mesh the outsourced marketing with what your team is doing internally.

The agency will be an extension of your company. If you choose a marketing company that doesn’t regard your values, conflicts are likely to ensue. Check out the phrases and words an agency uses to establish if it’s the right fit. Do they align with what you believe in? 

A Marketing Company That Offers a Range of Services 

Digital marketing is quite comprehensive. You need to know the marketing services your HVAC company needs. If you're outsourcing, you need to consider services such as public relations, social media marketing, content marketing, and SEO, among others.

A marketing agency should be familiar with the best social media for business. It should also know how to go about Google marketing from SEO to PPC. You'll need to work with a company that can utilize a range of marketing tools seamlessly.

With digital marketing, one tool is hardly enough to get your desired results. Choosing a company that has different services will help in scaling your marketing agency.  

Prioritize Transparency 

Your identified digital marketing agency should be transparent. If a marketing company doesn't have a business address, service page, customer testimonials, contact information, or a functional website, that's a red flag, you don't want to ignore. Avoid engaging further with such a company as it's not transparent enough.  

Transparency is a mark of professionalism. If a company isn't being upfront with its dealings, there's no point in further engagement. The chances are that you'll be dealing with a team that doesn't have the competency to offer professional business marketing.

It would be best if you also were wary of a marketing company that guarantees your SEO success. Avoid such a company since the promise is unfounded. With SEO, even the most competent marketing agency can't guarantee you result within a specific period.

Reviews and References 

About 91% of consumers between 18 and 34 trust online reviews the same way they trust personal recommendations. You can check reviews and references to know what past customers are saying about your identified marketing company. The reviews will be a great way to see the success rates of an agency.

The reviews help establish a company's credibility. Take note of the customer's negative reviews as they can show you some of the company's shortcomings. However, you might want to research more about the company as not all reviews are genuine. 

An Agency That’s Easy to Get in Touch  

Your identified digital marketing agency should make it easy for prospective customers to get in touch. The website ought to be easy to navigate through. Their contact information should be a click away on all pages.

Avoid companies that make everything complex. If you're struggling to get the contact button or understand the pages, consider an alternative. Digital marketing is hard enough; the last thing you need is a marketing company that is hard to contact.

The Right Marketing Company Is a Resource for Your HVAC Business

The success of any business depends highly on the marketing efforts. It would help to employ a marketing company to boost your success. The choice of a marketer for your HVAC business matters. 

You can start your search online as you vet each of your identified marketers. The right marketing company will grow your HVAC business a notch higher. Conversely, a marketing agency's wrong choice can jeopardize your whole business.

Do you want to grow your HVAC business with the right marketing strategy? Optic Marketing Group is your ideal partner in HVAC marketing. Contact us today for a range of marketing services.


8 Tips on Successful Marketing Automation for HVAC Companies

Depending on your industry, marketing can represent up to 40 percent of your budget. If you’re in a competitive industry, like HVAC, then you may end up spending more to compete effectively.

Two of the biggest parts of your marketing budget are likely personnel and tech tools. The more complex your marketing plans, the more time your staff members may need to carry them out. Investing in the right tools can help, but they can also run up the bill.

Marketing automation can help you streamline your costs and create more effective campaigns. Of course, to be successful, you need to make sure you’re automating the right way. These tips can help you automate your HVAC company marketing with ease.

1. Start with Strategy

The first step is to make marketing automation part of your digital marketing strategy. If you don’t already have a digital marketing strategy in place, it’s time to create one.

Why do you need to think about automation as part of your overall strategy? There are many options for automating, and HVAC businesses run the risk of adding automation piecemeal. When that happens, you might spend on a particular tool or automate tasks that you would have been better off handling in person.

Thinking about automation as part of your strategy ensures you leverage it effectively. That means it becomes a key part of every marketing campaign, instead of something you tacked on at the end.

With an automation strategy, you can use the right tools to achieve your goals. You can automate particular tasks and drive your strategy forward. It also helps you outline a budget and measure goals.

2. Build and Segment Contact Lists

Automation started with email marketing. Email marketing is a powerful tool, but it can be tricky to leverage the right way. This is especially true for HVAC businesses and other home services companies.

You may have some customers who are individual homeowners. Others may operate B&Bs or commercial rentals. Yet others are commercial customers.

All have different needs. You need to put effort into the messages and deals you send via email, as well as when you reach out. Miss a key touch point and you might lose the sale.

If you’re using email lists, then think about using tools to help you segment them. You can divvy everyone up into many groups to receive the right offers at the right time.

Also be sure to build your lists, rather than buying them. There are tools to help you collect the information you’ll need. Building your list will give you more room for personalization.

3. Choose Marketing Automation Software Carefully

There are tons of marketing automation solutions out there. They can help you with everything from social media to nurturing leads.

You’ll want to think about the tools you want to adopt. If you use Facebook ads to generate leads, then automating campaigns might make sense. It can save you time and help you manage your ad spend more effectively.

A lead-nurturing tool might also be a smart choice. Once you’ve generated the lead from your Facebook ad, this tool can help people move through the customer journey. When they’re ready, your sales team will have a warm lead to follow up on.

4. Add Chat to Your Marketing Efforts

Chat is an important tool for automation these days. If you don’t already have a chatbot on your website, it might be time to invest in one. You might also think about adding a chatbot to your Facebook marketing efforts, if that’s a channel you use.

Why is chat so important? It gives your customers access to assistance at all hours. When someone’s HVAC system goes down before you open, they can start troubleshooting right away.

That may sound more like automating customer service or sales. People may be looking into systems after your marketing team has gone home for the day, though. The chatbot can help them discover more about the solutions and services you offer.

It can even lead them to get in touch or book an appointment with you.

5. Focus on Dynamic Content

Content should be another piece to focus your automation efforts. As noted, different HVAC clients have different needs. You don’t want to send everyone the same email, and you don’t want to show them the same ads either.

They’re also not interested in the same blog posts or white papers, because they don’t have the same concerns. One person may be incredibly price sensitive, while another is looking to get away from a company that’s delivered bad service.

Dynamic content shifts and changes according to customer preferences and persona. Automation can help you deliver the right content to leads at the right time.

6. Use an Agile Approach to Automation for Marketing

If you want to get all the benefits of marketing automation, then you’ll want to adopt an agile approach. What does that mean for HVAC companies?

It means being platform agnostic. One tool may work for your Facebook marketing, but if it’s not supporting your email efforts, then it’s time to look for alternatives.

If you’re not sure if the tools you’re using are delivering results, then you can talk to a marketing agency. Their team can help you find the right tools and even change between them as your marketing needs change.

7. Remember to Measure

Metrics are one of the reasons digital marketing tools are so powerful. There’s so much data out there, which can provide deeper insights into how your campaigns are performing.

Think back to your automation strategy. What did you want to accomplish? Maybe it was freeing up time, or maybe it was moving customers along via a drip campaign or lead nurturing.

No matter the goal, you’ll need to measure the right metrics to ensure you’re achieving it. Your marketing agency partners can help here too. With the right metrics, you can see how well automation is working for your HVAC marketing.

8. Remember to Keep a Human Touch

Finally, remember that marketing is all about customer relationships. Showing customers dynamic content or nurturing a lead through the funnel is great. Yet your customers will still expect a human touch.

Focus on making your automation less robotic and you’ll see better results. Also use automation strategically to free up your team’s time. With marketing automation, you can take customers through the buyer’s journey hands-free until it’s time for your team to make the service call and close the sale.

Automate Marketing Success for Your Business

Marketing automation is powerful, but HVAC companies need to use it the right way. Following these tips can help you incorporate the right technology to support your marketing goals.

Ready to see what automation can do for your sales? Get in touch with Optic Marketing Group to get started with marketing automation now. Smarter marketing campaigns could be just a few clicks away.


family holding presents

Holiday Marketing Tips For Small Businesses

The Winter season is fast approaching and with that comes the need for homeowners and business owners to tend to their HVAC systems. Your HVAC service is just the kind of company to fit their needs!

The trick is to get yourself out in front of your target market. Believe it or not, your marketing tactics should change with the seasons. There are some alterations to make during the holiday season. 

Presenting your home services is all about advertising in the right way. See below for several holiday marketing tips you can follow to market your HVAC company to your target market.

1. Out With the Old

Much like a child on Christmas day, there are some outdated digital marketing strategies that you need to toss out to make room for the "new toys".

There's no better time to audit your marketing plan than the holiday season. It's a time for you to review the year you've had and make adjustments as necessary. What marketing tactics are you depending on that are killing your ROI?

For example, you might still be depending on organic social media marketing alone for your HVAC company. That no longer exists. If you're looking for results on social media, you need to generate an advertising campaign or throw some money behind the organic posts to promote them. Social media platforms are far too congested to simply post without any budget to back them up.

Even the most successful companies find time to take a hard look in the mirror and change their marketing plan. That starts by tossing out what no longer works to find new ways of doing things.

By throwing out useless tactics, you can make way for such things as marketing automation or funnel ads.

2. Get Festive with Each Holiday

People want to work with personable HVAC businesses. They want to find someone that they can envision themselves building a business relationship with.

The holidays are a great way to show off the personal side of your brand. You aren't just a stick-to-the-script type of company, you're in the business of helping people with their HVAC issues and having fun while doing it.

The best part is that each holiday allows you to show off a different side of your company's personality.

For example, Thanksgiving is a time to (as the name would imply) give thanks and show appreciation for your staff, your clients, and so forth. Christmas is a great time to spread holiday cheer to all to hear... you get the idea!

3. Incorporate More Video Content

Video content is the here-and-now of content marketing. It allows you to be more interactive with your clients and attract your clients to your brand. It also helps ensure that more of your followers/viewers retain the information that you give them.

So, for example, if you're running a promotion for a free in-home check-up during the Christmas season, you can run a video to announce the offer. 

Your clients will remember how to redeem the in-home visit, what they need to look out for, common HVAC issues during the holiday season, and so on.

Better yet, video content can be used on every digital platform you have. You can place customer testimony videos on your website, how-to videos on your Youtube page, live streaming videos on your social media platforms, and so on.

It's important to diversify the content in your marketing plan. Some clients are more receptive to videos. Others are more receptive to blog articles. It takes a healthy dose of many different components to find the perfect balance during this season. That’s why it’s best to work with a full-service marketing agency who knows how to brand your business across all platforms.

4. Push More Giveaways

You might think "We're an HVAC company, what do we have to give away?". It's that kind of thinking that prevents more HVAC services from connecting with their clients on a higher level.

There are several things you can give away to your followers and clients. You could give away Starbucks gift cards, promo items, swag with your company logo on it, coupons on your service, tumblers, gift baskets, and so much more.

Customers love free things. So much so, that they're willing to do almost anything you ask of them (within reason) to put their name in the hat.

Nothing says "holiday spirit" like free giveaways! Simply advertise the items you're giving away, set the guidelines of the contest (tagging three friends, leaving a comment, etc.), and set the date and time when the contest ends.

5. Plan Around the Holidays

Most importantly, you want to make sure you account for all the holidays that are upcoming. There are a lot of holidays in the last two months of the year, so be sure to consider them all.

Circle your calendar for Thanksgiving, Black Friday, Cyber Monday, Hanukkah, Christmas, Kwanzaa, and New Year's Eve/Day.

First, you need to plan for giving your staff time off for the necessary holidays if you haven't done so already. 

These dates can also help you heighten your marketing and gear up for all of those holidays. You can think of things like social media posts, marketing ads, and so on based on the holidays that are coming up quickly.

Use These Marketing Tips to Your Advantage

Now that you have seen several amazing marketing tips you can use to spread holiday cheer and make your brand more personable, it's important to use that to your advantage!

Be sure to read this article to learn more about how to make social media posts convert into revenue for your HVAC company's marketing plan.

For more inquiries on Optic Marketing Group and our services, be sure to reach out via phone at (844)-700-4781 and we will be happy to assist you further.

 


Male technician repairing air conditioner safety uniform indoors.

How To Grow Your HVAC Business with Full-Service Marketing

Do you have a marketing and advertising plan in place to promote your HVAC business? If you want to grow your customer base and boost your profits this year, you should.

Having a full-service marketing strategy may be just what you need to take your HVAC company to the next level this year. Keep reading for some techniques you should consider adding to your marketing plan to watch your company grow.

Invest in a Top-Notch Website

In order to make the most of any of your digital marketing efforts, you'll want to first make sure you have a top-notch website to grow your traffic and convert website visitors into customers. Your website should have a modern and updated design that allows for great user experience. You should make sure your site is professional and visually appealing to reflect your HVAC company.

A great website will help you appear trustworthy to site visitors, allowing them to feel that they can trust your services and products. You should make sure your site is reliable with fast loading pages. It should also be mobile friendly to maximize leads.

Optimizing your site for search engines can help you rank competitively for those searching for your HVAC products or services. You should also make sure it's easy for website visitors to find the information they are looking for on your site. Make sure your services and products are clearly outlined and that prices are easy for customers to locate.

Consider including customer reviews and testimonials on your site to build your brand trust. This can help you stand apart from your competitors using social proof. It will let potential customers know what they can expect when working with you, which can help to boost conversions.

Utilize Social Media Marketing

Are you using social media to promote your HVAC company? If not, you should be. This is a great way to build customer loyalty by engaging with your current customers and getting in front of new ones.

This can help you build brand awareness, letting those in your area know about your products and services. This is also a great way to promote any promotions or new services you are offering with your customer base. Creating a relationship with your audience can help you retain your current clients while earning new ones.

This is also a great way to show audiences that you provide great customer service. To do so, keep up with engagement by watching your direct messages, comments, and interactions. Responding to your followers shows that you care about them and are there to offer them answers to any questions, comments, and concerns.

Post helpful content on your platforms to keep your audiences engaged. A great way to keep your followers is to provide them with benefits. Posting this kind of content along with your promotional content will help to vary your posts so that your profile is authentic and not too salesy.

Provide value to your followers by posting helpful content such as how to spot problems with their HVAC system. Unique, high-quality, and helpful content will help you get some traction and engagement. This is highly shareable content that can help you grow your audience while also establishing you as an expert in your field to build brand authority.

Pursue PPC Advertising

Pay-per-click (PPC) advertising is a great method for attracting high-value leads online. This ad type offers a sustainable return on investment, as you only pay for an ad when someone clicks it. You can set a daily budget to make sure you don't exceed it.

You can run these ads on search engines like Google and Bing, as well as social media platforms. To optimize this ad type, you will want to do some research to target the right audiences. Consider working to target those in your area that are searching for keywords related to your HVAC products and services.

Create a Full-Spectrum Marketing Plan for Your HVAC Business

Creating a full-spectrum marketing plan can be a great way to utilize tons of tools to take your HVAC business to the next level this year. The above marketing methods are just some of the tools you can add to your marketing strategy to reach new audiences and retain your current customer.

Are you looking for digital marketing professionals that can help you create an effective, full-spectrum marketing plan for your HVAC company? Contact us today to get started!


hand with digital marketing icons above it

5 Outdated Digital Marketing Tactics to Stop Using Immediately (and What to Do Instead!)

Are you wondering if you're up to date on the latest and greatest digital marketing tactics? In an industry that's constantly changing, it can be hard to keep up. 

To learn how to modernize your marketing strategy for best results, keep reading. In this guide, we'll let you know what digital marketing methods are outdated, as well as what you can be doing instead to take your business to the next level by staying ahead of competitors. 

1. Content Quantity Over Quality

Just a few years ago, content quantity was of most importance in the eyes of many marketers. While creating consistent content is still a must, it's the quality of your content you should be focusing on. Rather than producing tons of average content to generate leads to your site, focus on creating the right content in a quality fashion. 

To create quality content make sure it is trustworthy, and that it establishes your authority in your industry. Your content should not just be well written and researched, it should provide a benefit to online visitors. Providing value to your audience doesn't just boost your search engine rank, it also improves your brand authority which can help you gain more trusted customers. 

2. Organic Social Media Marketing 

If you've noticed that you haven't gotten as much social media traffic as you used to, it may be because you're still relying on organic engagement. That's because, in 2018, sites like Facebook changed their algorithms, putting posts from the user's friends ahead of those by businesses to boost the social goal of these platforms. Now, businesses need to put marketing dollars toward advertisements to optimize their social media marketing efforts. 

Luckily, this form of advertising is still affordable in comparison to other ad types. Boosting a social media post or creating an advertising campaign can cost you as little as $5 a day and can be a great return on investment.

Figure out what your social media marketing goal is and put your budget on these channels towards these goals. For example, if you want to get more leads to your website, use tools such as Facebook's Website Conversion Ads. You can also use Brand Awareness Ads to reach your target customer or Local Awareness Ads to target potential customers in your area. 

3. Keeping an Outdated Website 

If you're putting effort and marketing dollars towards your digital marketing methods but your website is outdated, your efforts are somewhat pointless. An outdated website can deter all those website visitors you've been trying so hard to get. If you're keeping your outdated website in hopes to save money, investing in new website design is an investment that will seriously pay off. 

An updated, visually appealing site that is user friendly will help you build trust with website visitors, allowing them to feel good about making a purchase with you. If you have an eCommerce site, you want to make sure your checkout page is secure to let customers feel that their information is safe with you. You should work to keep all the information on your website, such as your location and hours, updated to make sure you're giving your site visitors accurate information. 

Update your site regularly, by adding products, content such as blog posts, or creating new pages to keep your website fresh while also ranking competitively on search engines. 

4. Winging It 

Do you have a digital marketing plan in place or do you just wing it and hope for the best? Without creating a plan and strategy, you may be throwing valuable time and money down the drain. To make the most of your marketing efforts, you need to be prepared. 

To make a successful digital marketing plan, start by doing some market research. You should also create a buyer persona based on your ideal customer and map out your customer journey or sale cycle. You need to know as much about your customer as possible to successfully target them online. 

Your buyer persona should be unique to your business. Narrow down demographics, such as age, gender, and location, as well as details such as your ideal customer's interests, wants and needs. This will help you create content that will appeal to groups that are more likely to be interested in your products or services. 

Not only will this make targeting your ads a breeze, but it will also help you when figuring out what content and platform types you will use to reach this particular buyer. 

5. Blogging Without Promotion 

If you've created a blog to improve your search engine ranking but you haven't been promoting these blog posts, there is a good chance not many people have seen them. If you're taking the time to write these blogs, or are paying professionals to do so, you should work to promote them. Market your blog by sharing your posts to your social media platforms, or deliver them to your customers in your email newsletters. 

Let your customer know where they can find this informative content on your site. Sharing educational content with your audiences can help to establish you as an authority in your field. This can boost your brand authority. 

Digital Marketing Tactics You Should Update 

To make the most of your marketing efforts, make sure you've updated your digital marketing tactics for the best results. With digital marketing, it's out with the old and in with the new. Stay on top of the latest trends to stay competitive in your industry. 

Are you looking for professionals who can help you stay on top of the best digital marketing tactics? Contact us today to get started. 


Google Local Ads Brings Bidding Features

Google has officially opened up Local Services Ads (LSAs) to auction-based pricing starting October 8th. Select customers were chosen to be a part of this beta test allowing us to test the auction-based bid strategy methodology to pay per-a-lead. This feature is currently only being tested with HVAC and Plumbing companies and will plan on releasing new verticals in the future.

The Meat & Potatoes

Currently, the bidding option available to everyone is made to be simple by setting up a weekly budget and letting their bidding system do the hard work for you (a flat rate of $25/lead). You simply put in a budget you’re willing to pay per week and turn the ad on. Here’s an example:

Google Guarantee Services

 

As of recent, for select beta users, you have the option to select a max dollar amount you want to pay-per-lead and override the “Google Bots” doing it for you. It might look like this in your account:

 

 

 

 

The selected advertisers don’t have to participate; they can continue using fixed pricing if desired and leave their weekly budget as is if they are unsure how to utilize the new feature.

What’s Next?

According to a Google spokesperson, “After seeing success with auction-based pricing within our professional services vertical for Local Services Ads, we are excited to bring auction-based pricing as a beta to select markets for local services advertisers. We believe this model will help bring more customers to this trusted group of advertisers.”

If you have any questions, reach out to our digital marketing team here at Optic Marketing Group. Our team has a list of all the cities that manual bid features will release in the upcoming weeks, just give us a call at  1-844-700-4781


outdoor billboard

A Guide to Billboard Advertising Costs in 2020

Are you an HVAC business owner looking to get more local customers for your business? Consider advertising on a giant billboard. Imagine how many people will see your company logo and learn about your business as they pass your billboard.

And if it's lit up at night, people will actually see your ad for 24 hours a day. Capture viewers with a short attention-grabbing headline and you're sure to grow your business in a big way. 

While driving on the road or walking in your city, one can't help to notice a giant billboard above with your company name on it. By now your interest may be piqued.

And you're wondering what it costs to advertise on one of those big boys? In this post, you'll learn about billboard advertising costs and more about the benefits of advertising on a billboard. Let's get to it.

Billboard Advertising Costs By Region 

The price you'll pay for a billboard depends on the region where you live. Here's what you'll pay for a four-week period in five big cities:

  • Los Angeles: $2,000 to 15,000 
  • New York: $3,000 to $20,000 
  • Philadelphia: $1,500 to $12,000 
  • San Francisco: $2,000  to $12,000 
  • Chicago: $2,000  to $12,000 

As you can see, each city has a wide range, so it's easy to find a solution that suits your budget. Let's take a look at other factors that determine billboard advertising costs.

The Factors: How Much Does It Cost to Advertise on a Billboard?

The price you'll pay for a billboard ad depends on a few factors. One big one is the location. You've heard it before: location. location. location. Let's take a look.

The Visibility of the Billboard

When your billboard is highly visible, the costs reflect that. That's because more people will see your ad. This increases the likelihood of getting more business.

A highly visible spot could be near a traffic light where people in cars stop or on an open highway. You'll pay more for a billboard on the right-hand side because it's easier to see.

Another factor is the volume of traffic in the area. Is the billboard in a busy part of town such as a business district that gets a lot of traffic?

Or in an area that's part residential with fewer vehicles on the road? Both can serve you well because a residential neighborhood could be your customer base.

Cost Per Thousand Impressions (CPM)

Billboard ad costs are determined by something called CPM which means cost per thousand impressions. A billboard along the freeway with 400,000 impressions in a month will cost $2,000.

But when a billboard is located in a spot that gets 30,000 impressions, billboard advertising costs will equal around $600 a month for your ad. These metrics are calculated by travel surveys and studies.

Want to know more about CPM? Ask your advertising company for the CPM data. 

Billboard Pricing Is Typically Determined By Four-Week Intervals

Billboard pricing is based on four-week intervals rather than a month. This makes sense since some months have more weeks than other months.

Did a company give you a $1,500 annual quote? This means your paying for 13 four week intervals.

Production Costs

Aside from renting the actual billboard, you can also have it produced. Production rates vary depending on the size of the billboard your ad is on and the materials.

Prices range from around $250 to under $800. Here are some production estimates for vinyl which typically run a half a dollar per square foot. 

  • $64: Eight feet by 16 feet billboard
  • $189: 10 feet by 36 feet billboard 
  • $336: 14 feet by 48 feet billboard

Of course, these prices are a rough estimate. But you'll find they're fairly close or on the mark. 

Billboard Location

We talked about pricing in different U.S. cities. But pricing also depends on the area of the city the billboard is located. Let's learn more about pricing using the New York City area and Los Angeles as examples.

New York City

In New York City, a digital billboard in Times Square will remain posted for a two week period rather than four weeks. The costs to advertise in Times Square range from $10,000 to $22,000. 

Want to put a billboard up in Soho? Then it will cost between $18,000 and $30,000 for four weeks. But think of how many people on foot and in their vehicles will see your HVAC company.

However, if you want to advertise your billboard on the highway, you'll pay less for your ad to be posted on a state highway than you would on a freeway. On a freeway, you'll have more eyes on it. More people means more traffic impressions. 

Los Angeles

Want to post a billboard in Los Angeles? You'll pay the highest prices in the hub of the famed Sunset Strip since so many people visit the area on foot and in vehicles. 

Costs range from $25,000  to $55,000. But if you want your billboard on Sunset Blvd, you'll advertising costs range between $15,000 to $35,000.

Want to target the trendy businesses of Melrose? Your billboard rental will cost around between $9,000 and $15,000. How about Hollywood Boulevard which houses many businesses and apartment buildings? Your costs will range from $7,000 to $13,000.

Put Your Name Up in Lights 

As you can probably imagine, pricing is often determined by size. If your billboard is 14 feet by 48 feet, that's 77 percent larger than a billboard that's 10 and a half feet by 36 feet. A larger billboard makes it easier to see your company name.

But imagine if people could see your billboard after dark? A lighted billboard means more impressions and more people reading your company name.

This will bring your company's name to their minds when they're AC or heating system fails. Or when they're considering updating their HVAC system. Or when it's time to schedule regular maintenance.

Look Up High: Billboard Advertising Costs Revisited

Now you know more about billboard advertising costs. Advertising your business on a billboard is a great way to get leads for your company and boost sales.

Optic Marketing Group, a full-service HVAC marketing company can help find the perfect billboard location for the best price. Ready to get more eyes on your HVAC business and advertise on a billboard? Contact us today to get started. 

 


phone in grass with TikTok app open

Should Your Home Services Business Be on TikTok?

TikTok may be an untapped marketing goldmine. The app has over 500 million active users, yet only 4% of social media marketing firms have begun to take advantage of this massive, built-in audience.

Part of this is due to the presence of older, more recognizable social media giants. After all, we've been using Facebook as a marketing tool for over a decade. More recently, Instagram and Twitter also joined the ranks.

It is no secret that TikTok has become one of the hottest social media platforms lately, but that doesn't mean that it makes sense for every type of business to jump on the bandwagon, especially businesses in the home services industry.

The question we keep getting asked: is TikTok good for business? What about for a home services business? What are the advantages and disadvantages of creating a TikTok advertising strategy?

If you have ever wondered if your HVAC business should be posting on TikTok, read on.

For Starters - How Does TikTok Work?

Traditionally, TikTok videos are 15 seconds long. However, in recent months, the app has added a feature that allows users to string together multiple clips to create a 60-second video. In addition, you can upload long-form videos that were recorded outside of the app, itself.

We've discussed the best video marketing practices in the past, and TikTok has great short-form video marketing potential. That being said, there are a few things users expect from TikTok videos. Even if you're using the app for marketing purposes, there are three cardinal rules you should always follow.

1. Use Music

Music has been built into the app's use since the beginning. In fact, the original purpose of the app was to create fun or humorous music videos to popular songs. While it has come a long way since then, you still need to incorporate music--preferably something popular--into your videos.

2. Go For Humor and Candidness

While some use TikTok to create educational content, businesses should stick to lighter, more humorous videos. The idea is to jump straight to the point since you are limited on time. You also want to make sure that you are showing the fun side of your brand in the process.

3. Don't Use TikTok for Your Hard Sell

Anything that feels like an overt ad is not going to perform well on TikTok. As of right now, the app is designed for entertainment purposes. Incorporate your product or service into your video but try to avoid the obvious call to action we're used to in traditional marketing.

Advantages and Disadvantages of Using TikTok for Business

You've now got a sense of how TikTok works. Like Instagram, your content should be image-focused, as captions are considered secondary. Other users can interact with your content through things like following, liking, and ranking, not unlike most other social media platforms we're used to.

It's important to look beyond TikTok's similarities to existing, familiar platforms. What are the pros and cons of TikTok for business purposes? Let's take a look.

Advantage: TikTok Videos Are Easy to Make and Easy to Share

The app is considered extremely user-friendly. You can create videos either on your device or through the app's filming and editing tools. Plus, TikToks transfer well to other social media websites, which means you can cross-market your TikToks and other users can easily share your work.

Disadvantage: Minimal Linking Opportunities

Unlike Twitter and Facebook, TikTok does not allow you to place links in your individual posts. In other words, users won't have the quick satisfaction of clicking through to your website from the post they're looking at.

However, you can place a link in your bio. Websites like Linktree create the opportunity to link to multiple service pages or product pages from a single parent link.

The Youth Factor

Who, exactly, is using TikTok right now? A recent report found that while only 4% of the total US population is using TikTok, a whopping 47% of US teenagers have downloaded the app. The primary age range of users on TikTok is between 16-24 years old.

So if your target demographic includes teens, sure the platform could be extremely valuable to sell your products, but if you are in the home services or HVAC industry, you know that this demographic falls below the demographic of homeowners and people who are making home service based decisions.

Is TikTok Good for Business or Do the Social Media Giants Win?

Where does TikTok rank amongst the social media giants? Which platforms are best for business?

The truth is that Facebook is still the top contender, with more adult users than platforms like Instagram, Twitter, and, yes, TikTok. Plus, people spend more time on average scrolling through their Facebook feed than any other platform.

So if you are looking for the best social media platforms to market your heating, cooling or plumbing business, you can breathe easy knowing you don't need to make the jump to yet another platform. Instead, stick to Facebook as it remains the #1 social media platform for home services business.

On top of Facebook's winning statistics, Facebook's format makes it arguably the best for any business. Facebook allows you to switch between a video, photo, graphic, and text block seamlessly. If you want, you can combine all of these formats in a single post.

Plus, Facebook has a more interactive interface. Customers and clients can do more than follow your page. They can leave reviews that inform future customers' purchasing decisions.

As you know in the HVAC world, online reviews are extremely important and Facebook is the first place consumers are going to leave and read reviews.

Does that mean that you should ignore all other social media platforms? Absolutely not! In fact, Facebook allows you to share just about any other social media post on your Facebook page, maximizing the views and success rate of all of your social media marketing campaigns.

How to Boost Your Social Media Presence

Sometimes, trying to answer questions like, "Is TikTok good for business?" is difficult. The answer depends on everything from your product or service to the amount of time and resources you can devote to social media.

But when it comes to companies in the home services industry, the answer is easy. Instead of worrying about how you can become the next biggest TikTok influencer, focused your efforts on growing your reviews and recommendations on Facebook where you will see the biggest benefit to your business.

As a full-service marketing agency specializing in the home services industry, Optic Marketing Group can take a look at your business and your current digital marketing plan, overall. We can put together a custom social media strategy that makes the most sense for your business.

Interested in how our business can help your business? Contact us today to find out more.


Paper with Americans with Disabilities Act (ADA) on a table

A Business Owner's Guide to ADA Compliance

At least 54% of online users live with a disability. Not every single users' disability relates to web compliance. You still need ADA compliance for your business website.

But what does an ADA compliant website look like? And how can you ensure you meet every standard for your website?

Read the guide below to learn all about implementing accessibility compliance into your website.

A Guide to ADA Website Compliance

Web accessibility is one of the more modern accommodations established by the ADA. The ADA itself only formed in 1990. Making sure policies are updated to accommodate disabilities in every type of user experience is difficult. This makes it a challenge to uphold ADA requirements for websites.

What Is ADA Compliance?

As of 2018, the Department of Justice mandated ADA compliance for accommodation on public websites. Historically, accommodations only applied to physical public locations.

ADA compliance for websites mostly comes from the DOJ's interpretation of Title III. It requires that "the goods, services, privileges, or activities provided by places of public accommodation be equally accessible to people with disabilities." Specifically, it protects from discrimination relative to:

  • Public accommodations
  • Commercial facilities
  • Transportation
  • State and local government
  • Telecommunications
  • Employment

The use of online space is progressively increasing. This makes it important to include persons of all abilities for more than legal reasons.

This process is not something you want to rush. It is an involved process you should invest time and resources into as a caring business owner.

Why Do I Care as a Business Owner?

As a business owner, there are several benefits to including accessibility compliance in your website's design. Unfortunately, many sites are noncompliant. Beyond ease of use for the disabled community, ADA compliance benefits all end-users. 

  • You'll get exposure to new demographics, which means more clients!
  • Your SEO strategy will be optimized on an ADA compliant website.
  • You significantly decrease your risk of a lawsuit from noncompliance.
  • Corporate diversity naturally increases in unexpected ways.

These benefits are not even the main reason to implement web accessibility on your website. They are certainly good incentives. Your primary reason for compliance should be about doing the moral and ethical thing for your clients.

What Is the Difference Between ADA vs. 508 Compliance vs. WCAG?

ADA compliance is based on civil rights law that prohibits discrimination. This includes public spaces of online interaction. 508 compliance is a federal law for the use of information and communications technology by governmental bodies to include persons with disabilities. WCAG is a set of guidelines set by the ISO.

ADA Compliance

ADA compliance requires general terms of accessibility. Its policies directly affect state and local governments, nonprofit agencies, and businesses. Some critical items to address:

  • Your website needs to have complete keyboard functionality.
  • Any form fields need coded labels that a screen reader will voice aloud.
  • Your alt text for anchors and external links has to be descriptive.
  • Content headings should be adequately nested. This prevents interrupting user experience (e.g., taking users to the wrong landing page or section.)

The terms of ADA compliance have set financial consequences for the private and public sectors. Fines increase for repeat offenses, and federally funded projects can even be revoked. WCAG guidelines can help you build an ADA compliant website, as well as a plugin or web design service.

508 Compliance

508 compliance is a section of the Rehabilitation Act. It focuses on the use of information and communications technology between federal agencies and departments.

It applies to these federal bodies. It also applies to people who use resources provided by federal entities (e.g., citizens or employees).  Examples of such technologies include:

  • Call centers (e.g., telephones)
  • Websites
  • Software

Its consequences entail formal complaints or civil lawsuits. Following 508 compliance can be done by turning to WCAG for guidelines. You can also consult a web design agency that specializes in this form of accessibility compliance.

Web Content Accessibility Guidelines (WCAG)

Focusing on web accessibility for any device, WCAG works as a guideline for web developers to concentrate on accessible content. WCAG is a reference point for ADA compliance and 508 compliance. It uses four principles to set accessibility compliance standards.

  1. Perception: alt-text, captions, multiformat content with assistive tech, visual and audible content 
  2. Operation: keyboard functionality, navigation aid, reasonable caption timing
  3. Understanding: legible text, predictable content, mistake correction and aid
  4. Robust: compatibility with current and future tools

These principles are measured with success criteria on three levels, A, AA, and AAA. The success criteria determine how accessible a website is under WCAG.

Why Do I Need to Hire a Web Design Agency for ADA Compliance?

You might be asking why you need to hire a web design agency for accessibility compliance for when you can just reference WCAG. Although an excellent reference for general accessibility compliance, with so many regulations, it's easy to overlook a single detail. It is also an overwhelming, technical process that requires a certain level of expertise.

It's also quite challenging to alter the coding settings, which impact your compliance. For example, see this video in adjusting the contrast on one single header. There are several website features to include in for an ADA compliant website. 

Where to Turn for Accessibility Testing Design

Now that you know the ins and outs of ADA compliance, it's time to consider your options. There are several web design agencies for you to find. You need a full service marketing agency experienced in accessible web design services.

Optic Marketing Group can audit your current site or build you an entirely new website to support ADA compliance guidelines. After we have completed a site audit for accessibility, we'll walk you through the necessary steps. Contact us today so we can discuss optimizing your business to the best possible standards for accessible user experience.