HVAC with hologram businessman concept

Does Traditional Advertising Still Work for HVAC Business?

Does Traditional Advertising Still Work for HVAC Business?

The world of business marketing has changed vastly over the last couple of years; does traditional advertising still work for HVAC businesses? Learn more here!

Marketing your HVAC business effectively can provide spectacular results and massively boost sales revenues. You can build your local presence and ensure customers call your company when they need help rather than turning to a competitor. However, the marketing world seems to change on an almost daily basis.

Busy company owners don't have time to study the latest trends and techniques. This potentially means their business begins to fall behind. For example, is it better to stick with traditional marketing methods or move to an online model? This is when partnering with a full-service HVAC marketing agency can be vital.

Let's dive in and find out how to ensure you get the best results from every advertising campaign. 

Traditional Marketing Strategies

Many HVAC marketing strategies make the mistake of thinking tried and tested advertising methods are now outdated. Instead, there is a rush to using only online marketing techniques, leading to missing out on a large amount of business. Not every customer looks to Google My Business to find their HVAC company, so you need to think about the best ways to reach this other market.

Billboard Advertising

If you look around, you'll still see plenty of companies that advertise on billboards. These boards are so familiar that some people now take them for granted. But, repeated exposure to these ads can lead to people knowing about that business, even if they didn't need their services at that particular moment. 

When the time comes that they need an HVAC company, they'll know your business name and can easily find your details. 

TV Commercials

Home services marketing should reach as many people as possible in the shortest amount of time. It should also be possible to repeat the process, so you create a feeling of familiarity and trust with your target market. Purchasing tv commercial ads is an effective way to make contact with consumers as they relax at home.

Many businesses also leave a television on while their employees work and customers come into their offices. If your advertisement is displaying when there is an HVAC issue in the building, this can be a great way to get new business.

Call Listening

Probably one of the most traditional approaches is listening to what your customers are saying. You can then give them precisely what they want. But, this is easy to overlook in a busy environment. For example, are your staff really meeting your customers' needs? Or, perhaps they are sticking to guidelines that you could update if you knew about the content of the calls?

By investing in a call listening service, you can identify consumer pain points. This helps you to better understand how to provide outstanding service. You can also train staff to ensure they are empathetic and are able to sell your services when a customer calls your office.

Digital Marketing Strategies

Any marketing agency will tell you that having a digital marketing strategy is essential, and this is true. However, not all companies can deliver the results they promise. This is why it is crucial to work with a partner that can provide a range of online advertising services. When combined, these methods can create powerful campaigns that produce a large number of HVAC leads.

Search Engine Optimization 

Search engine optimization (SEO) refers to the process of making your site search engine friendly. This is one aspect of getting your company higher up the organic search rankings. There is also content creation, keyword research, and other crucial aspects. Search engines use algorithms to determine where your site should appear in their listings.

These algorithms change regularly, so it's important to work with a firm that monitors your online presence. They can then amend your strategy at the right times to ensure you remain high in the ranking systems. This is a great way to get qualified plumbing leads because customers will often already have an interest in your services. 

Pay Per Click Advertising

One of the fastest ways to get plumbing marketing leads is to use pay per click (PPC) marketing. This involves identifying words and phrases that consumers use when looking for HVAC services. You can then bid on these words, and potentially appear at the top of the page when people search for an HVAC company.

It's important to carefully monitor your results to ensure your campaign is providing value for money. Performed incorrectly, PPC advertising can quickly become expensive and burn through your advertising budget. 

Social Media Marketing

If you have a precise idea of your target market, you can use Facebook ads for HVAC marketing. It's possible to display your ads to very specific groups of people, and can be extremely cost-effective. You should also post on other social media sites such as Instagram or Twitter to generate further interest. 

Using marketing automation tools, you can schedule your posts ahead of time, allowing them to run on autopilot. These tools can be expensive for a company to buy themselves. But a marketing agency will usually already have access to these automation platforms.

Benefits of Hiring a Full-Service HVAC Marketing Agency

The best HVAC marketing agency combines aspects of both traditional advertising and digital marketing. For example, you may find local print advertisements are better for winning business from nearby companies.

But, businesses who are further away may find it easier to contact you through your social media accounts. Before meeting with you in person, they might also appreciate being able to view videos about your services. This way, they know they are dealing with a reputable company. By combining both marketing strategies, you are giving yourself the best chance of getting more sales meetings.

Contact Optic Marketing Group Today

Optic Marketing Group is a full-service HVAC marketing agency that works closely with you to understand your goals and ambitions. We develop comprehensive marketing strategies that can put you in front of the maximum number of customers. Our expert team aims to provide long-term results. We also target dynamic short-term gains that can quickly get you ahead of the competition.

For a consultation and a free quote, contact the Optic Marketing team today.

Google search bar

Google's Page Experience Update

Changes in the Google algorithm dictate the search process starting mid-June. They introduce the page experience update as part of their gradual update rollout. This parameter helps site owners and publishers improve customer experience.

The changes may affect your website's rankings in the Google search results.

Today, we look at the factors and tools that can help your search engine rankings. We'll also discuss some details regarding Google’s new update for websites and web pages. Read on and help your website get higher rankings:

A Look at Google’s Page Experience Update

Page experience will now affect the ranking of your website. It's how users interact with your web page. After that, the parameter measures the quality of their experience when navigating through your pages.

It also factors other existing Google signals that drive your website’s performance. These include mobile-friendliness, safe-browsing, the use of HTTPS, and so on.

In this case, page experience considers three key metrics. For instance, you look at the following:

Loading Speed

This factor refers to the web page’s loading speed. One key factor is how long it takes to load the page's main content.

Visual Stability

It's all about page content and how it remains stable during navigation. It means preventing any unexpected movement.

User Interactivity

This element determines how well the web page responds. It focuses on the way pages interact with every click or tap on any website element.

Optimizing Page Experience

Noting how page experience works, you can glean the elements to optimize and improve your website. It's where some digital marketing tips come to play, taking advantage of these concepts. For instance, consider these strategies for your Facebook page to adhere to the changes on the platform.

Run a Mobile-Friendly Test

Run your tests on your website to determine whether it works well on mobile devices. You can use the tool from Google to check this metric.

Check Your Core Web Vitals

Look for the areas that cover your core web vitals. You have a variety of tools to look at. These tools cover the FID, LCP, and CLS.

Make Your Website Secure and Safe to Browse

Always ensure that your website uses HTTPS. It puts your website on a secure connection. Also, check your website regularly and get rid of any malicious content such as malware.

Make Your Site Easy to Access

Prioritize making your content accessible to the user. There are situations where interstitial websites can hamper that accessibility.

Take Advantage of Google’s Page Experience

Using Google’s new metric, you can use it to improve your website’s visibility. Make sure to use these elements to boost and optimize your page experience.

To help you with your digital marketing, we have the skills and services available to help you. We can assist with SEO, social media, and much more. You can contact us today and we’re ready to help out.


How to Grow Your Plumbing or HVAC Business With Multi-Media

Around 20% of HVAC businesses fail every year across America. 

If you want to start an HVAC or plumbing business, you need to know how to make it succeed. You need to know what to do in order to reach your target market and bring in leads. 

This is why HVAC marketing is so important. Having a digital marketing strategy can help HVAC and plumbing businesses step up their game, especially ever since 2020 occurred and businesses everywhere realized they needed an online marketing strategy. 

But what is the best online marketing strategy? What do HVAC businesses need to do in order to bring in more leads and drive in more revenue? 

Here's a detailed guide on home services marketing, particularly around heating and cooling, and which kind of marketing can help propel your HVAC businesses. 

Using Mass Media

If you want to grow your HVAC and plumbing business, you need to consider using mass media. You need to consider how mass media can help you reach your target market. 

There are a lot of forms of mass media to consider and you want to spend your money wisely before going all-out in one particular medium. 

Here's why social media, TV, and radio can help you reach your target market and build your HVAC business. 

Social Media Advertising

One of the best forms of HVAC advertising is social media. You can use social media in a lot of different forms to reach your target market. 

One of the best ways to use social media is with Facebook advertising. With millions of people on Facebook, it makes it one of the best ways to promote your product or your services. 

You can use Facebook advertising in multiple ways. For instance, you can do lead generation on Facebook and bring in hundreds of leads if you have an enticing lead magnet. 

You can also use Instagram advertising that has the same strategies as Facebook. You can use it for lead generation or you can use it for conversion campaigns. 

This is a great way to introduce your services and how they are valuable to your customers. 

You can also try social media advertising when it comes to Twitter, LinkedIn, Tik Tok, and other forms of social media. 

TV and Radio Advertising

If you want to extend your advertising beyond social media, you can also try TV and radio.

You can either pay for 30-second-commercial spots. It can also cost a lot more if you want to advertise during sports specials like the Super Bowl. 

If you want to advertise on the radio, it just depends on the size of the audience and the location of where you're at. 

However, the same principles apply when you advertise on TV and radio as it does with social media. 

You have to find your target market and figure out how to reach them. You have to understand their problems and see how you can help them. 

This may mean you have to try and see what kind of copy is the best for your audience. You have to see what advertisements perform the best in your market. 

Ultimately, there are a lot of ways to advertise in the mass media, but you have to figure out your budget and the best ways to reach your audience. You have to see what performs the best. 

You don't want to spend thousands of dollars on advertising and not realize what works. Find out what advertising platform is going to do the best for you and stick with it. 

The Benefits of HVAC Advertising

When you do find what mass media advertising platform works the best for your HVAC or plumbing business, you'll see how the benefits that come with it. 

One of the best benefits is that your business will be more profitable. You'll bring in more leads for your business, which can help drive in more customers. 

Another benefit to consider when you're advertising is you're seeing what your target market is interested in with a particular season. You're seeing if they need heating during the winter months or work on their AC during the summer months. 

This can help give you an idea of what you need to advertise during the year. You have an idea of what people are looking for during the year and how to build trust with them. 

Another benefit to consider with HVAC advertising is that you're extending your reach as a business. You're not just reaching people in your local area, you're reaching people throughout the United States. 

If you have the capacity and capability of working with people in a certain range, you can use mass media to help you reach those people in that range. 

You don't have to rely on foot traffic to get you the customers you want. You can advertise online or on TV to help reach people that may be 100 miles or farther away. 

Now You Know How to Step up Your HVAC Marketing Game

When it comes to creating an HVAC marketing strategy, it can be challenging. You may feel overwhelmed by all the choices you make in marketing. 

This guide gives your HVAC or plumbing strategy the confidence you need to make the best choice. You have an idea of what mass media advertising can do for you and how it can help bring in more revenue. 

If you have more questions about HVAC or plumbing marketing, you can contact us here

Save Time While Rapidly Increasing HVAC Leads With Marketing Automation

Leads are nine times as likely to convert when businesses follow up within five minutes. With marketing automation, you can help customers immediately and nurture leads. In fact, about 80% of marketers say marketing automation generates more leads and conversions.

What exactly is HVAC marketing automation, and how can it benefit your business? Keep reading to find out!

With this guide, you can learn everything you need to know about adding automation to your digital marketing strategy. Then, you can generate more HVAC leads than ever before. Nurturing those leads can help you boost sales and retain customers, too!

Not sure where to get started? Our HVAC marketing agency is here to help. Read on to learn more!

What is Marketing Automation?

Every day, your marketing team likely repeats the same tasks to generate fresh HVAC leads. For example, they might:

  • Send emails
  • Post on social media platforms
  • Respond to emails and social media comments
  • Generate data reports
  • Communicate with customers

Remember, quickly responding to your customers can help you generate more conversions. Unfortunately, these repetitive tasks can take a lot of time out of your day. Wasting time could cause you to waste money.

Meanwhile, you might miss a chance to find fresh HVAC leads.

With marketing automation, you can automate repetitive tasks to lighten your workload. Then, you can spend more time and effort on improving your business.

Automation can take a little stress out of your home services marketing strategy. You can acquire new HVAC leads and nurture existing ones. Your ROI could improve as a result.

At the same time, you're improving your productivity.

If you lack experience, you might not know how to use automation throughout your digital marketing strategy. As the best marketing agency for HVAC businesses, we can help. Implementing automation throughout your existing campaigns can make them more successful. 

Otherwise, you could miss out on a chance to grow your business!

The Benefits

What are the benefits of adding automation to your HVAC marketing strategy?

One of the biggest benefits is the value it can offer. Automation will save you valuable time. It can also help you minimize mistakes.

You won't have to waste time fixing those mistakes, either.

Instead, you can focus more time, attention, and energy competing with other HVAC businesses in the area.

Here are a few other ways automation can benefit your business and entire digital marketing strategy. 

1. Boost Your Productivity

Managing your marketing campaigns can take time out of your already busy schedule. That's time you could spend building your HVAC business or helping customers. Instead, you can work with a full-service marketing agency that understands automation.

We can set up, optimize, and automate your campaigns. That way, you'll have peace of mind knowing your campaigns are functioning effectively.

You won't have to worry about human error impacting your campaigns, either. Automation can reduce costly mistakes. Your marketing campaigns will become more effective, improving your ROI.

Meanwhile, your in-house team can spend more time and energy on complex tasks. 

As your HVAC marketing agency, we can spend more time developing creative mass media content as well. We can improve your digital marketing strategy by diversifying your campaigns. Then, we can expand your reach, helping you attract more HVAC leads.

Automation will help ensure a more productive workflow, keeping every member of your team productive and efficient.

2. Gather Helpful Insights

It's difficult to make informed decisions regarding your campaigns without data to work from. One of the great benefits of marketing automation is the data you can gather. This data can help our marketing agency make more informed decisions with your campaigns.

Making assumptions when adjusting your campaigns can cost potential leads and conversions. Instead, we use the data we gather to make informed decisions.

We can also use automation to A/B test landing pages, ads, and other elements of each campaign. A/B testing can help optimize your campaigns. We'll ensure you generate as many leads as possible, setting your business up for long-term growth.

3. Improve the Customer Experience

A complicated, confusing customer experience can scare off potential clients. Instead, you can use automation to create a seamless customer experience. Improving the customer experience can help you generate more HVAC leads.

Happy customers will want to come back for more, boosting your retention rate and ROI!

For example, we can add a chatbot function to your website. Consumers can ask questions and get immediate answers without waiting or calling. 

You can also make it easier for clients to schedule appointments online.

Adding this ease and convenience can improve your brand's reputation, too. 

4. Generate and Nurture More Leads

Without fresh HVAC leads, you could struggle to grow.

Automation can benefit your lead generation strategy. You can generate more leads, nurture those leads, and retain long-term customers.

You can use automation to unite your marketing and sales team, too.

In fact, automation increases sales productivity by 14.5%. It can decrease marketing overhead by 12.2% as well. With automation, you can save time and money while generating more leads!

5. Improve Your ROI

As you generate more leads and save time automating tasks, you can make money without overspending. Your business will grow faster than ever before!

Getting Automated

There are a few different ways you can start automation your HVAC marketing strategy.

For example, we can automate your emails to send based on specific consumer behaviors. A drip email campaign can also help you remain top-of-mind.

We can also automate your pay-per-click ads. Automation can expand your reach and help you focus on high-quality leads. Then, we'll review the data from your campaigns to make informed changes.

We can also automate your social media posts and campaigns.

Remember, you can add appointment scheduling and chatbots to your website as well. Automation will help you find multiple ways to generate HVAC leads online.

You can find more tips on HVAC automation here.

Marketing Automation: Generating More Leads for Your HVAC Company With Ease

Don't let repetitive tasks slow you down. Instead, keep these benefits of using marketing automation in mind. With help from your full-service marketing agency, you'll never fall behind again!

We can help improve your entire digital marketing strategy with automation.

Ready to get started? We can't wait to help.

Contact us to learn more about our digital marketing services today.

HVAC Marketing Ideas, Strategies and Tips For 2021

About 65% of businesses are struggling to generate leads and website traffic. Meanwhile, about 80% of the new leads you do gather never translate into sales. If you're solely focused on lead generation, you could miss out on customers. 

Instead, you need to nurture those leads with a strong HVAC marketing strategy.

With an effective digital marketing strategy, you can draw in new HVAC leads and communicate your value. Then, you can nurture those leads to retain long-term, repeat customers.

Not sure where to start? Here are the essential digital marketing strategy tips you need for success! 

With these tips, you can set your HVAC company up for long-term growth. Discover how our full-service marketing agency can help with these tips today!

1. Brand Development

Before you develop your digital marketing strategy, it's important to have a distinct brand. Your brand will set you apart in the industry. Otherwise, consumers might struggle to differentiate you from other HVAC businesses in the area.

The best marketing agency can help you develop a brand with your customers in mind. It's important to understand your target audience first. Pinpointing a niche can help you better personalize your HVAC marketing strategy.

Then, you can appeal to your target audience's distinct needs.

Our full-service marketing agency can start by completing audience research. We'll segment your broad audience into buyer personas based on:

  • Pain points
  • Services
  • Buying behaviors
  • Age
  • Location
  • Household income
  • Gender

Buyer personas will help us appeal to each distinct group.

Then, we'll use our research to develop your brand. It's important to maintain brand consistency across your entire digital marketing strategy. Brand consistency can generate brand awareness and recognition.

It takes about 6 impressions to generate brand awareness. Consistency and repetition are key. Consistency can increase revenues by 23%.

About 60% of consumers prefer to purchase from familiar brands, too.

Meanwhile, it only takes 10 seconds for someone to form an impression of your brand. Your brand includes your:

  • Voice
  • Tone
  • Personality
  • Color scheme
  • Font styles
  • Imagery styles
  • Logo

Choosing a signature color can boost brand recognition by 80%. Our full-service marketing agency can develop your brand to help you stand out.

2. Web Design and Development

Your website will market your HVAC company 24/7. An old, outdated website could impact your brand's reputation, though. In fact, design has a 75% influence on a website's credibility.

Websites that load slowly lead to a $2.6 billion loss in revenue annually, too.

Meanwhile, nearly 90% of consumers won't return to a website after a bad experience.

Our HVAC marketing agency can help. Our web design and development tools can help you improve the user experience (UX). A positive user experience will keep people on your site longer.

As they explore your content and recognize your value, you can increase the chance of gathering HVAC leads.

We can optimize your website for mobile devices, which can benefit the rest of your digital marketing strategy, too. Developing a lead generation strategy on your website can boost conversions and sales as well.

Remember, it's important to maintain brand consistency. We'll infuse your brand across your website to create cohesion across your entire strategy. 

3. Content Creation

Your new HVAC website will need fresh, engaging content as well.

Content can help demonstrate your experience and expertise. Then, you can develop brand trust and draw in fresh HVAC leads. In time, brand trust can become brand loyalty.

You can retain long-time customers, improve your retention rate, and boost your ROI as a result.

A lead magnet, such as an eBook, can help your lead generation strategy, too.

We'll help you create different forms of content, including:

  • Blog posts/articles
  • Press releases
  • eBooks
  • Videos
  • Polls
  • Quizzes
  • Lists
  • Infographics

Then, we'll optimize your content with target keywords to help you draw in fresh leads.

With mass media, you can use different tactics to draw in a larger audience of customers.

4. Search Engine Optimization

Search engine optimization (SEO) can help your website rank higher on search engines like Google. A higher ranking can position you ahead of competitors. It can also help:

  • Boost brand awareness and recognition
  • Establish your credibility
  • Position you as a thought leader in the industry
  • Build brand trust and loyalty
  • Generate website traffic
  • Boost leads and conversions

Even with the best marketing agency on your side, SEO can take time. It's important to get started right away. Otherwise, your competitors could generate those HVAC leads.

Meanwhile, your ranking will drop, which could impact your brand's online visibility. 

Instead, we can help you create a local SEO strategy to draw in more business!

5. PPC Marketing

Pay-per-click (PPC) marketing involves creating eye-catching digital ads for your brand. These ads can appear on search engines, social media platforms, and other websites. 

We can help you create eye-catching, branded digital ads. Trying to use PPC marketing on your own can become time-consuming and costly, though. Instead, we'll implement PPC as part of your entire digital marketing strategy.

You can generate fresh leads and boost brand awareness with powerful, engaging ads.

6. Social Media Marketing

Social media marketing can keep your customers engaged and informed. You can draw more people to your website to convert them into leads. As part of your home services marketing strategy, social media helps generate awareness.

It can also foster brand trust and help you remain top-of-mind.

Marketing automation can keep your social media campaigns running smoothly. You won't have to spend time posting manually anymore. Instead, you can spend that time helping your customers! 

7. Media Planning and Buying

Advertising is only effective if you reach the right consumers at the right time. We can build a plan to develop an effective media schedule for your business. Then, you can boost your online visibility and reach.

At the same time, we'll help you reduce costs, improving your ROI.

8. Marketing Automation

Marketing automation can benefit multiple components of your digital marketing strategy. For example, you can automate an email drip campaign. Specific emails will send to customers based on their online behaviors.

Marketing automation can help you accomplish your goals without blowing through your budget.

Give Your HVAC Business a Boost: 8 Essential HVAC Marketing Strategies

Don't fall behind the competition this year! Instead, use these eight essential HVAC marketing strategies for your business. With the best marketing agency around and a strong lead generation strategy, you can set yourself up for success.

Need help getting started? That's what we're here for.

Contact our full-service marketing agency today to start using our services today!

Recent Facebook Changes and What They Mean For Your Business

Facebook boasts more than 2.41 billion active users every month. Most HVAC business owners are already aware of the incredible potential for lead generation via Facebook. Via both social media marketing and Facebook Ads, home services businesses can reach an enormous pool of potential customers.

But what impact do the latest changes to Facebook's digital marketing have on small and medium business owners? And how can you best adapt to these changes to keep the maximum ROI for your HVAC marketing?

Keep reading for an essential update and why you'll be best placed putting your marketing campaign in the hands of an experienced agency like our team at Optic Marketing Group.

Facebook's Business Suite

One of the most exciting new developments to come from Facebook is the introduction of their Business Suite. This will make home services marketing much more straightforward for amateur marketers.

Thanks to the Business Suite, business owners can now view their Facebook and Instagram ads in one place. You also have the ability to post, view key insights, and receive messages all from the same dashboard. If you're just starting out with Facebook and Instagram ads, this will likely prove a great resource and time saver.

It's particularly useful for scheduling posts to Facebook and Instagram simultaneously. This gives HVAC companies a great opportunity when announcing offers and promotions.

However, for those businesses ready to take their marketing to the next level, you'll have to go beyond the Business Suite interface to get the most out of your marketing campaigns. 

Changes to Facebook's Algorithm

Another key change to note is the adjustments made to Facebook's algorithm. This refers to which Facebook ads appear for which Facebook users, the order they appear in, and more. Facebook regularly tweaks its algorithm. It's important to stay up to date with the changes that affect businesses and their potential reach.


Now more than ever, Facebook is rewarding businesses that create engaging content. It's crucial for home services businesses to share posts that will gain not only likes, but reactions, comments, and shares. 

This extends to replying to your audience. The new Facebook algorithm prioritizes posts that a user has previously interacted with.


The most recent posts on Facebook are heavily favored. Once your post has been out for a few hours, it's going to drop down the newsfeed. So, it's crucial to strike while the iron is hot, and share posts when the largest portion of your audience is online.

Go Live

One of the biggest social media trends of 2020 was the increase in users going 'live'. While this can take some practice for businesses to master, it is prioritized by Facebook's algorithm. If your business is holding a virtual event, go live and reap the benefits!

Don't forget that an HVAC marketing agency can take the pressure off your business to stay up to date with the latest Facebook trends and changes.

Ad Limits per Page

One important change for businesses to be aware of is ad limits per page. This is relevant for all HVAC businesses, but particularly those with higher ad spends.

Small to medium-sized businesses (with an ad spend of 100k or less in the highest month of the last year) will be limited to 250 ads per page. Pages that spend more on Facebook Ads will be granted correspondingly more ads per page.

If you're concerned about how this change might affect your digital marketing strategy, our marketing team can help you out. Thanks to a range of techniques we can help your business reach its full potential. This includes dynamic ads, careful audience selection, and intelligent campaign organization.

Facebook's Take On Email Marketing

In an exciting development, Facebook is beginning to extend its social media marketing gamut. It has begun trialing an email marketing tool with a small number of businesses. The purpose of this tool is to help businesses communicate with their customers without leaving Facebook.

Theoretically, this could lead to some interesting breakthroughs in marketing automation. It's thought that it will be possible to compose marketing emails from within Facebook. Businesses will also be able to target lookalike audiences and track the email campaign's performance.

Considering the substantial ROI that email marketing provides, this development is well worth keeping an eye on.

Data Privacy Updates

A final Facebook change you should be aware of for your Facebook marketing relates to users' privacy. In line with an upcoming iOS release, users will be asked to opt-in to data collection, rather than this being the default setting.

For HVAC businesses, this might reduce their ability to run retargeting campaigns following someone visiting your website. Facebook has warned that some ad campaigns will take a hit due to this measure that gives users greater data privacy.

Some business owners might be concerned about how their campaigns will be negatively impacted by these updates. A member of our team can talk you through how to adjust your campaign strategy. 

Those Are the Top Facebook Digital Marketing Updates to Know About

We've now covered how the latest round of Facebook updates will affect your digital marketing strategy. The best way to keep up with the continual adjustments is to entrust your campaign to an expert agency. At Optic Marketing Group, we specialize in helping HVAC companies grow their business.

We're a full service marketing agency which means we can assist with your web design, SEO, PPC, social media, and more. For more information about how we can help your business thrive, contact us here.

It Takes Money to Make Money - How to Determine (and Maximize) Your HVAC Marketing Investment

Are you interested in maximizing the investment your HVAC company makes in its marketing initiatives? Do you feel that your current HVAC marketing plan has glaring holes? If so, then you need to learn all that you can about how to determine your HVAC marketing investment.

Contrary to popular belief, you don't have to spend a fortune to create a marketing plan that works. The key is to focus on the ROI. What mistakes are you making that are causing a setback for your online and offline tactics?

We see these types of marketing mistakes all the time! See below for a list of the most common marketing mistakes you should avoid.

1. Not Communicating Your Promotions

There are many advantages that sales promotions can offer your business when they're done correctly. But oftentimes we find that clients get in their own way on their marketing promo endeavors.

This is a classic case in which the marketing department and sales department butt heads. While the promo you're running might be an incredible deal, it can hurt your brand if your sales team isn't aware of the promotion. 

For example, imagine a customer calling in saying "I'd like to redeem the promotion I received in the mail!", and the sales rep they're talking to has no idea what they're referring to. 

Communicate your HVAC marketing plan to your entire staff. Make sure everyone is up-to-date on promotions, initiatives, and so forth. Otherwise, the miscommunication can make your company seem unprofessional or disorganized.

2. Too Many Marketing Initiatives At Once

Sound familiar? When a majority of our customers come to us for the first time, we discover that they are spreading themselves too thin. It's like the adage says "if you try to be good at everything, you'll never be good at anything".

The secret is that you don't have to use dozens of marketing tactics to find success. In fact, you only need to use the ones that will help you reach your target audience.

Figure out where your consumer demographic hangs out online. Once you identify that, maximize the marketing tactics that can help you reach your future customers!

3. Stay Consistent

We've all heard the tale of The Tortoise and the Hare. Whether you're using online or offline marketing tactics, you've got to take on the persona of the tortoise. Marketing is a marathon, not a sprint.

We find that too many HVAC companies either give up on a marketing tactic after one trial run or they drop the campaign right before they were about to witness a breakthrough.

Consistency is key. Take Search Engine Optimization as a prime example. It's a long-term marketing tactic. It might be months before you start to generate traction, but in time, your SEO will become a passive marketing machine for your HVAC business! 

4. Pulling the Plug Too Soon

This falls perfectly in-line with the previous point. If you aren't willing to dedicate yourself to a thought-out HVAC marketing plan, your customers will never truly understand your brand.

Think of a new song that you like. Are you able to sing along with it word for word the first time that you hear it? Of course, not! It takes time. You need to hear the song several times before you start to memorize the words and melody.

It's the same thing with your HVAC company's marketing plan. Your target audience needs time to understand it and "sing" it before they end up purchasing from you. Don't pull the plug!

5. Not Financially Committing to Your Marketing Plan

Before your marketing plan commits to you, you have to commit to it. How? By investing some of the resources from your company's budget into it! You can't expect to spend $10 on marketing and expect it to generate $10,000,000.

At Optic Marketing Group, we recommend that you aim to spend around 7 to 10-percent of your overall revenue goal on marketing, as well as 5 to 6-percent to maintain your current marketing initiatives. 

At most, you're spending 16-percent of your budget on marketing. We think you'll agree that 15-percent is well-worth the potential of higher sales conversions and customer retention!

6. Not Tracking Your Results

Think of a bodybuilder lifting weights. If he doesn't track his sets, reps, and weight amount, how will he know if he's getting any stronger? The same can be said for your HVAC marketing plan.

How will you ever become aware that certain marketing tactics aren't working? How can you understand the cost of each prospect on a lead-by-lead basis? You have to use data and analytics to your advantage. It will help you understand where you should allocate your funds.

We highly recommend tracking phone numbers, landing pages, and Key Performance Indicators (KPIs, for short) as a start.

7. Not Hiring Professionals to Help You

You have enough on your plate as-is. Why shoulder the weight of your HVAC company's marketing tactics when you can get a professional on your side?

At Optic Marketing Group, we're committed to helping you understand the ins and outs of your target market. We're a full-service company, meaning we can help your HVAC service with both its online and offline marketing strategies.

We're in it for the long haul. We want to help your HVAC company develop a marketing plan that can help you see sizable growth, then help you retain that progress.

Avoid These Mistakes With Your HVAC Marketing Investment

Now that you have seen all of the different mistakes that most companies make with their HVAC marketing investment, be sure to avoid them for your HVAC service.

Be sure to read this article for more information on the secrets to an HVAC company website that converts!

For any inquiries that you may have, please be sure to reach out to us by phone at 844-700-4781 and we will be happy to assist you further!

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Quarterly Promotions: The Importance of Regular HVAC Offers and Promos

The HVAC industry grossed almost $26 million in revenue in 2019, with projected increases in the next few years.

How much revenue did your company generate out of that?

You shouldn't worry if you were unhappy with your sales over the last year based on the industry. There are simple yet effective ways to increase your customers and reach new markets.

Using quarterly HVAC offers creates the opportunity for your brand to convert more clients through building reliability. Forget changing promotions every single month and get into seasonal marketing.

Read below for why quarterly offers are the number one way to maximize promotions for a higher ROI.

The Con of Running HVAC Offers Every Month

As a business owner, you have come across clients who take days or weeks to make purchasing decisions for HVAC or plumbing needs. The reason is simple: these purchases are significant investments for your clients.

You should expect the sales funnel to take more time from interest to conversion than other, everyday purchases. But you can prepare for that extended time and make the most of each day to build trust with customers. 

Trust comes in the form of credibility and reliability. Your brand needs to feel comforting and trustworthy for clients who need to spend thousands on repairing their homes.

Big purchases are about trust between customer and company, which is why monthly HVAC promotions do not have the marketing potential you seek.

You miss out on potential clients by switching promotions on HVAC offers each month. Your customer needs time to get to know your brand, make a decision, and take action.

Seeing your offers switch so rapidly leads to a lack of trust.

Have you ever had potential customers close to purchasing on one of your promos, and then the sale expired? We can guess you lost those clients as they put their emotional investment into your brand, product, and sale.

Changing HVAC offers every month doesn't make your company attractive. It makes it an unstable source of expertise.

Importance of HVAC Promotions Per Quarter

Promotions per month create unnecessary chaos and instability for your brand's perception. Yet, HVAC offers are a great marketing strategy when done on a proper timeline.

Promotions every quarter present the opportunity for more clients to find you and purchase your services.

Marketing HVAC promotions over three months allows the full potential of the offer to impact your business positively. The longer timeline better aligns with the longer sales process your clients go through to make their investments.

The offer becomes a marketing technique in this cycle. You capture interest through marketing the sale, build trust through website and content, and convert the client.

HVAC lead generation via promotions takes organization and team-wide preparation. Your marketing team needs digital and physical assets. Your installers need the resources to meet demand.

You gain a much higher ROI when giving the HVAC promotion the time it needs to succeed in your marketing funnel.

Quarterly Ideas for HVAC Marketing

HVAC marketing done quarterly means you align with the changes your clients experience per season. Using environmental transformations makes your marketing even more relatable.

Every client needs better heating in winter, stronger air conditioning in summer, and preparation in spring and fall.

Seasonal HVAC promotions place you in front of clients seeking to strengthen their homes for upcoming weather. Connecting a marketing strategy to the time of year shows your brand as one that looks out for customers. The trust you build in that promotion is key to sales success.

Pay-per-click advertising (PPC) is a smart way to market your seasonal/quarterly promotions. HVAC leads are currently searching for keywords relevant to your business: 

  • New air conditioning unit in [City] 
  • Prepare heating for winter
  • Redo plumbing system in [Location]

Billions of Google searches are done each day, and some of these connect directly to your business. A PPC marketing strategy using these keywords and locations puts you at the top of the search engine.

A final idea for your quarterly HVAC offers is utilizing social media to connect with the local markets. Create a strong marketing push on socials when you release a new quarter's promotion. If you have the budget for it, we always recommend launching a marketing automation campaign around your offer so that you can target potential customers and get the leads flowing seamlessly with a funnel in place that schedules the service calls for you.

Local clients are on social media and often use that as a form of web search. An updated profile and unique shares for each campaign connect you to potential customers who may need your service. Social shares could include: 

  • Video series discussing the importance of prepping for an upcoming season
  • DIY checklists to see if clients' HVAC systems need maintenance 
  • Team profiles to build relatability through face-to-face interactions
  • Posts sharing info on the new HVAC offers and the timeline for clients to reach out
  • Launching a marketing automation campaign

Building your presence in the local market through social media allows you to share your offers and generate leads that convert.

Building Relationships Between Campaigns

You can change your HVAC offers every quarter while still making the most of the 12 weeks. You don't just need to market the offer over three months and leave everything else to rest.

Use a quarter to market your offer and build relationships with new or existing customers.

There are so many HVAC marketing strategies you can use to strengthen your connection and trustworthiness. Your marketing can do more than sharing your latest offer!

We encourage you to focus on two strategies for relationship building not to overwhelm your resources. Potential options include email marketing, marketing automation, reviews and referrals, and website updates.

Reach out to a few key customers to collect reviews of your services that you can build into a compelling social campaign. These should also be shown prominently on the website to add authenticity.

Build a few website edits that make your brand's site easy to navigate. Your customer should not search through pages of info to find what they need. Place the focus on quick navigations and simple purchasing options.

Start Your Quarterly Marketing Today

A strong marketing campaign will have your HVAC or plumbing company generating hundreds of leads done at the right time. Monthly HVAC offers are confusing for clients looking to trust your business for their investment. Quarterly offers give you the time to build relationships and make sales with new or returning customers.

Promotions will reach your perfect clients through several marketing strategies. Review our services today, and let us help you get your next 1000 customers!

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Discover the Difference: What Makes Our HVAC Marketing Agency Unique

Are you looking for ways to make your HVAC reach its target market? Do you realize the importance of marketing, but are unsure where to reach out for help? If so, then you need to hire an HVAC marketing agency to build your presence in the marketplace.

However, you shouldn't just hire any HVAC marketing agency. You need to hire Optic Marketing Group. We're battle-tested. We're customer-friendly. We're both online and offline. We have everything you need to succeed. 

See below to learn about what sets Optic Marketing Group apart from any other of the HVAC marketing agencies that you are considering.

1. In-Depth Leads

You want to reach your target market, we can help you get there! As our name would imply, our goal at Optic Marketing Group is to help give you a clearer picture of the leads that you generate. 

The warmer your campaigns are and the more that you know about them, the higher your sales conversion rates will be.

Other HVAC companies will unload HVAC marketing campaigns on you without helping you sort them out. That's like dumping all the puzzle pieces out on the floor and telling you to put it together yourself. It isn't practical!

We provide the entire story and picture of the marketing campaigns that we design. Any time we create one, we will help you understand the reasoning behind it, the market we're targeting, and the conversions that we expect.

We offer so much more than just the numbers. We put those numbers into terms that you will understand. When we describe campaigns to you, we'll leave the marketing jargon at the door. 

Want more information on how to find the right service for your needs? Be sure to read this article on how to choose the best HVAC marketing company. You'll quickly see that we fit the bill!

2. Call Listening

What truly separates us from the competition is our willingness to go above and beyond for our clients. Look no further than our call listening initiatives for an example of this.

We have an internal team that is dedicated to call listening. What's call listening? As the name would imply, it's when marketers listen in to customer calls for the benefit of your marketing campaigns moving forward.

Call listening has many benefits for your brand, such as:

  • Identifying certain pain points that your customers have
  • Empathizing with the raw emotion of your customers and prospects
  • Understanding the customer journey for your brand and how it can be refined
  • Analyzing the quality of your sales calls and how they can be improved
  • Pinpoint the most common customer questions that need to be addressed
  • Understanding the biggest objections or rebuttals that your brand is facing

The list goes on and on. As many benefits as call listening have, most HVAC marketing agencies aren't willing to commit to that level of time and effort. At Optic Marketing Group, we're all in! Call listening helps us ensure that your marketing campaigns are advancing.

3. Detailed Reporting

Some of you might be using a different marketing agency currently. If so, then can you confidently say that agency is fulfilling your needs? With Optic Marketing Group, there will never be any doubt!

We take tremendous pride in providing detailed and visual reporting for our clients. You'll know where your marketing initiatives stand at all times thanks to our month-to-month reports. 

We also offer year after year reports to see how your revenue is growing in the short term and long term.

That's why we have such long and amazing relationships with our clients. You aren't just a customer to us; you're family. We genuinely care about the growth of your HVAC business and put your needs ahead of our own. 

Why? Because when you succeed, we all succeed! You focus on providing high-quality HVAC services to your clientele, and we'll focus on building your book of business.

4. Honest and Dedicated

There are two types of HVAC marketing agencies out there: those that legitimately care about your business and those that only care about their wallets.

Unfortunately, a majority of them fall in the latter. At Optic Marketing Group, our goal is to be as transparent with our clients as possible. We prioritize communication above all else so that you know how we're working to help your brand improve at all times.

You can ask us any question at any time and we'll give you an honest answer. Our reps will remain up-to-date on your account and campaigns.

5. Full-Service Agency

Too many marketing agencies are focused on digital marketing, but nothing else. No matter how much the online marketplace grows, there will always be a place for offline marketing tactics. They can separate you from all other HVAC companies in your community.

That's why we pride ourselves on being a full-service agency, meaning that we offer both online and offline marketing. All the marketing tactics we use are cohesive and line up perfectly in the marketing campaigns we build.

We have experts on our team in each type of marketing, so you know you're getting a high return on your investment.

Reach Out to Our HVAC Marketing Agency Today

Now that you have seen what makes our HVAC marketing agency the best choice, why would you go anywhere else?

Be sure to read this article for more information on how you will be able to grow your HVAC business with full-service marketing on your side.

For any other inquiries that you might have, please be sure to reach out via the contact us form at the bottom of our home page and we will be happy to assist you further.

Top Local SEO Tips for Home Service Companies

Did you know that 46% of all Google searches are done to seek local information?
Nowadays, using local SEO strategies is essential for your business to find the right customers and grow your company. Keep reading to find out the top local SEO tips for your home service company.

What Is Local SEO?

There is a slight difference between SEO in general and local SEO strategies.
So what's the deal?
The main difference is that search engines will take into account your location when you're searching for local information or local businesses. That means that through local SEO efforts, you can appear both in search engine results and map searches within your functional area.
So, the difference is that you'll focus on showcasing your location throughout your SEO efforts for your business to show up in those geographically specific searches.
Let's dive into the top SEO tips you need to know.

1. Keyword Focus

As with traditional SEO, your focus on keywords is paramount in finding success with your local SEO efforts.
Not only should the location feature in your keywords, but your business should also focus on long-tail keywords.
What does this mean?
Here's the gist of it. Some people may visit Google and type in, 'home service company', but it's more likely that a searcher would use a more extended search term such as, 'home service company in Philadelphia'. If your business is located in Philadelphia, you're going to want to show up in those results.
The same can be said for your products. Perhaps you offer services or products in a specific niche, these should be included in your keyword strategy to rank for these too.

2. On-page SEO Tactics

On-page SEO is all the tactics that are within your control for the SEO of your website. These are things like:
Meta descriptions
Title tags
URL names
Internal linking
Mobile responsiveness
Image and video SEO
Heading tags and alt tags
And the above is still not the complete list!
The thing about on-page SEO is that it can get quite technical, precisely because you have to perform various tasks and tactics on one page and then repeat the process repeatedly for all the pages on your website.
That is when it can be an advantage if you decide to partner with an SEO agency that offers these types of services.

3. Google Local Ads

Even if you feel like paid-for advertising is out of your reach, it isn't!
Local services ads are a Google service that allows you to connect with customers in your operations area. If you want to get seen by the right people who are looking for your services, within your geographical location, it's almost a given that you should be looking at this service.
What local services ads does for you is on a click-by-click basis, so you only pay if someone contacts you directly through the advert itself. It gives you a great 'Google Guaranteed' badge along with your company's ad, which adds a certain level of surety.
Google local services ads even have a bidding system, which means that you can make your budget work for you. And remember, the more traffic you get, the better your SEO efforts will start to work for you.

4. Make Your Content Work

The content you're putting up on your website should not only represent your brand and your business but should also shoot the lights out when it comes to your SEO strategy.
Content should stem directly from your original SEO strategy, which means that the audience you researched and decided on when you started your SEO journey, should still be the audience that you're creating content for.
By creating content that uses the right keywords, along with the correct formatting, and most importantly, the regularity of posting, you'll be creating useful, relevant content for your ideal target audience and also, increasing your search engine rankings.

5. Get Those Reviews

Word-of-mouth marketing is far from dead; it's simply shifted from the man on the street to reviews online. Countless people will research a business or brand online before they decide to make contact.
And guess what the first thing they look at will be?
Your business reviews, of course!
By being responsive to reviews, and engaging with both happy and unhappy customers, you're showing a certain level of reputation management. This means that people will immediately look at your business in a different light!
It shows that you care about how your customer feels, that they're important and that you go the extra mile. Remember, though, that reviews can be left on any platform that your business appears on, from Google to Facebook and just about anywhere else.
The more places your brand appears, the more you need to prioritize your reputation management and make sure that you're on top of all your customer feedback and reviews.
Success With Local SEO
When you're diving into SEO, and this, of course, includes your local SEO efforts too, you need to remember that all your efforts will not give you an overnight change.

SEO is a journey, not a destination. Ensure that you're ready for the commitment to what your business needs to do to keep up your search engine rankings, and be willing to change your strategy if it's called for.

You know, if you're looking for an agency that understands home service companies and what it takes to rank, then look no further, you have found us.