How to Grow Your HVAC Business in 2022
Are you struggling to bring in customers, or you're not seeing enough traffic on your website? Does it feel like your HVAC business has grown stagnant?
If so, you're probably worried you won't be able to grow your HVAC business. But don't give up yet.
Thankfully, the right marketing strategy can help grow your brand, increase your reach, and boost your revenue. Here's how to get started.
Increase Your Online Presence
Having a strong online presence is more important in 2022 than ever before. As an HVAC business, you face a lot of local competition. You need to make sure customers can find you online.
Search engine optimization (SEO) is the best way to grow your brand awareness. There are many aspects to SEO, including creating relevant and quality content, on-site and off-site SEO, and technical SEO.
Invest in SEO Services
Marketing and SEO might sound a little complicated, but it doesn't have to be. Investing in an advertising, web design, and marketing company that offers search engine optimization services is one of the best ways of growing your HVAC business.
At Optic Marketing Group, we have a team of expert web developers ready to help you out with everything from website design and development to SEO services to social media and much more.
Optimize Your Website
Did you know your website could hold you back? As a reputable HVAC business, you need a professional website that reflects your brand.
To optimize your website, you need to take a few steps. First, make sure the design isn't too crowded or outdated. A minimalistic design is clean and easy to navigate.
Put the user experience first. Make sure all your links work, that all sections of your website are easy to find, and promote value on your web pages. Focus on core pages rather than overwhelming the user with content and options.
One in four users will leave a website if the page takes longer than four seconds to load. Improving your business should start with your website speed and experience.
Post Your Story
Some HVAC companies make the mistake of assuming people only care about prices and reviews. And while these two considerations are important, customers also want to know more about you.
Let them know who you are by talking about the origins of your HVAC company as well as some of your talented technicians and staff. Post how long you've been in business, the communities you serve, and your values.
Post testimonials on your website so customers can learn more about you and your services. This can help put their minds at ease and allow them to trust you.
Grow Your HVAC Business Today
Start with these tips if you want to grow your HVAC business, boost brand awareness, and increase your customers. Any HVAC company can use these tips if they want to improve their business.
Optic Marketing Group can take your HVAC business to the next level. We offer a variety of services to help promote your HVAC company and reach local customers. Send us a message today to see how we can help you succeed.
3 HVAC Sales Tips to Boost Your Business in 2022
Did you know, in 2020, the market size of the American HVAC industry was valued at $15.16 billion USD? A staggering figure that is quite revealing.
This number indicates that the HVAC industry is thriving, even in the midst of a global pandemic.
So as an HVAC business owner, you're in the right field! As such, you may be wondering what you can do to prosper even more. Today, we'll be covering 3 HVAC sales tips you can use to boost business in 2022.
If that sounds interesting, then keep reading.
1. Upgrade Your Website
Many HVAC companies don't give enough importance to their website. Not realizing this is the hub prospects use to judge your credibility.
If it's been a while since the last time your site's been updated, you may be a little behind. Ensure that it looks clean and professional and also that it has opt-in/signup forms as well as a 'contact' section as well.
Failure to have these website fundamentals covered can really hurt your HVAC sales.
2. Take Advantage of Social Media
It's 2022, nearly every business utilizes social media. If you're one of the few that doesn't, then you're going to get left behind.
Improving business means taking advantage of all the resources available to you. And in 2022, none of those resources are more pertinent than social media.
Use your social media handles to produce useful content that helps your followers, have them signup to your list, and continue to build your relationships with them by providing value via helpful content.
Building this foundation is one of the best sales tips for your HVAC business because people buy from those they trust. And that's what this process is all about -- building trust.
3. Reach Out
The way you go about contacting prospects is important for improving sales. For instance, if you're reaching out to seniors and the elderly, a phone call will most likely be your best bet.
However, if it's a younger audience you're contacting, then an email may be most appropriate.
This is why it's so important to know your demographic. And one thing to keep in mind is taking this step is absolutely critical. Following up with your prospects is one of the most important actions you can take for increasing business.
If this step is intimidating, here are a couple of tips to help you along the way:
Follow a Script
Follow this tip loosely. Don't be a robot regurgitating a premeditated script, word for word. That takes the authenticity away. But rather, have a general outline of what you want to say to fall back on. Think of it as a safety net.
Know Your Market
To craft an effective pitch, you need to know who you're selling to. This is sales 101. Learn about your target market, yes, this takes time. But it will be worth it when your HVAC sales begin to soar.
HVAC Sales Tips for Building a Prosperous Business
There is a lot of opportunities out there, and those who are prepared will be the ones who capitalize on them. Follow these HVAC sales tips so that you'll be ready when opportunity knocks on your door.
If you'd like to learn more about how to market your HVAC company, contact us today with your questions.
HVAC Social Media Post Ideas for 2022
Utilizing social media platforms for marketing benefits all businesses. This guide will give you some social media post ideas for your HVAC business.
Have you used the power of social media to attract new customers to your HVAC business? Whether you’re trying to create paid social media ads or organic social posts, you may want to develop a content calendar filled with social media post ideas. HVAC business can be very successful on social media, but you have to know what types of content people want to see.
This article contains a list of social media post ideas that you can use for your HVAC business in 2022. Continue reading to learn more about how to leverage the power of social media to help your company.
Post About Saving Energy
Many of your potential customers may be environmentally conscious. Your HVAC system may be able to help these people save energy and conserve natural resources. It’s easy to find data about how energy-saving practices are good for the earth.
You can share this type of information with links, an infographic, or even a blog post. Social posts like these are likely to attract likes, and comments from people who care about conservation and environmentalism.
Share Your Special Offers on Social Media
Some HVAC businesses offer coupons, special offers, or seasonal discounts. If you offer these types of deals, you can use social media marketing to make people aware of these special offers.
When you create the power, be sure to tell people that they have to mention the social media post in order to get the discount. This will help raise awareness about your HVAC social media page and let people know they should pay attention to your page if they want future discounts.
Share Positive Reviews From Happy Customers
People tend to buy from businesses that they trust. You can use positive reviews to build trust with people who aren’t familiar with your business.
If you receive a good review on Yelp or Google My Business, screenshot the review and post it on your social pages. This will show all your followers that your business keeps customers happy.
Show Pictures and Videos of Successful Projects
Has your business recently completed a project that you’re especially proud of? Take some pictures of the completed project and share them on social media.
Your followers will be impressed, and the post will show that your company is capable of amazing work. Plus, posts like these present a great opportunity to incorporate video into your social media marketing strategy.
The Top Social Media Post Ideas for HVAC Companies
The social media post ideas in the list above will help you attract new eyes to your social media pages. HVAC may not seem like an industry that would lend itself to engaging social media posts, but it is possible to get plenty of engagement if you use the ideas above.
If you’re interested in learning more about social media marketing, get in touch with the marketing experts at Optic Marketing.
How to Get Ranked on Google Maps: Tips For Plumbing and HVAC Contractors
Getting ranked on Google Maps helps make your plumbing or HVAC company stand out. Here are some helpful tips to help your company get ranked.
Did you know that more than half of all local small businesses haven't claimed their Google My Business profile yet? If you haven't claimed yours or optimized it for SEO, then this needs to move up your priority list today.
Getting your HVAC or plumbing business ranked on Google Maps is vital to growing your business. But don't worry if you're not sure where to start because you're in the right place.
Keep reading to learn everything you need to know about ranking in the popular Map Pack today.
Benefits of Getting Ranked on Google Maps
If you've ever found yourself on the other side of town at lunchtime then you know how much of a lifesaver using the "near me" search feature in Google Maps is. And the fact is that more than 80% of mobile users have used the near me search recently.
One of the benefits of having a powerful GMB profile is that they're interactive. Most people will click to call or visit your website from your Google listing. This is an invaluable form of traffic that can revolutionize your business.
Another benefit of ranking on the map pack is that the majority of users have local intent when it comes to their purchasing decision. Once they find what they're looking for, more than likely they'll come to visit your business shortly after they find you in their search.
This will increase your conversions as the increased traffic already wants to purchase what you offer. The key to ranking is increased visibility and building credibility. We'll talk about both in the following sections.
Increasing Company Visibility
If you want your HVAC or plumbing business to rank on Google Maps, you must have a cohesive strategy on and off your website to build visibility. Some ways you can bring awareness to your brand across the internet include:
- Mentions on social media
- Working with local influencers
- Focusing on your SEO strategy
- Targeting profitable keywords
When you incorporate these various cross-channel marketing strategies, you'll see the level of success you've always wanted for your business.
Improve SEO for Google Maps
Taking the time to rank your Map Pack listing is like jumping the line to get to the first page of Goole. You can rank your business on page one by improving your search engine optimization strategy to include Google Maps.
First, you must claim your listing if you haven't already. Creating your profile isn't enough; when you claim your business using the code Google provides you then you can add much more detail to your profile.
The second is to completely fill out your profile. If you stopped at adding your name, address, and phone number then you have a lot more work to do. You must complete your profile including adding images and short posts which tell prospective customers more about your business.
Finally, once your profile is completed the last step is to ask current and previous clients for reviews. You can do this simply by asking everyone after they purchase to leave a review. Or, if you have an email list of current and previous customers you can send a quick email asking for help by leaving a review on your profile.
Scale Your HVAC Marketing by Ranking on Google Maps
If you're ready to get your HVAC or plumbing business ranked on Google Maps, it's smart to work with an expert. They can help guide you along the process and show you the best actions to improve your rankings online.
You can't afford to not rank any longer. Reach out to us so we can show you how to grow your rankings and scale your business.
Google My Business Is Now Called Google Business Profile: An Update
Google is changing one of its platforms that small business owners are familiar with. Google My Business was once the place that you went to verify your business on Google, manage your web presence, and adjust things pertaining to reviews, Maps information, and more.
Engaging with My Business was important, if not essential. The platform has changed, though. For smaller businesses the platform of choice will be the new "Google Business Profile."
We're going to look at this change and explore what it might mean for businesses like your own.
Understanding Google Business Profile
If you're a small business wondering whether this will have a big impact on you, there's not too much to worry about. Although small business marketing utilized Google My Business, the features included in the new platform might be a little easier to manage.
Google My Business will remain on the internet, though. Its purpose is shifting toward aiding large companies and corporations that have numerous chain stores to manage.
For example, owners of several Dominos restaurants might utilize the existing Google My Business to organize their store data. Verification is more complex when there are multiple stores to manage, so Google is directing that service toward those with multiple establishments.
Google Business Profile, on the other hand, directs itself toward those with only one or two establishments. This isn't anything new, though, so don't expect earth-shattering changes to your web presence.
Before Google Business Profile, there was Google My Business, Google+ Local, Google Places, and Google Local. All of these platforms were roughly the same, and they all migrated to slightly different interfaces with different names.
It's something that Google does to adjust to the times, and it's always worked in the past.
How Do You Manage Your Web Presence Now?
Google recommends that you manage your listings directly on Google search or Google Maps. They've added new features to help you use your account right on the page to make changes.
There are also various native mobile apps dealing with Google Search and Google Maps that you can use to manage your business presence. When you reach the extent of those features, you turn to Google Business Profile Manager.
Business Profile allows you to tailor how you're seen online. Maps and Search results are essential for small businesses, and the Profile Manager gives you all of the tools you need to monitor and adjust things as you see fit.
You can use the Manager to verify your site, and verified sites are a lot more likely to get seen than those that are unverified.
Other Google Business Profile Features
There are some more goodies that migrated to this new platform. For one, you can manage the photos and videos associated with your Google results. If you're in the Snack Pack, for example, you would have the say of which photos appear in your results.
The Snack Pack is a section at the top of Google results that displays images, phone numbers, reviews, and other information about top-ranking sites. A place in that section of the results is very useful, but only if you have quality images and accurate information.
The Profile Manager is also a space where you can read and respond to reviews. You can manage your conversations with reviewing customers in a more efficient way and, hopefully, address their concerns.
Further, Google Business Profile gives you some insights into your search engine optimization. While the platform wasn't created for optimization, marketers should use the information therein to inform their marketing campaigns.
For example, Google prioritizes businesses with positive reviews. If you're unable to manage your reviews, you might slip down to the bottom of the search results. The best place to do that is Google Business Profile Manager.
Google PPC Ads
The platform also helps you manage your ad campaigns.
PPC (Pay-Per-Click) ads are an excellent way to reach vast new audiences. The process of ad placement is tricky, though. There are keyword considerations to make, data sets to monitor, and a whole lot more.
Hitting the sweet spot with a Google advertisement comes when you put a lot of work into a particular ad. You can run A/B testing, watch how particular ads are doing, and make adjustments to your campaigns through Google Business Profile.
These are all things that will help your business, and the new platform might make it easier than the old one did. While things should look roughly the same, features are adjusted to small business needs. The old platform was broad-purpose and aimed at every business on the web.
There should be a little bit more specialization for small business marketing now.
Why Is All Of This Important?
You might be wondering why in the world any of this matters.
Google is an essential function of business marketing in this day and age. Why? Because a lot of customers start the buyer's journey on Google and use Google at almost every stage of the process.
If someone in your area was looking for a pizza place, what would they do? They'd pull out their phone, make a Google search, and look at the top few results. If they wanted to dig deeper, they might pull out Google Maps and see what's around them.
When they locate a potential choice, they pull up the information and see if it's what they want. You can transplant that process to almost any other purchase that a person would make, and it would apply the same way.
So, the way that you present yourself on Google matters to your business. Further, you can extend your effort out into digital marketing and create more presence on Google, making you more visible to all of your potential customers.
Want to Learn More About Digital Marketing?
Whether you're running HVAC marketing, jewelry marketing, plumbing marketing, or promoting your small law practice, the ideas above apply to you.
Working with your Google Business Profile is sure to draw more traffic to your site and increase the number of customers in your door. If you're having trouble with your online marketing, we're here to help.
Contact us for marketing services, more information on digital marketing, and a whole lot more.
What Is OTT Marketing and How to Use It to Grow Your Business
Did you know: more people pay for video streaming services than they do for traditional television channels? Thanks to industry leaders like Netflix and HBO Max, streaming subscriptions are increasingly providing better value to consumers.
The growth of this market has led to an exciting opportunity for businesses around the world, including the home services industry. That's where we come to OTT marketing.
So what is it and how could your HVAC business benefit from this advertising stream?
Keep reading to find out how OTT marketing can give you the edge over your competitors.
What Is OTT Marketing?
Let's start with a definition and explanation of OTT marketing. Short for "over the top", OTT most commonly refers to streaming services including Netflix, HBO Max, and Disney+. But it's not just video streaming.
OTT also incorporates audio, messaging, and voice services, including Spotify, WhatsApp, and Skype.
Thus, OTT marketing refers to paid adverts appearing on these platforms. Ads can appear in the form of video interruptions, banners, sponsored content, and audio.
OTT marketing is allowing businesses to increase revenue because they can target specific demographics more easily than traditional network television advertising. With OTT services, there are no geographic limits or constricting broadcast schedules. People can watch what they want, when they want.
What Are the Benefits?
Now let's turn to the advantages of investing in OTT marketing. Here we'll explore why so many companies are choosing to advertise via streaming services.
Personalized Ads
Unlike network television advertising, OTT allows businesses to personalize their ads. Adapt your ad content to make a genuine connection with your potential customers. This could be the time of the week, weather, location, behavior signals, and more.
We'd highlight the weather and location as two particularly valuable factors for HVAC companies.
Targeted Audience
Next, OTT marketing means you can target a far more specific audience than other digital advertising platforms. It's important to have a clear idea of your target audience personas, which you can use to funnel your ad spend towards the most lucrative audiences.
Similar to Facebook advertising, OTT will allow you to reach homeowners in a more sustained campaign thanks to retargeting.
Increased Engagement
The result of personalized advertisements and targeting a specific audience is increased engagement. This is also made possible by dynamic ads that allow the audience to "choose their content" from different options.
It's a great feature that also allows brands to showcase a variety of their products.
Less Ad Spend Waste
OTT marketing is a more efficient use of businesses' time and budget. It's possible to target precisely the users most likely to be interested in your services.
This makes it vastly different from television advertising, as you're unlikely to spend money targeting people who would never choose your business.
It's Still New
One of the best things about OTT marketing is its novelty. Many businesses are yet to realize its potential, meaning ad costs are relatively low, and your competition probably hasn't entered the market.
Our expert marketing team can create a strategy to help your HVAC company profit from this exciting new advertising stream.
How Can It Be Utilized by HVAC Companies?
One of the biggest advantages of OTT marketing for a home services business is the potential to retarget customers. This means that after someone has browsed your website, you can follow up with them via OTT ads.
This means your ad spend is going towards people who have already shown an interest in your services and brand.
Another reason to choose OTT marketing is that it makes it even easier for your potential customers to take action. Consider when you're watching a commercial break on tv. You're probably on your phone, and even if you are persuaded by an ad, you're unlikely to look up their website.
Meanwhile, from an OTT ad, your website is a mere click away. Many people watching Netflix or Hulu on their laptops will be able to easily follow your CTA, resulting in more conversions.
OTT Marketing Best Practices
We'll now take you through some OTT marketing best practices to give you the best chance to increase profits. The first thing to remember is the shorter the better. People are more likely to tune out or switch to their phones if they can see it's a long advert.
It's also crucial to make sure your ad looks good across a variety of screen sizes. Your video should be compelling both with and without audio, as many people will mute adverts.
Finally, bear in mind where your brand is in the marketing funnel. Are you using adverts to introduce your business to customers for the first time? Or are you familiar enough to jump to the bottom line?
Analyzing OTT Performance
The last point to mention about OTT marketing is measurement. This is where collaborating with a marketing agency such as Optic Marketing Group is a huge bonus.
Unlike Facebook or Google advertising, it's more challenging to track the concrete results of your OTT campaign. However, our team can help your business find attribution trends in terms of website visits and new customers.
It also has a leg up on television adverts in that you can count ad clicks and immediate conversions.
Do You Need Assistance With Your HVAC Marketing?
It's clear that as an emerging advertising stream, OTT has the potential to introduce brands to a wide, in-market audience. If you're interested in this fantastic opportunity but you're looking for some strategic support from an experienced marketing agency, Optic Marketing Group is here for you.
In addition to OTT marketing, Optic Marketing Group can assist you with all your marketing needs. From SEO and social media to web design and media buying, we've got your back. Contact us here for more information about how we can help you develop and manage a successful marketing campaign.
Get a Head Start on Planning Your Marketing Investment for 2022
Did you know the average marketing spend for a small business is between 2% to 5% of their annual revenue? Even then, without the guidance of marketing experts, many businesses use this in ways that do not provide a sound return on investment. So do you know how to get the best from your budget?
There are lots of considerations and possible outcomes. Read on as we discuss how to maximize your marketing investment.
Goals of a Marketing Budget
If you want to increase profits, then marketing is essential. Without it, no one will know about your business. However, it is not as simple as creating a budget and spending what you have set aside.
Marketing has many facets and in the digital economy, methods change quickly. Therefore, you need to plan a marketing budget meticulously for a number of reasons.
Long Term View
Planning in advance lets you get a much better overview of your plumbing and HVAC marketing. You can tie it into other areas better, so you are not scrambling to take budgets from one area and relocate them. Some marketing methods, such as social media, also benefit from a longer-term strategy.
It Keeps Finances on Track
Not having a plan to go along with your budget will often result in overspending. This is often a cyclical process, in which once you have spent money over budget, you carry on doing so.
By knowing how much you have overall, you can allocate funds to the right places. Split budgets between digital and traditional marketing and see what works best for you.
Goal Setting
The first step in your marketing budget is to set goals. Without them, you will not know if you have made an impact, or what the return on investment has been for your chosen campaign.
Goals can be set for a wide array of different lead generation methods. You may aim to increase website traffic, boost your contact list or improve sales in a particular area.
Break them down into two categories. Numeric goals are ones that aim to increase numbers and statistics. Revenue, units sold, and footfall are all examples.
Strategic goals are the second type and can be harder to measure. These are ones that require a larger campaign, often built around the direction the company is taking. Expanding into new markets or getting awareness of new products are examples.
Looking at Trends
Just because your company operates in the home services industry, does not mean it will not be impacted by trends. One of the most recent changes is the impact of renewable energy sources such as solar, and the drive to reduce carbon footprints by making the home more efficient. SMART technology is one way in which the industry is changing.
By understanding current and upcoming trends in your industry, you can set better goals and create better campaigns. Perhaps you may want to target SMART homeowners or those who want to save money on utility bills.
Outline Your Campaigns
Now you have the goals you want your HVAC or plumbing marketing to achieve, you need to concentrate on a few campaigns per year. It can be tempting to want everything to happen at once. However, even the biggest firms should not have more than two to three campaigns running at any given time.
It is also worth bearing in mind that many of these campaigns will also positively impact others. For example, you may aim to increase website visitors and find it results in a natural increase in sales.
Break these selected marketing campaigns down even further. Decide if they will be run digitally, using traditional marketing, or a combination of both. Note down what methods they will use in these subcategories, such as print media, email, PPC, and others.
Finally, write down any tools you may need and their costs. Work out the return on investment you expect.
Consider the Stage of Your Company Operations
When outlining campaigns, you may want to consider the stage your company is at. Generally, these can be broken down into the growth stage or the planning stage.
Companies in the growth stage are established organizations. People already know who they are and they may have a dedicated customer base bringing in a profit. The goal of marketing in these stages is to increase that profit.
This could be done through campaigns that provide small term spikes in revenue. They could include campaigns for sales, new products, or new markets.
Companies in the planning stage are still gaining a foothold. Campaigns are therefore designed to build a long-term customer base, through brand awareness and building contact lists. Long-term strategies are more important than quickly increasing the revenue of the company.
Examples of this could be gaining social media followers for your home services business. You may decide to boost your email lists using a website.
Align It With Your Sales Plan
Many people make the mistake of assuming that marketing exists in its own sphere. It brings people in, and then sales do the rest of the job. However, to get the best return on investment the two should be aligned.
Before you start the marketing budget, make sure you have a solid sales plan. How many members of staff will you need and what are their targets? Will you need to develop new bonus schemes or commission structures and what will that cost?
Once you know this, you can choose marketing goals that will assist your staff. For example, what would be the benefit of concentrating your marketing on launching a new product, when your company needs a boost for old ones?
Revisiting Your Marketing Investment
Your marketing investment needs to be revised periodically. By tracking the ROI you can make tweaks, or halt campaigns that are not working. This gives you a much better chance of maximizing your profit.
If you need marketing assistance, then Optic Marketing Group should be your first stop. Our aim is to tell your story through a unique focus. Contact us here to discuss your needs and let us help you thrive in the digital economy. We can review your revenue goals to help you to determine the best marketing budget and customized plan to help you to achieve your goals.
How to Market Your HVAC Company the Right Way
If you're running an HVAC company, you're probably looking for new ways to market your business. The marketing world is changing every day, and it's hard to keep up. It's recommended that small businesses spend around 7 to 8% of their revenue on marketing, so what can you do without breaking the bank?
Luckily, there's a lot you can do to grow your business with a limited amount of funds! Let's talk about some simple marketing tips for your HVAC company!
Market Your HVAC Company On Social Media
Social media is every small business' best friend. You can run promotions here, connect with your local community, and share success stories.
Post relevant content on your social media platforms. Find a family of squirrels in some vents? Take a video of you and your crew rescuing them and go viral. Did you find something crazy in an air conditioner? Show the world.
You can also post helpful tips to the public on here that will make people want to follow you for useful information. Post pictures with captions like: "This is why you don't do this to your heater" or "This is why you need to run your AC more often".
Make sure you register for a business account, put your company logo for the profile picture so that your brand is easily recognized on all of your posts and ads and make sure your profile is fully optimized with all company contact details and service information.
However, social media has new trends and modifications all the time, and it's important to work with an agency that is aware of these changes!
Search Engine Optimization
Search engine optimization (SEO) is a popular tool in marketing, and it's easily one of the most important. If your business isn't using these tools, you're not even competing.
Companies compete for the top 3 spots on Google searches, as it's known to dramatically increase traffic. The majority of all traffic in a Google search goes to the top 3 spots, but the top spot gets the most traffic.
Luckily for your business, HVAC companies tend to be pretty local or at least regional. Why is this good news? Well, it limits your competition for ranking highly on Google.
See, when somebody searches "best online store", there are thousands upon thousands of online stores that will all be competing for the top 3 spots on Google, and only 3 of them will get there. However, when somebody searches for "best HVAC company", they will undoubtedly add something like "near me" at the end. This means that if your company is in Boston, you won't be competing with HVAC companies in LA.
Because of this, it's a lot easier to show up in the top 3. Depending on the population of your area, there may not even be more than 3 HVAC companies around! This means you have a clear path to number one. How do you get there and what factors does Google use to rank you?
Website
Your website is where you're trying to get people, whether it's through social media or SEO, so make sure it's presentable. There are two important factors on your website for SEO that really matter; your user-friendliness and your blog.
Google wants your page to be fast, easy to navigate, and mobile-friendly. If you can make that happen, you'll be ahead of your competitors.
However, if you don't have a blog, you're not even competing. If your competition doesn't have a blog, you have a straight ticket to the top spot. If your website only has 5 pages, that's 5 chances for Google to pick you up. If you have 5 pages and 100 blog posts, that's 105 chances.
On your blog, you should have articles that will draw in your target audience. Things like "How to repair an air conditioner" or "Why does my heater smell" are things that the average consumer would search on Google. Have a quality article followed by a prompt to use your services for the best outcomes.
Keywords
Keywords are important for Google to recognize you on a search. You need to use the words and phrases throughout your website and blog posts that people would be searching. For example, generic keywords for an HVAC company would be "HVAC near me", "broken air conditioner", or "ventilation odor". This will give Google the best idea of how to pair your site and posts with specific searches.
Old Fashioned Marketing
You can run ads all day and you'll probably get some more business. It's true. An effective ad campaign will help your business. There are still other ways to market your company.
Believe it or not, with all the technology available today, 64% of marketing executives still believe word-of-mouth is the most effective form of marketing. Handing out business cards, asking customers to refer your company to others, and offering good service is still worth it.
You still need an online presence and you need to use all of the tools at your disposal, but diversifying your marketing strategy is never a bad idea.
Giving phone calls, knocking on doors, there are plenty of other forms of marketing available to you and your business, but is traditional marketing enough anymore?
Make Some Repairs On Your Marketing Strategy
Every HVAC company could use some work on their marketing, and that's okay. If you get a headstart on your competition, your wallet will see the results! Keep growing your business, stay up to date with our latest marketing news, and reach out for help with your marketing needs!
Your Website Could Be Holding You Back: The Best Kept HVAC Website Secrets
Are you struggling to generate leads on your HVAC website? You might want to reevaluate your design and development. In fact, design has a 75% influence on a website's credibility.
Websites that are slow lost $2.6 billion in revenue each year, too. Meanwhile, 90% of consumers won't return to a website after having a bad experience. If your company website is slow, outdated, or just old, you could lose HVAC leads. Instead, consider these eight tips for improving your site. With a strong website, you can improve your entire HVAC marketing strategy. Then, you can draw in fresh leads and boost your business!
Keep reading to discover how to improve your website to increase revenue today.
1. Know Your Audience
First, it's important to make sure your website is created with your target audience in mind. Otherwise, you might struggle to appeal to their needs.
The better you know your target audience, the more likely you can connect with them through your content.
Determine who your customers are based on psychographics and demographics. For example, you can research their:
- Age
- Location
- Gender
- Household income
- Marital status
- Buying behaviors
- Pain points
- Interests
- Language
- Education
You might want to create location-based content if you're targeting people in different regions. Maybe you want to target homeowners over property managers. Either way, take the time to determine who your customers are.
Then, determine what they search for when looking for companies in the HVAC services industry.
You can use tools like Keyword Planner, Answer the Public, SEMRush, and Google Trends.
Once you determine what your customers search for online, you can create the content they already need. More people will find your website online. Then, you can generate high-quality HVAC leads.
You could save valuable time by focusing on your ideal audience as a result.
2. Speed Things Up
Remember, a slow website could cost you revenue. It could impact the user experience (UX), causing people to leave.
If people leave without exploring your content, your dwell time and clickthrough rate will drop. These metrics are essential to your search engine rankings. A higher ranking will help you reach more customers online.
If your ranking drops because your website is slow, you'll miss a chance to generate HVAC leads.
Instead, run your HVAC website through Google's PageSpeed Insights. If your website is slow, consider:
- Using better website hosting
- Compressing Javascript files
- Eliminating unnecessary third-party scripts
- Using page caching
- Enabling browser caching
- Reducing iframes and embedded content
- Deleting unwanted Javascript files
- Optimizing images
- Preloading custom web fonts
- Eliminating third-party scripts
- Using a content delivery system
- Creating fixed dimensions for images
- Minifying Javascript and CSS codes
Page experience directly impacts whether or not customers take action after visiting your website. You want to make sure that they have a delightful experience from the moment they arrive on your site that seamlessly guides them through to the end goal of contacting your business for your services. When you work with an agency like Optic Marketing Group, the team of expert web developers will make sure your website’s page experience is where it needs to be.
3. Use Minimalistic Design
Take a look at the content on your web pages. If each page looks cluttered and jammed with content, it could overwhelm visitors. Instead, consider minimalistic design.
Using minimalistic design trends can clean up your web pages. You can keep visitors focused on core pieces of content. That includes conversion buttons.
First, use white space to give your content room to breathe. Try to avoid unnecessary pieces of content or fluff in your text.
Instead, keep visitors focused on the value you can offer them.
As you make these changes to your website, make sure it's easy for people to navigate between pages, too. Improve your navigation bar. Keep it focused on core pages.
Consider adding a sidebar or footer navigation as well.
4. Make Sure You're Mobile
Consumers interact with brands twice as often on mobile devices than desktop devices. In fact, mobile conversions are 64% higher, too.
Run your website through Google's Mobile-Friendly Test. If your site isn't optimized, it could impact your entire HVAC marketing strategy. You could scare away mobile users.
In fact, nearly 40% of people stop engaging with a website if it's unappealing. About 70% abandon online carts due to poor design.
Google also uses mobile-first indexing to determine rankings. Work with a design and development agency to optimize your site. Then, you can boost online engagement and increase revenue.
5. Use Invest In SEO
Search engine optimization can help your HVAC website rank higher on search pages. It can also help you:
- Generate brand awareness and recognition
- Establish your credibility in the industry
- Rank you ahead of competitors
- Position you as a thought leader
- Build brand trust and loyalty
- Increase traffic to your website
- Boost leads, conversions, and sales
- Improve your ROI
SEO is an important component of any HVAC marketing strategy. You'll need to optimize your content for keywords. Your website design and development can impact your rankings, too.
Work with an agency that understands Google Core Web Vitals. They can improve your technical SEO, improving your rankings.
6. Add Reviews
Establishing your credibility can help consumers trust your HVAC business.
First, add reviews to your website. Reviews will show prospective clients that people already trust your business.
Add other social signals to your site, including badges. If you're part of a professional organization or have special credentials, let people know. You can build brand trust and generate more HVAC leads.
7. Consider Conversions
As you make these improvements to your website, make sure it's easy for people to reach you.
For example, you can add an eye-catching button to the top of the navigation bar. Consider positioning the form above the fold. You can also use a chatbot to capture more leads.
8. Stay Secure
Don't neglect your website's security. Make sure you have an SSL certificate. You should see "HTTPS" before the domain name. Otherwise, talk to your web design and development team to improve your site.
Boost Business: 8 Essential Tips for Improving Your HVAC Website
A few small changes to your HVAC website can have a major impact on your marketing strategy. Keep these eight essentials in mind. Making these changes can help you capture more HVAC leads to increase revenue for the year!
Need help from a full-service HVAC marketing group? We're happy to lend a hand.
Contact Optic Marketing Group for our marketing services today to get started.
Our Top 10 Tips For Better Local SEO For Your Home Services Business
Our Top 10 Tips For Better Local SEO For Your Home Services Business
Nearly 50% of all Google searches are local. In fact, 76% of people who complete a local search visit a business within five miles of their location. With local search engine optimization (SEO), you can appear in front of those customers.
More local consumers will start finding your HVAC company with ease.
Not sure where to start? Here are the 10 tips from your full-service HVAC marketing agency. With these tips, you can boost your local SEO ranking. As you start appearing in front of more customers, you can generate more traffic and leads.
Then, you can set your HVAC business up for success while getting ahead of the competition.
Discover how to boost your local SEO ranking with these 10 easy tips today!
1. Update Your GMB Listing
The Google My Business site doubled in organic traffic over the span of a year. In fact, 60% of smartphone users contact a business directly by using the "click to call" option. Nearly 50% of consumers use Google to get recommendations when shopping.
The first step to improving your local SEO ranking is to update your Google My Business (GMB) listing. Your GMB listing is similar to a Yellow Pages listing. It appears in the top right corner of a search page on Google.
This listing can help consumers find your:
- Name
- Address
- Website
- Phone number
- Customer reviews
- Directions
- Hours
Work with your full-service HVAC marketing agency to ensure your listing remains accurate and up-to-date. Otherwise, consumers will struggle to reach your business. They could call the wrong number or read reviews for a different brand.
Once you update the basic information, optimize your listing a little further.
For example, you can add product and services pages. Let consumers know the help your HVAC business has to offer. You can even use your GMB listing to post updates, keeping your customers informed about any changes.
Update your listing with categories and subcategories, too. Then, consumers will have an easier time finding you online.
As your online visibility improves, you can attract more people to your business. Then, you can generate more conversions and book more service appointments.
2. Optimize Other Directories
About 97% of search engine users search online to find a local business. Consider how consumers find your business online. Your GMB listing is only one option.
You can also update your listings on other directories to improve your home services marketing strategy. For example, check your listing on:
- HotFrog
- About Us
- Best of the Web
- FourSquare
- Yelp
- Bing Places
- Angie's List
If your phone number, website, or address ever changes, update your listings right away. Any discrepancies could hurt your local SEO ranking. Make sure the listing is identical on every directory.
3. Add Location Pages
Remember, consumers are already online, searching for local businesses. Make it easier for them to find you by adding location pages to your website.
If your HVAC business has multiple storefronts, create a page for each one.
If you service different areas, create multiple landing pages for each area, too. Then, use location-specific keywords on each page. Consumers in those areas will have an easier time finding you online.
4. Create Location-Based Content
In addition to location-based landing pages, you can also create location-based blog posts to reach local customers.
First, gather keyword research to determine what phrases customers search to find your HVAC business. For example, they might search "HVAC technician in New York City." Maybe they search specific questions, like, "Why does my HVAC unit keep rattling?"
Then, create content based on the keywords you gather. Questions are usually longtail (they include four or more words). These keywords are more specific.
Then, create different forms of content, including blog posts, polls, quizzes, and videos.
As you start generating traffic, review your data to determine which posts help you gather leads.
5. Use a Schema Geographic Markup
Work with your full-service HVAC marketing agency to make changes to your website. For example, you can talk to them about schema. Adding schema markup to your site will make it easier for Google to crawl and index your content.
Google will have an easier time understanding your:
- Phone number
- Address
- Dates of any events
- Other info
Make sure to follow Google's specific guidelines. Your HVAC marketing agency will ensure you avoid any mistakes.
6. Improve Your Link-Building
For a strong local SEO strategy, you need to consider your link-building. You can guest blog to generate backlinks, which send readers to your site.
Don't forget internal linking, too. Internal links send readers to pages across your website. Your clickthrough rates and dwell times can improve, boosting your ranking.
7. Ask for Reviews
Customer reviews can boost your local SEO ranking as well.
Talk to your HVAC marketing agency about gathering customer reviews. For example, you can use marketing automation tools to request reviews from your customers. Then, you can feed the reviews to a page on your website.
Google will notice people are talking about your business.
8. Remain Social
You can also use social media to generate traffic to your website. People can even share your posts, expanding your online reach. These tactics could benefit your local SEO ranking.
Share your location-based content on social media to generate traffic.
Consider Facebook Ads for HVAC marketing, too. You can boost brand awareness and keep generating referral traffic.
9. Stay Mobile
As you use these tips, make sure your website is mobile-optimized as well. Otherwise, on-the-go consumers will struggle with your site. You could miss a chance to generate conversions.
Google uses mobile-first indexing, too. It will look at the mobile version of your site first.
If you're not mobile-optimized, talk to your HVAC marketing agency.
10. Keep Up With Trends
Keep your keyword research up to date. Make sure to keep creating content based on your target audience's current questions and needs.
Otherwise, keep up with the latest SEO trends. Your HVAC marketing agency can ensure you never fall behind. Using the latest white hat SEO tactics can benefit your ranking.
Boost Your Business: 10 Local SEO Tips From Your Full-Service HVAC Marketing Agency
Don't let your local SEO ranking drop! Instead, use these tips and work with your full-service HVAC marketing agency. With their help, you can find new ways to rank higher for local searches.
Then, you can attract more people to your HVAC business. Start generating more leads with your local SEO strategy today.
Ready to boost your business? We're here to help.
Contact Optic Marketing Group today to get started.