keyboard with button that says OTT

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.


money puzzle

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. 


hvac tech working on a unit

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!


desk with computer and laptop

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.


someone working on the computer

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.


Portrait of happy smiling female customer support phone operator at workplace.

Why Your Calls Are Not Turning Into Sales (How To Find Holes In Your Customer Journey)

Why Your Calls Are Not Turning Into Sales

Imagine your potential customer's journey as a series of funnels. You start with a huge population that you know could benefit from your HVAC services. Some of those people see an advertisement you posted online - they are through to the next funnel.

Next, some of those people decide to call for a consultation - another funnel completed. And finally, the phone consultation turns a potential customer into a paying customer!

But if each of those steps isn't optimized you could be losing out on potential business -and money. For example, if your HVAC company can't convert calls into sales you could be reducing the number of people through the funnel.

As a full-service HVAC marketing agency, we help companies like yours to identify interruptions in the customer journey and produce solutions to fix them!

Keep reading to learn more about HVAC marketing and how to turn calls into sales.

Marketing

Let's take this step by step. First, comes marketing. You need to identify your target customer and build a marketing strategy tailored for that population.

For example, if you're marketing your HVAC services to male and female homeowners over age 35 in Florida you might use a different strategy than if you were marketing to landlords and property managers of apartment buildings in Texas.

Based on what you know about your target customer you can choose where you want to advertise and what you want to say. For HVAC marketing you will probably be using a combination of local home services marketing, Facebook ads for HVAC marketing, and other digital marketing channels.

Content

When it comes to marketing content you should be focusing on how to solve a problem. Your customers are going to have a few common reasons for contacting you - HVAC installation, maintenance, and repair. Your content should speak to those items.

Your content needs to be easily accessible digitally. You need a great website that's easy to navigate and that provides useful information in the form of website copy or a blog.

Your Digital Strategy

It's not enough to host a website and write a few blogs. If you want your business to grow and thrive you need a complete digital strategy.

Your digital strategy includes everything from brand development to social media marketing to search engine optimization (SEO). It can also help you ensure your customers are supported through every step of the funneling process.

Optimization and Growth

Once you've built your digital strategy you can think about ways to optimize it. For example, the use of marketing automation. Marketing automation is a way to generate quality HVAC leads while improving your return on investment. Automating the marketing process means more customers through the sales funnel with less work for you and your team.

Hire a Full-Service HVAC Marketing Agency

Feeling overwhelmed by the idea of creating and executing a complete digital marketing strategy? That's okay - we can help you!

Optic marketing group specializes in HVAC marketing, plumbing marketing, and generating HVAC and plumbing leads. We help HVAC companies with each step of the process starting with generating leads through optimizing call strategies and fostering repeat customers. So when you're ready to get started on the first step, marketing, reach out to us to see how our full-service marketing agency can help.

Turning Calls Into Sales

Now that you understand the marketing process, let's review sales calls in more detail. This is a key step in guiding a lead to becoming a customer.

The best way to identify an issue with sales calls is to use a call listening service. Listen and track calls to find out where you and your team could improve. Listening to calls can also provide valuable information about your customers including their most common questions and problems.

Tracking calls allows you to collect data about customer behavior and enhance the customer experience. Optic marketing group offers call listening and tracking services to help your business improve sales calls.

In addition to call listening and tracking you can conduct customer research. Customer research is an organized way to find out why customers did or did not hire you. You can collect this data to inform changes to your call scripts or call strategy.

You can also collect customer feedback for your research through online surveys, phone surveys, social media polls, or customer reviews. All the information you gather can be used to tell you whether your current marketing strategies are working and whether there is an issue with the sales calls.

The Role of the HVAC Technician

We cannot overlook the importance of the HVAC technician. They represent the company and make a lasting impression on the customer. Getting repeat customers depends on a positive first-time experience with a technician.

Here are a few quick tips for your HVAC technicians.

1. Be Professional

Wear your uniform, introduce yourself, and be polite. Having a professional demeanor and attitude can go a long way to building a relationship with the customer and encouraging repeat business.

2. Listen Carefully

Customers want to be heard. And by listening to them you can offer better service as a technician. Ask clarifying questions if you need to but remember that most customers don't know much about HVAC systems.

3. Work Efficiently

As a technician, it's important to manage your time. Work as efficiently as you can to stay on track and make it to every appointment on time.

4. Follow-Up

If your company doesn't already offer a follow-up phone call, consider it. Whether it's the tech or a sales representative, someone should call the customer after their appointment to make sure their expectations were met and to determine whether they need anything else.

Start Working With the Best HVAC Marketing Agency

Hopefully, this information can help you turn calls into sales and identify gaps in the customer experience. Remember that there is always room for improvement and growth for your company.

At Optic Marketing Group we want to help you succeed. We are a full-service HVAC marketing agency with experience helping HVAC businesses. We can provide insights that you won't get anywhere else.

Contact us today to learn more about our services and to get started!


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.


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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.