- Competitive Analysis
- Search Engine Optimization
- Pay Per Click
- Website Design
- Tracking & Analytics
- Email Marketing
- Social Media Marketing
- Video Marketing
- Franchise Marketing
- Case Studies
- Case Studies
- Home services
- Home Design & Remodeling
- Commercial Services
If we were to condense everything we learned about HVAC marketing in the past year, we could narrow it down to these five statistics:
- The average number of organic results on Google searches has dropped from 10 to 8.5
- 57% of website visits to HVAC companies come from mobile
- 50% of page one search results are HTTPS
- For every second delay in mobile page load, conversions fall by 20%
- Email, website, and social media are the top three most effective marketing tools used by businesses: 54% email, 51% website, 48% social media
Each one of these statistics is loaded with implications for your 2018 marketing plan, and we’re here to break them down into actionable insights for your digital marketing strategy. See the implications below, and then read on for a comprehensive guide to creating a killer HVAC digital marketing plan in 2018.
The average number of organic results on Google searches has dropped from 10 to 8.5
Take a look at the image below of a modern Google search result page for “plumber Washington, DC.” First come Google’s new Local Services ads, then PPC ads, then the local pack, and waaaaay down at the bottom are the organic search results. What this means for you is that it’s getting harder and harder to show up in organic search results. In order to counter it, you need to be investing in Google Local Services ads for HVAC contractors and PPC ads (they show up at the very top for the search results page), and you need to tighten up your local SEO.
57% of HVAC Website Visits Came from a Mobile Device
More than half of your customers are accessing your website through their smartphone or tablet, which means your website needs to be designed for mobile viewing. Your customers shouldn’t have to hunt for information and they shouldn’t have to zoom in to see your text. Additionally, they should be able to easily contact you and use your mobile website seamlessly—almost effortlessly. Your website may be responsive, but that doesn’t make it MADE for mobile. Your goal is for someone to walk away thinking, “Well, THAT was easy. I’m definitely using them again.”
50% of Google’s Page One Search Results are HTTPS
HTTPS means your site is secure. Website security has been an issue for a while, and it’s been front and center in the news—consistently—for at least a year. It’s a search engine ranking factor, and not only that, but it’s also a trust factor.
For every second delay in mobile page loading time, conversions fall by 20%
Yes, website speed impacts your bottom line, especially speed on mobile devices. We saw throughout 2017 a huge shift to mobile as more and more searchers prefer to know-on-the-go. Another thing we learned? They aren’t going to wait longer than 3 seconds for your website to load. What this means for you is that you need to really invest in a mobile-friendly website that’s fast and optimized for SEO.
Email, website, and social media are the top three most effective HVAC marketing tools: 54% email, 51% website, 48% social media
It no longer enough to JUST have a website. The modern consumer has at least one social media profile and subscribes to an average of approximately 40-odd email newsletters.
So how do you translate these implications for 2018 into your own digital marketing strategy? We wrote you an entire guide on just that. Keep reading to learn more about how to market your HVAC business in 2018.
Search Engine Marketing for HVAC Companies in 2018
Why Search Engine Marketing is one of the Best Ways to Advertise your HVAC Business in 2018
Search engine marketing is one of the best ways to advertise your HVAC business because you can connect with homeowners at the moment they’re searching for your services online. About 97% of consumers go online to find local services, and 82% of smartphone users use a search engine when looking for a local business.
Search engine marketing includes search engine optimization (SEO), local SEO, and pay per click search advertising (PPC).
Learn more about the core components of digital marketing here.
Search Engine Optimization
How to Rank in Cities Where You’re Not Located
The past year saw the shrinking of the organic search results page and the rise of mobile. One of the consequences is that it’s harder to rank in cities in which your building isn’t located. If you have a large service area, that’s a problem. You’ll need to put in some extra effort to capture rankings over multiple cities or states, and here’s how you do it.
Three Things You Can Do Right Now to Improve Your Local SEO
With the shrinking of the organic results and the rise of the local pack, local SEO is more important than ever for HVAC companies. Why? Because you want homeowners near you to find your business when they need your services. There is a myriad of ways to improve your local SEO so you’re more visible to users in your service area, but let’s start with three of the easiest ways that you can boost your HVAC company’s local SEO right now.
HVAC Content Marketing: Does My Website Need an HVAC Blog?
You need to build out your content to try and capture more of those search rankings. Keep in mind that Google ranks web pages, not whole websites—so as part of maximizing your online real estate, you need to have pages for all your lines of business and more specific pages related to those services (i.e., emergency HVAC repair, duct cleaning, furnace inspections, etc.). But eventually, you’ll run out of services to write pages about. So what do you do? Blogs are perfect for bringing in qualified traffic for specific services. For example, a blog called “Do I Need a New Air Conditioner,” fits perfectly into an air conditioning marketing plan, targeting people on the fence about getting a replacement AC. We explain more in-depth here.
Google Local Services Ads
If you’re looking for HVAC advertising ideas, look no further than Google Local Services ads. They are slowly rolling out across the country for HVAC companies, and are the first thing that pop up when someone searches for your services in an activated area. Here’s how it works:
- You apply for a Google Guarantee
- Your ads are eligible to show at the top of Google’s search results when someone searches for your services in an activated area
- The searcher then calls you, and you are only charged per QUALIFIED lead
Learn more about Google’s Local Services ads here.
Pay Per Click (PPC): How to Get HVAC Leads Quickly
There is a waiting period to get your Google Guarantee, so if you want to get HVAC leads quickly, pay per click ads are the way to go.
Is PPC Worth It for Small Companies in 2018?
Yes. Like we saw above, you need to do everything you can to get on that prime first page. Many people think PPC doesn’t work for small businesses, but that simply isn’t the case. The real question isn’t whether PPC works, it’s whether it makes sense for your HVAC company. In order to determine whether PPC advertising (or any other marketing strategy) is worth it, you have to know your numbers. First and foremost, you should know how much you’re willing to pay for each HVAC lead you receive. Looking for more practical tips on how to decide if PPC ads fit into your HVAC marketing strategy? Click here!
Do People Actually Click on Paid Ads?
If companies weren’t seeing positive ROI, they wouldn’t be running ads. And pretty much every major brand runs PPC ads with Google. Paid ads are effective for getting clicks to HVAC websites, but we understand that marketing strategies and budgets are not one-size-fits-all. Click here for a more in-depth discussion.
HVAC Social Media Marketing
Social Media Tips for HVAC Contractors
Social media is undeniably a great way to engage with your current customers, promote your services, and increase your visibility to potential customers. But if you’re new to social media marketing, it can be tough to know where to start. Check out this detailed list of tips for marketing your HVAC business on social media.
Does Your HVAC Company Need a Facebook Page?
Before you answer, consider the fact that your target market is already on Facebook. Why wouldn’t your business leverage Facebook as an HVAC marketing strategy? Read this post to learn how Facebook can help get you qualified leads, create loyal customers, and increase your company’s search visibility.
Best Facebook Ads for Contractors
If you already use PPC ads, you might be thinking “Why do I need to do Facebook ads, too?” The short answer is that the audiences for these two types of ads are different, and to maximize your online real estate, you should use both tools (if you can afford it). There are several types of Facebook ads you can run depending on whether you’re looking for more website clicks, “likes” on your Facebook page, or engagement on a particular post. Click here to learn more about Facebook ads for HVAC contractors.
How HVAC Companies Can Leverage Instagram
Want to spread brand awareness and create loyal fans of your HVAC business? Great idea! Instagram is a surprisingly effective way to build your brand. In this post, we’ll show you nine effective, proven strategies for leveraging the platform.
Directory Sites & Pay-Per-Lead Services for HVAC Businesses
Are Directory Sites Worth the Investment?
It’s easy to be tempted by sites like Angie’s List, HomeAdvisor, and Yelp when you constantly see their names in search results for your target services. The thing is, there are many factors to take into consideration when deciding whether to invest in these types of pay-per-lead services. See our in-depth discussion here.
Email Marketing for HVAC Companies
8 Email Marketing Tips for Small Businesses
Looking for a great way to keep in touch with your customers and inform them about special promotions? Email marketing is a great way to generate leads and sales from your existing customer base! Get eight email marketing tips that you can apply to your HVAC company here.
How to Stand Out in an Email Inbox
Even when you know the basics of HVAC email marketing and you’ve sent out a few messages to your contact list, it can be tough to get people to open your emails. Click here for a few simple tips that will help your next email newsletter stand out from the crowd.
HVAC Website Design
Tips for Building a Better HVAC Website
All HVAC websites are not created equally. Regardless of whether you’re willing to redesign your site completely to make it ideally suited to your company or if you only want to change a few things within your existing platform, there are some simple strategies you can use to make your HVAC website a moneymaker for your business. Pop quiz: where should your company’s phone number be located on your homepage to get the most leads? Click here for the answer and more.
Why Mobile Site Speed Matters for Your HVAC Company
If your website isn’t mobile-friendly, you’re behind the times. Mobile-friendliness has been a ranking factor in the Google algorithm since April 21, 2016. So, since you created a responsive HVAC website a long time ago, the next step is to consider how well your mobile website works for users. One of the major factors for user-friendliness is site speed. Learn more about why mobile site speed matters here.
Online Reviews for HVAC Businesses
How to Get Google Reviews for Your HVAC Company
Reviews are important—period. Not only could low review ratings (or a total lack of reviews) steer potential customers away from your website, but higher review ratings may also help you get in the “local pack” on Google results pages. Read this post for guidelines on how to get more Google reviews for your HVAC company.
Recruitment Marketing for HVAC Companies
Using LinkedIn to Hire Great Talent for Small Businesses
According to a Pew Research Study of Americans who have looked for a new job in the last two years, 90% have used the Internet to research jobs and companies. However, in a recent study that Blue Corona completed of more than 500 small to medium-sized businesses that analyzed their digital footprint, 20% didn’t even have a LinkedIn company page. That’s the first solution to this problem—your company needs to have a visible LinkedIn profile that is complete and informative to job seekers.
How to Use Glassdoor to Grow Your HVAC Company
Many business owners cite hiring and retaining employees as a major struggle—in fact, 48% of small businesses report there are few or no qualified applicants for the positions they are trying to fill (according to NFIB). However, Glassdoor brings the talent pool to you—if you have a company profile, that is.
Customer Service as an HVAC Marketing Strategy
Great Customer Service is a Marketing Strategy
Too many companies treat customer service as an afterthought, and they’re making a terrible mistake. The #1 most effective long-term growth strategy any HVAC company can employ isn’t content marketing or SEO, it’s top-notch customer service. Learn how to make the most of it here.
How to Show Your Customers Love
The first step to evaluating your customer service strategy is to find out how well it’s working in the first place. And if your customer service representatives (CSRs) aren’t doing a great job, all they need is a little extra training. Need tips for boosting your customer service strategy? Learn more here.
5 Rules for Handling Price Shoppers as an HVAC Company
Have you ever been in the office and overheard your CSRs’ calls, only to realize that many of the conversations revolve around the price of an air conditioner installation or furnace repair? If you’ve felt disheartened as these price shoppers waste your CSRs’ time and don’t convert into paying customers, we’re here to encourage you to take heart—price shoppers don’t have to be frustrating time wasters. If your CSRs have the skills to properly handle them, you can turn these leads into customers.
Need Help Executing Your HVAC Marketing Strategies in 2018?
Now you know what you need to do to better market your HVAC business this year, but a plan is nothing without implementation.
Learn the basics of digital marketing strategy execution here.
We know that marketing can be complicated and frustrating at times—especially when you’re trying to focus on the day-to-day duties of running a business. If the above sounds daunting, I have a suggestion. Make sure you’re not making one of these awful HVAC digital marketing mistakes. If you are, you know you need help. If you’re still feeling a little lost with regard to HVAC internet marketing, or you just don’t have time to handle everything yourself, we’re here to help. Let Blue Corona market your HVAC company for you!
About The Author: Becca is a Content Marketing Specialist at Blue Corona. When she’s not helping small business owners grow their companies, she enjoys listening to podcasts, re-reading Harry Potter, and exploring the city.
View more blogs by Becca Starkes