Post summary
- Modern homeowners turn to Google to find an HVAC company near them.
- Your website needs to be found on the first page of Google to increase qualified leads, booked jobs, and revenue.
- We share the HVAC marketing strategies we’ve used to grow heating and cooling businesses across the United States.
How to Build a Comprehensive HVAC Marketing Plan, Grow Qualified Leads, and Increase Booked Jobs & Revenue
Homeowner needs are changing fast, and the heating and cooling companies that adapt their marketing strategy to meet their demands will be the ones that generate more phone calls, more leads, and more booked jobs. In today’s digital age, your HVAC marketing plan needs to target homeowners throughout their customer journey, starting at the moment they begin searching on Google to turn them into lifetime customers; that journey continues even after that job is complete. Because you need to focus on running your business (and not executing these strategies yourself), the Blue Corona team did the hard work for you. In this guide, we’ll cover digital marketing strategies to include in a comprehensive HVAC marketing plan, including:- Strategies to increase qualified leads and sales
- Marketing channels to differentiate your brand online
- Tips to reduce your marketing costs
Keep reading to see the HVAC marketing strategies that will get you results like the ones above, and contact us if you want an HVAC marketing partner to do it all for you.HVAC Marketing Case Studies
- 300% increase in HVAC web leads
- $90K in HVAC revenue with a 32:1 ROI during the slowest month of the year
- 794% ROI on HVAC PPC
- Doubled HVAC revenue with a 1,117% ROI
- $16.36 cost per HVAC lead and an ROI of 9:1 with Google Local Services ads
The Modern HVAC Consumer’s Search Habits
Gone are the days you could solely rely on word of mouth to fill your call board with jobs, and so are the days where customers remain loyal to a company just for loyalty’s sake. Modern homeowners use Google to find an HVAC company near them. Consider this:- 97% of people learn more about a local company online than anywhere else.
- 55% of home service consumers run a search before scheduling an appointment.
- 78% of Google searches visit the second page of search results.
1. Build & Better HVAC Website, the Foundation of Your Marketing Strategy
Not all HVAC websites are created equal, and as a result, not all of them will rank on the first page of Google or turn website visitors into leads. However, you can implement several HVAC website design tips to increase rankings and convert more visitors into calls and booked jobs. Pop quiz: Where should your company’s phone number be located on your homepage to get the most leads? Find the answer and other tips for building a better HVAC website.3 Website Design Tips for HVAC Companies
Build a Mobile-Friendly Website
Make It Easy for Visitors to Contact You
Once a visitor lands on your website, your site should be designed to make it as easy as possible for them to contact you. We recommend having:
- A phone number located in your website’s navigation area with a strong call-to-action
- A contact form prominently placed above-the-fold (on desktop)
- A website chat for consumers looking to speak with a customer service rep ASAP
Incorporate Trust Builders Into Your HVAC Website
Trust builders are features of your website that build credibility with prospective buyers, showcasing your team’s services, value props, and company differentiators. These include:- Real photos of your team – Consumers like familiar faces, and adding real photos of your team, service trucks, and office help build credibility.
- Customer reviews – Reviews can make or break your online reputation. Showcase customer reviews, video testimonials, and other great things customers have said about your company prominently on your website.
- Service areas – List the cities and towns you work in, or showcase a map on your website to let website visitors know you’ll work in their neighborhood.
- Value propositions – Upfront pricing? 24/7 emergency service? Lifetime warranties? Whatever makes your HVAC company stand out from the competition, make it known.
- Payment methods and financing options – Do you accept all major credit cards? Offer financing programs? Let your website visitors know ahead of time, so there are no surprises once their appointment is complete.
Website Development
In today’s digital age, it’s not enough to just have a website. Today, customers want a seamless experience when visiting your site. A seamless experience often relies on your website’s code and structure — the “HTML geek speak” hidden behind its beautiful design.- Fast – Yes, website speed impacts your bottom line, especially speed on mobile devices. On average, HVAC website visitors don’t wait longer than three seconds for your site to load.
- Secure – Website security has been an issue for a while. Security is a search engine ranking factor, and not only that, but it’s also a trust factor. This means your site is HTTPS, not just HTTP.
- Streamlined for Google – Google’s Page Experience update and inclusion of Core Web Vitals as a ranking factor mean your website not only needs to load quickly for users but also does not have a lot of sudden visual layout movements when users browse your site.
Dive deeper into this topic by catching up on the following blogs:
2. Claim a Top Spot in Google Results with Local Services Ads
If you’re looking for HVAC marketing ideas, look no further than Google Local Services ads. They are available nationwide for heating and air conditioning businesses and are the first thing that pops up when someone searches for HVAC services.
Take a look at the image below of a modern Google search result page for the keyword “HVAC contractor washington dc”:
- You apply for a Google Guarantee badge through the Local Services platform.
- You provide Local Services with copies of your business licenses, insurance coverage, and a list of employees to be background-checked and vetted by Google.
- Once approved, your ads are eligible to show at the top of Google’s search results when someone searches for HVAC services in your activated area.
- The searcher then calls you, and you are only charged per qualified lead.
3. Get HVAC Leads Quickly with Pay Per Click (PPC) Ads
There is a waiting period to get your Google Guarantee badge, so if you want to get leads quickly, pay per click ads — specifically paid search ads — must be included in your HVAC marketing strategy.
Learn more about Blue Corona’s PPC services for HVAC companies.
What Is PPC? Whare Are Paid Search Ads?
When using paid search ads, you pay to list advertisements throughout the internet search engines and platforms. Paid search marketing is oftentimes referred to as PPC (which stands for pay per click). PPC is the most common form of paid search marketing for HVAC companies there is. The term “PPC” is self-explanatory. Every time your ad is clicked on, you pay the network that is showing your ad. Basically, you are buying visits to your website instead of having them visit you through organic rankings generated by SEO.
Is PPC Worth It for HVAC Companies?
Yes. For our clients using PPC as an HVAC marketing strategy, we’ve seen anywhere from a 794% ROI up to a 1,214% ROI. 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. To determine whether PPC advertising (or any other marketing strategy) is worth it, you must know your numbers. First and foremost, you should know how much you’re willing to pay for each HVAC lead you receive.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 effectively get clicks to HVAC websites, but we understand that marketing strategies and budgets are not one-size-fits-all. Read for a more in-depth discussion about paid advertising.4. Search Engine Optimization, the HVAC Marketing Gift that Keeps on Giving
Tired of paying Google to appear at the top of search results? Enter SEO into your HVAC marketing plan.The Basics of SEO as an HVAC Marketing Strategy
When homeowners need HVAC services, 97% of them go online to find a contractor, and 93% of them start their online experience with a search engine. And when it comes to search engines, if you’re not on the first page of results, you may as well not even be there at all. While there are more than 200 actual search ranking signals, here’s what you should focus on if you want your company to show up on the first page of Google:- Webpage content quality
- Webpage content length
- Website security (HTTPS vs. HTTP)
- Website mobile-friendliness
- Schema markup
- Page speed
- Social signals
- Quality backlinks
- Optimized images
- Domain age
- User experience
5. Improve Your Local SEO as Part of Your HVAC Marketing Plan
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. If you want to get to the top of Google’s local listings or any other map listings, you need to do the following:- Optimize your Google My Business page – The information you make public on Google My Business powers your local listing. Optimizing your Google My Business page (add photos, selecting your primary and secondary business categories, adding NAP information, etc.) will generate higher local search rankings.
- Fine-tune your website structure – By making sure your site has an XML map, title tags, meta descriptions, and other site structure essentials, you make it easier for your site to be crawled. This will result in improved rankings and an easier time getting into the local pack.
- Associate your website with local directories – When these sites update online business listings, you want to make sure your own site’s information is correct and you’re in good standing with users. Local searchers love using directories to find services near them, so be sure to use them to your advantage.
- Ensure you’re in proximity to the searcher – Local means local. The closer you are to the search, the higher your chance of appearing in the local pack.
- Have consistent business information across social media profiles – Yes, your social media profiles help local SEO, as long as they’re regularly updated and have the correct information. This includes having a consistent name, address, and phone number (NAP)
6. Master HVAC Content Marketing with a Lead-Generating Blog
You need to build out your website’s 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, such as emergency HVAC repair, duct cleaning, furnace inspections, air conditioning installation, etc. But eventually, you’ll run out of services to write pages about. So what do you do then? 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 HVAC marketing plan, targeting people on the fence about getting a replacement unit. Learn more about the benefits of having a blog for your HVAC website.7. Fill Out Your HVAC Marketing Plan with Social Media Marketing
Social Media Tips for HVAC Contractors
HVAC social media marketing 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? Learn how HVAC Facebook advertising can help get you qualified leads, create loyal customers, and increase your company’s search visibility. Here’s the thing, though. If you want your Facebook strategy to generate leads as part of your HVAC marketing strategy, you need to put money behind it with Facebook ads. 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). You can run several types of Facebook ads depending on whether you’re looking for more website clicks, “likes” on your Facebook page, or engagement on a particular post. Learn more about Facebook ads for HVAC contractors.8. Establish a Presence on Nextdoor
Stay Top of Mind In Your Highest Grossing Service Areas with Nextdoor Ads & Local Deals
You’re missing out if you haven’t heard of Nextdoor or aren’t active on the platform. Nextdoor is a social media app for defined neighborhoods in the U.S., and it’s where homeowners get a pulse on what’s going on in their neighborhood.
Use Nextdoor Local Deals to Generate Leads within 10 Miles of Your Business
The most comprehensive HVAC marketing strategies combine Nextdoor advertising with Nextdoor Local Deals.
What Are Nextdoor Local Deals?
Nextdoor Local Deals are special offers, discounts, and promotions local businesses can post on the Nextdoor app for residents of specific neighborhoods within a 10-mile radius of your company’s location. They’re the perfect opportunity to drum up more business and increase your brand exposure in your most desired neighborhoods. Consider promoting your current promotions.How Much Do Nextdoor Local Deals Cost?
Like any form of internet advertising, Nextdoor Local Deals cost money. However, they are much more affordable than PPC ads and Local Services ads. Nextdoor Local Deals can cost as little as $3, but the average cost of an offer is right around $75. Learn how to create a promotion for your company on Nextdoor Local Deals.9. Opt-In to Email Marketing for HVAC Companies
Looking for a great way to keep in touch with your customers and inform them about special promotions? HVAC email marketing is a great way to generate leads and sales from your existing customer base:- 90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed.
- 61% of consumers enjoy receiving promotional emails weekly, and 28% would like emails to come even more frequently.
- You are six times more likely to get a click-through from an email campaign than you are from a tweet.
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. Learn a few simple tips that will help your next email newsletter stand out from the crowd.10. Generate More Online Reviews In Your HVAC Marketing Strategy
How to Get Google Reviews for Your HVAC Company
Reviews are important. About 95% of consumers read online business reviews, and 85% trust online reviews as much as personal recommendations. You can’t just get a few good reviews and call it quits — 85% of consumers don’t trust reviews more than three months old. 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. Learn how to get more Google reviews for your HVAC company.Dive deeper into this topic by catching up on the following blogs:
11. Make the Most of Video with YouTube
You know better than anyone just how many homeowners don’t know how to change their HVAC filter. What do modern consumers do when they need to do something but don’t know how? They head to YouTube — 86% of U.S. viewers say they regularly turn to YouTube to learn something new. YouTube is also the world’s second-largest search engine. Not only is video becoming the majority of the population’s preferred way to consume information, but it also increases conversion rates up to 80% when you put videos on your web pages. The key is creating the right kind of videos and distributing them on platforms your target audience uses (social media, your website, email, etc.). Before you hit record, here are a few things to consider in your video marketing strategy:- Limit videos to two minutes or less to increase the likelihood of viewership
- Place videos on popular service pages
- Incorporate videos on blogs
- Upload videos to both your website and your YouTube channel
- Don’t forget about video on social media
12. Double-Down on Video with Over-the-Top (OTT) Advertising
What Is OTT Advertising?
What Are the Benefits of OTT Advertising for HVAC Companies?
HVAC companies have a very specific customer. The most profitable:- Live in specific service areas
- Earn over a specific household income
- Live in homes (usually) older than 10 years of age
- Zipcodes
- Age of home (and building type, if necessary)
- Average household income
Lift Your Brand with OTT Advertising
OTT advertising not only is proven to generate thousands (if not millions) of qualified impressions from homeowners in your service area, it also creates Brand Lift. Brand Lift measures how visible your company and website are across all of your digital marketing campaigns, not just OTT. This means OTT results in more homeowners searching for your company online instead of your competitors’. Who wouldn’t want that?OTT Advertising Results: HVAC Company in Pennsylvania
Comparing a six-month period of running OTT ads to the prior six months without OTT advertising included in their HVAC marketing plan, this Pennsylvania HVAC company generated:
- 156% increase in direct website traffic
- 54% qualified lead increase
- 93% increase in Brand Lift
13. Use Customer Service as an HVAC Marketing Strategy
Great Customer Services Is a Great HVAC 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 customer service.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 you need to do is add a little extra training into your HVAC marketing strategy.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 tell you that price shoppers don’t have to be frustrating time wasters. If your CSRs have the skills to handle them properly, you can turn these leads into customers.Dive deeper into this topic by catching up on the following blogs:
