Author Archives: HVAC Webmasters

Social Media Guide for HVAC Companies

HVAC Social Media

What is Social Media for HVAC?

Social media is a platform or app that allows users to create and distribute content and partake in social networking. For HVAC companies, social media refers to business profiles on Facebook, Instagram, and other platforms, along with shared content on the profile’s timeline.

Do HVAC Contractors Need Social Media?

By now, everyone should know how powerful social media marketing is and how much impact it can make for your business. And a lot of people will say that merely knowing is half the battle. But that’s not the case here. 

The fact is that a well-crafted social media marketing campaign takes time and careful planning. It’s as much a thought process as it is a process of actions. So in today’s post, we will be walking all the HVAC contractors out there through how to plan and execute a successful HVAC social media marketing campaign. 

Adult Social Media Users in the U.S.

HVACR Social Media Campaigns

For any marketing or ad campaign, you must take the necessary time to sit down and think about who your audience is and what you are trying to say to them. These two considerations should always be the inception of your social media marketing (or genesis) campaign. 

So, for example, as an HVAC contractor, let’s say you want to make people in your local area aware of your business and the type of services you offer. Right off the bat, you will be targeting certain people in a geographical region. 

Secondly, you will probably want to speak directly to homeowners. That further narrows your audience down in general to people in their early to mid 30’s to people in their 60’s or 70’s (the average age range of homeowners). 

Now you have a general customer profile: customers in your area between 30 and 60. These are the people you will have to figure out how to reach through social media. Now, what will you say when you reach them?

Again, your goal is to make them aware of your business and what services you offer. But the message you send should be different depending on a more specific age range. For instance, your social media posts for new homeowners in their 30’s should be different than ones targeting established homeowners in their 50’s and 60’s.

New homeowners will be less experienced in handling HVAC problems and will likely not have a go-to HVAC company to call when a problem arises. For this younger group of homeowners, your HVAC social media campaign should be geared more towards knowledge-based content – infographics, tutorials, and the like. 

For older homeowners who probably already have an HVAC guy they have hired before, your social media marketing campaign should be more promotional – how your services can help more than other people’s services. 

This is a general breakdown of customer profiling, but it should give you an idea of how to start planning your HVAC social media marketing campaign. 

Social Media Usage Infographic

Choosing your Platform

The next consideration is which social media platforms to post on. But this one is pretty easy because you should be present on all of them at the end of the day. Still, you may want to focus on some more than others. 

For example, as of 2021, roughly 32% of all Instagram users are between 25 and 34, right about the age that people are buying their first homes. So Instagram would be a great platform to emphasize your HVAC social media marketing campaign to gain new customers. 

Facebook is also still popular, and you should have an account for your business there too. But Facebook usage among people in that same age range is waning. Only about 25% of all Facebook users fall in the age range of 25-34. 

Again, it would help if you were on all social media platforms, but depending on which one you are creating content for, your strategy should be different. 

Creating Content

Now we get to the tricky part. How do you create engaging content for your HVAC company? But before we can rightly tackle that question, we have to rewind a little bit. The question is: what is the goal of your HVAC social media marketing campaign?

Yes, it should be to make people aware of your business and gain new customers. But as far as the social media platforms themselves, what’s the end game? It may seem trite but what you are going for are likes and shares. 

You want people to interact with your company through social media. Social media interaction takes the form of likes and people sharing your content with others. The goal is to get your company name and content on the screens of as many users as possible. 

Screenshot of Facebook Heading

So you have to create content that people will want to share. To do this, it may be helpful to see what some of your competitors are doing. And while you never want to plagiarize someone else’s content, it may be helpful for you to get your creative juices flowing. 

Let’s start with Instagram. Instagram stories should be a major target for your HVAC social media marketing campaign. Instagram stories are viewed by 500 million people every single day. Instagram stories are pictures or videos that can include text and are only live for 24 hours. 

Your Instagram stories can be about a recently completed job or maybe the recorded testimonial of one of your satisfied customers. You could also introduce your crew and share some interesting facts or anecdotes about them in your Instagram stories. 

While it’s always a good idea to stay on brand, it never hurts to post something that’s just genuinely funny on an Instagram story. Remember, the point is to get people to like and share your content. Sometimes the best way to go about that won’t have anything to do with HVAC.

But in many cases, it will. This is why we should also talk about Facebook posts. Static Facebook posts (non-video and live video posts) can be very informative. Think about the HVAC problems/questions that many of your customers have had over the years. 

Then turn those questions (along with answers to them) into helpful Facebook posts. Remember that you want to keep your posts as short as possible, though. The optimal Facebook post length will be between 40 and 80 characters. So keep it short, sweet, and to the point.

Video content should be part of your HVAC social media marketing strategy for platforms like TikTok and YouTube. For YouTube, you can get more in-depth with your knowledge. Consider posting simple HVAC how-to’s. 

For TikTok, consider video posts that show your followers what their central air unit should look and sound like when it’s running optimally. 

Publishing Posts

Once you have a good amount of content to share, it may help utilize a social media planning tool. A social media planning tool will make it easier to schedule HVAC social media posts, create captions, upload your content, and distribute it to various platforms. 

HubSpot, Sprout Social, and Hootsuite are all examples of social media planning tools. With a social media planning tool, you can also keep track of post stats and see how many people interacted with a certain post. 

This is very helpful for marketing campaign auditing as you will see what strategies are working and which ones aren’t. 

It’s also important to figure out how often you should post. This is another tricky aspect of social media marketing because every business is different. If you post too much, you could risk inundating your audience. If you post too infrequently, your audience will forget about you. 

But in general, you should only post when you have quality content to share. If you’ve got a great creative team behind you or you, naturally come upon genuinely funny, interesting, helpful, insightful, or informative content, great! Post that stuff as often as it comes up. 

But if you don’t, please don’t force it. This is a huge mistake that some social media marketers make. Posting once a week or once a month is fine and infrequent posting is better than flooding your user’s feeds with dross. 

Running Social Media Ads

Several social media platforms use an algorithm that discourages organic content from appearing on users’ timelines. For example, your HVAC company won’t get across to many people with simple Facebook posts. 

The way to reach more people is through Facebook Advertising. The same is true of Instagram Advertising and, to a lesser extent, YouTube Advertising. You can still appear on YouTube without buying ad space, but it’s something to keep in mind for 2021.

Despite limited exposure with “free social media posts”, having a profile remains critical. Profiles serve as a citation like Yelp or Angie’s List. Keep in mind, however, that various forms of advertising create the most exposure. 

Consider boosting your Facebook Post so that more users view the content. After all, impressions translate to conversions with the proper marketing strategy. Make sure to monitor your ad spend budget by setting a daily and lifetime limit.

Facebook Ads Manager App

Don’t Forget the Basics

Remember to stay on-brand with all your posts. How do you stay on-brand with a hilarious video of your cat sleeping on your head? Just make sure your company name/logo is present on the post. Your company name/logo should be on all your posts.

A link to your website should also be present on all Facebook posts, any YouTube video posts, and Instagram posts as well. Make sure that your company name/logo is consistent on all posts as well. This not only looks professional but will leave more of a lasting impression on your followers. 

Using social media ads is also a great way to increase brand awareness. But remember to do your research. Keyword research can help you form your ads and make them more effective. Also, think about your most popular services or ones that you want to promote when creating ads. 

Social Media Marketing Services for HVAC

Here at HVAC Webmasters, we specialize in HVAC social media marketing. We can help create content, manage ads, and much more. Talk to us today, and let us help you devise an effective HVAC social media marketing campaign. 

Grow Your Business.
Call Today: (800) 353-3409

Posted: | Updated: Feb 26, 2021 | Categories: Social Media

The Ultimate HVAC Google My Business Guide

HVAC Google My Business

What is Google My Business for HVAC?

Google My Business is a free profile and tool for HVAC companies to showcase their business on Google Search and Google Maps. Business owners must verify their business (via postcard) to edit information and manage the profile. Once verified, a GMB listing showcases your company’s business name, phone number, hours of operation, and other promotional content.

Why Small Businesses Utilize Google My Business

The bottom line for marketing any business in the digital age is the same as decades ago: making your business as visible as possible. And today, you aren’t making your business nearly as visible as it can be if you do not have it listed on Google My Business. 

Just as the name implies, Google My Business is a business listing service offered by none other than Google. It’s a platform that allows businesses large and small to be more visible to Google users. And there are plenty of those. Over a billion people currently use Google products and services like Gmail, Google Maps, and Google My Business. 

For better or worse, Google is mammoth. Whether you are watching YouTube or performing a simple search to help you decide on dinner tonight, your life is being affected by Google. 

And as an HVAC contractor, you can leverage the unfathomably huge audience that Google boasts for the success of your business. Today we are going to be talking about how your Google My Business listing can gain you more customers, increase brand awareness, and how you can utilize it for maximum effect.

Picture of HVAC GMB

Why HVAC Contractors Need a Google My Business Listing

Some of you may be asking why you need a Google My Business (GMB) listing in the first place. Maybe your HVAC business is doing fine without one. Or perhaps you are just reluctant to spend time setting one up. Whatever the reason, there are vital benefits both for fledgling HVAC businesses and established ones. The three main benefits of GMB are:

Local 3-Pack

The local three-pack shows up at the top of 93% of local Google searches. Without a GMB listing, you have no hope of getting your HVAC business indexed on the local three-pack. And in case you were wondering why the local three-pack is so important, an overwhelming majority of Google users click on the top 3 search results and rarely click on lower results. 

Reputation Management

Since so many people start their research into local businesses with a Google search, GMB usually accounts for people’s first interaction with business reviews. GMB offers a platform for people to leave reviews of companies. Your aggregate rating is prominently displayed when your site company appears on relevant searches. And customer reviews are a huge commodity in digital marketing.

Key Insights

When you have your GMB profile set up, you will see how people find your business, what keywords they are using, and even what kinds of people are looking at your profile. Google data can give you invaluable insight into who you should be targeting in subsequent marketing and ad campaigns

And if that all wasn’t enough, Google My Business is free. An HVAC GMB listing will cost you nothing to set up or maintain. 

And if that all wasn’t enough, Google My Business is free. An HVAC GMB listing will cost you nothing to set up or maintain. 

Setting up your GMB Profile

Setting up your Google My Business profile is very easy. It all starts here. You enter the name of your business and fill out the prompted information during the setup process. Creating a new listing is a straightforward process that you can easily navigate by clicking the link above. So we’ll skip the details of that part. And luckily, “HVAC Contractor” is an established category on GMB, so you don’t have to worry about your business category not being available. 

But we will walk you by solving some of the problems you may run into while setting up your HVAC Google My Business profile. 

Address Listing

As an HVAC contractor, you may not have a central office or location. You may operate out of your home. You have to have a physical address for your business for Google to verify you, so you will have to list your home address in this case. But that doesn’t mean you have to display your home address online for the world to see. If you don’t want your address listed on your GMB profile, log in, click on the “Info” tab and look for your address listing. There should be a pencil icon next to your address – click it to open the editing menu. Towards the bottom of the menu, you will see an option for “Clear Address,” click it. Then click “Apply,” and your address disappears on your public GMB page. 

Adding Multiple Locations

If you have more than one office serving different areas, you can manage all of them from a central GMB account. Head to the “Location Groups” tab once signed into your GMB account. Click the “Add Location” option, and you will add a single location or import locations. If you have more than one place to add, choose import location, and you receive a template to fill out with all of your business location information. But if you want to a single spot, click “Add single location” and fill out the fields.

Business Claims

If you find a claimed business matching your company info, you have already created an account, or someone else has. If someone previously claimed your business, Google will give you a hint for their email address. If this doesn’t help, you’ll need to choose the option for “Request Access.” You will then provide business and contact info to help verify that you are the business owner. Google will then contact the person who claimed the company and get back to you within a week. 

Google My Business Logo

Getting the Most from GMB

Now that you have your HVAC Google My Business page set up, it’s time to start optimizing it for maximum customer response. Here is a list of essential optimizations you should make for your GMB profile:

Q & A’s

GMB allows you to populate your GMB listing with Q & A’s regarding your business. It’s a good idea to fill out some essential Q & A’s about your business when your page goes live. Think about the most common questions you have heard from customers in the past and add them to your profile. Another tip: customers can also provide answers to questions about your business to review any customer contributions for accuracy. 

Add Photos

Adding high-quality, relevant photos to your GMB listing can improve click-through rates by 35%. That means 35% more people will click on your website if they see that you have photos on your GMB listing. The images you add should be relevant to your business and the services you offer. They could be photos of you and your crew, your service vehicles, and on-site work. Make sure the images are high-definition and not blurry. 

Add Service Locations

As an HVAC contractor, you more than likely service more than one city or area. You must list these service areas on your GMB page. There’s a simple tutorial on recording multiple service areas on your HVAC Google My Business profile here. Just make sure that you list all of the places you service to show up on more local intent searches. 

Consistent NAP

NAP stands for name, address, and phone number. Google doesn’t like inconstant NAP information and will omit listings for the same business if their NAP info differs from one site to another. It may seem mundane, but it’s a mistake that a lot of people make. You have to make sure that your business name, phone number, and address are listed and spelled the same way across all platforms. That means your official website, your GMB account, and any review websites you may be listed on (and you should be listed on all of them, by the way). 

Service Listing

Being thorough with service listing will also help you appear in more searches. Make sure that you fill add every HVAC service you offer on your GMB page. Don’t forget to update your service list if you have recently added new services to your repertoire. 

Grow Your Business.
Call Today: (800) 353-3409

Posted: | Updated: Feb 25, 2021 | Categories: Local SEO, SEO

How to Measure HVAC KPI in 2021

HVAC KPI

What is HVAC KPI?

An HVAC KPI or Key Performance Indicator is a measurable value or metric which demonstrates an HVAC company’s progress for essential business objectives. Typically, KPIs help business owners track their company’s trajectory over a defined period.

KPIs for HVAC Companies

It’s a new year and a unique opportunity to take stock of your HVAC company and find out where you can make improvements. And for a lot of business owners, that means taking a good look at HVAC KPI. For the uninitiated, KPI stands for key performance indicators. These are the factors of your business that don’t lie. They will tell you how your business performs and how much you are netting when all is said and done. 

Remember that every business is different and that yours may have specialized key performance indicators depending on various factors. Some critical questions include: how much you spend on advertising, your workforce, and the types of services you offer. But the following list is an excellent general guide to go off and apply to HVAC companies specifically.

HVAC KPI Graphic

Key Performance Indicators Help Businesses Track Progress in 2021, and help identify areas for improvement which can streamline a more profitable company long-term.

Basic Income 

Basic income is the first HVAC KPI you have to measure. Your basic income or sales revenue is the amount of money you are bringing in from all service and product sales. Basic income does not include any taxes, customer acquisition costs, or any other deductions. 

Your number should give you a good idea of whether you have any slow seasons or service spikes. And that’s good knowledge to have in general because it will help you anticipate when your customers will need service and when you can lower/raise service prices. 

If you keep a good record of all your invoices, finding this primary income number should be relatively straightforward. Just add up the amount you made on each of the invoices for last year, and boom, you have your sales revenue number. 

Basic Profit Margin

Your basic profit margin, or gross margin, is what you made after deducting the cost of providing service. To find your basic profit margin follow this formula: basic income – cost of providing service / basic income. The figure you come to is how much profit you are making before tax. 

If the number you come to is low, then some changes have to be made. Try taking stock of your supply use. Remember only to calculate supply cost when using supplies on the job instead of calculating the bulk price of when all your supplies come in. You can also think about where you might be able to upsell some of your products or services. Smart bathroom fixtures are a growing trend, so now is the best time to get experienced with them so you can include them in your services. 

Variable and Fixed Costs

You deduct both fixed and variable business costs from your basic income (Number one on our list). Fixed business costs should incorporate everything with a set cost every month like rent, insurance, and marketing. Additionally, HVAC contractors’ variable prices usually include supply orders, fuel for service vehicles, and employee salaries. 

The general rule of thumb is that you should keep your variable and fixed business costs under 30% of your total basic income. You may save some money every month by closely tracking supplies, looking at service routes and areas, and calculating your marketing and advertising ROI.

Advertising and Marketing

You need to make sure that you are getting your money’s worth from any investment you invest in advertising and marketing. Your customer acquisition cost should not be more than what your average customer is spending on your services. If it is, consider curbing your efforts towards customer retention rather than recent customer acquisition. You may also want to shift towards local organic SEO. 

HVAC Marketing KPIs

Business KPIs are essential for contractors, but marketing KPIs help you focus on your promotional strategy. Most successful HVAC companies understand how their marketing works and how they can improve it each year. The team at HVAC Webmasters specializes in digital marketing for heating and cooling contractors. Over our decade-plus in the industry, here’s what we’ve found to be the top KPIs for HVACR businesses.

Cost Per Click

Typically, consumers think of cost-per-click (CPC) as it relates to PPC advertising. And it’s true, CPC is one of the best PPC metrics available. However, keep in mind that organic SEO provides a much lower cost-per-click. You can track organic CPC by dividing your monthly retainer by your monthly organic clicks. 

Percentage Traffic Increase

Google Analytics represents a valuable tool for HVAC KPIs. You can track your HVACR website on Analytics and watch your traffic grow each month. You’ll know how well your website is performing by your monthly traffic growth. Depending on your starting point, you should expect early gains near the 150 percentile. 

Branded Searches

One of the most underrated KPIs for HVAC marketing is branded searches. You can measure branded searches using Google Search Console, SEMRush, or MOZ. Google provides the most reliable data and can also outline the impressions and clicks for those branded searches. A branded search is any search query that implies the user is searching directly for your brand name. It might be something like JimBob’s HVAC Services or JimBob’s AC Services San Antonio. Any combination counts.

Cost Per Lead / Call

Another metric some HVAC companies like to track is the cost per lead or phone call. In most cases, a phone call and a lead are the same things. You can set up Google Tag Manager to track phone number clicks on your mobile website. Similarly, you can use call tracking software to monitor how many calls come from your website or marketing efforts. Calls should increase along with traffic, and any drop in calls can indicate a problem.

HVAC Webmasters Helps With KPI

Here at HVAC Webmasters, we are all about helping you beef up your bottom line. We do our part with lean, effective marketing strategies, especially for HVAC contractors. Talk to us today and get the most from your investment in HVAC advertising and digital marketing.

Posted: | Updated: Feb 12, 2021 | Categories: Industry

How to Brand Your HVAC Business in 2021

HVAC Branding

What is HVAC Branding?

HVAC branding is the promotion of a specific heating and cooling company through advertising, marketing, and presentation. A company’s brand may include its logo, website, marketing materials, and other distinguishable items.

Building a Brand for Your Heating & Cooling Company

Building an HVAC brand takes time. We’re not talking about designing a logo or coming up with a slogan. A professional can do those things in one afternoon. But building a trustworthy brand that represents your company and your values is not so simple. 

Many HVAC business owners overlook how important HVAC branding is. Your brand is what comes to people’s minds when they think of your company. Your brand is your opportunity to send a message to the public. 

Now think: what kind of message is your current branding sending? If you aren’t sure how to answer that question, don’t worry. In today’s post, we will be talking all about HVAC branding and how you can successfully brand and market your company.

Brand Consistency

Again, your brand tells the public what your company is all about. So if your HVAC company is new and you are just starting to market it, take some time to sit down and think about what your core values are as a company. 

And if you are looking to re-brand your company, do the same. What is it that your HVAC company does better than the others? What unique quality makes you stand out among the competition? What do you feel that you bring to the table that no one else can?

Once you have some answers to questions like these, you can begin to formulate a message. Your message will tell the public about these attributes that make your company unique and that you want to promote. 

Maybe you are the fastest for HVAC repairs. Perhaps your company emphasizes transparent and fair pricing. Or possibly you place emphasis on emergency HVAC services. Whatever the case may be, you can use these qualities to develop a brand for your company.

And before we get into our tips for HVAC branding, we want to impress upon you the importance of brand consistency. No matter what route you choose to go, be sure that you keep your message consistent.

Remember that your brand is your identity, and you don’t want any consumers to be confused about who you are, do you? Staying on-message with all your logos, slogans, and marketing efforts will help develop a singular and consistent image for your company, becoming your brand. 

HVAC Branding Tips

1) Developing a Logo

When coming up with a logo, try to be as original as possible. Ideally, you want an image that conveys your message in some way as well. If you offer fast service, start thinking about images that represent speed. If you emphasize fair prices, think about images that conjure up honesty in people’s minds.

Next, start thinking about the text and color of your logo. Many HVAC contractors want to come across as professional so stay away from text fonts that look silly with many curved lines (no comic sans). And it may be tempting to stick with red and blue as your primary colors.

Try to be as original as possible. The last thing you want is for your customers to confuse your logo with some other HVAC companies. And if you aren’t an artist yourself or don’t have one in your family, don’t worry. Hiring a freelance graphic designer isn’t that expensive.

HVAC Logo Example

2) Developing a Slogan

Again, your slogan should convey the message you want to send to your customers. Remember that your slogan should conjure up the concepts that set your business apart from others. So depending on what those concepts are, your motto may be something curt and professional or more casual, like a pun or play on words.

It helps to workshop slogans with your friends and family. Once you have come up with about five possible slogans, tell them to a group of friends you trust, colleagues who are also in the business, or just your family. Ask them what thoughts come to mind when they hear your slogan. Ask them whether your business comes across as professional or friendly when they hear your sayings.

Then cross-references their answers against what your overall message is. If the answers aren’t consistent with what you were going for, you may have to head back to the drawing board.

Sometimes keeping things simple is the best way to go. As one expert puts it, the best slogans are the ones that faithfully describe what the company stands for. Sometimes the best slogans are the ones that skip all the gimmicks and cheesy rhymes and state in the clear, concise (catchy always helps too) manner what your HVAC company is all about.

HVAC Slogans Focused on Emergency Services

3) Branding Opportunities

Once you have your logo and your slogan, it’s time to start looking for branding opportunities. Having some swag made up with your logo and tagline is an excellent place to start. Koozies are cheap and practical, so think about getting a couple hundred of them made up with your company logo and colors.

Of course, your service vehicles should all have your logo emblazoned on them, as should your company apparel. Your business cards should also have your logo and company colors on them. Then there is cyberspace.

Your company website should prominently display your logo, slogan, and company colors. The same goes for your social media pages and any review websites you may be on, which leads us to our next tip.

4) Website Design

Your HVAC website serves as the central hub for your company’s digital brand. Since companies list their info on Yelp, Facebook, Google, and elsewhere, each platform holds a spot for your website URL. The goal is to create a branded website that showcases your logo, slogan, and color scheme.

It’s essential to invest in custom website design since template websites dilute your brand’s potency. Every subtle representation of your company influences branding. Think about consumer psychology; in their minds, a cheap website equates to a frugal company. Do you want that to be your reputation?

Aside from the presentation, websites also help you get more business. Branding is about outreach because how valuable is something that nobody sees? Of course, the goal is to implement HVAC SEO on your website and start ranking for high-volume keywords along with your brand name.

A Simplistic But Practical Website Design

5) Reputation Management

Online reviews are a massive part of your overall branding. When people read reviews for your company written by fellow consumers, the image they get in their minds should be consistent with your intended message. But it’s not entirely possible to control what people say about your company.

But there are some ways you can steer the narrative in your favor. For instance, making it easy for customers to leave your business review is always a good idea. So consider having a templated review ready for your customers. That way, they don’t have to come up with anything and get a consistent assessment of your brand.

You can also ask for reviews about specific services if it’s part of your company’s brand. Try emailing customers who have just hired you for a service that you are promoting or on-target with your brand. Please include a link that leads directly to a page where they can leave a review.

And, of course, you should always respond to negative reviews.

BrandREVU Promo

6) Truck Wraps

Truck wraps turn your everyday vehicle into a branding asset. When you invest in a color-themed truck wrap that includes your name, logo, and NAP info, you start reaching customers on your commute. Think about the impact of billboards on branding, and then consider how your truck serves as a mobile billboard for everyone you come across.

Truck wraps work even when parked. You get 24/7 exposure for your brand and an outstanding ROI in most cases. Studies show that truck wraps deliver one of the cheapest costs per exposure in the marketplace. Upstart HVAC companies should jump at the chance to brand their heating and cooling company’s work vehicle.

Brand Development from HVAC Webmasters

Of course, developing a brand for your company is just one of the initial steps towards success. You then have to figure out how to market that brand. Here at HVAC Webmasters, we specialize in helping HVAC contractors get their name out to as much of their target audience as possible.

We can help you increase your brand’s consistency, make it known to more people and help you earn more business. Take the next step today.

Posted: | Updated: Feb 12, 2021 | Categories: Marketing

HVAC Call To Action (CTA) Guide for 2021

HVAC Call To Action

What is a Call to Action for HVAC?

For HVAC companies, a CTA is an online device that prompts or encourages users to take action. The most common HVAC calls to action are phone number links or push-to-call button. A website visitor who clicks a phone number link converts from traffic to lead instantaneously.

HVAC CTA Tips for 2021

Strong CTAs are clear and concise. Users respond to urgent calls and don’t have time to read through a bunch of filler. Getting right to the point encourages user action while discouraging overthinking. Remember, in 2021, consumers won’t tolerate BS. The goal is to direct them to buy your HVAC services on the spot. 

Tip #1: Invoke Enthusiasm

Some words inspire users to take action, while others bore them into inaction. Understanding language is key to crafting the perfect CTA for your heating and cooling website or advertisement. For example, “save 60% on your first service” inspires consumers immediately. Conversely, “get in touch with our sales rep” only leaves them wanting more.

Tip #2: Create Urgency

Prospects often will wait to make a final decision so that they can compare your prices to competitors and seek out 3rd party opinions. Of course, creating an excellent online reputation can make those actions lead right back to your website. But creating urgency with your CTA ensures they’ll never leave in the first place. Putting a time limit on your special offer, for example, encourages them to take immediate action.

Tip #3: Make CTAs Responsive

Some users may access your HVACR website through their smartphones or tablets. And some, still, will use their desktop computer or laptop. A compelling CTA must appear ideally on each device type, and responsive design makes it happen. Losing even one of those devices can reduce your conversions enough to make a significant blow to your revenue.

Tip #4: Enhance CTAs with Social Proof

Most users won’t click on a CTA without some social proof. It helps to use statistics or numbers to prove your company’s worth. For example, show that 99% of clients become repeat customers. You can also use pricing comparisons showing that your services save customers an average of 35 dollars per job.

Tip #5: Click to Call Functionality

Smartphones represent the top device for potential clients. Creating a linked CTA that connects the user to your phone line is one way to streamline the sales process. For example, a giant button in your website’s header, reading: Call Now, can connect from their phone to your phone in just seconds. Yes, technology can do some pretty amazing things in 2021.

Call To Action Examples

HVAC companies can publish a wide range of CTA types. For example, you might prefer for customers to email you or submit a contact form. Other contractors may want direct phone calls to their office line. In either case, you can craft your call to action to fit your company’s needs and preferences in 2021. Let’s look at some HVAC call to action examples to create inspiration for your next venture.

Phone Number Link

The phone number link is straight to the point. Typically a phone link gets accompanied by a line of text, which creates either trust or urgency. The linked number is self-explanatory for users and frequently leads to increased call volume for local HVACR companies.

HVAC CTA Example

Request a Quote

For contractors who prefer the form submission, request a quote serves as an ideal CTA. You can get some basic information about your prospect before speaking with them over the phone. This way, you have more knowledge going in and can provide them with a personalized sales pitch almost certain to convert them.

Call To Action On HVAC Website

Request a Call

Like the request a quote, request a call allows users to leave their phone number for a later callback. Some heating and cooling companies prefer to schedule the best call times instead of taking calls 24/7. Depending on staff size, the request for a call CTA could be highly beneficial and increase company efficiency in 2021.

Call Request CTA

Contact Us

The Contact Us form is the most traditional call to action. Of course, its effectiveness often predicates on the rest of your website. Is your homepage telling a story? Does it encourage trust and authority for future clients? If both those things ring true, then the contact us form often works wonders. However, keep in mind that without a strong homepage, the contact us form becomes relatively useless. 

Contact Us Form Example

Review Us

Not all calls to action must encourage direct contact. Sometimes you need CTAs for existing clients to perform other actions. An excellent example of this is the Review Us call to action. Generating Google reviews is vital to your reputation and can help increase conversion rates across the web. Placing a review CTA on your website’s homepage encourages good things for your authority.

Review Us CTA

Savings / Discounts

Consumers often associate action with money. If they can save money, they are more willing to take action. Savings or discount style CTAs are effective in encouraging swift action from future clients. You can design a variety of savings CTAs as long as each of them shows customers how they’ll save money by using your service.

Savings CTA

Working With HVAC Webmasters 

Installing CTAs on your website requires web design experience along with other technical skills. HVAC Webmasters can help your company project the best version of itself to future clients. We’ve worked with hundreds of HVAC contractors in assisting them to generate high-quality HVACR leads over the past decade. Some of our services include:

BrandREVU: We include a reputation management tool that enhances social proof for stronger CTAs.

Responsive Design: We make sure your CTAs show up effectively across all devices.

Website Redesign: We take existing websites and improve user experience and visual appeal

Click-To-Call: We implement click-to-call functionality for phone number links

HVAC companies can’t do everything on their own. Partnering with an industry-specific marketing agency like HVAC Webmasters can empower you to focus on performing the best services. We help you get more customers through your website, organic search, and reputation management. We even help you automate the local SEO process through Jobsite check-ins and user-generated content for your specific web pages. 

Grow Your Business.
Call Today: (800) 353-3409

HVAC Video Marketing Guide

HVAC Video Marketing

What is Video Marketing for HVAC Contractors?

Video marketing for HVAC is the action of publishing a video for marketing and promotional purposes. The video’s content can range from jobsite performances to customer testimonials. As long as the video aims to promote your heating and cooling company, it serves as marketable content.

The Video Marketing Process

It’s easy to see that video marketing is the wave of the future (and the present, for that matter). Facebook video story viewership is up, and video content gets considerably more impressions and likes than textual content. Even images can’t compare to the effectiveness of video content these days. 

And if you are an HVAC contractor and haven’t tapped into HVAC video marketing’s tremendous potential, 2021 is the time to start. The numbers don’t lie: online video viewership rises by a staggering amount every year. So it would help if you didn’t let another year go by without harnessing video marketing potential. 

And if you feel that you don’t have anything to bring to the table as an HVAC expert, you are wrong. There is an immeasurable opportunity to leverage your HVAC knowledge, your business, and your personality with video marketing. And of course, the best part is that you can grow your business exponentially by doing so. So without further ado, let’s take a look at the ultimate HVAC video marketing guide for 2021.

How-To Videos in SERP Feature

Marketing Video Content in 2021

Just because you will be using a camera doesn’t change the fact that video marketing is still marketing. The core goals should be the same. Here are some things you must consider when coming up with content for your HVAC video marketing campaign:

  • What’s the Goal? – Any effective marketing strategy will have a clearly defined goal – HVAC video marketing is no exception. Do you want to attract new customers? Do you want to solidify your current customer base? Do you want to promote a new service? Are you trying to break into a new market? These are all questions that should guide you as you craft your content. 
  • Who do you Want to Reach? – Your target audience should be firmly in mind at each stage of planning and production. As an HVAC contractor, you may want to target younger millennials who have just bought their first home. You may also want to target older homeowners with stable incomes who can afford higher-end HVAC services. 
  • Can you solve a problem? – A lot of people don’t know where to start with video marketing. Again, they may feel like they have nothing to offer in terms of compelling content. But as long as you can solve a problem, you have marketable content. Start thinking about some common HVAC problems that homeowners face. From there, you can create a quick and concise method for showing people how to solve that problem – whether it be a script, storyboard, or just some images. 

Publish Video Content on Your HVAC Website

Depending on the kind of business you own, different platforms offer different benefits. A robust HVAC website helps you rank on Google. Additionally, it is most beneficial for the home service industry to upload video content onto your homepage and landing pages. 

So for your official website, make sure that the video content correlates with the page. Placing a video near the top of your home page is a solid strategy. But you have to make sure that the content is appropriate for the home page. Maybe a video that introduces you and your crew and talks about how long you’ve been in the business. 

Then you can start getting more specific with your service and landing pages. Compose video content that has to do with a particular service or a service area you are trying to target with specific landing pages. 

YouTube for HVAC

Engaging videos can increase time on site, improve analytics, and help raise page ranking in 2021.

Share Video Content on Social Media

Your official website is the top traffic generator. But you can’t ignore social media either. The bottom line is that you should be posting video content on your social media platforms as well. Why? Because it’s more effective than traditional posts. According to Twitter, video tweets are six times more likely to be shared and retweeted than standard posts. 

Of course, you should be posting video content on Facebook, Instagram, YouTube, and Twitter. But TikTok is a relative newcomer on the scene and is making a lot of noise. TikTok has accumulated 1 billion users in a short time. That’s a massive pool you can dip into, even if you are only targeting your local market. 

Tips for Creating Video Content

So we’ve talked about what the message of your video content should be and where you should place it. Now it’s time to discuss the actual production of your HVAC video marketing content. 

  • Don’t Make a Movie – Attention spans are not what they used to be. The most effective video marketing content is under 2 minutes. We know that’s not a lot of time to get your point across. But you have to keep it concise. We advise writing up a script or making a bullet list of critical issues, then rehearsing them. Time the rehearsal, and if it runs over 2 minutes, you can start carving away unnecessary verbiage. 
  • Don’t Draw it Out – Not only do you have just a couple of minutes of your audience’s attention, you have less than 10 seconds to capture it. You have to state your content’s main point within the first 10 seconds of your video. Otherwise, your audience will grow impatient, perceive the video as lacking direction (and therefore value) and click elsewhere. The title (which should also reflect the central theme, pain point, or convey the content’s worth) should show up on video within the first 10 seconds. 
  • How To Videos – Consider the following statistic: the search term “how to” has maintained an interest rate of 75% or higher on Google over the last year. People are searching for “how to” do things online with increased frequency. And when they perform these searches, do you think they’re going to choose a written guide if there is a video “how to” video available? Not likely. Search engines may rank video content higher than written “how to” manuals if relevant to the search. So consider simple how to’s that you can create in a short video. 
  • Before & After – For HVAC contractors, it helps show people your performance. So, before and after videos can be very useful. And they’re quick. Show a job site before you begin and then after completion. You can also create a video where you compare an HVAC system’s performance before getting your hands on it against how it performed afterward.

Partnering With HVAC Webmasters

In the end, HVAC video marketing can take up a lot of time if you want to do it right. Content marketing, in general, is an involved process. And we understand the need to outsource – especially if you are a busy HVAC contractor. 

That’s why we provide complete, affordable, and effective content marketing services here at HVAC Webmasters. We can help you devise a strategy that works for your business, keeping your specific goals and local market in mind. We can put together a fantastic marketing campaign for your business, so reach out to us today.

Grow Your Business.
Call Today: (800) 353-3409

Posted: | Updated: Feb 8, 2021 | Categories: General

HVAC Facebook Ads: 11 Suggestions To Consider

HVAC Facebook Ads (Cover)

HVAC Facebook ads offer intriguing benefits. Facebook allows you to target demographics in unique ways that you can leverage specifically for your HVAC services. For example, as an HVAC contractor, you would probably be targeting homeowners in need of home services. 

And you can do that with Facebook ads. The process of putting up your ads on Facebook may not be as time-consuming or expensive as you think, either. In fact, in 2019, the price of a Facebook add dropped by 6%. Nowadays, Facebook ads cost an average of just $1.72.

That’s a paltry price when you consider the sheer volume of people that use Facebook every day and how many people you can reach with your ad. 

The HVAC industry is a very technical one, and as a contractor, you may not have the time or expertise to devise an effective Facebook ad campaign. But that doesn’t change the fact that HVAC Facebook ads can have a huge impact on your business. 

If you have never considered using HVAC Facebook ads, now is certainly the time. And if you are interested or already have a social media advertising campaign in place, we want to offer you some help to make it more effective.

In the following guide, HVAC Webmasters will be highlighting tried and true Facebook ad strategies that will help you get the highest ROI on your social media ad campaign. 

1) Invest in Facebook Video Ads

Five hundred million people are watching 100 million hours of video content on Facebook every single day. 100 million hours! That’s an astounding figure but ask yourself this question: is your HVAC business getting a piece of that pie? Video ads on Facebook can be beneficial as the medium is steadily taking over static ads. But you have to be wise about the kinds of video ads you post to Facebook. We suggest including captions of anything that is being said in your advertisement because 85% of people watch video ads with the volume turned off. You may not need anyone speaking at all. Videos displaying infographics with narrative captioning and some affordable, public domain music playing in the background can be very useful for getting your point across. 

facebook
Generate more leads than ever with your Facebook page

2) Keep it Short

Did you know that Facebook allows you to create video ads that are as much as 240 minutes long? That’s a lot of creative freedom, but when was the last time you watched an ad that was longer than a movie? The best practice is to keep your video ads short. The American attention span is getting shorter almost every year. Nowadays, you can get your point across in just a few seconds without losing your target audience’s focus. GIF (Graphics Interchange Format) is a great tool to create cheap, short, and compelling ads for your HVAC business. 

Screenshot of Facebook Heading

3) Optimize for Mobile

More than half the time, people are watching Facebook video content on their phones. Nowadays, you have to optimize every aspect of your online presence (your website, landing pages, etc.) for mobile. The same goes for your static and video HVAC Facebook ads. Be aware that just because you have an ad that has been earning you many clicks on a desktop doesn’t mean that it will play well on mobile devices. Usually, smaller file ads will work better for mobile users but be sure to test all of your Facebook ads on a mobile device. 

Facebook IPhone

4) Use the Facebook Ads Manager App

The ads manager app is an excellent tool for any HVAC technician or contractor who doesn’t have a lot of time to create Facebook ads. While you should always do your best to craft thoughtful and compelling ads, sometimes what you need is the ability to put your ad ideas into practice from wherever you are. The Facebook Ads Manager app comes in very handy. It allows you to create basic ads right from the app. Within the app, you can create new ads, delete old ones, see how your current ones are performing and manage Facebook ads budget and payment. It even allows you to select a target market for your ads. While some ad creation features still aren’t available on the mobile app, it’s still a convenient tool to have just in case. 

Facebook Ads Manager App

Source: FB Engineering

5) Leverage Remarketing

Facebook ads are an excellent opportunity to take advantage of remarketing because the platform allows you to target based on five different categories of potential leads. Targets include people who have interacted with your business in person or over the phone, people who visited your website, connected with you on Facebook, and more. Retargeting is a great chance to convert leads on the fence before because you will focus your ads on those unconverted leads specifically. 

6) Conduct Simple A/B Testing

A/B testing is a method of gauging what is working in your ad campaign and what isn’t. You can apply this method to your HVAC Facebook ads relatively easily and quickly. The A/B testing method entails making a small but definitive change in your current ad(s) and seeing how your audience responds. In the case of Facebook ads, you would see if the change you made increased the ad’s click-through rating or lowered it. It’s a great way of refining your current ads and making them more effective while figuring out what message, image, or even font aren’t connecting with your target audience. 

Facebook AB Testing

7) Use Templates 

Whether you are creating a static ad or a video Facebook ad, it can help take advantage of the templates they offer. Namely, the templates that allow you to choose the intent of your ads. For example, Facebook has templates for advertisements geared towards customer acquisition, selling products, and showcasing your business. For HVAC business owners, customer acquisition and business showcase ads would be the most effective. You may sell products like filters, but the chances are that’s not a massive part of your business. 

Ads Template Screenshot

Source: https://www.facebook.com/business/help

8) Make Lead Acquisition Easy

Facebook Lead Ads are another mobile-centric tip that can help you generate more leads. The fact is that people won’t become leads if the process is too hard. In terms of HVAC, becoming a lead usually entails providing a name, phone number, email address, or requesting further information about your services or a quote for services. And for mobile users, doing all that from their phone can be a huge chore, and they may choose not to do it at all. But Facebook Lead Ads make it easy for people to fill out an instant, mobile-optimized form to divulge information that will qualify them as leads. 

Facebook Lead Ads Screenshot

Source: FB Developers

9) Use Analytics

Analytics is where it gets a bit technical, and you may want to enlist some help. But if you can manage it on your own, Facebook Analytics provides powerful tools that will help you better define your target audiences and craft better ads. One of the most useful tools is called Facebook Pixel. Facebook Pixel allows you to attribute conversions back to actual Facebook ads, so you will know exactly how effective an ad is and whether or not it is making you money. 

Facebook Analytics Screenshot

Source: https://business.facebook.com/

10) Know The Specs

Understanding specs goes hand in hand with our point about optimizing your ads for mobile users, but this is more inclusive of desktop users. Facebook lays out the required specs for their ads, including what kind of files they accept, how big they can be, word count, and even aspect ratio. And different types of Facebook ads have additional spec requirements. For example, Facebook Canvas ad specs vary from Lead Ad specs. So why should you be aware of these figures? Because if you don’t adhere to them, people may only be seeing half of your ad. And a cluttered, disjointed ad smacks of an unprofessional business. 

11) Target Your Local Market

Finally, it would be best to focus on your local market since any HVAC business will certainly be a local one. Luckily, Facebook allows you to display your ads specifically to users in your area. You can further refine your audience based on age, gender, marital status, income, and more, but localizing your ads should be your priority as an HVAC contractor. In other words, if you don’t use any other targeting criteria, at least use local market targeting. 

Facebook Advertising Services for HVAC Contractors

Running a successful HVAC business goes well beyond HVAC Facebook ads. If you need some help managing your business’s marketing and advertising side, we want to be of service. We are HVAC Webmasters, and we work with people in the HVAC industry, specifically, providing them with lead generation services, local SEO services, web design, and more. Talk to us and find out how we can earn you more customers.

Grow Your Business.
Call Today: (800) 353-3409

Posted: | Updated: Dec 1, 2020 | Categories: General

How to Start an SEO Company in 2021

Start An SEO Company

Starting an SEO company can be profitable, but it takes the right approach. Many people are very interested in getting into the SEO business because of the relatively low overhead costs of starting and operating this kind of business.

But a lot of people don’t take the right approach when starting their business. There are many things to consider and many things to avoid if you want to create an SEO company that makes money. 

In the following post, HVAC Webmasters will provide you with a comprehensive guide on starting an SEO company of your own. First, let’s take a minute to answer some of the most commonly asked questions about starting an SEO company.

Is SEO Business Profitable?

There have been some strange rumblings in the marketing community over the last couple of years to the effect that SEO is an antiquated system. But the data doesn’t support this unfounded assertion. 

Consider the following statistic: 82% of people who have employed an SEO strategy for their company in 2020 report that it was useful for them. The numbers go on like this. The fact is that SEO is an indelible appendage of digital marketing now, and it isn’t going anywhere any time soon. 

Modern businesses that use digital marketing strategy allocate nearly half of their marketing budget toward SEO specifically. So how profitable is SEO now, and how beneficial will it be in the new year?

It’s hard to put an exact number on how much SEO companies make because there are many factors. One is the type of niche they specialize in, and another is the type of clients they take on. Yet another is the type of pricing model the company uses. SEO companies are operating at pretty much every market level. Some make six figures a year; some make significantly more.

To give you a general idea, though, the average monthly fee for a company to keep an SEO agency on retainer in the United States is over $2,000. And for companies that offer hourly pricing models, the average hourly rate is $100 to $150.

If you only have 4-5 clients and are charging a monthly retainer fee of around $2,000…well, you can do the math. So is SEO business profitable? We would say that the answer to that question is a resounding ‘yes!’

Getting your Company Started

The first thing you have to do is pick a niche for your SEO company. If you already have a category in mind (maybe you are already an HVAC expert and want to focus on that niche), you have things settled more or less. 

But if you are unsure what niche you want to corner, some guiding principles would be helpful to follow:

  • Customer Value – Ideally, you want to choose an industry that makes a lot of money. Companies in high-value industries will pay more for SEO services. Legal, healthcare, and consultation services tend to be high-value. The problem is you need a proven track record to capture these clients, which, if you’re starting, you probably don’t have. But you can still go after lower value industries where there are many volumes to compensate for the scanter contracts.
  • Location – Next up is location. Local SEO is in huge demand for smaller businesses working at local market levels but who want to expand. Knowing your desired niche location is an excellent place to start. But if you’re going to follow the money, you can target wealthy cities like Los Angeles, New York, Dallas, and Miami. The problem with that approach is the dense competition in these markets. Another way to go is to target smaller cities around these metropolises where contention is lighter.
  • Specialize – To start an SEO company, you don’t necessarily have to be a jack of all trades. Many people beginning in SEO offer only one or two SEO services but specialize in them to target companies with specific needs. For example, a reported 34% of companies who utilize a digital marketing strategy in 2020 spent $1,000 a month just for SEO link building services. 

Getting Clients

Now that you have your niche and location, it’s time to focus your efforts on getting clients. Starting though, you won’t have too many options. That’s why it’s a good idea for neophyte SEO companies to target low-competition keywords for yourself and your clients.

Using tools like Google Trends and Google Correlate will help you find low-competition keywords. Target these keywords to quickly and easily pad your portfolio and get results for new clients. Building websites and creating content for clients who utilize longtail keywords is an excellent strategy for new SEO companies because it is relatively easy and can show results very quickly.

And if you target a specific geographical market, be sure to use longtail keywords that include the name of the city you are targeting. A location-based approach is the easiest way to garner actual results, and you will need to show people something for them to hire you. But remember, when acquiring new clients, you only need to prove to them that you are more capable of improving their rankings than they are. 

Embrace Outsourcing

Don’t outsource your work, although that is a viable option as your company grows. We mean to offer your services to other companies that want to outsource their work. Outsourcing may not be what you had in mind when you first started thinking about getting in the SEO game, but it’s a great way to start building your portfolio. 

And for companies that are focusing on just a small handful of SEO services, it’s an excellent opportunity to demonstrate your value to prospective long-term clients and hone your skills. For this, you will need to target other SEO companies. 

A simple Google search of marketing agencies, digital marketing agencies, web design, graphic design, and SEO companies in your area will give you a good list of companies to start targeting. 

Driving Sales

Inbound marketing for your SEO company is the best option because once you get a system up and running, it will run itself more or less. Inbound marketing techniques will allow leads and prospective clients to come to you rather than the other way around. 

There are two practical strategies for SEO companies that want to run a successful inbound marketing campaign that creates leads and drives new sales. The first is an email campaign. Mailchimp and Aweber are excellent services to use and allow for a fair amount of customization for your specific sales pitch. 

The next tool to use is an application form. You can embed an application form in your email directly or on your website. We recommend your website. There are a lot of free application form plugins you can use if you have a WordPress site. But if you don’t use WordPress, Contact Form 7 and TypeForm work just as well.

Rank Your Site

A big mistake that a lot of new SEO companies make is neglecting their website. Lack of ranking for your website is a massive pitfall for two reasons:

  • Just like for your clients, your website should be your main inbound marketing lead generator. If people who need your services can’t find your company, you are losing out on money.
  • It doesn’t instill confidence in your prospective clients. Even if they are hiring you, they will likely perform a search for your company, and if you can’t rank your website, how are they supposed to trust you with theirs?

The main thing to do in this situation is to practice what you preach. Target lower-competition keywords to help you get ranked and implement the strategies you are selling to clients to have something demonstrable to show them right out of the gate. 

Utilize Software as a Service (SAAS)

In 2020, most digital marketing is automated. Software tools like BrandREVU allow HVAC companies to rank for any local keyword automatically. The software itself creates the content (based on the contractor’s check-in), and Google crawls and indexes each one. 

A tool like BrandREVU sends relevant check-ins to their corresponding page. For example, when a contractor repairs a furnace in Atlanta, GA, the check-in gets published automatically on both the furnace repair service page and the Atlanta, GA location page. 

Imagine ranking for any keyword while competitors write pages of content only to rank on page 2? It’s insane. You can also utilize other automated software and even white-label software so that your clients believe you made the tools on your own.

Help with SEO

Last but not least, it never hurts to enlist the help of professionals. No matter what niche you are targeting, sometimes you need a little guidance. Once you have a decent list of recurring clients, you may find yourself overwhelmed because, at first, you will most likely be handling most or all of the work yourself. 

Don’t be afraid to reach out to freelancers or other SEO companies to outsource your work and lighten the load. Be mindful of SAAS tools that lessen your workload and empower your marketing agency to grow without having to perform constant manual labor.

And if you are working specifically in the HVAC niche, we can be of excellent services. We are HVAC Webmasters, and we offer a bevy of SEO services that focuses on the HVAC niche specifically. Whether you own an SEO or HVAC company, we can help you and your clients rank higher through a custom content marketing, link building, PPC strategies, and more.

Posted: | Updated: Oct 19, 2020 | Categories: General

Top 5 Ways to get HVAC Customers in 2021

Get HVAC Customers (Blog Cover)

People often ask us, “how do I market my HVAC business?” The most relevant answer to everyone who asks us is this question is strong SEO. Not every HVAC business is the same. And most regional markets come with their own unique set challenges. As such, there is no one correct way to market your HVAC business. But SEO is the backbone of modern marketing and that’s where every company needs to start. 

You need to have a strong online presence. You need to research keywords relevant to searches that real people are conducting for HVAC services and include them in your content. You need to have a website that is easily navigable on mobile devices. You need reputation management and a stable flow of customer reviews. All of these things are more or less covered by SEO. And while SEO is certainly necessary for getting customers in the first place, there are other methods you should be looking into if you really want your business to be successful.

Here at HVAC Webmasters, we offer every SEO and digital marketing service your business could ever need. And better yet; our services are tailored for the unique HVAC industry. We are all about providing our clients with the tools and knowledge they will need to thrive in this space. And to that end, we want to share with you some proven methods to get HVAC customers. Every day, we work closely with HVAC contractors all around the country and these are the methods that we have seen work time and time again. Take a look.

1) Google My Business

Getting customers is all about being visible. Google My Business is a simple and effective way to make your HVAC business more visible to your customers. Surveys show that 64% of consumers use Google My Business to find basic information on local businesses. That’s half of your local market that you can’t afford to go unnoticed by. Claiming your business on Google My Business is simple too. Just fill out some basic information and you will be all set. But it’s important to make sure the information you submit is accurate, that you update the information as needed, and include plenty of high-quality photos in your listing.

2) Interact With Customers

It isn’t enough to get online customer reviews and have a Facebook page for your business. You have to engage your customers. While this may seem like a tactic more geared towards retaining existing customers (which it most certainly is), engaging your customers is actually a method for gaining new ones too. Not only do nearly all consumers go out of their way to read business’ response to reviews, many consumers feel that these responses signify trustworthiness. When a potential customer sees that you respond to reviews (whether they be good or bad) they will be more inclined to trust you with their HVAC needs.

Interacting with customers also means replying to their Facebook, Instagram, and Twitter comments. Spur conversation on your social media pages with questions like “what’s your favorite way to stay cool in the summer?” or “what is the best thermostat app you have tried?” This engagement draws new customers who may already be warm leads.

3) Post Blog Content

Blogs are an asset for many kinds of companies. That’s because, with a blog, you have a unique opportunity to attract people who may have never heard of your business. High-quality blog content can have a huge impact on your organic search engine rankings. Good blog content can also generate extremely valuable off-site links that will lead to more searches and queries on your website. Say, for example, someone wants to know what a certain sound that their AC is making means.

They turn to an internet search and you just so happen to have a blog post specifically about strange HVAC noises. Your blog helps answers their question. They are therefore more likely to trust you with their HVAC needs because you have already demonstrated value. And even if your post didn’t fully answer their question, you may have come off as knowledgeable enough answer further questions your post may have spurred. The consumer is now intrigued and primed to contact you for your services.

4) Certifications

Being a member of your local chamber of commerce or other industry-specific organizations can help more people find and trust your business. Be sure to post any industry certifications you may possess on your website so that you show up in certain specific searches. For instance, if you have been certified to use a certain type of eco-friendly refrigerant, be sure to make mention of that on your site. That way people searching for “certified refrigerant installers” will see your business listing.

5) Attend Trade Shows

Attending HVAC industry trade shows is a great way to meet and get HVAC customers. HVAC industry trade shows are especially necessary if your business focuses on commercial work. Trade shows are a great way to drum up B2B revenue as many companies large and small attend them to find a contractor to grant a long-term commercial contract. Still, HVAC trade shows are a great way to meet customers face to face and get your name out there. 

Let us help you get HVAC Customers

Getting more HVAC customers for your business is something that we specialize in here at HVAC Webmasters. There is a lot more that goes into digital marketing and customer acquisition and most HVAC contractors don’t have the time to handle it all themselves. We put our full team behind your business plus all of our resources to help increase your online presence, manage your online reputation, and launch a marketing campaign that generates new customers. For more information on how we can help you get HVAC customers, call (800) 353-3409.

Posted: | Updated: Aug 4, 2020 | Categories: General

4 Fundamental Elements of the Best Air Conditioning Ads

Best Air Conditioning Ads (Blog Cover)

If you have been pouring money into your advertising budget and not getting a satisfactory ROI, you may be missing out on some of the fundamental elements that make the best air conditioning ads. As an HVAC contractor, you can’t afford to throw money away on ineffectual ad campaigns. 

The problem that many business owners run into is that they have good HVAC advertising ideas in general but lack the guidance that comes from considering these fundamental ad elements. Their efforts go in vain and they see no increase in customer conversion. As a digital marketing team that works specifically with HVAC contractors, we see this happen all too often. So today we wanted to provide a list of the most fundamental elements for successful HVAC ads based on our extensive experience and expertise in the industry.

Here at HVAC SEO Webmasters, we’ve studied online advertising for the better part of a decade. In addition to SEO, web design, and content marketing, our understanding of ads his given us knowledge worth sharing with you. And in the meantime, you can take a look at our list of the fundamental elements of the best air conditioning ads.

1) Audience Targeted

We start off with the most basic of all advertising principles: know your target market. It may seem simple but even the biggest companies in the world make this misstep. Luckily, for smaller-scale HVAC companies, it isn’t so hard to figure out where best your marketing dollars should be spent. Take a look at a good sampling of your most recent invoices, identify the customers who have spent the most money along with the invoices that represent your most frequent types of customers. For example, if you are seeing that most of your customers are in the residential sector, consider pointing your ad crosshairs on residential service and products. Do the same if you realize that the majority of your business is in the commercial or industrial sector.

2) “Pain PressureFocused

There is a term in the marketing lexicon, “pain point.” A pain point refers to a problem that your customer base is likely to be experiencing. The practice of “pressuring the pain” refers to advertising campaigns that address these problems. Pressuring a pain point is not a new concept but it is a mainstay in advertising and marketing because it yields results consistently. And the best air conditioning ads will masterfully execute this practice. As Kinetic Advertising puts it, pain points allow you to shape the nature of your service. An effective advertising campaign will, therefore, let the pain points of the customer base dictate the nature of the ads themselves. Once again, the HVAC industry is fortunate because it’s not hard to imagine what the pain points of the clientele would be. Think of sweltering heat and a busted AC. Think of loud AC systems that disrupt a household. Think of a financially strapped customer-facing an exorbitant repair bill. These are all examples of pain points related to the HVAC industry.

3) Effective CTA’s

A CTA is a call to action. In advertising, CTA’s are usually phrases that encourage potential customers to act in one way or another. A lot of business owners use general CTA’s that don’t speak to the needs of their specific industry. But the best air conditioning ads have specified, crafted, and effective calls to action. Whatever your ad medium is, be sure to include a thoughtful CTA that spurs your audience to take a favorable action. In the HVAC business, your call to action should be tailored to the needs of your customer and entice them. “Keep your home cool by working with us,” is a good example of a residentially focused CTA and “Schedule your free estimate” offers an enticing proposition for value-seeking customers. 

4) Consistent Branding

Don’t jump from logo to logo or mascot to mascot. Consistent branding is essential to increase brand awareness, grow brand trust, and ultimately, drive revenue. In fact, consistent branding has been observed to increase revenue for companies by up to 33%. We know that it could be hard to settle on one logo or graphic to represent your company for the rest of its days but it’s important to sort that out as early as you can so you can start establishing your brand. The best air conditioning ads will have clean, eye-catching, prominent, and consistent branding.

Bonus Tip: Funny Ads Can Boost Engagement

While there’s reason to be serious much of the time, funny air conditioning ads can boost engagement for companies. Consumers like funny HVAC ads in the same way they like comedy movies and internet memes. Ultimately, if they associate legitimate humor with your brand, the chances of them clicking-through increases. Multi-channel campaigns allow for message diversity, though the brand’s general them should remain on-brand. You don’t want to confuse or alienate potential customers who may be more or less inclined to find advertising funny.

Get Professional Help

Last but not least, one of the most effective ways to craft a profitable advertising or marketing campaign is to work with seasoned pros. Here at HVAC SEO Webmasters, we have a vast knowledge of the HVAC industry and abundant experience with marketing in this space. The bottom line is that we can help you generate more leads and convert more customers so make your HVAC business more profitable today. Choosing the right advertising agency can be challenging for contractors. Depending on your goals and needs, online ads may seem like a different world. As an agency that specializes in heating and cooling, we know what works and what doesn’t work in 2020.

Posted: | Updated: Jul 20, 2020 | Categories: General