Engagement metrics help HVAC contractors measure and analyze how users are interacting with their content. In online marketing, content can be published across multiple channels, including but not limited to, your website, social media, paid advertisements, and content marketing. Though measuring engagement will depend on which channel the content originates, a few common principles are present in each case. They are:
- Consumption: How often an exposed user consumes content
- Duration: How long a user is engaged
- Exposure: How frequently a user is exposed to the content
Engagement helps HVAC companies find points on a conversion funnel in which a user loses interest. Every conversion is a journey, in which a consumer is converted into a customer. Along the journey, certain points help move the process forward, and an ability to both define and measure those points, help maximize marketing efficiency. To discuss engagement metrics, and how they can improve HVAC marketing ROI, give us a call at (800) 353-3409.
Why Traditional Metrics Don’t Help HVAC Contractors
Metrics like views and clicks offer only a broad snapshot of a company’s marketing performance. Where heating and cooling companies separate themselves from one another, lies in qualitative analysis. Raw numbers are only valuable in a greater context in which they can form a hypothesis that can be tested, improved, and implemented. With this information in mind, businesses should prioritize metrics that are:
- Qualitative: A measurement that includes context and significance
- Segmented: A niche measurement that targets a certain group or location
- Specific: A measurement that reveals narrow data about a predetermined target
Narrowness is prioritized when measuring engagement. The more specifically a measurement can pinpoint a user’s engagement level, the more valuable the resulting information is to companies. When the internet first became mainstream, views and clicks were more valuable than they are today. At that time, only a few businesses knew how to measure the most basic engagement. Today, numbers are readily available with tools like Google Analytics, forcing market analysts to dig deeper.
Finding Measurable Data
Your company website is a great place to accumulate valuable data. If properly optimized, your site will attract relevant users, at which point you can measure their journey from visitor to customer. Marking points of the process can help determine areas that require improvement, as low engagement for certain points will indicate a problem area. At HVAC Webmasters, we equip each client website with Google Analytics so that we can conistently evaluate incoming data.
Does the concept of data measurement seem overwhelming? If so, you are not alone. Running a heating and cooling business is a full time job, and any additional responsibilities are usually delegated. Finding a marketing company you can trust can be a challenge for HVAC contractors. Many of them cannot relate to the industry or its market. At HVAC Webmasters, we’ve been working with companies just like yours for decades. Call (800) 353-3409 for HVAC engagement metrics.