Marketing in 2019 is not what it was in 2009, and certainly not what it was in 1999. In the past 20 years, consumers have gotten more internet savvy, using it for everything from running their home alarm system to finding the perfect A/C repair company. HVAC businesses must adapt to these market changes in order to compete in the HVAC landscape. Once popular outbound marketing has now all but been replaced by outbound marketing techniques such as:
- Content Marketing: Producing well-written content that engages and informs the user provides a superior user experience which leads to higher conversion rates and SERP rankings.
- On-Site SEO: Optimizing your website design, URL structure, Title/Meta tags, images, and keywords helps guarantee that Google indexes your site quickly and accurately.
- Off-Site SEO: Ensuring consistency with online listings, and generating and responding to reviews helps keep Google indexing new material and provides higher SERP rankings.
- Social Media Marketing: Creating a social media presence on networks like Facebook & Twitter helps ensure a broad audience and potential customer base.
- PPC Advertising: Developing a campaign that’s customized and offers pay per click budgeting offers high conversion rates and ROI.
Inbound marketing is different because it works to persuade customers to come to you instead of pushing an advertising message outward. The magic of inbound marketing rests on the consumers’ belief that they found your services on their own (which they did), and are therefore are more likely to complete a call to action. In today’s market, people are extremely wary of being coerced into purchase decisions, which is why any type of intrusive marketing can dissuade potential customers from showing more interest in your HVAC services. Call (800) 353-3409 for inbound marketing.
Inbound vs Outbound Marketing For HVAC Contractors
Companies that are accustomed to traditional marketing techniques such as billboards, print, and radio ads likely have decades of outbound marketing habits to break. These habits stem from years of outbound marketing campaigns that were only partially effective and difficult to measure. Although these actions are familiar to many heating and cooling companies, that familiarity does not coincide with effectiveness. Outbound marketing methods that are quickly becoming ineffective include:
- Billboards: While this method has its perks, it could take months to receive even one hot lead from a billboard advertisement.
- Print Ads: Newspaper advertisements in local papers were once the top advertising media. However, the public now turns to other news sources for updates and newspaper and print ads have suffered dramatically in the switch.
- Telemarketing: Also known as cold-calling, this method has always been controversial, but now even more so. With information always at your fingertips, the cold-caller approach is now viewed as irritating and unhelpful.
- TV/Radio Ads: The coveted local network spot is now a last-ditch effort in many cases. Because of technology like Netflix, YouTube, and Hulu, fewer people watch network or cable television.
While these ad media were once money makers for thousands of companies, their success rate has declined with each passing year. Another factor working against outbound marketing is its cost. Outbound marketing is far more expensive than inbound and also much more difficult to measure. Furthermore, HubSpot reports that only 29% of people want to consult with a salesperson before making a purchase, while 62% will consult with a search engine.
The #1 Company For Inbound Marketing
HVAC Webmasters can help you start the inbound marketing process today. Don’t place your trust in a generic marketing company when you can partner with a team that specializes in the heating and cooling industry. We know what your target audience responds to, and have years of data to support our methods. We are constantly looking to improve so that we always stay ahead of the marketing curve. We are happy to answer any questions you have about the HVAC marketing process.
Many marketing companies lock their clients into long-term contractors. We are NOT one of them. We offer month-to-month agreements so that you can constantly evaluate our performance and never feel trapped. At HVAC Webmasters, we are supremely confident in our services and that is why we are comfortable with short term agreements. We know you’ll never want to leave. To learn more about inbound marketing services, or to get started today, give us a call at (800) 353-3409.