Last year, the phrase “air conditioning service” was searched on Google, on average, 18,100 times a month.
Wouldn’t it be cool if your HVAC website was the first service solution that popped up when a user typed in this keyphrase? With HVAC digital marketing, you can be.
Today, outbound sales development and inbound marketing are necessary for HVAC companies to find prospects, qualify leads, nurture relationships, and set valuable sales appointments that are likely to result in closed business.
For a bird’s-eye view of how your business can practice lead generation to generate HVAC service leads check out our blog here.
If you want to optimize your inbound lead generation program, consider following these leading HVAC digital marketing strategies:
Design a User-Friendly Website
An HVAC website should be the foundation of your inbound marketing strategy. Without a company website, you don’t have a direct way for your audience (or “users”) to learn about your business and the heating and air condition products and services you provide.
As you create your HVAC website design, it’s important to consider your target market’s journey and buyer personas. How do you want them to navigate the website? What do you want them to take away from your website?
Research shows that by the end of 2021, 54.4% of website traffic (number of users on a website) came from mobile devices. Therefore, for a company website to be user-friendly, it must also be mobile-friendly. Having a mobile-first mentality when it comes to your HVAC website design gives you the ability to gain and retain the attention of users.
How often have you left a website before it finishes loading? As it turns out, it’s not just you because a fast-loading website is crucial to digital success. Web page loading time should only take 1 to 2 seconds. The longer the load time, the greater the risk you have of users leaving the website before it even loads for them, also known as a “bounce”. When you create your website, it’s essential that you follow all the website development best practices to ensure pages load quickly for all users.
Write SEO-Focused Website Content
Once you have a website domain and design ready to go, it’s time to start writing and implementing SEO-focused website content. Remember earlier when I said we’d get back to HVAC SEO strategies? This is the section where we expand on that, so let’s jump into it.
SEO stands for “search engine optimization,” which means that you have content on your website that aligns with what your target audience is looking for on search engines like Google and Bing. With an SEO strategy in place, your HVAC company has the opportunity to rank for specific keywords on search engines, ideally, on the first search results page for easy visibility.
Seems easy enough, right? Well, not exactly because there’s a lot that goes into it. Aside from following SEO best practices, there must be a strategic process in place for search engines to find it valuable and from a credible source.
When you start integrating SEO into your HVAC company’s website copy, it’s crucial that you:
- Implement HVAC-focused keywords
- Link from one page on your website to another
- Practice local SEO
While social media is great for connecting with friends and family, it’s also a powerful tool for building brand awareness and keeping ongoing customers engaged with your HVAC company.
Integrating social media into your lead generation strategy allows you to share stories from both clients and employees. It can help you generate new business opportunities and recruit more HVAC technicians for your business. Sharing relatable content such as testimonials enables individuals to feel more connected with your company. Plus, it adds a personal touch to your overall HVAC marketing strategy and encourages more users to trust what your business offers.
Additionally, social media gives you another platform to promote your company’s pages and blog posts. Since a company website is the foundation of digital marketing for HVAC companies, you must drive traffic to your website to learn more about your company, the products and services you offer, and the insights you’ve learned from your time in the HVAC industry.
Invest in Google and Social Media Ads
While many HVAC contractors prefer to go the organic search route when it comes to inbound marketing, investing in digital advertising is a great way to maximize your marketing efforts and get more leads implemented into your sales pipeline.
When your company invests in digital advertising on Google and social media platforms, you have the opportunity to target users based on what they’re searching for on search engines. This digital advertising practice is referred to as pay-per-click (PPC) advertising.
Let’s set the scene for you. Let’s say that a person is searching on Google for “HVAC repair services.” If you have an active PPC campaign running on Google targeted around the keyword “HVAC repair services,” your company has the opportunity to be the top HVAC repair solution that pops up at the top of the search engine results page.
Encourage Happy Customers To Leave a Review
Above any digital marketing strategy, word-of-mouth marketing still reigns supreme as the most effective way to generate new business opportunities. If an HVAC client has a positive experience with your company, it’s important that you encourage them to leave a review on one (or all) of these company review pages: Google My Business (GMB), Yelp, or Facebook.
If the ratings of your HVAC services are high enough, Facebook can rank your company as a top company in your professional services and highlight your company as a trusted leader in the HVAC industry.
Key Takeaways
While generating client referrals may be one way your HVAC company gets new business opportunities, it definitely should be a tactic that you bank on for sustainable growth. For a business growth strategy to be predictable and yield long-term results, other techniques must be in place, including outbound sales development or inbound digital marketing.
At Abstrakt Marketing Group, our marketing specialists provide clients with proven to be effective website design, social media, digital advertising, and HVAC SEO services. Additionally, our sales development representatives are well-equipped to practice outbound sales development to help you generate more HVAC service leads and close high-quality sales opportunities.
When you’re ready to get the most out of your HVAC lead generation strategy, contact the sales and marketing experts at Abstrakt.
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