It’s a new year. Whether you’ve just started an HVAC business or you’re looking to improve your already existing one, the start of a new year means more opportunities to grow a customer base.
So, what are you going to do to meet your goals? How are you going to market your business in 2019? Marketing an HVAC business can be challenging with the number of competitors you might have out there. But there are definitely things you can do to stand out from the crowd. Here are ten strategies you can use to market your HVAC business in 2019:
1. Create & Optimize Your Online Presence
With your customers spending more time online now than ever, it’s important that your business is visible. Do you have a Search Engine Optimization (SEO) strategy so customers can find you? Can customers schedule an appointment online? How about chat? Is your site mobile friendly? Make sure your website is selling for you and targeting the right audience.
2. Identify Your Customers
Using a buyer persona– a semi-fictional representation of your ideal customer–can add clarity to your marketing strategy and help you build a better website. Studies show that your website will be up to five times more effective when you use a buyer persona.
3. Convert Visitors on Your Website
Inbound marketing can turn visitors to your website into customers. If you create valuable content for customers, like tips on getting the most from AC units or staying safe in winter, then visitors will see you as an expert. When they need help, you’ll be the first person they contact.
4. Use Online Directories
People go to the internet for information when they have a problem, but they may not arrive on your website first. Look for other sites that people may go to when they have an HVAC problem. Angie’s List and Citysearch are great resources you can use to market yourself online.
5. Focus on Customer Reviews
Once a prospect finds you, their next step is to read customer reviews. Make sure it is easy for happy customers to give you a good review. Add space on your website and ask for reviews with a leave-behind. Even if a bad review comes through, it’s important to respond and show customers that you’re willing to provide excellent customer service for good and bad experiences.
6. Social Media Marketing
Establish your social media presence on sites like Facebook and LinkedIn. Engage with your audience by sharing helpful content and responding to their inquiries. Post on local forums and community pages. Placing ads on social media can be a low-cost way to target your ideal customer with pinpoint accuracy.
7. Use Your Contact List
Send your email contacts useful information and valuable content. This will position you as an expert. They’ll give you a call first when they have a problem or use email to reach out to you on your website.
8. Test PPC or Organic Search Strategies
Pay-per-click (PPC) or organic search strategies like Google Ads drive more customers to your site. You can test the effectiveness of these campaigns without spending a lot of money.
9. Utilize Local Partnerships
If you partner with other companies that work with homeowners–like a cleaning service–you can cross promote your business. Provide a discount when a homeowner purchases two services.
10. Expand Your Referral Program
Happy customers are your best marketing tool. Provide discounts for referrals and your customers will be sure to sing your praises.
Get Ahead in 2019
Make the most of the new year with a savvy marketing program. Set your goals and determine your tactics to drive new customers to your business in 2019.