Have you ever wondered how some HVAC businesses seem to have more success than others? Do you feel stuck in your HVAC company’s marketing? Unsure of what to do or how to move forward? The best thing you can do is take the time now and get educated on some of the most effective HVAC marketing strategies that will help grow your business.
In this blog post, we’ll list out 15 of the best HVAC marketing strategies your company can implement today. These are the same strategies we used to get these results for our existing HVAC clients:
- 300% increase in HVAC leads
- $90K in HVAC revenue
- 794% ROI on PPC
- Doubled HVAC revenue with a 1,117% ROI
- $16.36 cost per HVAC lead
If you’re ready to start ramping up HVAC leads, then let’s get started.
Increase Company Credibility By Building A Better HVAC Website
Your HVAC website is your #1 marketing and sales tool. The first point of contact for HVAC leads to learning more about you before calling you or scheduling an appointment with your HVAC company.
Designing an HVAC website that performs well will increase trust and credibility, making it easier to sell your services to potential customers.
Designing With Conversions in Mind
Utilizing basic conversion elements on your website can make the difference between potential customers contacting you or not.
This includes conversion elements including:
- Clickable company phone number in the top right corner
- Easy to fill out contact forms
- Utilizing Booking Softwares
- Internal links to your contact/appointment booking pages
- Adding click to call buttons
Keep in mind, the user experience on your website is significant too. Potential customers are looking for specific information on your company. If they are bombarded with pop-ups- or the design is lacking on your website, this can lead to potential customers leaving your site and visiting your competitors.
Optimizing Your Website For Speed
It’s one of the more critical elements that will lead to a successful HVAC lead generation campaign.
Not only is this needed for SEO and customer experience, but also from an HVAC lead generation perspective as well.
We recommend starting with a quality hosting provider. Our personal favorite is Siteground. A fast-loading website will increase the overall amount of conversions on your website.
Designing a Mobile-Friendly Website
It’s essential to design your websites to be mobile-friendly. Having a website that is not mobile-friendly could impact your lead flow and potential customers trying to contact your HVAC company.
Building Real Authority Online Directory Listings
Winning awards, earning accreditation, or building out online directory listings is a quality option to build your authority and presence online. Although it is crucial to focus on your website, we’ve seen many clients generate leads from other online channels that we’ve created.
This includes positioning your business on sites such as:
- BBB (Better Business Bureau)
- Chamber of Commerce
- Your Local Chamber of Commerce
- Google My Business
- Yellow Pages
- Home Advisor
- And many more
Adding your HVAC company to these sites will build your authority and position your business as the trusted expert in your industry.
There are hundreds of citations out there. We recommend including accurate business information across many of these listings. A good rule of thumb is that any directory sites that are either very relevant to your industry or authoritative tend to be good directory listings to claim.
Any digital marketing campaign will consist of some level of citation or directory listing building, and many times these can pose as other online channels for lead generation.
Google Local Service Ads – Positioning Your Business at the Top Search Results
Google local service ads are one of my favorite HVAC lead generation strategies for several different reasons:
- They allow you to bid on HVAC-related keywords in your region.
- Local search ads tend to consist of quality leads at an affordable cost per lead basis.
- It may time some time to get approved, but it will significantly add to your HVAC marketing strategy.
Here’s how it works:
- You apply for Google’s Guarantee badge on the Local Services platform.
- Provide Local Services with copies of your insurance information, business licenses, and list of employees to be background checked and vetted by Google.
- As a participating HVAC company, your ads are eligible to show at the top of Google’s search results when someone searches for HVAC-related searches in your area.
- The searcher then calls you, and you are only charged per QUALIFIED lead.
Generate HVAC Leads Over Night With PPC (Pay Per Click) Advertising on Google
PPC (pay per click) advertising can be an excellent HVAC lead generation channel for HVAC companies. We highly recommend them!
Running Google ads is a reasonably straightforward process and can be set up quickly. In some cases, leads may occur almost overnight. Therefore, it’s essential to make sure you are targeting HVAC-related keywords. For example, HVAC terms such as HVAC company near me, HVAC maintenance, HVAC repair, etc., will help drive traffic to your landing pages and website that is more likely to convert into customers.
Is PPC Worth It For HVAC Companies?
It’s essential to do the HVAC lead cost per click (CPC) analysis when determining whether or not to invest in HVAC Pay Per Click.
We recommend HVAC companies enter various HVAC-related keywords into Google Adwords and see the cost per click. Then, determine your HVAC Cost Per Lead (CPL) will be once you start receiving HVAC leads from PPC, calculate your Return on Investment (ROI).
Running PPC Ads on Bing
Any great HVAC advertising campaign includes running PPC ads on Bing. Unfortunately, HVAC companies tend to forget that Bing is a pretty powerful search engine and one of the world’s two most significant search engines. So when companies only run ads on Google, they are missing a lot of potential leads.
We recommend HVAC businesses run PPC ads on Google and Bing to get the most out of all your advertising channels. We also tend to find that Bing users convert exceptionally well.
Designing Conversion Focused HVAC Landing Pages
Another way to increase the conversion rates of your HVAC advertising strategy is to utilize landing pages. Unfortunately, many HVAC companies fail to do this and send the traffic to the homepage of their website – sometimes resulting in a much lower conversion rate.
We highly recommend designing conversion-focused HVAC landing pages that call the user to action, talk to your customer’s pain points, and position your company as the trusted expert that can get the job done right. Include customer testimonials and a high-quality offer such as 0% interest for 60 months.
The great thing about landing pages is that they are used for many different HVAC advertising channels such as Facebook ads, Google Adwords, Bing, and more!
Here is an example of a landing page for new install leads:
Utilizing an Automated Booking Software
We’ve found in the past that utilizing automated booking software on your website that allows potential customers to make appointment requests at their desired time can result in a higher conversion rate on your website.
Again, the key is to make it simple. Allow the customer to choose a date and time that works for them and an easy way to share their contact information and address with your company, and they’re a new customer!
Here’s what our booking software looks like:
Advertising on Social Media (Facebook & Instagram)
Social Media is another marketing opportunity that HVAC companies can use to get their brand in front of more customers. Take a look at HVAC social media advertising as another lead generation channel you should be utilizing for more leads. The main takeaway is to present your audience with an enticing offer and nurture them throughout the process of coming to a customer.
Launching social media ads for HVAC contractors is a straightforward process and makes for an excellent opportunity to generate leads right out of the gate. However, we’ve seen that leads coming from Google ads or the organic search results tend to convert more often. Therefore, your company’s HVAC marketing plan should likely consist of some form of social media advertising on Facebook or Instagram. In addition, social media ads tend to be cost-effective and will increase your overall brand awareness in your local area.
Optimizing Your Google My Business
HVAC Companies can reap the benefits of having their company appear as a local listing in Google Maps when someone searches for HVAC-related keywords.
To do this, your HVAC company must first create a Google My Business page.
Think of your Google listing as a miniature version of your website. It’s essentially an HVAC business profile page listing that will appear in search results for HVAC-related keywords. It requires you to enter your HVAC company name and address, upload photos, provide contact information, provide a phone number, and more.
Your HVAC business can benefit immensely from a fully optimized Google My Business listing. It’s free to claim and optimize your listing, and we’ve seen clients generate the majority of their leads directly for their Google listing.
Optimizing Your HVAC Website For Local Searches (Search Engine Optimization)
We also recommended optimizing your website for local search results with a local SEO campaign.
This includes creating pages for each of your local services, performing keyword and competitor research, developing online citation profiles, continuous blogging for top-of-the-funnel visitors, and much more.
The organic positioning of your website is an invaluable part of HVAC marketing strategies. Ranking highly for HVAC-related local searches makes for an excellent long-term solution to generate leads.
Optimizing for local searches does take some time but is worth the investment. If your HVAC business can rank for these terms/keywords, you can expect a predictable system of generating new leads at no extra cost.
Generating More Online Reviews For HVAC Marketing Strategies
Generating online reviews still stands as one of the most beneficial factors of any HVAC marketing plan. Not only do quality and relevant online reviews help in the organic search results, but it increases the likelihood that a potential customer chooses your company over a competitor.
An HVAC marketing strategy isn’t complete without a system to generate new reviews online, whether on Google, Yelp, Facebook, etc. This works exceptionally well if you can automate your review generation process so that it’s completely hands-off.
Running Retargeting Ads For Brand Awareness
Retargeting ads on social media and Google make the most business sense. The idea is to increase brand awareness in the eyes of those who have interacted with your brand before. You can do so with photos, videos, and special offers or promotions that your company has. Retargeting ads also tend to be an inexpensive option that can round out any HVAC marketing strategies.
Here is an example of a retargeting ad we launched for a client:
Leveraging Company Personality With High-Quality Photos & Videos
One HVAC marketing strategy that we’ve seen work incredibly well is leveraging your brand’s personality on your online assets. You can do this by producing high-quality images and videos of your company and team.
Not only will this increase your HVAC company’s credibility with potential customers, but it will also build their trust in your brand. Ultimately, it is crucial to differentiate yourself from the companies doing a poor job of marketing themselves online.
Utilizing Opt-ins For Email Marketing Campaigns
Last but not least, a well-rounded HVAC marketing strategy is not complete without a system of email marketing that is automatically triggered. This is as simple as an “Opt-In” form on your HVAC company’s website that allows for an automated email lead generation campaign when a visitor fills out the form.
Additionally, current customers make an excellent choice for upsells as the credibility and trust are already there. Finally, you’ve likely built up quite the email list throughout the years serving customers with your HVAC services. Thus, it is good practice to continuously stay in touch with your list 1-2 times a month.
Publish Great HVAC Blog Content
Your HVAC business can benefit from routine posting on your blog, educating those potential customers at the top of the funnel. A blog can also assist in placing your HVAC business as the expert in your industry.
You can include industry information, company updates, answers to frequently asked questions, events that are relevant to your business, and much more. These factors will help keep the attention of potential customers in your local area looking for HVAC services.
HVAC Marketing Strategies FAQs
What is SEO?
SEO is short for Search Engine Optimization. It’s the process of improving your website’s rankings in Google, Bing, and other search engines.
What are keywords?
Keywords or phrases people search for when they put keywords into Google, Bing, and other search engines. These can be found through a variety of tools and by performing competitor research online.
How often should I update my website?
It’s essential to update your HVAC company website as frequently as possible. If you are not updating it daily, then make it a goal to update it weekly. You can update your website with new client testimonials, videos of your team in action, blog posts, industry news, and much more.
How often should I post on social media?
Social Media platforms are also a great place to reach potential customers. You can post updates and include photos, videos, and other media that you’ve included on your company website. These efforts will ensure that all of your online assets are kept up to date with industry information.
How often should I blog?
We recommend publishing 2-3 times per month on their blog.
How do HVAC companies increase sales?
Heating and cooling businesses can increase sales by generating more overall leads. You can attain more leads through online digital marketing campaigns to place your business in front of customers looking for HVAC services.
Ending Thoughts – HVAC Marketing Strategies & Ideas
As you can see, there are a wide variety of HVAC marketing strategies that your company can implement right away. However, we hope this article has given you some ideas and inspiration for growing your business.
If any of these sound like they would be beneficial but not something that your team is ready or able to take on yourself, we’re here for you! Schedule a consultation with a team member today so that we can create a plan just for you.
In closing, there are HVAC marketing strategies out there that will help your HVAC company grow. Hiring an HVAC marketing professional is one of the best investments you can make in the health and longevity of your HVAC business today.