If you’re reading this, I assume you’re either a supplier of HVAC equipment or work in a field that promotes and supports the growth of residential technology businesses.
The purpose of this article is to educate you on ways you can develop a digital marketing strategy that will effectively engage customers, attract new business, and generate profitable growth for your company.
Create A Buyer Personas
One of the first things you need to do is develop buyer personas. Buyer personas are quite simply fictional characters designed to represent the different types of people you target. For example, if you sell residential heating equipment, you might create a buyer persona named Joe Sixpack who lives in the suburbs and just wants to stay warm in winter. Joe Sixpack is probably not a very sophisticated customer and likely won’t have a lot of knowledge about HVAC, but that’s okay because you don’t need to represent the average customer to be successful. You can focus on developing a strategy for engaging and converting the more sophisticated and knowledgeable customers who are interested in your product or service.
Determine Key Competencies
The next thing you need to do is determine your key competencies.
These are the things you do exceptionally well and bring significant value to your customers. For example, if you’re an HVAC company and your key competencies include handling emergencies efficiently and effectively, setting up appointments with potential customers, providing exceptional customer service, and demonstrating professionalism, you can use these skills to position yourself as an authority in your industry.
Determining your key competencies will also help you figure out what message you should communicate to your audience. If you’re able to master these skills, you can offer customers value and satisfy them while establishing yourself as a thought leader in the industry.
Find The Right Platforms
It’s important to find the proper channels for marketing your product or service. This includes everything from where you post to social media platforms like Twitter and Facebook, to the email marketing platforms you use to communicate with customers (and potential customers).
The most effective way to market your HVAC company is through online channels. Why? First, as mentioned above, your target audience is probably online. Second, you can leverage the power of mobile search to gain relevant traffic from anywhere at any time. Third, digital marketing lets you test different messages, offers, and channels to determine which performs best for your audience.
Depending on your product or service, you might consider the following channels:
- Social media
- Content marketing
- Search engine optimization (SEO)
- Content marketing (Content curation)
- Video content marketing
- Email marketing
- Telemarketing (Voice marketing)
- Outbound marketing
- Inbound marketing
- Content strategy
- Content asset modeling
Build A Strong Website
Having a strong, usable website is essential for any business, but it’s especially important for an HVAC company. Why? Think about it from a customer’s perspective. When they’re in the process of looking for residential HVAC equipment online, the last thing they want is a poorly designed, hard-to-navigate website filled with complicated jargon and overly aggressive salespeople.
If you want to attract and retain quality customers, create a safe and comfortable environment for them to discover you and your brand. Establish trust and credibility by designing a clean, easy-to-understand website that is optimized for search engines.
A strong website can do more than just drive traffic to your online store. It can also function as a digital brochure, a powerful marketing tool that promotes your product or service to existing customers, potential customers, and other industry stakeholders. Building a strong website is also an essential step in the digital marketing process.
Use Search Engine Marketing (SEM)
Not convinced yet that social media and websites are the best places to market your HVAC company? Consider SEM. Search engine marketing (SEM) is a combination of strategies designed to increase the number of website visitors from organic search results on search engines like Google.
How does SEM work? First, you identify the keywords or phrases your customers might use to find your product or service. Then, you develop content using those keywords and phrases. For example, if myrtle beach is one of your key terms and you own a hotel in Myrtle Beach, SC, you could develop content to attract potential customers looking for that destination.
Once you’ve developed content for your website, you need to “seed” or “build” that content across platforms. This means creating different versions of the content to post to different social media platforms. For example, you could have a tweet-length version for Twitter, a blog post for your website, and an infographic for an infographic-friendly platform like Vinfluencer.
SEM is one of the most powerful and effective digital marketing tools available. Why? Because it targets the right audience, engages that audience, and allows you to test and determine the most effective channels for reaching your audience. Use it wisely and you’ll see significant growth in no time.
Get Involved In The Community
Being a member of the community is a great way to develop relationships with potential and existing customers. Attending industry events, participating in online forums, and giving back to your local community are all effective ways to build credibility and trust with your audience. In addition to generating interest and providing exposure, actively participating in your industry’s community can also help you find the proper channels for marketing and advertising.
For example, if you’re an HVAC company that regularly attends trade shows, you might want to consider speaking at those shows about how your company benefits local communities through efficient HVAC construction and services. Not only does this allow you to develop your expertise in the field, but it also gives you the opportunity to speak with people who might be interested in your product or service.
Being a member of your industry’s community can also help you find the proper channels for marketing and advertising. For example, if you’re an HVAC company, you could join the American Society of Heating, Refrigerating, and Air-Conditioning (ASHRAE) and develop a presence on social media.
Whether you’re a corporate headquarters looking to expand your reach or a smaller company looking to gain credibility, an HVAC company that wants to succeed should consider all the aspects discussed above.