7 HVAC Digital Marketing Strategies to Implement in 2023
More reach, more measurable, more affordable. A proficient digital marketing strategy is the key to unlocking our HVAC company’s virtual potential!When you’re trying to reach the eyes of the 4.5 billion active social media users worldwide to rise the ranks of relevant, local HVAC-related Google searches, don’t fail to take advantage of all the benefits digital marketing has to offer.
Opting out means increasing your risk of losing out on substantial business. In addition to offering a higher return on investment than other traditional advertising methods, digital marketing can put your HVAC business on the right path with your target audiences, who are actively searching online for your company’s services.You might be the most hardworking, reliable HVAC technician in town, but does that even matter if no one can find your company online? Investing in the right HVAC digital marketing strategies is crucial to your company’s operations in 2023 and beyond.
To help you get a better understanding of how your HVAC business can benefit from effective digital marketing, our experts are here to discuss five successful digital marketing strategies you can implement into your business plan this year: - Web Design
- SEO
- Paid Ads
- Content Marketing
- Review Management
- Reporting
- Video
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1. Effective and Responsive Web Design
It’s important to think of your company’s website as a virtual representation of your business’s mission, values, and professionalism. If your current HVAC website is dated, clunky, and generally uninspiring, chances are anyone who comes across it isn’t going to feel compelled to enlist your services.
In addition to giving your HVAC company more credibility and authority in your local market, an effective and responsive web design will make your website more accessible for prospects and leads and outfit your website for higher conversion rates.This is especially true now that mobile devices account for nearly 55% of global internet traffic, meaning the less your HVAC website is designed and optimized for mobile users, the lower conversion rate numbers you can expect to experience.A customized website design that’s reflective of your brand and highly accessible to users of all devices should be the first step of any successful digital marketing strategy.
2. Strategic SEO
Right now, people in your city are searching for HVAC services. The question is whether your company will show up in their search engine results.
Implementing proper search engine optimization (SEO) tactics into your digital content continues to be an imperative component of any digital marketing strategy. From your website’s headlines and title tags to the opening sentences in every paragraph, you need to optimize your website, blog articles, or social media content with HVAC and industry-specific keywords to appease Google’s search algorithms.Around 93% of all online interactions begin with a search engine inquiry, which means the more optimized your digital presence is with on-site SEO, the more visible your virtual content will become.
On-site SEO can pertain to any of the following features and qualities:
- Proper navigation and pages
- Producing relevant, industry-specific content (blogs, videos, social media posts, etc.)
- Incorporating proper meta tags and titles
- Effective keyword research and linking
- Efficient website performance and loading times
- Optimized contact opportunities and call-to-action buttons
The more you’re able to incorporate SEO tactics into your website and digital content designs, the more visible your website will ultimately become across relevant search engine results.
3. Proper Paid Advertising Campaigns
While SEO is the long-term digital marketing strategy to enhance your online presence, paid advertising campaigns can provide immediate page ranking results.From pay-per-click campaigns to keyword and social media ads, paid advertisement is a simple, cost-effective means to reach people actively searching for HVAC-specific services.
Start by developing a cost-effective paid ad campaign focusing on search terms your target audience is using. This strategy can place your website on the top page of search engine results and directly in front of people searching for those exact keywords.You can also establish which demographics you’re more eager to market yourself toward and zero in on their search habits.Another benefit of paid advertisements is their retargeting capabilities, allowing your ads to “follow” potential customers who have recently visited your website.
Best of all, paid advertisement campaigns are easy to track and monitor, allowing you to review real-time results and the effectiveness of your digital marketing strategies.
4. Reevaluate Your Content Marketing Strategy
For many HVAC companies, it’s easy to overlook how important a content management strategy is to overall digital marketing success.That’s primarily because it’s hard to take a step back and assess what type of content is relevant, engaging, and influential to your target audience, especially in an industry that’s as niche as home services.There’s never a wrong time to reevaluate your content strategy, but it’s especially important to reassess your content marketing at the beginning of a new year.
For starters, you want to ensure that all the content you produce (blogs, social media, videos, etc.) has “search intent” factored into its topics, headings, and information. This means conducting proper keyword research to learn what industry-related topics and questions your target audience is searching for, then implementing those inquiries into your content.This is especially important to inject into your blog topics, catering your content to your consumers’ needs so your brand can come across as a credible, authoritative resource for them.Some examples of relevant blog topics for HVAC websites:
- How Often Should You Change Your Furnace Filters?
- When Is It Time To Replace Your Home’s HVAC System?
- 5 Ways To Reduce Your Heating Bill This Winter
- 7 End-Of-Summer HVAC Maintenance Tips
- A Homeowner’s Guide To Purchasing A New AC Unit
Research shows that 70% of people prefer getting information on a company from blogs rather than traditional advertisements, with 77% of those surveyed choosing “How-To Articles” as the most popular content format.If you’ve been slacking on generating and sharing blogs in 2022, 2023 is your year to step up your content marketing game!
5. Manage Your Online Reputation
One rule of thumb to keep in mind throughout developing your digital marketing strategies is the more people are “talking” about your HVAC business online, the more visible your company will become. This pertains specifically to online reviews, as accumulating more online reviews will increase your Google My Business ranking and establish more trust with your target audience.
The approach and frequency of engaging with online reviews and social media posts also impact your company’s credibility and page rankings.For example, failing to respond to any negative reviews of your business adequately will create skepticism from leads and prospects, while never engaging with social media followers can also come off as rude or unprofessional.
Online reviews and social media management continue to be among the most overlooked, under-utilized digital marketing strategies today.
6. Track and Tweak Your Digital Marketing Performance
Like scientists and researchers, you also need to analyze and evaluate all the data associated with your digital marketing campaigns.There are so many marketingreporting tools you can currently use at your disposal, such as:
- Leads from the web or contact forms
- Website traffic by source
- Time spent per website visit
- Social media reach tracking
- Social media and email marketing engagement rates
- Email open rates
- New website visitors versus returning visitors
- Most visited pages and bounce rates
- Click-through and lead conversion rates
- Costs-per-conversion and ROI rates
Properly analyzing all of these forms of data and accurately assessing which digital marketing investments and strategies are the most effective is how you can appropriately track and tweak your digital marketing performance.
7. Invest in Video Marketing Solutions
We know what you’re thinking: “Video marketing? Who wants to see videos of my HVAC company repairing AC units or replacing dirty air filters?!”The answer to that question? Your target audience wants to watch those videos!
Research shows that companies, on average, experience a 34% increase in their conversion rate efforts after implementing video content to their overall digital marketing strategy, with video helping increase overall lead generation figures by an average of 84 percent!But why does video marketing contribute to generating more leads and increasing conversion rates? Simply because your target audience is currently scrolling through more video content per day than you could even imagine, with the average person in 2022 consuming an average of 100 minutes of online video content every day!
The trick to implementing video marketing into your overall digital marketing strategy is determining which types and styles of video content are most relevant, effective, and engaging for customers within your industry.Here’s a quick rundown of popular types of video content that are perfect for HVAC companies looking to spread more brand awareness online:
- Service Videos: Share videos that introduce customers to industry-related problems and inform the viewer how your company offers applicable solutions and what type of customer experience they can expect from enlisting your services.
- Our Story: Introduce your viewers to the history of your brand, as well as elaborate on your company’s core values, goals, and experience, so viewers can emotionally resonate with and respond to your video content.
- Testimonial Videos: Interview and showcase positive customer experiences to establish your company’s credibility and give your viewers extra confidence in trusting your team to tend to all their HVAC-related needs.
- Social Media Video Ads: Produce and share video content that is optimized to reach your target audience across all your social media platforms, spreading brand awareness and generating more leads in the process.
HVAC Digital Marketing Strategies From Triton Commerce
At the end of the day, it can prove to be extremely difficult to pour your heart and soul into creating effective digital marketing campaigns on top of managing your own HVAC business. That’s where having a professional digital marketing resource in your corner can help boost your brand while you maintain order in every other department.
At Triton Commerce, we have plenty of experience when it comes to providing custom digital marketing solutions for local HVAC companies. If you’re looking to increase website traffic, rank higher on search engines, or generate more positive online reviews, contact Triton Commerce today to get started on your Digital Marketing Strategy!
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