Long gone are the days of marketing your HVAC business through the Yellow Pages, direct mail, or door knockers. In today’s competitive, 24/7 online space, the best way to market your business is by using digital marketing strategies, which provide better quality and cost-effective leads. Digital marketing is constantly changing, so you have to stay abreast of the newest trends to ensure you are getting the most out of your digital presence. Here are some trends to be aware of as you market your business this summer and fall.
1. Launch a Secure Website (“HTTPS”)
In the last two years, over 40 percent of all page one search rankings are now HTTPS, meaning the websites are secured vs unsecured. In 2014, Google started giving ranking boosts to secure websites, which means a secured website will show up higher on organic search. Given recent trends and Google’s push for site security, part of your HVAC digital marketing campaign should without a doubt include moving your website to HTTPS protocol*.
2. Sign Up for Local Service Ads (LSA)
In 2017, Google began running a new paid advertising platform for home service professionals called Local Service Ads. HVAC service is one of the categories using this type of advertising. LSAs are actively running in many metropolitan areas and beta testing in others, but by the end of 2018 chances are you’ll want to advertise on this platform. LSA is a pay per lead platform where rankings are determined by the business’ ratings and reputation. You have to apply and go through a screening process to be included. If LSA is running in your area, get in it. It’s based on your Google My Business profile, so get signed up for that right away and start getting some reviews.
3. Create SEO Monster Pages
To rank higher for specific terms (for example, “HVAC contractor, Orlando”), you can create what is called a monster page. A monster page is an SEO-focused page that uses fully developed content and designed to rank higher organically in search engines. It works well for informational searches and can also rank well for geo-targeted searches. You can create these pages for all the services you’d like to rank for in your area, increasing the free, organic traffic to your site.
4. Invest in Content Marketing
Content marketing is the process of creating, publishing, and sharing web pages, blogs, videos, images, social media posts, and other content to advertise your company’s products and services. In an HVAC digital marketing campaign, your website and your social media pages are the most popular places to publish new web pages and blog posts, you can also show off your latest products, images of your team, and company profile videos. It’s an easy way to showcase your company to current and potential customers and it’s basically free
5. Embrace Video Internet Marketing for Your Company
If you are not using video marketing for your business, you need to start. It is one of the most effective tools to broaden your online presence and stand out. Contrary to popular belief, a video does not have to be expensive. Today, video production costs are low thanks to technological advances. In many cases, you can make simple videos from your smartphone. And, when you post to your website, social media, and YouTube, you’ll increase your SEO rankings, which will mean more customers will see your company.
6. Invest in Opt-in Email Marketing
Opt-in email marketing is a highly effective way to grow your HVAC business. And it’s easy to build a list from your current customer database, as well the customers who inquire on your website via your contact form. To ensure you stay out of trouble with the email marketing laws, simply add a checkbox to your contact forms for visitors to opt-in to your email marketing campaign. Email marketing allows you to nurture unclosed leads and keep in touch with past customers, and it can easily be automated.