It’s officially spring, and that means the beginning of the busy season for HVAC professionals. To ensure that your business will be poised to enjoy success, you should put a marketing plan in place to make sure your business is top of mind with customers who need your service. Here are some tips for developing your marketing plan:
- Establish Your Marketing Budget & Lead Tracking System
Before you get started, it’s a good idea to establish a marketing budget to ensure that you know how much you can afford to spend on marketing initiatives. A good rule of thumb for establishing the budget is to dedicate 4-6% of your sales toward marketing. After you have the budget, you should establish a way to track the leads generated to make sure your plan is working. There are many automated marketing tracking platforms that you can use that will provide analytics and reports to make sure your channels are working, so that you can easily adjust if something is not providing the expected results.
- Determine Your Best Marketing Channels
After you have determined your marketing budget, the next step is to evaluate the best marketing and advertising channels that would best suit your business and market. The most successful advertising channels in the HVAC industry include community newspaper ads, radio, cable TV, direct mail, online listings (Yelp, Angie’s List, HomeAdvisor, Houzz, etc.), social media, digital banner ads and your company website. As you shop around for different advertising opportunities, request information about the number of readers or viewers your ad could reach to determine the best options.
- Develop a Promotional Offer
It’s always a good idea to consider offering a discounted offer, such as a “Get Ready for Summer” tune-up service so that potential customers are aware of your company and they can call before it gets busy. This type of promotional offer is a great way to establish brand name awareness in the market, perform a much-needed check up on their system, and prevent a more urgent call in the busy season. In addition, customers who take advantage of a discount offer are more likely to promote your service to their friends personally and on social media.
- Update Your Website – Optimize for Mobile
Websites are a valuable channel for displaying your work, explaining the services you provide, highlighting financing options, showing your certifications and industry credentials, and showcasing the value of your business. Now’s the best time to make sure that your website is updated to showcase your best work and highlight promo offers, staff credentials and experience.
Almost 70% of people use their mobile devices to search for products and services, which means that it is highly likely that your potential customers are doing the same. You should make sure that your website is optimized for mobile responsiveness – meaning that your website should adjust to fit the device being used to view it. Research shows that most users will abandon a website if it is not mobile-friendly.
- Enhance Your Social Media
Pew Internet Research found that roughly 71% of people online use Facebook. Online word-of-mouth is now one of the best ways to promote your business. Setting up and regularly updating a local Facebook business page enables users to engage with your business. The social media outlets you use should depend on the kind of customer you want to target and the niche you serve. If you only work on large industrial systems (as opposed to home HVAC systems), consider using LinkedIn to target other business owners with HVAC needs.
Once you have your marketing plan in place, we look forward to providing your team with all the products and equipment you will need for the busy season. Visit www.source1hvacsupply.com to find your local store today!