An HVAC marketing company would recommend a multifaceted approach — one that puts you where you need to be when the time is right while also encouraging a homeowner or business owner to make smart investments. Here’s what we mean.
Positioning Yourself for the Right Time
Your HVAC marketing strategy should include an element of timing. As with any major appliance, the time will come when an HVAC unit must be repaired, replaced or upgraded. Sometimes it’s out of the blue, but other times it’s not. This is where field expertise comes in. An HVAC marketing agency can sniff out the hints that an HVAC replacement is imminent. A host of key search words can stand out as red flags to marketing experts who know what to look for.
Internet marketing tactics that take advantage of subtle online clues include pay per click (PPC) and/or search engine optimization (SEO). The hunt for the right HVAC company can go on and on. As such, PPC and SEO can float your business to the top of the search list and the top of the buyer’s mind. Similarly, web design will play a crucial role. A smartly designed, inviting website will almost always give you an edge when it’s time to go shopping. When they’re ready to buy, you’ve already laid the groundwork.
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Leaving Your Bread Crumbs
All that is not to say that your strategy should be ENTIRELY reactive. You’re in a wide-open market with plenty of opportunities to lure buyers who otherwise aren’t seriously shopping yet. A firm specializing in HVAC marketing services will guide you such that you are able to pull in new business without being overly aggressive.
For example, the HVAC industry melds perfectly with seasonal marketing campaigns. It’s hot out, and people are grumbling at the office. How do you craft your messaging for the customer who doesn’t necessarily need HVAC services right now but might benefit from them? A seasoned HVAC marketing firm will know what messaging will resonate, and when you should use it.
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By that same measure, retaining customers means playing the long game. Just because you’ve sold them on your products and services before doesn’t mean they’ll be back next time, but it does give you an advantage. The trick to bringing them back is to subtly remind them that you are here without outright harassing them. For example, an email marketing campaign could be used to ping buyers who are due for routine maintenance. You won’t constantly be asking them to buy. Rather, you’ll subtly ensure your business’s name stays in their minds.
Among other industries in the Straight North wheelhouse, we are a respected HVAC marketing firm. Call us today to learn more at 855-883-0011 or request a quote.