If you’re an HVAC business owner interested in growing, one key item that can’t be overlooked is marketing. Effective marketing will bring your business both stability and growth.
Today I’ll be going over how to create a marketing plan for an HVAC business. This marketing plan is designed to fit most businesses, regardless of their size.
Evaluate the Data
Before you start making plans or getting ideas flowing I want you to take some time to analyze how this year (2017) went. I want you to ask yourself these questions.
- What worked best for your HVAC business?
- What really didn’t help your business?
- What had the highest Return on Investment?
- Which Marketing Methods do you wish you had tested?
Once you go through these questions you’ll be better prepared to create a marketing plan for your HVAC Business.
Also, you don’t want to neglect what is currently working, but you do want to get rid of what isn’t working! It only takes a few bad ideas to really dig into your cash flow in a negative way.
HVAC Marketing Plan
It all starts with a plan, like always, right? We all know we need to be planning, yet barely any one of us do. So I’m going to go ahead and take the time to remind you to plan the next six months.
Go over what is your Key Performance Indicator’s (KPI’s) and set realistic goals for your HVAC Business. By doing this you will be able to focus on what matters most and get rid of all the noise around you.
Some examples of KPI’s are:
- Set 2 HVAC Home Inspections per week
- Increase phone calls from our website by 50%
- Set 30% more appointments from each phone call we get
Staying focused on these targets you and your crew will automatically provide better customer service because you’re committed to meeting these goals.
You might not develop your KPI’s right now, but take some time to think of it. Once you go through this guide you should have some very definitive KPI’s and a solid Marketing Plan for your HVAC Business.
Digital Marketing Strategy
Let’s start with the marketing strategy that is closest to our hearts here at JetRank, Digital Marketing. Digital marketing, if done right, can be extremely effective.
A recent study showed that the average american consumes 10 hours of content per day. That gives business owners like you and I tremendous opportunity to get right in front of our ideal target markets eyes.
Let’s go deeper into Digital Marketing by analyzing the different strategies involved.
Search Engine Optimization
Search Engine Optimization (SEO) is the process of ranking a website higher on google with the intent of bringing in more leads and brand recognition.
With so many people going to search engines, like google, to fulfill their needs you can position yourself as a credible authority in your area.
If implemented right, SEO can produce highly qualified leads for a low cost. Since you would be ranking your website in the free, or organic, search results, you wouldn’t have to pay for the position you hold.
One keyword that is highly sought out by HVAC Businesses is “HVAC + City”. Go ahead and google that, once your done with this guide of coarse, and see where you show up. If your website does show up, congratulations!
If you’re interested in learning more about SEO take a few minutes to read my HVAC SEO guide.
Social Media Marketing
Social media cannot be ignored these days. The amount of hours the average consumer spends on these sites is pretty impressive.
Social media is a great way to build brand awareness and an audience.
I’ve found that the most effective social media marketing either entertains or educates. If you can focus on doing both, then I’d say you’re a pretty solid social media marketer.
Conversion Rate Optimization
In digital marketing, Conversion Rate Optimization (CRO) is the systematic process of increasing a desired action by visitors to your website.
An example of increased CRO is if you increase the number of phone calls from your website from 10% to 15%. You didn’t have to do any work to get more website traffic, you simply increased the number of people who called from your website.
CRO is a more advanced digital marketing strategy and should be implemented by business owners who are already receiving website traffic.
Traditional Marketing
I’ll be going over traditional marketing opportunities your HVAC business can take advantage of, if you aren’t already doing so.
Although these methods aren’t as data driven when compared with digital marketing, they can still lead to more prospective clients and brand recognition.
If your target market includes anyone above the age of 50, these marketing channels may be a better fit for you since the average time spent online for anyone above 50 is considerably less.
Since traditional marketing is not our expertise here at JetRank I’ll just be outlining these for reference.
- Direct Mail
- Bench Ads
- Print or Magazine Ads
- Broadcast
Execution
Once you’ve gone through this list the next step will be actually making your plan of action.
Remember, everything in this guide is pointless if its not properly executed. Execution is the single most important factor. So get out there and start executing!
