As you probably already know, marketing your heating and air conditioning company has dramatically changed over the last several years. No longer can you rely on ineffective Yellow Page Ads, poor outdated website, or even radio and commercial advertising that falls on the distracted ears.
The truth is, if your heating and air conditioning company isn’t adapting to the drastic changes in marketing there’s a very good chance you’ll be left behind. I’m not saying this because I want to scare you. I just want to inject some reality into your business!
The first step of your marketing approach in 2019 is accept that things HAVE changed and will continue to change. That statement within itself probably seems daunting or even makes you feel like your business is on a shaky foundation. That’s GOOD. I’m sure you remember a point when you started your business and had no idea how you were going to get customers. Yes, that was probably a gut wrenching feeling, but it was also a stronger motivator. There is no stronger motivator than fear.
Before I begin explaining heating and air conditioning marketing in 2019, I want you to know that the future is brighter than ever. Never in history has there been so much opportunity for small businesses to explode their revenues without needing massive budgets to compete with giants. The Internet has changed the marketing landscape.
Below, I’m going to explain several heating and air conditioning marketing strategies you need to make sure are implemented for your business to be found when consumers are searching.
Like good wine, good online marketing continues to get better with age.
It’s all about the foundation you lay. Your website is your foundation. If it’s unsecure, out of date, or not mobile friendly you are missing out on consumers finding you.
Velocity Media Group will make sure you foundation is solid and build on it to grow your digital footprint.
Here’s How We Do It
Step 1: Keyword Research
Keyword research is the process of finding phrases (keywords) that your ideal customers are using to find solutions to their problems. The best place to find keywords is in the Google Planner. In most situations, the best keywords to go after are “your city + heating and cooling”, “your city + heater repair”, or “your city + air conditioning”. Within the Google Keyword Planner we are able to see how many searches per month each of these terms are getting and build your foundation on terms that consumers are using.
Step 2: Competition Analysis
Now that we have a solid list of keywords, we now analyze your competition. The goal of this exercise is to identify what your competitors are doing well and what they aren’t doing. The analysis can be broken down into a few important questions:
How are they performing in search?
Traffic coming from Google is the most profitable lead source there is. So, increasing your heating and air conditioning business’s visibility in Google and Bing is critical to your success online. With that being said, we have to analyze your competitors that are already doing well in the search engines.
Do they have a social presence?
Social is playing a huge role in SEO now and without it, your heating and air conditioning business will be on a shaky foundation. It’s very likely, that any of your competitors that are doing well in search have also have established some sort of social presence. Being established on social is easy, but are they actively engaging with the community and building relationships?
Are they producing high-value content on their blog that helps move buyers closer to making a purchase?
You may or may not have heard this before, but content is king. High-value content not only pushes your prospects closer to making a buying decision, but it’s also one of the most cost-effective forms of marketing available today. Velocity Media Group will look at your competitor’s blog and content on their site. Are they providing consistent value to their ideal customers?
Are they active on YouTube?
Many people don’t know this fact, but YouTube is the second biggest search engine in the world behind Google. We check to see if your competitors are active on YouTube because this is another important traffic source.
This is just scratching the surface, but it’s an important exercise because it can help us identify weaknesses in your competitors marketing. For example, one competitor may be dominating the search engines, but has no activity on social and isn’t producing any valuable content.
Out of all these marketing mediums, THE most important one is content.
Step 3: Content Development
As challenging as it may be, developing highly valuable content for your blog and outside of it is key to establishing your heating and air conditioning business as the “go-to” authority in your area. The key is to remember that were not just creating simple 150 word pieces of content. Every single time we write, we have the intention of creating a “content asset”. This means that the content will be evergreen or to plainly put it, will continue to provide value years after it’s been published.
The content should be geared around solving a “problem” – every single piece of content we write is designed to solve a problem or answer a question that your prospective customer may have. Examples of problem-solving content might be “7 Reasons Why You’re Overpaying for Your “heating and air conditioning Service” or “The Complete Guide to Finding a Qualified heating and air conditioning Company”.
The content should NOT be about your business or self-centric – the only reason we create content in the first place is to educate your prospects and move them closer to making a buying decision. The heating and air conditioning industry has many complexities that the average person will not understand. It is your job to make sure they feel 100% comfortable with the purchase they’re about to make and to “dumb down” the complexities of the job.
Now, you’re probably wondering, why is producing content going to drive more sales for my heating and air conditioning business?”
If you’re expecting to publish a piece of content and watch sales pour in, then you’re going to be disappointed. The reason why Velocity Media Group spend time on developing high-value content is based on proven psychological principles of persuasion and influence.
Liking: people are more likely to buy from someone or an entity that they like. Giving away value and helping people is one of the easiest ways to get someone to like you or your brand.
Authority: people are more likely to buy from someone or a brand that is perceived as an authority in the industry. Producing content on your site and around the internet is the best way to build your authority in the industry. Authority = trust.
The moral of the story is that content is your most important asset to your heating and air conditioning business. Do not take it lightly!
Step 4: Content Marketing
Unfortunately, just publishing great content isn’t enough. People need to actually see your content and the only that’s possible is through content marketing. There are many ways to promote your content including reaching out to bloggers, sharing it on social media, using paid discovery techniques like Stumbleupon or Reddit ads, or simply guest posting on relevant websites.
Step 5: Search Engine Optimization (SEO)
After we’ve created some solid content assets, it’s now time to get eyeballs on your website. One of the best ways to do this is to use search engine optimization (SEO).
SEO is a topic within itself, but in essence, we find keywords relevant to your business and service area, optimize your site for those keywords, and then build “votes” (backlinks) to your site to increase its authority and trust.
When done correctly, this process will increase your rankings in Google and start sending qualified, purchase-hungry traffic to your website.
Step 6: On-Site SEO
After we’ve found what keywords were going to target, we need to optimize your website around them. In most scenarios, it’s best to optimize your homepage for your main keywords and building additional landing pages for any secondary keywords. For example, you could optimize your homepage for your service area-based heating and air conditioning terms and build landing pages for any cities outside of your main service area.
We don’t need to go crazy and stuff keywords all over your pages. You just need to have them in the places that hold the most weight.
Those include your title, first sentence, header tag, and last sentence. Your keyword density should never exceed 1-3% for any page. We also make sure to optimize your META information on each page we’re targeting as well.
Here’s how that would look:
META Title: “your service area Heating and Cooling | “heating and air conditioningcompany.com”
META Description: “heatingandairconditioningcompany.com is the best heating and cooling company in your service area. Call us now at 123-456-7890 for more info.”
Step 7: Usability
Google is starting to give a lot of weight to user metrics or in Laymen’s terms, how people interact with your site. It’s critical that the “user experience” is a good one. Fortunately, this is pretty easy. First, we make sure you’re answering all the questions/concerns completely. Secondly, we make sure your site loads quickly, is mobile friendly, doesn’t have broken links, isn’t full of 404 errors, and doesn’t have duplicate content. Thirdly, we routinely analyze your Google Analytics to make sure that your bounce rate is low and the average time on your site is high.
Step 8: Google + Business Page & Business Listings
Your Google + business page is the foundation of how you will rank in the local pack. It is critical that the information on your Google + page aligns with the information on your website. This is referred to as your NAP-W information or Name, Address, Phone, and Website. If both your Google + page and website have this information correct, then we go out and start building business listings on other authoritative websites. Accuracy of NAP-W information across the Internet is by far the #1 factor when it comes to local SEO.
The second biggest component of your local pack ranking capability are your reviews. Try to get reviews on your Google + page from customers who loved your service.
Step 9: Social Media
Please don’t tell me that “your customers aren’t on social media”. Any heating and air conditioning business that makes that statement, is simply being resistant to change. Social media is a goldmine for building relationships and trust with people who actually WILL use your service. Facebook (1.19 billion active users), YouTube (1 billion active users), Google + (540 million active users) Twitter (284 million active users), LinkedIn (187 million active users), Instagram (300 million active users), and Pinterest (70 million active users) are in the top 30 most trafficked websites in the WORLD.
The moral of the story is that your business needs to engage with your customers on social. Not only is it a great way to increase the visibility of your brand and build massive trust, it’s also highly cost-effective because it’s FREE to sign-up and start building relationships.
Social has become such an important piece of any marketing campaign, that Google now analyzes social activity and uses it in how they rank websites. There are over 200 different ranking factors in Google, but social presence and activity is now something that is given a great deal of weight.
So, not only is social great for your business within itself, but it can actually increase your visibility in the search engines as well.
It’s a Multifaceted Effort
The Internet has transformed the way every business does marketing, but it’s amazing because even the smallest companies can make a huge impact. This is unlike the past when big businesses could just outspend the smaller ones. Times have changed and it’s time for your marketing to change with it.
Marketing your heating and air conditioning business online isn’t easy and it requires great planning and effective execution.
Velocity Media Group been in this game for a long time and continue to prosper because we are able to put all the pieces together and execute in a timely manner.