Getting new customers for your HVAC business can be tough. You’re limited to your service area and, chances are, you’re competing with many other HVAC companies in your location. Many contractors in this industry invest in traditional and digital marketing to keep up with the competition and grow their business.
Whether you are a small business owner who cannot employ an in-house HVAC marketing team or are searching for effective marketing for HVAC, this guide is for you. This article lists 15 cool advertising ideas to try and discuss some keys to marketing success.
The Importance of the Target Audience
No matter how cool a marketing campaign seems, it won’t bring in more jobs if you don’t tailor the content for the right audience. That’s why understanding your target audience is necessary.
Your target audience is a group or segment within that target market. They share similar traits or values and are being served in advertisements. Learning more about your target audience will help you craft effective marketing content and manage your HVAC business better.
Identifying Ideal Clients
When asked who your ideal clients are, your answer is probably residential or commercial property owners. But if you want your advertisement to capture attention, be more specific. Learning more about the business’s ideal clients is critical especially if you are buying an HVAC business.
Marketers usually create a customer persona to identify their business’s ideal customers. Customer personas are profiles of your ideal target audience, and each persona can include demographic data like age group, type of residence, and income level. You get the demographic information through market research. It can involve conducting surveys and analyzing data from social media or focus groups.
Also, consider going beyond the basics and learning about customer preferences and needs.
Tailoring HVAC Advertising Efforts to Their Needs
Once you know your ideal client, tailor your marketing campaigns to their needs. If you don’t know where to start, consider highlighting how your service aligns with the customer’s values, addresses their pain points, or fulfills their desires.
Aside from crafting compelling and personalized messages that resonate with your market segment, run your campaigns on channels where your target customers spend most of their time. Hence, you don’t waste resources on channels that don’t generate new customers.
HVAC Industry Trends for 2024
Staying up-to-date with the trends and changes in the HVAC industry will allow you to better plan and predict your HVAC business growth and success. Let’s take a closer look at some of the industry trends to look forward to in 2024.
HVAC residential services will likely remain the biggest market share, with over 50% of total HVAC sales, and commercial HVAC services come second with more than 30% of total HVAC sales. The remaining 20% goes to industrial HVAC services.
In terms of technology, we’ll likely see smart HVAC systems getting more popular and people adding Indoor Air Quality (IAQ) devices. Energy efficiency of HVAC systems will also likely become a major consideration, as contractors build green buildings. That also means solar and geothermal HVAC systems will likely become a trend.
How Do I Advertise My HVAC Business? 15 Cool Ideas To Try!
Whether you want to grow an HVAC business or let more people know about your HVAC company, here are 15 HVAC advertising ideas to try.
1. Set up your Google Business Profile.
A Google Business Profile, formerly Google My Business, is a free business listing. Signing up for this service will allow your customers to find your HVAC company when they’re searching on Google or Google Maps for HVAC services in your area. They’ll see your exact location, company description, and any other information you include in your profile. It’s a valuable HVAC tool for boosting your online presence.
2. Build an HVAC website that highlights your work.
An HVAC website allows your customers to find you and learn important information about your business without getting in touch with you. So, if you don’t have an HVAC site, now is the time to create one. Hire a professional web developer or use beginner web design platforms. Ensure to list the types of HVAC services you offer, photos of your HVAC work, and your contact information. Listing HVAC associations you’re part of may also boost your reputation.
3. Advertise on Google.
Google ads cost money, but you’ll be able to show your ads to individuals who are likely to be interested in your HVAC service. Ads that are well-thought-out and set up properly can deliver a good return on investment. Unlike traditional marketing strategies, running ads on Google allows you to acquire valuable customer information, such as how long they tend to research your service before hiring you.
4. Use the right lead-generation websites.
A lead generation website helps businesses attract, nurture, and convert leads to customers. Google Business Profile is a great example of a lead-gen site. But if you like to spend money finding more potential customers, there are many paid platforms to choose from. Some of the best include Angi, HomeAdvisor, and Thumbtack. Make sure to research before settling with a lead gen site and learn effective lead generation strategies.
5. Create a Facebook business page.
Some HVAC customers in your area are likely among the billions of Facebook users around the globe. Create a Facebook page so you don’t miss any business opportunities on this popular social media platform. It’s free and easy to set up. Include all information your followers find valuable on the page, like your contact information and business hours.
6. Share social media content that keeps followers interested.
Keeping social media followers interested will likely increase engagement rates. The higher the engagement rate, the wider your social media reach. As a result, it is easier to attract and gain new followers who can become your target customers. HVAC topics can be boring for many. But don’t worry because it’s easy to find interesting post ideas, like before-and-after repair videos.
Post original content regularly to show your followers your HVAC company is active and engaged with the community.
7. Promote existing clients with email marketing.
Send promotional content, like discounts or service upgrades, to your past or existing customers through email. It increases the chance that they’ll think of your business first the next time they require an HVAC service. Email marketing is cost-effective and straightforward. Just ensure that the subject line is interesting and the email contains something your client will find valuable.
8. Start a customer referral program.
A customer referral program is an effective way of generating excellent leads. It’s a word-of-mouth marketing strategy that encourages your customers to advocate on behalf of your HVAC company. Aside from bringing in new customers, a customer referral program can also help increase customer loyalty and improve brand awareness.
9. Create HVAC business cards.
While most marketing strategies are directed to the digital sphere, there are still some offline HVAC marketing ideas worth trying. A business card makes it easy to pass on important information, like contact details and your HVAC company website, to potential customers. You can hand it out to your family, friends, neighbors, and people you meet at networking events.
Aside from containing essential contact information, a professional business card can help you make a great first impression.
10. Use vehicle wraps to attract customers wherever you go.
Vehicle wraps offer a massive marketing HVAC opportunity, especially for HVAC contractors who constantly drive from one location to another. Aside from boosting brand awareness, wrapping your vehicle will make your HVAC company look professional and legitimate. Your clients are also likely to feel more secure. No one likes an unknown, unmarked vehicle suddenly showing up in their driveway.
11. Educate your customers with video marketing.
Video is one of today’s most popular mediums because it’s easy to consume, and people like sharing it. Furthermore, you’re not limited to TV anymore. From YouTube and TikTok, there are various places to watch videos. So consider bringing video marketing into your HVAC company.
12. Run seasonal campaigns.
The busiest seasons for HVAC businesses are summer and winter. People need HVAC systems and services to stay comfortable indoors during warm and cold seasons. Running a seasonal campaign, ideally at least eight weeks before the busy season, is proven to bring in jobs.
13. Invest in Search Engine Optimization (SEO).
SEO is a digital marketing technique that involves refining website content, links, etc., so it ranks higher on search engine results. Optimized websites will appear on the first pages of a browser’s
search results. It means people will easily find your HVAC website and learn about your business.
14. Manage your online reputation.
Your customers will likely read reviews and other information about your business online before deciding who to hire for the job. That’s why it’s critical to keep a good HVAC company reputation. You can do that by closely monitoring customer reviews and gathering as many reviews as possible.
15. Launch geofencing ads.
Geofencing ads are shown to people who enter a specific area. It works well for HVAC companies since they operate locally. Setting up these ads is a bit more complex than just signing up for Google Business Profile, so it may be best to let an expert in marketing HVAC company set it up.
Bring In More HVAC Customers with Podium Solutions
Whether you’re a one-team or a growing HVAC company, Podium can help you attract more new customers. The platform suits small business needs. It can help you gather and manage reviews, send text or email marketing content, and ensure seamless communication with existing and potential customers.
Reap the benefits of marketing with Podium today.
