Most Experienced HVAC Marketing & Advertising Agency in North Carolina
The HVAC market is exploding with the competition today, as major online companies are diving into it — and capture more of the market share. That’s why, now more than ever, there is more competition for brands in this industry — and why knowing how to use and strategize home services marketing is so important.
Planning and executing an HVAC marketing strategy is an enormous task even under the best conditions. And you need to devote a large amount of expertise and labor to make those marketing and advertising initiatives successful as well as cost effective. Most companies simply don’t have the resources required to make it happen. Fortunately, HVAC contractors can turn to Gtouchmarketing for all their advertising and marketing needs.
Gtouchmarketing’s expert strategists begin by performing in-depth research and analysis of your business and all the media in your region. Based on our findings, we then assemble a customized outreach program designed to communicate a singular message to your clients.
Depending on your particular market, we deploy both tried-and-true traditional media initiatives as well as the latest digital advertising strategies to achieve maximum exposure in your local area:
We have been in the HVAC business for more than 12 years, so we know every nuance of how your industry functions. As the nation’s largest and most experienced HVAC advertising agency, we have the requisite experience to help dealers get more customers… and keep them coming back for more.
No other agency possesses the depth of expertise in all forms of marketing, plus the tools and buying power to help with any type of media: radio, TV, cable, direct mail, Internet, billboards and more. We help create and strengthen dealer brands, pinpoint the best prospects, and select media with the greatest return.
As a small business owner, prospects are out there for your business. You just have to look harder for them than ever before and work harder to get their attention. Here are a few ways that go beyond advertising to help you get connected to new prospects in your community.
1) Get creative with your current client base
Are any of your current clients business owners who may also have clients who could benefit from your services and products (and not in a pushy door-to-door salesman kind of way)? Always look at your current client base as a source of future referrals. Can you create a unique offering that is an extension of what your client offers their clients, a product or service that is a natural tie in? For example, if you're a home inspector, can you partner with an HVAC business to provide an ongoing yearly check up for the home owner (and you potentially earn a referral fee)?
2) Get involved
Become involved in the charitable organizations your clients or ideal clients support. By donating your services or even your time (not just writing a check) you'll get to know other local business owners who are likely in your target audience and could benefit from your expertise. By volunteering for a position within the charity that showcases your knowledge and character, you demonstrate what it's like to work with you firsthand. This effort admittedly will require time to build relationships yet will have a greater impact than placing an advertisement in a local publication.
3) Start a Facebook group
You may be sick of the whole social media craze, but with 70% of people with assets of $5 million or more on Facebook, it's not going anywhere soon. Facebook is a great opportunity to be where your clients are. Yet you should approach it as a place to share your expertise and build real relationships, not hard sell. While Facebook fan (brand) pages are great, those are more of a one-way conversation about your brand. And it's hard to get someone to join your fan page if they have never come in contact with you or your business.
Consider creating a group in Facebook for your community around something you are an expert in or have an interest in. For example, great gifts in Springfield, IL; hottest fashion trends in Orange County or best wedding resources in Dallas, TX. The exposure you can get to a potential group of new clients is remarkable. You're asking people who have an interest in this topic to join a group for news and sharing. You're not asking them to fan a brand they have no experience with.
A group is a resource. You can pepper in your own business as a resource here and there as appropriate, but you're really just creating a place for people who share an interest in what you do to get to know you and to share. You'll be amazed at how people jump in and offer advice and support in the community so it isn't really a huge time commitment on your part.
4) Shop locally
Sure it may cost you a little more, but by supporting the local business owner they are more likely to support your business in return.
5) Co-market with clients who share your target audience
Find other local business owners who share your target audience. Make sure you're shopping there, getting to know the owner and what they do that makes them different and has their clients raving about them. Approach these businesses and pool marketing resources to host an event at a local business or even your own location for your target audience. Wine tastings, spa days with mini-mani's, fashion shows, gourmet cooking lessons, complimentary blowouts, etc. are events women enjoy if your target audience is women. Make sure the event is invite only and held during time of day / week when your target audience is available. Consider providing complementary childcare. I'd advise against hosting an event that is educational about what you offer. Rather, use this event to begin building a relationship with others in your community. By showing you understand the needs and wants of your target audience with an appropriate event, this is one way to do so.
These are just a few ideas of more effective ways to invest your marketing dollars than renting a mailing list and sending a canned direct mail piece or advertising in the local media. Is it more work? Yes. Is it cheaper? In some cases yes. But the real benefit is that you'll develop lasting relationships with clients who will find it hard to leave you. And we all know it's more cost-effective to keep an existing client than it is to find a new one.
10 Steps to Increase Your HVAC Business "Profit Ability"
The HVAC business in the United States has seen unprecedented growth in the last few years. Innovative new products, government- backed tax rebates, and a renewed focus on indoor air quality and energy conservation are some of the main factors that have contributed to this growth. In addition to these factors, consumers are using the Internet to educate themselves about HVAC-related purchase decisions. They research different products and use social media to talk to other consumers before they make a purchase decision.
As an HVAC business owner, the increased use of social media by your customers and potential customers has opened up a lot of opportunities for you. You can use social media to do research as well as lead generation.
In terms of research, you can use social media websites to find out the following:
- What your current customers are saying about you.
- How people perceive your competitors.
- The types of offers that your competitors are offering.
- Who your potential customers could be.
- What your potential customers are looking for in a new HVAC system and after-sales service.
- How to reach potential customers.
The information that you gather from your research is very important. While it could take some time to get more educated about your customers and your competition, the knowledge that you gain can be used to create more effective messages for your traditional as well as your online advertising. For example, if you see a lot of people looking for proper after-sales service, you have the opportunity to reach out to them with effective service coupons that not only meet their needs, but also beat out offers from your competitors.
Once you have gathered all the information you need and are ready to start lead generation, you can use a number of resources to reach your target audience. Some of them are as follows:
- Online coupon sites like Groupon.com and LivingSocial.com: These sites have a large following and having your business featured on these can help you generate a large number of leads for a low cost. Since these sites promote themselves very well, you don't need to put in any additional efforts to promote your offers.
- Coupons on local newspaper, radio and television websites: Local media websites have started to promote a lot of local businesses recently because of tough economic times and the tendency of consumers to look for deals online.
- Facebook and Twitter: Use your Facebook and Twitter networks to promote special offers. A good offer can go viral very quickly.
- Your own website: Make special offers prominent on your website home page. Most of the time, visitors to your site already know what they want. Making offers more visible just aids them to make a faster decision to use your services.
- Yahoo and Google Local: Both Yahoo and Google Local are very popular sites to list your business. Most of the people searching for services related to your business will go to one of these sites and do a search. If your business listing shows up, it will drive more traffic to your site, where they can see special offers.
- Email: As you provide services to more people, try to collect their email addresses. Then, send out special offer emails to them about once a month. In that email, you can ask them to forward the offer to their family and friends. However, do not email them more than once a month. You don't want to be blacklisted. Another good way to collect email addresses is to have a signup form on your website. Ask people to sign up to receive monthly special offers.
- Local websites: If you do a search, you will find a number of blogs, forums and websites for your local area. These sites are very popular and people tend to talk about local businesses and special offers. Make a list of these sites and see how you can promote yourself there. Some websites will promote you for free while others may charge a nominal fee.
- Craigslist and Backpage: Both these sites are very popular for local deals. They are free to use. Post your special offers here about two times per week.
- Tracking: It is essential for you to track all your social media offers. Try to promote one offer at a time so that it is easy for your business to track them. If you track all your offers regularly, you will soon have a list of sites that are more effective than others. Then, you can focus your efforts on those sites.
- Offers: Another essential thing for you to remember is how you structure your offers. Make the offers relevant to the season and what people are looking for. You should also have your phone number and expiration date on all your coupons.
By using these methods, you can refresh your online advertising efforts and continue to generate leads for your business more efficiently. The HVAC business is very competitive but if you are organized and willing to use online marketing efficiently, you will see high returns at a low cost.
We are focused on one goal: increasing dealer revenue by reaching the best HVAC prospects more effectively