You Already Know Marketing Is Important To Your HVAC Business in Sophia …
Use proper HVAC marketing methods that works well in Sophia. And the best ones are the most basic. One trick is to get ideas from other industries. What works elsewhere usually will work for HVAC contractors marketing as well. Another trick is to test every HVAC marketing tool you use. Test small to see if the tool actually works, then track your results. And keep tracking continuously.
There are a few different types of marketing HVAC contractors use. The first is consumer marketing. This is directly aimed at attracting people in the market to get new clients. HVAC marketing concepts for consumer marketing are: Direct marketing with letters and postcards, TV, Radio, and print ads. The second type of HVAC marketing is aimed at other businesses. Home Builders and construction companies are great sources of getting new clients. Referrals from other businesses are also great income producers.
The problem is that managing your HVAC company is stressful enough already. To remain successful, you also have to determine and manage your HVAC marketing plan – which is a difficult job if you don’t have a dedicated marketing staff to get it done.
Converting HVAC Leads to Customers
In the 1990's, the cost to contractors of Yellow Pages ads was growing outrageous and, at the same time, the Yellow Pages were no longer generating large numbers of customer calls. In fact, customers were migrating steadily away from print Yellow Pages and onto the Internet.
I'm a contractor in Los Angeles, and in 1996, seeing what was going on, I built a website for my company. I soon learned that a website does little good if customers don't see it. So I began looking into how to get my contractor website to the top of Page 1 of search engines like Google. That's how I discovered Search Engine Optimization (SEO).
What Is SEO?
The purpose of SEO is to get your website listed on the first page of the major search engines: Google, Yahoo, and Bing. (Around 70% of searches are on Google, so I'll focus on Google in this article.) Making modifications to your website to improve your rankings on Google is "optimizing" your website. It's a way to tell search engines what's on your website and how helpful it is to people looking for local contracting businesses.
Google doesn't use humans to determine which websites are the most relevant for a certain subject. Instead, they rely on math formulas (called "algorithms"). If a searcher is looking for a "plumber in Boston," Google will, among other things, count the times a website says "plumber" and "Boston." It also counts how many links there are to that website -- how popular it is. Based on these bits of math and many others, it lists the websites most relevant to "Boston plumbers" in the order most likely to satisfy the searcher.
The Advantage of Being at the Top of Page 1
If Joe's Electric in Tacoma wants more customer calls, his website better be on Page 1 -- and preferably at the top. If you think about your own experience in searching, you'll know why. How often have you clicked on a website at the bottom? How often do you look further than the first page? In fact, statistics show that 90% of those who click on a website never get past Page 1 of the search engine. Over 60% of their visits are to websites in the top three ranks of Page 1.
If Joe's Electric were in a small town, Joe probably wouldn't face much competition. With a good website, Joe's Electric could soon be right at the top of Google. But as his electrical contracting company is in Tacoma, an urban area, he'll need SEO to get his website to the top.
Steps of Search Engine Optimization
The first step is to make sure that your website is search engine-friendly. This is "On-Site SEO."
- Include "keywords" and related words on your site. Keywords are the words and phrases a searcher types into a search engine when looking for your trade. For example, if you're an HVAC contractor, your site needs to include keywords like "HVAC" "contractor" "heating" and so on. These tell the search engines that your site is relevant to searches for HVAC contractors.
- Add informative articles about your trade.
- Make specific programming changes, for example, to include "Metatags" and "Site Maps." These are techie-talk for labels that help search engines better understand your website content.
The next steps, "Off-Site SEO" show Google that your website is trusted and popular. This is done by getting other websites to link to yours. Google counts each link as a vote of confidence.
Off-Site SEO -- Get Links to Your Website from:
- Local Business directory websites
- Social Networking Sites
- Article sites
- Websites relevant to contracting
How Contractors Can Do Internet Marketing
While SEO is no more complicated than a construction trade, it is a different trade from contracting, and it can become time-consuming. Most contractors don't build their own websites nor work on pushing them to the top of Google with SEO. Internet marketing professionals are available who can focus on getting you more customers while you focus on what you know best -- your trade.
YOUR #1 CHOICE FOR HVAC SOLUTIONS
Finding customers is one thing, as HVAC businesses can use all types of Social Media and other Web-based material in order to generate thousands of leads. The real trick comes when it is time to convert all those leads to actual customers. This can be a tough process if you don't have all the proper things in place to help your HVAC company convert these leads into customers.
There are several steps you can take to ensure your HVAC company's success rate in converting leads into customers. Making sure your HVAC company is on point in these areas will ensure that your business converts more and more customers out of all the leads that come in.
Believe You Have a Great Service
While there are other important things to be considered, believing in your service/product is one of the more valuable ways to convert leads to customers. You have to be confident in what you are selling. This gives the potential customer confidence in what you are selling as well.
Offer Excellent Customer Service
This is something that every customer appreciates. Many companies, especially the bigger ones, can get away with sub-par customer service because of their size. This is wrong. Your HVAC company should offer excellent customer service, no matter what the circumstances are. Always be prompt and on time, always show respect to the customer, and always handle yourself with professionalism.
Build Rapport and Trust
We put this directly after "offer excellent customer service" because offering excellent customer service is the very best way to build rapport and trust with current clients/customers. Building rapport and trust is a very important aspect of converting new leads to customers. If you are a company that is built on this, then more and more customers will look for your services.
This can be a very important piece of the converting-leads-to-customers puzzle. Have your previous customers write up testimonials regarding your HVAC services. You can post them on your website, post them on a wall in your store or use them on your brochures and/or flyers. Customer testimonials allow possible future customers to get a glimpse of what the general public thinks about the service/product that you offer.
Does your HVAC company follow up with past customers? If you don't, then you should. Most customers appreciate the fact that you follow up with them. The follow-up call or email can be anything from a thank you note, to a "how was our service" survey. This allows the customer to feel like they are a bigger part of the process. It also allows the customer to feel like they are important to your company, which they should be.
Every company uses different techniques when it comes to trying to convert leads into customers. The ones you choose may be based on a number of circumstances. If your HVAC company uses some of these techniques, then you will be well on your way to expanding your clientele base.
Gtouchmarketing provides several marketing tools for HVAC Contractors in Sophia. Top HVAC contractors know that you must always keep marketing. Even when you have more projects than you can handle. Because when you stop marketing, you stop adding to your pipeline, and eventually you will not have any clients nor projects. So always keep marketing.
Gtouchmarketing is your solution provider. We can provide your business with the marketing plan you need for success, from corporate identity, to advertising and marketing, to web development, through printing services, while meeting your objectives, schedule, and budget. Let us become your marketing arm and drive the business that you need.
Are Your Marketing Efforts Already Successful? How Can You Know What Marketing Techniques Will Work Best For Your HVAC Company in Sophia? Call Us or Email Us Today
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