You Already Know Marketing Is Important To Your HVAC Business in Mocksville …
Use proper HVAC marketing methods that works well in Mocksville. 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.
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Do you want to build steady streams of qualified leads for your sales force? No matter what kind of marketing you use -- direct mail... telemarketing... print ads... radio or TV-- the same cardinal rule applies: test everything on a small scale before spending money on a big scale.
'Testing' is an ugly topic. Why? Because testing variables in advertising direct mail, phone scripts and sales presentations requires discipline, diligence and patience. You can only test one variable at a time if you want to get it right. This means that if you change a headline, you can't change anything else.
Start with small tests. Use them as launching pads for your product or service.
Test one ad one time. Avoid the costly mistake of repeating your test ad. Save your money! Test your ad by running it one time -- and one time only. Using this low-cost method you can test market any product or service for under $500.
Before expanding your schedule, track and measure results. Is your ad profitable? Is it generating sufficient leads? Are these leads turning into orders? Evaluate your test by using the following guidelines.
The fastest way to test is the A-B test or as some call it split testing. This is the fastest
way to test and get to a reasonable conclusion. Let's assume you have a letter and you want to leave everything the same but test 3 different headlines, and you have 1,200 similar addresses to mail to. What you would do is send every 1st person the A headline while sending every 2nd person the B headline and every 3rd person the C headline.
You can test again a control. A control is a letter, newspaper ad or Val-Pak coupon that already works well and you're using it on a continuing basis. You have been using it long enough you know what it produces. You have a known to measure against. Now you can start trying to improve that control, ideally one step or variable at a time.
If I'm trying to beat a control, here are the variables I'll look at closely, to see if there's room for improvement:
1. The offer
2. The guarantee(s)
3. The urgency of response
4. The big idea or big promise
5. The overcoming of skepticism i.e. credibility and believability
6. The style or tone of the writing itself
7. The look of the piece
By the way, little, very testable things DO sometimes make very big differences. A contractor changed the headline on his direct mail letter and went from getting three or new clients a month to 18 to 20.
You must collect accurate data or all your testing will be wasted. You must know where all your business comes from. To do this you need to code every offer, and track it. If you have employees who are lax about this, they can totally screw up your test.
My clients that have the best profits and incomes possess the best information about where their business comes from.
Highly successful HVAC contractors view everything they do...as testing. They do NOT see things in the context of 'success' or 'failure' like ordinary people do, and as a result they do not become 'de-motivated' like most people do.
Instead, they carefully organize the things they do into a series or sequence of experiments, testing options, and focusing on the ones they find that work. And they fully expect to go through any number of experiments that don't pan out before walking away from the lab with a winner.
Always, always test your marketing methods small. Then if they work and only if they work, test a little bigger. Keep getting bigger and bigger if it works.
Build Steady Streams of Qualified Leads for HVAC Company
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.
Gtouchmarketing provides several marketing tools for HVAC Contractors in Mocksville. 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 Mocksville? Call Us or Email Us Today
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