You Already Know Marketing Is Important To Your HVAC Business in Trinity …
Use proper HVAC marketing methods that works well in Trinity. 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
If you're one of those rare holdouts whose HVAC business doesn't yet have an Internet presence, let's take a look at why it's important. The Internet today serves as the most popular platform for news, information and media sharing, and for businesses it's the number-one tool for marketing information and customer interaction. While traditional advertising still has its place, the Internet is where new and exciting technology reaches out to your customers in ways other marketing efforts can't.
In short, you need a website. A good one.
So what makes a good website? You'll want to display the appropriate content, promote your products and services, and find ways to attract online traffic through search engine optimization and banner ads on other sites. You should also find a website developer who can add a tracking tool to your site. There are several free website tracking tools such as Google Analytics that you can find online. This tool-essentially a way to count visitors-can tell you a lot about the efficiency of your marketing techniques. By examining visitor data, for instance, you can find out which pages have been visited most often, which pages visitors are spending the most time on, and which HVAC keywords are being searched most frequently. And that's just the beginning.
Your Internet presence will also involve information that appears on other websites. Informative articles that appear on industry-specific sites can boost your online presence and increase the number of hits on your website.
The most important element of your website will be user-friendliness. If visitors click on links that go nowhere, or have to wade through pages of text, or just can't find what they're looking for, the chances are good that they aren't going to become-or remain-customers. For this reason, you should consult with a company that specializes in online marketing. That way, you can launch your site with confidence, knowing it's going to enhance your business.
How to Get More Leads for HVAC Company
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.
Gtouchmarketing provides several marketing tools for HVAC Contractors in Trinity. 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 Trinity? Call Us or Email Us Today
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