The heating, ventilation, and air conditioning (HVAC) industry is one of the most essential sectors in the market. It covers many of the vital elements that can make your home a more comfortable place. This includes temperature control for your shelter and gas for cooking, which deals with two of the basic necessities for humans. Because of this, HVAC services are always in demand.
However, one important thing to remember is that the high demand for HVAC services has resulted in hundreds, if not thousands, of competitors to emerge in the market. Owners of HVAC businesses have to compete with many other companies that offer similar services and products.
This is why owners should work to make their business stand out. While this definitely includes offering top-notch services, products, and customer service, it is also important to strive for prominence in terms of your brand. The best way to do this is to ramp up your marketing strategy to include digital practices.
If you are wondering how this type of campaign can benefit your HVAC firm, read on to know more about the connection between the industry and digital marketing.
Facts About the HVAC Industry and its Market
Before we proceed with the benefits you can expect from implementing a good digital campaign, looking into the industry and its market is a great first step. As mentioned, HVAC products and services are constantly in demand, especially as every home has at least one type of HVAC unit. In fact, 103.1 million housing units in the United States have an air conditioning system.
The market for such systems is so big that Statista projected that there will be a whopping 151 million units in the market by 2024. It is also expected to have a market size of $367.5 billion by 2030 with a market share of global public HVACR buyers of 32.7%. Currently, the industry’s market value in North America is $13.8 billion. In the United States, in particular, the industry has a projected growth of 5% for residential with an equipment demand of $20.4 billion, especially for unitary air conditioners.
These facts simply show that for heating, ventilation, and air condition services and equipment can anticipate growth in the coming years. Meanwhile, the high demand for such throughout the years means that more players have entered and will enter the market to fulfill the need. This creates a fierce arena for competition and if businesses fail to make themselves stand out, they are bound to be overshadowed by their competitors.
How Digital Marketing Help HVAC Companies
So, what’s the connection between the HVAC industry and digital marketing? The simple answer is this: digital marketing can help you compete with other players in the market. Here’s how this practice can help companies stay competitive.
Expands the Pool of Potential Customers
Sales are the main source of cash inflow for HVAC businesses. This is composed of equipment sold and installed, as well as maintenance and repair services availed by new and existing customers. Now, companies with traditional marketing promote their offers through conventional means such as newspaper, television, and radio advertisements. They might even use posters and billboards to inform potential clients about their offerings.
These traditional means definitely have their own advantages. However, there is merit in keeping up with the times, especially with the popularity of the world wide web and social media. Many companies are using these digital platforms to promote their offerings, which is precisely what digital marketing is.
Moreover, the current situation with the pandemic has caused many industries to double down on more tech-based modes of advertising. So, instead of focusing on outdoor ads such as posters and billboards, they are funneling funds toward the internet, email, and social media marketing.
So, digital practices not only help you keep up with the fast-paced technology available today but also allows you to continue advertising activities even during a time when the economy is slowing down and people have limited capacity to move about.
Creating a Recognizable Brand and Persona
Marketing based on the internet gives you a way to freely create a brand that can be easily recognized by your target market. Your website serves as the virtual ‘site’ for your business. In the digital world, your website is the very first venue where you can and should establish your brand. The different aspects of your website including appearance, site map, and content contribute to the public image of your business. Combined with the name, logo, and tag line, all these make up your brand.
Your online presence is not limited to your website. With the popularity of social media platforms, you can freely set up an account where you can reach your target market. These not only serve as a way to expand the platforms in which you can promote your HVAC offerings but also as a venue where you can communicate with you and vice versa.
Social media accounts let you establish a persona depending on your brand. If your brand is a casual and helpful one, your social media accounts can take on a friendly and cool yet obliging personality. The way you market your brand should appeal to the sensibilities of your target market.
Drive Revenues Up
With digital marketing practices offering a way to expand your pool of potential clients and establish your brand, you can expect an increase in revenues. That is if you can convert your visits and leads to sales. If your materials can hook clients and convince them to finalize purchases, then your business’ revenues will definitely go up. In short, effective digital marketing can help an HVAC company earn more profit.
Businesses, while they primarily cater to customers, sometimes have to work with other businesses for supplies, distribution, and other similar activities. Digital marketing offers a way for HVAC companies to create a network composed not only of customers but also other companies that can help them conduct their operations more efficiently. This can be done through social media and your website.
Tips for Creating a Digital Marketing Campaign for HVAC Firms
Knowing the benefits HVAC firms can get from this practice, you might be thinking of diverting more effort and funds toward a digital marketing campaign. Check out these valuable tips that can help you create an effective strategy.
Implement a Strategic SEO Strategy
Many companies rely on people finding their offerings on internet search results. However, your website will not automatically appear on search engine results without proper search engine optimization (SEO) strategies. SEO helps you rank on Google, which results in organic leads and sales.
As mentioned, a good website is not only shown by its appearance but also its content. You want to make sure that your site has high-quality texts, images, and videos that are not only valuable to visitors as an information resource but also valuable to Google’s algorithm. SEO makes use of text, meta-tags, meta-descriptions, file names, and page titles that contain keywords, or words that are likely to be used by potential clients when making queries.
Monitor Your Reputation
Customers are less likely to avail of equipment and services from companies that have bad reviews. In some instances, past clients may give bad reviews due to justifiable causes such as they may have received poor service. However, there are times when such types of feedback are rooted in misunderstandings. When this happens, you want to be on top of things before you lose existing and potential customers.
Monitoring your reputation means that you are keeping an eye out for all kinds of feedback. This way, you can respond accordingly, and offer thanks, explanations, compensations in the form of promos, or assurances for improvement. This can paint your business in a good light, which can encourage more potential buyers.
Work With Specialists
As an owner of an HVAC firm, you are likely to be an expert on heating, ventilation, and air conditioning equipment and services. With the worldwide web being accessible to all, you can definitely incorporate your expertise into a do-it-yourself campaign. However, digital marketing covers not only your front-facing online activity but also behind-the-scenes one.
Services such as Google Analytics and Paid Ads generate reports that pertain to visits and engagements. With the technicalities surrounding the various digital marketing techniques, your best bet is to invest in a campaign formulated by specialists. Often, they offer complete services, from website design and development to SEO and reputation management.
They can also offer link-building and outreach services that can increase the potential of your website. Some even have photography and video services, which you can incorporate into your site.
yThe Bottom Line
Heating, ventilation, and air conditioning companies can definitely take advantage of what such campaigns have to offer. With the right strategy, your business can enjoy the various benefits of this type of marketing. For expert assistance, make sure to work with a dedicated digital marketing agency.