The year 2021 has brought with it dynamic changes in the heating, ventilation, and air conditioning (HVAC) industry with insights and developments brought about by the prominence of the new, normal, and stay-at-home culture. As such, you are past the trial-and-error period that was 2020 but still eager to grow your business with potential customers reeled in by the internet.
In comes lead generation, the modern, customer-friendly way of digital marketing which entices consumers by matching them with the product you, as a business, are offering. Here you aim for customers to reach out to you to give their information. In turn, you can use this data to better cater to their needs and wants. This article discusses the different aspects of your business and the valuable tips to getting it right with HVAC leads.
Enhance your Website To Drive HVAC Lead Generation
Lead generation involves a collaborative process between marketing teams and sales teams in identifying customers, leading them to you, and driving customers’ interest up. In today’s online-based community bombarded with endless page notifications, advertisement posts, and sales emails, there is just too much for the average consumer to be flashed with. It’s hard to focus.
If you’re smart about how you market yourself, that would be the best way to make that focus you. Consequently, acquiring leads is an essential strategy to be employed by contemporary businesses.
Make it Easy to Use on a Mobile Phone
Think about your customers when making your website. Mobile devices host above 50% of all internet traffic in 2021. Most people are on their smartphones nowadays, always on the move. While people might be on their computers for work purposes, many who have mundane questions or problems regarding HVAC services are more often on their mobile devices. As such, make sure the layout of your website is accessible and easy to navigate on a smartphone.
Quite a few mobile users can get frustrated by how much they have to slide their fingers on their phones to get to remote information on your website. Your website performs best when it is easy to read, understand, and navigate where to go next.
Make Your Service Page User-Friendly
If your customers are specifically looking for HVAC services and they happen to wander over to your website, you already have them on your turf. Make sure your territory is as convenient as possible for your type of customer.
Have labels for each section that is relevant to your business. List your services, the differences they have to one another, and in the language of your target audience. Not everyone speaks technical HVAC language.
Try Conversational Marketing
Chatbots are now integral parts of any online website. On your HVAC website, this kind of artificial intelligence (AI) can communicate with customers to answer their questions and help serve them no matter what time it is. You know how it feels to keep waiting on a reply or text. Chatbots eliminate this problem for your leads altogether.
In 2018 more than 300,000 chatbots were created on Facebook. This is evidence of how many people produce chatbots and what they can do for businesses.
Use Search Engine Optimization (SEO) To Your Advantage
What brings your leads to your website in the first place? We will get to content marketing in a minute, but making sure your HVAC content is exactly what your customers need is key. Getting an SEO specialist ensures you a higher rate of leads. This extra step can personalize your marketing strategy. SEO specialists can generate more leads on your social media pages, google maps listing, NAP directories, and especially on your website.
The Air Conditioning Contractors of America (ACCA) award for contractor of the year went to a company that grew because of optimization. In fact, within 5 months, GAC Services (previously Gaithersburg Air Conditioning & Heating, Inc) grew by 300% in terms of new domain organic website leads due to SEO.
Create Relevant Content
Your goal with content marketing is consistently to churn out meaningful, relevant, and updated information through blog articles or videos about topics that your customers need to know about. Beautiful and aesthetically pleasing graphics and images to go with your content are a necessity to execute this strategy effectively. You want to be the professional dedicated to their HVAC needs.
Develop Lead Magnets
You can create a free resource tool that your customers need. For them to gain access you can ask for their email details or any other information in return. Later on, they can become a regular part of your email list from this strategy. You could also paint a clearer customer profile from this.
First off, you must develop that resource, may it be an ebook on the basics of using different HVAC appliances or Do’s and Don’ts lists for their HVAC model, and maybe a visual guide to your products. If you provide quality, niche-specific, rare info—chances are website visitors will surely give you their emails in exchange for that valuable resource you’re offering.
Elevate and Polish Your Social Media Presence To Draw In HVAC Lead Generation
Create Social Media Profiles
Connect to your customers by building a brand image online through your social media profiles. Be clear on how you want to portray your HVAC business. What kind of experience do you want customers to think of when they see your brand? What feeling? Find your identity and tailor-fit your posts and engagement to fit this image across multiple social media platforms.
Choose Which Social Media Platform is Fitting
What is the average age demographic of your consumers? Which social media platforms would they most likely frequent. Look into these details to decide how best to move forward when developing a posting schedule and strategy. You might want to use many social media platforms or start with one and work your way from there. Needless to say, widely used platforms such as Facebook, Twitter, or Instagram are non-negotiables.
Post Content that Makes You Relatable
What are some very human experiences that your customers might have with HVAC? Think of how your products and services can be everyday comforts they enjoy. What feelings does your brand evoke and how best can you showcase this in your social media presence? Would that be through sharing factoids, funny memes, relaxing quotes?
Remember this when you post content. This humanizes your brand and makes your customers remember your brand in mundane occurrences.
Engage. Engage. Engage.
Respond to the comments and concerns that are left on your posts. That not only shows that you reach out to the public but it also helps the algorithm circulate and popularize your post. Being responsive shows your followers that you care about what they say and you do something about it. This is true especially for HVAC whose products and services highly rely on a strong customer service response.
Show Behind-the-Scenes Footage.
Customers can detect shady and vague products and services. They need proof that what is on your website comes from a credible source. Catfishing is a big fear for people who are simply looking for reliable services. BTS shots give the message that your services are legitimate and real. You know what you are doing. You do the job right. That is the kind of company that people gravitate to and form bonds with. This can also show the human faces and hands behind your brand which can also make you more trustworthy.
Final Thoughts On HVAC Lead Generation
If you want leads you have to know how to play the online game. Lead generation is the way to attract HVAC customers in this internet age. If you want to grow your sales your marketing team can play a key role in this goal. Cultivate your online presence and brand image through your website and social media platforms. Reach your audience in a way that is organic to them and watch your leads grow.