Gone are the days when you could attract new business by word-of-mouth marketing and Yellow Pages listings. To grow your HVAC company and achieve success in the online marketplace, you need to adjust your marketing approach accordingly. In other words, here’s why you should switch to a digital marketing approach today.
Going Beyond Simply Surviving In the Changing Consumer Landscape
Consumers today are drastically different from the consumers of 10 or 20 years ago. They display new behaviors and have new expectations that must be met in order to gain their business. This holds true for both business-to-business (B2B) and business-to-consumer (B2C) sales.
In general, modern consumers:
- Expect a positive customer experience
- Want customer service options 24/7
- Expect answers almost instantaneously
- Conduct online research online beforehand, whether they plan to purchase online or offline
- Consume and share content
- Purchase or opt-in to businesses products, services and offerings via multiple channels
In order to successfully move past simply surviving and rather begin thriving in the digital marketplace, HVAC businesses must step up their online marketing efforts. Modernizing your marketing practices will allow you to meet these needs, paving the way for:
- More leads and consistent leads
- Increased brand recognition and loyalty
- Brand and business credibility
- Competitiveness against larger, better-known companies
- Targeting the right audiences
- Higher return on investment (ROI) on marketing campaigns
The Benefits of Digital Marketing
Digital marketing allows HVAC businesses to review, reassess and recalibrate their strategies in the face of new information in a smoother, more efficient way. In the old days, if your brochures weren’t getting attention, you had to find out why through surveys and research. You’d have to call in your designer and writer and brainstorm. To top it off, you’d have to destroy already-printed brochures. All of which results in a massive loss of both time and money.
With HVAC digital marketing, you can collate and assess data to better identify how to best reach, attract and engage customers before launching a campaign. Digital marketing campaigns are trackable, and the effects are measurable.
As a result, marketing analytics allow HVAC businesses to learn what works or doesn’t work with existing and potential customers and adapt strategies moving forward. If a campaign doesn’t meet your established key performance indicators (KPIs), you can use the information gleaned from your data to tweak it for better results moving forward.
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Getting Started With Online HVAC Marketing
To achieve the best possible results, it’s important to have an overarching marketing plan. A typical digital marketing strategy uses:
- Pay-per-click (PPC) advertising
- Content marketing
- Search engine optimization (SEO)
- Search engine marketing (SEM)
- Social media marketing
- Email marketing
- Local marketing
- Website design
A barrier that prevents many HVAC contractors and manufacturers from getting the most from a digital marketing approach is a general lack of experienced staff, software and systems. A cost-effective solution is to hire a consultant for HVAC marketing services.
KGG Consulting removes the need for an in-house marketing department by offering various marketing services to HVAC businesses. With decades of experience in the HVAC industry, our agency is well-poised to take your business to greater heights with our strategic approach to digital marketing. Our team will incorporate digital channels into your marketing platform so you can reap the many benefits, including a strong online presence, brand authority, and improved ROI.
Guarantee a bright future for your HVAC business in the online marketplace with digital marketing. Get in touch with KGG Consulting today.