Flipping through a phone book, TV ads, and billboards for contractors has become a thing of the past. Modern day consumers use search engines to find what they need, Google alone receives over 100 billion searches a month (Mashable, 2015). But search engines do not know what niche your company fills unless told. Informing your customers of your specific abilities is precisely where SEO comes in to help.
SEO, short for Search Engine Optimization, prioritizes making sure online searches lead back to whatever online presence you have. Whether it is social media pages, the occasional ad or just your website, searches will hone in on your business and bring customers with them. Your website must be optimized to receive these potential customers however. When the search engines bring the clients to your page, you need to make sure they have reason to stay.
HVAC Marketing and the 2018 Trends to Know
When entering anything into a search engine what comes up is a search results page, or SERP. When a SERP loads you see the list of results most relevant to whatever it is you were searching for. In order for you to find your website higher on this page requires time and effort. A focused marketing campaign, and accompanying SEO techniques, is needed to ensure a high enough position to acquire your business the attention it needs to attract customers.
When talking about online presence there is no way to leave out a field as widespread and ingrained in culture as social media. Practically ⅓ of the world uses social networks regularly (eMarketer, 2016), with that number growing by the day. A resource this convenient and widely used must be capitalized upon to successfully improve your marketing campaign. If used properly your business will easily access your niche market and make use of such advantageous exposure.
Being able to have your website viewed through this medium also means that you are able to inform the public of any new and exciting air conditioning and HVAC products you have available. You are also able to do so relative to the climate in your area as well. Are hot summers normal in your area? Advertise your ability to install cooling conditioners. Is a bracing winter incoming? Show off your company’s newest line of heaters.
Knowing the opinions of others has, for better or worse, become easier than ever. Customers will search for a business like yours through a search engine, 48% of mobile consumers actually begin researching with a search engine (Smart Insights, 2016), but search engines come with ratings as well. Ratings, reviews and general opinions of your business are on display for anyone to see. Collective opinion is the method from which a business will find success or failure.
As easily as a person can find your site, they are also able to find out what people say about your business. A bad impression, or worse no impression, will dissolve interest while good reviews strengthen it. The statistics support these facts:
- 97% of customers read online reviews for local businesses (Bright Local, 2017)
- 12% of customers read online reviews for local businesses every day (Bright Local, 2017)
- 85% of customers trust online reviews as much as personal recommendations (Bright Local, 2017)
- 73% of customers are more trusting of companies with positive reviews (Bright Local, 2017)
- 49% of consumers require a company to have a four-star rating before considering them (Bright Local, 2017)
Content Creation For an HVAC Site and Marketing Campaign
Effective marketing does not matter if the search engine leads to an empty site. Your customers will need to see content in order to receive a clearer view of your business and its quality. Without any updates or change you risk having a stagnating site. Customers have the tendency not to visit static, less relevant websites.
Frequent updates go a long way to improving your image. Search engines pick up on the fact that your website is seeing change and this reflects on your websites ranking. The content being relevant to visitors also makes sure that search engines hone in on your website for their particular needs. The more customized and unique a page, the better an impression it leaves on potential clients.
You may also consider using this aspect of your site in conjunction with the social media aspects. Customers appreciate being informed and displaying your website’s content is a good way to bring in business. Blogs, videos or articles, you should make the most out of having such instructional pieces by making it known what it is you are providing. You could make content that teaches more about what your company does, or about the basics of your industry, and advertise to customers at the same time.
ROI, or Return on investment, is your overall net profit divided by your net worth. When considering this, realistic goals should be considered in order to better calculate your ROI. Overall, better ROI comes from SEO improvement and increased customer interest. It is proven that raising your rank on a search results page, or SERP, will inevitably lead to better ROI.
Duration of an HVAC Marketing Campaign
A marketing campaign takes time and patience, it is an intricate process. The length of the campaign also relies on a variety of factors. The age of your site and whether or not SEO has already been implemented plays a role in knowing how long it will take for us to do what we are able to for you. Your website’s condition and the content available on it also dictate what it is we must do, and alter the possible length of the campaign.
Committing to a Local HVAC Marketing Campaign
Air Conditioning and HVAC marketing is a local campaign. Your business focuses primarily on customers you are able to reach, and that is the client base you appeal to. You will not be the only business on the market looking to tap into your area’s business. There is plenty of competition, 95.3% of clicks go to the top 4 search engine results (WebSpand 2017) which means that it all the more important to work on your SEO and take one of those spots as your own.
Digital Marketing Assets for Your Air Conditioning and HVAC Business
Digital marketing has enough platforms to make sure you have plenty of options to choose from. On The Map Marketing makes sure that your choices are organized and presented efficiently, and professionally. You are free to see the full range of our services and their accompanying prices. Better learn how it is we are able to help you.
Making Money For Your Air Conditioning and HVAC Company With Digital Marketing
Traditional marketing fell out of favor for a reason, digital marketing has the advantages, and they are available for you to use. Via website your business has access to the limitless, yet still growing, tool that is the internet. By harnessing the potential available to you, your HVAC service is seen by the clients you work to gain. Better yet, by using digital media to its full potential you will adapt and expand appropriately to the business you will see.
There is no set size for a website, it grows with your business and becomes as large or small as you want it to be. Your company’s growth flows into your website, and the content reflects that. Website expansion is entirely up to your discretion, and done to your leisure. A website is entirely customizable to fit the quality of your business.
Billions of people are connected to the internet, and billions are on it at any given time. Your customer base is only as small as your imagination and as available as your ability to reach out allows you to be. The question of how to bring in customers is not a matter of reaching your audience, but of exposure. With the right use of the digital media platforms available to you, you could gain the attention your business needs to succeed.
When investing in marketing it is important to know that the process must be done completely in order to see an effective change in ROI. Digital media takes time and effort to fully manipulate but when you have the platforms working for you the costs will have been worth it. The ROI for using traditional media has fallen due to steady decline of most non-digital venues. You will soon see the benefits from using the platforms and mediums that have come to define this age of marketing.
Tracking Air Conditioning and HVAC Marketing Results
It is important to know your progress, and keeping track of your business growth helps you determine much in terms of your businesses future. When handling installs or ensuring that a job went well you are able to see that it all leads back to improving your marketing campaign. Increased exposure leads to better traffic numbers and seeing this will shape the marketing strategy you are going to need the tools available include: Call tracking, form tracking, traffic reports, ranking reports, Google analytics, Sitemap, and Search console.
Use SEO to Access Your Air Conditioning and HVAC Companies Money Making Potential
Your ability to improve your marketing campaign relies on the proper usage of different factors. These factors involve how our website is structured and how your website is viewed from an outside perspective. Both onsite and offsite appearance play a heavy role in how it is that you attract clients and consequently keep them.
Money comes in with customers, and customers come in hoping for an easy answer to their needs. If a visitor reaches your site only to be met with confusing, or worse zero, content then their impression of you and your company will see severe damage. Impressions matter, for both long and short term business. By improving the different aspect of your website, customers are better inclined to doing business with you.
Aspects of Air Conditioning and HVAC SEO
On-Site, or on-page, is SEO that is involved in the improvement of your web page itself. It mainly relies on making sure that the impression of your website comes off as full and maintained. Ease of use and content is a priority for this kind of SEO and makes sure that your website remains interesting. While off-site SEO leads to your website, on-site SEO ensures that customers stay. Aspects of this SEO include:
- Keyword selection, where relevant keywords are researched and placed.
- Structuring, and the easing of navigation through your site.
- Review, and the altering of different aspect of your site in order to improve its appearance.
Off-site, or off-page, SEO works with bringing customers from out of the web and guiding them to your site. This is mostly done through the process of linking your site with others. The world wide web is a myriad of connections and possible leads that could have customers funneled to your site. On-site SEO keeps the customers interest, but off-site SEO brings them to your site in the first place.
- Linking, where your site is connected to the greater web. The more links your site has, the more important it appears. It also helps guide the traffic from other sites and funnel them into yours.
- Listing or using a directory, a clear and quick way for customers to find what they are looking for and for you to be among their first options. The higher quality the directory, the better increase of traffic you will see.
- Link profile, where your profile is created in order to solidify your company’s trustworthiness and authority
Air Conditioning and HVAC Marketing- A Breath of Fresh Air for your Business
The modern age is fast paced and sees the evolution of technology at a rapid pace. New and exciting aspects of digital marketing and refined by the day. Keeping up with this new age of marketing is a daunting task, and not too easy either. You will need the help of a company who specializes in online marketing to keep your online presence efficient and up to date.
We here at On The Map Marketing are the company for you. We provide the marketing services you will need to have your website compete for search engines top spots. Customers spend less and less time looking for what it is they need. So make sure that you are the first and only option they decide to choose.