Marketing plan for a HVAC industry
HVAC companies face stiff competition in the market. Marketing plans and strategies are essential for them to remain relevant.
Timing is the most crucial factor in framing a marketing plan for the HVAC industry. The need for your products is mostly seasonal. Plan a seasonal marketing campaign to bring in more revenue. Start early to build up your campaign and get sales at the right time. The best plan is to target your marketing 6 to 8 weeks before the season kicks in.
Here are some recent consumer behavior statistics available for the HVAC industry. They indicate trends that can be used for your future marketing plaans.
- 57% of website visits come from mobiles
- 1 second delay in page loading leads to 20% fall in conversion rate
- The three top marketing tools today are email (54%), websites (51%), and social media (48%)
Depending on these statistics HVAC companies formulate marketing strategies and plans. It is seen that generic Google searches are becoming less reliable when compared to PPC or pay per click ads and local service ads. Here are the top picks for promoting and marketing your HVAC business.
Despite the digital onslaught, the print media remains a valuable marketing medium.
Think beyond newspaper and magazine ads when you consider print marketing as your tool. Signage on trucks and vans are a good eye catching option that has far greater outreach.
Take advantage of digital poster printing whenever possible. Use these in direct mail which still remains a favorite with 54% customers preferring this approach and 79% more likely to open a mail as compared to an email.
Buyers are inclined to research the web before making a buying decision. Develop an attractive and user friendly website as part of your marketing plan an experience how it pays marketing dividends. It acts like a brand ambassador projecting your brand image and reflecting authenticity of products.
Be sure to have a mobile friendly version of your website and limit loading time to within three seconds to avoid loss of traffic due to impatience. Create internal links to give structure to the site and invite clients to browse longer. Call for action is a must for your site. Above all, the HTTPS ensure security for your website and enhance the trust factor.
Include SEO and local SEO in your marketing plans. Research and find impactful key words to get your SEO right and bring you to the top of the page in web searches. HVAC marketing success depends mostly on local SEO as it helps in driving free traffic your way.
The digital world opens up new avenues for your marketing plans. The digital space is vast and more widespread than any traditional marketing space. The HVAC industry must take full advanyage of this area of marketing.
Both established brands and small companies use emails as a marketing tool to directly reach potential buyers. Various email marketing software are available to help you. Automation software sends mails to subscribers on predefined dates. Other software ensures your mail reaches the recipient’s inbox instead of landing in the spam folder.
Use PPC ads to drive traffic to your services. Let cookies work for you in creating follow-up ads for prospects that browse but leave your website. Consequently your landing page for PPC is vital for marketing success. It has the potential to double or triple your revenue. You can set up direct mail campaigns that automatically reach mail boxes of prospects.
The latest inclusion in your marketing plans is definitely mobile marketing. With more and more users depending on smart phones to conduct their day to day necessities, the mobile has become a powerful marketing tool.
Social media advertising
Social media marketing is one more useful medium for HVAC industry. Most internet users are also active on at least one social media platform. There are numerous ways of using social media.
Your blog posts can be reposted on Face Book and Twitter.
Instagram is a great platform for showcasing photographs of your work and your workers.
Face Book campaigns are a low cost and effective marketing strategy. You can host social media campaigns to garner attention and increase sales.
Social media is a good space for content marketing promotion to potential customers and prospects.
With so many avenues open to you make sure to include social media in your marketing strategy. Think of social media marketing plan as a digital extension of word of mouth marketing.
Word of mouth
Referrals work wonders for the HVAC industry. Reviews and testimonials from satisfied customers establish trust with almost 92% prospects. The more the number of positive reviews you get, the higher the chances of tilting prospects in your favor.
Your customers are paying a lot of money to buy your product. They want to be certain of the value for money paid. A friend’s referral is four times more likely to work in your favor here.
Research has shown that there is a 77% increase in chances of buying when consumers find referrals from people they count on. Referrals also act as social proof and create trust among potential buyers. Go ahead and include referral programs while making your marketing strategies.
The greatest advantage of including reviews and referrals in your marketing plans iss that they come free of cost yet boost your sales.
Make your marketing plan consistent to increase sales by 80%. Most sales professionals are of the opinion that at least five contacts are needed for a prospect to make a buying decision. For example, a prospect receives an email or direct mail message and then sees bill board advertisements and this reminds prospects. They come across your blogs and social media marketing material. This familiarizes them with your name and builds trust. When they are ready to buy a product, they do an online search. The moment your name pops up, they are attracted to this familiar brand.