Creating a successful HVAC ad is much more than keeping your Google My Business page up-to-date or starting a direct mail campaign. Because a consumer’s needs change frequently, that means your HVAC company must be able to adapt fast. The contractors that achieve this goal and can quickly adjust their HVAC marketing strategy could see more phone calls, leads, and booked appointments.
How does that translate to a successful HVAC ad? It isn’t enough to try to reach a potential customer who needs a new air conditioner. Instead, it would help if you tried getting every customer needing heating and air conditioning services.
The Importance of HVAC Ads and Retargeting Strategies
Have you ever completed a search only to discover that all the ads you see after that mirror those search results? If you have, it’s likely because you are experiencing remarketing. Remarketing is a strategy whereby an ad, like Google AdWords, Facebook Ads, or the like, leaves a cookie in browsers when potential customers visit your website.
When those customers leave your website, the cookie tells the advertising channel when they collect another cookie similar to the one that led them to your site. That tells you that they’re actively looking for HVAC products or services similar to what your HVAC company offers.
So, when potential customers conduct a Google search or visit a Facebook page similar to yours, they’ll see your ad. Retargeting with Google ads or Facebook Ads is far more potent than if you’re using traditional HVAC marketing and advertising tactics.
You can retarget and remarket your HVAC products and services across a broad range of websites. Your HVAC marketing strategy can also include retargeting on popular social media platforms like Facebook, LinkedIn.com, and Twitter.
The Elements of a High-Quality HVAC Ad Campaign
Before understanding the components of a successful HVAC ad, several factors help make these ideas flourish. The elements are as follows:
Identify Your HVAC Company’s Target Audience
Each of your HVAC advertising ideas must target current or new customers. For example, if you’re pitching HVAC advertising ideas to homeowners, you’ll be marketing different products with different value propositions than if you’re pitching to commercial business owners. When you define your advertisement’s target audience, you can create concise, results-oriented email marketing and HVAC ad messaging.
Know the In’s and Out’s of Your Product’s and Services
After defining your target audience, it’s time to determine the best ways to speak to them about the products and services you’re marketing to them. Every HVAC ad should convey specific selling points for your products and services. It should also include information about how it solves the customer’s problems, saves energy, and other things that the customer might value.
Be at the Forefront of Your Target Audience’s Mind
Your customer base sees advertising from multiple channels every single day. That means you must make your HVAC ad stand out among the flood of advertising they see. An excellent way of achieving this goal is by making your advertising memorable. Think about an angle that best fits your company—it could be eye-catching, funny, shocking, or another way to get your customer’s attention. If your advertising doesn’t blend in with the competition or other advertising your customer base sees, then you’ll have a better chance at generating leads.
Link to Your Company
There should be no doubt that the ads your customer base sees are coming from you. So, make sure you’re linking your ads to your company. If you leave advertising undefined, then you’ll run the risk of it linking to your competitors. Your company’s branding and logo should be evident in every advertisement you’re running.
Create a Compelling Call to Action
As soon as your customer sees your ad, it should be clear what you want them to do. Creating a compelling call to action drives your current and potential customers to act when seeing your advertisement. That could mean calling your office, visiting your website, and more. If customers don’t know what to do when seeing the ad, then you’re not going to receive the follow-through you’re expecting.
What Your HVAC Ad Should Contain
After you identify your target audience, it’s easier to talk to them about the products and services you want to market to them. There are necessary components that every HVAC ad should contain. They are as follows:
- Contact information, including your company’s address, email, and phone number
- Your company’s HVAC services
- Your company’s service area
You can build trust with potential HVAC customers by including online reviews, testimonials, and referrals. Ultimately, you want your HVAC ad to contain the specific selling points of your products and services. It should also convey how it makes your target audience’s lives more comfortable and other values it might have.
Build Loyalty With a Social Media HVAC Marketing Strategy
HVAC contractors benefit from building loyalty with a social media HVAC marketing strategy. Social media has grown into a powerful marketing tool for large and small businesses worldwide throughout the years. Daily, millions of people interact with creative content, including blog posts, pictures, videos, and more. They’re using platforms like Instagram, Facebook, Twitter, and others to engage with business owners and brands.
That’s where building brand awareness and loyalty with social media becomes a critical marketing strategy. Here are some tips for how to make this type of HVAC advertising a success:
Choose the Best Platform for Your HVAC Business
One of the biggest mistakes you can make is using every social media platform you come across at once. Because there are so many, a more practical approach is sticking to one or, at the most, two. As you grow into an experienced marketer, you can add more social media profiles. Until then, consider using Facebook or research one that your target audience visits the most.
Many small business owners turn to Facebook to achieve their advertising and marketing goals. You’ll find various marketing tools on that platform, including Facebook pages, Facebook groups, and Facebook ads. There are many other frameworks businesses can use, including about us pages and email subscription portals. Because it isn’t necessary to spend any of your budgets to use social media as part of your marketing strategy, it’s an excellent return on investment.
Develop an HVAC Marketing Strategy
Consider spending a little bit of time getting to know your target audience and their demographics. Determine what your target audience’s interests are and what they post about or discuss most often. It’ll help your HVAC business to develop a content marketing strategy that meets their needs. A mistake many small businesses make, which causes them to lose engagement, is posting irrelevant content.
Consider mapping out your digital marketing strategy for a week, month, or longer instead of trying to come up with content ideas daily. Here are several examples focusing on what you can include in your content marketing strategy:
- Posts containing links directing them to your HVAC website
- News focused on the HVAC industry or your HVAC company.
- A new HVAC DIY series each week
- Customer testimonials, reviews, and spotlights
- Posts thanking loyal customers
- Hosting weekly Facebook Live sessions featuring tutorials and tips
Maintain a Consistent Posting Schedule
An excellent way of attracting, engaging with, and retaining new followers to your HVAC business page is by posting consistently. Entice new followers by posting images, links, text, and videos regularly. You might also want to consider entertaining your followers by including infographics and memes. Page followers tend to forget about businesses that don’t often post, so it’s a good idea to maintain a consistent schedule.
Keep in mind that your followers are going to want to see posts about general home improvement along with posts about HVAC installation, maintenance, and repair. Even though that doesn’t fit your business’s exact scope, it’s still relevant to your audience. Each time you post about your HVAC services, be sure to include a sentence requesting feedback. You might consider asking a question or asking to hear about your audience’s opinions or ideas.
Host Contests and Giveaways
An excellent way to keep your followers excited is by hosting contests and giveaways regularly. Not only does this increase engagement, but it gets your followers talking about your business. An example of a game could be to encourage your followers to post photos of their heating and cooling systems. The photo entry that receives the most “likes” and “shares” can win company merchandise or a discount on services.
If a follower is happy with a brand’s products or services, they’ll go out of their way to create and share the story of their journey with that specific brand. That’s why it’s an excellent reason to use contents and giveaways to drive engagement and feature user-created content.
Don’t Forget About Pay-Per-Click Advertising.
While every HVAC marketing strategy should include content marketing on blogs and social media, don’t forget the value of pay-per-click (PPC) digital advertising. A significant benefit of this form of HVAC advertising is that you only have to pay each time someone clicks on your HVAC company’s PPC ads. However, one downside is that you can expect to see wasted clicks that don’t convert into new HVAC leads.
Because PPC ads have premium positions at the top of search engine result pages (SERP), that can increase your chances for HVAC lead generation. Keep in mind that other HVAC companies are competing for the same keywords you’re using. Because you have to bid on keywords, most of which are suggested by Google AdWords, you could wind up paying a significant amount to land on page one.
Write “Clickable” HVAC Company Ads Using SEO Strategies
Speaking of keywords, SEO (search engine optimization) is another area in your marketing campaign on which you must focus. When you use Google ads, it can be frustrating to write “clickable” ads that blend art and science into pieces of content that stand out against the competition. Here are some strategies for how to write “clickable” HVAC company ads that use SEO strategies:
- Include unique selling points: Make sure your ad focuses on how to solve your target audience’s problem. Use specific services and special offers to attract more clicks.
- Use unique text and numbers: Help your ads stand out from the competition by adding special text characters and numbers. That way, you’re driving qualified clicks and phone calls.
- Incorporate keywords into the ad copy: One of the best ways of boosting performance is by incorporating the same keywords you’re using in your campaigns to create ads that Google defines as relevant.
- Use headlines to ask questions: Because users head to Google to ask questions, you can incorporate them into your advertising heading. Transform a general keyword using a well-placed keyword as a way of speaking directly to your target audience.
- Develop a strong call to action: Adding a strong call to action to the end of your ad copy helps drive your target audience’s engagement.
Include Local SEO with Your HVAC Marketing Campaign
Local SEO is more critical to HVAC companies than ever before. The main reason is that homeowners want to work with HVAC companies that are near them. Here are some tips for ranking at the top of Google’s searches and map listings:
- Create a mobile-friendly website: With nearly half of the online traffic globally happening on a mobile device, it’s clear that mobile searching isn’t going anywhere. Therefore, ensure that your website is mobile and local SEO friendly.
- Optimize your Google My Business listing: Add elements like photographs of previous jobs, current contact information, and more to drive traffic to your page.
- Keep social media channels consistent: Local SEO does tie into social media platforms. So, make sure your contact information and location are consistent across every channel.
- Update information with local online directories: Each time one of these directories updates its data, you must make sure your location and contact information is correct.
- Stay in the proximity of the searcher: Remember that local SEO means you must be near the searcher. So, the closer you are in their search, the better chances you have of appearing in their results.
Ranking for local SEO also extends beyond your business’s location to ensure searches cover your service area. For example, you can create geo-targeted pages on your site so that those individual pages rank within a search. For instance, if your HVAC business’s building is in Houston, Texas, but you also service the surrounding area, you can create geo-pages for Baytown, Conroe, Deer Park, and more.
That means creating an individual webpage for every city and town in your service area. An example includes creating a page featuring the city name, Houston, with a specific service, air conditioning, to reach your target audience in that area. It could read something like, “Houston Air Conditioning Maintenance and Repair.”
The Bottom Line
Now that you know the critical elements of an HVAC advertising campaign, what an HVAC ad should contain, and how to tie those elements into a successful marketing campaign, it’s time to put these ideas into action. Remember that you must start by identifying your target audience and, once that’s complete, you can move on to creating ad copy and ranking for local SEO.