Hey - HVAC owners. Do you know who your target customer is? Do you know how to reach them effectively? Every digital marketing strategy needs an over-performing workhorse to grab more eyeballs. Content marketing can help!
Content marketing refers to strategies that focus on educating customers about products and services rather than pitching them. As a result, HVAC companies can attract prospective buyers, engage with them, and transform them into quality leads.
With so many different types of content, it can be overwhelming to decide which deliverable will resonate most with homeowners. Luckily, you've come to the right place. This article shares five high-performing types of content that HVAC business owners can use to supercharge their lead generation funnel.
As the world of online marketing continues to evolve, blogging has become more critical than ever. In fact, companies with blogs produce an average of 67% more leads monthly than companies that don't blog (DemandMetric).
It is perhaps the most primary type of content used for content marketing efforts. Here's why.
Our client, Alco Windows and Doors, is an excellent example of a home services company that utilizes blogging to supercharge its business. Before working with Rizen, Alco was looking for a way to scale its organization.
Therefore, our team recommended an SEO-driven blogging strategy as part of a marketing package. Doing so brought Alco's website traffic from 200 sessions to 10,000 sessions a month. That's a 4,900% increase in highly relevant traffic each month!
Read the entire case study here.
You may know you need to be blogging for your HVAC company, but you don't know where to start. There are simple steps to take, such as choosing a blogging platform, registering a domain name, and purchasing web hosting.
If you have those initial steps covered, I recommend your next action item be reading How to Attract More Leads By Building a Home Services Blog.
In a landscape as competitive as the HVAC industry, it's essential to find new ways to make your products and services stand out. Video is a great medium to do just that.
While video marketing is nothing new, it is a type of content that businesses fail to utilize. However, many homeowners have busy schedules and often prefer to watch a short video rather than take 20 minutes to read the same information.
Need a little more convincing? Here are a few statistics that showcase the benefits of video marketing:
Fox Family Heating and Air is an HVAC business located in the Greater Sacramento, CA area. With over 30,000 YouTube subscribers, they are a great example of an HVAC company succeeding in the world of video marketing.
They feature educational video content on their YouTube page with topics ranging from:
You'll notice that most of their videos focus on teaching homeowners about the HVAC industry rather than trying to sell them on their products and services. However, with a total of 4,605,520 video views, it is perhaps their most effective marketing medium for lead generation.
Any successful HVAC marketing strategy needs to include video. Ready to get started? Read our blog post: Jumpstart Your Social Video Marketing With These 3 Steps.
Case studies are a powerful type of content for any business planning to supercharge their marketing strategy. This type of home services marketing medium provides real-world examples of how your HVAC business helped homeowners with similar goals as potential customers.
A few reasons why I recommend case studies for businesses in the HVAC industry include:
Alco Windows and Doors is another great example of a business that features case studies in its home services blog. For instance, here is a blog post that highlights a customer testimonial where they installed impact windows to a customer's home.
Not only does the post outline a great story of the customer's challenges and how Alco helped - but also a video customer testimonial. As a result, it serves as a multi-component marketing medium that resonates with different audiences based on how they prefer to consume content.
When writing a case study, start by outlining the challenges, the approach, and the results of the home improvement project. Doing so helps tell the story in an emotionally appealing way. For more insights on this type of content, read What is a Case Study? Important Tips for Impact Windows Companies.
In a perfect world, site visitors would browse your HVAC website and request an appointment before leaving. However, for most, this is not how a customer journey plays out. Studies show that buyers consume about five pieces of content before they're ready to be contacted by a sales rep (Influence & CO).
For this reason, creating downloadable content such as eBooks is a strategic interim step for lead generation. By optimizing new or pre-existing content as a lead magnet, business owners can still collect contact information before someone is ready to sign on the dotted line.
Central Heating & Air Conditioning created, "HVAC System: The Ultimate Guide." It promises readers insights on popular heating and cooling systems for their homes and how to keep these systems running efficiently. However, in order to access the guide, site visitors must provide their name, email, and whether they are a homeowner, renter, etc.
With this information, the HVAC company can create an email nurture campaign to stay in constant contact with readers. The goal is to gently nurture leads through the awareness stage to the decision stage.
Writing an eBook can seem intimidating. However, if you already have a plethora of content available, you can easily combine these resources to create a long-form ultimate guide.
Checklists are another type of content that can supercharge your HVAC business. Similar to eBooks, checklists can be put behind a landing page where readers exchange their contact information for free content.
Many homeowners love checklists because it ensures crucial steps of a task are not forgotten. And when it comes to installing an air conditioning unit or other home improvement tasks, forgetting an action can be detrimental.
Again, placing different types of content behind a download form allows new ways for your sales and marketing team to collect contact information. Additionally, based on the piece of content they are downloading, you can have a better idea of what service they would be most interested in.
Take for example this property inspection checklist by Alco Windows and Doors. The goal of this checklist is to attract property managers who want to take preventative measures against surprise expenses and unhappy tenants.
To get started with creating a checklist, think about what topics homeowners are often tasked with. Perhaps it's an overall maintenance checklist to prevent future problems and unwarranted costs. And remember -- the best HVAC checklists include clear headers, colorful designs, and brief copy.
As marketing trends continue to evolve, HVAC businesses must adapt to these changes to stay competitive. Creating various types of content will undoubtedly be a vital part of your success.
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