This is the fifth article in our five part HVAC marketing series. Links to the other articles are at the bottom of this page.
Your customers will always need HVAC services – but that doesn’t mean potential leads will always need your HVAC company. With more potential customers turning to social media or search engines to find their next home service provider, you could miss out on hundreds of leads if you don’t prioritize your HVAC marketing strategy.
Our team at Weave knows that HVAC advertising isn’t easy, though. More than likely, you spend most of your time running your business, converting new leads, and providing exemplary customer service, not thinking of new HVAC marketing ideas. However, it’s crucial to remember that, even if you don’t advertise your HVAC company, your competitors do.
With that in mind, it pays to invest in your HVAC marketing strategy. In doing so, you can connect with both existing and new customers through social media, drive more leads to your HVAC website, and convert more customers.
Below, you’ll find three easy ways to start marketing your HVAC company, plus our top nine HVAC advertising ideas proven to get you customers.
How to Advertise Your HVAC Business
Before we dive into the best HVAC marketing strategies to drive brand awareness and conversions for your local business, let’s consider three critical elements of a successful marketing plan, as follows.
1. Identify Your Business Personas or Typical Customer
We know that you would happily provide HVAC services to anyone in your area. Still, you need to narrow down your target audience before launching a search engine or social media marketing campaign.
Different HVAC clients have different needs and necessities. As such, you may choose a certain segment of your demographics to promote a low-cost maintenance plan, an efficient HVAC system installation offering, or other services.
In doing so, you’ll create a straightforward HVAC marketing campaign that motivates your ideal clients to take action.
2. Choose Several Advertising Platforms
Choosing the best marketing platforms is just as important as selecting your target audience. Each social media platform has its own demographics. For example, most Facebook users are over the age of 30, while young adults ranging from 18 to 19 tend to use Snapchat, TikTok, and Instagram.
With that said, marketing your HVAC business on TikTok may not have as much impact as a digital marketing campaign optimized for Facebook. You can also target your clients through online review platforms or search engines like Google and Yahoo to connect with your ideal clients and drive more business through your doors.
Choose several top digital marketing platforms to focus on before launching your HVAC advertising campaign, such as:
- Google Search ads
- Google banner ads
- Yahoo ads
- Bing ads
3. Set a Budget
Finally, consider your HVAC marketing strategy budget before launching your campaign. Digital marketing often has a significant ROI, but you don’t want to break the bank on pay-per-click (PPC) ads, Google ad campaigns, or other advertising tactics.
Instead, use your budget to leverage your HVAC marketing campaign. Adjust your advertising campaign settings to optimize your daily budget. Most importantly, don’t hesitate to turn off an underperforming HVAC ad and reallocate the funds to an ad with a better ROI.
HVAC Business Ads That Perform Well
After determining your target audience, selecting the best social media accounts for HVAC contractors, and setting your budget, you can confidently launch your HVAC marketing campaign. Many businesses in the HVAC industry use a blend of traditional marketing, such as direct mail and radio advertising, and digital marketing, which includes:
- Social media marketing
- Video marketing
- Email marketing
- Local search engine optimization (SEO)
- Content marketing
In many cases, you can use your marketing materials across multiple platforms – especially if you develop an idea that works. Don’t worry if you need some inspiration to get started, though. Below, we’ll look at some high-performing HVAC business ads and discuss ways to use each marketing channel to connect with your customers.
You’ve likely sent out an HVAC ad for your company before using direct mail. Direct mail is one of the most tried-and-true advertising and lead generation methods for HVAC contractors. The United States Postal Service even has tools to help you leverage your direct mail campaign, target the right audience, and get the best ROI.
Direct mail may not seem like an advanced HVAC marketing technique, but trust us: It works. In fact, studies show that as many as 40% of consumers make a conversion decision within three months of receiving a direct mail advertisement.
That said, it’s critical to keep your direct mail HVAC ad short, simple, and to the point. Use postcards featuring a bright, appealing graphic, add a single offer, and include your contact information.
Try these postcard marketing examples:
Air Conditioning Advertising Slogans Are Timeless
More than likely, you can think of a few unforgettable slogans like Nike’s “Just Do it,” Wheatie’s “The Breakfast of Champions,” or Dunkin’ Donut’s “American Runs on Dunkin’.”
In many cases, a simple slogan – such as Verizon’s “Can You Hear Me Now?” – will immediately bring a company’s name and products or services to mind. Every company wants to achieve that kind of recognition. Fortunately, HVAC contractors can leverage the power of a memorable advertising slogan, too.
Spend some time brainstorming catchy advertising slogans with your staff, friends, and family members. Keep a running list and slowly narrow down your selections. You may even send out an email or social media poll asking for your clients’ suggestions and offering a prize for the client with the best slogan.
Get inspired with these timeless HVAC advertising slogans:
- Better air, better life.
- Quality care for your heat and air.
- Home comfort you can count on.
- Keeping [Town] comfortable since [first year in business].
- Unmatched care for your HVAC repair.
- Our HVAC service is a breath of fresh air.
People Really Like Funny Air Conditioning Ads
All too often, HVAC contractors take themselves – and their HVAC marketing campaigns – too seriously. In reality, your customers want to connect with you on a human level.
Social media advertising has made it easy to share your expertise, personality, and sense of humor with your clients. Using funny images or catchphrases in your Facebook advertising campaign will help your paid ads stand out from your competition. In addition, your customers are more likely to share a hilarious meme or original joke with their friends and family.
Build your own funny air conditioning ad using these examples:
Source: Performance Air LLC
Don’t Forget the Trending Heater Ads
We’re sure you’ve seen countless funny HVAC ads, but don’t forget trending heater ads! As summer winds down and the temperatures drop, your customers will need efficient, functioning heating systems more than ever.
Promote your furnace and heating system services with a trending seasonal heater ad. For best results, launch your heating ad six to eight weeks before peak season to ensure that your company generates as many new leads as possible. Additionally, plan an email marketing strategy around your heater tune-up and installation Facebook ads to remind existing customers to schedule a maintenance call.
Turn up the heat on your local HVAC advertising with these foolproof examples:
Customer Testimonials Always Build Trust
Online review management lies at the core of all HVAC marketing strategies. If you don’t manage your online reviews, you risk one of two scenarios:
A potential customer may choose a competitor because they can’t find any reviews about your company.
A dissatisfied customer could leave a negative review online, which you don’t see until too late. As a result, it could drive away dozens of new leads.
Managing your online reviews and customer testimonials is one of the best ways to build trust with new and existing clients. It’s not a time-consuming process, either, especially when you use the right platform to manage your online reviews.
Weave makes it easy to monitor all of your testimonials in one central hub. Using the dashboard, you can respond to user questions, thank happy customers, and gather reviews to showcase on your website.
Videos Showcase Your Business in a Memorable Way
Have you ever considered adding videos to your HVAC marketing strategy? With videos becoming more popular across virtually every social media platform, you can use a short clip to showcase your business in a new and memorable way.
Video marketing enables you to share your message in seconds. Rather than reading a paragraph of text, customers can watch a 30-second clip and learn everything they need to know about DIY repairs, HVAC installation, or other relevant content. You can even include discount codes or special promotions to bolster your HVAC marketing strategies.
Finally, you can share videos on multiple platforms, including Facebook ads, YouTube ads, Vimeo, Instagram, and more. As a result, you’ll connect with more potential leads and generate more inquiries without creating new marketing materials.
Email Never Fails, Once Done the Right Way
Email marketing enables you to access your clients at any time of the day or night. Whether you entice your customers to sign up for an informative weekly newsletter or keep the conversions coming with exclusive advertisements, email marketing keeps your business in front of your customers’ eyes.
If you’ve never launched an email marketing campaign because you don’t think you have enough technical skill or marketing experience, think again. You can leverage Weave’s simplified email marketing features to connect with your customers, send beautifully designed emails using pre-made email templates, and incorporate best practices in minutes.
Text Messages Are Guaranteed to be Seen
What’s more convenient than email marketing? Nothing – except an SMS marketing strategy. Text messages offer one of the most effective and efficient marketing techniques for HVAC contractors due to the accessibility of the process. Your message will go directly to your customers’ phones. An SMS ad will usually send a notification to your client as well, ensuring that they see your marketing message.
Even so, SMS marketing comes with its fair share of red tape. Prioritize best practices by obtaining consent before sending messages, limiting the number of texts you send, and keeping track of engagement, new customers, and campaigns using Weave’s two-way texting tools.
Run Contest Ads to Increase Engagement
Lastly, consider running contest ads to boost engagement on your Facebook ads, support your local SEO marketing strategy, and gather more information on new leads. Many businesses use contests as part of their email marketing strategy, but using them in an advertising campaign can send your engagement skyrocketing.
For example, consider the slogan contest we mentioned above. By encouraging a targeted audience to submit a new slogan for your company, you’ll boost your ad’s performance and gain access to hundreds of new names, email addresses, and phone numbers. Alternatively, you could run contests for a free HVAC tune-up appointment, complementary duct cleaning services, or another offering that your audience would desire.
That said, make sure you do your research on online content rules. Among other criteria, you’ll need to include information on how you’ll select the winners, what prizes they will win, and the eligibility requirements, such as location or age.
Standing out in the competitive HVAC industry isn’t easy, but a comprehensive HVAC marketing strategy – and Weave – make it possible. Weave’s user-friendly, the streamlined communication platform enables you to manage marketing campaigns, customer messages, and more from a central hub.
Rather than losing leads to competitors, you can stand out in your market, boost your conversion rate, and expand your market share. For more information, watch a demo from our Weave team today.
Read the Entire HVAC Marketing Series
- How To Grow Your HVAC Business
- 10 HVAC Marketing Strategies For Boosting Your Business
- How To Get HVAC Leads: 10 Ways To Bring In New HVAC Customers
- 5 Ways To Bring In New Customers To Your HVAC Business