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As an HVAC business owner, I know that marketing is essential for attracting new customers and growing a business. But, with so many different marketing options available, it can be overwhelming to know where to start.

ServiceOne Air Conditioning & Plumbing is not the first HVAC business to face its share of obstacles. But in our case, those obstacles almost led to bankruptcy. A large part of the problem lay in relying on traditional marketing tactics – direct mail, postcards, and word of mouth. In the age of digital transformation, smart technology, and changing customer behaviors, those tactics would not quite cut it anymore. After doing more research, I realized digital marketing was the only way I was going to get my name and business in front of the right people. Previous unsuccessful marketing attempts, coupled with an economic downturn that threatened bankruptcy, posed their own challenges, but a solid marketing strategy would end up making all the difference.

Businesses in the HVAC industry that still rely on traditional marketing need to shift their approach and adapt to today’s digital customers, or they risk being left behind. They must be able to rise above with a solid strategy to boost visibility, incurring greater leads and resulting in positive ROI. To do so, it comes down to three tactics: finding the right partner, streamlining operations, and keeping it measurable.

SHIFTING STRATEGY: Billy Gouty, owner of ServiceOne Air Conditioning and Plumbing, made a decision to shift toward digital marketing, a move he said helped to save his company. (Courtesy of ServiceOne)

Finding the Right Partner

Before venturing into the digital space, HVAC business leaders must consider the marketing partner they want. Simply choosing any available digital marketing solution can lead to inadequate support, a lack of understanding of business goals, and insufficient budget transparency.

For ServiceOne, we vetted potential digital marketing partners using a customer-first approach. Our top priority was to find a solution that resonated with our business's fundamental values and possessed the capabilities to work towards our mutual objectives, all of which we were able to achieve through our partnership with Scorpion.

Leaning on our experience, here is a checklist of questions HVAC leaders should consider when evaluating digital marketing partners:

• Do they understand my business goals? Do they mirror my business’s core values?
• What expertise do they have? What technologies do they use?
• What marketing aspects can they handle? Which will I need to handle?
• What are their metrics for measuring success?
• Can they ensure transparency in their business dealings?

Streamlining Operations with Technology

Transparency and cohesion in operations are crucial for effective digital marketing. As projects grow and become more complex, keeping track of the finer details becomes complicated, and for smaller HVAC businesses, this is not sustainable to manage.

In such cases, it is helpful for a business owner to streamline projects and goals, deadlines, and budgets, in one place. For instance, by leveraging marketing technology, we were able to gain visibility of our performance indicators, including successes, issues, and opportunities, in real time. We used this data to inform our operations, saving time, cost, and labor.

Also, it is worth considering the value of marketing automation tools. According to Nucleus Research, marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead overall. It’s one thing to attract new customers; retaining them is another. To achieve this, HVAC leaders can turn to such tools that help them stay in touch with their customers. From email campaigns to social media posts, automated marketing can help them stay top of mind with their customers so that when a client needs HVAC services in the future, they'll know exactly who to call.

Keeping it Visible and Measurable

One important strategy for effective digital marketing is for HVAC businesses to enhance their online presence. HVAC businesses require an engaging website to attract customers. It is essential to create a website that not only looks appealing but also includes the right content to demonstrate the business's expertise and services. This helps customers understand that they are the best choice for their HVAC needs. Additionally, it's important to ensure that the website is optimized for search engines like Google. This means that when potential customers search for HVAC services in the area, the business website will be among the first results they see.

Beyond visibility, an effective strategy accounts for measurability. What are the standards by which business owners are rating the success of their digital marketing efforts? What Key Performance Metrics (KPIs) are their competitors using? Some might go by client conversion and/or retention rates while others may rely on customer satisfaction, revenue growth, or profit margins.

Whatever the qualifiers, these are necessary for effectively gauging growth and for shaping an HVAC business’ overall strategy and goals for the future. Owners can compare their standing against industry benchmarks and competitors, identify a basis for success, and leverage this information to drive more leads, customer satisfaction, and revenue to their business.

For ServiceOne, establishing clear metrics helped us affirm the success of our digital marketing efforts. We saw 20% growth year over year, with 10% organic lead growth and a whopping 100% increase in organic traffic.

From Surviving to Thriving

Following through with these best practices not only benefits the company. In our case, it also meant we could better serve the local community and make a meaningful difference. With the clarity, simplicity, and efficiency these marketing strategies bring, it is easier for an HVAC business to focus on running operations and creating a positive customer experience.

Every business is unique, and it’s important to make it known. As HVAC business owners look ahead, they must factor in a thoughtful marketing strategy, one that works for them and accounts for their goals and running performance. If this involves, say, showcasing their brand and engaging prospects, leaders can create websites that depict brand culture and are customized to meet client needs, leading to increased lead generation. Strategies can make or break a business. By identifying the marketing strategy that works for their business, HVAC leaders can lean on the core values, transparent actions, and measurable standards from which they will operate, grow, and excel.