Over the past decade, the way in which companies market and advertise their products or services has changed drastically. Gone are the days of billboards and door-to-door advertising, with more effective and modern forms of advertising taking their place. All businesses, including HVAC companies, can benefit from adopting digital marketing strategies to bolster growth. Furthermore, you should consider combining these strategies with current marketing efforts.
Digital marketing can be a confusing concept due to how expansive the field is. In fact, the broader field of digital marketing software is expected to grow at a rate of 19.4% through 2030, with an estimated valuation of USD 264.15 billion by that time. To clear the confusion around what exactly this field is, think of traditional advertising for a product or service that takes place solely on the Internet.
Understanding why digital marketing is replacing traditional marketing as the predominant form of advertising is challenging without understanding their differences. While traditional marketing uses forms of media such as newspapers, magazines, radio ads, and even television ads, digital marketing focuses on more modern media avenues. The most prominent of these include:
In a perfect world, a company should combine both digital and traditional marketing strategies into its overall advertising model. However, the reason digital marketing should garner more of that investment is due to the fact that it’s where the majority of potential customers will be. There are currently 4.9 billion active Internet users around the world, a number only predicted to increase, with over 93% of Americans alone using the Internet.
While people only spend a finite amount of time outside being exposed to more traditional forms of advertising, they always have their smartphones or computers with them.
When it comes to creating an HVAC digital marketing strategy that can help your organization grow, there are a few foundational principles to follow. By setting up these three principles in your strategy, you can outpace your competition in terms of growth:
In the modern day, all businesses need to have a website that discusses the products and services that they offer to consumers. This is now one of the primary methods by which a person learns about a company and their offerings. Therefore, start by creating a website for your organization that is compatible with eCommerce. This means that visitors can purchase products from that website. On top of this, hire a design team that can make sure your website is aesthetically appealing to visitors.
Once you have a website designed, set up, and hooked up to eCommerce, the second stage of your digital marketing strategy is all about building a digital footprint. This is done through search engine optimization (SEO). This involves maximizing the number of visitors to your website by ensuring that website appears higher on search engine results. Consider creating a blog section on your website where you discuss everything to do with HVAC services and products. Then, start putting guest posts on other sites while linking back to your own page.
Finally, some HVAC companies choose to bring in revenue through alternative means with digital marketing. The most common way to do so is with pay-per-click ads. When a person visits your website and clicks on an ad that they see, you will receive a portion of the revenue. This model can only be successful, though, if you have established strong SEO and have a large number of visitors looking at your website.
For those HVAC organizations who are hesitant to dive into the world of digital marketing, regardless of the reason, there are some notable benefits worth pointing out:
However, for all the benefits digital marketing offers, there are some drawbacks that all organizations need to weigh before diving in:
After weighing the various pros and cons, as well as generally learning about what digital marketing is, you may be ready to make the jump into the field for your HVAC marketing. Below are a few general tips to use as you begin this exciting marketing journey:
While digital marketing may be a foreign concept to many organizations, especially those whose products or services have nothing to do with the Internet, it is crucial to adopt marketing strategies from this field. Bring in consultants or hire digital marketing professionals to work with your HVAC firm. They can create a new and modern marketing campaign that can elevate you above the potential competition you’re facing. By investing in digital marketing, you bolster the growth of your company. Thus, will see a return on your investment like never before.