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Where to Invest Your HVAC Marketing Dollars

Marketing is the relationship-building connection between you and your potential clients. Every business in any industry needs to build trust with their customers, and home services are no different. Home services need to develop an unbreakable level of trust due to the high-stakes services you offer. 

Not only do you enter your client’s homes, but you handle some of the most valuable parts of it – what keeps them warm at night, what protects them from the elements, and what keeps them safe.

Marketing is all about communication. Investing in marketing ensures you can communicate with your customers the right way. When your customers are informed about what you offer and why you offer it, they are more likely to have that trust in you. When your customers trust you, your sales will increase.

Additionally, the right type of marketing will provide you with valuable insights into your business. Different messages may work for other companies, so you can use various marketing tactics to discover what works best for your business. 

Google Ads

Google Ads play a huge role in successful marketing campaigns. If you use your HVAC marketing dollars to invest in Google Ads, you will be paying to reach more customers. Your services will be one of the first ones a potential customer will see when searching for the same services in your market.

Local Services Ads

Local Service Ads (LSA) or Google Guaranteed are specialized ads that help you connect with your local market. Your ads will show up for customers in the area that search on Google for a service you offer, and you only pay if a customer contacts you directly through the ads.

These ads are an excellent way to reinvest in your business through marketing. They easily penetrate the warm market by making your business more visible to those potential customers that are already seeking out your services. Plus, they will only show up for searches in your area, regardless of the query.

Google Pay-Per-Click Ads

Google pay-per-click ads, Google Ads, are similar to local services ads but appear below them with an “Ad” symbol. They will appear on both Google Search and Google Maps, helping you reach more customers searching for your services.

Sponsored ads, like local services ads, also only charge you for results. You won’t have to pay unless you get clicks or calls so that you can feel confident in their efficacy.

Responsive Display Ads

Responsive display ads are a little bit different but incredibly useful. They allow you to select a bank of images, headlines, and descriptions and automatically optimize the best performing combination for available ad space. Over time, they will show only the best performing combination of assets based on how well they have done.

These ads are fantastic because they optimize your ads without manual testing, saving you time and effort. They also can help you garner a broader reach because they will automatically adjust their size, appearance, and format to fit pretty much any available ad space on the Display Network.

Social Media

Social media has become one of the most popular forms of communication in today’s digital age. Whether you are promoting your business or trying to engage with your audience, social media is a great thing to invest in. Plus, 54% of social browsers use social media to research products and services.

Creating engaging social media campaigns can give your business a competitive edge, so it’s a useful tool to consider.

YouTube

Video advertising with YouTube is an excellent way for your potential customers to get a better feel for your brand’s personality. Plus, videos with specialized targeting can draw in interest if the content is stimulating.

To compare, when potential customers are watching television, they are exposed to regular commercial breaks. However, when they’re watching tv, they are also likely scrolling through various things on their phones, tablets, laptops, or other side activities. This means that when commercials come on, they’re probably not paying very close attention to the content.

When consumers are spending time on YouTube, not only are they much closer to the screen, but they will likely be searching for specialized content. YouTube shows advertisements on monetized content at various intervals, prompting the watcher to skip the ad after 5 seconds. You will only be charged if they view the ad the entire way through, or for 15 seconds – whichever comes first.

If you can design an exciting ad that captures their attention, you’re likely to have many potential customers view your ad, or at very least, see the name of your business. 

The best part is the targeting. You can target users on YouTube based on what they searched or the website they’ve visited. For example, if someone is searching “Furnace Repair” you can show them your video on YouTube. It allows you to focus your budget on people you know are already in the buying cycle.

TikTok

TikTok is one of the newest social media platforms to enter the game and one of the fastest-growing apps to date. With over 2 billion total downloads and U.S. revenue expected to surpass $500 million this year, you might want to get involved.

TikTok has some unique features that allow you to reach not only a wider audience but also find influencers that may be willing to promote your business. With the ability to create short videos, you can also use the power of visual advertising to draw in customers.

You can even use their “Shop Now” feature to send interested customers directly to your website to inquire about a product or service. However, would we recommend spending money on TikTok? Well, that’s hard to recommend seeing as it’s an untested platform so far. I would spend labour hours developing videos, but we aren’t recommending TikTok as a viable ad platform to reach homeowners just yet. Let’s revisit this in a year when we have annual data to report on.

Your Website

Your website is your business’ first impression to a potential customer. You have to make sure it’s easy to use, eye-catching, and informative, so they are more inclined to request a quote or ask a question.

Your homepage is your first and only chance to give potential customers an idea of who you are, what you do, and why you do it. Starting strong with a quality landing page makes way for a functional website experience that is sure to impress your customers and fill up your schedule.

Blogs

One of the most potent ways to build brand awareness is to write and post high-quality content in blogs. Blogging helps drive traffic to your website by increasing the number of pages on your website. Every additional page increases the likelihood of your website, showing up in an organic search.

You can use blogs as a bank for social media content, increase social reach, and drive new website visitors. Additionally, you can include a call to action directly in your blogs’ content, which can help convert traffic into leads.

To Sum it Up

At ADHOME, we are website whizzes and marketing masters. We can help you create a stunning website that will attract customers and generate quality leads like never before. We care about getting you the biggest bang for your buck, so you don’t have to worry about researching what to do next. If you’re interested in discovering how much money you’re leaving on the table, book a Marketing Audit with us!

Written by: Amanda Wilhelm

Amanda Wilhelm has seen both sides of the coin when it comes to marketing. Starting her career as a small business owner, she was able to grow her own revenues by 50% in the first year alone. This gave her a taste for what could be possible with her natural talents in marketing, research, and strategy.

Working as a Marketing Director for many years, she honed in on these abilities and brought additional skills to the table with a hands-on approach. Amanda has expert competencies in optimizing website conversion, user experience (UX), SEO, AdWords, reputation management, content marketing, marketing automation, video production and management, traditional advertising and marketing budgets.

Amanda actively invests in the entrepreneurial community to share the success that she has found in her pursuits. She takes pride in her leadership abilities, which are characterized by her creative and philanthropic style. Outside of her day-to-day work life, Amanda enjoys being involved in charitable work as well as painting, writing poetry, and composing music.

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