Summer in the South is often equated to the white-hot heat of a thousand blazing suns. Luckily, that means it's prime HVAC season!
There are more than 400 heating and air conditioning companies in the Nashville area. Competition is fierce, and your HVAC advertising needs to be on point to capture your audience’s attention.
Here are five marketing tips for heating and air conditioning companies to help you beat the competition and grow your client base.
1. Create a TV Commercial
A commercial helps you put a face to your HVAC business while appealing to your audiences' emotions. Since the weekly TV reach in the U.S is sitting at 90% — above all other marketing channels — there's no denying its potential for your business.
According to TV commercial tips in Nashville, you should have only one subject, a strong call-to-action, a script that makes every second count, the right talent, and pay special attention to your shot list and post-production edits.
2. Include Testimonials on Your Website
Believe it or not, testimonials can make all the difference for your business. Research shows that 72% of consumers say positive testimonials and reviews increase their trust in a business. And 72% of consumers will take action only after reading a positive review.
Add testimonials to your website by showing before and after photos and videos. Have past clients write testimonials or reviews about their experiences with your brand. New customers are much more likely to take the word of happy customers over your own.
3. Host a Segment on a Lifestyle Show
Getting your brand and service on a lifestyle show like Today in Nashville will get your HVAC company in front of an audience looking for your service and open to hearing about your offer and what makes you different.
You can have a series of segments on a lifestyle show to provide tips and tricks for easy projects. Share summer cooling tips, give how-tos for minor repairs, and show the audience ways to maximize their HVAC units while saving on their utility bills.
Essentially, you'll want to show them what you can do and encourage them to reach out to take their HVAC system to the next level.
4. Be Active on Social Media
Social media is the place to be for any and every business nowadays. However, which social media you choose to be on depends on your audience — although it is essential that you make your mark on multiple channels for a higher reach.
Although young adults were among the earliest to adopt social media, 72% of the public uses social media today, and usage by older adults has increased in recent years.
Some great ideas to consider include:
- Showcase your work and projects via high-quality images and written language that resonates with your audience.
- Engage followers with interactive content by asking questions, polling or surveying your followers, and more.
- Post reveals new projects to attract more interest.
- Show phases of jobs, so they know what to expect, like new construction rough-in, etc.
5. Create an Email Newsletter Series
Email marketing has always been a hot topic in marketing and likely always will be. Email newsletters specifically have been reported to increase retention rates by an incredible 140% and even make visitors 25X more likely to convert to customers.
Give customers ideas for what they can add to their honey-do list—for example, changing the air filter properly, changing out your vent covers for max airflow, etc.
Be sure to segment your email list, personalize the content to fit with the recipient (i.e., use first names and purchase history), and align what you send to the user with where they are in their customer journey.
Beat the Heat of Your Competition
The weather isn't the only thing hot this season; the competition is bringing the heat, too. It’s essential to keep your brand front and center and your advertising relevant and persuasive. These marketing tips for your company will certainly do that and more, but it doesn't mean it won't be a significant challenge.
Working with a media partner to break through the noise will make the effort much more efficient since they have the knowledge, experience, and expertise to help you maximize your potential.