HVAC (Heat, Ventilation & Air conditioning) industry is one of the most lucrative and fast-growing industries out there. The booming construction sector coupled with rising global temperatures has put this industry on a growth trajectory since several decades. Unless something very catastrophic happens to the global economy, this trajectory is unlikely to be bent southwards anytime soon. According to a survey conducted by Markets And Markets, HVAC industry is approximately valued at USD 281.7 Bn in 2024 and is projected to grow at a CAGR of 6.7% to reach USD 389.9 Bn in 2030.
The enormous market size and bright future growth prospects certainly implies that there is a cut-throat competition in the industry.
PRchitects’ latest blog post seeks to greatly unburden the pressure of this unnerving competition by revealing digital marketing strategies for HVAC lead generation.
This article will lay down all the valuable digital marketing strategies that can potentially increase the number of qualified leads for HVAC business.
For better understanding, we’ve divided this article in three parts.
- Organic traffic strategies
- Paid traffic strategies
- Other digital marketing strategies
Organic Traffic Strategies
Kindly note that organic traffic is also referred as ‘free traffic’ since you don’t have to pay anything to Google for appearing in the organic traffic. They always appear below the ‘paid ads.’
Optimize your website for SEO
The very first step for generating HVAC lead generation from organic traffic is to optimize your website for SEO. If you optimize your website thoroughly and other factors also favor you then your website can convert into a lead magnet.
Optimizing website basically means making changes to your website that will ultimately help your website to rank higher on Google’s SERP. This process is also referred as on-page SEO.
These changes could mean completely overhauling the content of your website, displaying keywords throughout your website content, redesigning your website so and so forth.
Below is the list of all the important actions needed to be taken while optimizing your website.
- Keyword research.
- Incorporating target keywords throughout website content.
- Ensuring website is mobile friendly (mobile responsiveness).
- Image optimization.
- Internal linking.
- External linking.
- Mobile responsiveness.
- Page speed optimization.
- User experience (UX).
Acquire Backlinks:
Backlinks, which is a part of Offpage SEO, is widely considered among the top three Google ranking signals. Therefore, if you want your HVAC website to rank on the top of Google’s first page then your website needs good number of high-quality backlinks.
When other high authority websites link to your website, it acts as a vote of confidence for Google. Indicating Google that your website is a credible and trust-worthy enough to rank higher in its SERP.
Kindly note that acquiring high-quality backlinks is a very time-consuming and challenging process.
Tips for acquiring backlinks
- Preferably links should come only from high authority websites.
- Target links that come from websites that are related to your niche or category (in your case, links should come from websites that are directly or indirectly associated with HVAC industry).
- Focus on creating high quality content. High quality content attracts natural backlinks.
- Anchor text should be contextually placed.
Content marketing:
The next step in HVAC lead generation is content marketing. You should focus on generating valuable content that positions your company as a thought leader as well as a market leader in your industry. Your content marketing efforts can take many forms, like blog posts, how-to-guides, video tutorials on your official YouTube channel and whitepapers.
Make amply sure that your content is immensely enriching in terms of the value and information it provides to the target audience.
Additional Tip: Combine your content marketing efforts with on-page SEO to maximize your lead generation efforts.
Online review management:
Good collection of positive reviews can significantly propel your website’s organic traffic and thereby generate good number of qualified leads. Therefore, HVAC companies should always encourage their satisfied customers to post positive reviews on your Google Business Profile (also known as Google My Business) and other popular review platforms. You can send custom review links that will make easy for them to post reviews. Additionally, you must be equally forthcoming in addressing negative reviews in the most courteous and appropriate manner.
Paid traffic strategies
Now let us shift our focus on how HVAC companies can secure qualified leads through paid traffic or paid ads. Over the last one decade or so, paid ads have emerged as one of the most popular lead generation channels across the industry.
Pay-Per-Click Advertising (PPC):
Set aside significant portion of your marketing budget to PPC campaign, which will help your website to appear on the very top of Google’s search result page. This gives huge exposure to your brand and company to those high-intent customers who are constantly searching for HVAC services or HVAC contracts on Google and other leading search engines. Since these are high intent customers who are proactively searching for your services, the likelihood of increasing conversions is also high.
Google Ads and Bing Ads are two of the most popular PPC platforms, with Google Ads being the most platform.
Social media marketing:
Running ads on social media platforms like Facebook, Twitter & LinkedIn is another good way for procuring qualified leads. Today scores of businesses are solely dependent on social media ads for leads and conversions. However, don’t spread thin across all social media platforms. Choose platforms that are more suitable for your industry. For B2B business like HVAC, LinkedIn could be a more useful platform for lead generation rather Facebook and Instagram.
If you’ve good marketing budget at your disposal then running ads parallelly on PPC as well as social media platforms can help in generating more number of leads.
Use leading generation platforms:
There are several lead generating platforms including industry specific leading generating platforms that can fetch high quality leads. These platforms attract high volume of organic traffic with significant percentage being high-intent customers, which invariably increases the prospect of securing quality leads. Many of these platforms offer useful tools that further increases the chances of lead generation.
Although running campaigns on such platforms is usually expensive, they are known for delivering higher ROI.
Appollo.io, Lusha and Gartner are some of the examples of lead generation platforms.
Other Digital Marketing strategies
In the final section we’ll focus on two very popular digital marketing strategies for HAVC lead generation, email marketing and video marketing.
Email marketing:
Many claim that email marketing is no longer effective but this is far from being true. A highly targeted email marketing campaign that is managed with great efficiency can consistently produce good number of qualified leads. HVAC companies can use email marketing for highlighting their services to potential customers, latest completed projects and informing about big announcements.
We recommend to use dedicated tools like Mail chimp & Moosend to manage their email marketing campaign.
Video marketing:
Creating dedicated YouTube channel that promotes HVAC related content can significantly increase your company’s brand awareness, which can in-turn in generating good quality leads. Maintenance tips, HVAC troubleshooting, training videos are some of the examples of video content that can be showcased on your YouTube channel.
Kindly note that you can also run ads on YouTube, which can certainly increase the prospect of lead generation. Even though running ads on YouTube is bit expensive and can put strain your marketing budget, video ads boost high engagement rate and hence it can become a useful channel for lead generation.
Conclusion
By focusing on all these digital marketing strategies, the prospect of high-quality lead generation for your HVAC company will increase significantly. For securing leads through organic traffic, you’ve to be more persistent and perseverant. However, it is highly recommended that you should be using multiple channels, which implies that you should be focusing on organic as well as paid traffic. This will ultimately help your HVAC company in maximizing the potential of high-quality and qualified leads.