How To Build The Perfect Online Marketing Strategy For Your HVAC Service Business
Written by Matthew King
when you need to focus on your business and your expertise, marketing can take a back seat. this guide will show you exactly what you need to do in order to quickly get your online marketing and lead generation strategy in place so you can automate your workflow within the next 48 hours and begin servicing your leads and making sales, again.
Let's get straight to business - you have an HVAC Service biz, and you need an online marketing plan. Right? Well, let's put together a plan.
I'm going to use this blog post to build a comprehensive plan of action, explaining each part in as much detail as I can without turning this into a 6-week course.
There are only 4 (that's right, four) things you'll need to focus on in order to attract more leads to your HVAC biz.
Ready for this?
The key to getting more leads and more sales is in the followup. Emails, phone calls, text messages, post cards, and snail mailers.
As a homeowner with HVAC problems, I've contacted a few local based services to include HVAC companies, and one thing I hardly EVER see is a simple followup.
No emails, no phone calls, no "how da ya do"...
There are only 4 (that's right, four) things you'll need to focus on in order to attract more leads to your HVAC biz.
Ready for this?
The key to getting more leads and more sales is in the followup. Emails, phone calls, text messages, post cards, and snail mailers.
As a homeowner with HVAC problems, I've contacted a few local based services to include HVAC companies, and one thing I hardly EVER see is a simple followup.
No emails, no phone calls, no "how da ya do"...
Just nothing.
It's weird. Like don't they want more business?
It's weird. Like don't they want more business?
#1 - You Need A Credible Website
There are thousands of HVAC websites on the internet (and i've seen most of them).
Funny thing is, most of them REALLY suck. Not that yours is one of them, because it may not be.
But the fact remains: most of them REALLY suck.
Which is why I'm writing this - because I want you to have a better website.
Funny thing is, most of them REALLY suck. Not that yours is one of them, because it may not be.
But the fact remains: most of them REALLY suck.
Which is why I'm writing this - because I want you to have a better website.
You need to make a few simple tweaks that will make your website more functional, and "conversion" worthy.
- Add your Phone # to the top of your web page
- Make your website a little easier on the eyes
- List your Service Area plainly - "We Proudly Serve, Blah Blah Blah Areas" (and use a map)
- Add the services and products you offer
- Put some coupons and offers up. People love coupons and discounts.
- Have an opt-in form or a service appointment form on your website
- Add an "about us" and "contact us" pages to your website
Simple things that any good web master that knows what they are doing can add into their website within 48-72 hrs.
As an alternative to building your website yourself - I've already built a knock-out performing template that includes everything listed above, and I'll email you the details in a little bit.
I'd prefer you understand the full on strategy here before I start sending you stuff, though.
As an alternative to building your website yourself - I've already built a knock-out performing template that includes everything listed above, and I'll email you the details in a little bit.
I'd prefer you understand the full on strategy here before I start sending you stuff, though.
#2 - Retargeting Pixels From Facebook & Google
I know, it's possible I may have just blown your mind...
Don't let it. It's not that hard.
Remember when I told you earlier that most of this was all in the "follow up"?
Well, after we start getting traffic on our websites (your websites), you want to "tag" them on the back after they leave your website.
Think about your favorite store... maybe Walmart. Remember when they used to have Greeters at the door?
They would welcome you to the store, and then wish you a nice farewell on the way out?
Don't let it. It's not that hard.
Remember when I told you earlier that most of this was all in the "follow up"?
Well, after we start getting traffic on our websites (your websites), you want to "tag" them on the back after they leave your website.
Think about your favorite store... maybe Walmart. Remember when they used to have Greeters at the door?
They would welcome you to the store, and then wish you a nice farewell on the way out?
Now imagine that the Walmart greeter (on your way out the door) tagged you with a GPS homing device so the Walmart advertisers could follow you around wherever you go.
Now you go to the local hardware store (because Walmart didn't have it), and you have a random Walmart ad that's specialized for you...
Then you go to the Gas station - and another strange Walmart ad shows up. What's funny is that it knows exactly what you were looking for, and you keep seeing ads for the things you need.
Now you're hungry and you head to Wendy's. Cause where else would you go after a trip to Wally World, right?
You guessed it - you see your ads showing up there, too. You can't get away from them!
All because that damn greeter slapped you on the back and bid you farewell (and pixeling you) on your way out the door.
That's the power of a Facebook or Google Retargeting pixel, but in order for it to work well, you need to go to Facebook, setup an Ads account, grab your pixel and add it into the <header> portion of your webpage.
Pretty simple process, and I can even show you where to put the code.
Check out this video real quick:
Now you go to the local hardware store (because Walmart didn't have it), and you have a random Walmart ad that's specialized for you...
Then you go to the Gas station - and another strange Walmart ad shows up. What's funny is that it knows exactly what you were looking for, and you keep seeing ads for the things you need.
Now you're hungry and you head to Wendy's. Cause where else would you go after a trip to Wally World, right?
You guessed it - you see your ads showing up there, too. You can't get away from them!
All because that damn greeter slapped you on the back and bid you farewell (and pixeling you) on your way out the door.
That's the power of a Facebook or Google Retargeting pixel, but in order for it to work well, you need to go to Facebook, setup an Ads account, grab your pixel and add it into the <header> portion of your webpage.
Pretty simple process, and I can even show you where to put the code.
Check out this video real quick:
#3 - Email Followups
Know how many times I've ever been emailed by an HVAC company?
ZERO!
Know how many times I've been called back by an HVAC Company after being serviced?
NONE!
Know how many times I've been asked if I wanted a free on-the-spot "home energy assessment" while my AC was being serviced?
That's right - ZILCH!
Guys! Yall are killing me... follow ups, upsells, promotions, and cross-sells are what's going to make you money!
You know where you will make the most money?
From YOUR CURRENT CUSTOMER BASE!
Seriously - if you never had another customer come through your front door or call you on the phone, but you started email marketing today, you would actually still make just as much (if not more) money.
Listen very carefully - the HARDEST part of marketing (and the most expensive) is CUSTOMER ACQUISITION.
So, once you HAVE a customer, you need to do 2 things:
1 - Build a Relationship with them...
Nothing salesy...
Just your friendly local neighborhood HVAC guy being awesome and seeing how his customers are doing.
What This Means For You:
You need to maintain an email list.
Use a simple program like Aweber, or ActiveCampaign, or Actionetics.
When someone enters into your world, you ASK THEM FOR THEIR EMAIL ADDRESS.
Then you add their email address to your list. We'll call that your "bucket".
You then use that list to either manually or automatically email your clients on a bi-weekly basis to see how they are doing.
That's 25 emails a year. That's not that many.
Check this video out - it shows how the system works....
Or - for a more in depth look at email marketing, check out this link:
ZERO!
Know how many times I've been called back by an HVAC Company after being serviced?
NONE!
Know how many times I've been asked if I wanted a free on-the-spot "home energy assessment" while my AC was being serviced?
That's right - ZILCH!
Guys! Yall are killing me... follow ups, upsells, promotions, and cross-sells are what's going to make you money!
You know where you will make the most money?
From YOUR CURRENT CUSTOMER BASE!
Seriously - if you never had another customer come through your front door or call you on the phone, but you started email marketing today, you would actually still make just as much (if not more) money.
Listen very carefully - the HARDEST part of marketing (and the most expensive) is CUSTOMER ACQUISITION.
So, once you HAVE a customer, you need to do 2 things:
1 - Build a Relationship with them...
and
2 - Stay in the FRONT of their MINDS....
They may not need anything from you every week of every month, but when they do need something - YOU better be the ones they are thinking of...
That means at least once a month, (my recommendation is once every 2 weeks), send them an email followup.
Nothing invasive.
That means at least once a month, (my recommendation is once every 2 weeks), send them an email followup.
Nothing invasive.
Nothing salesy...
Just your friendly local neighborhood HVAC guy being awesome and seeing how his customers are doing.
What This Means For You:
You need to maintain an email list.
Use a simple program like Aweber, or ActiveCampaign, or Actionetics.
When someone enters into your world, you ASK THEM FOR THEIR EMAIL ADDRESS.
Then you add their email address to your list. We'll call that your "bucket".
You then use that list to either manually or automatically email your clients on a bi-weekly basis to see how they are doing.
That's 25 emails a year. That's not that many.
Check this video out - it shows how the system works....
Or - for a more in depth look at email marketing, check out this link:
https://hvac.funnel.works/how-to-use-email-marketing-for-your-hvac-service-business
And after the video, I'll show you a few offers you can put in front of your clients that will not only make them LOVE you, they will think of you when they need you and they will call YOU - not go to Google to find your competitor.
This is what makes online work. Email.
And after the video, I'll show you a few offers you can put in front of your clients that will not only make them LOVE you, they will think of you when they need you and they will call YOU - not go to Google to find your competitor.
This is what makes online work. Email.
#4 - Follow Up Offers
This is getting good now isn't it?
I do hope you are as excited as I am at this point...
Because now it's time to make some money - let's get some offers in front of your customers...
And in front of people who are YET to become customers.
Because everything from here on out is free advertising.
So, you watched the video above (if not, go watch it) - and you understand that emails get sent out once every 2 weeks.
If for nothing else, just to stay in touch with them, and wish them a Merry Christmas or a Happy Easter.
I do hope you are as excited as I am at this point...
Because now it's time to make some money - let's get some offers in front of your customers...
And in front of people who are YET to become customers.
Because everything from here on out is free advertising.
So, you watched the video above (if not, go watch it) - and you understand that emails get sent out once every 2 weeks.
If for nothing else, just to stay in touch with them, and wish them a Merry Christmas or a Happy Easter.
Seriously - that's legit.
Each email needs to be low key, or you'll start getting opt-outs or "unsubscribes" - that means people think you are spamming them.
But since you are awesome and not a slimy sales guy trying to get into their inbox, then they will stick with you, and open your emails.
Because you will be their friend. You will simply check in with them to see how they are doing. And they will love you for it.
Each email needs to be low key, or you'll start getting opt-outs or "unsubscribes" - that means people think you are spamming them.
But since you are awesome and not a slimy sales guy trying to get into their inbox, then they will stick with you, and open your emails.
Because you will be their friend. You will simply check in with them to see how they are doing. And they will love you for it.
Here are a few sample offers you can put in front of them once they click through to your website (from your email):
- Fall Heating Tune-Up
- Smart Home Thermostat Installation
- Dehumidifier or Humidifier Installation
- Spring A/C Tune-Up
- Duct Cleaning
- Air Filter Change Reminder
- Coupon For A New A/C Unit or Heater Installation
- Total Home Clean Air Package Installation
- Security Cage
So for each of the above listed offers, you would have a simple webpage built (don't worry I got your back)...
And each one of the webpages contains information about your offer, a coupon (with a coupon code and expiration date), and a call to action.
And each one of the webpages contains information about your offer, a coupon (with a coupon code and expiration date), and a call to action.
Generally just to call and make an appointment.
Although you can use one of the pages I've built to simply get them to make an appointment right online.
It's honestly as simple as that...
The Best Part?
I'm going to give you the perfect website from Step #1, and I'm going to give you the first five emails from Step #3, and I'm going to give you the first 5 offer funnels to use from Step #4!
It's honestly as simple as that...
The Best Part?
I'm going to give you the perfect website from Step #1, and I'm going to give you the first five emails from Step #3, and I'm going to give you the first 5 offer funnels to use from Step #4!
How awesome is that?!
Here, this video explains the offer pages a little more in detail:
Here, this video explains the offer pages a little more in detail:
How Do I Get The Free Website + Offer Funnels Mentioned In This Blog Post?
Now it's getting even better isn't it?!
I know, this is nuts - just think, minutes from now you can have your website setup properly, AND have emails to send to your customers AND have additional coupon funnels you can drive them to after that?!
I'm being dead serious about this, I've spent a LOT of money learning internet marketing and have worked with a lot of local companies to get them traffic and leads.
If you use the system I've built for you here, you will have more leads than you'll ever need and you'll be looking for new technicians to add to your payroll because you'll need them to manage all your new customers!
But like I said before, I want you to have my free websites and sales funnels NOW because it's the fastest (and cost effective) course of action you have...
I know, this is nuts - just think, minutes from now you can have your website setup properly, AND have emails to send to your customers AND have additional coupon funnels you can drive them to after that?!
I'm being dead serious about this, I've spent a LOT of money learning internet marketing and have worked with a lot of local companies to get them traffic and leads.
If you use the system I've built for you here, you will have more leads than you'll ever need and you'll be looking for new technicians to add to your payroll because you'll need them to manage all your new customers!
But like I said before, I want you to have my free websites and sales funnels NOW because it's the fastest (and cost effective) course of action you have...
Here's what I'm giving you RIGHT NOW:
- The Perfect HVAC Website (would cost you at least $2k for custom development)
- 5 Starter Emails (I've seen email packages go for $5k or more, they are pretty ridiculous coming from a high end copywriter).
- 5 Starter Funnels (I would personally charge over $2k to build 5 opt-in funnels from scratch, but since I work with HVAC peeps, I want you to have these as a gift from me).
To get these gifts from me right now, simply enter your email address, and I'll send you straight to the download page.
No worries, your email will not be shared, rented, or sold to anyone.
Not sure what to think?
Check out what you can do with ClickFunnels for YOUR HVAC Business by clicking here:
https://hvac.funnel.works/five-ways-to-use-clickfunnels-to-market-your-hvac-service-business
Check out what you can do with ClickFunnels for YOUR HVAC Business by clicking here:
https://hvac.funnel.works/five-ways-to-use-clickfunnels-to-market-your-hvac-service-business
ABOUT MATTHEW KING
Matthew King is a ClickFunnels Certified Consultant and Local Website Developer located in North Carolina. Matthew loves building funnels and chooses to focus on the HVAC industry in order to get maximum results for HIS clients.
No worries, your email will not be shared, rented, or sold to anyone.
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About Funnel.Works
Funnel.Works is an online marketing and branding business that uses deliberate marketing tactics to get more leads and sales into their business.
About Author: Matthew King
Matthew King is the founder of Funnel.Works and offers local marketing advice for local based brick & mortar businesses online.
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