In 2019, the HVAC industry generated over $25 billion in revenue in the US. That revenue is expected to grow to $35 billion by the year 2030. This growth corresponds to a rise in construction and infrastructure improvements and a push for environmental sustainability and energy savings. However, the COVID pandemic has hurt the industry. It has caused a slow down in business due to businesses having to adjust to new regulations. HVAC businesses need to adapt and ensure their HVAC marketing is up to par to take advantage of the growth and meet the needs of their clients.
Otherwise, you’ll be missing out on potential profits.
At HVAC Business Pro, we help your HVAC business grow your HVAC sales through improved web-based solutions. We’re launching a series detailing the key performance indicators all HVAC businesses should watch. Shortened to KPIs, these indicators help you track your progress and determine ways to improve your marketing and sales.
Before we deep dive into the KPIs, your HVAC business must track, let’s take a look at how you can build your HVAC marketing funnel to drive success and growth.
Create Awareness of Your HVAC Business
The first stage in the marketing funnel is awareness. Awareness is when a customer first hears about your business. And if a customer doesn’t know your business exists, then they can’t buy from you. So, how can you generate awareness of your HVAC business? The answer is simple, with your website.
Having a good website is one of the essential ways to grow your HVAC business. When people need to know or find something, they turn to the internet to help them. So, it’s important you have a presence online to make it easy for potential customers to find your business.
More traffic isn’t the only benefit to a good website. Websites are important for small businesses because it helps them build credibility, their professional reputation, and ultimately sell to their customers.
Your website is used in all stages of the HVAC marketing funnel. Your website should be useful and provide customers with the information they need to make an informed buying decision.
Other ways to generate awareness include:
- Search engine optimization
- Social Media
- Pay Per Click Ads
Each of these gets your name out there for customers to find and connect with your business, which means more potential sales.
Generate Interest in Your Customers
Now that your customers know you exist, you need to give them a reason to stick around. In the interest stage, customers are curious about what your business has to offer and if you provide a solution to their needs or problems.
Once you’ve gotten their interest, they start to read and check out what you have to offer. You want to capture their information through a form or subscription as they come to your site. You can do this by placing calls to action on your site. This information provides you with essential HVAC sales leads.
Some ways to build interest include:
- Special Offers
- Blog Content
- Email Marketing
The goal is to draw them into your website and provide them with information, so they consider your HVAC services a solution.
Consideration and Action
In these two stages, your customer is comparing their options and making their final purchasing decision. Therefore, you want to stand out from the competition at this stage.
You can stand out through your content. It should illustrate the value your customers will get by purchasing your services and how you are unique.
To get them from just thinking about your services to taking the next step, you will want to have calls to action in your content. Calls to action can be phrases like “Contact us” or “Get a quote” and drive customers to make a decision. Getting customers to make that decision is what leads to a sale for your business.
HVAC Marketing Made Easy
As you can see, growing your HVAC business is a process. You have to move every customer down this funnel. Without the HVAC marketing funnel, you will miss out on potential sales. Whether your marketing is successful will be reflected in the key performance indicators of HVAC businesses. Read more about each of the essential HVAC KPIs here on our blog to find out how you can better your performance.
Want to make sure you are maximizing your HVAC marketing and sales? We are here to help with our full HVAC business software that will make growing your HVAC business simple. Check out a demo today.