Successful HVAC lead generation means that you must revisit the basics and implement what you shouldn’t have been left out from the start.
Your Springtime Lead Generation Cheat Sheet
With spring setting in and the warmer months fast approaching, every HVAC company needs to put processes in place to monopolise lead generation. We already know the industry is one of the most competitive ones out there, but with a stellar plan in place, you can acquire and close a ton of sales in order to drive your revenue higher next quarter.
To achieve results, you are going to have to spend on your processes and marketing. It is important to do the right things at the right time and in the right order to benefit from the strategies you put in place.
Brand Your Business
With so many HVAC businesses in the industry to succeed you must stand out from the rest. Branding is a phrase that is used all too often, however, not many ever come to terms with what it really is. Branding is not just a logo. Branding is a feeling that your customers get when they speak of your company, see one of your trucks driving around or see your business advertised in the media.
Branding is closely related to your business ethics and the way that you treat your customers. Determine the value you want to add to your customers’ lifestyles and keep to the promise you make. Aim to offer something different, something more than all the other companies that offer the same services. Create a website that relays to your customers what you believe and how you can make their lives better. Be sure to voice why you are different and stick to what you promise.
Content is a Game-Changer
It is all good and well encouraging people to click onto your website, but if you don’t have the content to keep their attention, you are wasting your time. Keep your content relevant and updated regularly. Include video content and images to entice your visitors to stay on your site, and to keep them coming back. Share useful information and document your active and completed work.
Convert Those Leads
While acquiring leads is one thing, converting those leads to sales is something quite different. Provide the relevant training to your sales team so that they close the deal with ease. Depending on the lead generation technique, many of the customers may already be interested in your products or services so closing the deal should be effortless. In scenarios where cold calling is the order of the day, closing that deal may be a bit more difficult. Ensure that your staff have impeccable customer relations skills and the knowledge of your product or services to properly inform your potential customer without deterring. Confidence makes all the difference. If your salespeople are unsure, imagine what your potential customer will be feeling.
Reviews Build Your Reputation
Your reputation as a business is vital. A company that is known for efficient, high-quality work is more likely to acquire more business than one that is known for unfinished projects or bad workmanship. Encourage your customers to post reviews on your website or social media pages. When people are shopping around for an HVAC contractor, word of mouth or reviews is often the factor that swings them in your direction. Besides that, reviews are an opportunity for free advertising.
How important is SEO really?
A huge majority of the population makes use of Google to find solutions to their problems. If you want to be an option, you need to be at the top of the pickings on page one of Google. Organic searches can be your winning hand if you have taken the necessary steps to ensure that you are ranked at the top for the service you want to offer, in the areas you want to offer it. Search engine optimization is the way to achieve this. Ranking in this way doesn’t happen overnight so if you haven’t yet put this plan in action, do it now.
Keeping It Mobile
We live in a digital age where anybody who is anybody has a mobile phone. While some organic searches will be carried out using a computer, the mobile phone is what is always handy. Optimize your website for mobile applications and exploit something that is readily available to everyone. Convenience is what people today are searching for and finding your business on their mobile phone while on the move, is just that.
Now that you have your website set up and filled with invaluable content, you must get it out to those who are searching for what you offer. Marketing is one of those things that gives you as much as you put into it, and that doesn’t only refer to money. Imagination, creativity, and effort go a long way in any marketing strategy. Use video clips, imagery, and amazing content as your marketing tools. A high percentage of potential clients spend their days on their social media platforms. Bear this in mind and take your business to the people. Keep your social media pages current and maintain your interaction on these pages.
Technology Can Work for You
Technology has advanced to such an extent that if used properly, it can work for you in ways that you never imagined before. AI chatbots are one of the advancements that allow you to be available 24/7 and 365 days a year. Imagine working or assisting customers while you are asleep? The use of a chatbot doesn’t require any manpower and will not pitch up to work. Another way in which technology can work for you, especially during this time of the pandemic, is through virtual platforms. Being able to do a virtual walkthrough of a home to identify problem areas and offer quotations is invaluable and is a time saver that gives you more minutes in the day to help more customers.
Pay Your Way
Paid advertising in the form of pay-per-click or pay-per-lead campaigns does work if used in the right application and at the right time in your business. This is obviously a strategy that is going to cost you money, so you do need to be in a financial position to carry those costs and get the work done on any converted leads. This is a strategy that is best left alone for start-up or small businesses that are still finding their feet in the industry.
Listing your business may seem like a task that is minuscule, however, the results can be profound. Ensuring that all your listings have the same address, contact details and information is vital to your google verification. Google is the be-all and end-all for your business so take care to measure up to the standards that Google finds relevant when displaying any results for any search term.
Spring has sprung, time to get your thinking caps on and make the decision on the path or strategy that will best suit your business and the direction that you want to take it. Put your budget in place for the steps that you need to take and implement them in a way that will offer you the benefits you expect. You are only as good as your name and the number of people who are aware of your business. Keep that at top of mind in every action you choose to take and stay true to your company values and ethics and it will filter through to your potential customers.