The first quarter of the year is almost over, and that means spring is around the corner. For an HVAC company, that means shifting focus from furnace maintenance and installation to prepping air conditioners for summer. Now's the perfect time to develop a solid digital marketing strategy. Here are a few tips to help you develop yours.
Decide on your platforms
Considering that 84% of consumers find businesses with websites to be more credible (Verisign), your primary digital platform should be your website. After that, consider email marketing, since 86% of consumers say they want to receive emails from businesses they like (Statista). Social media, PPC, and display ads are also effective tools to add to your digital arsenal. When deciding to use one or all of them, think about which will resonate with your clients more – do you have clients that actively Tweet or update their Facebook statuses? Or do you think that PPC is a better route for you, since WordStream reports that 65% of people click on Google ads when searching for a product or service.
Establish a budget
While this may be a no-brainer, establishing a digital budget can be a complicated process in terns of knowing what to spend your money on. As we stated earlier, your website is the most essential compent of your digital strategy. In order to boost your website’s visibility, you’ll need to also invest in SEO, local search, and possibly PPC. Why are these important? According to WordStream, 72% of people who conducted a local search online visited a store or business in their immediate vicinity. After that, review the other digital marketing channels available – PPC, social media management, social media advertising, display ads, and more. Once you've decided on what platforms you'll use, you can then construct a more accurate budget. Overtime, you’ll need to reevaluate your budget to see if you are spending the right amount on the right products.
Target Your Customers
Another important aspect of your digital marketing strategy is to know your audience. Not only will this help you choose the platforms that are most popular with your customers, but you can then tailor your messaging. Why is personalization important? The DMA found that targeted and segmented emails are responsible for 58% of all revenue. How do you personalize your digital marketing campaigns for your customers? Personalization could be as simple as adding your customer's name to emails. Also, speak to them in a language they understand – don't use industry jargon when speaking to the importance of regular A/C tune-ups. Don't forget the data about your customers – don't set up a social media campaign advertising new customer specials when you've been servicing their HVAC unit for years.
Know Your Marketing Objectives
What is your goal for your digital marketing? Are you looking to schedule more tune-ups? Do you want to sell more HVAC units? Once you've set a goal, set your Key Performance Indicators or KPIs. Start by looking at your previous marketing efforts, which will help you aim for realistic increases in results. Make sure to keep your KPIs S.M.A.R.T – Specific, Measurable, Achievable, Results-focused, and Time-bound. After that, your next step is to determine how you want to measure your KPIs. The best way to do so is by reviewing the data of your individual campaigns. Once you review the data, you can calculate metrics (i.e. percentages). After that, you can establish a list of action items to improve.
A digital strategy is an essential component of an organization's marketing success, but according to Smart Insights, only 46% of them have a clear digital marketing strategy. For more tips, contact BlueWing HVAC today.