Every contractor knows that content is king. But they also know that what’s considered good content is constantly changing, especially as homeowners start searching for and digesting content differently.
In today’s 24/7/365 always-on digital world, content and marketing trends are always evolving. Are you adapting your strategy to keep up? If you don’t have the right content marketing tactics up your sleeve, you’re going to have a hard time growing your HVAC business with a steady stream of leads. And the numbers back this up: 67 percent of marketers use content to generate leads, while 81 percent view content as a core marketing strategy.
Want to stay top of mind with scroll-stopping content? We’ve got you covered. Here’s everything you need to know to fuel your business and drive leads with a great content marketing strategy.
Struggling to keep your appointment book full? Hunting for new lead gen strategies? No matter what your digital marketing strategy currently looks like, content marketing can be your MVP.
Why? It’s simple: Your customers search for local businesses online. When their furnace starts making weird noses or the pilot light starts flickering, they’re going to turn to Google to learn more about the problem and hire a local contractor. And if your website isn’t on the first page of search results, you’ll have a hard time capturing their attention.
According to marketing statistics, only six percent of search engine users visit the second page of Google search results. You want to build brand awareness and maximize your chances of capturing new leads, and that means leveraging search engine optimization (SEO) to land on the first page of search results.
So, where does content come in? HVAC content is the tool you need to get in front of the right people at the right time. Both search engines and prospective customers prefer great content, and publishing quality content increases the probability that you’ll end up on Google’s first page.
Content marketing isn’t just great for SEO. It also boosts your online visibility and builds your reputation, so you can show prospects why you’re the best choice for their next HVAC job. Even if you’ve been serving your local community for years, online visibility can help you pull in new customers and keep your business thriving. It can even keep your past customers coming back for more. So, what are you waiting for?
Content marketing can take your business to the next level, but scrambling to publish a few blogs a week isn’t going to cut it. You need quality content to dominate the competition, and that means dedicating time and effort to content creation.
You need to answer your leads’ questions, build trust with your audience, and highlight your reputation so you can be there when they need you. Your customers expect consistent content from your HVAC businesses, and subpar content isn’t going to win you any jobs.
The good news? Creating good HVAC content is easier than it sounds, and you don’t have to spend hours behind a desk to master the art of content creation. To amplify your marketing strategy with head-turning content, you’ll need to make sure it meets the following standards of content greatness.
It might be tempting to copy your competitor’s latest blog post if you’re creating content on a tight schedule but trust us—originality matters. It shows prospective customers that you know exactly what you’re talking about. And sometimes, that can make the difference between a lost lead and a loyal customer.
How do you tap into your originality? Try using examples from your own experiences. Maybe you’re giving customers tips on hiring the best HVAC company, and you write that the company should offer flexible appointment scheduling for emergency jobs. Why not mention that time you helped a customer when their AC coils started to freeze on one of the hottest days of summer?
Originality shouldn’t end with writing, either. If you’re using pictures or videos in your website content, skip the boring stock pictures and choose high-quality original pictures. This way, you’ll stay top of mind with potential customers when they’re researching local HVAC contractors.
When it comes to content, originality and uniqueness aren’t exactly the same thing. Original content should be written in your own words and stem from your own experiences. Meanwhile, unique content should take on a new topic, angle, or perspective that your competitors haven’t explored yet. See the difference?
Creating interesting content might seem like a no-brainer, but if you’re not saying anything new on a tried-and-true HVAC topic, you’re probably not providing any value to your audience. Your prospects might read a few different blogs on AC installation, but they don’t want to read the same thing over and over again. Instead, they’re looking for fresh perspectives to gain new insights into their problem.
What does that mean for your content strategy? If you’re not doing it already, you should block off some time on your calendar to brainstorm interesting content ideas and bring them to life. Sure, it’ll take time, but your content creation efforts will pay off. After all, if you’re constantly publishing snore-worthy content, you’re only going to get boring engagement results.
Picture this: A homeowner gets home from work, only to notice that their air conditioner has an unpleasant smell. Chances are, they’re going to grab their phone, type a query into Google, and search for answers to their new problem.
That’s where you come in. Your content should answer your audience’s most common questions and give them relevant information so they can take the next step. For example, if you’re trying to help the homeowner who has a faulty AC, you might create a blog post titled “Why Does My AC Smell Musty?”
When you create content, you should consider your customer’s FAQs to create blog posts packed with valuable information. Your blog posts might include common reasons why the problem might’ve happened, solutions to the problem, and what to look for in an AC repair tech. Or, you can link to other relevant articles as needed. Here, your main goal is to highlight your HVAC expertise and make sure no question is left unanswered.
Why are you creating content? If you’re like most contractors, you’re probably trying to drive brand awareness and book more HVAC jobs. When local homeowners are dealing with HVAC problems, you want to guide them to the next step—whether that’s signing up for a newsletter, reading another blog post, or booking an appointment.
Every piece of content should provide a clear, actionable next step for your lead to take. Let’s take The Gutter Boys, a local gutter cleaning company in Central and Northeast Ohio, as an example.
Once a visitor landed on The Gutter Boys website, we wanted them to connect as easily—and quickly—as possible. Every page on the website features at least three different calls to action (CTAs), which are visible at any time. These CTAs include a call-to-click local phone number, digital quote request buttons, a chat module, and short on-page forms. This way, when a lead decides to move forward with The Gutter Boys, it only takes a few seconds for them to convert.
Web content shouldn’t end with text. If you’re not harnessing the power of video, pictures, infographics, and other visual elements in your HVAC content, here’s your sign to start.
Think about your own web browsing habits. What kind of content do you feel most connected to when you’re scrolling through your favorite websites? If you’re like most people, it’s video. A whopping 88 percent of people want to see more video from brands, while 94 percent of marketers plan to use video marketing in the future.
When done right, video marketing can help your customers learn more about your services. It’ll also help them make informed decisions, and for most people, it’s much easier to digest than paragraphs of text. Instead of telling your audience why you’re the best HVAC contractor around, it’s time to start showing them what you can do.
So, how do your content standards stack up to our list? Are you captivating customers with unique perspectives? Are you answering their HVAC questions and providing actionable solutions? If you’re skipping key steps during the content creation process, you’ll risk losing potential leads to the competition.
The good news? Content marketing doesn’t have to be overwhelming or time-consuming. At Company 119, we’ll help you take the marketing tasks off your plate so you can be there when your customers need you. Contact us today to kickstart your content marketing strategy.
