Over the past 50 years, advertising and marketing approaches have rapidly changed. With the growing influence of digital marketing, HVAC companies can no longer rely on traditional marketing initiatives, such as catchy radio jingles or a space in the Yellow Pages, in order to get their services in front of potential customers.
Today, consumers are using search engines and social media platforms to discover new products and services. So, as HVAC businesses take initiative to set themselves apart from the competition, content marketing has emerged as an effective way for companies to develop personal connections with their target audiences.
Content marketing is, after all, the strongest link between brand awareness and lead generation.
While offline marketing, such as radio, billboards and print advertisements, are still beneficial ways to promote an HVAC business, it is now essential for companies to develop an integrated plan that blends both offline and online marketing. The first step to take, particularly because it drives consistent results, is to develop a strategic content marketing plan. Content marketing is, after all, the strongest link between brand awareness and lead generation. When done correctly, it builds familiarity, affinity and trust with prospective and current consumers by providing relevant information—in the right format, through the right channel, at the right time.
Becoming a thought leader isn’t something that happens overnight, especially in a heavily saturated market. In order to achieve the status of a “go-to resource” for HVAC industry information and advice, businesses need to craft a concrete marketing strategy. This content must attract prospects at every stage of the Buyer’s Journey, generating awareness and nurturing ongoing interest.
So, as business owners set out to develop their content marketing strategies, it’s important to consider what their target audience considers most valuable—and then, structure their content to effectively meet consumers’ demands.
Keep in mind that, ultimately, content marketing is not about selling; instead, it’s about educating, entertaining or otherwise informing a target audience in order to generate brand loyalty and earn trust.
For example, if an HVAC business is located in an area that suffers from frigid winters, it might be worthwhile to create a seasonal campaign in the fall that helps homeowners prepare for the chilly months ahead. This could include an informative eBook with DIY tips, a fun infographic about the business’s maintenance services, an email newsletter that serves as a reminder to schedule an appointment, and a promotional blog post. These pieces can then be promoted on a business’s social channels and passed along to HVAC industry influencers.
Keep in mind that, ultimately, content marketing is not about selling; instead, it’s about educating, entertaining or otherwise informing a target audience in order to generate brand loyalty and earn trust.
As more HVAC businesses are beginning to jump in and ride the content marketing wave, accredited marketing resources are working with HVAC companies to create an effective strategy for promoting their brand and connecting with customers. As pioneers of the content marketing era, these resources bring a fresh, third-party perspective, and know how to effectively place a business at the forefront of the HVAC industry through SEO, social media, visually appealing graphics or designs, an engaging and informative web presence, and so on. Outside sources are able to think about issues and topics related to a business’s areas of expertise or its standout qualities, and then formulate relevant, keyword-rich campaigns that are centered on common challenges or questions that the company’s target audience faces.
Content marketing, when executed effectively, establishes long-term, trusted relationships with current and future consumers by regularly delivering relevant information. Even more, compelling content can break through the noise and drive measurable results—bolstering an HVAC business’s SEO efforts and overall brand positioning.
