The HVAC Marketing Plan Nolen Walker

Dominate your market, no matter the size! Nolen Walker speaks on ways you can boost your rural business.

Every HVAC contractor has to decide on their business model at some point. For example, do you want to be a tech or a boss? An HVAC technician is an honest way to make a living but being a boss afford

Getting hosed by HVAC marketing agencies has become commonplace in 2020. There are so many scam artists in the digital marketing industry who promise things like getting into the Local Map 3-Pack. Unfortunately, promises in SEO are often intentional lies from the marketer to the consumer (the HVAC contractor, in this case). Having spoken with thousands of HVAC companies about their marketing experiences, many of them want to understand one simple thing: how to NOT get screwed by marketing agencies. The HVAC Marketing Plan podcast has decided to tackle this subject in today’s episode, and we hope you learn from it and apply it next time.









Don’t Let Them Ruin Your GMB



One tactic used by hack agencies is to ruin your Google My Business listing by attaching a separate website to it. These agencies will promise you a ranking within the Local Map 3-Pack and gain control of your business listing. They distort your online credibility by putting up a new website that is cheaply built and unprofessional. Not only do they not help your GMB rank in the 3-pack, but they hurt your overall web presence. The map rankings are based on relevance, prominence, and proximity, and research shows that stronger websites with good links help the listing rank … not cheap websites. So if any HVAC marketing agency tries this, shut them down ASAP.







Don’t Trust Bulk SEO Packages



If we’ve learned one thing from our HVAC clients, it’s that bulk SEO packages are not to be trusted. An agency that handles PPC, social media, web design and SEO is going to be horrible at SEO nine times out of ten. There’s a good reason for this too. It’s because most of these agencies put SEO on the back burner. Their real money is made through PPC campaigns which can be easily manipulated. For example, many PPC campaigns encourage HVAC companies to spend money on terms that are irrelevant to their business. As the campaign costs pile up, the quality of your web presence decreases. All of this time ignoring SEO only hurts your brand’s long-term trajectory. So if you want SEO, get it from somewhere like HVAC Webmasters, where we actually care about your livelihood and not just screwing you out of money.



Don’t Screw Yourself, Either



Because of the frequency in which agencies overcharge consumers, there’s a tendency to go too far in the other direction. An example of this is HVAC companies who want to pay $99 dollars for digital marketing and SEO. That’s far too little to help you rank on any search engine or generate any kind of quality HVAC leads. To be fair to yourself and your commitment to business growth, you need to spend between $600-$1,000 per month. The only thing $99 dollars will get you is a glorified hosting fee which ends up as a waste of time and money. Instead, focus on affordable SEO services that actually produce tangible results. You want leads, you want business.



The “Organic SEO” Takes Too Long Myth



Another myth in the SEO industry is that organic SEO takes too long. It no longer takes a full year to optimize your website online. In fact, if you do everything right, you can be optimized in less than 6 months, and maybe even within 3 months. People use this antiquated idea to encourage you to drain your bank account on PPC and Facebook ads. While those things can work if they are properly executed, they are nowhere near the ROI of SEO. Of course, it only matters if HVAC companies take SEO seriously by investing in reputation management and making a r...

As an HVAC contractor, you probably depend a lot on word of mouth referrals and recommendations. But in a time when social distancing is a must and people are struggling to communicate, this can be a challenge for your business. Nonetheless, the current pandemic is an excellent opportunity to show your customers that your business is of value.



One of the most effective ways to do that is to maintain a high level of customer service in these trying times. If you are able to give your customers great service and friendly interactions at this time, your business will reap the benefits both now and in the future. Now is the time to strike while the iron is hot so to speak because many businesses aren’t focusing on customer service right now. Owners have their minds on other things. But if you can be the HVAC contractor that didn’t forget about delivering an awesome customer experience during COVID-19, you will have won a loyal customer.



In today’s post, we will be talking about the importance of customer service during this time as well as giving you some customer service tips that apply specifically to the current crisis. Still, it is important to realize that all the following tips revolve around thinking about the customer. And thinking about your customer is a practice that will serve you well no matter what is happening in the world. 



If at any time you would like to speak to an HVAC marketing expert, please feel free to contact us here at HVAC Webmasters. But for now, let’s discuss some customer service tips to remember.









Communicate Clearly



Communication is at a premium now that social distancing and quarantines are the norms. It is important that you let your customers know that you can still service all their HVAC needs, first and foremost. Secondly, it is crucial that you communicate with your clients how you intend to keep them safe even as you are in their homes or businesses working on their HVAC systems. You can accomplish both these feats simply by updating your social media pages and website. Outline the preventative measures you are taking against the spread of COVID-19. 



You can also send an email newsletter to your clients, reminding them that you are still available to service them and that you will observe the recommended 6-foot distancing suggestion, wear protective face and hand coverings and limit face-to-face interactions to only what is absolutely necessary. You can also emphasize these points anytime a potential customer calls you and inquires about your services.



Understand Your Unique Position



As an HVAC contractor, even you may not be aware of the unique position you are in. But the fact is that HVAC services can actually help to prevent the spread of COVID-19. Running a home or commercial HVAC system can actually stymie the spread of the virus within a building. 



This is a bit of information that you can leverage to help your customers. Again, you can use email newsletter campaigns or your social media pages to let people know that you can install filters for their heaters and air conditioners to help stop the proliferation of COVID-19. Let them know that they shouldn’t be afraid to run their HVAC systems and ...

So you’ve taken the plunge and decided to start your own business in the heating and cooling industry. Congratulations! While there are miles ahead between you and a medium-sized company, good business sense will carry you through to the end. In our latest podcast, Nolen and Jason explain how frugal spending, do-it-yourself willpower, and cautious investments will make it so much easier to successfully launch your startup.







Key Takeaways for HVAC Professionals



* Don’t invest in extra tools before you’ve developed a client base!* Keep your recurring expenses as low as possible in the beginning.* As much as possible, do the call handling and scheduling yourself.* Zealously protect your customer calls.* Don’t skimp on essentials: tax work, insurance, legal, and marketing.









How to Make a Clean Start



We’re all about common sense at HVAC Webmasters. Yet over the years, we’ve seen so many heating and cooling startups enthusiastically speed out of the gate without an ounce of it. The signs are obvious:



* Buying tools, trucks, and toys before securing steady leads* Overinvesting in staff without the necessary revenue* Handing over customer calls to an untrained, rude family member* Denying the need for proper tax work, insurance, and marketing



That last point is especially difficult to see, because we know just how much heartache and frustration HVAC techs endure because they didn’t bother to invest in support services. Frankly, we’re tired of seeing it happen. That’s why we want to provide a simple guide for getting started in your new HVAC business!



Tip #1: Stay Frugal



So many heating and cooling services end before they even begin. What’s the number one reason? Finances. Just as poor financial compatibility dooms a large percentage of marriages across the United States, dumb spending practices kills thousands of startups every year.



There are several areas HVAC startups struggle in, but let’s take a look at the top 3 ways you can give your finances a fighting chance!





EARN BEFORE YOU BUY



Unmerited optimism can sink a business faster than you can say “Where did our money go?” Many HVAC companies assume that homeowners will line up to use their services as soon as they incorporate, but that doesn’t happen. While it may feel tempting to buy extra tools at the start of your business, perform the following test first.



Ask yourself, “Can I continue working without these tools this month?”



Unless you absolutely cannot do your job without that fancy tool, hold off on buying it. That goes for that fancy new truck or service van too! Homeowners don’t care about your choice of vehicle (in most cases). As long as you dress neatly and keep your vehicle clean, clients will respect your skills enough to hire you in the future.





HIRE OUT OF NECESSITY



While it may be tempting to rent out an office space and feel it with spunky staff members, odds are your startup can function just fine without them. That may require you to occasionally pause during a service visit to take a call, but you’ll save tens of thousands of dollars by scheduling visits yourself.



When you hire someone, hire out of necessity. When you start getting more service requests than you can fulfill by yourself, hire another tech. When you’re too busy to provide quality phone service, hire a customer service professional and train them.

Does it feel like your digital marketing company is trying to get away with something shady? Perhaps your marketing expenses seem to steadily climb without generating consistent leads. Hundreds, if not thousands of heating and cooling professionals are going through the exact same story. The only question is:



How will your story end?



In today’s HVAC Webmasters podcast, Jason and Nolen share some red flags that could shed some light on your marketing company’s sketchy practices. If you spot any of these tactics, it might be time to start shopping for a new marketing agency. Look for these following signs…



SEO for HVAC Pros: Red Flags



* Blackbox pricing covering up where your ad money goes* Sudden bumps in results immediately after you call to complain* No visible evidence that your website has changed* 3rd party expense reporting not directly from Google









3 Signs You’re Getting Cheated



Marketing money is an amazing thing. On one hand, you can invest it into the perfectly tuned advertising campaign and earn a double return on your money! On the other hand, you can trust it to an enthusiastic management team, only to see it slowly disappear with little reward.



Sadly, the latter story is one we hear all the time from HVAC professionals around the country. Unless you have the time, energy, and experience needed to execute your own marketing plan however, you’ll probably have to find a dependable company to handle it for you. You may have already chosen a team, and find yourself wondering if they really have your interests at heart.



The easiest way to spot a shady firm is to look for these three red flags:



* Blackbox pricing structure* Inconsistent payoffs* Lack of visible change in your website



Does Your Reporting Come Directly From Google, or a Source Recommended By Your Marketer?



Red Flag #1: Blackbox Pricing



Money is the ultimate test of character. You can tell a lot about a company by how willing they are to share their spending habits! In the same way, you can quickly get a feel for a marketing firm through their pricing structure.



If we could have our way, every digital marketing firm would have to bill month to month. That’s because monthly billing gives HVAC contractors the ability to examine results and judge whether their investment is paying off. It’s a challenging code to operate by (for a marketing business), but it motivates us to continually produce results!





Annual Bundle Deals



On the other side lies annual contracts. Annual billing (or even longer term contracts) takes away that flexibility from the client contractor and gives it to the marketing professional. Blackbox pricing further complicates the picture by preventing heating and cooling professions from seeing how their money is spent.



Say you purchase an annual service package with website design, SEO, GMB, and PPC. The company quickly puts up a basic website, PPC campaigns start up, and results start coming in. Can you actually tell how much of your package budget was spent on each segment? That brings us to our next concern: reporting.





3rd Party Reporting



When you invest money in Google Ads, your reporting should only come from one source. Can you guess where? Google Ads. Handing the crucial task of reporting over to anyone besides Google, you’re asking for trouble.



Time and time again,