HVAC contractors with a website should work on their website’s content and SEO. This allows website owners to increase the organic traffic to their web pages that are highly targeted. For example, someone looking for HVAC repairs in the area will most likely begin by searching on Google. The results that come on top are the most likely to win, as a result.
Most users don’t click on the second page of search results in the majority of cases. So, your key pages must be ranking on the first page for important search queries, at least.
Though it depends on a lot of things that are beyond your control such as good backlinks and website age, SEO can be influenced in a big way with the help of content marketing. You can focus on educating homeowners on energy-efficient cooling solutions, for example. This kind of valuable content for your target audience is going to push your pages higher and help your website rank for a bunch of important keywords.
But how do you do it? In this guide, we’re going to discuss the proper way of doing content marketing for HVAC contractors and website owners.
Understanding the Audience
The audience for landscaping digital marketing will be very different from, say, pest control. Similarly, the audience for HVAC repairs and setup is very different from other domains and you should fully understand their queries and pain points before you get started.
Developing a comprehensive understanding of the audience and what they want will help you create content that’s naturally helpful and shareable.
Focus on the needs, concerns, and preferences of homeowners and property managers who might be looking for HVAC services. If you already have some experience in serving HVAC clients, then you would also know the common pain points like energy efficiency, indoor air quality, maintenance, etc.
Use this insight to craft content that will resonate with specific needs. You should also make FAQ-type articles that solve common queries or explain certain things in more detail.
Creating Educational Content
Educational content is the cornerstone of your HVAC content marketing strategy. Create blog posts, articles, comprehensive guides, tutorials, videos, infographics, ebooks, etc. to cover topics such as seasonal maintenance or troubleshooting common issues.
You can subtly include messaging about the importance and reliability of professional HVAC maintenance, installation, or repair services to guide consumer behavior. But that’s about it. Refrain from including promotional material or spam. Keep things to the point and meaningful.
Educational content can help position your brand as an authority in the field. It also helps potential clients make better-informed decisions.
For example, if you were to look at the best pest control marketing ideas, you’ll find that creating expert pest control marketing content is one of the most reliable ways to draw visitors and potential customers in. You hook them by providing useful information first without blatantly promoting your pest control service and when they notice your expertise, visitors can get in touch for a free consultation, for example.
If you get in touch with a digital marketing agency for home improvement, the first thing they will ask about is what your current expertise and USP are. You see, this stuff can be used to model content in an effective way and take your content marketing to new heights.
The same goes for the HVAC business. You need some kind of expertise to establish authority and credibility in the niche. Google’s algorithms try to pick up what they call E-A-T or Expertise, Authority, and Trustworthiness. That doesn’t come by hiring a bunch of writers and assigning them keywords.
True expertise solves problems and provides expert opinions in a way that’s concise and fun to read. It’s original and fresh, as compared to generic, plagiarized, dull-sounding, or Wikipedia-like.
Highlight your technicians’ qualifications, certifications, and industry experience. Share behind-the-scenes glimpses of your team at work, tackling complex HVAC challenges with professionalism and skill. The credibility you build with the help of this type of content will instill trust in your audience. This is very important if you wish to stand out from the crowd and offer a value proposition that your competitors don’t have.
Visual Content & Demonstrations
It’s important to publish valuable content but it’s also important to make it compelling and visually appealing. Writing a 5,000-word guide on DIY HVAC repair isn’t sufficient on its own. Make it more interactive as a multi-part guide and offer plenty of images, charts, data points, and examples.
Visual content or content that has more visuals retains more users than purely textual content. Also, people tend to scan and not read—So, make sure that your content is scannable with nice formatting that allows people to get the gist easily.
You can also use videos to provide step-by-step tutorials on simple maintenance tasks, like changing air filters or adjusting thermostat settings. Videos always work the best.
Content marketing is easily an invaluable tool to establish a strong digital presence while connecting with potential clients. Follow all the steps we have provided here and you’ll find that it’s not difficult to outrank competitors to position your HVAC business as a trusted resource within the community.
You can also hire a contractor marketing agency if you don’t have an in-house team to handle the writing, research, and design work that will come with your content marketing plan. Typically, these services are pretty cost-effective, and over time, they improve the visibility of your website in search results.