Categories
Growth Strategies PR Press Release Public Relations Reputation Management

How to Acquire PR for Your Plumbing/HVAC/Electrical Company

When you have a Plumbing/HVAC/Electrical startup, the best way to make it take off is to get a healthy dose of PR. The following is a compilation of tips and pointers to keep in mind, as you attempt to get PR that will help you to introduce your business to the world and become well known.

Journalists get pitches all of the time!

It’s important when you pitch your startup to the press that you remember they get pitches all of the time. This means that you have to try something new. Give them something with an angle, something they don’t get all of the time, something that they can use. If you seem too needy and generic they will take your pitch and “pitch” it straight in the trash. PR goes two ways, you have to help the press in order to get them to help you.

Journalists are human

What this means is that they want to know that you have done your research. You know what their objectives are, what makes them successful at their jobs, and you are pitching them your startup in a way that shows you can conform to their specific needs and wants. Show them that you took the time to learn what they cover and how they cover it. This conveys your professionalism and shows respect. If you show respect you will likely earn respect. This is a fairly basic human concept.

Find out who covers Plumbing/HVAC/Electrical

Not only will you be getting better press coverage but you won’t be wasting precious time on people who aren’t interested and don’t cover your industry. Stick with the experts in your industry so that you will get the PR you need at the quality that you need. Some people say there is no such thing as bad press but if your PR is poorly written then you will be misrepresented and misunderstood and that is always a setback for a startup.

Pitch a story

Everyone loves a story. Stories are immediate and they reach larger audiences. Stories are interesting and get more coverage. Instead of asking for a basic PR write up about your basic new business startup, make it interesting. Make your pitch about a topic before you make it about your company. Don’t worry about getting your product information out first, because it can come across as a cumbersome and boring read. Create a story that surrounds the product itself and the mission statement and company initiative will shine through naturally.

Categories
Growth Strategies

Answering Phones Properly Will Increase Profits For Your Plumbing + HVAC + Electrical Business

How to Generate More Profit by Answering The Calls to Your Plumbing, HVAC, Electrical Company Better

Having effective marketing strategies for your plumbing business is beneficial, but if the communication skills of call takers are poor, your business will surely be affected. Great marketing revives struggling companies and businesses, while excellent marketing strategies entice lots of customers to contact your business by phone. If telephone experience is not really up to customers’ standards, then they might not be inclined to contact your plumbing company again in the future.

There are ways on how you can generate more profit in each call you get to your plumbing company. The way you answer or handle calls can dictate if your company and services can earn more customers patronizing and availing for these services more often. The following ways can help:

Answer the Phone Promptly

Customers get annoyed with phones that just keep on ringing. So the first thing that you need when the phone rings is to answer it promptly. Never keep your customers waiting for this might turn them off. Make sure that there is a real person in the company that can answer the phone. Attracting more customers by phone can lead your company to success, so you need to be mindful of answering each call at once and attending to customers’ plumbing needs and inquiries. Think for a minute if you just missed two calls a week.. that turns into 110 missed calls every year!

Value Customers’ Time

Customers call your company probably because they are not graced with sufficient time to visit your plumbing company. Answering their calls at once means valuing their time and giving them the attention that they deserve. To make the most out of every call you get and generate more profit, you can also make the telephone line available 24 hours. In such a case, your company will be able to accommodate emergency services requested by customers. This could mean extra income for the company.

Give the Right Telephone Greeting

Simply stating the name of your company is not enough when customers call. Try to make a friendlier approach. Greetings like “Good Morning,” “Good Afternoon,” and “Hello” are standard greetings, but you can also use this in a friendly and sincere tone. Never end telephone conversations without saying, “Thank You.” A friendly telephone greeting enables you to turn inquiries into formal business transactions.

Get Customers’ Contact Information

When answering the phone, it would just be natural to let the customer on the other line to explain in detail the plumbing problem they got. But before allowing them to explain their problems, get their contact details first. This move can somehow help you create mental contact with your customers. Getting their contact details can make customers realize that you are willing to invest time in them.

Don’t Give Quotes over the Phone.

In most instances, customers call a plumbing company to ask for quotes. This can be a bit tricky, especially if your plumbing company is charging professional rates for excellent works. If the callers insist on asking a list of prices, make sure to get their contact details first. Explain to them that you require a service fee for getting your plumbing technicians to their location and giving them an upfront price for works that need to be completed.

These ways can help you make more money out of calls made by customers to your plumbing company. You can start executing these ways if you have the desire for a consistent flow of cash.

Categories
Growth Strategies Lead Generation Leads

How To Convert More Leads Into Paying Plumbing, HVAC or Electrical Clients?

HERE IS HOW TO CONVERT MORE OF YOUR PLUMBING + HVAC + ELECTRICAL LEADS TO PAYING CLIENTS

Below we offer a few tips and some of our services that will help you accomplish these goals…

DETERMINE THE VALUE OF EACH LEAD

Client Lifetime Value is the single most important metric for understanding your clients. CLV helps you make important business decisions about sales, marketing, service offering, and Customer Support. CLV tells companies how much revenue they can expect one client to generate over the course of the business relationship. The longer a client continues to purchase from a company, the greater their lifetime value becomes.

Basically, It refers to the total amount of money that you expect a consumer to spend in your business during their lifetime. Although CLV may not sound significant, failing to calculate it can put you behind your competitors.

How to Calculate CLV

Several methods exist, which you can use to calculate CLV. The calculations can either be predictive or historic. This implies that you may want to calculate CLV based on your prediction of what clients will spend or based on the actual purchases over the years. Regardless of the method selected, it is imperative to know the client acquisition cost, which is the amount you spent to get the clients, the average profit margin for purchases, and the duration of your relationship with the client.

When calculating CLV, get the average purchase amount and multiply with the average buying frequency rate to determine the value of the client. Then multiply the average client’s lifespan by the value of the client to decide CLV.

Here is a stepwise process that you can follow:

  1. Determine the mean purchase value: you obtain this by dividing the actual revenue of the business in one year with the number of purchases over that year. It does not necessarily have to be one year; you can choose any period depending on your business.
  2. Determine the mean buying frequency rate: divide the number of purchases within a specified time by the number of clients that made purchases within that period.
  3. Determine the value of the client: you calculate this by multiplying the mean purchase value with the mean purchase frequency rate.
  4. Now, determine the mean client lifespan: you can get this by determining the average of the number of years that a client continues to buy from your business.
  5. Now, calculate LTV: multiply the mean client lifespan with the client value. The answer is an estimate of the amount of revenue to expect an average client to generate for your business.

Once you get the CLV, you can calculate the possible profits the business can make. It is also important to calculate CLV so that you can focus more on retaining existing clients than incur a lot, trying to identify ways to attract new clients.

Now that you know your client lifetime value, use it to express to your team how important every lead that rings your phone or pings your email is… For example, let’s say you calculated your client value to be worth $5k, you need to treat every phone call like that is $5k calling you.

OPTIMIZE YOUR WEBSITE FOR CONVERSIONS

When clients land on your webpage, they have expectations and expect to find some basic elements.

Make your CTA a Phone Number

Most businesses should display their phone number so that clients can contact them. Users often make a note of a phone number on a site and use their mobile phones to call the number. Clients may have questions concerning the product or methods of purchasing, and mobile phones are by far the best way to obtain this information quickly. Moreover, mobile phones have become increasingly popular, and with the advancement of the internet, people use them to search for the business.

A report by BrightLocal shows that 61% of mobile users to contact a business with a mobile site. If you want leads on your business, the decision of a mobile number on your CTA is no longer an option.

Include the Number in a Site-Wide Sticky Header

Site-wide sticky headers stay in place when a client scrolls, and they are a popular element of website design. They help the client to navigate without the need to scroll up and down. Therefore, the phone number will remain visible as the user navigates through the page. A user can always contact you anytime they decide because the number remains visible as they scroll.

Display Local Phone Numbers

When shopping online, we all go for something close to where we live. Wherever possible, use local phone numbers on the website to attract nearby clients. Local phone numbers act as leads and can give you profit. It is easy for someone to contact you with local phone numbers. Well, there is the advantage of familiarity as well as low costs compared to international phone numbers. Moreover, using local phone numbers shows the client that your business is trustworthy and easy to contact.

MAKE SURE YOUR OFFERING WHAT THEY’RE LOOKING FOR

In your marketing

You run Facebook ads, Google AdWords ads, and maybe other types of pay-per-click ads too. Your ads will most likely have a headline, to capture attention, text that will dive more into the details of your offer, and then maybe a small image.

Now, what happens when someone clicks your ad? They get redirected to a webpage.

And here’s the question you have to ask yourself: Is your landing webpage consistent with your ad? Your ad has an offer, a specific message that it conveys, so will someone who clicks on your ad find the same content once they land on your landing page? In 90% of the cases, I see, nope.

This problem is called the message match problem. It happens when your ad does not precisely match the end offer on the landing page. It’s a total mismatch in terms of the message being conveyed. Chances are most people who clicked on the ad or listing did because of the advertised sale or service, but when they arrived at the destination and saw nothing mentioning the sale or service they wanted, so they left.

Message match and scent match problems are easier to avoid that you would think. The concept is pretty basic: Your ad should look and feel like your landing page, and the message and offer should be the same. Voilà. Simple, eh?

Now, the best way to obtain a perfect scent/message match is simply to create a specific landing page for each variation of your ads or service.

In your Customer Service

Offering what consumers are looking for means that you are meeting their expectations. Ensure that you know your clients by gathering adequate information about your clients. It is crucial to determine what clients frequently buy, why they opt for that product, and the frequency of their purchases. When you are determining the needs of your clients, it is vital to know details such as their interests, occupation, and lifestyle. Also, include any potential clients that have previously inquired about your products. You can find out more about researching clients here.

Every client has a unique need and holds different views and opinions concerning Customer Service. Therefore, you must know the needs of the client to provide what they are looking for and, as such, provide excellent Customer Service. Make sure you identify ways that the clients expect you to meet their needs. This involves undertaking thorough research on your target market and the marketplace to understand what the clients are looking for in your business location.

Your level of service should meet the expectations of the clients. Go beyond to make the client say ‘wow’ after receiving your products or services. Some ways to know whether you are offering what clients are looking for is to undertake a client survey, client focus groups, or use the suggestion box. You can obtain a lot of input from such activities. If you have an online page, use add-ons, such as “Would you like computer monitors as well?”
The message match problem is one of the most cited by marketers. The problem occurs when your ad fails to match with the end offer on the landing page. As such, a user clicks on the ad but does not see anything mentioned when they land on the site. Ensure that your ad looks like your landing page.

NURTURE YOUR LEADS

Nurturing leads is the process of creating a relationship with clients at every stage and throughout their journey. It involves focusing on communication and marketing efforts on listening to the needs of clients and providing them with adequate information. To develop leads effectively in today’s marketplace, you need to establish and nurture client relationships with a thorough content marketing plan.

Normally, most clients will not take a step in the client life cycle, unless they hear from you or feel engaged with your content at least more than seven times. This is very important, especially in this age of constant information and competitive advertising. Just having a webpage will not do it. To reach clients, you must diversify your message to communicate both when and how leads would like to hear from us. It is crucial to nurture your leads towards sales. Therefore, you will have to use more than one medium such as email, retargeting ads, social media messaging, and SMS, among others. When your Plumbing and HVAC company creates mixed media messages that have highly engaging content, your business will garner more leads and generate consistent sales.

When you venture more into business, you will start realizing the vitality of having an effective nurturing strategy. Research by Forrester shows that marketers experience a mean of about a 20% increase in sales opportunities from nurtured leads compared to those who use non-nurtured leads. The same report shows that companies that nurture their leads have a 33% lower cost and 50% more sales.

ONCE THEY CONTACT YOU, SHOW THEM YOU ARE THE RIGHT CHOICE

The fact that your phone is ringing constantly does not mean that you have hit the jackpot yet. You may have leads, but the main issue is converting those leads into sales. This process requires effective Customer Service and the ability to convince clients to purchase.

Tip 1: Capture the Lead Right Away

The way that you present yourself to a client matter a lot. When the phone rings, use a kind tone and take time to listen first without responding. Once you understand the query, portray a willing spirit. It is crucial to collect the lead info early on like the name of the caller, their phone number, and their address and anything else you need- without this, you may not have a second chance.

Tip 2: Develop a Relationship with the Caller

You want the caller to feel comfortable so that they can talk freely, and to achieve this; you have to establish rapport. You should act very professionally. Remember that you are representing a Plumbing and HVAC company. Therefore, your tone of choice and how you tackle the issue matters a lot. The client will perceive the value of your Plumbing and Heating & Air services based on these things. In the opening line, mention the name of the company and be at service for the client. Show your willingness to help.

Use excellent listening skills by giving the caller time to explain the issues and ask follow-up questions that can help in clarification ensure that you focus on the problem presented by the caller in the best possible way. Doing this will leave the client satisfied.

Always assure the caller then you can solve the issue. You do not want to start creating doubts or suggesting incompetency in your Plumbing and HVAC company. Assure the caller that is the specialty of your Plumbing and Heating & Air service, and you will handle it immediately. If it is something that your department cannot solve, tell the caller that you are transferring them to an individual department that can help them better.

Tip 3: Book the Appointment

During the call, one of the things that you do is understanding the needs of the client. Once you know these needs, proceed to book an appointment. Book an appointment as early as possible to encourage the client to look for your Plumbing and Heating & air services. Before calling you, the client may call two more companies to make informative decisions. Book that appointment if you want to convert your calls into a sale. You can convince a client to purchase by giving them an attractive incentive such as a discount or wave if they book in the next ten days. Try to sell your company by convincing the client that you offer the best services compared to competitors. Once the client schedules an appointment with you, you can be sure that they will come to purchase. Ask them to choose a day that they will be free to book and send them a message reminding them of the appointment.

Tip 4: Regularly Audit Your Call Handling Team

All call handlers need training. If you check well, you may find that there are one Customer Service Representatives (CSRs) in your Plumbing and HVAC business who does not represent your company well to the clients. You must undertake frequent auditing. Auditing does not focus on punishing or sacking an employee.

On the contrary, it helps you to check drawbacks and train employees to represent the company well. You may need to incur a little amount on training whereby employees can learn how to talk to clients can convert your leads to sales. During auditing, it is also vital to commend your staff if they are doing a good job. Never underestimate the power of motivation. You can do verification by listening to call records when made and correcting later. Alternatively, you can encourage employees to listen to each other’s calls and help to improve each other’s skills. Employees with excellent call handling skills can mentor others.

One way to do this is through BlackStorm’s phone call tracking and tagging services (our BEST clients fully embrace this service). With our phone call tracking software, you can monitor all the calls that are coming into your Plumbing and HVAC business and be able to determine precisely where there are holes in your conversion process. You might think your call staff is doing a great job, but how would you know unless your sitting right next to them while they answer every phone call, well with us, you can listen in on every call that you wish.

READY TO BOOK MORE APPOINTMENT FOR YOUR Plumbing and HVAC BUSINESS?

Do not wait long to book an appointment to grow your Plumbing and HVAC business. After going through the above tips, you should be feeling motivated and ready to generate leads. Just follow the steps slowly and ensure that you nurture leads to create sales. In every step that you take, remember that the goal is to convert leads to purchases. Start today.

Categories
Growth Strategies Marketing Promotion

101 Plumbing and HVAC Business Marketing Ideas

With a Plumbing and HVAC business, one universal goal is to make sure and sell the services of the business. This is something that is generally best accomplished via making a business be expertly positioned in front of its target audience whilst offering a solution that fixes a problem–or provides a benefit which the consumer will be unable to find elsewhere (or simply can’t refuse how helpful the marketed service would be).
With this in mind, one of the best things that the owner of a Plumbing and HVAC business can do for their business itself would be known to take a “Time-out,” so as to develop their very own business marketing plan. Having this plan can set a business owner apart from other competition and make them really stand-out. Having a marketing plan which outlines in a clear fashion how to reach the ideal type and number of customers can be extremely useful in creating and then implementing a marketing strategy. You don’t want to have a marketing strategy that ends-up failing, so it is extremely important to have a clear, concise plan to helps more than it could potentially, “Harm.”
There are countless ways that you can try and engage in promoting your Plumbing and HVAC business. Through having smart mix strategies you can expertly identify the most effective methods and focus on the best marketing tactics you should utilize for your Plumbing and HVAC business. Below you will find a list of 101 marketing suggestions and ideas to help your Plumbing and HVAC business with the selling of its services. By using these marketing suggestions and ideas you can help raise further awareness of your business and in the process promote all the aspects you want both current and potential customers to know about you and your Plumbing and HVAC business that makes you worth being a patron of. Here is the list now:

Marketing Planning

1. Update or create a marketing plan for your business.

2. Revisit or start your market research.

3. Conduct a focus group.

4. Write a unique selling proposition (USP).

5. Refine your target audience and niche.

6. Expand your product and service offerings.

Marketing Materials

7. Update your business cards.

8. Make your business card stand out from the rest.

9. Create or update your brochure.

10. Create a digital version of your brochure for your website.

11. Explore a website redesign.

12. Get creative with promotional products and give them away at the next networking event you attend.

In-Person Networking

13. Write an elevator pitch.

14. Register for a conference.

15. Introduce yourself to other local business owners.

16. Plan a local business workshop.

17. Join your local chamber of commerce.

18. Rent a booth at a trade show.

Direct Mail

19. Launch a multipiece direct mail campaign.

20. Create multiple approaches, and split test your mailings to measure impact.

21. Include a clear and enticing call to action on every direct mail piece.

22. Use tear cards, inserts, props, and attention-getting envelopes to make an impact with your mailings.

23. Send past customers free samples and other incentives to regain their business.

Advertising

24. Advertise on the radio.

25. Advertise in the Yellow Pages.

26. Advertise on a billboard.

27. Use stickers or magnets to advertise on your car.

28. Take out an ad in your local newspaper.

29. Advertise on a local cable TV station.

30. Advertise on Facebook.

31. Advertise on LinkedIn.

32. Buy ad space on a relevant website.

33. Use a sidewalk sign to promote your specials.

Social Media Marketing

34. Get started with social media for business.

35. Create a Facebook page.

36. Get a vanity URL or username for your Facebook page.

37. Create a Twitter account.

38. Reply or retweet someone else on Twitter.

39. Set up a Foursquare account for your business.

40. List your business on Google Places.

41. Start a business blog.

42. Write blog posts on a regular basis.

43. Create an Instagram account.

44. Create a Groupon.

Internet Marketing

45. Start a Google Adwords pay-per-click campaign.

46. Start a Microsoft adCenter pay-per-click campaign.

47. Comment on a blog post.

48. Record a video blog post.

49. Upload a video to YouTube.

50. Check your online directory listings and get listed in desirable directories.

51. Set up Google Analytics on your website and blog.

52. Review and measure your Google Analytics statistics.

53. Register a new domain name for a marketing campaign or a new product or service.

54. Learn more about local search marketing.

55. Track your online reputation.

56. Sign up for the Help a Reporter Out (HARO) email list.

Email Marketing

57. Create an email opt-in on your website or blog.

58. Offer a free download or free gift to make people willing to add their email address to your list.

59. Send regular emails to your list.

60. Start a free monthly email newsletter.

61. Use A/B testing to measure the effectiveness of your email campaigns.

62. Perfect your email signature.

63. Add audio, video, and social sharing functionality to your emails.

Contests, Coupons, and Incentives

64. Start a contest.

65. Create a coupon.

66. Create a “frequent buyer” rewards program.

67. Start a client appreciation program.

68. Create a customer of the month program.

69. Give away a free sample.

70. Start an affiliate program.

Relationship Building

71. Send out a customer satisfaction survey.

72. Ask for referrals.

73. Make a referral.

74. Help promote or volunteer your time for a charity event.

75. Sponsor a local sports team.

76. Cross-promote your products and services with other local businesses.

77. Join a professional organization.

78. Plan your next holiday promotion.

79. Plan holiday gifts for your best customers.

80. Send birthday cards to your clients.

81. Approach a colleague about a collaboration.

82. Donate branded prizes for local fundraisers.

83. Become a mentor.

Content Marketing

84. Plan a free teleconference or webinar.

85. Record a podcast.

86. Write a press release.

87. Submit your press release to various distribution channels.

88. Rewrite your sales copy with a storytelling spin.

89. Start writing a book.

Marketing Help

90. Hire a marketing consultant.

91. Hire a public relations professional.

92. Hire a professional copywriter.

93. Hire a search engine marketing firm.

94. Hire an intern to help with daily marketing tasks.

95. Hire a sales coach or salesperson.

Unique Marketing Ideas

96. Get a branded tattoo.

97. Create a business mascot to help promote your brand.

98. Take a controversial stance on a hot industry topic.

99. Pay for wearable advertising.

100. Get a full-body branded wrap on your company vehicle.

101. Sign up for online business training to revamp, expand and fine-tune all of your marketable skills.

Once you have a few brand new marketing ideas to try in your small business, get started on creating or fine-tuning your marketing plan.

Categories
Growth Strategies Identity Marketing

What makes a great Plumbing and HVAC slogan?

A slogan is a set of words that helps customers to interact with your Plumbing and HVAC brand. In a marketing context, it’s a brief phrase that summarizes the value proposition of a company. Slogans are simpler to remember and differentiate your company from the competition. They can be likened to mini-mission statements. A good slogan can solicit a reaction from the reader and keeps the brand’s message in the customer’s mind.

What makes a good Plumbing and HVAC slogan?

A good slogan should be:

Memorable

People should identify your slogan quickly without spending too much time thinking about the meaning. And because it’s an audible representation, it should be crafted for the ear. A few brief words can go along the way. The slogan should be like a song chorus that sticks to your head. Long lines are hard to remember so the shorter the better. Once your customers hear the phrase a couple of times, they can easily recall it.

Highlight a key benefit

A slogan should sell the benefits of the service to the target audience. It should be well-worded to stress on the brand’s value. To have an advantage over your competitors, your products or services must have unique benefits. You should isolate one key area of your Plumbing and HVAC business and integrate it into the catchphrase. Talk about the benefits, not features. It doesn’t mean that Plumbing and Heating & Air customers will run to use your service, but will have an immediate cognitive impact. Make sure the words display the real perspective of the Plumbing and HVAC business.

Differentiate the brand

Focus on that unique selling proposition that makes you different. What makes your Plumbing and Heating & Air services good enough to be tested? Be sure to highlight anything that sets you apart from the Plumbing and HVAC competition. This helps to emphasize the Plumbing and HVAC company’s worth. When people associate the phrase with the brand, it shows you’ve crafted a good slogan.

Impact positive feeling to the brand

A great slogan offers positive reinforcement. The words should bring out a positive feeling and leave a better impression. You may want to avoid words like hate. The idea is to convey a message that tells customers what your Plumbing and HVAC business is all about without looking for additional information. Because most slogans are timeless, make sure they can stand the test of time. If you bring any negative feelings, the words won’t do the trick. Remember, you only have a few seconds to impress your Plumbing and Heating & Air customer.

A slogan works as the DNA for the brand. Keep an eye on how it sounds when it strikes the customer’s mind. Be sure to follow the above tips to craft catchy phrases for your Plumbing and HVAC business.

Categories
Growth Strategies Local SEO Marketing Paid Advertising PPC Promotion Reputation Management SEO Social Media Website Design

Online Marketing Tips for Your Plumbing and HVAC Business

Before the widespread introduction of digital technology, most Plumbing and HVAC companies marketing efforts consisted of adding listings to the yellow pages, placing ads in newspapers, and buying spots on local radio stations. But of course, times have changed. Nowadays, Plumbing and HVAC companies need to stay connected to the Internet and harness the power of online marketing to reach more prospects. 

The Mobile Internet and the Changing Consumer Behavior

Even the most successful Plumbing and HVAC Companies can no longer rely simply on word-of-mouth recommendations from their clients to reach new prospects. Business owners, especially Plumbing and Heating & Air service professionals like you, need to understand the enormous power of the Internet for search and discovery. Whether people are looking for specific products, procedures, or local Plumbing and Heating & Air services, many will go online to find what they’re looking for. 

According to the latest data from Internet World Stats, there are over 3 billion Internet users worldwide today. Ninety-nine percent (99%) of these Internet users utilize search engines frequently to look for information. 

Finding information through social media is on the rise, with 74% of online adults using social media sites, according to recent data from Pew Research Center. Facebook proves to be the most popular social network, dominating the social media arena with 71% of online adult users.

Meanwhile, mobile device ownership and usage continues to soar, along with the rise of various online technologies. Consumer ownership of smartphones has gone beyond 143 million, and tablets are now owned by over 71 million people. People don’t just own these devices for nothing; they are using their smartphones and tablets to consume online content. Many have become multi-platform users and use their smartphones, tablets, and desktop computers to perform searches and complete various transactions.

Nowadays, clients are savvy when it comes to searching for information. They no longer turn to traditional means of locating a Plumbing and Heating & Air service company. Why should they when they can find everything they need online. And if you cannot provide them with the information they’re looking for, then they will go to another Plumbing and HVAC company.

Here are some tips to help your Plumbing and HVAC business take advantage of online marketing:

Build a responsive website.

As a Plumber, you need to think of your website as a representation of your Plumbing and HVAC company. It needs to have the feeling that you want your clients to experience once they contact you. Your website must be clean; it must convey beauty, comfort, and trustworthiness.

Of course, your website should also provide them with the information they’re looking for and should be highly navigable.

  • Contact information, as well as directions to your clinic
  • An easy-to-access list of your services
  • Quick links to your blog and social media pages
  • A corner where clients can post and read reviews about your services
  • A mobile-responsive design to cater to clients using their smartphones and tablets

Have SEO done for you?

Sixty percent (60%) of clients get information about Plumbing and Heating & Air using search engines. Additionally, 8 out of 10 potential clients begin at search engines like Google, Bing, and Yahoo when searching for a Plumbing and HVAC company.

To ensure that your website gains better rankings on search engines, here are some important SEO practices:

  • Optimize keywords, URLs, titles, descriptions, and alt texts
  • Publish relevant and fresh content such as articles, blogs, videos, and infographics
  • Improve your website’s loading time

Improve your local online presence.

Search engines—particularly Google, Bing, and Yahoo—offer local listings for businesses so that they can increase their visibility within a specific area. By having your clinic listed on these search engines, you increase your chances of getting found by people searching online for Plumbing and HVAC companies within their geographical location.

Aside from these listings, you can also make use of other local directories and Internet yellow pages such as Yelp, City Search, and SuperPages. You may also integrate your SEO and social media optimization into your local online marketing initiatives to turbocharge your campaign.

Be active on social media.

Forty-seven percent (47%) of clients getting information about Plumbing and Heating & Air to use social media. Simply put, your business needs to utilize the power of social media to cater to potential clients who, at the same time, are active social media users. To market your services in this area, you need to:

  • Be active on popular platforms such as Facebook, Twitter, Google+, and LinkedIn
  • Have a regular discussion about Plumbing and Heating & Air tips and guides
  • Include a link back to your main site and blog
  • Post photos that can attract the interest of potential clients
  • Post announcements of promos and special offers

Invest in PPC (Pay per Click) Advertising.

If you’re aiming for immediate positive results with your campaign, you may consider investing in PPC advertising. Using PPC, you can place ads alongside organic search results, which can increase the possibility of potential clients visiting your website. Aside from running ads on search engine results pages, you can also place ads through social media sites like Facebook, Twitter, Google+, and LinkedIn.

Manage your online reputation.

Negative online reviews pose a great threat to your Plumbing and HVAC business. In contrast, positive reviews have the power to boost your clientele. More than half (54%) of the total people looking for Plumbing and Heating & Air information online are engaged by reviews and referrals from friends, while 30% are engaged through online forums.

To keep a positive online reputation, here are a few reminders:

  • Publish genuine consumer reviews in relevant websites
  • Optimize your social media accounts
  • Set up a blog and post compelling content to push down negative reviews about your services

Maintain a traffic and analytics system.

So you have a great website, and you publish fresh informative content. But do you know how much traffic you are getting? Or if you’re getting any traffic at all? To track your website’s performance, you need to have a traffic and analytics system that can:

  • Inform you about your website’s total traffic, with a breakdown of data from organic, referral, direct, paid and social sources
  • Alert you of any crawl issues on your website
  • Let you know which of your campaigns are working or not
  • Discover keywords that you may optimize
  • Inform you of your website’s average ranking on search engines

For busy professionals like you, this is a lot of work. And, of course, you need to stay focused on more important matters about running your Plumbing and HVAC business.

That is why we’re here.

As technology advances and consumer behaviors continue to evolve, so you must adapt to the changes. Your online marketing strategies need to be efficient so you can ensure that your Plumbing and HVAC business doesn’t end up left behind.

We can provide everything you need to boost your online marketing campaign and eventually grow your business. Here is a list of our services:

 

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Growth Strategies Local SEO Paid Advertising PPC Promotion SEO Website Design

How to Acquire Plumbing and HVAC Clients from Google Search

How to Acquire Customers from Google Search

As a business, you want to rank as highly as possible, regardless of the location you operate in. So, how do you acquire more customers through Google search? Google My Business is not only vital to ensuring your company is properly listed as a business, but also makes it easier for searchers to find your plumbing company online. Your site has to be chosen by Google in order to generate leads.

1. Get Searchers to Click on Your Website

Improving ranking via SEO searches is critical to being seen for the top Google search results for Plumbing and Heating & Air. You need to work on your website and the SEO you’re doing on it, in order for Google search ranking to improve organically. Although it will take time, the more people click on your site, the higher it is going to rank atop the search engine.

2. Guide Visitors to become Leads

Okay, you got people onto your site, now what? Your Plumbing and Heating & Air website should be developed in a manner that guides visitors towards becoming leads. It should flow well, provide them the information they’re looking for, and allow customers to easily find what they want, without having to dig through every single space on your website. Informative pages and having a website that is designed for the searcher will also help contribute to increasing your rank organically through Google search results. (Download the Website Conversion Guide)

3. Optimize Your Website for Lead Generation

Attractive landing pages, email campaigns, and calls to action are just a few of the ways in which you can generate more leads on your website. The more leads you have, the more likely it is that these leads are going to transition into clients. Build trust, create a relationship, and this is going to bode well for your business and search engine rankings.

4. Run Google Ads

Google ads are obviously paid for ads, but they’re going to help generate leads and more clicks to your site. Landing pages and ads that show up atop the Google search results for Plumbing and Heating & Air terms are likely going to gain more traction and attention from searchers. So, people are more likely to click on them, meaning they’re led to your site.
There’s no single tool you can rely upon to help improve your Google search engine ranking. However, utilizing a few tools to help improve SEO, build trust, and help guide your visitors to the right location on your page, will work wonders in helping acquire new clients over time.
Categories
Growth Strategies Marketing

Why Should Someone Choose Your Plumbing and HVAC Company Instead Of Your Competitors?

Create a Unique Selling Proposition to Showcase Your Plumbing and HVAC Company’s Value –

As a business owner, you’ll quickly learn that in Plumbing and HVAC industries, especially smaller ones, uniqueness is key to distinguishing yourself from the competition. Making your Plumbing and HVAC business distinguishable from others will help set you apart from the rest and help increase your customer engagement.

A Unique Selling Proposition (USP) is essential for every new startup trying to set themselves apart, and create a gap between themselves and other companies in their Plumbing and HVAC business. Your USP is what will set you apart from the rest, what indicates your company is superior to others, and what distinguishes the product/services you have for sale, that competitors don’t. Although marketing has changed significantly over the years, delivering a great USP is still key to distinguishing yourself as a leader in your Plumbing and HVAC business. And, it is something every startup has to do if they want to outshine the competition. Your USP has to be clear and must be immediately identified in every marketing campaign/material that your company sends out to your consumer audience.

A Unique Selling Proposition is going to be created based on various factors. Your company can set its USP based on

  • Location
  • Company size
  • Great customer service
  • Pricing (more affordable than competitors), and nearly any other focal point that distinguishes your business from the rest.

With these factors in mind, businesses must remember that creating a USP is more than just telling their Plumbing and Heating & Air clients, “we have the lowest prices.” Sure, lower prices is a great point, but what else does your company do better than the competition? You have to paint a picture for your Plumbing and Heating & Air audience with the USP you deliver. The more creative, and the more valuable your USP creates, the more it is going to distinguish your business from the competition in any Plumbing and HVAC business. Especially in a crowded marketplace, you’ll have to do as much as possible to set yourself apart from your competition. With a great USP, you’re halfway there!

What does it take for your Unique Selling Proposition to outshine the competition? First and foremost, it has to be completely unique from your Plumbing and HVAC competitors. If your USP is similar to other competitors, what value are you offering your customers? If your USP isn’t unique, customers aren’t going to look at your product and differentiate it from that of your competitor. Secondly, your USP has to be exciting. You want to deliver a USP that elicits conversation; you want it to spark interest in your Plumbing and Heating & Air audience. Third (and most important), your USP should be unique. If your Plumbing and HVAC competitors can easily copy it, or create something similar, then it is not unique. And, what value does this provide your customer?

What Does Your Business Stand for, and What is it Known for?

If you don’t understand what your business stands for and what you want it to be known for, how do you develop a creative USP? It’s impossible. Therefore, every Plumbing and HVAC business has to understand its focal point. They have to understand their values, what they want to deliver to their audience, and how they are going to sell and drive that point home to their audience.

You don’t want to be known for lots of different things. In a competitive industry like Plumbing and HVAC, you want to be a specialist and be viewed as an expert in the product or service your company provides that competitors can’t offer. Confusing your audience is only going to push them elsewhere, and this is the last thing you want in a competitive industry. Understanding precisely what you want your company to be known for, will be the primary driving force behind creating your USP that you’ll deliver to your audience. When you select the service that you’re superior in creating, your business will become well-known for that, and you’ll be seen as an industry leader for that. This drives the creation of the exceptional USP you’re trying to put out there for your Plumbing and Heating & Air audience.

Need help in creating a compelling USP? Not sure where to start your campaign as a business? We can help you distinguish yourself as a leader, regardless of your Plumbing and HVAC business. Schedule your consultation with us today!

Categories
Growth Strategies Marketing

Work On Your Plumbing and HVAC Business, instead of working in Your Plumbing and HVAC Business

Not quite sure where we’re going with this? Keep on reading and we’ll help you determine how you can become a leader within your Plumbing industry.

What does “working in your business” actually mean? For most, it’s about the mundane tasks that come along with the business. Answering the phone, dispatching a service call, adding new tasks to the calendar, scheduling meetings, or even scheduling for equipment pick up or delivery. You know, the boring things that people don’t enjoy about the business aspect of operating their Plumbing and HVAC business. You can think of these mundane items as the tasks you have to complete day in and day out, in order to ensure your Plumbing and HVAC business is operating efficiently. It’s what keeps your Plumbing and HVAC business healthy and keeps your customers coming back.

Now, let’s step back and compare this to “working on your business” in your specified Plumbing and HVAC business. How does that differ from working in it? There are many ways; when you work on your Plumbing and HVAC business you are

  • Targeting new leads
  • Dealing with marketing and advertising that attracts potential clients
  • Implementing new products or service offerings
  • Planning to expand your Plumbing and HVAC business

The fun stuff! When you work on your Plumbing and HVAC business, you’re working towards expanding, improving within your Plumbing and HVAC business, and ultimately, becoming a leader within it. It sounds like more fun than working in your Plumbing and HVAC business, and that’s because it is. These are the tasks that allow your Plumbing and HVAC business to keep going within your Plumbing and HVAC business. It allows you to keep growing. And, ultimately, they’re the tasks that help you reach the pinnacle you’re trying to achieve, in your designated Plumbing and HVAC business.

Now that you have a basic understanding of what the differences are between “working on” and “working in,” why are these differences important? You have to work in your Plumbing and HVAC business. It is something that every Plumbing and HVAC business owner does, and it’s the only way to keep your Plumbing and HVAC business moving. However, you ultimately have to find ways to work in that Plumbing and HVAC business as well. If you aren’t finding ways to grow, to attract new customers, and to reach new heights, how do you expect your Plumbing and HVAC business to outshine the competition? If you want to succeed, you have to make plans to do so. Working on your business, is the first step towards achieving the plans and goals you are setting for yourself as a Plumbing and HVAC business, regardless of the Plumbing industry your company is in.

As time forges on, you’re going to have to find ways to stop working in your industry, and ways to work on your business in order for it to thrive. How do you do this? Hiring the right administrative assistants and team to work in your Plumbing and HVAC business, is going to allow you to work on it, and grow it within your Plumbing and HVAC business. No Plumbing and HVAC business owners can do it on their own, therefore, you need to have the right help in place to help you transition from in to on. When you build a great team around you, you can focus your efforts on building and growing, rather than the mundane (day to day tasks) that every Plumbing and HVAC business has to complete if they want to remain afloat and progress as leaders in their business.

No matter how big a company is, you’ll notice that initially, the owners and founders were working in the business. Think of the biggest company out there, and you’ll see that they began the same way your company did. So, until you can find the right team to put around you to work in the business, you can’t start transitioning out and working on your Plumbing and HVAC business. Big companies succeed because they have a great team of people around them. If you want to be successful in your Plumbing and HVAC business and want to outshine your competitors, you’re also going to have to have the right team in place to work in the Plumbing and HVAC business industry. There are no two ways about it.

If you want to see greater results, you’re eventually going to have to work on your industry. This means you’ll have to spend money (to make it) and hire a great team to have around you. Once you begin working “on” your business, you’re going to realize the growth as an industry leader in your Plumbing and HVAC business.

Categories
Growth Strategies Marketing

Call them Clients instead of Customers

There is no point in denying the fact that doing business isn’t an easy task. The words you use have a big impact on your Plumbing and HVAC business and on your revenues. Have you ever thought about that?

Even things that apparently don’t seem to be so important can make or break your success. This is why it is definitely worth it to invest some time into polishing your skills and learning how to approach everything that has to do with your Plumbing and HVAC business in a more effective way.

Let’s talk for a bit about the word ‘Client’. How about the word ‘Customer’? Which one do you use?
Using the word ‘Client’ is better. The differences between the two might seem subtle, but there is a strength beyond this and you can use it to your own advantage.

When you refer to a ‘Customer’, you talk about a person that simply buys something from you. It doesn’t really matter where whether it happens once or several times. However, when you talk about a ‘Client’, this is someone that has a closer business relationship.

This person needs your Plumbing and HVAC business on a regular basis for something in particular. This deeper relationship leads to a bond. You are benefitting each other and, most likely, both would be affected if the other business partner wouldn’t offer good products or services.

The mutual respect increases and your attitude towards the person change as well. This snowball will only lead to significantly increased customer satisfaction as a result. And that is the end goal for every Plumbing and HVAC business.

This person isn’t just a customer that might or might not return at a certain point in time. He or she becomes meaningful and you would actually wish to help. You feel somehow obliged to offer high-quality as you recognize the importance that this person has as well.

You notice the value that lies within this relationship and the value that this particular person provides. Therefore you see his or her role in the well-being of your Plumbing and HVAC business.

All the members of your staff should get used to using the word ‘Client’. If they don’t yet do this, they should be instructed to adjust their way of addressing. Just explain the actual meaning, as well as its importance. Then they will understand why they need to adapt too. Everyone in the organization should not only have the same goal but also to have the same perception when it comes to Clients.

Just telling them and imposing the new term is too harsh and certainly ineffective. This is just not good leadership. Some might even oppose this or it could lead to dissatisfaction. Keep great communication with the staff too and clarify the value brought along by the Client.

It might seem like fine-tuning. But there is great power beyond little changes as they can raise the bar for your Plumbing and HVAC business and significantly enhance it. After all, this is what you are looking for, right? So it’s definitely worth paying a bit of attention to these little things that can very quickly and easily be changed for the better.

As a matter of fact, this can be regarded a marketing technique. It also sets your mindset.
Your Client should be appreciated as he or she is an asset to the Plumbing and HVAC business itself. Clients are never a nuisance. They bring precious value and the business relationship offers mutual benefits.

By referring to them in this way, you also shift your way of thinking of them as ways to move your Plumbing and HVAC business further and you appreciate them for what they bring. When you will change your attitude towards Clients, it will be noticeable. People quickly pick up these changes in politeness.

And after all, everyone wants to be liked and appreciated. This applies to the business sector too. Treating clients accordingly boost customer satisfaction and ensures that these persons will remain loyal in the future as well.

As they are the pillars that bring in the business revenue, it’s amazing how a seemingly tiny change of perception and a little word can change so much. When you call them Plumbing and HVAC Clients instead of Plumbing and HVAC Customers, it’s definitely not just the change of a word.