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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
Identity Marketing

Whats the Difference Between A Slogan vs. Tagline For Your Plumbing and HVAC Company?

Is it a Tagline or a Slogan? What’s the Difference?

The terms slogan and tagline are often used interchangeably in the world of marketing and advertising. And, most customers probably think they’re the same thing. But, there’s a difference in the slogan vs. tagline battle. And, each of these serves a different purpose for the business who writes them.

Entrepreneur.com defines a slogan as a group of words that identifies the product or company. A tagline is similar in that it also identifies the product or company. So, what’s the difference in the slogan vs. tagline inquiry? This difference lies in how the tagline or the slogan positions the company, within their specific industry or niche.

The Slogan

A slogan is a powerful tool, with the purpose of
– Encompassing a company’s mission and what the company stands for
– It helps customers in specific campaigns a company is launching.

Because of this, slogans are oftentimes longer than a tagline, which is something we’ll highlight below.

The Tagline

What differentiates a tagline is a fact that it is short and catchy. It is something the customer is going to remember. It evokes an image to mind when the customer thinks about your brand and the product/service line you offer.

A tagline allows customers to make a lighthearted association with your business. They’ll think of [this] that your company offers, when they read or see [that], i.e., the tagline.

A tagline is usually close to a company’s logo in a campaign they launch. It’s also dedicated to brand awareness, whereas the slogan necessarily isn’t. A slogan focuses on value and promises a brand/company makes. It’s often encompassed under an overarching tagline.

In some instances, a solid and recognizable tagline is enough. However, as the company grows and develops new products, a slogan will help encompass those products, and bring them under the company’s overarching tagline umbrella.

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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:

 

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.

Categories
Growth Strategies Marketing Promotion

The Importance of Internet Marketing for Plumbing and HVAC Companies

As a Plumbing and HVAC business, you’re probably wondering whether or not internet marketing is all that important. In short, the answer is yes, internet marketing is essential. The digital marketing efforts your company makes are surely going to pay dividends in reaching your audience. But, there’s always the worry of waste. Are we wasting money foolishly on Plumbing and HVAC marketing? Is the right audience seeing what we’re putting out there? If you have these and other questions about your digital marketing efforts, these are some things you need to know as a Plumbing and HVAC business owner.

Your Efforts Aren’t Wasted

Regardless of your size of Plumbing and HVAC business, or how much your budget is, you have to utilize some form of internet marketing today. There’s no way around it if you want to reach your Plumbing and Heating & Air audience. What’s the benefit of internet or digital marketing, as opposed to the old, dated marketing methods that businesses used in the past? Some benefits include

  • Digital is highly visible
  • Your audience is online
  • You can utilize various online internet marketing tools that are targeted (including PPC ads and paid marketing efforts)
  • Your Plumbing and Heating & Air audience is engaged and passionate (your internet marketing is simply going to highlight why you’re the best company in that Plumbing and HVAC for them to purchase from).

Every company is using some form of paid-for advertising online today. If you’re not doing the same, there’s no way you’re going to survive as a business. This is especially true in highly competitive niches like Plumbing and HVAC.

The Age of Data and Digital

The beauty of digital marketing today is that no efforts are wasted. Everyone is online today. It doesn’t matter what their age or interests. And, everyone uses online search engines to find products and services. Therefore, when you’re utilizing internet marketing efforts, you’re going to reach your audience… regardless of the location you’re Plumbing, and HVAC business is in.

You have to spend money to make money. You’ve heard this saying in the past. And, today, with highly competitive industries, it’s no different; in fact, this is probably more valid today than it was in the past. The great thing about digital marketing campaigns is that you don’t have to worry; they’re reaching the wrong audience. There are numerous paid-for marketing techniques you can utilize as a Plumbing and HVAC business, which will specifically target the audience you’re trying to reach.

Mobility is Key

Mobile marketing and advertising is also something you’re going to want to utilize when choosing the different internet marketing campaigns you’re going to launch as a business owner. SMS campaigns, coupons, email marketing, are a few of the targeted internet marketing tools you can utilize as a business owner. And, as a Plumbing and HVAC business, it’s easy to ensure these marketing mediums are only seen by the audience you’re trying to target. You have much more control of the marketing you’re sending out, and who you’re sending it to today, than was the case in the past.

With the right paid-for campaigns, not only will your digital marketing efforts pay off, but as a Plumbing and HVAC business owner, you’re also going to find that it is far more affordable and effective than other forms of marketing you’ve used in the past.

Outshine Plumbing and HVAC Rivals

You can’t succeed without the use of digital and internet marketing campaigns. As is the case with every industry, both large and small Plumbing and HVAC businesses have to know who to target, how to reach them, and which marketing mediums are most effective. If you aren’t sure how to start your marketing campaigns, there are several options that you can utilize to help you reach your Plumbing and Heating & Air audience and customer online.

Ready to begin your digital marketing campaign but unsure where to start? Or, do you need help as a Plumbing and HVAC business owner is launching your first internet marketing campaign that’s going to reach the right eyes (and visitor)? If so, we’re here to help you do just that. Schedule a consultation with our team today. We can help you in generating PPC ads, a digital campaign, and in properly utilizing your marketing dollars to ensure you’re getting the most out of your internet marketing that’s being sent out to your Plumbing and Heating & Air audience.

Categories
Growth Strategies Marketing

What Are Your Plumbing and HVAC Clients Worth To You?

Use Your Existing Clients to Align Your Strategic Planning Correctly

It’s exhausting as well as expensive to lure in new customers. The world of online marketing and strategic planning may make it look easy, but getting and retaining new customers can be burdensome for resources. While large companies can afford to devote teams and unlimited money to this purpose, small- and mid-sized Plumbing and HVAC Companies cannot afford this luxury. These Companies’ must, therefore, understand the value of current clients and the lessons they can draw from existing customers to better align their strategic planning.

This article explains the very basics of the concept of Customer Lifetime Value and sheds light on how an understanding of this concept can play a pivotal role in achieving Plumbing and HVAC business targets.

What Are Your Clients Worth to You?

The Customer Lifetime Value or CLV of a client is a metric that allows Plumbing and HVAC businesses to analyze the net profit a company makes from a customer during their entire journey with a brand. CLV is an analysis of the monetary worth of a client to any business. This metric also factors in the value of maintaining the relationship with the client.

The question is: why is CLV important to businesses? How does it help Plumbing and HVAC businesses with their strategic planning?

CLV analysis allows businesses to understand the kind of clients they have and the net monetary worth of each client. This analysis further allows Plumbing and HVAC businesses to accurately calibrate how much financial investment can be made on each prospective client to convert them into a paying client while still being on the profitable side. Calculating Customer Lifetime Value also allows companies to understand the kind of customers they want to invest in.

Let’s Discuss in Detail

Let’s go with the hypothesis that you have an existing client who we call Client A. Client A spent $500 during their first transaction with your Plumbing and HVAC business and another $500 six months later. Thus, during the span of an entire year, Client A gave you business with $1000. In simpler terms, Client A’s value is $1000 to your business in their first year with your brand. Let’s now move with the assumption that Client A stayed with your brand for another five years and did transactions worth $500, twice each year. This spending brings their total spend to $6000 in six years.

Since CLV also factors in the cost of maintaining relations with clients, the total money spent by a client — in this case $6000 — can be counted as profit. Assuming you’re Plumbing and HVAC Companies makes a gain of 30% on each transaction, the net profit contributed by Client A to your Companies stands at $1800. This value also denotes the average net profit made from a client over six years. If Client A also gets you Companies referrals or can pull in a new client for you, their lifetime value will increase further as these are clients won without spending any marketing money.

This understanding of the average net profit contributed by an average client allows businesses to calculate the amount of money that should go into marketing.

Here’s How CLV Calculation Can Help Your Plumbing and Heating & Air Companies

The average lifetime value of a client is an important metric as it allows Plumbing and HVAC Companies to find answers to relevant questions, such as, what is the comfortable marketing budget that can be allocated for customer acquisition to still be profitable? How much can you’re Plumbing and HVAC Companies spend on retaining existing customers? And, who are your most valuable customers, and what can you do to incite loyalty and trust in them?

The Final Word

If you are serious about seeing your Plumbing and HVAC business reach its target goal, give more value to understanding the fundamentals of the metric called Lifetime Value and also developing an understanding of how you can use a CLV graph or CLV calculations to take steps to promote referrals through existing clients and making more profits by encouraging first-time clients to become repeat clients.

Are You Ready to Learn More?

If you want to learn more about Customer Lifetime Value and how you can use this metric to promote and grow your Plumbing and HVAC business, please reach out to our team. At BlactStorm, we are devoted to helping local businesses reach their target goals. Our team consists of skilled and experienced digital marketers who can help you increase sales within no time.

Categories
Growth Strategies Marketing

How The Modern Day Consumer Makes a Purchase Decision

Meet the Modern Day Consumer

Let’s think of some big-name companies. Circuit City, Sears, Blockbuster, and Polaroid, just to name a few, are companies that were huge in their day. So, what happened to them? In short, they didn’t keep up with the changes or transition to what the modern-day consumer is looking for. Even with fantastic services and products, these major companies have gone out of business. There’s just no way to get around the fact that businesses today have to know what the modern-day consumer is looking for, and has to deliver on it to stay in business and thrive.

Many tech startups have come and gone. Major players have fallen out of the public’s eye. Today, with technology and everything it has to offer, Plumbing and HVAC companies have to do more to keep up. It’s imperative that companies stay ahead of the curve if they want to survive in a highly competitive, online-driven world. The companies above have one thing in common. They lived in a seller’s market and weren’t willing to change or adapt to the buyer’s market. Eventually, they went bust.

Modern-Day Technology: It’s all Connected Meaning Your Company Has to be

There’s no need to “log on” any longer. Today, with mobile devices, consumers are always connected. You name it, and we’re connected. TV, our refrigerators, smartwatches, thermostats, and so many other devices are still on. And, with the IoT (internet of things) all around us, companies can’t think they can survive if they aren’t always on as well.

Mobility Reigns Supreme in Today’s Online-Driven Buyer’s Marketplace

On average, people are connected to their smart devices for about 17 hours per week. Step back and think about this for a minute. We’re checking email, we’re on our smartphones, tablets, and virtually everything is mobile. This is what the modern-day consumer is looking for, and this is what Plumbing and HVAC companies have to deliver if they want to stay afloat. If your website isn’t mobile-ready or mobile-friendly, it’s substantially going to hinder your ability to compete.

When people are “in need” of a good or service, they have a mobile device at their fingertips. Imagine your customer can look up the best mechanic, repair shop, or virtually any Plumbing and Heating & Air company, from anywhere. So, if your company doesn’t have a mobile site, and customers can’t find you (or easily navigate your website on a mobile device), you’re going to suffer. Your website has to be responsive. It has to navigate easily on mobile devices, load quickly, and, above all, deliver what the modern-day consumer is looking for when they want it.

And, it’s not only Google’s algorithms telling you that you need a mobile-ready site. With smartphones having GPS and other tracking systems built into them, you need to focus on local, as well as mobile optimization, if you want to ensure your audience can easily find you.

The Modern Consumer: Matching Their Needs with Your Business Practices

The internet has destroyed the Yellow Pages we relied upon in the 1990s. Today, any Plumbing and HVAC business has to have a mobile-ready site, if they want to reach the modern-day consumer. Being a local, Plumbing, and Heating & Air service industry isn’t enough today. Although it was enough 20 years ago, there’s so much competition that companies have to step their game up to keep up with the competition.

Think of it this way. A smartphone can compare dozens of plumbers (ac repair, mechanics, etc.) side by side. If your Plumbing and HVAC company isn’t easy to find online, you’re missing out on these local searches.

Tech Advances Go Hand-in-Hand with User Advancements

Technology is essential. We use it for communications, to get from point A to point B, to find things, track goals, and improve things. We need it and use it regularly. Therefore, companies have to find ways to keep up with the ever-changing need of modern-day consumers and understand that they’re using technology regularly in order to remain in those consumers’ minds.

A Change in Mindset and Behavior: Competing in a Buyer’s Marketplace

Today, consumers are looking for the best. They aren’t just settling on a plumber they know or have hired in the past. It’s a buyer’s market. Technology gives consumers more choices and allows them to easily find what they’re looking for. Therefore, businesses have to make transitions to keep up with the modern-day consumer and their needs.

For any Plumbing and HVAC business, you have to remember that consumers are looking for convenience. They want your business to be easy to find, and they are only going to hire you if you are the best. So, you need to transition, and you need to create your business as a leader within your local area for plumbing and Heating & Air services to be seen by the modern-day consumer.

What’s Important for Today’s Modern Day Consumer?

Consumers focus on various factors in deciding on a Plumbing and HVAC company to hire. Some of the many essential factors that the modern-day consumer is looking at includes

1. Reputation/ratings – Positive reviews from previous customers do wonder for your business and its online visibility and reach.

2. Information – Your company needs to provide relevant information, location, services, and everything the modern-day consumer wants to know, for the consumer to select your company, in your Plumbing and HVAC Company, as opposed to a competitors

3. Readily Available/Accessible – The website has to be responsive. Customers have to find your Plumbing and HVAC site quickly, it has to be mobile-friendly, and it has to be navigable. Can customers schedule an appointment online? Is there an FAQ page on your site? The more information you can provide, and the more readily available it is, the more likely the modern-day consumer is going to consider your company, within your Plumbing and HVAC industry, rather than turn to a competitor.

4. Cater to their needs – You need to go above and beyond to deliver what consumers want. Especially with so much competition online, and the fact that consumers can easily find dozens of Plumbing and HVAC competitors with a quick search on their mobile device, companies have to do as much as possible, to outshine their competitors.

Since a Plumbing and HVAC competitor is just a Google search away, your company has to work harder than in the past to reach the modern-day consumer. You have to cater to their needs, provide the best service, and make things (searches and information) readily accessible. Consumers are pickier today because technological advances allow them to be. If your company isn’t willing to cater to those needs, and the Plumbing and HVAC consumer, you’ll quickly find yourself in the seller’s market (think of those significant companies we highlighted above), and out of business before you’d like to be.

Want to Get Chosen? What Your Plumbing and HVAC Business has to Do

Consumers today don’t think in the same manner as consumers of the past. Today, they can shop on Amazon, and buy products for a fraction of the price than they cost at department stores. And, they can have these items delivered in as little as a few hours.

Then, there’s Netflix. We can stream an entire season of a show or a movie over a weekend. The modern-day consumer wants immediacy. Uber and Lyft have abolished the Taxi industry. Why? The prices are lower, consumers can get a ride in a matter of minutes, plus they can get a driver with the touch of a button on their smartphone.

What does all of this tell you as a business? It should tell you that the modern-day consumer is in control. They want convenience, and they’re going to do everything possible to get it. It’s possible to shop from virtually anywhere on a smartphone or tablet. And, with lower prices than in department stores, why wouldn’t the consumer do so?

Plumbers, ac technicians, mechanics, and other companies in these Plumbing and Heating & Air service industries, have to focus on adapting to the “anywhere, anytime,” mentality. If not, they’re going to get outdone by competitors who are willing to transition and are eager to give their Plumbing and HVAC audience precisely what they’re looking for.

A Digital Presence Matters

Consumers can find you virtually anywhere today. Your website is just one source of information for the modern-day consumer. Then, there are social media, there are online review sites, and there are other digital mediums where they can find you. What does this mean for your Plumbing and HVAC company? Basically, it means you have to do everything possible to ensure the information that the modern-day consumer is seeing is accurate. You have to work to ensure they can easily find what they are looking for, and that they are reading favorable reviews about your company.

What are some ways you can improve your digital presence? And what are some things you’ll want to change if the information isn’t correct? For starters, you’ll want to

– Check your email, telephone number, website address, and other contact information online
– Create a professional website, which is mobile friendly and easy to navigate
– Have an excellent logo, which depicts your company’s message and brand
– Have a social presence for your Plumbing and HVAC business on Facebook, Twitter, Instagram, and other social media outlets.

It’s not enough to have these accounts. Today, you have to make sure that the information the modern-day consumer is seeing is accurate. Therefore, you’re going to want to vet these sites like a business owner, focus on correcting the information that isn’t accurate and making it a focal point to ensure you are getting positive information (in the form of online reviews), so that your Plumbing and HVAC consumer audience is seeing you in a positive light, regardless of where they find information about your company online.

Is Your Website, User-Friendly?

This is quite possibly one of the most critical factors to your Plumbing and HVAC consumer audience. You’ll want to have a desktop website as well as a mobile site. Remember, your audience is going to find you on their smartphone, their tablet, and other mobile devices when they’re on the go. If you’re not catering to the modern-day consumer, you’re going to miss out on reaching your Plumbing and HVAC audience, and you’re going to lose to local competitors within your industry as a business owner.

Are You Social?

The modern-day consumer is on virtually every social media app. Instagram, Snapchat, Twitter, Facebook, are just a few of the many places where they can find your information. As a Plumbing and HVAC business owner, you’ll want to make sure that your audience can easily find you on these platforms. Furthermore, you’re going to want to update your social media accounts regularly, post to these accounts frequently, and engage with your audience as much as possible, to ensure you’re capable of keeping up with the industry demands, in today’s highly mobile consumer-driven marketplace.

Are Reviews Positive?

BBB, Yelp, Google reviews, are a few of the many places consumers are going to read about your company. So, what it says on these sites matters. It matters more than you might imagine in particular Plumbing and HVAC industries. As a business owner, you’re going to want to focus on creating a positive impact for the modern-day consumer online, so you’re going to have to make every effort possible to ensure you’re providing the best service and customer service to your current audience. Ask them to write reviews, and find out ways in which you can furnish more positive reviews, which will have a positive impact on the modern-day consumer that you’re trying to reach.

To Sum it Up…

Everything matters! You might think one negative Yelp review won’t hurt, but it does. Or, you might think that your lack of presence on Facebook isn’t essential, but it is. With a buyer-driven marketplace today, and everything being readily accessible on mobile devices, it’s vital to focus on being visible on mobile platforms as a business. Doing so will not only help you attract more consumers but also obtain the positive presence you’d like to have online, regardless of the Plumbing and HVAC audience you’re trying to reach as a business owner.