First Thing’s First: Know Where You Want Your HVAC or Plumbing Business to Go in 2024
In my last webinar, I delved into the core aspect of setting clear goals for a successful digital marketing strategy for HVAC / Plumbers in 2024. When it comes to developing an internet marketing plan, you first need to understand what your goals are, and where you’re going. Here’s a few questions to get you started:
- What are your annual revenue targets for 2024?
- How many trucks and technicians do you want to have by the end of the year?
- Are there any geographic areas you want to tap into?
- Any additional service lines you’d like to add?
Answering these questions will help you understand where you want to go. Be sure to also note down where you are now as your starting point.
A quick note on goal setting…
When you’re setting goals for your HVAC or plumbing company, they should be:
- Specific
- Measurable
- Achievable and
- Time-based
What’s Your Why?
It’s also imperative to understand the “why” behind your goals. When it comes to goal setting, making another $100,000 in your business is not an effective goal, unless you have a strong why! All too often we set goals at the beginning of the year that we have completely forgotten about by the end of first quarter. But if I set a goal to say make an extra $100,000 this year so that I can take that Bermuda vacation I’ve always wanted, pay for my daughter’s college education, and contribute an extra $25,000 to Green Peace, your Why will be the motivation to make sure you actually follow through.
I also emphasized the importance of using the provided workbook to calculate lead generation targets and budget based on average ticket price and conversion rates.
Having specific, measurable goals is crucial for any marketing plan, and the use of the “lead generation target planner” tool was highlighted as an excellent way to break down objectives into actionable steps. The emphasis was on clarity in objectives, making it easier to align marketing efforts with business priorities. By establishing these clear goals, HVAC and Plumbing businesses can navigate the digital marketing landscape with purpose and direction.
I also talked on two key pillars of digital marketing for your HVAC or Plumbing company:
- Organic SEO
- Paid Advertising
Focusing on organic SEO, I stressed the importance of building a strong foundation with on-page optimization and Google My Business (GMB) profile optimization.
This includes attention to:
- titles
- headers
- images
- unique content
- GMB categories, services, and reviews.
Additionally, the advice was to build citations and backlinks to boost website authority.
The discussion seamlessly transitioned into paid advertising strategies, where Google Ads, Local Services Ads (LSA), and pay-per-lead platforms were recommended to drive additional leads. The significance of running targeted PPC campaigns with specific ad groups and landing pages for better conversion rates was highlighted.
Quick Tip…
This balanced approach, integrating both organic and paid methods, ensures a comprehensive strategy to maximize online visibility and lead generation.
Another crucial aspect covered in the webinar was the importance of leveraging your database and optimizing your website for conversions. Engaging existing customers through text message campaigns and email marketing was recommended, with a focus on offering limited-time specials and seasonal promotions to encourage repeat business.
The idea is to hook them in with limited-time deals and seasonal promos to keep them coming back for more. Cool, right?
Optimizing the website for conversions involves speaking directly to the target audience’s needs and concerns.
How to build trust and engagement?
- Authentic imagery
- video testimonials
- DIY content
I also underlined the significance of prominent calls to action, special offers, and mobile-friendliness for a seamless user experience.
This Recap reflects a holistic approach to…
- Digital marketing
- Covering goal setting
- Organic and paid strategies
- Lead nurturing
- Website optimization
- The importance of adapting to industry changes
These insights, drawn from the webinar, provide a comprehensive guide for businesses looking to enhance their digital presence and drive tangible results.
