If you’re like most HVAC businesses, you’re always looking for new and innovative ways to reach your customers. Technology has made it easier than ever to connect with potential customers, but it can be difficult to know where to start.
One of the best ways to connect with potential customers is through Content Marketing. By creating valuable content, you can attract new customers and keep them coming back for more. In this blog post, we’ll discuss what Content Marketing is and how you can get started using it in your HVAC company.
WHAT IS CONTENT MARKETING?
One of the best ways to connect with potential customers is through Content Marketing. By creating
Content marketing is the distribution of relevant and useful content to current or potential customers. This includes blogs, newsletters (which could include e-mail), white papers, social media, video and more on topics relevant to your HVAC business.
Content marketing is an effective way to attract, engage, and retain your audience. You can create relevant content that drives brand awareness and interest in your HVAC services, so that when your audience needs the services you offer, they think of you first.
WHY YOU SHOULD CARE.
- Content marketing works. A study by Hubspot found that a solid Content Marketing strategy provides an attractive advantage over competitors who don’t use it, and delivers high ROI compared to other marketing efforts.
- 95% of people only look at the first page of Google results. Content Marketing is at the core of a solid SEO strategy to get your website showing up on the first page of results.
- Content Marketing creates strong long-term lead generation sources, allowing your HVAC business to keep reaping the rewards from fresh content
CHALLENGES WITH CONTENT MARKETING.
While Content Marketing is a popular way for HVAC contractors to drive new leads in 2022, it’s not always as easy as it might sound. Here are some stats on challenges many companies have described when it comes to Content Marketing:
- 65% find it a challenge to produce great content for their Content Marketing efforts
- 62% don’t know how to measure ROI from their Content Marketing efforts
- 60% say they can’t produce content consistently, making it difficult to keep content fresh
CREATING A SUSTAINABLE CONTENT MARKETING PLAN.
Content marketing is a fantastic way to establish and nurture relationships with your prospective customers. But creating high-quality content can be difficult and time-consuming. Fortunately, there are a few things you can do to make the process a bit easier:
- Know your audience.
The first step to writing content that’s tailored for your audience, is understanding who they are. You need to understand their needs, interests, or pain points so you can provide solutions in the form of content pieces
- Understand current best practices.
Content rules don’t change frequently. But make sure you are writing interesting content that is clear and concise and is written in layman terms (i.e. stay away from HVAC industry jargon). Keep content brief, as most people won’t spend more than a few minutes reading, and be sure to offer advice or solutions so they have a great take-away from your content.
- Decide on appropriate platforms.
Are you creating a blog post? How-to article? Video? Will the content piece be something you’ll put on your website, or will you share it via social media, or maybe email? Knowing these things ahead of time will help structure your content plan and give you the right path, or steps, to follow to get the most out of your work.
- Create a sustainable schedule.
It’s easy to overestimate your abilities with Content Marketing, or underestimate the time and resources needed to create great content. Be sure to create a plan 30-60 days out, and schedule specific tasks for research, writing, reviews, and edits (sometimes multiple iterations of review and edit). Once you have a good sense of what it takes to get a single content piece done, you’ll have a better sense of how often you can create new content – and schedule the work accordingly.
- Keep SEO in mind.
Even if you’re not fully engaged in an SEO campaign, Content Marketing is at the core of a great SEO strategy – so you might as well get as much value out of your efforts as possible. Be sure to think about the keywords you’re using in your content, and how the Content Marketing piece itself may lend to your SEO efforts. You might also want to double up on your efforts by placing the content on your website (for SEO content purposes), then post it to social media with a link back to the piece on your website. Doing so gives you content for social media, while also supporting SEO efforts on your website.
Content marketing is one of the most effective ways to connect with prospects and convert them into paying customers. By creating valuable content, you can attract new customers and keep them coming back for more. In this blog post, we’ve discussed what Content Marketing is and how you can get started using it in your HVAC company. If you want to learn more about Content Marketing or need help getting started, contact us today. Our team of HVAC marketing experts can create a great Content Marketing strategy that drives results for your business.