How HVAC Contractors Can Reach Today’s Consumer

August 24, 2017
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Times are Changing….Rapidly!

It’s no secret that technology continues to change our lifestyles year after year. However, staying ahead of the curve when it comes to these changes seems like a tall order for many HVAC contractors. In order to reach today’s consumer, you have to understand the way their viewing habits and entertainment preferences have evolved. Whether you’re a new HVAC provider or an established name in the business, your target audience’s tastes and behaviors are different than what they were even a few years ago. Here are a few ways you can bring your HVAC marketing strategy into 2017 and beyond.

Diversify your radio presence

The emergence of digital outlets like Pandora and Spotify has changed the radio industry forever. So what does this mean for your company? Well, if you want to stay relevant to your audience, it’s time to diversify your radio presence. Advertising on streaming services like Pandora and Spotify allows for superior targeting capabilities. You can tailor your message specifically to your intended customers depending on the demographic data you are targeting, regardless of the consumer’s listening behaviors and musical tastes. In addition, ads on digital radio can be very similar in cost. So, this means you can say goodbye to traditional radio, right? Not so fast. While streaming services are growing rapidly, good ol’ fashioned radio isn’t going anywhere any time soon. The vast majority of Americans still listen to radio at some point in the day, making it an excellent tool to broadcast to a wide audience across a large geographic area. (Check out the facts for yourself) Finding the right balance between traditional and streaming ads is the key to an enhanced radio marketing strategy.

The rise of the cord cutters

While traditional radio is still going strong, the cable TV industry is being shaken up. Video streaming services allow users to watch all their favorite shows without having to deal with a contract with the cable company. This has ushered in a massive shift of people away from cable or satellite to sign up for streaming services. As an HVAC contractor, it’s crucial to recognize this trend and act accordingly. Services like Amazon Video, Sling, Hulu, PlayStation Vue, Crackle, and YouTube TV all include advertisements in their programming. These ads cannot be skipped on these streaming services, so no worries about consumers fast forwarding through your spot.  And with countless hours of shows on numerous streaming platforms, that’s a lot of ad time to take advantage of. Why not create a brand presence in the midst of all that binge watching? (Check out the cord cutter audience)

Mobile advertising is the future

Over three quarters of Americans now own a smartphone, a number that is steadily rising. If you’re an HVAC contractor who’s worried about how to reach a customer base that is watching less TV and reading less newspapers, here’s your opportunity. The majority of consumers now carry the internet with them everywhere they go. With that being said, a focused mobile marketing strategy is crucial for any business owner in 2017. Mobile ads can make a significant impact on social media platforms, smartphone-friendly websites, and mobile-only apps. Nonetheless, while mobile advertising is a key tactic for HVAC companies, creating brand awareness and generating conversions is all about quality content, no matter what the medium.

Are you Social?

Social media has become a part of the fabric of today’s society. It began over 10 years ago as the “young” person’s playground. Now it has transformed into a juggernaut of news, video, opinion pieces, and yes an advertising platform. According to research (PEW Research Center),  8 in 10 online users today are using Facebook with Instagram, Pinterest, LinkedIn, and Twitter gaining ground. I bet most of your customers are hanging out here too? Social Media has become the new “Word of Mouth” advertising. This is a great place to create brand awareness for your HVAC or Plumbing business. You can humanize your company with personal pics of employees, your community involvement, and other fun activities. Consumers like to associate a bond with companies they do business with.  The key is to drive engagement with your social media base.  Strike up a conversation…post things that are relevant to your local community, if it matters to your followers they will engage.  You can even market your services and provide special coupons to social media followers.  Learn more about social media for HVAC here.

Now that you’re better equipped to reach your customers, you need to know what they want and expect from you. Check back soon as we discuss what today’s consumer looks for in an HVAC provider.

Will Young
Social Media Director
wyoung@myeffectivemedia.com