Today’s HVAC contractors are acutely aware that they need visibility on the internet and in their community if they want the phones to ring with requests for new business.
As a result, HVAC company leaders have become savvy about marketing and advertising and know that search engine optimization, direct mail flyers, and flashy truck wraps attract attention.
Public relations
But what they don’t stop to think about is that their competitors likely have a very similar marketing strategy. That means your HVAC company is competing on the same level as your business rivals. This also means that you need to do something different if you want to stand out from the crowd. And, that something is public relations.
Public relations is a subset of marketing but is often overlooked in the HVAC industry because owners assume they only need PR if they are a very large company or are experiencing a public crisis. This couldn’t be further from the truth.
Building online visibility
The formula for exactly how Google ranks the websites it pushes forward on basic searches is somewhat elusive
While many home service companies already use some form of SEO, marketing alone won’t raise your rankings on Google search pages.
The formula for exactly how Google ranks the websites it pushes forward on basic searches is somewhat elusive but we do know that its algorithm considers how often your website is visited, how often it's updated, and how often your company is mentioned in other articles.
Improving Google rankings
So, HVAC company owners need to make a concerted effort to ensure they are taking the steps they need to improve their Google rankings by building their online visibility. Truck wraps and clean uniforms are necessary but they won’t help you improve how Google ranks you or how consumers see you when they search for air conditioning repair.
And, improve your ranking requires a PR strategy that goes beyond simple advertising or marketing.
Pump up your content
Google’s crawlers look for how often your website is updated as part of its ranking system
Many business owners put a lot of effort into their websites to make them attractive and user-friendly. But, once the website has been built, you can’t leave it to sit without making updates.
As mentioned above, Google’s crawlers look for how often your website is updated as part of its ranking system.
Blogs
And, one of the easiest ways to continuously update your website is to post updated blogs. But don’t make the mistake of writing blog posts that read like an advertisement. This is not the medium to post about your specials or coupons.
Blogs should be used to sell your expertise. Write blogs that provide tips to homeowners or that discuss items in the news that affect the HVAC industry. Blogs also give you fresh content to post on your social media channels.
Posting content regularly
You need to post on your channels regularly and offer content that is interesting and engaging
Like your website, social media is not a “set it and forget it” venue. Merely having a Facebook, Instagram, or Twitter feed isn’t going to win you, new followers. You need to post on your channels regularly and offer content that is interesting and engaging.
So, when you post a blog providing tips on how to improve a homeowner’s air conditioning efficiency, you also have fodder for new social media posts.
Local and industry news cycles
Finally, pay attention to your local and industry news cycles. If the industry is considering a law changing how air conditioning refrigerants are regulated, for example, send out a press release providing your expert opinion on the matter.
If you’re expecting a cold snap in your area, offer advice on how to prep a home for freezing temperatures.
Become the expert
You want to create a buzz around your company and ensure your brand is top of mind for area reporters
That brings us to another tried and true method that helps your HVAC company stand out from your competitors: become your community’s expert in your industry. You want to create a buzz around your company and ensure your brand is top of mind for area reporters.
If you are considered the local expert on all things heating and air, journalists and reporters will come to you for advice when news stories in your industry arise. This kind of PR brings good Google clout. The more news stories, blogs, and social media posts that position you as the expert in your field, the more influence and status you have in search results.
The PR difference
PR is the art of building relationships and telling your company’s story. And it takes this kind of recognition to build a positive reputation for your business. It’s not something you can do overnight and it’s not something you should undertake if you don’t have the time or the ability to be consistent with your content creation and media outreach.
That’s why you should consider partnering with a PR agency that understands your industry if you’re looking to move your business to the next level. Marketing and advertising are important but it takes PR to build your brand, increase your visibility and stand out from your competition.
