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Posts tagged as “hvac marketing”

New Book on HVAC Marketing!

New Guide to HVAC Marketing Now Available

From author Elaina Burdick Wellstead

What if you could learn to stop marketing your HVAC business in a reactive way (meaning: with knee jerk decisions)?  And what if you could discover how to effectively promote your company in 7 simple, easy-to-follow steps?

If you’re an HVAC dealer who is tired of spending marketing dollars in all the wrong places, with poor ROI and few leads, then you’ll want to grab a cuppa joe and my new book:

Marketing Schmarketing: How to Market Your HVAC Business

Most contractors can fix a furnace with their hands tied behind their backs, but let’s face it – many of you struggle with how to properly market your companies. … Read On!

HVAC Blogging Basics

HVAC Blogging Basics

Should you add a blog to your HVAC website?  Of course you should!  The benefits of a blog are bountiful.  From improving your website’s organic reach, to positioning you as an expert, a blog is an HVAC dealer’s new BFF.

So what is a blog exactly? 

It’s a website that focuses on written content, or articles. A blog falls under the category of “inbound marketing,” which is a fancy way to say marketing that uses content, or articles, to draw customers in.

 

Think of it this way: direct mail is an outward push.  You’re sending out mail that essentially pushes your products and services on homeowners. … Read On!

HVAC and Hairspray

HVAC and Hairspray

I thought about you, my beloved HVAC Contractors, while buying hair spray this weekend. No, seriously. Hear me out. Here’s the story:

We were in a hurry to get to an event, so my partner and I ripped our list in half at the grocery store entrance and headed off in different directions. I had written down “hairspray” on what ended up being on Marc’s half of the list. Since Marc has little experience with women’s haircare products, and little hair himself, he was a bit lost. As I zipped past him in the pasta aisle he asked, “What brand of hairspray did you want?”

Geez, I thought, I can’t remember what brand it is.… Read On!

Use your Dang Co-op, Already!

Use your Dang Co-op, Already!

It happens every year.

During the first week of December, frazzled HVAC contractors ring our office phones off the hook and tell us some version of this: “My distributor rep stopped by today and reminded me that I have umpteen thousand dollars in my co-op/accrual account and I have to use it up before year-end! I need to spend all my co-op money RIGHT NOW, or I’ll lose it!”

My staff jokingly refers to this as the December Dump. And we can all agree it’s a less than ideal situation.

Here’s why: You’re going to drop a boatload of money into your local marketplace (by sending out postcards, or emails or digital ads, etc.) right when homeowners’ mailboxes are stuffed to the gills with holiday flyers.… Read On!

Too busy to breathe? It’s the perfect time to advertise!

Too busy to breathe? It’s the perfect time to advertise!

I know, I know.  You’re busy.  You can barely keep up.  Why in the world would you do any marketing NOW?!?  Let me answer that question with a question:  Why do you get up at 4am to go fishing?  Answer:  Because that’s when they’re biting.

If this is the year you’ve decided to seriously build up your customer base, plan to advertise in season.  Why?

Because HVAC is not sexy, folks.  Homeowners don’t want to think about you – unless they’re too hot, too cold, or something is broken.  And that happens…you guessed it… in season.Read On!

Organic Social Media Reach is Dead but Still Here

Organic Social Media Reach is Dead but Still Here

Like zombies, mullets and clove cigarettes organic reach is dead, but still here.  Actually, it’s most like zombies because if you don’t pay attention to it you might get bit.

We all read the HVAC marketing articles and listen to the industry experts.  The message is “you MUST be on social media.”  Get on facebook! Tweet the things! Post the stuff!  But why spend the time? Someone a little less practical will tell you that your social media efforts will create organic reach and create leads.  But here’s the truth:  It won’t. … Read On!

Does your HVAC website need an SSL Certificate for security?

Does your HVAC website need an SSL Certificate for security?

Yes!

Think about walking up to your favorite coffee shop and seeing a large sign on the door that says, “MAY OR MAY NOT BE SAFE TO ENTER.” Would you chance walking through that door? Or just go to another coffee shop?

What is an SSL Certificate?

SSL stands for “Secure Sockets Layer.” It’s a small file that when placed on a website’s server, authenticates the identity of the website and encrypts information that users send to that server. Encryption scrambles the user’s information making it impossible to read without a proper decryption key.

Read On!

Press Release: EB&L Ed

PRESS RELEASE: EB&L Educates

EB&L Marketing, a full-service HVAC marketing firm, is pleased to announce the launch of their new training division, EB&L Educates.  “EB&L Ed” provides speakers, workshops and classes on HVAC contractor marketing.

“Residential contractors – with their limited time and marketing training – need help to effectively promote their companies.  The courses offered by EB&L Ed teach contractors the fundamentals of marketing – breaking it down into 7 easy steps,” says Elaina Burdick, President of EB&L.

Since 2001, EB&L Marketing has been working with local contractors to effectively market their businesses, generate leads and grow their bottom line by building their brand and avoiding common marketing missteps. … Read On!

Branding

Branding

What is a brand anyway?
Your brand is your logo, but it’s so much more than your logo.
It’s the look, the feel, the colors, the fonts, the theme and the marketing message. All of this together makes up your brand. Your brand separates you from the pack. It’s what your customers recognize. It’s how they learn to trust you and ultimately why they’ll spend money with you. You should develop a solid brand for your company before you do anything else! It’s the most important, foundational element of your company marketing.

But here’s what you shouldn’t do: don’t use the same tired, old HVAC themes.… Read On!