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Helpful social media marketing tools and tips for HVAC dealers. Brought to you by Tracy Mar
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Powerful & Effective Marketing for HVAC Contractors
…the kind that helps you hit your mark!
A Day in the Life…
• We know your days are BUSY!• When you race the clock every day…how
much time do you really have to spend on marketing?
• Challenge: set a goal to devote some time every day / every week for marketing
Thought You Might Like to Know…
• Most effective emotion to create when building a marketing message is…
CURIOSITY
Thought You Might Like to Know…
• Toll-free numbers are more effective than local numbers
• Vanity number are the best (*remember to include digits along with letters though!)
Before you start…
Things to consider:– What is my goal?– What are my resources?
– How will I track results?
Find the Right Tools…Enjoy Success
Customer Referral Program• Referrals are the #1 way to attract new
customers• 90% of consumers trust peer
recommendations (only 14% trust ads)
• Two elements for a successful program:1. Build an arsenal of testimonials
2. Make it easy for them to refer your biz• Consider incentives• Create an easy to use form
Customer Referral Program• Why?
– Better leads– Referred customers are less price sensitive
• When?– Not when presenting the bill– Timing is important and will vary
• Do not ask if they haven’t had a chance to experience your services
• Not everyone is a referral candidate
Customer Referral Program• How?
– Consider incentives for BOTH the customer making the referral and the new customer
– Consider greater rewards for a higher number of referrals
– An example:• “Hey Bill, thanks again. By any chance, do you
know anyone who could benefit from my services?”
Customer Referral Program• How?
– “Hey John, you work at ABC Company, right? Do you know anyone at your company that might benefit from my services? Maybe a new homeowner who needs a heating or cooling system?”
– Give them a frame of reference– Tell them what kind of customer would
be good for you
Customer Referral Program• How?
– Mary is thanking you for your service and raving about what a nice job you did…and your techs were SO clean while they worked…this is your cue!
– “Thanks Mary! I really appreciate it. We work hard to keep our customers happy and keep their homes clean. I have heard some real horror stories out there. Hey, if you know anyone having a rough time finding good quality service and clean workers, please feel free to have them call us.”
“Nice Guy”
Customer Referral Program
Maintenance Agreements
• Next to the added revenue they create, the biggest reason to offer maintenance agreements is to build loyal customers
• Can reduce the impact of slow times• Steady work keeps your technicians “sharp”
Maintenance Agreements
A few tips:• WHAT: Offer aggressive tune-up specials• WHEN: about 3 weeks prior to your lowest
call traffic days during the off season• 1 in 24 will need an equipment quote!!!• At the conclusion of the tune-up…offer M.A.
(correctly) and close the deal – “2-step method” which is 600% x’s more effective
Maintenance Agreements
Anyone like math?Assuming:• There are 5 busy months each year• You can sell 1 M.A. per week during “busy
months”• Average M.A. is $175You can generate an extra $3500 in one year
Are the Yellow Pages Dead?
Commercial for “online”
• If you are not building and monitoring your online presence…you are missing out!
• 90% of consumers use the Internet to locate and research contractors
• What is the Internet sayingabout YOU?
Commercial for “online”
• Social media is NOT NEW!!!
A few new tools!
Commercial for “online”
• You will not make money withsocial media tools!!!!
• You build relationships and credibility…and THAT will make you money!!!!!!
Cool Tools
• Google Keyword External Tool• Google index
site://http://www.2-jsupply.com• Multiple Datacenter Rank Check Tool
http://www.seologs.com/dc-rank-check.html• Google Alerts
Google Site Index
Google Places
• Free! Free! Free!• Easy!• Business listing…and so much more!
– Offer promotions + coupons– Photos of technicians and vans/trucks– Link it to other sites
• Be sure to verify your account– Phone call, or– postcard
YouTube
YouTube
• Free! Free! Free!• Easy!• YouTube is the 2nd largest search engine in
the world (Google is #1)!• It is not just for posting funny videos
– Make a name for your business on YouTube– HVAC tips for homeowners
YouTube
Still not convinced?• Over 3 billion videos
are viewed daily • More than 50 percent of videos on
YouTube have been rated or include comments from the community
YouTube
Still need more?
• Rising through the ranks. Google owns YouTube, there’s the added benefit that a video on YouTube automatically goes into Google’s search engine. Videos tend to catapult to the head of the line. It’s a great way to increase your site visibility in the rankings.
• Spare your own site the bandwidth drain of streaming video.
YouTube
• Make sure your videos direct visitors to your site. Tens of thousands of viewers watching your videos sounds great, unless they have no direction to find your business afterwards
• The base age demographic for YouTube is 18-54.
• Free! Free! Free!• Easy!• If FB were a country, it would be the 3rd
largest in the world!• FB tops Google in weekly online traffic in
the U.S.• 500 million unique users in one day
• Over 1 million new usersweekly
• More than 1/3 are outside of college• Fastest growing demographic is 55-65
year old females• Avg. user has approx. 120 friends
• 3 out of 5 divorces areblamed on Facebook
• Be patient! Sales cycle is about 3xs longer on FB because it is a tool for building a relationship
• Ranked as #1 most beneficial social media site by small biz owners
• Why do you want
Things to consider when
posting:• Use keywords that are relevant to your
business – they are searchable by Google• Give your fans a reason to “Like” you• 80% of social media users are looking for
“freebies” or discounts• 70% want you to solve their problems
QR Codes• Free! Free! Free!
• Easy!
• Create them online- Goqr.me
• Easy Tracking
• Link to exclusive offers or send more traffic to
your other websites
QR Codes
• You have a QR code…now what?• On your business card• On your company vehicles/shirts• Door hangers• Mailers- track the success of your ad • Signs
QR Codes
QR Codes
QR Codes
QR Codes
http://www.polleverywhere.com/multiple_choice_polls/LTEzMDgzODM5Mg
http://www.funcode-tech.com/LOGOQR_Encoder_en.aspx - does images in the center
http://www.racoindustries.com/barcodegenerator/2d/qr-code.aspx
http://www.mobilefish.com/services/qrcode/qrcode.php - color & images
• Create a company page• Ask for recommendations• Enhanced search benefits• Networking with other small businesses• Recruiting
What’s else?
2J’s Contractor Marketing Program
• Relationship with Progressive Printers• Fast and cost effective• Template-based options with
customization– Maintenance Brochure– Contractor Spotlight– Accessories Brochure
2J’s Contractor Marketing Program
2J’s Contractor Marketing Program
Customizable:• logo• address• licenses, accred.• color bars
2J’s Contractor Marketing Program
Customizable:• Pricing lines
2J’s Contractor Marketing Program
2J’s Contractor Marketing Program
2J’s Contractor Marketing Program
Q & A
Thank you!
