Content Marketing Sells More Systems

When HVAC companies decide to shift some of their efforts to online marketing, it can be tough to get it started. You may have an amazing website, but if no one can find it, or has a reason to go to it, it may as well be an empty store.

There are a number of ways to get people back to your online store.

There are a number of outcomes you can aim for, but it's all about selling more systems.

We believe that by building a foundation of high-quality educational content on your website, in the form of pages, articles, case studies and videos, you will win the battle of search, and convert more website visitors to sold jobs.

So what are the types of content that you can create to attract these potential customers?

• Blogs - Don't yawn and turn your nose up at this one. This matters. You MUST have the right words on your website, in the right order, educating visitors on everything they might possibly ask. Call it a blog or an article or an FAQ. You need these things to be published to your website on a seasonal, regular basis. 
• Videos - Make the investment. With a solid plan to get your video in front of the right people, you will reap the rewards season after season. Don't balk at the price. Find somebody who comes recommended, check out examples of their work, and write the damn check. You will thank me.
• Social Media Posting - Be present. Be helpful. Listen. Answer questions. Direct people to your awesome website content. Be real. Don't be mean. Don't take anything personal. Be quick to ban malcontents from your page without becoming one yourself. Then advertise often.
• Case Studies - If you take nothing else from this article (blog), it's this one thing. Take a few pictures and write a few words about your favorite jobs and have somebody publish them to your website. Like the videos, case studies will pay dividends season after season, year after year.

These are all effective forms of content that will work wonders for your business.

But how do you come up with the ideas for creating this content?

Think about everything you have to offer your customer.

You have experience and expertise they need. You solve problems like theirs every day, and help them identify problems they didn't know they had.

But why should they come back to your site? Time after time?

What kind of value do they get when they click on a link and go back to your website?

At Comfort Media Group, we believe in creating educational, relevant content that gives the visitor exactly what they are looking for, at exactly the right time.

Think about it this way... 

When you have a question about ANYTHING, you type the question into a search engine like Yahoo or Google.

Then you look through the results to find the best answer.

Put yourself in your customer's shoes.

• What are they searching for?
• What kind of questions are they asking you?
• What questions are your salespeople and CSRs answering every day?

You need to create website content that answers every one of these questions. 

Here are a few great ways to come up with ideas to generate content for your digital marketing.

• Answer the questions you are asked most frequently - If you constantly hear the same questions from clients, then these are the kind of things they are searching for! 
• Explain what you do - Now that there is a world of knowledge on the internet, people can pretty much find anything they are looking for. If you aren't giving solid information about what you do, someone else will.
• Don't be afraid to answer anything - Some people may be scared to talk about pricing, or maybe don't see the value in answering small questions. But you'd be surprised about how many different questions your visitors may have. Even more importantly, if you have answers that NO ONE else seems to have, your content has a better chance at being found. 
• Look at competitors - What kind of content are your competitors producing? We're not saying you should copy it, but maybe use it as an example of something you'd like and improve upon it. 
• Stay in tune with industry trends - Make sure you stay in touch with what is happening within the HVAC industry. Any new technology, recalls, interesting stories, etc may make for great content ideas. 
• Stay up to date with rebates and specials - Different government agencies and departments will offer rebates for certain equipment. Make sure you are creating content in the time periods that these rebates are being offered that feature this equipment. 

Remember that content creation can be big or small. You can write a quick blog, or create an e-book. You could create an easy Facebook Live posting, or shoot a video. There are all kinds of content, and constantly coming up with ideas can be challenging. As long as you are creating educational content that answers questions, you have a good start. Add in some fun and entertaining content as well, and you are on the right track. 

If you are looking for some ideas, we have 52 blog post ideas that can help get you through an entire YEAR of blogging. Just click on your region of the US below and download your free guide to 52 blog post ideas.

If you are still having trouble getting started on a content strategy let us know! We can help you develop a strategy for your content creation, as well as help you execute it. Give us a call at 888-519-1950, or click here to schedule a call at your convenience.