Local businesses need to connect with local clients and the internet is now how that is being done. If you HVAC, heating and cooling business needs to generate more leads, local marketing is a great way to do so. Do you remember when the phone book was the primary means of advertising and to be on top you only needed to pay for the featured listing? Unfortunately, todays’ advertising is a little more complicated. If you want to reach consumers, you need to do it online. As a matter of fact, over 80% of all people turn to the internet first to locate a product or service; will you be there?
If you are not sure, then this article is for you. Below we are going to discuss the two most common methods of advertising to your local consumers.
What Is Local Search?
When people search the internet, keywords are used to identify relevant websites and return the best possible results. This is done in two primary ways. The first is ranking for non-geo targeted keywords or using a PPC campaign without geographical restrictions. The second method which is known as local search refers to using geo-targeted organic keywords and targeted PPC campaigns.
For example: “where can I buy a new furnace blower?” is not geo targeted and contains no search modifiers. On the other hand “St. Louis furnace supply stores” is a geo-targeted phrase containing “St. Louis as the search modifier.
Organic Local Search for Your HVAC, Heating and Cooling Business
First, you may be wondering just what exactly organic search is. Organic search refers to the non-paid results displayed on search engines like Google, Bing, or Yahoo when you search for keywords related to your business. One such example could be “HVAC services near St. Louis Mo.”. If you site was ranked organically for this phrase, it would appear in the search results each time someone searched that phrase. The method of ranking your website for a keyword organically is known as search engine optimization.
Paid Local Search for Your HVAC, Heating and Cooling Business
Paid local search can be done using Google Adwords, the Bing/Yahoo paid advertising platform, or through individual sites. Unlike SEO, paid search requires you to pay each time someone clicks on your ad or after each 1,000 views, depending upon the method you choose. As I mentioned, you can also use paid advertising on specific sites. Some examples of this include Facebook and LinkedIn. Each of these advertising platforms includes a system that will allow you to dictate the geographical display area of your ads as well. This allows you to only reach customers within your heating and cooling service area.
Organic Vs. Paid; Which Is Best for Your Business?
I must admit, that is a loaded question. Both of these methods have their pro and cons, so you specific circumstances will dictate which works best for you. Whenever possible, I recommend that you combine paid and organic search to reach the broadest interested audience, generating more leads for your HVAC, heating, and cooling business. Without further ado, let’s take a look at some of the pros and cons of each method of local advertising.
Search Engine Optimization HVAC, Heating and Cooling
As I am sure you already know, the heating and cooling industry is a very competitive field. Just as HVAC is competitive in the real world, gaining the top position in the organic search results will require a great deal of time and effort. While it is certainly possible to reach the top organic spot in this industry, you could be waiting for six months or longer to get there. Once you are ranked, you will be able to enjoy the traffic to your site without paying for every visitor. This could potentially save you hundreds of thousands of dollars yearly.
Paid Advertising for HVAC, Heating and Cooling
Above I mentioned just how long you could be waiting to rank organically for several keywords in the field of HVAC, heating, and cooling. Pay per click marketing will allow you to instantly appear for those search terms, allowing you to quickly generate potential leads to your website. The HVAC field, being highly competitive, means that you can expect to pay more per click than many other industries. Enlisting the help of a professional PPC manager is a great way to reduce costs. On the downside, you will always have to pay for each visitor unlike SEO.
While some companies may be willing to offer you “canned” solutions to marketing your business locally, we know every company has a unique story and goals. Our team would be happy to meet with you and explore all of your local internet marketing options for you HVAC, heating, and cooling company. Contact us today to schedule a free consultation.