Social media presence is virtually a must-have when you want to connect with prospects and customers, but it’s not your only option. A newsletter—yes, that decades-old marketing tool—is another option to add to your digital marketing toolkit. Dive into these HVAC marketing tips that will help you connect with your leads through a newsletter.
Choose a publishing format that makes sense for your business.
Email marketing services, like Mailchimp, Constant Contact, and Vertical Response, are popular small business options for reaching out to customers and leads via newsletter. Services like these offer newsletter templates that make it easy to add your HVAC company logo, photos, written content, and more. Take advantage of free trials to sort out which program is easiest for you to use.
An email newsletter can rank relatively low on the hassle scale, but don’t rule out the print newsletter option. A well-designed print piece is a tried-and-true way to stay connected with HVAC customers. In addition, experts say that since so many small and mid-sized companies are using email marketing, a print piece can help you stand out from the competition. Keep in mind that it may be pricier; expect to pay for printing and postage as well as, possibly, design costs.
Focus on education, not advertisement.
The goal of a newsletter is to transform consumers into informed decision makers—preferably the kind that will seek out your business the next time they need HVAC services. One of the top tips for marketing your HVAC company is to ensure each newsletter’s content reflects that goal. For example, if you’ve added a new piece of equipment, like an Equipter CR8000 Mobile Crane, to your lineup, don’t just make a Look-at-This announcement; educate readers about how the equipment keeps job sites cleaner, protects homeowners’ properties, and makes the project move from start-to-finish faster.
Add a CTA, too.
Yes, the HVAC newsletter should focus on education, but that doesn’t mean you can’t add at least one call to action (CTA). CTA ideas include anything from offering a seasonal maintenance special to publishing a customer poll to asking for a like on your HVAC Facebook page. Feature that CTA prominently and clearly, so readers understand what you’re offering and how it will make their lives easier.
Bonus Tip: Avoid multiple calls to action. Too many options distracts your customers, making them less likely to take advantage of the main action you want them to pursue.
Create an idea bank.
This is an easy technique that simplifies the newsletter process. Create a dedicated spreadsheet or document, and get into the habit of adding content ideas to it as you think of them. If you create a shared document, you can invite other team members to contribute ideas to it as well. When it’s time to put the newsletter together, you’ll already have a list of ideas to tap. Get started by checking out HVAC blog topic ideas, which you can also incorporate into a newsletter.
Show your team’s human side.
Personal stories are ideal ways to build connections with HVAC prospects and clients. Include brief stories that highlight new or established employees or feature company community projects (like a company team running in a 5K fundraiser or building homes for people in need). Did you recently complete an install in a building erected before, say, the Civil War? Ask the owner for permission to add a blurb about their home and your work on the project to the newsletter. Share the stories that help readers perceive your team members as neighbors and community members.
Jump into the conversations and take advantage of resources, like these HVAC marketing tips for your newsletter, that will give you the info needed to grow your business the smart way. Visit Equipter on Facebook.