Every business owner would love it if each visitor to their website converted to a paying customer, but this unfortunately does not always happen. Sometimes a visitor will bounce away from your website without having navigated more than one web page or two, but that does not mean you necessarily must give up on that potential client.
Your HVAC company can follow up with potential customers even though they did not call you because it is clear that they found your website’s landing pages (likely using Google). Keep the brand of your HVAC business on their minds through these follow ups. Retargeting ad campaigns are used in online HVAC marketing by spending part of your advertising budget on targeted ads for follow ups with individuals who have already shown interest in your HVAC business.
The name of this HVAC SEO marketing technique – retargeting – essentially tells you what the purpose of this method is. Your business needs the attention of as many new customers as possible to stay ahead of others in the HVAC industry, so those prospects who have already found your HVAC website should simply be reminded that your HVAC services are still available to them. Brand awareness is a clear priority.
If a visitor landed on your website but bounced back to the search results or does not take the action you are hoping they will (such as filling out a contact form), this is a great opportunity to utilize retargeting ads. This online marketing strategy allows you to anonymously follow that potential leads on the web using a specific piece of code (called a pixel) that has been placed on your site. The pixel lets a retargeting provider know that the visitor is online once again and it can send out specific retargeting ads for your HVAC company. This helps to ensure that your ads assist in lead generation and are not wasted on individuals who are not in need of your services.
Why Is Retargeting Important for HVAC Companies?
When it comes to advertising and demonstrating to prospects why you are the right HVAC business for their particular needs, it is critical that your name remains in the minds of interested website visitors, they use the platform to get in touch with you, and you are able to remind them why they visited HVAC websites to begin with. Retargeting ads (essentially, remarketing) are a great strategy for conversion because they are able to accomplish those goals in a very competitive market.
When you need to convert visitors into clients, retargeting ads will help to bring your target audience back to your site. Then you can let other aspects of your long-term marketing campaign (SEO, local SEO, PPC ads, management of social media platforms and internet reputation, and more) create the sales funnel you need for ultimate conversions of those leads you generated.
Retargeting in Social Media
Social media outlets like Facebook, YouTube, Instagram, Twitter, and others are a great free way to connect with your current and potential clients using posts, pictures, and video. Some of these platforms also provide businesses options for retargeting users who may have been on your site already or have done a search for you.
Facebook, for example, has three retargeting options using data from your CRM system or contacts list to connect with them. It also inserts the Facebook pixel (similar to the one previously described) to create a custom audience based on previous visitors. Using that information, retargeted ads can then be shown to users with the most interest.
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Contact Our Digital Marketing Experts
If your HVAC business is not getting the conversion you have been hoping for, you may be in need of the service of an experienced marketing agency such as ours at The HVAC Agency. Our digital marketing service encompasses everything you business needs to rank high on Google and get the traffic you need to drive conversions. We are here to help you succeed on the internet!
HVAC companies are always in competition with one another, so it is important that you business shows up at the top of search pages, above the competition. Leads are not simply going to show up unless you use specialized home services marketing strategies performed by an experienced online marketing firm. Digital marketing strategies will ensure you get the leads you need and find online success for your HVAC business. Call The HVAC Agency today to learn more.
At The HVAC Agency in Miami, Florida, we focus on your website and online presence, and you get to enjoy the benefits of our experience and expertise in the digital world while also remaining focused on what is most important to you – your company.