HVACR Business

MAR 2014

Help hvacr contractors master the critical components of business management.

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HVACRBUSINESS.COM 26 HVACR BUSINESS M A RC H 2 0 1 4 To improve your search ranking, ask your vendors, advertising partners, and other relevant sites to back link to your website. Perhaps even more important than back linking is to regularly update the site with fresh content, including videos introducing pages, homeowner tips, etc. Use a tracking system in all Pay- Per-Click and SEO campaigns. Hire a marketing company that understands your business and market. Set up spe- cifc landing pages with tracking URLs and tracking phone numbers to help quantify your campaign's success. For example, over the past 6 months I have spent $60,000 for all PPC campaigns; however, I have received 1,714 calls and online schedules. Overall, I paid $35 per contact, which is a bargain in today's cost per lead world. You want to be sure that the ends (sales revenue) justify the means (marketing costs). Continued from page 17 You can't afford to ignore the grow- ing power of social media. When I be- gan to use social media for marketing in 2009, I promised myself that I was not going to ask for ROI until social media was more evolved. If you think back 10 years, contractors were asking the same about their ROI on their website. Those that did up to recently are now playing "catch up" in the online world. I didn't want to get put in this situation. Again, I recommend hiring an outside frm that specializes in social media. If the stats prove true, women make 74 percent of household repair decisions and women are the major users of social media, then social media referrals will be signifcant in the future. Perhaps one of the most signifcant changes in marketing in the last de- cade is that customers have a voice. You'll gain credibility with customers if you give them an offcial space to post reviews on your website. If you do a good job, ask for a review, and reap the bene- fts. If your customers aren't pleased, fu- ture customers will base their decisions more on how you resolved the issue than the negative review. Utilize media based on where your company has developed its service culture. If you are well established in a community and can afford it, use cable and radio advertising to make folks aware of your company. An easy to remember phone number, or a vanity cell number like **cool, can help people remember how to reach you. Again, your website will be frequented as you market, so make sure it is the best around. n Jaime DiDomenico began in the HVAC business in 1981, and has worked many positions for regional and national home service frms. He purchased N&M CoolToday in March 2004 and, as of 2013, has grown replacement sales by $7 million. Gain credibilty with customers by posting reviews on your website.

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