Start Tracking

Before you publish or distribute any type of messaging, your content needs to have three things:

1. A goal.
   Every piece of content should have a goal so you don’t waste resources. Before you create any emails, website pages, videos, articles, blogs, etc., ask yourself what you want to accomplish. How does it relate to your sales plan and HVAC business overall?
2. A call-to-action.
   Once you know the goal for your content piece, what do you want people to do after they see it? Guide them to the next step to stay involved with your messaging. Maybe you want to send them to a specific article, newsletter sign-up form, or sales representative. To do this, create a call-to-action that can be a link to a unique sales page on your website, email, or phone number.
3. A way to track results.
   Once people see your content and access the call-to-action, you can track this information in a simple database or use one of the many software applications available. This real-time data tells you what resonates with your audience, the topics that are important to them, how they like to respond, and pertinent products and services that are trending. Then, you can exceed customer expectations and stop wasting time and money on content that doesn’t work — immediately.

Be Creative

What makes your HVAC business unique? Think about all of the benefits you provide with your products and services, unique employee skills and hobbies, and community charitable events you’re involved with. These are the elements that will help you stand out from the competition.

Then, think of creative ways to share this information with your audience. For example, you can have a chili cook-off, pet contest, a fun race, or some other type of event to raise money for a local nonprofit. Let the media know about it and promote it via social media and email messaging. You’ll help others, get some positive press, and stand out as a business that cares about the community.

Act!

If you want to see an increase in sales, obviously you can’t rely on Cupid’s arrow to make customers fall in love with your HVAC business. It’s up to you to take action and make positive changes happen. Start by reviewing and tracking all of the ways you communicate with your customers and discover what your customers truly want. Then, you can cater your messaging to meet their needs and stop wasting resources on communications that don’t work.

Also, develop creative ways to promote your business and stand out from the competition. Not only will you and your employees have more fun, but you’ll probably look forward to seeing the boost in sales in your next financial report.