It’s no secret that technology continues to change our lifestyles year after year. However, staying ahead of the curve when it comes to these changes seems like a tall order for many HVAC contractors. In order to reach today’s consumer, you have to understand the way their viewing habits and entertainment preferences have evolved. Whether you’re a new HVAC provider or an established name in the business, your target audience’s tastes and behaviors are different than what they were even a few years ago. Here are a few ways you can bring your HVAC marketing strategy into 2017 and beyond.

Diversify your radio presence:  The emergence of digital outlets like Pandora and Spotify has changed the radio industry forever. So, what does this mean for your company? Well, if you want to stay relevant to your audience, it’s time to diversify your radio presence. Advertising on streaming services like Pandora and Spotify allows for superior targeting capabilities. You can tailor your message specifically to your intended customers depending on their listening behaviors and musical tastes. In addition, ads on digital radio are relatively low-cost. So, this means you can say goodbye to traditional radio, right? Not so fast. While streaming services are growing rapidly, good old fashioned radio isn’t going anywhere any time soon. The vast majority of Americans still listen to radio at some point in the day, making it an excellent tool to broadcast to a wide audience across a large geographic area. Finding the right balance between traditional and streaming ads is the key to an enhanced radio marketing strategy.

The rise of the cord cutters: While traditional radio is still going strong, the cable TV industry is being shaken up. Video streaming services allow users to watch all their favorite shows without having to deal with a contract with the cable company. This has ushered in a massive shift of people away from cable or satellite to sign up for streaming services. As an HVAC contractor, it’s crucial to recognize this trend and act accordingly. Services like Amazon Video, Sling, Hulu, PlayStation Vue, Crackle, and YouTube TV all include advertisements in their programming. And with countless hours of shows on numerous streaming platforms, that’s a lot of ad time to take advantage of. Why not create a brand presence in the midst of all that binge-watching?

Mobile advertising is the future: Over three quarters of Americans now own a smartphone, a number that is steadily rising. If you’re an HVAC contractor who’s worried about how to reach a customer base that is watching less TV and reading less newspapers, here’s your opportunity. The majority of consumers now carry the internet with them everywhere they go. With that being said, a focused mobile marketing strategy is crucial for any business owner in 2017. Mobile ads can make a significant impact on social media platforms, smartphone-friendly websites, and mobile-only apps. Nonetheless, while mobile advertising is a key tactic for HVAC companies, creating brand awareness and generating conversions is all about quality content no matter what the medium.

Are you social? Social media allows you to connect with your audience in ways that traditional advertising doesn’t. According to the PEW Research center, eight in 10 online users are on Facebook, and platforms like Instagram, Twitter, Pinterest, and LinkedIn are gaining ground. Chances are that the majority of your customer base is active on at least once social media platform. And by creating a social brand presence that humanizes your business, you can organically increase your word of mouth advertising. Instead of promoting your products and services, you post content that gives a personality to your company. Share your involvement in a local charity, or post pics of an office birthday party. You can also use social to host contests to increase engagement. For instance, have your followers post pictures of their Halloween costumes, and give out prizes to the best ones! This creates a conversation that increases your brand awareness and authenticity.

Publication date: 9/19/2017