 Just
as a HVAC contractor has a fully stocked toolbox for
repairing an A/C unit, so too do marketers rely on their own
toolbox to successfully build brands. These go-to
instruments allow them to develop a brand‘s story and image.
So how can a service professional leverage the same
marketing tools and stand out in their competitive market?
The Essentials
The Logo. As the foundation of your HVAC brand, your
logo needs to drive the image of your marketing elements and
campaigns. Your business is original and unique, so your
logo must be as well. Your logo will set the tone for
consumer expectations and build name recognition. This is
the face of your company and ultimately your biggest asset.
You only have one chance to make a good first impression, so
why not make it a
BIG first impression?
The Vehicle: cars, trucks, vans and
tractor-trailers. They are all just for transportation,
right? Not quite. Your fleet of vehicles can literally act
as moving billboards, getting your name and brand in front
of thousands of potential customers each day. Use this space
strategically to convey your company name, logo and brand.
You only have a few seconds to get your message across—make
sure to convey the basics!
The Website. All your marketing outlets should drive
consumers to your brand hub to gain more insights and
in-depth details on:
• Unique selling
proposition
• Brand position
• Benefits & features of your product or service and how
they can solve a consumer challenge
• Key factors that differentiate you from the competition
You are selling more than a
service or product. You are selling a solution as well as an
experience, so your brand hub should clearly communicate
this. Your website will be your largest marketing tool, so
take full advantage of this space to tell your brand story.
Story
continues below ↓
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The Content
Marketing. Content is responsible for bringing the user
through the buyer's journey so it's more than just words on
a page. It’s your company voice, your story, and your
vision. So unlike traditional marketing and advertising,
content marketing emphasizes “storytelling” rather than
“selling.” Taking buyers seamlessly through their journey
from product or service awareness to evaluation and
purchase, content marketing does about 85 percent of the
sales job. That’s because quality content validates your
expertise and is valuable to your target audience. It
informs, inspires, solves problems, and overcomes
objections—without feeling like a “hard sell.” Most of your
sales process is complete before you even make a pitch, and
often before a customer even contacts you! So without
content, the sales process can’t begin.
The Social Media. Create an open dialogue and
two-way communication by using one or more of the many
popular platforms to really connect with your consumers. Use
these channels to generate exposure, cultivate leads,
improve search engine rankings and increase traffic to your
brand hub. Depending on your market and consumer, you can
develop these social media profiles:
• Facebook
• Twitter
• Linkedin
• Youtube
• Google+
• Pinterest
• Instagram
• Vine
The Search Engine Optimization. How will consumers
find you online? Google is evolving and modifying their
algorithms every day, so it’s important to stay in the know
when it comes to SEO. What are the latest trends? What are
the best strategies and insights to help drive your visitors
to your site? These are the things you must always take into
consideration when thinking digital. After all, if a
consumer can’t find your website, then what good is having
one?
The Stationery & Collateral. After you make a good first
impression with your logo, you should leave a lasting
impression with stationery and brochures that help to
reinforce your brand position and what your company stands
for. Keep the message synchronized, appropriate for the
media used, and current whenever possible.
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