Who’s your dream customer?

It’s the guy with a problem.

It’s 9pm and his AC just went out. It’s 90 degrees tonight with 70% humidity.

He needs his problem solved immediately.

What do you think he’ll do?

The answer to that question – how he solves his problem – is why HVAC marketing plans have changed in the last few years. Because today, he doesn’t go on his computer or laptop. He doesn’t take out the yellow pages.

Today, he pulls out his smartphone.

  1. People search for different keywords
  2. People check out reviews from search results
  3. People call directly from the search results

(Source: Mobile Marketing)

1. People search for different keywords

Keywords are the words people type into Google.

If you’ve hired an HVAC SEO company, they may have been targeting these two popular keywords:

  • “HVAC repair CITY, STATE”
  • “Emergency air conditioning repair in CITY, STATE”

These have been great keywords but the smartphone is changing all that.

Thanks to Siri and speech-to-text tools for Android devices, people are actually saying keywords into their smartphones.

Google has caught on so their latest major update (Hummingbird for you nerds out there) addresses conversational search.

Since it’s easier to talk than type – we’re seeing people use more keywords.

What does this mean for HVAC marketing and HVAC keywords?

Simply, instead of the old HVAC keywords like “HVAC repair in CITY, STATE”

People search for “the best 24/7 emergency air conditioning repair company in CITY, STATE”.

The way that you show up for these long-tail keywords (more geek talk) is by having better content on your website.

You want blog articles and social media content that answer these questions directly.

2. People check out reviews from search results

These 2014 statistics should blow your mind:

  • 88% of customers read reviews of a local business (BrightLocal)
  • 85% of consumers are satisfied once they’ve read 10 online reviews for a local business (BrightLocal)
  • 72% of consumers say that positive reviews make them trust a business more (BrightLocal)

The evidence is overwhelming. To compete online, a service business needs lots of reviews.

But that’s not all. Your reviews need to be on Google+.

Google Plus lets people check your reviews directly from the search results.

Google+_reviews_pic.001

This is why it’s so important to keep an eye out for what people are saying about your company.

Do you have your Google+ account setup? If not, this video will help you get that setup: Google+ setup.

Do you encourage your happy customers to leave you reviews on Google+?

Look at the search results from above one more time. If you were the searcher, which company would you call?

3. People call directly from search results

According to Google, 70% of mobile searchers call directly from the search results.

Here’s a screenshot of a Google search on a smartphone. You’ll notice that it’s very easy for anyone to click on a phone number and call a company (except that one company who hasn’t set it up).

click_to_call.001

This is a major change for your HVAC marketing.

Think again about your dream customer – the one sweating in his house at 9pm. He wants the easiest way to solve his problem.

He’ll search on Google, read a few reviews, and then call.

It’s that simple.

But it’s very different from the way people made decisions in the past.

What do you need to do?

Again, this goes back to your Google+ setup. Make sure you have a local page with your phone number on it so that your phone number is visible directly from the search results.

Conclusion

As the owner of an HVAC service business, you know that you solve people’s urgent problems.

When people have urgent problems today they don’t run to their computers, they just pull out their smartphones.

You may have noticed that everything we went over in this post:

  1. Different keywords
  2. Importance or reviews
  3. Calling directly from search results

All of this happens before people even go to your website.

But, at some point, your dream customer will go to your website.

No HVAC website design is complete without a mobile version of their website.

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