HVAC Marketing Case Study - Certified Heating & Air
Certified Solar, Heating & Air Conditioning is a family-owned and operated HVAC company in Concord, California. After years of steady growth, the company wanted to take its brand to the next level digitally. They had an older, clunky website, no presence on paid search channels, email, or content marketing.
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A New HVAC Website Needed
Certified Heating & Air recognized the importance of having a compelling website that could effectively engage users actively seeking HVAC services. They needed a platform that not only showcased their home and service offerings but also convinced visitors to take action by calling or submitting a form to schedule an appointment. Additionally, it was crucial for the website to highlight the company’s exclusive deals and financing/rebate offers, providing added incentives for potential customers. Understanding these requirements, Certified Heating & Air sought to revamp their existing website to optimize its persuasive capabilities.
Prior to the website update, Certified Heating & Air’s existing online presence lacked a clear brand story and failed to establish a personal connection with customers. There was a need to provide a face to the name and convey the company’s identity effectively. Serving the entire East Bay Area, Owner Bryan Arlaud realized that it was missing out on valuable local SEO keywords by not having dedicated location pages.
To address these issues, Certified Heating & Air partnered with BAM to develop a website that not only showcased their expertise but also created a more impactful brand presence. BAM’s expertise in local search optimization and content creation allowed for the creation of location-specific pages, enabling the website to rank higher in local search results.
These resources not only provided valuable insights to customers but also helped in building trust and credibility. Through this collaboration, Certified Heating & Air was able to transform its website into a persuasive and informative platform that effectively conveyed its brand story, highlighted special offers, and attracted customers seeking HVAC services in the East Bay Area.
Establishing Email Marketing
In addition to the website revamp, BAM recognized the importance of building an email list and establishing an effective email marketing strategy. Although the results of email marketing in terms of brand awareness and lead generation may take time to manifest, BAM understood the long-term benefits and decided to kickstart the process. The team began by utilizing an existing customer list as a starting point and implemented an opt-in strategy to encourage customers to subscribe to an e-newsletter. This approach aimed to lay a solid foundation for the email list and provide a strong base of over 200 emails.
By inviting customers to opt-in and subscribe to an e-newsletter, Certified Heating & Air aimed to provide ongoing value to their customer base while expanding their reach to potential leads. Although the initial results of email marketing are gradual, BAM recognized the importance of laying the groundwork for a successful email list, knowing that it would become an invaluable channel for building customer loyalty and driving future business.
This allowed Certified Heating & Air to begin fostering ongoing communication with customers and prospects, keeping them informed about the latest offers, promotions, and industry insights. BAM’s dedication to building an email list demonstrated their commitment to long-term success, as they understood that nurturing relationships through targeted email campaigns would ultimately contribute to the growth and profitability of Certified Heating & Air.
Content Marketing Programming
To enhance the overall user experience and establish Certified Heating & Air as a trusted authority in the HVAC industry, BAM worked on creating informative and educational resources in the blog channel. These resources not only provided valuable insights to customers, but also helped in building trust and credibility.
By implementing these content marketing strategies and optimizing the website for local search, BAM ensured that Certified Heating & Air’s online presence was more robust and easily discoverable by potential customers. Through this collaboration, Certified Heating & Air was able to transform its website into a persuasive and informative platform that effectively conveyed its brand story, highlighted special offers, and attracted customers seeking HVAC services in the East Bay Area.