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Word of Mouth Marketing for HVAC Companies

HVAC Business Owners and Word of Mouth Marketing

Give ’Em Something to Talk About

Your hard-to-please neighbors don’t call you or talk to you across the fence unless it’s important. When they’ve had something done to their home or delivered, they let you know how their experience went, so when they do speak to you, you listen. For example, they had a top-of-the-line, brand new, energy-efficient HVAC installed with all the bells and whistles by clean and neatly attired techs in beautifully branded vans. They can’t stop gushing about it and made sure to share that experience with you. 

This conversation starts you thinking, if your neighbors had such a positive experience with this company, perhaps you should call them? 

Above is just one example of word-of-mouth marketing; it remains one of the most widely used and effective advertising types.

According to Nielsen.com, 92% of people trust personal recommendations from friends and family over any other type of advertising. Word-of-mouth marketing also drives upwards of $6 trillion of annual consumer spending and is estimated to be 13% of consumer sales. According to invespcro.com, this type of marketing results in 5 times more sales than a paid media impression.

How Does Word of Mouth Advertising Work?

In the HVAC industry, word-of-mouth marketing is essential. Here’s how it works:

  1. Your HVAC company gives exceptional service to a customer from the first contact and beyond. 
  2. Happy customers talk about the great experience and tell friends and family about it. 
  3. The same happy customer writes you a glowing review on Google, Yelp, Angi, BBB, and other sites, along with chatting online with others to spread the word about their wonderful experience with your HVAC company.
  4. Other people read these glowing reviews and call your company because they trust what they’re reading from other people.
  5. They also read your company’s negative reviews. If you receive a negative review, make sure you respond quickly and respond respectfully. Showing you care about your customers and their thoughts and feelings, even the negative reviews.

Where Does the Internet Fit In?

Since the immense growth of the internet and social media, word of mouth has expanded well beyond two neighbors talking. Websites, social media, and online review sites now play a huge part in marketing. Here again, it’s about who’s doing the talking. When real people give positive or negative feedback, others listen because the review comes from a live human volunteering their experience. The authenticity of the evaluation and proper company responses help create trust between the reviewer and the reader.

Share Customer Reviews On Your Social Media

When customers take the time to write reviews and share them on your Facebook, Instagram, LinkedIn, and Twitter accounts, other readers start thinking about your services. In addition, this simple act of sharing starts a conversation with future customers who read the review as an unbiased experience. 

Reviews are an essential bridge to building trust and helping potential customers feel more confident about interacting with your business. It may take time to accumulate enough reviews to start using them, but the effort will be well worth it.

	Share Customer Reviews On Your Social Media

Start a Referral Program on Your Website

You can also encourage current customers to spread the word about you with referral programs. Referral programs are a great way to build your brand and promote your business. First, make sure that your referral program is well-advertised on your websites and social media pages like Facebook, Twitter, and Instagram. 

Then, sketch out a plan to increase user participation to get more customers from your current fans. The advice of friends and family members is much more trustworthy than company advertisements. To make it as easy as possible for your customers to write reviews, add links so they can click on them and begin writing.

Encourage User Created Content and Respond

It might seem silly to respond to a positive mention, but handling this type of situation properly can boost your business’s reputation and potentially turn customers into brand advocates. For example, when a customer takes a picture of your tech standing next to the HVAC they just installed and tags your company in it, saying, “Cool as a Cucumber thanks to your HVAC company!” Your response could be as simple as “Thank YOU for your trust in us!”

Customer-created content like this can serve as a powerful marketing tool because it’s organic and unsolicited. Future customers trust it more than a company ad. Being tagged in a photo on social media is essentially free advertising since it’s easy to include links and hashtags in the caption passively. Ensure that you have your website address and any unique hashtags or discount offers in the caption to share promotions, products, or events easily.

If you provide every one of your HVAC customers with outstanding service, they will share their experience with others. In addition, Word-of-mouth marketing in person and online is an excellent source of new leads and customers for your HVAC business.

What’s at Stake for HVAC Companies Who Ignore Word-of-Mouth Advertising?

Encourage User Created Content and Respond

If you’re not in control of online conversations about your business, you could become vulnerable in several ways:

  1. Your competitors have a natural advantage since you’re not actively cultivating your customers
  2. Negative reviews go unaddressed and can hurt your reputation and visibility (aka lousy news travels fast)
  3. You may be doing something great that customers love, and you have no idea what that is!

At Digital Blue Beagle, we help you with those Word of Mouth marketing experiences and continue the conversation with your customers and future customers.

Click here to schedule your free 30-minute discovery call to find out how we can help your HVAC customers talk about you through word-of-mouth advertising and so much more!