Driving HVAC Success: A Strategic Approach to Online Engagement

In today’s competitive landscape, businesses need innovative strategies to enhance their online presence and engage potential customers. A five-station radio cluster with a longstanding relationship with a well-known HVAC brand recently set out to elevate its online awareness and drive stronger engagement with both current and new customers. The goal was clear: increase unique visitors to the HVAC company’s website while boosting inquiries and leads for their services, including free in-home estimates and 24-hour emergency service.

A Comprehensive Strategy

To achieve these objectives, we implemented a targeted display campaign that combined various elements to maximize reach and effectiveness. Here’s how we did it:

• Retargeting: This approach allowed us to re-engage visitors who had previously interacted with the HVAC brand’s website, reminding them of the services offered.
• Behavioral Targeting: We focused on users showing behaviors indicative of interest in HVAC services, ensuring our ads reached the right audience at the right time.
• Keyword Targeting: By using specific keywords related to HVAC needs, we were able to capture the attention of users actively searching for relevant solutions.

Additionally, our ongoing “on air” campaigns complemented these efforts by reinforcing the brand’s messaging through radio. This strategy ensured high reach and frequency, effectively activating the “call to action” in the minds of consumers.

Consistent Performance

The integrated solution has been running successfully for several years, delivering impressive results. In 2017, the online channel generated a 0.16% click-through rate (CTR), with total engagement rates consistently performing in the 0.22%-0.25% range.

Robust Growth

The outcome of this strategic approach has been significant. The HVAC company has experienced robust year-over-year revenue growth, alongside an increased market share for both heating and air conditioning services over the past three years. This success highlights the effectiveness of a well-rounded marketing strategy that combines traditional and digital channels.

Conclusion

By leveraging a targeted display campaign and integrating on-air messaging, the HVAC brand not only elevated its online awareness but also drove meaningful engagement and growth. This case underscores the importance of a cohesive marketing strategy in today’s digital age.

If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions.

For more information, email support@vicimediainc.com.