Blog tips for HVAC business owners
The internet is filled with countless websites and blogs for companies touting their services. Many field service companies such as those that operate in the HVAC field may want to establish an online presence but may not know where to start. According to Joe Pulizzi, CEO of SocialTract, blogs may be the way to go.
Blogs can be used as an informal, interactive tool for HVAC companies to interact with their prospective customers in a light-hearted manner, while also providing them with useful resources and information concerning their various HVAC needs.
"A blog allows you as an HVAC contractor to give an invaluable gift to your customers and customers-to-be: The benefit of your expertise in the field," Pulizzi writes. "As a local source of insider knowledge about heating and cooling topics, you can be a real asset to homeowners in your community."
He added that it is important for owners of HVAC businesses to stock their blogs with posts that specifically reflect their expertise in the field, but that can be tricky. The average person may not understand overly technical jargon related to the HVAC industry so it is the business owner's job to make sure the writing on the website is easy to comprehend, but also authoritative and informative enough to woo potential customers.
Also, the reader should have a reason to care when reading about HVAC, Pulizzi writes. What is in it for the homeowner? How can they benefit from the services the company provides? All these questions and more should be answered in the context of any HVAC-related blog post.
"An example: The inner workings of photovoltaic panels may be endlessly fascinating to HVAC contractors," he writes. "What’s important to relate to customers, however, is that solar panels can harness the sun’s energy to heat their water. This means fewer carbon emissions are released, meaning a homeowner can significantly reduce their negative impact on the environment."
In addition, readers should be urged to take action and address their various HVAC needs. If the blog has done its job, then the reader will start the process of securing that particular company's services. Once the reader has been attracted, it is up to the company's field service professionals to deliver high quality service to retain the customer.