Challenge: Crafting an effective HVAC SEO campaign in competitive market

Lori Perkins, who currently works for Antietam Media Services, utilized her more than 24 years of media sales experience when she approached a local business looking to improve their HVAC SEO campaign.

“[The client] is an HVAC company I have been working with for about six years,” said Perkins. “They are a second generation, medium-sized business in a somewhat rural area. [The HVAC industry] is HIGHLY competitive, and they needed to keep an edge with their overall marketing. They were utilizing a manufacturer-recommended marketing agency for [their] SEO & SEM.”

Solution: Turn to AdMall’s Digital Audit

To create a more effective HVAC SEO campaign, Perkins leaned into her experience and turned to AdMall’s Digital Audit tool to view how the client could improve their digital presence.

“When I did a Digital Audit for them, I noted a decrease in their SEO efficacy over a few months,” said Perkins. “When reporting to their marketing person, I asked them if there had been a change or changes that they weren’t aware of. And asked what reporting they were getting from their SEO provider. We were at that time offering an SEO promotion that would be ideal for [their HVAC SEO campaign], which coincided with their website overhaul.”

Result: A 100% digital SEO sale

“My primary product to sell is cable, but this client is a wholly digital buyer,” said Perkins. “Including streaming TV (OTT), streaming audio/radio, targeted display, video pre-roll, targeted email campaigns, social media marketing, and now an HVAC SEO campaign.”

“For now, this was a 6‑month SEO campaign for $15,600. I anticipate this continuing beyond the [initial] 6 months.”

Perkins had more thoughts for sales reps who might not know much about AdMall, or who aren’t utilizing it to its fullest capabilities.

“I’m a fangirl of AdMall,” said Perkins. “I kind of brag about it all the time. I tell new potential customers that if they want to look at utilizing their co-op, I have this great ‘tool’ that offers me a lot of info that can help get things rolling.”

“I also bring it up in sales meetings from time to time and encourage others to just look at one aspect of it at a time.”

For Perkins, AdMall was exactly what she needed to sell her HVAC SEO campaign.

AdMall’s Digital Audit will do a real-time data capture of any client or prospect’s digital presence in less than a minute. Using real-time big data to analyze the account’s activity and findability, the Digital Audit:

Lists digital advertising, local search, search engine optimization, social networking, and incoming website traffic
Provides a digital opportunity score directing you to the accounts with the most revenue potential for digital marketing services
Compares the account’s use of digital advertising to the customers who intend to buy what they’re selling in the next 12 months
Compares the account’s digital presence to their top local competitors
Does in 60 seconds what would take you 60 minutes to do by hand
Incorporates data into tablet-optimized sales presentations in AdMall PRO

More About: Heating/Ventilation/Cooling Dealers

These businesses sell and install new heating and cooling systems for the residential and commercial markets. During new construction and renovation projects, these contractors may also install new piping, duct work and sheet metal for heating/cooling/ventilation systems. In addition, these dealers may sell service contracts to homeowners. Because of the increased sophistication of heating and cooling units, including digital parts, these contractors typically have some technical school education, a two-year college degree and/or certification.

Specifically, there are approximately 140,000 HVAC contracting businesses in the United States, reporting revenue of $126.4 billion.