Does your HVAC business need a great way to reach your target audience? Then you should look into paid media platforms such as Google, Facebook & Bing. By doing pay per click for your HVAC company, your company can not only create brand awareness but can also generate qualified leads and get conversions.
Usually, when looking at campaigns like on Google or Facebook, you want to look at the top metrics to help analyze it’s performance. Is the CPC or cost per clicks low? How many conversions did you get? How many impressions did we receive? If you look beyond the top metrics though, there lies other important information. Getting your target audience to click on your ad is one thing. However, what we really get from the leads, in the longer run, should be our main objective.
When you start thinking about the long-term of what you need, you actually start digging deep and often find yourself where very few ever even cared to reach. It is one thing to get a good return on your investment from a campaign. However, it is an entirely different thing to actually utilize the leads you get for the longer run. In the other words, you should be focusing on the lifetime value of the leads rather than temporary gains.
For example, if you ran a Facebook ad campaign and got more likes and engagement than you expected. You have to continue to work to retain the attention your page received.
Bring your attention to the post-click experience
The CTA (call to action) you use determines which sales funnel is the best for the potential customers because it’s never “one size fits all”. You have to set a specific call to action which your users can follow. After that, you have to test it out and ensure that it is going to work before you launch the campaign.
If you use a phone call as a CTA, make sure that you have enough people to handle the calls. It is also important that the people answering the phone are trained professionals. Because if they are unable to provide information instantly, the customer will not take the next step. Finally, you want a minimal wait time and it should be human on the other end of the phone if you really want that click to convert into an actual sale.
If you go with a call to action of an “Email”, then make sure that you have a proven and tested email marketing strategy in place. Getting anyone to open any sales related or promotional email is a very tough task. It can be done though by employing a good strategy, using compelling copies and engaging images.
As mentioned earlier, the top level metrics are important but are also just the tip of the iceberg. If you really want your paid campaign to work out and successful, you must ensure that everything, from the start to beginning is synchronized to perfection.