Digital Marketing for Ductless Heat Pumps During the Pandemic
Jun 18, 2020
The NW Ductless Heat Pump Project has heard from several ductless system contractors who said their business has remained busy as a result of using social media platforms to market the diversity of their services.
During the pandemic, consumers are looking for reassurance that home repairs and other commercial interactions will be safe and low risk to their health and the health of their families.
Here are some tips you can use to improve the success of your digital marketing:
#1. Tell everyone you are open. Many businesses have closed during the shutdown and your potential customers may not know you are open and able to help them right now. Every region is following different guidelines, so be proactive in your communication and let consumers know what services you can provide. Send an email to existing customers and use social media to reach a wider audience. Let consumers know your company continues to offer consultations, whether over the phone, on the computer, or in person.
#2. Be Compassionate. As the world pushes through this challenging time, use compassion to show that your company understands your customers’ experiences. Ductless heat pump contractors can be a trusted resource for their employees and consumers. Ensuring that you take a compassionate approach to advertising will ultimately lead to long-term consumer trust, satisfaction, and loyalty. At the same time, do not capitalize on the crisis and offer a “COVID-19 special.” Consumer uncertainty is high and making light of the pandemic may send a message that your company is not aware or respectful of the stress that many are experiencing.
#3. Let customers know that safety is important to you. As the overall concern for personal health continues to grow, your company needs to explain how you are keeping your employees and customers safe. Examples of efforts found on HVAC contractor websites include:
- Offer to work through a problem over the phone or using video chat, in place of an on-site visit
- Ask about the health of every person living in the home before setting an appointment
- Perform health checks on staff and assure customers that only healthy staff will perform on-site services
- Have installers wear masks, disposable gloves, and maintain a six-foot distance from others while in a customer’s home
- Sanitize or wipe down anything you touch before leaving the home
- Request the homeowner stay in one part of the house while the technician works in the other part of the house. Offer to show the work live on video so the customer can interact.
- Accept online payments only
- Use a tablet for payment and take signatures with a new stylus for each customer that they can keep or sanitize a reusable stylus immediately before use.
#4. Create or share helpful content. Even if your company is not currently able to serve customers in their homes, you can still provide value to them. Consider how you can educate, entertain, or inspire people who are stuck at home all day. Send out emails that include links to your website or other websites with information for consumers. For example, take a look at our interactive resource Is Ductless Right for Your Home? designed for consumers who are considering ductless heat pumps for the first time . The Project has many consumer resources available for use in your marketing efforts.
#5. Communicate the benefits of ductless heat pumps. People are spending more time in their homes and need their heating and air conditioning systems to work properly. Now is a good time to highlight how your company can help consumers right where they are. Summer is here, so remind consumers that ductless systems provide heating and cooling in one system. You can point potential customers to information already available on GoingDuctless.com to help communicate the right message.
Find more marketing tips here.