CASE STUDY: Small Air Conditioning & Heating Company Uses SEO, PPC, YouTube, and Email To Position Themselves Right Next To The Big Boys

The Backstory

On Time Air Conditioning & Heating was fed up with paying for less than impressive results from so-called “internet marketing companies”. So, they set out on a mission to find an online lead generation company that could generate positive results tailored to their industry.

Online Visibility Pros understood On Time Air Conditioning & Heating’s frustration. No one wants to throw away hard earned money on marketing strategies that don’t produce an excellent ROI. On Time Air Conditioning & Heating’s goals were simple. They wanted a larger digital footprint, as increasing their overall visibility would produce phone and internet leads. This increase would also grow their customer base, so they could keep in touch with timely emails promoting their services.

Read on to learn how On Time Air Conditioning & Heating went from HARDLY generating online leads, to generating over 99 calls per month! This massive spike in incoming leads securedthem a portion of the heating and AC industry.

Initial Marketing Goals

Our strategy call with On Time Air Conditioning & Heating helped us form a custom marketing plan to exceed their lead generation goals. We conducted research into their digital footprint and put together a custom internet marketing strategy that was sure to garner the exposure their company desired and create an Unstoppable Online Lead Generation Machine for them. Best of all, the plan was designed with the specific needs, priorities, and desires of the HVAC market in mind, positioning the company for successful targeted marketing IN THEIR SPECIFIC FIELD.

Online Visibility Pros identified the following sub-goals to get On Time Air’s marketing on track:

• Increase Business Visibility on Search Engines
• Blog on a Consistent Basis
• Increase ‘Visibility’ Website Traffic
• Increase Business Visibility on Social Media
• Communication with Customers Through Email
• Increase Website Conversions

Launching The Campaign

Search Engine Visibility – Our first endeavor involved ranking blog articles, website pages and videos organically on Google. You may have content on your website, but that doesn’t mean that people are finding you through search engines. That’s where we step in to make sure your blogging foundation is rock solid plan. Think of a blog article like a 24-hour open for business sign. You never know when people will be up searching the Internet, which brings them to your website. When that website contains unique and well-written content, you can generate online leads for years to come.

Social Media Interaction– Next we focused on their Facebook business profile. The easiest way to convert social media followers to long-term customers is by engaging them with useful, interactive content. Social media has become an increasingly popular means of communication with service providers. So, we prioritized strengthening On Time Air Conditioning & Heating’s digital footprint by putting their company in the best light possible to gain trust and show authority in their field.

Email Newsletter Campaign – Finally, We implemented a stellar e-mail newsletter campaign to keep On Time Air Conditioning & Heating’s brand top of mind with current customers. We were able to implement custom emails with heating and AC specials that could easily generate business from customers that had already formed a relationship with On Time Air Conditioning & Heating.

Results

Our custom-tailored internet marketing strategy for air conditioning & heating businesses produced massive results! Our time-tested SEO techniques and strategies for increasing social media engagement produced an astounding 99 phone leads per month! Blog articles were gaining impressive organic traffic, and their new YouTube videos were showing up on Google’s 1^st page. Engagement and posting reach skyrocketed on their Facebook business account, showing an impressive post reach consistently over 100.

Highlights – On Time Air Conditioning & Heating’s email marketing campaign showed some of the most impressive results. We received up to a 64% open rate! That is almost unheard of in the HVAC industry!

How We Do It

Increased Organic Traffic from Search Engines – Targeting specific HVAC keyword phrases, implementing proven SEO strategies, and utilizing our own unique techniques increased web traffic from 4,831 visitors in 2011 to  11,545 visitors in 2012. That’s an incredible 138.98% increase in organic traffic! The screenshot below shows that search engines accounting for nearly 63% of their website visitors.

Unique, Consistent and Highly Targeted Blog Marketing Campaign – Creating the right content to attract the right crowd had a major impact for On Time Air Conditioning & Heating’s website. Their unique articles started to command attention from clients searching for answers to AC and heating questions. Their highly targeted articles are producing 38 to 531 views per article, which positions them as an expert in their industry and a trusted source of information.

Boosting Video Visibility on to Google’s 1^st Page – People consume many information in many forms online. Getting their YouTube video 1^st page placement on Google goes a long way in showcasing their brand and highlighting their position as an authority in the HVAC industry. The screenshots below show both placement and video position within this competitive field.

Engaging Business Customers on Facebook Page – Keeping a positive relationship with On Time Air Conditioning & Heating’s Facebook followers showed that they truly cared about customer relations. We took a non-existent social media profile and increased engagement while generating a post reach consistently over 100. Check out a snapshot of the resultsin the screenshots below.

Cementing Brand Recognition with Successful Email Newsletters – Our most successful strategy for increasing On Time Air Conditioning & Heating’s brand recognition and gaining repeat business was the implementation of a perfectly timed and relevant newsletter campaign. Through the campaigns, we were able to produce an amazing 64% open rate and a click through rate as high as 13.8%! See how these statistics came to be in the following screenshots.

Tracking Phone Leads Produced By Online Marketing Efforts – We were able to successfully record the phone leads that came in by using a call tracking system. Implementing this tracking system and our custom internet marketing strategy allowed us to generate a whopping 99 phone leads per month! The screenshots below show how our complete custom marketing strategy helped propel On Time Air Conditioning & Heating to the next level.

Final Recap

The partnership between On Time Air Conditioning & Heating and Online Visibility Pros proved to be beneficial in producing a rock solid SEO marketing campaign to create an Unstoppable Online Lead Generation Machine for the AC and heating company. These outstanding results show just how valuable the right SEO and online lead generation company can be for any business.

Here are the main highlights of the On Time Air Conditioning & Heating campaign:

• Increased organic traffic from search engine marketing campaigns from 4,831 website visitors in 2011 to 11,545 visitors in 2012. That’s an incredible 138.98% increase in organic traffic!
• Used well-researched and highly targeted articles to produce 38 to 531 views per article.
• Reached Google’s 1^st Page for YouTube videos in an extremely competitive field.
• Increased social media engagement with Facebook.
• Generated a Facebook post reach consistently over 100 people.
• Very successful email marketing campaign that produced an amazing 64% open rate, and generated a click through rate up to 13.8%!
• Generated 99 phone leads per month from online marketing efforts.

Online Visibility Pros also helped On Time Air Conditioning & Heating to:

(1) Save Time – Partnering with Online Visibility Pros freed up a significant amount of marketing time that On Time Air Conditioning & Heating could use to focus on answering those leads, going on sales calls, and closing deals. The trial and error of designing a campaign themselves would have resulted in many business hours wasted on research and implementation. Online Visibility Pros’ comprehensive and up-to-date marketing campaign reporting allows. On Time Air Conditioning & Heating to stay ahead of their competition and expand on their rock solid digital footprint.

(2) Save Money – On Time Air Conditioning & Heating realized that the impressive results of our marketing campaign would have taken months, and a great deal of money, to achieve themselves. The costs of dedicated in-house employees, employee training, software, research, and time spent would have added up too quickly. Hiring Online Visibility Pros freed up the company to do what they do best–serving their customers–while we saved them time and money by implementing time-tested strategies to grow their business.

The custom air conditioning & heating business internet marketing strategy put together by the Online Visibility Pros team really hones in on each specific area that On Time Air Conditioning & Heating needed help with. Then, using our team of highly qualified SEO experts, we implemented our unique system to produce the results that every business deserves. These results really did grow their business in the right direction.