You’re a printing company and you want to work with HVAC companies but how do you get in front of the people you want to work with? You may already print for HVAC companies and want to get more business or you may be just getting started in the industry. Either way, it can be difficult to figure out where to start or even how to target those companies so we’ve put together this article for you. 

Understand Your Audience

The first step of targeting HVAC companies is understanding the audience. This includes understanding the needs of these companies, what are their pain points, where they are located and who the decision makers are at those companies. Once you have an understanding of who these individuals are, you can start creating content that puts you in front of these companies. 

Social Media Marketing

Social media is a good channel to start advertising your print business and print work to HVAC companies and it can be done both organically or paid. 

One of the easiest things to do is simply publish content to all of your social media channels saying you work with HVAC companies and share examples of work you’ve done or what you could do. This organic approach is free, meaning there is no ad spend, and is a great place to start. 

Now let’s talk about a specific social media channel, LinkedIn, because it offers the most opportunity for print companies and PSP’s to get in front of HVAC companies. 

LinkedIn Groups

LinkedIn groups are another organic option for social media where you can connect with individuals in the HVAC industry. You have to be a member of the group to participate/engage with other members but if you get approved to be in the group, you’re able to see all of the posts, comment, engage and connect with those in the industry. 

Here are a few examples of HVAC LinkedIn Groups:

• HVAC Professionals
• HVAC industry professionals
• HVAC Discussion

LinkedIn Ads

Another social media strategy to target HVAC professionals is by using LinkedIn Ads. We’ve seen print companies have huge success running ads on LinkedIn targeting a number of different industries including HVAC. 

There are different types of Ads you can run on LinkedIn including Sponsored Content which looks like your standard LinkedIn post, Lead Gen Ads which include a form directly on the LinkedIn Ad, Video Ads, etc. Lead Ads have proven to work the best. 

Most importantly though are the targeting options available to you inside of LinkedIn Ads. You’re able to target the HVAC industry and people with specific job titles that work at companies in the industry. If you happen to have specific companies in mind you want to work with, you could also target individuals that work at those companies as well. 

The key with running Ads on LinkedIn is getting your target audience right while also creating an ad that speaks directly to them, their pain points, your value proposition and a way for them to contact you. 

Search Engine Optimization

Search Engine Optimization, or SEO, should be a definite strategy you use to get in front of HVAC companies. If you don’t already, make sure you have a page on your print website specifically for HVAC companies. On that page, include information about what print services you provide for those companies, images of work you’ve done, testimonials and a contact form for them to easily reach out.

This page also needs to be optimized for Search including keywords that will help your site rank in the search results for people looking for printing for HVAC. 

Pay Per Click

Pay Per Click Advertising, or PPC, is another way to target HVAC companies online and it can be done in two different ways. 

Search Ads 

These are keyword triggered ads that appear at the top of search results when someone searches specific terms on Google. You can create a campaign with HVAC Print and Marketing related keywords, bid on those terms and run ads so that anytime someone searches for those keywords, your ad appears. 

Display

Another form of PPC Advertising are display ads. These are the banner/image ads that appear on websites as you browse. You can select “placements” for a display ad campaign where you place your ads on websites that HVAC companies would frequently visit. If you have a print site that gets a lot of website traffic, you could also create a remarketing campaign where you show ads to anyone that visited your HVAC printing webpage to stay visible to those people and drive them back to your site. 

Again the important thing with PPC ads is the message you’re showing to potential customers to make it feel like you’re speaking directly to them/what’s important to them and link back to your website to get them talking to you.

Email Marketing

Email marketing is another affordable and highly effective option for targeting HVAC companies especially if you already have HVAC contacts in your database. You can send emails specifically to those individuals promoting your services, you could maybe offer a discount for anyone that comes from your email.

As you collect leads from all of these efforts, be sure they’re getting into your email database or CRM so you can work those leads both 1 to 1 via email but also in any HVAC email blasts you do.  

Marketing your printing company to HVAC companies doesn’t have to be overwhelming. If you take at least one of these strategies, you’ll start getting more visibility in the HVAC industry and start seeing new work come in.