Writing Blog Posts

Writing and hosting an HVAC blog is pointless if nobody reads it. Worse still is if your potential HVAC customers read it and find it’s lacking in any quality content that is of benefit to them. The simple fact is boring content won’t attract businesses to your HVAC blog. However on the flip side, a blog that you write with new fresh relevant content provides an invaluable tool to HVAC Businesses.

If you write quality content that is interesting and beneficial to your readers, it will bring new customers to your HVAC business, whilst building your expertise and knowledge among your current and potential customers at the same time. Bottom line, a well written and thought-out HVAC blog helps you establish your HVAC business as the leader in your particular field.

These seven types of blog content below are a great way of gaining and retaining customers:

1. Numbered lists. “Quick attention grabbers” like the title of this blog are designed to draw readers in. Great Titles. For Instance: The three most important features of a new high-efficiency heat pump, or Tips on Checking Fan Motor Belt tensioning. Tell your Blog readers exactly what’s in it for them by reading your HVAC blog. Blog posts should be informative and get straight to the point. Numbered Lists help to get you there.

2. “How to” series. Most HVAC blog post topics are usually done in a single post. However in many cases you can cover a particular topic, by breaking it up into sections, like Mercury Climatic did with a series of posts on Air Handling Unit refurbishments and upgrades. One post covered a general AHU upgrade, another covered the benefits of an EC fan upgrade on the AHU to save energy etc.

3. Make it Easy. HVAC manufacturer and contractors get involved with plenty of complex and technical equipment and systems and because of that they can potentially provide overwhelming information for many commercial customers who may be non-technical. When trying to explain what needs to be done to fix a possible problem, filter out that mass of technical information and provide a summary of the important parts for lay people and summarise them into an easy to digest system.

4. Use “Call to action” in each post. Make it easy for your readers to take the next step toward connecting with you. Provide a link to the “Schedule an appointment” page on your website, direct them to your Social media pages on LinkedIn, Facebook and Twitter and add your phone number. You should also make it easy to provide access to any technical questions. (There is some good information on “call to action” phrases here.) However beware that you don’t do a hard sell in your content. As soon as you start to sell, your blog post loses it’s and your credibility as a resource of unbiased, expert information.

5. Check lists. This works well when explaining what work will be carried out as part of the service and is great for explaining maintenance instructions as it will help the visitor to understand what you provide when they are shopping around for service. This contractor has used it well with this checklist for servicing a split system.

6. Technical information made easy. Of course, as an HVAC contractor you will know all about the differences between a Turbocor Compressor and a Scroll compressor. But HVAC acronyms and other complex terminology can often sound like complete gobbledygook to many potential customers. However is your customer is thinking about upgrading the Buildings cooling system then they need to understand what is the best system for their circumstances. If you use your HVAC blog well it can be used to explain these systems and differences in lay terms or plain language. Your customers will appreciate it. And hopefully once they see you as knowledgeable they will remember you as a credible expert when choosing an HVAC Business.

7. Great titles and related keywords. The Title of an HVAC blog post is like the cover of a book. Your readers will measure and asses your voice and style by it. The words in your title explains the meat of the content. Business that use Google and other search engines to find solutions for their HVAC problems, will use specific search terms. The HVAC blog post Title should try to anticipate those terms and include them. Also just as importantly, your HVAC blog posts content should include related keywords, so your readers will find be able to find your post in their Google searches – without making your content sound strange or unreadable. This is also an important part of SEO or search engine optimization.

 

None of this is difficult to achieve, but the best HVAC/M&E blogs takes some thought about what will be beneficial to the reader. You should understand your customers to know what “floats their boat”. Think about the information they need and make it accessible.

Perhaps more importantly, is to offer great quality content. Be frank and to the point, be accurate, and post regularly so people see you as a reliable source of good quality reading material that they can look forward to.

Chris Gunn is Managing Director for Marketing 4 Contractors, the leading HVAC/M&E Marketing service for HVAC/M&E Manufacturers, Distributors and Contractors. Chris can be reached on Twitter @marketing4cont or by email chris@marketingforcontractors.co.uk

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