6 Marketing misconceptions in the HVAC & mechanical services industry
Myths can be incredibly pervasive.
And they can take hold when it comes to managing a business. We’ve seen first-hand how they have held businesses back from valuable marketing opportunities, so we thought it was time we cleared up a few.
Myth #1: All you need is an amazing product or service
The notion that you just have to come up with a top product or service, create a website and the dollars will start rolling in? Just not accurate.
These days, and in this industry, without a strategy and marketing of some sort behind you, your incredible offering would probably never see the light of day.
You can have the most innovative, game-changing product or service on the market, but if your audience doesn't know about it or understand why it's different from the competition, it won't sell.
And if you are relying on other ways to sell said product or service, your offering will only go as far as your salesperson’s reach (and effort). There are better ways, and marketing is the answer.
Myth #2: Marketing is just fluff
The belief that marketing is all about making things look pretty, and it doesn’t have a real business function continues to float around. The Deloitte Access Economics report confirms that the Australian advertising industry adds a staggering $53 billion to the nation's economy. That’s a big number for fluff. So there must be a lot of companies out there investing in marketing to get a figure that high (and increasing YOY). Sounds more like serious business to us.
Marketing isn't just about aesthetics; it's a strategic operation that supports businesses in achieving their goals. Great marketing involves researching and understanding your target audience, developing and executing campaigns that resonate with them, measuring and analysing results, and constantly evolving your strategies to achieve better outcomes.
If you still believe marketing can’t add value to your business, you're not asking the right questions or dealing with the right marketers.
Myth #3: My customers aren’t on social media
Some people still think that social media is only for younger generations, or those who are technology savvy. But in reality social media is an incredibly powerful marketing tool that can reach audiences of all ages and demographics - for business purposes.
In fact, according to recent studies 91% of Baby Boomers, 88% of millennials, and 83% of Gen X have visited Facebook in the last three months.
So don't discount social media just because you think your target audience might not be on it. The reality is you can find them, and natively reach them to stay on their mind (yes, in an unobtrusive way).
Myth #5: Email marketing doesn’t work
While email marketing is just a fancy term for spam, the truth of the matter is that email is mighty powerful for businesses - especially Business-to-Business (BTB).
People check their emails daily, they build trusting relationships with businesses and brands. Customers want to know what is happening within your business to stay informed and on top of the latest news. Isn’t it your obligation to educate your market on your products and services?
What we always like about email marketing is that if it turns out your customers don’t want to be contacted - an unsubscribe option is a legal requirement, and it’s easy for people to do. We rarely see customers take the opt-out option, with the average rate of unsubscribes in Australia sitting at a low rate of 0.2%. So what is the worst that could happen?
Myth #6: You can't measure marketing ROI
If you can’t measure your marketing ROI, it might be time to revisit your marketing strategy and plan.
There are plenty of ways to measure the success of your marketing effort, from Google Analytics (GA4) to social media analytics to customer feedback surveys — the list goes on…
Not only can you measure your marketing ROI, but you should! Measuring and analysing your marketing results is how you can refine your strategies, continuously improve your marketing efforts, and achieve better outcomes year on year.
Myths, busted.
There you have it – six common marketing myths debunked, so don't believe everything you hear about marketing in this industry.
We would love to talk to you about the results we get for our clients, so get in touch with the team.