A guide to B2B marketing for small businesses

Published: 18 March 2021

In a crowded and competitive market, small businesses must employ every weapon in their arsenal to improve the bottom line.

One of the most effective tools at the disposal of AMCA members and HVAC employers is B2B (business-to-business) marketing.

B2B marketing focuses on the needs, interests, and challenges facing the person making buying decisions on behalf of a business.

A B2B campaign using the key marketing strategies outlined below will reach your audience, convert that audience into customers, and help your business become the preferred HVAC provider.

Digital marketing

When a company is looking for a new HVAC provider, they will likely begin their research online, so having a strong online presence is the foundation of any successful B2B marketing strategy. 

The first step is to sure your website is working for you.

An effective website is more than just a place to house information, it’s your digital identity.

Your website must be easy to navigate, quick to load, optimised for mobile users, and conversion focused.

Search engine optimisation (SEO) and the use of key industry terms in your website content, such as HVAC services, HVAC inspection and AC repair, will help get your business to the top of search results.

Finally, pay-per-click (PPC) advertising will get your content in front of new audiences, drive traffic to your website, and generate leads. Because you only pay for the ad when someone clicks on it, it’s also one of the most cost-effective lead generation strategies for HVAC companies.

Content marketing

The consistent creation and publication of high quality, SEO-focused content is one of the most crucial parts of any successful small business marketing campaign.

Research shows roughly 80 per cent of business decision makers prefer to get their information from an article than an ad.

Publishing engaging content such as business blogs, checklists, webinars, case studies, industry reports, and white papers as part of your B2B marketing campaign will attract more site traffic, engage users, and convert those users into leads. 
It will also significantly improve your position in online searches, as Google recognises when new content is published and ranks those sites higher in search results.

Email marketing

B2B customers are looking for logic and return on investment, so effective email marketing must focus on things that matter to them – time, money, and resources.

With the constant flood of emails hitting inboxes today, these simple strategies will help to prevent your email going straight into the bin.

1. Make sure your subject line is compelling, as this is the hook that will get a potential customer to click on your email.

2. Stick to one call-to-action (CTA) per email – too many will confuse your audience.
3. Target your email to reach the most relevant audience by segmenting your subscriber list.
4. Make sure your email designs are mobile responsive, as more than 80 per cent of email users access their inbox on their phones.
5. Don’t be afraid to use cold emails to convert new customers. 

Email marketing will allow your HVAC business to develop a stronger relationship with potential customers, send targeted messages, provide valuable information, and convert new leads into sales.

Social media marketing

Don’t make the mistake of thinking social media marketing is only a tool for B2C (business-to-consumer) businesses.

Three-quarters of all B2B buyers also use social media when making a purchase.

Creating a presence on social media is a cost-effective way for your HVAC business to connect with current and future customers and build brand awareness.

It is also a highly effective channel for sharing content, demonstrating expertise, and driving more traffic to your website. 

Make sure your Facebook, Instagram, Twitter, and LinkedIn accounts are active by consistently sharing digestible content, photos, and business updates.

Focusing your efforts on these four fundamentals will create a solid foundation for your B2B marketing campaign and help to grow your HVAC business into a leading provider in your market.

If you're interested in learning more about B2B marketing, send us an email to let us know.