In today’s blog, I’ll explain how you can generate heat pump installation leads for your business.
Table of Contents
Understanding the Heat Pump Market
While still in its infancy compared to Europe, the UK heat pump market is strong and projected to grow significantly- the Government alone aims for a massive 600,000 installations every year by 2028.
Most current installations across the market are within residential settings. However, stricter green building regulations mean that the commercial sector is expected to see increased heat pump installations in the not too distant future.
Clearly, this is all great news to any heat pump installers, and any heating systems experts thinking of jumping on the opportunity ought to be suitably convinced.
So, with this massive push for green tech, how do you get your slice of the heat pump installation sales pie?
Heat Pump Installation Lead Generation Strategies
There are lots of strategies for generating heat pump leads. Popular methods include content marketing, search engine optimisation (SEO), direct mail, social media marketing, email marketing and pay-per-click (PPC) advertising.
Social Media Marketing
If you’re on any of the common (or even less common) social media channels, you’re probably dabbling with this already. Using platforms like Facebook, Instagram, and Linkedin can help you to engage with potential customers. A really easy way to get started with this is to post videos of your current and completed projects and the installation process, complete with smiling, happy customers; nothing builds trust and generates qualified leads like some rock-solid testimony and social proof.
Content Marketing
The crux of this kind of marketing is to create educational content that engages with your target audience, positions you as an authority on the subject, builds familiarity and trust, and all the other good stuff which helps to build a loyal base of potential and current buyers.
Consider starting out with content marketing by writing blog posts, releasing e-guides, or producing whitepapers/opinion pieces on topics relevant to heat pump installation, such as the benefits of a heat pump conversion, what to expect from the installation process, or after-installation tips such as maintenance.
Search Engine Optimisation
Creating blog posts or web content is one thing. However, to make them really work for you, they need to be optimised for search engines. This means making sure that you use a relevant set of keywords for your industry and place them strategically throughout your copy.
Choosing the right keywords can be the first challenge- for example, this blog is about generating heat pump installation sales…but no one is searching specifically for this:
So instead, we have to go a bit more generalised…
Once you know your keywords, they must be placed strategically throughout your copy. This is tougher than it sounds- the keywords must be placed in specific locations within your copy, and not too often. They also need to be placed in a way that doesn’t detract from the quality of the written piece. So for this blog, for example, I couldn’t simply write “heat pump installation” ten times throughout the blog, nor could I write it in white text and hide it randomly against a white background, as was possible back in the day.
The advantage of SEO is that your copy is written in a way that appeals to the frequent or popular searches that your target audience is making. If they’re looking for a “heat pump installation” a thousand times a month, and these are your primary keywords, your copy will appear earlier in the search engine results.
Driving traffic to your SEO blog or web page naturally drives a steady flow of potential clients to other parts of your online content, ultimately driving sales for your heat pump business.
PPC Advertising
I saw a social media post from a so-called marketing expert recently, declaring that PPC was an outdated means of generating leads and that there are better ways to market your business.
The numbers for PPC don’t lie, though- you can expect to see a 200% ROI on PPC advertising with Google Ads, and the proof is in the search results: the sheer amount of sponsored ads, videos, links etc. show that it’s still very much in use and remains a popular option for a heat pump installation business looking to increase their heat pump leads.
It can seem complicated to set up, but PPC advertising essentially involves setting up targeted adverts with Google or Bing. You only pay when someone clicks on your link- hence, Pay Per Click.
Email Marketing
If social media posts and SEO are nearer the top of your sales funnel, email marketing will fall nearer the bottom. This isn’t to say it’s less important- just that it usually comes after everything else, and for this reason, it helps to finish setting up the relationship with your prospective client, and close the deals with a higher conversion rate.
To get started with effective email marketing, you need a list of email addresses. This can be generated over time by offering an incentive in exchange for email addresses, such as a promo code, free gift, or some other “free” value. We call these a “lead magnet” as they attract your prospective customers and help you to gain their email addresses, which you can then add to your outreach campaign.
Your outreach campaign may take several forms but will involve adding the email contact to your mailing list. From there, you can send automated emails in quick succession or simply an email or two per week as part of your ongoing broadcast.
The idea with all your emails should be to generate a rapport with your potential customers, involving trust and familiarity. You’ll want to position yourself as the go-to firm for heat pump installations and either close the sale in the emails or keep your offer in the mind of your prospects so that whenever they’re ready to green-light a heat pump install, it’s you they’re thinking of.
We love email marketing as done right, it easily generates the highest return on investment. So, if you want to learn more, check out our dedicated blog here.
Generating Heat Pump Installation Leads with Sustainability Marketing
Generating heat pump installation sales through online marketing doesn’t have to be difficult. You can get started with the basics, such as social media posts, quickly and easily- and if your service is up to scratch and you have a knack for creating engaging content- you’ll have a consistent flow of leads from your generation efforts in no time.
Other aspects of marketing, like using SEO or creating an effective email marketing strategy, can be more challenging. If you feel out of your depth, need a hand, or simply don’t have the time- we’re here to help.
