As an HVAC Or Electrical business owner, you know how important it is to spread the word about your company. After all, nobody will call you for A/C repair or Generator Installation if they’re unaware that your company exists. But which advertising tactic should you choose: traditional or digital? And what’s the difference between them?
Below, learn about the evolution of marketing techniques and the differences between traditional and digital marketing from one of the top HVAC & Electrical digital marketing agencies in South Louisiana.
Traditional vs. Digital Marketing Strategies
It’s the age-old question for home service contractors: What’s the best way to advertise your business without blowing your budget? Should you choose traditional advertising or opt for a more modern strategy with digital marketing?
Let’s explore traditional vs. digital marketing in more detail to help you decide which method (if not both) may be right for your business.
What Is Traditional Marketing?
Back in the old days of dial-up internet, digital marketing wasn’t a big “thing” yet. Many people didn’t have a computer at home, and those who did had such slow connections that pages plastered with ads would slow their machines to a crawl.
Advertisers reached their audiences through traditional methods like print, TV, and radio. For instance, they might have posted an ad in the newspaper or mailed flyers to local homes.
Traditional advertising was reasonably effective but had its downsides. Many tossed what they perceived as junk mail straight into the trash. TV and radio advertising relies on a captive audience, and changing the channel meant they’d miss the message entirely.
As internet speeds and technology improved, a new landscape for advertisers emerged, allowing them to reach customers anywhere in the world in a matter of seconds.
Today’s Digital Marketing Trends
The concept of digital marketing emerged in the 90s, but it wasn’t until quite a few years later that it really began to take off. Now, advertisers could reach their target market by placing banner ads on websites. Maybe you’re old enough to remember those annoying pop-up ads that filled the screen as soon as you loaded a site (don’t do this to your customers, by the way).
As digital marketing evolved, PPC (pay-per-click) ads came into play. These ads are a cash-strapped advertiser’s dream. With them, you can target purchase-ready audiences, and you only pay when someone clicks your ad. If you’re comparing the cost of digital vs. traditional marketing, this tactic can save you a bundle.
Alongside these established digital marketing strategies, Google Local Services Ads (LSA) have emerged as a powerful tool, particularly for HVAC Or Electrical businesses. LSAs differ from traditional PPC ads in that they are specifically designed for local service providers. When you use Google LSAs, your business appears at the top of Google Search results, showcasing your services directly to local customers actively seeking HVAC or Generator solutions. What’s more, you’re charged per lead rather than per click, aligning the cost with the actual business potential each click offers. This makes LSAs an efficient way to connect with high-intent customers in your area. Additionally, the Google Guarantee badge that comes with your LSA listing can significantly boost customer trust in your business, making it a valuable addition to your digital marketing arsenal.
The Best of Both Worlds
Your HVAC Or Electrical business doesn’t have to give up time-tested traditional advertising methods to make the switch to digital. Tactics such as TV commercials, magazine ads, and flyers can still be effective, so it’s smart to combine traditional and digital marketing.
Recent evidence suggests that traditional advertising spending may actually be on the rise. In February 2022, for instance, marketers predicted a nearly 3% increase in traditional marketing spending, with B2C service companies predicting the largest increase (10.2%).
To reach the widest possible audience, mix traditional and digital marketing in your advertising plan. For example, you could send a flyer to local homeowners with a QR code that links to your website. Then, using digital marketing analytics, you can gauge your campaign’s effectiveness.
We’ve Got Our Finger on the Pulse of Top HVAC Or Electrical Marketing Trends
Proper use of traditional and digital marketing can score new customers for your business. If you need help deciding on digital branding strategies in LA, ServiceHawk has got you covered.
At ServiceHawk, we specialize in driving growth for HVAC and Electrical companies just like yours. To learn more about the benefits of digital marketing, schedule your free discovery call today.