3 Future Trends In Digital Presence Optimization

Future Trends on Searches

HVAC companies offer an essential service–so why is it difficult to sometimes acquire customers? An avenue to explore would be your HVAC business’s digital presence, or how visible your business is on the internet. Even the most basic digital presence optimization practices can be enough to put your business on the online radar of your customers.

But doing the basics is only part of the job: to ensure that your business reaches the customers you want, you’ll need to keep up with the changes in how digital presence is optimized across the web. Below, we’ve gathered three of the top trends that you should be paying attention to if you want your digital presence to thrive.

Go Beyond Search Engines

While Googling something can still be one of the best ways to find what you’re looking for, more of your customers are getting their recommendations from places outside of search engines. Just look at any Instagram, Facebook, or TikTok feed and you’ll see countless references from influencers, ads, or even just word-of-mouth marketing for services and products.

What this means is that showing up first in search engine results isn’t enough anymore. Your business will have to optimize for the “search everywhere” standard, where customers look for what they need in places like Facebook groups, Instagram hashtags, and TikTok recommendations.

Adopting an omnichannel approach means optimizing your presence across various platforms where users search, including social media and e-commerce sites. That way, you’ll be better positioned to advertise your HVAC business to customers that may have need of it but haven’t made the leap from needing the service to searching for a provider.

AI-Assisted Operations

AI has made extensive leaps and bounds in what it can do for business: AI-powered search engines, AI integration, AI automation, and even AI-powered chatbots are just the tip of the iceberg. AI can help make many of the manual tasks associated with digital presence optimization easier–and in many cases, drastically improve how your customers find and engage with you.

Some of what this help can look like for your business include:

• Automatically gathering, sorting, and reporting on the demographic data of customers signing up for your services for easier reference

• Create visualizations like heatmaps where most HVAC services are being used in your area for better visibility of where your customers are located

• Power directed marketing efforts like a website chatbot to better answer customer inquiries about your HVAC services

• Personalize your customer experience based on real-time data analysis and predictive analytics to better engage and convert any leads

Video-Centric Marketing

A staggering 95% of all brands today consider video and other similar visual content as an essential part of their marketing. This isn’t surprising as people are primarily visual processors, but what can catch marketers off-guard is how creative you can get with video content.

Your customers will have seen their fair share of HVAC videos, so the challenge is creating video content that is both informative and engaging. If you succeed in doing this, your video has every chance to go viral, ensuring that even more people see it outside of your initial target market.

Think about all the trends and memes that have taken off because they were creatively presented, even in niches that the original source never occupied. The possibilities are endless: instructional videos, animations, voiceovers, and even interviews are all great foundations for video content.

The important thing to keep in mind is that video is simply more engaging as a marketing tool–and engagement is the key to ensuring that your digital presence remains consistent over time.

Digital Presence Optimization Is About Keeping Up With Trends

If you want your business to thrive, you need to make sure that your services reach the people that are looking for it. By optimizing your digital presence (and keeping up with the trends that make this easier), you’ll be well-positioned to not only become competitive, but engaging in a digital-centric landscape.

Looking for ways to have your HVAC services reach the customers that need it most? SoftlinkHQ IQ can optimize your digital presence and help you reach more clients online. Explore our Digital Presence Optimization services today.