Commercial HVAC PR
It is like a breath of fresh air working with a B2B HVAC PR agency that specializes in commercial heating, ventilation, and air conditioning. Rankin PR understands the technology of these mechanical systems and the needs of your customers in their field. We work with the trade journals that cover the HVAC industry on a daily basis and can ensure your messaging resonates with your audience so that new opportunities flow in your direction. With over 10,000 published articles, we are the experts at finding new ways to create stories about HVAC applications.
Why partner with Rankin PR for your B2B HVAC PR
- Guaranteed media placements
- Build credibility, brand awareness, and shorten sales cycles
- Leverage the articles for content on all other digital channels
- Maximized media coverage due to our access and established relationships with the media
- Almost zero time and effort required from you and your team
We have written about everything from induction units and heat exchangers to chillers and cooling towers. But don’t take our word for it. See a sample of our work in the commercial HVAC industry:
In New York City, a series of deadly outbreaks of Legionnaires Disease has become an all-too-common occurrence. Over the last few years – including the most recent events this summer in Manhattan – hundreds have been severely sickened and dozens killed by deadly bacteria that proliferates in water systems like the cooling towers used in conjunction with large HVAC systems.
So, when a cooling tower supporting the HVAC system at NYC Health + Hospitals/Lincoln was nearing its expected end of life, the management of the 362-bed hospital in the South Bronx saw an opportunity. The year before, the neighboring community had experienced outbreaks of Legionnaires’ disease, and even though the hospital’s cooling towers played no role in those outbreaks, the chance to increase protections against possible future exposures to the bacteria that cause the disease was an important consideration.
Accordingly, the hospital’s engineering and management teams prioritized the selection of an anti-microbial cooling tower option. They also gave extra weight to finding a system that would save energy, consistent with the larger health system’s ongoing goals.
Read the full article published in ACHR News.
The Commercial HVAC PR niche
We have developed a niche within the HVAC sector writing feature articles and getting those published essentially as contributing writers for top-tier trade publications. This allows you to control all aspects of the process and the content that gets published. By taking this approach, you can get one article published 10-15 times (or more).
These days editors and writers are crunched for time. So, when you send over a press release you have to wonder if you’re actually creating more work on their end. Compare it to the scene of a massive blaze. Do you want to be the person throwing fuel on the fire or the one delivering a tanker full of water? Publish-ready content is like dropping a plane full of 800 gallons of fire retardant.
How do you create content that a publication will run? That’s our job.
Our feature articles have been read by an estimated 250+ million people worldwide.
B2B HVAC PR to the rescue
Increasing brand awareness and credibility are two of the most important things you can do to grow your HVAC business. Often companies who manufacture equipment for the commercial HVAC industry emphasize sales and pushing products out the door. But it’s a lot easier if your products are being pulled out the door by interested customers.
Earned media, or published articles in trade publications, deliver the awareness and credibility you need to deliver the pull-through.
Building brand awareness through B2B HVAC PR
Contrary to popular belief, the most important thing in running a business is not quality or customer service, it is brand awareness.
Don’t get me wrong, those other things are critical factors as well, but if your customer base doesn’t know you exist, forget about it! You’re finished before you even begin.
Brand awareness sits at the very top of your sales funnel. So, if no one enters your funnel then you have no leads, no prospects, and no customers.
So, how do you build brand awareness on a budget?
The most effective way to build awareness is by reaching your target audience with consistent, engaging, insightful content.
5 Tips for Improving Your B2B HVAC PR Content
- Tell compelling stories (start with something attention-grabbing)
- Make sure it is valuable & authentic to your audience
- Educate – don’t expect them to know everything you know
- Find the emotional connection
- Don’t pound your own chest. Let your customers do the talking for you.
Do you have selling all wrong?
Up to 90% of the buying cycle is completed before you ever hear from a prospect. Researching solutions, ranking options, setting requirements, benchmarking pricing… Nope, they don’t need you for that anymore. So, how do you present your solutions before the customer reaches out?
Simple! You need to develop solution-based content that appears on as many digital channels and in print trade publications as possible.
A great way to get started is to write a B2B HVAC public relations article and get it published then leverage that for all your other channels. We can help.
Going from awareness to perception
A company’s brand is like a person’s reputation. It’s what people think of when they hear your name.
If you want people to know, like, and trust your company, then you have to increase brand awareness. That’s where storytelling comes in.
People love a good story and are much more likely to hold on to that association the next time they need a product or service that you offer.
Storytelling is one of the most powerful tools you have to boost brand awareness and create an emotional connection with your audience. So, if you’re not already using storytelling as part of your marketing strategy, now is the time to start.
Your customers love what you do. Now, how do you leverage that?
Getting your customers to share their experiences with you through a great story and then getting that published numerous times is by far the most effective way to leverage all the hard work you put into being great.
Almost everyone has testimonials on their website (and you should too). Some companies use them on social media (which can be effective). Yet, there is a better way, commercial HVAC PR articles.
Tips to reach more prospects with commercial HVAC PR
Reaching your target audience is becoming increasingly difficult. Surprisingly, the things that worked 10 (even 5) years ago don’t seem to work as well.
Did you know that informative content is the best way to attract, engage, and drive your audience to take action?
Prospects are looking for you to provide value and relevant information that will actually benefit them.
Here are a few tips on how you can increase prospect engagement:
- Write feature articles about your success stories
- Get those published in trade publications (print & online) 40-60 times per year
- Make 10 million impressions per year (or more) with your prospects
- Increase leads, credibility, and brand awareness through PR
Where leads enter the sales funnel impacts close rates
Let’s say you could divide your sales cycle into 10 steps with the 10th step being the close. Now what if you were able to start a prospect on, say step six, seven, or even eight. How many more sales would you close? How much more money would you be able to generate?
Educational articles in top-tier trade publications are helping companies do just that. The key, however, is repetition. One article, in one magazine, is not enough.
What you need to do is generate 40-60 headlines per year. That way people don’t only get exposed to your messaging once or twice, but possibly dozens of times. This is how companies are winning more opportunities with prospects.
Brand awareness is your first hurdle in sales
A common question in business is which is more important, innovation or marketing? While both are important, every day innovative companies go out of business because no one knows they exist.
That is why brand awareness is always step one. If people do not know you exist, then you are DONE!
So, then the question you should be asking is: “what is the best way to build brand awareness?”
And the answer is actually pretty obvious. You want to be everywhere your prospects are looking. Here are the top 5 places according to a 2021 report:
- Digital publications – 74%
- Online training – 49%
- Vendor websites – 47%
- News aggregators – 37%
- Social media – 36%