Some plans allow you to see the analytics of your most recent campaigns, including how many people opened your email, clicked on links in the email (and which links they clicked), and unsubscribed upon receiving the email.

In cases with clicks and opens, you may also see unique clicks and opens, representing how many individual users opened the email or clicked on something. That way, a handful of users who click on things repeatedly won’t skew the data.

Let’s say you send an informative email about the importance of good static pressure and provide and include a link to a service request form, contact form, or FAQs on your website. When you look at those clicks in your analytics panel, you can easily gauge existing customers’ interest in that service by seeing how many people click on the form.

On the other hand, many people could unsubscribe from an email that seems like an aggressive sales pitch. You might not know to change your approach unless you see many unsubscribes in your analytics panel.

What To Do with Marketing Analytics in the Long Run

We know what analytics are and how to get the data we need—great! Now, what do we do with that data?

In some of our previous examples, you can see what’s working and not working in the short term to make quick fixes or explore a formula that seems to work so far.

In the long term, you can use analytics to appeal to people you want to work with. As you figure out what your company can offer to interest prospective customers who would be a good fit, you can attract more of those customers and solidify your company’s identity in the process.

Using analytics to drive your online marketing lets you deliberately develop your company’s image by referring to specific insights—not by posting haphazardly. You get to see which messages gain traction online. Then, you can decide how to attract customers who are a good fit for you with the insights you receive.

In addition, online messaging about your services, pricing, service processes, etc., lets customers know if your HVAC business is right for them and will address their specific pain points. That said, your business won’t address the pain points of every single prospective customer.

Big Mistake: Targeting EVERYONE

It’s normal to want to cast a wide net to get as much business as possible. However, some customers just want someone who can get their A/C unit running; these customers will likely not be interested in advanced diagnostics or upgrades, even if those items would improve their comfort and their systems’ longevity.

Some customers won’t be willing to pay the prices you ask for a thorough system diagnosis. That’s okay — customers have different goals, and you, the contractor, don’t have to try to please everyone.

Keep that in mind when you craft the messages you want the public to see. Sure, an email or post about a $59 duct cleaning special might get more clicks than an informative piece about how poor ductwork can keep an HVAC system from living up to its full potential, but is the $59 duct cleaning special really the service you want to provide?

Instead, focus on the messages that resonate with the people you are best equipped to serve. Then, nail down the online habits that get people to pay attention to your business.

Analytics for the How, NOT the What

More web traffic, clicks, and engagement on your site or social media is good. However, it shouldn’t entirely dictate your business model or the content you post.

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