More than 10 years after its inception, the Internet (Web 1.0) is giving way to Web 2.0, moving from online text and lectures to online writing and conversations. Web 2.0 provides the ability to interact and share information, changing and enhancing the way companies market products and services. Unlike Web 1.0, Web 2.0 offers participatory and interactive opportunities for site visitors, such as video and interactive media presentations, social-networking sites (e.g., Facebook, Twitter, MySpace), blogs, message boards, podcasts, and other communication tools. Web 2.0 makes the Internet a "fluid" entity that constantly changes, providing new information and a variety of ways to share and receive information.

Web 2.0 gives every business, including hvacr contractors, tools to help them grow their businesses, increase their base of clients, connect and interact with their target markets, brand their companies, increase their visibility, and tell the world what they do and why they do it better than the competition. E-newsletters, for example, can keep customers or potential customers informed of what’s happening within your company and throughout the industry, while podcasts can provide in-depth discussions on recent industry regulations or trends.
You can use Web 2.0 tools to:

Promote Your Business: HVACR contractors can use on-line capabilities to publicize their businesses. Video testimonials, for example, are an excellent way to communicate information about a business and demonstrate the value of the services it offers. They are an untapped resource for contractors who want to move beyond traditional newspaper, television, and radio ads. If a picture is worth a thousand words, just imagine the value of a video that uses a satisfied customer to praise your services.

Track Sales Leads: 2.0 also makes it easier to track leads because you can tell when a Web page has been opened and use promotions and other online activities to gather information on prospective customers.

Save Money: 2.0 also offers a cost-effective approach that avoids the ever-increasing costs associated with design, printing, and postage needed for paper-based communication.
Brand Better: Branding is the foundation of 2.0. After establishing your identity in the marketplace, you can easily brand your company. A good Web site that reflects your brand is a necessity. It takes you to your audience.  But just as importantly, it gives your audience an opportunity to find you.

There are additional ways to supplement 2.0 strategies, including using search capabilities to the fullest, implementing media-channel planning as part of your overall marketing plan, and using social media.

Search Engine Optimization (SEO) and Search Engine Marketing (SEM) increase traffic to Web sites by improving a site’s page rank in search engines. Both tools can augment your Web presence. However, although SEO is free, SEM is pay-per-click, which means you pay each time someone clicks on your link.

For media channel planning, affordable online ads on local television, newspaper and radio Web sites, for example, may be more economical than the parent media's counterparts. Ads that position your firm as an hvacr or energy resource can help you differentiate your company from the competition. Also, it’s important to keep in mind that online ads are easy to track, so their effectiveness can be measured.

Social media is a component of 2.0 that can be used as a very effective marketing tool. It encompasses social networks (MySpace, Facebook), mobile video, YouTube, on-line social media forums, industry message boards, blogs, podcasts and texting. Social media is a participatory activity that allows you to engage your customers in valuable dialogue, and in the process, it can help build vital relationships. It is people talking to people.

To get the most out of social media, you need to be familiar with those components that influence the industry. Look for forums, blogs, and Web sites in the hvacr market or in markets closely associated with hvacr (i.e., home improvement Web sites), and make sure you are represented there with a clear, concise message. It’s important to be an active player, not a passive spectator, in the social media game. Take advantage of opportunities to use social media. For example, if certain customers are pleased with your work, ask them to film a video testimonial and post it on relevant Web sites. New opportunities to promote your services and business are everywhere, so it will benefit you to be aware, listen, and learn.

Web 2.0 should be a cornerstone of every hvacr marketing plan. Its tools can play a vital role in branding your company, expanding your client base, and increasing your company’s visibility — growing your business in the process. Embracing this newest Web incarnation provides numerous opportunities to communicate your company’s message and helps elevate your reputation as a leader in the hvacr industry.

Michael Wayde is an account supervisor at Godfrey, a full-service, integrated business-to-business branding and marketing communications company headquartered in Lancaster, Pa. He manages several main accounts, including those in the hvacr industry, and works closely with the public relations team to strengthen existing accounts. For more information about Godfrey, visit www.godfrey.com.