Hi there,
Thanks for reaching out! I'm happy to give you some initial thoughts and guidance on your B2B SaaS platform for HVAC companies. It sounds like you're in the early stages, and LinkedIn ads aren't delivering the sign-ups you'd hoped for. I've seen this a fair bit, especially with B2B businesses.
Firstly, don't panic! Three months is still early days, and it takes time to fine-tune a marketing strategy. And pouring money into LinkedIn is quite a common first move, but I think it's often not the best starting point.
We'll need to look at Google Ads...
I'd say Google Ads is a really good place to start. We had one client selling to a very similar market that got sign ups at £0.96 each. People actively searching for solutions to their problems are usually much easier to convert than people you're interrupting on social media. In your case, think about what HVAC companies are searching for. "HVAC field service software", "inventory management for HVAC", "technician scheduling software" – that kind of thing. Use a keyword research tool to get a better sense of the search volume and competition for these terms.
The advantage with search ads is that you're targeting people with intent. They're actively looking for a solution like yours. The downside is that it can be quite competitive, depending on your niche, which effects costs.
Also, I'd always enable phone extensions in your Google Ads campaign so people can call you directly. With services, that's usually a quicker way to get leads. If you can't take calls all day, you can schedule the ads to only run when you're available. A callback widget on your website could work too.
I'd say you should investigate what your competitors are doing...
Competitor research is absolutely essential. You need to understand what your competitors are doing right (and wrong!). There's a few tools to help with this like SEMrush and Ahrefs. These tools let you see what keywords your competitors are bidding on in Google Ads, what their ad copy looks like, and what kind of content they're creating. This is basically free market research that gives you a massive head start.
Look at their website too. What's their messaging? What features are they highlighting? What's their pricing structure? How easy is it to sign up for a trial or demo? This will help you identify gaps in the market and opportunities to differentiate yourself.
Also, check out their social media presence. What kind of content are they posting? How often are they posting? What's the engagement like? This will give you a sense of their social media strategy and how well it's working.
You probably should look at content marketing...
Content marketing is a longer-term strategy, but it can be incredibly effective for B2B SaaS. The basic idea is to create valuable, informative content that attracts your target audience to your website. This could be blog posts, ebooks, white papers, case studies, infographics, or videos. The content should address the pain points of HVAC companies and offer solutions to their problems.
For example, you could write a blog post about "5 Common Inventory Management Mistakes HVAC Companies Make" or "How to Improve Technician Efficiency with Mobile Software". These type of "how-to" guides are very popular.
Once you've created some content, you need to promote it. Share it on social media, email it to your list, and try to get it featured on industry websites and blogs. The more eyeballs you can get on your content, the more traffic you'll drive to your website and the more leads you'll generate.
Keep in mind that content marketing takes time and effort. You won't see results overnight. But if you're consistent and create high-quality content, it can be a very effective way to build brand awareness, generate leads, and establish yourself as an authority in your industry.
You'll need to make sure your website converts...
All the traffic in the world won't help if your website doesn't convert visitors into leads. So it's essential to optimise your website for conversions. This means making it easy for people to find the information they need, understand your value proposition, and take the next step (e.g., sign up for a trial, request a demo, or contact you for a consultation).
A few things to consider:
- Make sure your website is mobile-friendly.
- Use clear and concise language.
- Highlight your key benefits.
- Include strong calls to action.
- Add social proof (e.g., testimonials, case studies, reviews).
- Make it easy to contact you.
Also, I'd recommend using analytics tools to track your website's performance. This will help you identify areas where you can improve your conversion rates.
I've detailed my main recommendations for you below:
| Action | Description |
|---|---|
| Google Ads | Start with a targeted search campaign focusing on keywords that HVAC companies are actively searching for. Don't forget to enable phone extensions! |
| Competitor Research | Use tools like SEMrush and Ahrefs to analyse what your competitors are doing in terms of keywords, ad copy, content, and social media. |
| Content Marketing | Create valuable, informative content that addresses the pain points of HVAC companies. Promote it through social media, email, and industry websites. |
| Website Optimisation | Make sure your website is mobile-friendly, uses clear language, highlights your benefits, includes strong calls to action, and adds social proof. |
I know it might sound like a lot, but these are the most important things to focus on in the early stages. I'm confident that if you follow this advice, you'll start to see a significant uptick in sign-ups.
These are just initial thoughts of course, and there's a lot more we could discuss. Scaling a SaaS business is tough and requires a solid strategy.
If you'd like to discuss your specific situation in more detail, feel free to book a free consultation. I'm always happy to help!
Regards, Team @ Lukas Holschuh
