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Insights and Expertise

StreetSmarts SM

Growing your HVAC merchant portfolio – Part 2

By Jaki Kackert financing expensive installations, promoting recurring
Kackert Marketing maintenance plans or improving technician productivity.

n Part 1 of this series, I explored why the HVAC Short-form educational videos have also become an effec-
industry remains one of the strongest vertical mar- tive way to demonstrate your expertise. LinkedIn videos,
kets for ISOs and merchant level salespeople (MLSs) YouTube Shorts, Instagram Reels and other platforms al-
I and how understanding contractors' operational low you to introduce payment technology, digital invoic-
challenges can position your organization as a trusted ing solutions and customer success stories in a format that
technology partner. In Part 2, I'll present practical market- is easy to consume and share.
ing strategies that can help you reach HVAC businesses,
build credibility and continue growing your merchant Remember that your goal is not simply to advertise your
portfolio. services. It is to position your organization as a trusted
adviser that understands the HVAC industry.
Once you understand the needs of today's HVAC contrac- Embrace AI without losing the human touch
tors, the next step is developing a marketing strategy that
demonstrates your organization understands their busi- Artificial intelligence has quickly become one of the most
ness and can help them succeed. valuable marketing tools available to ISOs. AI can help
create blog articles, email campaigns, social media calen-
Digital marketing continues to be one of the most effec- dars, landing pages, advertising copy, customer personas
tive ways to reach prospective merchants, but today's most and even sales proposals in a fraction of the time it once
successful campaigns go well beyond promoting payment required.
processing rates. HVAC contractors are looking for busi-
ness partners who understand their industry and can However, AI works best when combined with your own
recommend solutions that improve efficiency, strengthen industry knowledge and experience.
cash flow and simplify day-to-day operations. Instead of relying entirely on AI-generated content, per-
sonalize it with real customer success stories, HVAC-spe-
The good news is that there are more tools available than cific examples and practical recommendations. Contrac-
ever to help you reach those prospects. tors want to know that you understand their business—
not simply that you know how to use the latest technology.
Utilize targeted outreach strategies
Digital marketing remains the foundation of successful AI-powered customer relationship management systems
business-to-business outreach, but the strategies continue can also help identify sales opportunities, automate fol-
to evolve. Artificial intelligence, marketing automation low-up communications, score leads and remind sales
and customer segmentation now allow ISOs to create representatives when contractors may be considering new
highly personalized campaigns without dramatically in- payment or software solutions.
creasing marketing budgets. Maximize your online visibility

Rather than sending one generic email newsletter to ev- Maximizing the usability and searchability of your web-
ery prospect, consider creating separate campaigns for site remains one of the most effective ways to increase
residential HVAC contractors, commercial mechanical your organization's online exposure.
contractors and service businesses. Tailor your messag-
ing around their unique challenges, whether they involve
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