Tactics are where the rubber meets the road, as the saying goes.
You've got your positioning locked in. You know where you're competing and how you're going to win. The tactics are simply how you bring that strategy to life.
There are dozens of marketing channels screaming for your attention. SEO, Google Ads, Facebook, direct mail, truck wraps, radio spots, email campaigns, referral programs, and the list goes on.
Most HVAC companies approach this backwards. They pick tactics first, then wonder why nothing works. They're on Facebook because "everyone's on Facebook." They're doing SEO because someone told them they need it. There's no coherent thread connecting it all.
If that’s you, that’s okay.
It’s not your fault. You didn’t study business but still decided to take control of your future and start one. You deserve credit for that. It takes guts and most don’t have what it takes.
But today’s the day to change how you approach things.
Your tactics should flow directly from your strategy. If you're targeting premium homeowners in established neighborhoods who are researching major purchases, your tactical mix looks completely different than if you're chasing emergency repair calls at 2 AM.
Every channel you invest in (your website, your Google presence, your truck branding, your follow-up system) should reinforce the same positioning and speak to the same customer you defined earlier.
The key isn't doing everything. It's doing the right things, consistently, until you own that space in your market.