Background:
Client: Heatly
Heatly is an innovative platform dedicated to supporting heat pump installers and homeowners by providing tools, insights, and resources for sustainable heating solutions. Their goal is to simplify the adoption of heat pump technology, boost installer success, and raise awareness of renewable energy's benefits.
Objective: To position Heatly as a trusted resource and industry leader by increasing brand visibility, generating high-quality backlinks, and driving targeted website traffic through a data-driven marketing campaign.
Timeline: The campaign was executed over six weeks, from survey creation to trade press coverage.
The Challenge
Build brand awareness in the HVAC industry
Generate backlinks from trusted trade publications to improve their domain authority.
Drive meaningful traffic to their website.
The challenge was creating content that stood out in the crowded renewable energy space, whilst resonating with installers and capturing the attention of the industry’s trade press.
Our Solution
We partnered with JelloPR and Heatly to develop and execute a data-driven content campaign centred around a survey of heat pump installers.
The campaign aimed to uncover unique insights into industry challenges and share them through a comprehensive blog post and targeted outreach.
Our approach included:
Survey Development: We crafted 5 focused questions to identify key installer pain points, including cost, misconceptions, and technical challenges.
Content Creation: Using the survey results, we created a detailed blog post, Heat Pump Installer Survey 2024: Challenges, Insights, and Solutions, highlighting actionable insights for the industry.
Trade Press Outreach: Working with Jello PR, we pitched the survey findings to high-authority, relevant trade publications, ensuring widespread coverage and authentic backlinks to Heatly’s website.
Promotional Strategy: We emailed the blog to Heatly’s installer database and shared it in relevant online communities, such as Facebook and Reddit groups.
Execution:
Survey: A targeted survey of 120 heat pump installers gathered data on misconceptions, technical challenges, and cost-related issues.
Blog Post: The findings were distilled into an SEO-optimised blog post, published on Heatly’s website.
Outreach Campaign: Jello PR led the trade press outreach, securing coverage in six major industry publications, including Installer Online, PHAM News, and Heating and Ventilating.net.
The Results
Website Traffic: The campaign drove significant engagement on Heatly’s website-
The blog became Heatly’s second-highest traffic page, contributing to a 129% increase in site users during the two weeks following publication.
It contributed to over 15% of their views and had the second-highest engagement time of their overall content at the time.
Industry coverage:
Through our targeted outreach strategy, the campaign secured 6 pieces of coverage across high-authority industry publications, including Installer Online, Plumbing, Heating and Air Movement (PHAM) News, and Heating & Plumbing Monthly Magazine (HPM). Collectively, these articles gathered over 11.4k estimated views and 57.5K unique visits to the site, significantly enhancing Heatly’s brand recognition within the renewable heating sector.
Their Survey also received headline-grabbing social media shares with the likes of Installer posting a blog titled “50% of heat pump installers think oversizing is the biggest problem” - a statistic from the survey and ACR Journal reposting Heat Pumps Today’s article about Heatly’s survey and the barriers to heat pump adoption. Their combined reach of over 10K has further amplified Heatly’s message, driving awareness and sparking industry-wide conversations about the challenges and opportunities in heat pump adoption.
SEO Gains:
The backlinks generated from high-authority sites have strengthened Heatly’s domain authority, contributing to a lasting improvement in search visibility.
Referral traffic from trade publications lead to a 200% increase in referral traffic in the first two weeks post-publication.
Articles linking back to Heatly now rank for key terms like “heat pump installer challenges,” driving referral traffic and reinforcing Heatly’s presence in industry searches, with 3 of the top 5 articles for “heat pump installer challenges” linking back to Heatly.
Heatly's Path to Industry Recognition
The data-driven heat pump survey campaign successfully positioned Heatly as a thought leader in the renewable heating industry. By combining strategic survey design, engaging content, and targeted trade press outreach through Jello PR, the campaign not only boosted Heatly’s brand visibility but also drove meaningful traffic to its website. The impressive results, including a 15% increase in site traffic and a 200% rise in referral traffic, demonstrate the power of leveraging authentic data and high-quality content to engage industry audiences. With coverage in six high-authority trade publications and strong SEO gains, Heatly is now better positioned to connect with heat pump installers and influence the broader industry conversation.
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