When used correctly, social media is a powerful way for HVAC companies to market their products and services to new and existing customers, build brand awareness, and ultimately increase sales.
The numbers on this speak for themselves. In 2021, seven-out-of-ten Americans reported using any kind of social media platform daily. In a survey of 1000 U.S. consumers, 76 percent said they had made a direct purchase from a social media post. Furthermore, the average person owns 8.4 different social media accounts.
That’s a lot of new potential customers on a lot of platforms your heating, ventilation, and air conditioning business could be using social media marketing tactics to reach!
Follow the social media marketing tips below to help increase engagement, make your marketing budgets stretch farther, and entice people to learn more about your business.
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#1 Create Fresh Content
Creating fresh content that your page followers and customers will find useful is essential when using social media to market your HVAC business. The content you post on your page should be relevant to your business and the services you offer while also being helpful and informative.
For example, your HVAC business could include any of the following ideas as part of your social media content strategy:
- HVAC industry news
- DIY cleaning or maintenance video tutorials
- Facebook Live Q&As
- Home improvement tips
- HVAC product blog posts
- Summer air conditioning/fall heating promotions
- Company news and employee appreciation
#2 Use Hashtags
Before you hit publish on that fresh new content, don’t forget to add in some hashtags. Hashtags allow you to increase your post reach and expand your visibility while making it easier for people interested in your topic to discover you.
Hashtags should be short and specific to capture the right kind of search audience. The more broad or generic a hashtag is, the more likely it is that the content you post alongside them will get lost, and customers won’t find you.
You can place hashtags at the beginning of your post or comment, strategically throughout your post, or at the end in a list. Be careful not to spam your post with hashtags, as this can be detrimental to the success of your post. Instead, stick with only one or two hashtags that add value to your content and will increase the likelihood of people engaging with your post.
Some possible HVAC related hashtags you could play with include:
#3 Be Consistent
Consistency is key when it comes to any successful social media marketing strategy. This allows your audience to recognize your business at a glance and establishes confidence and customer loyalty.
Consider a regular posting schedule with balanced content that your audience can rely on. Posting on specific days of the week at similar times makes your content reliable, while posting a healthy mix of different content keeps the page fresh and interesting.
It is also important to maintain a consistent tone when writing social media posts. For example, suppose you are a small, family-owned HVAC business with only a couple of technicians and a local footprint. In that case, you might adopt a more casual, neighborly tone than a nationally recognized company.
Keeping the visual style of your social media posts on brand will also help with consistency. Posts should be designed under your brand guidelines and adhere to general design rules to make them visually pleasing. Keep the text short and easy-to-skim as well.
#4 Ask for Engagement
Sometimes the best way to get engagement on your social posts is just to ask for it.
When crafting a post about your HVAC business, encourage people to engage with the post by ending with a question. For example, as the weather turns and people start to think about revamping their HVAC systems, craft a post that ends by asking customers how they plan to spend their seasonal vacation.
Doing this not only helps increase your social page engagement stats, but it makes your company personable and shows that you care about your customers and what they’re up to.
This is also an opportunity to have some fun with your customers. Try hosting a photo caption contest of your technicians on the job, and grant the winner 10 percent off installation costs for a new furnace.
#5 Share Positive Customer Reviews and Feedback
Happy customers and their feedback are excellent ways to curate some positive social media content for your page.
It is also helpful for acquiring new customers. 92 percent of consumers who use social media to find new products and services look at the customer reviews and use them to decide.
For example, say a happy customer posts a picture of their brand new, energy-efficient air conditioner on their personal Facebook page alongside a glowing review of their technician’s service. You can share their post on your social media pages, as well as Like and Comment on the customer’s original post to say thanks.
To elevate this review as a piece of star content, you will want to jazz it up visually with your branding and design and review for spelling and grammatical errors.
Use Social Media to Your Advantage
Social media is a powerful marketing tool that, when used appropriately, can have lasting impacts on your customer acquisition and resulting sales.
Using social media to market your HVAC business may feel initially overwhelming, but by implementing the tips listed above, you’ll be a pro in no time.