The HVAC industry is booming, but competition is fierce. To get ahead, you have to implement the best HVAC marketing strategies, which means it’s time to utilize social media.
HVAC social media marketing allows you to reach and interact with your target market, and you don’t need a big budget to run a successful campaign. Get more details on social media marketing and find out how to optimize your strategy.
What is HVAC Social Media Marketing?
HVAC social media marketing is the process of using social networks to build relationships with your market, nurture leads, and convert customers. You can use free and paid strategies to reach your audience and meet your marketing goals.
Does HVAC Social Media Marketing Work?
Consumers are more cautious today than in the past when choosing HVAC companies. Traditional advertisements and company websites don’t tell the whole story, so many consumers turn to social media when looking for HVAC companies.
In fact, it’s estimated that 45% of customers use social media to find HVAC and other home service providers. If you use the right strategies, you can connect with these interested consumers and compel them to schedule services.
Top HVAC Social Media Marketing Tips
You can harness the power of social media by implementing a solid marketing strategy. These HVAC social media tips will help you connect with your target market, gather leads, and convert those leads into paying customers.
1. Choose One or More Social Media Platforms
A good HVAC social media strategy starts with choosing the right platforms. You can start with a single platform while fine-tuning your marketing plan. Eventually, consider growing your online presence by using three or more platforms.
Facebook is the top choice for social media marketing among HVAC companies. It has approximately 3 billion monthly active users, including older members in short supply on other social media networks. It also offers a lot of versatility. You can use it to share text posts, images, videos, and links.
You can also set up ads to run on Facebook. Facebook collects a great deal of user data, which you can tap into when targeting your ads. Plus, Facebook allows companies to add a tracking pixel to their websites to reengage previous visitors by showing them ads.
With 2 billion monthly active users, your HVAC business can also get exposure on Instagram. Instagram’s audience is younger, with most users between 18 and 34 years old. There’s still a sizable chunk of people 35 and up, so you can reach older and younger homeowners here.
Instagram offers lots of options for sharing photos and videos, including Stories that disappear after 24 hours. This is an excellent feature for posting offers and discounts. People tend to take action when there’s a sense of urgency.
Meta owns Instagram and Facebook, so sharing content between the two is easy. Also, your ads will display on both networks when using the Meta Ads Manager.
YouTube
Your HVAC social media marketing strategy should include videos, so consider adding YouTube to your list of platforms. Many of YouTube’s 2.5 billion monthly active users seek out videos to learn about businesses and services, making it ideal for HVAC companies.
You can post short and long-form videos on YouTube, so you can upload everything from quick tips to in-depth educational videos. You can also advertise on other people’s videos with YouTube ads. Like Facebook, YouTube’s targeting options make it easy to reach your core audience. Plus, it lets you target ads based on people’s Google search histories. For example, you can target people searching for HVAC repairs or air conditioner installations. Using these targeting options, you’ll be able to reach people in all stages of the buyer’s journey.
X (Formerly Known as Twitter)
X, formerly known as Twitter, has 541 million monthly active users who share text updates, photos, videos, and GIFs. Standard marketing posts won’t cut it on X. Instead, you’ll have more success by monitoring trends and adding to those conversations. Let your company’s personality shine through when using X, but be careful. Conversations can get heated on X, so tread lightly.
TikTok
The majority of TikTok’s 1.5 billion monthly active users are 18-34 years old, but the platform’s becoming popular with the 35 and over crowd, too. Creators post short-form videos that range from dancing to tutorials. You can use the social media site to post videos on HVAC maintenance, little-known facts about air conditioners, and more. Tap into your creativity if you want to make a splash on TikTok.
2. Host Contests and Giveaways
You can engage your followers and expand your reach by hosting contests and giveaways as part of your HVAC social media marketing strategy. People like free stuff, even if it isn’t that expensive. Gift cards, free HVAC services, and branded merchandise are all excellent prizes and should drum up some excitement.
After choosing a prize, you’ll need to come up with the rules for entry. It’s important to set your contest up in a way that will help your HVAC company reach more people. You can accomplish that by having people like, comment, and share the post. That way, their friends will see the post and can enter the contest, too.
3. Offer Exclusive Discounts
You want your online followers to feel valued, and you also want them to schedule an HVAC service. Reach both goals at once by offering exclusive discounts for your social media followers. You can offer these discounts after hitting a milestone, such as your first 1,000 followers. This will add to the excitement, and you and your followers can celebrate together.
These discounts don’t have to be massive to work. Something as simple as 10% off can turn followers into customers.
4. Share User-Generated Content (UGC)
Social proof is one of the most powerful tools out there. People are more likely to trust your HVAC company if they see recommendations from others, even if they don’t know the people. Ask your customers for reviews and testimonials to post on social media. Once you get their permission, upload the posts so your followers can see that your HVAC company is trustworthy and provides stellar service.
5. Run a Targeted HVAC Social Media Ad Campaign
Extend your reach and increase conversions with targeted social media ad campaigns. You can target the ads by location, demographics, and interests. Remember that the more targeted your ads are, the fewer people you’ll reach. However, those you do reach will likely be interested in your company.
Starting a social media ad campaign might feel a little overwhelming if you’re new to online marketing. Dip your toes in the water instead of diving right in by boosting Facebook and Instagram posts. You’ll choose an existing post, set the targeting and budget, and let the social network do the rest. This only takes a few minutes to set up, and you’ll get a lot of exposure.
6. Maintain a Posting Schedule
Your social media accounts are kind of like HVAC systems. You need to maintain them to get the results you want. When it comes to social media maintenance, it’s important to post regularly to stay fresh on people’s minds. At the same time, you don’t want to post too often, or you could annoy your followers.
Use the following posting schedule:
- Facebook
- Two to five times a week
- Instagram
- Three to seven times a week
- YouTube
- Once per week
- Tiktok
- One to four times a day
You can stay on schedule by creating the posts ahead of time and adding them to a social media scheduling tool. Set the times and dates for the posts, and the tool will upload them on schedule.
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7. Weigh in on Timely Topics
While you can create posts in advance, don’t ignore timely topics related to the HVAC industry. For example, if a big storm hits your service area, hop on social media to remind your followers that you’re available to get their HVAC systems up and running again.
Also, remind your followers that you’re part of the community by posting about local events. For instance, if the local football team wins the championship, give them a shoutout on social media. When you show loyalty to your community, residents will show loyalty to your company.
8. Respond to Comments and Direct Messages
Social media has changed the way customers engage with HVAC businesses. Instead of calling, many customers send direct messages. Most consumers expect a response within the same day. If they don’t hear back, they might go elsewhere.
Comments usually aren’t urgent, but you should still respond quickly to build engagement. Responding shows you care about your customer base, which can lead to conversions.
9. Post Employee Photos
You can build trust with your audience by showing the people behind the brand. After getting your employees’ permission, post photos of them on social media. This is a fantastic way to:
- Introduce employees
- Welcome new employees to the company
- Highlight achievements
- Celebrate work anniversaries and other milestones
- Show off a job well done
10. Add Value With Videos
People watched an average of 17 hours of video a week in 2023. They aren’t just watching cute cat videos, either. Almost three-fourths of consumers watch online videos to learn about services and products. You can attract some of those viewers by posting instructional and educational videos.
For instance, a video on HVAC maintenance tips will educate your audience and build brand awareness. Include an email capture form or another call-to-action at the end of the video to boost conversions while educating viewers.
11. Stand Out With Infographics
People might scroll through text posts but usually stop when images catch their eye. You don’t need artistic talent to create infographics with Canva and other online tools. Come up with some interesting HVAC facts or tips, add images, and post them on social media. Be sure to include a call-to-action that encourages people to share the infographic.
12. Join the Fun With HVAC-themed Memes
Add some lighthearted fun to your social media marketing strategy by sharing HVAC-themed memes. Start by searching for trending memes so you can get in on the conversation. Put your spin on it with Canva or another tool before uploading it to your social media account.
This is a fun way to engage your followers, but make sure you don’t step over the line into offensive territory. It’s always a good idea to have a couple of people check over memes before uploading them.
13. Add Hashtags to Your Posts
You can broaden your reach on social media by adding hashtags to our posts. Hashtags are keywords that categorize your posts so people can find them easily.
Your posts will show up if people click on an associated hashtag or use the search function. With the right hashtag strategy, you can reach people ready to schedule HVAC services.
14. Track and Analyze Social Media Marketing Metrics
Keep track of your HVAC social media campaign’s performance by reviewing analytics inside the platform. The data has all kinds of useful information to help you optimize your campaign.
For example, you can see which types of posts are the most successful. Maybe your audience loves photos of your employees, or they can’t get enough of your videos on HVAC tips.
While you don’t want to overload their feeds with the same content over and over, you can develop your strategy around the type of posts they like the most.
The analytics will also tell you if your audience is more engaged on specific days or times. If so, share your best content on those days and times to optimize engagement.
15. Share Your Social Media Handles
People tend to trust companies with large social media followings, so grow your audience by sharing your business’s social media handles. Add social media handles to your email signature, website, and marketing materials.
You can also use your personal social media profile to spread the word. Your employees can do the same, and before long, your following will create the social proof you need to build trust with potential customers.
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HVAC social media marketing is one piece of the puzzle needed to grow your business. Put the final piece in place with Housecall Pro’s HVAC software. Our software automates processes, optimizes workflows, and improves customer service while saving you money. Sign up for a free 14-day trial of Housecall Pro to learn more about HVAC software solutions for your business.
