HVAC social media marketing has the power to increase brand recognition, convert new leads and nurture relationships with your existing customers.
And using social media for your HVAC business isn’t as complex as it seems.
If you’ve used a personal social media account, sharing content on a business profile is quite similar.
At the end of the day, it’s all about sharing meaningful content with your followers.
This HVAC social media guide will show you how to:
- Generate posts relevant to your clients
- Use short videos to help sell more jobs
- Grow a social-media presence with hashtags
- Convince your happiest clients to write glowing reviews
- Attract high-quality leads using social media advertisements
Keep reading for the best HVAC social media marketing tips that will help you create relationships with clients, build brand awareness and grow your bottom line.
1. Identify the Best Platforms for Your HVAC Business
There’s so many social media platforms available. It’s easy to feel overwhelmed choosing the right ones for your HVAC business.
And you don’t want to overextend yourself by creating too many profiles. After all, you’ll get better results when you focus on creating hyper-relevant content for just a few platforms rather than spreading yourself thin.
As you decide on the right social media platforms to showcase your brand, take a look at which ones work best for your competitors. Generally, this is a good indicator of what will reach your target market.
Many HVAC businesses choose to start by building out a Facebook business page. This type of page can function as a hub of contact information and customer service for existing customers, as well as an easy-to-find, and searchable directory listing for potential customers.
Pro Tip! Don’t have enough time to dedicate to maintaining a consistent presence on one or two social media platforms? Consider hiring a part-time executive assistant or assign the task to an office manager until you can afford to hire a full-time marketing or social media manager. Alternatively, you could hire a part-time social media manager.
2. Set HVAC Social Media Marketing Goals
Well-defined HVAC social media marketing goals will help you keep track of your progress, and reveal the most effective strategies.
We recommend creating a spreadsheet to track your progress with these goals in mind:
- Weekly goals
- Monthly goals
- Quarterly goals
- Annual goals
Take a look at some basic examples of goals you can set:
New Facebook Likes/Followers
- Weekly: +5
- Monthly: +20
- Quarterly: +60
- Annually: +240
Facebook Clicks (to your HVAC website)
- Weekly: 15
- Monthly: 60
- Quarterly: 180
- Annually: 720
Facebook Interactions (likes, shares, comments, and etc… )
- Weekly: 5
- Monthly: 20
- Quarterly: 60
- Annually: 240
Setting goals will give you a great foundation to begin tracking your progress. However, you must continuously evaluate your data to add or remove metrics that are most relevant to you. For example, once you build up your followers, it might be best to shift your attention to encouraging more post interactions (i.e. likes and shares).
3. Improve Your Marketing Strategies With Data Tracking
Once you’ve set your goals and chosen a free social media scheduling tool, you must consistently evaluate the data to discover the most effective strategies and realistic goals. For this reason, it’s important to get into the habit of recording and analyzing your data every week.
Keeping an eye on your analytical data will immediately reveal what HVAC social media marketing strategies work best for your business.
Plus, you can keep track of your competitors to discover what is and isn’t working for them too. If you find that something is working well for them, then you can find a way to incorporate and improve that strategy.
4. Create Posts Relevant to Your Customers
Two common mistakes on HVAC social media business pages:
- Focus only on selling without providing value
- Generate content without ever including a sales proposition
The key to a relevant business page is providing the perfect balance between sales and value-driven content posts. To keep a good cadence, you should aim to post 5 to 7 times per week on Facebook and LinkedIn and once a day on Instagram.
Here are some examples of relevant posts your clients care about:
- HVAC maintenance tips
- Your blogs (if applicable)
- Company volunteer work
- Deals and exclusive offers
- Great reviews or testimonials
- Company news, events or milestones
- Before and after pictures of your best work
- Client referrals program and incentives
- Anywhere you’re featured (news, websites, awards, etc.)
- Introduce new HVAC employees as well as anniversaries or employee achievements
Keep track of which posts your customers interact with most. Soon you’ll know what works best! Also, don’t forget to keep track of competitor posts that perform well. This will help you to find new ways to engage with your ideal customers.
5. Host Giveaways and Exclusive Offers
As we mentioned earlier, giveaways and exclusive offers are great content ideas to generate customer interest.
Everyone loves gifts and deals on products and services they’re already considering. Plus your customers will feel more engaged with your brand and will potentially create buzz about your company on social media.
Plus, your giveaway doesn’t need to be complicated or extravagant either. You can consider something as simple as a $100 Target gift card for five random people that like, comment and share your Facebook post with their friends.
An exclusive offer might be a free tune-up for the first 10 people who sign up for a new HVAC service maintenance agreement. It’s important to regularly remind your customers of the completely exclusive offer that only existing clients can engage in – a client referral offer.
Also, don’t forget to check your HVAC prices and profit goals to determine how much budget you have for giveaways and exclusive offers (you can easily do this in FieldEdge).
6. Post Pictures of Your HVAC Business in Action
Customers want to see proof that your HVAC business can perform well for them. Sharing images of your employees and completed work will help prove your credibility.
Plus, pictures are a great way to create a deeper connection with your clients. Images of your staff in action will help make your brand and company more relatable!
Examples of the best types of pictures to post on your HVAC social media include:
- New employee pictures
- Employee anniversary pictures
- Employee of the month pictures
- Before and after pictures of your best work
- Company event pictures (Christmas parties, company barbecues, etc.)
Post these and other images to build familiarity with customers. The more customers get to know you, the less likely they are to switch to your competitors.
Download our FREE HVAC Hiring Guide to find the best employees for your business!
7. Use Short Videos to Show Off Your HVAC Business
Fun Fact! Potential customers are 35% more likely to convert into paying customers when they see a video versus a picture. This means a short one- to three-minute video is a great way to get ideal customers to book your HVAC services.
Here are a few platforms you can post your short videos on:
- Instagram (IGTV, ads)
- Facebook (organic, ads)
- Your HVAC business website
Take a look at a few engaging HVAC video ideas for your business:
- Basic HVAC tips
- Quick advertisements
- Customer testimonials
- An introduction to your company (your mission, services, history and ideal customer)
These short videos are an excellent way to introduce your business and allow your customers to form a stronger bond with you.
8. Use Promoted HVAC Social Media Marketing
Reach the goals you set in the earlier steps by using both organic (unpaid) or promoted (paid) HVAC social media marketing.
Typically, organic posts help cultivate relationships with your existing customers and get leads interested in converting. However, promoted social media ads can be used to generate more new leads or boost traffic to your website.
Take advantage of paid social tools to boost your organic posts using a small amount of money. This will direct more potential customers to check out your organic posts.
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9. Include Your HVAC Social Media Handles EVERYWHERE
Simply including your HVAC social media handles on all your marketing materials is one of the best ways to grow your social media presence.
Here are few places where you can add your social media handles:
Sharing your social handles will help your customers to know where to engage with you online and learn about your business.
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10. Ask Your HAPPIEST CUSTOMERS for a Review
Many HVAC businesses make the common mistake of asking ALL of their clients to write a review. This tactic could backfire because you might get more critical reviews than good ones.
As a matter of fact, customers are 21% more likely to write a review about a negative experience than a positive one.
As a result, reviews can appear to be polarized with either extremely great or extremely terrible experiences. That’s why your happiest clients will write raving five-star reviews while your angriest clients will write scathing one-star screeds.
Since 63.6% of customers say they check reviews before making a purchase, you should only ask your HAPPIEST CUSTOMERS to write a review. Here’s when to ask your clients for a review:
- Excellent survey responses
- Verbal or email compliments on your services (or an employee)
- Happy social media comments raving about your services
By reminding happy customers to leave reviews, you’ll create a winning strategy for gaining great reviews and burying the bad ones. Also, don’t forget to share your great reviews on all of your HVAC social media platforms. You can post a screenshot or graphic of the quote to showcase the excellent reviews you’re receiving.
A Quick Word of Caution: Do not offer incentives for providing reviews!
Pro Tip! Follow up on the specifics of a bad review in private. Keep your customer’s perspective in mind as you evaluate the situation and apologize for any negative experience.
11. Respond to Direct Messages in Less than 24 Hours
Develop a great reputation as a professional HVAC business by responding to direct messages in less than 24 hours (one business day or less).
Oftentimes, leads and customers will send direct messages asking questions about your services, which is a great chance to get them to convert. In your response, give them your call-to-action with the next step you want them to take (i.e. call to schedule a service visit or estimate, fill out a form, etc.).
In order to streamline this process and keep up with your messages, you may use chatbots to auto-send replies during off hours.
For example, Facebook has a feature where you can set your office hours. This way, when you’re closed for the weekend, Facebook will auto-send a response that somebody will be back in touch during business hours.
12. Grow Your HVAC Social Media Marketing Presence With Hashtags
Relevant hashtags are a great way to make your business page discoverable on social media. Use hashtags to allow leads to find you and give clients a way to keep track of related posts and campaigns.
Effective hashtags are easy to create! You can create hashtags as simple as #dallashvacbusiness, #dallashvacservices, #dallashvacrepair, or #[yourcity][(hvacbusinessname)].
As a general rule of thumb, look at which hashtags are most popular in your area for HVAC services. Also look at which hashtags are working for your competitors.
You can search for hashtags on many social platforms to find relevant tags. Keep in mind, your hashtags shouldn’t be too broad and need to be specific so your customers can find you.
13. Keep Up With the Latest HVAC Social Media Trends and Features
Keep up with social media trends and new features to ensure you’re maximizing your HVAC business’ potential for social media presence growth.
One of the easiest ways to stay updated is to sign up for social media newsletters.
To help get you started, these are a few of the most popular social media newsletters:
- Sprout Social
- Social Media Examiner
And keep track of your HVAC social media marketing efforts by using the best cloud-based field service management platform available. FieldEdge offers in depth tracking and reporting features for all of your active marketing campaigns.
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Use These HVAC Social Media Marketing Tips to Grow Your Business NOW
Social media is a powerful, cost-effective tool you can use to quickly grow your business.
As you develop your own social media plan and calendar, remember to keep your customers’ needs top of mind.
Hiring a social media manager and/or photographer is the best case. However, it’s not necessary. Don’t wait until the day comes when you can afford to hire one of these positions to start using social media.
You can NOW harness the full power of the best HVAC social media marketing strategies. Start using these HVAC social media marketing tips to nurture relationships with your existing customers and convert new leads!