The best HVAC social media marketing tips have the power to scale your business, convert new leads, and nurture the relationships you have with existing clients.
While using social media for your business might seem complex, it doesn’t have to be!
Using a personal social media account is similar to sharing content on a business profile.
At the end of the day, you want to share meaningful content with your followers.
This guide to HVAC social media will show you how to:
- Generate posts relevant to your clients
- Utilize short videos for selling more jobs
- Convince your happiest clients to write reviews
- Grow social media presence with hashtags
- Attract high-quality leads with social media advertisements
Keep reading for all the HVAC social media marketing tips you need to cultivate relationships with clients and scale your business.
1. Focus on the Best Platforms for Your HVAC Business
With the overwhelming amount of vastly different social media platforms available at your disposal, it’s important you choose which channels are best for you. After all, you’ll get better results when you focus on creating hyper-relevant posts for one or two platforms than to spread yourself thin.
As you’re deciding on the right social media platforms for you, take a look at which ones are working the best for your competitors. Generally, this is a good indication of what will be successful with your target market. For many HVAC businesses, building out a Facebook page is a good place to start.
Pro Tip! If you and your team don’t have enough time to dedicate to maintaining one or two social media platforms, then consider hiring a part-time executive assistant or office manager to manage it for you until you can afford to hire a full-time marketing or social media manager. Alternatively, you could hire a part-time social media manager or intern.
2. Set HVAC Social Media Marketing Goals
Set the right HVAC social media marketing goals to keep track of your progress, stay focused, and zero in on 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 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.
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. For this reason, it’s important to get into the habit of recording and analyzing your data every week.
When you stay updated on your data in real time, you’ll immediately see what HVAC social media marketing strategies are/aren’t working for your business.
Plus, you can keep track of your competitors to discover what is/isn’t working for them too.f you find that something is working remarkably well for them, then you can find a way to replicate and improve that strategy.
4. Create Posts Relevant to Your Clients
Many HVAC businesses make these two common mistakes on their social media business pages:
- They sell in EVERY post (forgetting to provide value).
- They generate content in EVERY post (forgetting to sell).
The key to a relevant business page is providing the perfect balance between sales and value-driven posts. To keep a good cadence, you should strive 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
- Promote your client referrals program and incentives
- Company news, events, or milestones
- Before and after pictures of your best work
- Anywhere you’re featured (news, websites, awards, etc… )
- Introduce new HVAC employees as well as anniversaries and/or employees of the month
Keep track of which posts your customers interact most with – soon you will know what works best! Also, don’t forget to keep track of posts that work well for your competitors. This will help you to find the best new ways to engage with your ideal clients.
5. Host Giveaways and Exclusive Offers
As we briefly listed earlier, giveaways and exclusive offers are great hyper-relevant posts for your clients. Customers love gifts and offers that make them feel special. As a result, your clients will feel more endeared towards you and will engage with you more on social media.
Plus, your giveaway doesn’t have to be complicated or extravagant either. Your giveaway can be as simple as a $100 Target gift card for the first 5 people that like, comment, and share your Facebook post.
An exclusive offer can be as simple as a free tune-up for the first 10 people who sign up for a new HVAC service or annual maintenance agreement. If you have it, it’s important to regularly remind your clients 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
The truth is that clients want to see proof of what your HVAC business can do for them. Sharing images of your employees and work will help increase credibility. Plus, pictures are one of the best ways to create a deeper connection with your clients. They make your brand and company more relatable!
Take a look at some of the best types of pictures you should post of your HVAC business:
- New employee picture
- Employee anniversary picture
- Employee of the month picture
- Before and after pictures of your best work
- Company events (Christmas parties, company barbecues, etc… )
Post these and other images to build loyalty with customers. The more loyal the customer, 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! Clients are 35% more likely to convert when they see a video versus a picture.This means a short one to three-minute video is a great way to get ideal clients to buy 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:
- Quick HVAC tips
- Client testimonials
- Your company story
- Quick advertisements
- An introduction to your company (your mission, what your company is all about)
These short videos are an excellent way to introduce your business and allow your clients to form a stronger bond with you.
8. Utilize Promoted HVAC Social Media Marketing
The goals you set in the earlier steps can be reached using both organic (unpaid) or promoted (paid) HVAC social media marketing.
Typically, organic posts are used to cultivate relationships with your existing clients and get leads interested in converting.Whereas, promoted social media ads are used to generate new leads or boost traffic to your website.
One easy way to take advantage of paid social tools is to boost your organic posts using a small amount of money. This will direct more leads to check out pages you are already posting organically.
9. Incorporate Your HVAC Social Media Handles into EVERYTHING
One of the best ways to grow your social media presence is by simply incorporating your HVAC social media handles into all your marketing materials.
Here are few places where you can incorporate your social media handles:
By sharing your social handles, your leads and clients will know where to engage with you online and learn about your business.
10. Ask Your HAPPIEST CLIENTS to Write You a Review
A common mistake many HVAC businesses make is by asking ALL of their clients to write a review.This could backfire, because you might get more bad reviews than good ones.
As a matter of fact, customers are 21% more likely to write a review about a negative experience than a good one. As a result, reviews appear to be really polarized with extremely great or extremely terrible experiences. That’s why your happiest clients will write raving, 5-star reviews while your angriest clients will write you scathing ones.
Because 63.6% of customers say they check reviews before making a purchase, you should only ask your HAPPIEST CLIENTS to write you a review.Here’s when to ask your clients for a review:
- Excellent survey response
- Verbal or email compliment on your services (or an employee)
- Happy social media comment raving about your services
By tapping happy customers, you’ll create a great 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 marketing platforms. You can post a screenshot or graphic of the quote to showcase the excellent reviews you’re receiving.
A Quick Word of Caution! If you choose to provide incentives for providing reviews, you must offer it to everyone (even the bad reviews) to avoid legal implications.
Pro Tip! Quickly drive the conversation offline to a private conversation when you get a bad review. As you evaluate the issue, try to keep your client’s perspective in mind and apologize for any negative experience/feelings the customer may have.
11. Respond to Direct Messages in Less than 24 Hours
You can help to develop a professional HVAC business with a great reputation by responding to direct messages in less than 24 hours (or in one business day or less).
Oftentimes, leads and clients 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 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, commonly used 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 can’t be too broad and need to be as specific so your leads and clients can find you.
13. Keep Up With the Latest Social Media Trends and Features
Keep up with the 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 newsletters you can sign up for:
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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 what your clients want top of mind.
Hiring a social media manager, photographer, and videographer are nice amenities to have at your disposal. However, it’s not necessary. Don’t wait until the day comes where you can afford to hire one of these positions to start utilizing social media.
YOU can start harnessing the full power of the best HVAC social media marketing strategies. Start using these l HVAC social media marketing tips to nurture relationships with your existing clients and convert new leads!