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An HVAC Technician's Guide to Social Media

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Social media can be used in a number of ways by HVAC companies. You can advertise your services, share customer reviews and testimonials, connect with members of your target audience, establish yourself as an HVAC industry thought leader, and more. In this blog, we’ll provide the inside scoop on everything you need to know about HVAC social media and how to make it an integral and beneficial part of your overall HVAC digital marketing strategy.

HVAC Social Media

HVAC social media is the process of using social media channels/platforms to share relevant and compelling content that engages your target audience, increases brand awareness, and converts HVAC prospects and potential customers into paying clients.

Before we review examples and tips for a successful HVAC social media strategy, let’s answer two commonly-asked questions.

What social media channels should you be on?

One of the first things that you’ll need to work through when getting started with HVAC social media marketing is determining which social media channels/social media platforms you should use.

Reference your customer personas in this step and ask the following questions:

  1. Where do our customer personas spend most of their time when on social media?

  2. Which channels/platforms are they most engaged on?

Due to their popularity today, you may uncover that your personas spend most of their social media time on Facebook, YouTube, and Instagram. You might also decide that you want to test out new channels — like TikTok — alongside your other social media channels.

Speaking of testing out new social channels and using several different channels at the same time, simplify this process by using a social media management tool, like Scorpion, which brings all of your social media channels and related data together in a single place.

What kind of posts should you do?

Once you know which channels you’ll be using, create profiles on any new social platform that you plan on posting to.

Then, think about the types of HVAC social posts you want to create and share. For example, if you determined that Facebook is going to be one of your channels, then maybe you plan on sharing video and image social content. Or if you’re using YouTube, you know you’ll be focused on video marketing through the platform. Again, think about your target audience — which types of posts do you think will resonate most with them? For example:

  • Images of completed HVAC work
  • Customer testimonials
  • Interviews with your HVAC technicians
  • Series of how-to/DIY social posts

You might also review your competitors’ social media presence — what types of posts are they sharing across channels and which are doing best among your shared audience?

In addition to thinking through the types of posts you’ll share in regard to their content, you may also consider whether you want to invest in paid social media advertising (also known as click advertising or HVAC PPC) — for example, HVAC Facebook Ads, Google Ads, or Google Local Service Ads. To make for a well-rounded HVAC marketing strategy that boosts your online presence, your social media marketing strategy should include a mix of paid ads and organic social posts (which are free).

The benefit of paid ads in social media marketing is that they ensure your HVAC social media content is shown to members of your target audience — including current customers and potential clients — when they’re active on a platform. The social channels have criteria that you can select from so your HVAC social media ads are displayed to the correct audience.

Whether you’re working to share unique paid or organic HVAC social media posts, get the external expertise you need from Scorpion. Through the platform, you can work with social media experts who are ready to help you create eye-catching social media content that social media users will want to engage with.

HVAC Social Media Examples

Next, let’s take a look at some examples of HVAC social media.

1. HVAC Social Media Example: Facebook

This Facebook post offers insight into what the HVAC company explains are the different ways to set up your HVAC system. They are educating individuals who are looking for a DIY project, establishing themselves as thought leaders in the space, and increasing their chances of engagement (since they’re linking to an article that visitors can click through to read).

2. HVAC Social Media Example: YouTube

Here are two examples of paid advertisements on YouTube. The two local HVAC companies that appear on YouTube when someone types in “HVAC Boston” pay to have their information shown to visitors to increase clickthrough to their website.

3. HVAC Social Media Example: Instagram

This HVAC Instagram post shows a view of a completed project — a heated driveway has been finished and now, the photo serves as a form of social proof. The HVAC company also alluded to other related services that they offer.

HVAC Social Media Strategy

An HVAC social media strategy is how you put all aspects of your HVAC business’ social media plan together. It also ties your social media posts and efforts to your overall HVAC marketing plan.

Here’s a high-level view of what your HVAC social media strategy should include.

Begin by selecting your social media channels and deciding on the types of HVAC social posts you’ll share — all of which we discussed above. Then, dive into the following steps.

Set HVAC goals and metrics.

Start by setting HVAC goals and metrics — what do you want to achieve on social media and how does it relate to your HVAC company’s overall business goals?

For example, if your HVAC business is hoping to increase the number of quality leads it brings in next month, create a SMART goal that’s social media-specific. “We will launch a four-week social media campaign that shares unique social content four times per week on Facebook to increase conversions next month by 2%.”

Search-engine optimize your content.

Search engine optimization (or HVAC SEO) is how your HVAC business’ content appears in search engine results when your target audience — including new customers and current clients — is searching for relevant business information. Local SEO is the process of doing that so customers in your particular geographic area see your information and website.

This is important because SEO and social media go hand in hand. If your HVAC social content is driving a lot of traffic, that builds credibility and authority around your brand — meaning search engines like Google will rank your HVAC business higher on the search engine results page. Likewise, the greater your online presence and brand awareness, the better your HVAC social content will do.

Here are a couple of ways that you can search engine optimize your website design and social media content to stand out from others in the HVAC industry.

  • Create a Google Business Profile (or Google My Business) that features your business information including contact details, hours, and location on a map as well as customer service reviews/Google Reviews.

  • Use a search engine ranking tool and marketing service like Scorpion which provides access to experts and artificial intelligence that help your HVAC brand move up in search engine ranking.

Create compelling and memorable social media content.

To drive engagement on social media, increase your social media follower count, improve brand awareness, and drive conversions, you need to create attention-grabbing and unique content. With so many HVAC businesses on social media, this is one way your brand can stand out as a thought leader and top HVAC brand. By focusing on quality content creation, you’ll maximize the impact of your social media content across the platforms you’re using.

If creativity isn’t your thing, get the support you need from Scorpion’s content experts — they’ll help you produce the noteworthy content you’re aspiring to publish. The best part is that you can repurpose this content — use it on social media but also embed it on landing pages, in emails, and more.

Review your success and iterate.

Always remember to track your goals and metrics. This will help your HVAC business measure success and iterate moving forward based on what you learn is working well and where there are areas for improvement.

Ask questions like:

  • Did we achieve our SMART goals? Why or why not?
  • Which aspects of our HVAC social media strategy were most successful and which didn’t work well?
  • How can we make adjustments moving forward to continue testing and learning from our decisions around our HVAC social media strategy?

By leveraging a social media management tool like Scorpion, you’ll be able to track all aspects of your HVAC social media strategy across channels in a single location. The platform makes it easy to collect insights and see what’s working, get notifications, and understand what your followers are saying about you on social.

Create Your HVAC Social Media Strategy

To help your HVAC company achieve its marketing and business goals, invest time and resources into an effective social media strategy. Your team will then be able to use social media as a means to engage existing customers and new prospects who are interested in learning more about your HVAC expertise and need your support in resolving their HVAC challenges.

 

Want to learn how Scorpion can enhance your HVAC company’s social media strategy?

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