In this day and age, social media is so much more than a place to post photos and status updates. It’s one of the most powerful business tools in the world, allowing companies of all sizes and industries to build their brand and reach customers in new, exciting, and profitable ways. All companies stand to benefit from social media, and those in the HVAC industry are no different. Far and wide, air conditioning and heating are thought of more as basic needs than luxuries; this means that your customers (present and future) don’t just want your services – they need them. Establishing yourself as a relatable, credible company is key to being the first-choice option for your new customers, and social media is one of the most powerful tools you can leverage to do that. That’s why we’ve put together our top 5 tips for leveraging social media for success in your HVAC business. Check them out below!

1. Have a Consistent Visual Brand

Visual branding is one of the most important steps toward forming an identity for your business – and communicating it to customers. Whether you’re sticking to the colors and fonts you’ve always used or ready to branch out into something new, the most crucial thing is to keep your brand identity consistent. That means uniformity on all signage, business cards, web pages, and – yes – social media.

Social media contributes to your visual branding in unique ways, because it incorporates images, videos, and graphics into that identity. For example, if your brand is all about reliability and professionalism, you’d probably want to stick to simple, straightforward fonts and muted colors for your logos. At the same time, the photos you post should convey this identity in their own way (for example, you probably wouldn’t want to post any photos of your team at a happy hour). Consistency between your brand’s visual identity and your social posts themselves allows your viewers to get a real feel for the values you bring to the table.

2. Use Various Platforms

In order to effectively leverage social media for success in your HVAC business, you have to be all over it – literally. Generally speaking, you want to have a presence on what we like to call the Big Three: Facebook, Instagram, and LinkedIn. This is important because each of these platforms has its specialties that, when combined, allow you to establish a cohesive, wide-reaching brand identity. Instagram is very image-based, which enables you to share photos of your team on the job and really solidify your visual branding. Facebook is an excellent way to share video, promotions, and more text-based posts that give viewers a feel for who you are. LinkedIn, on the other hand, is where you can share blog posts, awards, and business landmarks that establish your credibility and status as a leading provider in the HVAC world. By leveraging the individual power of each social network, you’ll have done wonders to establish your company’s digital presence.

3. Engage with Your Audience

The reason why social media is so powerful is that it allows you to form a more direct, conversation-based connection to your audience than you probably could through ads or pages on your website. Social media humanizes your company, allowing your audience to see the people doing the work instead of just fixating on the technical aspects of the work itself. Though the technicalities are important, the humanity is what establishes trust and builds long-term relationships.

Engage with your followers on social media by responding to comments, posting surveys and Stories, and even doing Live posts that feature members of your team. These take no time or money to do, yet they do wonders for making meaningful connections between your business and its followers.

4. Share Videos

Speaking of making connections, the most powerful tool you can leverage on social media is video. Over 100 million hours of video are watched every day on Facebook alone, and companies that use videos on social media receive 41% more web traffic than those that don’t. By sharing videos regularly on social media, you’ll be capitalizing on their power for building connections and incentivizing viewers to become leads.

5. Have a Posting Schedule – and Stick to It

Much like turning up high on Google searches or building an extensive referral network, social media success is highly dependent on your strategy. The foundation of that strategy is having a consistent posting schedule that’s made up of different kinds of posts. You want to circulate graphics, images, and video regularly on your social channels, making sure that the captions on each post are optimized for the social network you’re using at the time. Generally, it’s a good idea to publish posts about 3 or 4 times a week and to aim for having something on your Stories at least once a day.
When you leverage social media for success in your HVAC business, you open your company up to a digital world of opportunity for revenue growth and customer attraction. A successful social strategy is all about combining statistics and strategy with beautiful creative work. Want to use your social media platforms to grow your HVAC company (and learn about other ways to create a powerful digital marketing plan)? Contact Us to learn more.