Social media is a powerful marketing tool for any business, but it’s particularly valuable to local HVAC companies and similar home service providers. You run a business that people invite into their homes. Customers want a sense of familiarity. Social media lets you deliver it and even allows you to start building relationships with prospective clients that you haven’t even met yet.
1. Share Educational Content
Avoid presuming that any particular social platform will be good or bad for your local HVAC company. Give many different platforms a chance, and you can then focus on the ones where you achieve engagement. Be creative with your content as well. Try new approaches, and attempt to weave all your content together. Before-and-after pics, for instance, may lead someone to DIY articles that keep them coming back.
Educational content is among some of the most successful for HVAC companies. Many homeowners search for it, and the search engines often drive them to local sources when possible. Energy-saving tips, problem-solving advice, and discussion of new technologies are all a big hit. You may notice a lot of competition out there, and there is. But don’t fret. If you deliver high-quality content with a skilled voice, it will get the attention it deserves.
2. Localize Content and Target Seasonal Opportunities
Don’t worry about creating content that scores well for general search queries. Localize your content as much as possible. Consider heat pumps, which are gaining market share at a phenomenal rate. Homeowners are interested in them. They have many questions, and often, their questions are shaped by where they live. There are different considerations, for example, for the homeowner shopping a heat pump in the southeast rather than the northeast.
Plan your content seasonally as well. Early fall is an excellent time to explore topics related to fall heating tune-ups. Winter is a great time to discuss lowering your heating bills while remaining comfortable. When spring arrives, you can shift gears toward spring maintenance. That’s also an excellent opportunity to work in that special you’re running on AC tune-ups.
3. Promote Successful Jobs and Customer Testimonials
Potential customers love references, but many won’t go out of their way to ask for them. That’s especially true when it comes to maintenance and small repairs. Platforms like Nextdoor and Facebook are a great way to show off completed jobs with your customers’ permission. If you get a particularly glowing review on Google or somewhere else, use your other social media accounts to showcase it. Even negative reviews can be an opportunity. Perhaps you’ve worked with a client to turn dissatisfaction into a four-star review. Sharing that with others shows them you’re willing to do what it takes to earn customer satisfaction.
Other Opportunities
These are just several ways you can market your HVAC company through social media. Another idea is to run giveaways, such as free seasonal tune-ups. It’s an opportunity to generate goodwill while reaching new potential customers. You could also distribute industry news, make videos that answer common homeowner questions, and show off behind-the-scenes happenings.