Techniques to Ramp Up Your HVAC Social Media Marketing
Are you looking for ways to ramp up your HVAC social media marketing? We’re glad you asked!
Social media’s role in marketing has become increasingly bigger. Not only can it help improve your brand’s off-page SEO, but it can also provide you with some of the most reliable tools to promote your business. And since around 4.62 billion people now use social media, it offers a sizable market for your business to tap into as well.
So make sure your overall HVAC marketing strategy includes a decent social media marketing gameplan. And to guarantee your efforts bear fruit, try the techniques listed below!
Set SMART HVAC Social Media Marketing Goals
For any HVAC social media marketing plan to work, it needs to be tied to the right goals. So before anything else, you need to define the objectives you want to achieve when building your social media campaigns. And to make sure it stays grounded and attainable, you need to keep those goals SMART (Specific, Measurable, Attainable, Realistic, and Time-Bound).
At the same time, you need to pick the right time to start achieving those goals. Most marketers recommend doing so at the start of the year, so you can follow suit if you like. Just make sure the timeframe you set is realistic enough that it will give you enough time to achieve your objectives without procrastinating. Also, you should set up regular check-in points throughout the timeline so you can track your campaign’s progress.
Speaking of which, you should create a spreadsheet of your goals so you can track your progress more effectively. For best results, separate your objectives by week, month, quarter, and year. Say you want to gain more likes or followers on Facebook for example. Start by deciding how many likes or followers you want your page to gain every week (let’s say you want 10), then work your way from there. Then write it on the spreadsheet as follows:
- Weekly: +10
- Monthly: +40
- Quarterly: +120
- Yearly: +480
Pick the Right Social Media Platforms
Not all social media platforms are created equal, and some can bring more value for your HVAC business than others. So don’t overextend yourself and create too many social media handles. Instead, pick the best ones that will help you increase brand awareness, generate new leads and build reputation for your HVAC company.
That being said, Facebook, Instagram, Twitter, and YouTube are the top four social media platforms that enjoy the highest traffic globally. Below are some stats you might want to know:
- According to Backlinko, around 1.9 billion people are active on Facebook everyday.
- In another article, Backlinko says around 500 million users are active on instagram everyday.
- Meanwhile, Oberlo asserts that there are 192 million active Twitter users everyday.
- And according to Global Media Insight, YouTube enjoys more than 2.6 billion active users everyday.
These numbers make Facebook, Instagram, Twitter, and YouTube a great place to market your HVAC brand. So in case you’re having trouble deciding which social media platforms to pick, you should start with these four.
Create Eye-Catching Facebook Ads
As the biggest social media platform today, Facebook is a great place to promote your HVAC brand, build a community of loyal customers, boost traffic for your website, and ultimately increase your HVAC business’ profit. So alongside fun, informative posts, better include making eye-catching Facebook ads in your HVAC social media marketing plan.
Now in a previous article, we talked about a few tips that will help you maximize your air conditioning advertising on Facebook. The first technique we discussed was to try Instant Experiences. Formerly known as Canvas, Instant Experience offers “a full-screen ad experience built for bringing brands and products to life on mobile.” To put it more simply, it’s an ad that loads and occupies a mobile device’s entire screen once a user taps on it. Extremely flexible, you can add any medium you want in it to promote your HVAC business.
Alternatively, you could try making Facebook carousel ads. This ad format allows you to showcase up to ten images or videos (each accompanied with its own link) within a single ad. Through it, you could enjoy more creative room when making the ad, allowing you to tell your brand’s story more effectively by highlighting different products or showcasing details about a specific one.
Promote Your HVAC Business on Instagram
If you’ve chosen Instagram as your HVAC business’ main social media network, then you should milk it for all its worth. And we’re not just talking about making high-performing Instagram ads. There are plenty of other ways to promote your HVAC brand on Instagram, too.
For starters, you could create fun HVAC-related posts or stories. A great example is the before-and-after post. Take a photo of an HVAC system that needs repair. Then after you’re done fixing it, take another picture. Then show them side by side in a post (or you can simply upload it in an album). You can even be creative about it by turning the still images into vibrant short videos!
Another fantastic way to promote your HVAC business on Instagram is by taking advantage of user-generated content (UGC for short). UGCs have a way of putting your clients front and center. By including it in your HVAC social media marketing campaigns in Instagram, you’ll let them tell your brand’s story for you. The best part is, consumers find UGCs more trustworthy than ads, deeming them unbiased and genuine.
Build a Presence on Twitter
Through Twitter, you’ll be able to build a strong following for your HVAC business, as well as provide timely customer service to your regular clients. What’s more, the social network helps you stay connected with what’s currently happening in the world. This will enable you to learn the latest, real-time trends in the HVAC industry and invest in social listening.
So if you can, build a presence on Twitter for your HVAC brand. Start by using Twitter’s Custom Audiences so you can get your Twitter ads straight to your target audience. Custom Audiences has three main features:
- Lists. Allows you to target specific users uploading a list of their email addresses or Twitter usernames.
- Website Activity. Allows you to target anyone who has recently visited your website. This data can be collected using Twitter’s website tag (which is available through Twitter Ads).
- App Activity. Allows you to target people who have taken a specific action in your app (e.g., installs or sign-ups). With conversion tracking, you’ll also be able to collect data on anyone using your mobile app.
You should also consider adding Twitter cards on your HVAC website. Twitter Cards are simply a type of Tweet that allows you to display more information than the standard Tweet. Aside from helping your HVAC business become more visible on Twitter, it will add personality to your Tweets, too. These will eventually lead to more followers, increased brand awareness, and better client interaction.
Create Videos and Shorts on Youtube
Videos are great storytelling tools, which is why a lot of consumers tend to favor them over other marketing materials. Entertaining, educational, and inspiring, it will bring your HVAC brand to life in ways mere words couldn’t, allowing you to promote it more effectively. And when it comes to video marketing, no other social media platform will help you out better than Youtube. So start your channel there if you haven’t yet, and fill it with great video content for everyone to enjoy.
One of the easiest ways to leverage Youtube for your HVAC business is through influencers. By working with these online personalities, you’ll be able to get word of your HVAC brand out even if you don’t have your own channel or videos. That’s because all of that will be provided by the influencers themselves. Bear in mind, though, that influencer marketing is not without its hiccups, so you should still be careful before dabbling with it.
But if you want to test uncharted waters, you should try Youtube Shorts. Made to rival TikTok, it will enable you to create catchy short-form videos for your target audience. And while it’s still in its beta stage, it will definitely help you get your prospective clients’ attention and ramp up your HVAC social media marketing.
Turn Your Best Content and CTAs Into Graphics
People like consuming information one small bit at a time. So if you want to catch their attention more effectively through social media, try turning some of your best content and CTAs into graphics.
Aside from making your content easier to digest, doing this will help you get new people to view any old content you may have. For example, let’s take a look at one of our previous pieces, 8 Fantastic HVAC Advertising Ideas to Try Out. Below are the eight subheadings listed in the article:
- HVAC Tutorials
- Email Advertisements
- UGC Hashtag Contests
- Funny Video Ads
- Witty Printed T-Shirts
- Creative Business Cards
- Unique Ambient Ads
- Good Old-Fashioned Printed Posters
Take these subheadings and their key takeaways and place each of them in a photo. With tools like Canva and Adobe Photoshop, this will be a relatively simple task. Once you’re done, you can publish it on your social media handles.
Take Advantage of Hashtags
Hashtags play an important part in social media marketing. It helps make your social media posts easier to discover, thus giving your brand more exposure. It will also give you a glimpse of your potential customers’ interests (provided you use the right hashtags of course). And it’s very versatile; aside from the four social media networks discussed above, you can use it on LinkedIn, TikTok, and Pinterest, too! So better make sure all your posts come with the appropriate hashtags.
That being said, you should avoid overusing hashtags. Otherwise, you could end up putting off your potential customers instead of hooking them in. Below are some hashtag tips to follow for certain social media networks:
- For Twitter. Use only two hashtags per tweet to avoid going past the character count restrictions.
- For Facebook. Use only two hashtags, one popular hashtag that’s used by everyone and one custom hashtag that’s unique to your brand.
- For Instagram. Use up to nine hashtags per post for best engagement results.
And since we’re already on the topic of hashtags, why not invest in a few hashtag analytics tools as well. Aside from helping you find the best hashtags for your HVAC business, they’ll help you track your campaign’s progress, too (which could prove useful if you want to make adjustments midway). Some of the best hashtag tools to consider include:
Create a Social Media Calendar
Of course, this list won’t be complete if we don’t mention creating a social media calendar. No social media campaign will be able to succeed without it. It helps you keep track of what’s working (and what isn’t), keeps your channels on schedule when posting, and prevents you from focusing on one platform at the expense of another, among many things. So before trying the techniques on this list (minus the goal setting and picking the right platform), make sure you make a decent social media calendar you can follow.
Now if you’re new to social media calendar making, there are plenty of templates out there that will help you get started. For instance, Hubspot has a nice Content Calendar Template you can use to schedule your social media posts while simultaneously keeping an eye on your business’ events, holidays, and what-not. The best part is, it’s free and you can use it alongside Microsoft Excel.
Alternatively, you can make your own personal social media calendar using Google Sheets. Though harder than relying on a pre-made template, doing this allows you to customize your calendar as you see fit.
Step Up Your HVAC Social Media Marketing
HVAC social media marketing can be challenging, especially for beginners. Through the techniques listed above, though, you’ll be able to give your campaign the advantage it needs to win more customers for your HVAC business.