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HVAC Social Media Marketing

Social media should be used to tell your story or the story of your business. It offers you a way to communicate directly with customers, unlike anything that has ever existed.

To create content that people want, simply think of the best ways to bring value. What should customers be doing on their own to prevent equipment damage? What signs should they look out for?

Share your experiences and expert advice to create a stronger connection than just a service provider.

Create an Epic Social Media Marketing Strategy

You might think that your HVAC company doesn’t need social media. Word-of-mouth and referrals have always worked just fine for you.

Here’s the most important thing you should take away.. Social media IS word-of-mouth. People will post somewhere online, “Hey anyone know a good HVAC guy?” It’s crazy for you as a business to actively avoid that conversation.

Does it seem daunting to start posting? Here’s our 8-step guide to start creating your SMM strategy.

Align your business goals to your SMM strategy
Step one is all about being S.M.A.R.T. By aligning your business goals and social media strategy, you are making your goals Specific, Measurable, Attainable, Relevant, and Timely.

This framework will help you understand data, and guide your decisions to ensure they lead to real business goals.

Every social platform has vanity metrics such as “Likes” on IG and Facebook and retweets on Twitter, but it can be difficult to track the ROI on these metrics.

Instead, think of goals you can actually track. For example, if your business goal is to grow the brand, your social goal should be to build awareness, and the metric you would use to track that is reach. If your business goal is to turn past customers into ambassadors, your social goal should be engagement, and the metric you use to track that is comments, shares, likes, and mentions.

Learn everything about your target audience
It starts with creating your buyer personas. Really diving into who your ideal customer is, what they like, what makes them engage with content (follow, share, comment, like), and what they want, will all help you turn these followers into actual customers.

Social media analytics is a great way to gather the data you need to target your customers. But the data analysis will likely come with a pretty steep learning curve. Instead, talk to everyone to get a real feel for your audience. Reply to every comment, every message, join other conversations.. be active in the online community.

Different social platforms provide different types of audience insights. It’s important to look at them all to better understand who your ideal customer is, and how to attract their attention.

Using these insights, you can increase your understanding of your ideal customer on social, and target ads directly for these customers. These ads will drive traffic, increase sales, and help you achieve your overall business goals.

Run a competitive analysis
Look at what your competitors are doing on social. This is a great way to see their strengths and find opportunities to stand out with their weaknesses.

Focus on your main competitors and analyze their social. Maybe you notice they mostly post articles on Facebook and do next to nothing with Instagram and Twitter.

Instead of creating DIY articles, take one of their DIY articles that performed well, and create a short DIY video. Share these videos on Facebook, Instagram, and Twitter.

Look for competitor weaknesses and content gaps, and use that to create unique content.

Run a social media audit
If you’re already on social media, take an honest look at what it’s doing for you, and what it’s not. Understand who likes your page and why with feedback from them. Learn what platforms your ideal customer is on. And lastly, how are you doing compared to your competition.

Go to excel or Google sheets and create a document. For each platform, you are on: social platform, your handle name, your mission statement, your KPIs, your best performing piece of content, and your audience demographic.

This audit should help you answer tough questions: Is my audience here? How are they using the platform? Is this account helping achieve my goals?

Set up or improve your accounts, and establish goals
Decide what social networks you want to be on after your audit. Each one should have a specific, different objective.

For example, Facebook will be used to target our ideal customers to increase sales. Another one could be: We will use Youtube to share quick DIY videos to establish our brand as the HVAC expert. If you don’t have a specific goal for each social platform, you should maybe put it on hold for now and come back to it later.

Research what profile fields, keywords, and size images you’ll need to create the best profile possible for each platform.

Get inspired
While it’s important to establish a unique social voice and presence, it’s perfectly okay to take some inspirational ideas from businesses that crush it on social.

Look at the brands you follow and try to understand why you love them. Maybe they are witty, they have a knack for turn a boring subject into colorful content, or something else.

What kinds of content are they sharing? Are they sharing mostly customer testimonials, nice visuals with funny one-liners, or educational videos with a twist?

Whatever you get inspired to create, make sure you keep the tone and message consistent. Your followers will appreciate it.

Create a content calendar
Create a posting schedule based on what times your content will have the most impact. Going back to insights on social platforms, you can see when your followers are most active. Post at those times. You could also test out different times to see the impact.

There should be a mix of content you share with your followers. You decide what that mix should be, but it should be set up to maximize your business goals.

You could use the 80-20 rule. 80% of your content should be focused on your social media-business goal objectives, while 20% of your content should be used to test out different content.

Measure, test, evaluate, adjust, and repeat
Create the content, and measure its performance using Google analytics and social analytics.

Evaluate the results: Did it do its job? Did it get you more followers? Did you get more shares or mentions? Did it increase visitors to your website’s blog?

By creating measurable social KPIs against your business goals, you’ll be able to adjust and improve your strategy going forward.

Google Analytics will show you what social platforms drove traffic to your website. It’s important to evaluate your results, learn from it and adjust your content moving forward. As they say, Rome wasn’t built in a day.

Does all of that like too much work?
How about this.. just get started. Pick the platform you feel most comfortable with and start posting daily, twice a day, three times a day; just start. You don’t need equipment, editors, graphics, just produce authentic content.

HVAC Retargeting

The first time someone visits your site there’s a high probability they won’t convert for a variety of reasons. Bounced traffic like this probably makes up the majority of your website traffic.

To keep your brand in front of these people, you retarget to them all over the web by using cookie-based technology. They strategically show your ads to help build trust and visit the site again to convert from visitor to customer. Take two minutes to watch the video for a detailed explanation.

This is an advanced strategy that can cost you a lot of money if it’s not done well. Before you get started, watch some tutorials on YouTube or SkillShare.

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Chris Grubbs

Marketing Manager · Brand Strategy · Paid Media
Content Development · Data Analysis