How to Use Social Media to Drive HVAC Sales?
In today’s business world, it’s well understood that social media is a key component of an effective marketing strategy. However, using social media to generate new clients can be easier said than done, especially when it comes to HVAC. Effective Media Solutions specializes in using social media to grow local HVAC companies. Read on to see some of the ways we can enhance your business.
SMO targets ideal customers
SMO, or “Social Media Optimization”, is an advanced technique that allows social media posts to most accurately target the demographics you wish to attract to your business. Using SMO, your posts on Facebook, Instagram, Twitter, and various other platforms are optimized in order to achieve maximum visibility among those individuals most likely to convert into new customers. In addition, closely-related SEO tactics can help land your company’s digital content on the coveted first page of Google search results. This is a critical factor in turning a search into a lead.
Share your business on social media
As an HVAC contractor, it’s important to remember that your business has a brand, and in order to grow your brand, it needs to be seen and talked about. That’s where social media comes in. When your social media accounts are followed, and when your posts are shared by followers, your brand awareness grows exponentially. And the ability to respond to and interact with these followers only amplifies the impression your brand makes. The key here is to post engaging, entertaining and impactful content. Quantity is important, but it should be quality relevant content.
Real time HVAC marketing
One of the most unique and significant aspects of social media marketing is that it’s live. Unlike traditional advertising, posts on social media are more conversational and organic in nature. This makes social media the ideal avenue for growing an HVAC business. Customers are likely to choose, and keep, their HVAC provider based on the level of trust they feel with the contractor. Social media allows for a level of authenticity that isn’t achievable through other promotional efforts. For instance, you can post a “5 Tips to Stay Safe When the Power Goes Out” blog when a storm causes power outages in your local area. Also, you can respond in real time to comments and questions on your social media pages. This gives your brand a genuine personality that is likely missing from many of your competitors, and this human touch could be the difference that causes a customer to choose your company.
Tracking the results – Measuring R.O.I.
This is where the rubber meets the road….so to speak. Growing likes and followers is great, and it makes you feel good as the business owner. But does it really drive business for contractors? I think you would be surprised! By installing the proper tracking code on your social posts, you can really show the Return On Investment with Social Media. You can determine exactly which posts or videos generated traffic to your site. You will be able to see which leads converted into customers!
Does your company need a boost in the Social Media department?
Follow our blog for more helpful advice on how to grow your HVAC business!
Will Young
Social Media Director/Blog Writer
wyoung@myeffectivemedia.com