Temperatures are dropping, and HVAC’s second busiest season of the year is on the come up! In our recent blog “Preparing for HVAC Busy Season: Maximizing Your Business’s Capacity,” we highlighted the importance of boosting your social media presence to make the most of the seasonal rush, as it’s a cost-effective measure that helps to quickly reach a large audience who is looking for services just like yours. However, there’s a myriad of ways in which your company can “be more engaged on social media.” That’s why we’re posting this blog– to dive deeper into some top strategies to keep your business one step ahead online.

Understanding the HVAC Busy Season and Social Media Impact

Key Social Media Platforms

Making Posts: Content Ideas That Work

Leveraging Paid Advertising on Social Media

Understanding the HVAC Busy Season and Social Media Impact

Customer demand surges for HVAC businesses in the summer months (for cooling services) and in the winter months (for heating services). As the months get colder, there will undoubtedly be more and more prospective customers looking for HVAC services in their communities. As previously noted, social media is a cost-effective tool that aids in reaching that very audience.

Social media is effective because your prospective clients search and scroll through various social media channels each and every day. That being said, your business should be a part of that everyday process of your audience. When you tailor your social media content to address customer needs and their specific pain points, you target an audience that knows exactly who to call when their heater malfunctions.

Key Social Media Platforms

In today’s digital world, it kind of feels like there’s a new social media channel that crops up each and every day! Instead of spreading your efforts thin and trying to be active on each and every social media, focus your efforts on anywhere between one and three platforms. That way, you’ll have an easier time keeping up with messages and comments from your audience (more on this later). Below, we’ve compiled a list of 2024’s most popular social media channels for businesses. Think of a few channels you want to be active on, and start creating your HVAC business’s accounts.

Facebook – about 3.05 billion monthly active users

Facebook’s been around for quite some time, and it still remains the largest social media platform in the game with approximately three billion monthly active users. This could be due to the fact that this social media channel offers several diverse content formats (photos, videos, reels, etc), targeted advertising options, and community engagement through Facebook Groups. Several HVAC businesses start with a Facebook business page not only for posting, but also as a hub for contact information, customer inquiries, and customer interactions.

YouTube – about 2.5 billion monthly active users

Not typically perceived as a social media channel, YouTube is the second most popular social platform for businesses. While it’s true that people love video when it comes to explanations, part of this could be due to the fact that video plays a serious role when it comes to consumers’ purchasing decisions. According to a survey by wyzowl, “87% of consumers say video impacts their trust in a brand.” Businesses have been leveraging this statistic to their advantage for quite some time now! You can use YouTube to post ads, how to’s, and even for introducing your team.

WhatsApp – about 2.78 billion monthly active users

A social media platform primarily used for messaging, WhatsApp Business takes the cake when it comes to customer service and direct communication with customers. This becomes increasingly important when you consider the rise in text as a method of communicating with businesses! Your HVAC business can use WhatsApp to respond to customer inquiries, send updates, and build up customer relationships.

Instagram – about 2 billion monthly active users

Instagram is a platform that offers content in the format of photo and/or video. Being that consumers are so visually-driven nowadays, this is a great platform for posting pictures of completed work, videos of your work in action, or even for informing your audience of specials and discounts. Similar to Facebook, this platform also offers opportunities for paid advertising.

TikTok – about 1.67 billion monthly active users

Since COVID-19, TikTok has experienced significant growth. Though usually associated with the youth, people of all ages enjoy and scroll through the app’s variety of reels. From funny videos to engaging how-to’s, TikTok is an exceptional way to potentially “go viral.” Your HVAC business can use this platform for showcasing simple HVAC tips and to make your audience laugh. Humor is an exceptional way for your audience to remember your business.

X (formerly Twitter) – about 611 million monthly active users

X is awesome for brand announcements and real-time customer engagements. Being that text posts can only be up to 280 characters on this platform, it’s great for short bursts of information (wherein you can also attach photos and/or videos). To stand out on X, it’s important to let your HVAC business’s personality shine through the use of humor and gifs.

Making Posts: Content Ideas That Work

Now that you have your HVAC social media accounts set up, it’s time to start posting! Don’t be shy or worried, every account starts with a grand total of zero followers, and hashtags can be your best friend when it comes to gaining visibility. Most certainly, only time will tell which sort of posts are most effective for your business and which aren’t. You can always adjust what you post overtime, but it’s important to start posting now so that your online presence is more established when the winter busy season rolls around! Here’s a few ideas for what you can post to your new social media accounts.

Educational Content

Providing your audience with HVAC tips, reminders, and how-to’s shows your prospective customers that you know what you’re talking about. When you share your knowledge, you pose your business as a field expert, letting them know that your business is knowledgeable and reliable.

Behind-the-Scenes Content

Nothing will make your business stand out more than showing off its unique personality. People want to see the sort of people they’ll be dealing with when they book with your HVAC services! Whether you capture your employees hard at work, provide a look-see into your vehicles or offices, or capture your techs being silly, you’ll be more memorable than businesses who don’t elect to share this sort of content.

Customer Testimonials

According to Center_AI, “93% of consumers admit that their choices are shaped by other people’s reviews.” When you post customer reviews, you let your audience know that you have a solid operation going on. This could influence them to reach out to your business and book with you in the long run.

Promotional Content

New service package? Holiday discounts? What about offering a new loyalty program? Everyone is always looking to get the most bang for their buck! When you share promotional content, you inform your audience of the unique offerings of your business.

Insightful Comments

Though this is the last point in this content section, it’s certainly not the least! While it’s crucial to post directly from your account, it’s also important to leave thoughtful comments on others’ relevant posts. Does someone have a general HVAC question? Maybe someone posted asking for suggestions for HVAC businesses in your area. Leave comments where your business’s input could be helpful. This not only helps the person who initially posted, but it’s another way for your business to gain visibility.

Leveraging Paid Advertising on Social Media

Some social media channels offer opportunities for paid advertising and/or for boosting posts. Instead of simply posting with hashtags and overtime landing on the feeds of your audience, paid advertising guarantees that you reach specific demographics in your community.

Platforms like Facebook and Instagram offer advanced targeting options, enabling you to reach audiences based on location, interests, and even past behaviors, such as searching for HVAC services. With paid ads, you can promote seasonal discounts, highlight emergency services, or offer maintenance tips to ensure your brand stays front of mind. Additionally, boosting high-performing previous posts can increase visibility and engagement, driving more traffic to your website or booking page. At the end of the day, paid advertising accelerates lead generation, maximizing your marketing efforts.

Conclusion

In conclusion, social media offers a powerful way to increase your HVAC business’s visibility– which can prove highly beneficial when it comes to either of your busy seasons! By posting content with intention—whether it's educational tips, behind-the-scenes videos, or special promotions—you can effectively engage potential customers and turn them into loyal clients. Be strategic in choosing the platforms that best suit your audience, and create posts that truly resonate. Don't forget to explore paid advertising to amplify your reach and impact. The key is to start now—building a strong social media presence takes time, and the more established you are before the winter rush, the better!