There is simply no denying that having a well maintained presence on social media is crucial for any HVAC, plumbing, or electrical contracting business. But with so much going on in business (especially during the busy summer months), it often falls to the back burner and becomes a chore rather than something that is actively managed. However, that doesn’t change the fact that you should be present on social media and have a cohesive presence across all of the different platforms that you are on.
But where should you start? With all of the noise on social media, it can be hard to understand where to begin when optimizing your accounts. In this article, we are going to share four easy ways to clean up your social media presence to ensure that you are putting your best foot forward.
Ensure You Have Consistent Branding Across All Platforms
This is probably the easiest place to start and is the first step of the process we take when auditing HVAC social media accounts. Open up all of your business social media accounts and take a look at the logo, cover photo, handle, etc. and make sure that you have consistent branding across each platform.
Here are the most common social media accounts HVAC contractors typically use (be sure to inspect all of them):
Why is it important to have consistency on all social media accounts?
You may interact and behave differently at a networking event than you would at the bar, but your personal identity is typically the same in both settings. The same concept applies on social media.
Though you may have a different tone & voice on each platform, it is important that you maintain cohesive brand identity.
You want to be explicitly clear to anyone and everyone who you are when they search for your company on social media. And if you have a different logo, cover photo, handle, page description, and website URL it may cause confusion for users.You may interact and behave differently at a networking event than you would at the bar, but your personal identity is typically the same in both settings. Click To Tweet
Clean Up Outdated & Off Brand Content
This action item can take a little more time–especially if you’ve been established on social media for a long time. For a lot of businesses, social media gets handled by “whoever can do it,” or they hop agency to agency for social media management. Unfortunately, most social media managers have different styles when it comes to graphic design and copywriting. So what happens is your social media accounts end up looking like a melting pot of designs and graphics that don’t follow a consistent style.
If you are serious about displaying a clean, cohesive brand presence, you’ll want to go through and remove anything that doesn’t align with your brand. And if you’re super serious about putting your best foot forward with your brand, I recommend that you solidify some brand standards so no matter who is creating your content, you’ll have specific guidelines for them to follow.
Ditch The Third-Party Link Page Services
This one drives me nuts. So forgive me if I get heated. Quit paying for services like LinkTree, Campsite, Milkshake, etc.
You have a website…put it to work and send traffic there instead!
Not only will this help improve your overall SEO, but you’ll be able to properly track social media traffic, and it can help remove an unnecessary expense.
Here is an example of what we use for our social media bio links:
By having a page like this set up on your website, you’ll be able to create an on-brand experience that can be tracked and updated whenever you want. Typically, we’ll use a specific URL for it such as https://rivaldigital.com/bio. But you can use whatever URL you see fit!
Come Up With A Strategy for Social Media
Tactics without strategy is the noise before defeat. The most important tip I can give you in order to improve your presence on social media is to sit down and come up with a strategy, or to partner with an agency that can help you develop a social media strategy.
Most often when contractors have a sloppy social media presence, it’s because there is no strategy driving the content. Rather, it’s just spray and pray.
So spend some time understanding your ideal customer and how they interact with brands on social media and then create a strategy that will resonate with their behavior.
If you need help with social media, contact us! Our team is here to help with all of your social media marketing needs.
Related Article: Social Media Post Ideas for HVAC Companies