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Field Notes

Do HVAC Companies Really Need Social Media?

Published on June 22, 2023
Using social media

Not too long ago, residents and commercial property owners only had the Yellow Pages at their fingertips for emergency HVAC services. Now, dozens of digital platforms make it easier to type in specific keywords and compare companies, rates, and services. Not only is this a leading reason social media for HVAC companies is vital; it’s also why yours should be the cream of the crop.

A strong image is the key to lasting success. Below, you’ll learn the top ways to build a social media presence and how a robust online image can benefit your HVAC company.

Why Should You Create A Social Media Presence For Your Company?

Below we have listed three reasons you should utilize social media to your advantage for your company.

Increase Traffic With the Right Target Audience

To most, posting on social media means connecting with others and sharing snapshots of daily life. But while the average person’s target audience is family and friends, your HVAC company can use posts to reach those looking for heating and cooling services.

Once you uncover your key demographic according to location, age range, and interests, you can reach your desired customer base via Facebook, Instagram, or TikTok to advertise your benefits and generate leads.

According to LinkedIn, about 200 million social media users click on at least one business recommendation they receive daily. That means there’s a good chance contacting the right people leads to clicked-on calls to action and links on your social media pages leading them to your website.

Build Your Brand

Sometimes, it seems there’s an HVAC company on every block, especially since it’s an undying industry with technicians always in high demand. But as companies continue to pop up, creating more competition, you should build a solid reputation that stands out. This entails showcasing your business, equipment, and knowledge for others to label you field experts or even thought leaders.

If potential customers trust your expertise and professionalism, they’ll be more likely to do business with you. They’ll also choose you over a faceless company if you give your brand a personal touch by posting regularly and communicating with individuals in comments sections and chat rooms. Viewers will follow you, whether to gain more information or to support what your company is doing.

More followers and viewers also rank you higher on search engine results pages. Others will notice and click on your site for HVAC assistance rather than your lower-ranking competitors, expanding your customer base.

Social Media Advertising

But what if your startup company’s HVAC social media page isn’t receiving enough visitors? It won’t matter what you post or how engaging your content is if it goes unseen, so consider pay-per-click ads on social media for HVAC companies. PPC ads determine your target audience and reach out to them so you don’t have to hope they come to you.

More than half of social media users search for products and services on Facebook, Twitter, LinkedIn, and other platforms, especially since they expect to see a more personal side to each company than on Google or other search engines.

By using PPC, which means you only pay for the ad when someone clicks on it, you can employ positive and negative keywords to determine which searches trigger your ad, depending on what you want searchers to associate with your business. Ads will also pop up in banners and ad spaces for your target audience, depending on their past searches, to increase traffic, followers, and lead conversions.

What Are The Top Social Media Strategies To Implement?

Simply having a social media presence isn’t enough in today’s crowded digital marketplace, especially if you only post once every few months since you can’t build an in-depth image that way. Instead, set aside a day and time you plan to post weekly and stick to it. Consistency says a lot about your dedication to customer service.

Posts should also be substantial with valuable information that shows potential customers you care more about solving their concerns than making money from them. Your expertise and vast field knowledge increase the chances of viewers following you if they believe they can learn from you or trust you to service their units.

You should also implement the following social media strategies for HVAC companies:

  • Post photos to create a better visual of what you’re explaining. For instance, if posting about your company’s 25th anniversary, show pictures of your team working or celebrating to hint at a family-like environment.
  • Use videos summing up longer posts or in place of them, especially since many viewers have an easier time following visuals than text alone while finding them more engaging and personal.
  • Partner with relevant social media influencers to reach their target audiences and, hopefully, make their viewers your customers, increasing your traffic and conversion rates.

Which Social Media Platforms Are Most Beneficial?

You probably think if you create a company page on all popular social media platforms, you’ll reach everyone sooner or later, but this may run you ragged as you constantly try to update all pages. According to Forbes, you should focus on the platforms your target audience will most likely use. If you’re unsure which platforms those might be, get to know your audience better.

For instance, when targeting adults with their own homes for HVAC services, using YouTube and Facebook, which reach about 70% of adults, would be your best bet compared to TikTok and other platforms with a younger audience. You should also examine what works for your competitors to determine the hottest HVAC platforms.

Become Unrivaled!

As a leading digital marketing agency, we have years of experience introducing marketing strategies to top HVAC, plumbing, and electrical companies like yours. And yet, our full-service marketing agency offers more than award-winning website designs and successful SEO tactics.

Whether you’re an established business or a startup company, we have the proven tools and know-how. We dedicate ourselves to enhancing online presence with social media for HVAC companies with marketing that engages customers and guarantees a higher following and conversion rates. Call (800) 674-9823 for assistance today!


Eric is the Founder & President of Rival Digital. He has been doing HVAC digital marketing for several years and brings a wide range of knowledge to the table.

Do HVAC Companies Really Need Social Media?

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