Many HVAC contractors are mystified with how to effectively use Facebook for their advertising. It is easy to see why since the general public is most likely not super enthused by connecting with a heating, ventilation and air conditioning company. It is just not the same as connecting with a fan page that talks about sports, music, comedy, cooking or other intriguing topics.
If you are an owner of an HVAC company, you are probably asking yourself, “How can I take advantage of Facebook for my advertising?” This article will discuss powerful advertising strategies and tips that HVAC contractors can utilize.
HVAC Facebook Advertising Strategy
One of the basic tactics that we employ at L4 Group for all of our clients is a basic philosophy of posting interesting content to the fan pages that we manage. This includes publishing content that is above and beyond our client’s products and services. Keep in mind, people do not want to constantly be sold every time they come to your fan page. This is especially true for contractors that sell HVAC services and equipment.
Put yourself in the shoes of your customer. Would you want to visit a fan page that only talks about condensers, condensate lines, air filters, etc? Heck no!
Another basic tactic that we utilize is the consistency of posting. All too often, we see contractors and small business owners post content to their fan page in flurries of activity. Many times a business owner will attend a marketing seminar and come back to their office with a bunch of great ideas. They start to post content to their fan page and after a couple days their enthusiasm dissipates as they get back into the normal routine of their workday. This yo-yo effect with their social postings makes it near impossible for them to gain any real traction in Facebook advertising.
Before we get into specific Facebook marketing techniques, you will need a company Facebook fan page. Don’t have one? Click here for a savings coupon to have L4 Group build your company fan page or click the button below:
17 Facebook Advertising Tips For HVAC Companies
The following list is a compilation of tips, techniques, and campaigns that any HVAC company can implement in their business. These are all proven tactics that L4 Group uses for our HVAC clients. Use this list as inspiration for your own Facebook campaigns. If you have ideas to add to this list, please submit them in the comments.
- Tell a Story: Facebook is a social platform and the people surfing through Facebook like to hear good stories. Take advantage of this. Encourage your technicians to give your social media editor stories from the field. This does not have to be an elaborate project on behalf of the technicians. Have the technician give the social media editor the basics. Your editor can wordsmith the story so it is engaging and suitable for your fan base.
- Tell A Story, Part II: Toot your own horn with the use of case studies. Highlight the problem and solution for a particular HVAC installation job. This is best done as a page on your website with a featured image posted to Facebook and link from Facebook back to the website page. Click the link to learn more about Case Studies.
- Establish Yourself As the Authority: Share educational content related to heating and air conditioning. When doing this, make sure that this is non-promotional. Avoid the temptation to always be selling. Posting content in this manner will position your company as an authoritative and trusted resource. For example, it is perfectly okay to share ductless advice and tips from the official Mitsubishi fan page if you are a Mitsubishi dealer.
- Utilize Hashtags: While hashtags are very popular within the Twitter world, they are also extremely helpful in Facebook. People perform searches using hashtags in Facebook. Additionally, when they read posts that contain hashtags, they are more likely to click the hashtag to see other related posts on this topic. We consistently see increased visibility in our posts that contain hashtags versus posts that do not use hashtags.
- Hashtags, Part II: Create your own hashtag and use it consistently. For example, #TuesdayTips.
- Leverage the Social Power of Facebook, Use Tags: When posting content where a person is being mentioned, be sure to tag them using the @ sign. This notifies the person that is mentioned in the post that they have been mentioned. This will increase the post visibility, especially if the person shares it with their friends.
- Publish BRANDED Inspirational Quotes: Create an image that contains an inspirational quote, a corresponding image, AND your brand’s logo. This does not have to be done very often. At L4 Group, we publish these types of posts 1 to 2 times per month for our clients.
- Share Related Niches Content: Not all of your posts need to be HVAC centric. Your audience will appreciate posts that talk about topics like gardening, home improvement, home decor and cooking. While these posts are not heating and cooling, they are indirectly related under the broad umbrella of home and garden.
- Community Information: Share special events and community information with your audience. If there is a local fair, parade, play, concert or other special event taking place in your service area, be sure to share it on your fan page. Do not be afraid of sharing posts from other fan pages.
- Fill in the Blank: Engage your audience by asking them questions. A great way to do this is to have them fill in the blank for a statement that you post. This works especially well when you publish a funny picture with a caption that needs to be completed. Another twist is to publish a funny picture and ask your audience to supply captions.
- Publish Coupons: Who doesn’t like to save money? It has been proven that Facebook audiences love to see coupons on fan pages. Depending on the coupon being offered, you might be able to build an email list. For example, if the coupon has a high perceived value, your audience is more likely to provide their name and email address in exchange for the coupon. We create coupons for our HVAC clients for a variety of offers like, $99 tune-ups, free air filters with a service call, 15% off the installation cost of the digital thermostat, etc.
- Run a Giveaway Contest: Use this technique with caution. Do not overdo this, especially if your audience is not accustomed to seeing you running these types of contests. However, this is particularly effective when done correctly. Whenever running a giveaway contest, be sure to follow the rules of Facebook advertising. When we run these types of ads for our clients, we always make sure to publish the winner at the conclusion of the contest.
- Support a Local Charity: If your company is active with local charities, let others know. We post a lot of content to our client’s fan pages touting how great they are with regards to charitable services and donations.
- Highlight a Special Employee: Give praise when praise is due. Did one of your employees go above and beyond? Did they receive praise from your customer? If so, take a picture of your employee and post it to Facebook with a short blurb about what they did. Make sure to tag them in the post, they will most likely share that with their own friends and family.
- Spread The Stars: Is your HVAC company getting great online reviews? Make sure you let your Facebook fans know! Take a screenshot of the online review and publish that image to your Facebook wall with a link to the review.
- Express Yourself: Get creative with video! Video is a great medium for Facebook. Facebook users love to see a video and it is a very effective tool to get your point across. You can utilize Facebook live to take it to the next level. When we run giveaway contests for our clients, we will utilize video to record the winner receiving their prize. This video is then published to our client’s fan page and we tag the customer in the video using the @ sign. We also incorporate the use of hashtags in the post. As you can see this is a culmination of several tips from this list. PRO TIP: create a press release, announcing the winner.
- Ugly Heater Contest: Run a contest where your fans submit a picture of their old, ugly heater. There are many variations on how to run this contest. For example, your fans would submit a picture of their ugly heater along with a caption. For every share, like or comment on their post, that person receives one entry in a random drawing.
How Much Does Facebook Advertising Cost?
You can boost your Facebook posts with all of the campaigns above as well as other ideas you may have. Boosting a post does not need to cost a lot of money. We have run very effective campaigns for our clients by only spending $10-$15 per day for a 2 to 3 week period. Some of our most expensive Facebook advertising campaigns are still less expensive than running Google Pay-Per-Click campaigns.
We have run ductless heating and air-conditioning giveaway contests for clients of ours where the Facebook ad spend budget was $50 per day for a three week period. At the end of this timeframe, a winner was randomly drawn and notified. Additionally, we sent an email blast to all of the contest participants notifying them of the winner. After a short lapse in time, a customer service rep follows up with all of the contest participants, offering them a discount and/or a rebate match for a new system installation. This strategy has generated huge ROIs for our clients. In addition to selling new systems, our clients have been able to convert leads into routine service calls, supplemental heating installation work, and other up-sells.
If you would like to learn more about Facebook advertising and leveraging the power of Facebook for your HVAC company, give us a call at (610) 471-0001. We would be happy to offer a free evaluation of your current Facebook strategy and give you our recommendations.