Social Media Archives - Effective Media Solutions

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February 25, 2018

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Top 5 Reasons You Should Use Vlogs to Market Your HVAC Company

When it comes to marketing for HVAC companies, blogs are a crucial piece of the puzzle. Blogging enhances SEO, which essentially means that your webpage is more easily found by people browsing online. However, in order to reach your target audience effectively, you need to use video blogs, or vlogs, as well. Here are the top 5 reasons your HVAC company needs to start vlogging.

Vlogs increase brand presence

Blogs are excellent for attracting site traffic from people searching for specific HVAC information. However, if you want to cast a wider net, vlogging is the key. Vlogs are easy to share and watch, so viewers of your content are naturally inclined to spread your message and recipients are likely to open your links.

Vlogging creates a brand identity

Many HVAC companies struggle to establish a brand identity, and blogs don’t necessarily help the issue. Blogs are inherently information-dense, whereas video allows for more entertainment value that can give a face to your company in the mind of the consumer. In addition, vlogs fit seamlessly into the social media landscape, whereas traditional blogs are mostly limited to your website.

Brand promotion through vlogging

Once you’ve built your brand identity, you can use vlogs to promote it. A short video touring your offices and interviewing team members can be a powerful recruitment tool for potential employees. Also, filmed customer testimonials are even more compelling than written reviews and are invaluable promotional assets.

“How to” HVAC vlogs

There are some topics that are more suited for the written word. For instance, highly technical or complex HVAC subjects are better understood when the reader can learn at their own pace. On the other hand, “How to topics” can be best covered in video format.

Millennials and mobile video

According to Google, over 80% of millennials own smartphones, and roughly 98% of those individuals watch videos on their smartphones during the day. Therefore, the answer is simple: If you want to reach millennials, you need to incorporate vlogs into your website and social media presence.

Blogs + Vlogs = A healthy HVAC marketing plan

Don’t go deleting the Blogs tab from your webpage just yet! Blogs are still fundamental for your SEO marketing efforts. Still, vlogging allows you to use similar tactics to influence new marketing channels and untapped audiences. The key is to discover the equilibrium that works for your company.


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June 14, 2017

Social Media Engagement drives your HVAC brand!

As an HVAC contractor, using social media to grow your business can seem like a daunting task. How could heating and air conditioning possibly make an impact in the world of funny animal videos, pictures of colorful coffee drinks, and memes? Well, it turns out that social media marketing is one of the most effective ways to interact with and learn about your customer base. Here are 5 tips to drive social media engagement for your company.

  1. Use original images

In order to break through the noise and create posts that captivate your audience, you need use unique and brand-specific images that speak to your company’s personality.  Posts with images receive far more likes and comments than those without. By the same token, a post with an original photo will generate genuine engagement, while a stock photo is more easily ignored by social media users. Snap a photo of your employees at work or your staff at a lunch meeting; this helps to give a face to your organization.

  1. Encourage participation

One of the keys to differentiating your social media strategy from other HVAC contractors is getting your followers involved in the fun you’re having. Post a funny photo of one of your techs, and caption it “Caption This”. Your followers will be eager to “out-funny” each other. This makes your social media profile an avenue for interacting with your customers and your social community, helping to increase your brand awareness and authenticity.

  1. Interact with your social community

The feature that makes social media really special is the ability to carry on real-time conversations with your target audience. However, neglecting the tools that allow you to interact with your followers can actually hurt your brand image. Comments on social media should be responded to in a timely manner, and with helpful or friendly messages. In addition, show your appreciation for brand engagement by tagging users who share your content. This kind of interaction will elevate your social media presence from the vast majority of HVAC contractors.

  1. Drive social media engagement with contests

Contests are a great way to involve your followers in your social media community and incentivize their engagement. You can use social media to host sweepstakes for free service or tickets to local concerts. In particular, user generated content is an effective way to use earned media to increase brand presence. For instance, the follower with the most creative #FamilyPoolDay picture gets a free service call. Or, pick a follower at random who likes or follows your page to receive a prize. Use contests to drive social media engagement and excite your community.

  1. Watch for trending topics

Remember that social media is a platform to humanize your brand in order to interact with your customers. With that being said, tailoring your content more to your followers’ interests, and less to HVAC, will strengthen your connection with them. Watch for trending topics on social media for topics to post about and popular hashtags. Also, you can use advanced social media tools to see what kinds of topics people within your target area are talking about. Instead of trying to use social media to promote your business, engage with your followers and amplify your brand presence.

Check back next month for more HVAC marketing tips from Effective Media Solutions!

Will Young
Director of Social Media/Blog Writer
wyoung@myeffectivemedia.com


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May 23, 2017

 

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