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Social Media
30 HVAC Social Media Post Ideas That People Won't Just Scroll Past
Zach Williams
Owner & Founder, Venveo
Intro
You know building your social media presence will help your HVAC business get more leads and sales. But what you want and what people who use those platforms want are two very different things.
You can’t just post service promotions and job photos with some hashtags, hoping it’ll turn into calls. Social isn’t like Google Ads or direct mail, where you can just constantly ask people to buy your stuff.
The HVAC companies that make social work for lead generation understand this difference. They’ve mastered the give-to-ask ratio, where they give people more of what they want than they ask for in return.
Giving people what they want makes it more likely they’ll see your content again in the future, actually pay attention to it, and do what you ask them to when the time comes.
So, what do people want?
Create What People Want, Not What You Want
People don’t use social media platforms to see ads. People use social media to be entertained, educated, or to distract themselves from their problems.
At least that’s what most folks seem to always say.
But it’s simpler than that.
People use social media because they’ve been rewarded for doing so in the past. Meaning they get something from it that they want.
Pretty much everything humans do can be boiled down to what they’ve been rewarded for doing in the past. They’re not always aware of what the reward is, but it’s there. For some people, that reward is a good laugh. For others, it’s learning something new (or having an existing belief validated by others).
People will continue to do things they were rewarded for in the past. So, if you want to grow your reach and following on social, then create and post content that rewards people for consuming it.
The simplest way I’ve found for businesses to do that consistently is by creating content that saves people time or money. Do that and you’ll have a solid HVAC social media marketing strategy.
A common piece of advice thrown around is to “post valuable content.”
That sounds good and all, but no one ever seems to explain what that even means.
Let’s fix that.
Something is valuable when it saves people time or money. If you can post something that does that, then you've created something valuable.
Here are some ideas that do that.
Pre-Season Preparation Content
We both know most homeowners wait until their system breaks to think about maintenance. And by then, things go from being a preventable problem to an emergency.
@honeycomb.hvac ☀️?4 Things Every Homeowner Should Check to Get Their HVAC System Ready for Summer!?☀️ San Antonio heat is no joke, and your AC needs to be in top shape to keep you cool! Here are 4 things you can do to help make sure your system is summer-ready: A little prep goes a long way in keeping your home comfortable and your energy bills low.? DM us to schedule a tuneup so we can take care of this for you and make sure your system is running properly and efficiently! #sanantoniotx #hvaclife ♬ original sound - honeycomb.hvac
Ask yourself, what problems could 20 minutes of seasonal prep help prevent? For example, create content like:
Weather-Related Guidance
Extreme weather catches most homeowners off guard. When it happens, they’re suddenly dealing with frozen pipes or units that can’t keep up with the heat.
@garyfrostmusic Things a Man Oughta Know - Why your A/C breaks on the hottest days ? #hvac #hvacr #hvactech #diy #howto #howtovideo #hvactechnician #cooling #airconditoiner #airconditioning #summerheat #howto #tipsandtricks #diyproject #homeowner #contractor #thingsamanoughtaknow #bluecollar #electrical #capacitor #hvactips #fyp #teaching #howtotiktok #diyprojects #summerheat #teachersoftiktok #fyp #foryou #prettymad #country ♬ Pretty Mad - Gary Frost
Ask yourself, how can I help people avoid problems caused by extreme weather? For example:
Seasonal Comfort Optimization
Your customers want to be comfortable without breaking the bank on energy bills. They're looking for ways to feel better in their homes that don't involve constantly adjusting the thermostat or calling for service.
<iframe width="735" height="414" src="https://www.youtube.com/embed/h-jvg4-4Jwg" title="Should you turn your AC up on hot days to help your AC run better?" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>
Ask yourself, how can I help people maximize comfort while minimizing cost and effort? For example:
Energy Efficiency Hacks They Can Do Today
Ask yourself, how can I help people cut their energy costs right now with things they can do themselves, or how can I help them avoid mistakes they think work but really don’t?
@leslieheatingandcooling ?️ HVAC Pro-Tip: Consistency is key! Keeping your HVAC system set to a steady temperature is not only more efficient but also gentler on your wallet. ? Constantly restarting from scratch makes your system work harder, which can lead to higher energy bills and unnecessary wear and tear. ?✨ Stay comfortable, save money, and let your HVAC system do what it does best—maintain your ideal home environment. Need help setting up a programmable thermostat or optimizing your system? We’re here for you, Lombard! ? Call us today and let’s make your HVAC work smarter, not harder! #HVACTips #EnergyEfficiency #SaveMoneyLiveBetter #LombardLiving #HomeComfort ♬ original sound - Leslie HVAC & Electric
For example:
Cost-Comparison Content That Educates
Your customers have to make expensive decisions without knowing if they’re making the right choice.
@love2hvac Replying to @lovitt_oleevitt Should it be fixed or replaced? it's the homeowners choice! #airconditioning #homeowners ♬ original sound - love2HVAC
Ask yourself, how can I create educational content that helps people make decisions about their HVAC systems that save them money? For example:
Maintenance Tasks That Prevent Expensive Repairs
Your customers want to avoid expensive repair bills, but don't know what they should be doing to prevent problems.
@gildaelvira5644 The Best Way to Clean Your AC Unit! #hvac #ACHack #hvacrepair #HomeHack #airconditioning #airconditioner #cleaningtips #cleaninghack #SummerCooling #SummerPrep #SummerDIY #FixItYourself #HomeImprovement #CoolingTips #HowTo #DIY #cooling #staycool #tips #fyp ♬ original sound - The Home Dad
Ask yourself, how can I help people catch issues early and avoid costly repairs? For example:
You’ll notice there’s a lot of overlap between some of these categories.
That's on purpose.
Most people need to hear the same stuff, in different ways, multiple times before it ever clicks and they do something about it.
The homeowner who scrolls past your spring maintenance checklist might pay attention to your energy efficiency post that mentions filter changes because they care more about saving money on their electric bill.
Someone who ignores a post about seasonal prep might stop scrolling to watch your repair prevention tips video because they had to pay a $500 emergency repair bill in the past.
Get comfortable saying the same thing in different ways. The algorithms only show your content to a small percentage of your audience anyway. So, while it may feel repetitive to you, that doesn’t mean it will be for everyone else.
Even if someone does see the same kind of message multiple times, that’s okay. People need to be reminded more than they need to be taught.
The key is presenting valuable information through whatever lens makes someone stop scrolling and pay attention.
Content That Makes People Aware of What They Want
Fixing broken stuff is part of the business. There's always a steady supply of repair work, but if you’re like most HVAC contractors, what you really want is more installation and upgrade jobs.
The problem with getting them is that only a small percentage of people are actively in market to purchase these types of services at any given time.
Getting those types of customers usually requires competing on what we call demand capture platforms, like Google. Search engines work best for people who are already looking. And since these jobs are worth more, they cost more to get, especially with Google Ads.
You can offset this with SEO, but to really solve this, you have to create the demand instead of just capturing it. You create demand by making people aware of the possibilities they aren’t even considering yet or wouldn’t have even considered otherwise.
Realistically, this won’t create immediate demand in the market.
But that’s not the goal.
The goal is to be the company people remember when they do decide they want to replace or upgrade. And people are much more likely to do that if they know you exist (we call this brand awareness in the marketing world) and what you can do for them.
Here are some ideas to kick off your brainstorm.
Smart Home Integration Possibilities
Your potential customers probably think “smart home” means a doorbell camera or maybe a voice assistant like Alexa. Some may be aware that smart thermostats and other technology exist, but aren’t aware of the benefits or what it’d even take to get them set up.
@mechanicallyincleyend How to install a smart ecobee thermostat #handyman #hvac #diy #howto ♬ Gymnopedie No.1 [Piano famous song](204824) - Kamimura Mahiro
Ask yourself, how can I show people what life’s like when their heating and cooling gets smart? For example:
Energy Independence and Sustainability
No one likes rising energy bills, but most people think their only options are to use less energy, invest in solar, or just accept it and pay more.
@allheartheatingcooling Have you heard about HEAT PUMPS? Listen in as our HVAC experts explain it in simple terms! Antelope Valley homeowners, find out why this energy-saving technology is a must-have for your home. California just launched the HEEHRA rebate, which means you can get up to $9,000 for converting over to a heat pump system! Contact us today to see if you qualify and save BIG! #homeupgrade #homeimprovement #antelopevalley #livingincalifornia #hvac ♬ original sound - All Heart❤️ Heating & Cooling
Ask yourself, how can I educate people on ways to use less energy without sacrificing comfort?
Luxury Comfort Experiences
Comfort means something entirely different when luxury becomes the goal. These kinds of upgrades won’t appeal to everyone, but that’s okay. The social algorithms are pretty good at showing people the type of content that’s relevant to them.
@vic.berezhnoy Warm floors, happy homes! Hydronic heating install done right. #Comfort360 #HydronicHeat #HVACLife ♬ original sound - Vic Berezhnoy
Content like this puts you in front of high-end customers where money comes secondary to comfort. Think bigger here.
But what about company culture posts, employee spotlights, and all that sort of content? Look, it’s okay to post that stuff, too. It just isn’t part of a sales generation strategy.
Posts like that can get some decent engagement, but it’s rarely the kind of engagement that helps turn people into customers.
However, it can help with attracting, recruiting, and retaining talent (which is just as important). Don’t limit yourself to just LinkedIn for this, either. Plenty of techs consume HVAC-related social media content on TikTok and YouTube Shorts, too.
Build Your Audience First, Then Monetize Them
You probably won’t get immediate results from posting content on social media. But that doesn’t mean it doesn’t work. Do it right and your following will grow. And once it does, you can start using the fame you’ve built to get more sales and make more money from it.
Here are some core principles to keep in mind as you start.
Quality is better than quantity, but quantity is how you figure out quantity.
You learn how to do things better by doing more of it and using the feedback you get to improve. That feedback is key. If you’re posting a lot of content and no one’s engaging with it, then what you’re doing isn’t working, and you need to change something.
And to be clear, this doesn’t mean creating and publishing a handful of short-form videos and then giving up just because they didn’t get any traction. Just being consistent is one of the most underrated marketing strategies HVAC companies can have.
A handful of videos is not enough volume to judge anything.
It’s pretty common for business owners to obsess too much over the quality of their content (especially when it comes to video content). Just don’t let obsessing over quality slow you down.
The only minimum standard you should have is to ask yourself whether you’re providing people value by saving them time, money, or both.
If you are, publish it.
I find it helpful to constantly remind myself that I am not the person buying my stuff. This helps me avoid the easy mistake of thinking I’m a better judge of what the market will like than the market itself.
Topic ideas are what you’re creating content about. Format is how you structure everything. I know how hard it can be to figure out what to say. But it gets a lot easier when you understand the general structure that repeats itself over and over again.
No matter what type of content you’re making, it all pretty much boils down to doing three main things:
If you don’t get their attention, nothing else matters because they’ll never stop scrolling. You do this with catchy headlines, images, or the first few seconds of a video.
If you’ve done HVAC email marketing before, think of this like your subject line. Once you figure out a few that work, it’s okay to reuse and tweak them over and over again.
If you’re the type of person who’d rather not waste time and just pay someone else who already has a playbook of what works and what doesn’t, then hire a marketing agency like us.
Important
Create content that matches the platform, or you’ll lose them immediately. For example, there’s a reason video content does better than slideshow carousels on TikTok.
If you can’t keep their attention, they’ll just move along before you ever have a chance to make an impact. Keeping people’s attention is one of the hardest things to do when it’s so easy for them to stop giving it to you and move on to the next thing with a swipe of their fingers.
A big part of retention comes down to the topic you’re talking about. But how you talk about it is equally important.
Keep it simple and just stick to lists and stories. Once you begin to figure out some that work, you can start mixing them together.
If you’re just getting started, I suggest making shorter content. Not because people have shorter attention spans, but because there are few variables to tweak and change the next time to figure out what’s working and what isn’t.
Sidenote
You may hear people say attention spans are getting shorter. But most real research on this subject suggests it's not actually attention spans that are getting shorter, but that the options from which we have to choose to give our attention to are increasing.
And some options are just more appealing than others. If attention spans were the problem, we wouldn’t have people binge an entire Netflix series in a single day.
And on the note of attention spans, that’s where the reward comes in. The more reward they get from you, the more attention they’ll give you, for longer.
There’s no universal way to guarantee your reward will satisfy everyone, though. That’s why some people get enjoyment from cat videos, while others don’t. Or why someone could love watching metal fabrication content, but not share it with their friends who don’t.
Don’t overthink whether or not you’re making it rewarding enough for people who consume your content. You can solve most of these problems by creating content about topics your potential customers find interesting, in the formats they like to consume.
Again, when in doubt, video-based content formats tend to do pretty well.
Use Paid Ads to Promote Your Offers
You train people to scroll past your content when you constantly promote your HVAC services with organic posts. Over time, this causes the social platforms to stop showing your content to people who follow you.
That’s why you want to consistently provide content that people find valuable without asking for anything in return.
And while this will increase your lead flow over time, it still helps to have a way to tell people about your promotions to make short-term sales.
That’s where paid advertising really shines for HVAC.
Use your free content to build trust and get people familiar with your face and brand. Use your ads to promote and drive traffic to your lead magnets, services, and offers to your target audiences (the people you want to be new customers or repeat customers).
If you want to accelerate things, you can use paid media to buy awareness (like Facebook Ads). Create content that includes your customer reviews, customer testimonials, and other social proof, and pay to get it in front of as many people as possible. Buying impressions isn’t nearly as expensive as buying clicks and can dramatically increase the number of people who know your brand exists and what it does.
The more you give, the more you grow. The more you take, the more you shrink.
Just Start, Then Add Volume Over Time
Your market uses social media. To reach them, you need to create content where they can see it. Figure out which platforms they use and pick one to focus on.
First, if you’re not sure which platform they use, ask them. Or just look at your competitors and see what’s working for them. If it can work for a competitor, it can work for you.
Don’t wait. Just start.
Pick your topics. Create short-form videos (YouTube Shorts, Instagram Reels, TikTok, etc.). Post it. See what gets impressions, reactions (likes), and comments, and what doesn’t.
Then do more of what works and less of what isn’t.
If you’re overwhelmed and want help getting started or doing more, we know exactly how to help you get started, expand your reach, and engage your audience. Want Venveo to help you? Click here to learn more.
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