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Social Media Marketing for HVAC Companies – 10 Effective Strategies to Get More New HVAC Customers

Social Media Marketing for HVAC Companies

Social media marketing (SMM) is when you use social media platforms like Instagram, LinkedIn, Pinterest, and TikTok in sharing relevant content with your target audience. What’s great about this marketing strategy is that it helps improve your online presence.

With over 4.76 billion social media users worldwide, promoting your HVAC company on these platforms (when done right), will help you get more new customers and improve your engagement rate!

In addition to that, there are lots of ways you can promote your HVAC company on social media platforms. This can be in the form of images (e.g. carousel images, 360° panoramic images, infographics, IG stories), videos (e.g. live videos, IG reels, in-feed video ads), and you can also share your blog posts to get additional traffic!

How to Start Social Media Marketing for HVAC Companies

Step 1: Identify your marketing goal

The first step in creating your social media strategy is by identifying what your marketing goal is. The common marketing goals that most brands have are the following: (1) to increase brand awareness and web traffic, (2) to improve engagement rate, (3) to get more leads, (4) to establish your brand’s authority, and (5) to improve customer service.

Whatever your goal is, make sure that you clearly identify it. This way, it’ll be easier for you to measure the success of your marketing efforts.

Step 2: Determine your target audience

The second step is by identifying who your target audience is. Most social media platforms allow you to choose a specific demographic for your target audience. It can be based on a person’s lifestyle, age range, location, language, and interests. The main reason why you should clearly identify your target audience is that it’ll serve as a guide as you start creating your social media posts and at the same time, you’ll be able to create effective social media marketing campaigns that suit their interests.

Step 3: Choose the best platform for your HVAC business

After you find out who your target audience is, the next step is choosing the social media platform where you will be sharing relevant posts. To give you an idea YouTube, Instagram, TikTok, and Facebook, are some of the top social media platforms used by businesses nowadays.

Tips when choosing a social media platform for your HVAC company:

  • You don’t have to create a page for each social platform
    • When choosing a social media platform for your HVAC company, it should be where most of your target audience is. To help you decide which platforms should be your priority, check out this article about social media user demographics.
  • Check out your competitors for ideas
    • You could also get ideas about which platforms to use by conducting a competitor analysis. This can help you find out which strategies work best for your competitors and save time especially if you have a busy schedule.
  • It should be aligned with your marketing goals
    • Another thing that you should consider when choosing a social media platform is if most of its features are in line with your marketing goals.
      • For example, if there are products that you’re selling aside from your HVAC services like air conditioners or fan coils, Instagram, and TikTok have shopping features. While if your goal is to get additional traffic, you can add snippets of your blog and attach a link to Facebook and LinkedIn posts.

Step 4: Plan your content

Since consistency is important in social media marketing, you have to do lots of planning when it comes to the content that you will be posting. To help you maintain a cadence in your posting schedule, a social media calendar can help you with that.

This tool will serve as a guide for you to see if there is enough content for the upcoming weeks or if you are meeting your deadlines. You can create your own content calendar through Google Sheets like this one:

Google Sheet template of content for HVAC companies

or use content calendar software like the ones offered by Sprout Social and Agorapulse.

Social media calendar from Sprout Social

Schedule posts on social media using Agorapulse

Step 5: Monitor the performance of your social media posts

Lastly, don’t forget to monitor the performance of your social media posts. The reason you want to keep an eye on how well your HVAC posts are working is that it will help you get a better understanding of which marketing strategies need to be improved to help you reach your goals.

Here’s a list of social media Key Performance Indicators (KPIs) that you should keep track of once you start posting content on your HVAC page:

  • follower count
  • impressions (likes, comments, shares)
  • reach
  • click-through rate (CTR)
  • conversion rate

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Social Media Post Ideas for HVAC Companies

In this section, we’ll share ideas about the type of content you can post on your HVAC pages on social media.

1. Infographics

If you have complicated topics that you want to share with your audience, infographics are one of the best ways how you can explain them. Marketing your HVAC services through infographics has lots of advantages. This includes enhancing the shareability of your content and getting backlinks from quality websites (which is great for SEO).

Here’s an example of an infographic posted by HVAC companies on social media.

Tips for creating effective infographics for your HVAC Company:

  • Provide accurate and relevant data
  • Use a color scheme that represents your HVAC business (2-3 colors are ideal)
  • Use appropriate fonts (should be easy to read, increase the font size or use a different color to emphasize a main idea)
  • Add relevant visual elements like icons, graphics, or charts
  • Don’t overcomplicate your design

2. Customer appreciation post

Another social media post idea is a customer appreciation post. Expressing your gratitude towards your customer’s continued support is one of the effective ways in improving loyalty among your customers.

Take a look at these examples:



HVAC company sharing their milestone on LinkedIn

Source: Thomas HVAC Company


3. Host a contest/giveaway

Consumers love getting freebies. So, if you want to drive engagement, hosting giveaways on your HVAC company’s social media page can help you get more followers, improve your reach, and increase the chances of getting new customers!



Tips when hosting giveaways on social media:

  • Create clear instructions on how your customers can participate
  • Offer an enticing prize
  • State the start and end date of your giveaway
  • Promote your giveaway on other platforms (e.g. on your website or through emails)
  • Create a plan on how you will announce the winner
  • Don’t forget to add a call to action to your post

4. Customer feedback

Reviews are very important not just for businesses like your HVAC company but also for individuals who are currently looking for someone who can help fix their HVAC problems. With that, posting high-quality reviews from your previous clients can help encourage potential customers to make up their minds!

If you have lots of good reviews on your business listings, you can also turn them into visual content and share it with your audience on social media like in the post below.

LinkedIn post about HVAC customer reviews

Source: Air Control Systems

Tips when sharing customer feedback:

  • If you have a page on Instagram, create a story highlights where all of the customer feedback can be seen like this:

Instagram story highlight for HVAC reviews

  • If you’re using Facebook, create an album where all of the customer feedback can be seen 
  • If the review is too long, just get a short snippet of the best parts from that customer review
  • Use visuals to make it more attractive
  • Add a sweet caption along with the customer feedback
  • Share it not just through posts but also on Instagram stories
  • Be creative!

5. Holiday greetings

Another social media post idea that will help you stay relevant to your target audience is by greeting them on special occasions like during the holiday season and other events celebrated nationally or worldwide.

Take a look at these examples:



Valentine's day post from an HVAC company on LinkedIn

Source: Air Control Systems

Tips when creating greeting posts:

  • Plan content ahead of time. This way, you don’t have to cram your content. Plus, it gives you more room for revisions.
  • Don’t make it too salesy. Keep your posts short with a personal touch.
  • Use hashtags so that they will show up on relevant searches.
  • If you’re running out of ideas about your design, there are lots of greeting templates on Canva.

6.  Humor posts/ Share relatable memes

The reason why you should consider using memes in your social media marketing strategy is that it’s shareable. Memes trigger emotions in a specific demographic. The more relatable it is, the more people will be encouraged to share it.

When done right, your post can spread like wildfire!



Tips when using memes in promoting your HVAC company:

  • Make sure that the meme you’re using suits your brand’s voice
  • Only use the ones that are relevant to the services you are offering
  • You can also create your own memes
  • Use them occasionally (just to drive engagement)
  • Shouldn’t be too salesy (it’s all about connecting with your audience, you can add promotion but in a subtle way)

7. Behind the scenes of your staff

Sharing behind-the-scenes posts about your HVAC company is another way of connecting with your audience on a personal level. This type of post is best for humanizing your business because you’re sharing a sneak peek at your HVAC company’s culture.

Here are a few examples of behind the scenes post from HVAC companies on social media:



LinkedIn post from an HVAC company about an event their staff attended to

Source: Air Control Systems

Behind-the-scenes post ideas for your HVAC business:

  • The daily life of an HVAC technician
  • Personal interests of your staff (e.g. things your HVAC technicians can’t live without, most to least favorite tools they use)
  • Events that your HVAC team participated in (e.g. community service, sponsored events, team building, etc.)

8. Promotional posts

Another social media post that you shouldn’t miss out on is promotional posts. This is where you showcase your HVAC services. It can be about the current promos and vouchers you have for your target audience.

Its goal is to convert a potential customer into your actual customer.

Here are a few examples:



Promotional post from an HVAC company on LinkedIn

Source: ACS INC

Tips when creating promotional posts:

  • 80% of your posts should be something that’s useful to your audience (e.g. educational and entertaining posts) while the remaining 20% should consist of promotional posts 
  • Add a clear call to action to your captions (it’ll serve as a guide on what they should do after reading your posts). Some examples are “Call Us” and “Book An Appointment”
  • Use emojis to emphasize a thought (use them sparingly)
  • Add relevant keywords to your captions
  • Use hashtags (if applicable)

9. Employee appreciation post

You can also create shout-out posts about your employees. Whether it’s a milestone that they’ve received or it’s a special day for them, showcasing your employees can be a great idea for your HVAC company as it gives a positive impression about your business (that you not only care about your customers but even your employees).

Take a look at this post from an HVAC company on LinkedIn:


LinkedIn post about HVAC company celebrating International Women's Day

Source: Service Experts Heating & Air Conditioning

As you can see, they celebrated International Women’s Day by sharing a post where they added photos of their female employees along with a short but sweet caption about how much they appreciate their work. You’ll also notice that they used the hashtag #InternationalWomensDay on their post which increases the chances of their post being displayed on LinkedIn whenever someone looks at the results for that hashtag.

10. Fun facts about HVAC systems

The more relevant your posts are, the more likely your target audience will engage with them (e.g. share it with their friends or leave a comment under your post). With that, you also want to share relatable posts like HVAC tips or interesting topics like fun facts about heating, ventilation, and air conditioning systems which they will find useful.

Like in these examples:





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Social Media Best Practices for HVAC Businesses

Now that you have an idea of social media posts that you can share with your target audience, in this section, we’ll share tips on how you can increase the chances of showing up on your potential customer’s newsfeed!

1. Use relevant hashtags

HVAC hashtags on Instagram

The main purpose of hashtags is to improve the visibility of your posts online. However, this doesn’t mean that you should use tons of hashtags on each post that you share with your audience.

Each platform differs on the maximum number of hashtags you can use on each post. Here’s a guide that will help you identify the ideal number of hashtags you should use on your HVAC posts to get the best results.

There are also various types of hashtags that you can use on your HVAC posts.

  1. Branded hashtags 
    • these are associated with your HVAC business (e.g. #TheNameOfYourHVACCOmpany)
  2. Location hashtags
    • these help you get found on local searches (e.g. #NYChvac)
  3. Community hashtags
    • used to connect to a larger audience (e.g. #commercialhvac, #employeeappreciationday)
  4. Industry hashtags 
    • used to target a specific audience (e.g. #hvaclife, #CommercialHVAC, #hvacrepair)
  5. Niche hashtags
    • the field you specialize in (e.g.#hvactechnician, #hvacrepair)

Using the right hashtags can help reach your potential customers. So remember to follow the recommended number of hashtags for each platform as well as a mix of the different types of hashtags under your social media posts to get the best results.

2. Make sure that your business details are accurate

Another tip that can help you stay on top of relevant search queries is by making sure that the name of your business, your exact location, phone number, and business hours are updated. If you have pages on other social media platforms, you also have to check to see if your business details are accurate. This prevents confusion for potential customers who want to reach out to your HVAC business.

3. Be consistent in posting

To improve your brand’s visibility and make sure that you reach your target audience on social media, there should be consistency in the frequency of your posts. This gives your current page followers something to look forward to (e.g. new content) on a specific day of the week.

Here are some tips that can help you stay consistent when posting on social media:

  • Schedule days for content creation
  • Create SMART goals
  • Brainstorm ideas for your future posts
  • Use a scheduling tool like CoSchedule to help you plot the days to publish your posts

4. Engage with your target audience

Social media platforms are basically designed to encourage engagement from businesses to potential customers. With its sharing feature and reaction buttons, your target audience can easily interact with your social media posts. All you have to do is create engaging posts.

There are lots of ways how you can engage your HVAC company with your target audience. It can be done by re-sharing tagged posts and stories, leaving a comment under relevant posts, hosting giveaways, or creating a referral program.

5. Stay updated with the latest trends and algorithm changes

Another tip to maximize the effectiveness of your social media marketing strategy is by making sure that you’re updated with the latest trends and changes in the algorithm. This way, your posts won’t be affected by these changes. Some of the ways how to keep up with these changes are through Google Alerts and by following relevant group discussions on Quora.

6. Check out what your customers say about your HVAC company

Aside from publishing relevant posts about your HVAC company, you also have to make sure to check what people say about your HVAC business. This way, you’ll have an idea if there’s something that you can do to improve your reputation or make improvements so that you’ll be able to continue providing excellent services to your customers.

You can use a relevant keyword along with the name of your HVAC company (if you want to manually search what people say about you) but if you don’t have time to do it, you can use social media listening tools like Hootsuite.

7. Use the right photo and video dimensions

Each social media platform has a different image and video specifications when it comes to the posts that you can share. Here’s a list of the recommended dimensions for organic posts on each social media platform:

  • Pinterest: ideal Pinterest image size has a (2:3) aspect ratio
  • Instagram: (9:16) aspect ratio (for IG stories), landscape (1:91:1), square (1:1), and (4.5)  for carousel posts
  • LinkedIn: 1:91:1 aspect ratio
  • TikTok: ideal aspect ratio 9:16
  • Facebook: 1:1 (square) or 1.91.1 (landscape)

Make sure to follow the recommended aspect ratio before uploading so that your content won’t appear cropped.

8. A/B testing

When you start creating posts about your HVAC services, make sure to do A/B testing. A/B testing is when you create two versions of your social media post and you test both variations to see which performs better. This will help you have an idea of which types of posts are more likely to get more engagement and conversions.

Some of the elements that you can test on your social media posts are the following:

  • Call to action used
  • Title of your video
  • The time you share your posts
  • The type of content you share (e.g. reels, carousel posts, stories, regular images)
  • Length of your post’s caption
  • Image used along with your post

9. Monitor your account insights

Most social media platforms have built-in account insights where you can see how well your posts are performing. However, if you want to dig deeper and what makes your target audience become one of your actual customers, integrating social media analytics tools like BuzzSumo.

Using social media analytics tools can be helpful especially if you’re handling other accounts for your HVAC company across different social media platforms because it allows you to manage all of your posts in one place!

10. Optimize your posts

After checking out your account’s insights, you probably have an idea of which types of posts get more engagement and results in conversions. Keep note of the strategies that worked for you, apply them to your future posts, and improve the ones that need a little more work.

Want to learn how to create ad campaigns for your HVAC Company? Check out our post on Google Ads for HVAC Companies to find out tips on how you can write effective ad headlines.

BONUS TIP: If you have an ongoing promo, contest, or giveaway, you can pin posts on your HVAC company’s social media profile. This prevents it from being buried by newer posts. In addition to that, your target audience will be reminded about the current promotional offers you have.

Need help optimizing your HVAC company’s social media posts?

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Key takeaway

Social media marketing for HVAC Companies is one of the most effective ways in establishing your brand’s credibility. When done right, it can also help you get more new customers! Just remember to be consistent and follow the tips we’ve mentioned earlier, and you will be able to see results in no time.

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