As self-isolation spreads nationwide, comfort and temperature control systems are suddenly much more important to families unable to get out of the house. Although scared of this new, invisible enemy, people are also bored out of their minds, scrolling mindlessly for new information presented in interesting ways. And this is where CI Web Group stands ready to help HVAC contractors working from home.
Don’t miss this great opportunity to reach out directly to new and existing customers by leveraging the power of Social Media Marketing. All you have to do is show them how you can help make their lives better in a novel way that’s fit for these trying times.
More indoor time necessarily focuses homeowners’ attention on upgrades and repairs that might have been overlooked in busier days. And less commuting means more screen time, attracting a largely captive audience for your social media posts. This is the perfect way to build up authentic connections with sensitivity, explaining how wise investments in heating, cooling, and indoor air quality systems boost property values while keeping families safer and more comfortable for many years ahead.
These are times when you want to keep your Internet content positive, helpful and above all hopeful, reflecting your confidence in your community and your business. Value-based marketing enhances your credibility in tough times, especially over the long term, underpinning solid relationships. Your posts should thus focus on practical information that is of immediate interest and use, rather than merely showcasing goods and services while ignoring what’s going on with the rest of the world.
CI Web Group has now been named one of the top Social Media Marketing Companies in Texas by DesignRush, a reputable online directory resource for B2B and B2C searchers.
HVAC Dealers Have To Seize The Moment
That’s why we prepared an entire portfolio of social media graphics and text-based content for you to use 100% free of charge (make sure to register for our awesome webinar series on “How To Thrive In The New Normal” while you’re at it!) or take advantage of some of the other free tools we created to help you dominate your competition during this time.
TOOLS, RESOURCES AND SOLUTIONS PROVIDED SO FAR…
You can take it and post it as is, or adapt it to your company and make it as unique as you are. But if you don’t want to spend the better part of your month over your laptop, figuring out how to schedule a virtually endless library of posts, you have two options. Get in touch with our team so we can lift the burden off your shoulders for a small monthly cost, or keep on reading to learn how you can do this yourself.
How Prospective HVAC Clients Behave On Social During The Crisis
The COVID-19 lockdown is certainly a good time to increase your social media and digital marketing efforts, as consumers have little to do but sit at home and scroll their feeds. Most of them are concerned about their indoor air quality and how it affects their immune system and overall health.
They’re searching for special offers and discounts, as well as contactless solutions. What they want to see when it comes to heating and cooling services is the actions companies take to prevent transmission. More and more people are scrolling their feeds in search of comfort, relevant news, and valuable content which makes them feel better, and you have to be part of the conversation. Remote business operations are the name of the game since consumers spend most of their time at home and in front of their screens.
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We wanted to take it one step further and explain to you how you can leverage our free library with the following social media tools, if you are comfortable working with them:
Staying visible on social during the COVID-19 lockdown will make a huge difference for your HVAC business. While there are always those who try to take advantage of a crisis like this, genuinely supporting your audience in a way that makes sense is the best way to maintain a good reputation and boost your image.
High-quality air is something that makes people feel better and your message should be focused on the role HVAC plays in comfort and overall health. Bear in mind that the occasional post about that new Netflix series won’t hurt either, since after all it’s all about connection. As more and more people stay at home, having a comfortable environment is what they’re looking forward to.
Your social media strategy should be focused on promoting products based on the needs of your audience, but it would be a grave mistake to base all your posts on shameless self-promotion. People hate that (if it’s unwarranted and direct) and can see what’s at play from miles away and regardless of how indirect you try to appear. That’s why it’s always best to mix it up in an effort to establish a real human connection. Talk to them like you would talk to your friends. You should focus on motivating people on maintaining good hygiene and not jump straight into HVAC repair, maintenance, and installation costs.
Encourage them and emphasize on why they need good quality air during the lockdown. Social media marketing is all about communicating with your audience and it carries a certain level of sensitivity that you should take into account. Empathizing with your customers and not overpromising will make you stand out of the competition.
When it comes to promotional posts, you could create content presenting the following benefits:
We are well aware that not everyone is familiar with social media marketing techniques. Indeed, many people do not even have accounts on Instagram, Facebook, Twitter, Pinterest and LinkedIn, YouTube, Instagram or Flickr, far less understand how to benefit from RSS feeds or Yelp and Blogger reviews.
Nevertheless, many HVAC contractors feel that they could be doing more to attract prospects and retain customers. Sure, you know that the internet could help you here, but you are unwilling to undermine your brand integrity, worried about losing that personal touch so greatly appreciated by your customers, and sounding like a spambot.
This is where we can help you retain your individuality on the HVAC market, while reaching out more effectively to people who need your services. This is even more crucial during the coronavirus shutdown, when there are no watercooler conversations to provide you with word-of-mouth recommendations. Looking ahead, none of us know what is going to happen – but you can be confident that families will still want to live in safe, comfortable homes, and you need to let them know that you are by their side when they need you the most.
In fact, this might also be the perfect time to review your communication strategy (and potentially your half-year targets), as customer priorities may well be shifting, reshaped by job insecurity and changing income streams. You certainly need to tailor your responses to these new situations, perhaps focusing more on customer support and retention activities, highlighted through your social media posts. However, don’t forget that windfall amounts could well be invested in home improvements (particularly long-lasting items such as HVAC equipment), so don’t neglect this possibility.
There are two ways you can ride this new Internet marketing wave into a future that will be changed forever, once the world emerges from the coronavirus crisis.
When you want top value for your money over and over again without lifting a finger (even when those free graphics dry out), sign up for one of our Social Media Marketing Plans. A steady stream of skillfully designed posts with eye-catching graphics draws immediate responses from the public, with careful scheduling and creative new graphics month in and month out included in your subscription.
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