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MEET YOUR CUSTOMERS WHERE THEY SPEND TIME.

Two hours and twenty-three minutes.

That’s how much time people spend on social media, on average. Every day.

So why wouldn’t you want to make sure your company can be seen there?

IT’S A BIG PLAYING FIELD

Facebook. Instagram. TikTok. YouTube. Reddit. Pinterest. X. Snapchat. LinkedIn.

That seems like a lot of ground to cover but let’s be clear: you don’t need to be everywhere. You only need to be where your target audience is, and where you’ll actually get a return for your efforts.

Dialing in the social behaviors of your ideal customers is crucial to not only getting the most motivated buyers but also getting the highest return.

ORGANIC SOCIAL MEDIA

  • These are the standard posts you put on social media. Before-and-afters, photos of happy customers, particularly nice looking HVAC installs you’ve done. These are the things that give you authority and build trust.
  • The downside to organic social media is that you cannot count on it being seen. Platforms make money from advertising, so their algorithms repress organic posts from businesses in an effort to get you to advertise. Yes, even the people who follow you aren’t very likely to see your organic posts on their feeds
  • Still, consumers who visit your business page on a social media site can see the things you’ve posted, and again, that gives your company credibility.

PAID SOCIAL MEDIA

  • This is where you can get a much wider reach. Running ads or boosting posts allows you to get your message to exactly the audience you want.
  • Want to get in front of people with high incomes? You can do that. How about limiting your ads to just homeowners? Those are both good criteria for the ideal HVAC customer, and paid advertising allows you to hit that target.

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