Facebook is one of the most popular social media platforms and is home to almost three billion active monthly users. It provides just about everything an internet enthusiast would want––from communication to entertainment. Because of the huge number of users, many businesses have made it one of their primary marketing avenues.
For this very reason, start-ups can find it difficult to get going on Facebook, as the competition they face is huge. Even with billions of potential customers, it can be challenging to successfully market your products on this social media platform.
As a general rule, formal communications with clients are always better done via email and phone calls rather than social media. You would only send a professional invoice via formal channels like this for confidential reasons and to make it easier for tracking and ensure faster payment. Facebook comes into its own when viewed as a growth strategy. Here’s how you can make this giant social media platform work for your HVAC business:
#1. Create a Facebook business page
If your company doesn’t already have a Facebook page, then that’s where you should begin. This serves the same purpose as a ‘brick-and-mortar store’ because it’s where people will visit you whenever they want to speak to you about something or purchase your goods. It essentially acts as a hub where customers or prospective clients can reach you
To ensure that you paint a picture of professionalism, there are a few things you’ll need to include on your Facebook page. First, make sure to write your business name in full. This is very important since that’s how customers will find you whenever they search for your brand name on this platform.
Moreover, ensure you fill the ‘About’ section accurately and with enough detail that people can know what to expect from you, your business, and the services you provide. The profile photo can be your brand logo. As for the cover photo, choose a picture that represents your goods and services or your physical store.
The final part, which most people tend to forget, is the call-to-action section. What do you want your visitors to do once they’re on your page and want your services? You can add your phone number to the “Contact Us” button as well as other relevant details to ensure that users are able to get what they need by visiting your page.
Fortunately, many HVAC field service management software programs, like Jobber, allow you to add a request form on your Facebook page. All you need to do is copy the URL of the request form and paste it into the ‘Contact Us’ button. This way, people will be able to send their online requests to you very easily.
#2. Content is king
You may have come across this phrase if you have ever researched online marketing. Unfortunately, despite being one of the most talked-about topics in digital marketing, many people still don’t really understand the effect social media content can have on their brands.
What you post on Facebook can either make or break your HVAC business. Therefore, it’s crucial that you put a lot of thought into your posts. Primarily, they should be relevant to the HVAC industry. This way, your audience will be able to relate to the content you are projecting to them, recognize your brand as an authority in this area, and within this, allow you to advertise to your audience in a subtle and natural way.
The content should also be engaging. Among the main reasons why people are on Facebook is to socialize with others and be entertained. So, the moment you choose to take your business to this platform, you must find a practical way of interacting with the users. For instance, you could create useful and informative videos about air conditioning and home ventilation. Doing so will generate engagement, which is one way of succeeding on this platform.
Inasmuch as the goal is to market your business, it’s important that you craft messages that don’t make you appear pushy. Rather than being prompt in advertising your products, you can provide an engaging intro to all your content. For example, you might want to enlighten people about some common problems in the HVAC industry and how your company is addressing those issues.
#3. Take the guesswork out of the equation
Many businesses fail to enjoy the benefits of social media marketing because they rely on guesswork. It’s important that you schedule your posts according to follower engagement statistics. Use tools at your disposal such as Facebook Page Insights to get an understanding as to when the number of page visitors is high and therefore, when the best times are to post.
Publishing your content when most of your followers are online will increase your chances of success. For instance, if you have limited promotions, you’re likely to reach more prospective clients if your posts are visible at the right time.
Another benefit of using the Facebook Page Insights tool is the fact that it shows you content with the most engagements. If your followers love videos, for instance, such posts are likely to get more likes and shares. Once you are armed with this information, you can use it to your advantage and begin to tailor it by what people want to read and watch. Mix up educational videos with some more entertaining ones. You can even use memes. Trial different ideas and see what works best. Only by constantly reviewing, learning, measuring and adapting your approach, will you succeed on Facebook.
#4. Facebook Ads
A Facebook business marketing strategy isn’t complete without mentioning Facebook Ads. Regardless of how big or small your brand is, running Facebook ads is likely to win you more qualified leads. This advertisement program is designed in such a way that it only targets relevant users.
As such, you have a higher chance of reaching a larger mass and also gaining more potential customers within a short period. The good thing is that you don’t have to break the bank to start your Facebook ads campaign. You can adjust the number of days and the size of the audience you want, depending on your budget. Using this will boost your brand visibility on Facebook by a significant margin.
Facebook was founded in 2004 with the goal of enhancing socialization and connecting people across the world. The platform, however, has grown to become one of the most effective digital marketing tools used by companies today. As an HVAC business owner, you can make your brand a success by creating a business page and engaging potential customers.
However, it’s worth noting that having a Facebook business page isn’t a guarantee for success. You’ll need to regularly post engaging content and attract as many followers as possible before you can enjoy a consistent flow of traffic. While at it, make sure you schedule your posts at the most optimal times and make use of Facebook business tools to make any changes to your campaigns as necessary.
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