At Growing Ductless, we help our members define their customer’s journey. This involves imagining what a homeowner goes through when shopping for HVAC. Once we understand the customer journey, we look for ways to introduce the customer to the HVAC business and “funnel” the customer into buying a heat pump from the HVAC business.
Awareness is at the top of the sales funnel, and rightly so: you can’t buy from a company you don’t know exists. Therefore, helping potential customers find your company is the first step- and social media is a great way to make introductions. Facebook, YouTube, Instagram, and others have (mostly) free access to thousands of potential customers. Effective use of social media shows your company’s connection to your community. And, while you are making people aware of your company, you are creating a feeling of trust and loyalty.
When thinking about starting and maintaining a social media account for your business, it is best to start with a solid plan. Start by creating a list of your core messages- these should be community-focused, if possible. Every post should focus on your company’s core messages. Examples of great core messages are:
- We are the local experts in (area)
- Fastest service in your area
- White glove service with a smile
- Family owned and operated
- Employees that are your local experts
Next, when you create a post, be sure to put your logo into it. You don’t lose an opportunity to get your brand out there. Similarly, be sure to put your best foot forward and use good manners: avoid typos, provocative or inflammatory content, and poor photo or audio quality.
Look for ways to connect your social media with other local companies and causes. Start by following local businesses and commenting on their posts. It is important to align your social media account with credible, local businesses. This is how you demonstrate your commitment to the community while claiming yourself the local authority.
Lastly, create a schedule for your social media posts. It is important to post on sites like Facebook or Instagram a minimum of 3 times a week. Ideally, you will want to post 5 times a week. When posting videos, you want to look to post once or twice a week. Make sure your content is filled with your installations, customers, before/after pictures, and technicians.
The key is to stay relevant in your community and consistent in your messages- both in terms of frequency of posting, and the type of content you share. Don’t worry about being repetitive, showing up is more important than producing new or innovative content.