As an HVAC business owner, you’re already aware of the sheer number of folks turning to search engines to find reliable air conditioner repairs close to home. Your website is your top tool for getting people who find it to click and schedule your HVAC services, but to do that, they need to see your name out there. With visibility such an important way to give yourself a competitive edge in searches, have you thought about how to increase website traffic through social media channels?
Below, we discuss how social media drives traffic to your website and how posting regularly on these platforms can help your brand build relationships that count. If you need more support, Relentless Digital‘s SEO services for HVAC companies are also worth a look.
Why HVAC Businesses Need to Master Social Media
Social media may have its ups and downs for personal use, but that’s not the case for an HVAC business trying to connect with old and new customers. Besides the significant traffic potential for your website, correctly optimized social profiles offer the following benefits:
Boost Your HVAC Brand Awareness
As you join social media groups, gain a bit of a following, and show up in the HVAC community online, more people see your brand. When your social media followers need “HVAC services near me,” they’ll know who to call for their furnace or air conditioner repair.
Drive Significant Traffic to Your Website
Many of your social media posts will link directly to your website. As your brand grows and your social profiles gain traction, your website traffic from social media could soar.
Increase Brand Trust and Authority in Your Local HVAC Industry
People don’t trust just anybody in their homes or offices–they want a highly vetted, reputable HVAC professional. Dominating social media platforms places you as an industry-leading, authoritative HVAC company people will trust more readily.
Launch Your HVAC Business Growth
What might your business expect with increased website traffic and a growing presence across your social media accounts? Hopefully, more phone calls, more appointments, and more long-term clients!
Planning Your HVAC Company’s Social Media Strategy
Bringing your website more social media traffic takes some skill. While viral social media posts may look like lucky accidents, there’s often a lot more planning behind the scenes. Think about these tips when building your HVAC business’s social media channels:
#1 Pick Your Social Media Platforms Carefully for HVAC Relevance
Which platforms could your HVAC company create a profile on for the most traffic? The right social media platform is one your target audience frequents. If your average HVAC customer is a 40-year-old homeowner requiring air quality services, which social media platform would best engage this person?
Here are some ideas:
Create a Facebook business profile to connect with HVAC clients, post visual content, post Facebook stories, link to articles, and directly message users. If you want to increase social media traffic, Facebook offers ample opportunities in the profile section to add links to your website, business directories, customer reviews, and more.
YouTube and TikTok
Short-form videos for HVAC companies are a phenomenal tool to drive traffic to your website. Doesn’t everyone love visual explanations of complicated things, like how to change an air filter? With a YouTube channel or TikTok account, you could post engaging content, HVAC tutorials, and even behind-the-scenes footage to get people excited about what your HVAC team can do.
Instagram is another diverse social channel that covers it all; images, live videos, stories and Reels. One tip for how to increase website traffic through social media channels like this is to post daily on places like Instagram Stories. Consistency engages people each day while directing their gaze to exciting deals on your website, a blog post, or anything else your brand wants to highlight.
X (Formerly Twitter)
X only lets you create content under 280 characters, but that limitation is great for engaging clients on the run. Twitter lets you offer quick tips on keeping a home cool, answer client questions, or add links to your website. The Twitter bio section is also prominent on people’s feeds, so be sure to use that to your business’s advantage.
#2 Outline Your HVAC Business Goals
What does your HVAC business want to achieve–getting long-term clients, selling a few air conditioners, or something else? Web traffic experts like Relentless Digital recommend weekly, monthly, quarterly, and annual goals relating to your social media traffic. You can measure your progress if you aim for something like five new followers, 10 website link clicks, and one new customer each week.
#3 Plan Your Budget
Your digital marketing can cost as much as your HVAC company can afford to spend, which is why it’s wise to plan carefully.
Do you plan on using only free resources on your social media platforms? Could you pay for ads and campaigns if they deliver fast results?
#4 Set Up Website Tracking To Measure Social Media Traffic Results
As you begin driving social media traffic to your website, you’ll find that tracking tools make it much easier to change your approach as needed. Tools like Google Analytics or Tag Manager for your website show you data on web traffic and the following:
- Where the traffic comes from (source)
- Where users click the most
- Bounce rates
- Session times
With this data, you can learn how your latest posts drive traffic. You can also see whether your dedicated landing page is doing its job well or turning people around.
How To Increase Website Traffic Through Social Media: 10 Tips for HVAC Contractors
You’ve researched your target audience, selected your social media channels, outlined your social media goals and budget, and set up tracking. Now, how can you make that site traffic from social media campaigns fly all the way to your HVAC customer log? Try the following:
#1 Optimize Your HVAC Business Profiles
Have you optimized your HVAC company’s bio section on every social media account? Adding your company name, a brief sentence or two describing what you do, contact information, and a few links isn’t the end of it. Try the following, as well:
- Put a link to a landing page optimized to convert social media users into clients.
- Add links to provide quick information about your services.
- Give a landing page a form, phone number, or a contact link for quick signups.
Another tip for how to increase website traffic through social media is to ensure all of your links are relevant to your HVAC services or users. You want anyone who clicks these links to take the next step and schedule your company’s services.
#2 Know When and How Frequently To Post For More HVAC Inquiries
Each social media channel’s guidelines differ on when and how frequently to post for more engagement. It’s a balancing act, as posting too often on one site can annoy your audience, whereas failing to post on another platform means users forget about your HVAC services.
Plan your post schedule to hit the sweet spot for ideal social media engagement. Here are the general guidelines on social posts for the platforms discussed above:
- Facebook: Two to seven times per week
- YouTube: One to three times per week
- TikTok: One to four times per day
- Instagram: A few times per week
- Twitter: Five to twenty times per day
For even more engagement, you’ll want to post on social media websites at the perfect time of day to increase web traffic. Your HVAC brand’s digital marketing strategy will change based on your time zone and where you’re posting.
#3 Publish Relevant, High-Quality Content
If you want to increase social media traffic, post things people care about. Creating relevant content on a social media channel isn’t always simple but it’s the only way to engage your audience consistently. When your social posts are highly personalized and interesting, they stand out for your target audience, who may feel more inclined to follow your brand or click the link to your website.
How confidently can you develop HVAC-optimized posts that engage users? Keep these tips in mind:
- Know your audience: Who prefers heating and air conditioning solutions to stay comfortable? Those users may not be interested in tech specs or building codes but may flock to posts on the best DIY tips for a cool home in the summer.
- Trim the clutter: Content marketing is all about grabbing attention. Social media users see a tsunami of content every few seconds. If you want to drive traffic with relevant content, write snappy, short sentences that include numbered lists or bullets, images, graphs, or easily skimmable charts.
- Work on consistency: If you post a photo of your dog one day and air conditioner tips the next, it confuses people. As you increase social media traffic, know that your followers depend on your brand to post consistent content.
- Share your blogs: Content marketing involves a lot of time and resources. If you already have a blog on your website, you can gain social media referral traffic by sharing a link to your articles on your social channels. Even just a link to a new blog post with a catchy caption can boost social media traffic.
- Leverage social share buttons: As you become familiar with how to increase website traffic through social media, you’ll notice that many social media websites allow you to share posts from other creators. It’s a great way to drive traffic with minimal effort, whether it’s a blog post, interesting article, or links your site users will love.
#4 Post On-Trend HVAC Videos
If you want to engage users online, your HVAC website and social media feeds need video content. Here are some ideas to link HVAC video content that will drive traffic to your site:
- Walk social media users through steps to change an HVAC unit’s filter to boost your position as an authority in the field.
- Show before-and-after streams of air duct cleaning to highlight your equipment and skills.
- Provide the audience with “X tips on air conditioner maintenance” and other helpful listicles to highlight all your services.
- Take your audience behind the scenes in an exclusive HVAC Contractor For a Day experience.
And don’t forget that all-important CTA encouraging people to get in touch with your HVAC team!
#5 Feature Your HVAC Brand’s Social Handles Everywhere
Can your website users easily find your HVAC company’s social media profiles? Lead generation is harder if your website doesn’t have links to all of your social media handles for your audience to find.
When your social media referral traffic discovers your main site’s landing page, you want them to follow you on any platform they use a lot, especially if they didn’t already know you were on there.
#6 Promptly Respond to Your Messages and Comments
Creating content on social media will drive traffic from social media platforms toward your company’s website, but it’s what you do next that counts toward your bottom line.
As your HVAC brand is gaining new followers, expect comments, direct messages, and more from potential customers. You want people to feel valued and understood if you’re going to win their trust (and their business). The best way to achieve that is to promptly respond to those questions, comments, concerns, or messages as quickly as possible.
#7 Take Advantage of Hashtags for HVACs and More
Social media hashtags are gold, both for bringing in more traffic and tracking campaigns, but use them correctly. For example, some platforms advise using only three to five curated hashtags that link your content to similar topics and posts.
Why not encourage your audience to join these hashtag campaigns? For example, you may run a spring HVAC maintenance campaign with the competition entry requirement being that users post photos and tag your company name.
#8 Advertise Exclusive HVAC Offers
Exclusive offers or giveaways incite interest from your HVAC brand’s audience on social media. If you want to drive traffic to your site, tailoring offers narrows down the audience you’re trying to engage, perhaps in one of your new service areas.
You could also provide exclusive discounts to certain platforms only. For example, you may post on Facebook that anyone who clicks your link will get 15% off air conditioner maintenance services for April.
#9 Consider Paid HVAC Service Ads
Do you want to learn how to increase website traffic through social media as quickly as possible? Paid advertising can be an excellent choice for an HVAC company that wants to instantly boost social media traffic.
You’ll pay to increase the visibility of your posts, links, or accounts. For example, you can create paid ads around your fall heater maintenance services that direct social media traffic to your site for a high ROI.
#10 Measure and Adjust Your Strategy Accordingly
Like troubleshooting an air conditioner issue, you already know that creating content for more traffic from social media requires trial and error. As you go through the above tips, don’t forget to leverage your content marketing tracking tools.
Has a link from one of your YouTube video tutorials generated substantial site traffic, but the TikTok post was disappointing? Why not focus on longer-form content for a time? Flexibility is crucial if you want more traffic from social media accounts long-term.
Get Results With Professional Social Media Marketing Supporting Your HVAC Dreams
Learning how to increase website traffic through social media is worth it. If you want results, driving social media traffic is our thing at Relentless Digital. Go ahead and learn more about creating a social media post here, or book a strategy call with our digital marketing experts!
