HVACR Business

DEC 2017

Help hvacr contractors master the critical components of business management.

Issue link: http://digital.hvacrbusiness.com/i/909997

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Page 11 of 23

is weather-related, and weather is oen more popular to talk about than air con- ditioners. is provides us another op- portunity to engage with users and create relationships. Facebook and Instagram If your target audience is a mixture of younger and older customers, consider blending Facebook and Instagram. In the same capacity as above, you can use Facebook to educate and engage. Using video functions on Facebook is also helpful and significantly increases visibility. Consider regularly posting to Facebook Live with tips and a plug to contact you for similar issues. Pre-recorded video footage is also great; both live and recorded videos tend to reach the highest number of viewers. Remember, Facebook is the most static outlet, so much of what you put here can be viewed time and time again (but you still want to keep it fresh). Meanwhile, you can also post Instagram videos that are live and viewable for 24 hours. Video catches eyes, and if you use it the right way, you can create opportunities to pull in more leads. People oen watch these stories and live videos because they are distracted. If you tag your company, location and other information, however, you create lasting connections. Instagram is com- pletely visual, posting images that the user can relate to is key. So what kind of pictures should you post? Common challenges and fixes with HVACR repair can be a great way to edu- cate and connect on this platform. Looking Ahead As we look ahead to 2018, here are some social media insights that we have been considering to stay ahead of the curve. Non-traditional ads are the way to go if your audience skews younger. As a Brookings study showed, 84 percent of Millennials do not trust traditional ad- vertising. Use videos, how-tos or personal storytelling in Instagram or Facebook ads to gain trust. Depending on the average age of your target demo, this may vary slightly. Create a prototype of what your key customer looks like — age, gender, education, inter- ests and income level — and study each of your social media platforms to ensure you are specifically targeting your audience in a personal way. Take advantage of the analytics provided by Facebook, Twitter and Instagram. You can create an intricate target demographic with each ad you produce. Transient video footage will become more popular, as it's what initially catches the eye. Brands and companies will need to tell their story and make their pitch within six-second videos (yes, that is short!). Because of the quick-moving nature of social media, videos that are popular one day are usually not top-of-mind by the next. at is why this type of content needs to be short, catchy and constant. Smartphone and mobile focus is the way to go. ere will be less interaction with traditional forms of advertising and communication. When people are seeking information, they ask their smartphone. So, when they are looking for an HVACR company, this pattern will be no different. is is not to say that you can't use other forms of advertising. Be cognizant of the return you get from things like print ads compared to smartphone clicks. Follow your leads. A note about all of these functions, tips and trends — we do not do this all on our own. We have a company called Leadhub who manages our social media and helps to cra and curate content. is enables us to have a daily presence that engages and educates our audience. If you do not have the time or skill set to give social media the attention it needs, consider a third party that understands your audience. Get in the social media game. It's not too late, but if you keep waiting, it will be. Your audience is waiting for you. u Ben Hubbert, co-owner of Champion AC, is a former member of Special Operations in the Air Force (Combat Control) who's now committed to helping the San Antonio community reduce its demands on the energy grid. Ben is a firm believer in education and constantly teaches new customer service approaches and techniques. For additional information, visit championac.com. 12 HVACR BUSINESS DECEMBER 2017 www. hvacrbusiness .com Using video functions on Facebook is also helpful and significantly increases visibility. continued from page 11

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