Leave Big Brands in the Dust: Effective Social Media Strategies for HVAC Manufacturers
by MGB2B
Across most B2B industries in the U.S., the big nationwide players dominate when it comes to brand awareness. HVAC manufacturers are no exception, with brands like Trane and Lennox generating instant recognition while small to medium size companies rarely ring a bell outside their states or regions. All of this emphasis on big brands can seem discouraging, but smaller manufacturers hold a big advantage over the big players: social media.
You may have just rolled your eyes or even laughed out loud. How can small manufacturers stack up to the big guys on social media? After all, the two aforementioned brands have a combined following of over 217,000 on Facebook alone. True, and the majority of small companies will not reach those numbers. But their more modest followings likely contain a whole lot more valuable connections and leads, and a smart social media strategy can help draw them out.
Here are three effective social media strategies for HVAC manufacturers that will leave the big brands in the dust:
- Define and embrace your niche. Large HVAC manufacturers often provide an enormous range of products, or supply a wide range of industries and geographies, and must either stretch their messaging to accommodate everyone or generate new social media accounts for each region or market they serve. As a smaller or mid-size HVAC manufacturer, you can use your social media content to define and embrace your niche. Dedicate your Facebook page to answering questions from local contractors or share tips to help installers maximize boiler efficiency during cold New England winters. Your customers will see your social content as a valuable resource, rather than a soundboard for complaints and robotic responses.
Example of a canned HVAC social media response to a complaint
- Customize your responses. Many national HVAC brands field tens, if not hundreds, of social media comments, questions, and complaints every day. This high volume often necessitates canned responses directing followers to a contact page or dedicated email address so a customer service representative can explore issues further. While it’s important to have templates handy that help you build social media responses, as a smaller HVAC manufacturer, you should take the time to customize your replies. Think of each engagement as a potential lead and respond accordingly. And don’t forget to acknowledge positive feedback! Positive social media engagements make for great testimonials.
- Recognize your clients. If your company serves a specific state or region, it’s likely that many of the clients in your network are familiar with one another. Between regional associations like the ACA/NE and annual events like the AHR Expo, they are participating in the same conversations and likely reading some of the same content. Use your blog and social media channels to regularly acknowledge their projects and accomplishments. Your clients will be proud to have their work showcased for their colleagues and fellow HVAC pros to see, and will likely share it within their own circles, driving more local awareness for your brand.
Establishing your HVAC manufacturing company while large, well-known brands hover close-by can be intimidating. Using social media to highlight the value you bring to local contractors and other prospects can help your brand rise above big-name manufacturers. Looking for a boost to get you started? Drop us a line.
Tags: content marketing strategirs, HVAC, HVAC marketing, local business marketing strategies, social media customer service tips, social media marketing, social media strategies for HVAC manufacturers