Is Social Media Working for Your Business?
It seems like everybody’s doing it—and that’s because they are, including CoolSys. No matter what type of customer you target, social media should be your friend. That’s because internet users spent an average of 2 hours and 22 minutes per day on social networking in 2019. And, by 2021, more than 3 billion people are expected to be on social media.
So, how can you get social media to work for your refrigeration and HVAC business? CoolSys is active on Facebook, LinkedIn, and Twitter. Here’s how you can start developing your own social media plan.
Start with a plan
Map out your goals for social media, analyze what your competitors are doing, and decide what types of information it will be useful to share with your social audiences. For instance, if new regulations are released that your customers need to know about, tell them about it on social media, as well as how it will impact their business. By doing so, you will begin to build a reputation as a thought leader that is at the forefront of relevant industry news, and your followers will learn to rely on your business as a trusted source—for information and for their HVAC-R needs.
Know your audience online
You already know what your customers need and understand the types of information that will help them to do their jobs better. Think about where you can most likely find your customer on social media, and deliver news through that medium. For instance, are they on Facebook or LinkedIn? It may help to analyze which channels your competitors are most active on and receiving the most engagement from their own social media followers.
The type of content you create and share is just as important as your presence on social media. Sure, people want to know about your business, but they don’t want to hear a sales pitch every time you post something on social media. Match your content to your objectives. For instance, when CoolSys is looking to hire technicians, we share photos of our service techs in the field to demonstrate the type of work our job prospects can expect. Remember that visual posts are way more engaging than text alone. Always include a link, or photo or video, if possible, in your posts.
Engage Your Followers
Your job doesn’t end when you post on social media; on the contrary, it’s just beginning. Part of establishing trust is maintaining ongoing engagement with your audiences. Encourage them to comment on your posts, and always respond to questions and comments so they know you’re active and current. Also look for conversations that are happening elsewhere on social media that you can participate in as an expert in your field, to help expose your brand’s reach even further.
You’ve got the knowledge. That’s the best tool in your service belt to be successful on social media. Good Luck!