An HVAC Technician's Guide to Social Media

Social media can be a powerful tool for HVAC companies. It’s where you can promote your services, share customer stories, connect with your audience, and establish your business as a trusted name in the HVAC industry. In this guide, we’ll break down everything you need to know to make social media a valuable part of your overall HVAC marketing strategy.

Social Media for HVAC Companies

HVAC social media is the use of platforms like Facebook, Instagram, YouTube, and others to share content that engages your audience, builds brand awareness, and turns followers into paying customers.

Before we dive into content ideas and strategy tips, let’s address two key questions.

What Social Media Channels Should You Be On?

One of the first things you’ll need to work through when getting started with HVAC social media marketing is determining which social media channels or platforms you should use.

Reference your customer personas and ask:

• Where do our customers spend time online?
• Which platforms do they engage with most?

Due to their popularity today, you may uncover that your personas spend most of their social media time on Facebook, YouTube, and Instagram. You might also decide to test out new channels—like TikTok—alongside your other social media channels.

Here are some guardrails to follow when deciding on what channels to use.

• Facebook: With its large and diverse user base, Facebook is ideal for targeting homeowners. It allows for detailed demographic targeting, paid advertising, and community engagement through local groups.
• Instagram: This visually driven platform works well for showcasing before-and-after photos of installations, maintenance work, and satisfied customers. Stories and reels provide a great way to share quick, engaging content.
• LinkedIn: More suitable for commercial HVAC services, LinkedIn can be used for networking, sharing industry insights, and building relationships with business owners and property managers.
• YouTube: Creating educational content on HVAC maintenance, troubleshooting, and energy-saving tips can help position your brand as an authority and attract customers searching for solutions online.
• TikTok: While it may not seem like an obvious choice, TikTok has a growing DIY and home improvement community. Short, engaging videos on HVAC tips and behind-the-scenes service clips can capture attention and drive brand awareness.

Want to manage all your channels in one place? Scorpion’s Social Management tool simplifies the process and saves time by consolidating your platforms and performance data.

What Kind of Posts Should You Share?

Once you’ve selected your platforms, it’s time to think about content. A strong social media presence includes a mix of informative, engaging, and promotional posts. The goal is to provide value while positioning your business as the one to call when HVAC issues arise.

Here are post types to consider:

• Educational Content: Share maintenance tips, energy-saving advice, and how-to guides.
• Behind-the-Scenes Content: Highlight your team in action, introduce new technicians, or show the installation process.
• Customer Testimonials: Share reviews or success stories that build credibility.
• Seasonal Offers: Promote tune-up discounts, referral bonuses, or limited-time service deals.
• Polls & Q&A Sessions: Use tools like Instagram Stories or Facebook Live to ask questions or answer FAQs.

In addition to organic content, consider investing in paid social media advertising. Channels like Facebook and Instagram let you target ads to people based on location, interests, and behaviors. Paid ads work well alongside organic posts to boost visibility and drive more qualified leads.

Need help building out your strategy or creating engaging content? Scorpion’s social media experts are here to help you make the most of your marketing.

Real-Life HVAC Social Media Examples

Looking for inspiration? Here are a few real-world examples:

1. HVAC Social Media Example: Facebook

A post explaining different ways to set up an HVAC system with a link to a blog article. It educates DIYers, builds credibility, and encourages clicks.

2. HVAC Social Media Example: YouTube

Here are two examples of paid advertisements on YouTube. The two local HVAC companies that appear on YouTube when someone types in “HVAC Boston” pay to have their information shown to visitors to increase clickthrough to their website.

3. HVAC Social Media Example: Instagram

This HVAC Instagram post shows a view of a completed project — a heated driveway has been finished, and now, the photo serves as a form of social proof. The HVAC company also alluded to other related services that they offer.

HVAC Social Media Strategy

An HVAC social media strategy is how you put all aspects of your HVAC business’ social media plan together. It also ties your social media posts and efforts to your HVAC marketing plan. Once you have your channels chosen and set up, and some ideas for types of posts, you’re ready to build a strategy.

1. Set HVAC Goals & Metrics

Before jumping into social media marketing, define what success looks like for your HVAC business. Setting clear, measurable goals ensures that every post or ad relates to your business objectives. Start by asking: What do you want to achieve on social media, and how does it align with your broader goals?

Define SMART Goals

Make sure your goals are Specific, Measurable, Achievable, Relevant, and Time-bound.

• Bad Goal: “We want more social media engagement.”
• SMART Goal: “We’ll post 4 HVAC tips per week on Facebook and Instagram for 60 days to increase engagement by 15%.”

Common HVAC Social Media Goals

• Increase brand awareness
• Generate leads and website traffic
• Improve customer engagement
• Boost seasonal sales and tune-up appointments

Track Key Metrics

• Engagement Rate: Likes, shares, comments, and clicks
• Follower Growth: How your audience is growing
• Website Traffic: Visitors coming from social platforms
• Lead Conversions: Appointments, calls, or form submissions from social campaigns

Example Campaign

If your goal is to increase quality leads next month, structure a campaign like this:

• Goal: “We will launch a four-week social media campaign posting four times per week on Facebook, featuring customer testimonials and educational content, to increase conversions by 2%.”
• Tracking Metrics: Monitor link clicks, call inquiries, and booked appointments.

By setting clear goals and tracking the right metrics, HVAC businesses can ensure their social media efforts deliver real results.

2. Optimize Your Content for Search Engines

Social media and SEO go hand in hand. When your content performs well on social media, it builds authority and credibility—which can help your website rank higher in search results.

Here’s how to connect the dots:

• Create a Google Business Profile: Include accurate contact info, business hours, location, and customer reviews.
• Use SEO Tools: Use a service like Scorpion! We provide access to experts and artificial intelligence that help your HVAC brand move up in search engine ranking.

3. Create Compelling & Memorable Social Media Content

With so many HVAC companies on social media, strong content is your differentiator. Quality content increases engagement, builds trust, and helps establish you as a local leader.

Types of Content That Perform Well

• Before-and-After Visuals: Show real project results.
• Educational Videos: Explain maintenance or seasonal prep.
• Customer Testimonials: Share quotes or short clips from happy clients.
• Infographics & Quick Tips: Offer valuable advice in a visually digestible format.
• Live Q&As: Answer questions in real time on Facebook or Instagram.

Best Practices for Creating Engaging Content

• Keep It Visual: Posts with images or videos perform better than text-only content.
• Be Authentic: Showcase your team, customer interactions, and real jobs.
• Use Storytelling: Tell the “why” behind your work or highlight customer journeys.
• Encourage Interaction: Ask questions, run polls, and reply to comments.
• Post Consistently: Use a content calendar to stay top-of-mind year-round.

If content creation isn’t your strength, Scorpion can help. Our team can help you produce the high-quality, engaging content your audience craves. The best part? You can repurpose this content—use it on social media, embed it on landing pages, include it in email campaigns, and more to maximize its impact.

4. Plan to Engage with Customers

Social media isn’t a one-way street—it’s a conversation. Engagement builds relationships and helps convert followers into long-term customers.

Here’s how to keep the conversation going:

• Respond to comments and messages quickly.
• Ask for user-generated content, like project photos.
• Host live Q&A sessions to answer common questions.
• Run contests or giveaways to increase reach.
• Use polls and surveys to spark interaction.

5. Review Your Success & Iterate

To keep improving your strategy, track your performance and reflect on what’s working.

Ask yourself:

• Did we meet our SMART goals? Why or why not?
• Which post types drove the most engagement or leads?
• What should we try next, and what should we stop doing?

Reviewing your performance helps you learn what resonates with your audience to improve results over time.

With the right tools—like Scorpion’s social media management platform—you can monitor engagement, gather insights, and see what your audience is saying, all in one place. The platform makes it easy to collect insights and see what’s working, get notifications, and understand what your followers are saying about you on social.

Lean on the Experts for Your HVAC Marketing

Ready to elevate your HVAC social media strategy? Scorpion’s team is here to help you create content, manage campaigns, track results, and drive real growth. Want to see how it works? Reach out to us today to learn how we can help you win more customers through smarter social media marketing.