It is the apex of the summer season, and busy doesn’t begin to describe what is happening to HVAC contractors across the country. And yet September is just around the corner, and as fall looms closer, it is time to start thinking about what to do to keep your man-hours up while workloads drop off.

I know it’s hard to think about this now, but you should start looking at your marketing and promotions to keep those phones ringing as business slows down.

Mike Weil, Editor-in-Chief, High-Performance HVAC Today

Beyond Traditional Marketing

Traditional marketing, occasionally called offline marketing, incorporates conventional media, including print (newspaper or magazine ads, mailers, and door-to-door fliers), TV commercials, and radio ads.

Social media marketing, also known as digital marketing, is a blanket term typically used to describe online marketing strategies built around the capabilities of cyberspace. As its name implies, social media marketing leverages platforms such as Facebook, Twitter, Instagram, Snapchat, and even TikTok.

Once upon a time, creating print ads (most often for advertising in the Yellow Pages) was the primary way most contractors marketed and promoted their companies. With the advent of social media, posting tidbits on Facebook and Twitter promoting sales, advice, and company information was considered equally important.

Social Media Marketing Fun Facts

Some fun facts to consider (source: LocaliQ):

Benefits of social media marketing
Graphic from WordStream Blog site at
  • The average U.S. adult spends 2.25 hours on social media every day
  • More than 70% of people who have a positive experience with a business on social media will recommend that business to their networks
  • Facebook users click on 12 Facebook ads on average every month
  • Nearly 80% of Twitter users feel more positive about a company when they get a response to their tweet
  • 4 out of 5 people on LinkedIn drive business decisions
  • 46% of TikTok users engage in the app without any other distractions.

The New Number One Platform

Speaking of TikTok, it’s more important than ever to remember that there is more to social media marketing than posting on Facebook and Twitter a few times a day.

TikTok has become one of the most used social media platforms, especially with the Gen Z and millennial crowd. Its popularity surged during the height of the COVID-19 pandemic, which drove consumers indoors and onto their mobile devices.

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