I've been AWOL for the last month... sorry for not signing in sooner. We were out of state and away from our business for 3 weeks and I'm just now getting back into the swing of things.
We do HVAC as well. I read the suggestions given by Alex and have several comments but please do what's best for you.
1. You need to know your state's laws on contests and giveaways. In most states, doing a giveaway on FB can be a crime if not handled correctly. You can't run a contest unless it does not interfere with state laws regarding gambling. I know that sounds wonky, but it's true. Your giveaway must be just that - a giveaway. There can be NO EXCHANGE of any kind for the consumer to receive the goods. When I do a giveaway it's usually a random drawing, with names in a hat and I announce a winner. All names must have completed the steps that I put forth. They must be in writing, in the post and direct the consumer how to enter the giveaway. Be VERY specific so that you don't get into trouble with this one. I've done one for hitting 500 likes, I've done one for being a new like to our page and I've done others. We've even done live videos to show the drawing process and announce the winner.
2. I post on our page regularly, with all kinds of content. I use a scheduling service and do a week's worth at a time so that I'm not worrying about it everyday. But TBH, I post very little of our actual business. Why? People don't care about our business or what we do, until they desperately need us. They care about themselves and THEIR INTERESTS. Don't just post using words. Use pictures. The FB algorithms won't push posts without pics. Use a content calendar for fun things like Pumpkin Pie Day and share a recipe. Because I post what people are interested in, they keep coming back and they will remember us when they need service. I only post business content once or twice a month to remind them of things like changing their filters and scheduling a call for AC install before summer, etc.
3. Your statement is a tad bit confusing - are you a service based company or a sales based company? We're service based. People are not going to go to a website at 3:00 am when they have no heat. They're going to go to Google and say your name or they're going to hit FB to find your page and call. We obviously do installations but we're not a sales based company. Our marketing is never about selling the customer equipment. It's about offering the best service for the best price in our area. We don't push sales on our clients. We let them know what we think is best for the equipment they have and how we can help them maintain it for years to come or if it's shot and needs a replacement. Our focus is on giving the client one on one service to the best of our ability. We do not advertise and we are booked consistently 4-6 weeks out at a time or longer. Our company FB page is our only source of advertising that we do. I have a weekly ad in the two local papers in our two small towns but that's it. It's all word of mouth because we've been doing this for 25 years and have the education to back it up.
4. The most important thing that you can do in this industry is start with Why. Why am I doing this? Who am I doing it for? Why am I in business? If your answer is to make money, you're going about it backwards. Your answer needs to be something like... giving the client the best service at the best price. That's too basic, but you understand my drift... figure that out and let your marketing work from that point. If you need further help with this, there's a great book we read in the Square Book Club called Start With Why by Simon Sinek. I knew most of the premise of the book and how to do that from being self-employed for 37 years but he's got some great ideas for newbies!
5. Emails - most people don't like getting them and won't open them. If you're going to do an email list, make it once a month and do a newsletter style so people can find value in it.
6. I do sponsor events and attend events when I can do a booth. Giveaway promo items at your table and engage with people. Have a door prize drawing at the table and give something of value away.
7. Lastly, I would be careful about posting pics or videos on site at a customer's home. Even if there is nothing identifying in the pic or video, they still may not want you doing it. So ask them first if you can and let them know that you won't be sharing the location in anyway with people. Also, don't give away your service for free. Sharing videos is great and everyone looks to You Tube for everything these days but if you're giving service away for free in a video, then you're not getting the phone calls that actually bring in the ROI. Be selective about what you share.
Hope this helps!
Owner/Business Manager
Arctic Heat
R&C Property Management
Event Planner/Business Trainer
Member - Women in HVACR
Member - NAWIC; Mentorship Chair for MT Chapter
Square Champions Expert
