12 HVAC Social Media Marketing Tips to Grow Your Business

If you don’t work in marketing, social media can be intimidating. There’s a new trend every week, countless accounts to manage, and high expectations for customer communication.

But, creating a social media marketing plan for your HVAC business is easier than you think. You just need the right tools and effective strategies to grow your brand online. 

In this post, I’ll teach you how to create social media marketing campaigns for HVAC businesses. We’ll talk about brainstorming content, finding the right software, and responding to customer feedback and social media trends.

1. Create a social media marketing plan.

When you install a new radiator, you have a plan. You don’t just start drilling; you map out the project so you know it will work.

Social media works the same way. Posting randomly without thinking about it won’t lead to consistent success. Strategizing and researching your audience is important before you start creating content.

Here’s what you want to think about:

• Which platforms do you want to focus on (more on this below)?
• What type of content do you want to post?
• What are competitors posting (and are they successful)?
• What are your social media goals (followers, views, sales calls, etc.)?
• How will you track success?

This will help you shape an effective plan that leads to more customer engagement on social media. 

2. Record video content.

Did you know that 86% of consumers spend a quarter or more of their spare time watching videos on social media? 

Creating videos is a great way to attract attention to your page. Focus your efforts on helping customers. Most people think of HVAC brands when they need a problem fixed. Your social media page can provide value by helping people solve problems on their own. 

Here are some common questions that your customers might have:

• How often should I change my A/C filter?
• How do I change my A/C filter?
• What HVAC repairs can I do myself?
• What is a whole-house air purifier, and how does it work?
• What HVAC questions should you ask as a new home buyer?

Your videos can answer these questions while also indirectly promoting your brand. 

3. Share advice and tips.

In addition to videos, educational content like infographics and carousels (slideshows) can set you apart from the competition. It will also establish you as an authority in your industry and a trustworthy source of information. 

Why does this matter? Search engines like Google rank websites higher based on authority. Increasing authority is all about building an audience that trusts you, and you can manage your online reputation on your website and social media pages. 

4. Run social media ads.

There are three types of media: owned, organic, and paid. Owned media means you own the rights, like your website, email newsletter, podcast, etc. 

Organic media is media that’s unpaid. If you rank high on search engines and people click on your website, that’s organic traffic because it happens (you guessed it) organically, without ads. 

Paid media is anything you pay for, like advertisements. It’s a great way to build traffic and increase brand awareness for your company. Social media is an excellent place to advertise because of its high return on investment (ROI). According to a Wordstream report, Facebook advertising has lower and more stable costs than other forms of advertising. Creating social media ads will help you increase visibility among local audiences.

Source

5. Research industry keywords and hashtags.

Like search engines, social media platforms use keywords and hashtags to help users find content. If you want more people to discover your HVAC business, you need to use the right ones.

Research the most common HVAC-related keywords and hashtags your customers might search for. Tools like Google Keyword Planner, Hashtagify, and social media search bars can help. 

Try using hashtags like #HVACmaintenance, #EnergyEfficiency, or #ACrepair to reach the right audience. Keep a mix of broad and niche hashtags so your content is visible but not lost in a sea of posts.

Tip: Learn how to do keyword research here. 

6. Use social media software.

Managing social media can get overwhelming, especially when running a business. That’s where social media software comes in handy. Tools like Thryv, Hootsuite, Buffer, or Sprout Social can help you schedule posts in advance, track comments and mentions, and analyze what’s working with your strategy.

Social media management tools also help you stay consistent — one of the most critical aspects for long-term success. If you only post when you remember to, your audience might forget about you. A scheduling tool ensures you’re posting regularly without being online all the time.

7. Tell your story.

People connect with people, not businesses. That’s why sharing your story is so powerful. Tell your audience why you started your HVAC business, what you love about helping customers, and what makes your company unique.

Share behind-the-scenes content, introduce your team, or post customer success stories. This builds trust and makes your brand more relatable. The more people feel connected to your business, the more likely they will choose you over a competitor.

8. Mix helpful with promotional content.

Nobody likes a page that only posts ads. If all your content is about selling something, people will lose interest fast. A good rule of thumb is to follow the 70/30 rule — 70% of your posts should be helpful, educational, or entertaining, and only 30% should promote your services.

This means more tips, how-tos, industry insights, and fewer straight-up sales pitches. When you do post promotional content, make it engaging. Share customer testimonials, discounts or deals, and before-and-after repair photos.

9. Link to your social media on your website.

Your website and social media pages should work together. If someone visits your website and wants to follow you for updates, make it easy for them by adding links to your social accounts on your homepage, blog posts, and email signature.

There are also “social share icons” that let visitors repost your content on their social media pages. This is a convenient way to encourage people to share your blogs and videos online.

Cross-promoting your platforms helps increase engagement and keeps potential customers in your ecosystem. The easier people find you, the more likely they are to follow and engage with your content.

10. Focus on one or two platforms.

Trying to be everywhere at once is exhausting. Instead of spreading yourself thin, focus on one or two social media platforms where your audience is most active. For HVAC businesses, Facebook and Instagram are great places to start.

Facebook is ideal for community engagement, customer reviews, and local advertising, while Instagram works well for visual content like before-and-after photos, maintenance tips, and short-form videos. Once you master these, you can expand to other platforms if needed.

11. Respond to direct messages quickly.

Social media isn’t just about posting — it’s also about engaging. If a customer sends you a message, they expect a quick response. According to The Sprout Social Index, most consumers want brands to respond within 24 hours or sooner and think companies should make customer service their top priority for social media.

Set up notifications so you don’t miss comments, and if possible, use automated responses for common questions. The faster you respond, the more likely you are to convert social media comments into paying customers.

Tip: Thryv’s social media tool has an AI response feature for captions and customer feedback. 

12. Participate in social media trends.

Social media trends come and go, but jumping on the right ones can significantly benefit your business. Engaging with trends, whether a trending hashtag, a viral challenge, or a popular meme, can increase your reach and make your brand more relatable.

Just make sure the trend aligns with your business. For example, if there’s a viral home improvement challenge, show how HVAC maintenance fits into it. Staying relevant and having fun keeps your content fresh and engaging.

HVAC Company Social Media Marketing Plan Template

Ready to build your social media marketing plan? Below is a template you can use to get started.

Goals

Define what you want to achieve. This could be:

• Increase brand awareness (measured through impressions, views, or followers)
• Generate leads (measured by calls to your company, forms filled out, etc.)
• Drive website traffic (measured by views)

Goals help you define your content’s purpose, making it easier to brainstorm ideas for captions, images, and videos. For example, if your goal is to generate comments, you might ask your customers a question like, “Would you rather be too cold or warm?” That caption encourages discussion, leading to more engagement on your post. 

Goal(s): 

1.  
2.  

Research

In this section, gather information on your target audience. What social media platforms are they most active on? What are your competitors doing successfully? You can also use the first tip in this post to fill out this section. This information will help you decide where to post and the type of content you want to create.

Channels:

Platforms and Content

Write down the one to two platforms you’ve chosen to focus on and brainstorm content ideas. Use tips two, three, five, and seven to help you get started. Your content should be a mix of educational and promotional content. Content can be how-to videos, advice for HVAC maintenance, customer testimonials, and more. You can also get ideas from researching keywords and industry hashtags (explained above).

Content Type	Channel	Description

Posting Schedule

Decide how often you want to post and create a content calendar to keep yourself organized. Here’s where a social media management tool is helpful. Most have content calendars built into their software so you can create, schedule, and publish social media posts on different channels, all from one place. You don’t have to switch between apps or manually publish content daily. Instead, you can set your schedule for a week or two and let the software publish it for you. 

Engagement Strategy

You should also think about how you’ll interact with your followers. Social media is a two-way street. You have to actively respond to your customer base if you want to build a positive reputation.

Here are some strategies you could use in this section:

• Respond to messages within 24 hours
• Respond to all comments
• Join home improvement groups and comment on HVAC-related posts
• Search industry hashtags and engage in conversations by responding to other people’s posts
• Respond to all reviews

Advertising

If you have the budget, you should consider running ads on social media. In this section, set your budget and plan your ad types, such as video, carousel, and graphics. Most social media platforms will have built-in tools that can help you manage ad campaigns, but make sure you set clear goals ahead of time so your ads produce a positive ROI for your business. 

Content Type	Channel	Description

Measure Success

You’ll want to track your success to adjust your strategies over time. What you track will depend on your goals and your channels. Businesses track metrics like impressions, likes, shares, and comments for most social media campaigns. They’ll also pay attention to website traffic from social media pages and engagement on their social media ads. 

Social Campaign	Channels	Key Performance Indicators

HVAC Social Media Marketing

Social media marketing might seem overwhelming, but the right plan can help grow your HVAC business. By focusing on valuable content, engaging with your audience, and using consistent tools, you’ll build a strong online presence that attracts new customers and keeps your business top of mind.