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Let's get something out in the open.
Most people don't trust contractors.
That's the plain and simple truth.
For whatever reason (we’d prefer not to get into it), plumbers and HVAC contractors have picked up a negative cultural stigma that’s been hard to shake. Some might say they’re even less liked than car salesmen or dentists (or marketers).
But still, company after company is bamboozled into spending thousands of dollars on traditional advertising campaigns (phone book ads and websites, most notably) that come off as pushy, arrogant, and immensely out of touch with the consumer. It’s not that traditional advertising is always a waste. It’s just that it’s usually a waste. Particularly when you consider the fact that many of these same plumbers and HVAC companies neglect new, exciting, and – most importantly – effective means of building trust with their clients and destroying the stigma.
One of the greatest of those means being social media.
What social media can do for HVAC and Plumbing Companies
With more and more consumers searching for local services online, an active, tasteful social media presence not only helps “humanize” contractors to their potential leads, but makes them appear really effective and cutting-edge, too.
In today’s digitized world, consumers expect businesses to have social media profiles on essentially every channel available. However, not a lot of local service-based businesses actually do it well. Hence, plumbers and HVAC companies that have active – nay, vibrant! – social media profiles will notably stand out to leads who search a little bit deeper online than your website. And because social media is inherently about sharing candid, personal information, you have the opportunity to establish a tremendous amount of trust with potential leads through it.
But it’s not only a matter of building trust just by showing up and staying active – there are a slew of positive opportunities that come along with a vibrant social media presence, including:
- Benefiting your SEO: By increasing traffic to your site through content sharing
- Finding leads: By being more present in search results
- Getting positive reviews: By giving past clients an easy way to review your services
- Engaging with your community: By connecting with local organizations and charities
- Establishing yourself as an authority in your field: By sharing thought-leadership content
- Building and sustaining relationships: Stay top of mind with your audience so they remember you when they or someone they know needs a Plumbing or HVAC company
- Cultivating your brand: By showing the “human,” candid side of your business
These are a few of the reasons we think contractors and social media were made for each other. It’s one of the best (and did we mention cost-efficient?) types of digital platform for building trust, and – well – if you’re an plumber or HVAC contractor, that’s a difficult thing to do with fresh leads. It just makes sense.
How Using Social Media Can Help Your HVAC or Plumbing Business
The answers may surprise you.
Better Customer Service
Real-time communication helps to make happy customers which in turn creates brand evangelists who drive positive brand sentiment.
Stand Out From The Crowd
Social Media gives you the chance to tell your story and increase your audience. Connecting on an emotional level or showing some personality are both effective ways of helping your brand stand out from your competitors.
Manage Your Reputation
When handled swiftly and sensitively, comments and complaints can help build your reputation. This instant feedback demonstrates high levels of customer service, and it can effectively diffuse negativity by resolving any issues that the customer may have.
Build Trust
Seeing that you are active on social media helps to fill potential customers with trust. It signals that you care about your customers, and it will be easy for them to contact you should anything go wrong.
Get Customer Insights
Social media makes it quick and easy for contractors to get feedback from customers, which will give you a clearer idea of what you need to address.
Makes You The Expert
When used in conjunction with high-quality content creation, social media is a highly effective way to attract new customers and helps you build authority in your area of expertise.
Keeps Customers Engaged
Social media is a great way of keeping your business or brand in the mind of your customers through awareness and interaction.
Increase Website Traffic
Social media as an SEO ranking signal is increasing in importance. Being talked about and mentioned on social media is a positive signal that shows you are popular and have content worth sharing and talking about.
Social Media for Plumbers & HVAC Companies
A vibrant social media presence can do a number of things for Plumbing & HVAC companies. It builds trust with users – the number of them rapidly growing – who use social media to find or evaluate contractors when they have a problem. On top, it provides new opportunities for cultivating your brand, connecting with your community, and generating SEO-friendly traffic to your website.
As we see, HVAC and plumbing companies have no business not having an active, effective social media presence this year. The low cost and the rewards can be significant (read: profitable).
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