In a previous article, The ACHR NEWS discussed the value that proper social media can bring to an HVAC contractor. Social media offers high potential for reaching customers, building a brand, and even making sales, but a contractor who is too eager for that last step might unwittingly create too much content that focuses on the wrong thing. Content that is too sales-driven can lead to algorithms pushing a company’s post far down the feed, and customers viewing the company as desperate and spammy.
Content marketing offers another way. Contractors can create high-quality, informative content for homeowners without immediately asking for a sale. This allows a contractor to present themselves as an expert in the home and a professional in business.