Is Northwest utilizing social media to the best of their ability?
Northwest HVAC is in an industry where sales are heavily reliant on word of mouth. Sites like Google Reviews, Yelp and Angie's List could all have a huge impact on their business. How are they positioned on social media?
In order to understand Northwest's social media solution, we took a look at the buyer journey and realized that they had no real tactics to coax prospective clients through the funnel. Our team developed strategies and tactics that could help them with their goal of increasing brand awareness.
They had very low interaction on Angie's List/Yelp as well as Twitter, but had a relatively strong presence on Facebook. Our campaign focused on creating a buyer journey for their acquired fans on Facebook.
We created specific strategies for each stage of the funnel on Facebook.
Awareness: Northwest would post content raising awareness of what they do. We found most people do not use Facebook for information on their HVAC system, so we suggested sharing branded infographics. This format would allow them to be engaging and easily shareable.
Consideration: Text posts would push their business to their customers. These would include information on what Northwest does, with a trackable Call to Action button attached. This would lead the visitor to the FAQ page on the Northwest site.
Decision: At certain points during the year when scheduled maintenance is routine, such as before the summer or before the winter, we suggested paid ads on Facebook. These would be run to people who had previously engaged with Northwest's content at the top of the funnel.