HVAC Marketing Tip: Use Weather-Informed Twitter Ads
If you told me one year ago that I should delete my Facebook, I would have smiled and politely filed your suggestion in my “Advice I Don’t Plan to Take” folder, along with “stop spending so much money on shoes” and “don’t mix vodka, champagne, and Red Bull together.”
I did end up deleting my Facebook though, partly because its mobile app recently “grew a keen sense of hearing” in order to recognize the music and television shows playing in the vicinity of its users (I don’t need anyone to know how many hours a week I spend attempting to keep up with the Kardashians) and partly because my mom was turning the ever popular Throwback Thursday (TBT) into a daily event.
So as you might have guessed, the Facebook void in my life has largely been filled with Twitter. As a result, I’m more up to date on timely news events and less informed on (insert cliché Facebook joke here).
Although I think Twitter is great as an instant news feed, let’s just say it doesn’t provide the biggest marketing ROI for my clients compared to strategies like SEO and PPC. As the social platform advances, I’m confident that could change.
Twitter Partners with The Weather Company to Offer Weather-Informed Ads
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Just today, the Wall Street Journal reported that Twitter has partnered with The Weather Company to bring weather-informed advertising to the social network.
“The relationship will allow marketers to target users based on the specific weather conditions of their locales. The Weather Company has offered similar targeting capabilities on its own site for years, but now it’s using its data to help inform ad buys across third-party sites, too. Twitter is the first social network it’s partnered with, however,” WSJ reported.
So which companies stand to benefit from these weather-informed Twitter ads? The WSF offered the examples of shampoo companies promoting tweets to frizzy-haired users in high-humidity environments or a beer marketer promoting tweets when the weekend forecast looks hot and sunny.
For HVAC companies, this is a no brainer. If it’s going to be a scorcher in your service area, you can promote a tweet about your air conditioning services. When the humidity rises, tweet a promotion for a new dehumidifier. You get the picture (and hopefully it’s not a TBT picture of me…).
Why Your HVAC Company Should Test Twitter and Other Social Marketing
At Blue Corona, we’re constantly asked, “is social media marketing worth it?” or “what’s the ROI of social media?” Ben Landers (the Big Cheese over here at Blue Corona) said it best:
“Business owners waiting for definitive proof that social media has value are going to spend the next three to five years learning a very valuable lesson. What they’re going to learn is that the cost of doing nothing is exponentially greater than the cost of testing a few social media marketing campaigns.”
Even if you’re not generating clicks, traffic, and leads from Twitter ads and other social media marketing, you’re still generating low-cost top of mind awareness to your target market.
Does your HVAC company need help with social media marketing? We’d love to help. Blue Corona can handle all aspects of your social media campaign, from content creation to social media analytics and reporting. Contact us today for more information.
About The Author: Lexie serves as Blue Corona's Content Marketing Manager. She's also the author of our soon-to-be famous, and someday to be written white paper, "Horse Hat SEO: Giddy-Up Your Google Rankings."
View more blogs by Lexie Bond
“We are very pleased not only with the end result, but with the entire process of working with Blue Corona. The amount of patience, guidance, and knowledge that they displayed throughout the whole process made them a very easy and enjoyable partner to work with. We are thrilled with our new website, mobile site, and content management system. We would recommend Blue Corona for any website development or redesign project. ”
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