MARKETING Go out and be social!
Long gone are the days when tradespeople could rely only on word of mouth recommendations, business cards and trade directories to help with marketing, but, as Roger Ryan explains, there are still easy ways to get noticed.
T Roger Ryan
'The transition to net-zero isn’t a cliff edge. It’s a continuum. And every step, no matter how small, matters.'
he demands put upon a skilled tradesperson are many. This means that self-promotion or marketing will often be at the bottom of the priorities list for those running a busy fridge, air conditioning or heat pump maintenance business. Small fi rms and the self-employed will feel this pressure the most, but there are easy ways to get your name out there and your work noticed. Firstly, keep up to date with trade magazines like ACR
News – in print and online. They are very much the gateway to what’s happening in the industry.
Being social on social media The refrigeration, air conditioning and heat pump world is still conservative with a small c and relying alone on the online world of social media – where opinion dominates – can be unwise. Key players in the industry know you can trust what you see and hear from the trade magazines. But fi ve minutes a day on social media can make the
diff erence between spending six days a week with customers or having time off to do the things that sustain the work-life balance. It will help you choose the jobs that suit your skills by allowing you to stay in touch with the customers you want to reach.
Keeping your friends and family up to date on Facebook should be your fi rst port of call. Let them know about your latest jobs – who you’ve met, where you’ve been and your success stories.
This will transfer easily to LinkedIn, where your industry colleagues and customers can be found online. Tell them about your successes and don’t be afraid to ask for selfi es with customers once the job is done. Twitter or X is at times not for the faint-hearted, but if you’re confi dent enough to join the conversation, go for it. Online, you can reach people digitally who are hard to talk to in person. Trade associations, manufacturers and suppliers do keep an eye on what’s being said online about new developments in equipment or changes in the law. The recent Institute of Refrigeration online consultation on updating the F-Gas Regulations showed how engineers can have their say on the industry’s future. Do join in these debates when they arise. Your knowledge is important. Short videos on Instagram, TikTok, or YouTube can also make a diff erence. They are another great way to highlight your skills and successes. Remember, your smartphone is an invaluable marketing tool.
Being social in person Trade associations do provide support and ideas to help you grow your business. The IOR and the Heat Pump Association bring technical reports to your fi ngertips online. Safe, reliable guidance is on hand to help you deal with day-to-day problems. You can also stay engaged while travelling in your van by listening to industry podcasts. Trade associations are also fabulous for networking within the industry. If there is a regional refrigeration society near you, sign up and take advantage of the opportunity to meet colleagues – you never know how this may help business- wise. Breakfast briefi ngs on technical matters are a practical example of how you can do this. With IOR groups dedicated to women and young engineers, opportunities and advice on how to expand your skills on a personal level, and in doing so grow your business, are waiting to be grabbed. Everybody loves a big day or evening out, and for those working in our industry, there’s always plenty happening. Trade shows and industry awards’ nights – the ACR News Awards is a great example – provide the perfect opportunity to celebrate what’s best in our industry. So if you’re not already, go out there and be social. By doing so, you’ll be spreading the word about you and your business.
14 January 2026 •
www.acr-news.com
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