Building a Standout Brand in HVAC: Social Strategy Lessons from Ashley Lynds

The Kee To Growth

In this episode of the Kee to Growth podcast, host Jen McKee, founder of Kee Hart Marketing, sits down with Ashley Lynds, the creative mind behind HVAC Ash and current Director of Education and Brand Management at Viper (Refrigeration Technologies). Together, they dive deep into the intersection of B2B marketing, personal branding, and influencer strategies within the trades, specifically looking at what's driving growth for brands in the HVAC industry. Ashley shares her journey from navigating sales during COVID-19 to building an authentic and impactful social media presence, revealing how this shift led her to her current leadership role and national industry recognition.

The conversation unpacks how social media tactics have evolved for both individuals and companies. Ashley details her bold move to start an Instagram account when her employer was hesitant, turning a side project into a key marketing asset. From basic educational videos filmed in her apartment to executing full-scale, edutainment-driven campaigns with her current team, Ashley emphasizes the shift from sterile, templated posts to playful, authentic, and community-driven content that actually engages the audience. She also outlines the importance of leveraging events and partnerships on social—like their viral "Viper Bowl" at AHR Expo and innovative campaigns for Women in HVACR—demonstrating the powerful synergy between digital presence and real-world activation.

Listeners get an inside look at how Viper now selects and nurtures relationships with micro influencers—preferring genuine product users over big-name accounts for collaboration. Ashley candidly discusses the challenges and rewards of working in a small, agile, and creative team, where leadership supports pushing boundaries while staying true to the company's family-centric, technician-first culture. The episode is filled with actionable tips for companies wanting to level up their marketing, such as fostering consistent, user-focused content, embracing authenticity, and nurturing community as both a brand and individual.

Rounding out the episode, Ashley and Jen talk about the value of personal branding regardless of your role or follower count, with Ashley encouraging everyone in the trades to leverage their unique voice to build credibility, open doors to new opportunities, and create a positive ripple effect in the industry. They also highlight the importance of supporting organizations like Women in HVACR, sharing how community involvement has brought new perspective, connection, and growth for women in the trades.

05:51 Unpredictable Social Media Success 06:42 Navigating Social Media Approvals 11:25 Maximizing Engagement Through Events 13:28 Social Media Persona Boosts Trust 18:35 From Grassroots to Influencers 19:20 Creative Marketing for Simple Products 24:20 "Consistency and Authenticity Matter" 26:23 Balancing Authenticity and Professionalism 28:22 Empowering Women in HVAC 31:28 "Thanks for the Invite"

Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand!

Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/

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The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com

This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/