While rooftops are designed to shield and protect, your roofing business needs to stand out and be seen. In this blog, we’ll delve into the essentials of roofing marketing, ensuring that your business doesn’t just blend into the skyline but becomes a landmark in its own right.
Roofing marketing has many significant advantages. For instance, marketing can help your roofing business reach more customers, build brand awareness, and grow. In turn, your business can increase revenue as it gains more exposure.
Roofing marketing can also help homeowners build trust in your business, especially if you involve social proof elements like customer testimonials, online reviews, and before and after pictures of your work in your marketing strategy.
Now that you know the importance of roofing marketing, here are various effective marketing strategies to grow your business:
Google Business Profile is a free business listing from Google that allows you to provide details and photos of your roofing business. Claiming your roofing business on Google allows you to provide the correct information, build brand awareness, increase visibility, and enhance your business’ reach. The core information to provide on your listing is your:
To claim your company, find your business on Google Search or Google Maps. Then, under the business profile, click “claim this business.” Finally, select a verification option and follow the on-screen steps.
Today, more people than ever search online for a roofing business or contractor. That’s why investing in a search engine optimized (SEO) website helps target clients searching for specific keywords related to the roofing industry. SEO involves optimizing your website to rank higher on search engine results, especially on Google, when potential clients search for your services.
An SEO-optimized website can improve your company’s online visibility by boosting your pages to the top of Google’s search engine results. For instance, when searching for a roofing contractor, clients are more likely to click on your website if it is listed at the top of the results.
There are multiple free and paid online tools to assist you in building your SEO-optimized websites. These include Google Keyword Planner, Google Search Console, Google Trends, Ahrefs Keyword Generator, Google Analytics, and SEMRush.
In addition, ensure your website is easy to navigate, quick to load, and mobile user-friendly. As a result, users will enjoy a hassle-free browsing experience, reducing your website’s bounce rate.
Again, having an online presence is crucial for your business to gain exposure. That’s why you should be active on social media platforms in addition to having a great website. Post a mix of content that includes photos and videos of your work at least every other day. Also, use the appropriate hashtags like #roofing, #roofingcompany, and #roofingcontractor to make your posts discoverable and reach new audiences.
Finally, make sure to engage with your audience on social media, as it will encourage them to work with you. For example, you can organize contests and giveaways on your social media accounts to increase engagement and attract new customers.
The more users interact with your content, whether blogs, videos, or photos, the higher your chances of turning prospects into actual clients. Here are five ways you can offer valuable content to your clients:
For roofing contractors aiming to bolster their online presence, weaving relevant keywords into high-quality, useful content is paramount. Start by identifying the specific terms and phrases potential clients use when searching for roofing services in your area. Here’s how to identify the right keywords to use:
Once you have a list, craft insightful articles, how-tos, and tips related to roofing. For instance, articles on “How to Maintain a Roof After a Storm” or “The Benefits of Asphalt Shingles” not only showcase your expertise but also make your website more discoverable on search engines. Sharing these pieces on social media amplifies their reach.
Remember, when you provide genuine value and address the questions and concerns of homeowners, you position your roofing business as the go-to authority in the industry. This not only boosts traffic but also fosters trust and drives conversions.
Blog posts with questions and answers can significantly benefit your business, increasing website traffic and attracting new customers. First, create informative blogs about popular roofing projects, such as the benefits of different roofing materials. Then, incorporate an FAQ section at the end of the blog offering detailed responses to frequently asked questions you receive from clients.
Similarly, you can add a FAQ page on your website answering broader topics related to roofing. For instance, some common questions homeowners may ask are:
Some people enjoy watching videos more than reading blogs. To minimize the chances of missing out on potential customers, consider addressing the questions you discussed in your blog content in a video format.
Instead of just telling your customers what you can do, what about showing them? To demonstrate your incredible work, consider taking before and after pictures of your job and posting them on your social media accounts, blogs, and digital and print advertisements.
Snapping a few low-quality photos of before and after results may not be enough to convince a prospect to work with you. Instead, consider investing in good photography to capture your customers’ attention, show off your work in high-quality pictures, and give the right first impression.
However, hiring a professional photographer to accompany you to take pictures of your work can be expensive and inconvenient. So, consider investing in your own professional camera and taking online photography courses to improve your photography skills.
Despite all the digital marketing efforts, word-of-mouth remains one of the most successful forms of roofing marketing. It can extend your reach, increase brand awareness, and identify loyal customers. Hence, consider building an effective referral program to encourage your clients to spread the word about your excellent work while offering them valuable incentives like a discount. You can ask your customers for referrals in person, through email, or at the bottom of your invoices. In turn, you can provide discounted services or materials for the referrals you receive.
People care about online reviews. A good online reputation can be the difference between a client working with you or a competitor. Good online reviews signal to potential clients that you are professional and provide high-quality service, encouraging them to work with you more readily.
Check your Google business listing and other review sites frequently to see what your customers say about you. Make sure to engage with each review by thanking those who have left positive reviews and thoughtfully responding to negative ones. Acknowledge the reviewer’s concern and consider asking them for the opportunity to make things right.
Consider investing in paid roofing advertising, like Google Ads or local billboards, if your budget permits.
If you want to advertise with Google Ads, the Pay-Per-Click (PPC) method will display your sponsored ad at the top of the search result page when a user searches for keywords you utilize or bid on. Hence, increasing your brand awareness. For instance, if someone searches “roofers near me” or “California roofing company,” your ad will be displayed at the top of the Google search page. You will pay a set amount of money to Google each time a prospect clicks on your ad.
Visually appealing billboards are a great medium to capture homeowners’ attention as they get a high number of views, especially in busy areas. It also allows companies to reach a large part of the diverse general population, extend their customer reach, and build brand awareness. However, this can be a bit expensive.
On the other hand, mailed postcards and door flyers are a relatively inexpensive alternative to advertise your roofing business. In addition to building brand awareness, postcards and flyers also help target individual households within your geographic parameters.
Email marketing is a highly beneficial marketing strategy. Companies can expect to receive up to $45 for every $1 spent on email marketing. To implement email marketing, use your website and social media platforms to gather email leads.
SMS marketing works great with other marketing channels like email and social media platforms. It is beneficial for sharing promotions, sending reminders, promoting new products, and asking for feedback.
Both marketing strategies can help roofing businesses reach target customers, communicate with them, collect feedback, and improve sales.
Trade shows and expos allow businesses to showcase their goods and services, disperse knowledge, close sales, and generate roofing leads.
Before the show, post on your social media platforms and send emails letting attendees, clients, and industry leaders know your roofing business will be attending. Then, during the show, you can hand out brochures with your contact information, the list of the services you provide, and before and after photos of your work.
The events are a great opportunity to network and connect with new clients and skilled contractors.
Many customers find it challenging to afford roofing projects in a lump sum. Hence, they put off home renovations because of the high upfront cost. Instead, offer roofing financing for customers to help them afford roofing services. This way, the customer can pay back the amount in monthly installments while you enjoy increased customer acquisition, revenue, and competitiveness.
Are you looking to offer roofing financing to your clients? Get started today to see how you could increase your cash flow and revenue.
Roofing is seasonal, as some parts of the year may be busier than others. Therefore, another marketing strategy for roofing contractors is to use seasonal weather patterns in their advertisements. For instance, in anticipation of stormy seasons, remind your clients via your website, social media platforms, videos, and email marketing to ensure their roofs are safe from leaks and other damage.
Once you have successfully turned a prospect into a client, consider following up with them by sending a personalized check-in email a few weeks after completing your roofing project. Following up with clients is a great way to build a relationship and increase customer loyalty as you show you care about them.
Consider experimenting with a few marketing strategies mentioned above to learn what works best for your roofing company. Also, staying up to date in an ever-evolving world plays a significant role in implementing an effective roofing marketing strategy on the right online platforms.