Tips For Effective Roofer Marketing
Leads generation is one of the biggest tasks of every roofing business. It will require a huge list of trial and error to finally hit what works best for your roofing marketing. However, it doesn’t have to be so. Other roofing businesses on the internet has undergone these roofer marketing processes to find what works best for the roofing industry in the digital marketing world. This article pieces together the different strategies of internet roofer marketing and offline roofer marketing which they undertook to ensure their business becomes successful in the internet world. Before that, let's understand what the concept “lead” means.
Brief Explanation Of What a Lead Means
A lead (sales lead) is a probable consumer of a service or product. This sales lead is created when a business or an individual exhibits interest and provides contact information. Businesses can generate leads via advertising, direct mailings, trade shows, and other roofer marketing tactics. Getting quality leads is the backbone of every business, and the roofing industry isn’t left out. There exist lots of various ways in which a roofing business can get qualified leads.
As expected, the strategies for getting qualified leads changes with time, making once effective channels to have a lesser impact than they used to have. If you own a business or in charge of the marketing department, it’s expected of you to keep up with the latest roofer marketing strategies and tactics in lead generation.
Forms of Lead
There are two kinds of leads: Business to Consumer leads (B2C) and Business to Business leads (B2B). Generally, business to business leads tends to be costlier than the business to consumer leads.
Residential leads are less sophisticated than commercial leads. Check it out, how many times in a year does a homeowner deals or needs a home repair? Guess you’ve already figured out—not much.
We’ve understood what the concept leads means and its different forms, we’ll now dive into the effective roofer marketing tips currently trending.
Best Tips For Effective Roofer Marketing
Classical advertisements in newspapers and the yellow pages are losing more and more importance, and for craft companies such as roofers advertising on the internet is becoming increasingly important.
The internet offers many ways for roofers to advertise. However, every roofer needs to find out for themselves which offers and channels the best suit their company. In this blog post, we would like to introduce you to the most important roofer marketing methods.
The type and extent of advertising that makes sense for your roofer company depends mainly on your time, financial possibilities and goals. You can implement all these roofer marketing ideas yourself. However, if you do not have the time to do it all yourself, you should seek professional help and hire someone to help you get your business on the Web.
Advertising With Your Roofer Website
The most important pillar for a successful online roofer marketing is and remains its homepage. The first advertising tool is your website, which is a kind of business card on the internet.
Here, a roofer should represent all his expertise seriously. Customers often get a first impression of the company through the website. A reputable website where customers feel well informed and in good hands is the first step in getting in touch. This is then done via a contact form, by e-mail or by telephone. Therefore, this information should not be missing on the website. Also, a driving direction makes sense, so that customers can even come in person to the company.
If you want to advertise your homepage in a targeted manner, you have tons of possibilities. You should invest a lot of time and effort in the creation of your roofing homepage. In addition to a good design, your website must contain subpages of the services you offer. In addition to good photos, each of these pages should contain important keywords and locations from your area.
Meanwhile, very effective advertising instrument is a roofer company blog. Here, the roofer can regularly report his everyday life or discuss industry news in detail and share relevant content. If the blog is well done, visitors keep coming back to the website to read the latest posts. Also, you can show that the work of a roofer is anything but boring! Here are some blog post ideas for roofers:
- Presentation of new products such as roof windows
- New law change or funding opportunities
- Tips on what homeowners should look out for
- Presentation of works and customer projects include pictures and videos
- Job offers
- Offers such as a roof cleaning or a roof check
As you can see, the possibilities are very diverse and with a bit of creativity, you will certainly find more ways to fill your blog with life.
It's best to use a content management system like WordPress to build your roofer website. The main advantage of WordPress is that you can easily create your pages and blog posts without being able to program. Also, there are many very good design templates (WordPress Themes) and plugins that have been created specifically for artisan websites and you can quickly and easily create a very modern website. Other benefits include the good optimization for search engines and the most modern roofing themes responsive and thus are optimized for mobile devices such as tablets and smartphones.
Free advertising with Google My Business & Maps
Google also have various offers for companies. So, your roofing business must not be missing from the Google online business directory Google My Business. Once you sign up for free and prove that you own your company, your Google Business profile is online.
With your entry, you can enter a descriptive text, pictures, opening times, address and contact data. Your entry will then be automatically published to Google Maps.
Once your listing is approved by Google, it will appear in Google search results if there is search for a roofer in your city. Often these Google Maps entries are even displayed before the normal search results.
Your clients can also rate your company and these ratings will then be represented with stars in the search engine results. If you have many positive customer reviews, that brings with it an additional advertising effect. In addition to the free Google Business entry you can of course also make paid advertising on Google.
The advantage of using Google Adwords for roofer marketing is that you can specifically target specific search terms to advertisements that appear above the maps and normal results. You can switch different ads for different search terms that link to different websites. For example, you can link the search terms "Paul Roofing Company" to the start page, the search term "Best roofing rates" on the corresponding subpage with the offer for roof repairs.
Google Adwords is paid per click, that is, per visitor. How much you’ve to pay per click depends on the amount of competing roofer companies that are advertising for the same keywords. Of course, this varies depending on the city and the competition. In general, however, you can expect an average of about $1 per visitor. That may sound a lot at first glance. If your website is good, you can manage to get every 10-20th visitor as the lead who contacts you. For $10 - $20 then it is very cheap!
Facebook Fanpage & Advertising
The Facebook fan page already has many companies and your roofing business should have its own roofing business Facebook page. A key advantage of Facebook is that it is free and many potential customers in your area can get in touch with you and get an idea of your work and your offer.
For your roofer marketing, you can share your blog posts, text, videos, and photos with your followers and answer customer questions. For example, you can share pictures of your rooftop work, or look for new employees and raise awareness of your website and offerings.
Facebook Ads For More Coverage
Meanwhile, it is no longer so easy to call attention to your business Facebook fan page, and it may be an advantage to your fan page which you can utilize with a Facebook advertisement. Likewise, people who are not yet a "fan" of your business see your posts or banner ads.
Like Google Adwords, Facebook ads can be very well targeted regionally. Also, you can filter your ads very demographic attributes such as age, gender, etc.
Facebook offers different ad formats at different prices. This makes it relatively easy and inexpensive to "boost" your posts and present them to thousands of potential customers.
Facebook promises that the ads attract attention and are also clearly visible on smartphones. To track the results of the ad, Facebook compiles detailed reports. If you want to run ads on Instagram, you can link both platforms and increase their reach without much effort.
Also, announcing sweepstakes, appointments, discount promotions on Facebook is optimal. The roofer marketing goal of winning followers on Facebook and getting likes is much easier via Facebook Ads and should be tested.
Advertising With Online Videos
If you want to advertise with self-made videos, you're in the best hands-on YouTube. If you are already registered with Google, you will also get access to Youtube with just a few clicks and you can build your own Youtube channel here. Youtube is also the 2nd largest search engine in the world - did you know that?
For example, on Youtube, you can upload corporate videos or shorter commercials. Videos - especially if they work with stylistic devices such as humour - can, if they are good, spread very quickly on the Internet. You do not necessarily have to shoot "right" videos, because there are many ways to easily create videos from images today. You can use these slideshow videos very well to present your roofing services and works.
If your Youtube videos is well optimized, they might even land in the free Google search results. If you've already set up Google Adwords, you can also promote your videos on Youtube and Google Affiliates.
You can also share the created videos on other websites, such as Facebook and video portals like Vimeo or DailyMotion, to bring even more attention to your roofer company via your roofer marketing activities.
Advertising On Subject Portals, Forums And Communities
Those who prefer to address business customers or older people, who are very interested in information and specialist knowledge, may find themselves in better hands-on specialist portals and forums than on Facebook or Youtube (although many older people are now also active on Facebook and Youtube).
If you want to present yourself on the internet as an expert, you can specifically draw attention to specialist portals and specialist forums. This helps build the reputation that you may have had in the real world for a long time, even on the Internet.
To show your expertise, you should make use of good question and answer pages like Quora and Yahoo questions and answers. But also, on forums, you can help potential customers with words and deeds.
There are also specialist groups on Facebook which you can join its discussions and possibly make exchanges. This can be both special Facebook roofer groups, general craftsmen and house building groups. The best thing to do is to search for relevant terms and simply join suitable groups.
If, for example, professional contacts and thus targeted advertising in a professional environment are important to you, then XING could be a very good network. Through XING you can make contacts with other companies or find new employees.
Also, there exists many review platforms and industry books on the internet which is good for your roofer marketing, where customers can drop positive reviews to your roofing business. Since many potential customers inform themselves here as well, it can be an idea to encourage satisfied customers to leave positive reviews here. Also, for craftsmen, there are special rating portals.
To apply directly to jobs, you can use sites like MyHammer or Blues Work. Often the prices are very low there. But you should take a look and see if maybe there is something for you.
Currently, Instagram is increasingly being discovered by companies for advertising. So far, Pinterest and Instagram are mainly photo-oriented companies, for example from the fashion industry. But other companies are increasingly discovering these networks as well. If you often like to share different, well-developed photos on Instagram, you will be able to attract a young target group in particular.
Retarget Your Previous Site Visitors with Advertisements
No matter how well your roofing website is developed with awesome conversion elements, you’ll get at most 20% of your website visitors contacting you. This means that 80% of your site visitors which you pay for advertising to bring to your website aren’t contacting you.
Retargeting your website visitors is great for your roofer marketing and it’s a great way to convert those research new prospects into customers. Big companies do this, Amazon, for example, retargets its ads to previous page visitors, you should have experienced this yourself.
After they’ve visited your website, these same visitors will be visiting other sites or social platforms and they’ll see your advertisements. It’s one effective way to ensure you establish a robust brand presence.
This retargeting strategy can be done by installing Google Remarketing Tags and Facebook Pixel on all pages of your website. Then those visitors who did not contact you on their first visit can be targeted again on platforms such as:
- Google and Bing
- Major blogs and news sites
The More Online Reviews The Better
No matter what type of contractor you are, online reputation matters a lot, and shouldn’t be overlooked in your roofer marketing. Sometimes your clients will give you reviews based on their experience with you, even without being requested by you, but more often they need to be asked.
When an individual search for online roofing companies, they desire to see a verified business with many trusted reviews on trusted websites like Facebook, Google, Yelp etc.
There are software tools crafted for this purpose, which will help your business get more 5-star business reviews. The best online reputation management should be able to provide:
- A dedicated website link which you can your clients can visit to leave a review.
- Automatically fire emails to past clients on a set basis to ask for reviews directly.
- Ability to embed them in almost all pages of your website for maximum visibility.
Develop a Social Media Advertising Approach
Having a unique working approach for your social media roofer marketing can perform wonders for your roofing business. The social platforms have a huge online user base of more than a billion users. You need to get these customers.
Facebook ads are the best way to get this done. You can target users on social media with ads for your roofing business and offer them discounts or any promotions you might have. They can be targeted by location
- Relationship status
The list isn’t restricted to this, there are other targeting filters for you to choose what works best for you.
Develop Your Unique Value Proposition
As a roofing business, you might be drawn to do what others are doing (other Roofing companies), that will only make you part of the crowd. Ensuring that your business wins over competitions can be a matter of luck, if you continue with that thinking.
Roofing businesses that stand out in their marketing ecosystem always have a unique sales proposition (USP). They give customers a good reason to choose them. A unique sales proposition has 3 important jobs:
- It shows a unique benefit which you offer.
- It tells your customers how you solve their problems
- It makes you stand out from the competition by offering your clients things other roofers can’t or don’t offer.
The uniqueness of your roofing offer might be subtle, but it is crucial to your customer, especially if it has a strong emotional connection to the client. A well thought and created a unique sales proposition will stop them from looking elsewhere.
Unique sales propositions can always be tested and modified. It can be slight changes to your ad copy wording or your offer. These can make a great significant change in your roofer marketing and in conversion rates.
Your roofing USP is the most important of all your content, try to ensure that you develop a strong one.
Utilize Partnership Marketing
All your roofing customers aren’t going to come from your internet roofer marketing. You should have many connections in your local area.
One of the best beneficial lead generation approach for roofers is a partnership with other businesses, especially home improvement contractors.
You should be friends with a handyman, lawn care or even a landscaper who got a strong and awesome reputation.
In partnership roofer marketing, you both would give each other referrals. This will ensure that each customer they get becomes a potential client for you and vice versa. It’s a very cost-effective local lead generation tactics. Ensure to meet other business owners and build friendships with them.
Prepare for the Long Run
Roofer marketing shouldn’t be done in panic, there isn’t any emergency effective roofer marketing for any business in existence. However, the best roofer marketing strategy is like a marathon. It has a planned pace integrated with the flexibility to adjust.
When you begin your roofer marketing campaigns, ensure to have an adequate budget in place to sustain your efforts. Note that you won’t actualize desired results with every effort. You might try something that fails, the good thing is that you know it doesn’t work making you try something different.
Study your competitors and build a strategy to run the race with them. Don’t go for half measures. You can attempt a little marketing, hoping it’s a success, then when it’s certified to be a success, you can go in full speed. You’ve got to be prepared to go full speed from the start, else you’ll never reach a competitive position.
These efforts will shape your roofing business for a better understanding of your competition, customers and even your roofing contractor itself. You should also check for roofer marketing and customer tracking software to track and organize your efforts.
Canvassing Still Works
The roofer marketing strategy of canvassing still works even though it’s now old school. There is no strategy so effective like a physical meeting. The best time to canvass is after a storm.
Below are some tips which will ensure you canvass properly:
- Have clear objectives: contact information, appointment, or sale.
- Be ready for anything
- Get prepared a proven script
- Follow up
Direct Offline Mailing
This is another underutilized old school method which is still very effective. Since the inception of emails, our mailboxes have gotten less flooded with paper mails. The average United States citizen now receives about 16 mails per week, as compared to dozen of mails received in our emails daily.
According to data received from the Direct Marketing Association, the average cost of direct mailing per lead is $51.40 for a general mailing, and for postcards, the average cost is $54.10. And like other roofing marketing channels, you need to have fundamentals set in place before activating your campaigns.
Storm Chasing Applications
For offline roofer marketing, every roofer needs to have at least four different storm chasing apps installed on his mobile phone. These apps would notify you of any storms happening or has occurred in your local area.
This is an awesome opportunity to keep track of storms which causes havoc to roofs. Most homeowners won’t think of their roofs unless a leak occurs, and most of these leaks are caused by storms.
These apps ensure you stay on top hot prospects by effectively tracking where storms are hitting.
Content marketing is a credible method to develop your roofer marketing and business authority in your area. If you’re able to provide useful, relevant, and in-depth content, you will be able to generate a huge ton of lead.
A constant content marketing approach will always generate plenty of organic traffic to your website. This is also a great way to make people trust you.
Listen To Your Customers
Especially small companies often do not know what content they can offer online. Most companies find it relatively easy to describe or promote their products or services. But that's not what customers and prospects expect online.
On the Web, people are searching for solutions and answers. Provide exactly this information. Answer the questions that are asked in your daily dealings with customers. Make a list of the 10 most common questions and include the answers on your blog, on social media, or a dedicated page on your website.
If you do this regularly, you will quickly be able to offer a large amount of helpful and useful content. This makes it an important source of information for interested parties and the search engines and ensure effective roofer marketing.
Small companies usually cannot compete with the big ones in the industry. Many of your customers buy from you because you value your competence and you like it. As a proprietor or employee in a small business, you are an integral part of your brand.
Present yourself on the web as a person helping people. Your customers are not buying because of your great logo. Buy your customers because they have confidence in you. So, publish your content always under your name and not as company XYZ—this ensures an effective roofer marketing.
Do Not Copy The Big Companies
Of course, there are great and successful roofer marketing actions that are carried out by large companies. But they have much larger resources. Typical examples are professional and viral videos or sweepstakes. While such things work well for large companies, small businesses simply lack the resources they need. Focus on providing your customers with the best possible service instead of spending time and money on meaningless roofer marketing actions.
Attending Trade Shows
As a Roofer, there exist plenty of benefits of attending trade shows. You can turn the competition to your favor, create company awareness, build partnerships, generate leads which turn to more sales. You’ve got to keep these two main things in mind when attending a trade show.
- Ensure to Offer value First: Ensure that everyone that visits your booth gets a freebie which they will deem valuable. You can offer educational contents in the form of giveaways, coupons or even run contests.
- Always Follow Up: Always follow up, this is because most business sales are made in follow up.
About 80% of leads gotten from trade shows aren’t followed up. If a company can spend about $15,000 to attend a trade show, why would they not want to maximize the opportunities? It is vital to ensure you’ve got a strategic roofer marketing approach to follow up with all leads gotten from a trade show.
Attending Your Local Chamber Commerce Event
Attending your local chamber of commerce event can give you plenty of opportunities to mingle with local business owners which is great for your roofer marketing. It’s an awesome way to meet property developers, owners, and architects which can give you referrals for many businesses.
You can introduce your business and see if your help might be needed by other businesses present—this is an effective offline roofer marketing tip.
Telemarketing roofer marketing strategy worked flawlessly for every business before, but now it does not carry much weight. This is because most people have tools which block unwanted calls. However, a lot of telemarketing companies still exist today and they will generate roofing leads for you. They can call people and arrange appointments on your behalf.
Conclusion - Advertising For Roofers Is Not Difficult
As you can see, there are countless opportunities for roofer marketing and new ones are added every day, because new networks and trends keep appearing on the internet.
But the internet offers so many options that you can try something new. What options do you have for your roofer advertising? However, I advise you to invest a lot of time and energy in these roofer marketing methods.
You may not feel the success of your roofing business advertising on the internet from one day to the next. But with some patience, the World Wide Web opens up many unexpected ways and will bring you new customers and orders!