What Is Roofing Marketing?
Roofing marketing is the process of promoting your roofing company’s services to potential customers within your geographic service area. There are many different ways to promote and market your business, including radio and television commercials, print ads, direct mail and door hangers. You can also rely on word of mouth and customer referrals to bring in new business. But while the costs of marketing via these traditional channels continues to increase, their effectiveness at generating qualified leads has been decreasing for years. This is largely due to the growth of the internet and digital marketing channels. As consumers spend more and more of their time online, it is necessary that you make your company website and accompanying digital tactics a key part of your roofing marketing plans.
For your roofing marketing strategy to be most effective in generating leads and growing your business, it is important to first establish business goals and objectives, and determine how your digital marketing efforts will support reaching these goals. For example you may set a goal of increasing leads by 10% over prior year, or a goal of establishing your business in a new geographic area by completing a minimum of 5 roofing jobs in a particular ZIP code. Whatever your goals may be, a commitment to digital roofing marketing will help you accomplish them. Partnering with a qualified digital marketing agency that has experience in roofing marketing and lead generation is a good way to make sure that you are setting the right goals for your roofing business.
The next step in a successful roofing marketing plan is to identify your target audience and to create an ideal customer profile. This customer profile should include demographic and lifestyle characteristics. For example, you may wish to target married homeowners within a 30-mile geographic radius of your business location who have household incomes of $75,000+ and home values of $300,000+. Once you have identified who you are trying to reach with your roofing marketing message, you’ll next need to create content that will appeal to this audience and help position your roofing business as the best choice to help them.
The most important component of your digital roofing marketing plan is your company website. Every piece of content on your website should speak directly to your best prospects, based on the ideal customer profile you created. Your website should also allow users to quickly and accurately vet your roofing business as being experienced, capable, and trustworthy to complete the job. Include custom rather than stock photography, showcase actual members of your team, and include customer testimonials and reviews to give users confidence that your company can be counted on and trusted.
In addition to your website, your roofing marketing plans should also include other forms of content marketing included email newsletters, videos, and social media marketing. These are all great methods to actively reach out to consumers with highly targeted messaging with specific calls-to-action. For example you might send an email newsletter to previous customers offering a complimentary roof inspection, or run a targeted paid social media ad campaign in ZIP codes impacted by a recent storm. Video is a great way to connect with users, build brand awareness and trust, and ultimately convert prospects into new customers.
Search engine optimization (SEO) is an absolute must for an effective roofing marketing campaign. When consumers are searching online for a roofing company to help them, they generally will not go beyond the first few listings that appear on the search engine results page. So you must ensure that your website and other digital roofing marketing tactics are implemented with SEO in mind. Local search optimization (LSO) should also be part of your plans. LSO is a distinct subset of SEO and is especially important to roofing companies because of the local geographic service areas that most companies service. Because of the highly competitive nature of SEO in the roofing industry, this is another good reason to partner with a digital marketing agency that has experience in the roofing industry to help your business develop and execute a successful roofing marketing strategy.
Why is Roofing Marketing Important?
Roofing marketing is important because in many instances, consumers need a roofing company right now. Many homeowners go online to find a roofing company immediately after a storm rips through their neighborhood and damages their roof. Because of this strong sense of urgency, these prospects will reach out to those roofing companies that they find online via search, and that upon visiting their website and reviewing the content found there, feel confident that company is reputable and trustworthy to do the work. If your website isn’t reflective of your company’s expertise and values, or if you have neglected to make SEO a part of your roofing marketing plans, you just lost that qualified prospect to a competitor who has made that wise investment in their business.
It is important to keep in mind that, while the conversion process from prospect to lead to customer will often happen very quickly, this only works if you have laid the groundwork in advance. It takes time to develop an industry-leading roofing website and to create and build out a strategic digital roofing marketing plan. Don’t risk missing out on qualified prospects and leads; make the decision to improve and grow your business today.
To make sure that your roofing marketing dollars are being spent wisely, you should also plan to commit to a marketing analytics program so that you can measure and track the performance of your digital marketing tactics, to see which are performing optimally and which could stand some improvement. Your marketing agency partner can help you identify the correct data points to monitor, and help you convert those data points into marketing insights that lead to strategic recommendations about how to make your roofing marketing plans even more effective in the future.