Our Roofing Marketing Expertise

Many roofing companies devote a large part of their roofing marketing budget to traditional forms of marketing and advertising—TV, radio, print—but digital marketing can be a tremendous supplement to your traditional marketing efforts. Having a professional website, showing up on the first page of Google, and advertising on social media are just a few of the ways that digital marketing can generate a massive amount of leads.

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How to Choose the Right Roofing Marketing Agency

01
Read reviews, case studies and testimonials:

Do a little digging and research of your own before you ever pick up the phone or send an email. Any agency that specializes in roofing marketing specifically should have plenty of information online that can help you refine your search. Check out the websites they’ve built. Read the reviews on their own site. Do previous clients speak highly of their work? And take this a step further by searching Google and social media for a more unfiltered look into how they do business.

02
Find an agency that handles all marketing in house:

Too many agencies are known to outsource critical responsibilities (graphic design, web design, SEO management, copywriting, etc.) to outside contractors when it comes to roofing marketing. While it might save you a few bucks, do you really want your website and marketing strategies broken up and sent in piece by piece by the lowest bidders in town? You wouldn’t build a roof this way and you shouldn’t take this approach to roofing marketing either. When it comes to roofing marketing, it’s important to keep all of your marketing efforts...well...under one roof.

Frequently Asked Questions

What is wrong with word of mouth marketing?
Nothing is wrong with word of mouth marketing when it comes to roofing companies, but it’s simply not enough. Those that have been in the industry long enough know that your reputation within a geographic region will go a long way toward bringing in new leads. But unless you’re amplifying your messaging and marketing efforts by way of SEO, social media, email marketing, and other tactics, you won’t be able to stay competitive with roofers who are.

 

How can I get people to visit my roofing website?
Launching a new roofing website is great, but unless it’s churning out roofing leads left and right for your business, it’s not doing its job. You can get people to your website by email marketing and targeted social media campaigns, but nothing is going to drive leads your way like roofing SEO. By optimizing your site and getting it closer to the top of Google’s rankings, you’re getting your site in front of people who need your services right now.

 

How do I find and reach my target audience?
Website traffic and social media likes and follows are great, but if these people don’t represent the audience you’re trying to reach, they’re not going to do much for your bottom line. In order to find and reach the right potential buyers, you need targeted social media campaigns, SEO, strategic roofing PPC campaigns, and much more. An agency worth your time and investment should be able to craft the perfect marketing strategy for your roofing business.

Learn More About Roofing Marketing

The roofing market can be highly competitive, and digital marketing is the key to edging out your competitors. If you’re not taking advantage of every opportunity to introduce new customers to your business, you’re losing them to another roofing company.

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 the 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 including 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.

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 the 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 a 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.