INTRODUCTION
Trying to figure out how to best market your roofing company in a way that scales and grow consistently? Here are 19 tips to help you crush it. Marketing your commercial and residential roofing company is crucial for attracting new business and building a solid reputation in your community to get more roofing leads. We often hear that commercial roofers don’t need to market like residential roofers. While the strategies may differ some, the foundations are all the same and matter just as much. By implementing a variety of effective roofing services marketing strategies, you can increase your visibility, educate potential customers, and ultimately grow your revenue. In this article, we will discuss the best practices and strategies for marketing your roofing company, including examples of how these techniques can benefit your business.
TLDR SUMMARY
1. Set Up Google My Business Listing
2. Create a Mobile Friendly, Responsive Website
3. Ask Customers For Google Reviews, And do it Often
4. Share Helpful & Educational Roofing Content
5. Create a Landing Page For All Service Areas
6. Search Engine Optimize your Roofing Website
7. Write FAQ’s That Answer Customers Questions Win Search
8. Use a CRM and Marketing Automation Platform to Grow
9. Email Marketing Works
10. Set up Your Social Media Channels
11. Roofing Flyers Work Wonders
12. Social Media Advertising
13. SEM Advertise Your Roofing Services
14. The Art of The Cold Call
15. Hire a Photographer or Get a Good Camera
16. Don’t Discount (Your Worth More, so Prove it)
17. Conclusion
1. Set Up Google My Business Listing
One of the first steps you should take in marketing your roofing company is to claim your Google My Business profile. This is a free listing service provided by Google that allows you to manage how your roofing business appears on Google Search and Maps. By claiming your profile, you can ensure that your business information is accurate and up-to-date and that customers can easily find you online and see your reviews. Additionally, having a complete and verified profile can boost your visibility in local search results, which can drive more traffic to your website and increase the chances of customers reaching out to you for services. Your GMB profile powers the Google Map pack, which is an amazing source for roofing leads. On average, 42% of searchers click on results inside of the Google Maps Pack, according to a study by Backlinko.
2. Create a Mobile Friendly, Responsive Website
Creating a modern, mobile-friendly roofing website is another key strategy for marketing your roofing company. Your website is often the first point of contact potential customers will have with your business, and it is crucial that it presents a professional and trustworthy image. Think of it as your #1 roofing service salesperson. A modern, responsive website will not only make a great first impression but also increase the chances of being found by search engines and, thus, potential roofing leads. Additionally, having a website that is optimized for mobile devices will ensure that customers can easily navigate and access your information regardless of the device they are using. Did you know that 62% of searches happen on a mobile device? According to Statista, the majority of searches and website engagement are on mobile devices. If your site is old and outdated you are missing a majority of roofing leads.
3. Ask Customers For Google Reviews, And do it Often
Marketing a roofing company involves obtaining positive reviews from satisfied customers to build trust and credibility among potential leads. Studies show that customer reviews significantly impact consumer behavior, with 93% of customers saying that online reviews influence their purchasing decisions. Positive reviews also help businesses avoid pricing pressure and increase profitability. The importance of customer reviews lies in their ability to serve as social proof, with 74% of consumers stating that they trust businesses with positive reviews. Your roofing project leads and teams should encourage customers to leave reviews on Google My Business, Yelp, and HomeAdvisor. Google reviews are the most popular, with 57% of customers using them to find businesses. Roofing companies can also ask satisfied customers to participate in case studies on your websites or other relevant platforms for an even deeper dive into the value your company brings.
4. Share Helpful & Educational Roofing Content
Creating educational content is a powerful marketing strategy for roofing companies, as it can help establish a business as an industry expert and attract potential customers. In today’s world most buyers try and self-educate as much as possible before contacting a business, and property managers/ homeowners are no different. Research shows that educational content significantly impacts consumer behavior, with 71% of consumers stating that they prefer to learn about a company through articles rather than advertisements. Roofers that blog regularly receive 97% more links to their website, improving their search engine ranking and increasing their online visibility and lead flow. Educational content is also a cost-effective marketing tool, as content marketing generates three times more leads than traditional marketing while costing 62% less. A recent study by HubSpot revealed that businesses that publish 16 or more blog posts per month receive 3.5 times more website traffic and four times more leads than companies that publish less than four posts per month. Additionally, businesses that prioritize educational content marketing experience a conversion rate that is six times higher than those that don’t. Creating educational content can help roofing businesses establish themselves as industry experts and attract potential customers, resulting in increased visibility, engagement, and sales.
5. Create a Landing Page For All Service Areas
Local Search drives leads! Another important marketing strategy to drive local search leads for your roofing company is to create location pages for your service areas. Location pages allow you to provide specific information about the specific services you offer while highliting the different cities and towns you service. This information can include your service offerings, pricing, and contact information for each area.
Additionally, these pages serve as excellent landing pages for ads and help establish you as a true local player. Further more by optimizing these pages with Schema markup you improve voice and location search as a whole.
6. Search Engine Optimize your Roofing Website
Optimizing your content for SEO is also crucial for marketing your roofing company. SEO is the process of making your website and content more visible to search engines such as Google, Bing and Yahoo. This can be achieved by incorporating keywords, meta tags, and other elements into your content that will help it rank higher in search results. Additionally, by creating high-quality, informative content that is relevant to your target audience, you can establish yourself as a thought leader in your industry and increase the chances of potential customers finding your website. Read more on best practices for SEO here.
7. Write FAQ’s That Answer Customers Questions Win Search
Creating a Frequently Asked Questions (FAQ) page on your website can significantly enhance the customer experience and save time. By providing quick and easy access to answers, potential customers can find the information they need without contacting your business. FAQ pages can help your roofing website rank higher in search engine results pages (SERPs), thus increasing visibility and traffic to your site. Additionally, FAQ pages allow for setting up internal links, directing traffic to important pages, and increasing website engagement. Ahrefs found that FAQ pages are an effective SEO strategy, often earning featured snippets in Google search results. By optimizing your FAQ page with relevant keywords and providing detailed answers to common questions, your business can potentially rank high in SERPs. An FAQ page is an effective way to improve the customer experience, save time, and enhance SEO efforts.
8. Use a CRM and Marketing Automation Platform to Grow
In order to maximize your ROI on your sales and marketing efforts you need visibility into what is working for your firm and what isn’t. Setting up and using a CRM and marketing automation platform like HubSpot. A CRM (customer relationship management) system allows you to track and manage interactions with potential and existing customers, which can help you build stronger relationships and increase sales. These tools will help you automatically follow up with roofing leads and ensure that your sales team is on top of every deal. With a CRM, you can segment your contacts and leads by customer type, track the status of leads, and automate follow-up tasks. This will allow you to reach the right customer with the right message at the right time, increasing the chances of converting leads into customers. Furthermore you can tie your CRM to your advertising and other marketing channels to know which channels are bringing you the most leads. Finally these tools will enable you to calculate the ROI on all of your marketing efforts down to the penny.
9. Email Marketing Works
Utilizing email marketing is also a valuable strategy for marketing your roofing company. By building an email list of potential and existing customers, you can stay in touch with them and keep them informed about your services and promotions. Additionally, you can use email marketing to nurture leads and convert them into customers. You can also use your CRM to automate email campaigns and track the results. It should go without saying that responding to your leads asap and following up often are key ingredients to a winning recipe. Yet out of the 100’s of service businesses we work with, we find that this is a major hole in their pipeline. In today’s modern world, customers should not have to wait 24 hours to hear back from your business. Scheduling an automated email response should be instant, be it a tool, live person, app or chatbot. If you struggle with the follow-up to your roofing leads, look to your CRM. Nurturing all your leads and customers through email is a great way to stay in front of your audience. Segmenting audiences in your CRM. Segmentation is the act of creating groups of customers (residential vs. commercial, property owners vs property managers, exciting clients, clients that you have not worked with in 1+ years, active leads, etc. All these groups should get different email messages. By drip marketing to these customers, you can ensure that your brand and value proposition are always in front of your ideal customers.
10. Set up Your Social Media Channels
Being present on social media is another important marketing strategy for your roofing company. Social media platforms such as LinkedIn, Facebook, Instagram, and others can help you connect with your target audience, build relationships, and ultimately drive more leads. Social media channels are a great place to build brand awareness and show off your latest jobs and customer testimonials and educate your audiences on best practices. For commercial roofers, LinkedIn is a great social media platform to showcase your work and connect with prospects. We find that an improved social media presence also massively impacts your reach for finding quality talent.
11. Roofing Flyers Work Wonders
Sending out mailers and flyers to businesses and homeowners is an oldie but a goodie as far as cheap and easy strategies for marketing your roofing company. Mailboxes used to overflow with ads and mailers from companies, then everyone switched to digital channels. Mailing flyers about your roofing services can be a greenfield opportunity in your neighborhood. By targeting businesses and homeowners in your service area, you can increase your visibility and reach potential customers who may be in need of your services. You can really up the effectiveness of these campaigns by including a QR code on your flyers to add a digital element.
12. Social Media Advertising
Advertising on social media to build brand awareness is a well known and highly successful advertising strategy for marketing your roofing company. Platforms such as Facebook, Instagram, and Twitter offer a wide range of targeting options, allowing you to reach specific demographics and audiences. You can even retarget past customers or create look-alike audiences (those that match your customer’s online behavior) to market to. Additionally, by regularly creating and sharing engaging content on social media, you can increase your brand visibility and build a positive reputation.
13. SEM Advertise Your Roofing Services
Use of SEM advertising on Google is a must when considering reaching potential customers who are actively searching for roofing services in your area. Both property managers and homeowners turn to search engines when looking for solutions to their problems and roofing is no different. Google Ads allows you to create targeted campaigns that will help you increase your visibility in search results and reach potential customers who are searching for your services.
14. The Art of The Cold Call
Cold-calling businesses for commercial work can also be a way to find new clients. This strategy is not dead and very much works for those that have a conscience pitch and can prove value over the phone. By reaching out to businesses directly, you can introduce your services and demonstrate your expertise, increasing the chances of securing commercial work. We’ve heard of some residential roofers knocking on doors when they are in a neighborhood. However, this is largely a waste of time.
15. Hire a Photographer or Get a Good Camera
Taking high-quality photos and videos of your jobs to showcase before and after images lets you tell a better story. High-resolution, professional roofing project photos allow you to showcase the quality of your work and build trust and credibility with potential customers. Additionally, you can use these photos and videos on your website, social media, and other marketing materials.
16. Don’t Discount (Your Worth More, so Prove it)
Rather than discounting, it’s better to prove value to potential customers. Discounting can come across as cheap and devalues your services. These tactics work but also become and addiction for your brand and become impossible to escape. Enjoy bidding to the bottom. Instead, demonstrate the value of your services by highlighting your expertise, the quality of your work, and your customer services across every channel and customer experience.
CONCLUSION
In conclusion, marketing your commercial and residential roofing company requires a combination of various strategies and techniques. By implementing the practices and strategies discussed in this article you can take your business to new heights. If you are looking for a partner to help you grow reach out to the roofing industries top marketing agency Estes Media Today.
