Roofing Service Marketing Solutions!
How to Start Marketing a Roofing Company
If you own a roofing company, you already know the significance of marketing. Without a solid marketing strategy, it’s almost impossible to attract new customers and grow your business. On the other hand, with so many marketing practices, methods, and options available, it can be challenging to find the right starting point.
Plus, most entrepreneurs and business managers are typically busy managing their daily tasks and monitoring their business operations. Long story short, they cannot fit marketing into their schedule.
But don’t worry, we have a solution. In this article, we will offer you a comprehensive plan of action to market a roofing company with the right tools, guidance, and ideas. So, let’s get started:
Best Practices to Market a Roofing Company
Marketing a roofing company requires a combination of marketing experience as well as understanding the specific requirements of your niche. That said, here are some of the tried and true strategies that will help you market a roofing company more effectively
#1 Optimize Your Website
We cannot emphasize enough the importance of business websites. In today’s digital age, having a website for business growth is like oxygen for breathing. It’s a MUST! Your website is your online storefront and the primary point of contact with potential customers. So, it is essential to make the right first impression to guarantee conversion.
The first step is getting your website optimized for search engines and improving user experience. Moreover, consult with a web developer and make sure your website is mobile-friendly, loads quickly, and has clear navigation.
Another great way to maximize your online exposure is by using keywords related to roofing services to improve your ranking on relevant search queries. And don’t forget to add your contact information somewhere on your website that is easy to spot.
#2 Use Local SEO
Local SEO is a great tool that will help you complete the process of optimizing your website and enhance your online presence to rank higher in local search results. Local SEO can also help you reach more customers and audience segments in your local area who are searching for roofing services.
To improve your local SEO, you have one easy way to start: List your company on Google with a free Business Profile (formerly Google My Business). Google Business Profile is a great platform where you can add essential information about your business, such as your location, hours, and contact information.
One of the best tricks to enhance your findability on Google is including relevant keywords in your Google Business Profile and regularly updating it with new information to improve your website’s authority and visibility in local search results.
Another market-proven way to market a roofing company through local SEO is by building local backlinks to your website. Local backlinks are basically links from other websites in your proximity that lead to a page on your website. Local backlinks are highly powerful resources for service-based businesses including roofing companies.
- Setting up, managing and optimizing your Free Google Business account that helps rank you in the local map pack. This includes editing your information, adding content, optimizing core features, and getting you more reviews.
- Our team can also manage your messages, Google Posts, review management, adding content, and more.
- This is a key advantage for Local SEO for Gyms.
- This involves getting your business information and website cited and published in various directory websites, local listing citation sites, and other free and premium resources that Google cares about. These citations are essential to represent your NAP (Name, Address, Phone Number) as well as your website.
- Momentum will submit and manage your citations using BrightLocal, Moz, Yext and even manually submitting citation sources.
- Google cares about your overall digital footprint and engagement. They want to know and understand your business and that you’re active online. SEO has become more social based on the experience and engagement of your customers. We make sure your social media accounts are set up, optimized, and active. Our team also creates social bookmarks on 3rd party citation sites that Google can index.
- We also submit your social bookmark profiles and links to over 50 key social sites that will count towards your backlinks. These count as high-authority trust flow backlinks.
Local content matters too. This specifically refers to posting to Google My Business, social media, and your website. You can cross-post and cross-promote similar content as well. Google My Business allows you to use “Google Posts”, as well as pictures, videos, and Virtual Tours.
Here are the Top 5 Local SEO Content you can post. Make sure your local content talks about your products and services so Google recognizes those keywords.
Google Reviews and other 3rd party review sites are essential to ranking higher in Search Engines. Google has always cared about showing the businesses with the most and best reviews.
Try reaching out to your customers for a good review or to share their experience. Then make sure to reply to each review. Yelp, Facebook and TripAdvisor (as well as industry related review sites) are important as well.
Momentum focuses on getting more google and yelp reviews for your business, along with responding and managing these reviews, to improve your overall Local SEO.
#3 Leverage Social Media
Social media is another Must-have component of your brand promotion campaign. Social media platforms help you build brand awareness, engage with potential customers, and establish yourself as a leading brand in a niche. Platforms like Facebook, Instagram, and Twitter host millions of users and offer brands and businesses the perfect place to showcase their services.
To leverage social media effectively, you will need a thorough social media marketing plan. But if you don’t have the time and budget to run a separate campaign, you can start by creating a business page on one of these platforms and regularly posting original, useful, and relevant content.
Keep in mind that visual elements make your brand and services memorable. So, don’t forget to share photos of your recent roofing projects. To improve audience engagement, make sure you take the time to answer frequently asked questions and post informative articles related to your work. And you can always try running social media ads to reach a broader audience.
#4 Use Pay-Per-Click Advertising
While organic traffic has some advantages, no one can deny the power of paid search. Pay-per-click (PPC) advertising is probably one of the most effective ways to market a roofing company and drive targeted traffic to your website. The good thing about PPC is that you only pay when someone clicks on your ad, making it a very cost-effective way to generate leads.
To optimize your PPC advertising campaign, start by identifying relevant keywords related to roofing services. Then, create ad campaigns targeting those keywords, and craft a compelling, clear, and concise ad copy. And finally, use ad extensions and third-party tools, such as call extensions, to make it easier for interested customers to contact your business.
#5 Offer Referral Incentives
Word-of-mouth referrals indicate the trustworthiness of a brand. And sure enough, you can utilize them to market a roofing company, attract new customers to your business and give your existing customers a reason to stay in touch with you. Like any other marketing practice, referral marketing has to be carefully planned and executed.
Your first step is determining what type of incentive you want to offer. This can be a discount on future services, a gift card to a local business, or a referral bonus to incentivize both prospective leads as well as current clients. Make sure your offer is valuable enough to motivate customers to refer their contacts, but also, a financially viable solution for your business.
Once you have determined the content of your offer, it’s time to focus on how you can deliver your message. It’s essential to clearly communicate the details to your existing customers and inform them about how they can join the referral program, how they will receive the incentive, and any limitations, restrictions, and rules.
#6 Create Educational Content
You have heard of the phrase “Content is King!” So, you shouldn’t hesitate to invest in content marketing as a powerful way to generate leads and get people interested in your brand. The first thing you should do here is to identify the topics your target audience is interested in learning about. These topics are often related to their questions about your services and products.
For instance, you might want to explore different methods of roofing maintenance from a professional perspective, examine common roofing problems, or delve into the benefits of different roofing materials. Regardless of the specific subject you choose, make sure to use keywords naturally throughout your blog articles and social media posts.
You can also leverage keyword research tools to determine what people are searching for online and create content around those topics. Moreover, don’t underestimate content diversification. Invest in various forms of content, including blog posts, videos, infographics, and social media posts to make sure you have the maximum outreach.
Use clear, professional, and friendly language in all your messaging to make it easier for your target audience to relate to your content. Don’t forget to add some high-quality images to your posts to increase their visual appeal and make the content more engaging. And lastly, track the success of your content marketing efforts and make necessary adjustments as you go forward.
#7 Partner with Local Businesses
Some businesses have a global reach while others are more focused on their immediate environment and improving their local reach. One of the best ways to get your brand known in a specific region is to partner with other local businesses and build collaborative relationships within your community.
Business partnerships constitute one of the central aspects of affiliate marketing. For instance, you can consider partnering with home builders, real estate agents, or other businesses that offer complementary services. You can also set up a referral program and offer discounts or special promotions for customers referred by your partners.
Keep in mind that building deep, professional, and supportive relationships is the key to marketing a roofing company. So, make sure to attend local events, trade shows, industry conferences, and other networking opportunities to meet potential partners in person and get them interested in your business.
#8 Utilize Email Marketing
Many marketing ideas emerge every now and then. But very few prove to be effective methods for all brands and businesses. And email marketing is certainly one of the most cost-effective ways to market a roofing company.
Start by creating a list of current and potential customers who have agreed to receive promotional emails from your company. You can collect their contact information through sign-up forms on your website, online events, etc. Remember that cold-emailing will not only give potential leads a bad first impression of your business but also damage your reputation.
Once you have built your customer database, divide them into different audience segments based on geographic location, past purchases, online behaviors, or interests. This way, you can tailor your email content to each group’s specific needs and interests and establish a more personal relationship with customers.
Next, you need a well-written copy. Make sure you invest enough time and resources in creating relevant and engaging content. You can focus on a wide range of topics like helpful tips on maintaining a roof or the latest technologies that maximize the lifespan of roofing materials. You can also showcase your latest roofing projects or offer special promotions or discounts.
#9 Provide Customer Service
Another great strategy to market a roofing company is to provide exceptional, high-quality customer service. As marketers always remind us, satisfied customers are the best representatives of your brand. They are more likely to refer your business to others and leave positive reviews online which is a huge plus for building brand awareness.
The most important aspect of customer support is establishing an effective and easy-to-access communication channel. From the initial consultation to the completion of the project, it is important to communicate with your customers and keep them informed by offering regular updates on the progress of the project.
Moreover, you can easily gain brand credibility through timely answers to customers’ questions and concerns. Consider setting up an online automated system to respond to customer questions and concerns as soon as possible. And more importantly, listen to customer feedback and take it seriously. This is very important in giving your brand a professional look.
#10 Partner with a Marketing Agency
Finally, if you want to market a roofing company in a competitive environment, you need a well-trained, professional team by your side who can manage your brand promotion campaigns and meet your expectations.
Partnering with a marketing agency can provide you with access to a team of marketing experts who have experience, knowledge, and advanced skills in a variety of marketing channels and can help you develop and execute a marketing strategy that is tailored to your specific business objectives.
Moreover, not every business can afford to hire an in-house marketing team. If you are looking for a more cost-efficient solution, you can easily find a marketing agency and scale up or down your services as your business needs change.
SEO Audits & Analysis
- Before we begin we first learn more about you, your business and your goals. From there we set a baseline by conducting Local SEO Audits using Moz, Yext & BrightLocal. This gives us a starting point to research and analyze so we can grow with you.
- Then we structure and build your account. From there we create your ad groups, ads and keywords. Finally we end with testing your campaigns and setting up reporting.
GMB Makeover & Citations Building
- Month 2 we focus more on taking action and implementing changes and optimizations, mostly through your Google My Business account and BrightLocal account. We also start building a lot of 3rd party citations and directories to get noticed by search engines. GMB is the best place to start so we really focus on that to begin.
Bookmarks & Backlinks
- Our 3rd month focuses more on backlinks using bookmarks, web 2.0 sites, and blogs. These could include social media sites, 3rd party blog sites, and more. We also focus on creating or accessing content that we can use on GMB and 3rd party Local SEO sites to get more awareness and engagement.
Management & Optimizations
- Moving on after month 3 we will focus purely on optimizations and management, followed by reporting. Each month we provide a monthly report, along with a strategic SEO overview. Management involves ongoing GMB updates, posts, and content. Along with that we focus on backlinking and on-page website SEO to improve your overall digital presence in the eyes of search engines.
Marketing a roofing company may seem daunting, but with the right strategies, there is nothing to stop you from attracting new customers and growing your business. You just have to continuously evaluate your marketing performance and adjust your approach as you explore new angles and reach new markets and audience segments.
Aside from using the above-mentioned strategies and devising a well-thought-out marketing plan, you also need to find a seasoned team of experts that can help you implement your ideas. Contact us today and let our experts help you build the most effective plan to market your Shopify store.