Roofing Marketing: How To Market Your Roofing Business
Looking to attract new leads and boost sales for your roofing business?
The answer is to maximize your roofing marketing.
Roofing marketing includes everything from building a website to getting your website in front of the right audience; advertising on Google and attending trade shows. Essentially, marketing is how you share your business with the world and find the right customers – and it’s crucial if you want to survive in the competitive roofing industry.
If your marketing budget isn’t as big as you’d like it can be scary to spend money, such as paying for Google Ads, but it’s important to see this as an investment, not a cost.
As new clients discover you, you can grow your roofing business. Ultimately, the more you invest in roofing marketing strategies, the greater ROI your roofing business can enjoy.
“I don’t have any marketing experience, will these strategies apply to me?”
Roofing marketing can seem expensive and complicated – but it doesn’t have to be.
Even if you have little to no experience with roofing contractor marketing, you can put a plan in place that will help you stand out from the competition and generate consistent leads.
Read on to discover the secrets to successful roofing marketing.
While the demand is high, so is the supply with plenty of roofers in your local area trying to snatch customers from you. That’s where roofing marketing comes in.
Use the following 16 roofing marketing ideas to get your business in front of your ideal audience, whether they need roofing repairs, maintenance, or an entirely new roof with imported designer ceramic and terracotta tiles.
Read on to discover how to stand out from the competition, and increase sales.
1. Make sure you’re found on Google
Google is so popular that it is now considered a verb meaning “to search for information,” which is why you can’t make the mistake of neglecting to utilize Google in your roofing marketing plan.
Here are a few tips to make your website SEO-friendly:
Complete keyword research to discover which keywords would be most beneficial for your roofing business.
Create quality content using your keyword research.
Submit your website URL to Google.
Make your website mobile-friendly.
2. Create Google My Business (GMB) profile
In addition to incorporating a roofing strategy to optimize your website for Google searches, you should take advantage of Google My Business.
This is a free tool from Google for businesses designed to make it easier for customers to find you and for you to connect with them.
Here’s how to create a free Google Business profile:
Sign in to Google My Business.
Sign in to your Google account or create one.
Enter your business’s address.
Choose how your business will display on Google (such as customers visit this address or I deliver).
Select your business category.
Enter your business phone number.
Enter your business website.
By creating a free Google Business profile, you can point customers to your business by putting local businesses at the top of the results pages.
This happens by providing your business as a search result when users search for “roofing business near me” on Google Search or Google Maps.
These potential customers will discover your business profile, which includes your address, phone number, website, open hours, photos, promos, reviews, and more.
3. Make a profile on local business citation websites
Don’t stop your roofing marketing with Google.
Move on to making it easy for potential clients to find your business on different local business citation websites. Not only will this help customers find you, but it will also help boost local SEO, rank higher for local searches, and increase web traffic.
Local business directories or websites designed to generate local traffic, such as Angie’s List, Thumbtack, and Yelp, are all places to use for roofing marketing. These sites let you create business profiles and receive reviews, allowing you to grow your local business.
4. Ask your customers for reviews and referrals
Speaking of reviews, you need as many positive reviews as possible.
92% of consumers say they trust earned media, such as recommendations from friends and family, above all other forms of advertising and online consumer reviews, are the second most trusted source of brand information and messaging.
Plus, reviews help with local SEO because they provide new content for search engines to index and rank.
One of the most effective roofing marketing strategies is making it easy for customers to provide reviews and give referrals. Since word-of-mouth means the most when it comes to marketing, go out of your way to ask customers to share their experience IRL and online.
Consider the following methods to increase your reviews:
Follow-up emails requesting reviews.
Pass out review cards after service is rendered.
Allow users to submit reviews on your website.
Share positive reviews on your website, with a link for clients to submit their own.
5. Create helpful YouTube Videos
YouTube is the world’s second most visited website after Google.
Utilize a YouTube commercial roofing marketing strategy to make it easy for potential clients to find your videos, such as using search keywords in your title and description (i.e., “roofing business dos and don’ts”).
The main idea with a business YouTube page is to garner attention and drive customer engagement. If you create quality content, such as roofing tips and tricks videos, you will be seen as an expert in your field.
Plus, YouTube videos are also easy to share on social media and websites.
6. Invest in Google Ads
For maximum visibility, it is well worth investing in Google Ads.
Google AdWords utilizes paid-per-click (PPC) advertising for Google searches. That means you only pay when someone clicks on one of your ads, which keeps marketing spend down.
And since people turn to Google to look for local roofing businesses, you’ll get quality traffic related to your products and services.
7. Take advantage of Facebook Ads
Boost your visibility even more by investing in Facebook Ads.
Unlike Google’s keyword searches, Facebook ads are designed to help social users find businesses based on their social media presence behaviour (i.e., if they have searched for or “liked” a related service in the past) and interests.
You can also utilize audience targeting, allowing you to direct your ads towards users based on a broad range of demographics.
Using both Google Ads AND Facebook Ads can help increase leads for your roofing business.
8. Make your USP obvious
For those new to roofing company marketing strategies, it is wise to become familiar with the acronym USP. This stands for your ‘Unique Selling Proposition’, or what about your business is unique and makes you stand out from competitors.
Keep in mind, 67% of clicks during online searches go to the first 5 results. So look at the first roofing business that appears during a Google search and identify what you do differently. Then, highlight this on your service pages. Give customers a clear reason to choose you over someone else.
For example, have you earned certifications that other businesses lack? Do you offer a special roofing service that other businesses don’t?
If so, highlight these special differences on your website.
9. Make it easy for your potential customers to contact you
Does your roofing website make it easy for people to get in touch with you?
51% of people think thorough contact information is the most important element missing from many company websites.
And 44% of website visitors will leave a company’s website if there’s no contact information or phone number.
If you don’t make it easy for potential customers to contact you, you will lose out on business. In addition to placing contact info in a clear spot on your website, your website should also include a “Contact Us” page. Additionally, make it easy for potential customers to message you directly on social media pages.
Also, since we know customers are seeking contact information, it needs to be found above the fold. as well. This is the portion of the webpage that is at the top of the browser and is the information that users can see without scrolling the page.
10. Manage a roofing blog
A great roofing marketing strategy is to manage a blog on your business website.
Yes, blogging about roofing can generate leads and help increase sales. Statistics websites with blogs get 67% more leads than those without.
Not only will blogging generate more traffic, but blogging also presents a unique opportunity for you to be viewed as the go-to expert for local roofing issues. You can write blogs about roofing dos and don’ts, as well as use your blog to show off your hard work.
Plus, blogs make it easier for Google to index your site and rank you higher in search engine results.
Essentially, the more blogs you post, the more pages you’ll have for Google to index. Moreover, blogs will keep people on your site longer, provide opportunities to link to other pages on your website, and give you multiple chances to use targeted keywords.
11. Offer free consultations
Even with all the cool online roofing marketing materials available, people still want to make a connection. That’s where it is wise to offer potential roofing customers a free consultation. This allows the customer to speak to an actual human.
Plus, who doesn’t love the word FREE?
Something as simple as a “Contact us for a free roofing consultation” call to action can bring in prospects and help you land new clients. Post this information on your business website, social media pages, and emails, and make it easy for them to contact you to set up a free site consultation.
12. Create a detailed FAQ page
When you are thinking about your roofing marketing plan, you want to consider how you can make your business superior.
One way to do so is to create a detailed FAQ page on your website. Not only will it prevent the hassle of answering the same questions over and over again, but it will also show customers you are a true professional.
That’s not all though because Google LOVES a good FAQ page.
That’s because you are answering questions that people tend to type into the Google search bar.
Even better – you are helping Google find the answer to people’s questions. If Google can find the answer to a question on your FAQ page, they won’t have to search for the answer on your competitor’s page.
13. Make sure your social media presence is consistent
Your potential clients use social media every single day.
MailChimp to create simple emails alerting them of deals, free consultations, weather warnings, or tricks of the trade.
15. Participate in home shows/trade shows
In addition to using the power of the internet for roofing marketing, you need to continue to employ the tried and true marketing strategies of the past, such as participating in home shows or trade shows.
These provide wonderful opportunities to make face-to-face connections.
Plus, if you happen to meet someone who has seen your website or social media pages, they have a chance to get to know you in real life. Not only can you make a real-world connection with internet followers, but you can also build your business network and boost referral opportunities.
16. Take pictures of completed jobs and showcase them on your website
Everyone has heard the saying, “a picture is worth a thousand words.”
Take pride in your roofing work. Create a roofing portfolio of completed jobs and showcase them on your website. Potential customers will be more willing to trust the quality of your work if they can see some before and after photos.
Tradies: Don’t Invest a Dollar in Digital Marketing Until You Read This!
How to Implement Roofing Marketing Strategies
There’s no need to stress if the above tips seem like too much for you to do on your own. Here are three different ways to put your roofing marketing plan into action.
#1 – Hire In-House Marketer
If your budget allows, invite an in-house marketer to join your team. This employee would be in charge of all your roofing company marketing strategies.
Pro: With an in-house marketer, all content and marketing is unified and seamless. This individual spends his or her work hours specifically focusing on how to get your business in front of more potential customers.
Con: Hiring an in-house marketer adds another employee to your payroll.
#2 – Hire a Freelancer
If you don’t have the budget for a year-round in-house marketer, consider hiring a freelancer to work on certain parts of your roofing marketing plan, such as hiring a blogger or social media manager.
Pro: With a freelancer, you can hire on a need-by-need basis. For example, if you notice your social media is lacking, you can hire someone to strengthen marketing in this area. Plus, it is cheaper than a full-time in-house marketer.
Con: You lack the consistency you’d get with an in-house employee. A freelancer blogger may excel in content writing, but he or she may not know the ins and outs of social media marketing, which means you will have to hire a separate freelancer.
#3 – Hire a Marketing Agency
If you are ready to take your roofing marketing to the next level, hire a marketing agency that will handle all your digital marketing, including SEO services and website design.
Pro: A marketing agency can assist with all your marketing needs, in less time than a single employee or freelancer can, with the sole intention of helping your business grow.
Con: Some people will say the costs. However, don’t make the mistake of thinking a marketing agency is too expensive, as they tend to offer different packages and rates.
Take Your Sales Through the Roof
Even if you don’t have a marketing degree, you can use the steps above to improve how Google views and ranks your roofing business website.
This is important – especially in the competitive roofing industry. You want Google to see why you stand out so others will, too. Developing a solid plan for roofing marketing will make all the difference to your business.
However, we understand that running a business is challenging enough on its own. Between managing employees and completing jobs on time, roofing marketing may not be high on your list of priorities.