I have to say in the past I have been burned by marketing agencies and I was very skeptical in hiring another one but I knew I had to finally do something to stay in business. I found Black Storm because a friend highly recommended them so I decided to see what they could offer and to find out if they were just another scam. After working with them for 9 months I will say they have been very kind and professional in our dealings and they have actually exceeded my expectations on lead generation. I haven't experienced anything bad with them so if you're looking for a trustworthy marketing agency then I would suggest to give them a try.
8/15/2019 - Google
BlackStorm is a real gem of a find. I had no idea all of the things my competitors were doing to grow and they broke it down for me and came up with a strategy for my company to grow as well. Happy customer
8/09/2019 - Google
Great job at seeing what my competitors were doing. We were able to shift and grow our campaign throughout the year and saw fantastic growth!
8/25/2019 - Google
They have done a phenomonal job with keyword research on my competitors and helping us to target their client. After only four months we have seen noticeable increase in sales. Cheer
7/18/2019 - Google
Thanks to Blackstorm design & marketing we have got our website ranking at the top within 6 months!! We are crushing it with them. Great marketing company to partner with. Through every step they have impressed me on how professional and knowledgable they are. I suggest you partner with them.
Are you searching for tips to help you select the best SEO firm for your roofing company? If you want to work with a top-rated roofing SEO agency to boost your online presence, you will realize that identifying the right firm can be an uphill assignment. Luckily, there are various tips to look for in a roofing SEO company that can assist you in getting started with experienced, reputable experts. This post will discuss six surefire tips to match your roofing company with the right SEO agency.
What to Consider When Hiring a Roofing SEO Agency?
Here are some primary reasons why roofers opt to hire a marketing agency with top-notch SEO services.
The primary reason why roofing contractors outsource an SEO agency is because of referrals. Previous relationships or referrals are crucial in boosting trust with a specific SEO firm. If colleagues, friends, and business partners vouch for a company because they had a good experience with them, there are high chances that you too will have a similar experience.
Therefore, when conducting your research, inquire from your connections and friends to find out the company that helped them rank higher in the organic search results.
Demonstrated SEO Processes and Knowledge
Before you hire an SEO agency, make sure that you research their knowledge, process, and practices.
Plus, assess their past and present performance. As you peruse through their social media pages, business website or speak to one of their growth coach/ strategists, pay attention to the following traits:
The level of transparency, process, and knowledge an SEO company has when working with clients can be displayed in their online reviews and testimonials.
Client References and Case Studies
Besides the tips mentioned above, you can know the kind of SEO company you are about to hire by looking at their Google and Facebook reviews to get an honest overview of the marketing agency. Observe the agency’s previous performance. This includes portfolio examples, online reviews, customer references, and case studies. The agency should have a good track record with verifiable results to establish trust with potential clients.
6 Drawbacks of Hiring Cheap Roofing SEO Company for Your Marketing Campaigns
Let’s face it. Gone are the days of tricking Google or Bing in the name of higher organic search results. Instead, search engines have become savvier to things like software-generated SEO content, questionable backlinks, and keyword stuffing. Your target clients and Google are concerned about one thing; value. Unfortunately, most cheap SEO agencies fail to meet this threshold.
Here are some reasons why investing in such agencies is not worth it in the long run:
1. Mass Produced, Crappy SEO Content doesn’t work anymore
Nowadays well structured, semantically rich, high-quality content is king. Most content mills and cheap roofing SEO companies can’t produce great content since they don’t have experienced writers. Instead, you usually get outsourced, generic content that doesn’t reflect well on your roofing brand and doesn’t level up your organic rankings game.
Getting quality backlinks to your roofing website is an integral part of your SEO plan. Securing good backlinks from reputable sites needs you to reach out, communicate and establish a solid relationship. Unfortunately, most cheap SEO companies lack a link-building professional or can only get backlinks that will hurt your organic rankings.
Where’s an internet marketing expert when you require them?
Cheap roofer SEO agencies are generally understaffed, overbooked, and small. This implies that your essential SEO strategies might be delegated to a junior employee with limited experience.
4. Cookie-Cutter Roofing SEO Strategies
Most SEO firms that offer cheap services will assume that your roofing business is like any other. With this cookie-cutter approach, they will not consider crucial factors that make your roofing company unique- for instance, your services, industry, competitors, amongst others.
Simply put, cookie-cutter strategies won’t cut it! Your SEO strategy should be customized to your business’s unique roofing services or products. One of the reasons why such agencies offer such low quotes is because they use cookie-cutter strategies. When it comes to roofing SEO, there’s no one fit all solution. This customized strategy takes a lot of effort and time and will cost an honest, fair price. Watch out for agencies that don’t talk about a personalized process designed for your roofing company needs.
5. Blackhat Roofing SEO Techniques
Blackhat strategies are where the agency uses spammy techniques, which will adversely affect your website rankings in the long term. It mainly focuses on getting your roofing website to rank higher in search results but doesn’t provide any value.
Besides, with the regular algorithmic updates from Google, your site rankings will be lowered once such changes are implemented. Some blackhat hacks to look out for include keyword stuffing, link farms, and cloaking, amongst others.
6. Poor Communication and Unreliable Customer Service
Low-cost SEO agencies are difficult to get a hold of when you need them. As a roofer, you will be curious and want to ask specific questions about your SEO strategy’s results. A cheap roofing SEO agency will be less concerned about developing a business-customer relationship with you. This may result in lots of unanswered emails and calls.
Proven Tips for Choosing the Right Roofing SEO Agency
As a roofer, you need to conduct extensive research to help weed out rogue SEO agencies and partner with a company that cares about establishing a relationship with you and improving your organic search rankings.
Here are our six surefire tips to assist you in deciding which SEO agency is fit for your roofing business:
Check into the Company’s Past Performance
When clients come to your roofing company, they are likely to check your reviews, testimonials, and photos to see how your works stand out from that of your competition.
Similarly, when you research roofing SEO companies, you should do the same.
Make sure you check extensively at the company’s previous performance and their experience with the roofing SEO. If the case studies, reviews, and testimonials are all raving, then it will assist you in making an informed decision. Professional SEO management is crucial to selecting the right company.
Ask Past or Present Customers about Their Experience with the Agency
Look at the agency’s case studies, testimonials, and online reviews to understand how the company relates with its clients. Review the past or current customer feedback; in so doing, you can get an overview of your company’s weaknesses and strengths. Besides, you will obtain an insight into the company’s reporting and strategy process.
Meet with the Roofing SEO Team and Ask Specific Questions
Once you have settled for one or two roofing SEO agencies, schedule an over-the-phone, in-person, or zoom conference call to meet their SEO team members. Before you plan for the meeting, list down the questions you want to be answered by their professionals. This will help you understand their reporting process, culture, and expertise in the roofing niche/industry.
Be Realistic About Your Roofing SEO Goals
It would be best if you were specific about your roofing business goals. Just saying “ I want to appear on the first page of Google search results” isn’t enough. Here are some realistic goals that can help you kickstart your roofing SEO strategy:
Get more clients via leads or sales
Enhancing roofing brand awareness
Developing a vibrant online reputation management strategy
Make sure you work with an agency that is experienced in your industry. For instance, if you have a roofing company, you want to ensure that you partner with an agency experienced in designing, optimizing, and marketing roofing websites such as Blackstorm Roofing Marketing.
Select an SEO Agency That Communicates Effectively
As you look for SEO companies, don’t forget to ask them how they will inform you about the work being done behind the scenes to improve your organic rankings. When outsourcing the right agency, you want to feel at ease and comfortable when airing out your grievances or concerns. This is an essential aspect of the business-customer relationship since SEO is a long-term strategy. If you aren’t at ease with your agency, it may lead to problems with the long-term relationship and overall roofing SEO plan going forward.
Why Choose Blackstorm As Your Roofing SEO Agency?
Blackstorm Roofing Marketing is a forward-thinking SEO company for roofers who want conversion-driven internet marketing strategies. Over the years, we have provided quality SEO services for roofing companies of all verticals and sizes.
Here is what you can expect when you partner with us
A team of SEO professionals with many years of experience under their belt.
24/7 client support to help you in case you experience backend errors or have questions about your roofing SEO campaign
Customized roofing SEO packages designed to suit your specific roofing business needs.
Transparent reporting process: we will send you comprehensive monthly reports together with a recommended course of action to improve your rankings.
Punctuality: we strive to meet or surpass the project set deadlines.
What Are You Waiting for?
Improving your organic rankings takes a lot of effort, patience, and time. However, this means you only need to work with an agency that’s ready to answer your questions and updates you regularly on their roofing SEO plans.
At Blackstorm Roofing Marketing, we have many years of experience in the roofing industry. So if you want to know how to pick the best roofing SEO agency, kindly look at our SEO services and see how our team can help you increase site traffic and improve organic rankings today.
In the modern internet-driven business landscape, the appearance of your roofing website online is one major factor that will determine its failure or success when trying to attract more customers.
Thus, your company must invest heavily in the design of its site to attain the desired results.
However, while every roofer maintains a website, only a small percentage of them have tried to reach their full potential by driving more sales and revenue.
The few roofing contractors who have invested heavily in designing high-quality roofing websites have earned more revenue by attracting visitors than those who hired amateur designers to build their sites.
Nowadays, every roofer is taking their company online. With the current COVID-19 crises continuing, it is expected that more roofing contractors will follow suit. As more roofers join the online bandwagon, your business is bound to face some serious competition.
Thus you require a roofing website that puts you in the minds of search engines and potential clients. So how do you improve your website design?
Read on to know how to attract wallet out prospects and the tweaks you can make to convert them into a long time paying customers:
Add Video Content to Your Roofing Website
Prospects/ clients are attracted more to videos than any other kind of content; you must offer them what they want if you aim to bring them to your site.
Multiple studies have shown that the human brain can process visual content faster than the standard typed text.
When incorporating videos into their roofing websites, roofers should opt for unique video content with which prospects can engage.
Including roofing videos in your landing page can improve conversion rates by over 80%, while adding such videos throughout your site can increase the job booking rate by over 40%.
Clients who want informational videos on your roofing website tend to hang in there longer, thus increasing the chances of recurrent visits to your site.
By placing quality roofing testimonials, video content, and tours of your job site, you can help to increase conversions.
Many roofing websites are products of WordPress. So, if your website is hosted on a WordPress CMS, maintaining it can mean the difference between a high bounce rate and an excellent engagement score.
While it is possible to maintain the site on your own, you may lack the skills to troubleshoot WordPress errors promptly as required. So, if you don’t want to spend hours reading WordPress tutorials on maintaining a roofing site, kindly contact us at Blackstorm Roofing Marketing for assistance.
Prevent Roofing Website Downtime
Most roofers don’t know that minutes or hours of downtime can cause them to lose both revenue and potential clients.
Your roofing company website should load in less than three seconds to help browsers find the information they are actively searching for.
Research shows that over 50% of browsers are likely to abandon your site if it takes more than three seconds to open a webpage.
This implies that your business will lose more than 50% of visitors simply because your site took longer to load than expected.
Thus, making your website scalable will help to avoid slow load times and downtime, ultimately keeping more customers on your website while booking more jobs at the same time.
Build a roofing website on cloud-based platforms, maintaining your content and application quality to help drive more prospects to your website.
Improve Your Roofing Website’s Security
Making your roofing website secure means more than just safeguarding it from the bad guys (hackers). Browsers such as Yahoo, Firefox, and Chrome inform visitors of unsecured sites.
So when a prospect attempts to visit your site, they get a notification saying that you aren’t secure. This will make potential clients bounce off your site. This is an automatic bounce rate on your website.
Simply put, how to convert an unsecured website to a secure one is a crucial consideration.
We provide fast roofer website security services here at Blackstorm Roofing Marketing.
Use Responsive Roofing Website Designs
Most customers can now access roofing websites from various devices, including tablets or Smartphones, so you must use a responsive design to provide a seamless user experience across all devices.
In the modern world, prospects use Smartphones more than desktop computers when accessing roofer websites; therefore, you must help their gadgets to access your roofing website.
A responsive website design allows you to boost your sales, while easing your back-end to improve your search engine optimization efforts.
Pro Tip: Always add simple yet attractive contact forms (above the fold) to increase the number of enquires your company receives
Roofing Website Design: Pay Close Attention to UX and UI
Your website is as superb as its design. Depending on your objectives, you may require to tweak the design of your roofing website.
For instance, as visitors, we don’t like when your website looks like a Wikipedia page. So, examine your target audience and design accordingly.
Add Social Proof to Your Roofing Website
It is crucial to incorporate high-value content for your site browsers/ visitors who may want to book jobs through your online offers.
Adding client reviews to your roofing website will assure prospects that what you are providing is credible, leading to high customer retention and brand loyalty.
Besides, customer reviews can act as a friendly recommendations made by previous clients on your roofing services or products.
Client testimonials or reviews are the #1 tool to build credibility and trust with your target audience. We highly recommend scattering them throughout the essential pages of your roofing website, including your services, homepage, and contact page.
If you don’t have testimonials, try to contact your previous clients and request them to review your roofing company- send them a few questions to make it easier for them to answer.
Include a Compelling Call to Action on Every Page of Your Roofing Website That Leads to Your Goals
Another simple method to boost your online conversions by placing a compelling, clear call-to-action. This can be offered in service descriptions, your sales copy, or the landing page.
The CTA should portray your business’s unique value propositions, convert browsers into clients.
As a general rule, you should try to make your call to action memorable and short. Participating clients would encourage their immediate network and family to join your bandwagon in an ideal business environment. Make your CTA’s relevant, exciting and straightforward.
Use Social Media Platforms to Find Your Target Customers
Part of building your roofing brand identity is identifying your buyer personas. This involves discovering the kind of prospects/ people you want to convert into paying clients. Placing your target clients on social media will make it easier to sell your roofing services as such groups will be interested in buying your services or products.
For instance, if you realize that bulks of your clients are also part of your LinkedIn or Facebook groups, then it would be advisable to use targeted ads to improve your internet marketing efforts.
Spying into your rival’s strategies is recommended in building the persona and voice your roofing business will embody. This can assist you in checking on the processes that are effective and appealing in capturing your target audience.
Create a Sense of Urgency
Potential clients fear missing out on limited-time offers. Creating a sense of urgency in your roofing service advertisements and posts through highlighting its limits would excite clients to book jobs with your company. This can be done via special or limited-time offers.
Let Our Design Professionals Build a High-Converting Website for Your Roofing Company Today
Web security, maintenance, and design are technical aspects of running a successful roofing company.
Congratulations on winning the greatest battle of registering your roofing business and obtaining the necessary credentials.
But, you will only remain in business by keeping clients knocking at your company doors or generating consistent roofing leads. Wondering how? Don’t fret.
In this article, experts at Blackstorm Roofing Marketing, a leading internet marketing agency for roofers, will walk you through practical roofing digital marketing agencies. Roofing marketing ideas drive repeat clients to your company, outrank your competitors in the market, and take it to new heights. Without further ado, let’s dive in.
6 Reasons Why a Proven Roofing Marketing Strategy is Essential For Your Roofing Business
Let’s face it. Roofing marketing can be a daunting process. From voice search, commercials to chatbots and print ads, countless activities are involved in marketing your roofing business. In fact, we often hear these stories from our customers, “we know that we should be marketing our business, but where do we get started?” Our response is always the same; we advise them to start by creating a vibrant roofing marketing strategy.
So, why should they create a marketing strategy for their roofing business? Marketing plan/strategy is crucial for your roofing company because:
Helps You Understand Your Ideal Clients
As a roofer, you can’t become all things for all people. From a sales and marketing perspective, a specific group of people or businesses is most likely to become your long-term paying clients. When you identify such people, you can take their needs, wants, and fears and explain to them how your roofing services will suit their needs. Roofing marketing strategy defines your target market/client so that you understand clearly who requires your roofing services.
You know What Your Roofing Company is and Why it is Beneficial to Others
A considerable aspect of roofing marketing strategy helps you understand who benefits from your roofing services, how they benefit, and why they should believe in such benefits.
Your roofing company stands out from other roofers in some way, and it uniquely helps the people it serves.
Defining such unique value propositions helps your business to outrank other competitors in the market.
Convey Value Consistently
A roofing marketing strategy is essential since it defines how your roofing company conveys value to others.
You can share your marketing strategy with anyone within or outside your business. This will give your business a consistent brand image in the roofing marketplace and the confidence that your roofing business will be represented accurately in the areas of marketing and sales.
4. Guides Your Marketing Activities & Budget
A marketing strategy defines how you promote your roofing company throughout the year, and your process informs your plan. It explains which advertising channels you will use ( social media, digital ads, direct mail, print ads). Your strategy clearly discusses what activities to do throughout the year and deadlines for achieving such tasks. Your roofing marketing plan ensures that the method you use to promote your roofing company aligns with your goals and helps you achieve an excellent Return On Investment (ROI).
You Know What Roofing Marketing Success Looks Like
“You can’t manage what you don’t measure,” Peter Drucker.
A roofing marketing plan will assist you in figuring out what success looks like. The objectives you set within your roofing marketing plan inform what metrics you use to measure the success of your advertising strategies. This way, you will know what strategies worked or ones that didn’t produce desired results.
When you understand who you are and talk about your roofing business, you exude professionalism and confidence. Once you know your ideal customer and the benefits you will offer to that client, you can concentrate your efforts, time, and energy on reaching that client.
Your roofing company will appear more professional since it has a proven roofing marketing plan in place.
Consequences/ Effects of Not Having a Roofing Marketing Strategy
But without a strategy in place, your roofing company experience lots of challenges and problems, including but not restricted to:
Losing out a business to the competition
Missing out on great opportunities to grow your roofing brand
A reactive approach to roofing marketing
Retaining and gaining few clients
Suboptimal execution due to poor planning
Top 6 Roofing Marketing Strategies To Try In 2022 & Beyond
Start With Building Your Roofing Brand
The brand refers to the personality of your roofing company. Once your new roofing company is up and running, the battle has just begun. Maybe you are operating on a shoestring budget and require starting with low-cost roofing marketing at first. Your roofing brand encompasses customer satisfaction, reputation, awareness, and credibility.
But how do you create a successful roofing brand? Begin by defining your ideal clients. As a roofer, you want to determine how your roofing services enhance their lives and which services matter to them most. Besides, you want to define their demographics like age, income, education levels, and work locations. The last stage in understanding your ideal client is identifying their purchasing strategy. Do they conduct research offline or online before contacting your roofing company?
Are there specific seasons that influence their purchasing behavior?
Another step towards building a vibrant roofing brand is describing your Unique Selling Propositions (USPs). What difference does your brand bring to roofing services or service areas? It could be that you are unique in terms of response time, quality, price, and capacity to handle roofing services.
Consider designing a new roofing logo, print business cards, and launch a professional roofing website.
2. Create a Professional Roofing Website
Research shows that over 80% of prospects first conduct research online before they contact your roofing company. That said, we cannot overemphasize the need to revamp your internet marketing strategy for your roofing services.
Set out on your roofing marketing journey by creating a unique and easy-to-navigate roofing website. It is a dynamic platform to display your roofing services, convey your USPs to prospects and interact with clients. A roofing website acts as your24/7 sales rep that markets your business when you are sleeping or enjoying a vacation on the beaches.
Here are some key features that a high converting roofing website should contain:
More than 80% of Americans use their phones to shop for products or services online. As such, optimizing your roofing website for mobile devices will help you tap into the vast marketing potential and rank high in search engines for relevant business keywords.
Use fixed header, breadcrumbs, working search button, and adequately defined categories to make your roofing website as user-friendly as possible.
Conveys the Right Information
Add some personalized touch to your roofing website by incorporating trust-building information like a list of your services, client testimonials, certifications, licenses, and insurance.
An active SSL certificate makes your roofing website secure your prospect’s trust and be favored by search engines.
Simply having a roofing website won’t cut it. You require an effective SEO strategy to improve your online presence and produce free roofing leads online. It’s like building a lead-generating machine! And the machines we make at Blackstorm Roofing Marketing will grow your roofing brand and take it to the next level.
Most prospects/clients enter a search term explaining what they are looking for over the internet, browse through the results, and click through roofer websites with information or services they require. More than 70% of these searchers will not go beyond the first page of the Google search results. However, your website will not feature in the first page by chance. That’s where roofing SEO comes into play.
SEO is the process of optimizing your roofing website to boost its rankings for keywords related to your roofing business (roofing services in this case). By doing so, you reach prospects that require your services, drive consistent leads to your roofing company, and increase the client base for your roofing services.
Remember that SEO is a continuous process and takes time to achieve meaningful results. Among the key features of SEO for roofers include:
Discover keywords and phrases that potential clients type in Google or Bing when looking for your roofing services or products. These are keywords your roofing website will rank for and will significantly impact your visibility across the internet.
You need to optimize your website elements, including Meta descriptions, URL, images, and content. Optimize your website with search terms discovered in your research.
The quality and quantity of your backlinks have an essential role in boosting your organic ranking. Create valuable content to attract links for relevant industry blogs and sites. And establish relationships with other roofing industry bloggers and influencers essential to your link-building strategy.
If you are like other roofers, you obtain many leads from homeowners in your community. Local SEO for roofers is your gateway to getting local clients
You see other roofers dominate the first page rankings and think, how do I get to the coveted position in Google search results? There has been an increase in “near me” searches, and that trend will continue in the coming years. Surprisingly, many homeowners don’t type the word “near me” to look for local roofing services since they expect Google to localize the search results.
Here are some tips for optimizing your roofing website for local searches:
Make sure your Name, Address, and Phone number are consistent across the internet.
Choose the right secondary and primary business category.
List your business in major online directories like Yelp, BBB, Nextdoor, or Facebook.
4. Leverage PPC (Google Ads) for Roofing Contractors
Pay-Per-Click, also known as paid search marketing, is a tactic that matches your roofing ads with prospects/clients searching for your services. Hence, you pay for people to visit your roofing website rather than ranking higher through organic methods.
With PPC, you get a chance to rank the ads instantly after setting your campaign, unlike roofing SEO which takes time. You can choose the specific keywords you aim the ads to rank for.
Above all, you have total control over your campaign budget. Remember the following surefire tips to help you make the most out of PPC ads for roofing contractors:
Define your target market/client
Create high-quality landing pages
Use negative keywords to remove irrelevant clicks
Include compelling Call to Action
Create valuable web content that resonates with your audience.
5. Use Social Media Advertising to Market Your Roofing Business
Social media advertising is essential to your roofing company since social media controls more than 70% of purchasing decisions. Social media platforms help you engage with your potential clients personally, showcase company culture, build a community and target specific people with focused ads.
As a roofer, you will want to have a Facebook page and sign up for Instagram, Twitter, and LinkedIn to connect with your audience on your social media pages. These platforms give you an insight into performance and engagement levels. Use the following tips to make the most out of social media advertising for roofing contractors:
Roofing industry news and updates
Contests and giveaways
Before and after photos of completed roofing projects.
6. Manage Your Online Reputation
Another crucial thing you can do as a roofer is to monitor and improve your online reputation.
Check your Yelp, Google My Business listings, and other online directories regularly to see what people are saying about your business. Most directories will allow you to respond to client’s questions and complaints
Don’t underestimate what people say about your business, be sure to respond to negative comments to address grievances and make them happy again. By responding promptly, you prove to others that you are ready to solve the problem for good.
Frequently Asked Questions About Roofing Marketing Strategies
What Are The Most Crucial Features of Roofing Marketing?
Get started with the basics. Ensure that your roofing brand and name are attractive; get your company vehicles wrapped and social media accounts running. Then create a professional roofing website, ensuring you have good content on main pages and local online directories. You have a roofing company with an excellent reputation and improving your social referrals before going to advanced techniques like PPC, video marketing, and SEO.
How Can You Promote Your Roofing Business?
Generally, there are two methods you can use to spread the word about your business, namely, online and offline.
Offline strategies used to market your roofing company include canvassing, direct mail, and billboards, while online techniques include SEO, PPC, social media advertisement, retargeting reputation management, and roofing website design.
How Can I Get a Consistent Stream of Qualified Roofing Leads?
Partner with a professional roofing marketing agency like Blackstorm Roofing Marketing to do PPC ads or search engine optimization and give your roofing website a facelift to get more customers/leads. Elements of our strategy include:
Not restricting keyword research.
Earning quality links systematically.
Updating your technical SEO to convert your roofing website into a lead generation magnet.
Get Help With Roofing Marketing Today
At Blackstorm Roofing Marketing, we know that attempting to implement the following strategies discussed above on your own can be an uphill task. We can unload the roofing marketing burden from your shoulders, so we free up your time to focus on what matters most to your business.
Our internet marketing services for roofing contractors go beyond driving traffic to your website, convert prospects into paying clients and boost your bottom line.
The Roofing industry is constantly changing, and to stay current with the latest trends and innovations, you need to keep up with the times. Roofing companies that don’t update their brand will soon get left behind. Roofers are now incorporating modern technologies into their roofing designs like solar panels, insulation, green roofs, and smart home technology integration. Your Roofing Company must stay on top of these advancements so that it can continue to provide a quality service for its customers.
Signs That Your Roofing Company Needs Rebranding
A roofing company is a unique business to be in, but it requires lots of experience and hard work from owners. As you know, the competition is tough, and there are many roofers out there that claim to offer quality services but don’t do so in the end.
But how can you tell if your roofing company is providing quality service or not? Here are the signs that your roofing company needs a rebranding:
Your Roofing Business Doesn’t Have a Professional Social Media Presence
If your social media pages don’t look professional, you can be sure that customers aren’t really into it. It’s all about aesthetics; your business should at least have a decent-looking website and social media pages if you want to secure new clients. No one will visit your page if it looks sloppy or outdated; they will undoubtedly leave and browse for other roofers that seem more professional.
Potential Clients Can’t Find Your Roofing Business Online
Given that most people do their research online before contacting your roofing business, your roofing website will be the first point of contact prospects will have with you. If your roofing company doesn’t have an active online presence, you can be sure it’s not thriving; most businesses rely on social media for business promotion and marketing nowadays.
An active online presence will bring you new clients, especially if there are already lots of positive reviews about your company on the web. It’s beneficial to have a website or at least a Facebook page that is updated regularly – it tells clients that they can always count on your company for help and support.
You Are Using Outdated Marketing Methods
If your roofing company’s marketing plan involves going door-to-door to hand out flyers or brochures to businesses, you are missing something in your marketing strategy. Flyers have proven not to be a very effective way of advertising, especially for local companies; people just throw them away or recycle them. In the end, you need a marketing plan that is effective and can help bring more property owners to book jobs with your roofing business.
If your roofing company is still using the same marketing methods from five years ago, you’re sure to have noticed a change in trends. The whole world has changed, and what people want now might be different from what they wanted five years ago. If you want your company to be top-tier, you need to look at the changing trends and update yourself accordingly.
Your Roofing Company Doesn’t Stand Out Enough
Another tip to know when to rebrand is when your roofing business starts to look like another roofer out there.
Good roofing company branding isn’t about sounding or looking good. It is about setting your business apart from the competition. If your brand doesn’t feel differentiated in the marketplace, it needs a rebrand!
Closely examine your brand and its image. Take a look at other roofing contractor’s images and brand positioning. Is your business similar to other roofers near you? If not, it is very crucial to find a way to differentiate yourself from the competition. Besides, you should tell your customers why you are different.
You Have Expanded Beyond Your Initial Location
Another sign of when to rebrand your roofing business is if you have expanded or moved beyond the state or city where your business started.
If your roofing business has expanded its reach beyond the original location, then you need to rebrand it to let customers know about your new service area. So you don’t want to give a notion to potential customers that you are only limited to a particular service area.
Your Business Looks Unprofessional
If your roofing company isn’t always giving off a professional vibe to clients, it’s time to rebrand yourself. A professional company is a company that has an online presence, offers great deals and reasonable prices for services they offer. If you take care of all these aspects, clients will surely trust your business more and more. Clients will think you are a legit business that can be trusted – so make sure clients always see professionalism from your company!
Your Roofing Brand Has a Bad Reputation
In some cases, your roofing business can become a liability instead of being resourceful to clients. When property owners associate your company with negative actions or experiences, it can be time for a rebrand.
These days it doesn’t take long for a concept or word to have devastating effects on your roofing business. Courtesy of social media, negative customer experiences can spread like wildfire, thus ruining your business fortunes. Roofing brand rebranding is typically the most effective remedy for these situations.
You Are Struggling to Raise Prices
One telltale sign to rebrand your roofing company is when you are struggling to increase your prices. If the market price for your roofing services or products appears fixed despite the rising cost of materials, then a rebrand can be a great way to break free.
Since branding boils down to client perceptions, the value of your service offerings will be entrenched in the minds of property owners you serve. Rebranding helps you to redefine the value prospects put on your offerings-increase your job prices accordingly.
The pricing power that vibrant roofing brands have assisted them in dominating their local markets and insulating against competitive threats. Pricing power helps to drive growth in your roofing business.
Strategies That You Can Use to Give Your Roofing Brand a Facelift
Strategy 1: Invest in a New Roofing Website Design
Having a responsive and user-friendly roofing website is more crucial now than ever. This is because prospects are conducting research online and will typically compare your roofing website with other roofers before they contact your business.
The best way to rebrand your roofing company is by investing in a new roofing website design. It would help if you had something that will make your brand look more modern instead of outdated – so you might want to try a design agency like Blackstorm Roofing Marketing. This kind of website can be designed to fit your company’s needs, and you’ll see that clients will start clicking on it more often.
The best thing about investing in a new roofing website design is that you can always get an online marketing campaign started with the help of professionals from Blackstorm Roofing Marketing! Their team will make sure your website gets listed in all the correct online listings so clients can find you easily. You might be surprised to find out how much online marketing might help your business become more successful!
Strategy 2: Improve Your Online Reputation
Your roofing brand revolves around how prospects/clients perceive your company. In the modern landscape, your online reputation can make or break your roofing business. While it takes time and consistent effort to create a vibrant online presence, it only takes a few negative comments or reviews to break it down.
Many roofers have realized that they can’t control what is said about their business on online platforms. Still, by addressing issues head-on and listening to client feedback, they can boost their standings if and when something affects their online reputation.
It’s time to start looking at your online reputation on search engines if you want your business to stay afloat in the competitive market. You can reach out to an online reputation management expert from Blackstorm and ask them for help – they will make sure your page gets listed higher on search engine results.
Strategy 3: Ask For Feedback From Previous Clients And Potential Customers
If you want new customers to contact you with ease, make sure you ask them what they think of your business. You’ll find out which strong points need to be highlighted more often and how you can improve your service.
If you’re thinking of investing in a new marketing strategy, you need to make sure your brand matches everything they offer. So if your business is completely outdated, it’s time to improve the image and hire new staff members that will help you get listed higher on search engines. You might be surprised at how much an investment in online marketing can pay off!
If you’re thinking of rebranding your roofing company, make sure your online presence matches everything you have to offer. You don’t want clients to see an outdated website if you have top-notch services –let Blackstorm Roofing Marketing help you get the best bang for your buck!
Strategy 4: Use Retargeting Ads to Rebrand Your Roofing Business
Most roofing companies always end up having the same problem; they do not know how to reach out to new customers, and at the same time, they neglect their existing clients whose homes have been repaired or renovated for quite some time now. With retargeting ads, you will target specific consumers who are already familiar with your business.
To do retargeting, you will need to create a good-looking landing page first before doing any other things. Your website should be the most attractive place for your clients to visit so that they can leave their emails or contact information in exchange for your product or service. Once you have created a good landing page, you will develop the retargeting roofing ad that can help you reach out to clients who are already familiar with your business.
Strategy 5: Rebuild Your Roofing Brand Identity
The elements you utilize to convey your brand may have been reused for several years before considering a rebrand. This implies you will have a lot of time to evaluate their weaknesses and strengths before updating them. For example, you may wish to redesign your roofing logo, create brand guidelines or even utilize new colors in your marketing collaterals.
Strategy 6:Make Sure Your Roofing Business Has a Catchy Slogan
If you want new customers to notice your business, make sure it stands out in their minds. You can do so with a catchy slogan that will force them to remember it easily! If you’re not an expert on catchy slogans yourself, contact Blackstorm Roofing Marketing for help – you don’t want your business to look amateurish, right?
Strategy 6: Update Your Social Media Profiles
If you have a roofing company and want to get new customers from social media, it’s time to start updating your profiles. If you don’t know how to do this, you can outsource the work and ask someone from Blackstorm to help you make an attractive profile that will advertise your services!
If you want customers to notice your business on social media, it’s time to start posting updates again. However, if you aren’t sure what kind of content they want – make sure you ask an expert from Blackstorm Roofing Marketing to give your social media profiles a facelift!
Top Benefits of Rebranding Your Roofing Business
Connect With new Prospects/ Clients
The primary benefit of updating the feel and look of your roofing brand is your ability to reach new clients. When you concentrate on new aspects of the company and promote them properly, prospects/clients will notice. Rebranding can provide the simulation your company requires to grow in the ever-evolving roofing market.
Differentiate Your Company From The Competition
As your roofing company grows, its capabilities start to contend with those of your rivals. Rebranding can be an effective way to give your business a much-need competitive advantage. Differentiating your business shows prospects that your roofing services are unique and an expert in the industry. Rebranding your roofing business to look, feel and look will place you as a leader in the roofing industry.
Roofing company rebranding has only one objective, to keep your business current. Design trends play a vital role in how customers perceive your company and its service offerings—making sure that your look stands out and that you focus on the trends in the roofing industry.
Reflect New Offers, Values, or Services
It isn’t easy to showcase your business has grown when your brand doesn’t portray it. If you have expanded to include more roofing services, rebranding is a great way to show that your roofing company is evolving.
Improve Your Bottom Line
The benefits of branding your roofing business will affect the internet marketing strategy and make your company more profitable. Standing out from the competition, reaching new prospects, and increasing the reach of your roofing services are all effective ways of increasing your business profit margins.
After reading all the signs, reasons, and benefits of rebranding, you may have thought that it’s time to brand your roofing company afresh. But changing the feel and look of your roofing brand can be daunting, especially if you don’t know where to start. Here are some things that you need to keep in mind before you embark on rebranding your roofing company:
Write Down Your Goals: Like any other company strategy, it is highly recommended that you have a clear insight into what you want to attain. You need to pinpoint your problem and ways to solve them amicably. Are you trying to make your roofing brand stand out from the competition? Are you trying to reach a different audience than your current ones? What elements should you concentrate on to attain your objectives?
Find a Professional: Once you have clear goals/objectives, you need to act swiftly to make them work for your roofing business. Suppose you are not well versed with UI/UX/graphic or web design. In that case, it is advisable to consider finding a roofing marketing agency like Blackstorm Roofing Marketing that can help to rebrand your roofing company fully.
Why Choose Blackstorm Roofing Marketing to Rebrand Your Roofing Company
At Blackstorm, our UX/UI designers are always up-to-date with the latest advancements and trends in the roofing industry. We understand that rebranding can be an uphill assignment, mainly if you are not familiar with the INS and out of roofing SEO, CMS platforms to use, or how to manage your company’s reputation online.
Once we have defined a new roofing website design for your business, our team will create a solid marketing strategy to give your unique brand identity the spotlight it deserves.
Ready to dive in and rebrand your roofing business?
Keep Your Roofing Website up to date: don’t lose clients for no reason
Most roofing contractors know the importance of having a well-structured roofing website. But they typically build a site, launch it and never return to it again, abandoning roofing website maintenance altogether. If your website isn’t adequately maintained, you are losing prospects/clients that will affect your company’s ROI.
Just like your car, we must appropriately maintain your roofing website to operate efficiently. Roofing websites require routine maintenance to ensure that all components (contact or inquiry forms, payments, payment mechanisms, images) work efficiently and safely. Creating a search engine optimized, user-friendly and responsive roofing website is an essential step in letting property owners know your roofing company exists. Still, routine upkeep is crucial if you want your website visibility to flourish and grow.
8 Reasons Why Roofing Website Maintenance is Crucial
1. Regular Maintenance Keeps Your Roofing Website Secure
Security is the main reason why routine roofing website maintenance is so essential. If your roofing company is utilizing a Content Management System (CMS) like Word Press or Drupal, you want to make sure that it keeps up with security updates and software patches. If you don’t do that, the bad guys (hackers) will get an opportunity to steal data from your roofing website.
2. Roofing Website Maintenance is Crucial to Boost Search Engine Traffic & Rankings
To offer property owners high-quality content, search engines like Bing or Google award higher rankings that are updated occasionally. Search Engine Optimization (SEO) determines where your roofing website will be ranked based on your site’s relevance compared to the property owner’s search.
Various roofing SEO tactics can be used to improve your site’s ranking. Some of these techniques include optimizing your site for mobile devices, regularly updating your website content with the current information, and ensuring that your site has the latest security updates.so, maintaining your roofing website is crucial to your business’ ranking on search engines like Bing or Google.
3. Routine Roofing Website Maintenance Helps to Improve Customer Experience
If your roofing website’s template files and theme are outdated, they may not show up on current versions of mobile devices and web browsers. With all the competition in the modern roofing landscape, if your site is hard or confusing to use, your company is likely losing prospects because of it. But, when you conduct routine maintenance as scheduled, you can be confident that the most recent template files/ theme are installed and operating efficiently.
When you perform maintenance on your roofing website, your site improves and becomes simple to use. Such improvements encourage property owners to stay and engage on your roofing website longer. In wrapping up, maintaining your roofing website is crucial as it enhances your site’s customer experience and promotes user engagement.
As stated above, with all the options that prospects/client has online, your roofing website requires simple to use and needs to be super-fast. If your roofing website loads in less than 3 seconds, it is turning away prospects/clients. Maintaining your roofing website allows you to optimize all the elements that might be slowing your site down. Another advantage of routinely maintaining your roofing website is enhancing your site’s loading speed.
5. Regular Website Maintenance Attracts New Clients and Keeps Existing Customers Happy
Our roofing website maintenance services will keep your site updated with fresh and new content. This will assist in driving new property owners (traffic) to your site. Outdated roofing content may make visitors click off your site instantly.
Keeping your roofing website updated with unique, fresh content can go a long way to satisfy existing customers. Your existing customers will view and share your new content, thus making your roofing business popular. But if you stay for long without sharing fresh content, prospects/clients may assume that you have nothing to offer and may never return to your roofing website again.
6. Continue To Learn More About Your Audience
One of the daunting parts of roofing marketing is getting to know your target client entirely. Regular roofing website maintenance helps you use the analytics and understand how users are interacting with your site.
Are prospects/ site visitors converting? Are they clicking off your site immediately, or are they hanging around? Are there patterns in site visitor’s behavior? Knowing these patterns and making adjustments based on data will help you to create a roofing website tailored to your user’s specific audience.
Without ongoing such ongoing analysis, your website can become outdated, stagnant, and, worst-case scenario, useless to property owners who could have benefited from your roofing services or products.
As you launch a new roofing website and make adjustments to it, it’s crucial to make sure that it works efficiently. This can mean making sure there are no broken links and that your website works perfectly across various web browsers. This is more of a technical part of roofing website maintenance, but if you fail to do it, your website may fail to work correctly for your visitors, prompting them to click off to your competitors.
Great functionality depends on the coding of your roofing website, and as a roofer, you don’t have the time to read through lots of code lines to identify a semicolon that should be an entire colon. Ensure that your codes are consistent with the ongoing adjustment and clean is essential to run a peak-performing roofing website.
8. Routine Website Maintenance Helps in Proper Tracking & Monitoring
When you dedicate your resources and time to roofing website maintenance, you can correctly track the results and know if you are in line with your internet marketing goals. Tracking your roofing website’s metrics can give you an overview of the progress of your internet marketing campaigns so you can know the following plans or strategies to implement.
If you are lagging behind your roofing sales goals via the roofing website, that means that you need to redesign your site to increase conversions
Roofing Website Maintenance Checklist
Maintaining your roofing website is more than buying an affordable hosting plan and making some edits to your page. An outdated website risks client annoyance, loses search engine rankings, and loses trust. To assist you to stay on top of the crucial (often overlooked) issue, we have compiled a guide on what you can expect from our website maintenance services:
Update Your Roofing Content
Hours of Operation
If you have a company operating hours and aren’t on your roofing website, we put them in! And if you have already included them, our experts will check to ensure they are accurate. We also notify your visitors in case you have seasonal changes in your operating hours.
Check your office phone numbers for consistency and typos. Also, ensure that your phone numbers are appropriately hyperlinked to help visitors click and call your roofing business.
Make sure your business address is updated/correct every place it appears.
Call to Action
Give your web pages a makeover to ensure you have a clear call to action. Sometimes every page will have the same CTA (like getting a free roofing quote now), but browsers will require to pass through some steps. A property owner looking for roofing services or products will want to view some photos of past projects before they decide to get a quote.
Look at the basic editing errors.
Fix Broken Links
Check all your internal and external links to ensure that they are working seamlessly.
If you have a form on your roofing website, submit a message to check whether it’s working, and you get notified of the new news.
Do your primary web pages (particularly your homepage) have headlines explaining how the client will benefit from booking a job with your company? And does every headline contain a keyword that relates to the title of your page?
Redirects & URLs
If you have recently changed the name of your webpage, you should make sure that users who are searching for the old page get redirected to the new one Instead of getting a “not found” error)
Image Alt Tags
Sometimes you can improve your roofing SEO by adding alt tags to your primary images. This can help your site to rank higher than other roofers for the same keyword
These are tweaks that relate to the feel and look of your roofing website, which may include but not limited to:
Has your roofing logo changed? What about the colors your company uses? If yes, has it reflected on your roofing website? Besides, if you initially used a low-quality logo but have changed it late to a new one, you need to update that on your roofing company website.
Replace Stock Images with Custom Photos
Roofing stock images may be essential to get your website running. But authentic photos are deemed to be more powerful.
You need to replace low-quality crop images to suit your overall design. Besides, replace large photos with compressed or re-sized versions while retaining quality.
Check Display on Mobile Devices
Pull up your roofing website on your mobile phone to see how it appears. Furthermore, you can also check how it appears on different desktop browsers.
Platform & Hosting
These problems may prompt you to contact your web host provider:
SSL security certificate
Check if your roofing website URL starts with “HTTPS” If not, you need to contact your web hosting provider to get a basic security certificate for your roofing domain.
WordPress Plugins and Theme
It is highly recommended that you use the latest versions of plugins and themes activated on your roofing website.
Typically you want to automatically backup your roofing website. This will help you, especially when you make a mistake when editing your roofing site.
Why You Should Hire a Roofing Website Maintenance Team
As a roofing contractor, you have lots of duties to perform. Managing employees, handling clients, keeping appointments, and meeting deadlines can be daunting at times. Neglect and inexperience can ruin the functionality and look of your roofing website.
Now that you understand that web maintenance is just as crucial as designing a roofing website, it would be equally important to discuss the benefits of hiring a website maintenance team. Although you can take the responsibilities of maintaining your site yourself but hiring a roofing website maintenance agency will be advantageous in the ways listed below:
Since you are partnering with a website maintenance company specializing in the roofing niche, you can count on their expertise since they know what to expect, look for, and resolve issues.
Hiring a roofing website maintenance team frees up your time to concentrate on another important aspect of your business without having to think about your site at all.
Outsourcing a website maintenance team is cost-effective and can resonate with your budget. You don’t have to break your bank to find a package that’s ideal for your roofing business.
If you have come this far, you know that designing a roofing website is not enough, but maintaining it is highly recommended. And if you don’t have the skill or time to maintain your roofing website, it is advisable to outsource a website maintenance agency like Black storm Roofing Marketing.
Let Us Help You
At Blackstorm Roofing Marketing, we don’t just create unique online experiences but also offer website maintenance services since we understand how site security and maintenance are essential in maximizing your roofing website performance.
We provide reliable and affordable website maintenance services with no long-term contracts. We offer online reputation management, PPC, retargeting ads, support, update backups, and above all, peace of mind knowing that your roofing website is in good hands.
Are you getting sufficient roofing leads? Is your phone ringing as expected to book more jobs?
There are many reasons your answers may be a resounding “no.” The effect of COVID-19 has undoubtedly caused a decline in sales for roofers as property owners adjust to the new normal. As the internet becomes an essential tool in the client’s purchasing journey, roofing marketing becomes a crucial investment.
High customer involvement, lack of specialized roofing marketing agencies, poor industry reputation, and stiff competition are some of the problems facing an average roofing company today.
1. Create an Effective, Functional Roofing Website Optimized for Search and Conversions
Your roofing website is the heart of your internet marketing strategy. If you don’t have a roofing website, creating a website is one way of reaching your prospects/clients online, anywhere, anytime.
Roofing is a high-ticket item that needs a high level of client trust. Over 75% of clients judge a roofer’s credibility based on roofing website design alone. An outdated, no website or broken site can instantly vent that trust.
Make sure your roofing website looks contemporary, slick, and professional. Use educational content and interactive elements to inform browsers about your company and respond to any questions they might have.
Optimize your roofing website for conversions and SEO so it keeps sending a consistent stream of qualified leads, even when your business offices are closed.
Create a sales funnel and quality landing pages to capture roofing leads.
Property owners /managers are the potential buyers of your roofing services, so make sure they can find your roofing business in local searches online. Prospects are looking for a roofing company like yours, so you need to optimize your website to appear in front of these wallet-out potential clients.
If you want to appear in local search results related to your roofing services, begin selecting the right keywords. Keyword selection and research are crucial parts of SEO since they influence which search results show up on your roofing website. Local search marketing will keep your phone ringing and prospects visiting your project sites. List your roofing business in major online directories and create and claim your Google My Business account to get started with local roofing SEO. Contact our SEO experts if you need help establishing your local online marketing presence.
3. Run a PPC Campaign to Get Immediate Results
You should be on top of Google search results before you can start to obtain serious leads and traffic from organic searches. Getting on top of Google search results can take months or years with search engine optimization. If you don’t want to wait, you should not ignore Google Ads or Pay-Per-Click advertising.
Pay per Click advertising works by putting your ad or brand message in front of business or homeowners who are actively searching for your roofing services. PPC ads are shown because roofing businesses bid on particular keywords (for your business, it may be something like roofers in Murfreesboro, TN)
To get started with PPC, select the keywords. Like with roofing SEO, focus on long-tail keywords. This will not only drive relevant traffic but will also reduce the cost per click.
Once you have the keywords ready, you can start to bid for the ad placement. You can set the minimum or maximum amount you are willing to pay every time a prospect clicks on your ad. Your quality score and the maximum bid will determine where your ad will be placed in the search results.
However, it is more preferable to have a higher quality score as opposed to the maximum bid. This is because Google wants to offer the most relevant search results for users. That’s why roofers (regardless of their substantial marketing budgets) can’t buy their way to a good ad position.
When searching for roofing marketing ideas, you will note that PPC is one of the best ways to obtain qualified roofing leads. With PPC ads, you can reach more valuable prospects interested in your roofing services.
Factors like the quality of your landing page your roofing ad links to and the relevance of the ad to the searcher’s query will assist you in determining where your advertisement will rank.
4. Connect With Your Prospects through Social Media Advertising
Social media is one of the effective marketing and advertising methods for roofing contractors. Social media profiles like Twitter or Facebook help you to connect with your target audience directly. By leveraging social media advertising, you can create valuable content for your prospects/clients and interact with them.
To get started with social media advertising for roofing marketing, select your platforms wisely. There are various platforms that you can use, including Pinterest, LinkedIn, Twitter, Instagram, and Facebook. That said, you want to use platforms that your audience frequents most to make sure that you reach them.
Once you select your platforms, engage with prospects/clients by posting content about their favorite topics and your business activities. Publish videos and photos of your completed and current projects and other roofing news or trends that may benefit your audience.
Remember to include social media in all your marketing collaterals, such as your brochures, email signatures, and roofing website footer. Social media advertising will not produce results overnight but can boost your following and engage with clients in your local market.
5. Use Video Marketing to Showcase Your Roofing Projects and Brand
They say a picture is worth 1000 words; what about a video? It’s more powerful. Nothing strengthens the authority of your roofing website like a video. If you have a roofing website with high-quality video content, you will enjoy a higher conversion rate than rivals without video.
You can leverage the power of video marketing by creating a video of your latest project. Video marketing can help you to:
Portray your competitive differentiators
Boost online engagement
Establish your roofing brand and its personality
Create fascinating videos by showing your crew’s undertaking project or produce positive video testimonials from your customers. Remember to upload videos to Facebook and YouTube to generate leads and to enhance your brand image.
6. Solicit Genuine Online Customer Reviews
A high-ticket business like roofing relies heavily on client’s level of trust, and genuine online reviews provide one of the best ways of enhancing that trust. Research shows that more than 80% of prospects trust online reviews just like they do with personal recommendations. Plus, client reviews show on Google search results with star ratings to help your brand look more appealing than companies without.
You are going to get a mix of negative and positive reviews. Getting negative reviews isn’t the end of the road since people expect to see lousy reviews. The crucial part is that manage online reviews.
Property owners want to feel valued. If you don’t have time to manage online reviews, you can invest in online reputation management services. Such services will help you manage your reviews better so that you keep your current and past customers happy while attracting new ones.
7. Blog about the Latest Trends in Roofing
Start a blog on your roofing website and create content on the hottest trends on roofing. This will make you look well-informed and intelligent. Approach roofing websites that accept guest posts and publish posts to expand your reach and get valuable backlinks. Create and publish authoritative content on the roofing niche to become an authority in the roofing industry.
8. Nurture Roofing Leads to Convert With Email Marketing
If you are searching for roofing marketing ideas, email marketing is an excellent option for your roofing business. This strategy assists you in nurturing roofing leads, helping them to convert. To use email marketing, you must get a list of subscribers.
An effective way to do this is via your roofing website. To get client’s emails, you can offer them an exclusive template or guide. By investing in email marketing, you will get leads interested in your roofing services. It is a great roofing marketing idea that will help grow your roofing company and improve your brand awareness online.
9. Ask Roofing Material Manufacturers for Backlinks
External links from reliable domains are very crucial in boosting your search rankings. Contact roofing material producers you have previously worked with and ask them to include your name in their customer’s list. Many roofing material suppliers have pages that list roofers who use their products. This is vital for improving organic search results and online visibility.
10. Set up Call Tracking
If you are like most roofing contractors, your potential and existing clients call your office to obtain details or ask questions about roofing projects. These are your qualified leads, and you need to track them. Set up call tracking on Google Ads and analytics to stay on top of phone leads and later create nurturing those leads.
11. Use Multichannel Roofing Marketing
Any medium you utilize to market or engage with your roofing clients is known as a channel. Clients can move from one channel to the next within a blink of an eye. They might come across a post on LinkedIn, go to your roofing website to know more about you and your company, check reviews on your website, and contact your office through their mobile phone. That’s why you need to have a presence on multiple channels online.
12. Use Geofencing Advertising to Reach More Roofing Leads Online
Geofencing advertising is a great roofing marketing idea to assist your company reaches new leads.
With Geofencing, you create an invisible fence encompassing a specific area, generally surrounding a building like your business.
Once property owners enter the fence, they get a notification about your roofing company or see a Facebook ad related to your roofing business. This can prompt them to think about contacting your business.
As a roofer, you want to focus on conferences, trade shows, and other events where your leads will frequent. It is an excellent way to get attendees to get exposed to your roofing company for the first time. Geofencing presents a perfect opportunity for your roofing business to target your prospects in areas where they are likely to be thinking about your services or products.
13. Use Analytics to Measure Your Roofing Advertising Campaign Success
The best roofing marketing strategy isn’t complete without measuring or tracking the overall results. For example, how does your roofing website measure up against rivals?
While they are helpful deliverables, site traffic and rankings are not the actual measurements of your campaign success. To ensure your internet marketing and roofing website is performing optimally, track the following analytics:
Measure Advertising, Revenue, and Sales
Of course, you can’t pay your crew with rankings or web traffic, but you can with income/revenue. Revenue and sales are good indicators of your roofing marketing success since they affect the money coming into your roofing company daily.
But how do you determine your sales and revenue? Tracking the number of roofing leads you have and what their buying journey is like on your roofing website is essential. A good roofing SEO strategy will measure the qualified traffic, conversion rate and get involved in conversion rate optimization.
Besides, you also need to track the number of calls received through various online marketing initiatives like Google Ads and Facebook ads.
14. Use Retargeting Ads
Have you ever come across those ads that seem to follow you around the internet? You search for roofing contractors on Tuesday and the rest of the week, all you see are ads for roofers. This is known as ad retargeting, and it is an intelligent strategy for high-ticket jobs like roofing services.
Retargeting uses the information collected from a prospect’s previous online searching behavior to show up relevant ads. For instance, a prospect who has been researching the cost of an average roof could see your ads, although they are not actively searching for roofing services information.
You can use retargeting with Facebook ads, Google ads, and more. As potential clients see your retargeting ads over time, it creates awareness of your roofing brand. Ad retargeting is a fantastic way to grow your roofing company on a minimal budget.
Offline Roofing Marketing Ideas to Reach New Prospects
15. Make Money from Bad Weather
By focusing your roofing marketing on local and seasonal needs, you can create campaigns in response to weather profit and events from poor weather.
Based on the region of the country where your company is situated, your clients may need gutters to deal with rain barrels or downpours to conserve rainwater. Clients may be in need after a huge storm damaged many roofs in your area. These are just instances where your marketing and business activity can correspond with the weather.
PPC ads can help roofing contractors make most of the bad weather. They provide a great way to target your marketing both locally and seasonally. Since you create PPC ads faster, you can use them to take advantage of upcoming or ongoing weather. That’s something you can’t achieve with billboards, print, or other conventional marketing methods.
Is a heavy downpour forecasted for next month? Instantly put up a PPC ad for 20 or 30% off roof inspections, urging clients to prepare for the storm. Remind potential customers now it is an excellent time to begin any major roofing projects they have been postponing.
The best part is that such Google Ads helps you to choose specific locations and only display ads to prospects in those locations. This implies you won’t waste marketing dollars in locations you can’t offer services in. If you serve a more comprehensive service area, you can target various ad campaigns to multiple regions within those territories. You can even target ZIP codes within a specific city.
16. Sponsor a Local Event or Sports Team
There must be event organizers, local school clubs, and sports teams searching for sponsors in your area. Support a team and print your business logo prominently on their caps and shirts. Sponsor a local event and showcase your brand name at the event through posters, billboards, video projection, or other branding techniques.
17. Run a Direct Mail Campaign
Direct mail can get new roofing clients if done correctly. Long-form letters don’t work in an age where people seek instant gratification, but leaflets and postcards can grab the attention of potential clients. You can craft your mail to include a particular offer that helps you measure its effectiveness.
Get creative with your roofing direct mail campaign design to generate even more brand awareness, leads, and recall. Consider aligning your strategy with your professional roofing business card design as well.
18. Trade Shows to Get New Commercial Roofing Leads
Trade shows don’t just offer a chance to check the competition; you can get partnerships, new leads, and company awareness. Ensure that anybody who comes to your stand obtains a freebie they will deem valuable. Besides, you can offer educational content on home improvement and residential roof repairs. Lastly, make sure you follow up with prospects you come across.
19. Give Away Something for Free
Most property owners will be interested in doing business with roofers who offer something for free. They are likely to identify with roofing businesses that offer freebies. Based on how you decide to execute this roofing marketing strategy, it will boost your brand awareness and help you stand out.
You can offer a free deal such as a free roof estimate or roof inspection. It can also foster goodwill in your prospects and make them think of your company every time they need a roofing contractor.
20. Get Involved in the Local Community
Another inexpensive way to market your roofing services is by getting involved in your local community. You can either help fix a roof in the surrounding community. No matter the activity you decide to be involved in, make sure you use branded items like T-shirts, vehicle wraps, etc. this will go along a way to showing your community that you care while assisting you to gain exposure. You should also post community on social media profiles to reach a larger audience. The community will view you as a business that cares about them much more than revenue or profits.
Roofing Marketing Ideas- Leverage Technology
21. Automate Online Marketing
Nurturing leads can be challenging and tedious, especially if done manually. Use automation to streamline messaging and minimize your workload. Schedule social media posts, write an email sequence, Incorporate SMS into your roofing website, and combine messaging with the levels in their buying journey.
22. Nurture Customers with CRM Technology
Leads are the lifeblood of any roofing business. You should generate as many qualified leads as possible and nurture them through the conversion funnel. Using a CRM will make sure that you track all the leads and nothing falling through the cracks. There are various specialized roofing CRM software applications available in the market. Monitor them and select one that’s suitable for your business needs.
Improve Service Delivery with Emerging Technology
Mobile apps have revolutionized how people search for roofing services online. Integrated mobile solutions are available to manage all kinds of roofing projects, including estimation, design, material calculation, and project coordination and management. Roofers who evolve with technology will outrank their competitors by booking more jobs through digital client interactions.
How to Market Your Roofing Company-Wrap Up
Implementing all the roofing marketing ideas above can be a daunting task, especially if you have many things requiring your attention.
With this post, you now have helpful hints on how to market your roofing company, both online and offline.
Do you have any queries? Maybe you are not sure what keywords to use or how to optimize your Google Ad campaign.
At Blackstorm Roofing Marketing, we continually monitor SEO, PPC, social media adverts, and more. Schedule a free strategy session online with one of our Growth Coaches to create a detailed internet marketing plan to meet the specific needs of your roofing business today.
Digital roofing marketing has become the most efficient ways for roofers to maximize their growth and reach. No matter the size of your company, you cannot wish to make more money in the roofing industry without a vibrant online web presence.
One of the surefire signs that your internet marketing isn’t working is not to achieve the results you want from your roofing marketing campaigns.
However, knowing whether your roofing marketing requires an overhaul isn’t always a walk in the park, as there can be many pitfalls in your current strategy.
The sad reality is, you may not understand whether your roofing marketing is effective if you don’t know what marketing metrics to track or how to monitor them. If you are looking out for a sign that your digital roofing marketing needs an overhaul, check out our list below:
1. You Are Not Converting Leads into Paying Clients
If you are getting lots of roofing leads but can’t seem to convert them, go back to the drawing board and see what’s not adding up. Consider the CTAs of your roofing website, the quality of content you published, or the keywords you target. These factors could be the leading cause of your challenge or problem. Whichever the reason, low conversion rates are a sure sign that your roofing marketing strategy needs an overhaul.
2. You are getting Little or No Traffic In Your Roofing Website
If you are getting no or little traffic on your website, that might be a bad sign.
No traffic implies your roofing marketing efforts are not helping to drive prospects/clients to your roofing website or social media accounts.
Most platforms like Google or Facebook have their unique algorithm, which shows content seen by the browsers.
The proper roofing marketing techniques will help you make most of these complex algorithms and drive lots of traffic to your company through the right platforms.
3. Your Roofing Website is Buried in the Second or Third Page of the Search Results
Property owners/managers utilize search engines like Google or Bing to find roofing contractors near them every day.
If prospects/clients are using Bing or Google to find roofing businesses like yours, but if your roofing website is not ranking high in the search engine results, you will likely lose tons of prospects to the competition.
Some roofing websites will rank higher than others in the search results.
Don’t leave your search rankings to chance; ensure you have a comprehensive roofing SEO strategy that’s actively working to place your roofing website at the top of search engines.
4. You Are Not Reaching Your Target Audience
One advantage that sets internet marketing apart from conventional approaches is your roofing business’s connection level can strike with clients.
Nowadays, you can track the prospects you want to target, understand their interests, and later use those details to establish a lasting relationship with them.
If you are struggling to reach your target market, it’s time to revamp your digital marketing approach ASAP. Don’t assume clients will know your services through recommendations from neighbors and friends alone.
5. You Are Losing Advertising Dollars
Internet marketing strategies for roofers can produce a great return on investment, even when you spend a small amount. But it is straightforward to waste money on an online marketing campaign, especially if you don’t know what you expect. And if your roofing marketing strategies are wasting your advertising dollars, it may be good to start working with a reputable roofing marketing agency like Blackstorm Roofing Marketing.
6. You Are Obsessed With Viral Content
Roofing content marketers are always fascinated by viral content. That implies creating a story that produces lots of likes, shares, clicks, comments, etc. But clicks to your roofing website are only essential if they are relevant.
While it sounds fantastic to say that one of Facebook’s posts received over 20k clicks, there are slim chances that those clicks are relevant to your roofing services or products.
High volume of irrelevant traffic can produce increased bounce rates, which can hurt your search rankings. So, if your roofing content approach is all about going viral, it’s time to revamp your marketing strategy and start focusing on quality over quantity.
7. The Returns of Your PPC Campaigns Are Abysmal
Pay-Per-Click adverts are great ways to get in front of prospects/clients and obtain roofing leads, but they can be super expensive, especially if not done right.
Many roofers achieve poor results from paid ads because they don’t target correctly, browsers aren’t converting, or the Cost per Click is above the roof. The key to effective roofing PPC campaigns is targeting the right audience with the right content. If you are not sure where to start with your PPC campaign, our growth coaches can help.
8. You Are Not Achieving The Desired Revenue Numbers
The last but most crucial sign that your roofing marketing needs a revamp is to hit your income target. If you are using money or time into your online roofing marketing, you should be getting actual outcomes in terms of revenue. If your roofing marketing dollars aren’t paying off, it may be time to revamp your current marketing strategy.
If you don’t see the leads, dollars rolling in, and traffic, it’s time to take a different approach or try another roofing marketing agency.
If any of the signs we covered above apply to your roofing business, it makes sense to start working with a reputable agency like Blackstorm Roofing Marketing.
Are you searching for a roofing marketing agency? Schedule a free strategy session with one of our Growth Coaches, and we’ll see how we can help your roofing company grow online!
Are you frustrated because of buying roofing leads without seeing any noticeable results on your bottom line?
Are you wasting your advertising dollars on a roofing marketing company that does not produce the desired ROI?
This post will offer a step-by-step guide to create a proven digital marketing plan/strategy that will transform your business into a non-stop lead generating powerhouse if that sounds familiar.
How many times have you come across a killer roofing marketing strategy and asked yourself,
“Wow, I wish I would have tried that in my company.”
(Glossier, am staring at you)
The sad reality is, when you are marketing your company alone, it can be daunting to tell whether your roofing marketing plan is as powerful and comprehensive as it could be.
To help ease the uncertainty, we have created this post to show you how to create effective roofing marketing strategies that leave no stone unturned.
Without further ado, let’s look at the strategies our experts implement to help your roofing business get more leads, book jobs, and make more money.
Get an Optimized Conversion Website
Optimizing your roofing website to get more leads is a no-brainer. However, it is not as easy as touching your “click here” button on your roofing website’s homepage and watching the leads streaming in like a flood.
Instead, designers and marketers need to take a more tactical approach. This article will discuss effective tips that work to optimize your website to become a non-stop lead generating machine.
Without further ado, let’s unpack the five simple ways to optimize your roofing website for conversions.
Your potential clients are searching for information that is relevant and unbiased. If you can engage your leads through your content, turning them into paying clients will be a breeze.
Engagement refers to the close connection between your roofing business and its clients. And it’s what drives referrals, viral growth via social media, and improved online reputation for your business, so it’s not a small thing!
Quality content is the key to increasing engagement. Whether through email newsletters, witty social media posts or unmissable roofing blogs, the way you write your content has a huge impact on whether your leads will convert into paying clients.
Do you know the first thing that your prospects do when they wake up in the morning? They check their mobile phones ever before they hug their kids or do a morning run. Since you don’t want to lose potential clients accessing your landing page on other devices than your desktop, that’s why you should partner with our web designers to make your roofing website perform optimally on mobile devices.
Moreover, Google rewards mobile-friendly websites with higher search rankings. So, having a responsive and mobile-friendly roofing website design is crucial for search engine optimization and increasing your conversion rates.
Site speed has a direct impact on your conversion rates, particularly for mobile pages. The reason why site speed affects conversions is simple; Google rewards fast websites with higher organic rankings. A roofing website that loads short will lead to a pleasant user experience, while slow ones will give users a poor experience. If you want to skyrocket conversions in your business, make sure your site loads in less than three seconds.
If you don’t want to lose potential customers to the competition, make sure that your website looks professional. Here are some issues that may make your site appear unprofessional; low-quality content, bad design, and low mobile experience. If youneed help building a professional conversion-focused roofing website for your business, talk to our experienced designers today.
A Call to Action button is a form or link put within your website or blog content to attract prospects’ attention, turning them into leads. Well-designed CTAs should be strategically placed in your content in an eye-catching location where there is no flow disruption. It should be visually appealing and visible from a distance but not distracting users from other page elements.
As a client of Blackstorm Roofing Marketing you will get a roofing website that is custom-built for conversions;
A responsive and mobile-optimized website that performs optimally on all devices
Easy to tap CTA buttons for cell phone users
An updated roofing blog with freshly published content
Multi-step CTA’s that convince prospects to request additional information
Your roofing brand will look amazing, and prospects will want to book jobs with your company.
We have proven this over and over in our testing. And we will set up a conversion-optimized roofing website for your business in less than three weeks.
Optimize Website for Search Engines
Modern property owners are tech-savvy and will do some research first online before contacting your roofing company. They turn to search engines like Google, Yahoo, or Bing to discover roofing contractors near them. If they don’t find your website via Google search, they will book jobs with your competitors.
Website optimization is the process of using advanced roofing marketing strategies, tools, and experiments to ensure that your site shows up in the Search Engine Result Pages (SERP) when potential clients look for your services or products online. Knowing to optimize your roofing website for SEO is key to your business success.
Here are the three steps you can take to optimize your roofing website for search engines:
If you want to achieve higher organic rankings and make your business more visible, you must consistently publish quality content. It is the kind of content on your site that will keep glued there or clicking off to your competition.
Here are some key advantages of publishing rich-value content on your roofing website;
Quality content generates High Click-Through- Rate (CTR), which Google considers crucial when raking roofing websites.
Quality content produces Backlinks: Getting valuable backlinks from high authority sites shows Google that your website is trustworthy and rewards it with high organic rankings.
Valuable content helps you to include keywords: keywords help your company to compete with other roofers in the neighborhood.
Quality Content Improves User Experience: SEO involves several roofing marketing strategies like utilizing keywords, generating backlinks, and writing quality posts.
Consistent blogging will help to optimize your roofing website for search engines. This means that you write roofing blogs that utilize keywords, optimized images, internal links, and effective headlines to make your site visible to search engine crawlers. If you want to optimize your website for search engines, make your blogs easy to read and informative to attract leads that may be looking for answers to their roofing problems online.
Gain Authority over Other Mentions (aka backlinks)
Backlinks are a crucial factor in helping your site rank high in search engines. When authority sites in the roofing industry link to yours, Google interprets that as a sign of your site’s credibility. As you develop an excellent backlink profile, your webpage rankings will hit the roof.
Getting quality backlinks takes effort and time, but the results are worth it. Consider contacting your niche influencers and other blogs to get backlinks. Share your posts with them and point them to a page where you have written helpful tips.
Optimize for Local Map Listings
Your prospects use Apple or Google Maps to identify nearby local roofing companies. However, these maps are not just for visibility only, but also for positioning your brand ahead of the competition. The ultimate goal of using Google maps for marketing is not for ranking higher on searches, but to attain high placement in local business listings on the relevant search engine result pages.
Today, we will share seven super simple tips on how to optimize your local map listings.
So whether you own a local small roofing company or a large one with various locations, you will love the incredible roofing marketing strategies and level up your local roofing company.
Fill out 100% of Required Information
By filling out all the required information in your map listings, you stand a chance to appear in local searches and engage with your prospects. You should fill out the information about your business name, address, and phone number. Always remember that the simpler you make it for potential clients to contact your business directly from your map profile, the higher chance your business has to make more money.
But why fill out all the information in your map listing? Here are the top reasons:
It makes your roofing company appear more credible online
Get found in the local roofing Google search results
Convince prospects to book jobs with your company
Persuade previous customers to return
Makes your roofing marketing strategies more effective.
Google or Apple maps are inherently visual platforms that go over and above the maps themselves. Roofing company listings that have photos are more appealing than those without, which sets your company apart, but posting pictures can help optimize your map listing. Images are incredible tools for marketing your company, so be sure to leverage that in your roofing marketing strategy.
Get Online Reviews
Prospects are always comparing your business with other roofing contractors in the area, and getting more online reviews is one way of setting your brand apart. Reviews on Google maps may be the only catalyst your business needs to grow and outrank the competition.
Since Google hosts most of the reviews over the internet, such reviews can mean the real difference to your ROI. Google maps make it easier for prospects to find your roofing company. Moreover, it draws attention to bring in new leads too. You need to know how to leverage the power of online reviews.
Besides soliciting client reviews, you need to respond to them whether they are positive or negative promptly. This will help your business to win customer’s trust, resulting in booking more jobs.
If you want to rank high in your business map listing, it is essential to categorize your business correctly. For your primary category, choose the one that best represents the services you offer. By listing your services, you will be ranking for keywords that are related to your roofing company.
Embed Map on the Website
Another roofing marketing strategy to help you rank higher on Google Maps is to embed a map on your website, which most of your competitors do on their contact us page. This is just another trick of telling Google that your roofing business is situated where your listing describes. Use the same physical address as you have included in your map listing.
Google or Apple maps rank roofing companies it can trust and checking the consistency of your Name, Address, and Phone number across the web is one way of determining your trustworthiness. For instance, let’s say you have a company called “North Shore Roofing Company”. Make sure you use the exact name in your Google My Business profile without altering it like N. Shore Roofing Company. Besides, ensure you use identical words in your online properties like websites, directories like Yelp or Better Business Bureau, amongst others.
Get More Citations
In simple terms, a citation is a mention of your business info on another website. A right citation should include your address, phone number, and other details about your roofing company. Sources help to portray your company’s credibility and authenticity in a specific country, state, or city.
By getting more citations, you will be showing search engines that your business is credible and thus deserve a higher ranking on Google or Apple Maps.
Start a Search Ad Campaign
Search advertising (also known as paid search marketing) is an effective way of growing your roofing company in an increasingly competitive landscape. With lots of roofing companies eyeing the top spot on the search engine results, search ad campaigns provide a better way of promoting and growing your company online.
Search advertising is a practice where your roofing company uses paid advertisements to appear on Search Engine Result Pages. Here, you will bid on keywords that prospects may use when looking for your services or products online. These ads, generally known as Pay-Per-Click, come in several formats.
Here’s how you can set up a search ad campaign for your roofing company;
Build a Relevant Landing Page
One of the primary components of starting a search ad campaign is to have a high-quality landing page associated with your ad. Your landing page presents an opportunity to convince a roofing lead to convert, buy your services or products, download a resource or fill out a form. You require high-quality landing pages to improve conversion rates and lower conversion costs.
The essential quality of a useful landing page is relevance; just as your ad should be relevant to the keyword, your page should be relevant to your search ad. Your landing page should address the user’s search query directly for it to improve your conversion rates. Thus, it would help if you put in time and effort to optimize your landing pages.
Focus on 20% of Keywords that will Bring 80% of the Results
If you want to improve your search ad campaign conversion rate, you need to have the right roofing marketing strategy. Knowing how to target the right keywords for your search ad campaign will help you reach more interested property owners with relevant offers and content, spend less money, and waste less time. Thus, it would help if you focused on fewer keywords that have huge buyer intent and will bring more revenue to your roofing business.
As you create your roofing keyword list, don’t forget to add negative keywords. These are search terms that you don’t your ad to show up for and are crucial in any search ad campaign since they help control cost and keep your ad relevant to your prospects/clients.
At BlackStorm Roofing Marketing, we want your roofing brand to be visible prospects look from. It’s how our proven roofing strategies work.
When it comes to internet marketing, you want your roofing brand to attract a prospect’s attention. We will have you listed on Bing’s and Google Pay-Per-Click advertising platforms, in Instagram & Facebook platforms, popular blogs, and website, all over the internet.
Retargeting ads remind your website visitors of your roofing products or services after they leave your site without taking any action. Even if your roofing website is conversion-optimized, the sad reality is that only 20% of browsers will contact your business.
This implies that 80% of browsers you are spending your advertising dollars on sending to your website will not contact you. Retargeting ads are powerful conversion and branding optimization tool, but it works optimally if it is a part of your broader roofing marketing strategy.
After visiting your roofing website, prospects will be browsing social media or other websites, and see your ad. It is an effective way of bringing bounced traffic back and establishing a vibrant online presence.
We achieve this by putting Google retargeting tags and Facebook pixels on all your roofing landing pages and webpages. We can help retarget those prospects that did not convert with follow-up ads on Facebook, Bing, Google, Instagram, or influential blogs. Interested in getting started with retargeting ads, contact our experts now.
Start a Review Campaign
They say that numbers never lie. The truth is, over 90% of prospects read online reviews before visiting your roofing website. And more than 80% of your roofing leads trust reviews, just like they do with personal recommendations.
Importance of Reviews
Here are the top reasons why online reviews are super important for your roofing brand;
They act as social proof that drives conversions
Make your roofing brand more visible
Online reviews do your business to look trustworthy
Helps prospects/ clients to make a purchasing decision
Increases conversations about your roofing brand
Online reviews have a significant impact on sales.
Now that we have discussed the importance of reviews, how do you get more online reviews?
Ask with Every Job
Soliciting for online reviews should be part of your roofing marketing strategy. It would help if you had your employees ask for reviews immediately after they complete any roofing project. If they are hesitant to request such reviews, you can motivate them by offering bonuses to employees who get more reviews.
About a Week or Two After Payment
Once your crew has completed a roofing project, and the client is satisfied, you can attach a call to action on the invoice asking them to leave a review on what they liked most or displeased them during the roofing contract.
Set it on Autopilot in your CRM
Good CRM software helps your business to keep in touch with clients and forge long-term relationships. You can set your CRM software on “autopilot mode’ such that it requests reviews every time a client interacts with your roofing brand.
Reputation matters to roofing contractors online more than ever. Even though some clients will give you reviews without being requested, you often have to coax them.
When property owners search for roofing contractors online, they want to see a company that has trusted and verified reviews on websites like Facebook, Yelp, and Google, amongst others.
At Blackstorm Roofing Marketing, we will offer you the software tools to help your roofing company get more 5-star reviews than your competitors within no time.
Start an Email Marketing Campaign
Email marketing is the process of targeting your prospects/clients via email. It improves your revenue and conversion rates and thus should be included in your roofing marketing strategy. Today, the key to launching a successful email marketing campaign lies in establishing trust with contacts and building long term relationships with them.
Is email marketing important to your roofing business? Here are some reasons why many roofers still swear by it.
Lead nurturing is the process of creating vibrant relationships between your roofing brand and clients. Lead nurturing email campaigns educate prospects about your roofing products or services, thus raising your brand awareness. Such campaigns are personalized, automated, and used to take a prospect on a journey that impacts purchasing behavior.
Here are some of the reasons why you need to nurture your roofing leads;
Stay on top of the past client’s mind.
A lead nurture email reminds your previous clients about your services or products, and this may make them book more jobs with your company over time.
Convince Prospects That You Are the Right Company to do Business With
Your business can use lead nurture emails to showcase its unique selling proposition to its prospects/ clients, explain what makes your company a preferable choice over your competitors through an email.
Start a Social Media Advertising Campaign
Social media advertising can help your business to generate roofing leads through platforms like Facebook, Instagram, and YouTube.
Social media is an integral part of your roofing marketing strategy.
Having a social media strategy for your roofing marketing plan is crucial.
Here are some reasons why social media advertising is essential for your roofing business;
Facebook or Instagram Ads helps your business to get more leads to drop in your lead nurture campaign.
They generate a conversation around your roofing brand, which educates prospects and convince them to convert.
Social Media Marketing Campaigns
If you think that your roofing business doesn’t need a Facebook page, think again!
Social media is growing at an insane pace, and your business stands to lose if it does take advantage of it. It has changed how customers interact with your company and vice versa.
Here are the four benefits your business will enjoy by incorporating social media marketing campaigns in your roofing marketing strategy:
Show that the Lights are on
Social media marketing allows prospects/clients to know that your roofing company is open for business. If your roofing has an excellent presence on social media platforms, then prospects will be able to interact with it on the go while surfing the web.
When clients go researching for roofing companies, you need to look current, legit, and real
Social media marketing can help share your roofing brand’s mission or a story in a professional and timely manner. This will have a significant impact on your brand’s image. Our social media marketing services will make your roofing brand look current, real, and legit.
Keep Good Reviews
In the modern business climate, where customers look for roofing services or products online, you need to monitor what they say about your business over the internet.
Social media marketing helps your business to get positive reviews while responding to negative ones.
Respond to Inquires
Your customers expect your business to respond to their issues or challenges in a professional and timely manner. Social media marketing helps your business to engage with prospects more effectively.
Ready to start marketing your roofing business on social media? We are prepared to assist! Blackstorm Roofing Marketing social media specialists will help in all aspects of your social media marketing, from setting up an account, designing the ad, posting, tracking, and much more.
Turn visitors into leads, learn more about them, and make money for your roofing business
We have all been through it. At one time or another, you have probably asked yourself, “How can I get more qualified roofing leads for my business?” Are you still depending on referrals, hoping that existing customers will recommend your roofing services or products to their network?
Referrals alone cannot bring in more roofing leads in the modern, fast-paced digital business climate. If your roofing business does not have an online presence, you could be losing lots of prospects who market their services or products online.
Lead generation is incredibly crucial for your roofing business because it increases your brand awareness and generates interest in your services or products. If done correctly, roofing lead generation can create good relationships with qualified clients who invest in your services for a long time.
This post will discuss how to get more roofing leads (offline and online) and generate more money for your business. Without further ado, let’s dive in!
What is considered a roofing lead?
A roofing lead is any potential client who expresses interest (either by calling or emailing your business) in your services or products. Simply put, it is any property owner who contacts you with the intent of using your roofing services or products.
Without roofing leads, your company can neither survive nor thrive. Roofing leads are the lifeblood of your business, and generating them is the ultimate goal of marketing. Roofing leads are part of the broader journey that property owners go through when transitioning from a visitor to a client.
That said, not all roofing leads are created equal (nor do they have the same qualification). There are various types of roofing leads depending on what stage of buying journey they are in and their qualification level.
Roofing leads generally hear from your business after opening communication (by submitting contact details for a specific offer, subscription), instead of receiving a cold call from a roofer who purchased their contact details.
Let’s say you take an online survey on how to install a new roof. A few days later, you get an email from the roofing company that created the online survey. This process would be less intrusive than if they would have contacted you out of the blue with no knowledge of whether you care about installing a new roof (that’s why we discourage roofers from buying leads). This is what it feels like to be a roofing lead.
What is your Ideal Lead (Target Market?)
As a roofing contractor, you must know the kind of customers that you want to serve. That’s why it is highly recommended that you define your ideal customer and identify their pain points.
A. Who is your Ideal Roofing Lead?
An ideal lead is a potential client interested in your roofing services or products and fits within your defined client profile (target market). This is a property owner who sees value from booking a job with your company and can appreciate the difference that your roofing services or products offer compared to those of your competitors. Ideal roofing leads tend to value quality over quantity.
An excellent place to start identifying your ideal roofing lead is to examine your existing customers. What do they have in common? Are they in the same demographics, or what’s their difference?
Here are some factors you need to consider when identifying your ideal roofing lead:
While it’s not universally accepted, it would be right to say property owners of different age groups have varying expectations and desires. Considering this as you craft your roofing marketing strategy can be an essential tool.
Are you selling your roofing services to prospects that are in the same age bracket? Are you selling to senior citizens or millennials? Answering these questions will help you know the kind of roofing services that will most appeal to them.
Your ideal roofing leads will have different earning potential. For instance, if you want to sell your services to affluent neighborhoods, you may be forced to charge more than in a middle-income area for the same services. By understanding your target market’s income status, you will be able to create an ideal roofing lead profile that resonates with them.
Are your ideal roofing leads single, married, or divorced? Having a thorough understanding of your perfect roofing lead marital status helps your business adopt a client-centric approach to resolve challenges and provide roofing services or products customized to their needs.
Does your ideal roofing lead have kids? If yes, what kind of roofing services or products will appeal to them more than those who don’t have them? By answering this question, you will offer services or products that resonate with their immediate needs.
There are tons of other factors that you can use to profile your ideal roofing lead, including but not limited to location, level of education, gender, hobbies and interests, occupation, ethnicity, amongst others.
B. Where is your ideal roofing lead?
Once you have determined your ideal roofing lead is (and have created your ideal roofing client persona), the next challenge is figuring out how and where that lead spends most of the time online or offline.
Here are some tips you can use to know where your ideal roofing leads are:
You cannot market effectively to prospects if you don’t understand the location of people seeking your roofing services or products. Fortunately, you can use environmental, psychographics, and demographic data to flesh out your ideal roofing lead profiles. You can get some necessary preferences and information from a current city or other benefits in exchange for participating in a survey. Find out what physical locations they frequent and determine what marketing strategies will elicit a positive response.
In this digital age, it is essential to find out the platforms your ideal roofing leads use to improve your online presence. The internet has changed how roofing contractors reach clients nowadays.
Without the right online presence, your roofing business will lose more than half of its ideal roofing leads to the competition.
There are various online platforms that your ideal roofing leads can use, including Facebook, Twitter, Instagram, Yelp, Houzz, amongst others. Once you have found out what online platforms your ideal roofing leads frequent, you can optimize your company profiles to attract and engage them.
C. What Does Your Ideal Lead Need?
As a roofer, you should be intensely concerned to understand and solve the pain points of your potential clients. Having a clear sense of your ideal local roofing lead need will help you offer exceptional services and remain viable in business. Ask yourself these questions to understand the needs of your roofing leads:
What’s their problem that you can fix?
Your ideal roofing leads may have encountered various roofing problems that they want to be solved. Some of these problems include roof leaks, storm damage, poor ventilation, flashing failures, gutters ready to give out, shoddy repairs, and poor installation. As a roofer, positioning your services as the perfect solution for the problems mentioned above will help your business to get more roofing leads.
What are they looking for in a service provider?
Your ideal lead doesn’t have a professional roofing contractor on the speed dial. Thus, they do some research to avoid storm chasers who may disappear after doing a shoddy job. Here are some qualities that your ideal lead may be looking out for in a roofing contractor:
Genuinely concerned about customers
Licensing and insurance
Reliability and experience
D. Why should they choose you?
Your ideal roofing leads are like actors on a stage; the spotlight should always be concentrated on them and what they obtain. As a roofer, you should make your ideal lead/prospects feel like they are getting great value for their money. It would help if you assured them that your services would make them the envy of their neighborhood.
Thus, you must explain what makes you different from other roofing contractors in the region. Some of the things that can convince an ideal lead to hire you to include high-quality materials, always open to client’s questions, a highly-trained and qualified roofing crew, meeting or exceeding expectations, etc.
How Much is a Roofing Lead Worth?
As a roofing company owner, you already know that leads are crucial and that they need nurturing to impact your bottom line. Knowing the number of roofing leads you are getting is just the initial step; try to understand how many are converting and what level of buying journey they have been on. This post will show you how to calculate the value/worth of a lead or how to lead value impacts your roofing marketing ROI.
A. Calculate Your Client Value
Understanding your client value is the most crucial factor when searching for ways of growing your roofing business. If you want your roofing company to retain and acquire valuable clients, you must understand what client value is and how to calculate it.
Client lifetime value is a metric that shows the total income your roofing business can reasonably expect from one customer’s account. It considers a client’s revenue value and compares it to the client’s lifespan in your industry. Roofers use this metric to segment customers that are valuable to their businesses. Client value helps you measure the long-term success of your business and forecast future revenue.
Several ways to calculate your client value
1. Your bookkeeper/ accountant should be able to provide you with these figures.
As a financial adviser, your accountant has the skills to help your roofing business at various levels of its growth. Thus, he can extract some information on how much each client has brought in revenue over a specified period. Such details can assist you in calculating your ideal client value.
2. Easy Way: Take the last ten jobs and Average their Value
You can easily calculate your client value by dividing your total income over a specific period by the number of projects you have completed over that period and average their value.
3. Calculating the Client Value
To calculate client lifetime value, you need to calculate the average roofing jobs value and multiply it with the average purchase frequency rate to obtain client value.Client value = Average purchase value (APV) X Average Purchase Frequency Rate (APFR)
B. If a lead costs less to acquire than they are worth, you should have a positive ROI
Once you know the value of your roofing lead, you will make informed decisions about your marketing and sale goals.. It will help you know how many roofing leads you require every month to sustain your company and how much you should spend on marketing to achieve those leads. It also makes sure that you don’t spend more on marketing than your roofing leads are worth. For instance, if a roof lead costs less to get than its worth, your roofing company will have a positive ROI.
Now you can know how much to spend to get a new customer
By knowing your ideal roofing lead value, your business can calculate the cost of bringing a new customer on board. If you understand your client’s importance, you can determine the ROI of your business by examining how much money can be extracted from a client and the cost of removing it! Client value will help you know the cost of getting new property owners to do business with your company.
The Company that can spend the most to acquire the customer wins!
Well, a roofing business that has little or no budget to acquire new clients will find itself faced with aggressive competition. After all, it costs less to find clients, a more comfortable market to sell to. Therefore, you need to improve your customer experience by increasing your client value to outspend other roofers in the market.
C. If you have profitable lead sources, don’t stop to add another one
If you are generating roofing leads that are difficult to convert and nurture, they are not profitable. On the flip side, if you are getting leads that give your business a positive ROI, you should strive to look out for more of such leads to grow your company. It makes sense to add more positive ROI lead generation sources into your roofing sales funnel. Such references will continue to generate profit over the lifetime of those clients.
Try to add as many lead sources that provide a positive ROI as possible
As a roofer, your goal should not be to generate more leads but lead with a negative ROI. Otherwise, you could end up wasting your advertising dollars on cold leads that won’t convert in the long run. You would spend all your money and time selling your services to prospects who don’t want them. But if you have lead sources that a positive ROI, try to add them to your roofing marketing strategy to bring more valuable clients to your business.
Positive ROI Lead Sources can be likened to Fishing Poles
If you go shark fishing, you require various resources and tools like a right pole, other friends/ people to help you out, and a boat. Much like if your roofing company was to land a big client (shark) and you find a fishing pole that keeps giving you such sharks ( valuable clients), you don’t pull aside that pole to go to another pole. Besides, you will get another pole and try to bring in as many sharks as possible. Thus, if you have lead sources that bring positive ROI, try to add as many such sources as possible.
Ways to Reach Your Ideal Roofing Lead
Once you have defined your ideal roofing lead/client, you need to come up with ways of making your services or products known to them. Ask yourself, “How will property owners discover my business?” There are two principal ways of spreading the word about your services or products to your ideal roofing lead; traditional and digital marketing.
Modern customers are “self-directed buyers.” They first do extensive research online long before they opt to contact your roofing company. So, it’s probably safe to assume that today’s considerable part of your roofing marketing strategy is digital. Businesses and consumers alike are always on-the-go and online, and you want to reach them and observe their behavior where they spend most of their time.
A. Digital Marketing
But when you are growing a roofing business, it may seem as though this dynamic digital marketing landscape can become an overwhelming one. With several tasks and responsibilities required to get done, how can you create compelling digital marketing for your business? This post will discuss digital marketing strategies to improve your online presence and get more roofing leads online.
Start with a Properly Optimized roofing website.
If you want your roofing company to generate more leads in the modern marketplace, you need to have a professional website. Your roofing website is the gateway of your business that supports all your other online marketing efforts. Fortunately, you don’t need a fancy site with lots of pages to get more leads online.
Here are some crucial features that you should include in your roofing website to convert browsers into leads:
1. Mobile Friendliness: Your roofing website should run optimally on mobile devices to rank high in search engines for relevant search engine searches.
2. Webpage speed; your site should load in less than three seconds to improve user experience
3. web content that answers users’ questions
4. Search engine optimized pages implying that it’s found when clients are searching for your roofing services or products online.
5. Security with sensitive information
Besides, your roofing website should have the following information;
1. Your phone number and roofing logo should be placed at the top
2. A captivating headline that discusses the benefits of your services in one line
3. An irresistible offer: Give freebies that will make prospects attracted to your business, like a free roof inspection or estimate.
4. Trust indicators like online reviews or testimonials to persuade your leads to use your roofing services or products.
5. A clear Call to Action (CTA) directs visitors what they require to do after visiting your roofing website
6. Visually appealing images to convince prospects to give your roofing company a chance
Drive Traffic to your Website
Once you have built your roofing website, it’s time to drive more traffic (more clients) to your site. Your website needs to attract qualified visitors to grow your business.
And by qualified roofing leads/visitors, we mean business or homeowners in your local area looking for your roofing services or products. That’s why you need to have an excellent online presence.
The first place that property owners turn to when they have a problem or need is Google. If your roofing website does not show up on Google search results, you may lose a massive chunk of revenue to your competitors.
There are various ways of driving traffic to your roofing website, and in our post today, we are going to discuss some of them, including multiple ways to increase site traffic for FREE.
1. Get Found When They Are Looking
If your prospects type into a search bar the terms that describe your products or services, and your website does not appear among the top results, they will probably not find you online. Getting your roofing business found online can be an uphill assignment, but it is key to success in the modern business landscape. To help your business get found online when property owners are looking for your services or products, here are some strategies you can use:
a. Google Local Service Ads (Google Guarantee)
Google is the most trusted search engine that receives more than 5 billion searches every day. It’s a place where prospects run to get answers to their roofing needs or problems. Google local services ads is a pay-per-lead advertising platform that Google started two years ago.
Google local service ads are a surefire way to drive qualified traffic or good-fit clients to your business while searching for services or products you offer. With Google Ads, you can increase your website traffic, receive more phone calls and book more jobs.
Google local service ads help your roofing business to develop and share timely ads among your ideal roofing clients. This implies that your roofing business will get found on the Search Engine Results Page (SERP) when your ideal clients are searching for products and services like yours on Google Maps or Google Search. This way, you will get found by prospects when seeing your ad makes sense.
Note: prospects/clients will notice that local service ads show up with a green checkmark alongside the “Google Guarantee.”
Besides attracting users’ attention to a busy SERP, it helps your roofing company benefit from Google’s great endorsement. See, property owners trust Google, and its approval is backed by more than reputation. The Google guarantee safeguards unsatisfied clients for jobs booked via local service ads with a coverage cap of $2000.
b. Google Ads (PPC)
Google Ads (popularly known as Google AdWords) is an advertising model when your roofing business only pays for an ad when an online browser clicks it. This means that you don’t waste your marketing dollars on browsers who read but are not interested in your services or products. PPC (pay-per-click helps your business display ads in the Search Engine Result Pages (SERP).
In Pay-per-click advertising, ads are subjected to a bidding system, also referred to as the ad auction. At the auction, roofers bid on keywords that are relevant to their business. These are search terms they want to be displayed in their ad. Once you have the appropriate keywords, create an ad and set it up in the search engine platform.
Include the search terms you want the ad to trigger. Set the position you want your ad to appear in the search engine result pages.
Here are the top reasons your roofing company should use Google Ads to get found online:
See results quickly: your ad can be created and approved within 48 hours
Get found online; The ad will show up in the search engine results when clients are searching for your company
The cost of each click is less expensive
Outrank your competitors in the search results
Measure and track results
Budget flexibility: You choose how much you want to spend on each ad.
c. Google My Business
If you want your roofing company to be found on Google by prospects searching for your services or products, you need to have a Google My Business listing. Getting located on Google implies a lot of things for your company. It means creating a vibrant online presence, improving brand awareness, and getting more roofing leads in your business.
Your Google ranking is crucial because it shows how easily and quickly clients can find your business when seeking roofing services and how high your company features in Google’s first page rankings. If other roofers are ranking on the first page of Google and your business is on the second page, you will lose many clients to your competition.
Today, most property owners won’t consider hiring a roofer who doesn’t have a Google My Business page and reviews attached to them. To ensure that your roofing company stands a chance to get found on local search results, make sure you create and optimize your Google My Business today.
SEO is an acronym for Search Engine Optimization. If you want your roofing business to be found online (by prospects searching for roofing services or products), you need to focus more on SEO. Roofing SEO is more crucial than ever to get found online and contact businesses or homeowners to book jobs with your company. That’s because online search has become an effective way that prospects nowadays use to find local roofing businesses.SEO will help your company to rank high on search engines result in the page and bring in more roofing leads to your company. Let’s take an example of a roofing contractor in Nashville, TN; they would benefit mainly by ranking on the first page of Google for “roofer in Nashville” since the people who type that phrase are searching for roofing services in Nashville.
SEO is about improving your brand awareness for specific keywords so that property owners in your area and are searching for roofing services see your business rather than your competitors. If you want toget more free roofing leads online, you need to invest in SEO to ensure that your business gets found when prospects are looking for services over the internet.
e. Yelp & Other Powerful Directories
Yelp is a directory that can help your business generate more roofing leads through online reviews. Just like your other digital marketing efforts, online directories can boost visibility and promote your roofing website. Having your roofing business appear in such directories is essential for remaining competitive in the modern digital era.
Potential clients consult online directories for recommended roofing services or products. Give them every chance to pursue and discover your roofing business by increasing your visibility in these directories.
2. Get Found When They Are Not Looking for Roofing Services
It is easy to market your services to potential clients who are already interested. They have conducted some research and decided you are the best solution for their problems. Now all you require to do is respond to some questions, get in front of them and ensure that they choose your company over other roofers.
Unfortunately, not every browser is looking for your service or products online. Starting a relationship with a prospect that has never heard about your company or is not actively searching for roofing services or products can be daunting. Here are two strategies your company can use to get found by prospects that are not actively searching for roofing services:
a. Facebook/Instagram Ads
With over 1.5 billion active users, Facebook ads have a huge potential to generate more roofing leads for your business. The fact is your prospects no longer use Facebook for socializing anymore, but for educational and business purposes. Since roofing is a high-ticket item, as a rule of the thumb, the higher the price of an item, the more education is required to close a sale.
To succeed in Facebook/Instagram ads, try to learn your prospects’ behavior in the platform and what they want. If you’re going to generate more roofing leads online with Instagram/Facebook ads, create an irresistible offer, attract your ideal roofing leads and create a compelling Facebook Ad. Browsers may come across your ad when hanging out and book a job with your company later. If you need help to craft a unique Facebook/Instagram ad, it makes sense to partner with a reputable social media marketing agency.
Note: You need to remember that Facebook/Instagram is a place where people go to hang out; it is not a place they go to look for roofing services. But using the right social media marketing strategies, you can win over time so they can check what your roofing company offers.
b. Google Ads
Advertising your roofing business on Google is one of the best ways of reaching prospects who are not actively looking for the services or products you offer. Since Google stores data for about 40% of searches, such ads can target prospects based on their city, state, zip code, income level and educate them about your roofing services or products. You can use auto-targeting strategies on Google Ads to attract more leads that may be interested in your roofing services or products later on.
B. Traditional Marketing
Traditional marketing (also referred to as conventional marketing) is any form of marketing your roofing business that is not conducted online. This means broadcast, print, phone, direct mail, and outdoor advertising such as billboards. You may already be familiar with traditional marketing tactics used by other roofing contractors.
This post breaks down traditional roofing lead generation strategies into two;
– advertising to property owners who are already searching for your roofing services /products
– Marketing to prospects who are not interested or actively searching for your help.
Get Found When They Are Looking
1. Phone Book
Calling is one of the oldest yet the most effective way of generating more roofing leads offline. For instance, you can place your phone number on flyers, car wraps, handouts, and brochures. Despite the shift to digital communication in recent years, studies show that prospects still prefer phone calls over websites or emails when discovering local roofing companies.
Trade shows offer you a chance to spy on your competitors and create awareness, partnerships, and generate more roofing leads. Make sure that every prospect that stops at your booth gets a freebie that they will deem valuable. Perhaps, you could offer educational content on home improvement and residential roof repairs or installation.
3. Networking / Word of Mouth
When we talk about networking, we mean interacting with other roofing contractors during local meet-ups and sharing some information about your roofing company. You can also try to forge business relationships with property management firms that may need your roofing services or joining your local chamber of business.
Get Found When They Are Not Looking
1. Telemarketing (Cold Calling)
Roofers have used telemarketing to generate leads for a very long time. It is where your business calls property owners (who may not be interested in roofing services), trying to convince them to book a job with your company. Various telemarketing firms can help your business generate storm roofing leads. They can call property owners and schedule appointments for you.
2. Canvassing/Door Knocking
Canvassing is an old-school roofing marketing strategy, but it works, allowing you to add a personal touch to your lead generation. The best time to canvass is immediately after storm damage. Here are some tricks to help your business make the most of canvassing:
a. Be prepared for the worse case scenarios
b. Set clear goals; contact information, appointment, or closing the sale
c. Schedule follow-ups
Radio and Television advertisements are two of the most effective ways of generating more roofing leads offline. Multiple studies have shown that combining radio and TV advertisements can help your roofing business reach more prospects than only one medium. They help your company get found by potential customers who may not be interested or actively searching for roofing services or products
Billboard advertising involves the use of large-scale print ads to market your roofing company and generate leads offline. Billboards are strategically placed in high traffic areas, like in cities or along highways, so they are visible to the highest number of pedestrians and drivers. Since they are put on busy streets, billboards have the highest number of impressions and views than other marketing strategies. Using billboards, your business can be found by people who are not looking for your services or products but can persuade them to contact your business afterward. Thus, making them a useful tool for generating more roofing leads offline.
5. Wrapped Trucks
Research shows that over 60% of potential customers will decide whether to hire your company based on their signage’s professionalism. Your logo, branding, and branding message say a lot about your roofing business. Having unique branding on your company trucks are crucial to generating more roofing leads offline. Such trucks should be parked strategically in areas where people frequent most on weekends or holidays to attract their attention to your business.
6.Shop/ Office Sign
Professional office/shop signs are essential in making your roofing business get found, even prospects that are not searching for roofing services or products. Like a vibrant online presence, your shop/ office signs are meant to attract attention and promote your business offline. If implemented correctly, your company signs can help drive sales, reach out to people who don’t or need your services, and prevent prospects from going to the competition.
C. Other Ways of Getting Leads
Pay per lead
As a local roofing company owner, you depend on the number of roofing leads that come in to sustain and grow your business. Most local roofers don’t have substantial cash reserves, and thus, they require bringing in more new clients to develop and pay salaries. But getting more roofing leads on a weekly basis is easier said than done.
You can count on numerous methods to bring a massive chunk of qualified roofing leads; some are more effective than others. Just one of the various digital lead generation tactics that can work for your roofing company is Pay-per-lead services. Pay per Lead services are companies that help your business to generate roofing leads and only charge for every information they send you.
Here are the major PPL service companies for roofing contractors:
1. Home Advisor & Angie’s List
Angie’s List and HomeAdvisor are great roofing lead generation websites that reach millions of homeowners. They are reliable and help your roofing website to rank high on Google. For small or medium-sized roofing businesses, using such sites is an excellent way of generating more roofing leads online.
2. Private Individual Pay per Lead Services
Besides Angie’s List and HomeAdvisor, other agencies charge you for generating leads for your roofing business. Here you only pay after you have received a call or appointment for your information.
According to the Urban Dictionary, parketing is the unethical behavior of parking your car anywhere, by reusing your old parking ticket. Unfortunately, this is not the kind of marketing we want to discuss in this post.
Roofing marketing + parking = Parketing
Marketing is an effortless way of parking roofing company branded trucks at strategic or high-traffic areas. These branded trucks act as rolling billboards that can generate more roofing leads if parked at strategic points to be seen by other drivers or passing pedestrians.
How to Convert Them into Roofing Leads
We all love referrals, prospects, and repeat business. However, converting prospects into roofing leads is always a testing area for various sales processes. Sometimes, prospects are not just ready to transform into roofing leads after first interactions. Fortunately, there are several things you can do to prevent a potential client from being swayed by your competitors, as discussed below:
A. Convey Trust
As a roofing contractor, there are four things that you can do to win your client’s trust, including;
Clean, Professional Website
Your roofing website is the first point of contact between the prospect and your business. As such, it creates the first impression in your prospect’s mind. Having a well-designed, professional roofing website conveys an excellent first impression and shows your credibility to clients. This may convince them to convert from prospects into qualified leads.
There are various certification badges that you can include in your roofing website to improve visitor’s confidence. Such trust badges have Better Business Bureau ratings seal, roofing materials certifications, SSL locks, amongst others. Trust badges assure your prospects that you are reliable and can persuade them to become roofing leads.
Outstanding online reviews on trusted review websites will make prospects feel more comfortable contacting your roofing company for services. For this reason, you need to encourage happy clients to leave detailed reviews to help your business generate more roofing leads.
On your roofing website, show before-and-after photos of your completed projects. Explain the fixes you made and the purpose of those repairs. Remember that your prospect may not have prior experience in repairs and roofing, so make sure you discuss your project in an easy-to-understand and concise manner. Showcasing your past work portrays that you care and are concerned about educating them, not just booking jobs, which can convert them into roofing leads over time.
B. Offer a Solution to their Problem
Prospects have pain points that they want to be addressed or solved promptly. By positioning your services to solve their problems, you can convert them into qualified roofing leads. You can do this by discussing the benefits that they will get working with your roofing company instead of your competitors.
C. Call them into Action.
The most crucial key in converting browsers into roofing leads is to have a clear, compelling Call To Action (CTA). Potential clients are on your roofing website, checking your business information, and are searching for clues on what to do next. Please don’t leave them stranded!
Make it super simple.
Prospects don’t want to overthink, particularly when surfing the web. If your CTA is overloaded with information, it will confuse them instead of convincing them. So use fewer words that are straight to the point.
No More than One two CTA’s
In reality, if you have more than two CTA’s on your roofing website, prospects will get confused about their next course of action. It would be best if you did not overwhelm your potential clients with too many calls to action. Ideally, your website should have two significant calls to actions to perform the following functions;
One of your call to action should encourage prospects to call or contact your roofing business for a quote or more information regarding your services.
2. Book an Appointment Online
Your call to action should guide the visitors on what to do next after visiting your site. For instance, it can request them to schedule an appointment online to discuss how your roofing company can help resolve their problems. This can persuade them to convert from prospects into qualified roofing leads over time.
Nurture your Roofing Leads
Lead nurturing is the process of creating and reinforcing strong relationships with prospects to do business with them when they are ready. Nurturing your roofing leads is crucial to your company’s success since these tactics directly influence prospect’s decisions about whether or not they want to convert into paying clients.
A. Any Lead That Comes in you Need to Add Their Information to Your Email Marketing or CRM Platform.
So you can stay on top of their mind.
According to IRS sales solutions, only 2% of sales are made during the client’s first interaction. This implies that your roofing stands to lose a whopping 98% of sales leads if they fail to follow up. Adding roofing leads to your CRM or email marketing platform will help your company to do occasional follow-ups, and that will make your brand stay on top of your prospect’s mind.
Helps Your Business to Send Out Offers
Integrating your leads into your CRM or email marketing platform will make it easy for your roofing company to inform prospects about upcoming offers and what they can do to take advantage of them.
How to Convert the Roofing Leads to Sales
Finding sufficient qualified roofing leads to convert into sales to keep your team busy can be an uphill task. The sad reality is that most of your leads won’t convert into sales just because you sent them to your conversion funnel. It will typically need additional assistance to convert. Here are ten tips to help your roofing company convert leads into sales:
A. Answer/ Respond Quickly and Professionally
Answer Your Phones with a Live Person
Most of your roofing leads won’t convert because they have lots of questions that need to be addressed before closing a sale. No matter how superior you’re roofing services or products is, your prospects will only remember the kind of support they received. If you want to convert more roofing leads into a sale, always have a designated phone representative to respond to your client’s concerns. Besides having a phone rep., you need to get a reliable phone answering firm to respond to your customer’s needs during off and peak hours.
Respond to Inquiries ASAP
Roofing leads are like fresh produce and can’t wait until the next day to answer their queries. The level of interest of a roofing lead drops significantly after an hour, and he or she may have clicked off to your competitors. That’s why you need to respond to their questions promptly to win their trust and convert them into sales over time.
Instead of concentrating on your goals, listen to what your prospect says, and see if you can identify their genuine problems and pains (which your roofing services or products can solve). By understanding and showing empathy towards their problems, you can convert more roofing leads into paying customers.
B. Get Their Information
When it comes to converting roofing leads to clients, obtaining your prospect’s contact information is essential. It would help if you had a roofing lead contact database for follow-ups after the initial communication. For instance, you may need to get your prospect’s email, phone number, or physical address. Converting roofing leads into paying clients revolves around getting them to interact with your brand. Getting your prospect’s information is crucial for two reasons:
It helps your business to get in touch with them in case you get disconnected.
Having their contact details is essential for follow-ups.
C. Book the Appointment
You must answer the roofing lead’s questions, but it is also advisable that you don’t give all the information you have over the phone. Let’s face it. Think of it as a specific book; if the cover gives all the details, there is no point in reading the entire book. If you provide your roofing lead with all the details they are looking for over the phone, they won’t be interested in scheduling an appointment with you.
A great strategy of converting roofing leads into paying clients over the phone is to respond to their queries in a raw form and convince them that you would like to discuss finer details during the meeting. During the appointment, try to be as friendly and humanly as possible. This will help bring roofing leads to your office and convert them into paying customers.
D. Show up on Time
Don’t let roofing leads wait for you. When you schedule an appointment with your prospect, make sure you arrive at his home or business 30 minutes or an hour before the meeting. By doing this, you will portray your company as reliable and honest, thus making it easier for you to convert such leads to customers.
E. Look Professional
This is another strategy of converting leads to customers, which sounds obvious but very useful. Prospects want to feel comfortable working with you as their roofing expert. Remember, you have only one opportunity to make an initial impression. Therefore, make sure you a positive impression, from how you are dressed, branded your trucks to designing a roofing website; make sure you display professionalism in all aspects of your business.
F. Be an Advisor, Not a Salesman
There is no doubt that you want to convert more browsers into customers. However, you will only succeed if you are concentrating on educating the property owner and leave them to decide whether to hire you or not. During your sales appointment, discuss how your roofing processes work, what prospects can expect, and the quality of your workmanship. Avoid being a sleazy sales rep. , if you want to convince your leads to become clients, educate them!
1. Diagnose and Offer Solutions not a Sales Pitch
If you want to turn roofing leads to customers, try to understand their problems first and discuss how your services could be a potential solution. Once you have resonated with your lead problems, it will be easy to convince them to become paying clients.
2. Try and Offer Three Solutions
As a roofing expert, you should provide your lead with at least three options, namely, repair, replace, or install. If you assessed the roof’s condition and found out that it was over three decades old, then a full replacement will be necessary. But if the roof had a few leaks, you may advise your prospect to have it repaired.
G. Have Everything in Writing
Studies have shown that human beings tend to remember what they see more than what they hear. We highly recommend that you write down everything that separates your business from other roofers out there. Thus writing down your roofing processes, materials and certifications will turn prospects into customers.
H. Follow up Religiously
After you have identified your prospect’s pain points and give out an estimate, do follow ups after a few days or week to remind them of their pending project. Such reminders will show that you care and ultimately turn them into paying clients.
Once you have educated potential clients on how your services can solve their roofing problems, it’s time now to request a sale. On your roofing website, offer a call to action button like “buy now” or “add to cart” to invite roofing leads to convert. Remember, if you don’t ask for a sale, your competitors will.
J. Ask for Feedback
If you ask questions to your roofing leads, they will typically respond. Something like this, “It has been over a month since we heard from you. Have you had the chance to check the materials and make a decision? It is an excellent way to pressurize the lead while opening dialogue to help get some additional questions from your prospect.
Track Your Roofing Leads
Lead tracking is the process of categorizing and documenting potential customers based on sales representative touches and individual actions.
A. Reasons for Tracking
By why should you track your roofing leads? Here are three reasons why you need to track your roofing leads:
See how many you are converting and losing to develop an appropriate strategy to generate or retain more roofing leads
Know the cost of leads
Help to calculate the worth of each roofing lead
Identify the lead source with a positive ROI and make the most out of it by increasing your budget towards it.
B. Types of Lead Tracking
Roofing leads, prospects, and clients are essential stages in your company’s growth cycle. When you track your leads properly, business results become apparent. Besides, adequately tracked leads show how efficient your sales representatives are doing their work and how you can improve your process for better results.
Here are methods you can use to track your roofing leads:
Customer Relationship Management (CRM)
Well-configured CRM software can help your roofing sales representative to follow-up and track leads more efficiently. It will help your business to keep an eye on your leads through every stage of your sales pipeline. Your sales representative can utilize their CRM tools to track roofing leads efficiently by creating predefined steps.
Phone Call Tracking
Call tracking can help your business to understand how the leads got to know about your company, whether they got your number from a billboard, ad, or your roofing website. This kind of information can help your business determine which marketing strategies generate more conversions/sales.
Form submissions can be used to collect data from website browsers ready to be emailed or called by your sales team. Learning to track form submissions is an excellent way of quantifying the number of leads you get from a specific web page or marketing campaign.
Google Analytics can be an excellent lead tracking machine, as opposed to only counting web visitors. If your roofing website is supported with paid advertising, you should attach the value of each lead.
Wrapping it up
Once you know how to get more roofing leads, your business will grow, make more money and outshine your competitors. The more roofing leads you to have, the higher your chances of closing more sales.
With this post, you have numerous tips on generating more qualified roofing leads, both offline and online. To recap, here are some roofing lead generation strategies discussed in this post:
Start by identifying your ideal roofing lead
Calculate the value of each roofing lead
Develop strategies for reaching your leads( both offline or online)
Drive relevant traffic to your website using PPC, Google Local service ads, Online directories, SEO, and social media platforms
Use traditional marketing techniques like Billboards, TV, canvassing, Telemarketing, amongst others
Use pay per lead service companies to get more new clients online
Convert prospects into roofing leads by conveying trust, addressing their pain points, and calling them into action
Turn roofing leads into sales through educating prospects, looking professional, booking appointments, and making follow-ups.
Track your roofing leads to know which strategies are working so that you can maximize them.
Finding more roofing leads on your own can be a daunting task. As a roofer, we know that your plate is full of lots of activities needing your attention, from managing the crew to sourcing raw materials. Instead of trying to bring new customers on your own, why not let our experts facilitate roofing lead generation tasks on your behalf? With our many years of experience in appointment setting and lead generation, we have the knowledge, professionalism, and tools to offer your company a stream of qualified roofing leads.
What sets your business apart from the competition?
There are over 100k roofing contractors in the USA alone. Competition is always fierce in the roofing industry, and your roofing business must stand out from the crowd.
You need to take time and differentiate your business from the competition.
But How Do You Position Your Roofing Business Ahead of Competition?
Use the following tips to help you peculiar qualities that will differentiate your business from the competition:
Monitor Search Engine Results to Stand Out from Competition
Property owners use various online channels for research before they decide to call your roofing business. According to a recent survey, the primary four sources that clients turn to our social media, brand websites, video sites, and search engines. Ideally, this means that each of the four sources must have accurate information about your roofing business.
Is your roofing business phone number, address, hours of operation, URL, and contact details correct? A wrong set of more information on your Yelp page could make thousands of dollars in roofing sales.
Focus on Visual Marketing to Stay Ahead of Competition
Nothing promotes your roofing business more than photos, so take as many as possible and upload them in your roofing website portfolio section. A photo gallery of your completed projects is regarded as searchable content, which means it can boost your search engine rankings.
Other places that you can post your project photos include:
Houzz: This is a home design website where property owners post photos for inspiration and connect them with professionals who can turn their dreams into reality.
Pinterest: This visual tool helps you to post, save, and share project photos to an online board.
Instagram: This is a mobile app that will get your project photos in the eyes of your followers.
Mention Your Location When Posting Content
Posting valuable content to your social channels or blog is the right way of driving traffic to your site. When you publish content that includes community keywords, like the town/city you operate in, links to other local businesses or points of interest in your region, this will increase your chances of ranking high in the local search results.
Manage Your Online Reviews to Stand Out From the Crowd
Online reviews are regarded as the current word of mouth referrals.
Over 80% of property owners trust customer reviews. 9 out of 10 prospects read reviews for a local roofing business before deciding on whether to contact you for services.
If you have a lot of negative reviews on your roofing website, then this will adversely affect your business.
Online reviews provide third-party verification of your credibility and expertise. Property owners are more likely to trust their peers more than your roofing sales representatives.
Several platforms allow your roofing business to request reviews. Facebook and Google are the two leading platforms where prospects can find your business and leave a review.
Unfortunately, most roofers have neither claimed nor verified their Google My Business Listing. That would be the best place to start.
Leverage Social Media to stand out From the Crowd
Most roofers know the importance of social media, but most of them have not implemented a strategy that delivers results.
Social media is not going anywhere soon, and the roofing business that leverages it will stay ahead of the competition. The best method to implement a strategy that gets results on social networks is to add value to prospects/clients.
Educate your prospects/ clients, entertain them, and lastly, make an offer they cannot ignore.
As a roofer, you need to engage your prospects from the initial stage of creating awareness to that of closing a sale.
If you want to get more prospects, an excellent method of doing this by alleviating their pain.
Think of how you can solve a problem for clients, and you will stand out from other roofers in the market.
Use Roofing PPC ads to Take Advantage of Weather-related Events.
PayPerClick adverts can be used to reach homeowners when they desperately need your services, like after a hailstorm, high winds and significant snowstorm, etc.. sweeps through your area.
By targeting your roofing ads to local and seasonal needs, you create great marketing campaigns and profit from the bad weather. All you need to know is what property owners in your region require.
PPC ads provide a great platform to target your marketing seasonally or locally. Local targeting helps you to select specific locations where you want your ads to appear.
Get Leads and Book More Jobs to Make Your Roofing Business Stand out
Your roofing business Unique Selling Proposition (USP), is what sets you apart from the competition in the marketplace. Your USP could be your online reputation, industry experience, service level, your warranties, or people.
We can’t overemphasize this enough. Without a unique selling proposition, none of the roofing marketing strategies discussed above will produce any meaningful results.
First, look at other local roofers in your area and how they market their business (either online or offline.) What aspect of their roofing business do they concentrate on most?
For instance, in our area, some roofing companies stress more on the fact that they are family-owned others promote the number of years they have been in business.
When it comes to your USP, you should focus more on what matters to your clients. For example, saying that your company is family-owned is not enough to convince a prospect to choose your roofing business over another.
Manage Your Reputation Both Offline and Online to Differentiate Your Business.
When it comes to selecting a roofing contractor, offline and online reputation plays a critical role. After all, no property owner wants to work with a roofer, who doesn’t honor deadlines, does shoddy work, and does not stand behind their service with a warranty. That is why tapping into previous customers is vital.
Word of mouth referrals is a crucial deciding factor in how commercial and residential clients choose a roofing company. To take advantage of such references, ask your satisfied clients if they will recommend you to other property owners who require roofing services.
Give customers several business cards to share. Ask clients if you can set up a yard sign in front of their commercial premises. You can provide a small discount in exchange for this.
Online word of mouth is important too. List your business on relevant review sites, work hard to get as many Google reviews as possible, and pay attention to the reviews you get.
Having Trouble Trying to Get Your Roofing Business Ahead of Competition? Let Blackstorm Roofing Marketing Team Help You Out!
If the above tips seem like a hard nut to crack, you are just like thousands of roofing contractors that we have helped over the years. You need to concentrate more on running your business while we do the heavy lifting for you.
So hire us to sort you out! We will market your roofing company as if it was our own, with more focus on ROI and leads.
Last but not least, our team has extensive experience helping roofing contractors get more roofing sales and leads online. If you would like to know how you can make your roofing business stand out from completion online, schedule a free strategy session with our experts today.