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Here’s Your Roofing Website Maintenance Checklist for 2021 & Beyond

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.

Read our detailed post on How User Experience (UX) Design Affects Roofing Sales

4. Regular Maintenance Increases Site Speed

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.

7. Regular Website Maintenance Ensures Proper Functionality

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.

  • Phone Numbers

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.

  • Contact Address

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.

  • Punctuation/Spelling/Grammar

Look at the basic editing errors.

  • Fix Broken Links

Check all your internal and external links to ensure that they are working seamlessly.

  • Form Submission

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.

  • Headlines

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

Design

These are tweaks that  relate to the feel and look of your roofing website, which may include but not limited to:

Branding

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.

  • Optimize Images

 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.

  • Backups

Typically you want to automatically backup your roofing website. This will help you, especially when you make a mistake when editing your roofing site.

Hire a Roofing Website Maintenance Team

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.

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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.

Schedule a free strategy session with one of the marketing experts to discuss how we can help you maintain your roofing website today.

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22 Roofing Marketing Ideas That Work in 2021 and Beyond!

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.

If you want to market your roofing company, keep reading for 30 practical roofing marketing ideas. Or schedule a free strategy session online with one of the Growth Coaches or call us at 1(865) 205-8822 if you need help creating an advertising campaign for your roofing business.

Roofing Marketing Ideas- Online

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.

 

Pro Tip:

  • 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.
  • Contact our experienced web designers know if you need help to build or redesign your roofing website.

Invest in SEO to Get Found in Local Searches2. Invest in SEO to Get Found in Local Searches

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.

Run a PPC Campaign to Get Immediate Results3. 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.

Connect With Your Prospects through Social Media Advertising4. 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.

Review management is an essential part of running a successful roofing business online. Prospects turn to online reviews to see the experience others had with your business. You must manage your online reputation to ensure that options select your business.

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.

Set up Call Tracking for Roofing Business

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.

Roofing Retargeting Ads

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.

Roofing Direct Mail Campaign

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.

Automate Online Roofing Marketing 

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.BlackStorm Logo

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.

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How to Market Your Roofing Services After A Recent Storm

Has a storm recently rolled through your area of service? You know it won’t be long before roofers from everywhere are crawling all over the affected neighborhood. Have you ever wondered what you should do in situations like this? 

I currently live near Nashville, Tennessee, and I witnessed several tornadoes roll through a couple of times. I drove through the neighborhoods that were affected, and I noticed many roofing companies are hard at work. As I was driving around, I wondered, if I owned a roofing company in the local area, what would I do to ensure that I received the most amount of jobs possible in this current situation. So, as I was driving through, I was brainstorming on how I could reach these individual homeowners with my message.  

Here is a guide that I came up with to effectively reach those homeowners in a recently affected storm-damaged area:

Do Your Research

Find out the specific zip codes in neighborhoods, and addresses that have been affected by the recent storm. Find out which houses might have been damaged by the recent storm and if insurance could replace their roofs.

Google Display Ads

Once you have found the addresses and the ZIP codes in the neighborhoods, you can pinpoint where you want to target display ads. What I would do is create ads that target the homeowners offering storm-damaged roof services. Once they click on the ad, I would redirect them to a landing page with a video of you in the neighborhood weaning out the different roofs while explaining how you can help the homeowners. On this landing page, you want to be sure to leave a call to action instructions, either calling a phone number right away or filling out a lead form.

Physical Postcards

After the research you did earlier, you can go to the nearest Post Office and find out how many addresses are in the affected neighborhoods. You can ask the post office to ship to these addresses your postcard with a message telling the homeowners that you could be the solution to their storm-damaged roof. 

Be sure to leave a strong call to action.

Yard Signs

Let’s say that the storm just blew. You need to place yard signs on all major intersections throughout the entire part of the town that has been affected. Once you have started doing a few jobs in that area, leave your yard signs right where you completed the jobs. The neighbors will drive by this sign over and over, day after day. The yard sign will serve as social proof that a customer is happy with your service, and this will tell them the message.

Door knocking

I am personally not a fan of door-knocking because it is like you are chasing the customer instead of them coming to you. However, if you have an extra workforce, this is an exception to use the door-knocking technique. You can give your door-knockers the neighborhood’s zip codes so they will knock on each door in that affected area. It would help if you offered value at the entrance to these prospects. Try providing them with some samples (ex. roofing samples, etc.). If they are genuinely interested in your services, you can take down their information in return for a visit with samples in hand as well as a professional salesman to try to close the deal right then and there.

Google Search Ads

In times like this, you can set up Google Search Ads designed and tailored for storm-damaged searches. All the homeowners are looking for solutions to their roofs. You want to be sure to target these individuals with your ads. These tips will be beneficial leads since they are actively searching for a solution to their roofing problem.

Storm Damage Organic Rankings

Lastly, you need to create a landing page tailored for storm damage Roofing Services within the specific cities you serve. Once you have this landing page with plenty of content and you are already proactively doing SEO on your website, this page should rank effortlessly. Your competitors are doing it, so you might as well do it and make sure you do it right. If you do not currently have this ready, use this time to be proactive in the next storm. All you need to do is create an SEO optimized storm damage Roofing Services Page.

Conclusion

All over the country, there are different kinds of storms that can affect home roofs. But the message of this article can also be applied to each specific type of storm. If you do the action steps listed above, I guarantee you will get more jobs than you thought possible!

If you would like to hire a professional team that specializes in Roofing Marketing to implement these strategies for you then contact us today!

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Getting Your Roofing Digital Marketing In-Sync

It’s a brave new world

Pretty much every Roofing business owner would agree… marketing and advertising have changed dramatically in the past 5 years. An attractive Roofing website alone isn’t enough – it has to be mobile-friendly, secure, and designed to be the center of your online marketing. Plus, you have to be on social – Facebook and more. You need paid search and display ads. And don’t forget about online listings and client reviews. How do you keep up? That’s a good question, but really, the more important question today is… how do you make all those parts work together?

Let’s look at one Roofing business owner’s story… 

Roofing business spotlight:

Introducing John

John owns XYZ Roofing Company, a small Roofing business just like yours. He struggled to keep up with the changing technology. He was bringing in fewer new clients… losing out to his competition online.

See if John’s challenges sound familiar…

John’s challenges

A Roofing Business Struggling To Keep Up With Roofing Digital Marketing

INCORRECT INFORMATION ONLINE

John claimed his Google listing… but he kept seeing incorrect information about his Roofing business online. He had no idea how to correct it.

NEGATIVE REVIEWS

John’s been told he has some bad reviews online …but he doesn’t know what to do about them – or how to get more positive reviews.

OUT-OF-DATE ROOFING WEBSITE

John’s Roofing website is over three years old and hasn’t been touched in at least two years. It’s not bringing in any leads and falling farther down the search results.

COMPETITORS’ ADS EVERYWHERE

John’s really annoyed that his top competitor has ads online that keep popping up on all of John’s favorite websites.

AD CAMPAIGN TOO COSTLY, NO LEADS

John tried using paid search ads, but he burned through a month’s budget in just a few days… and it wasn’t getting him many leads!

LACKING NECESSARY EXPERTISE

Overall, John’s frustrated because he simply doesn’t know where or how to start to solving his Roofing Digital Marketing challenges.

NOTHING IS IN SYNC

John’s biggest challenge was one he hadn’t even considered… the fact that his Roofing Digital Marketing was separate, disconnected pieces. Rather than have a single, interconnected marketing solution working in sync… John had a series of disjointed components. Even if he finds a way to solve his other challenges, he’ll never maximize his results if he doesn’t get all his different marketing working together to put his brand and Roofing business message in front of his potential clients as they go through the buying journey.

Today’s consumer journey includes three very clear steps …Search, Discover and Engage.

When someone is shopping for a product or service today they go through three simple steps…

SEARCH

They SEARCH for information about what they need

DISCOVER

They DISCOVER their options

ENGAGE

They reach out and ENGAGE with the business that best meets their needs

Roofing Digital Marketing today: all the pieces

Not that long ago, a website alone was arguably all your Roofing business needed to have a “presence” online. Some basic SEO could get you found in search and that was all you needed to worry about. Today, your Roofing Digital Marketing strategy has to include a plan that will keep your Roofing business in front of your clients as they move from shoppers to buyers… and that takes more than just a Roofing website.

TODAY’S CLIENT JOURNEY

As your clients search, discover and engage, their journey can include a dozen steps or more – search engines, social media pages, ads, websites, review pages and more. You might think that a “search” always starts with a search engine, like Google, Yahoo! Or Bing – but a user’s search for information could just as easily start when they click on an ad or see a post (paid or personal) on Facebook. Maybe it starts with a conversation on Messenger – you just don’t know… so you have to make sure you’re everywhere they might look.

Today’s Roofing Digital Marketing

No matter how or where your clients are searching for you, ultimately it will lead them to the heart of today’s Roofing Digital Marketing… your Roofing website.

YOUR BUSINESS ROOFING WEBSITE

In business today, you have to keep moving forward to stay ahead of your competition. Standing still is not an option. At the center of everything you do is your Roofing website. If your Roofing business is going to compete online, your website has to effectively position you as the better choice. Everything you do, online and off, leads to your Roofing website, so it has to close the deal – it has to turn visitors into clients. Just as important, your site has to keep up with ever-changing technology and evolving consumer behavior. Your competitors will be updating their sites – if you fail to keep up, you will fail to attract new clients.

55of small business websites are over three years old.
91of small businesses plan to improve their website this year.

Is your Roofing website keeping up with your competition?

Is your Roofing website tomorrow-proof?

Can You Answer “Yes” To These 6 Questions About Your Site?

IS YOUR ROOFING BUSINESS READY FOR VOICE?

In 2018, an estimated 60 million Americans will do a voice search – like “Siri…” “Hey, Alexa…” or “Ok, Google…” – at least once a month. Do Alexa and Google have the right info for your Roofing business? If someone asks about you, or your type of business, will they find you?

IS YOUR SITE TRULY SECURE?

Starting in July 2018, Google began to mark unsecure sites (i.e., with http, and not https, in the URL) as “not secure”… letting everyone know your Roofing website isn’t a safe place to visit.

IS YOUR SITE REALLY MOBILE?

A lot of people think they have a mobile-friendly Roofing website if they can see a teeny-tiny version of their site on their phone. Today, your site must be truly mobile-friendly – easy to use on any device.

DOES YOUR SITE LOAD TOO SLOWLY?

If it takes more than three seconds for your site to load, the average searcher will click away. 1 – 2 – 3… gone.

IS IT EASY FOR VISITORS TO CONTACT YOU?

You have to make it easy for site visitors to contact you, in whatever way they choose – click-to-call, text or form. Give them lots of easy options to help them engage with you.

IS IT IN SYNC WITH YOUR OTHER MARKETING?

To maximize results, your site needs to be connected to everything else you do. For example, do visitors immediately see positive client reviews you’ve received elsewhere on the web? They do when you’re your site is in sync with your other digital marketing.

Today’s Roofing Digital Marketing

Your Roofing website needs to be the heart of your digital marketing, but you need a lot more than just a website to make sure your Roofing business is everywhere your clients are searching and surfing online.

Establishing a solid foundation

When someone starts searching for the product or service you provide, your Roofing website is rarely, if ever, the first thing they see. Your Roofing business appears in dozens of different places – taking control of that information is the first step to building a solid digital foundation. In particular, you need to focus on…

ONLINE LISTINGS

Too many Roofing businesses ignore all the online listings where your business information appears. Your information has to be up-to-date and accurate.

CLIENT REVIEWS

You can’t just sit back and hope happy clients will post positive reviews. You have to generate good reviews – and do what you can to flip bad ones to good.

Generating leads

The greatest website in the world is useless if no one ever visits it. By using search ads, display ads and social marketing, you can drive targeted, qualified visitors to your site. Then, your Roofing website can turn those interested visitors into paying clients.

SEARCH & DISPLAY ADS

To succeed online, you have to be where your clients are looking. Search and display ads put you at the top of the search results and on your clients’ top sites.

SOCIAL MARKETING

Social media is more than a great place for cat videos. The average user spends almost an hour a day on Facebook, Instagram, and Messenger. Your business has to be there – and other social media sites – with a page, ads, and posts.

PUTTING THE PIECES TOGETHER

If you’re like most Roofing business owners, you’ve expanded your digital marketing over the past few years, adding one piece at a time… probably working with a different vendor for each separate component. Now you’re stuck with disconnected parts instead of a single, synchronized campaign.

Here’s why that has to change…

EACH STEP IS A TOUCHPOINT

Choosing a Roofing marketing provider today is a journey with a lot of steps. Take a second and imagine what you do every time you need a product or service – what steps do you take to choose a marketing agency?

You need to be in front of your client every step of the way– especially when you consider that they could begin the journey at any point. You need to be everywhere and anywhere they might be looking and each touchpoint must be in sync – with a consistent brand and message, pushing them forward to becoming a client.

1 + 1 + 1 = 10

Our real-world results prove that you increase the effectiveness of your Roofing Digital Marketing by increasing the number of touchpoints – simply stated, the opportunities you give a prospect to engage with you, the greater the results.

Take a look at these numbers that prove when your marketing is in sync you increase results and overall ROI…

THE PROVEN IMPACT OF SYNC

Getting Your Marketing In Sync Drives More Leads

For too long, digital marketing has focused on individual products — a website, search, social, etc. It’s become clear that today a disconnected set of products, each from a different marketing agency, is no longer the optimal business model. Today a comprehensive Roofing Digital Marketing solution, designed to work together to deliver the business goals you want to achieve, is the way to maximize ROI. For example, as you can see below, by synchronizing your Roofing Digital Marketing you can dramatically increase the number of unique visitors to your Roofing website.

The Added Savings Of Sync

The Added Benefits Of Having A Single Marketing Partner

SAVE TIME

Because many Roofing businesses work with a number of different vendors for their Roofing Digital Marketing, they need to make multiple calls every time they need to make a change.

SAVE MONEY

By working toward a single goal, you can often spend less on individual programs and still increase the response you get.

REDUCE FRUSTRATION

A single partner helps you avoid all the frustration of “routine” updates – whether you’re updating contact info, like business hours, or updating messaging or imagery.

Roofing business spotlight:

John… in sync

When we looked at John before, he had a series of problems and frustrations. Working with BlackStorm, a single digital marketing provider, John’s Roofing Digital Marketing is now working in sync, and all of his original challenges have been addressed.

Just look at John now…

John’s solutions

A Roofing Business With Synchronized Digital Marketing

CORRECT INFORMATION ONLINE

John’s business information is now regularly checked and updated on his Google My Business page and across the web. Plus, it’s consistent across his Roofing Digital Marketing.

POSITIVE REVIEWS

John has taken control of his online client reviews – he’s taking steps to generate positive reviews and turning negative reviews into positives.

UPDATED WEBSITE

With an updated website as the central hub of his Roofing Digital Marketing, John is getting more visitors to his site – and more leads for his marketing budget.

TARGETED ADS EVERYWHERE

John now has synchronized ads at the top of the search results, on Facebook, and on top sites across the web. He’s seeing better results with a tightly controlled budget.

SYNCHRONIZED SEARCH DRIVING LEADS

By synchronizing his message and his Roofing Digital Marketing efforts, John’s search campaign (Pay-Per-Click) is delivering better results at a lower cost.

A SINGLE, EXPERIENCED PARTNER

By working with a single marketing agency, with proven expertise and professional partnerships, John was able to turn a mass of disconnected marketing into a unified, effective solution.

WHERE ARE YOU OUT OF SYNC?

Here’s a quick list of the Roofing Digital Marketing you need to connect with your clients at every step of the consumer journey – from protecting your online regulation to driving traffic to your site.

YOUR BUSINESS WEBSITE

Has your website been updated in the past two years? Is your site connected to all your other marketing? Is it easy to use on all devices?

ONLINE LISTINGS

Is your online business information correct? Do your listings connect to your site and social?

SEARCH & DISPLAY ADS

Are you using search and display ads to put your business where prospects are looking for you? Do your ads have the same look and messaging as your site and social?

SOCIAL MARKETING

Do you have an active Facebook Business Page? Do you routinely add new posts? Are you using targeted Facebook ads that lead to your site?

CLIENT REVIEWS

Are you asking clients for reviews? Are you sharing positive reviews online – and taking steps to turn negative reviews into positives?

Roofing Digital Marketing Made Easy

At BlackStorm, we specialize in Roofing Digital Marketing made easy. We’re a leading marketing agency of Roofing Digital Marketing solutions, and we’ve helped hundreds of local businesses across the US. We save our clients time, frustration and money, by providing all the digital marketing they need, all designed to work together, all from a single marketing agency.

Our custom marketing solutions include listings managementwebsite developmentsearch marketingdisplay advertisingsocial media marketing, and online reviews.

Categories
Growth Strategies Lead Generation PPC Retargeting SEO Website Design

7 Low-Cost Ways of Acquiring Roofing Leads with PPC Ads

Roofing contractors are always after one thing; get qualified leads at a lower cost. There are various ways of generating leads for roofing companies, but one method outshines them all, which is PPC ads. It is an effective method, where your roofing business can be placed in front of property owners that require roofing services.

Keeping Google Ads spend low while driving maximum conversions is the ultimate goal of any `roofing marketer. Although roofing PPC can be useful, it can also eat your marketing dollars if you don’t come up with ways of maintaining a high ROI and reducing costs.

Cost per acquisition, which measures the average spend of acquiring one lead, is one of the crucial metrics to look out for any roofing PPC campaign. It is based on real, individual conversions.

Reducing your cost per acquisition helps to cut your marketing budget, sounds good, right?

But if you are going to lower your CPA, you need first to do some diligence because Google will take your dollars, whether you know about cost per acquisition or not.

What will lower your roofing PPC budget?

 
Review Your Locations

One major cause of why roofers waste their marketing dollars on Google Ads is non-converting locations. As a roofer, you might be tempted to target as many areas as possible, but targeting too broadly means that you will be placing your ads to uninterested prospects and spending money on unqualified clicks. You can be more tactical in retargeting locations by looking at geographical data at the granular level. That way you will instantly know ways of lowering your roofing Google Ads spend 

Once you have identified the least converting regions, you can minimize or switch off the bids for the affected areas. Targeting your roofing PPC to a specific location can help you to lower your cost of acquiring leads.

 
Pay Close Attention to Search Engine Optimization

Significant strategies and concepts like roofing SEO services come into play when we are discussing reducing your spend on Google ads, particularly keywords because they form the backbone of any successful PPC campaign.

So, if you want to get most out of your roofing marketing efforts, pay close attention conversion rate optimization and ranking your site on top of SERPs.

Google ads are lead generation machines that can be altered or influenced to produce desired results. Thus, getting qualified leads and higher conversions.

If you diligently follow the basics of CRO and SEO, you can reduce your cost of acquiring new leads. If you want to dive deeper, feel free to contact our roofing SEO experts for assistance.

 
Capture Lost Leads with Retargeting

When a homeowner needs a new roof, they will do some research online, ask for recommendations from family or friends and shop around for the best price before they finally make a decision. Many times a potential client is willing to contact your roofing business, but along the way, something pops up and distracts him from doing that. With roofing retargeting, you can win that lost lead back to convert.

Retargeting is the right way of acquiring more qualified roofing leads at a reduced rate because they are already warm; they have already checked in your roofing website.

 
Use Videos for Your Roofing Ads

Since prospects have short concentration spans, using a video to showcase your roofing services might keep your business ahead of the competition and boost your conversions. Roofing videos tend to give real-time experience, without leaving to the imagination. Therefore, by using videos, your business stands a good chance of enjoying higher conversions and reducing its Google ads spend.

 
Capitalize on Mobile

With the advancement in technology comes an increase in smartphone use. This implies that many of your clients will be using mobile phones to engage with your roofing business. So, how do you optimize your roofing website to give a pleasant experience to mobile users?

Most roofers tend to focus on more website ads that are optimized for desktops, without knowing that the vast potential lies in mobile advertising.

Focusing more on mobile-friendly sites comes with its benefits; for example, you can use in-apps to target particular clients. These can lead to higher conversion rates and a steady stream of qualified leads-reduced cost of acquiring such leads.

Improve Your Roofing Website Performance

If your business has a poorly-designed roofing website, prospects will not spend much time looking for your services. Therefore, you have to create a more exceptional user experience so that prospects would love to stay on your website and learn more about your roofing services.

Monitor your website loading speed regularly to make it appealing to prospects. If a potential client comes across a roofing site that loads slowly, they will likely leave to your competitors.

Lastly, check your roofing website compatibility with various screen sizes, browsers, and mobile devices. 

Use Different Marketing Platforms

In the world of roofing marketing- the more prospects you reach, the higher conversion you will get at the end of each day. To achieve this, you need to use various platforms like Facebook ads, LinkedIn ads, Google Ads, and Amazon Ads. This will make sure that you have an extended reach and more opportunities of converting prospects into clients in the shortest time possible.

Both Google and Facebook ads have adapted to the people’s searching trends, and they have modified their adverts according to ensure they achieve desired objectives. Likewise, you need to consider other advertising channels to make sure that you are reaching the right prospects. 

What Next? Scale Your Roofing Business

Since the goal of any marketing campaign is to lower costs and improve ROI, we trust that the tips discussed in this post will help you grow your roofing business through Google Ads.

Just know that your roofing company’s success and profits depend on improving your conversions, so it is incredibly crucial to assess how many conversions you generate against what you spend for each click.

 

If your roofing business is struggling to run high-converting PPC ads, kindly schedule a free strategy session with our experts today for assistance!

 

Categories
Local SEO Marketing Promotion Reputation Management Retargeting SEO Website Design

6 Little-Known Hacks to Market Your Roofing Business

Generate Leads, boost your Roofing sales with these Super-Simple Marketing Hacks

As a roofer, you already know that finding qualified leads can be a significant challenge.

However, finding residential/commercial roofing leads does not have to be an overwhelming task.

Fortunately, this post will explain six proven, super –simple roofing marketing secrets for roofers who are searching for a steady stream of leads.

Without further ado, let us start with the most obvious.

Maximize Your Reach on Google

Property owners are searching for roofing services online near your area. Thus, your business must be ready to be goggled by prospects/clients looking for such services. If you are based in Murfreesboro, TN, then most searches will be like:

Roof Installation in Murfreesboro, TN

Best roofers near Murfreesboro

Murfreesboro roofers

Etc.

To get a continuous flow of leads your business needs to appear on top of the Search Engine Results Page, which implies that you should hire an agency to improve your roofing SEO continually.

 Here are some of the activities that the agency will perform to boost your SERP ranking:

  • Conduct keyword research to find less-competitive terms and help your business to rank high in SERPs.
  • Make sure that your Google My Business profile is complete and accurate
  • Stay updated on the latest Google Algorithm updates
  • Set up profiles on significant directories like Yelp, Angie’s List or thumbtack.

Make Sure You Leverage the Power of Testimonials & Reviews

Customers are now more than ever researching for services or products online before they make a decision.

What does that tell you a roofer hunting for leads online? Make sure you have legit reviews on your website.

For better or worse, your roofing business must invest heavily in the area of reputation management.

But what should I do to leverage the power of reviews and testimonials on my business?

To do that, make sure that you have registered and claimed ownership of the following platforms:

  • Google– since most prospects/ clients use Google, the profile page and reviews you have set up will be viewed alongside your roofing business listing
  • Nextdoor– is an upcoming social platform that is used by several property owners.
  • Better Business Bureau
  • Angie’s List
  • Facebook

Once you have set up these profiles, start to reach out to clients asking for reviews. Make sure that they give you good reviews, and if not, it gives you a perfect opportunity to make things right.

Apart from the profiles, here are surefire tips for leveraging the power of reviews in generating exclusive roofing leads:

  1. Engage with the clients when they leave reviews- This shows that your business values their feedback
  2. Use testimonials in your roofing marketing campaign to attract the same type of customers.
  3. Make sure that your business contact details are available on all profiles
  4. Request for reviews and testimonials from clients when a job is completed.
  5. Engage and monitor your reviews authentically.

Property owners trust other property owners and the ideal place for these strangers to interact is through online reviews

Create an Optimized Roofing Website

How you create and use your website will affect your roofing marketing goals, but just getting a website will not increase your roofing sales.

Pro tip:  Regardless of how flashy your roofing website is, the functionality should be your first consideration.

You should think of your roofing website as the business card and brick-and-mortar office where you direct prospects or clients.

Your goal of getting qualified leads stands a better chance of coming to fruition when your roofing website favors its execution. Regardless of the technique, you are using to get such points. So you need to make sure that your website is above par for prospects to convert when they stumble on it.asr

According to a study conducted by Stanford University, 75% of prospects judge a business based on its website.

In general, your roofing website should be professional, functional and easy to use. And since the primary goal is to convert those prospects into clients, your website should have a clear call-to-action that directs them to take appropriate action.

  A well-optimized roofing website should possess the following qualities:

  • Simple Navigation– links and buttons should be easy to spot and should direct prospects where they want to go.
  • Visually Appealing– An attractive theme relevant to your roofing business, videos, photos,  Sliders, and white spaces are some of the elements that will make your website captivating to prospects/ clients.
  • Lead-Capture forms– without filling in the forms, leads are likely to vanish away. You can make the process hassle-free by providing something free in return, like a free inspection or estimate.
  • Consistent content– You should update your site with fresh content regularly to make it rank high in search engines.
  • Decent loading speed– if a prospect has to wait for minutes before your site loads, they might be tempted to leave right away. Thus, your site loading speed should be decent for both desktop and mobile users.

Keywords are also an essential aspect of your website optimization because they are what prospects will search for, and Google will direct them straight to your roofing website, thus skyrocketing your rankings.

Add Videos that go Beyond the Basics

According to a study done by Smart insights, over 70% of clients choose video as the most effective way of learning about your services or products.

A video-a real-life story as you are finishing exciting features of a project –can be an accessible but most engaging of all your roofing marketing concepts.

Informative, roofing videos portray your authority, create more engagement from social channels and build trust.

Answer Queries on Your Roofing Website

This may sound obvious, but most of your rivals aren’t doing it

Clients have tons of queries that they want to be answered.

What is the cost of installing a new roof?

Should I replace or repair my roof?

If you note such queries from customers, then you can assume that they are asking the same questions on Google. If you want to drive more organic traffic to your roofing website, then you should strive to answer all the queries by creating individual blog posts that address those concerns from clients.

Show your Roofing Work Portfolio

Photos continue to find several applications when it comes to showcasing roofing projects. Some roofers use them to make rough estimates. Others use them to time-track roofing projects.

Apart from these uses, there is a marketing side where, after and before photos help to build trust with potential customers.

First, such photos should be of high-quality to make prospects interested in checking them out on your website. That means you have to buy a good camera

Pictures always try to summarize what you can do as a roofing contractor, plus they explain a lot of concepts that would take a lot of resources and time.

What’s next for Your Roofing Business?

Implementing the above roofing marketing concepts does not have another rocket science. It can be practical and straightforward.

Start by claiming your Google My Business Listing, optimize your roofing website for search engines and make sure that you answer questions that clients are asking online. This will allow you to be seen as an expert in the field.

Next, add a personal touch once clients start to interact with you. This way, you will begin to earn the reputation of a business that is concerned about its clients-not one who is only after making quick bucks.

Don’t forget to showcase photos of the completed roofing projects and lastly squeeze all the benefits by hiring a reputable roofing marketing agency.

Don’t b be afraid to outsource your roofing marketing expert. There a lot of benefits that you can enjoy by learning some roofer marketing basics, but the time comes when you have to concentrate on your bottom line-running your roofing business.

If you want to grow your roofing business online and don’t know where to start, feel free to schedule a free consultation with our marketing experts today.

Best of luck in your roofing business!

Categories
Growth Strategies Marketing PPC Retargeting

How To Get More Repeat Roofing Business?

HERE IS HOW YOU CAN GET YOUR ROOFING CLIENTS TO USE YOU AGAIN AND AGAIN

Did you know that repeat clients make up a huge percentage of almost any Roofing business’ revenue? Repeat customers are important if you want your company to grow. In fact, it’s better to capture them than to market towards new Roofing clients or audiences due to the following reasons:

1. They’ll Be More Likely To Buy From You Again

Repeat Roofing clients are those who have ‘revisited’ your website and booked an appointment or service more than once. Statistics prove that these types of customers will have a higher chance of going back and buying the same item or a different one as time passes.

Businesses value repeat customers because they can increase their profitability by marketing towards these ‘lifetime value’ demographics. Therefore, it makes total sense for companies to encourage their existing customers to buy from them again.

2. They’re Easier To Entice

Conversion rates vary per industry, but experts estimate that it’s anywhere between 1 to 3 percent. The good thing is, repeat customers are easier to convert than any other demographic.

In Marketing Metrics by Paul Farris, the author states that converting a repeat buyer gives companies a 60 to 70 chance of success. Therefore, it stands to reason that the more repeat Roofing clients you have, the higher your profits when you pay attention to them.

3. They Spend More

It’s not just the higher conversion rate repeat customers bring, but a higher average spends as well. Compared to a first-time shopper, they will put more items in their shopping cart and on a regular basis.

4. They Can Refer New Customers to Your Roofing Business

Repeat buyers tend to refer their friends and family to your Roofing brand if they’re satisfied with the product or service. The more purchases they make with your Roofing business, the higher the number of people an individual can refer to. This is because comfort level and confidence soars each time they check out.

HOW TO GET REPEAT ROOFING CLIENTS AUTOMATICALLY

It’s difficult to get a new visitor to purchase from your company on the first visit to your website. You’re probably familiar with the old adage that word of mouth advertising is your best friend, and that’s why it’s so important to build a list of repeat clients as a Roofing business. But, how do you get repeat Roofing clients from the messaging and marketing you’re putting out there? Let’s delve in.

Targeting Roofing clients with Email

Once you’ve got a buyer or a customer that likes your service, retargeting and email marketing are excellent ways to get them to come back. One great option you’re going to want to utilize in email marketing is a newsletter. Regularly emailing your Roofing clients is a great way to keep your name fresh on their minds. Free newsletters also give them insightful information. So, even if you’re not trying to sell to them, you’re retargeting your name in their mind, as a friendly Roofing business, that provides value to them.

Use Timely Reminder Emails, let’s say your company a maintenance service. A great way to utilize email marketing is to send out reminders to your customers. For example, if your maintenance service lasts for 6 months, you’ll want to send out notification or reminder emails for customers to reschedule at the 4-month mark. Then, again at the 5-month mark, send out a friendly reminder. While doing this, you might want to send a promo code for 15% off if they “act and schedule today.”

Reminding customers you’re still there, and have the solution to their needs, is one of the easiest ways to go about retargeting your Roofing business in their mind, and also highlighting how much you care about their needs, success, and providing them with the best service possible as a Roofing business.

Engage Roofing clients with Social

Another great retargeting methodology to use is social media engagement with your customers and those who’ve previously purchased from your company in the past. Connect with Roofing clients, share new product insights, send them coupons and promo codes that you only send to your most “valued customers.” Social media engagement puts a face to the Roofing business name, it humanizes your company in competitive industries. And, it shows your customers you care, and that you’re actually listening to what they’re saying. So, use it wisely, and use it regularly.

Show Up Everywhere They Are

Have you ever noticed when you are browsing the Internet that you start to see ads for websites that you recently visited? Have you ever wondered how they are “targeting you” and how you could do the same with your customers & prospects?

The advertising method is called “Retargeting” or “Remarketing”. It’s a little creepy but surprisingly effective.

What is retargeting?

Retargeting is a digital marketing process of reaching out to visitors who have landed your site and converting them to Roofing clients. Usually, 2% of your site visitors convert when they land to Roofing website for the first time. Roofing retargeting strives to reach to the other 98% of clients who have not clicked your call-to-action button (like downloaded your eBook, completed a registration form, called a phone number). Retargeting achieves its objectives by displaying your ads to your first-time visitors as they browse other sites online.

NOT SURE WHERE TO BEGIN WITH YOUR CAMPAIGN?

Repeat customers should be a primary goal for you as a Roofing business owner, regardless of your Roofing/industry. Utilizing the right email marketing and retargeting tactics will go a long way in building an email list of soon to be repeat customers. BlackStorm can assist your Roofing business with marketing, digital, and online campaigns, to help your Roofing business succeed, and work towards building that list of repeat customers.

Categories
Local SEO Paid Advertising PPC Retargeting SEO

All you need to know about Roofing Keyword Research

Without the right keywords, you cannot get customers for your roofing business online. It is essential to rank or advertise for the right keywords so that you can get targeted visitors and convert them. The keywords that you choose for your website can make or break your online marketing plan.

The question is, how to find the right roofing keywords?

If you look at the search count, you might end up picking keywords that are not targeted for your roofing business. If you look at the targeted keywords, you might end up choosing one which might not have a high amount of searches. That is why; you need to follow the proper procedures to select the right roofing keywords.

We will share a detailed guide which will help you with the same. It will inform you of the keywords which you should choose for your roofing business.

Let us first help you understand how to determine the value of the keyword. Only then, you can choose the right ones.

How valuable is the keyword?

The value of the keyword is dependent on two factors. It is the search volume and CPC. CPC stands for cost per click. It means that if you try to buy traffic for that keyword, it is the cost that you would have to pay for each visitor. You can find all these numbers in a Google Ad’s account by looking at the Google Keyword Planner.

Keyword value = number of searches per month * CPC

Let us give you an example to help you understand more.

If you consider the most searched roofing keyword in the United States that is “Roofing,” the number of monthly searches across the nation is around 350,000. The cost per click is about $8. It means that the keyword value is approximately $3 million per month. It means that if you start ranking for this keyword, you will get visitors worth hundreds of thousands of dollars each month-although this example isn’t feasible unless you can offer roofing products/services to everyone searching nationwide.

Therefore, when choosing keywords for your roofing company, it is essential to choose ones that have high keyword value. It will ensure that you get enough visitors to make it economically viable for you to rank for that keyword.

Now that you know the premise of choosing the keywords for your roofing website, it is time to understand the different types of keywords you can choose from.

What are the different types of keywords?

Did you know there are three types of keywords that you can choose from for your roofing business?

The three types are trophy keywords, longtail keywords, and LSI keywords. We will go into the details of these three types to help you understand how to choose keywords for your roofing business.

1. Trophy keywords:

Trophy keywords are characterized by the highest value among all the keywords relevant to your website. If you operate in Miami, the trophy keywords would be “Miami roofing” or “Miami roofer” or “roofing Miami”.

It is generally a combination of the industry in which you are operating prefixed or suffixed with the city name.

The other trophy keywords, in this case, can be something like “roofing contractor Miami” or “roof repair Miami”. It depends on the keyword value. You have to calculate the keyword value of all the relevant keywords, and the top 5 can be considered as the trophy keywords.

2. LSI keywords:

LSI stands for latent semantic indexing. Google uses LSI keywords to display relevant search results. It means that the same keyword can be varied according to the user to find the roofing companies or any other such businesses. That is why; it takes into account the LSI keywords that you use. LSI keywords in case of a roofing business can include keywords like:

  • Best rated Roofing contractors in Orlando
  • Concrete roof repair in San Diago
  • Asphalt roofing contractors in Memphis
  • And so on

The LSI keywords are precise and might have a lower keyword value. However, the advantage of LSI keywords includes:

  • Highly targeted traffic
  • Little competition
  • Quicker ranking time

That is why, in spite of the low volumes, you cannot ignore LSI keywords. They would be the first ones to bring traffic to your website when starting an SEO campaign.

3. Longtail keywords:

Once you are familiar with the trophy and LSI keywords, now comes the time to choose the longtail keywords. These keywords include keywords like:

  • How much is roof leak repair in Dallas
  • Roof replacement cost in Nashville Tennessee
  • Roofing contractors that repairs leaks in Denver

These keywords have a keyword value, which is generally lower than that of trophy and LSI keywords. However, it is still valuable because these are prospects with buying intent.

Summary

Generally speaking, it is advisable to choose keywords spread across all these categories. However, one thing which you have to remember is that you should not miss out on any trophy keywords. These can give a real boost to your business.

Some Examples of Roofing Keywords:

Now that you know the three types of keywords and how you can calculate the keyword value, we will share with you some examples of the keywords which you can choose from. These are specific to Miami, and you can replace the city with the city in which you operate.

  • Roofing Miami
  • Roofer Miami
  • Miami roofer
  • Roofing company Miami
  • Miami roofing company
  • Roofing contractor Miami
  • Roofing company near me
  • Roofing contractor near me
  • Roof repair company Miami
  • Miami roof repair company
  • Residential roofer Miami
  • Commercial roofer Miami

These are some examples of the keywords which you can choose from for your roofing business. Once you replace Miami with your city, it is essential to look at the keyword value once again to ensure that you choose the right keywords.

ARTICLE: Most Commonly Searched Roofing Keywords

How many keywords should you target for your roofing business?

Your aim should be to target as many keywords as possible. As long as the keyword value makes economic sense, you should target as many keywords as you can. The things which you should look out for include:

  • Is the keyword targeted to your business?
  • Do you provide such a roofing service?
  • Is the keyword value that enough?

After you find answers, it would become easy for you to choose the right keywords. One thing which you need to keep in mind is that the keywords should be a combination of trophy keywords, longtail keywords, and LSI keywords.

So, if you’re struggling to choose roofing keywords for your website, you can use this guide. It will ensure that by spending little time, you can find a long list of keywords. As a result, it will very easy for you to rank your website for relevant keywords and get customers online.

Categories
Marketing Retargeting SEO

The Ultimate Guide to Ads Retargeting for Roofing Contractors in 2020

As a roofer, you spend a lot of money and time trying to promote your roofing website. And you are probably impressed whenever new prospects land on your site. But the excitement is short-lived if the new prospects are not helping you to increase your revenue/ profit.

Unfortunately, studies suggest that only three percent of new prospects who visit your roofing website convert into clients. Simply put, your roofing business will book three jobs out of 100 prospects that land on your site. This is because it takes time before a prospect decides to hire you for the job.

The major problem is that these prospects may never come back to look for roofing services/ products on your site again. So how are you going to follow up on the massive chunk of prospects who navigated away from your website? Luckily, there is one thing you can do to bring back those prospects- run roofing retargeting campaigns.

This post will explain everything you need to know about roofing ads retargeting, how it works, why it is crucial for your roofing business, and tips to get started in a few minutes!

Without further ado, let us dive straight into our post.

What is Roofing Ads Retargeting?

Roofing ad retargeting, also called remarketing, retargeting is the process where you target ads to prospects that have interacted with your website earlier but have not been able to convert into a sale.

For example, if a prospect lands on your roofing website and browses different pages, without filling out the contact form or booking a job, roofing ads retargeting can help to reach them out again.

Since you don’t have their contact details, retargeting works through cookies and pixels. So, when a prospect lands on your website and navigates away without converting, you can set up a roofing retargeting campaign to continue sending them further marketing messages until they convert.

Instead of wasting your marketing dollars trying to get new prospects, you need to retarget prospects that have already interacted with your site with personalized messages and ads.

Let us explore further how Ads Retargeting Works for roofing contractors.

The term Remarketing and Retargeting are often interchangeable.

How Does Ads Retargeting Works for Roofers?

When prospects land on your roofing website, they are generally tagged with a pixel or cookie. This helps you to earmark and target these prospects with custom ads whenever they are online.

Retargeting helps you to remind your clients of your services and products after they navigate away from your website without purchasing. It helps you to show your prospects relevant ads when they visit other sites.

What makes roofing retargeting particularly effective (and possible) is its unique capability of real-time bidding (RTB) technology, which allows roofing marketing professionals to bid on and buy an ad impression.

Reasons Why Ads Retargeting is an Important Marketing Strategy for Roofers

There are various reasons why Ads retargeting is so powerful, particularly for performance-driven roofers, here is why:

Retargeting Gives Roofers a Second Chance to Convert a Prospect

What makes ads retargeting special is the fact that it only targets prospects who had earlier visited your landing pages or roofing websites. This implies these prospects have already been exposed to your brand and, most likely, your roofing services or products. As a result, these prospects are more qualified and can easily be convinced by your continuous marketing efforts.

If most of your website traffic consists of one-time prospects, organic or paid, that would otherwise vanish away, roofing ads retargeting helps you to continue marketing to those prospects and return them to the conversion funnel.

For instance, look at a roofing PPC campaign, when the advertiser is bidding on high-value keywords. When the prospect clicks on the ad, the roofer gets charged and is typically given one chance to convince that client to book for a service or product.

But with roofing retargeting, the high-value prospect can then be retargeted with subsequent ads at a cheaper cost. Retargeting ads act as an online reminder to prospects of their desire to book jobs through your site, hopefully encouraging them to come back and convert.

Retargeting Drives Steady Flow of Roofing Leads By Capturing your Prospects Data

Retargeting perfectly complements your search engine marketing and roofing SEO efforts. If you have a steady flow of organic prospects landing on your roofing site, you should take advantage of that massive traffic to craft a retargeting list. This is particularly crucial if a bunch of traffic consists of one-time prospects that would have vanished away without converting.

Retargeting Helps Roofers to Generate More Sales

This is the most crucial and distinct advantage of retargeting as an integral part of your online marketing strategy. Different roofers have various metrics based on the type of roofing services/ products they offer. Still, every roofer who wants to stay ahead of competition must pay attention to the revenue generated.

Retargeting Ads Helps Roofing Contractors to Reach Interested Potential Clients

Retargeting helps to reach out to prospects, who had expressed an interest in your service or product offering, now you just have to nudge or remind them to fill out the contact form at the bottom of your roofing website. Roofing ad retargeting is advantageous to your business because through it you can reach interested potential clients, rather than reaching out to a bunch of prospects who may not be interested in your services.

Retargeting Increases Your Roofing Brand Awareness

Recent studies show that it may take up to seven impressions by your brand on a client to build trust for them to convert. Retargeting can reduce the time your client takes to build sufficient brand awareness and make a purchasing decision. Even if those prospects don’t book a job straight away, you are putting all the odds in your favor because your brand will be the first one to be remembered once they decide to move forward. Brand awareness is crucial for your roofing business growth, and retargeting offers advantages in that area.

Retargeting ads help Roofers to Get More Conversions.

Retargeting ads will help roofers to achieve a high conversion rate, and the cost per acquisition will be low because you are just targeting the right prospects using the right ads. Therefore, prospects who click on your roofing retargeting ads are more likely to have the intent of purchasing.

Retargeting Ads are Cost-Effective

Since you are concentrating on prospects that are likely to purchase your services, you will be obtaining a good bang out of your roofing PPC buck. Retargeting narrows down your target audience to those prospects who have not converted, thus making it more cost-effective.

Types of Ads Retargeting

You can retarget prospects based on several factors, such as emails, intent, searches, and website visits. All of these methods are crucial to returning the traffic and increase leads. Without further ado, let us explore some of the most common forms of roofing ads retargeting.

Search Retargeting

When using this method, you are going after prospects that have searched for services using keywords that are relevant to your business. Thus, a roofer here will be making assumptions based on the searcher’s intent. However, just because a property owner has used keywords that are relevant to your business does not imply that they are ready to buy.

General Roofing Website Retargeting

This is the most popular form of roofing retargeting. You can use this form of retargeting on platforms like Face book, LinkedIn, Quora, and Twitter. Unfortunately, roofers will have very few options with these methods.

Email Retargeting

Just like with the other forms of roofing marketing, retargeting can also be done through emails too!

How Can Roofers Craft a Specific Retargeting Offer?

Roofing contractors can take advantage of retargeting offers to lure prospects back to your roofing website and convert immediately in retargeting ads.

Retargeting ads are fantastic because roofers can retarget based on the pages that the prospects had visited on their website.

For example, if prospects were reading about asphalt shingle roofs on your roofing website, but did not reach out to you. A retargeting offer can be crafted as follows:

“Limited Time Offer: Get Up to $1,500 off new Asphalt Shingles roofs. Offer Expires on 12/31. Schedule your free roof estimate today.”

This ad will attract your prospect’s attention as well as to make them take action because of the limited time discount.

Having an offer is crucial to your roofing retargeting success. You want the prospects to come back, so you need to give then an enticing offer to achieve that. This could include but not limited to:

Limited customer discount (You can provide a service to the limited group of people

  • within a specific timeframe)
  • Free add-ons to the roofing services
  • Discounted service

Roofing Ads landing pages

Another important thing that you need to consider is what will follow after prospects click on your targeted ads. So be careful not to send your prospects to your homepage, which does not say anything about the advert you have just posted there.

You must craft a specific roofing landing page that has all the details about the offer and allows people to contact your business, whether on email or filling out the contact form.

This is CRUCIAL if your retargeting ads are to achieve great results.

Where can Roofing Contractors Set Up Their Retargeting Ads?

There are various platforms where roofers can set up their retargeting campaigns, including:

Facebook/Instagram

Almost all prospects are on social media, these ads are effective and cheap at getting prospects back to the conversion funnel.

Google Remarketing Ads

We all know that Google controls a huge chunk of the search market. You should try to rent an advertising space with them to stay ahead of the curve.

YouTube

Many prospects enjoy watching videos. You can insert a retargeting video for them to watch when they move from one video to another. This will catch their attention!

Do You Have Retargeting Ads Set Up?

Even if your roofing website is properly designed with all the conversion elements intact, you are likely to only get 20 out of 100 prospects requesting your services. What will happen to the other 80 prospects? They will navigate and visit your competitor’s websites.

Retargeting them is the only way that they can return to your site and convert. After visiting your website, prospects will be browsing social media or other sites, and seeing your retargeted ads. It is a good strategy of bringing prospects back and establishing a powerful roofing brand.

Retargeting for Roofing Contractors: the Surefire way of Growing Your Brand Online

When done properly, a roofing retargeting campaign can boost the growth and traffic of your business, all from the web! It makes sure that your brand is in front of prospects in your locality thus increasing their trust that they might contact you. Higher rankings = Increased traffic = More customers.

A good roofing retargeting campaign takes patience and time, but the end results are worth it. BlackStorm Roofing Marketing not only has professionals managing your ad campaigns, but they have a thorough knowledge of the roofing industry.

Roofing ad retargeting can be a cost-effective method particularly for roofers working on a budget. This is because of concentrate only on prospects that are interested in your roofing services. It is a great advertising model that helps roofing contractors to promote their services or products. Retargeting helps your site to reach out to prospects who did not convert initially by telling them that your services are still worth a try!

Level up Your Roofing Re-targeting Ads with BlackStorm Roofing Marketing

Every roofer strives to win back the prospect who never converted during t their first visit. Re-targeting helps to bring back those prospects who navigated away from your site before they converted. But how can your roofing business achieve great re-targeting results without partnering with experienced roofing marketers.

At BlackStorm Roofing Marketing, we don’t promise but deliver great roof retargeting campaign results. We will give you the secrets on how your business can be ranked #1 on Google and snatch most of the leads from your competitors. If you are searching for a roofing retargeting partner, don’t hesitate to contact us for a free strategy session and quote today!

Categories
Local SEO Marketing Reputation Management Retargeting SEO

6 Marketing Mistakes Roofers Make and How to Avoid Them

Discover the Marketing Mistakes your roofing business is making and how to avoid them!

Marketing your roofing business is essential for long term success. Without an effective marketing plan, how will potential clients know about the services you offer?

Simply having a great roofing marketing plan is not enough; your strategy needs to bring desired results!

I have met countless roofing contractors who had invested thousands of dollars in marketing their trade, only to receive discouraging results. From my analysis, I found that these roofers were making the same mistakes over and over while expecting great results.

Knowing about these potential roofing marketing mistakes can assist you in building an effective strategy that will generate quality leads and outrank the competition.

Mistake #1: Your Business Lacks a High-Quality, User-Friendly Roofing Website

Today, if a customer wants more information about your business, they are likely to visit your roofing website. Your website is usually the first point of contact between your business and prospects. Potential clients are expected to visit your site first before calling you for service. So, you need to make sure your roofing website covers the following features;

  • It loads faster and thus helps customers to find the information they need promptly
  • Mobile-compatibility- Your roofing website must work seamlessly across all mobile devices

No prospect/client will ever stay in your site if it’s poorly designed, takes long to load, and is not easy to navigate. To fix this problem, you need to hire an experienced roofing marketing company to redesign your roofing website.

Mistake #2: Failure to Manage their Business Reputation

When you are just launching your roofing business, you have limited or no time to manage your online reputation.

During that time, nobody is talking about your roofing business online.

But as your business grows, more prospects/ customers will start to talk about your products or services online.

As a roofer, you need to regulate what they say or find on your website.

Customers are likely to judge your company’s performance based on the reviews they find on your site.

Unfortunately, most roofers do not respond to these online reviews, thus leaving a wrong impression on business or homeowners.

Fortunately, our team can help you stay ahead of the curve as few roofers do anything towards improving their online reputation.

Mistake #3: Hiring the Wrong SEO Company

If your roofing website is not ranking high in search engines, then you might be losing jobs and leads. SEO can either make or break your roofing business.

This is because it strives to improve your site’s rankings in the search engines.

An effective SEO strategy involves several techniques geared towards increasing your roofing sales, improving your search presence, and boosting your traffic.

SEO, no doubt, provides a great way to grow your roofing business!

However,

There are several so-called “SEO companies” out there who want to make quick money and ruin your business.

A gross mistake that most roofers make is to hire the first SEO agency that sends them a quote.

 The truth is that SEO results cannot be achieved overnight. Most of these agencies will work with more than 100+ industries with no focus on a particular niche.

To get good results, work with a reputable marketing agency that specializes in roofing SEO.

You are likely to see your rankings rise faster and sometimes at a cheaper cost compared to the conventional agency.

Blackstorm roofing marketing has helped numerous clients to get new leads, repeat clients, and referrals. Trust us to craft and implement your SEO strategy, and your roofing business will always be ahead of completion.

Mistake #4: Not Claiming Your Google My Business Listing

Google My Business is a great tool that puts your roofing business on Google maps and assists your site to rank higher in local search results. If you have not claimed your listing, it means that you are missing out on a tool that many potential clients use to find local roofers. The fact is, potential clients, contact roofing business off the Google My Business Listing. If your business is not listed in Google My Business, then you stand to lose potential leads, jobs, and referrals.

Mistake #5Ignoring Competition

 You need to keep abreast of what your competitors are doing to know which initiatives succeed or fail. Do a SWOT analysis for every significant competitor and compare that to your business to uncover new roofing marketing opportunities. It will also give you insights on how you can outrank your competitors. By paying close attention to your competitor’s marketing effort, you will know how to allocate resources to find new clients.

Mistake #6: Targeting the Wrong Audience

No matter how great your roofing website, ad campaigns, or logo are, if you are reaching the wrong audience, you will be wasting your marketing dollars. You need to spend time trying to understand the needs of your audience and how best you can solve them. By doing this, roofers will be able to make most out of their marketing efforts and attract new customers and referrals. You should hire a professional roofing retargeting agency to help you understand your audience and what you can do to solve their problems.

Mistakes Happen, but What should you do?

These marketing blunders could ruin your roofing business if not fixed or addressed promptly. Fortunately, our team can help you build a profitable business by developing a solid roofing marketing strategy, managing your online reputation, retargeting the right audience, boosting your SEO results, and designing a high-quality roofing website to generate quality leads. The good news is that you can achieve these results without breaking your bank account. Schedule a free strategy session to learn more about how we can help your roofing business today!