They have done a phenomonal job with keyword research on my competitors and helping us to target their client. After only four months we have seen noticeable increase in sales. Cheer
8/15/2019 - Google
BlackStorm is a real gem of a find. I had no idea all of the things my competitors were doing to grow and they broke it down for me and came up with a strategy for my company to grow as well. Happy customer
7/18/2019 - Google
Thanks to Blackstorm design & marketing we have got our website ranking at the top within 6 months!! We are crushing it with them. Great marketing company to partner with. Through every step they have impressed me on how professional and knowledgable they are. I suggest you partner with them.
8/09/2019 - Google
Great job at seeing what my competitors were doing. We were able to shift and grow our campaign throughout the year and saw fantastic growth!
7/19/2019 - Google
I have to say in the past I have been burned by marketing agencies and I was very skeptical in hiring another one but I knew I had to finally do something to stay in business. I found Black Storm because a friend highly recommended them so I decided to see what they could offer and to find out if they were just another scam. After working with them for 9 months I will say they have been very kind and professional in our dealings and they have actually exceeded my expectations on lead generation. I haven't experienced anything bad with them so if you're looking for a trustworthy marketing agency then I would suggest to give them a try.
Have you ever come across this cliché, “Your brand name is as excellent as your reputation”? Unfortunately, this is the sad truth. Once your roofing business gets a bad name, it can be difficult to erase that from the minds of your prospects/clients.
So if you want to understand the role of online reputation management for roofers, know that it can either break or do your business. Therefore, it is highly recommended that you manage your roofing company’s online reputation as a roofer.
What is Online Reputation Management for Roofers?
Online reputation management refers to the refinement and monitoring of your roofing company’s standing among target clients in the digital world. In internet marketing and SEO, online reputation management refers basically to Yelp, Facebook, Google My Business, and third-party directories, which prospects/clients research before deciding to hire a roofing company.
Reputation management is a continuous process and is need to build an excellent brand image. It revolves around building credibility and trust, which is essential for the growth of your roofing business. However, just like positive reviews can boost your roofing sales, negative ones can actually damage your business prospects.
Reasons Why Your Roofing Business Needs a Vibrant Online Reputation Management Strategy
Let’s face it. It can be challenging for your roofing company to acquire new customers. After all, it is not like a homeowner requires a new roof every month or even roof maintenance and repairs all that often.
Roofers are unique in how property owners require their services, which implies that when a prospect is searching for a roofing contractor online, you want your roofing website to appear on the first page of the search results.
Take online reputation as similar to word of mouth recommendations. Though personal recommendations are still valid, homeowners trust online reviews before investing their money in a roofing project. That’s where online reputation management in roofing marketing comes in.
Read on to learn the numerous advantages of ORM for roofing contractors:
Builds Credibility & Trust
The reputation of a roofing company is crucial to its survival in the market. Having the trust of property owners and managers contributes to your success. Your clients discuss your roofing business with their family and friends. When they face a problem, they will no doubt share their experience within their network. Studies show that if a business has a positive reputation, clients will rate that company credible than its rivals even when competing roofing contractors offer the same services at lower prices!
The moment prospects/clients begin doubting the credibility of your business, consider it as the beginning of your downfall. So, if you are a new roofer, it is highly recommended that you pay attention to this crucial digital marketing aspect. Nothing will be better if homeowners don’t trust you. Therefore, it is vital to manage the reputation of your roofing company online.
Improve Corporate Image
Having an excellent corporate image is a great marketing asset for your roofing business. If you warm the hearts of clients regularly, you expect them always to remember your company. Therefore, you don’t need to waste time convincing them to book your roofing services.
With a solid online image, clients will continue to support your roofing business.
Boost Rankings on Search Engines
The presence of several positive reviews will increase your roofing website traffic. In addition, the more prospects discuss your brand, the higher your site will rank for keywords related to your business.
You may invest your marketing dollars in various ways to promote your roofing company. However, online reputation management in roofing marketing will cost-effectively grow your roofing business.
Obtaining organic reviews will not cost you a dime, but it will significantly boost your revenues and ratings. All you require is hiring a reputable online reputation management agency for roofers like Blackstorm Roofing Marketing and leaving the work of managing your perception online.
Skyrocket Your Roofing Sales
What is the most important part of running your roofing company? Of course, it’s sales. Roofing sales are what will bring revenue to your business. A solid online reputation management strategy will attract more clients and improve your conversion rates. Manage your roofing company reputation to increase your sales. Remember, more sales = more profit!
Having experienced professionals is the cornerstone of a successful roofing crew. Nowadays, more than 90% of businesses use social media for recruitment. Your roofing company’s reputation matters to employees than ever before. It can have adverse effects on the quality of employees you bring on board. Statistics reveal that over 80% of job seekers were influenced by reviews when making application decisions.
Attract Potential Investors
Apart from money generated via sales, your business requires banks or valuable investors, mainly if you are a start-up. You can only get such investors if the business is profit-making. Before investing, the investors will do a serious background check on your roofing business. Positive client feedback can help you secure the much-needed funding for expansion and growth.
Major Online Review Platforms for Roofers
At Blackstorm Roofing Marketing, we do everything possible to improve your bottom line. Our goal is to generate, respond to, and monitor online reviews using our online reputation management expertise. To get reviews, we place a link on your roofing website’s footer to encourage customers to leave feedback. To monitor reviews, we allow notifications to alert when a new study is published. We generate reviews for roofers on the following online directories including but not restricted to:
Proven Online Reputation Management Tips for Roofing Contractors
Claim All Your Online Reviews
Your roofing business must claim all listings in major online directories. Claiming your roofing Google My Business listing is not enough. Besides, you want all your details to be consistent and accurate across the web; regardless of how a prospect finds your website, they will always get the correct contact details.
Ensuring that your contact details are accurate will establish trust with clients and make your online listing more legit.
Suppose a homeowner comes across your listing on a review site or directory and later calls your business only to find that your number is no longer in service. In that case, they are going to assume that you have shut the doors or they have dialed an invalid company. Either way, it does not create a good perception of your roofing business.
Another reason why consistency across listings is crucial is that search engines like Google look at the consistent information to determine whether or not your business is valid.
Suppose there are several phone numbers and addresses across Yelp, Angie’s List, and other online directories. In that case, Google will not reward your business with high rankings since it will appear less legit.
Lastly, when you claim all your roofing business listings, it gives you more control over them. Besides helping you update your contact details, it will provide you with an opportunity to optimize and edit your business description, respond to reviews, and include photos.
Monitor Online Presence of Your Roofing Business
The first step of online reputation management for roofing contractors is listening to what prospects/clients are saying about your company online. As part of the monitoring process, watch other roofers, write down their internet marketing strategies, and manage their digital reputation. Next, you can test and implement some of your competitor’s strategies in your roofing company and see what will happen over time.
Generate Great Content
A big part of ORM for roofers revolves around controlling what customers see when they find your roofing website online.
When a property owner looks for your company name, ideally, your roofing website should be the initial thing that pops up, plus the listing of online directories and social media links.
By optimizing your social media profiles, business listing, and roofing website, you can rest assured that customers will find the desired information when they research your company online.
As a roofing contractor, you have a wealth of knowledge you want to share with your customers. Your average homeowner may not understand why a metal roof is a preferable option to asphalt shingles for their roofing needs or why roof maintenance is crucial to increasing the longevity of their roofs.
This is the type of content to publish on your social media pages and roofing website.
Seek More Online Reviews
Reviews are the first things customers look at when deciding whether or not they want to book jobs with your roofing company.
Let’s face it. There are a lot of factors that property owners consider before hiring a roofing contractor. It is not like going to buy sausages or fruit salads at your nearest store.
The roof is the only thing that stands between the harsh elements and your home, and you want to hire a reputable roofer to take care of it. If your roofing business doesn’t have reviews, it will be hard to attract new customers online.
This implies that you should work hard to get more online reviews. Although you shouldn’t pay your clients to leave a good review, asking them to leave a review is generally acceptable.
Asking is a superb way of getting more reviews. While most homeowners won’t leave a review, the vast majority of them will write a review if you ask them.
Respond to Every Review
Seeking more online reviews will go a long way in enhancing your company’s reputation, but don’t relax; you need to respond to these reviews. It is crucial to respond to every review, whether negative or positive.
When you respond to negative reviews, you share your side of the story to the reviewer and anyone who may across it online. Unhappy clients will not know what happened, but sharing your side of the story will diffuse the issue. One of the best ways to respond to a bad review is to invite the reviewer to discuss the problem offline.
Ways to Manage the Online Reputation of Your Roofing Business
Your online reputation is a crucial, complex part of how clients perceive your company, and you should manage it. Based on the uniqueness of your business, here are the three approaches to online reputation management you may try:
DIY -getting, monitoring online reviews without professional assistance.
Outsourcing an online reputation management agency like Blackstorm
Lawyer up in case a competitor posts a fake review on your roofing website.
Why it’s Time to Allow Our Professionals Handle The Online Reputation of Your Roofing Business.
Over 80% of prospects trust online reviews, social media comments like they do with personal recommendations. That said, even a single star jump can bring in new clients and boost your company’s profits. What prospects/customers say online will have a significant impact on your bottom line. Your potential clients first check online reviews before hiring a roofing contractor, and that trend is likely to continue.
Our experienced professionals can help you leverage reviews to maintain a vibrant reputation and bring in new business. Our review monitoring and reputation management programs are two activities we can handle to free up your time and focus on growing your roofing company. Our experts have many years of experience doing roofing reputation management right.
Property owners are looking for your roofing business online. Take advantage of this chance to display your vibrant online presence and obtain more clients. Start your roofing business online reputation management and unlock your online potential.
Boost Your Local Presence & Get Your Roofing Company Found Online By Prospects/Clients.
In the model business landscape, your roofing company needs to have a solid online presence. Even if your business doesn’t operate online, prospects and clients want to see you there. If prospects/clients don’t find your roofing business online, you could lose a chance to expand your client base and spread the good news about your business.
Nowadays, property owners/managers search online for roofers near them, so a vibrant online web presence is crucial to outrank the competition and gain new clients. But how do you stand out from the crowd, attract more clients, and get found online?
8 Effective Ways to Create a Strong Online Presence in Your Roofing Business
1. Create a Captivating Roofing Website
A roofing website acts as a conduit between your company and prospects/clients. Without a captivating roofing website, your business will not thrive in the modern competitive industry. A great roofing website should be visually appealing, user-friendly, and well-suited to drive conversions. Hiring a qualified roofing website design agency will help you create a site that will grab the attention of your target audience.
2. Take Control of Roofing SEO
SEO is a short form for Search Engine Optimization, and it helps your roofing business rank high in the search engine results. Nowadays, when property owners want to find roofers near them, they turn to Google for help.
With algorithms changing daily, it can be difficult for your website to rank on the first page of the search engine results pages. The first step to getting found online when prospects/clients are searching for your roofing services is to launch a dedicated roofing SEO campaign.
That said, developing and implementing a successful roofing SEO strategy is not a walk in the park. But some great tips to level up your roofing SEO game include:
Focusing on the right keywords
Optimizing your web pages with custom Meta descriptions, tags, and titles.
Creating rich content for your most crucial keywords.
Ensuring your roofing website is indexed and listed in major directories like Yelp or Google My Business.
3. Leverage the Power of PPC
Pay-Per-Click advertising has opened up many opportunities in roofing marketing. It can break or make the online presence of your roofing business. That said, go into it blind, and your business will waste thousands of advertising dollars down the drain. Having an online presence is the initial step in promoting your roofing business, but using a pay-per-click strategy can grow your roofing company exponentially.
PPC campaigns bring instant results that organic rankings can no longer match. PPC ads are cheaper than conventional marketing techniques like radio ads, TV, or print media. Best of all, the clients you want to target with PPC are at an advanced stage of their buying journey, implying that they are closer to booking a job than organic prospects who are just “window shopping.”
Many things go into PPC other than running a few ads and expecting the best. But some great tips to optimize your PPC campaigns include:
Reviewing the roofing keywords you want to target
Invest in an informative, well-crafted ad copy
Optimize your landing pages
4. Be Active on Social Media
Social media is a crucial part of your web presence that improves your odds of generating extra income and building client loyalty. It helps prospects, existing clients, and other stakeholders to engage easily through a platform that plays a significant role in their daily lives.
Getting your roofing company online is the first step to creating a web presence for your prospects/clients. But simply being active on Facebook or Twitter won’t cut it. Gone are the days when hiring a summer intern to manage your social media accounts. In the modern roofing landscape, you need to create a strategy if you won’t get ahead.
Creating a clear, visually appealing, and social media advertising strategy is the best technique to align your company goals with your web presence. Several things are involved in social media advertising, including content calendars, posting times, and more. Hiring a roofing social media advertising agency will help you navigate the stormy waters of the social media world and get your roofing business on top of your audience’s feed.
5. Manage Your Online Reputation
As your roofing company grows, you will want to have customers validating that your services are exceptional and worthwhile. In the digital landscape, this implies that you collect as many reviews as possible.
Getting positive reviews on Facebook, Yelp, Google My Business, and other review websites is one of the good ways to improve your online presence. It also boosts your search rankings, Since Google includes reviews in their ranking algorithm.
Another way of boosting your online presence is to respond to all the reviews you have (whether positive or negative). The best way to obtain reviews is to request them. After completing a task, ask clients to leave a review.
6. Claim Your Listings
People no longer use Yellow Pages anymore. Instead, they turn to internet directories like HomeAdvisor, Google My Business, Angie’s List, and Facebook. Optimizing and claiming your listings on these directories can increase your chances of generating roofing leads online.
7. Invest in Great Content to Reach More People
Content is king. While you might have heard this phrase countless times, indeed, quality content is still crucial for any roofing business trying to boost its online presence.
By investing in informative, helpful content, you will automatically optimize your roofing website for search while providing value for your clients simultaneously. This cements your relationship with your clients and ultimately improves your roofing brand.
Some great tips to level up your content marketing game include the following:
Revising your on-page content and optimizing it for search and your clients.
Starting a blog with high-quality materials dedicated to the roofing niche
Produce promotional materials like videos, infographics, and eBooks that address the needs of your customers.
8. Track Your Results
One of the essential aspects of boosting your online presence is to monitor the results. After all, how do you know that you have built a great brand online if you are not evaluating all the various strategies?
Some of the great places to get in-depth results of your various digital marketing strategies to include Bing Webmaster Tools, Google Search Console, or Google Analytics. Such tools have been designed to help you get accurate, fast insights on your various digital campaigns to see what works and what doesn’t.
As a new or existing roofing contractor, you cannot afford not to be visible and active online. However, you must concentrate on building relationships with clients, driving sales, and increasing your brand awareness. At Blackstorm Roofing Marketing, we have been helping roofing businesses like yours create a vibrant online presence that lasts through our internet marketing package. Schedule a free strategy session online to learn more about our services today.
Are you getting sufficient roofing leads? Is your phone ringing as expected to book more jobs?
There are many reasons your answers may be a resounding “no.” The effect of COVID-19 has undoubtedly caused a decline in sales for roofers as property owners adjust to the new normal. As the internet becomes an essential tool in the client’s purchasing journey, roofing marketing becomes a crucial investment.
High customer involvement, lack of specialized roofing marketing agencies, poor industry reputation, and stiff competition are some of the problems facing an average roofing company today.
1. Create an Effective, Functional Roofing Website Optimized for Search and Conversions
Your roofing website is the heart of your internet marketing strategy. If you don’t have a roofing website, creating a website is one way of reaching your prospects/clients online, anywhere, anytime.
Roofing is a high-ticket item that needs a high level of client trust. Over 75% of clients judge a roofer’s credibility based on roofing website design alone. An outdated, no website or broken site can instantly vent that trust.
Make sure your roofing website looks contemporary, slick, and professional. Use educational content and interactive elements to inform browsers about your company and respond to any questions they might have.
Optimize your roofing website for conversions and SEO so it keeps sending a consistent stream of qualified leads, even when your business offices are closed.
Create a sales funnel and quality landing pages to capture roofing leads.
Property owners /managers are the potential buyers of your roofing services, so make sure they can find your roofing business in local searches online. Prospects are looking for a roofing company like yours, so you need to optimize your website to appear in front of these wallet-out potential clients.
If you want to appear in local search results related to your roofing services, begin selecting the right keywords. Keyword selection and research are crucial parts of SEO since they influence which search results show up on your roofing website. Local search marketing will keep your phone ringing and prospects visiting your project sites. List your roofing business in major online directories and create and claim your Google My Business account to get started with local roofing SEO. Contact our SEO experts if you need help establishing your local online marketing presence.
3. Run a PPC Campaign to Get Immediate Results
You should be on top of Google search results before you can start to obtain serious leads and traffic from organic searches. Getting on top of Google search results can take months or years with search engine optimization. If you don’t want to wait, you should not ignore Google Ads or Pay-Per-Click advertising.
Pay per Click advertising works by putting your ad or brand message in front of business or homeowners who are actively searching for your roofing services. PPC ads are shown because roofing businesses bid on particular keywords (for your business, it may be something like roofers in Murfreesboro, TN)
To get started with PPC, select the keywords. Like with roofing SEO, focus on long-tail keywords. This will not only drive relevant traffic but will also reduce the cost per click.
Once you have the keywords ready, you can start to bid for the ad placement. You can set the minimum or maximum amount you are willing to pay every time a prospect clicks on your ad. Your quality score and the maximum bid will determine where your ad will be placed in the search results.
However, it is more preferable to have a higher quality score as opposed to the maximum bid. This is because Google wants to offer the most relevant search results for users. That’s why roofers (regardless of their substantial marketing budgets) can’t buy their way to a good ad position.
When searching for roofing marketing ideas, you will note that PPC is one of the best ways to obtain qualified roofing leads. With PPC ads, you can reach more valuable prospects interested in your roofing services.
Factors like the quality of your landing page your roofing ad links to and the relevance of the ad to the searcher’s query will assist you in determining where your advertisement will rank.
4. Connect With Your Prospects through Social Media Advertising
Social media is one of the effective marketing and advertising methods for roofing contractors. Social media profiles like Twitter or Facebook help you to connect with your target audience directly. By leveraging social media advertising, you can create valuable content for your prospects/clients and interact with them.
To get started with social media advertising for roofing marketing, select your platforms wisely. There are various platforms that you can use, including Pinterest, LinkedIn, Twitter, Instagram, and Facebook. That said, you want to use platforms that your audience frequents most to make sure that you reach them.
Once you select your platforms, engage with prospects/clients by posting content about their favorite topics and your business activities. Publish videos and photos of your completed and current projects and other roofing news or trends that may benefit your audience.
Remember to include social media in all your marketing collaterals, such as your brochures, email signatures, and roofing website footer. Social media advertising will not produce results overnight but can boost your following and engage with clients in your local market.
5. Use Video Marketing to Showcase Your Roofing Projects and Brand
They say a picture is worth 1000 words; what about a video? It’s more powerful. Nothing strengthens the authority of your roofing website like a video. If you have a roofing website with high-quality video content, you will enjoy a higher conversion rate than rivals without video.
You can leverage the power of video marketing by creating a video of your latest project. Video marketing can help you to:
Portray your competitive differentiators
Boost online engagement
Establish your roofing brand and its personality
Create fascinating videos by showing your crew’s undertaking project or produce positive video testimonials from your customers. Remember to upload videos to Facebook and YouTube to generate leads and to enhance your brand image.
6. Solicit Genuine Online Customer Reviews
A high-ticket business like roofing relies heavily on client’s level of trust, and genuine online reviews provide one of the best ways of enhancing that trust. Research shows that more than 80% of prospects trust online reviews just like they do with personal recommendations. Plus, client reviews show on Google search results with star ratings to help your brand look more appealing than companies without.
You are going to get a mix of negative and positive reviews. Getting negative reviews isn’t the end of the road since people expect to see lousy reviews. The crucial part is that manage online reviews.
Property owners want to feel valued. If you don’t have time to manage online reviews, you can invest in online reputation management services. Such services will help you manage your reviews better so that you keep your current and past customers happy while attracting new ones.
7. Blog about the Latest Trends in Roofing
Start a blog on your roofing website and create content on the hottest trends on roofing. This will make you look well-informed and intelligent. Approach roofing websites that accept guest posts and publish posts to expand your reach and get valuable backlinks. Create and publish authoritative content on the roofing niche to become an authority in the roofing industry.
8. Nurture Roofing Leads to Convert With Email Marketing
If you are searching for roofing marketing ideas, email marketing is an excellent option for your roofing business. This strategy assists you in nurturing roofing leads, helping them to convert. To use email marketing, you must get a list of subscribers.
An effective way to do this is via your roofing website. To get client’s emails, you can offer them an exclusive template or guide. By investing in email marketing, you will get leads interested in your roofing services. It is a great roofing marketing idea that will help grow your roofing company and improve your brand awareness online.
9. Ask Roofing Material Manufacturers for Backlinks
External links from reliable domains are very crucial in boosting your search rankings. Contact roofing material producers you have previously worked with and ask them to include your name in their customer’s list. Many roofing material suppliers have pages that list roofers who use their products. This is vital for improving organic search results and online visibility.
10. Set up Call Tracking
If you are like most roofing contractors, your potential and existing clients call your office to obtain details or ask questions about roofing projects. These are your qualified leads, and you need to track them. Set up call tracking on Google Ads and analytics to stay on top of phone leads and later create nurturing those leads.
11. Use Multichannel Roofing Marketing
Any medium you utilize to market or engage with your roofing clients is known as a channel. Clients can move from one channel to the next within a blink of an eye. They might come across a post on LinkedIn, go to your roofing website to know more about you and your company, check reviews on your website, and contact your office through their mobile phone. That’s why you need to have a presence on multiple channels online.
12. Use Geofencing Advertising to Reach More Roofing Leads Online
Geofencing advertising is a great roofing marketing idea to assist your company reaches new leads.
With Geofencing, you create an invisible fence encompassing a specific area, generally surrounding a building like your business.
Once property owners enter the fence, they get a notification about your roofing company or see a Facebook ad related to your roofing business. This can prompt them to think about contacting your business.
As a roofer, you want to focus on conferences, trade shows, and other events where your leads will frequent. It is an excellent way to get attendees to get exposed to your roofing company for the first time. Geofencing presents a perfect opportunity for your roofing business to target your prospects in areas where they are likely to be thinking about your services or products.
13. Use Analytics to Measure Your Roofing Advertising Campaign Success
The best roofing marketing strategy isn’t complete without measuring or tracking the overall results. For example, how does your roofing website measure up against rivals?
While they are helpful deliverables, site traffic and rankings are not the actual measurements of your campaign success. To ensure your internet marketing and roofing website is performing optimally, track the following analytics:
Measure Advertising, Revenue, and Sales
Of course, you can’t pay your crew with rankings or web traffic, but you can with income/revenue. Revenue and sales are good indicators of your roofing marketing success since they affect the money coming into your roofing company daily.
But how do you determine your sales and revenue? Tracking the number of roofing leads you have and what their buying journey is like on your roofing website is essential. A good roofing SEO strategy will measure the qualified traffic, conversion rate and get involved in conversion rate optimization.
Besides, you also need to track the number of calls received through various online marketing initiatives like Google Ads and Facebook ads.
14. Use Retargeting Ads
Have you ever come across those ads that seem to follow you around the internet? You search for roofing contractors on Tuesday and the rest of the week, all you see are ads for roofers. This is known as ad retargeting, and it is an intelligent strategy for high-ticket jobs like roofing services.
Retargeting uses the information collected from a prospect’s previous online searching behavior to show up relevant ads. For instance, a prospect who has been researching the cost of an average roof could see your ads, although they are not actively searching for roofing services information.
You can use retargeting with Facebook ads, Google ads, and more. As potential clients see your retargeting ads over time, it creates awareness of your roofing brand. Ad retargeting is a fantastic way to grow your roofing company on a minimal budget.
Offline Roofing Marketing Ideas to Reach New Prospects
15. Make Money from Bad Weather
By focusing your roofing marketing on local and seasonal needs, you can create campaigns in response to weather profit and events from poor weather.
Based on the region of the country where your company is situated, your clients may need gutters to deal with rain barrels or downpours to conserve rainwater. Clients may be in need after a huge storm damaged many roofs in your area. These are just instances where your marketing and business activity can correspond with the weather.
PPC ads can help roofing contractors make most of the bad weather. They provide a great way to target your marketing both locally and seasonally. Since you create PPC ads faster, you can use them to take advantage of upcoming or ongoing weather. That’s something you can’t achieve with billboards, print, or other conventional marketing methods.
Is a heavy downpour forecasted for next month? Instantly put up a PPC ad for 20 or 30% off roof inspections, urging clients to prepare for the storm. Remind potential customers now it is an excellent time to begin any major roofing projects they have been postponing.
The best part is that such Google Ads helps you to choose specific locations and only display ads to prospects in those locations. This implies you won’t waste marketing dollars in locations you can’t offer services in. If you serve a more comprehensive service area, you can target various ad campaigns to multiple regions within those territories. You can even target ZIP codes within a specific city.
16. Sponsor a Local Event or Sports Team
There must be event organizers, local school clubs, and sports teams searching for sponsors in your area. Support a team and print your business logo prominently on their caps and shirts. Sponsor a local event and showcase your brand name at the event through posters, billboards, video projection, or other branding techniques.
17. Run a Direct Mail Campaign
Direct mail can get new roofing clients if done correctly. Long-form letters don’t work in an age where people seek instant gratification, but leaflets and postcards can grab the attention of potential clients. You can craft your mail to include a particular offer that helps you measure its effectiveness.
Get creative with your roofing direct mail campaign design to generate even more brand awareness, leads, and recall. Consider aligning your strategy with your professional roofing business card design as well.
18. Trade Shows to Get New Commercial Roofing Leads
Trade shows don’t just offer a chance to check the competition; you can get partnerships, new leads, and company awareness. Ensure that anybody who comes to your stand obtains a freebie they will deem valuable. Besides, you can offer educational content on home improvement and residential roof repairs. Lastly, make sure you follow up with prospects you come across.
19. Give Away Something for Free
Most property owners will be interested in doing business with roofers who offer something for free. They are likely to identify with roofing businesses that offer freebies. Based on how you decide to execute this roofing marketing strategy, it will boost your brand awareness and help you stand out.
You can offer a free deal such as a free roof estimate or roof inspection. It can also foster goodwill in your prospects and make them think of your company every time they need a roofing contractor.
20. Get Involved in the Local Community
Another inexpensive way to market your roofing services is by getting involved in your local community. You can either help fix a roof in the surrounding community. No matter the activity you decide to be involved in, make sure you use branded items like T-shirts, vehicle wraps, etc. this will go along a way to showing your community that you care while assisting you to gain exposure. You should also post community on social media profiles to reach a larger audience. The community will view you as a business that cares about them much more than revenue or profits.
Roofing Marketing Ideas- Leverage Technology
21. Automate Online Marketing
Nurturing leads can be challenging and tedious, especially if done manually. Use automation to streamline messaging and minimize your workload. Schedule social media posts, write an email sequence, Incorporate SMS into your roofing website, and combine messaging with the levels in their buying journey.
22. Nurture Customers with CRM Technology
Leads are the lifeblood of any roofing business. You should generate as many qualified leads as possible and nurture them through the conversion funnel. Using a CRM will make sure that you track all the leads and nothing falling through the cracks. There are various specialized roofing CRM software applications available in the market. Monitor them and select one that’s suitable for your business needs.
Improve Service Delivery with Emerging Technology
Mobile apps have revolutionized how people search for roofing services online. Integrated mobile solutions are available to manage all kinds of roofing projects, including estimation, design, material calculation, and project coordination and management. Roofers who evolve with technology will outrank their competitors by booking more jobs through digital client interactions.
How to Market Your Roofing Company-Wrap Up
Implementing all the roofing marketing ideas above can be a daunting task, especially if you have many things requiring your attention.
With this post, you now have helpful hints on how to market your roofing company, both online and offline.
Do you have any queries? Maybe you are not sure what keywords to use or how to optimize your Google Ad campaign.
At Blackstorm Roofing Marketing, we continually monitor SEO, PPC, social media adverts, and more. Schedule a free strategy session online with one of our Growth Coaches to create a detailed internet marketing plan to meet the specific needs of your roofing business today.
Are you frustrated because of buying roofing leads without seeing any noticeable results on your bottom line?
Are you wasting your advertising dollars on a roofing marketing company that does not produce the desired ROI?
This post will offer a step-by-step guide to create a proven digital marketing plan/strategy that will transform your business into a non-stop lead generating powerhouse if that sounds familiar.
How many times have you come across a killer roofing marketing strategy and asked yourself,
“Wow, I wish I would have tried that in my company.”
(Glossier, am staring at you)
The sad reality is, when you are marketing your company alone, it can be daunting to tell whether your roofing marketing plan is as powerful and comprehensive as it could be.
To help ease the uncertainty, we have created this post to show you how to create effective roofing marketing strategies that leave no stone unturned.
Without further ado, let’s look at the strategies our experts implement to help your roofing business get more leads, book jobs, and make more money.
Get an Optimized Conversion Website
Optimizing your roofing website to get more leads is a no-brainer. However, it is not as easy as touching your “click here” button on your roofing website’s homepage and watching the leads streaming in like a flood.
Instead, designers and marketers need to take a more tactical approach. This article will discuss effective tips that work to optimize your website to become a non-stop lead generating machine.
Without further ado, let’s unpack the five simple ways to optimize your roofing website for conversions.
Your potential clients are searching for information that is relevant and unbiased. If you can engage your leads through your content, turning them into paying clients will be a breeze.
Engagement refers to the close connection between your roofing business and its clients. And it’s what drives referrals, viral growth via social media, and improved online reputation for your business, so it’s not a small thing!
Quality content is the key to increasing engagement. Whether through email newsletters, witty social media posts or unmissable roofing blogs, the way you write your content has a huge impact on whether your leads will convert into paying clients.
Do you know the first thing that your prospects do when they wake up in the morning? They check their mobile phones ever before they hug their kids or do a morning run. Since you don’t want to lose potential clients accessing your landing page on other devices than your desktop, that’s why you should partner with our web designers to make your roofing website perform optimally on mobile devices.
Moreover, Google rewards mobile-friendly websites with higher search rankings. So, having a responsive and mobile-friendly roofing website design is crucial for search engine optimization and increasing your conversion rates.
Site speed has a direct impact on your conversion rates, particularly for mobile pages. The reason why site speed affects conversions is simple; Google rewards fast websites with higher organic rankings. A roofing website that loads short will lead to a pleasant user experience, while slow ones will give users a poor experience. If you want to skyrocket conversions in your business, make sure your site loads in less than three seconds.
If you don’t want to lose potential customers to the competition, make sure that your website looks professional. Here are some issues that may make your site appear unprofessional; low-quality content, bad design, and low mobile experience. If youneed help building a professional conversion-focused roofing website for your business, talk to our experienced designers today.
A Call to Action button is a form or link put within your website or blog content to attract prospects’ attention, turning them into leads. Well-designed CTAs should be strategically placed in your content in an eye-catching location where there is no flow disruption. It should be visually appealing and visible from a distance but not distracting users from other page elements.
As a client of Blackstorm Roofing Marketing you will get a roofing website that is custom-built for conversions;
A responsive and mobile-optimized website that performs optimally on all devices
Easy to tap CTA buttons for cell phone users
An updated roofing blog with freshly published content
Multi-step CTA’s that convince prospects to request additional information
Your roofing brand will look amazing, and prospects will want to book jobs with your company.
We have proven this over and over in our testing. And we will set up a conversion-optimized roofing website for your business in less than three weeks.
Optimize Website for Search Engines
Modern property owners are tech-savvy and will do some research first online before contacting your roofing company. They turn to search engines like Google, Yahoo, or Bing to discover roofing contractors near them. If they don’t find your website via Google search, they will book jobs with your competitors.
Website optimization is the process of using advanced roofing marketing strategies, tools, and experiments to ensure that your site shows up in the Search Engine Result Pages (SERP) when potential clients look for your services or products online. Knowing to optimize your roofing website for SEO is key to your business success.
Here are the three steps you can take to optimize your roofing website for search engines:
If you want to achieve higher organic rankings and make your business more visible, you must consistently publish quality content. It is the kind of content on your site that will keep glued there or clicking off to your competition.
Here are some key advantages of publishing rich-value content on your roofing website;
Quality content generates High Click-Through- Rate (CTR), which Google considers crucial when raking roofing websites.
Quality content produces Backlinks: Getting valuable backlinks from high authority sites shows Google that your website is trustworthy and rewards it with high organic rankings.
Valuable content helps you to include keywords: keywords help your company to compete with other roofers in the neighborhood.
Quality Content Improves User Experience: SEO involves several roofing marketing strategies like utilizing keywords, generating backlinks, and writing quality posts.
Consistent blogging will help to optimize your roofing website for search engines. This means that you write roofing blogs that utilize keywords, optimized images, internal links, and effective headlines to make your site visible to search engine crawlers. If you want to optimize your website for search engines, make your blogs easy to read and informative to attract leads that may be looking for answers to their roofing problems online.
Gain Authority over Other Mentions (aka backlinks)
Backlinks are a crucial factor in helping your site rank high in search engines. When authority sites in the roofing industry link to yours, Google interprets that as a sign of your site’s credibility. As you develop an excellent backlink profile, your webpage rankings will hit the roof.
Getting quality backlinks takes effort and time, but the results are worth it. Consider contacting your niche influencers and other blogs to get backlinks. Share your posts with them and point them to a page where you have written helpful tips.
Optimize for Local Map Listings
Your prospects use Apple or Google Maps to identify nearby local roofing companies. However, these maps are not just for visibility only, but also for positioning your brand ahead of the competition. The ultimate goal of using Google maps for marketing is not for ranking higher on searches, but to attain high placement in local business listings on the relevant search engine result pages.
Today, we will share seven super simple tips on how to optimize your local map listings.
So whether you own a local small roofing company or a large one with various locations, you will love the incredible roofing marketing strategies and level up your local roofing company.
Fill out 100% of Required Information
By filling out all the required information in your map listings, you stand a chance to appear in local searches and engage with your prospects. You should fill out the information about your business name, address, and phone number. Always remember that the simpler you make it for potential clients to contact your business directly from your map profile, the higher chance your business has to make more money.
But why fill out all the information in your map listing? Here are the top reasons:
It makes your roofing company appear more credible online
Get found in the local roofing Google search results
Convince prospects to book jobs with your company
Persuade previous customers to return
Makes your roofing marketing strategies more effective.
Google or Apple maps are inherently visual platforms that go over and above the maps themselves. Roofing company listings that have photos are more appealing than those without, which sets your company apart, but posting pictures can help optimize your map listing. Images are incredible tools for marketing your company, so be sure to leverage that in your roofing marketing strategy.
Get Online Reviews
Prospects are always comparing your business with other roofing contractors in the area, and getting more online reviews is one way of setting your brand apart. Reviews on Google maps may be the only catalyst your business needs to grow and outrank the competition.
Since Google hosts most of the reviews over the internet, such reviews can mean the real difference to your ROI. Google maps make it easier for prospects to find your roofing company. Moreover, it draws attention to bring in new leads too. You need to know how to leverage the power of online reviews.
Besides soliciting client reviews, you need to respond to them whether they are positive or negative promptly. This will help your business to win customer’s trust, resulting in booking more jobs.
If you want to rank high in your business map listing, it is essential to categorize your business correctly. For your primary category, choose the one that best represents the services you offer. By listing your services, you will be ranking for keywords that are related to your roofing company.
Embed Map on the Website
Another roofing marketing strategy to help you rank higher on Google Maps is to embed a map on your website, which most of your competitors do on their contact us page. This is just another trick of telling Google that your roofing business is situated where your listing describes. Use the same physical address as you have included in your map listing.
Google or Apple maps rank roofing companies it can trust and checking the consistency of your Name, Address, and Phone number across the web is one way of determining your trustworthiness. For instance, let’s say you have a company called “North Shore Roofing Company”. Make sure you use the exact name in your Google My Business profile without altering it like N. Shore Roofing Company. Besides, ensure you use identical words in your online properties like websites, directories like Yelp or Better Business Bureau, amongst others.
Get More Citations
In simple terms, a citation is a mention of your business info on another website. A right citation should include your address, phone number, and other details about your roofing company. Sources help to portray your company’s credibility and authenticity in a specific country, state, or city.
By getting more citations, you will be showing search engines that your business is credible and thus deserve a higher ranking on Google or Apple Maps.
Start a Search Ad Campaign
Search advertising (also known as paid search marketing) is an effective way of growing your roofing company in an increasingly competitive landscape. With lots of roofing companies eyeing the top spot on the search engine results, search ad campaigns provide a better way of promoting and growing your company online.
Search advertising is a practice where your roofing company uses paid advertisements to appear on Search Engine Result Pages. Here, you will bid on keywords that prospects may use when looking for your services or products online. These ads, generally known as Pay-Per-Click, come in several formats.
Here’s how you can set up a search ad campaign for your roofing company;
Build a Relevant Landing Page
One of the primary components of starting a search ad campaign is to have a high-quality landing page associated with your ad. Your landing page presents an opportunity to convince a roofing lead to convert, buy your services or products, download a resource or fill out a form. You require high-quality landing pages to improve conversion rates and lower conversion costs.
The essential quality of a useful landing page is relevance; just as your ad should be relevant to the keyword, your page should be relevant to your search ad. Your landing page should address the user’s search query directly for it to improve your conversion rates. Thus, it would help if you put in time and effort to optimize your landing pages.
Focus on 20% of Keywords that will Bring 80% of the Results
If you want to improve your search ad campaign conversion rate, you need to have the right roofing marketing strategy. Knowing how to target the right keywords for your search ad campaign will help you reach more interested property owners with relevant offers and content, spend less money, and waste less time. Thus, it would help if you focused on fewer keywords that have huge buyer intent and will bring more revenue to your roofing business.
As you create your roofing keyword list, don’t forget to add negative keywords. These are search terms that you don’t your ad to show up for and are crucial in any search ad campaign since they help control cost and keep your ad relevant to your prospects/clients.
At BlackStorm Roofing Marketing, we want your roofing brand to be visible prospects look from. It’s how our proven roofing strategies work.
When it comes to internet marketing, you want your roofing brand to attract a prospect’s attention. We will have you listed on Bing’s and Google Pay-Per-Click advertising platforms, in Instagram & Facebook platforms, popular blogs, and website, all over the internet.
Retargeting ads remind your website visitors of your roofing products or services after they leave your site without taking any action. Even if your roofing website is conversion-optimized, the sad reality is that only 20% of browsers will contact your business.
This implies that 80% of browsers you are spending your advertising dollars on sending to your website will not contact you. Retargeting ads are powerful conversion and branding optimization tool, but it works optimally if it is a part of your broader roofing marketing strategy.
After visiting your roofing website, prospects will be browsing social media or other websites, and see your ad. It is an effective way of bringing bounced traffic back and establishing a vibrant online presence.
We achieve this by putting Google retargeting tags and Facebook pixels on all your roofing landing pages and webpages. We can help retarget those prospects that did not convert with follow-up ads on Facebook, Bing, Google, Instagram, or influential blogs. Interested in getting started with retargeting ads, contact our experts now.
Start a Review Campaign
They say that numbers never lie. The truth is, over 90% of prospects read online reviews before visiting your roofing website. And more than 80% of your roofing leads trust reviews, just like they do with personal recommendations.
Importance of Reviews
Here are the top reasons why online reviews are super important for your roofing brand;
They act as social proof that drives conversions
Make your roofing brand more visible
Online reviews do your business to look trustworthy
Helps prospects/ clients to make a purchasing decision
Increases conversations about your roofing brand
Online reviews have a significant impact on sales.
Now that we have discussed the importance of reviews, how do you get more online reviews?
Ask with Every Job
Soliciting for online reviews should be part of your roofing marketing strategy. It would help if you had your employees ask for reviews immediately after they complete any roofing project. If they are hesitant to request such reviews, you can motivate them by offering bonuses to employees who get more reviews.
About a Week or Two After Payment
Once your crew has completed a roofing project, and the client is satisfied, you can attach a call to action on the invoice asking them to leave a review on what they liked most or displeased them during the roofing contract.
Set it on Autopilot in your CRM
Good CRM software helps your business to keep in touch with clients and forge long-term relationships. You can set your CRM software on “autopilot mode’ such that it requests reviews every time a client interacts with your roofing brand.
Reputation matters to roofing contractors online more than ever. Even though some clients will give you reviews without being requested, you often have to coax them.
When property owners search for roofing contractors online, they want to see a company that has trusted and verified reviews on websites like Facebook, Yelp, and Google, amongst others.
At Blackstorm Roofing Marketing, we will offer you the software tools to help your roofing company get more 5-star reviews than your competitors within no time.
Start an Email Marketing Campaign
Email marketing is the process of targeting your prospects/clients via email. It improves your revenue and conversion rates and thus should be included in your roofing marketing strategy. Today, the key to launching a successful email marketing campaign lies in establishing trust with contacts and building long term relationships with them.
Is email marketing important to your roofing business? Here are some reasons why many roofers still swear by it.
Lead nurturing is the process of creating vibrant relationships between your roofing brand and clients. Lead nurturing email campaigns educate prospects about your roofing products or services, thus raising your brand awareness. Such campaigns are personalized, automated, and used to take a prospect on a journey that impacts purchasing behavior.
Here are some of the reasons why you need to nurture your roofing leads;
Stay on top of the past client’s mind.
A lead nurture email reminds your previous clients about your services or products, and this may make them book more jobs with your company over time.
Convince Prospects That You Are the Right Company to do Business With
Your business can use lead nurture emails to showcase its unique selling proposition to its prospects/ clients, explain what makes your company a preferable choice over your competitors through an email.
Start a Social Media Advertising Campaign
Social media advertising can help your business to generate roofing leads through platforms like Facebook, Instagram, and YouTube.
Social media is an integral part of your roofing marketing strategy.
Having a social media strategy for your roofing marketing plan is crucial.
Here are some reasons why social media advertising is essential for your roofing business;
Facebook or Instagram Ads helps your business to get more leads to drop in your lead nurture campaign.
They generate a conversation around your roofing brand, which educates prospects and convince them to convert.
Social Media Marketing Campaigns
If you think that your roofing business doesn’t need a Facebook page, think again!
Social media is growing at an insane pace, and your business stands to lose if it does take advantage of it. It has changed how customers interact with your company and vice versa.
Here are the four benefits your business will enjoy by incorporating social media marketing campaigns in your roofing marketing strategy:
Show that the Lights are on
Social media marketing allows prospects/clients to know that your roofing company is open for business. If your roofing has an excellent presence on social media platforms, then prospects will be able to interact with it on the go while surfing the web.
When clients go researching for roofing companies, you need to look current, legit, and real
Social media marketing can help share your roofing brand’s mission or a story in a professional and timely manner. This will have a significant impact on your brand’s image. Our social media marketing services will make your roofing brand look current, real, and legit.
Keep Good Reviews
In the modern business climate, where customers look for roofing services or products online, you need to monitor what they say about your business over the internet.
Social media marketing helps your business to get positive reviews while responding to negative ones.
Respond to Inquires
Your customers expect your business to respond to their issues or challenges in a professional and timely manner. Social media marketing helps your business to engage with prospects more effectively.
Ready to start marketing your roofing business on social media? We are prepared to assist! Blackstorm Roofing Marketing social media specialists will help in all aspects of your social media marketing, from setting up an account, designing the ad, posting, tracking, and much more.
Turn visitors into leads, learn more about them, and make money for your roofing business
We have all been through it. At one time or another, you have probably asked yourself, “How can I get more qualified roofing leads for my business?” Are you still depending on referrals, hoping that existing customers will recommend your roofing services or products to their network?
Referrals alone cannot bring in more roofing leads in the modern, fast-paced digital business climate. If your roofing business does not have an online presence, you could be losing lots of prospects who market their services or products online.
Lead generation is incredibly crucial for your roofing business because it increases your brand awareness and generates interest in your services or products. If done correctly, roofing lead generation can create good relationships with qualified clients who invest in your services for a long time.
This post will discuss how to get more roofing leads (offline and online) and generate more money for your business. Without further ado, let’s dive in!
What is considered a roofing lead?
A roofing lead is any potential client who expresses interest (either by calling or emailing your business) in your services or products. Simply put, it is any property owner who contacts you with the intent of using your roofing services or products.
Without roofing leads, your company can neither survive nor thrive. Roofing leads are the lifeblood of your business, and generating them is the ultimate goal of marketing. Roofing leads are part of the broader journey that property owners go through when transitioning from a visitor to a client.
That said, not all roofing leads are created equal (nor do they have the same qualification). There are various types of roofing leads depending on what stage of buying journey they are in and their qualification level.
Roofing leads generally hear from your business after opening communication (by submitting contact details for a specific offer, subscription), instead of receiving a cold call from a roofer who purchased their contact details.
Let’s say you take an online survey on how to install a new roof. A few days later, you get an email from the roofing company that created the online survey. This process would be less intrusive than if they would have contacted you out of the blue with no knowledge of whether you care about installing a new roof (that’s why we discourage roofers from buying leads). This is what it feels like to be a roofing lead.
What is your Ideal Lead (Target Market?)
As a roofing contractor, you must know the kind of customers that you want to serve. That’s why it is highly recommended that you define your ideal customer and identify their pain points.
A. Who is your Ideal Roofing Lead?
An ideal lead is a potential client interested in your roofing services or products and fits within your defined client profile (target market). This is a property owner who sees value from booking a job with your company and can appreciate the difference that your roofing services or products offer compared to those of your competitors. Ideal roofing leads tend to value quality over quantity.
An excellent place to start identifying your ideal roofing lead is to examine your existing customers. What do they have in common? Are they in the same demographics, or what’s their difference?
Here are some factors you need to consider when identifying your ideal roofing lead:
While it’s not universally accepted, it would be right to say property owners of different age groups have varying expectations and desires. Considering this as you craft your roofing marketing strategy can be an essential tool.
Are you selling your roofing services to prospects that are in the same age bracket? Are you selling to senior citizens or millennials? Answering these questions will help you know the kind of roofing services that will most appeal to them.
Your ideal roofing leads will have different earning potential. For instance, if you want to sell your services to affluent neighborhoods, you may be forced to charge more than in a middle-income area for the same services. By understanding your target market’s income status, you will be able to create an ideal roofing lead profile that resonates with them.
Are your ideal roofing leads single, married, or divorced? Having a thorough understanding of your perfect roofing lead marital status helps your business adopt a client-centric approach to resolve challenges and provide roofing services or products customized to their needs.
Does your ideal roofing lead have kids? If yes, what kind of roofing services or products will appeal to them more than those who don’t have them? By answering this question, you will offer services or products that resonate with their immediate needs.
There are tons of other factors that you can use to profile your ideal roofing lead, including but not limited to location, level of education, gender, hobbies and interests, occupation, ethnicity, amongst others.
B. Where is your ideal roofing lead?
Once you have determined your ideal roofing lead is (and have created your ideal roofing client persona), the next challenge is figuring out how and where that lead spends most of the time online or offline.
Here are some tips you can use to know where your ideal roofing leads are:
You cannot market effectively to prospects if you don’t understand the location of people seeking your roofing services or products. Fortunately, you can use environmental, psychographics, and demographic data to flesh out your ideal roofing lead profiles. You can get some necessary preferences and information from a current city or other benefits in exchange for participating in a survey. Find out what physical locations they frequent and determine what marketing strategies will elicit a positive response.
In this digital age, it is essential to find out the platforms your ideal roofing leads use to improve your online presence. The internet has changed how roofing contractors reach clients nowadays.
Without the right online presence, your roofing business will lose more than half of its ideal roofing leads to the competition.
There are various online platforms that your ideal roofing leads can use, including Facebook, Twitter, Instagram, Yelp, Houzz, amongst others. Once you have found out what online platforms your ideal roofing leads frequent, you can optimize your company profiles to attract and engage them.
C. What Does Your Ideal Lead Need?
As a roofer, you should be intensely concerned to understand and solve the pain points of your potential clients. Having a clear sense of your ideal local roofing lead need will help you offer exceptional services and remain viable in business. Ask yourself these questions to understand the needs of your roofing leads:
What’s their problem that you can fix?
Your ideal roofing leads may have encountered various roofing problems that they want to be solved. Some of these problems include roof leaks, storm damage, poor ventilation, flashing failures, gutters ready to give out, shoddy repairs, and poor installation. As a roofer, positioning your services as the perfect solution for the problems mentioned above will help your business to get more roofing leads.
What are they looking for in a service provider?
Your ideal lead doesn’t have a professional roofing contractor on the speed dial. Thus, they do some research to avoid storm chasers who may disappear after doing a shoddy job. Here are some qualities that your ideal lead may be looking out for in a roofing contractor:
Genuinely concerned about customers
Licensing and insurance
Reliability and experience
D. Why should they choose you?
Your ideal roofing leads are like actors on a stage; the spotlight should always be concentrated on them and what they obtain. As a roofer, you should make your ideal lead/prospects feel like they are getting great value for their money. It would help if you assured them that your services would make them the envy of their neighborhood.
Thus, you must explain what makes you different from other roofing contractors in the region. Some of the things that can convince an ideal lead to hire you to include high-quality materials, always open to client’s questions, a highly-trained and qualified roofing crew, meeting or exceeding expectations, etc.
How Much is a Roofing Lead Worth?
As a roofing company owner, you already know that leads are crucial and that they need nurturing to impact your bottom line. Knowing the number of roofing leads you are getting is just the initial step; try to understand how many are converting and what level of buying journey they have been on. This post will show you how to calculate the value/worth of a lead or how to lead value impacts your roofing marketing ROI.
A. Calculate Your Client Value
Understanding your client value is the most crucial factor when searching for ways of growing your roofing business. If you want your roofing company to retain and acquire valuable clients, you must understand what client value is and how to calculate it.
Client lifetime value is a metric that shows the total income your roofing business can reasonably expect from one customer’s account. It considers a client’s revenue value and compares it to the client’s lifespan in your industry. Roofers use this metric to segment customers that are valuable to their businesses. Client value helps you measure the long-term success of your business and forecast future revenue.
Several ways to calculate your client value
1. Your bookkeeper/ accountant should be able to provide you with these figures.
As a financial adviser, your accountant has the skills to help your roofing business at various levels of its growth. Thus, he can extract some information on how much each client has brought in revenue over a specified period. Such details can assist you in calculating your ideal client value.
2. Easy Way: Take the last ten jobs and Average their Value
You can easily calculate your client value by dividing your total income over a specific period by the number of projects you have completed over that period and average their value.
3. Calculating the Client Value
To calculate client lifetime value, you need to calculate the average roofing jobs value and multiply it with the average purchase frequency rate to obtain client value.Client value = Average purchase value (APV) X Average Purchase Frequency Rate (APFR)
B. If a lead costs less to acquire than they are worth, you should have a positive ROI
Once you know the value of your roofing lead, you will make informed decisions about your marketing and sale goals.. It will help you know how many roofing leads you require every month to sustain your company and how much you should spend on marketing to achieve those leads. It also makes sure that you don’t spend more on marketing than your roofing leads are worth. For instance, if a roof lead costs less to get than its worth, your roofing company will have a positive ROI.
Now you can know how much to spend to get a new customer
By knowing your ideal roofing lead value, your business can calculate the cost of bringing a new customer on board. If you understand your client’s importance, you can determine the ROI of your business by examining how much money can be extracted from a client and the cost of removing it! Client value will help you know the cost of getting new property owners to do business with your company.
The Company that can spend the most to acquire the customer wins!
Well, a roofing business that has little or no budget to acquire new clients will find itself faced with aggressive competition. After all, it costs less to find clients, a more comfortable market to sell to. Therefore, you need to improve your customer experience by increasing your client value to outspend other roofers in the market.
C. If you have profitable lead sources, don’t stop to add another one
If you are generating roofing leads that are difficult to convert and nurture, they are not profitable. On the flip side, if you are getting leads that give your business a positive ROI, you should strive to look out for more of such leads to grow your company. It makes sense to add more positive ROI lead generation sources into your roofing sales funnel. Such references will continue to generate profit over the lifetime of those clients.
Try to add as many lead sources that provide a positive ROI as possible
As a roofer, your goal should not be to generate more leads but lead with a negative ROI. Otherwise, you could end up wasting your advertising dollars on cold leads that won’t convert in the long run. You would spend all your money and time selling your services to prospects who don’t want them. But if you have lead sources that a positive ROI, try to add them to your roofing marketing strategy to bring more valuable clients to your business.
Positive ROI Lead Sources can be likened to Fishing Poles
If you go shark fishing, you require various resources and tools like a right pole, other friends/ people to help you out, and a boat. Much like if your roofing company was to land a big client (shark) and you find a fishing pole that keeps giving you such sharks ( valuable clients), you don’t pull aside that pole to go to another pole. Besides, you will get another pole and try to bring in as many sharks as possible. Thus, if you have lead sources that bring positive ROI, try to add as many such sources as possible.
Ways to Reach Your Ideal Roofing Lead
Once you have defined your ideal roofing lead/client, you need to come up with ways of making your services or products known to them. Ask yourself, “How will property owners discover my business?” There are two principal ways of spreading the word about your services or products to your ideal roofing lead; traditional and digital marketing.
Modern customers are “self-directed buyers.” They first do extensive research online long before they opt to contact your roofing company. So, it’s probably safe to assume that today’s considerable part of your roofing marketing strategy is digital. Businesses and consumers alike are always on-the-go and online, and you want to reach them and observe their behavior where they spend most of their time.
A. Digital Marketing
But when you are growing a roofing business, it may seem as though this dynamic digital marketing landscape can become an overwhelming one. With several tasks and responsibilities required to get done, how can you create compelling digital marketing for your business? This post will discuss digital marketing strategies to improve your online presence and get more roofing leads online.
Start with a Properly Optimized roofing website.
If you want your roofing company to generate more leads in the modern marketplace, you need to have a professional website. Your roofing website is the gateway of your business that supports all your other online marketing efforts. Fortunately, you don’t need a fancy site with lots of pages to get more leads online.
Here are some crucial features that you should include in your roofing website to convert browsers into leads:
1. Mobile Friendliness: Your roofing website should run optimally on mobile devices to rank high in search engines for relevant search engine searches.
2. Webpage speed; your site should load in less than three seconds to improve user experience
3. web content that answers users’ questions
4. Search engine optimized pages implying that it’s found when clients are searching for your roofing services or products online.
5. Security with sensitive information
Besides, your roofing website should have the following information;
1. Your phone number and roofing logo should be placed at the top
2. A captivating headline that discusses the benefits of your services in one line
3. An irresistible offer: Give freebies that will make prospects attracted to your business, like a free roof inspection or estimate.
4. Trust indicators like online reviews or testimonials to persuade your leads to use your roofing services or products.
5. A clear Call to Action (CTA) directs visitors what they require to do after visiting your roofing website
6. Visually appealing images to convince prospects to give your roofing company a chance
Drive Traffic to your Website
Once you have built your roofing website, it’s time to drive more traffic (more clients) to your site. Your website needs to attract qualified visitors to grow your business.
And by qualified roofing leads/visitors, we mean business or homeowners in your local area looking for your roofing services or products. That’s why you need to have an excellent online presence.
The first place that property owners turn to when they have a problem or need is Google. If your roofing website does not show up on Google search results, you may lose a massive chunk of revenue to your competitors.
There are various ways of driving traffic to your roofing website, and in our post today, we are going to discuss some of them, including multiple ways to increase site traffic for FREE.
1. Get Found When They Are Looking
If your prospects type into a search bar the terms that describe your products or services, and your website does not appear among the top results, they will probably not find you online. Getting your roofing business found online can be an uphill assignment, but it is key to success in the modern business landscape. To help your business get found online when property owners are looking for your services or products, here are some strategies you can use:
a. Google Local Service Ads (Google Guarantee)
Google is the most trusted search engine that receives more than 5 billion searches every day. It’s a place where prospects run to get answers to their roofing needs or problems. Google local services ads is a pay-per-lead advertising platform that Google started two years ago.
Google local service ads are a surefire way to drive qualified traffic or good-fit clients to your business while searching for services or products you offer. With Google Ads, you can increase your website traffic, receive more phone calls and book more jobs.
Google local service ads help your roofing business to develop and share timely ads among your ideal roofing clients. This implies that your roofing business will get found on the Search Engine Results Page (SERP) when your ideal clients are searching for products and services like yours on Google Maps or Google Search. This way, you will get found by prospects when seeing your ad makes sense.
Note: prospects/clients will notice that local service ads show up with a green checkmark alongside the “Google Guarantee.”
Besides attracting users’ attention to a busy SERP, it helps your roofing company benefit from Google’s great endorsement. See, property owners trust Google, and its approval is backed by more than reputation. The Google guarantee safeguards unsatisfied clients for jobs booked via local service ads with a coverage cap of $2000.
b. Google Ads (PPC)
Google Ads (popularly known as Google AdWords) is an advertising model when your roofing business only pays for an ad when an online browser clicks it. This means that you don’t waste your marketing dollars on browsers who read but are not interested in your services or products. PPC (pay-per-click helps your business display ads in the Search Engine Result Pages (SERP).
In Pay-per-click advertising, ads are subjected to a bidding system, also referred to as the ad auction. At the auction, roofers bid on keywords that are relevant to their business. These are search terms they want to be displayed in their ad. Once you have the appropriate keywords, create an ad and set it up in the search engine platform.
Include the search terms you want the ad to trigger. Set the position you want your ad to appear in the search engine result pages.
Here are the top reasons your roofing company should use Google Ads to get found online:
See results quickly: your ad can be created and approved within 48 hours
Get found online; The ad will show up in the search engine results when clients are searching for your company
The cost of each click is less expensive
Outrank your competitors in the search results
Measure and track results
Budget flexibility: You choose how much you want to spend on each ad.
c. Google My Business
If you want your roofing company to be found on Google by prospects searching for your services or products, you need to have a Google My Business listing. Getting located on Google implies a lot of things for your company. It means creating a vibrant online presence, improving brand awareness, and getting more roofing leads in your business.
Your Google ranking is crucial because it shows how easily and quickly clients can find your business when seeking roofing services and how high your company features in Google’s first page rankings. If other roofers are ranking on the first page of Google and your business is on the second page, you will lose many clients to your competition.
Today, most property owners won’t consider hiring a roofer who doesn’t have a Google My Business page and reviews attached to them. To ensure that your roofing company stands a chance to get found on local search results, make sure you create and optimize your Google My Business today.
SEO is an acronym for Search Engine Optimization. If you want your roofing business to be found online (by prospects searching for roofing services or products), you need to focus more on SEO. Roofing SEO is more crucial than ever to get found online and contact businesses or homeowners to book jobs with your company. That’s because online search has become an effective way that prospects nowadays use to find local roofing businesses.SEO will help your company to rank high on search engines result in the page and bring in more roofing leads to your company. Let’s take an example of a roofing contractor in Nashville, TN; they would benefit mainly by ranking on the first page of Google for “roofer in Nashville” since the people who type that phrase are searching for roofing services in Nashville.
SEO is about improving your brand awareness for specific keywords so that property owners in your area and are searching for roofing services see your business rather than your competitors. If you want toget more free roofing leads online, you need to invest in SEO to ensure that your business gets found when prospects are looking for services over the internet.
e. Yelp & Other Powerful Directories
Yelp is a directory that can help your business generate more roofing leads through online reviews. Just like your other digital marketing efforts, online directories can boost visibility and promote your roofing website. Having your roofing business appear in such directories is essential for remaining competitive in the modern digital era.
Potential clients consult online directories for recommended roofing services or products. Give them every chance to pursue and discover your roofing business by increasing your visibility in these directories.
2. Get Found When They Are Not Looking for Roofing Services
It is easy to market your services to potential clients who are already interested. They have conducted some research and decided you are the best solution for their problems. Now all you require to do is respond to some questions, get in front of them and ensure that they choose your company over other roofers.
Unfortunately, not every browser is looking for your service or products online. Starting a relationship with a prospect that has never heard about your company or is not actively searching for roofing services or products can be daunting. Here are two strategies your company can use to get found by prospects that are not actively searching for roofing services:
a. Facebook/Instagram Ads
With over 1.5 billion active users, Facebook ads have a huge potential to generate more roofing leads for your business. The fact is your prospects no longer use Facebook for socializing anymore, but for educational and business purposes. Since roofing is a high-ticket item, as a rule of the thumb, the higher the price of an item, the more education is required to close a sale.
To succeed in Facebook/Instagram ads, try to learn your prospects’ behavior in the platform and what they want. If you’re going to generate more roofing leads online with Instagram/Facebook ads, create an irresistible offer, attract your ideal roofing leads and create a compelling Facebook Ad. Browsers may come across your ad when hanging out and book a job with your company later. If you need help to craft a unique Facebook/Instagram ad, it makes sense to partner with a reputable social media marketing agency.
Note: You need to remember that Facebook/Instagram is a place where people go to hang out; it is not a place they go to look for roofing services. But using the right social media marketing strategies, you can win over time so they can check what your roofing company offers.
b. Google Ads
Advertising your roofing business on Google is one of the best ways of reaching prospects who are not actively looking for the services or products you offer. Since Google stores data for about 40% of searches, such ads can target prospects based on their city, state, zip code, income level and educate them about your roofing services or products. You can use auto-targeting strategies on Google Ads to attract more leads that may be interested in your roofing services or products later on.
B. Traditional Marketing
Traditional marketing (also referred to as conventional marketing) is any form of marketing your roofing business that is not conducted online. This means broadcast, print, phone, direct mail, and outdoor advertising such as billboards. You may already be familiar with traditional marketing tactics used by other roofing contractors.
This post breaks down traditional roofing lead generation strategies into two;
– advertising to property owners who are already searching for your roofing services /products
– Marketing to prospects who are not interested or actively searching for your help.
Get Found When They Are Looking
1. Phone Book
Calling is one of the oldest yet the most effective way of generating more roofing leads offline. For instance, you can place your phone number on flyers, car wraps, handouts, and brochures. Despite the shift to digital communication in recent years, studies show that prospects still prefer phone calls over websites or emails when discovering local roofing companies.
Trade shows offer you a chance to spy on your competitors and create awareness, partnerships, and generate more roofing leads. Make sure that every prospect that stops at your booth gets a freebie that they will deem valuable. Perhaps, you could offer educational content on home improvement and residential roof repairs or installation.
3. Networking / Word of Mouth
When we talk about networking, we mean interacting with other roofing contractors during local meet-ups and sharing some information about your roofing company. You can also try to forge business relationships with property management firms that may need your roofing services or joining your local chamber of business.
Get Found When They Are Not Looking
1. Telemarketing (Cold Calling)
Roofers have used telemarketing to generate leads for a very long time. It is where your business calls property owners (who may not be interested in roofing services), trying to convince them to book a job with your company. Various telemarketing firms can help your business generate storm roofing leads. They can call property owners and schedule appointments for you.
2. Canvassing/Door Knocking
Canvassing is an old-school roofing marketing strategy, but it works, allowing you to add a personal touch to your lead generation. The best time to canvass is immediately after storm damage. Here are some tricks to help your business make the most of canvassing:
a. Be prepared for the worse case scenarios
b. Set clear goals; contact information, appointment, or closing the sale
c. Schedule follow-ups
Radio and Television advertisements are two of the most effective ways of generating more roofing leads offline. Multiple studies have shown that combining radio and TV advertisements can help your roofing business reach more prospects than only one medium. They help your company get found by potential customers who may not be interested or actively searching for roofing services or products
Billboard advertising involves the use of large-scale print ads to market your roofing company and generate leads offline. Billboards are strategically placed in high traffic areas, like in cities or along highways, so they are visible to the highest number of pedestrians and drivers. Since they are put on busy streets, billboards have the highest number of impressions and views than other marketing strategies. Using billboards, your business can be found by people who are not looking for your services or products but can persuade them to contact your business afterward. Thus, making them a useful tool for generating more roofing leads offline.
5. Wrapped Trucks
Research shows that over 60% of potential customers will decide whether to hire your company based on their signage’s professionalism. Your logo, branding, and branding message say a lot about your roofing business. Having unique branding on your company trucks are crucial to generating more roofing leads offline. Such trucks should be parked strategically in areas where people frequent most on weekends or holidays to attract their attention to your business.
6.Shop/ Office Sign
Professional office/shop signs are essential in making your roofing business get found, even prospects that are not searching for roofing services or products. Like a vibrant online presence, your shop/ office signs are meant to attract attention and promote your business offline. If implemented correctly, your company signs can help drive sales, reach out to people who don’t or need your services, and prevent prospects from going to the competition.
C. Other Ways of Getting Leads
Pay per lead
As a local roofing company owner, you depend on the number of roofing leads that come in to sustain and grow your business. Most local roofers don’t have substantial cash reserves, and thus, they require bringing in more new clients to develop and pay salaries. But getting more roofing leads on a weekly basis is easier said than done.
You can count on numerous methods to bring a massive chunk of qualified roofing leads; some are more effective than others. Just one of the various digital lead generation tactics that can work for your roofing company is Pay-per-lead services. Pay per Lead services are companies that help your business to generate roofing leads and only charge for every information they send you.
Here are the major PPL service companies for roofing contractors:
1. Home Advisor & Angie’s List
Angie’s List and HomeAdvisor are great roofing lead generation websites that reach millions of homeowners. They are reliable and help your roofing website to rank high on Google. For small or medium-sized roofing businesses, using such sites is an excellent way of generating more roofing leads online.
2. Private Individual Pay per Lead Services
Besides Angie’s List and HomeAdvisor, other agencies charge you for generating leads for your roofing business. Here you only pay after you have received a call or appointment for your information.
According to the Urban Dictionary, parketing is the unethical behavior of parking your car anywhere, by reusing your old parking ticket. Unfortunately, this is not the kind of marketing we want to discuss in this post.
Roofing marketing + parking = Parketing
Marketing is an effortless way of parking roofing company branded trucks at strategic or high-traffic areas. These branded trucks act as rolling billboards that can generate more roofing leads if parked at strategic points to be seen by other drivers or passing pedestrians.
How to Convert Them into Roofing Leads
We all love referrals, prospects, and repeat business. However, converting prospects into roofing leads is always a testing area for various sales processes. Sometimes, prospects are not just ready to transform into roofing leads after first interactions. Fortunately, there are several things you can do to prevent a potential client from being swayed by your competitors, as discussed below:
A. Convey Trust
As a roofing contractor, there are four things that you can do to win your client’s trust, including;
Clean, Professional Website
Your roofing website is the first point of contact between the prospect and your business. As such, it creates the first impression in your prospect’s mind. Having a well-designed, professional roofing website conveys an excellent first impression and shows your credibility to clients. This may convince them to convert from prospects into qualified leads.
There are various certification badges that you can include in your roofing website to improve visitor’s confidence. Such trust badges have Better Business Bureau ratings seal, roofing materials certifications, SSL locks, amongst others. Trust badges assure your prospects that you are reliable and can persuade them to become roofing leads.
Outstanding online reviews on trusted review websites will make prospects feel more comfortable contacting your roofing company for services. For this reason, you need to encourage happy clients to leave detailed reviews to help your business generate more roofing leads.
On your roofing website, show before-and-after photos of your completed projects. Explain the fixes you made and the purpose of those repairs. Remember that your prospect may not have prior experience in repairs and roofing, so make sure you discuss your project in an easy-to-understand and concise manner. Showcasing your past work portrays that you care and are concerned about educating them, not just booking jobs, which can convert them into roofing leads over time.
B. Offer a Solution to their Problem
Prospects have pain points that they want to be addressed or solved promptly. By positioning your services to solve their problems, you can convert them into qualified roofing leads. You can do this by discussing the benefits that they will get working with your roofing company instead of your competitors.
C. Call them into Action.
The most crucial key in converting browsers into roofing leads is to have a clear, compelling Call To Action (CTA). Potential clients are on your roofing website, checking your business information, and are searching for clues on what to do next. Please don’t leave them stranded!
Make it super simple.
Prospects don’t want to overthink, particularly when surfing the web. If your CTA is overloaded with information, it will confuse them instead of convincing them. So use fewer words that are straight to the point.
No More than One two CTA’s
In reality, if you have more than two CTA’s on your roofing website, prospects will get confused about their next course of action. It would be best if you did not overwhelm your potential clients with too many calls to action. Ideally, your website should have two significant calls to actions to perform the following functions;
One of your call to action should encourage prospects to call or contact your roofing business for a quote or more information regarding your services.
2. Book an Appointment Online
Your call to action should guide the visitors on what to do next after visiting your site. For instance, it can request them to schedule an appointment online to discuss how your roofing company can help resolve their problems. This can persuade them to convert from prospects into qualified roofing leads over time.
Nurture your Roofing Leads
Lead nurturing is the process of creating and reinforcing strong relationships with prospects to do business with them when they are ready. Nurturing your roofing leads is crucial to your company’s success since these tactics directly influence prospect’s decisions about whether or not they want to convert into paying clients.
A. Any Lead That Comes in you Need to Add Their Information to Your Email Marketing or CRM Platform.
So you can stay on top of their mind.
According to IRS sales solutions, only 2% of sales are made during the client’s first interaction. This implies that your roofing stands to lose a whopping 98% of sales leads if they fail to follow up. Adding roofing leads to your CRM or email marketing platform will help your company to do occasional follow-ups, and that will make your brand stay on top of your prospect’s mind.
Helps Your Business to Send Out Offers
Integrating your leads into your CRM or email marketing platform will make it easy for your roofing company to inform prospects about upcoming offers and what they can do to take advantage of them.
How to Convert the Roofing Leads to Sales
Finding sufficient qualified roofing leads to convert into sales to keep your team busy can be an uphill task. The sad reality is that most of your leads won’t convert into sales just because you sent them to your conversion funnel. It will typically need additional assistance to convert. Here are ten tips to help your roofing company convert leads into sales:
A. Answer/ Respond Quickly and Professionally
Answer Your Phones with a Live Person
Most of your roofing leads won’t convert because they have lots of questions that need to be addressed before closing a sale. No matter how superior you’re roofing services or products is, your prospects will only remember the kind of support they received. If you want to convert more roofing leads into a sale, always have a designated phone representative to respond to your client’s concerns. Besides having a phone rep., you need to get a reliable phone answering firm to respond to your customer’s needs during off and peak hours.
Respond to Inquiries ASAP
Roofing leads are like fresh produce and can’t wait until the next day to answer their queries. The level of interest of a roofing lead drops significantly after an hour, and he or she may have clicked off to your competitors. That’s why you need to respond to their questions promptly to win their trust and convert them into sales over time.
Instead of concentrating on your goals, listen to what your prospect says, and see if you can identify their genuine problems and pains (which your roofing services or products can solve). By understanding and showing empathy towards their problems, you can convert more roofing leads into paying customers.
B. Get Their Information
When it comes to converting roofing leads to clients, obtaining your prospect’s contact information is essential. It would help if you had a roofing lead contact database for follow-ups after the initial communication. For instance, you may need to get your prospect’s email, phone number, or physical address. Converting roofing leads into paying clients revolves around getting them to interact with your brand. Getting your prospect’s information is crucial for two reasons:
It helps your business to get in touch with them in case you get disconnected.
Having their contact details is essential for follow-ups.
C. Book the Appointment
You must answer the roofing lead’s questions, but it is also advisable that you don’t give all the information you have over the phone. Let’s face it. Think of it as a specific book; if the cover gives all the details, there is no point in reading the entire book. If you provide your roofing lead with all the details they are looking for over the phone, they won’t be interested in scheduling an appointment with you.
A great strategy of converting roofing leads into paying clients over the phone is to respond to their queries in a raw form and convince them that you would like to discuss finer details during the meeting. During the appointment, try to be as friendly and humanly as possible. This will help bring roofing leads to your office and convert them into paying customers.
D. Show up on Time
Don’t let roofing leads wait for you. When you schedule an appointment with your prospect, make sure you arrive at his home or business 30 minutes or an hour before the meeting. By doing this, you will portray your company as reliable and honest, thus making it easier for you to convert such leads to customers.
E. Look Professional
This is another strategy of converting leads to customers, which sounds obvious but very useful. Prospects want to feel comfortable working with you as their roofing expert. Remember, you have only one opportunity to make an initial impression. Therefore, make sure you a positive impression, from how you are dressed, branded your trucks to designing a roofing website; make sure you display professionalism in all aspects of your business.
F. Be an Advisor, Not a Salesman
There is no doubt that you want to convert more browsers into customers. However, you will only succeed if you are concentrating on educating the property owner and leave them to decide whether to hire you or not. During your sales appointment, discuss how your roofing processes work, what prospects can expect, and the quality of your workmanship. Avoid being a sleazy sales rep. , if you want to convince your leads to become clients, educate them!
1. Diagnose and Offer Solutions not a Sales Pitch
If you want to turn roofing leads to customers, try to understand their problems first and discuss how your services could be a potential solution. Once you have resonated with your lead problems, it will be easy to convince them to become paying clients.
2. Try and Offer Three Solutions
As a roofing expert, you should provide your lead with at least three options, namely, repair, replace, or install. If you assessed the roof’s condition and found out that it was over three decades old, then a full replacement will be necessary. But if the roof had a few leaks, you may advise your prospect to have it repaired.
G. Have Everything in Writing
Studies have shown that human beings tend to remember what they see more than what they hear. We highly recommend that you write down everything that separates your business from other roofers out there. Thus writing down your roofing processes, materials and certifications will turn prospects into customers.
H. Follow up Religiously
After you have identified your prospect’s pain points and give out an estimate, do follow ups after a few days or week to remind them of their pending project. Such reminders will show that you care and ultimately turn them into paying clients.
Once you have educated potential clients on how your services can solve their roofing problems, it’s time now to request a sale. On your roofing website, offer a call to action button like “buy now” or “add to cart” to invite roofing leads to convert. Remember, if you don’t ask for a sale, your competitors will.
J. Ask for Feedback
If you ask questions to your roofing leads, they will typically respond. Something like this, “It has been over a month since we heard from you. Have you had the chance to check the materials and make a decision? It is an excellent way to pressurize the lead while opening dialogue to help get some additional questions from your prospect.
Track Your Roofing Leads
Lead tracking is the process of categorizing and documenting potential customers based on sales representative touches and individual actions.
A. Reasons for Tracking
By why should you track your roofing leads? Here are three reasons why you need to track your roofing leads:
See how many you are converting and losing to develop an appropriate strategy to generate or retain more roofing leads
Know the cost of leads
Help to calculate the worth of each roofing lead
Identify the lead source with a positive ROI and make the most out of it by increasing your budget towards it.
B. Types of Lead Tracking
Roofing leads, prospects, and clients are essential stages in your company’s growth cycle. When you track your leads properly, business results become apparent. Besides, adequately tracked leads show how efficient your sales representatives are doing their work and how you can improve your process for better results.
Here are methods you can use to track your roofing leads:
Customer Relationship Management (CRM)
Well-configured CRM software can help your roofing sales representative to follow-up and track leads more efficiently. It will help your business to keep an eye on your leads through every stage of your sales pipeline. Your sales representative can utilize their CRM tools to track roofing leads efficiently by creating predefined steps.
Phone Call Tracking
Call tracking can help your business to understand how the leads got to know about your company, whether they got your number from a billboard, ad, or your roofing website. This kind of information can help your business determine which marketing strategies generate more conversions/sales.
Form submissions can be used to collect data from website browsers ready to be emailed or called by your sales team. Learning to track form submissions is an excellent way of quantifying the number of leads you get from a specific web page or marketing campaign.
Google Analytics can be an excellent lead tracking machine, as opposed to only counting web visitors. If your roofing website is supported with paid advertising, you should attach the value of each lead.
Wrapping it up
Once you know how to get more roofing leads, your business will grow, make more money and outshine your competitors. The more roofing leads you to have, the higher your chances of closing more sales.
With this post, you have numerous tips on generating more qualified roofing leads, both offline and online. To recap, here are some roofing lead generation strategies discussed in this post:
Start by identifying your ideal roofing lead
Calculate the value of each roofing lead
Develop strategies for reaching your leads( both offline or online)
Drive relevant traffic to your website using PPC, Google Local service ads, Online directories, SEO, and social media platforms
Use traditional marketing techniques like Billboards, TV, canvassing, Telemarketing, amongst others
Use pay per lead service companies to get more new clients online
Convert prospects into roofing leads by conveying trust, addressing their pain points, and calling them into action
Turn roofing leads into sales through educating prospects, looking professional, booking appointments, and making follow-ups.
Track your roofing leads to know which strategies are working so that you can maximize them.
Finding more roofing leads on your own can be a daunting task. As a roofer, we know that your plate is full of lots of activities needing your attention, from managing the crew to sourcing raw materials. Instead of trying to bring new customers on your own, why not let our experts facilitate roofing lead generation tasks on your behalf? With our many years of experience in appointment setting and lead generation, we have the knowledge, professionalism, and tools to offer your company a stream of qualified roofing leads.
Attract more Prospects: Get more Leads and Outrank Other Roofers online by enhancing your professional image
The roofing industry is a competitive landscape, and you have to do everything possible to stand out from other roofers in the market. Often, that boils down to the image that you portray to your clients. Every property owner loves a roofer who is easy going, trustworthy, and punctual. Your roofing company’s professional image can contain various components that form a perception of how you appear in your clients’ eyes. Professionalism is how you stick to your set values when conducting your roofing business obligations, including your honesty, ethical composition, and reliability.
Here are our research-backed tips that will improve your roofing business’s professional image to attract more prospects/ clients:
Create a Unique Logo Design and use it on all Your Promotional Materials.
Designing a unique roofing company logo and using it on your uniforms, website, social media pages can make your business appear more reputable, memorable, and professional. From your employee who responds to your prospect’s first call to a roofing technician who drives to your client’s property, first impression matters. Creating a unique roofing logo can also enhance your business’s essential initial impression with your potential clients.
If your roofing logo looks homemade, tacky, or unprofessional, you might turn potential property owners away who want a logo with a smart finish. As we have already discussed, first impressions matter a lot when searching for clients, so a professional roofing logo design will encourage potential clients to trust your business to deliver their expected services. At Blackstorm Roofing Marketing, we provide a suite of professional, image-building resources for our roofing clients, including logo design development, business cards, custom leave-behinds, and letterheads.
Maintain a Professional Appearance
As a roofer, you must put your best foot forward when you meet with your customers. Ensure that your office is tidy and clean and courteous when you arrive at your clients’ property, try to remove your shoes when entering their house, and reduce the mess from a project to a minimum.
Change into professional, clean attire if you are just from a job site, and consider putting on apparel that shows your roofing company logo and business name. At Blackstorm Roofing Marketing, we can help you design custom logos and other promotional materials for your business at competitive prices.
Build a Professional, Responsive Website for Your Roofing Business
The internet has made property owners more informed by providing information they require at their fingertips. Before hiring a roofing contractor, homeowners first research their options online. That is why it’s so essential for your business to have a professional website with your testimonials, project examples, photos, reviews from satisfied clients, and the ability to request a free quote online. It can be an uphill task to create a roofing website if you are not technology savvy. Still, the good news is that you can trust our web designers at Blackstorm Roofing Marketing to deliver a stunning, professional roofing website that will appeal to your target audience.
Establish a Strong Social Media Presence
Social media platforms are good at creating engagement, increasing brand loyalty, generating streams of qualified roofing leads, managing your roofing business reputation, creating a community, and making roofing sales.
Studies show that over 80% of Americans use social media platforms to connect and learn about various roofing businesses in their neighborhood. Therefore, it’s essential to open professional accounts in networks like Facebook, LinkedIn, or local neighborhood apps such as Next door.
Complete your profile on every social media platform with details about your roofing business (add a link to your roofing website) and upload professional photos of your previous projects.
Make a plan to add fresh content regularly to your social media profiles and manage your online reviews, which will help your roofing business appear established and build an audience that will follow or like your posts.
Here a few tips that will help your business create a vibrant social media presence:
The most effective way of grabbing your audience’s attention is with short and straightforward messing.
Be Visual! Use infographics, videos, photos, instead of plain text. For instance, based on your roofing services or products, you can create informative, valuable videos. If so, Instagram, Pinterest, and YouTube are very crucial due to their visual nature.
Create a content schedule for every social media profile: if you start, you need to concentrate on one social media platform before you think of branching out. For your business to improve its social media presence, you need to keep updating your profile with informative and engaging content.
Share with other businesses and influencers who share content from others relevant to your roofing business and social media pages.
Tag other posts and people in your content when appropriate. Involving other people in your posts is an effective way of gaining free organic traffic from your audience.
Keep the conversation going with your audience. What other people say about your roofing business boosts your credibility as much as how you respond. Furthermore, you need to position your business as a thought leader in the industry.
Be a Trusted Resource to Your Clients to Improve Your Professional Image
Part of standing out from your competitors is being a trusted resource to your clients. You can achieve this by publishing high-quality roofing blogs that answer concerns that your clients might be having. If a client asks questions about whether to repair or install a new roof, your post should give each technique’s advantages or disadvantages and give them the best solution. You can also visit your client’s property, inspect it, and give them various options that they need to consider in their roofing project. Thus, becoming an excellent resource to your customers will enhance your roofing company’s professional image.
Use High-Quality Photos to Improve Your Professional Images
If you are creating social media content, roofing websites, and other marketing materials, you will require having high-quality images. Photos that have a poor resolution or unflattering won’t just cut it. If you cannot take DIY high-quality photos, you might consider hiring a professional photographer to take pictures of your completed photos, headshot, or images of your team members. If you cannot hire a photographer, you can still consider taking after and before photos of your finished jobs. Your phone camera can go a long way in helping you have photos to promote your roofing business to potential clients.
Value Your Workers and Establish a Healthy Business Culture
With social media being an integral part of our everyday life, all your employees now play a crucial role in diminishing/enhancing your roofing company reputation. Employees can opt to grumble or rave about your roofing business online and know that it can manage your online reviews.
First, roofing companies can begin by hiring employees based on their ability and potential. This can start anywhere from the recruitment process, remuneration to workplace culture. As a roofer, you need to treat your workers ethically to improve your company’s roofing reputation, both offline and online.
Train Your Staff
As your roofing company grows, you need to train your staff to excel in the field. If you want to improve your business’s professional image, you want workers who can represent your roofing brand in the best possible way. Look into how you can give extra training and support to every worker in your roofing business. If you are the kind of a roofing contractor who is ready to offer this assistance to workers, you will succeed in creating a formidable team to put your business ahead of the competition.
Improve Your Customer Service
Customer service is a crucial ingredient for success, no matter how big your roofing business gets. You depend on your clients and their money, so don’t forget them once you have provided your services. Always strive to develop long-lasting relationships with your customers to have them coming again and again, rather than having a one-time off client who may never work with you back because you did not meet their expectations. Think about how you can enhance this service and come up with ways of bringing strayed clients back to your business through remarketing. The more incentive you provide, the better.
Show off Your Roofing Business within the industry.
Your professionalism can generally reflect how prominent or influential you are within the industry. With numerous opportunities to network and meet other roofers, you need to represent your brand and build your reputation from such interactions. From networking events to conferences, they can help to improve your professional image. Make sure that your employees can talk about your roofing business confidently during such events.
Bring Value to Your Customers
Lastly, the best way to enhance your professional image is to build a company that aims to solve problems that the prospects/ clients face. Instead of promoting a successful brand image, bringing value to customers and society can make your roofing brand to remain marketable and sustainable. That means you must understand the wants or needs and how you can provide value to them.
Let Blackstorm Roofing Marketing Improve Your Business Professional Image Online.
If you are a roofing contractor, it is crucial to consider your online reputation as part of your marketing strategy. Your online reputation matters, as well as how it is managed.
Every roofing company is primarily made up of two elements, the corporate, professional image, and the people who work hard to uphold it.
Here is how our team can help to enhance the professional image of your roofing business:
Revamp Your Roofing Website
There are various reasons why roofers want to revamp their websites. Some are more compelling than others. Believe it or not, your roofing website may be the first professional image that a potential client has. Thus, having a poorly designed website will turn prospects away fast. Fortunately, we have a digital marketing expert team who can create a roofing website that will convert prospects into high-quality leads.
Create an Active Social Media Presence
Every roofing company needs a vibrant social media presence to stand above the competition. This involves a lot more throwing a bunch of posts on Facebook, LinkedIn, or twitter. Since we know you have a lot on your plate, our team will work hard to increase your social media presence. They will help your business to interact and respond to your client’s queries online. This will build trust, and more qualified roofing leads in return.
Manage Online Reviews
As we said earlier, your online reputation can either make or break your business. This is because modern customers are accustomed to directories like Google and Yelp to learn more about roofing contractors before deciding or purchasing. At Blackstorm Roofing Marketing, we have a team of experts to monitor what clients say about your business online, thus promoting your company’s professional image.
Design Unique Logos and Other Marketing Collaterals to improve Professional Image
At Blackstorm Roofing Marketing, we have a team of experienced graphic designers. They will work around the clock to design unique roofing letterheads, banners, logos, and other marketing materials to improve your professional image, both offline or online.
TheBlackstormRoofing Marketing Difference
Unlike other digital marketing agencies that work with numerous industries out there, we have a soft spot for roofing contractors. If you are a roofer, you have found an online marketing partner to improve your professional image online and offline. Talking of a digital marketing partner, we are here to guide your business to achieve a professional digital image. It deserves to crush the competition and generate a stream of qualified leads.
Some roofing marketers will promise you more booked jobs, more traffic, and higher rankings. But we know there is no better way to measure your marketing campaigns’ success than your bottom line, which is revenue. If you want to improve the professional image of your roofing business online, kindly schedule a free strategy session with our growth specialists to get started today!
Many prospects that land in your roofing website end up abandoned, sales dropped contacts, and incomplete conversions. Facebook and Google provide remarketing tools that help your business market your services and products aggressively to attract more conversions. Once a potential client visits your roofing website, remarketing tools analyze their behavior and present ads at other moments to improve their user experience. This results in more promising leads and significant connections. This post will explain everything that roofers need to know about Google Tag Manager.
What is Google Tag Manager?
A thorough understanding of the Google Tag Manager requires some experience in coding and roofing website design. The tag manager helps to track all your roofing website performance under one dashboard.
Basic Google Tag Manager Terms that Roofers Should Know
As a roofing contractor, you need to know what is working in the digital marketing space to make an informed decision. Without further ado, let us explain a few definitions and terms that pertain to the Google Tag Manager.
Synonymous with the account structure in Google analytics, a roofer can create a GTM account to manage multiple mobile apps or roofing websites. When managing individual properties, roofers will create what is referred to as containers.
A container serves as a method of grouping tags. Using the Google tag manager interface, roofers can incorporate all the supported tags in one container.
Think of a container like a shopping basket where you throw all the items you want to purchase. Within the Google tag manager, you can find the snippets that you can apply throughout your site.
Tags have various uses, including monitoring form submissions, generating heat maps, conducting surveys, putting cookies that help in retargeting, and tracking how clients interact with your site.
Tags can also monitor particular events or actions customers take, like downloading files, adding items on their cart, or clicking on specific links.
Roofing websites often leverage multiple tags, and they normally hire developers to manage them. With Google Tag Manager, roofing business owners can disable, edit, or add tags right from the GTM interface, thus eliminating the need to hire web developers.
Triggers (aka rules) are conditions that, once met, tell your tag to fire or activate. Clients’ actions taken on your websites-commonly, referred to as events-can only be analyzed using pre-determined triggers. Common events that will cause triggers to include page views, form fills, and link clicks. Triggers within the GTM interface automate your tagging efforts, and thus roofers can spend less time adding tags to their roofing website.
After defining the kind of tags you want, you can refine your results further with filters. Categorized into “values” and “operators,” these factors are particularly tailored to the trigger.
Operators define whether a numerical event is important enough to cause a trigger; for instance, greater than ten or less than two. Operators normally specify when a tag should fire based on a certain event like time spent on a web page or number of successful clicks.
Values specify when a tag should be fired based on a satisfying condition. It may contain a particular URL or words like “thank you.”
These set conditions signify when a trigger should make a tag to fire, containing details that a trigger requires to evaluate beforehand.
Why Should Roofers Use the Google Tag Manager?
Here are the several advantages that roofing contractors can enjoy by setting up and installing Google Tag Manager in their websites:
Google Tag Manager Eliminates the Hassle of adding Tags to your Roofing website.
Before the Google Tag Manager was invented, every time a tag required is editing, adding, or deleting, a website developer had to be outsourced to hard code the roofing website. The Google Tag Manager container code can contain various analytics and marketing tags placed on your roofing website’s pages. This means that you only require a few clicks to remove, add new tags, or edit, and you can perform all these tasks in a user-friendly GTM interface. Google Tag Manager has made the process of adding tags easier since they are controlled from one place.
Google Tag Manager Reduces Reliance on Web Developers
By far, the major advantage of Google Tag Manager is that it helps roofing contractors implement tags without relying on website developers. Website developers are usually occupied with high priority projects, so they may not have all the time to help with your tagging needs. But since the Google Tag Manager helps you bypass the source code, you can quickly edit or add tags.
Google Tag Manager Makes Tracking of Your Roofing Business a Breeze
Google Tag Manager helps roofers perform the same task that took several days or weeks within minutes. It comes with various built-in functions and tags that make tracking of your roofing website a breeze.
Google Tag Manager is Pretty Easy to Use
This is one of the major perks of the Google tag manager; no prior programming experience is needed. Roofing contractors can easily add tags, make updates, deploy tags, and test every change without requiring performing complex website coding. This provides autonomy to your team and streamlines the process, thereby improving the launch times, thereby giving your IT department enough time to concentrate on crucial matters like why your roofing website is so slow.
GTM saves time
Google tag manager saves roofers time by allowing them to track the codes on their own. You don’t need to hire a marketer to send the tracking code to a developer, only to have it installed a week later since the developer was too busy with other projects. Roofers don’t have to email back-and-forth when they require tracking other events during the week. All tracking codes (also known as tags) can be deleted, edited, or added via the Google Tag platform.
It is Free!
Before we forget, Google tag manager is free and is ideal for small and medium-sized roofing businesses. However, large roofing companies can upgrade to the premium version of the Google tag manager.
Make Your Life Easier By Partnering with Blackstorm Roofing Marketing Today!
The learning curve of understanding Google Tag manager is steep; however, once you master the basics, tracking all your marketing activities becomes a breeze. Fortunately, the Blackstorm Roofing Marketing team can manage website analytics and events tracking on your behalf and deliver a simplified data analysis to see the progress you are making on your roofing business. Here are some of the common events that we will track on your roofing website;
Engagement with maps: we will monitor how often customers with a Geo-map embedded in your roofing company location.
Form Submissions: Tracking the number of clients that submit a subscription or contact form.
YouTube Views: Monitoring the number of website visitors who play the video embedded on your site.
Clicks on External links: Tracking the number of visitors who click on your social media profile or on Yelp to review your business.
At Blackstorm Roofing Marketing, we aim to provide a substantial ROI for our clients by utilizing the data provided by Google Analytics and Google Tag Manager to hone, revise, and improve your roofing website regularly.
Google Tag Manager Installation
For optimal results on your roofing business website, professional Google Tag Manager is always recommended. Blackstorm Roofing Marketing is ready to offer expert implementation, planning, and management of your GTM efforts to ensure that you get the most leads from your roofing website. However, our services don’t end here. We also provide search engine optimization, pay per click, retargeting, reputation management, and website design services to make sure that we cover a full spectrum of digital roofing marketing so that qualified leads can be generated through multiple platforms.
Social Media Tag Management
Facebook also provides a remarketing tagging option that allows roofers to remarket to prospects who have visited your roofing website, Instagram, or even Facebook page. This increases your conversion rates and increases the chances of making a roofing sale. The Blackstorm Roofing Marketing team has the know-how and experience to manage your social media remarketing and tagging campaign for increased company website traffic, advertising return, and awareness.
When you consider all the Blackstorm Roofing Marketing team’s benefits, you find a roofing marketer that can achieve as much at a competitive price.
In an industry where the competition claims the top spot, it’s challenging to differentiate and build your roofing brand. Difficult, but not usually an impossible task. With so many roofers across the U.S, you need to know what separates your business from the crowd. Competing with other roofing contractors requires a lot of persistence and hard work. Still, you also need to search for ways to outrank your competitors. Fortunately, this post will explore simple ways to make your roofing business stand out from the crowd.
1. Market Your Roofing Business Properly
Good marketing is an inexpensive and effective way to obtain clients and set your business ahead of the competition. Roofing marketing is more than standard digital marketing. It concentrates on creating a high-quality online presence to bring in new customers/ leads. Marketing through social media and roofing websites helps you to set an online presence unique from other roofers. It is an excellent opportunity to set your business from others and stand out from the rest by improving your roofing brand.
Marketing plays a significant role in bringing new business. Referrals can maintain your business, but crafting and implementing a cut-throat marketing strategy can help your roofing business stand out from the crowd. Having a roofing website is not enough anymore. You can slap the web address on your business card and other marketing materials, but what impresses prospects/ clients is how they interact with you on social media networks. Here are some tricks that will help you make most out of your social media profiles:
Post at least once a day
Respond to comments on your posts
Share crucial posts
Ask clients for recommendations.
Don’t forget to use more visual social media platforms like Instagram. Instagram is an excellent place to showcase your crew’s progress on the latest roof installation project. Showing your technicians in action portrays your team’s dedication, creating trust even before you meet the prospect/client.
2. Refresh Your Roofing Website
A good roofing website is a useful roofing lead converter and generator. If you have a roofing website but have not paid attention to it, you should take the time to revamp your website.
Your roofs work flawlessly and look spectacular, but if your roofing website appears like the web equivalent of mossy, dirty cedar shingles, you are missing out on new customers.
You want to ensure that when a prospect finds your business online, your roofing website, engenders trust that you are a reliable, reputable roofing company. If you have a static roofing website, then your business is missing significant sales and marketing opportunities every day. Here are a few strategies to look at to increase your roofing website lead conversion and capture performance:
Look at Your Keywords, Search Engine Optimization, page descriptions, and URLs
If these are non-existent, outdated, or don’t concentrate on the services you offer, you have to work harder because you are missing significant opportunities to get organic search traffic that could bring new customers.
Ensure that you have lead conversion capture points on your roofing website
Does your website have options for asking a roofing estimate or contacting your business? If not, they require to be added to the strategic places on your roofing website so that you don’t lose prospects that would instead fill out a form then call you.
Add photos of your roofing projects
You need to create a portfolio of roofing projects and a page to portray them on your roofing website. Prospects want to see your work before they decide to schedule a meeting with you.
Gather and Showcase Customer’s Testimonials
You can brag all day long that you are the best roofing contractor ever, but if no client backs up your claims, it doesn’t hold any ground. Reach out to your customers and see if they are going to give you a testimonial, then later post them on your roofing website.
Most of these changes stated above need technical assistance. Investing in revamping your roofing website is an investment that pays off in the long term. Consider performing a website audit to determine what tweaks will offer most out of your marketing dollars.
3. Create and Post Helpful Roofing Content
Just like the roofs, your website requires maintenance too. Prospects will begin researching online before contacting any roofing business. It would help if you positioned your business as an authority on all matters roofing in your area. One way to achieve this is to share and create content that helps property owners with decision-making and research.
Here is how you can accomplish this:
Write a roofing blog
Start blogging about tricks, advice, and tips affecting roofing in your local area. This does not imply that you have to blog daily, but remain consistent with your posting schedule. Over time, such blogs will drive relevant traffic for your business and establish trust with the local community.
Post on Social Media
Having a Facebook page for your roofing business does not mean much if you never take time to update it. Same case for Twitter, Instagram, Houzz, and other major platforms. In fact, having such pages and allowing them to gather dust will adversely affect your roofing business. Roofing contractors having social media posts is nowadays a rule, not an exception, particularly with younger property owners.
Launch Short-form roofing Videos
Use your phone to capture videos of ongoing tasks; create 30 seconds DIY roofing installation videos, or develop client video testimonials. Such videos will help your potential clients and generate relevant traffic and interest to your roofing website.
4. Develop Marketing Partnerships
You don’t have to market your roofing business alone. Find general contractors, roofing stores, and suppliers that will collaborate with you to sell your services. Creating a good rapport with contractors who do offer a lot of services in your area is an excellent way to generate new leads and establish a strong referral network. Identify a way to make this relationship mutually beneficial, and it will improve your roofing sales significantly.
5. Include something extra in your roofing estimate offer.
Every roofing business in your region likely offers roofing estimates. Consider what you might add to your estimate to make your business stand out from the crowd. Perhaps put it like a roofing audit instead of an evaluation. Or maybe you can collaborate with an energy-efficient company for a complete home energy usage audit, which is a component of roofing. There are endless possibilities here. Your team needs to sit and think about what your company can do differently.
6. Use Innovative Roofing Equipment
Having affordable, reliable equipment is a must if you want to operate a successful roofing business. But that’s standard knowledge.
Stand out with innovative, advanced equipment that assists your technicians to work smarter, not harder.
Providing your crew with equipment and tools that not only equips them but also helps homeowners can improve the chances of your roofing business succeed.
Set Your Roofing Business Apart From Competition Today
Should you require assistance or advice on creating your online marketing strategy or revamping your current roofing website, kindly schedule a free strategy session with our experts to know how we can make your business stand out from the crowd today!
As a roofer, you already know that roofing is a cutthroat industry. It takes a lot of time and effort to succeed in the roofing industry. There was a time in America when starting a roofing business was absolutely risk-free. The competition was sparse, towns were small, and your roofing business could be providing services within a 50-mile radius. Now, thousands of roofers are dotting the U.S landscape, thus creating stiff competition in the industry.
However, successful roofing contractors thrive in competitive environments. They view competition as an opportunity instead of an obstacle. As more roofers compete for local market share within the residential roofing segment, getting leads and nurturing client relationships is becoming more vital to remain competitive in the roofing landscape.
Without further ado, here are the proven tips that will help your roofing business rise above the competition in 2020 and beyond.
Get More Roofing Leads Offline
Despite the popularity of internet marketing today, old school methods of acquiring roofing leads are still crucial, particularly for small businesses and roofing marketing. Offline marketing utilizes various media channels outside of the internet to raise awareness of your roofing products or services. Here are the most effective offline roofing marketing strategies you can apply in your roofing business:
1. Door Knocking or Canvassing
Door knocking /canvassing is the most popular method of generating roofing leads offline. It is an effective strategy that needs discipline and focus. There is nothing that can override face to face meetings. The most common practice is to canvass the whole region after a storm has hit it. You know property owners who qualify for an insurance settlement. The only downside is that most homeowners will not do business with a roofer who knocks on their homes.
2. Direct Mail
Direct mail can still give you qualified roofing leads if done correctly. Long-form letters do not work well, but leaflets and postcards can always grab your potential clients’ attention. If you need high-quality roofing postcards for your offline advertising, get in touch with our experienced graphic designers today.
Direct mailing campaigns provides an effective way of staying away from the online noise. Since roofing is a visual industry, leaflets and postcards featuring images of your previous completed projects can be a great way of grabbing your target audience’s attention.
Leaflets can also offer excellent snapshots of your roofing services or products’ advantages compared to those provided by your competitors.
3. Trade Shows
Trade shows just don’t offer an opportunity to analyze your competitors; you can create awareness about your business, develop partnerships, and get new roofing leads. The trick is to give every prospect who visits your booth a freebie that they will consider valuable. Finally, make sure that you follow up on every prospect you meet.
4. Strategic Partnerships
There are thousands of roofers in your city that can refer you to good business. You only need to organize meetings with them and create strategic partnerships. You might also consider joining the various contractor alliance groups that are in your area. Take advantage of such opportunities to bring more new clients to your roofing company.
5. Host a Free Dinner
You can also identify some of your top commercial roofing prospects and invite them for a free dinner at a four or 5-star hotel. You can nick-name it “commercial property symposium.”
6. Local Seminars
Besides hosting a free dinner, you can organize an educational-based seminar for your client. Besides, you can also host a workshop for your business networking group. This is an excellent way of getting qualified roofing leads and positioning yourself as an expert in the roofing industry.
7. Free Roof Estimates and Inspections
Your offer can break or make your campaign. By providing free inspections and estimates, you are just opening the door for new clients. Make sure that you follow up with every new client.
8. Word of Mouth
It has long been said that word of mouth recommendations is the best form of outbound roofing marketing. This means your satisfied clients recommend your roofing services or products to their workmates, relatives, and friends. This way, you will get roofing leads without spending a dime on marketing your roofing business.
9. Outdoor Advertising
You don’t have to break your bank account on huge billboards to get your roofing company name in front of prospective leads. Professional-looking yard signs and vehicle graphics that are branded with roofing company names will help potential customers remember and think of you first when they need your roofing services.
If your roofing business does not have money to invest in billboard advertising, make sure that you keep your message simple and the artwork uncluttered. This will help the passing motorists to know what your roofing company is all about and convert to qualified roofing leads later when they require your services.
Effective Inbound Strategies to Generate Roofing Leads Online
Offline advertising still plays a vital role in doing your business in the roofing industry. However, if your company does not have an online presence, it will be hard to differentiate your roofing services or products. Your roofing business will get more traction via inbound strategies than with conventional or outbound marketing techniques. Here are some online marketing strategies that will give your business quality roofing leads if done correctly;
Get a Functional Roofing Website
Having a website is a must for any roofer who wants to get quality roofing leads online. If done correctly, your roofing website can be a lead generating machine that can turn around your business fortunes. You don’t require a fancy website with several pages to get roofing leads online. Here is a list of information that you need to include in your roofing website to convert prospects into leads:
Your phone numbers and roofing company logo at the top.
Eye-catching images: Potential customers who may require commercial roofing services will be persuaded by a relatable image that you put on your roofing website
Trust Indicators: This can include everything from industry certifications to online reviews or testimonials.
A Compelling and clear Call-to-Action (CTA): Your CTA should be assertive, prominent, and clear.
Your roofing website should load faster regardless of the device used whether on a desktop or mobile phones
Your roofing website should be optimized for search engines both for text and voice search results.
Invest in Google Ads to Get More Roofing Leads Online
Google ads work differently than other forms of roofing marketing. Whereas other marketing methods require the roofer to pay an upfront fee, irrespective of whether it works or not, roofers who use Ad words only pay a small fee when potential customers click on their ad.
This is what is known as Pay-Per-Click advertising. PPC is advantageous because it helps you target clients in a specific geographical location and demographics where your roofing services are needed most.
PPC tools make it easy to track your ad expenditure against the results you are getting. Ensure that you are giving your prospects bait like a free roof inspection or estimate to help them click on your ad.
Our tested and proven tricks and tips will help you make most out your Google Ads campaign:
Optimize Your Keywords
There could be hundreds or thousands of property owners searching for roof installation or replacement services in your neighborhood, therefore selecting the right keyword for your ad is crucial. To save your marketing dollars, make sure that you concentrate on keywords that have buying intentions behind them. Avoid using broad keywords but instead, focus on more specific keywords such as
“Commercial roofing contractors.”
“Residential roof installation.”
“Roof leak repair.”
When using online advertising, roofing contractors need to promote their services or products—grabbing your potential customer’s attention with a voice or text-based text if it might seem like an uphill task. Fortunately, there are some guidelines you can follow to make sure that your roofing ad stands out online.
For instance, make the best use of your title/headline such as “Professional Roof Installation in Tennessee” and a sub-header like “Obtain a 24-hour roofing estimate.”
In your roofing website content, briefly mention your BBB ratings and incorporate a compelling CTA “call now to obtain a no-obligation roofing estimate.”
Optimize Your Budget
Failure to set the correct marketing budget is one of the errors that most roofers commit. We highly recommend that you select the daily option, so that you don’t spend a lot of dollars within a short period.
Optimize Your Location Settings
When you post a roofing advert online, potential clients living in your neighborhood should find it. Google will determine which adverts will appear in any search or not based on the specified location settings. In other words, the location settings of an ad serve as an extension of its roofing keywords.
There are two main location settings that you can use to manage your PPC campaigns. A roofer can use keywords so that the ad will only appear when the prospect types the geographical location in his or her search. Alternatively, roofers can tweak their ads only to appear when searches are done within a specific geographic area.
Whatever the case, it is advisable to select both approaches when optimizing location settings. Let’s assume you are in Nashville, TN; you can use “Nashville Roof Replacement “or “Roofing Replacement Nashville.”
Test Your PPC campaign
Make sure that every element of your ad is working as it should. Check for errors and preview how the ad will appear in the searches. Develop up to five ad variants and test to see which one will be more catching, informative, and capable of generating more qualified roofing leads online.
Create Targeted Landing Pages to Get Roofing Leads Online
One way of getting quality roofing leads online is by creating landing pages with your potential customer. The main aim of running internet marketing campaigns is to send your prospects to your roofing website. So, consider your web visitor’s first impressions. Your ads should send potential clients to the right place to have the desired impact. Your homepage might not assist a prospect in making a decision, and the wrong page can send your chances away.
For instance, if clients click on an ad for TPO roofing, they might get annoyed if they finally land on a general roofing page. If they find information about flat roofing, they will navigate to another roofing company website. Similarly, if a customer searches for “Roofer in Memphis,” they expect to see results for roofers in Memphis, TN.
It is essential to design custom landing pages for all the clients that you target. If your roofing company serves customers all over the nation, then you need to create pages for every city that you serve. If you do different kinds of roofs, then consider creating separate landing pages for each roof.
Optimize Your Roofing Website for Search Engines to Get Quality Roofing Leads Online
You need to ensure that your roofing website is secure for search engines like Bing or Google to understand. It should be engaging, creative, and optimized to draw prospects in thus making it one of the best ways of getting free roofing leads online. Here are some factors that you need to consider when optimizing your roofing website:
Make sure that your roofing website loads in less than three seconds
Add authoritative content to your roofing website
Optimize your web pages using popular keywords related to your business
Add your site to Google My Business Listing.
Collect Online Reviews and Testimonials
With over 90% of clients reading online reviews/ testimonials, this is an integral part of the decision-making process. Clients trust what others say about far more than what you promote yourself to be. After you deliver exceptional service to happy clients, request for reviews /testimonials. It is essential to have a presence on major review sites like Yelp, Facebook Local, and Home Advisor.
Use Social Media to Get Quality Roofing Leads Online
Social media platforms like Facebook, Instagram, or LinkedIn can be powerful marketing tools that are mostly free to use. Having a vibrant presence on social media allows engaging prospects personally and giving a lot of essential tips on the challenges they face and how your company can help solve them. Here are some tricks you can use to boost your social media presence:
Answer client questions live on Facebook: A live video on Facebook can generate some interest in your prospects. Take questions from customers and offer informative, thoughtful answers.
Post-after-and-before photos: To prove that you an authority in business to your social media followers; post pictures of completed projects and quotes from your previous customers.
Create a blog and share it on your social media profiles; sharing individual blog posts is an excellent way of adding value to your followers and encouraging prospects to visit your roofing website.
While such methods may not generate roofing leads directly to your business, they play a crucial role in your marketing efforts.
Roofing Leads FAQ
Q: How do I get more roofing leads?
A: Generating more roofing leads begins with establishing an online presence with roofing website design and SEO. You need to make sure that your roofing company appears on Google’s Local Map Packs so that nearby prospects can easily find your business when they conduct a local search.
Q: How do I promote my roofing company online?
A: You can promote your roofing business online with website design, SEO, content marketing, and Google My Business. The stronger your online grows, the more likely you are going to generate quality roofing leads consistently. Your roofing website should have a compelling and clear CTA that converts visitors to leads.
Q: How can I grow my roofing business?
A: To help your roofing company grow, you need to improve your online visibility by implementing various internet marketing techniques discussed in this post.
Partner with the Blackstorm Roofing Marketing team to get Consistent Stream of Roofing Leads (Both Offline and Online)
With this guide, you have numerous tips and hints on generating roofing leads, both offline and online. As a roofer, you have many tasks requiring your attention, from managing workers to sourcing raw materials. Thus, you may not have all the time to test and implement some of the lead generation tips discussed above. So let the team at Blackstorm Roofing Marketing take that off your plate!
At BlackStorm, we provide the best internet marketing and website design services for roofing contractors who want to generate more leads and book more jobs.
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.
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.
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.
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.
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!