It’s a brave new world
Pretty much every Roofing business owner would agree… marketing and advertising have changed dramatically in the past 5 years. An attractive Roofing website alone isn’t enough – it has to be mobile-friendly, secure, and designed to be the center of your online marketing. Plus, you have to be on social – Facebook and more. You need paid search and display ads. And don’t forget about online listings and client reviews. How do you keep up? That’s a good question, but really, the more important question today is… how do you make all those parts work together?
Let’s look at one Roofing business owner’s story…
Roofing business spotlight:
John owns XYZ Roofing Company, a small Roofing business just like yours. He struggled to keep up with the changing technology. He was bringing in fewer new clients… losing out to his competition online.
See if John’s challenges sound familiar…
A Roofing Business Struggling To Keep Up With Roofing Digital Marketing
John claimed his Google listing… but he kept seeing incorrect information about his Roofing business online. He had no idea how to correct it.
John’s been told he has some bad reviews online …but he doesn’t know what to do about them – or how to get more positive reviews.
John’s Roofing website is over three years old and hasn’t been touched in at least two years. It’s not bringing in any leads and falling farther down the search results.
John’s really annoyed that his top competitor has ads online that keep popping up on all of John’s favorite websites.
John tried using paid search ads, but he burned through a month’s budget in just a few days… and it wasn’t getting him many leads!
Overall, John’s frustrated because he simply doesn’t know where or how to start to solving his Roofing Digital Marketing challenges.
John’s biggest challenge was one he hadn’t even considered… the fact that his Roofing Digital Marketing was separate, disconnected pieces. Rather than have a single, interconnected marketing solution working in sync… John had a series of disjointed components. Even if he finds a way to solve his other challenges, he’ll never maximize his results if he doesn’t get all his different marketing working together to put his brand and Roofing business message in front of his potential clients as they go through the buying journey.
Today’s consumer journey includes three very clear steps …Search, Discover and Engage.
When someone is shopping for a product or service today they go through three simple steps…
They SEARCH for information about what they need
They DISCOVER their options
They reach out and ENGAGE with the business that best meets their needs
Roofing Digital Marketing today: all the pieces
Not that long ago, a website alone was arguably all your Roofing business needed to have a “presence” online. Some basic roofing SEO could get you found in search and that was all you needed to worry about. Today, your Roofing Digital Marketing strategy has to include a plan that will keep your Roofing business in front of your clients as they move from shoppers to buyers… and that takes more than just a Roofing website.
TODAY’S CLIENT JOURNEY
As your clients search, discover and engage, their journey can include a dozen steps or more – search engines, social media pages, ads, websites, review pages and more. You might think that a “search” always starts with a search engine, like Google, Yahoo! Or Bing – but a user’s search for information could just as easily start when they click on an ad or see a post (paid or personal) on Facebook. Maybe it starts with a conversation on Messenger – you just don’t know… so you have to make sure you’re everywhere they might look.
Today’s Roofing Digital Marketing
No matter how or where your clients are searching for you, ultimately it will lead them to the heart of today’s Roofing Digital Marketing… your Roofing website.
YOUR BUSINESS ROOFING WEBSITE
In business today, you have to keep moving forward to stay ahead of your competition. Standing still is not an option. At the center of everything you do is your Roofing website. If your Roofing business is going to compete online, your website has to effectively position you as the better choice. Everything you do, online and off, leads to your Roofing website, so it has to close the deal – it has to turn visitors into clients. Just as important, your site has to keep up with ever-changing technology and evolving consumer behavior. Your competitors will be updating their sites – if you fail to keep up, you will fail to attract new clients.
Is your Roofing website keeping up with your competition?
Is your Roofing website tomorrow-proof?
Can You Answer “Yes” To These 6 Questions About Your Site?
In 2018, an estimated 60 million Americans will do a voice search – like “Siri…” “Hey, Alexa…” or “Ok, Google…” – at least once a month. Do Alexa and Google have the right info for your Roofing business? If someone asks about you, or your type of business, will they find you?
Starting in July 2018, Google began to mark unsecure sites (i.e., with http, and not https, in the URL) as “not secure”… letting everyone know your Roofing website isn’t a safe place to visit.
A lot of people think they have a mobile-friendly Roofing website if they can see a teeny-tiny version of their site on their phone. Today, your site must be truly mobile-friendly – easy to use on any device.
If it takes more than three seconds for your site to load, the average searcher will click away. 1 – 2 – 3… gone.
You have to make it easy for site visitors to contact you, in whatever way they choose – click-to-call, text or form. Give them lots of easy options to help them engage with you.
To maximize results, your site needs to be connected to everything else you do. For example, do visitors immediately see positive client reviews you’ve received elsewhere on the web? They do when you’re your site is in sync with your other digital marketing.
Today’s Roofing Digital Marketing
Your Roofing website needs to be the heart of your digital marketing, but you need a lot more than just a website to make sure your Roofing business is everywhere your clients are searching and surfing online.
Establishing a solid foundation
When someone starts searching for the product or service you provide, your Roofing website is rarely, if ever, the first thing they see. Your Roofing business appears in dozens of different places – taking control of that information is the first step to building a solid digital foundation. In particular, you need to focus on…
Too many Roofing businesses ignore all the online listings where your business information appears. Your information has to be up-to-date and accurate.
You can’t just sit back and hope happy clients will post positive reviews. You have to generate good reviews – and do what you can to flip bad ones to good.
The greatest website in the world is useless if no one ever visits it. By using search ads, display ads and social marketing, you can drive targeted, qualified visitors to your site. Then, your Roofing website can turn those interested visitors into paying clients.
To succeed online, you have to be where your clients are looking. Search and display ads put you at the top of the search results and on your clients’ top sites.
Social media is more than a great place for cat videos. The average user spends almost an hour a day on Facebook, Instagram, and Messenger. Your business has to be there – and other social media sites – with a page, ads, and posts.
EACH STEP IS A TOUCHPOINT
Choosing a Roofing marketing provider today is a journey with a lot of steps. Take a second and imagine what you do every time you need a product or service – what steps do you take to choose a marketing agency?
You need to be in front of your client every step of the way– especially when you consider that they could begin the journey at any point. You need to be everywhere and anywhere they might be looking and each touchpoint must be in sync – with a consistent brand and message, pushing them forward to becoming a client.
THE PROVEN IMPACT OF SYNC
Getting Your Marketing In Sync Drives More Leads
For too long, digital marketing has focused on individual products — a website, search, social, etc. It’s become clear that today a disconnected set of products, each from a different marketing agency, is no longer the optimal business model. Today a comprehensive Roofing Digital Marketing solution, designed to work together to deliver the business goals you want to achieve, is the way to maximize ROI. For example, as you can see below, by synchronizing your Roofing Digital Marketing you can dramatically increase the number of unique visitors to your Roofing website.
The Added Savings Of Sync
The Added Benefits Of Having A Single Marketing Partner
Because many Roofing businesses work with a number of different vendors for their Roofing Digital Marketing, they need to make multiple calls every time they need to make a change.
By working toward a single goal, you can often spend less on individual programs and still increase the response you get.
A single partner helps you avoid all the frustration of “routine” updates – whether you’re updating contact info, like business hours, or updating messaging or imagery.
Roofing business spotlight:
John… in sync
When we looked at John before, he had a series of problems and frustrations. Working with BlackStorm, a single digital marketing provider, John’s Roofing Digital Marketing is now working in sync, and all of his original challenges have been addressed.
Just look at John now…
A Roofing Business With Synchronized Digital Marketing
John’s business information is now regularly checked and updated on his Google My Business page and across the web. Plus, it’s consistent across his Roofing Digital Marketing.
John has taken control of his online client reviews – he’s taking steps to generate positive reviews and turning negative reviews into positives.
With an updated website as the central hub of his Roofing Digital Marketing, John is getting more visitors to his site – and more leads for his marketing budget.
John now has synchronized ads at the top of the search results, on Facebook, and on top sites across the web. He’s seeing better results with a tightly controlled budget.
By synchronizing his message and his Roofing Digital Marketing efforts, John’s search campaign (Pay-Per-Click) is delivering better results at a lower cost.
By working with a single marketing agency, with proven expertise and professional partnerships, John was able to turn a mass of disconnected marketing into a unified, effective solution.
Here’s a quick list of the Roofing Digital Marketing you need to connect with your clients at every step of the consumer journey – from protecting your online regulation to driving traffic to your site.
Has your website been updated in the past two years? Is your site connected to all your other marketing? Is it easy to use on all devices?
Is your online business information correct? Do your listings connect to your site and social?
Are you using search and display ads to put your business where prospects are looking for you? Do your ads have the same look and messaging as your site and social?
Do you have an active Facebook Business Page? Do you routinely add new posts? Are you using targeted Facebook ads that lead to your site?
Are you asking clients for reviews? Are you sharing positive reviews online – and taking steps to turn negative reviews into positives?
Roofing Digital Marketing Made Easy
At BlackStorm, we specialize in Roofing Digital Marketing made easy. We’re a leading marketing agency of Roofing Digital Marketing solutions, and we’ve helped hundreds of local businesses across the US. We save our clients time, frustration and money, by providing all the digital marketing they need, all designed to work together, all from a single marketing agency.