How is your current marketing strategy performing? You might not be contented with the results of your roofing advertising strategies and you are wondering how you can make improvements. Fortunately, we can help you identify the most appropriate roofing advertising ideas you can use to drive sustainable business growth. Learn more about these ideas below.
1. Use email marketing
Email marketing is one of the most effective marketing ideas that produces an ROI of $36 for every $1 spent. There are about 4 billion individuals that use email daily. You can use email marketing to reach a wider audience and boost your ROI. Email marketing is a digital marketing tactic that can help you not only attract customers, but also retain them.
While some marketers mainly focus on attracting customers and making sales, you can improve your marketing efforts by using email marketing to retain customers and encourage repeat business. This can lead to more sustainable business growth. However, you should be careful not to bombard customers with irrelevant emails that don’t add value.
Instead, you can try to make your emails more personable and engaging. When you connect with your customers on a personal level, they are likely to be interested in your offerings.
You can send promotional emails, product or service offers, or educational content. You can also follow up with your leads and customers. For instance, try to enquire about the quality of a particular service or remind your client to schedule maintenance.
To get more prospective customers to subscribe to your email list, you can provide discounts or offers to those that join your email list or subscribe to your newsletter. By sending helpful tips and information, your audience can trust you more and view you as a thought leader in your industry. You can also create deeper connections with your clients and increase customer loyalty.
2. Optimize your website for search engines
About 68% of online experiences start with a search engine. Most consumers conduct research online before making a purchase. You can use that to your advantage by getting your brand in front of potential customers who are looking for roofing services.
It all starts with good website content. you need the best roofing website content to get started with your SEO efforts. Search Engine Optimization (SEO) is an effective roofing marketing strategy that can help with lead generation, increased traffic, and higher search engine rankings. You can consider investing in an SEO strategy to help your potential customers easily find you.
You might not have the expertise required to successfully optimize your website for search engines. However, you can always outsource SEO services from reputable companies. An expert is well versed with all the SEO tactics required to effectively advertise your roofing business.
With SEO, you can advertise your business by attracting customers to your website rather than reaching out to them with offers they might not be interested in. Optimizing your website helps you attract potential customers who are actively looking for information or services. This improves your chances of acquiring more qualified leads that are likely to convert into customers.
Optimizing your website can also help you achieve sustainable growth since it is a strategy that can consistently produce results over time. When your website becomes more visible on search engines, you are likely to attract more traffic.
However, to keep your audience interested in your brand, you should consider providing valuable content that keeps them engaged. Some of the SEO aspects your expert can focus on include:
- Using relevant keywords
- Optimizing your website for mobile devices
- Improving loading speed
- Using an effective link-building structure
- Improving website design and navigation
3. Create a referral program
Other great roofing advertising ideas include referral and loyalty programs. They can produce significant results is creating a referral program. Your potential customers are likely to trust what other customers say about your business.
About 86% of customers trust referrals and are 50 times more likely to purchase a service or product when recommended by close friends. You can use this to your benefit by encouraging word-of-mouth referrals or online referrals.
However, you should also ensure that you provide high-quality roofing services that add value to your customers. When you provide quality services accompanied by great customer service, your customers might even refer you to other prospects without you asking them to.
However, you can still focus on getting as many referrals as possible by creating a referral program. You can encourage referrals by offering incentives such as discounts, coupons, etc. With referral marketing, you don’t have to spend a lot of resources since your clients do the marketing on your behalf. You can also request your clients to leave positive reviews.
Referral programs can help you attract more customers, make more sales, retain more customers, and boost business growth. Customer referrals can also boost the reputation of your brand. You can also reach a wider audience by using your customers as advocates.
4. Acquire and manage customer reviews
Customer reviews are among the most effective roofing advertising ideas that you can use to market your roofing business. Around 93% of consumers read customer reviews before purchasing a product or service. About 94% of consumers say that negative reviews deter them from engaging with a brand.
You can consider acquiring reviews to boost your reputation and encourage customers to make purchases. However, before you encourage reviews ensure that you provide top-notch services to your clients. It might be difficult for a customer to leave a positive review when they get a negative experience from your brand.
About 89% of consumers read brands’ responses to reviews. Therefore, you should also try to effectively manage and respond to your reviews whether positive or negative.
For instance, you can appreciate your customers for leaving a review and tell them that you value their feedback. In case of a negative review, you can respond professionally and apologize for the inconvenience. You can also make it up to them by rectifying the issue.
Customer reviews can also help you understand your clients better and work towards providing a better experience. For instance, a client might say that you took long to arrive for a repair or roof replacement. You can use this feedback to improve your customer service and provide more timely services.
Clients are more likely to view you as a credible and trustworthy business when you have several positive reviews. This way you can attract more customers and encourage customer loyalty. Customer reviews can also help you rank higher on search engines.
To acquire customer reviews, you can ask your customers directly to leave a review or send them an email. You can also use incentives to encourage customer reviews. Improving customer service can also help you get more positive reviews.
5. Use social media advertising
One of the roofing advertising ideas changing the world of marketing is social media advertising. Social media advertising involves paying a particular fee to get your ads displayed on social media platforms. Social media advertising is one of the best roofing marketing ideas that you can use. With about 54% of social media users researching products on social media, you can place your service in front of the right audience.
You need very good social media content to run your social media advertising campaigns. In this case, you may need to hire expert roofing social media posts agency to create graphics, offer posts, inforgraphics, ads, and general posts.
Try to research your audience and find out which social platforms they use. Some of the social media platforms you can use to advertise your business include:
Social media advertising allows you to hyper-target your ideal customers using their demographics. You can use data such as gender, age, location, behavior, and others to create ads that can perk the interest of your target audience.
Reach a wider audience by using different platforms to advertise your roofing business. You can increase brand awareness and build your brand’s reputation when you have access to a wider audience.
Through social media ads, you can directly interact and connect with your target customers on a more personal level. You can create lasting customer relationships by engaging them in the comment section and answering any questions they might have about your brand or services.
Social media ads help you create a positive customer experience by providing what they value. You can get insights into what your customers are interested in, their motivations, buying habits, and more. When you provide value, you are likely to attract more loyal customers and increase brand growth.
You can use photo ads, video ads, stories ads, slideshow ads, and more depending on your marketing needs and your customers’ preferences. Try to ensure your ads are optimized for mobile phones to maximize your audience reach.
6. Start a Pay Per Click (PPC) advertising campaign
PPC and CPC are effective roofing marketing ideas for your business. A Pay Per Click (PPC) advertising campaign involves using paid ads to rank higher on search engines and increase traffic to your website. In PPC advertising, you are required to pay a fee every time a user clicks on one of your ads.
Pay Per Click advertising is an effective digital marketing strategy that you can use to increase brand awareness and lead generation. Pay Per Click advertising increases brand awareness by around 80% and about 65% of consumers click on ads before making purchases.
You can use PPC advertising to produce quicker results by increasing click-through rate and conversion rate. About 50% of consumers who click on PPC ads are more likely to convert into customers. PPC ads performance is also easy to track and measure. You can use Google Analytics to track metrics such as conversion rate, traffic, click-through rate, and more.
A PPC advertising campaign is easy to set up and manage compared to other marketing methods like Search Engine Optimization which takes time to plan and implement. With PPC advertising, you can get results quickly. However, you also need to be consistent to keep getting results.
Pay Per Click advertising helps you advertise your brand to customers who are specifically searching for related products or services. For instance, you can target a user looking for “roof replacement services” with your PPC ads. Pay Per Click advertising can help you increase sales, and improve your ROI.
You can use PPC advertising in conjunction with other marketing strategies like content marketing to improve customer experience. For instance, you can use Pay Per Click advertising to drive more traffic to your website and use content to engage your potential customers. You can also use PPC data to improve other marketing strategies like SEO.
You can outsource a PPC expert to handle your PPC campaign. They can bid on the most relevant keywords to increase your ranking. An expert also knows how to create eye-catching ads that can attract more potential customers to your website. They can also ensure your landing page contains relevant information and a compelling call to action that guides your customers to the next step.
7. List your business on local directories
Listing your business in local directories is among the most effective roofing advertising ideas that you can use to market your roofing business. Business directories make it easy for your potential clients to find you.
About 86% of consumers search for business locations on Google Maps. Therefore, listing your business and updating your information can help you get discovered by customers online.
Around 46% of online searches have local intent. You can use local directories to attract your local customers. Google My Business (GMB) is a free listing that you can use to generate more viable leads, build your reputation locally, and more. Below are some of the important elements you should include in your Google My Business listing.
- Add your business name
- Select the right business category
- Add a business description
- Select a location or service area
- Include your operating hours
- Update your Name, Address, and Phone Number (NAP) details and ensure they are consistent
- Use the relevant keywords
- Add photos
- Acquire and respond to customer reviews
- Use the messaging feature to interact with clients
- List your roofing services
Local directories help you target local customers who are most likely to invest in your roofing services. When you properly optimize your Google My Business listing, your business can appear among the most relevant local roofing businesses on Google.
Your business might even be featured on Google’s 3 pack which includes the top three most relevant results for a local search. Getting featured on the 3 pack can help you increase traffic, make more sales and promote sustainable growth.
With local directories, you can hyper-target your ideal customers by providing solutions at the exact moment your customers are looking for them. For instance, a client looking for “roofing services near me” can discover your business through local business listings and invest in your solutions. Below are some online directories you can consider.
- Better Business Bureau
8. Invest in content marketing
One of the most effective roofing advertising ideas is search engine marketing (SEM). Content marketing, when properly planned and executed is an effective digital marketing strategy that involves creating relevant, valuable, engaging, and interesting content to attract potential customers to your brand. Content marketing focuses on getting your target audience interested in what you have to offer and retaining them to foster sustainable business growth.
This marketing strategy involves creating content and distributing it on the right platforms. Below are some types of content you can use to advertise your roofing business.
- Blog posts
- Case studies
Content marketing can help you increase brand awareness by attracting potential customers with the right content. When you create high-quality content, more prospects are likely to engage with it and recognize your brand.
You can try to research your audience to determine what type of content they like, where they like spending their time, their challenges, and more. Understanding your audience helps you discover the type of content they are likely to prefer and the channels you can use to access them.
However, you should consider optimizing your content for search engines to help your audience easily find your content. An SEO expert can effectively optimize your roofing blog, videos, case studies, and more to increase visibility.
Content marketing also helps you rank higher on search engines and establish thought leadership. For instance, you can select authoritative topics for your roofing blog or videos to showcase expertise in your industry. Doing this can help you build trust in your prospective customers and encourage customer loyalty.
Quality roofing content can boost lead generation and increase conversions. You might not have sufficient expertise to implement an effective content marketing strategy but you can always hire an expert.
A content marketing expert knows how to create roofing content that aligns with your customers’ needs. They can create content that engages your potential customers throughout their purchase journey.
For instance, an expert can select educational topics for your roofing blog or vlog to address customers in the awareness stage. They can then use videos or blog posts at the consideration stage to show how your roofing services can be the ideal solution to your customers’ problems.
Your expert can use customer reviews and testimonials at the decision stage and follow-up emails for the loyalty and advocacy stage.
Consistently providing your audience with high-quality roofing content can help grow your business in the long run. Try to ensure you provide original and unique content to stay ahead of your competitors.
You can distribute your content on several platforms depending on your budget and advertising needs. Try to select channels through which you can access your target audience. Some of these channels include:
9. Send direct mail
Other effective roofing advertising ideas include direct advertising and promotion efforts. Direct mail is an effective tool that you can use to market your roofing business. It is still an effective roofing marketing strategy that provides an ROI of about 29%. Direct mail marketing is an offline marketing method that involves promoting your business by sending direct mail to your potential clients.
You can send postcards, letters, catalogs, flyers, coupons, free samples, and others to your potential customers through direct mail. Direct mail advertising allows you to target a specific group of consumers who are likely to invest in your services.
For instance, you can target a particular residential neighborhood by using customer data such as demographics, behavior, and psychographics.
Other effective roofing advertising ideas include personalization, targeting and use of client data. Customer data can help you personalize your direct mail messaging and create connections with potential clients. You can combine direct mail marketing with other marketing strategies to reach a wider audience. Through direct mail, you can reach out to potential customers that are not active online.
Direct mail is also a great way to appeal to the emotions of your target audience and create personal connections. Most marketers mainly focus on digital marketing which makes direct mail marketing less competitive. You can use that to your benefit to reach out to your ideal customers. Sending direct mail also helps you establish credibility and trust.
Some consumers might be wary of online marketing methods due to scammers who use these channels to exploit customers. However, direct mail can help you gain the trust of your potential clients and encourage loyalty.
You can try to be creative when sending direct mail. Try to use attractive colors to grab the attention of your potential clients. Include your contact information and compelling Calls To Action (CTAs) to drive profitable action. For instance, you can include CTAs like “call us today” or “get your roof inspection today”. You can also add your business name and logo to help your customers identify with your brand.
10. Brand your vehicles and apparel
Branding is one of the most effective roofing marketing ideas that you can utilize to foster sustainable growth. It takes less than 5 seconds for potential customers to form a perception of your brand. Through branding, you can create an authentic and unique business image that sets you apart from your competitors.
Consider branding your service vehicles and work apparel to advertise your roofing business and increase brand awareness. For instance, when you park your service vehicle in a particular neighborhood when delivering a service, more potential customers are likely to notice your vehicle.
Branding your vehicle helps you reach a wider target audience offline. Branding also helps you build trust, credibility, and showcase professionalism. For instance, potential customers are more likely to trust your business when you show up with professional branded attires and vehicles. You can also increase customer loyalty through consistent branding.
Using unique colors can increase brand recognition by about 80%. Colors can arouse particular emotions and using the right blend of colors can perk the interest of your potential customers. You can hire a professional to brand your vehicles and work apparel for you. They can use attractive colors and images to draw the attention of your prospective customers
Try to include your business logo to distinguish yourself from other brands. Your logo can also enhance memorability and communicate your brand’s values. If you have a physical address, you can also include it to help your potential customers find you easily.
Roofing marketing is crucial to achieving business growth. You might have the right advertising channels but without the right strategy, you might not get positive results. We recommend applying roofing advertising ideas like content marketing, PPC advertising, email marketing, and more to grow your business. If you require more information, contact us today to get the conversation started.