Marketing your roofing business can be challenging or rewarding depending on the marketing practices you use. The best roofing marketing practices can lead to the success of your marketing strategy. On the other hand, when poorly planned and implemented, your marketing campaign can be negatively affected and yield inferior results. Read on to find out more about roofing marketing practices.
What is roofing marketing?
Roofing marketing involves promoting your roofing services to potential clients through various means to raise awareness and get them interested in what you have to offer. You can use several means and channels to promote your roofing company. Such methods include traditional and digital marketing channels.
Traditional marketing entails marketing your roofing company through offline means such as sending direct mail, canvassing, handing out flyers, and more. Digital marketing involves using online channels such as email marketing, search engine marketing, and others to promote your roofing services.
What does roofing marketing entail?
Roofing marketing is broad and it involves more than just using digital or traditional marketing channels to advertise your business. For your marketing to be successful, you should try to carefully plan and execute a well-laid-out marketing strategy.
You can hire a roofing marketing agency to help you plan and implement an effective marketing strategy that can help you achieve your objectives and grow your business. They can conduct research and use the most suitable channels for marketing a roofing company.
What makes a marketing campaign good?
Several factors can lead to a successful roofing marketing campaign. Below are some of these elements.
Clear marketing goals
Marketing a roofing company requires clearly defined marketing goals. Try to identify the goals you want to achieve with your marketing campaign. You might want to target new customers, re-target existing ones, increase leads, sales, profits, and more.
Setting goals can make it easier to kick-start your marketing campaign. You can also try to come up with a timeline for reaching these goals. For instance, you can set a monthly or annual target depending on your business objectives.
Consider setting business goals that are measurable and realistic. Measurable goals can help you monitor and track the success of your marketing campaign.
Setting a clearly defined marketing budget can help you seamlessly execute your marketing campaign. You should evaluate your budget and determine the amount you are willing to set aside for your marketing campaign.
This budget might vary depending on your marketing goals, the size of your business, and more. Regardless of the amount, you should have a clear idea of what you are working with.
Defining your budget can help you decide on the type of marketing channels to use. For instance, if your budget is tight, you might only be in a position to use limited marketing channels. However, if you have a higher budget, you can use several marketing strategies.
Clearly defined target audience
Identifying your target audience can help you position your marketing efforts better. You can try to find out who you are targeting with your roofing services. Who can benefit from your services? Discover where you can find them and determine whether they are willing to pay for your services.
For instance, you can target homeowners, property developers, construction contractors, and others. When you conduct proper research on your target audience, you are likely to market your roofing company more effectively and to the right audience.
Customer needs recognition
When you focus your marketing solely on selling your services, you might not be successful. You should try to understand your customers. Put yourself in their shoes and try to find out what they care about. Try to understand their needs and wants. Find out what they are currently lacking and focus your marketing efforts on that.
Identifying your customers’ pain points can help you deliver valuable content and services. For instance, if your customers are complaining about customer support, you can use great customer support as a marketing strategy to win your clients over. You might also get an upper hand against your competitors.
Before implementing your marketing campaign, try to discover what your competitors are doing. You can hire one of the reliable roofing marketing companies to help you conduct comprehensive competitor research. They can gain insights into the type of marketing strategies they are using and how they are using them to grow their businesses.
Your marketing expert can look into their branding, SEO, or advertising to get a glimpse of their marketing efforts. You can then use these insights to come up with better marketing solutions. Try to focus more on what they are missing and utilize the opportunity to provide the missing aspects to your target audience.
Unique selling proposition
If a customer asked you what unique value they can get from your brand, would you have a valid answer? If not, you should try to come up with a unique selling proposition that sets you apart from other roofing companies.
You can use your customers’ pain points to create a unique solution to their problems that no one else can provide. For instance, you can try to focus on unique roofing materials that can add extra value to your customers. A unique selling proposition can help customers gain confidence and trust in your brand.
Ideal marketing channels
There are several marketing channels that you can use to market your roofing business. However, not all channels can be effective for your business. You might end up using ineffective channels, or too many channels that don’t bear results. A roofing marketing expert can help you identify the most suitable marketing channels that can make your marketing campaign a success.
For instance, an expert might use Facebook and YouTube to market your content. They could also use email marketing, or SEO depending on your marketing goals. Your budget can also determine the number of marketing channels that you can utilize. Your expert can help you select the most ideal channels for your budget.
Even though your goal is to promote your roofing services, you should consider creating content that adds value to your customers. At the end of the day, clients might associate more with a brand that aligns with their needs and provides value.
You can deduce the type of content your potential customers might be interested in from their needs, and pain points. However, it might be difficult to create this type of content on your own. An expert can help you create and distribute useful content to your target audience.
For instance, they can create high-quality blog posts, videos, and podcasts that resonate with your customers’ needs. Your marketing expert can find out what your customers mostly search for on online platforms and use that to provide useful information.
Long-term marketing goals
For your marketing campaign to be successful, it should have the capacity to produce sustainable results. You can try to focus on creating a marketing strategy that can produce high-quality results in the long run. This way, you can avoid repeatedly investing in short-term marketing strategies that yield quick results.
For instance, a marketing strategy like search engine optimization (SEO) might take time to yield results, it could be a worthwhile investment in the future. On the contrary, PPC advertising, or door-to-door marketing might not produce long-term results. However, you can still use the strategies to complement your SEO strategy for short-term results.
Positive customer experience
What kind of experience do your customers get after interacting with your brand? Is it one that motivates them to invest more in the future? Your marketing should not just be focused on selling your services but also on creating a positive customer experience.
When your marketing campaign focuses on creating a good customer experience, you might see more positive results in the long run. Great customer service can encourage customer retention which could lead to more business growth.
Contented customers are also more likely to refer your brand to more potential customers which might lead to a successful marketing campaign.
Clear calls to action
Marketing campaigns for roofing companies include clear and concise CTAs can lead to marketing success. CTAs can nudge customers to take action that can positively impact your roofing business. However, you should be careful not to include too many CTAs to avoid confusing the customer. For instance, you can include CTAs in your blogs, videos, or social media posts.
You can try to include CTAs in strategic positions that guide your customers throughout their buying journey. For example, you can include CTAs in your service pages or at the end of your roofing articles
What can make roofing marketing campaigns bad?
Marketing campaigns for roofing companies might not always turn out as planned. Below are some reasons that make roofing marketing campaigns ineffective.
Unrealistic goals and expectations
Setting unrealistic goals could lead to the failure of your roofing marketing campaign. Your goals might be too small to show any results. Similarly, setting too many goals without a well-planned and executed marketing strategy can lead to failure.
For instance, you might not achieve too many goals with a small marketing budget and should try to focus on realistic and attainable goals.
Expecting quick results from your marketing strategy might lead to marketing campaign failure. For instance, using Black Hat SEO tactics to rank quickly can get your website penalized and lead to market campaign failure. You can consider getting help from a roofing marketing expert to help you set the right goals for your marketing campaign.
Focusing on the wrong metrics
When you build your marketing campaign around the wrong metrics, you might end up losing more than you gain. Some marketing metrics might not yield significant results for your roofing company. You should try to identify the crucial metrics that can help you track the success of your marketing campaign. For instance, you could focus on metrics such as conversion rates, bounce rates, sales calls reviews, and more.
If you are not sure of the metrics to focus on, you can hire a roofing marketing agency to help you select the most appropriate metrics.
Failure to measure campaign results
You might not know whether your marketing campaign is effective without measuring its performance. Without the right metrics, you might not even know whether your marketing campaign is targeted toward achieving your overall roofing company’s KPIs.
You should try to consistently track and analyze your marketing strategy to determine whether your marketing campaign is effective or not. Measuring your marketing campaign performance can also provide you with an opportunity to make improvements.
For instance, when you notice a higher bounce rate or reduced website traffic, you can find ways to remedy the situation and make improvements to avoid the same mistakes in the future.
Using inappropriate marketing channels
While marketing channels might be useful for promoting your services, not all can be effective for your roofing company. For instance, billboard advertising might not be as effective as some digital channels like Facebook advertising.
Billboard advertising might be limited to a small audience while Facebook allows you to target a wider audience. Similarly, directing your marketing efforts more on TikTok while overlooking SEO, might not be the best marketing solution.
You should consider finding out where your target audience spends most of their time and use those channels to reach out to them. If they spend more time on Facebook and YouTube, you can focus your marketing efforts more on these channels.
Relying on a single marketing channel
Using a single marketing channel might not be the best way to market your roofing company. Marketing is dynamic and your target audience might shift their attention to a different channel. When this happens, your marketing campaign might fail to produce the desired results.
You should try to market your roofing company using different channels to increase your chances of reaching a wider target and attaining your marketing goals. For instance, you can use search engine optimization (SEO) to drive more potential customers to your website, content marketing to engage them, and email marketing to retain them.
You can opt to hire an expert to help you focus on the most appropriate marketing channels for your roofing company. Your expert will also know how to complement your marketing channels to get high-quality results from your marketing campaign.
Poor customer experience
When your marketing campaign is only aimed at making more sales or increasing profits, chances are, you might provide a poor customer experience. This is because your campaign is focused more on what your roofing company gains leaving out your customers.
For instance, when you use content that adds no value to your customer, they are likely to get a negative experience from your brand and shift to another one. If a potential customer consistently calls you without feedback, they are likely to enquire for information elsewhere.
You should try and focus your marketing efforts more on your customer other than on what your business is gaining. When your customers are contented, they are more likely to come back which might lead to more marketing success and company growth.
Failure to understand your target audience
When you fail to correctly identify and understand your target audience, your marketing efforts might not produce quality results. You might provide something entirely different from what they need making them look for value elsewhere.
Similarly, marketing to the wrong audience might not produce results at all. You should try to research and understand your target customers. Try to understand their needs, interests, and values for you to come up with a marketing strategy that resonates with their needs.
Lack of a unique selling proposition
Without proper positioning or a clear marketing message, you are less likely to achieve high-quality results with your marketing campaign. Customers might not invest in your roofing services without added value. They want to know what makes your brand unique. What can you deliver that your competitors can’t?
You can create a unique value proposition that shows your prospective customers what they can gain from working with you. A unique value proposition is likely to convince a prospective customer to align with your brand.
Do you need a roofing marketing company?
You might be considering handling your marketing on your own. However, marketing a roofing company can be challenging and stressful. On the other hand, a roofing marketing company can successfully handle your roofing marketing needs. Below is why you should consider hiring a roofing marketing agency.
Provides value for your money
You might not be conversant with all the aspects and requirements of successfully marketing your roofing business. A roofing marketing agency on the other hand can provide value for your money with high-quality marketing results. They can also eliminate the struggle of hiring an in-house marketing department.
A marketing company can make your marketing investment worthwhile by executing a marketing campaign that can lead to more leads, customers, sales, profits, and more.
Expertise and experience
Successful marketing requires a lot of expertise and experience which you might lack. Some marketing strategies might become dormant and others more effective but it can be hard to tell when you have minimal experience.
On the contrary, a roofing marketing company has vast experience when it comes to marketing. They have probably dealt with several roofing companies and know the marketing strategies that are most likely to yield more results for your roofing company.
Marketing can be time-consuming and you might not get enough time to focus on other business aspects. When you focus more on your marketing needs, other business aspects might begin to get affected.
Hiring a roofing marketing agency can help you focus on other business priorities while the experts handle your marketing. Your business might even benefit not only from marketing but also from other business operations. Your marketing experts can also plan, and execute marketing strategies more effectively and quickly compared to you.
You might not have the skills and expertise required to execute a roofing marketing campaign that produces high-quality results. While you might get results, they might not be up to standard.
A roofing marketing company can effectively implement marketing strategies that achieve quality results. Their primary goal is to market your roofing company and they can direct their focus toward achieving your marketing goals.
They know how to focus on the right marketing channels and metrics that can lead to the growth of your roofing business. A marketing company can also consistently track and monitor the results of your marketing campaign.
When you handle your roofing marketing alone, you might not identify the roofing marketing strategies that can improve your ROI. With the increase in marketing techniques, you could get confused and focus on the wrong channels.
However, a roofing marketing agency has enough experience to identify the roofing marketing channels that can yield a higher ROI. They know the right combination of strategies to use, when to use them and how to execute them.
Effective resources and tools
With little or no experience in roofing marketing, you might not be familiar with the resources and tools required to implement a successful marketing strategy. A roofing marketing company has access to the necessary analytics and tools necessary to market your business. They know how to use the right tools to study and analyze your competitors.
A marketing company can also use the same resources to come up with a better marketing strategy for your business. For example, they can use tools like Google Keyword Planner to target the relevant keywords for your content.
They can create great content
A successful marketing strategy includes creating high-quality content that can add value to your prospective customers. While you might understand the value you offer to your prospective customers, it might be more difficult to convey that value in terms that your clients can understand.
A roofing marketing company can help you add value to your customers by creating high-quality content. They can write blog posts that focus on what your potential customers care about. They can tailor your content to provide the information that your target audience is looking for. A marketing expert can also help you create interesting and informational videos that can attract more website traffic
They know how to target the right keywords
Targeting relevant keywords is crucial to the success of your roofing marketing campaign. Without the right keywords, you might not reach your marketing goals. A marketing company can help you select the most appropriate keywords for your content. They know how to come up with keywords that can attract more traffic or rank your website higher on search engines.
A roofing marketing expert knows the different kinds of keywords and can use the most suitable ones to provide high-quality results. For example, they can either use long-tail or short-tail keywords depending on your marketing needs.
They can help you gain a competitive advantage
While you can study your competitors, you might not study all the right aspects. A marketing company can effectively study your competitors and create better marketing strategies that can help you gain a competitive edge. They can research your competitors’ strategies to look for marketing loopholes that can be useful to your business.
For example, an expert can study your competitors’ local SEO strategies and use better channels to help you dominate the local market.
Roofing marketing materials to use
Roofing marketing materials can help you execute a successful marketing campaign. The following are some roofing marketing ideas you can utilize.
Email marketing is one of the most effective roofing marketing materials that you can use to reach out to your potential customers and retain existing ones. You can create an email list and encourage your prospects to subscribe by offering incentives.
You can send newsletters, service offerings, or informational emails to your prospective customers. Consider sending personalized emails to show your customers that you identify with their needs. You can also try to send follow-up emails to strengthen your customer relationships.
An SEO-optimized website
Another useful roofing marketing material you can use is an optimized website. You can hire an SEO expert to help you optimize your website.
Your expert can ensure that your website is user-friendly by improving its design, loading speed, mobile-friendliness, and more. Your website should create a first good impression on your users to encourage them to learn more about your brand.
Your website should also have valuable content that can attract more traffic and increase your ranking on search engines. Your SEO expert can incorporate the relevant keywords into your content and include CTAs that can encourage conversions.
Social media marketing
You can successfully market a roofing company through social media platforms. You can utilize social media platforms like Facebook, YouTube, Instagram, Twitter, and others to interact with your prospective clients. You can hire a marketing expert to create and share valuable content on your social media accounts.
Your marketing expert can post high-quality videos, photos, or written content that perks the interest of your potential customers. Try to interact with your target audience by responding to comments or messages to create positive relationships.
Online reviews are roofing marketing materials that you can use to your advantage. Customer reviews can affect how other potential clients perceive your business. When you have positive reviews, you are more likely to attract more customers. On the other hand, negative reviews can scare off potential customers.
You can try to acquire and manage your reviews to build the reputation of your business. Consider responding to both positive and negative customer reviews to show your customers that their opinions matter.
Listing your business in local directories can increase your visibility on search engines. You can connect with potential customers looking for roofing companies on local directories. These local directories allow you to submit business information that can help your customers easily find you.
You can include your business name, location, contact information, and more. Some directories even allow you to customize your profile with photos and videos. Try to ensure that your contact information is up to date and accurate to help customers reach you. Some of the relevant local directories you can use include:
- Google My Business
- Angi formerly Angie’s List
Pay Per Click (PPC) advertising
Pay Per Click advertising is one of the most effective marketing campaigns for roofing companies that you can implement. This type of advertising requires you to pay a fee every time a potential customer clicks on your ad. PPC ads appear on top of organic results on search engines and have the potential of increasing website visibility and traffic.
You can hire a PPC advertising expert to effectively run your PPC campaign for high-quality results. Your expert can bid for the most relevant keywords that can improve your ad position on the search results page. Your landing page and the text in your ad should match the keywords that your PPC expert is targeting to provide a positive user experience.
Website banner ads
Banner ads are roofing marketing materials that you can use to successfully market your company. You can place these ads strategically on web pages and design them to attract the attention of potential customers. You can alternatively hire an expert to handle your website banners.
Your banner ads should be designed with bright colors and attractive images to perk the interest of your prospective clients. Your expert can include relevant keywords, your brand’s logo, and compelling CTAs on your banner ads. They can also target high-traffic websites and get your ads displayed on the sites for a fee.
Social media ads
You can use social media platforms to attract the attention of your target audience with advertisements. A social media expert can help you get your ads in front of the right audience to improve engagement rates and get more leads. Your expert can create high-quality and personalized content for your target audience by studying their behavior and demographics.
Your target audience is more likely to interact with your content when it is tailored to their interests and needs. Social media ads can also help you target new clients when properly planned and implemented. You can utilize Facebook, YouTube, Instagram, or Twitter ads to increase your customers and make more profits. There are different types of ads you can use which include:
- Video ads
- Messenger ads
- Static images ads
- Stories ads
A well-articulated referral program can result in a successful marketing campaign. Customers are more likely to trust what other clients say about your company. You can use that to your advantage by creating a referral program. You can encourage your clients to refer other individuals to your brand.
This marketing strategy can be easy to carry out on your own without the help of an expert. Furthermore, your customers do most of the work on your behalf. To encourage more referrals, you can offer coupons or discounts to each customer who brings a new client. A referral program can help you acquire viable leads and customers, make more sales and increase your profits.
Funnel pages guide your prospective clients throughout their purchase process. Funnel pages can help create a positive experience since they help clients seamlessly navigate through their customer journey. You can track your customer data through funnel pages which can help you track and evaluate important marketing metrics and roofing statistics. For instance, you can tell how many clients made it through to each stage of your sales funnel.
This is a traditional marketing material that can still be useful for your roofing company. Direct mail can help you boost your ROI and grow your business.
Direct mail marketing involves sending postcards, flyers, promotional letters, and coupons to your prospective customers. Direct mail creates a personal touch that helps your clients understand your brand better.
You should consider including your contact information, logo, and a clear CTA to guide your prospects on the next possible action they can take. Direct mail can help you target an audience that does not use social media platforms. Direct mail marketing also has little competition because most roofing businesses use digital channels.
Brochures and flyers
Brochures and flyers are marketing materials that you can use to market a roofing company. You can hire an expert to design and print out brochures and flyers that you can hand out to your potential clients. An expert designer can come up with an attractive design that can catch the eye of your prospective clients.
You can include carefully thought-out messages that align with your clients’ values and needs. Try to include visually appealing photos of your work to showcase your expertise in the roofing industry. You can also include your company logo, contact information, and compelling CTAs that encourage your prospects to take action.
Successful roofing marketing requires careful planning and research in combination with the right skill set, expertise, and experience. Without a plan or experience, you might end up using the wrong marketing strategies which could negatively impact your roofing company. A marketing expert can help you avoid marketing pitfalls by offering high-quality services. For more information, get in touch with us today.