Do you want your roofing business to reach its full potential and stand out among its competitors? Social media marketing might be what your company needs. How can your roofing company grow with social media marketing? To learn more, read on.
What is social media marketing for a roofing company
Social media marketing is a type of digital marketing that uses the popular social media platform and networks to market services and products, drive traffic to your website and increase sales. Social media marketing is valuable because it allows your brand to engage with existing and potential clients.
If you want to use social media for marketing your roofing company, some of the platforms you can use include Twitter, Facebook, Instagram, TikTok, Snapchat, Pinterest, and LinkedIn.
Social media marketing is very competitive, and most of your competitors use most platforms for marketing their products and services. Therefore, for your roofing company to win, you need to represent your brand adequately on social media by frequently posting videos, pictures, and stories.
It is also essential to ensure that your social media content is relevant, helpful, and entertaining. When you post valuable content on social media platforms, it attracts an audience that might need your roofing services.
Your brand also needs to engage with your followers to win on social media platforms. For instance, if you create a post about eco-friendly roofing materials and your followers request more information, respond to their comments and provide more details.
Having an active social media presence and responding to likes, comments, and shares helps your roofing company build a friendly persona. Additionally, it makes it easier for homeowners who might need your services to approach you. It also makes your brand trustworthy. Therefore, it is essential to have a friendly persona as it helps your brand build a community.
Step by step guide to social media marketing for a roofing company
1. Set your social media marketing goals
The first step you take while doing your social media marketing is to set your goals or objectives. How do I want my roofing company to benefit from social media marketing? Your answer to that question will help you set realistic and achievable goals.
Take your time to set your goals because they will help you decide on the appropriate strategies to use while marketing. While setting your goals, be very specific on the details. For instance, to get more leads, state the number of followers you target to see your post. Some of the goals that you can set include:
- To increase brand awareness
Social media marketing can help increase the recognition of your roofing company by more potential clients. You need to post content showing your values and personality to achieve this. It will help to leave a lasting and authentic impression on your target audience.
- To generate more leads and sales
If your goal is to generate more leads, you need to communicate to your followers constantly. For instance, you can alert them when you have new roofing products or services or update your existing ones. You can also integrate a catalogue of your products and services in your social media posts and provide deals for your followers. It keeps your followers informed and interested in your products and services.
- To drive traffic to your website
If you want your social media marketing to drive more traffic to your website, don’t forget to include URLs on your promotional posts. The URLs will make it easier for your followers to visit your website.
2. Establish metrics to measure your goals and objectives
After setting your goals and objectives, your next step is to establish the metrics to determine whether your social media marketing strategies are successful. You need to select metrics that align with your goals and objectives based on available roofing statistics. Some of the metrics you can use are:
- Post reach
Tracking your post reach can help you know the number of followers who saw your posts. Analyzing your post reach is essential, especially if your objective is to increase your brand awareness. If your post reach is lower than specified in your objectives, you can change some details to improve them.
When you track your clicks, you can identify the post that got more attention from your followers. You can also get marketing ideas from your successful posts and improve those with lower clicks to encourage your followers to buy your roofing products and use your services. Tracking your clicks is also essential if your objective is to drive more traffic to your website.
Tracking sentiments allow you to understand how your followers react to your post and how they feel and talk about your brand. Did they find your post helpful? Analyzing sentiment is also important, especially if you want to build your roofing company’s image and generate more leads and sales.
- Brand mentions
You can also track how often your roofing brand is mentioned on social media platforms. You can expect increased brand awareness, traffic to your websites, and leads if it is mentioned often. If there are no mentions, create more exciting and engaging posts to help your brand win on social media and get more mentions.
3. Research your ideal target audience
You already have your goals and metrics to analyze them in place. Now, you need to know more about your target audience.
Your target audience is either homeowners or property owners. You need to find detailed information about them that can help you know the type of social media content you can create addressing their needs and interests. Some of the information you can find out about homeowners are:
- Their age – most homeowners are between 35 and 65 years old
- Their interest
- Their pain points – the most common roofing problem is roof leaks
These details will help you create posts that suit their needs and interest. When homeowners or property owners discover that your brand is posting content addressing their pain points, they will trust you and buy your products and services.
The research will also help you identify the most suitable social media platforms to post your content. It will also guide you on the appropriate type of content to publish on each platform. Therefore, it is essential to identify the platforms where most homeowners are active.
To gather detailed information about homeowners, you can use Google and email analytics or your customer service platforms. Your sales record can also give you more information about homeowners. For instance, you can use the sales record to determine the most common roofing problem your company often repairs.
4 Select social media platforms to market on
When you are done with your research, your next step is to determine the platforms to post your content. It is important to have homeowners and property owners in mind while choosing your platform. Also, the information you have gathered from your research will help you determine the best platforms for your content.
Select the platforms where most homeowners and property-owners are active and spend most of their time. For instance, they are likely to visit Pinterest, Twitter, LinkedIn or YouTube. Therefore, you can upload your content on any of these platforms.
You can also pick platforms that other roofing companies use to market their products and services. There are more potential customers on these platforms.
You can also use previous information from your website’s analysis to determine where to upload your content. For instance, if most traffic to your website was from Pinterest, post your content on Pinterest.
Marketing on multiple platforms can be tricky, especially if you are new to social media marketing. Therefore, select a few platforms that you can easily manage. You can start with one, and as you understand more about social media marketing strategy, you can use more platforms.
Remember, each social media platform is unique, and the content that works for one might not work for the other.
5 Conduct a competitive analysis
Before starting your social media marketing, you need to understand your competitors’ strategies. A competitive analysis will help you identify the social media strategies they are using, and you’ll get an idea of what to incorporate into your marketing strategies. It can also help you identify opportunities to help you generate more leads.
You can learn more about your competitors by monitoring their social media platforms. Analyze their content, compare it to yours, and use the information to enhance your strategies. You can also find out how they are tagging their content on LinkedIn and Twitter and get inspired to make your strategies better
6 Create engaging social media content
The success of your social media marketing strategies greatly depends on your content. You know the type of content you need to post depending on your goals, your target audience, and your brand’s identity. You only need to create a content strategy.
Your content strategy will help you identify a specific theme and format to use in your posts to show consistency. Having a content strategy also allows you to create engaging and valuable content for your followers. For instance, you can decide to be using before and after photos to market your services.
Some of the content that you can post on your social media platforms include:
- Blog Posts
- Company news
To make your content exciting and engaging for your social media followers, you can present it in any of the following forms:
Posting your content as stories on your social media helps your brand stay fresh in your target audience’s minds. Stories make your social media content feel personal, as your target audience takes a journey with your brand without leaving their comfort.
- Short videos
You can also opt to post your content like short videos. For instance, if you want to post about roof cleaning services, a video showing the process makes your content interesting. Short videos are also valuable because they have a high engagement rate. Additionally, you can upload videos on almost all social media platforms.
It would help if you also created a content calendar to organize your social media presence. You can indicate how often you will post on each platform and the topics you will post in your calendar. For instance, you can decide to post quick roofing tips once a month on Twitter.
7 Make your social media presence timeliness
In social media marketing, having time for your followers is essential. You are expected to upload new content regularly and always be available for your followers
If you want to use your time on social media well, consider posting your content when you are ready to engage with your followers. It is also important to promptly answer questions or clear concerns on your post. Timely responses improve your brand’s image among your followers.
8 Conduct an assessment of your strategies
After successfully posting your content on your social media platform, you need to analyze and monitor your strategies keenly. For easier monitoring, you can use Google Analytics, all you need to do is attach tracking tags to the content.
You can also use your metrics to monitor your strategies and ensure that they align with your goals and objectives. Monitor if you are getting more followers after posting. If your current strategies are not helping you achieve your goals, you can update them.
Best social media marketing strategies for a roofing company
Your strategies need to be solid to get the full benefits of social media advertising. Some of the strategies you can implement are:
Create a personalized experience for your target audience
Creating a personalized experience for your followers can help your roofing company win on social media platforms. When homeowners are shopping for roofing products and services, they need to feel like you are taking care of their needs at a personal level.
You can create a personalized experience by ensuring that instead of directing all the links on your post to your website’s landing page, link some to a chatbot. A chatbox can engage with your target audience and provide feedback on some of their questions, creating a more personalized experience.
Create diverse content
Creating diverse content for your social media platforms is essential because it makes your brand unique. While creating the post, incorporate text, pictures, and infographics to make your post interesting. For instance, you can post pictures of your ongoing roofing projects on your Pinterest or Twitter. You can also host a roofing question and answer session on your Twitter or Facebook page.
You can also post funny videos on YouTube or create an interesting podcast for your Facebook page, and your target audience will respond positively. Sharing diversified content makes your posts unique and keeps your followers engaged.
Create profiles on the relevant social media platforms
Consider your buyers ‘ persona before creating profiles on social media platforms. Having your buyer’s persona in mind allows you to create profiles on platforms your target audience usually visits.
For instance, because you are targeting homeowners, they are likely to be between 30 and 65 years, and you can find them on Twitter, YouTube, Pinterest and Facebook. Therefore, you can post on either of these platforms.
Create a community for your followers
Being social on your social media pages can help your followers feel like they are a part of your roofing company. Communicate regularly with your followers by asking them questions and getting their opinions on roofing related issues. You can also create a community by sharing important information with your followers.
Use brand advocates
Your brand advocate can be your loyal customer or your employees. Use them for marketing your roofing company on social media. They can help you promote your brand image on social media by posting your products and services on different platforms.
Why your roofing company needs to work with a specialist agency
Social media marketing is not easy, but your roofing company need it to grow. You don’t have to do your marketing; you can work with social media specialist marketing agency. Some of the reasons why your company needs a specialist agency include:
Working with a specialist roofing marketing agency saves time
Social media marketing is more than just posting pictures and videos. To have an outstanding social media presence, you need to dedicate your time to social media. When you work with a social media marketing company, they create content and strategies, post, and track the metric for your social media platforms.
Working with a specialist is working with experts
A specialist agency offers premium social media advertising services. They are equipped with experience and are also efficient. They are also dedicated and ready to invest in trends and changes on social media platforms.
They have a dedicated team
Creating content, posting, and responding to questions and comments can be tiring. If you hire a specialist roofing marketing agency, they work as a team dedicated to your social media marketing strategies. Additionally, each team member specializes in doing a specific task.
Specialist agencies have the right social media tools and tricks
Managing your social media platforms is challenging because each platform has different management tools. The specialist agency keeps up with the new social media management tools, tests them, and determines the best for your roofing company.
Are you in need of a social media marketing agency? We are here to make marketing easier for you! Try our premium services today!