Roofing is a large-ticket industry with a projected value of $4.6 trillion in 2023. That’s why it’s critical for roofers to use the right marketing strategies to attract and convert prospects. Despite the widespread popularity of digital marketing traditional roofing marketing methods still have significant value. In fact, combining traditional and modern marketing tactics can produce spectacular results for your roofing company in 2023.
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The first step is defining your roofing marketing goals for the year. These objectives will help you determine what types of marketing strategies to implement and how much investment to allocate to each tactic.
One of the best ways to increase your visibility and generate leads is through search engine optimization (SEO). SEO optimizes your website so that it can be found on Google for relevant keywords that potential customers are searching. This helps you capture organic traffic which leads to more prospects and more sales.
Another effective roofing marketing strategy is social media. It allows you to target qualified prospects with highly specific and personalized messages. For example, if a property owner has a leaky roof and you have an offer for a free estimate you can send them a message about it through their Facebook account. The message can be tailored to specifically address their concerns and can lead them directly to your website.
Social media can also be used to build trust with prospects by showcasing customer testimonials and jobsite photos. These pieces of content help establish your credibility as a roofing contractor and instill trust among future clients. In addition, social media can be used to promote your roofing services through retargeting. Retargeting is when your ads are shown to a prospect who has visited your site but didn’t complete the desired action such as filling out a contact form or making a call.
Besides roofing SEO, other digital marketing tactics that can be utilized by roofing companies include PPC advertising and video marketing. These tactics are highly effective for generating short-term roofing leads and increasing brand awareness. However, they aren’t ideal for long-term branding and can drain your budget if you don’t track their effectiveness.
To make the most of these digital marketing tactics, roofing business owners should focus on creating high-quality and engaging content on their websites. This includes blog posts, infographics, case studies and videos. Videos are especially important as 7 out of 10 millennials watch online videos before making a purchase decision.
Lastly, it’s important for roofing companies to act on the leads they receive. Whether the leads come through marketing channels like Google Ads or their own website, they must be responded to quickly. This means getting back to the property owners in a timely manner, if not within the same day. Furthermore, roofing business owners should monitor their website’s analytics to identify the most popular pages and the types of content that generate the most engagement. By doing so, they can optimize their website to create more converting pages and improve their conversion rate.