Marketing for any trade is full of challenges.
Electricians, plumbers, and general contractors are all fighting for attention in highly competitive local markets where establishing their business as the top local choice is as crucial as it is difficult.
The same principle also applies to roofing marketing — only there’s an extra degree of difficulty added to the mix.
Roofing, more so than any other trade, experiences enormous fluctuations in demand throughout the year. In regions with distinct seasons, a roofing business might be booming in warm and sunny conditions, but during winter or rainy times of year, demand for new roofing and roofing improvements will plummet.This makes consistent marketing efforts (and results) absolutely vital to maintaining a steady flow of business. And with estimates suggesting more than 85% of roofing customers search online, it makes digital marketing, specifically, the best method to consistently generate demand for your roofing company.
Proven Tactics for Marketing Your Roofing Company
This guide to roofing marketing is more than just an overview or a list of roofing marketing ideas; it’s practical direction full of actionable insights and tips specifically tailored to roofing professionals. That means strategies and innovative approaches that will transform your roofing company marketing into a powerful engine driving your roofing business ahead of the competition.
Whether you’re looking to attract new customers, retain existing ones, or simply establish a formidable online presence, the right marketing strategy is key. This guide will not only provide you with the knowledge to implement such a strategy but also inspire you to innovate and think outside the box to gain the attention of prospects and convert them into customers.
Understanding the Challenges in Roofing Marketing
Before we get into the specific marketing channels on which your roofing company needs to focus, let’s quickly go over some of the challenges facing roofers who want to better market their services.
We’ve already discussed local competition and seasonal demand, but there are more unique challenges that require specialized approaches to overcome. Recognizing these areas of opportunity is the first step in crafting a successful marketing strategy.
- Differentiation: As a subset of the local competition issue, roofers must recognize that in a market flooded with roofing contractors, standing out is a significant challenge. Your roofing company must find ways to differentiate itself, highlighting unique qualities or services.
- Customer Trust: Gaining and maintaining customer trust is vital. Roofing involves significant investment, and customers need to feel confident in their choice of contractor.
- Digital Presence: In the age of the internet, a strong digital presence is essential. As previously mentioned, 85% of roofing customers look for a roofing contractor online. Despite that enormous number, many roofing businesses struggle to effectively use digital platforms to reach potential customers.
- Changing Technologies: In line with an improved digital presence, it’s important to keep up with evolving marketing technologies and trends. This can often be overwhelming, especially for smaller roofing businesses with limited resources.
- Cost-Effective Marketing: Speaking of limited resources, it should be no surprise that budget constraints often limit the scope of roofing marketing campaigns. Finding cost-effective marketing solutions that provide a good return on investment is a key challenge.
- Customer Reviews and Reputation Management: Managing online reviews and maintaining a positive reputation is crucial, as negative feedback can significantly impact business.
By addressing these challenges with targeted online strategies, your roofing business will navigate the complexities of any market and emerge as a strong, reliable, and sought-after provider of roofing services.
The Five Pillars of Roofing Marketing
Each of these challenges can be turned into opportunities by focusing on five specific areas of digital marketing:
- Content marketing: Create content that provides real value to prospects and customers, positioning your roofing business as a lead in your trade.
- Search engine optimization (with an emphasis on local search): Sharpen your website and online content to reach the top of search engine rankings, increasing your visibility to those in need of roofing help.
- Search engine marketing and Google Ads: Implement specific paid search tactics, such as Google Ads, to boost your online visibility, driving focused traffic straight to your website.
- Social media marketing: Engage with prospects and customers across various social media channels, showcasing roofing transformations, project milestones, and client experiences to build a sense of community and strengthen brand loyalty.
- Email marketing: Keep up regular communication with your roofing leads and established customers via newsletters and updates, employing email marketing strategies to guide your audience towards choosing your services.
The following sections will examine these five pillars of roofing marketing, revealing benefits and highlighting tips specifically designed to help roofing companies succeed. Let’s get started.
Content Marketing for Roofing Businesses
We begin with content marketing because it pulls double duty as both one of the five pillars outlined above and a tool the other four pillars rely on. Every bit of content created for your plumbing company — on your business website and beyond — provides the overall narrative of your brand and can be used to educate, entertain, and captivate potential clients, guiding them along their buyer’s journey.
When we looked at the challenges that roofers face in marketing their business, differentiating yourself in your market is a major one. To stand out from the competition, you need to utilize content to market your unique qualities and the specific strengths of your services.
Benefits of Content Marketing for Roofers
- Brand Authority: As a roofer, consistently publishing well-researched and informative content about various roofing aspects, such as materials, techniques, and maintenance, can significantly elevate your reputation as an industry expert and differentiate yourself in the local market.
- Engagement: Quality content is not just about sharing facts; it’s about storytelling. By crafting engaging and relatable content, you capture the interest of your audience. This engagement is key to keeping your brand in the minds of potential clients, who may remember your articles or videos when they need a roofer.
- Lead Generation: Through educational and insightful content, you provide value to your audience. This value can build trust and interest, turning readers and viewers into leads, and eventually into customers.
- Customer Loyalty: Sharing behind-the-scenes stories of your roofing projects, client testimonials, and insights into your business values can create a deeper connection with your audience. This connection fosters customer loyalty and can lead to repeat business and referrals.
Roofing Marketing Ideas Related to Content
- Educational Content: Create informative blog posts, videos, and infographics that tackle common roofing questions and challenges. Topics could range from “How to Spot Roof Damage” to “The Best Roofing Materials for Your Climate.” Educating your audience positions you as a helpful, knowledgeable resource.
- Case Studies: Document your successful roofing projects through case studies. This could involve before-and-after photos, explanations of the process, and testimonials from satisfied clients. These case studies serve as tangible proof of your expertise and the quality of your work.
- Social Media Integration: Use your social media platforms to amplify your content. Share snippets of your blog posts, video teasers, and quick tips. Engage with your followers by answering their questions and encouraging discussions. Social media is not just a broadcasting platform but a space for conversation and community building, crucial for cultivating a loyal customer base.
Search Engine Optimization (SEO) for Roofing Companies
SEO is vital for a roofing business looking to increase online visibility. A well-executed SEO strategy makes your roofing company visible on search engine results pages (SERPs), a critical factor for attracting potential local customers and enhancing your brand’s authority.
Focusing on SEO as part of a marketing strategy is also a great way to tackle the challenge of cost-effective marketing and highlighting the unique qualities of your business.
Benefits of SEO in Roofing Marketing
- Cost-Efficiency: SEO is a long-term investment with a high return. It’s a sustainable approach that continually drives traffic to your website, bypassing the recurring costs associated with paid advertising.
- Enhanced Visibility: By optimizing your website with relevant roofing keywords, you climb the search engine ladder, making your site more visible to those in need of roof repairs or installations.
- Credibility and Trust: Achieving a high rank in search results isn’t just about visibility; it’s about reputation. A top spot in search engines positions your roofing company as a trusted, credible choice in the roofing industry.
- Sustained Online Presence: Just like a well-maintained roof, regular updates to your SEO strategy ensure your online presence remains strong and visible, continually attracting new leads and opportunities.
- Local Market Penetration: Local SEO strategies (with some tips below) bring your services to the forefront in your community, establishing your roofing company as a local industry leader and go-to expert.
SEO Tips for Roofers
- Local Keyword Optimization: Integrate specific local keywords, such as “emergency roof repair in [Your City]” or “affordable roofing near me,” throughout your website content. This ensures your roofing company appears in searches conducted by potential clients in your area.
- Optimize Your Visuals: SEO is mroe than just keywords. Google also looks at things like website design in deciding its search rankings. Use your website to display your completed roofing projects, especially those in recognizable local areas. This not only showcases your skills but also reinforces your relevance in local searches.
- Leveraging Google Business Profile: Take advantage of the services associated with your free Google Business Profile. There is no single step you can take to better enhance your local SEO and establish your roofing company as a reliable local service provider.
Search Engine Marketing (SEM) and Google Ads
SEM and Google Ads are dynamic tools that can be used to catapult your roofing services to the top of search results for those most interested in paying for their roofing needs. By embracing SEM, roofing companies can immediately enhance their online visibility, directly targeting audiences who are in urgent need of roofing help.
This approach not only puts your company in the spotlight, but also gives you the agility to adjust your marketing strategies in real-time, ensuring maximum impact for your investment.
Benefits of SEM in Roofing Marketing
- Rapid Exposure: SEM propels your roofing company to the top of search engine results, providing instant visibility that’s crucial in attracting urgent roofing inquiries from potential customers.
- Precision Targeting: With SEM, you can narrow down your audience to specific demographics and locations, ensuring that your ads reach the right people: those who need your roofing company immediately in your local area.
- Budget Control: The flexibility of SEM allows roofing businesses to manage their advertising spend efficiently, adapting to different market conditions and business needs.
- Data-Driven Insights: The analytics provided by SEM campaigns offer invaluable insights, allowing roofing companies to refine their strategies based on real-world performance data.
- Staying Ahead of the Competition: In a market crowded with roofing contractors, SEM ensures that your services stand out, making your company the first choice for potential clients.
SEM Tips for Roofers
- Optimize for Roofing-Related Searches: Just like with SEO, think about utilizing keywords that potential clients might use when seeking roofing services. Terms like “emergency roof repair,” “affordable roofing in [Your City],” or “best roofing contractors near me” can be highly effective but also highly expensive. Think about testing some outside of the box terms to get the biggest bang for your SEM buck.
- Local Focus with Geo-Targeting: Concentrate your roofing ads on the areas where you offer services. This ensures that your digital marketing strategies are centred around the communities most likely to need your services, increasing relevance and response rates.
- Highly Effective Landing Pages: Your SEM efforts need to go beyond targeting keywords and developing effective ad copy. You also need to direct potential clients to landing pages that are not only visually appealing but also provide concise, compelling information about the services your roofing business offers. Ensure these pages have clear calls-to-action, such as “Contact Us for a Free Estimate” or “Learn More About Our Roofing Solutions.”
Social Media Marketing for Roofers
With the right social media marketing strategy, roofers can dramatically enhance their online presence and engage directly with their community — two of the specific marketing challenges we identified earlier in this post.
By strategically using platforms like Facebook, Instagram, and LinkedIn, roofing companies not only increase their visibility but also create a more personalized and approachable brand image that can often be more enticing to leads than standard, by-the-numbers content.
Benefits of Social Media for Roofing Companies
- Extended Audience Reach: Utilize the vast network of different social platforms to connect with a wider audience, reaching potential customers who might not be actively searching for anything to do with the roofing industry but could be swayed by your online presence.
- Personalized Brand Image: Show off your company’s unique personality and values through original posts. This personal touch helps build stronger, more relatable connections with your audience.
- Direct Customer Interaction: Use social media as a platform to respond to customer inquiries and feedback promptly. This interaction can greatly enhance customer satisfaction and loyalty, turning casual browsers or one-and-done customers into committed clients.
- Valuable Market Insights: Analyze metrics to gain insights into customer preferences and behaviours. This data is crucial in refining your roofing marketing strategies to better match your audience’s needs.
Social Media Tips for Roofing Contractors
- Consistent Posting: Maintain active profiles with regular updates. Share content about your services, special promotions, and showcase completed roofing projects to keep your audience engaged.
- Community Engagement: Highlight your involvement in local events or charitable initiatives. Showcasing your company’s commitment to the community can significantly boost your local reputation and appeal.
- Utilize User-Generated Content: Encourage your customers to share their experiences and photos of your work. Reposting these on your platforms can increase credibility and trust among your audience.
- Focus on Reviews and Testimonials: Use your accounts to highlight positive online reviews and customer testimonials. This not only builds trust but also provides authentic proof of your expertise and customer satisfaction.
Email Marketing for Roofing Businesses
Email marketing can be a powerful tool for any business. For a roofing company, it offers a much-needed direct line of communication with both prospects and customers. With a targeted email marketing strategy, roofing companies can effectively enhance their digital presence, foster strong customer relationships, and drive meaningful business growth.
This approach not only keeps your roofing business in the spotlight, but also provides the flexibility to tailor your messaging, ensuring maximum engagement and impact.
Benefits of Email Marketing in Roofing
- Direct Customer Engagement: Email marketing for roofers allows for personalized communication, creating a direct and meaningful connection with your audience. This can significantly boost engagement and brand recall.
- Cost-Effective Promotion: It offers a budget-friendly way to reach a broad audience, making it an ideal marketing channel for roofing companies, especially those working within tight financial constraints.
- Enhanced Customer Retention: Regular emails help keep your roofing services top-of-mind, encouraging repeat business and maintaining a loyal customer base. While trades may not be able to rely on word of mouth referrals as they once did, by keeping in touch with your customers, you’re increasing the likelihood they’ll mention you when someone they know needs a local roofing contractor.
- Effective Lead Nurturing: Email campaigns are an excellent way to gently nurture potential customers through the sales funnel, providing valuable information and updates about your roofing services.
Email Marketing Tips for Roofing Companies
- Targeted Segmentation: Divide your email list into specific groups such as potential leads, current customers, and past clients. This allows for more focused and relevant messaging.
- Content That Matters: Include valuable content in your emails, such as seasonal maintenance tips, exclusive discounts, insights into roofing materials, and updates on your services. You don’t want these messages to always be promotional. Instead, provide your audience with true value.
- Clear and Compelling Calls-to-Action (CTAs): At the same time, it’s vital to ensure each email has a distinct CTA, prompting recipients to engage further. That might mean something like scheduling a free roof inspection or visiting your website to read a new blog post.
How a Digital Marketing Agency Can Help
As you can see by reading through this guide, improving your roofing marketing is anything but simple. It’s not installing one shingle. It’s building and repairing multiple roofs.
It’s going to require a multi-faceted approach, using a well-designed marketing strategy that effectively reaches and engages with your target audience. With this approach, your roofing company can build a stronger online presence, attract more leads, and grow your business. To put that plan together and implement it properly, though, partnering with a digital marketing firm is your best option.
A skilled marketing agency offers a powerful advantage, allowing you to leverage specialized expertise to boost your roofing marketing.
What Can Harvard Excelerate Do?
If you’re eager to achieve better marketing results and carve out a dominant position for your business in the local community, Harvard Excelerate is your ideal partner. With our extensive experience and tailored strategies for local trades, we’ll guide you through the unique complexities of marketing for roofing companies.
When you partner with Harvard Excelerate, you collaborate with local marketing professionals to craft marketing plans tailored to engage your specific audience effectively. And with our free Marketing Health Check, we’ll provide in-depth analysis and actionable strategies that enable you to make informed decisions and fine-tune your marketing efforts.
Partner with Harvard Excelerate for More Leads, More Sales and More Success
Reach out to Harvard Excelerate today and ensure your roofing business isn’t just noticed in the neighbourhood, but established as the top local choice in your community. Begin crafting your online success story with us by starting your free quote today.