If your enterprise has nailed placing shingles down, however your roofing advertising technique appears a bit leaky, you’re in the best place!
Whereas getting my Grasp’s in Digital advertising between 2020 and 2022, I took a aspect hustle with an American advertising company. Our three-member staff again then, with restricted data of the roofing trade, needed to retain two totally different roofing corporations, one in Florida and the opposite in Atlanta.
Whereas placing these two native companies on the map and getting a gentle stream of certified leads was troublesome, we figured it out! Roofing leads stored coming, and each roofing corporations have been completely happy to remain as our shoppers.
How did we handle to create these profitable roofing advertising campaigns? You’re about to study all of those secrets and techniques!
1. By no means skip viewers segmentation
This secret ingredient is important and a prerequisite for the opposite roofing advertising secrets and techniques that will probably be revealed later. So be sure you don’t skip it or ignore it.
“I instructed my husband that metallic roofs final a lifetime, and he stated, ” We’re 80! Whose lifetime are you speaking about?” My colleagues and I heard that after in one of many gross sales name recordings.
This reveals that even when your product is so good that it’ll final a lifetime, it received’t promote in the event you promote it to the unsuitable phase or audience.
The method is fairly simple. Create a number of segments to your audiences based mostly on age, location, earnings degree, or occupation. After which determine what service or product you wish to marketplace for every phase.
How? Suppose you’ve got a roofing firm in Texas; you possibly can phase your viewers based mostly on the next cities:
- Fort Value
You may then use an internet site like datausa.io to get information concerning every metropolis’s median age, family earnings, and property worth. Right here’s an instance for Duncanville and Irving from Information USA
Primarily based on this information, you possibly can perceive what kind of service you possibly can promote to every phase, which can enable you to tailor your advertising technique accordingly. You may also depend on your shopper information, paid surveys, or analysis to grasp your audience extra.
As soon as you determine who you’re speaking to, you possibly can determine what to market to them. So ask your self: Does this phase have a excessive earnings? If sure, you possibly can promote dearer roofing supplies like tiles or metallic as a substitute of shingles. Are they too previous? Possibly don’t market metallic roofs to them.
The identical components applies to the fears, frustrations, and issues your audience faces. So, make certain to deal with these in your advertising efforts.
By key phrase analysis, you possibly can study lots in regards to the questions, fears, and frustrations that undergo your audience’s heads!
2. Key phrase Analysis is a proxy for demand
Key phrase analysis is important for search engine marketing, content material writing, and search adverts.
You must also think about it a proxy for demand and a chance to grasp your audience and their wants higher.
There are many instruments on the market that you should utilize to get the month-to-month search quantity for particular key phrases and uncover all of the questions and subjects related to these. The most well-liked ones are Ahrefs and Semush.
For instance, by typing “Tile roofs” in Ahrefs, you may get an inventory of questions associated to that question, like “How lengthy do tile roofs final?” with their search quantity indicating how many individuals seek for this time period month-to-month.
If you happen to don’t like the worth tag on Ahrefs or Semrush, you should utilize a less expensive one known as Ubersuggest, which has a cool “Key phrase Visualization” characteristic. By Coming into a selected key phrase like “Steel roofs,” you possibly can see all of the questions and the searches persons are doing in a selected location round that characteristic that key phrase.
It additionally reveals you every key phrase’s month-to-month search quantity, Value Per Click on, and problem.
For instance, one of many questions I got here throughout is: “Do metallic roofs entice lightning?”. This unveils a worry or a fear that your audience has. Additionally, one other query was, “Does a metallic roof improve residence worth?” that unveils a purpose or an goal your viewers needs to realize.
These may help you construct goal personas to your roofing shoppers.
So take your time and write down all the troubles, fears, frustrations, and goals your viewers has in thoughts. You’ll want these later!
Why? These are the questions it’s essential to handle in your roofing advertising content material.
3. Perceive the advertising funnel
Segmenting your audience and understanding their goals and frustrations isn’t sufficient. It’s essential know:
- Who out of your audience is keen to purchase, and who isn’t
- Which channels you must use to succeed in out to those audiences
- What kind of subjects you must handle by way of these channels
- Tips on how to retain shoppers & leads that you just labored onerous to get
Anybody can create an internet site, a e-newsletter, or an advert. However As a roofing enterprise proprietor or a marketer, you should perceive how shoppers make their choices, what impacts these, what you possibly can management, and what you can not.
For nearly each enterprise, together with roofing corporations, these are the sorts of shoppers that may be discovered throughout the advertising funnel:
- Those that aren’t problem-aware
- Those that aren’t solution-aware
- Purchasers evaluating options
- Purchasers able to make a purchase order
- Clients that it’s a must to assist and retain
The great previous AIDA mannequin summarises this gorgeous nicely. In another fashions, the “Want” stage is split into consideration, intent, and analysis.
Trying on the mannequin, you possibly can see that the smallest portion of shoppers is normally keen to take motion or convert. The overwhelming majority are both unaware of the issue and resolution or are nonetheless researching and evaluating choices. This interprets to the conversion price in your web site, for instance. You’ll discover that it’s lower than 5% normally.
So, in the event you focus solely on these keen to purchase proper now, you’ll lose the eye of the 95% who’re unaware of the issue and resolution or are nonetheless evaluating choices.
Ideally, you must spend money on reaching out to your audiences at every stage of the funnel and likewise retain those that take motion. Ensure to check out our Marketing funnel’s beginner’s guide for extra info.
4. Ensure to grasp the Attribution Window
So a consumer sees an Advert from a roofing enterprise, clicks on it, fills out an internet site type, and BAM! You get your lead! Properly, that’s not the way it works, sadly.
Folks do their analysis, learn evaluations, seek the advice of their companions and mates, and even Chat GPT earlier than making a purchase order. A few of them wait for his or her subsequent paycheck or until their weekend or vacation is over.
What’s the purpose that I’m attempting to make right here? Generally, you received’t see outcomes in a single day. And in the event you consider your roofing advertising marketing campaign success based mostly on quick influence and short-term targets. You’re extra more likely to see failure than success.
The conversion window is when a possible buyer is tracked for conversions. It’s roughly an estimate of how lengthy it takes a shopper to transform after interacting with an advert (E.g., Filling out a type or finishing a purchase order). In Meta adverts, the attribution window might be between 1 and 28 days, whereas with Google adverts, the conversion window might be as much as 90 days.
Subsequently, perceive that folks on the prime of the funnel take longer to transform than these on the backside. The conversion window must also range based mostly on the product you’re advertising.
For instance, the conversion window must be shorter in the event you’re operating a Google search adverts marketing campaign proper after a storm and promoting roof repairs. Then again, in the event you’re promoting tile roofs or metallic roofs, the conversion window must be longer.
5. Attribute every little thing to the best channel, even cellphone calls!
Earlier than you spend cash on on-line adverts, blogs, print promoting, and different conventional advertising channels, it’s essential to guarantee which you can appropriately attribute conversions to those. In most cases, that is method simpler than you assume.
For instance, suppose your roofing firm makes use of just one cellphone quantity and consists of it on all types of on-line adverts, print promoting, and door hangers. In that case, you’ll have problem understanding how the callers find out about you.
What you are able to do right here is use a special cellphone quantity for every asset, so you realize, for instance, that if somebody calls cellphone quantity (A), they obtained your quantity from a leaflet; if it was cellphone quantity (B), then they noticed it in your web site and so forth. And there are instruments for this that additionally embody totally different native numbers that you should utilize,
I’ve personally used CallRail with the staff I’ve labored with, and we cherished it. Their plan included 5 totally different cellphone numbers that we may use, and it recorded and transcribed all of the gross sales calls. So, as a advertising staff, we have been capable of perceive which channels are producing certified leads.
The identical might be accomplished in your web site. You should utilize instruments like Google Analytics 4 (GA4) and Search Console (GSC), Google Adverts Supervisor, and the Meta (Previously Fb) adverts supervisor to establish what internet pages, adverts, or blogs are producing leads.
You may also use A/B testing to check the performances of touchdown pages and adverts and see the place you must make investments extra, what must be optimized, and what causes you to lose cash.
This can enable you to perceive what kind of selling is working, the place to take a position extra money, what to optimize, and what to drop.
You is perhaps questioning what metrics you must have a look at inside these platforms. Ensure to learn the subsequent part
6. ROI and ROAS aren’t at all times your finest mates
Let’s face it: As a roofing contractor or a marketer, all you care about on the finish of the day is making a constructive return on any funding. Whether or not you do your advertising or outsource it to an company, you must by no means fall for self-importance metrics. That’s what you’ve most likely heard.
What are these self-importance metrics? Some individuals identify particular metrics that don’t generate any return on their very own, resembling Impressions, Click on-through price (CTR), Site visitors, Engagement, and so on.
Nonetheless, this can be a huge mistake and an enormous false impression. The metrics you must have a look at depend upon every degree of the advertising funnel I discussed earlier.
For instance, in the event you consider the efficiency of a weblog submit discussing whether or not metallic roofs entice lightning based mostly on the variety of conversions, you’ll at all times be upset. A possible buyer who intends to study whether or not Steel roofs entice lightning is much less more likely to convert than somebody trying to find a roofing firm in Arlington, Texas.
So does that imply you must by no means spend money on top-of-the-funnel (TOFU) content material like that lightning weblog submit? No, since you’ll be abandoning many potential shoppers who’re nonetheless researching and want reassurances and solutions you possibly can present.
You must perceive that guests studying these blogs are much less more likely to convert than somebody trying to find a transactional key phrase. However once more, these TOFU weblog posts are a good way to deal with these guests’ questions, frustrations, and fears and generate plenty of visitors.
Then again, this content material reassures new clients through the buy choice course of.
So, earlier than evaluating the efficiency of any advert or piece of content material, make certain to map its intent and perceive to which degree of the funnel it belongs.
If the content material belongs to the highest of the funnel (TOFU), then these metrics are extra related: Impressions, Value per a thousand impressions (CPM), Click on-through price (CTR), and visitors.
If the content material belongs to the decrease elements of the funnel (MOFU or BOFU) and also you’re spending huge on it, you must focus extra on the variety of conversions, value per conversion, Return on advert spend (ROAS), and Return on Funding (ROI).
Now, I’m not saying that these are unimportant. They’re greater than helpful in case you are operating a model consciousness marketing campaign or attempting to establish a problem along with your funnel. However your marketing campaign’s final purpose, particularly in the event you’re investing cash, is to make a superb return on this funding.
7. Spend money on programmatic search engine marketing
If in case you have any expertise with advertising, you almost certainly know what Search Engine Optimization (search engine marketing) is. The most typical technique to do it’s to optimize your web site’s efficiency, UX, and content material.
Nonetheless, programmatic search engine marketing could be a recreation changer for roofing corporations. It entails utilizing information and templates to create comparable pages that sort out totally different subjects, resembling companies, areas, or roofing supplies.
I’ve accomplished it earlier than and had nice success doing it. To place issues in perspective, keep in mind the segments we created earlier based mostly on areas? Properly, you possibly can create a touchdown web page for every, similar to Superior One Roofing did right here:
You’ll be taken to a special touchdown web page in the event you click on on every of those hyperlinks within the sidebar with town identify. You’ll additionally discover that these touchdown pages look just about the identical however have totally different metropolis names within the header, URL, and content material. Right here’s one other screenshot from the touchdown web page devoted to Arlington.
The identical might be utilized to touchdown pages for companies. The trick is to have an amazing touchdown web page builder that allows you to create templates and simply duplicate them for different makes use of. You’d additionally have to do key phrase analysis and establish co-occurrences.
I extremely suggest utilizing a superb Key phrase analysis device and a quick and efficient touchdown web page or web site builder. For key phrase analysis, you should utilize any search engine marketing device like SemRush, Ahrefs, Ubersuggest, or Moz.
For the touchdown pages, most entrepreneurs would go for WordPress or Webflow. Having expertise with these, I’d keep away from them as a result of they’re not internet builders, and as a roofing enterprise, you’ll want a completely built-in advertising platform.
I’d suggest GetReponse as a result of it has every little thing you want, from a touchdown web page builder to kinds, pop-ups, reviews, and e-mail advertising instruments.
Additionally, GetResponse is an email marketing platform, so you possibly can create your Roofing Web site very quickly, create landing pages and kinds, register all these leads, monitor efficiency, and do some lead nurturing inside the similar platform.
Talking of well-integrated platforms, make certain to test the subsequent secret.
8. Use a complete advertising platform
You will need to perceive that roofing advertising methods contain utilizing a number of channels to promote your companies or enterprise. Alongside the best way, you’ll want the next instruments:
- A platform to construct an internet site and touchdown pages quick
- A lead era and lead magnets software program
- Contact listing or E mail listing administration software program
- An e-mail advertising resolution
- A advertising automation resolution
- Analytics and reporting platform
I admit that I’ve made large errors when selecting these platforms. So, study from my errors and select a advertising platform that features all or a lot of the above options.
And attempt to keep away from platforms which have extra plugins and integrations than precise built-in options. I’ve used WordPress up to now for constructing websites and touchdown pages. On prime of that, I wanted an easy-to-use web page builder, a plugin for kinds and CRM integration, a separate advertising automation resolution, and so forth. I ended up having this Frankenstein of a advertising platform that stored breaking down, had points, and was onerous to keep up.
You wish to make investments time in enhancing and scaling, not eliminating technical debt or fixing and rebuilding issues. I like to recommend utilizing GetResponse right here or one other complete advertising platform like HubSpot.
9. Use e-mail advertising
By no means underestimate the ability of e-mail advertising. Though some regard it as outdated and ineffective, e-mail advertising is a good way to retarget leads that didn’t convert.
Consider it this manner: what number of clients name your roofing firm, fill out a type, and even get a free inspection after which find yourself ghosting you out? I’ve labored with some roofing corporations that will delete all of those clients’ contact information from their databases and miss out on the retargeting alternatives.
You may at all times hold their listing of emails and create an automatic e-mail marketing campaign to passively attain out to those leads and see in the event that they’re nonetheless desirous about your companies. The worst factor that may occur is that they unsubscribe from this listing.
Nonetheless, some clients will test the updates you’re sending and may convert in some unspecified time in the future in the event you promote one thing that is perhaps fascinating for them, like an prolonged guarantee or a reduction on a selected kind of fabric or service.
Maintain your emails quick, extremely related to the audience, participating, and actionable. Give attention to addressing one among their fears, frustrations, and points and how one can assist them.
For instance, the e-mail under is brief and customized, addresses a selected difficulty: roof harm, and gives a transparent name to motion the place a free roofing inspection is obtainable alongside a reduction for brand new clients.
So make sure you’re reaching out to those leads and nurturing them even when they don’t convert instantly.
10. Chase the storm!
Who wants roofing repairs or new roofs greater than a metropolis that has been by way of a storm?
The paid digital advertising campaigns we ran and reaped the very best ROI have been launched after the storms. I do know it sounds a bit darkish, however pure disasters occur, and folks want a roof above their heads. So, the necessity to your roofing companies is at its peak throughout or after a storm.
Subsequently, you possibly can schedule your adverts on Google and Fb to run in a selected location earlier than and after a storm hits. Folks normally wish to reinforce their roofs earlier than a storm; others want repairs afterward.
So test storm trackers or set up a storm monitoring app to know when to run these adverts.
A few of the hottest storm-tracking apps and web sites that roofers use are:
- My Hurricane Tracker, which is accessible for iOS and Android units
- Hailtrace, Which has each free and paid plans.
11. Spend money on evaluations and fame administration
Going again to the advertising funnel. Most clients within the center and backside a part of the funnels will test your evaluations earlier than contacting you.
These in the midst of the funnel most likely evaluate your scores with these of different corporations. These on the backside have to see the great evaluations for reassurance. So, it’s essential to have a superb fame on-line.
Subsequently, make sure you get notified about evaluations posted on all platforms and cope with these dangerous evaluations as quickly as attainable. Have your salespeople name a dissatisfied buyer instantly and resolve any points by compromising as a lot as attainable as a result of a whole lot or hundreds can see the dangerous evaluations of others when making their choice.
Then again, at all times be on the offensive and ask your shoppers for good on-line evaluations and testimonials. Ensure to simplify the method, particularly for older individuals, and at all times provide assist and good incentives.
12. Get artistic along with your closing packet
An efficient technique to keep a superb relationship with new clients, retain them, and probably get testimonials is thru closing packets.
Absolutely, a closing packet ought to embody all the mandatory paperwork like Guarantee info, bill and fee receipt, inspection reviews, upkeep tips, and make contact with info. However you may get artistic there!
However you can even embody a reduction voucher for a service you’re selling, a leaflet with a QR code for them to depart a evaluation, and even get extra artistic and add a small reward as a pleasant gesture. This encourages clients to decide on your organization once more and probably offer you a pleasant testimony or evaluation.
13. Boast about your roofing certificates
In addition to evaluations and buyer testimonials, badges and certificates are vital belief indicators you possibly can show in your roofing enterprise web site and touchdown pages.
A few of these are:
- GAF Certified Contractor: Displays a roofer’s experience with GAF roofing merchandise and requirements.
- CertainTeed Master Shingle Applicator™: A certification demonstrating experience in shingle set up and roofing programs.
- Owens Corning Preferred Contractor: This badge signifies a roofer’s skill to satisfy excessive requirements for professionalism and reliability.
- BBB Accreditation: Reveals a dedication to exemplary customer support and enterprise practices.
- NRCA (National Roofing Contractors Association) Membership: Signifies skilled dedication and entry to trade finest practices.
- EPA’s Lead-Safe Certification: Vital for houses constructed earlier than 1978, displaying compliance with lead security practices.
These badges or certificates displayed in your web site and touchdown pages would push extra potential clients to name your roofing firm or fill out a lead era type.
14. Get listed on roofing and home-owner directories
Along with Google adverts, Social media, and conventional advertising, clients can discover you or study your roofing enterprise by way of directories like Yelp, Angi (Previously Angie’s Record), and different roofing and home-owner’s directories.
For instance, roofing industries that meet GAF’s requirements and necessities might be featured on their web site.
You may also do an outreach marketing campaign or contact link-building and search engine marketing specialists to be featured on web sites that promote roofing companies in your location. Ensure to make use of search engine marketing instruments to test the area authority of those web sites, and at all times ask to your roofing firm’s identify to be talked about within the Anchor textual content of the backlink.
Right here’s a superb instance of roofing companies listed on Forbes Home, the place the names of the businesses are used because the anchor textual content.
So make certain to test which listings are rating within the prime outcomes and do outreach to test how your roofing firm might be featured in these native listings.
15. Give your Google Enterprise Profile extra consideration
Everybody needs to ensure their roofing enterprise appears to be like good on the Google search engine outcomes web page when potential clients seek for the identify. Nonetheless, few keep their profiles, submit updates, and reply to evaluations, Q&As, and messages.
Creating one is fairly simple in the event you don’t have a Google Enterprise Profile. First, you should join one or request possession or entry if the profile has already been created. Then, make certain so as to add hyperlinks to your roofing enterprise web site, photos of the completed roofing undertaking, and your organization’s cellphone quantity. You may learn our guide on how to set up your Google Business Profile.
Optimizing your profile, nevertheless, isn’t as straightforward. Don’t go away your profile behind and overlook about it. Ensure to reply the Q&As, allow messaging, and submit usually about new roofing companies or completed tasks with high-quality photos. Ensure to test our checklist for optimizing your Google Business Profile.
So right here’s a fast recap to make sure your roofing advertising technique will succeed.
In the beginning, keep in mind the basics: Segmentation, goal personas, the advertising funnel, and attribution home windows. Figuring these out will make it simpler so that you can develop an efficient advertising technique. So make investments an inexpensive period of time in these earlier than continuing.
Second, guarantee every little thing is tracked precisely and conversions are attributed to the best channel. Make sure you perceive all of the related advertising metrics and which of them to take a look at at every funnel stage. ROI and ROAS are important however not the one indicators of a profitable marketing campaign.
Third, spend money on a complete advertising resolution wealthy in options as a substitute of utilizing greater than 5 totally different options and attempting to combine them.
Final however not least, assume outdoors of the field. Attempt utilizing channels that companies usually ignore, like e-mail advertising, Google Enterprise Profile, and listings on different web sites. Run advert campaigns earlier than and after storms and use closing packets, evaluations, and testimonials to advertise your roofing firm.
All of that is simpler stated than accomplished, in order a ultimate notice, you must perceive that these roofing advertising concepts take time to implement and reap good outcomes.