Before the digital age, sometimes it would take press coverage for the word to get around about exceptionally bad — or good — service (unless you’re in a small town where word travels fast).
But today, customers around the world can now talk about you in the blink of an eye, which is both a blessing and a boon.
For better or worse, business these days have to do more work in the field of reputation management.
While this phrase may sound like something an old-school HR manager might come up with (yikes!), knowing that — at least theoretically — anyone can write anything they want about you publicly is actually a good motivator to be totally transparent with your customers.
But with so many sites to constantly check, how are you supposed to really keep track?
Want to take this a step further? Nothing sells better than a video of your customers telling others how great you are. Ask your next happy customer for a video testimonial, and follow this guide to knock it out of the park!
4. Create an Outstanding Roofing Website
How you build and use your website will influence your marketing activities — but just creating one won’t automatically improve roof sales.
Hint:It doesn’t necessarily matter how “flashy” your website is; function should be your first consideration.
You can think of your roofing website like a static meeting place — a combination of a brick-and-mortar office and a business card — where you direct people.
Unless you use specific strategies (like a high-converting landing page) in tandem with specific marketing activities, it’s not guaranteed that your website will bring you traffic just by existing! (But it can — see point #2.)
That being said, your website needs to be in top-shape so that people stay awhile when they stumble upon it.
What we’re talking about here is basic user experience (UX). Beyond being SEO-friendly, it needs to be user-friendly, which means:
Call-to-action on every page (eg: free quote button)
According to Smart Insights, video marketing can be extremely effective, with over 70% of customers choosing video as the most effective way to learn about your products.
A video — even a quick real-time “story” as you complete interesting features on your build or source new materials — can be one of the simplest but most engaging of all roofing marketing ideas.
Informative, niche-based videos like this one on YouTube show your authority, build trust, and give you high engagement on social channels. They are also great evergreen (forever) content that you can re-purpose time and time again.
Create a 3-minute video on your mobile phone explaining the answer to a frequently asked question, then watch it and critique yourself. Is it “good enough” to post? If not, practice another the following morning, and so on.
If you’re nervous about sharing your video with clients, do a trial run by sharing with your friends and family and ask them for your feedback first.
These “quickie” videos are supposed to show your “real” face, so they don’t have to be perfect. With a little practice, you’ll see how quick and easy it is to create something useful and engaging on the fly!
6. Experiment With Different Types of Written Content
Content is so much more than blogging! In order to improve roof sales, you’ll definitely want to test out video. But there are plenty of different ways to attract exclusive leads via the written word (or a strategic combination of visual and written content).
Here are some examples:
A guide on how to select the right roofing materials for your home
An e-book on the solar installation process and the government incentives available
A press release showcasing your Owens Corning Platinum Preferred status
A guest post for a local community website on the benefits of going solar
When you build a content base and ensure that it is relevant, useful and high quality, you can then help it spread like wildfire through your social media channels.
Not sure what to write about? Check out Quora, Google, and your own FAQs to generate content topic ideas out of popular keywords and key phrases.
Think of your customers’ 5 biggest pain points related to the services you offer, then plan out 5 new pieces of content for the next 5 weeks.
7. Experiment with New Technology
From chatbots to virtual reality demos, there’s always new technology to try out which has the potential to increase engagement and essentially improve roof sales, but only if you use it well.
There’s no need to dive headfirst into a multitude of high-tech tools, especially if you aren’t quite sure how to use them yet.
One simple way to get familiar with Artificial Intelligence (AI) technology (if you aren’t already using it) is to try installing a simple chatbot and practice it with colleagues before you try it with customers
In their capacity to answer simple questions, direct requests, and gather contact information (just to name a few functions), chatbots can be extremely useful!
Install a live chat tool like ManyChat, MobileMonkey or Zendesk, and test it out to get familiar with its capabilities and how it might fit into your marketing strategy.
8. Track Your Marketing Metrics
Most of us are familiar with metrics such as customer lifetime value (CLV) and gross margin. These are basic metrics that most business owners should be paying attention to when looking to get leads for their roofing business.
But getting strategic about your marketing means digging into not just what the basic numbers show (eg: “profits”) but learning how to gauge the success of your marketing campaigns.
For instance, you may know your website’s average traffic level in a given month, and you probably are tracking conversions. (If not, check out this super useful article via Neil Patel.)
But what’s the average conversion rate from your website (or even a specific lead magnet) over a given period of time? That trend will give you a gist of how well a specific marketing campaign worked.
Truth is, most marketing campaigns fail, which is why you want to be able to identify which ones work so you can double down on them when the time comes. Knowing your marketing metrics is the only way to do that.
You probably learned about co-operation in grade school, and then about competition in business class. Well these days in the digital marketing world, cooperation is more likely to get you more roofing leads.
When you market with similar companies in your niche, you have the potential to reach the right audience without having to spend time or money on targeting. What’s more, you can collaborate on all sorts of promotional activities: events, podcasts, social posts, etc.
For example, we teach and provide value to roofers on The Roofer Show Podcast, and in exchange, roofers get to learn about our PPC services and how we might be able to help them. It’s a win-win for both the podcast host (he gets expert content for his podcast) and us (leads!).
Co-marketing is a low-risk and high opportunity activity which helps you build your network, exchange ideas, and just have fun with like-minded people, to name just a few possible perks.
Plus, it shows you are generous and supportive with your business peers.
This article from The Balance explains the benefits of co-marketing in detail.
Write down the names of 5 people in your industry that you think might be able to send you roofing leads — think of painters who know homeowners, plumbers who might service businesses, etc., and reach out to them in order to discuss partnerships and co-marketing initiatives.
These days there are plenty of accessible digital marketing tools out there for people of all backgrounds and skills.
Trying out different roofing marketing ideas will help you understand your business and your clients while learning useful new skills.
If you start marketing your roofing business without a plan or a marketing expert by your side, you might very well become overwhelmed.
Don’t be afraid to hand over the reins to a contractor marketing expert. There’s a lot of value in learning the basics, but there comes a time when it makes more sense to focus on what you do best — operating your roofing business!