Roofing Contractor Marketing - Generate More Leads with Less Effort

Implementing the best digital marketing strategy for your roofing company is essential nowadays for people to easily search and find your services online. Considering that internet marketing is growing tremendously, using outdated roofing marketing techniques might lead your business to a loss.

Therefore, if you are a roofing marketers and want your business to be competitive, you need to create and implement a flexible digital marketing strategy to get predictable & consistent leads. This strategy will help your brand cope with big industry changes in the market hence improving your business accordingly.

In addition to this, getting a reliable & expert roofing marketing agency specialized in roofing contractor marketing is also essential to ensure you end up with a successful marketing process for your roofing business.

At NextPinnacle, we offer digital marketing solutions that have earned positive reviews from clients for improving and growing their businesses over the past 13+ years. We are committed to placing your business on a competitive level, regardless of the industry trends and changes.

So, are you running roofing services and wondering how you can market it?

Understanding and integrating the best roofing digital marketing strategies for roofers will help you to answer these questions.

Keep reading to learn more about roofing marketing ideas and the services we offer and if you are ready to get started with online marketing for roofers, you can get in touch for a free strategy session.

What is Roofing Marketing?

Roofing Digital Marketing involves marketing and customer interaction services via online channels such as Google and online ads with your website & social presence. 

This marketing type offers your roofing business various strategies for generating leads, converting leads into customers, and closing more sales.

Why Do Roofers Contractors Need Digital Marketing?

Most roofers and roofing contractors focus on traditional advertising forms such as door to door, cold calling, canvassing, billboards, mailers, referral, television, and radio to reach their prospects. However, it would be of great benefit to change the trend to enhance your online business visibility with the growing technology. 

Digital marketing hence provides a great solution to your marketing efforts. Digital marketing will help you;

As a roofing company, some of the strategies you should use in digital marketing should include search engine optimization (SEO), content marketing, email marketing, paid marketing, funnel & system setup that we will look at in detail.

Digital Marketing Methods for Roofing Companies 

1. Search Engine Optimization (SEO)

Having a stunning website for your business can help you reach more people and generate quality leads. An increased number of people are turning to Google as their primary search for roofing services. As a result, you can take advantage of this to use SEO to improve your roofing company rank at the top of the search results, allowing more potential customers to find you.

Since most users don't look beyond the first page of results, getting your page to rank on the first page is critical. Therefore, if you want the audience to select your company over other competition, your site must appear higher in search results than theirs. 

Take a close look at your website and imagine yourself as a future customer. Can you choose it in case you were…?

Some of the things you can do to improve your chances of being ranked higher on search engines include;

Recognize that each visitor to your website will be at a different point in the purchasing process. Some people are simply seeking knowledge; others have been referred to you and are evaluating your suitability. In contrast, others have done their homework and are willing to buy or set up a sales appointment.

2. Local SEO

Roofing Local SEO is a strategy that can help your roofing company to enhance visibility on local online search results such as Google. 

Since most roofing companies serve their local communities, you should design your website to attract users looking for roofers in your city/state. You should use your website as an online storefront and incorporate the keywords that consumers will use to find your services quickly. 

Therefore, if you target more leads across the internet, you have to integrate a robust search engine optimization plan to rank you on top of Google's local search & map pack too. 

3. Pay Per Click (PPC) Advertising

Pay Per Click (PPC) is a strategy where you are charged a fee every time your ad clicks. Essentially, it is a means of artificially moving traffic to your roofing website rather than spontaneously attracting such traffic.

PPC can help you convert leads into long-term customers by using landing pages that connect with your target audience, you can use the landing page builder tool to make it better & faster.

With PPC ads, you also don’t have to compete with your competitors based on the search rankings or Google Algorithm adjustments. That is, even if your roofing website isn't at the top of the search results, you can still use PPC to promote your roofing solutions. With this strategy, you can compete with roofers who have higher search rankings on Google than you.

The good thing about PPC advertising is that when you launch a roofing PPC campaign, you can choose when and where your ad will appear based on a variety of factors such as demographics, keywords, time, date, and many more. You can segment the market and target the right prospects, allowing your goods or services to be seen by many targets.

PPC is fast & scalable traffics so that you can get results a lot faster than the organic way but of course you need to invest in campaign budget upfront to test your campaign different angel to get profitable ROI.

4. Google Local Services Ads

Roofing advertising on Google Local Services can help you find more potential leads who are ready to convert. It's a great way to get more high-quality leads for your roofing company.

Google Local Services ads always come at the top of the search results, above SEO listings and PPC ads. Once they click on your local ad, they can see more details about your roofing company.

The good thing about Google local services ads is that they are cost-effective since you only pay when people contact your roofing business. You can also pause your ad if your company becomes too busy with appointments. You'll also be able to invest your money more wisely because you won't be paying for leads that you won't be able to follow up.

You can use the Google Guarantee badge in Local Services advertisements. By using Google Local Services ads, you'll be able to connect a badge of confidence to your company's name, which will encourage more people to hire you. You'll get more reliable leads if you have a Google Local Services ad (with your Google Guarantee badge). These advertisements provide an excellent opportunity for you to increase your roofing company's profits.

5. Social Media Marketing

Social media is rapidly increasing, and it is becoming increasingly relevant in how consumers and companies communicate. Therefore, integrating your social media channels as part of your roofing campaign can improve your overall marketing. 

You can communicate with potential customers and reach prospects where they live online by building a profile on Twitter, Snapchat, Pinterest, LinkedIn, Facebook, Google+, and other common platforms.

Some effective social media tactics for roofers include;

• Creating marketplace ads example, Facebook ads, Instagram ads
• Hosting social media contests example, Instagram contests
• Creating promoted and sponsored posts
• Using Facebook and Instagram stories
• Sharing social media success stories

6. Blogging

Although blog posts do not generate more direct leads than other digital marketing strategies, blogging can still be one of the most effective ways to drive traffic (and thus leads) to your website. 

I also suggest managing your own blog; writing keyword-rich blog posts regularly will draw a lot of qualified leads to your site. This is because Google and other search engines aim to reward quality content with higher rankings. Your blog posts should be;

You should promote your blog posts on Twitter, LinkedIn and Facebook every time you write one. Longer blog posts are the most effective for SEO.

You can use essential tools such as  Hootsuite, Buffer, and Sprout Social, which will make it simple to monitor and organize your social media accounts from a single dashboard. 

7. Content Marketing

Most of the productive roofing websites have interactive and valuable content, which Google's Quality Guidelines call for. Understanding Google's requirements will aid in the creation of a fantastic website. Many roofing contractors are unsure what to do next after designing service sites, writing blog posts, and targeting keywords. This is the point where content marketing comes to the rescue. 

As a roofing contractor, you should use various content marketing tactics to achieve the performance your audience wants. 

Some of the most popular content marketing strategies include;

• Distribution
• Creating connections
• Releases to the press
• eBooks
• White papers
• Sharing on social media.

Marketing content is also an essential step in the SEO process, and utilizing these strategies can make it happen.

8. Email Marketing

You can also use email marketing to convert your leads into paying customers. Email marketing allows you to deliver personalized content to specific leads to stir their interest. 

For your email marketing to be effective, it's preferable to earn email subscribers via your website rather than paying for an email list. 

You can then start sending content regularly, but make sure you don't overload them to the point that they have to unsubscribe.

9. Conversion Rate Optimization (CRO)

CRO boosts site efficiency by increasing the percentage of visitors who become paying customers. CRO will also help you boost revenue, click-through rates, and other undefined targets without having to increase your website's traffic. Conversion optimization is essential because, without any conversions, there will be no value to your brand. 

To improve conversion rates, some of the tactics you should use;

• Plenty of calls-to-action
• Speeding up websites
• More actionable language
• High-quality images and videos
• Testimonials and awards, etc.

10. Account-Based Marketing (ABM)

Account-Based Marketing encompasses Marketing and Sales departments, Sales Development, Customer Success, Product Development, and other departments that interact with prospects and customers/clients. 

ABM, therefore, enables you to grow your business by providing the right content to your primary customers at the right time. 

11. Web Design & Development

Your roofing website is the first contact point with potential leads. It tells more about your company and brand. 

Therefore, to effectively communicate with potential roofing leads, it only makes sense to develop a professional and user-friendly web design. 

Web design includes;

• Layout
• Graphics
• Content
• Landing page
• Service & blog pages
• Inquiry form & proper call to action 

An effective web design can help with consistent branding, excellent user experience and advertising. Your website plan should consider digital marketing and elevate user experience to make them come back repeatedly.

12. Referrals from Online Directories & Yellow Pages

Online directories and yellow pages are relatively important. This strategy is one of the quickest ways to get your services before potential customers. They enable prospects to see your company and services in places aside from paid commercials. 

They showcase independent reviews hence present your company in a neutral position. However, you should consider putting your roofing company on directories and yellow pages that will directly take it to prospects and other relevant businesses. 

With additional features such as boosts in SEO, advanced filter options, and google ranking, your company's brand awareness will improve significantly.

13. Webinars

A webinar typically allows you to share PowerPoint presentations, videos, web pages, and other multimedia content with your audiences. 

You can use webinars to 

• Create awareness of your business, products, and services.
• Reach your target audience with sufficient content.
• Generate targeted and easy to convert leads for your roofing business. 
• Build more trust and authority in your market.

There are many webinar tools platforms you can use to run live or automated webinars.

Old Marketing Tactics for Roofing Contractors

1. Door to Door

Door-to-door marketing still works to some extent. Some roofing companies have sales representatives who want to generate their own leads door to door. While this method will cost you time, it is cost-effective and will still expose your brand name.

Door-to-door marketing is not consistent and you don’t get predictable leads each month and also have issues with your sales team to hire frequently and costly too.

2. Direct Mail

Indeed, post office mail works if done correctly. Send out flyers, postcards, lead letters, leaflets, catalogs, etc. with your organization's name and your roofing solutions. Direct mail performs averagely and is not very cost-effective but still, you can use it if you want for your local areas. 

There are a few things that you should follow when creating a direct mail campaign. You should:

The quality of your list determines how successful your campaign will be. If you are targeting commercial businesses, you should first create a billboard property database that will function your marketing foundation. 

You should send out postcards with a proposal for a free roofing review. You should also make sure your mails are custom-made. You should also make sure the mails are focused on potential prospects, and let the client realize you know they need your roofing services.

3. Cold Calling

Cold calling is a very popular marketing strategy for commercial roofers. However, it has changed drastically over the years. It is important that you first create a commercial property database. 

The effectiveness of cold calling depends on how well you target. It is important to target decision-makers for these commercial properties. Once they say yes, send them samples or proposals and follow up to set appointments.

4. Canvassing

Canvassing is among the most common outbound lead generation strategies. Face to face meeting is still an essential marketing strategy since it provides an opportunity to add a personal touch to your roofing strategy. 

Canvassing is a very effective strategy to use in an area after a storm. For canvassing to be effective, you need to be;

• prepared for anything
• have a proven script ready
• follow up 
• have set clear objectives.

5. Billboards

If you want to make a significant impact in your area, billboards came in handy to enhance your profile and supply results. Billboards place your message directly in front of your prospects as they are walking, purchasing or driving. 

Your billboards should quickly grab attention. They do not require your clients to do anything other than just look at it. For this strategy to be effective, the billboards should be strategically placed in locations with a captive audience such as public roads, public transport or waiting rooms.

6. Networking

Networking is all about creating strategic relationships and partnerships with prospects, professionals, and people around you. Through networking, it is easier to generate leads through referrals. Referrals are an excellent way to generate leads. Referrals are easy to convert and remain loyal customers for a long time. 

Some of the strategic networking tactics for roofers and roofing contractors include;

Seminars

You can create a marketing campaign in which you identify your potential commercial roofing leads and invite them to an unpaid and trained seminar. You can also conduct seminars for your local networking groups. 

Free dinner

You can identify potential commercial leads and invite them to a free dinner. You can hence tell the attending about your roofing business.

Trade shows

As a roofing company, there are significant benefits to attending trade shows. You should stand out at a trade show to outdo the competition, create new business partnerships, create brand awareness and generate leads that will eventually convert to more sales.

Business cards

Always carry a business card that you can share whenever you meet a business contact or prospect.

When Do Roofing Contractors Involve Digital Marketing?

Less/No Leads

If your business is not known, it is likely to fail. Even if your roofing product is the best in the world, it is difficult to succeed when you have fewer or no leads. 

In such a situation, you should involve digital marketing to generate more leads. If you have more leads, more revenue, and more revenue most times means more profit.

Not Consistent

Consistency is the key to the success of any roofing business. Being consistent allows you to build trust, establish awareness and deliver your services efficiently and profitably.

Digital marketing comes in handy in creating brand awareness and getting consistent & predictable leads month over month.

Stuck at Growth

When your business is stuck at growth, it could indeed be time to make some progressive changes.

If you are not moving forward, you can easily start sliding backward. This might be the time to invest more in targeted digital marketing strategies.

Till Now Rely on Old Marketing Methods

As a roofing contractor, you should not ignore the fact that we live in an increasingly digital era. Digital marketing creates endless opportunities for roofers to reach a broad audience, gather customer data and scale their communication.

To keep up with the competition, you should consider going digital too.

DIY Marketing Not Working

Most businesses ignore their marketing and choose to do it in-house, either by delegating or doing it themselves. This often has destructive consequences. 

If DIY marketing is not working, you should consider involving a roofing marketing agency to help you set up & manage your complete roofing company marketing strategies to get online leads and you can focus on converting them to customers.

Looking for Faster Growth

The goal of every roofing company is growth. Faster growth is often characterized by market penetration, market expansion, product development and diversification.

Digital marketing is, most definitely a must-do when looking for faster growth.

Roofing Company Marketing Strategies

With the roofing industry’s current growth, you should make sure your marketing strategies drive leads and boost revenue.

There are numerous marketing strategies. However, the strategies that are working and generating real results are what matters. This is the point where you need the expertise to get roofer marketing service.

Roofer Marketing FAQs

Conclusion

In a bid to deliver optimum results, digital marketing is vital. However, one of the biggest challenges for any roofing business is generating qualified & consistent leads. At NextPinnacle, we understand this and give you one of the best solutions you need.