25 Roofing Marketing Strategies That Will Crush Your Local Competition
All businesses need robust, targeted marketing. Your roofing company is no exception. Roofing marketing strategies are most effective when they are well-planned and smoothly executed. Here are our top 25 roofing marketing tactics that will crush your local competition and put your business on the path to success.
- Claim Your Company on Google My Business
If your roofing business isn’t yet claimed on Google, it’s important to take that step before you start marketing your company. The majority of web users will check out a business on Google before contacting them, and your Google My Business listing can quickly give users important information about your company. Your Google listing will feature your roofing company’s phone number, address, website, Google reviews, your hours of operation, images you’ve selected, and other critical data.
- Create a Responsive Website
Many people use their smartphones or tablets to connect to the internet, and some don’t have desktop or laptop computers at all. To ensure that your roofing website can be easily navigated by any user on any device, it should be responsive. This means that the website’s coding allows it to resize or stack design elements to display the website in the best possible way on any device. If your website isn’t responsive, potential customers may have a difficult time finding important pages like “Services,” “About,” and “Contact Us.”
- Create Value-Added Content
Today’s users want to know less about your experience and credentials as a roofing company and more about what you can do for them. Create value-added content that aims to empathize with users and solve their problems, ideally leaving them inspired to take action in some way after leaving your site. Value-added content can take the form of blog posts, videos, podcasts, eBooks, infographics, and other types of content that offers users information and education.
- Publish a Press Release
Once your roofing website is built and relatively well-fleshed out (remember, you can and should continue adding content as you go), it’s time to publish a press release. A press release is a document designed to convey important or exciting news to relevant media outlets. You should also be used by established roofing companies to promote new services or special discounts. Your press release should ideally be around 400 words and submitted to a press release distributor.
- Optimize Your Pages with a Healthy Mix of Relevant Keywords
Content optimization is one of the most important parts of your roofing marketing strategy. Although keyword stuffing is a long-dead SEO tactic, your roofing website can benefit greatly from the strategic use of relevant keywords throughout your content. Make sure each page of your site includes valuable keywords and that you use a wide variety of related keywords for latent semantic indexing (LSI). Above all, make sure that your content is easy to read and full of value — Google’s algorithms have evolved to detect natural language and rich content better than ever before.
- Make Sure Your Technical SEO Is Up to Snuff
Technical SEO is done on the back end of your website and is designed to help search engines crawl and index pages on your website. Your technical SEO also impacts how search engines interpret and rank your content, making it an essential component of your roofing marketing strategy. SEO is an ongoing process and you should be looking at your data every month to see where changes or improvements can be made.
- Disavow Toxic Backlinks
Ordinarily, backlinks are good for your roofing website’s SEO and raise your Page Authority (PA) and Domain Authority (DA). However, not all backlinks from all sources are beneficial. Google recognizes links from spammy, low-quality websites and can potentially penalize your site for having those links. Use the disavow tool to let search engines know that you no longer want to be associated with bad backlinks coming from low-quality or spam websites set up just to link out to others.
- Optimize Your Website for Local Search Terms
While you want your roofing website to rank highly for generic search terms like “affordable roofing” or “types of roofing,” you also want it to rank well for local search terms. The majority of leads coming to your site are likely going to be from individuals looking for a roofing service provider in their area. Make sure your website is generously sprinkled with your city, state, and nearby locations so you rank higher for local search terms. Just don’t overdo it — local keywords are best served without spam.
- Create Branded Social Media Accounts
Every company today needs a social media presence, regardless of the work you do. It’s important to meet potential customers where they’re at, which is on popular social media platforms like Facebook, Twitter, Instagram, Pinterest, and LinkedIn. Develop a solid social media marketing strategy for your roofing business to engage users with your brand on each platform. Make sure your strategy accounts for the best times to post, the demographics of your target audience, and other critical components of social media marketing.
- Utilize Paid Facebook Marketing for Faster Results
These days, Facebook and Instagram simply don’t have the organic reach they used to. This is largely because there’s been a significant increase in competition. Now, large social media platforms are pay-to-play. Fortunately, most paid social ads are more affordable than other types of paid marketing, like pay-per-click. A few dollars can get a post seen by a much larger audience on Facebook — one you get to tailor specifically to your preferences.
- Use LinkedIn to Engage with Commercial Leads
LinkedIn marketing is still very much relevant in the roofing industry, particularly for companies who want to do more commercial roofing work. Use LinkedIn to connect your company to other businesses in your area who are looking for roofing services. You can do this by publishing high-quality, useful content that links back to your company’s website.
- Try Creative or Unconventional Marketing Tactics
Marketing your roofing company can be more effective when you look for creative strategies to integrate with traditional ones. Look for “outside-the-box” tactics like displaying signs in the yards of customers you’ve just provided service to or putting your logo on a vehicle decal. Try to bring a fresh angle to your marketing efforts that help set you apart from the competition.
- Offer Discounts to New Home or Business Owners
New home and business owners spend thousands of dollars on renovations to their properties during the first year of ownership. Offer new property owners exclusive discounts or create scarcity offers that are limited time only. You can find new homeowners and business owners in your area by working with direct mail services and purchasing a mailing list.
- Market Alongside Another Industry Peer
Consider co-marketing with another business in your area that is relevant to your industry. By teaming up, you and the other company you co-market with can solicit more customers for package deals. For example, if you partner with a gutter cleaning service, you can offer discounts on roofing services to customers who are referred to you from the gutter cleaning company. They should also have a similar referral discount for customers you send to them.
- Create Seasonal Marketing Campaigns
Roofing is typically a seasonal business, meaning that some seasons are busier than others. Spring typically brings rainy weather, leading to more roof repairs than in fall and winter. Summer is warm and dry, which can be a perfect time for completing a new roofing job or doing a replacement. Use seasonal marketing to your advantage by ensuring your ad messaging is consistent with the seasons and what challenges and goals your customers usually face during those seasons.
- Spend Some of Your Ad Budget on Traditional Marketing
While the majority of roofing marketing is done online today, there’s still room for traditional marketing initiatives, such as putting up flyers or sending out a direct mail campaign with colorful postcards. Allocate a small portion of your budget to traditional marketing to maximize the number of marketing outlets your company is able to utilize. This, in turn, maximizes the audience exposure your business gets.
- Create a Referral Incentive Program
A referral incentive program is a great option for roofing companies that want to enhance their word-of-mouth reputation. Offer customers who hire you for roofing services a discount or credit for referring friends and family to you. Be sure to make it clear that the referral incentive is for completed work and not simply consultations. Set up the program so the discount or credit is applied to the next service. You can consider sending out a gift card after the referral’s job is completed.
- Explore Pay-Per-Click (PPC) Advertising
Pay-per-click advertising, or PPC, is an integral part of any good marketing strategy. Organic results take time to generate, and it may be months or even a year before you start to see your rankings climb from organic SEO and content production efforts. PPC costs can be high depending on the types of campaigns you want to run, so it’s important to determine how you can utilize PPC along with your other roofing marketing efforts without blowing your budget.
- Engage in Video Marketing with Helpful Content
Video marketing is growing in popularity and a significant driver of website traffic is YouTube. Consider creating helpful videos about how to handle leaks, signs your roof needs repairing, and other topics that are important to home and business owners. Publish these videos on YouTube and use embed codes to also feature them on relevant pages of your roofing website.
- Record Value-Added Podcasts
Along with video marketing, podcasts are also increasing in popularity. You can discuss similar topics that offer value to customers and feature your brand on other popular websites like iTunes and Soundcloud. In your podcasts, you can promote your brand alongside the information you provide, helping to drive more outside traffic to your roofing company website.
- Publish Authoritative eBooks and Infographics
Authority marketing is another way to set your roofing business apart from competitors in your area. Consider repurposing content from your videos, podcasts, and blogs into an eBook or infographic. Blog posts can easily be compiled into a related eBook without spending much more on additional content and design. This allows you to maximize the variety of valuable content offerings for website visitors without ballooning your marketing budget.
- Write Detailed Case Studies of Completed Jobs
Customers want to know how your roofing company has helped other customers like them. What type of services did those customers need? How did they come to decide on using your business instead of a competitor? Detailed case studies, with images of your work before, during, and after completion can be powerful roofing marketing tools. Ask customers you provide services to if they will allow you to feature their home in a case study published on your website. This can also be a great way to get testimonials from satisfied customers.
- Manage Your Online Presence
Your online presence is a living, breathing component to your overall brand strategy that requires consistent maintenance and management. Regularly browse review websites like Yelp and keep an eye on your Google My Business for reviews from dissatisfied customers. Reach out to those customers privately to resolve the matter and once they’re happy with how the matter was handled, ask them to kindly remove or edit the negative review.
- Solicit Positive Reviews
One of the first things a potential customer will look at is your online reviews. This is why removing negative ones is so important, but you also need to ensure you have a campaign in place to solicit positive reviews as well. This can be done alongside a case study, or you can simply ask customers to fill out an online survey or a survey card once the job has been completed. Be sure to leave space for a written comment — you’ll often find gems that are well-written enough to feature in call-out boxes or rotating galleries on your website.
- Work with a Professional Roofing SEO Company
Digital marketing and search engine optimization have gotten exponentially more difficult over the years, and it’s harder than ever before for roofing businesses to rank well simply by blogging and posting on social media themselves.
Roofing companies that want to maximize their advertising budget and ensure their brand is as pervasive as possible on the internet should work with an experienced SEO company. Make sure you choose a provider that has specific experience working for roofing companies and understands which types of marketing are most effective for your particular industry.
Why Choose Tactical SEO Consulting
At Tactical SEO Consulting, we know how challenging it can be to manage both a roofing business and your online presence. There’s so much to marketing these days that it can be difficult to keep up with. From quality optimized content to back-end technical SEO, roofing marketing is a multi-faceted undertaking that many companies find hard to master while they’re working on providing customers with excellent service, training employees, and managing expenses.
We’re a full service digital and content marketing agency with extensive experience serving roofing companies like yours. We can help you polish your roofing website, establish an engaging presence on social media, develop and track marketing initiatives from start to finish, and help you get more roofing leads. We take pride in being able to provide tailored SEO services to roofing businesses and you can be confident that by working with us, you’re working with a digital marketing company that truly understands your industry and core audience.
Contact us today to learn more about our roofing SEO, website development, content creation, and other critical marketing initiatives for roofing companies. Call now for more information at 719.358.3613.