Online marketing for roofers isn’t always straightforward. You may be the best commercial roofing company in your area, but you’ll be outshone by the competition if you don’t have the roofer marketing ideas necessary to make your business more visible and attractive to your target customers.
Fortunately, there are several marketing strategies and approaches that can help you generate more leads, find more qualified leads, and win more sales as a roofer.
In this blog, we’ll cover the best digital marketing practices for roofing companies, including the following:
- Create a Company Website to Help Users Quickly Find What They Need
- Share Relevant Roofing Content Interested Buyers Are Searching For
- Use Social Media to Engage With Your Audience and Build Connections
- Target the Most Qualified Leads by Localizing Your Marketing Efforts
- Get Satisfied Roofing Customers to Leave a Review of Your Services
For a complete view of B2B roofing lead generation best practices, read our blog here.
Create a Company Website to Help Users Quickly Find What They Need
Your ultimate goal is generating leads online, and there are many roofer marketing strategies that can help you do it. We’ll be digging into those shortly; but for now, we need to focus on the main hub of your online marketing campaign: your website.
Your website is where most of your roofing prospects are going to end up regardless of how they initially hear of you. They might search for your website after hearing your brand name. They might end up on a landing page after clicking a PPC ad. They might visit a blog page after seeing it on social media.
You only get one chance at a first impression for your roofing business. Your website needs to be professionally designed and compelling. It needs to give people a good impression of your roofing brand and, ideally, persuade them to contact you for more information.
It’s also a good idea to have a frequently asked questions (FAQs) page, as not every visitor is going to be familiar with how roofing companies work or the dynamics of roof replacement and repair jobs. These are some sample questions you can include in your FAQ:
Share Relevant Roofing Content Interested Buyers Are Searching For
Digital marketing for roofing companies is often anchored by content marketing.
The idea behind content marketing is to develop excellent, authoritative content that people actually want to read. When your target prospects have a commercial roofing problem, they’ll search for online content that provides them with answers and direction. If they find your content, they’ll come to see you as an authority, they’ll learn to trust you, and eventually, they may choose to work with you.
Developing valuable content has several benefits, including:
- Increased SEO value
- Utility in other marketing channels
- Greater opportunities for thought leadership
- More conversion potential
- Ability to lower costs
You’re already a roofing expert, so you shouldn’t have a problem fleshing out authoritative content in the roofing industry. The bigger problem is choosing which topics to develop.
These are some strategies that can help you on that front:
- Find the right SEO keywords
- Talk to your current clients to see what they’re interested in
- Look at content produced by competitors
- Review content comments and use surveys
At Abstrakt, we provide commercial roofing companies with expert B2B digital marketing efforts, as well as B2B appointment services. Explore how our roofing-specialized B2B lead gen experts approach business growth for commercial roofers.
Use Social Media to Engage With Your Audience and Build Connections
Social media marketing for roofers is another viable marketing strategy that can help you promote your website and generate more leads. If you have a large following across a variety of social media channels, your content distribution network will grow and everything you post will have more reach. From there, you can syndicate your content, advertise discounts and specials, and talk about the importance of roof repair in the aftermath of storms, high winds, and other risky events.
The secret to success on social media is building that following and sharing content that’s relatable with potential buyers in your industry. To get started engaging with your audience and building new connections, you need to understand what piques their interest. One example of doing this successfully would be sharing silly memes to show your company is full of genuine people with personalities behind a brand.
Target the Most Qualified Leads by Localizing Your Marketing Efforts
Roofing digital marketing also benefits from localized SEO efforts. Be sure to appeal to people within a specific city, county, or area of your state. Using these local strategies limits the number of national competitors you face while simultaneously increasing appeal to local residents.
A great way to start is filling out your Google Business Profile. This free service allows you to showcase important details about your business and increases your likelihood of being featured in local searches. Developing local content, connecting with local influencers, and optimizing for local keywords (like the name of your home city) are great supplementary strategies.
And last but not least, it’s important to include pictures of your local projects. Each picture taken and uploaded contains a set of meta data that contains the location of where the photo was taken. Therefore, the more project photos you take in the area you work can lead to more roofing business opportunities.
Get Satisfied Roofing Customers to Leave a Review of Your Services
All reviews are valuable to your roofing company, even if some of them are negative. Obviously, positive reviews are better, so hit up your previously satisfied clients and ask them to leave a review for your work. As you generate more reviews, your business will develop more authority and relevance for the local area, increasing your likelihood of ranking for local searches.
Just as importantly, a cascade of good reviews can convince your newest prospects that your roofing company is the one worth working with. Keep a close eye on competitor reviews and do whatever you can to stay a step ahead of them.
Learning how to market a roofing company is a time-consuming undertaking, but you don’t have to go in alone. With the help of a marketing firm, you can develop a lead-generating website, launch your content marketing strategy, optimize for search engines, distribute your content on social media, localize your marketing efforts, and even generate more local reviews. Collectively, these strategies should greatly increase traffic to your roofing website so you can cultivate more leads.
Are you interested in generating more leads for your commercial roofing business online? No matter where you are in the process, we can give you the support you need. We’ll help you build a strategy from the ground up and optimize your tactics to build you a steady flow of leads. Everything starts with a free consultation—so contact us today to get started!