As the owner of a commercial roofing company, you need to generate roofing leads to grow your business. While lead generation looks slightly different for residential roofing services, commercial roofing leads are a business-to-business marketing approach.
You’ll be dealing with other businesses and decision-makers that expect a high level of professionalism, experience, and communication. While residential roofing customers also want expertise and good customer care, lead generation is a different process in the B2B sphere.
If you want to get more commercial roofing leads that convert into sales, it’s important that you follow these roofing lead generation approaches:
Determine What Qualifies as a Good Commercial Roofing Lead
The first step in lead generation is defining your target market and identifying your ideal client profile. To market to other businesses, you should research the type of companies you want to work with as well as the ones who are looking for your services. As a commercial roofing company owner, you’re likely willing to work with various companies with various building types.
However, you’ll still want to narrow down your target market. Perhaps you specialize in rubber roofing, and your ideal client profile (ICP) is another business looking to install a more energy-efficient roof. In that case, you’ll look for companies that brand themselves as being eco-friendly.
While you may be able to generate endless cold leads, your success rates will be much lower if you’re just cold calling or knocking on any door. When your roofing company understands its target market and ideal clients, you’ll have all the information you need to determine a high-quality lead and connect with other businesses that are more likely to work with you.
With information on your market, your sales and marketing teams can look for these qualities in potential buyers and continue to chase them and convert them from a prospect to a customer.
Along with establishing an ICP, you’ll also want to determine various buyer personas within your target market. But, as a roofing company owner, determining and researching buyer personas and ICPs might not be in your wheelhouse.
If you need help determining what your roofing company’s ICP looks like, consider finding commonalities between your loyal and highest-earning clients. As you examine the ideal clients you’re already working with, you’ll be able to collect valuable info you can use in further lead generation, such as:
- Industries worked with
- Types of roofing services provided
- Most common roof types
- Square footage of their rooftops
Starting with the clients you already have helps you hone in and improve your current lead-generation strategy.
Prioritize Perfecting Your B2B Appointment Setting Strategy
After you research your ICP and buyer personas you need a sales team and sales approach that leads to sustainable business growth. Otherwise, your salespeople and marketing teams will spend valuable time and money with little to no returns.
Here are some suggestions for a creating and maintaining a sustainable commercial roofing appointment setting program:
- Strategic prospecting: This involves identifying what your ideal customer profile (ICP) looks like and building prospecting lists based on this criteria.
- Lead qualification: This involves qualifying prospects to ensure they meet your sales and marketing criteria. Lead qualification should be performed when inbound leads come in through your website. Additionally, it should also be implemented when your sales reps start calling outbound prospects from the lists they’ve built, ensuring that they’re chasing leads that meet your ICP.
- Lead nurturing: Not every qualified prospect is ready to convert into a sales opportunity after the first point of contact. Therefore, your sales reps must nurture relationships with them by sending follow up emails and making warm calls, catching them when they’re ready to make a purchase.
Once a qualified prospect is ready to take the next step in the buyer’s journey, the sales team should set up a sales meeting between the decision-maker and a member of the internal sales team.
Write Web Content That Interested Buyers Are Searching For
Now that we’ve covered some basics on finding quality leads and improving your appointment-setting approach, we can look at how SEO strategy plays a role in attracting inbound roofing leads.
While going out and finding clients is important, you may have a smaller operation with fewer employees to lead the search. Still, both small and large roofing businesses benefit from solid search engine optimization. With a well-designed website and target keywords, you can find clients in your area who are already searching for commercial roofing services.
So, it’s vital to focus on keyword phrases that are relevant to your customer base. You don’t want just to include general keywords, as these will bring viewers in who have no genuine interest in purchasing commercial roofing services.
Instead, incorporate keywords that your ideal clients are already looking for, such as:
- “Commercial roof repair services near me”
- “Best roofing system types for commercial business”
- “Commercial roofing installation near me”
- “Rubber roofing repair companies”
With a better SEO strategy, you’ll get more conversions. Remember, you want quality views and clicks, not just quantity.
For more insight into the latest commercial roofing digital marketing practices, read our blog here.
Retarget Commercial Roofing Leads Through Paid Ad Campaigns
The next step in generating commercial roofing leads is developing a paid advertising campaign to target potential buyers who have been looking for your commercial roofing services online.
There are two main options: paid search ads and paid social ads. Often, the best paid ad campaign strategy involves a combination of two, but this will depend on your target market and the size of your business and budget.
For example, if the buyer personas of decision-makers in your target market don’t use Facebook, don’t put money into Facebook ads—you won’t see the results you want, resulting in a waste of your paid marketing budget.
You’ll need to do some research on your current social media followers and users. By keeping careful track of your analytics, you can determine which social media pages are being seen the most and which posts are being interacted with the most.
Align Goals Between Your Sales and Marketing Departments
The advice on lead generation in this guide so far has been primarily about targeting the right clients. But there’s another key factor to discuss: you’ll also have a more successful lead generation strategy if you align the goals between your sales and marketing departments.
Depending on the size of your commercial roofing business, the two teams may sometimes overlap in their roles and duties. In larger companies, these two departments might be relatively separate. However, it’s essential that their goals and strategies are aligned for more significant business growth impact.
For example, let’s consider a situation where the SDR calls a prospective client who says they’re not ready for any services yet. However, they are looking to switch to a TPO roofing system at some point. From there, the SDR can palace this prospect into the lead nurturing stage of the sales development process. Since the SDR knows what kind of roof type the prospect is interested in, they can put them in an email marketing campaign centered explicitly around TPO roofing systems, so they always receive content relevant to their needs.
Aligning sales and marketing goals is difficult for many commercial roofing business owners. With all the different hats they have to wear, it can be difficult to find roofing leads, nurture them until they’re ready to buy, and secure high-converting sales opportunities. While you focus on running a successful business, the lead generation experts can prioritize generating leads.
Key Takeaways
Adjusting your lead generation strategy often leads to more sales and loyal customers. Remember the tips from this blog if you want to improve your lead generation approach. To sum up, it’s essential to:
- Understand what makes an excellent commercial roofing lead by defining your target market, buyer personas, and ICP
- Improve upon and train salespeople with a better appointment-setting strategy
- Adjust your search engine optimization to find clients already searching for commercial roofing services
- Use paid ad campaigns to find clients looking for commercial roofing
- Align the goals of sales and marketing departments for improvements in the entire lead generation and sales process
With these tips in mind, you’ll have the tools to find better leads that are more likely to lead to sales. Also, remember that your lead generation approach as a commercial roofing company should consider best B2B practices.
At Abstrakt Marketing Group, we collaborate with commercial roofing companies around the nation to help them find qualified prospects and convert them into sales opportunities. Contact us today to see if we have availability in your market!
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