As a commercial roofing company, your quality of work speaks for itself—to a degree. Before you can start showing off your exceptional work, you need to get prospects to sign a roofing contract. There’s nothing more impactful during the sales process than highlighting your services with insightful, strategically placed marketing assets.
There are countless benefits of using marketing collateral in your roofing lead generation program. Collateral gets your business in front of the eyes of new customers, which helps you build your audience and turn those audience members into clients. Additionally, collateral reinforces your presence to past customers, keeping your commercial roofing company top of mind. By sending marketing collateral to past clients, you can increase your number of repeat jobs and referrals.
However, you can’t reap the rewards of marketing collateral if you don’t follow best practices. If you’re not using your collateral wisely, it won’t make the impact on your sales strategy that you’re looking for.
Here are three best practices you can use to get the most out of your roofing marketing collateral.
Best Practice #1: Mix the Old With the New
Businesses in construction and roofing have been slow to adopt digital sales methods—they often rely on traditional strategies like cold calling and distributing physical brochures. While there’s nothing wrong with using traditional tools, you’re missing out on an opportunity to capture more leads if you don’t bring your marketing collateral online.
One of the best ways to leverage the power of marketing collateral is to mix the old and reliable methods with what’s new and exciting.
Here’s how you can bridge the old and new using marketing collateral.
Leverage Word-of-Mouth Marketing With Collateral
All you need to do is some precursory research on how prospects find commercial roofers, and you’ll see that word-of-mouth marketing remains a go-to method. Social proof has and will always be a driving force in building a solid reputation, and an endorsement from a satisfied customer can go a long way in building your customer base. In fact, nearly three out of four consumers claim that word of mouth is a top influencer in their spending decisions.
Though word-of-mouth marketing typically takes place offline, a case study or testimonial video can bring this method into the digital world. By posting a testimonial from a past client on your website or social media pages, you can show potential customers that you’re a credible, trustworthy roofing business worth their time and money. If one of your ideal leads stumbles upon your LinkedIn page and sees a case study video from a company similar to theirs, they might decide to reach out to you for their next roofing project.
Your leads and prospects want to see that your business is authentic, transparent, and trustworthy. Case studies from real customers are an excellent way to give new clients the proof they need.
Get Your Business in Front of Relevant Eyes
Marketing collateral is no longer a physical form of marketing. You can digitize your sell sheets, company brochures, and infographics and use them to advertise your business to potential customers online. By attaching your marketing collateral to email blasts and social media messages, you can get your business in front of your target leads.
When leads can read an eye-catching, concise marketing collateral piece instead of poring over a long wall of text, they’re more likely to remember essential information and develop an interest in your business.
Best Practice #2: Establish Brand Continuity
Many commercial roofing companies start marketing collateral initiatives with the best of intentions. They have high hopes for their sales material and ambitious ideas about design, content, and graphics. Unfortunately, these well-intentioned ideas can often turn into chaos because their components lack harmony. In the worst-case scenario, different collateral pieces work against each other.
If you want your marketing collateral to work cohesively, you need common branding that ties together each piece of roofing collateral.
Your Core Brand Message
Your brand message should be at the heart of every marketing collateral piece your roofing business creates. A core brand message is a concise statement explaining the following elements about your brand:
- Why it matters
- What it stands for
- How it’s different from your competitors
No matter the marketing asset, your core message can shape and form your execution, giving your brand focus and offering your audience something to sink their teeth into. Additionally, your leads are much more likely to sign a contract with your roofing company if they have a positive connection with your brand.
By incorporating elements of your core message into each piece of marketing collateral, you can create a cohesive suite of sales materials and a recognizable identity for your brand.
Brand Voice and Identity
You need a clear brand voice and identity if you want your marketing collateral to make an impact on potential customers. Many roofing companies create marketing collateral with no specific brand voice across brochures, pitch decks, sell sheets, and white papers, which can create confusion for the reader.
Your brand voice must be the same across all forms of messaging. Readers should feel like the same person is speaking throughout every piece of marketing content. To create a cohesive brand voice, you need to contemplate how you want to convey your brand to your audience. Do you want to seem approachable and casual, or do you prefer to take a distanced, professional approach? Should your content be light-hearted or serious? These are crucial factors in defining your brand voice.
Additionally, you should consider how you want your marketing collateral to look when developing a brand identity. Brand recognition is improved by 80% when you use the same colors on all marketing assets, which is why your color scheme should be an integral aspect of your brand identity.
Best Practice #3: Let Marketing Collateral Do the Talking in B2B Appointment Setting
One of the best ways to grow your roofing business is to start a B2B appointment setting program. Successful appointment setting programs mix in marketing collateral during every step of the sales process—introductions, lead nurturing, and appointments. You can get a lead’s attention during a cold call or email, but marketing collateral keeps their attention by mixing compelling copy with branded design.
Introductions
When you first call a lead, they often don’t want to spend ten minutes on the phone listening to you go on and on about your roofing services. Instead, they want a brief introduction to your business and a few minutes to share their pain points (if they currently have any roofing issues). If they express interest in your services and seem open to a future partnership, you can send over a company brochure instead of taking up more of their time.
When leads can get to know your company on their own time by reading well-crafted marketing collateral, they’re more likely to remember the essential details about your business and will want to learn more.
Lead Nurturing
If one of your leads doesn’t need a roof replacement or repair right now, it might take months or years to get them to set an appointment. During that time, it can be challenging to keep them engaged and aware of your business, but marketing collateral can help.
By sending leads sell sheets, case studies, videos, white papers, and other tailored marketing collateral throughout the lead nurturing process, you can keep them in your pipeline for the long term and increase the chance of a contract in the future.
Appointments
Marketing collateral doesn’t stop being relevant once you set a sales appointment. It can actually act as the backbone of your presentation and help you sell your services. By keeping a professionally written pitch deck on hand and tweaking it for each presentation, you can create a personalized yet professional experience for every potential client.
Your Work Might Speak for Itself, But It Shouldn’t Have To
Your hiring practices are top-tier, and your work is exceptional. You have a team of extraordinary roofers who satisfy your clients with quality work. However, it’s hard to get your key differentiators across to prospects without marketing collateral. Sell sheets, case studies, company videos, and other collateral pieces add context to your work and give prospects a reason to choose you over your competitors.
At Abstrakt, we can help you work the above best practices into your marketing collateral. Our team of professional copywriters and designers can bring any collateral vision alive and help you incorporate it into your lead generation strategy. Get in touch to learn more about our custom marketing collateral services.
Want to Learn More?
