Advertise Your Roofing Company
Getting your roofing company noticed online and in the community is only possible if you advertise. Word of mouth recommendations are great, but you’ll never achieve the status you want if you don’t spend some money where it will help you most. Some forms of advertising you don’t even have to pay for, such as your presence on social media sites. However, making money means you have to spend money, so get your budget in line and talk with your trusted online marketing consultant to come up with a plan.
First, you need to know the basics of where to start. Getting the right marketing message out there starts with an outline of what your company does and why you are better at it than the competition. Maybe you’re a GAF Master Elite contractor representing North America’s largest roofing manufacturer (only three percent of the contractors in this country can claim that). Maybe you provide stellar warranties and use all the top-rated materials in the business, or perhaps you’ve won some prestigious awards for community outreach. Whatever the case, capitalize on it.
Do you offer free, no-obligation estimates? What about perks like seasonal discounts or free roof patching after roof replacement? Whatever appeals to your customers, let them know that. Speaking of customers, you need to know who your target audience is before you can effectively market to them. Do you do a lot of charity work? Do you offer senior discounts? Do you work in a young, affluent area or an older, more established one? What’s the median cost of homes in your community? Do you specialize in residential or commercial roofing or both? The answers to these questions will help you further narrow down your target audience.
Focusing your marketing efforts on one segment of the market that requires roofing services is much more cost effective than spending thousands on a large group of people that may not really pan out. Target your audience quickly and early on — whether that involves property managers, commercial office buildings or young home owners. Stay in touch with construction project managers to be included in upcoming projects. Mail out coupons and hand out flyers in neighborhoods where you just did a big job. And don’t forget about all your online marketing options.
Advertise On All the Popular Places
The Yellow Pages are a thing of the past for many of your customers, unless of course you cater to older adults who may still rely on that form of advertising to find what they need. Traditional marketing efforts in the newspaper, on TV, and on billboards as well as flyers and vehicle signs can work as well, but they tend to be expensive and not as effective as online marketing. Still, you should consider using both types in tandem to get the most bang for your buck.
Online marketing, though, is where you will make the best impression. Your most valuable marketing tool is your website. Your online strategy will help you build loyalty, show off your expertise, and grow credibility. People like to see photos of what you’ve done for other customers, so photo and video galleries are excellent forms of advertising that speak for themselves. Testimonials of your former and current clients can also show others why they should choose you as their roofer.
Social media is a huge part of online marketing. Getting on the major platforms like Facebook and Instagram will vastly improve your exposure as well as the potential for interaction with your fans and potential customers. You can also use social media to educate your audience. Perhaps you can post a reputable article that shows why it’s so important to get small roof problems fixed right away, or what to do if you experience hail damage to your roof. You can even post contests and seasonal discounts to keep people interested.
Being accessible and educating your audience are both key factors.
Spend Money and Get More Projects
Like we said above, in order to make money, you have to spend money. If you’re just starting out, or you just don’t have a lot of liquid cash right now, it can be tough watching the money go out the window. After all, you’re in business to MAKE money, right? Of course. And while it’s never bad to be budget conscious, you have to let go a bit and realize where you’re spending your efforts.
You may decide free is the only way to go. SEO and content marketing are all great — and really cheap — but the ROI on those things is at least 12 months. Yes, they’re necessary, but they shouldn’t form the bulk of your “advertising.” In order to get results right away, and to get the best chance of ranking high on search engines like Google, is to pay for the opportunity. Period. Invest in PPC and other forms of paid marketing, and you’ll see results almost immediately. The bottom line is that you have to spend money on advertising if you are going to grow your business.
Target Ads to Local Areas You Serve
Now that you’ve committed to paid ads, you have to make sure they are seen by the right people at the right time. One of the biggest pitfalls for roofers who try to manage their own SEM campaigns is that they spend so much time bidding on and monitoring relevant keywords that they fail to make their message hit its mark.
Every dollar you spend should be carefully researched by someone who has the time to do it. Today’s Local Media is committed to getting you your desired return on investment (ROI), and we take the time and effort to do it right.
As part of our PPC offerings, we will:
- Research your competition
- Personalize each campaign with your brand, message, and/or offer
- Utilize analytics so we can determine which keywords, negative keywords, and geographic areas are bringing you the best ROI
If you want to see results quickly, you need to advertise your roofing business. Call Today’s Local Media today at 972-479-5009 to learn how we can best achieve exposure for your company.