Social Media Marketing for Roofers
Social media is essential to maintaining an active and trusted online presence by allowing you to build your brand. However, you have to make sure you’re approaching it the right way by asking yourself, ‘Is my strategy reactive or proactive? Does it keep my clients involved? Am I forming lasting bonds with my customers? Are my posts being shared within the community?’ The hallmark of a great social media marketing campaign is exposure. Be real, be honest, be proactive. Sounds easy, right? Well, it is if you have the right people on your side.
There are 1.94 billion monthly active users on Facebook. And that’s just one platform. There are many out there that you can take advantage of like, Instagram, YouTube and Twitter.
And because you’re in the home improvement industry, you can even gather a pretty good following on Pinterest. We know many roofing contractors feel intimidated by social media. You may not know the first thing about promoting your business on social media, or you may not think you have the time — both of which may be true. However, that’s what Today’s Local Media is here for.
As a roofer, it’s imperative that you establish yourself in a virtual space to build your lead generation, referrals, and business reputation. In order to be successful, you need to create and share content on a regular basis that’s not only important to your customers, but that will show them you’re a subject matter expertise when it comes to all things roofing.
Expand and Improve Your Online Reputation
Being visible on social media isn’t just a great way to bring in more business. It’s also integral to maintaining your professional reputation in the community. Your online reputation is crucial for online success, and that means your roofing company should possess a strong social media presence in order to market efficiently. Trust has everything to do with how people perceive your brand. If they read a bad review, they won’t trust you with their business. Period. If they read glowing reviews time after time, they are more apt to trust you but you still have to work hard on your end to keep growing that trust.
Here are some tips:
- Optimize your content: Do your research! Check captions, use the right terminology, add images and use relevant hashtags
- Edit: Watch out for typos, broken links, and hashtags that don’t mean what you thought
- Use a scheduling tool: Create new and unique content each time you post and use a tool like Hootsuite to plan ahead
- Have a clear call to action: Whether it’s getting a quote or scheduling an appointment, make it clear what you want users to do
Respond to Good and Bad Reviews
More than 80% of customers admit to reading reviews before making a decision. People looking for a moving company are no different. They want to know what others are saying about you. Can you be trusted? Did you show up on time? Was your team friendly? How are your prices?
Companies that have the most reviews tend to have higher traffic rates to their website and tend to have more customers and referrals because consumers are more comfortable hiring them over competitors. The higher number of reviews you have, the more a customer will trust your company.
What people say about you can damage or enhance your reputation with the click of a button. All it takes is one post to damage your reputation. How will you mitigate that risk? The answer is having a constant presence online. You need to have a dedicated resource to check your platforms every day to scan for disgruntled customers before they start a mob mentality. That’s why you need to review your Facebook and other sites daily, nipping problems like that in the bud. We’ll tell you exactly how to put out those fires before they can burn you down. We can also tell you which social media platforms are best for you and your roofing business.
Google loves when you ready and reply to your reviews too. Responding to reviews show that you value your customers and the feedback that they leave about your business. High-quality, positive reviews from your customers will improve your business’s visibility and increase the likelihood that a potential customer will visit your site. Keep it short and sweet and be sure to thank them.
If you search online, the one thing all top roofing companies have in common when it comes to marketing are five-star reviews. From Yelp profiles, to Google+ reviews, to Angie’s List, reviews on your roofing company are popping up everywhere. Make sure they count since Google continues to place more of an emphasis on customer reviews.
Turn Past Customers in to Referrals
Past customers are gold — especially if they love your work! Don’t let that resource fade into the background and hope they come back to you in the future for more work. They probably will, but in the meantime, why not let them work FOR you? We’re talking about turning past customers into referring customers. Everyone has a friend or family member who may need roofing work. And just like any other industry, such as real estate or HVAC, a company can be built on referrals.
This is a free way to spread positive word of mouth recommendations, so don’t be shy about asking for referrals. Ask your satisfied clients if they wouldn’t mind sending you a quick testimonial to put on your website, or to write up something nice about your skilled and friendly service on your Facebook page.
In addition to simply asking your past customers for a good review, you can set up profiles on multiple review sites, and place direct links to your review profiles in follow-up emails, newsletters, and your website.
Generate Leads on Social Media
Part of the mystery of social media marketing is knowing where to focus your efforts to meet your lead generation goals. With research showing that social media provides almost double the marketing leads of trade shows, telemarketing, direct mail and even PPC, this is no doubt a powerful marketing tool every roofer should utilize.
There are many ways you can use social media to generate inbound marketing leads, from Twitter chats and LinkedIn groups to YouTube videos and Google+ Hangouts. This all takes time, to be sure.
Today’s Local Media can be your guiding force through all of this by evaluating what your company is currently doing in the mainstreams of social media i.e. Facebook, Google+, LinkedIn, YouTube, and Twitter, then developing an effective strategy to implement on your business’ behalf. Call Today’s Local Media today at 972-479-5009 to get started.