As a roofing business owner, you’re tasked with dozens of different projects and decisions every day. From managing your team to dealing with suppliers and running the day-to-day, it’s difficult to find time to focus on your marketing. To grow your business, you need to consistently find new ways to bring in customers. For many businesses owners, this proves to be a daunting task. With so much on your mind, it’s hard to think of new ideas. In this blog post, I’ll cover some ways you can drive more traffic to your business.
Google My Business is the equivalent to placing your business in the Yellow Pages except it's free and has a far wider reach. Whether you're looking to increase local foot traffic or clicks to your website, Google is the ultimate referrer of online search. If you want to establish a presence for your roofing business on Google's search results, having a Google My Business account is a must. It's a free listing that showcases your business information, services, photos, and other relevant content.
Many marketers believe that "content is king" and there's a good reason for this. The value that content marketing provides is too good for your business to ignore. Content is at the core of what marketers and business owners do. We talk to our customers, our community, and our audience. Regardless whether it's verbal or written, the words we use is our content. Content marketing is the strategy of conveying useful information about our services, company, or industry through blog articles, guest posts, social content, newsletters, email, and other outlets. Content marketing is challenging to start but it's been proven to effectively drive online traffic when implemented correctly.
Video marketing is a powerful and free tactic for spreading word of your roofing services. It's one of the leading strategies for content marketing today. Marketers and business owners alike love video because it's adaptable, relatable, and memorable. It's a proven method for reaching a wide group of people and inspiring action. So what exactly is video marketing? It's the use of video to capture the attention of your audience and spread word about your services. All you need is a camera, technical know-how, and an idea that will entice your audience to buy.
Many businesses underestimate the power of email marketing and this is a mistake. If you're doubtful about email marketing, think about this stat. Monetate, an e-commerce software firm, found that 4.24% of people who receive email marketing buy something. You can compare that with 2.49% from search engines and 0.59% from social media. There are even more studies and statistics that prove email marketing is very effective. If you do your email campaign right, your customers will look forward to the newsletters you send. This in turn creates retention and helps to spread word of mouth referrals.
The idea of forming strategic partnerships is not new in the roofing industry. Many of our clients have spent years building relationships with suppliers and industry associations. One of the biggest benefits of developing industry partnerships is that it can gain you access to extra resources, tools, and a wider audience. There is power in business friendships. With a strong partnership, you can double your marketing efforts and reach goals you might not have otherwise been able to achieve. When choosing a partner, it's important to do your research and create expectations.
Social media has proved to be a powerful weapon in growing your brand and generating referrals. When your social following is strong, it's a sign that your business is resonating with your audience. Social media goes beyond popularity; it's about building meaningful relationships with your current and future customers. To build a strong engagement on your social profiles, focus on comments, likes, and shares. This is a measurement of whether or not people are interacting with your business and content. We've seen social media increase online referrals for our roofing clients.
Hashtags are a little known secret for getting noticed online. Hashtags are everywhere you look online these days. From Twitter to Instagram to Facebook, people are constantly using them. A hashtag is the # symbol followed by a keyword. For example, #roofing #rooftips #roofrepairs are all hashtags. Think of them as a way to connect your social media content to a specific roofing topic, event, idea, or conversation. As people browse their feeds, your content will popup if they're following that hashtag. Before using hashtags, it's important to do your homework and come up with a list that's relevant to your business. Not all hashtags are created equal.
Sharing your roofing expertise is another great way of demonstrating the benefits you can offer potential customers. Everybody wants to do business with the expert. You wouldn't hire some kid right out of college to fix your roof, right? Hosting a class or event is a free and effective way of showing your community that you're the expert. There are free marketing tools like Eventbrite and LinkedIn that can help you plan and promote your event. Before hosting an event, figure out what makes your services unique and why people should listen to you.
If hosting a live in person event is not for you, creating a webinar is another great method of educating your audience. Instead of having to be in person, you can host it live from anywhere - even your bedroom. Webinars are a free and virtual way of promoting your business. Today you have the ability to choose between dozens of platforms to host your webinar. From Instagram to LinkedIn to Facebook, the options are almost endless. For our roofing clients, we've found that Facebook is the preferred platform for hosting a live webinar. Thanks to social media, you can reach thousands of people immediately and for no or little cost.
Blogging is a way to get your business noticed online. It's another facet of content marketing that helps support business growth. There are many benefits to blogging that should be considered. First, it improves your website's visibility with search engines and increases organic traffic. This is great for helping people to find your services online. Second, we've found that it helps with online conversions. When people are shopping around for services, they want to go with the expert. What better way to show people your expertise and benefits than blogging? A blog keeps people on your website longer, and the longer someone is on your site the more likely they will convert.
We’re fortunate to be living in a world with so many outlets to market your services. In the old days, we mostly had to go with print ads and radio spots. Marketing could get pricey real fast. Today, you can market your roofing business on a small budget and still get a good number of leads. The marketing ideas above are all free to implement. It just takes a little knowledge to get started. If you’re on a tight budget or just getting started, I highly recommend giving one of the ideas listed a shot. You may be surprised by how well it works.