Whether you're a brand new roofing company or veteran with years of experience, at some point you're going to need a marketing campaign. Before the revolution of the internet, marketing was simple. Traditional marketing involved small, local campaigns within the community. Businesses would hand out flyers or mail people brochures. Today, with 3.5 billion searches happening on Google every day, marketing has become complicated.
It’s not enough anymore to just exist. Consumers have more options to choose from and information readily available. Your competitor is just one click away. Companies have to learn and keep up with the evolving landscape of the internet. Digital marketing offers a variety of ways to reach your audience. Some methods are much more cost-effective than others. In this blog post, you'll learn how you can create an effective marketing plan for your roofing business.
What does your roofing company want to achieve? An obvious goal is that you need more roofing clients for your business, but this isn't specific enough. Your goals need to be well-defined and distinct. For example, one goal could be to increase your revenue by a certain percentage. Another goal could be to drive a certain amount of traffic to your website. Whatever your goals may be, they need to be specific about what it is you want to accomplish. A common goal we often set for our roofing clients is to increase the number of leads from online channels. It’s important to remember that your goals are specific to your business. Don’t try to copy your competitors, because you’re not them.
After you’ve chosen a goal that fits your business, the next step is to research your audience. When creating your plan, it’s important to keep your audience top of mind. They are the center of your marketing campaign. If your marketing doesn’t resonate with them, you won’t make money. Audience research will help you to understand their needs, desires, and motivations. What are they looking for in a roofing contractor? Are they on a budget? How much do they know about the roofing process? By defining your audience and understanding them, you’re able to speak to them directly. This builds a better connection with them and increases the chances that they’ll become a paying customer.
Before you launch any kind of campaign, you need to understand the marketing funnel. Every customer is unique and will interact with your marketing in different ways. Another name for this method is customer journey mapping. It’s understanding the steps your customer has to take in order to convert. The steps are Awareness, Interest, Desire, and Action. In the Awareness stage, your customer has just discovered your company and services. They learned about you from either an ad, your website, social media, or a friend or family member.
From Awareness, the customer moves down the funnel into the Interest stage. In this stage, the customer expresses interest in your services. They either like or comment on your social media post, search for your company online, or ask a friend for more information. They are aware of your company now and might be interested in hiring you. The third stage is called Desire. Here, the customer is motivated to contact you or get a free estimate. They’ve done their research online and think your services are the best. They’ve written your company’s information down on a note and are planning to contact you.
The last stage is called Action. This phase is exactly how it sounds. The customer takes action. They give you a call, fill out a lead form, or pay your office a visit. They are no longer a lead but a full paying customer.
These days, roofers have so many options to choose from when promoting their services. Both digital and traditional marketing provide a variety of options. With traditional marketing, you can advertise on a billboard, run a direct mail campaign, hand out brochures, network within your community, and much more. On the digital side, you can advertise across the web, expand your website’s visibility with search optimization, or build a following on social media.
When deciding on the best digital platform for your marketing campaign, you need to take your budget into consideration. Promoting your services online can become expensive very quickly. If you’re brand new with a small budget, you might want to consider an SEO strategy. SEO stands for Search Engine Optimization and is the process of getting your website to show up for free in the organic search results. SEO is free to implement but is very technical and results are slow.
If you have a good-sized budget, Google is one of the best platforms for getting leads. For our clients, we usually recommend $1000 to $3000 a month is a good starting point. With Google Ads, you’re able to target homeowners who are interested in roofing services. By advertising only to people who are looking for a roofing company, you save thousands in advertising costs. Many of our clients have been able to expand their operations due to the amount of leads that Google sends them.
In the end, the right marketing plan comes down to your budget, audience, market, and business. Before making any key decisions, you need to fully understand where you stand. What’s the pain point of your audience? What does your ideal customer look like? How much are you willing to spend on advertising? Are you technical-savvy or old school? Today, businesses have a variety of options to promote their services. If one platform doesn’t work for your business, you can always give another a shot.