Robert Davis
As a roofing company, you might receive much of your new business from referrals.
Referrals are an excellent way to grow and maintain your roofing services, and a good referral is worth its weight in gold.
However, if you want to expand your customer base and maximize the potential of your referral business, content marketing for your roofing company is a simple way to do it.
If you are not creating content for your roofing company, you could be leaving thousands of dollars on the table and the potential for future referrals. To stay as competitive in the roofing industry as possible, implementing a content strategy for your business is where you need to start.
Here are five tips on creating content for your roofing company that can help keep your business top of the funnel. These tips will give you a leg up so you are not only relying on referrals for your next lead but building out authority and trustworthiness within the digital space to your future customers.
What to Focus on When Building Great Roofing Content
You need more than just a website to stand out amongst your competitors. With over 6 million roofers predicted to work in the United States by the end of 2023, competition is only growing.
To compete with this growth, you must build great content that tells your story and lets your potential customers know you are the right fit for their next roofing project.
To tell your story, follow these five tips when building out your content so your customers choose you over the competition:
- Know your audience
- Use clear and engaging language
- Use roofing imagery
- Provide value
- Experiment
Know Your Audience
As a business owner, it sometimes feels like any lead or business is good. However, if you are flooded with leads that are not projects your company can handle–it is bad business.
For example, discussing services with a client who needs a roof replacement with asphalt shingles would waste your time and resources if you only offer metal roofing. Or maybe the lead wanted a heated roof, but you don’t offer that service. To reduce the number of wrong leads, you must do additional customer research and understand your customer demographics and pain points.
Identify your roofing customer demographics
When you identify your specific customer demographic, you can build content that speaks directly to their needs. By understanding the target audiences‘ age, gender, location, and other key factors, you can tailor your messaging to resonate with them on a deeper level. This additional research will help build customer trust and position your roofing company as knowledgeable and reliable.
Understand customer pain points
You will get the right leads if you understand your customer’s pain points. These pain points could be leaking roofs, lack of commercial roofing in their areas, or existing roof damage. If you can identify your customer’s main pain points and offer content that provides solutions, you are one step closer to gaining a new customer and one step removed from the wrong leads reaching out.
Use Clear and Concise Language
While the roofing industry isn’t inundated with jargon and technical terms, it is still best to leave any of that language out when building out your roofing content. Potential customers are looking for answers to their problems. They want to avoid wading through technical terms about specific roofing materials that are the best for roof replacements or different shingles and their chemical makeups. So keep it simple and to the point.
Use Roofing Imagery
A picture tells a thousand words, and within the roofing industry–it might tell more. People want to see photos of beautifully finished roofs. They want to see what a new roof looks like on someone else’s house so they can imagine it on their own house. So, while you will provide customers with practical and safe roofs, they also need to see something that is well crafted and esthetically appealing.
Best practices for using images
While the internet is flooded with images of roofing projects you could use, it is best to curate your own portfolio of finished products. Take pictures of projects as they are happening and images of the final build. A photo of the actual work you have completed will resonate far more than a stock image from a website.
Also, remember to only use images on your website of the content of products that you currently offer. For example, do not show images on your roofing blog of a metal roof if you don’t offer metal roof installs. Be honest and transparent, and only showcase pictures of projects you have completed or can complete in any of your roofing marketing materials.
Provide Value
What makes your roofing company stand out from the competitors? Do you have certifications with the National Roofing Contractors Association? Do you have hundreds of 5-star ratings on your Google My Business profile? Are you a family-run business? Do you support veterans? Are you a women-run business? Do you offer warranties to your customers? What value are you bringing to the table that some of your competitors might not be?
If you know what your value is – write about it. Include it in your blog content, create marketing campaigns around it, and promote it. Stand out from others in the roofing industry and show potential customers why they should choose you, not your competitors.
Experiment
After you identify your target audience, understand pain points, and write with clear language and excellent images, it’s time to create marketing campaigns with your roofing content. You might not have a win right out of the gate, but that’s okay. Experiment with other tactics like the ones below to see your content.
Optimize for search engines: Search engine optimization (SEO) is crucial for getting your roofing content in front of potential customers. Optimizing your website and content for relevant keywords and phrases can improve your rankings, attract more organic traffic, and get your roofing company ranking #1 on Google.
Incorporate Calls to Action: Calls to action (CTAs) are a key component of any successful piece of content. When you add clear and compelling CTAs in your roofing content, you can encourage potential customers to take action, such as requesting a quote or scheduling a consultation.
Create marketing campaigns: With clear roofing content written and the right CTAs in place, you can create campaigns that drive traffic and generate the right leads. These campaigns can include social media ads, email campaigns, or other targeted marketing initiatives.
Measure success with metrics: How will you know if your content is doing the work you want it to if you don’t set up any metrics? To determine the effectiveness of your roofing content and marketing campaigns, you need to decide which metrics you want to track that will showcase your success. Metrics such as website traffic, lead generation, and conversion rates are an excellent place to start. Then, as you get deeper into monitoring these metrics, you can identify areas for improvement and refine your strategies over time.
Stay consistent: Consistency is key to creating successful content and marketing campaigns. Maintaining a regular posting schedule and keeping your roofing brand messaging consistent across all channels will establish a strong brand presence and build trust with your target audience.
