Whether you’re a roofing business owner or roofing contractor, or you work on residential or commercial roofing, it’s important to constantly be thinking about how to gain more customers and grow your business. An effective way of doing this is through the process of roofing marketing. In this blog post, we’ll review marketing ideas that are sure to generate leads for your roofing service.
Roofing Marketing Ideas
Roofing marketing ideas are a component of your overall marketing strategy. They are the specific tactics and steps that you can take to generate more leads for your business.
There are a variety of marketing ideas that you can use for your roofing business (we’ll review the top five lead-generating roofing marketing ideas shortly), but the most effective way to ensure the ideas you use are beneficial to your roofing company is to keep your customer personas (also referred to as buyer personas) in mind.
Your customer personas should inform everything you do at your roofing business. By keeping them in mind throughout marketing strategy planning and execution, specifically, you’ll increase your ability to reach and resonate with your target audience members. This includes the people who are most likely to become your roofing leads and, hopefully, your paying customers.
Speaking of roofing leads, let’s take a moment to review the meaning of roofing leads and who these individuals are as well as why they’re so important to the success of your roofing business.
What are roofing leads?
A lead is a potential customer of your company — it’s is someone who is already interested in doing business with you and is likely to convert into a paying customer. More specifically, a roofing lead is a potential client who is likely to convert into a paying customer of your roofing business. Similar to buyer personas, your roofing leads should remain top of mind when thinking through which marketing ideas you’ll deploy to help make sure you’re effectively addressing their needs and challenges.
What are roofing marketing ideas and why are they important?
Roofing marketing ideas — which are the basis of your roofing marketing strategy — have the power to help you attract new customers and target audience members. With strong roofing marketing ideas that are meant to resonate with your target audience, your business will:
- Bring in qualified roofing prospects.
- Convert more leads into paying customers to increase roofing sales.
- Improve brand awareness.
- Develop lasting relationships with your leads and customers to turn them into brand advocates.
- Improve the impact of your overall marketing strategy.
Next, let’s review five of the top lead-generating marketing ideas for roofing businesses like yours.
5 Top Lead-Generating Roofing Marketing Ideas
Below is a list of five top roofing marketing ideas (including roofing contractor marketing ideas) that will help you bring more prospective customers and leads to your small business.
1. Social Media Marketing
Generate leads through social media by creating engaging content and sharing it across the social media platforms that you have business profiles on. Although you may think of social media marketing as more of a brand awareness play, that doesn’t mean you can’t use this form of online marketing to generate quality leads
By creating relevant, timely, and helpful content that your audience can’t find elsewhere, you’ll be able to attract, engage, retain, and convert your social media followers. It’s how you can make your brand stand out among others in the roofing industry as well. You can even use social media to create social proof — for example, show off your professional work to leads on social media and share images or videos of roof repairs and the other projects you complete for customers.
Social Media Ads
We’ll talk more about paid ads in a moment, but in terms of social media, you may also choose to invest in social media ads across the platforms you use to engage more of your target audience. By investing in paid social media ads — such as Facebook Ads — your content will appear in front of your user personas while they’re already interacting with social content.
2. Paid Ads
Now let’s take a look at paid ads that aren’t on social media. If you use paid advertising — or pay-per-click (PPC) ads — you can easily generate quality leads who are likely to become customers. For example, as part of your roofing advertising strategy, you may leverage Google Ads. Google Ads are beneficial for small businesses for multiple reasons. In addition to showing your ads on the world’s most popular search engine, the tool also makes it easy for you and your team to select and change your budget whenever you need to, set parameters around which type of audience members you want to target based on demographic and behavioral criteria, and ensure your roofing ads appear when that audience is searching for a solution like yours.
3. Search Engine Optimized Roofing Website
When it comes to internet marketing or digital marketing for roofing companies, it’s critical that you have a search-engine-optimized website. This entails using roofing SEO tactics to identify the right keywords and phrases to include across all of your online marketing materials. It also means using local SEO best practices to rank on Google and appear on the search engine results page (SERP) when individuals in your geographic area search for a roofing local business.
To enable local SEO, create a Google Business Profile (previously referred to as Google My Business) and claim your Knowledge Panel. Also, to support all of your SEO efforts, consider investing in SEO services — such as Semrush or Scorpion, to help you get the biggest bang for your buck.
4. Email Marketing
Email marketing is an excellent way to nurture and delight your customers long-term, and keep your brand top of mind so they turn to your company again when they need additional roofing support. But it’s also helpful when it comes to generating new leads. Think about which types of content marketing you could share via email to attract leads with and then establish an email subscription for those prospects.
For example, maybe your roofing business has a blog that your team uses to write and publish roofing industry thought-leadership, answer FAQs, provide DIY tips, and more. By maintaining this roofing blog, you have a number of subscribers at your fingertips who may not have ever needed to do business with you but simply benefit from the roofing education your content provides. When they’re in need of future roofing service, they’ll immediately think of your company. You may also share special offers in your blog email newsletters to get your subscribers thinking about calling you for a quote or service.
As a roofer, a very effective way of generating quality leads and bringing in new customers is through word-of-mouth marketing and referrals. To help you gain referrals, ask your current customers to tell their personal networks about your services and write reviews (Google Reviews are especially powerful).
If you complete a roofing service for a customer, and that property owner is happy with the outcome, ask if they know anyone who may be looking for a local roofing business to manage their needs. To generate more referrals, you may also create a dedicated referral program. Share information about your referral program on social media, your website, or by email.
6. Lead-Generation Tools
There are lead-generation marketing tools available today that can help you manage and automate your lead-generation strategy. Lead generation tools are ideal for attracting quality leads for your business, performing outreach/engaging them, and ultimately turning them into paying and loyal customers.
For example, Scorpion — a home services marketing tool — has features made distinctly for lead generation and roofing businesses. The tool simplifies the process of reaching out to roofing leads as well as automates the process of personalizing that outreach, whether you’re communicating in-app or via email.
Use the Top Lead-Generating Roofing Marketing Ideas
By using the top lead-generating marketing ideas for your roofing company, you’ll be able to attract and engage qualified prospects and convert them into paying customers. These marketing ideas also enhance your overall marketing strategy to drive ROI.