How do you get your roofer leads? Chances are, most of your business comes via word-of-mouth, with customers and/or family and friends providing recommendations to people who become your next customers. You need a more reliable stream, though.
Although word-of-mouth can work really well, it can also be relatively slow to yield results and may only reach a fraction of people who could benefit from your services.
Digital marketing could provide an excellent addition to your marketing strategy, providing high-grade roofer marketing that generates far more high-caliber leads than word-of-mouth alone.
Here we consider alternative marketing strategies to word-of-mouth, and how these might provide better marketing outcomes for your roofing business than relying on word-of-mouth alone.
With around 2.91 billion people using Facebook, it's little surprise that an ad on the world's largest social media platform, using Facebook (FB) Ads immediately ensures details of your services end up in front of a suitable audience.
A professional marketing company has the expertise to ensure your Facebook Ads are designed to appeal to your target audience and are displayed in a way that's going to appeal to them. FB Ads can be targeted geographically, which is handy for roofing companies that serve a particular area.
When people click on your FB Ads, they can be taken to your website, your FB page, or elsewhere. The average conversion rate (the rate at which people clicking on your ad go on to make a positive action, such as requesting a quote or asking for further information) for FB Ads is about 9% across all industries.
That may not sound like much, but, in comparison, the average conversion rate for Google Ads (the ads that come up at the top of a web search) is around 4.4%.
Google Adwords comes in two different forms - the most well-known type is the search ad - search ads pop up when a relevant search is made. If someone searches "roofers Pittsburg, PA" for example, the first few search results you see will be Ads, which the roofing company will have paid to have displayed at the top of the search page, above the organic results.
Businesses can also pay to have display ads, that appear elsewhere on a Google page.
If you want a fast increase in conversions, Google Ads can work really well. The people seeing the ads are already in the market for roofing - your ad will appear near the top of the searches people make that are relevant to your business.
The main downside of Google Adwords is that they are quite costly. Ideal as an initial marketing technique to generate almost instant interest and awareness, they can be a good way to generate business until slower, but more sustainable, marketing options begin to bear fruit.
We have a truckload of resources to help you grow better, faster, and stronger this year. Interested in learning more? Start with our FREE Roofing Marketing Guide today!
When it comes to a cost-effective method of marketing, you can't do much better than cold email outreach. Statistics show that somewhere between 15% and 28% of unsolicited emails get opened. Even if only 1% of the people that receive one of your emails goes on to make an inquiry (and the actual average figure is thought to be around 15%), if your marketing company is sending out thousands of emails, there is potential to generate a significant number of leads.
Options such as using the recipient's name in the subject line of the email, sending the email a the right time of day, and deploying a punchy headline, can all help to ensure your conversion rate is even higher than the average 15%.
Email outreach can take longer than Google Ads or FB Ads, but the ROI is excellent - emails are a sustainable marketing technique that may result in a steady stream of interested prospects.
Email automation uses advanced technology to streamline the process of email marketing. For example, without automation, if a prospective customer clicked on one of your Ads, was taken to your website, and left their email address, you would have to type up an individualized reply for them, wait for them to respond, then reply manually.
Not only is this incredibly time-consuming, you probably aren't available 24/7/365 to respond to email queries.
Contemporary customers aren't prepared to wait for you to get back to them, which is where automated email comes in. As soon as a customer submits their email address, they get an automated email to their Inbox, welcoming them to your roofing company and containing information such as your opening hours, how to get a free quote and the type of work you do.
The automated system can be set up to send further emails at periodic intervals, reminding the recipient that you're out there, ready to repair or replace their roof. Future emails may include a discount voucher, a special offer, or some other inducement to use your services.
Because email automation is cost-effective and extremely scalable, it's possible to keep chipping away at numerous prospects simultaneously, gradually building awareness of your brand and reminding customers that when they need a new roof, you're there for them.
Your brand is what makes you stand out from your competitors for the right reasons. Building a brand is all about sending consistent messages to your customers (and prospective customers) about the type of company you are and why using you for roofing projects is a great idea.
Brands are usually built over time and require careful planning. Basics include a corporate logo and colors, as well as a corporate slogan and a list of corporate values. These need to be consistently displayed and emphasized no matter where your company is advertised.
Branding needs to be thought through carefully to ensure your audience gets the right messages about your roofing business. Done correctly, a quality branding process can absolutely transform your marketing results.
There's often no way to tell whether a particular ad or email is going to work until you send it out. Market testing lets you run several ads at the same time, or send out several emails simultaneously, then see which version gives the best results.
Testing different marketing options is standard when you use a professional marketing company, ensuring you end up with the best ROI by using growth-driven design and conversion rate optimization techniques.
Ready to see the difference a carefully constructed and executed marketing campaign could make to your roofing business? Rizen can help! That's why we have a special invitation - just for you...
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