Roofing Marketing 101: Essential Tips for Attracting More Homeowners
Roofing marketing is effective when it includes both traditional and digital strategies, seeing that you are aiming to reach different audiences. To stand out from the competition, you need to determine the most suitable approaches.
Levy Online offers several marketing services to help roofing businesses attract the attention of homeowners. Learn more about generating roofing leads today.
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Your Roofing Marketing Tactics Should Grab the Attention of Local Clients
Roofing company owners need to catch the attention of people within their service areas. Although it’s advantageous for people throughout your city or state to know about your brand, you may have low conversion rates if you are not well-known by the people who are most likely to book appointments.
Local SEO
To grab the attention of potential clients within the geographical areas you operate in, you need to invest in local search engine optimization (SEO), which encompasses tactics focused on improving visibility on local search engine results pages (SERPs).
One of the strategies to employ is optimizing your website for local SEO. Use local keywords throughout your website, so search engines can recognize it as relevant to local search queries. Examples of keywords to use are “roofing company in city/neighborhood X and neighborhood X roofing contractors.”
You can also use service-specific keywords with location, for example, roof installation in neighborhood X, emergency roof repair in city X, and city X roof replacement.
These keywords should be in your page titles, meta descriptions, headings, body text, and alt text for images. Ensure you use keywords that your target audience is likely to include in their search queries. This is because search engines consider relevance when ranking websites.
Another way to leverage local SEO is by having location-specific pages. The pages of each service area should include relevant keywords.
A roofing company should also have a Google Business Profile (GBP). You want your business to be listed on Google Search and Maps with accurate information. If you offer services in different locations, and have separate addresses and phone numbers, you need a GBP for each location.
Additionally, it’s vital to encourage your customers to leave reviews. In addition to signaling quality and reliability to search engines and helping you establish credibility, online reviews usually include keywords. A customer may state that you are a dependable roofing company in neighborhood X, or how they were disappointed with other companies in city X until they worked with you. The mention of these keywords can increase your website’s visibility in local searches.
Don’t forget to manage your reviews. Respond to all reviews professionally. Appreciate feedback from customers who leave positive reviews, and acknowledge the challenges a customer who leaves a negative review went through, and offer a solution.
You should also encourage GBP reviews by sharing a direct link to your GBP review page with customers. This way, when your online listing appears on Google Search and Maps, a user can see reviews from past clients.
Creating listings on local directories can help you be discovered by local clients. Homeowners often turn to industry-related directories and review platforms when searching for roofing companies. Thus, it’s advantageous to be listed on Yelp, Angie’s List, and other relevant platforms.
Have a High-Performing Website
You need a high-performing website to catch the attention of potential customers and keep them longer on your site to take the desired action. Your website should be informative, fast, SEO-friendly, and mobile-friendly.
Posting informative content can help you rank higher on search engines since your website includes information relevant to a user’s search query. Upon clicking on your content on the results page, a user should find it easy to navigate your website to obtain more details. Thus, include internal links to other blog posts relevant to the landing page.
Additionally, your pages should load fast. If a user clicks on a link and the page takes too long to open, they may leave your site.
To make your website SEO-friendly, create high-quality content that’s relevant to your target audience’s needs, use keywords naturally within your content, and earn backlinks from other businesses.
Having a website that’s mobile responsive is a technical SEO tactic that can help you rank higher on SERPs. Furthermore, a majority of local web traffic comes from mobile devices. Not having a website that can be accessed using mobile devices means missing out on potential customers.
Ensure your website includes high-quality visuals of your projects. You should also offer a clear call to action on each page for conversion rate optimization.
Levy Online offers local SEO services to help roofing businesses be visible in their service areas.
Social Media Advertising
A roofing company can build a strong online presence on social media. You should have active pages on various platforms, posting high-quality photos and videos of your projects.
Homeowners appreciate companies that showcase their expertise. Any roofing business can inform a homeowner of their quality work. However, having a visual record of your work makes you trustworthy. The chances of a homeowner viewing a roofing contractor who posts their work as transparent as opposed to one who only offers written content on their website are high.
You can also use your social media pages to offer educational content. Create posts on seasonal maintenance tips, interesting facts about roofing materials, and how-to guides on common tasks, like cleaning gutters. You can also engage customers using polls and quizzes. For example, you can ask questions about roofing knowledge, homeowner concerns, maintenance, or product preferences. Consider offering an incentive to users who respond with the correct or best answer.
It’s important to respond to comments and messages on time. A customer may view your business as reliable or unreliable based on how long you take to respond to them on social media.
Besides optimizing your social media pages, you can use social media ads to increase your visibility. With this marketing strategy, social media platforms will display your ads to your target audience based on demographics, location, interests, and behaviors. The precise targeting offered by digital advertising allows businesses to reach potential customers instead of having an ad displayed to everyone.
Social media advertising can help you increase brand awareness, build a community, and showcase expertise.
Pay-Per-Click Advertising
Pay-per-click (PPC) advertising is a reliable marketing approach for roofing companies. With this option, you pay a publisher a fee each time your ad is clicked on their platform. Examples of platforms that offer this advertising model are search engines, like Google, and social media platforms, like Facebook.
PPC advertising targets specific audiences based on their search behavior, demographics, and interactions, allowing you to be seen by people who are most likely to take the desired action. Additionally, it’s flexible because you can control your budget, and it offers quick results compared to other approaches.
CTV Advertising
Connected TV (CTV) advertising is the display of video ads on TVs connected to the internet, which includes smart TVs and traditional TVs connected to media streaming devices, like Roku, Amazon Fire TV, Apple TV, or gaming consoles. It works similarly to local TV advertising, as it is shown on TV, but CTV advertising targets viewers through streaming services, not TV channels. A user will see a CTV ad when streaming a movie, TV show, or any other video content.
CTV advertising offers remarkably precise targeting. A user’s data is used to determine whether or not to display an ad on their TV. With CTV advertising, your ad can be shown on TVs in a particular neighborhood or household only.
Combine Strategies for the Best Marketing
Roofing marketing efforts should combine both online and offline methods. Traditional strategies, such as direct mail, print advertising, billboards, and referral programs, are undeniably effective. But you still need to know how to leverage these marketing approaches. Levy Online can help.
