Author Archives: Roofing Webmasters

Is Live Chat a Good Call To Action?

Pitfalls of Chatbots For Roofing WebsitesWe have all navigated to websites only to be greeted by an apparent chatbot, asking us how they can help. A fair amount of service websites use chatbots or “live chat” on their homepage in an attempt to lure visitors into engaging in a productive dialogue with the hope of converting them into a customer. While the concept may make sense, in theory, most users find chatbots to be a total waste of time. In most cases, live chat is NOT a good call to action, and here’s why:

Artificial Ignorance

Though AI is presumed to stand for artificial intelligence, when it comes to most live chat systems, artificial ignorance is far more appropriate. Not only are these chatbots, not intelligent, but they are, at times, frustratingly ignorant. Why is this the case? Because most of these mechanisms are built on something called “decision-tree logic.” Basically, anticipated keywords are programmed into the system to induce a relevant response. Though technology is getting closer to developing bots that can learn languages and converse appropriately, they are still not quite there. For the decision-tree concept to work well, the programmer must anticipate an absurd amount of potential keywords, phrases, contexts, and more, a feat just not possible without a wealth of financial resources. The end result is that these live chats are not successful.

Context Matters

The biggest hurdle to be cleared in the world of live chat technology, is context recognition. As human beings we converse with people based on contextual cues that are dispersed back and forth between parties. Things like sarcasm, reference, presumed knowledge, and more, all go right over the head of a common live chatbot. This failure of the technology to interpret context can actually frustrate users on the other end of the conversation. When it reaches this point, not only is live chat not a good call to action, but it can actually serve as a deterrent to customer acquisition. When branding your roofing company website, personalization should be a major component. There is nothing less personal than a robot talking a potential customer in circles.

Ethical Negligence

Many service websites that deploy the use of chatbots fail to make this fact known to their website visitors. As a result, a percentage of users mistakenly believe they are chatting with an actual human being. Though tech savvy users are likely to infer the chat’s robotic tone, older consumers with less digital experience may believe they are chatting with a real sales representative. This is unethical and will only create division between your roofing company, and potential customers. People value transparency, so if you do end up using a chatbot, it is imperative that this information is clearly displayed to visitors. That won’t prevent the intelligence of consumers from being insulted, but at least you won’t breach ethical lines with a misleading element.

Live Chat Alternatives

Until your company can afford cutting edge technology that learns language and interprets context, chatbots should not be an option. In the same breath, unless your company can afford to pay knowledgeable employees to personally attend to live chat inquiries 40 hours per week (at least), live chat should not be an option at all. But if live chat is NOT a good call to action, what can be used in its place? Consider the ideas below:

  • Click to Call Functionality: Embedded phone number links that connect mobile website visitors directly to your office phone line
  • Contact Forms: They may seem obsolete, but contact forms can at least move you closer to a meaningful interaction with a potential customer
  • Video Autoplay: Because video is the hottest content medium on the market, embedding an autoplay YouTube clip of your company imploring a call to action (i.e. calling a phone number), can engage target customers

To generate roofing leads with calls to action, call (800) 353-5758 for roofer internet marketing services.

How Google Assistant Will Impact Roofers

Picture of Google Ipad
Half of All Searches will be Voice Searches by 2020

According to ComScore, by 2020, half of all searches will be voice searches. Just as roofing companies were getting used to the idea of Local SEO and mobile optimization, yet another technological wrinkle has been thrown into the mix. This technology is not going anywhere either. The convenience of using voice commands to produce information on the spot is something everyone can utilize. With that in mind, as this phenomenon becomes more mainstream, a larger portion of the general public will rely on it for their information. But what will new voice technology products like Google Assistant and Amazon Echo mean for roofing contractors?

It means a new way to generate leads for your roofing company. Just as search engine optimization adapted to fit the mobile surge, it will have to do so again to account for voice recognition. Many of the same SEO practices remain important, but extra special attention will have to be paid to citation sources and company reviews. There has never been more access to business information than there is today, and it keeps getting easier to distribute with each new advancement in technology.

Google Assistant Local Lead Generation

Google’s voice recognition tool; Google Assistant now offers local lead generation by partnering with services like HomeAdvisor and Porch. Consumers will be able to say “Ok, Google, find me a roofer” and be prompted to communicate additional details like “my shingles are damaged” or “my roof is leaking”. From there the assistant will connect you with their best choice of roofer, or produce a list of reputable roofers for you to choose from. Roofing companies should account for this new technology by practicing the following SEO techniques:

  • Customer Review Management: Since Google will produce reputable roofing options, you must ensure your reputation is intact with positive reviews across multiple platforms
  • Directory Listing Optimization: Making sure your company is listed on local directories will be more important than ever, as will the accuracy and consistency of your contact information
  • Service Categorization: It will be critical to properly categorize your services, both on your website, and local directories, so that you can be matched with relevant consumers

Though Amazon Echo is still considered the most popular home voice recognition hardware, it does not currently offer a version of this lead generation feature. For that reason, Google Assistant may begin to increase in popularity and potentially overtake Echo as the #1 product on the market. It is also possible that Amazon Echo soon develops a similar feature for home service lead generation, and roofing companies must stay prepared to account for any additional features on the horizon.

The #1 Roofing Internet Marketing Company

Many options are available for online marketing services but generic firms don’t have in depth knowledge about the roofing industry. What your company really needs is a service that specializes in marketing for roofing contractors. That’s exactly what you’ll get with Roofing Webmasters. We work with contractors like you all the time, and know exactly how to appeal to your customer base.

2018 is upon us, and the rise of voice recognition in search engines is only going to increase. To ensure full optimization of your roofing company online, contact Roofing Webmasters today. We handle every aspect of your internet marketing, including; online citations, reputation management, SEM, and SEO. Call (800) 353-5758 to speak with an expert today!

Signs Your Roofing Website Needs Redesign

Designers Work on Roofing Website Redesign
The New Year is a Great Time to Evaluate Your Website

With the new year upon us, now is a better time than ever to reevaluate your roofing website. If your online marketing campaign failed to perform up to expectations last year, your website could be partially to blame. If the problems with your website are significant enough, a professional redesign should be in order. To determine if your website should be redesigned in 2018, look for these signs:

Sign #1: Slow Loading Times

As information is distributed at the fastest rate in history, attention spans are growing shorter by the minute. If your website takes more than 2 seconds to load, it can be a death sentence of your online marketing. Common issues causing slow loading times are:

  • Cheap Hosting: If you are on a shared hosting plan it may be time to change providers
  • Clunky Code: Poorly designed web pages have clunky code that slows down loading times
  • Uncompressed Images: Failure to optimize images for the web can bog down your site

Sign #2: Not Mobile Friendly

Mobile search surpassed desktop years ago, and the number continues to rise with each passing month. You can test your mobile website with Google Mobile-Friendly Test. Problems with mobile presentation include:

  • Difficult Navigation: If your website doesn’t fit within mobile screen parameters it can make navigation nearly impossible and cause massive bounce rates
  • Stripped Down Version: Websites that don’t incorporate responsive design often present stripped down versions of their site on mobile
  • Unsupported Content: Using elements like flash on your website will not be supported on mobile devices and thus make your website look unprofessional

Sign #3: Poor Website Analytics

Thanks to free tools like Google Analytics and Search Console we can measure user behavior on our website. If your data for 2017 is less than inspiring, a redesign seems more than reasonable to consider. Metrics that indicate poor performance include:

  • Few Pages Per Session: This metric shows how many pages a visitor navigates to per session
  • High Bounce Rate: This metric shows how many user exit your site immediately
  • Low Conversion Rate: The rate at which users complete the defined call to action (i.e. phone number link)

Sign #4: Low Search Visibility

Your website can look amazing, but if it is not appearing in search results, there is something inherently wrong with it. This can range from the code used to design the website, to the URL structure used to categorize individual service pages. Test your rankings for the following:

  • Exact Match Keyword: Search your company name on Google and see what appears
  • Industry Keywords: Search something like “roof repair near me”
  • Local Keywords: Search something like “dallas tx roof repair”

For professional web design services for roofers, call Roofing Webmasters at (800) 353-5758.

2018 Facebook Algorithm Update for Roofers

Facebook Business Page Update
The Latest Facebook Algorithm is Bad News for Roofing Business Pages

Your content is only as good as its reach. This is as true for your social media marketing as it is for your company website. Just like effective SEO considers Google Algorithm updates while optimizing a website for search results, proper Facebook marketing should take the social platforms own algorithm into account.

Facebook recently announced major changes to it’s algorithm and it is bad news for business pages. Due to community feedback , Facebook will return to its original philosophy of highlighting friends and family in news feeds. While this severely limits the impact of your roofing company business page, there are steps you can take to maximize your chances of appearing in news feeds with this algorithm. They are:


Invest in Facebook Advertising

Free marketing has all but disappeared in the latest algorithm update. To guarantee sets of eyes on your roofing company brand, consider investing in Facebook Advertising. This way you can appear on advertising space in between family photos and friendly group messages. For roofing companies, this is the most effective way to reach Facebook users in 2018. Two million people use Facebook every month which is bound to include future customers.

Make Sure Your Website is Optimized

At the very least, your Facebook Business Page can still be indexed by Google and serve as an additional channel to attract customers. With that said, you should make sure your website is fully optimized so that Facebook can serve as a funnel to it. This strategy also helps create the best presentation when you upload links to specific web pages on your Facebook page. Pay special attention to header tags, title tags, and meta descriptions.

Share Valuable Content (No Spam)

It just got a whole lot more difficult for branded content to appear on news feeds. Why? Because people are sick of reading top 10 lists about irrelevant celebrities. By the same token, nobody wants to see a headline that says “A Roof That Can Withstand Tornadoes With Ease”. Anything that manipulates the user into clicking on the link (clickbait) is discouraged by the new Facebook algorithm update. From this point forward only share content that will actually help your followers.

Upload Videos Directly to Facebook

Many times company pages will post YouTube links which appear as videos on Facebook. With the new algorithm update it is especially important to upload the video directly to Facebook. Special consideration will be paid to “Live” videos which can consist of question and answer sessions that engage your audience. It is one of the only avenues left for business pages on Facebook.

For Roofer Facebook Marketing, call Roofing Webmasters at (800) 353-5758

Handling Negative Roofing Reviews

Bad Reviews Don’t Have to Ruin Your Roofing Business

If your roofing company plans to stay in business for the foreseeable future, you are going to have to learn how to handle negative reviews. Last year, 97% of consumers read online reviews for local businesses. The difference between a conversion and a loss can lie in the balance of your customer reviews. There are 3 components to review management for roofers. They are:


The best way to handle negative reviews is to prevent them from happening in the first place. There are steps each roofing contractor can take to prevent negative customer reviews. They are:

  • Accessibility: Making your customer service available on a wide range of platforms gives customers a chance to discuss complaints before they resort to negative reviews
  • Customer Care: Treating customers with respect via all forms of communication significantly lowers the probability of negative response
  • Encouragement: Don’t act like you have something to hide, link your review profiles on your website and email signature as if to say that you welcome reviews from your customers
  • Performance: Do a great job on your roofing services and you are unlikely to see any negativity

It’s not a perfect world, and even the most reputable companies will receive a negative review from time to time. As long as you’ve taken all the necessary steps for prevention, a few outlier reviews won’t impact your bottom line.


There’s not much you can do about a bad review if you don’t know it exists. Review monitoring is an important aspect of your reputation management. Luckily, many of the most popular review platforms offer alert systems that will notify your business whenever a negative review is left. Some of the most common places to look are:

  • Better Business Bureau: A longstanding business watchkeeper
  • Facebook: The most popular social media platform
  • Google My Business: The most visible review site that appears right on search results
  • Yelp: Known as “the review site” in many circles

Setting up alerts is the best way to monitor bad press. It doesn’t hurt to look over each of these platforms on a weekly basis to gauge how customers are responding to your services. The more feedback you can get, the more you can improve aspects of your customer service.


Once you are alerted of a negative review, the best thing to do is respond to it ASAP. But before you do so, make sure you know exactly how you want to respond. Remember, this is public discourse between you and a customer, and optics matter. Responses should be:

  • Customer-Centric: Put the customer first, even if they’re wrong
  • Professional: Refrain from any insults or discouraging language
  • Solution Oriented: Offer solutions based on the complaint of the customer
  • Timely: Nobody wants to wait weeks or months to hear back, so respond ASAP

Think of negative reviews as a PR opportunity for your roofing business. It’s free publicity to other prospective customers who will be impressed with the professionalism of your responses. As long as you keep the customer first, your business can learn and grow from these bits of feedback.


The final step to handling bad reviews is investigation. After responding to a negative review publicly, it is best to attempt to contact the customer privately and see if you can further resolve the matter while also acquiring valuable feedback. Follow up investigations should be:

  • Declarative: Make the customer feel “right” and consider offering a coupon of some sort
  • Inquisitive: Try to collect specific information about what they feel went wrong
  • Personal: Call the person by their name and try to make them feel as if you truly care
  • Progressive: See if you can reach a mutual understanding and have the review removed or amended

If you control what you can, you will find that the majority of your reviews will be positive. The attentiveness to customers is ultimately what will decipher a company with a positive online reputation vs. one with a poor one. If you would like to discuss roofer reputation management, call us at (800) 353-5758.

Choosing a Roofing Company Domain Name

Choosing a Roofing Company Domain NameAs a roofing company looking to market your service online, you’ll need a professionally designed website and a domain name. Sometimes, roofing companies overlook the importance of choosing the right domain name for their website. It can actually make a monumental difference in how efficiently and effectively your website is marketed to the consumers it must reach for customer acquisition. A good roofing company domain name is:


Every good domain name incorporates the company brand. This means implementing your business name, or an abbreviation of it, within the domain name itself. It is important to note that not all domain names are available. Your company name might already have been claimed by someone with the same name in a different industry and location. In cases like that, you must get creative with abbreviations and the adding of additional words, sometimes known as long tail keywords.


Think about the places your domain name is going to be listed on. Business directories like Google My Business, social media networks like Facebook, business cards, email signatures, etc. In each chase, you want your domain name to be concise, easily readable, and easy to remember and type. People aren’t going to remember something very long and in depth, they would rather see short and simple, and recall it easily through their memory.

Dot Com

One of the major mistakes roofing companies make when choosing a domain name is picking a suffix besides dot com. They might pick, dot net, dot info, or dot org (which is ok in some cases). But for the purposes for local roofing companies, dot com’s are a must have. Studies suggest that they are better for SEO, and that 75% of all links go back to dot com domains. The field might be more limited, and you might have to get more creative, but anything other than a dot com suffix is not an option for local roofers.

The #1 Roofing Company for Domain Names

At Roofing Webmasters, we offer domain name registration for roofing contractors throughout the United States. We will discuss your options, in depth, so that we can make a mutual decision that you will be happy with, and will work well for SEO purposes. We have been working with contractors in the roofing business for years, and know exactly what it takes to get them ranking on the top of Google search engine results pages (SERPs). Call (800) 353-5758 to further discuss choosing a roofing company domain name.

4 Ways to Generate Roofing Leads

Roofer Lead Generation Tactics
There are Several Innovative Ways to Generate Roofing Leads

Like food and sleep for human beings, roofing contractors need leads to survive. The question in 2018 and beyond, is what is the best way to generate roofing leads? Roofing Webmasters has come up with a list of 4 great concepts to generate roofing leads for your local business.

1. Facebook Advertising

Facebook is the #1 Social Media platform in the world. According to Sprout Social, Facebook has more than 2 billion active monthly users. It also has one of the most comprehensive lead generation advertising options available to roofers. Facebook advertising offers the following:

  • CTR Proficiency: Studies indicate FB receives higher than average CTR
  • Expansive Data Analytics: Facebook Insights allow advertisers to measure and improve campaigns
  • Geo-Targeting: Target areas and demographics you know you can service and need you most
  • Mobile Accessibility: Most FB users are on the go, on their smartphones, which is a great place to reach them

2. Organic SEO

If you have the time and resources, organic SEO can serve as a long term lead generation asset for roofing companies. Though it takes, time, expertise, and know-how, both to implement and maintain, it is worth it if you have the tools at your disposal. SEO helps generate roofing leads in the following ways:

  • Keyword Efficiency: Long tail keywords can reach a demographic competitors are ignoring
  • Sustainability: With consistent organic SEO, you can be plainly visible to prospective customers for decades upon decades
  • Traffic Relevance: Proper SEO attracts prospective customers with high conversion potential
  • User Experience: Organic SEO focuses on user experience, which has always been the best lead generation tactic

3. Classifieds / Ads

Craigslist and sites like them can have mixed results. It doesn’t hurt to check the classifieds now and again for people looking for roofing contractors. You can also post your own advertisements offering such services. With location mapping, you can reach the demographic you are best able to service. Classifieds are convenient because they are:

  • Convenient: As a digital newspaper of sorts, this is a simple way to look for leads
  • Fast: Easy to search for leads, and post services quickly
  • Cheap: Costs nothing to look for leads, and either nothing or very little to post an Ad
  • Local: Reaches your target location quickly

4. Hire Roofing Webmasters

As roofing contractors, all of these ideas seem great but your ability to find time to complete the necessary tasks is left in question. Luckily for you, Roofing Webmasters is a full service SEO marketing company. We offer Organic SEO, PPC, Social Media Management, and Web Design. Each of our services will help you generate the roofing leads you need. Some ways we differ from other marketing companies include:

  • Affordability: You won’t find a more inclusive, expansive marketing service for such a nominal price
  • Holiday Discount: As part of the upcoming holiday season, we are waiving our activation fee effective immedietly
  • Reputation: We’ve been around, and if you talk to the roofers we’ve worked with, they can tell you how committed we are to excellence
  • Specificity: We are a company designed specifically for roofers, and know exactly what their audience looks for

Call (800) 353-5758 to Discuss Your Lead Generation Options With Roofing Webmasters

Creating a Successful Roofer PPC Campaign

Analytics AdWords and Google SearchGoogle AdWords might seem overrated to some in the roofing industry. And if used improperly, it can certainly be a waste of money. Besides that, the process of attracting clicks, acquiring leads, and converting customers is easier said than done for many roofing contractors. As a company that specializes in this industry, Roofing Webmasters has learned quite a bit over the years about what elements make up a successful roofer PPC campaign. Our findings are not just theories, but they are based on running hundreds of PPC campaigns for roofing companies just like yours. The primary elements are:


There is a misconception about paid search campaigns. The popularity of the technique has produced a convoluted viewpoint about what does or does not constitute success. We have gotten away from common sense marketing, and headed into a space of irrelevancy. For roofers, the only thing that should matter, is the bottom line; ROI. And to have a positive ROI, budgets must be set strategically. Your budget should be:

  • Capped: Every budget should have a threshold it cannot pass
  • Dependent: Your budget (within its confides) should depend on market opportunity
  • Flexible: Each budget should posses an ability to adapt based on unforeseen variables

Some of the above concepts might seem like they conflict, but that is not the case in reality. While you want to set definite caps for your budget, you want to maintain the ability to adjust within those constraints. Producing a net gain is all about reading the market, and adjusting as you move along.


An abundance of Google AdWords measurement tools exist. Besides the popular and effective Google Analytics, free tools like Free AdWords Performance Grader from WordStream are also available. With so many ways to measure PPC success, there is no excuse not to monitor every aspect of the campaign. Some of the best metrics to look at are:

  • Click Through Rate: Percentage of users who click on the ad
  • Conversion Rate: Percentage of users who complete a defined call to action
  • Quality Score: Google’s rating of your campaigns value as it pertains to ad quality and keyword relevance

Measurements are so important because they help us make adjustments based on new information. Those adjustments lead to positive ROI for the advertiser. One of the main reasons so many companies lose money on campaigns is because they assume their responsibilities are over once the launch first takes place. This couldn’t be further from the truth. Successful campaigns require continual adjustments.


Before you can expect to generate ROI from a pay per click campaign, you have to do extensive research on your audience, and market opportunity. Too many contractors rush their campaigns in hopes of fast results. While some of the appeal of PPC is based on how quickly it works, it won’t work at all if insufficiently researched. Before you launch a campaign, you should consider:

  • Competition: How competitive certain industry keywords are, and how many ads are fighting for the same ones
  • Demand / Supply: The number of people needing roofing services at a given time in a specific location, versus the amount of companies who can supply them
  • Location: As referenced above, the geographic locations of potential consumers along with the supply and demand within the area
  • Season: The time of year — during hail season, for example, there will be greater opportunity for hail storm PPC

The great thing about AdWords is that it offers Keyword Planner for many of your research needs. Besides that tool, contractors can invest in SEMRush, SpyFu, Moz, and other popular products to get a more expansive research profile. Understanding that Google is the most popular search engine in the world sheds light on exactly how extensive their usage is. Almost all of your competitors are using, or considering using; AdWords. Call (800) 353-5758 to talk with a roofing PPC expert about your next campaign.

Keyword Research: A Guide For Roofers

Magnifying Glass Over Computer Screen Referencing Keyword Research Guide For RoofersKeyword research is not as simple as it once was. For roofing contractors, everyone in the industry is fighting for the same keywords. So what is the solution? Thinking outside the box. When roofing contractors perform keyword research in 2017-2018 and beyond, they should focus on the underlying theme of the keywords. Follow this guide to get ahead of competitors:

Step 1: Defining an Audience

Before you research any keywords, you must define an audience. This should be fairly simple in the case of roofing contractors. But be careful not to oversimplify. Be detailed. Ask questions. For example, if you offer roofing services, but don’t sell roofing products, you have to differentiate from customers looking for services and customers looking for roofing products. Let’s list a mock profile of our target audience:


Homeowners in (City, ST)

Homeowners in (City, ST) with roof problems

Homeowners in (City, ST) with roof problems looking for services

As you can see, the audience profile evolved from the basic “homeowners” to a more detailed description of what the target audience is actually looking for. Once you can form that profile, you can move on to step 2 of the process.

Step 2: Making a List

The previous step gave us a defined audience profile. From there you can develop a list of possible search queries. As experts in the industry, we have a large list of roofing keywords that will help you get started. Similarly, your position as a roofing contractor can probably spark some good keyword ideas. Let’s start with these:

roofers near me

storm roof damage repair near me

shingle roof installation

tile roof installation

roof leak (City, ST)

roof replacement near me

chimney not working (City, ST)

What we did was take some common roofing problems and combine them with the local term “near me”. Google will customize results based on the user’s location, so the proximity of your business will correlate with the “near me” search qualifier. After generating this list, you can move on to step 3.

Step 3: Choosing a Keyword Tool

To gather data about keywords, you will need a keyword research tool. Several options are available, but most require a subscription. Google Keywords Planner can be used if you have an AdWords account already set up. If you are looking for the best paid keyword research tools, consider Moz Keyword Explorer and SEMRush. From there you will want to measure:

Search Volume



Cost Per Click (CPC)

Related Keywords

Metrics will vary depending on the keyword tool you utilize. For example, Moz offers opportunity and priority metrics, while SEMRush uses KD percentage, which stands for keyword difficulty. The goal is to gather as much data as possible to make an informed keyword list. The more information you have at your disposal, the more precise your campaign will be.

Step 4: Refining Your List

With the new information, roofers now have a much better idea of which keywords to target. From your original list of keywords, and the added keywords from “related keywords”, you’ll want to create a master list — the list you are going to use to optimize your content. Pick your top 5 keywords based on all the available information, and list them. For example:

roofing services near me

shingle roof repair (City, ST)

roofer near me

residential roof repair near me

tile roof repair near me

You have now completed your keyword research process. From here you will transition to content marketing and search engine optimization. Keep in mind, you can use the same research process for individual service pages as well. If you have a page like “Commercial Roofing Services” you can get a more detailed keyword list for that particular page. For assistance with your internet marketing, give Roofing Webmasters a call at (800) 353-5758.

Developing a YouTube Strategy For Roofers

Group of Video Players Depicting YouTube Strategy For Roofers
YouTube Reaches More 18-49 Age Mobile Users Than Any Televisioin Broadcast

Keeping track of the latest marketing trends, 60% of people prefer online video platforms to live TV. What does this mean for local roofing contractors? It means pull the investments from your local TV advertisements and redistribute the money towards a YouTube strategy. By 2025, 50% of users under age 32 will not subscribe to a paid television service. The time is now to shift your attention towards on demand video content, and YouTube is the most accessible and efficient place to start.

Phase 1 – Developing a Strategy

Before you even think about how to create video content, you must create an outline for what you want to accomplish through video marketing. To do that, focus on the following criteria:

Keyword Research

The first step in the process is market research. Using Google AdWords and other SEO tools, roofing contractors can develop a list of video keywords to target on YouTube. Video keywords usually correlate pretty directly with standard keyword research. Pay special close attention to “How To” keywords. For example “how to repair a shingle roof” would be a high potential video keyword.

Target Audience

Perhaps the most important element to your YouTube strategy will be defining an audience. Depending on how long you’ve been in the business, you should have some pretty solid data on your target audience and how to appeal to them. In the case of video, the target demographic is going to be 18-49 year old’s. While that does not make up all of your potential customers, the 29-49 range will certainly make up a large portion of it.

Phase 2 – Defining an Objective

Now that you know what your strategy is based on market research, you have to define how to implement that strategy into your marketing campaign. To do that, you must focus on the following:

Measurable Goals

As with any marketing venture, your goals must be measurable. Define some goals that you aspire to accomplish through video marketing. Perhaps it’s a sales oriented goal like percentage of customers gained per marketing dollar. Or maybe it’s more about brand awareness with metrics like total views and impressions. In any case, write down your goals and make them measurable.

Time Management

To produce an optimal video marketing campaign, you should place a timetable on the implementation of your strategy. This can be something like 1 month, 3 months, over even a year. The time limit is important for both accountability and measurement purposes. Projects that lack a defined time period often tend to be put off in place of higher priority activities. Make this one a priority by defining a roll out period.

Phase 3 – Creating Video Content

Once you have set up a strategy and defined an objective, the hardest portion of your video marketing campaign must take place. Though it will cost some money to produce high quality video, using the right tools can minimize the expenses. Consider the following:

Video Recording

Most newer phone models record fairly high quality video. The main hurdle will be the sound quality. Consider investing in a camera microphone like the Lavalier Lapel Microphone which only costs $20 on Amazon. This mic is considered perfect for YouTube videos as it can clip right onto the subject of the video. For only $20 your potential ROI will be outstanding when you consider the potential marketing returns from your video content.

Video/Channel Branding

After you record some videos you will have to upload them to YouTube. Creating a video channel is a simple task but you must optimize it for search. Use the keyword list you generated in Phase 1 and apply them to your tags, metadata, and description. In addition, upload your company logo, and use it as a watermark on your videos. Remember to upload custom thumbnails for your videos as well.

Phase 4 – Performance Measurement

So the hard part is over. You have developed a strategy, defined an objective, and created and branded your video content. Now all you must do is measure its success and adjust and improve based on the data you analyze. Use the following tools for measurements:

YouTube Analytics

YouTube makes it simple to measure data by offering YouTube Analytics for all users. Check out the YouTube Analytics basics to learn how to generate reports for your videos. The wide array of available metrics, from traffic sources to watch time make consistent improvement a very realistic option for content creators. You can even check out the demographics of your viewers to better define your market reach.

If you require assistance with your YouTube strategy for roofers, call Roofing Webmasters at (800) 353-5758.