Author Archives: Roofing Webmasters

How To Keep From Being Screwed By Roofer Marketing Companies

Getting screwed by roofing SEO companies is par for the course in 2020. The amount of disingenuous marketing “experts” has reached its peak. The sad part is that hard-working roofing contractors get hosed by whizkid marketers with bad intentions. Aside from the simple fact that roofing marketing costs too much in today’s market, the actual services are also garbage. From template websites to the PPC shelltrick, marketers are getting away with everything. Roofing SEO Webmasters has made it our focus to counteract this trend by providing affordable roofing services with strategies that actually work. We help roofers rank on Google ethically. Take a listen:

Learning for Bad Marketing Experiences

At Roofing SEO Webmasters, we understand the frustration of roofing contractors. We actually were in the service industry ourselves back in the early 2000s and got screwed around by some hack marketers who hosed us out of thousands of dollars. That’s when we decided to do digital marketing ourselves and eventually converted it into a full-time business. So unlike most marketing companies, we actually empathize with the client. We’ve been on their side of the spectrum and understand what getting screwed looks like in the world of digital marketing. We’ve made it our pledge to not screw roofing contractors who need proper web work.

SEO “Experts” Are Often Novices

The problem with buying roofing SEO services is that many so-called marketing experts are actually novices. They bought a social media marketing cost for $297 after getting remarketed to on YouTube and Instagram. They think now because they took a course from an individual who is not even an expert themselves, that they can now provide a competent service to clients. Furthermore, their focus on social media won’t help them provide SEO as it is meant to be. Social media can help SEO through signals, but it is not the foundation of SEO which involves more hands-on practices that require real training and experience.

Don’t Trust Marketers Who Can’t Say No

Another problem with hack marketers is that they don’t say no to any request. If a roofer comes to us and asks us to perform black-hat SEO we tell them that we don’t do that. First of all, it doesn’t work and secondly, we aren’t going to perform a service that we have no experience with. Many of these marketing gurus will attempt to do anything you ask of them, and will then do it poorly. Worst of all, they are likely to get your website or GMB penalized by Google, further draining your bank account in addition to the overpriced yearly contract that gamed you into signing. Don’t fall for it. Always do your homework before signing a contract.

How to Spot a Marketing Scammer

We talked a little about the signs of a bad marketing service but there are other tell-tale signs to look for as well. First, does the company or individual have a website? If so, does their website look professional? Is there a company name, address, and phone number? What do their rankings look like? If they can’t even rank on the first page for relevant keyword terms, what makes you think they are going to be able to rank your website? If you find someone on YouTube, make sure their success translates to organic SEO. You can’t simply apply a YouTube SEO strategy to Google since they are two entirely different algorithms. Let’s consider some red flags:

No Website or Cheap Website

Once you know the name of your marketing company, perform a search for them on Google. If nothing comes up, there’s a high chance that you’ve been scammed. If something does come up, check out the website. Look over the design and content, and decide if it looks professional. If it does, make sure you search for keywords related to their business. If they don’t rank for their target keyword terms, it’s unlikely they will be able to help you rank.

Yearly Contract Proposals

If you are negotiating with a marketing company, and they bring up a yearly contract, try to avoid signing it. The reality is that any marketing expert who needs a year to prove their worth is worried that they won’t be able to deliver. In 2020, SEO should be executed within 3-months and results should be evident in a maximum of 6 months. The best contracts are month to month so that the company is held accountable every 4 weeks.

Lack of Existing Clients

There’s no shame in giving an up and comer a fair shake, but you should always be aware of how few clients a so-called expert has. There’s no expert with 0 clients. If they call themselves a professional, it is expected that they have a minimum of 15 clients. At Roofing SEO Webmasters, we have over 250 clients. We can show our prospects existing websites that rank for relevant keywords which helps them feel comfortable using our services.

Posted: | Updated: Jul 9, 2020 | Categories: Podcast

Google Hates Trash Content for Roofers

When it comes to roofing SEO, things have changed a lot in the last 10 years. There was once a time when Google would reward content for the sake of it. Why? Because they had so few choices of what to crawl, index, and ultimately; rank. But since the whole “content is king” mantra became mainstream SEO, everyone and their mother has created some form of web content. Since Google’s success is dependent upon the satisfaction of its users, trash content no longer does the trick. Not only does Google have countless amounts of superior pages to rank over yours, but your over-saturation of their index is also only polluting their search engine and making your website less appealing overall. In today’s Roofing SEO podcast, Nolen Walker goes off on trash SEO content for roofers and why you should transition to other forms of content that are far superior for both the end-user and Google’s search crawlers alike.

Do Roofers Still Need Content?

Roofers still need content marketing in 2020 but the type of content is now much more dynamic. Mediums like video, podcasts, check-ins, user-generated reviews, and testimonials are just a few of the new waves of content that roofing companies should focus on to grow their business. An inherent problem with text-based content is that it’s boring. But quality text content can actually still serve a purpose. However, the vast majority of content published online in 2020 is pure and unadulterated garbage. And no other industry is more guilty of exercising this practice than roofing contractors. Luckily, they now have new ideas about what content is.

New Types of Content for Roofers

Check-ins

If you didn’t know by now, reputation management for roofers is very important. But one aspect of reputation is proof. And with online check-ins powered by BrandRevu, roofers can enjoy the social proof of job site check-ins. Every time you perform a service at a verified location (via your BrandRevu tool) you will see that check-in populated on the corresponding page of your roofing company website. As users and Google see that you’ve worked on specific services in specific areas, they will be more confident about using your services in the future. Additionally, Google will acknowledge your location pages as legitimate since verified check-ins in the corresponding locations now populate the content of the web page. It’s a win-win for everyone involved.

Images

When you perform a check-in, for example, you can snap a photo of your job site and of the roof you are working on. As you showcase to your audience real-time imagery, you prove your worth as a legitimate roofing contractor and gain their initial trust. When you combine images with reviews, videos, and check-ins, you begin to establish a level of credibility that your competitors lack. Images are important for SEO as well and are made more impactful by the inclusion of alt text which describes the image to Google and also to users with visual impairment. Having unique images is critical since stock photos are pure trash and will make your roofing business look like a joke and an utter disgrace to society. Furthermore, nobody will trust you. Commit your focus to images of your team, trucks, equipment, and logos.

Reviews

As you may know, reviews are the integral part of the aforementioned reputation management. BrandRevu, in addition to providing check-in technology, also helps you generate reviews from satisfied customers. The software tool sends text and email reminders to recently serviced consumers with links to review your business on Google or Facebook. These reviews are then showcased on your roofing contractor website for potential customers to see. Not only is this beneficial for SEO purposes, but also for conversion rate optimization. The best part about reviews is that they are generated by verified users, rather than a roofing company or their hack content writer. Prospects are way more engaged with how a previous job went than how great your content writer can describe your services.

Videos

YouTube is one of the largest platforms on the internet and a place where consumers spend much of their day. This is true both through mobile devices as well as desktop computers. Embedding YouTube videos on your website is beneficial for multiple reasons. First, Google ranks videos in a separate algorithm on its search engine. Surrounding your video with other forms of contextual content, helps it rank as a video, and vice versa. When you integrate Google and YouTube you can get great results on both platforms. In addition, website users are more likely to engage with visual content. If you can show one of your services or provide an inspirational description, on camera, you are far more likely to succeed with converting web traffic into lead generation for roofers. 2020 is the time to appeal to users visually.

Posted: | Updated: Jun 5, 2020 | Categories: Podcast

COVID-19: The Death of Door Knocking

Covid-19 has taken many things away from our society. However, it’s also given us something important: perspective. We now know just how quickly our daily life, routine, and business can change.

The roofing industry was a relatively lucky one. Even during the crisis, homeowners continued to require roof repairs, installations, and replacements. What Covid-19 did change was the marketing options roofers had to work with. The practice of door knocking, in particular, took a big hit, forcing countless roofing professionals to explore other opportunities for sharing their brand.

Today, we’ll explore the death (or at least the induced coma) of door knocking and what that means for your roofing business. We’ll also dig into your other options for marketing your company in the meantime. Listen in to our latest podcast and take notes as we discuss the changing landscape of the industry, and how your business can continue to thrive.

Takeaways for Enterprising Roofers

  • Even before the crisis, door knocking effectiveness had waned.
  • Today’s newest generations don’t answer the door for many people.
  • Covid-19 is an opportunity to reevaluate your marketing strategy.
  • Local SEO offers more lucrative gains than it did a few years ago.

Is Door Knocking Effective Now?

In the throws of Covid-19, door knocking has come grinding to a halt. Put simply, door knocking isn’t even an option right now. If you happen to come back and read this article in the future after the crisis has resolved itself, odds are door knocking still hasn’t recovered to its former glory.

It’s not your fault. Much of society has shifted away from answering the door bell anyway.

Even prior to the Covid-19 crisis, the death of door knocking seemed to draw ever closer and closer as younger generations took on the mantle of home ownership. The practice may never fully pass away, but its waning effectiveness means that your roofing company will likely need to focus in another direction for your marketing efforts.

What are My Marketing Options?

We could pour over the dozens of advertising options available on the market right now, but that would take too much time. Right now, your number one goal should be putting your brand in front of the people who are most likely to need your services. This begs a couple questions:

  • Where do you need to put your brand so that those people see it?
  • How do you focus specifically on people in your service area?

More than ever, homeowners (and commercial prospects) are looking online for their day to day needs. That includes big budget purchases like roof replacements too. So if you want to get your brand in front of the right eyes, that’s going to happen on a digital landscape.

Connecting with people in your specific service area is going to force you to think locally. This limits false leads from outside your community and maximizes your chances of converting to sales. No more driving an hour from your office just to perform shingle repairs (unless that’s something you really like doing).

Now that you’ve established online marketing offers the best brand exposure and you know locally-targeted marketing offers the best sales potential, that leads us to our final question. What digital marketing solution targets the greatest number of people within your service area?

The answer is Local SEO.

How Local SEO Works Now

If you want to develop a consistent stream of roofing leads, the most practical method to do so is local search engine optimization (local SEO). That means getting your company website to the top of Google Search results specifically for the people in your community.

Now you might say “But our company is already on Google. We have a website.” Unless you are literally the only roofing company within a 30 mile radius, simply having a website isn’t going to get you the sales you crave. With local SEO however, your website will start to deliver actual (qualified) leads for your business.

As your rankings improve on Google, you’ll naturally start to receive more calls from homeowners and/or commercial prospects in your community. More calls means more lead potential for your company.

How to Improve Local SEO Rankings

While Google uses hundreds of signals to determine ranking potential, there are a handful of areas that impact your local search rank the most.

These include:

  • Roofing Website Design
  • Google My Business Listing Optimization
  • Local Citation Creation
  • Domain Naming
  • Content Creation (Writing, Pictures, Etc.)

Thanks to industry changes over the last few years – Google’s Local Search Update of November 2019 was especially impactful – it’s easier than ever before for roofing companies to make large gains in local rankings. So don’t let unfamiliarity or inexperience stop you from earning more revenue for your business. Even if your team doesn’t have the time or resources to pursue it, there are several amazing marketing teams out their with the skills to manage it for you.

Ultimately, local SEO provides the best marketing opportunities for your business because it allows you to make quality connections with people within your community. If you’ve traditionally relied on door knocking until now to grow your company, it’s not too late to get started online. Of course, our team at Roofing Webmasters is always here to help!

Other Resources from Roofing Webmasters

Related Articles and Podcasts
What the Coronavirus Means for Roofing Companies (Article)
The Beginner’s Guide to Digital Marketing (Podcast)
Local Search Update for Roofers (Podcast)

Related Services
Online Reviews and Reputation Management for Roofers
Content Marketing for Roofers
Online Citations for Roofers

Posted: | Updated: May 20, 2020 | Categories: Podcast

Showcasing Great Customer Service During Coronavirus

As we are in the midst of the COVID-19 pandemic, our thoughts tend to be scattered, and we are having to re-evaluate our priorities. As a roofing contractor, you have probably experienced this. While your business is important to you, it can be hard to devote mental energy to ways to sustain it; much less improve it. But don’t fool yourself – even in this time of crisis your business can grow and thrive. It may not seem like it, but the pandemic is affording business owners the opportunity to showcase outstanding customer service.

We work with roofing contractors every day. We have seen the value of great customer service during these times and what it can do for a business now and in the future. As we are taking precautions to safeguard ourselves, our families, and our businesses, take some time to consider customer service in the here and now. Doing so will help your business not only survive during these times but thrive.

Here at Roofing Webmasters, we are here for you every step of the way. If you are ready and willing to utilize this crisis as an opportunity to demonstrate value to your customers, then read our customer service tips.

Let People Know

If you are running your business during these times, it would be extremely helpful for existing and potential clients alike if they knew that you intend to take the necessary precautions to keep them safe. In this time, the last thing anyone wants is to have a bunch of roofers on their property who are coughing and possibly spreading the novel Coronavirus. So the first step you should take towards maintaining a high level of customer service during this pandemic is letting your customers know that you will take the necessary steps to keep them safe. Update your website to reflect the safety practices you and your crews will be implementing, let people know when they call, and ask about your services and you can even send emails to your current customers updating them on your safety policy.

Follow Through

It’s one thing to say that you will keep your customers and team safe, it’s quite another to actually follow through. The first concern on everyone’s mind as they venture into the public or have people come to their homes or businesses is face masks. Make sure you and your team have plenty of face masks when they are on the job. You can also let your customers know that you will be mainly outside and that if you need anything, you will simply knock on the door. Physical distance is important so try not to be too “in your face” when you are speaking to a customer in person. While that may be your normal style, it will make your customers wary and unlikely to use your services again in the future.

Modernize your Communications

Your customers will appreciate your efforts to limit physical contact. If you don’t have to physically be on the job site, try not to be. Instead, try to communicate with your customers over the phone or, if the situation calls for visual aids, reach out to them over Zoom, FaceTime, or other video chat apps. As a roofer, it may be hard to let your customers know what needs to be done over the phone so these video chat apps can be beneficial to get on the same page as your customers.

Keep Things Basic

This one may be hard since almost everyone is feeling the effects of the economic crunch. But if all possible, try to limit the number of workers you have on a job site to those that the job actually needs. People may get uneasy if they see a big crew on their property unless the job really necessitates such a workforce. By keeping your team scant, you are showing the customer that you care about their safety and health.

Reach out Online

Just because we are social distancing during this time doesn’t mean that we can’t interact with our customer base. Now is a great time to respond to all those comments left by customers on your social media page and reply to some of your reviews. Replying to reviews is a great way to show your customers that you care about their interaction with your company and you don’t need to put theirs or your health at risk to do so. Responding to social media posts is also a great way to engage customers and develop a rapport with them.

Show Empathy

And as it is eloquently explained in this Forbes article, people are frustrated these days. Not only is the looming virus stressful but services are down or really slow all over the place. Show your customers that you understand their frustration and that you are doing everything in your power to help them. Reach out to them in an email, call them on the phone or simply post a message on your website and social media page acknowledging the frustration that many customers may be feeling and assuring them that you are working to fill their roofing needs.

Customer Service Tips for the Future

All the customer service tips we have laid out here sound like they are for the here and now – and they are. But all of these tactics revolve around considering the thoughts, concerns, and feelings of your customers – an approach that any successful roofing contractor must adopt. 

The above customer service tips will surely help your customers trust you during the pandemic, but they will remember the thoughtful service you provided at this time. And they will be that much more likely to continue with your roofing services when things get back to normal. 

For more help with your roofing contractor business, please feel free to reach out to us here at Roofing Webmasters. 

Additional Resources From Roofing Webmasters

Related Podcasts and Articles
– Why Customers Need Your Help
– Survey Says: Roofers Need Reviews to Excel in 2020 (Research)
– Roofing SEO Conference 2020 (Podcast)
– How Check-ins Boost Local SEO

Related Services
– BrandRevu: Reputation Management Software
– Google Reviews Management for Roofers
– Buy Roofing Leads

Posted: | Updated: Apr 30, 2020 | Categories: Podcast

How Check-ins Radically Boost Local SEO

When Google hunts for the best contractors to list for local consumers, the search engine collects all the evidence it finds. Sure, website service pages can claim a business provides impact resistant shingle installation, but how often is the company really performing that service? The best types of evidence are customer reviews and check-ins. The latter is what we’ll be talking about today.

Jobsite check-ins are woefully under-utilized in the contracting industries. Of course, there’s another way of looking at it. Any roofing contractors who consistently utilize the right check-in tools can earn serious lead generation improvements through local SEO! Find out more about check-ins in our latest podcast with Amberlynn and Madison from Roofing Webmasters.

Key Lessons for Roofing Contractors

  • Building up a collection of check-ins each month drives higher local SEO ranks.
  • Consistency is key. Only your team can perform these check-ins.
  • This type of activity is rare, meaning businesses can still reap tremendous rewards.

How Do Jobsite Check-ins Work?

Have you ever seen a Google Map of your city? Hundreds of businesses line the streets, and all corners swell with thriving residential communities. What you do not see is all the places your roofing company has provided service throughout the city. Google doesn’t see it either, no matter how many times you’ve written about it in your website.

Check-ins change that. When you whip out your phone and perform one, you provide Google with some invaluable data:

  • Your location,
  • The services you just finished providing, and
  • The time.

Why Do Check-ins Matter?

While other companies are busy claiming to provide (for example) metal roofing installation in Atlanta, you’ve just shown Google very real evidence of your activity. That’s one small pin on the Google Map, at first. Scale this up to hundreds of pins over the course of a year, and you’ve given Google a very real reason to rank your business first in local search results.

All your competitors have roofing websites. Most of your competitors know to collect reviews. Very few roofing companies in your area are performing check-ins. That means there’s a clear opportunity to get ahead of other brands and generate some exclusive roofing leads.

Thanks to the Local Search Update of last year, it’s now possible for young (or even brand new) businesses to win placements in local map packs if they optimize well. We’ve seen previously unknown brands earn top spots within a matter of months after starting up a regular check-in program. The results are real!

Who Can Use Check-ins?

Employees of any business can use check-ins once they have been granted a user login. At the end of each job, they take a picture of your installation (roof replacement, roof coating, etc.) and fill out the project information. Finally, you select “check-in” and your job is done for that particular location.

The check-in is populated to your company website in the necessary context, creating an SEO advantage and also validating your business as credible. This kind of content is premium in Google’s eyes and is not something that can be copied or duplicated by a competitor website because of its uniqueness.

Maximizing Your Check-in Capabilities

The two things that make or break check-ins are frequency and accuracy. Accurate check-ins establish credibility with your business and serve as premium SEO content. Frequent check-ins prove your business is doing regular jobs and provides an indication that you are a popular service. Furthermore, you are likely to earn more reviews, the more check-ins you publish on your website.

Since many of your competitors lack check-in functionality, accumulating as many as possible in the near-term should give you a major head start several years down the road. Once other roofers start to catch-on, they will be significantly behind the curve that you created.

Another aspect of check-ins that should be maximized is image optimization. If you snap an original photo on the job-site it is going to be worth far more from an SEO standpoint, than a non-visual check-in, or worse: a stock photo check-in. The whole idea is to verify your legitimacy as a roofer, and nothing confirms that more than a picture of the actual job.

Conclusion on Check-ins

SEO can seem like a rat race in many industries. But roofers must ask themselves about the most efficient way to grow their brand online. By performing check-ins at job sites, you are differentiation yourself from other roofing websites. Not only can you improve local SEO on GMB and the Local 3 Pack but you can also increase conversion-rates and validate your presence in service areas that are outside your office or home zip code.

Nobody knows for sure where SEO will be in 5 years, but the best estimate projects that local businesses will be judged by social proof and confirmed job site check-ins. Imagine being #1 on GMB rankings and being able to serve customers throughout all nearby service areas. This is what online roofing marketing may look like in the coming years.

Posted: | Updated: Apr 28, 2020 | Categories: Podcast

Getting Customer Reviews From Other Sources

In these times when uncertainty is the norm, you may be finding it harder than ever to keep up with Google reviews for your roofing business. Google reviews are actually suspended at the moment. While your customers can still submit their reviews they will not actually go live as of now. This is due to the fact that many reviewers are falsely accusing certain service providers of infecting them with COVID-19. Some reviewers are also leaving unfavorable reviews for businesses that are adhering to the shelter in place laws and closing their doors. So to stem the tide of damaging and false reviews, Google reviews are temporarily suspended. 

But there are alternative review sources that you can be utilized in this time. And when this is all over, your business will be stronger because you can still utilize these alternative review sources whenever you like in addition to Google reviews. But before we get into it, you should know why Google reviews are so important in the first place.

Understanding the Importance of Google Reviews

Even if you don’t own a business, you have probably seen and used Google reviews. They usually appear on the side of Search Engine Results Pages under the name of a business you looked up or one related to your search. They may have a short blurb from the reviewer along with a star rating. So why are these little sections on a Google search so important?

Basically, Google reviews are so important because they let people know that your business is trustworthy. The statistics don’t lie. People rely on Google reviews to help them make decisions on which service to use and which businesses to patronize every single day. Over half of all consumers who use the internet to search for businesses or services say that they will check Google reviews before they patronize a business. And if that doesn’t drive the point home, a whopping 94% of the same type of online consumers say that they have been driven away from a business because of a bad review.

Basically, Google reviews can make or break your roofing business. They help people make the decision to use your services and the more positive and recent reviews you have on your Google My Business account, the more likely you will be to see increased traffic, leads, and sales. So what do we do know when Google reviews are in limbo?

Alternative Review Sources

Thankfully, Google reviews is not the only game in town. While it is the most prominent, there are viable alternative review sources that you can use to supplement your business in these lean times. Here are some of the best alternative review sources that you can utilize right now:

Facebook Business Reviews 

Facebook uses a star-rating system that is similar to Google reviews for users who have business profile accounts. Friends, family and customers can interact with your business via your businesses’ social media page and people who have used your services can also leave reviews. Facebook is still a powerful and active tool for businesses. It is estimated that Facebook affects 52% of users purchasing choices both online and off. Part of the reason it is still so effective is because people can see which businesses their friends and family (people they trust) have used and recommend.

Yelp

Yelp is actively taking measures to curate their content in this time so that false claims and negative reviews being borne of shelter in place adherence don’t make it onto their website. They are actively managing review content which is one of the reasons why they are still active at this time. Yelp is a great way to salvage the reviews of happy customers you have done roofing work for in this time and bolster your work flow.

Better Business Bureau

The Better Business Bureau is one of the most established sources for consumer information. To this day it is still the go-to source for business information and reviews by millions of people. In fact, for roofing specifically, the Better Business Bureau was ranked 2nd behind only Google reviews in sources that consumers turned to when they wanted information on a roofing business and to read reviews of their services. 

Acquiring Reviews

Knowing the best alternative review sources for your roofing business is important, but it’s only half the battle. Next, you need to know how to get people to actually review your business. Asking for reviews is a subtle art form. It requires preparation and tact. Here is a shortlist of steps you can take to better prepare you to ask your customers for reviews:

Do the Research

A lot of people are disinclined to leave reviews because they don’t know what the process involves. People are busy and even if they really liked the roofing work you did for them they probably won’t leave a review if they don’t know how. Take some time to do the research. Find out how to leave a review on each of the platforms mentioned in the previous section. Go through the process yourself a few times so that you can walk a customer through it.

Reach Out

You can reach out to your clients with a template email or text that includes a link to where they can leave a review. You can also use a business card with the link printed on it. 

Train your Team 

You won’t always be there to ask a customer for a review yourself so it is important to make sure your team knows how to politely ask clients for reviews and to leave materials for them to get the process going

Thanks for Watching

We hope you find this post helpful. Remember, while these practices are especially important during this pandemic crisis, they can and should also be utilized when things get back to normal so take them to heart. As always, you can reach out to us here at Roofing Webmasters for more information or to take advantage of our professional marketing services.

Additional Resources From Roofing Webmasters

Related Podcasts and Articles
How Do Google Reviews Work (Podcast)
– Survey Says: Roofers Need Reviews to Excel in 2020 (Research)
– Roofing SEO Conference 2020 (Podcast)
Roofing Case Studies

Related Services
BrandRevu
– Reputation Management for Roofers
Roofing Lead Generation

Posted: | Updated: Apr 20, 2020 | Categories: Podcast

The Beginner’s Guide to Digital Marketing – A Webmasters Interview

It’s fun to hear seasoned professionals talk shop about the SEO industry, and digital marketing as whole. In our latest podcast, our founder Nolen Walker dishes out some helpful insights into the history, present, and future of digital marketing for roofers. Learn a bit about our past as a company, and how your business can harness new strategies to earn more leads each month!

  • Digital marketing produces more brand growth potential than most traditional channels.
  • Marketing is a necessity of business that you can’t afford to get wrong.
  • Recent updates towards local search make it easier for brand new companies to rank well.
  • SEO often gets easier with time, but you have to start somewhere.

What is Digital Marketing?

Digital marketing is the broad discipline of sharing, promoting, and advertising your brand online. In other words, it’s the umbrella term for showing off who you are and what you do to people across the web. Considering society’s shift towards online-centered business, it’s no wonder roofers continue to shift towards digital marketing. That’s where the people are!

As with traditional marketing, digital marketing channels fall into both paid and unpaid options. Paid solutions require less preparation but higher investment over time. Unpaid channels – to be honest, it’s a bit of a misnomer – demand more time, but ultimately cost a lot less.

Digital Marketing vs SEO

What’s the difference between digital marketing and SEO? Search engine optimization (SEO) is an organic or “free” channel within the broader digital marketing world. It involves designing, crafting, maintaining, and promoting your online brand assets so that they gain maximum exposure in Google Search (and similar search engines).

Rather than tackle all the solutions the internet has to offer, SEO experts dedicate themselves to generating leads through local search listings and website traffic. It’s only one subset of a large marketing world, but one that connects your business with thousands of consumers throughout your community. If you haven’t already listened to it, be sure to check out our podcast “How Do I Beat Other Roofers Online With SEO?” We cover the online competitive process in detail.

A New Roofing Company Website
Website SEO Generates More Traffic and Leads Through Your Company Site.

The Connection Between Digital Marketing and Sales

Like any sort of marketing activity, your digital marketing channels are only as worthwhile as the leads / sales they generate. When you invest in new strategies and tools, tracing the connections between solution and sale can be more challenging for some digital channels. Thankfully, there are ways to effectively measure your return on investment for each of the major funnels.

  • Organic SEO: Use Google Analytics and ask how customers found your business.
  • PPC Campaigns: Campaigns automatically track clicks. Analyse click-through-rates for each.
  • Social Media (Organic): Platform analytical tool – likes, shares, etc.
  • Social Media (Paid): Campaigns automatically track clicks. Promoted post reports.
  • Paid Lead Sellers: Analyse cost per month by number of calls converted into sales.

As you can see from the list above, some channels require a bit of work to accurately track their return on investment. These, such as organic SEO, often provide the cheapest (but high-quality) leads if you’re willing to put in the work. But then again, that’s the nature of doing business.

Why Start Now?

Years ago, we actually didn’t accept brand new businesses as clients because it was almost impossible to produce results without a tenured website. While that changed gradually over time, Google radically disrupted the status quo in the last few months. With the release of the Local Search Update, tenured company websites lost their stranglehold on top map positions.

In other words, Google enabled brand new companies to capture top local rankings.

Since then, we’ve seen massive growth for many of our clients. Roofing companies, especially those who embraced geotagging and reputation management software, toppled seasoned local pros for top placements. That means an outpouring of new traffic to their websites, fresh leads, and an exciting flow of new revenue!

It may take work. It may require effort, but digital marketing produces substantial growth for thousands of roofing companies across the United States. Your business will never enjoy that growth until you buckle up, invest in digital marketing, and get a seasoned SEO expert on your team. As our founder Nolen points out, marketing is just part of doing business. Are you ready to start growing yours?

Roofing Webmasters offers numerous resources and services for generating leads online. As this roofer’s guide to digital marketing shows, we’ve got plenty of experience working with professionals inside the roofing industry. To learn about your best options for sustained growth, talk with one of our roofing SEO professionals at (800) 353-5758!

Additional Resources From Roofing Webmasters

Related Articles and Podcasts
How Many Leads Can I Expect to Get? (Podcast)
Local SEO Updates for Roofers (Podcast)
Survey Says: Roofers Need Review to Excel in 2020 (Research)

Related Services
Online Reviews and Reputation Management for Roofers
Google My Business for Roofers
– Brand Development for Roofing Companies

How Do Google Reviews Work?

Google Reviews drive business for thousands of service companies. While only one of many ranking factors, client reviews have been the deciding factors for homeowners for decades. It’s no wonder that Google also prizes this feedback as they consider which websites to rank highest.

While the COVID-19 crisis has temporarily halted the creation of new ones, knowing how to collect and manage these reviews will be essential for your company’s future. In this handy guide, we dig into the easiest ways to protect your brand reputation, expand your collection of reviews, and respond to customer complaints. Grab a pen, paper, and take notes.

Keep hanging in there!

Important Lessons For Roofing Professionals

  • Google Reviews don’t happen by themselves. You have to actively ask for them!
  • The best defense is a good offense. Increase your positive reviews to dwarf negative ones.
  • Learn how to respond effectively to complaints. Future clients will be very impressed!
  • Fake reviews can cause lost trust, GMB listing cancellations, and even business failure.

How Google Reviews Work

Google Reviews are directly connected to your Google My Business (GMB) account. To leave a review, clients perform a direct search of your brand name, locate the knowledge graph on the side of search results – this assumes you have a GMB account, and you definitely should! and click on your reviews. From there, they submit a star rating for your service, and leave a message about their experience. This helps other consumers with similar heating and cooling needs create an clearer picture of your company.

Why Google Reviews Matter for SEO

Google Reviews garner more visibility than any other platform around. That’s because they’re featured prominently on your Google My Business profile. They’ll also appear on your Google Maps listings, and any local map packs your company wins in search. While Facebook Recommendations and other feedback platforms certainly offer their own unique user bases, people rely on Google Reviews more than any of these.

That means stakes are high when it comes to this very public feedback tool.

On a positive note, happy client reviews prove to both Google and consumers that your business is worth the investment. Reviews show relevant activity, which Google relies on to generate the best Search Engine Results Pages (SERPs) possible. If you aren’t familiar with the layout of SERPs, make sure you check out our video on search marketing, which offers key ranking factors for each section.

Prospective clients heavily depend on reviews when making their decision to invest or look elsewhere. The more recent and relevant your feedback, the more confident they’ll feel about choosing your heating and cooling services. Be sure to collect them as consistently as possible. Speaking of which…

How to Collect Reviews

Whether your company uses sophisticated software or old fashioned approach, collecting reviews boils down to one basic task: asking for them. If American consumers have proven anything, it’s that they have a very short term attention span. You need to ask your customers for their review as quickly as possible upon finishing any project. The longer you wait to request that review, the more goodwill is lost to forgetfulness.

A quick note: Google Reviews should be as natural and unfiltered as possible. You may ask clients to provide information about the services you provided and (perhaps) the project leader, but you shouldn’t ask for anything beyond that. Never offer to incentivise or compensate someone for a review. That includes discounts, gift cards, or direct payments to the clients involved. We’ll talk more about this later.

A Roofing Company Addresses a Negative Google Review
This Experienced Roofing Company Kindly Responds to Negative Google Reviews. (Names Obscured)

How to Handle Negativity

It’s so easy to take negative Google Reviews personally. After all, business depends heavily on maintaining a productive, positive reputation. Instead of immediately hopping on your GMB account, busting out your best writing, and making your case about how wrong their complaint is, pause. If you’re feeling heated, walk away from the issue for a few minutes.

You’ll need a cool head for tackling the problem. Here’s how to address negative reviews:

How to Respond to Negative Reviews

Analyze

Analyze the Problem

Try to figure out what happened. Was there an issue in communication with the client? Did a sub make a mistake on a portion of the project? Even if there was no direct error on your team’s side, there may still be an opportunity to improve your services. So keep an open mind.

Be sure to put yourself in the client’s shoes too! So many complaints are the product of misunderstood expectations or lack of communication. Try to understand what that client is going through before you try to provide a solution.

Reply

Reply Directly to the Review, Then Take Things Offline

Don’t rush this step! Write a courteous, sympathetic response to the complaint. Keep in mind, it’s okay to apologize even if you haven’t done anything wrong. After all, you want all your customers to feel satisfied with your services. Offer to hear more of the client’s problem, but take the matter offline. You don’t need to continue the conversation in Google Reviews for everyone to see!

Ask the client to call or email you with a description of what went wrong. If the situation warrants it, consider providing free touch ups, a discount, or another solution. Remember, fixing the problem in a timely manner should be the primary concern. You need to get this step right!

Ask

Ask Them to Change Their Review

Once you feel confident the client has been satisfied, it’s time to move on to the final step. Remind the client how important their review is to your business. Politely ask if they would be comfortable with updating their review to a higher rating, or removing it completely. Most customers will be more than happy to update their original review. You may even get some free brand recognition from it!

After that, simply move on. Continue collecting Google Reviews from all your happy clients. Just ask immediately after you finish their project, or within the next few days at least. Enthusiasm fades over time, and even the happiest clients can be forgetful.

How to Treat Fake Reviews

Treat them like the plague. Avoid fake reviews at all costs, as they’ve been the death of businesses. Fake reviews destroy trust with clients. Just as important, they destroy trust with Google, who may respond by suspending reviews. Google may even suspend your GMB account, which would severely limit your ability to appear in localized search.

Essentially, fake reviews could make your business disappear from search. We’ve seen one business lose millions in annual revenue because of review snafus. That’s a risk you cannot afford to take. When it comes to reviews…

  • Never pay for someone to provide a review.
  • Never ask a non-client to provide a review.
  • Never create your own reviews.
  • Never create fake reviews on competitors accounts to hurt them.
  • Never offer incentives for reviews.
  • Just ask for them after each project.

In Summary

Google Reviews create trust and connection with prospective clients. They also serve as a key ranking factor for local search, where the majority of online leads come from these days. Collecting them matters. So be sure to consistently ask clients for them, and you’ll notice stronger brand growth as a result.

Want help collecting those reviews and supercharging them for search? Try out our BrandREVU software, which comes with all of our custom designed websites. We’ve helped brand new businesses earn local map pack rankings in a matter of months, and we’d love to help you too! Call the Roofing Webmasters at (800) 353-5758 for more details.

Additional Resources From Roofing Webmasters

Related Podcasts and Articles
Local SEO Updates for Roofers (Podcast)
– Survey Says: Roofers Need Reviews to Excel in 2020 (Research)
– Roofing SEO Conference 2020 (Podcast)
Savage Exteriors Inc. (Case Study)

Related Services
– Online Reviews and Reputation Management for Roofers
Buy Roofing Leads

Posted: | Updated: Mar 24, 2020 | Categories: Podcast

What The Coronavirus (COVID-19) Means for Roofing Companies

Coronovirus for Roofers Blog Cover

As a roofer, you’ve probably heard of the coronavirus (COVID-19) by now. If not, you should turn on the radio or local news. 

The coronavirus is a global pandemic that is currently spreading through the U.S. and there is uncertainty as to when the virus will slow down.

Global stock markets have crashed and businesses (like local roofing companies) will be impacted in some capacity.

As a roofing SEO agency that works with hundreds of roofers throughout the U.S. we are tuned into how this will impact lead generation, and web traffic.

So what does this mean for you as a roofing contractor?

What You Should Avoid

Don’t Make Business Decisions Driven by Panic

Many of the worst business decisions are made in times of panic. You are not thinking rationally, and you are no longer thinking long-term. Human nature might cause some roofers to shut down their business entirely, but that only opens the doors for competitors to steal your customers, and not just temporarily, but forever.

Don’t Stop Marketing Your Roofing Services Online

Now is actually the worst time to end your digital marketing campaign since other forms of roofer marketing will be nonexistent for a minimum of several months. The only way consumers will look to find roofers during this crisis is through online channels like Google search, Google My Business, or other business directories. 

Roofer Local SEO Ranking March 2020

How To Take Action

Accept That Door Knocking is Suspended Indefinitely

Roofers who rely on door-to-door sales must accept that that approach won’t work for the foreseeable future. The U.S. population has been advised to avoid unnecessary interactions. As a door-to-door salesman… even if you just leave your promotional flyer, people aren’t going to want to touch it. All your promotional efforts must transition to a digital format that people can access online.

Will Homeowners Want to See Roofers in Person, Even on a Job?

From what we’ve witnessed so far, there is still a demand for roofing services throughout many parts of the country. As long as prearrangement is made online, and over the phone, and your roofing company has assured the public that you are exercising the most stringent safety policies, there is very likely to be ongoing business opportunities for roofers. You won’t have to have much personal interaction with the homeowner if you can go over the details over the phone.

Double Down on Online Marketing

During times of crisis, businesses that double down can come away ahead of the curve. Some roofing companies will shut down out of instinct, and others will pull all of their digital marketing resources for preservation. While this is understandable and unfortunate it also presents a growing opportunity for roofers willing to be more aggressive with lead generation in uncertain times. Let’s consider:

Local SEO

While some roofers shut down their business, and others stop taking jobs, the roofers who stay consistent or double down will begin to accumulate more reviews on their Google My Business profile. Not only can that help boost your ranking within the Local Map Pack for short-term lead generation, but it will also give you a long-term advantage which is the most profitable over time.

Update: Google has temporarily suspended GMB review functions to protect local businesses. We’ll be listening intently to releases from the tech giant about when reviews will continue. In the meantime, now is the perfect time to craft your review collection plan for when they resume.

Organic SEO

Google’s algorithm has gotten more intelligent each month for the past several years. A website that is not actively conducting business will not continue to outrank those who are. Furthermore, websites that stop pursuing optimization will eventually die out on organic search. That creates an opportunity for local roofers to jump up by default, which we have not seen in quite a while.

Pay Per Click

While some businesses pull paid ads from Google, others can capitalize by buying cheaper clicks as the cost per click is expected to drop. While we haven’t seen it drop yet, there is a growing expectation that it will. That means roofers can buy clicks for valuable keywords at a fraction of the price they would’ve had to spend just a month ago. That’s an opportunity. 

Ease The Concerns of Your Customers

There’s no question that the uneasiness of the times will extend to your customers who are concerned about the health of their families and of themselves. That’s why it is critical to demonstrate and promote your safety measures and to avoid excessive physical interactions. If customers know you are taking this seriously, they are more likely to continue with your services.

Communication

The first thing to communicate is your awareness of the COVID-19 outbreak followed by outlining the measures you’ve taken to increase safety and decrease risk. One way to highlight this is through a website notice that appears on your homepage. This way, both current and prospective customers will feel more comfortable using your services.

Demonstration

Use the recommendations of certified health professionals to perform your services in the safest way possible. If homeowners see that you are taking the risks seriously, they are more likely to feel comfortable with your services and more likely to leave you a positive review in this unprecedented scenario.

Precaution

Coronavirus Prevention Steps

Answer The Question “Is Roofing an Essential Business?”

There is some confusion about whether roofing is designated as an essential business — meaning one that can remain active during the coronavirus shelter in place mandates. The NRCA has drafted a letter to the White House urging them to designate roofing as an essential business. The letter is also being circulated to State governments on behalf of local NRCA affiliates who have been given permission to distribute it.

Extreme Weather

It’s hardly a stretch to consider roofing essential in the event of extreme weather conditions, which are expected to increase in the coming months. People can’t possibly live a functional life if their roofing system is decimated by hail, winds, and tornado debris. It would make perfect sense for roofers to be considered essential, particularly during these months.

Natural Disasters

Aside from extreme inclement weather conditions, there is a step above that which can devastate communities. Natural disasters like earthquakes, tornadoes, hurricanes, and other unforeseen disasters can displace people from their homes. It would be a real struggle for homeowners to function without the help of professional roofing contractors who they rely upon under these circumstances.

The Bottom Line for Roofers During COVID-19 Outbreak

Everyone is stressing during these uncertain economic times, and there is a level acceptance that we all must arrive at. Business doesn’t have to end for roofers, but it does have to be altered to fit our communities in times of need. There’s no question that some roofing contractors will capitalize by making smart adjustments and investments going forward.

Use This as an Opportunity

Now is the time to show you are a superior roofing company and market yourself in that way. If you are able to meet customers’ needs in times of crisis, you are making an everlasting imprint on their psyche and consumer behavior. There’s no better way to ensure customer loyalty than to prove your worth during tough times.

Protect Your Staff & Customers

But most importantly, you should value the safety of your staff members and exercise every precaution to ensure the safety of your customers. By transitioning more of the communication aspects of your business to an online, digital format, you can not only do your part as a citizen but also set the pace for roofing companies who will come out of this crisis on top of the pack.

Contact Roofing Webmasters

Just as it is your duty to help your customers through the COVID-19 outbreak, it is ours at Roofing Webmasters to help roofing contractors excel. Since door knocking will be eliminated as a marketing option for a significant time, it is the responsibility of digital marketing agencies like ours to provide affordable SEO services that can keep your business afloat. Give us a call at (800) 353-5758.

Social Media Marketing – the Essentials for Roofing Businesses

People spend hours every day on social media. Hours. What if you could put your roofing company’s name in front of their faces and earn some quality leads? With social media marketing for roofers, that’s easier than it’s ever been before.

Today, we’ll dig into some of the most prominent brands in the social media marketing industry to discover which platforms work best for roofers. We’re focusing on options that provide the best accessibility, profitability, and control. Be sure to write down these helpful tips from our seasoned social media expert, Amberlynn!

Key Takeaways for Roofers

  • Social Media Marketing offers paid and free opportunities for promoting your brand.
  • Promoted posts are cheaper, but ad managers typically offer more control.
  • Experiment and adapt to find your best platforms and strategies.
  • Don’t neglect your roofing company’s social media profiles!

What is Social Media Marketing?

Social media marketing is the promotion and exposition of your brand through online social platforms. It involves both “free” and paid campaigning, though most companies lean predominantly towards the latter. Any social activity that pulls prospective clients towards your services can be considered social media marketing. That includes content marketing, promoted posts, and advertising.

Is Social Media Marketing Worth It?

That’s the real question! There are numerous tools, applications, and platforms to explore in social media marketing, but not all of them offer the same value for your roofing company. In fact, some of them could be a complete waste of time, money, and resources. That’s why we’ve taken the time to develop a social media marketing bare essentials kit, one that should help you test the waters and gain considerable experience. Our kit won’t break the bank either.

Dip your toes in and find out what works for you.

Your Bare Essentials Kit

Building a sophisticated marketing plan takes time. It requires careful planning, testing, refinement, and more testing. Until you’ve developed your own tailor-made strategy however, there are a few major platforms with great options to get started! Here’s a basic essentials kit for your roofing social media marketing.

Facebook

Step #1: Facebook Advertising

Facebook Ads Manager provides exceptional control over who sees your ads and how much you ultimately spend. Considering the platform offers access to over two billion accounts worldwide, you can invest confidently, knowing that Facebook has a significant presence in your community. Pick your target market, when your ads show, and how much you’d like to spend. It’s refreshingly simple!

You can also take valuable content (guides, videos, etc.) and “boost” them with promoted posts. This style of advertising comes with less control over who sees the ads, but also tends to be a bit cheaper. If you have content marketing pieces already earning leads, consider boosting them this way.

Before you advertise: Make sure you’ve completely filled out your free Facebook Business profile. Add personal pictures of yourself, the staff, work crews, and family members, just like you would with your company website. Make sure your company address exactly matches the one listed on your Google My Business account, or you might create problems with your local search listings. Finally, take time every week to check your Facebook page for new questions and comments. You’d be surprised how often a prompt response wins over new clients!

Instagram

Step #2: Instagram Advertising

Closely related to its parent company (Facebook), Instagram Advertising makes connecting with your target market easier than ever before. Compared to Facebook however, Instagram ads are even more visually compelling. Promoted images are common tools for showing off roof installations, but there’s much more control in platforms ad manager. From there, you can generate image campaigns, Stories (short videos), and even long videos for the purpose of direct advertising.

Again, you can hand pick your target market, show times, and budget for maximum ROI.

Before you advertise: Invest some real time and effort into filling your profile with quality photos and video. Your Instagram profile could set the initial impression of many prospects. Does your crew seem friendly? Do your roofing projects showcase the skills of your team? Even if it’s only with a personal phone, start regularly taking pictures during your projects!

YouTube

Step #3: YouTube Advertising

YouTube Advertising is perfect for showing off your company’s services in a real and tangible experience. On top of uploading free guides and project videos for your brand, you can easily produce 30 second ads on specific services, promotions, or your company in general. If you have the budget, you can craft even longer pieces. But we recommend starting small and testing out your local community’s reaction.

Don’t forget to embed videos on your website too. For many people (especially younger demographics) video content is easier to consume and more likely to convey your company’s unique value effectively.

Before you advertise: Get in some testing time! Capture a few videos of your crew and staff. Ask a loved one to help you practice in front of the camera. Start thinking which installation projects and repair visits a prospective client might like to see. Write down any frequently asked questions or mentioned concerns that you can address in your video content. These will help you generate more informative and valuable pieces down the line!

Does Social Media Marketing Work?

Absolutely! Social media marketing offers tremendous value, savings, and growth for roofers willing to explore its potential. Compared to Google Ads, social media platforms like Facebook and Instagram may feel like unfamiliar territory. With this essentials kit and little ingenuity however, your roofing company could see outstanding returns!

You don’t have to do it alone, either. Our team at Roofing Webmasters is here to help you develop a phenomenal advertising strategy in both Facebook and Instagram Advertising. Our campaigns rely on careful research, smart budgeting, and professional customization to produce the best return on your investment.

To learn more about our roofing social media marketing solutions, call us at (800) 353-5758!

Additional Resources From Roofing Webmasters

Related Articles and Podcasts
How to Run a Facebook Ad for Storm Damage Roofing (Article)
Online Marketing for Roofers Just Starting Out (Podcast)
9 Qualities of the Perfect Roofing Landing Page (Article)

Related Services
– Social Media Advertising for Roofing Companies
Content Marketing for Roofing Companies
– Roofer PPC Campaign Analysis

Posted: | Updated: Mar 17, 2020 | Categories: Podcast