Generating roofing sales can be challenging, especially given all the competition in the industry. Having an effective marketing strategy is the best way to stand out. When you have an effective marketing strategy, you reach a broader audience and expand your influence.
But one thing that is often forgotten in branding is the need to acquire repeat customers. Reaching new customers is fine and well, but you can’t grow your business unless they come back regularly. With this in mind,
check out some ways to improve your marketing and generate more sales for your company.
1) Launch a Sales-Oriented Website
Your roofing website should be the top way to interact with your customer base and prospective clients. With this in mind, site speed is essential so that potential customers remain on your site as long as possible. Most importantly, your website has to be mobile-friendly. Over 57% of users access their internet through their mobile devices. If you don’t have a functional mobile version of your site, you are behind the eight-ball.
Finally, it needs to be informative. Prospective customers are coming to your website for information about your business. Informational statistics and reviews are the best ways to make your website as informative as possible. Leave your prospective customers with no unanswered questions.
2) Acquire More Leads Through SEO
The roofing industry is crowded in every city or state. Many businesses are competing for a limited number of customers. Therefore, it is so essential to make sure that your Search Engine Optimization (SEO) rankings are as good as they can be. SEO leads are the easiest to convert as the prospect has already demonstrated interest in your services before the sale.
In a practical sense, SEO is how Google and other search engines sift through to find the most relevant search results. You want to make sure that your business comes up in the Google search rankings. And because your website is so important, you want as many prospective customers to see your website as possible.
For example, there was an infographic on SEO, and this is what they saw:
- Over 90% of website visits start via a search engine
- 47% of users click on a top 3 SERP result
It’s a good idea to invest in SEO services for roofers, if possible, as it can work wonders for your business and produce sales consistently.
3) Make Use of Pay-Per-Click Ads
One of the most effective strategies that you can use is to implement pay-per-click ads. For example, investing in Google Ads places your ads at the top of search results. So if your business is located in Austin, TX, and someone searches “Austin TX roofing,” your ad will appear.
While PPC costs money for each click, it’s one way to get roofing leads quickly.
Additionally, PPC pushes visibility to your website without having to fight through those challenging SEO rankings. The best part is that you don’t have to spend a fortune to see actual results. Instead, allot a small amount, say $50-$100, to these PPC ads and see what it does for your business. It won’t be massive, but you should see incremental growth.
4) Consider Google Local Service Ads
Local Service Ads are in the same vein as Google Ads, but they explicitly target your local service area. You can pop up near the top of the search engine page results and receive a total of 13.8% of the local SERP clicks. Local service ads are great because they target services, not keywords.
Again, your goal is to target within your service area, and with these Google Local Service Ads, you can keep your sights set on the local service areas instead of slogging through search results that might not directly impact you. In addition, LSA ads are a great way to advertise locally and close sales.
5) Email Marketing is Your Friend
It might seem like an outdated way of marketing your roofing business, but email marketing gets your name in front of prospective customers. It is crucial to keep in mind that not everyone who receives those emails will become a customer; the goal is to get as many eyes on your service as possible.
Another great feature of email marketing is that it lets you keep in touch with your current customers. While you want to get as many customers as possible, you also want to retain existing customers. Personalized emails make them feel as though they are unique and special and in the mind of your business. Plus, this is an excellent way to present coupons, specials, or rebates to those customers to get their return business.
Email campaigns are simple, cost-effective, and a great way to reach both current and prospective customers.
6) Place Lead Magnets on Your Website
Your website, as mentioned, is one of the essential tools that you have in your arsenal to reach new, prospective customers and develop the leads that are the lifeblood of your business. Getting these prospective customers to your website is a huge first step, but you must convert them once they enter.
Make a contact form on your website one of the first and most important things to any visitor. Forms are one of the best ways to develop leads: have them fill in basic contact information in exchange for coupons or rebates. So you get a potential lead; they have a service to keep in mind the next time they need assistance.
Consider investing in a WordPress-compatible plugin like Thrive Leads, which allows roofing companies to create appealing pop-up forms that encourage visitors to submit contact information in exchange for a value proposition.
7) Retargeting Ads Help Close Sales
What is a retargeting ad, you might be asking? It is the kind of ad that will “follow” you around as you make your way around the web. It will pop up on whatever website you are on, making you aware of the company. It is a common way of advertising and one of the best ways of getting your company noticed.
With something like roofing needs, a lead can take many months to develop. Therefore, keeping your company in the mind of a prospective client is essential so that you always remain in their mind’s eye. This way, when they finally make their decision, your company can close the sale.
With remarketing ads, you might not see immediate benefits, but it is a great way to keep prospective customers from forgetting about your business. If nothing else, retargeting will keep your company relevant in the mind of prospective customers.
8) Develop a Value Proposition
Let’s face facts: in an industry as crowded as roofing, your company is one of many vying for the attention of a relatively small customer base. Considering that most of these companies have a local reach, there are only so many people that will need the service.
Companies must stand out by giving prospective customers a reason to choose their service. With a unique sales proposition (USP), you can offer a specific benefit and communicate to your customer how you plan to solve the problem. And most of all, it shows that you can offer something to the customer that the competition either can’t or doesn’t.
The best way to separate yourself from the competition is to make your company seem different, as if the customer can’t get the same service from anyone else in the industry. When your company can do this, you set yourself apart and will be the first to jump into the minds of prospective customers by offering something that no one else can.
A value proposition is a great way to make your company a recognizable brand in a crowded industry. That’s a win for you and the customer.
9) Manage Your Reputation
When it comes to roofing sales, your reputation proceeds you. So the first thing a prospect does is check online reviews and the company website.
A website sets a great tone and first impression, but it will not necessarily establish a reputation. Positive reviews on Google and other 3rd party platforms provide the social proof that consumers covet online. People will often check multiple sources to get a feel for a company’s standing.
With websites like Facebook, HomeAdvisor, and others, customers can find genuine reviews from real customers and develop opinions about that company. Positive reviews encourage trust, while negative feedback raises red flags.
Roofers can cultivate reputation by sharing positive reviews on a website, social media accounts and even using them in advertising material.
10) Make a Promotional Video
There was a time where TV commercials were the best way to reach a prospective audience. The concept still works, but the medium has changed substantially over the last decade.
YouTube videos that promote your company can have a similar impact. You can even produce “how-to” videos that show your prospective customers how to do certain things that maybe don’t warrant a call to a roofing contractor.
Because it’s easy to share YouTube videos on a website and social media, roofing companies can quickly build trust with prospective clients and make the sales process more manageable.
It has never been easier to create a professional-looking video for a cost-effective price. Moreover, most smartphones can film high-quality videos and also offer video editing tools. Take advantage of this convenience by making frequent videos that positively feature your company, connecting to your prospective clients in new and exciting ways.
11) Partner Up
Many businesses make one mistake: they treat advertising as an “us versus them” scenario. And sure, your company is in competition with the others in the industry, but that does not mean that you have to go it alone.
Look to local businesses in your area that might make good partners. Create campaigns that promote your business in their building and vice versa; give the customer a reason to use your service. For example, think about partnering with a local hardware store. This way, the relationship is mutually beneficial, and prospective customers get exposure to your business that they may not have had before.
Use selective partnerships to enhance your overall reach and visibility. It can only do good things for your company, and it will give you the exposure that you may not have had previously. Your company can succeed, but it doesn’t have to do so alone.
12) Be Patient
There is a significant flaw in how roofing businesses promote their business. They are looking for massive, immediate results. Unfortunately, without an enormous advertising budget, fast results are rare.
Try to stay realistic. If your ad budget is limited, don’t expect everyone in town to rush to use your service. The results will only be incremental, but they will add up over a long period.
The key is to be patient and be persistent. Ensure that your ads are relevant and informative so that any prospective clients can get the best understanding of your company possible. The results will come, and you will see growth in the revenue that your company generates. It just takes patience and an eye towards the long-haul instead of immediate results.
13) Answer FAQ on Your Website
As stated (a few times at this point), your website is one of the most important tools you possess to make the most of your business. It sets the first impression that is so important when trying to reach prospective customers, and it can draw those prospective customers back to get a second look at your company.
Developing trust in your company is a great way to increase sales. Customers value trustworthiness in the service companies. When you create an FAQ on your website, you make the kind of trustworthiness those customers love.
Answer common questions and post them to your website. Then, if you need ideas, take feedback from users over the phone, social media, and Google My Business, and publish the most frequent concerns in question form. FAQs will get them coming back to revisit your website and will help build trust for sales conversions.
The results won’t be instant, but you will see a repeat in visitors as they frequent your website to find the answers to their questions. That in and of itself is a massive victory for the marketing tool that is your website.
14) Personalize Sales Interactions
Customers generally feel that most companies don’t care about their concerns. However, roofers can change the narrative by delivering a personalized sales pitch that puts competitors to shame.
For instance, Roofing Webmasters treats each client as a top priority and customizes everything from their website color scheme to their contact forms.
Roofing companies can apply the same sentiment to their roofing services by giving a personal touch to sales interactions. Never make the consumer feel pressured into buying your services, but always make yourself available for any additional questions. Treat your customers like friends and family, and you will increase roofing sales in 2021 and beyond.