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Inbound Marketing for Roofers (2023)

Inbound marketing for roofers is the best way to get new customers in 2023. Before the internet, roofers mostly relied on outbound marketing methods to generate leads. These included billboard ads, print ads, radio ads, and even cold calling. In 2023, those kinds of pushy marketing tactics are far less effective.

They’ve been replaced with inbound marketing techniques like search engine optimization and content marketing. When customers find your roofing company on a Google search, they feel like they found you. This is a major difference between cold calling, for example, where you find them.

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Why is Inbound Marketing Effective for Roofers

Roofing customers gravitate to inbound marketing for psychological and practical reasons. Today’s consumer is more educated than ever before, particularly regarding “tricks” aimed to convince them to choose one service over another.

To compare it to traditional promotion, an ad in the local paper was once a way to generate leads, but some homeowners chose a roofer based on personal recommendations and word of mouth.

Word of mouth still exists today, but it travels at the speed of a WiFi connection. Online reviews have replaced word-of-mouth recommendations; now, every consumer can probe your roofing company before making a final decision. This makes inbound marketing even more effective today.

Types of Inbound Marketing

The internet presents countless opportunities to market to consumers. A website was once the main way people connected with roofers online. However, today that is no longer the case. While websites are still valuable as the central hub of a marketing campaign, they are not the only way to reach prospects.

Any channel roofing companies can use to expand awareness about their services without “pushing” is considered a form of inbound promotion.  Examples of inbound marketing include:

  • Blog Posts: Attract users through natural channels like Google search, Bing search, Facebook shares, etc.
  • Content Marketing: Content on your primary site or elsewhere (directories, social media) is considered inbound
  • SEO: Does what its name implies; optimizes web content for search engines
  • Social Media: Posts, tweets, or shares that are unpaid and appeal to a large audience

Salesmanship is less effective in 2023. Why would a homeowner look at a business card in their door hinge when they could easily compare the reputations of every local roofer within a 10-mile radius?

Google Business Profile is far more reliable than the sales pitch of a local business. That is the new reality for roofers promoting their services in the digital age. Implementing an inbound marketing strategy is the only way to take advantage of this behavioral shift.

Inbound vs. Outbound Marketing For Roofers

Some roofers insist on promoting services in a traditional manner. Outbound marketing strategies can still be effective if done correctly, but their rate of return is far worse. Take direct mail, for example. Mailing postcards to homeowners will cost you, and you end up with your logo in the nearest trash can.

There’s no incentive for a homeowner to do anything else with that flier than to toss it in the waste.

Think about other forms of outbound marketing that simply don’t work:

  • Cold Calls: Pitching sales via random phone calls perfectly illustrates the outbound promotion
  • Email Spam: Paid email lists often blur the line — either way, mass emails are “outbound”
  • Intrusive / Pop-Up Ads: Ads that “pop up” on a website is intrusive and “force” the user to view them

In certain cases, outbound strategies worth pursuing include billboard ads and radio/TV ads. While they don’t have the same kind of demographic targeting as social media advertising or Google Ads, they still have brand recognition value for larger companies.

Roofers should only do this when they’ve become successful enough in their community to warrant these kinds of branding exercises. For most contractors, keeping it simple is the best practice.

Call Roofing Webmasters at (800) 353-5758