Whether you’re new to the roofing industry or you’ve been around the block a time or two (literally), it’s critical to reach out to prospects where they are—and these days that’s online. Now successful business often requires more than a website; it requires a full online presence.
Here are three roofing marketing tactics your roofing company can use to stay competitive.
1. Manage a Roofing Blog
Sitting down in front of the computer screen isn’t every roofer’s cup of coffee, but publishing blog posts regularly is a smart tactic to promote your roofing business. Why?
It makes you the go-to guy (or gal). Homeowners don’t want a fly-by-night crew slapping shingles on their roofs—they want professionals who understand roofing inside and out. Sharing tips, tricks, and know-how on a roofing blog helps you establish yourself as a roof repair and replacement expert—and that makes you the kind of contractor a homeowner is willing to trust with his or her most valuable investment: their home.
Blogging makes it easier for potential customers to find you online. Search engines like Google take a lot into consideration when they determine where a company appears in the results list a prospect sees during online searches. SEO (search engine optimization) is the process of using specific tactics to make your roofing company appear as high as possible in the search results.
One of those tactics is to post relevant, regularly updated content on your website or blog. Regular roofing blog entries can mean the difference between being buried at the bottom of page 3 or appearing at or near the top of page 1.
You’ll find plenty of websites on how to start a blog. Amy Lynn Andrews offers plain-English advice and tips, starting with How to Start a Blog, which is a nuts-n-bolts article that begins with finding a hosting service and travels through choosing a domain and more.
2. Utilize YouTube
We live in a show-me world—and YouTube is one of the best ways to show customers that you know roofing. To see an example of how YouTube can be relevant for the roofing industry, check out our Equipter Channel.
Creating a YouTube channel is easy and takes only a few minutes. Once you upload videos, you can expand their reach by posting them on your blog, website, and Facebook Page, which will also help boost your SEO. If your salespeople use tablets or laptops on sales calls, they can pull up the videos to demonstrate your quality roofing services.
3. Gather Online Reviews
Online reviews can make or break a roofing company. Nothing convinces a potential buyer to choose you better than hearing or reading another homeowner’s unbiased positive opinion.
Customers can find plenty of places to post online reviews, some of the most popular being Facebook, Yelp, and Angie’s List. Here are tips for getting positive online reviews for your roofing company:
- If you haven’t already done so, set up business accounts on the most popular sites.
- Add direct links to review sites in follow-up emails to customers or on your website.
- Don’t offer discounts or other rewards in exchange for a client’s good review without disclosing the connection. The Federal Trade Commission (FTC) brought action against a car freight company that gave customers a $50 discount in exchange for a favorable review without disclosing that the company was paying for the endorsements.
- Respond to negative reviews. Addressing the needs of frustrated customers demonstrates that you care about those who do business with you.
Don’t wait for the competition to make a great impression on your potential customers. Take action to enhance your online presence, whether it’s using a roofing blog or another effective roofing marketing tactic.