You may have pondered using Instagram for your roofing company in the past. After all, you’ve seen and heard about the number of people engaged with the popular social media platform. Still, you want to know if the app’s popularity applies to your roofing business and getting leads.
The typical response from roofers is, “Instagram doesn’t work for roofing.” But that isn’t true. Take the following statistic as a demonstration: more than 90% of Instagram users follow at least one business.
Instagram for a roofing company can be very lucrative. In the following post, Roofer’s Guild provides some helpful tips for using Instagram to aid your roofing company and generate more leads.
1) Set Up Your Business Account
First things first: you will need to set up an account. As a roofing company, you will want to set up a free business account. Business accounts differ from a typical account and provide expanded features.
For example, a business-specific Instagram account allows you to add an email link so interested users can contact your business with one click. A business account also shows a mapped location of your business inside your profile so people can see exactly where your roofing business is located.
In addition, Instagram will also track your account’s vital stats, like how many views and follows you get.
2) Complete Your Business Profile
Be very careful when writing your profile bio. Stay on brand and have a consistent message. Your Instagram business profile should match your website’s About Us page and Google Business Profile description.
Reiterate your roofing company’s core values and speak directly to your target consumer. In addition, when choosing an avatar for your Instagram business profile, we recommend using a version of your company’s logo.
Again, this ensures consistent branding and won’t confuse people who may think your Instagram presence is different from your official website. Including a link to your official website in your Instagram business profile is also essential.
3) Identify Your Target Audience
The average Instagram user’s age is between 25 and 34 years old. As a roofing contractor, you probably shouldn’t target 25-year-olds who aren’t likely to own their own homes. Instead, you will want to resonate with the upper age range of Instagram: 34-year-olds and higher.
Consider the needs of this age group. For example, many IG users are first-time homeowners with various questions about roof repair and maintenance. The younger demographic prefers to learn visually, and Instagram provides a great medium to capture their attention.
Your target audience knows how to navigate social media platforms, including Instagram. As a result, Instagram is a great place to get their attention by offering simple “how-to” guides related to roofing. Guides will drive views and follows and increase brand recognition and loyalty.
4) Create A Post Schedule
As a roofing contractor, you probably already know there is a slow and busy season in the roofing industry. You may have even adapted your business to offer services in the winter (the traditional slow season) so that the lull isn’t so drastic.
Your Instagram posts should call attention to your business and services. So, it can be beneficial to plan out a posting schedule that corresponds with your services and the times of the year that they are most popular.
For example, people require winterizing roofing services sometime in the late summer or early fall. Come up with post ideas and schedule them to publish around those times. Time of day is also crucial because IG’s algorithm displays the most recent posts according to the user’s activity.
Here is a helpful guide to finding out when your target audience is most active:
- Log into your Instagram business profile
- From your profile dashboard, click on the “Insights” tab
- Under the “Your Audience” tab, click “See All.”
- Now you can scroll down to see the hours that your audience is most active
5) Include Target Keywords
Instagram is a social media platform predicated on images and videos. But captions and descriptions are still needed. You can use this short copy as an opportunity to boost your SEO rankings.
You can insert specific keywords into the captions of your photos and descriptions of your videos. Keywords enhance your posts’ visibility to people searching on Google or other search engines for roofing.
Identifying keywords is easy with keyword research tools like SEMRush, Moz Keyword Explorer, and Uberssugest. Although the search volumes correspond to Google search, you can drive SEO signals from IG to Google.
Use these keywords in post captions to increase visibility, including via #hashtags. Just remember to keep it light and natural. No one wants to see spam in an Instagram post.
So, if you can’t fit the keyword naturally, it’s better not to use it. Also, ensure that the caption and keyword are relevant to the photo or video.
6) Stay Active and Consistent
People will quickly forget about your profile if you go ghost for weeks at a time. You don’t necessarily have to post every day, but you should shoot for at least one post a week for a roofing company. And always remember to prioritize quality over quantity.
If users engage with your Instagram page, make sure to respond. They may leave comments on your posts, reply to your stories, or direct message you privately. Regardless of their chosen method, you can capitalize on their engagement by moving them through the lead funnel.
Depending on the authority of your roofing brand, you can follow back other users who follow your profile. The best way to approach this is to examine every profile that follows you.
You should follow them back if they look like a potential customer or another business related to the roofing industry. On the other hand, avoid following them if they look like an unrelated business.
7) Publish Instagram Stories
Instagram Stories are unique to the IG platform and differ from TikTok and Snapchat videos. With IG Stories, you can upload sequential videos onto your profile. Users then click the stories and can watch your sequence of events.
Stories are an excellent medium for roofing companies because they allow users an inside look into your workday. For example, you can show them a new roof you are walking and estimating or show them your truck, office, etc.
You don’t have to be a social media influencer to come across well on Instagram stories. However, if you are honest and engaging, people will gravitate to your videos.
Using Instagram for a roofing company is just the beginning. The platform is essential, but ideally, you want to be present on all social media platforms.
Final Thoughts on Instagram for Roofing Companies
Instagram is a powerful social media platform under the Meta Business Suite umbrella. As a result, roofing companies can integrate their Facebook and Instagram advertising strategies to grow their business.
The emergence of Stories and Reels within the Instagram platform has brought video content to the forefront of user engagement. Roofers that invest in high-quality video production, which is now easier with user-friendly video editors, can benefit from these social media features.
