Roofing advertising is an ever-shifting beast that you must adapt to or else get left in the dust. If your roofing advertising strategy stagnates, it’s time for a change.
The fact is that the way people view your ads changes almost every year. With new technological advances and changes in how people search for information online, advertising also shifts. Now is the perfect time to evaluate your current roofing advertising strategy and see where you can make improvements.
In the following post, Roofer’s Guild will discuss the latest roofing advertising trends to help you stay ahead of the curve.
Strategy #1 – Make Things Easy
Did you know that people who click on your roofing ad from a search engine are typically ready to spend money on your services? Pay-per-click ads are usually a smart strategy for young roofing companies to gain traction in their local markets. However, if you are not making it easy for people to take action, you will likely lose out on leads.
You have to make it easy for qualified leads to schedule an appointment, get more information about your business, or learn more about your services. For instance, you should make sure that your landing pages include:
- A button people can click that takes them directly to an appointment form
- The phone number of your roofing business
- Your hours of operation
- A map that shows your business location
- Links to the services you offer
That will cover everything a qualified lead needs to know to move further along the sales funnel. A well-crafted landing page will make your PPC advertising dollars more effective and help you close more leads.
Strategy #2 – Social Media Advertising
Social media advertising isn’t anything new, but it’s worth mentioning in 2023 because it’s still a powerful advertising medium. As of 2022, there are over 2 billion active Facebook users making it one of the hottest places to advertise your company.
Beyond the vast pool of potential leads, though, is the fact that you can zone in on your target demographic.
The great thing about Facebook and Instagram ads is that you can set specific parameters to ensure the people most likely need roofing services to see your ad. You can target geographically by age, relationship status, income, homeownership status, and more.
Social media advertising is also a great way to connect with your audience. They can be crafted in such a way as to relate to people who would be interested in roofing services.
Strategy #3 – Be What Customers Want
This next tip gets to the heart of advertising. You must ensure that your ads speak to the needs of the people who see them. No matter what advertising platform you are operating on (even in print), it’s essential to convey to the viewer that you can solve a problem.
Going beyond that, you must also convey that you can cordially solve the problem. For instance, when someone needs a roof repaired, there’s simply no getting around it. The hole needs to get patched. Most roofers can patch a hole, so you must ensure that you convey to the customer that you can do the work more agreeably than your competition.
In the hypothetical case of the hole in the roof, there are two main points of emphasis that your ad should be hitting:
- The Pain Point: Someone has a hole in their roof that needs to be fixed. Your ad’s first point of emphasis should be to convey to the customer that you can fix the hole.
- The Differentiating Qualities: Next, your ad should highlight how your roof hole repair service is better than the competition – free estimates, prompt completion, 24/7 service, etc.
Of course, this is a formula you will want to follow for roof hole repair and any service you provide.
Strategy #4 – Include Reviews
Wherever possible, on your digital ads, include glowing customer reviews. Why? For one thing, 88% of consumers feel that ads with customer reviews are more trustworthy than ads with none. That’s a huge consumer pool that will be likelier to click through your ad if they see a good customer review.
These days, people trust online reviews as much, if not more, than word-of-mouth referrals. So it’s not shocking to see how much more effective digital ads can be when they include a customer review. For your 2023 roofing ads, make sure that you leave space to have at least one customer testimonial.
Be careful not to let the review dominate the ad, however. Remember that your ad still has to convey all the vital, actionable information that customers seek.
Strategy #5 – Go Hyper-Local
Unlike some other industries, roofing is a hyper-local market. You earn more trustworthiness when you market directly to your local consumers. Homeowners and even commercial property owners want to work with someone they consider a part of the local community.
Both Google and Facebook ads allow roofing companies to target their reach to local consumers. It makes sense to cover your primary service areas while avoiding the urge to cover too much ground. remember that your conversion rate increases with hyper-local targeting and your spending lowers.
However, it’s not enough to merely reside in your target market. You must prove your company’s local stature with hyper-local content and indicators. For example, your Google Ad landing page should showcase recent jobs you’ve performed in the area and include customer reviews from other residents.
Work With Professionals
So what’s the hottest roofing advertising tip for 2023? It’s the same as in previous years. If you are new to marketing your roofing company, it’s best to enlist the aid of professionals. A small investment in professional roofing advertising and marketing services can significantly increase your lead conversion rates.
Here at Roofer’s Guild, we specialize in helping roofers market their businesses. We only focus on roofing, so we are exceptionally qualified to help you win more customers. Please work with us today.