Metal roofing represents a fantastic, often lucrative opportunity for high-value projects. Yet many roofing contractors simply don’t know how to promote these efficient roofing materials. Some waste money in traditional advertising activities, while others experience zero results from their online marketing efforts. Instead of throwing your hands up in the air and doubling down on shingles, why not develop your own low-cost, high-reward strategy?
Today, we’ll discuss the various stages of consumer interest and how your roofing company can best take advantage of these opportunities. Our strategy digs deep into SEO for roofers (plus other online marketing channels), so don’t be surprised if we sound more technical than usual. We’ll do our best to clearly explain every marketing term as we go along, so expect lots of definitions. Your additional metal roofing leads will be worth the effort, so hang in there!
Now let’s get started!
A Quick Disclaimer
Where do the vast majority of consumers and businesses look these days when deciding where to find their roofing solutions? Online. Google Search acts as a starting point for billions of consumer inquiries, including those regarding roof installations. All of our recommendations below depend upon a well-crafted website optimized for search. If your website is performing poorly, or you aren’t how well your site is generating leads, consult a digital marketing professional before taking on these new activities.
The 4 Types of Micro-Moments Help Explain the Stages of Metal Roofing Interest. Source: Google
Understanding the Buyer Interest Cycle
Google defines four key categories that most consumer searches fall into. These “micro-moments” describe the user intent behind the Google searches:
- “I Want to Know”
- “I Want to Go”
- “I Want to Do”
- “I Want to Buy”
The first and the last types of micro-moments are the ones we are most interested in for metal roofing promotions. The others provide useful insights for your roofer SEO (search engine optimization), but that’s for another day’s discussion. “I want to know” moments mostly relate to topical research, when homeowners or businesses first begin their search for roof replacement options. “I want to buy” moments, on the other hand, involve searches with heavy purchase intent.
The most successful roofing contractors know how to pursue leads in each stage, and in-between.
Early Stage Promotion – Developing Interest
Indirect Topic Promotion Through Content Marketing
In the early stages of interest, future customers may not even be looking for a roof replacement in the near future. In fact, they might even have their mind on the subject at all. At this stage, we’re simply sowing seeds that may or may not mature into new leads down the road. In a way, roofers are actually promoting the topic of metal roofing, rather than their own brands.
In other words, early stage promotion falls into the realm of content marketing.
Energy Efficiency Provides the Perfect Introductory Topic for Metal Roofing!
If your business hasn’t tried content marketing yet, it’s worth experimenting with. Not only does it have value for your roofing SEO performance, content marketing also requires little monetary investment on your company’s part.
Where to Invest Your Time (Plus Benefits)
- Company Blogs – SEO ranking perks; builds industry authority
- Facebook Posts – promote popular stories with Facebook Ads later
- Instagram Stories – share pictures of your latest metal roofing projects
- YouTube Videos – explain differences between types of roofing
Remember, content marketing doesn’t mean you never take the chance to promote your brand! In fact, every blog, Facebook post, and/or YouTube video should link back to your website, where potential leads can continue to grow. Of course, there are some more direct ways to promote metal roofing installation!
Direct Promotion via Website Content
As always, your greatest online marketing tool isn’t your Facebook Business account or paid ads. It’s your website! Almost every digital marketing activity begins and ends with your company website. Ensuring that your site ranks well and continues to earn leads is the entire point behind SEO for roofers.
Insightful Blog Content Provides Guidance for Purchase Decisions. You Get to Promote Your Company Too!
It’s okay to dig deep into the roofing category you’re trying to promote! Talk about what you love most about metal roofing, and which brands provide the best value. Just focus on providing valuable, insightful content that proves why homeowners (and businesses) should be interested.
Of course, there are many ways to promote metal roofing within your website.
Top Promotional Activities
- Embedded YouTube Videos
- Links to Related Consumer Publications
- Blog Posts
Videos and other rich visual media typically provide the best results. They make the benefits of metal roofing feel more real than plain text. These resources also make for great social media content later on! Make such a strong impression that your company name automatically gets on a potential client’s list when they are ready to start the purchase process.
Late Stage Promotion – Buying Intent
Earlier, we talked about the four key micro-moments that consumers experience when searching online. We’ve talked about the first, research-oriented moment. Now we’re moving onto “I want to buy”. Consumers and businesses in this category have the highest levels of purchase intent, which is why roofing contractors struggle so fiercely to earn their attention. If your business wants to thrive in the online marketplace, you’ll need to know how to capitalize on this user intent!
If you want to dominate in the “I want to buy” category, you’ll need to master three critical areas:
- Organic Search Optimization
- Paid Search Campaigns
- Citations & Reputation Management
Few Listings Earn Such Incredible Traffic as Local Packs!
Search Engine Optimization: Local Results
We’ve already discussed how important website optimization is for your long-term success. But what does an optimized website even look like? There’s the website design elements, such as the company logo, calls to action, and navigation menu. Then there’s the content within the pages themselves that drive results. To capture the best results for metal roofing prospects, you’ll need to make sure your pages are keyword-optimized.
How to Optimize Content Keywords
- Include local city, state additions to your focus keyword.
- Sprinkle variations of your focus keywords throughout the pages.
- Mention related roofing topics.
- Don’t stuff your page with too many keywords!
- Include related phrases in your image attributes.
Be sure all your service pages are neatly tucked under a handful of primary service categories. After all, you don’t want people to skip your website because they can’t find your standing seam metal roofing page beneath the green roofing services!
Paid Search Ads
Search Adverts for Metal Roofing: Paid Results
As you can imagine, the competition for metal roofing installation is extremely fierce when it comes to local Google results. Organic (unpaid) keyword results can be very difficult to come by, especially from brand new roofing contractors. That’s why many companies choose to skip the competition through paid Google Ads. These campaigns allow roofers to advertise their metal roofing services within a specified geographical radius, your service area.
These ads have several alluring advantages over traditional advertising.
- They typically get top placement on Google results pages.
- Roofers only pay when people click on their ads.
- They come with contact information for the company.
- The ads run on a strict budget they won’t ignore.
If your business only recently launched a website for the first time, Google’s paid ads offer a simple way to generate leads quickly. Many roofing contractors experience a double return on their investment, something not every marketing service can offer! While roofers should ultimately look to earn the majority of their business through organic search, paid ads are still a fantastic option for capturing buy-ready consumers.
Citations and Reviews
Business Listings & Quality Reviews: Natural Results
At Roofers Guild, we’ve talked about how consumer perception can be improved by showcasing your company’s experience, authority, and trustworthiness. That’s why large roofing companies advertise their OSHA safety standard compliance and other credentials. The most essential indicator of trustworthiness however, is client reviews. People trust online reviews almost as much as they trust recommendations from a friend or family member.
Where to Collect Reviews
- Google Reviews
- Better Business Bureau
- Angie’s List
- Home Advisor
These days, Google rewards broad collections from a variety of review sources. In other words, if all your reviews are coming in through Angie’s List (or even Google Reviews), they probably won’t have the impact you’d hope for. For best results, try using a dependable widget (like Righteous Reviews) to collect them all into your website. Be sure to get your roofing company listed in Google My Business and as many other free citation sources as possible!
A Closing Note
Roofers rely on a wide variety of lead generating activities for their ongoing growth. With so many consumers and businesses using Google Search and other engines to find their essential services, it only makes sense to pursue these leads online. It’s especially important to learn the basics behind search engine optimization and paid ads! You can use these principles for metal roofing or any other one of your services.
If you have any questions about how to promote metal roofing, or your business in general, talk with one of our experts at Roofer’s Guild! We’re always happy to answer your questions. Call (877) 282-9868 to learn more.