TikTok for roofers might seem like an oxymoron to most roofing contractors. After all, TikTok is for teenagers, right? Not necessarily. Reports show that promoting your roofing company on TikTok can increase brand awareness and generate more leads in 2023.
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Do Roofers Need TikTok?
TikTok is a popular social media platform that will only get more popular. And as a marketing rule of thumb, you should be present where the consumers are. As of September 2021, TikTok has 1 billion users, representing a 45% increase from the previous year.
TikTok is known for short, video-based content, which presents an opportunity for roofing contractors. But it goes much deeper than that. TikTok should be a part of your content/social media marketing strategy, along with Instagram, Facebook, and Linkedin.
Reasons to Use TikTok for Your Roofing Company
Running a roofing company is about priority. Of course, TikTok should not be your #1 priority or any social media platform. However, if your goal is to expand brand awareness and generate more leads, TikTok is something you should absolutely pursue.
Below are six convincing reasons for roofing companies to use TikTok.
1) TikTok is User-Friendly
Of course, you need to have a high-performing, optimized website for your roofing company. But aside from that, you need to build a social media presence. One of the great things about Tik Tok is that it is very easy to create a profile and start posting.
You probably hired a web designer to build your site. But with Tik Tok, you won’t need to employ any experts. The platform gives you all the tools you need to create engaging content. You don’t need to know anything about coding or have any experience in web design.
As long as you have used your apps on your smartphone, you will probably find Tik Tok to be very intuitive and user-friendly.
2) TikTok Helps you Reach your Target Demographic
There are about 80 million people who use TikTok every month. About 60% of those users are between the ages of 16 and 24. As a roofer, this probably isn’t your target demographic. But 26% of TikTok users are between 25 and 44, which certainly is your target demographic.
We know what you are thinking: 26% doesn’t sound like much. But when you consider that 26% of 80 million is 20,800,000, you realize you are still dealing with a vast pool of people. And people between the ages of 25 and 44 will most likely be first and second-time homeowners: the same people who are very likely to have many questions about their roofs.
3) TikTok Helps you Target the Local Market
With TikTok, you can aim your content (and your ads) at people in your direct vicinity. So, for example, we know that it wouldn’t do a roofing company much to have their content seen by someone in a different state.
But TikTok allows you to target users in your city, town, or county so that the people most likely to hire you will see your content. Local targeting is part of what makes it a great local SEO and marketing tool.
Aside from location, you can filter who sees your content by criteria like age, interests, and gender. First-time users should try location filtering initially. Then, however, you can start fine-tuning your demographic targeting as you get a better sense of your audience.
4) TikTok Content is Recyclable
If you create something specifically for TikTok, you can use it on other platforms like Instagram. However, if you make a particularly popular or helpful video, you may even want to consider publishing it on your own website or your company’s YouTube channel.
YouTube offers a variation of TikTok content with YouTube Shorts, which are 60-second or fewer videos that serve a similar purpose to TikTok videos. Users quickly consume these kinds of videos by browsing through the YouTube Shorts section.
It’s best to think of TikTok videos as commodities you can spread across all your online outlets to increase visibility for your company. While recycling TikTok videos may not always be the best idea, it’s good to understand that it is always an option.
5) TikTok is a Great Platform for Instructional Videos
Instructional videos and short “how-to” guides are viral on TikTok, especially after the pandemic. As a result, people are willing to use the platform they already spend a lot of time on to learn to do simple tasks.
The how-to format of videos provides a golden opportunity for roofers to make guided videos regarding roof maintenance. Many people have questions about their roofs, and new homeowners are likely to take to TikTok to answer those questions.
The only question now is: will you be the one to answer them?
6) People Buy Through TikTok
Will TikTok earn you more customers? That depends on the effectiveness of your posts. But what is certain is that TikTok users are more than willing to use the app to make purchases.
TikTok is the number one platform for purchases of goods and services. Not only that, many TikTok users follow businesses they purchase from. While social media isn’t going to convert at the same rate as your website, it can funnel new leads into your business and help grow your brand.
Tik Tok for roofers is undoubtedly a powerful and essential tool in 2023. Some contractors think about social media as a waste of time, but the influence on your brand can be significant. Roofing business owners that expand brand awareness through platforms like TikTok gain an advantage.
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 80% of Instagram users follow at least one business.
Instagram for a roofing company can be very lucrative in 2022. In the following post, Roofer’s Guild provides some helpful tips for using Instagram to aid your roofing company and generate more leads.
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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 your 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. It is also essential to include a link to your official website in your Instagram business profile.
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 that there is a slow season and a 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 tab “Your Audience,” click on “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 the visibility of your posts to people who are 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 at all. 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 which method they choose, you can capitalize on their engagement by moving them through the lead funnel.
Depending on the authority of your roofing brand, you can choose to 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 Tik Tok 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 it allows 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.
When it comes to roofing postcards, the questions are simple. Does direct mail still work for roofing companies? Are roofing flyers worth printing and distributing to local homeowners? Roofing contractors want to know these answers before investing capital into producing these marketing materials.
As for the numbers, consumers generally like receiving direct mail, and it’s reflected in the statistics. For example, approximately 73% of American consumers prefer direct mail contact because they can read it at their convenience.
Like most other marketing strategies, these tactics work when done correctly. As a result, Roofer’s Guild will outline seven helpful tips for maximizing your roofing postcards, flyers, and mailers in 2022.
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1) Keep your Options Open
Roofing is a very seasonal business. When the rain, snow, or hail is falling, you probably have no shortage of leads. However, when the skies clear up, you may find that your phone goes silent. This is why it’s a good idea to have a couple of roofing postcard templates ready to go as the weather dictates.
For example, you can have one template that speaks explicitly to the needs of people dealing with snow, rain, or hail damage. For example, an image of a snow-covered or leaky roof may be just what you need to get people thinking about the condition of their roof in the winter.
So this template would be great to send out to the local market during winter. But what about springtime?
This is where a second postcard template comes in handy. To keep the jobs coming in fair weather, have a postcard template that you can deploy in the off-season. For example, spring and summer have been identified as the best time for people to buy homes.
And what do people need when they list or buy a home? Roof inspections/repairs, of course! For the off-season, think of knocking up a postcard that promotes your roof inspection and repair service. Maybe include an image of an old, shabby-looking roof to get people to consider the current state of their own roofs.
2) Use Analytics
Neighborhood or regional analytics can be beneficial in your direct mailing campaign. Using these analytics tools will make your campaign more effective and efficient.
Suppose you are blindly sending out roofing postcards to the local neighborhoods. In that case, you are probably wasting a good amount of money. On the other hand, printing and sending mailers aren’t cheap, so neighborhood analytics is essential.
Don’t send your roofing postcards to new housing developments because they will already have had brand new roofs installed. Instead, use neighborhood analytics to help you find areas with older homes more likely to need some kind of repair.
You can also check out which areas of your city or neighborhood are most affected by adverse weather. Targeting these areas may yield the best ROI for your direct mailing campaign.
3) Personalize the Message
As much as possible, make the copy of the postcard personal. Of course, the easiest way to do that is simply using the recipient’s name. But you can also personalize the message. For instance, you can customize the messaging based on the customer’s previous services, i.e., shingle repair.
Think about the everyday roofing needs that follow after their paid service. Or think about the common concerns after they paid for that specific service and tailor your message to those concerns.
On the other hand, avoid using trickery like printed text that emulates handwriting. People aren’t as susceptible as marketers make it seem. If anything, most people will resent your attempt to trick them and tear your mailer to shreds with a look of disdain and disgust on their faces.
Keep your personalization transparent and straightforward. Of course, you should have records of everyone on your mailing list, including which services they’ve used and inquired about.
4) Utilize Relevant Imagery
People in a neighborhood with smaller homes probably won’t respond well to roofing postcards with images of decadent estates. However, you will know where the postcards are going in most cases, so make sure your imagery is relatable to the recipients.
As much as you can, make the homes used in your postcards look like the homes of the people receiving them. For example, many royalty-free image websites feature pictures of residential homes.
The idea is to connect with the recipient by communicating your understanding of their specific needs. For example, suppose the images on your mailer match the style of home they currently reside in. In that case, you create a non-verbal trust indicator.
5) Focus on Text
The text of the postcard is just as important as the images. One tactic that we have seen work for many roofing companies around the country is simply including the name of the city or neighborhood.
People respond more when they see a local company instead of some faceless, giant national roofing chain. Mentioning the name of the city or neighborhood, or even just mentioning that yours is a local roofing company, will make your company more natural.
The text should be concise and get to the point quickly. Homeowners don’t want to read a novel and are quick to toss your mailer in the recycling bin. To capture their attention, get to your punchline within the first sentence.
6) Include an Offer
It never hurts to include a special offer on your postcard. This immediately gives more value to the piece of paper that consumers get in the mail. Instead of just a piece of roofing mail, they will view it as having value to them, even if it’s not immediate value.
When an offer is included, people tend to keep postcards around instead of throwing them away. These offers are called calls to action on a digital ad or website promotion, but the same logic applies to mailers.
Homeowners get their fair share of junk mail, making an urgent CTA essential to avoiding a toss into the trash can or recycling bin. Your best chance will be with legitimate offers rather than ones that mislead the homeowner, who may fail to read the fine print.
7) Multi-Channel Roofing Marketing
Roofing postcards are an excellent strategy for marketing your company locally. But for the most effective approach, you have to target your customers everywhere they are.
Consider professional roofing SEO and digital marketing services so your postcards have a more significant impact. Earn more customers and stay busy in the off-season with our expert roofing marketing services.
The numbers don’t lie: roofing postcards and direct mailers should still be a part of your general marketing efforts. However, most homeowners will research your company further by searching its brand name on Google.
As a result, failure to implement SEO and reputation management may negate the impact of your mailers, even if you properly design them. In 2022, multi-channel marketing fosters trust and increases conversions.
But just because direct mailers and roofing postcards are older and conceptually easier to understand than SEO doesn’t mean you won’t hit a creative speed bump.
When it comes to roofing email templates, there’s no magic bullet. Writing effective templates takes practice and attention to detail. Ultimately, you must achieve two things:
Pique the recipient’s interest immediately
Hold the recipient’s interest through the pitch’s duration
No pressure, right? Wrong. Roofing salespeople must achieve both measures in only a couple of sentences and come across as genuine and helpful in the process.
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How To Avoid Low-Performance Email Templates
If your roofing company struggles with email marketing, you aren’t alone. Unfortunately, the numbers don’t lie; less than 25% of prospective customers open sales emails. Moreover, of those that do open emails, less than 15% read through in its entirety. The good news is that avoiding a few common pitfalls can increase that percentage imminently.
Keep it Short & Concise.
A catchy subject line may cause an open but sustaining the reader’s attention becomes challenging. Unfortunately, most roofers fall into the trap of producing long-winded emails that bore the recipient to tears. Many times, such emails get marked as spam, thus blacklisting your address from that user.
Provide a Value Proposition
Email openers must have an incentive to read through the email and take further action. One major pitfall is failing to offer any value to the reader, such as a discount or free estimate/inspection. If the consumers have no incentive to acknowledge your email, they won’t.
Personalize Your Subject Lines
The main reason people don’t open emails is that they look like spam. Lots of roofing companies fall into the trap of not personalizing their subject lines. If you don’t address the recipient by name, they may very likely consider it spam before ever opening your email.
Writing Roofing Emails That Get Opens and Responses
To generate the combination of high open rates and high response rates, roofing companies should follow Roofer’s Guild’s five-part structure system for email templates. Feel free to steal our strategy and make it your own in 2022.
Introduction / Opener
The first line must address recipients by name and clearly inform the reader about the email’s purpose. Focus entirely on the reader, and avoid talking about your roofing company at this point in the email.
Offer / Proposition
Empathize with the prospect’s problem or pain point while simultaneously providing an incentivized solution. For example, acknowledge their roof’s hail damage while offering a free, no-risk inspection.
Trust / Social Proof
In addition, you’ll want to strengthen your value proposition by showcasing your customer reviews on Google My Business and Yelp. Provide direct links to your reviews, which you must acquire before launching your email marketing campaign.
Close / CTA
Conclude your email by closing the deal and providing an urgent call-to-action (CTA) for the reader. Your CTA must be simple and easy to respond to, such as a simple yes or no response, so users don’t have to overthink it and won’t take time to ponder their answer.
Authority Push / Signature
The fourth step is more critical than roofing companies realize because it pushes your pitch over the top. You must establish authority and credibility with your signature by signing your name, company name, and a link to your website. Feel free to include social and review links, as well.
Other Email Template Factors to Consider
Roofing professionals should avoid relying solely on templates when launching their email marketing campaigns. While templates are a great starting point, they can’t solve all your challenges without extra work. So before blindly mass-sending a templated email to your entire list, consider some of the other variables that come into play in 2022.
Adhere To CAN-SPAM Regulations
The CAN-SPAM Act applies to all commercial messages, not just bulk emails. Follow these seven rules to avoid heavy fines and unethical email marketing campaigns.
Don’t Use False Header Info (From, To, Reply-To, Etc.)
Don’t Use Deceptive Subject Lines (Click-Bait)
ID Your Message as an Advertisement
List Your Location
Provide Opt-Out, Unsubscribe Options
Honor Opt-Outs Immediately (Remove Opted-Out Users From Your List)
Monitor 3rd-Party Email Marketing Teams, Tools, and Behaviors
Templates Can Help Scale Your Campaign
Templates work best for messages that you can repeat to a large consumer base. For example, if one of your email lists shares common goals, email templates can save you time and resources while acquiring new hot leads. On the other hand, cold outreach emails are better suited for personalization.
Trial and Error Remains Necessary
Testing your open rates with various templates remains a top priority for any business. However, what works great for one roofing company may not translate across the board. Why? Because roofers operate in different regions with different clientele. Ultimately, it would help if you honed your templates to fit your target audience.
Build On Existing Templates
A template exists to be altered, expanded, and improved. With this in mind, tweak your email templates to get better results and use A/B testing to determine wins and losses. Then, steal our free templates and alter them as you please. Sometimes the most challenging part of an email is the structure, which a template can provide off-the-bat. From there, tweak the language to fit your voice.
A “Perfect Word Count” Does Not Exist
Don’t get caught up in email word counts for your templates. While concise templates produce the best results, the precise word count is irrelevant. If you’ve heard of the 100-word threshold, know that’s simply an arbitrary number made to satisfy the human brain’s need for round numbers. One hundred and one words won’t hurt you, nor will 99.
Roofing marketing is one of the most essential components of a successful business in 2023. Still, the question of How to market a roofing company yields a complicated variety of answers. Roofer’s Guild has dedicated its life to the cause. Based on our decade-plus of marketing experience, we help roofing contractors find the best methods to promote their services for long-term success.
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What is Roofing Marketing?
Roofing marketing is the venture or commerce of vending and promoting roofing services and products through publicity and advertising. Marketing can materialize in various forms, including online endorsement and traditional print advertising.
Frequently Asked Questions About Marketing for Roofers
How Do You Market a Roofing Company?
You market a roofing company with various promotion forms, including search engine optimization, Google and Facebook advertising, and content marketing. You can also utilize traditional methods like door knocking, billboard placements, newspaper ads, and radio / TV spots.
How Much Does a Roofing Company Owner Make?
A roofing company owner makes between $50,000 and $200,000 per year, depending on location, tenure, and quality. Of course, salaries are higher and lower than the typical range in specific cases.
What are Roofing Leads?
Roofing leads are potential consumers who initiate inquiries or interest in a roofing service or company. A lead may represent a consumer at varying points in a sales funnel, from someone ready to purchase immediately to someone seeking introductory information about a company, service, or material.
Is a Roofer a Good Job?
Roofing is an excellent job and career for many people. Individuals with tremendous organizational skills and the requisite physical capabilities make ideal roofers. Professional roofers can earn upwards of $200,000 annually with hard work and dedication.
What About Commercial Roofing Marketing?
Commercial roofers sometimes question whether marketing techniques apply only to residential campaigns. The answer is no. While you must alter elements of a campaign to target retail consumers specifically, the framework remains unchanged. The same methods (SEO, PPC, SMM) work for commercial roofing companies. The most important thing is to research your audience and understand who you’re targeting for services.
18 Marketing Tips for Roofing Companies
Roofer’s Guild will separate modern marketing techniques (digital marketing specifically) from traditional marketing ventures for organizational purposes. Modern marketing can be fast-paced and intimidating to roofing contractors across the world. Still, the possibilities introduced by online promotion are limitless and provide roofers with various channels to grow their business. Let’s review them.
1) Search Engine Optimization
SEO for roofers provides the highest ROI of any competing marketing technique. However, it comes with caveats that sullen its reputation. First, SEO is much like the wild west because regulations are sparse, and con artists dilute the industry.
Since Google conceals its ranking algorithm, some SEO elements are nothing more than an educated guess. Choosing the right digital marketing agency to implement your SEO strategy is critical to your long-term success.
2) Email Marketing
Roofing email marketing remains an effective strategy for internet promotion. With email blasts, there is a right and wrong way to execute the method. For instance, blindly sending out email blasts to every one of your subscribers is ineffective and provides negative ROI. In contrast, personalized and custom emails (based on the subscriber’s behaviors) regularly boost sales for roofing companies throughout the U.S.
Email marketing for roofers is a great strategy to earn repeat business from former customers. In addition, email campaigns can close new customers who previously entered your sales funnel.
3) Content Marketing
Think of content as a currency for roofing lead generation. More prospects materialize as more users interact with your content, whether blog posts, YouTube videos, or even podcasts. Marketing your content requires two primary steps. First, content creation can be challenging for roofers with limited experience on-camera or behind a computer. The second is content distribution, which demands understanding of syndication platforms, including various social media channels.
Google’s latest algorithm update, “The Helpful Content Update,” aims to clean up search results laden with low-quality, AI-generated copy and replace it with content that demonstrates clear expertise.
4) Social Media Marketing
Social media marketing for roofing companies is often left unattended despite its documented benefits for properly implementing brands. Facebook and YouTube, in particular, are goldmines for roofers. We’ve witnessed countless examples of outgoing roofing owners generating engagement through videos distributed through social media platforms.
Most roofing professionals have sales experience, which can easily translate to video with trial and error. Furthermore, video content works for most social media.
5) Pay Per Click (PPC) / Online Advertising
Roofing companies looking for quick responses often invest marketing dollars into paid advertising through platforms like Google, Facebook, and other digital media. In particular, Google Ads and Facebook Ads have grown in popularity over the past decade. Though PPC is a worthwhile venture for most roofers, it’s ineffective for long-term branding. Consumers attribute your service to the 3rd party platform (like Google) rather than your company, limiting the likelihood of repeat business.
In contrast to SEO which takes months to impact your bottom line, PPC ads can yield immediate leads if you target the right keywords. By the same token, PPC ads also drain your budget quickly.
Traditional Marketing for Old-School Roofers
Though digital marketing is now front and center for roofing marketing campaigns, old-school methods are still useful in many cases. Traditionalists may favor old-school techniques over contemporary tactics, but combining traditional and modern marketing practices can produce spectacular results in 2023. Let’s review some of the more conventional roofer marketing methods below.
6) Billboard Promotion
Promoting your roofing company on a billboard can generate interest, particularly in high-traffic areas. Its impact can occur quickly but tracking precise results is a significant challenge. Billboard advertising works on consumers’ psyche and often on an unconscious level, creating ambiguity regarding its ROI. Additionally, billboards are very costly and can run roofers up to $15,000 in expenses.
Billboard promotion may seem obsolete, but its impact is still valuable. However, expect to pay substantially to advertise your roofing company using this method.
7) Print Advertising
Print and newspaper ads, particularly, remain useful for reaching local consumers. Unlike billboards, newspaper ads are affordable and flexible with changes. The primary downside to print advertising is the increasingly limited amount of viewers. Most newspaper subscribers have migrated to online versions of the news, contributing to the rise of digital marketing for roofers.
Print advertising represents a more affordable alternative to billboards. However, impressions generated from magazines, newspapers, and other print materials have increasingly decreased in the past decade.
8) Radio / Television Spots
There was a time when roofers relied heavily on radio and TV spots to gain notoriety within their local community. For example, towns hit with hail storms often heard roofing company ads on their local radio stations, which helped maximize lead generation for roofers.
Like with print ads, a large share of radio and TV platforms have been replaced with podcasts and streaming services, emphasizing the importance of digital marketing ventures.
9) Door Knocking
Door knocking remains one of roofing contractors’ most effective marketing techniques. Door knocking is simply a numbers game with an even greater closing rate than telemarketing. Despite its upside, door-to-door sales present a set of unique challenges. Perhaps the most poignant is that it’s too time-consuming. Roofers often hire canvassers to scout neighborhoods while focusing on other business aspects.
10) Direct Mail
Think of direct mail as traditional email marketing that, when properly implemented, still works. Some older clients respond to conventional mail more favorably than email and may leave promotional materials around their house or apartment for later viewing (unlike emails).
Measuring open rates and other micro-targeted metrics is impossible with direct mail. Furthermore, response rates are typically lower than email marketing.
Roofing Marketing Ideas To Consider in 2023
Successful roofing companies all utilize some form of marketing. Finding unique ways to increase visibility can be competitive and challenging. Roofer’s Guild works with various contractors across the United States to identify innovative measures for lead generation. Let’s take a look at some of the most effective roofing marketing ideas your company can invest in right now:
11) Custom Website Design
Most roofers have a website, but how many of them are custom? With prominent website builders like Wix, Weebly, and Squarespace, custom websites stand out among the crowd. A custom WordPress website can appeal to a greater cross-section of users and please Google’s algorithm in areas where template-based designs fall short.
Most companies don’t understand how much traffic they lose by using a template website instead of a custom design. Multi-page websites perform much better on search results and conversions.
12) Social Proof
Generating traffic is the first step but converting it into a sales funnel entry requires additional measures. Users repeatedly cite social proof as one of the essential factors in informing a purchase decision. Showcasing positive reviews or jobsite check-ins can help humanize your roofing company and instill the necessary trust in future clients as they make a final decision.
Google’s Helpful Content Update has placed a more significant premium on expertise, trustworthiness, and authority (E-A-T), which social proof embodies.
13) CRM Software
Organization is critical to every aspect of your roofing company, including marketing. Clients improve your reputation through online endorsements as you close more sales and perform efficient jobs. A CRM that requests reviews on Google, Facebook, and other platforms helps your marketing efforts and expands your reach.
Roofing Advertising Ideas To Ponder in 2023
There’s a saying in business that you have to spend money to make money. Since its inception, advertising has been part of American culture, and roofing companies with substantial profit margins almost certainly engage in some form of advertising.
Intelligently allocating advertising resources towards the proper channels often separates top-rated roofing businesses from their inferior competitors. Let’s spitball some ideas.
14) Hail Storm PPC
Some contractors might cringe at the thought of targeting towns recently hit by significant hailstorms, but believe it or not, hail storm PPC is one of the most popular advertising ideas for roofers. Sometimes local roofers can strike gold when their primary service area gets hit with hail.
You may already have a local reputation, and investing in some timely PPC ads can bring you to the next level. If you choose this route, ensure you work only with a qualified and competent PPC campaign manager.
15) Ad Retargeting
If you’ve browsed the web and noticed similar or identical ads on multiple websites, an advertiser is retargeting your IP address. Roofers can utilize the same strategy for potential customers. Facebook and Google Ads support retargeting mechanisms that allow you to get in front of qualified prospects while browsing the internet.
Repeated visibility often makes a difference in large ticket items like roofing services. As consumers grow more comfortable with your brand, they are more willing to pay.
16) Industry Influencers
Not every roofer is an email or social media marketing expert or has a large enough audience to warrant considerable ROI. But rest assured that people within your industry have a larger audience than you, and many are willing to promote your services on their platforms. Whether someone has a popular roofing YouTube channel or a massive Instagram following, you can pay them to plug your company.
Of course, most social platforms now have rules that require the influencer to tag the post as #sponsored so that users know about money changing hands.
Most blogs are going to cover the same types of marketing techniques for roofers. While they may put an innovative spin on some of their suggestions, they aren’t going to tell you anything you haven’t already considered. Roofer’s Guild will present ideas you probably never even thought about for the following two strategies.
Though these methods are only viable if you properly execute other parts of your marketing campaign, they can take you to the next level if properly executed.
17) Neuromarketing
Neuromarketing targets neural signals to gather customer insights and projects their behaviors, responses, and other activities. There is some controversy surrounding the concept since it can manipulate consumers without them realizing their motivations. In other cases, however, neuromarketing can increase brand appeal without breaking ethical boundaries. For example, designing your logo with red, white, and blue can activate patriotic responses from potential customers.
18) Affiliate Marketing
Selling services is not the only way for roofing companies to make money. Did you know that you can make money as a referral partner for other companies? Let’s say your website ranks for a phrase like best vinyl siding cleaners. As an authoritative company that does roofing and siding services, you do have a chance to rank for terms like these. You can link out to product pages for the best cleaning products in exchange for a commission on each sale.
Final Thoughts
Marketing your business is a challenge in 2023. While more options exist, choosing the right strategies takes understanding the roofing industry and your business’s growth trajectory. Some methods work better than others, depending on your personality, region, and experience. Still, it helps to understand all the options available for your business. If your competitors use a specific technique, you should research what they are doing.
Contact us at Roofer’s Guild if you need help optimizing your roofing company marketing strategy in 2023.
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