What is Digital Marketing for Roofers?
Digital marketing for roofers is any marketing tactic used to promote roofing companies through digital platforms. Common examples include SEO, PPC, email marketing, Facebook advertising, and website funnels.
Digital Marketing for Roofing Contractors in 2021
If you have exhausted all the traditional avenues for lead generation as a roofer, you are a perfect candidate for roofing digital marketing. There’s no denying that cyberspace is fertile ground for drumming up fresh roofing leads.
Hundreds of thousands of professional marketers at all levels of business invest millions of dollars every year. Large U.S. companies spend as much as 50% of their total marketing budget on digital marketing.
Now, you likely don’t have the million-dollar budget that some of these types of companies have. Still, that doesn’t mean that you can’t launch an effective digital marketing campaign for your small roofing company.
Roofing digital marketing can be a challenge for the small business owner, though. That’s why in today’s post, we are going to be going over some fresh digital marketing ideas for 2021.
Retargeted ads, also known as remarketing ads, are ads that show up specifically to people who have interacted with your brand, visited your website, or have otherwise expressed interest in your services but never went further.
We mention this idea first and foremost because the numbers behind it are staggering. For example, consumers who see a remarketing ad are 70% more likely to purchase your services. In addition, retargeted ads are crazy effective in converting leads. Here’s another stat for you: 25% of people report that they enjoy seeing a retargeted ad.
Instead of being an unsolicited ad, this type of advertising usually shows people something they already want. The great thing about retargeting ads is that they are available on some of the most popular advertising platforms like Google AdWords and Instagram.
What is a call-only ad? A call-only ad is a roofing advertisement that is displayed exclusively on devices capable of making a phone call, like a cell phone or, in some cases, a computer or tablet. But why would a call-only ad campaign be an effective form of roofing digital marketing?
Before we answer that, let us run you through the typical display ad experience. For example, someone is searching for roofers online and seeing a digital ad for your or someone else’s roofing company. They click it and are led to a landing page. They read through it, then click through to the actual website. From there, they may navigate to any page on the website, but ideally, they would go straight to the contact page and reach out in some way.
It sounds circuitous. With call-only ads, the consumer skips 50% of that process. Instead, the ad displays on their phone, there’s an option to “Call” or “Call now,” they click it, and their phone automatically dials your number.
It can be an incredibly fruitful form of digital marketing for roofers because, for the most part, when people are looking online for roofers, they are ready to talk to someone. Thus, call-only ads are a great way to strike leads when they are hot.
You have probably heard this already, but it is usually described in a broad sense and never specialized for roofing services. Content marketing is also a very fertile field for roofers, and while it has been a common practice in recent years, it still holds just as much value in 2021 as it ever has.
Content marketing entails generating valuable content that you can share with your online community (social media followers, email lists, visitors to your website, etc.) for free. It sounds counter-intuitive, we know, but it works.
It helps create trust, increases brand recognition, and establishes you as an authority in your field – all things that develop customers more often than not. On top of all this, content marketing generates three times as many leads as traditional marketing and costs significantly less. Here are some great content marketing ideas for roofers:
Blogs are the most effective and most straightforward way to provide value to your community. If you don’t already have one, add a blog section to your existing website and fill it with topics such as “How to Winterize your Roof” or “The 5 Best Tools for Cleaning your Gutters,” or anything else you may have in mind. Remember to add keywords to help people find your content.
Most consumers like to learn about a new product, service, or company through video content. Video content is a rich field for roofers because you can demonstrate things like the proper way to nail a shingle or how to clear an ice dam from your roof safely. You can post the video content all over the place, too, like your website, your company’s YouTube channel, and all your social media outlets.
Infographics are images that usually have some statistic or graph on them. They are short, easy to read, and eye-catching. Infographics are great to use as digital ads or include in a blog post, Instagram Story, or on one of the service pages of your website.
Search ads work sort of the same way as retargeting ads. They are displayed only on searches that pertain to the ad. So, for example, let’s say you have a live ad on Google that promotes your re-shingling service. Ideally, whenever someone in your area performs a search for re-shingling or something related to it, your ad would appear.
Search ads can be very effective when your roofing company is relatively young because they will help get your name out there if nothing else. However, before you start paying for search ads, you should already have a good SEO strategy that leads us to our last topic….
Invest in SEO
SEO is still the most potent digital marketing tool in 2021. Why? For one reason, organic search results still garner around 94% of all clicks on SERPs (Search Engine Results Pages). But what constitutes good SEO practices in 2021? Take a look:
Being able to display reviews under your name in a SERP listing can increase the number of clicks it gets.
A Strong Backlink Profile
Getting more links that lead to your website on other people’s websites is still a huge ranking factor in 2021. You can begin building backlinks by generating quality blog content, reaching out to suppliers and local business organizations, requesting them, and being active on social media.
Optimize your Website
Ensure that your website is fast, responsive, contains a good keyword balance, and provides people the information they need. When dealing with SEO for roofers, you must exercise patience (depending on your domain’s age and tenure) since it can take a full 6 months to appear prominently on organic search results in 2021.