In this article we will discuss some things to consider when you are wanting to advertise your roofing company.
Who should consider marketing their roofing business.
Any business already marketing or just starting should do marketing as to get found you have to show up. That is the first step with any journey is to show up! From there, its understanding the user journey, intent per platform and needs of your company. Some companies are direct to consumer, some are business to business and this will play a factor into what types of content platforms you should choose to market on but in general Google will be the core platform to focus on. If you’re a B2B company, linkedin would come into the mix, if you’re a direct to consumer, Google will be a core focus. Overtime once a company saturates a market, you will have to consider ways to expand and this is where you should consult whoever you hire to see their thoughts, tap their experience as they should have ideas. If they don’t, perhaps shop around and or search online to discuss and have brainstorming sessions to see if they are other viable options out there.
What are the considerations to marketing my roofing business?
There are many companies to choose from and one has to ask, why choose your company over another to re-roof someone’s house. These service offerings can have a long sales cycle, one should highlight your quality of work over others, special offers competitors are doing and more. You don’t have to recreate the wheel but when it comes to marketing, choose your channels carefully, start with your website SEO, get into pay per click and expand from there into say local service ads and social media marketing. Consider how much you make from a closed lead, this should be something you consider how much your willing to pay per lead on a PPC or LSA program even though you will be competing with other companies, you can only stay profitable if you are closing leads at a profitable percent of your revenue in comparison to your costs. Cost per lead will be king for your business and if you aren’t sure, you could hire a CPA or just look at some averages on the leads you are closing to figure out a rough number on the cost per lead to let your marketing people know this since its an important piece of information for them to help them know what number is good or bad for you.
Where should I focus my roofing business?
Many other companies have this same question and the core answer should be your website. SEO, then perhaps local service ads, then Pay per click as these are all Google where the core audiences will be searching online for your services to find a qualified roofing company.
As mentioned in other articles, Search Engine Optimization is more of a long game strategy as it takes time for Google to index and publish your content online to be found. Pay per click is more of a light switch that can be a pretty overnight increase in traffic and leads if done right. Local service ads are similar but you should have a hefty budget for both PPC and LSA as they are a pay per click and pay per lead programs that you will be competing with other roofing companies against online in an auction format. There are also many options to service directories one should consider as well since those can also be a great way to gain new leads but ideally try to automate them to have all the leads flow into one place since managing many platforms can fragment your efforts and dilute results as response time will be key.
When to consider marketing my roofing business?
If you’re just starting out and have a small amount of budget, consider reserving around 10% of your profit margin to online marketing efforts. Each month you will have to reassess your lead flow, revenue flow and the budget to allocate to each but consistency is king so staying marketing consistently will be a key focus for your efforts. SEO can fluctuate based on many factors but consistently publishing content is a great way to keep traffic continuously coming in.
Once you determine your budget for your online marketing, choosing the right person for the right role will come in key. You should vet anyone as if you are hiring them in house as they will be an extension of your business playing a key role in your marketing efforts. Clearly define all things and communication will also be very important.
Why consider marketing my roofing business?
If you jump on any search engine and search roofing companies, or roofing companies near me will quickly reveal who is doing marketing to be found when searchers are online looking for your services. If you have a small budget or large budget both types need marketing to be done correctly to keep your business profitable. This is where PositiveDigitalFootprint.com can help guide your business along the way as our approach is two fold, see results and educate you along the way to help your company understand the complex factors we have to abide by when marketing online. With our over 12 years of digital marketing experience we can help you on your business marketing journey online.
In summary there are many many ways to get traffic and leads but choosing the right company, channels to focus on will be key in your online marketing efforts as to not blow your marketing budget without seeing return on your investments. We at PositiveDigitalFootprint.com have been where you are at in your marketing journey and take a business and consumer first approach to have your back in your journey no matter where you are at with your efforts.