Guest Post By: Malarkey Roofing Products®
Consistently generating more sales can seem like an exhausting process, but it doesn’t have to be. Here are a few ways roofing contractors can use the power of the internet to attract and keep customers.
- Get Active on Social Media
If you don’t have social media profiles for your roofing business, you need to set aside time to get started on these platforms and develop a plan for social media marketing. Nearly 80 percent of Americans are on some type of social media platform, which leaves this an untapped resource of potential leads if you aren’t taking advantage of social media exposure.
When it comes to marketing and business, you will want to focus on Facebook, Twitter and LinkedIn first. Facebook has the largest audience and is great for marketing because Facebook has its own advertising options for businesses. Twitter is excellent for sharing news and links to articles or blogs. LinkedIn is useful for any roofing professional, though slightly more advantageous for commercial roofing versus residential roofing as it focuses on B2B connections.
Don’t forget to update your social media profiles at least daily. Post stories of a highly successful roof system installation or before and after images of architectural shingles replacement. This is a great opportunity to promote your services and to keep your customers up to date with your business. Be sure to include links or embed widgets to these profiles on your website.
- Encourage Customers to Leave Reviews
Did you know 88 percent of consumers will consider online reviews before settling on a local business? Before online marketing, traditional marketing and word-of-mouth reviews were primary ways for roofing contractors to get business. Now, online review sites have become trusted tools for a customer’s decision-making process.
There are three main venues for reviews of your roofing business—independent review sites, your own website and social media. Independent review sites like Google, Angie’s List, Glassdoor, Yelp, Yellowpages and Manta are some examples. Ask clients to leave reviews for your business on these websites if possible. Your website also should include testimonials or reviews from clients. Depending on the platform your website is on, you can also embed Google reviews into a webpage.
Facebook has a great review system that is appealing for many customers. The average customer may not go out of their way to visit a third-party review site, but many will take a moment to leave a star rating and a short sentence on your company’s Facebook page.
- Create Incentives for Repeat Customers and Referrals
While you’re busy working on your social media profiles and your website’s search engine optimization (SEO) ranking, don’t forget about directly rewarding customers for choosing your roofing services. Providing customer incentives is a technique nearly any business can use, but it works particularly well for businesses that provide more expensive services like roofing. Customer incentives are a great idea for contractors who do residential roofing but can still be effective for those who do commercial work, as well.
Social media is a great platform for sharing customer incentives, such as discount codes or promotions. This platform also will make it easy for customers to share posts about discounts which further exposes your business to more potential customers. A newer roofing company can quickly gain a larger audience by posting tempting deals that require sharing on Facebook or Twitter to access.
Don’t forget to give rewards to clients for referrals. Service businesses often are recommended through word-of-mouth between neighbors, friends and family. Offering some type of reward to both referrer and referee is memorable and enticing.
- Ensure Your Website is Optimized for Local Searches
Having a website is a must for any professional company, but this is just the first step. To really build a strong web presence for your roofing business you need to focus on local SEO. SEO is the art of ranking higher in search engines. For a contractor, local SEO is most important as your company focuses on customers regionally.
There are many little tricks and techniques to improving local SEO, but the most basic level involves developing keywords and inserting these within your website and blog. You will want to choose phrases that customers may search for, such as “roofing in (city)”, “residential roofing in (city)”, “roof repair in (city)”, etc. Don’t forget to include phrases for specific services or roofing systems you offer, as well, such as “green roofs in (city)” or “architectural shingles in (city)”.
The internet has positively changed the way contractors can find more work, and often the best marketing techniques are fairly easy to grasp. These four tips featured are examples of how you can improve your business growth.