The roofing industry is undergoing a digital transformation, and established players are responding by embracing the new technology platforms and implementing digital marketing strategies to stay competitive.
Established roofing companies across North America have begun to embrace digital marketing platforms such as digital listings, social media, and SEO to grow their business and to stay relevant in an everchanging market. With over 80% of US home searches now conducted online, it’s important for roofing companies to have a strategy in place to maximize their online presence and to drive traffic to their websites.
If you’re looking to develop a strategy to market a roofing company online, then continue reading. We’ve compiled a list of everything you need to know about marketing a roofing company.
The Basics Of Digital Marketing
A large number of consumers are researching products and services online before making purchasing decisions, so having a strong digital marketing strategy in place is essential for attracting customers and converting them into paying customers.
If you’re wondering what digital marketing is and how it works, then continue reading. Essentially, digital marketing is the promotion of goods and services using digital technology. It can be anything from advertising on social media platforms to SEO, which helps improve a website’s organic search ranking.
Depending on your niche and the industry you’re in, you’ll need to implement different approaches to digital marketing. For example, if you’re a real estate brokerage, then you may want to focus on social media advertising. Alternatively, if you’re a financial services company, then SEO may be a better fit.
The Different Types Of Digital Marketing Channels
In today’s world, people are discovering, learning about, and buying products online in a way that was unimaginable just a few years ago. Thanks to the advent of the digital age, there are now countless options for consumers who want to learn about a product or service. When developing an online marketing strategy, it’s important to understand that not all channels are created equal.
As a digital marketer, you may be familiar with digital marketing channels and how they work. If not, then consider this a quick primer on the topic.
Traditional advertising, which ranges from billboards to print magazines and radio ads, simply displayed ads for products or services online. However, in today’s world, advertising on social media or blogs is much more effective. When users click on an ad, they’re presented with additional content about the product or service being advertised. To make an effective strategic decision, it’s important to understand the differences between traditional advertising and newer forms of digital marketing.
Which One Is More Effective: SEO Or Social Media Advertising?
Although SEO and social media advertising can work together, they serve different functions and have different optimal uses. If you’re wondering which one is more effective, then consider the following:
- SEO helps improve a website’s organic search ranking
- Social media advertising helps drive traffic to a website
- Organic search is free, while social media ads cost money
- With SEO, you can track the results of your efforts in terms of increased traffic and conversion
Based on the differences listed above, it’s evident that SEO is the more effective of the two when used discretely. However, if you have a limited budget and need to advertise on multiple platforms, then opt for social media advertising.
The Importance Of Brand Awareness
In today’s world, consumers are researching products and services online before buying them, especially when purchasing a new or used item. In some cases, they may even read online reviews before making a purchase decision. The chances of a consumer purchasing a product or service without first learning about it online are extremely slim. This is especially important for the roofing industry, where consumers may be searching for homes with Roof Replacement or Roof Inspection in the near future. In these situations, a roofing company that the consumer has never heard of may end up losing out on a sale to a brand that the consumer knows and trusts.
To avoid this, it’s important to develop a brand awareness strategy. A brand awareness strategy focuses on raising the profile of a brand or product in the eyes of the general public, rather than in the eyes of buyers within a specific industry.
Developing a brand awareness strategy is relatively easy. You’ll simply need to get a hold of a list of potential customers (i.e., homeowners who are considering replacing their roof), and you can begin to generate ideas for the campaign. From there, you can choose a direction and begin to develop content to promote the brand.
The Importance Of Online Visibility
It’s important to note that not all forms of digital marketing are created equal. Some platforms and channels of digital marketing are more effective than others. One of the most important factors that determine a channel’s effectiveness is online visibility.
Visibility, in this case, is defined as the ability of an individual, organization, or product to be found when someone performs a keyword search on a search engine. Developing a digital marketing strategy is a lot easier when you have a website with high organic search engine visibility.
If you want to see what keywords you should be targeting and which platforms they’re found on, then use a tool like Google Keyword Planner. With this tool, you can enter your website’s URL and get a quick view of the keywords that people are searching for that match the content on your site.
In general, people use keywords to find content on search engines because they think that the content will be relevant to their search. For example, if someone searches for roofing company or gutters cleaning, then they’ll likely be presented with content from various roofing companies or articles on the benefits of having gutters cleaned by a professional.
If you want your roofing company to be found when a customer types in these keywords, then you should consider focusing on SEO and using the keywords in your content. The more quality content that you have, the more likely you are to appear in organic search results.
The Different Types Of Customers
As a roofing company owner, it’s important to keep in mind that not all consumers are created equal. Just because someone clicks on an ad or opens a random blog post on your company’s website, doesn’t mean that they’ll all be a perfect fit. This is why you need to have a clear idea of who you’re targeting and what you’re trying to achieve with your marketing strategy.
Depending on your target audience, you may need to adjust your strategy. For example, if you’re marketing to homeowners and you want to grow your business by attracting new customers, then you may want to consider creating content that’s geared toward attracting first-time home buyers. This may mean that you need to create different versions of your blog posts or even different blogs entirely.
As a general rule, consumers who are in the market for a home improvement project are often looking for three things: affordable, reliable, and quality. You can use this information to create campaigns that target potential customers with specialized content.
The Basics Of SEO
SEO, or search engine optimization, is one of the foundational elements of a digital marketing strategy. In general, SEO is the process of improving a website’s organic search ranking in Google, Bing, and other major search engines. To learn more about SEO, check out the following resources:
- SEO for beginners
- SEO for intermediaries
- SEO Guide for Lawyers
- SEO cheat sheet for digital marketers
SEO can be quite complex, so if you’re looking to dive into the subject then consider the following:
- Learn basic SEO concepts
- Understand how to conduct a keyword analysis
- Develop the right content for your target audience
- Establish links to authority sites
- Measure the results of your efforts in terms of increased organic traffic and conversion
To learn more, visit the SEO blogosphere, where you’ll find various SEO-related articles, including how-to guides and tips on improving a website’s organic search ranking.