Lead generation is the process of attracting, converting and closing prospective customers into actual ones. The key word in this sentence is “process.” It’s not just one single thing that you can do (or stop doing) to get more leads for your company – it’s an ongoing process and requires ongoing effort.
The internet has made it easier than ever for small businesses to reach out and connect with new customers. But the problem is that many business owners don’t know how to generate leads. In this blog post, we will discuss 12 strategies to help your roofing company grow and stay competitive in 2021 and beyond.
Utilize Search Engine Optimization (SEO) to generate more roofing leads
Search engine optimization (SEO) is how you get found on Google and other search engines. When people don’t know who to work with, they rely on searching Google to help them. This can be a great advantage for contractors because more and more consumers are searching online before making their purchasing decisions.
When researching online, the consumer will likely type keywords into a search engine like Google that is specifically related to roofing or building materials in general. A contractor’s goal is to use SEO strategies so that when these prospects look up those words on Google, your company ranks at the top of the list – not your competitors!
It is estimated that Google makes approximately 500 to 600 changes to its ranking algorithm every year, according to Search Engine Land. It is important to be informed of these changes and make sure that you are implementing the latest SEO strategies into your marketing plan.
However, as a small business owner or manager, your time is valuable and better spent on other aspects of your business. Therefore many businesses decide to hire a professional SEO strategist team to focus on improving their company’s rankings on Google and other search
SEO Strategies to implement
The first step for any roofing company looking at SEO as an opportunity should be optimization of their website content. The best way to do this is by following Google’s guidelines in regards to page titles, headings, keywords, and meta-data used on each web page.
A common mistake for businesses who try to implement SEO onto their website is keyword stuffing. It used to be that I could write “roofer frisco texas” one hundred times on a page and get ranked number one for that keyword. Well, Google saw this as an issue and now penalizes businesses that have too high of a keyword density.
Once a site has been optimized with the appropriate amount of relevant keywords and has well-structured pages then local listings management can be undertaken which will help search engines find them more easily when someone searches locally for services like “roofers near me”.
SEO strategies for businesses that serve a local area
Localized SEO can help you increase your ability to get found locally in your service area. Some local SEO content includes articles on your services, company updates, service specials, and testimonials.
You will need unique service posts on your website that details the benefits of hiring an expert roofer like yourself and what services are offered. This can include a video tour of your workshop or some photos on the job. You can also write about the specific types of roofs people in your region would benefit from using.
Localized SEO is a great way to get found if people are searching your services in their area with the use of keywords that would never be used on a national level such as “roofers frisco texas”.
Google algorithms are updated constantly and using SEO strategies will allow you to stay ahead of the game in search results as well as be found by locals when they need a roofer.
There’s no reason not to use these proven tactics if it means more money for both you and your company! Hiring a certified local SEO agency is a great way to fully optimize your implementation of this strategy.
Update & Upgrade Your Website
Upgrading your site to a professionally custom designed and conversion-optimized website can not only help you rank higher in search results but can also help the people who come to your website convert into customers.
As a professional company, your website should demonstrate professionalism. There are many ways that companies customize their websites so they stand out from competitors, such as including testimonials or videos of product demonstrations.
Make sure that all aspects of the site match with each other when it comes down to branding such as colors, fonts, images, and more. You want potential clients to read about how great your roofing company is without being distracted by poor design choices on your site.
There are many ways to tell if it is time to upgrade your website. If any of the below are true, it may be time to upgrade your site.
- Your site is not mobile-friendly or responsive
- Your website is not performing well in search results
- Your site has a high bounce rate
- Can be measured using Google Analytics
- Your website is slow to load
- Measure this statistic using GTmetrix
- Your website is not generating leads
By receiving professional website design services by a company that focuses on roofing company websites, you can ensure that this investment will result in the growth of your business.
Utilize Social Media
Social media is an excellent way to build your brand locally and beyond.
It also can be a valuable tool for growing your business. You may have heard that social media doesn’t work for small businesses, but this isn’t true! In fact, it’s becoming more of a necessity than ever before as the world becomes more and more connected through technology.
For roofing companies, using platforms like Facebook and Instagram can help you show off projects you are working on and your work to potential customers.
In addition, the internet is a great place for you and your team to connect with current or prospective clients on a personal level.
For small businesses looking to grow their customer base through social media, it’s important that they keep in mind what drives people to interact with content online so that they can tailor their posts accordingly.
Some ideas for types of Social Media posts for roofing companies are:
- A time-lapse video of roof installation set to fun music
- A photo from on top of a roof with a beautiful view with the caption: “View from the office”
- Pictures of an employees on the job
- Before and after photos of a roof repair
- Customer testimonials
Posting content on a regular basis is a must for any roofing company looking to grow their social media presence. It’s best to try to post at least once a day, but if you can’t do that then be sure to post content somewhat regularly.
Try to take a picture while on the job every day. They don’t have to be the perfect pictures either. You may be surprised at how well some posts perform that you weren’t expecting to do well.
The last tip is that people want to see real, authentic content. Cookie cutter posts will be boring for potential customers.
Paid Digital Advertising
Roofing companies can use many forms of paid digital advertising to find new clients and generate more leads for their business. Some of the biggest forms of paid digital advertising include Google Ads, Facebook Advertising, Instagram Advertising, TikTok Ads, and LinkedIn Advertising.
Many roofers are using these types of services because they can be set up quickly, only require a small investment up front, and have a great ability to reach potential customers who may not know about your company yet. In addition, you don’t need any special skills or content writing abilities to get started with this type of marketing!
Google Ads (Pay-Per-Click Marketing PPC)
Google ads are a great way to set up online pay-per-click advertising and gain new clients.
This form of digital advertising is very effective because it will reach people who have actively searched for roofing companies in the area, so they know what they’re looking for right away when browsing through search results or various social media platforms.
First, choose which keywords you want your business to show up on (you should be as specific as possible). Then create an ad that says something like “Roof Repair Services”. Be sure to include their contact information at the bottom followed by a sentence like: Roof repair services from ABC Company – Twenty Years Experience.
The third step is setting how much you want your budget to spend per day. Google will optimize your ad automatically and you’ll be able to see how well it’s performing with the information below.
Benefits of Google Ads:
- Reach people who are actively searching for your roofing company in their area
- Google will optimize your ad automatically so that you can measure website traffic and conversions
- It can costs only pennies per click compared to other forms of advertising like newspaper ads which cost $100s per day
Roofing companies can use Facebook advertising to attract new customers. The company should target people in their geographical region so that they are expanding their brand’s reach and targeting potential customers who might be interested in receiving roofing services.
An ideal budget for this type of campaign is a minimum of $20 per day. It is important to keep in mind that these ads will continue running indefinitely, so it’s best to set a budget accordingly.
The most effective type of ad for roofing companies is lead generation ads because they provide leads without costing as much money or time on things like phone calls and meetings with prospects who might not be interested in what the company has to offer.
Similarly to Facebook Advertising, Instagram offers the opportunity to target audiences based on interests, demographics, and more.
The app has over 600 million monthly active users so there is a good chance your potential customers are already using it!
In order for roofing companies to take advantage of this channel they will need an Instagram account, but don’t worry – you can sign up in less than 60 seconds with just an email address.
Your next step is deciding what type of ad campaign you want to run: one that drives traffic or increases brand awareness? Traffic campaigns have the goal of increasing the number of people who go to your website while brand awareness campaigns focus on increasing the number of people in your area who see your post.
Unlike Google Ads, you pay per impression on this platform. This means they charge you for every person who sees your advertisement. When you set the “goal” for your advertisement campaign, keep in mind that you will pay more per impression if Instagram is trying to optimize the number of clicks you receive on your posts.
We recommend doing 3-day micro-tests to determine which posts are set up to perform best for your audience. Typically we recommend about $10 a day for these tests. Some of the items you can test are:
- Types of posts
- Different content and headlines
- Different target audiences
- Different set goals (i.e. awareness vs. increased web traffic, etc.)
By performing these tests you can quickly identify which posts perform best for your company and then increase the budget on that post.
Email marketing is one of the most effective forms of advertising for businesses. It’s affordable, quick, and easy to use for any size business. Even a small roofing company can start their own email campaign with little or no experience.
Here are some essential tips to get you started:
- Use your logo as an avatar image – it’s important that people know who they’re dealing with when they open up an email from you!
- Create personalized subject lines for each recipient – this will personalize each time someone receives an email from you
- Make sure your emails look clean and crisp
- Include interesting links and calls to action
- Make it easy to unsubscribe
One advantage to email marketing is that it’s a live, interactive form of advertising. You can instantly see who opens your emails and when they opened them.
This means you can immediately follow up with those interested in what you have to say by sending them more information about the topic or contacting them directly.
Register and Signup for Online Directories
If you’re looking to grow your roofing company business, one of the best ways is by signing up with online directories and online aggregators. Online directories like Angie’s List, Home Advisor, Yelp Business, Thumbtack, and Next Door all provide great opportunities for you to expand where customers can find you on the web.
Online directories and online aggregators allow you to sign up for a directory or an aggregation site, which will then list your company’s information. This will allow another opportunity for you to be contacted by people who are looking for roofing companies in your area.
Angie’s List is a great directory to sign up for that will then allow your roofing company’s information and contact information to be listed.
Next Door provides an opportunity for people who are looking for local services like roofers or landscapers by connecting them with neighbors in their area so they can have someone trustworthy do the work on their home.
Yelp Business gives you another chance for your business to get seen. They also are a great platform for getting reviews posted about your business.
Thumbtack is an online service that matches customers with local professionals. This online lead generation platform is a great way to get customers in your area that are looking for roofing companies.
As you can see, there are plenty of online directories and aggregators which offer ways for roofers like yourself to grow their business. By signing up with one or more of these sites, you have the chance at getting new leads from people who might not be able to find your company otherwise on the internet.
This is why it’s important for you as an entrepreneur to make sure that every possible avenue is being explored when it comes to marketing and advertising how amazing your services are!
Attend Trade shows in Your Area
As a roofer, you know the importance of meeting your customers face to face. If you want your company to grow then it is important to get out there and meet people!
Trade shows are an excellent way for you to learn about new industry solutions as well as network with other professionals from around your area.
When it comes down to deciding which trade shows or events are right for you (or your business), we recommend always asking yourself:
- Why am I attending this particular one?
- Will it help me generate more leads for my business?
- Does it have anything that can improve our skills?
- How will this trade show help us reach our goals?
Trade shows are great for marketing and exposure for your brand. It’s a great way to meet people and learn about new things.
Trade shows are also fun! People enjoy attending trade shows because they get the opportunity to speak with potential customers and vendors, purchase discounted products, as well as have some laughs with friends in their industry. You will find that it is very easy for you (and your team) to build relationships at these events without having to worry about being “those dreaded salespeople”.
Chamber of Commerce Events
We encourage all of our clients who own a small business to attend their local Chamber of Commerce events.
Chamber of Commerce events are a great way to meet other local business owners in your area. These other business owners can be a great resource as you continue to grow your own roofing company. This is because those who typically attend these events often run small businesses themselves, giving them firsthand experience on what it takes for success with their own company.
It can also help with increasing the number of word-of-mouth sales through referrals from others in attendance at the event. This cannot be said enough, but brand exposure while attending local chamber of commerce events is priceless when running any type of service-based business; this includes roofing companies!
They also are a great resource for ongoing training and education for other aspects of your business. Whether it is training in accounting or marketing, you will be able to find a speaker at these events that are willing to share their insight and expertise.
Some roofers choose not to attend local chamber of commerce events because they feel like it does not relate directly back to the services they provide for customers. However, this could not be further from the truth. These types of networking opportunities are invaluable when running any type of service-based business and should never be overlooked!
Canvassing and door-knocking may be one of the oldest forms of sales. However, people still do it to this day because of how effective it is for home service sales.
Canvassers can travel into specific neighborhoods, visiting homeowners’ doors and recommending your services. With canvassing, you will meet with potential clients face-to-face and increase your chances of securing a sale. It is also a great way for lead generation even if they don’t close the sale at that moment.
Direct Mail Marketing Campaigns
There are many direct mail marketing techniques that can be utilized to your advantage.
One of these is targeted area mailing campaigns which allow roofing companies to target specific homes, neighborhoods, and even areas on a map.
The key to this type of campaign is using the right paper stock for postcards. Postcards should be glossy with bright colors so they attract attention quickly when viewed by recipients.
This form of marketing may help generate more brand awareness as well as bring in a steady flow of leads into their business.
Some tips for direct mail marketing include:
- Choose a topic that is relevant to your company and target audience. For example, if you are marketing roofing services then the best topics for direct mailers are likely related to home improvements.
- Make sure your postcards include all necessary information such as your contact information, website address, your phone number as well as any other important details about what type of service you provide and how they can reach out to you with inquiries.
- Have a professional design created for these. You want your design to be clear, concise, and look good too.
The strategies discussed in this blog post will help you grow your sales and stay competitive. Implementing these strategies early could mean the difference between success or failure for your roofing company, so it’s worth putting some time into evaluating how well they align with your business goals.
Ready to get started? Contact us today! We are eager to provide a free consultation and talk about we can help you implement some of these 12 lead generation tips for your roofing business!