This is the fourth article in a series called “Search Marketing Priorities” which puts the focus on examining what areas of Search Marketing different companies should concentrate their efforts on. After gaining the skills you need for your profession and opening up your own shop Marketing is essential to the success of that business. This article will help guide Roofers and Roofing Companies on what areas of Search Marketing they should focus on that will grow their business.
Local Listings/Google Maps – 9/10
Paid Search – 9/10
Organic SEO – 9/10
Website Quality – 9/10
Social Media – 8/10
When a roof starts to leak or shingles begin to fall off people will immediately look for a local roofer either on their mobile device or on their computer. Since being local to the client is essential, that makes having a listing on Google Maps/Business important to driving in new business to your roofing company. In most cases a client will call the first two or three companies listed in order to get an estimate and if you are not at the top of the Search you will be ignored. Therefore making sure that the information you have on your Google Maps listing is up to date and accurate it important. Having positive reviews on local listings will also help you out as some roofing companies have a reputation for dishonesty and if you can show your company is different via customer reviews you will stand out.
Obviously roofing jobs are costly to your client and they are looking for a great job done at a reasonable price. Paid search allows you not only to get in front of the potential client but also hit them with the Marketing message that you desire. That is because Adwords allows you to link to specific pages within your site as well as highlight specials and information within the Ad that can help set you apart from others. This ability to control your message is important as it sets up the discussion you’ll have with the potential customer once they fill out your form or call you up. You can also target keywords for more lucrative roofing jobs that will bring in more profit and keep your contractors working more often. Paid Search also allows you to target areas outside of your business location that might bring in bigger jobs (like larger wealthy communities that are outside of your city but close enough to do work in)
Roofers can benefit from the vast amount of traffic in Organic SEO. Having your site appear in organic listings gives potential customers the impression that your company is trusted and has been around for a while. If you write a blog on your site you can use this power to target specific types of jobs or highlight previous work that you’ve done so that when people make a search, information will come up about your site as opposed to your competitors. Having strong content on your site will help you rank for more keywords in many locations and help grow your business.
Many roofing sites are behind the times when it comes to quality and so if you can create a new website with broad visual appeal you can gain immediately on your local competitors. Seeing examples of roof fixes and new roofs is a very appealing marketing tool for your company. Having a site that has a robust gallery and a good sales form can really help you get more quotes and eventually more work. A quality site will also help you provide clients the information they need to see the different types of roofs that you can work on and the quality of your work.
For many roofers it is hard for them to control the message about their business on Social Media because one negative review can tarnish an otherwise good reputation. Therefore monitoring and responding quickly to any issue on Social Media is important. Social Media can help establish a wall of trust for your business. Since a new roof can be a large expense for someone they will do a good deal of research beforehand on your company and if they see an active Social Media presence they will be more likely to trust your company and decide to work with you.
For a Roofing Company to be successful it needs to be able to attract a good amount of ‘new roof’ building as well as roof repair work. A Roofer can utilize Google Adwords to keep the phones ringing on both of these types of jobs and target organic traffic towards the higher end work they desire. Making sure that your local listings are maintained will get you in front of the most customers and allow for you to get quotes for most work in your area. A Roofer is in the unique position of needing to work on almost all of the aspects of Search Marketing equally so that there is a unified message of trust and availability.