A Simple Guide to Digital Marketing for Roofers

It's no secret that best practices for how to market a roofing company have shifted drastically in the last ten years. Forward-thinking roofing companies have switched to an efficient and easy method of reaching larger audiences faster: digital marketing.

A dynamite digital marketing strategy for roofers can increase your exposure, grow your customer base, and generate a steady stream of jobs. By moving from traditional methods and into the developing world of digital marketing, you will open up your company to new leads and new markets.

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How Learning Social Media Marketing for Roofers Can Boost Your Bottom Line

Digital marketing has taken over the advertisement game. That's not a secret. Spend two minutes online, and you'll be met with a variety of Google ads, recommended products, and more. Why not take advantage of the opportunity and add your business to the list of represented companies using social media marketing for roofers?

Social media has grown to be a powerful tool, impacting our daily lives more than we probably recognize. For instance, a study shared by Business Wire documented that:

  • Over 80% of consumers attribute their buying habits to social media marketing.

  • Over 59% of the world's population is on social media, whether it be Facebook, Twitter, Instagram, or LinkedIn.

Social media clearly has a wide reach and the potential to make an impact on a business. When deciding to take on this form of marketing, take into account the following:

  • Which platforms your target customer base is most likely to be on

  • The times of day they're most likely online

  • How much money you're willing to spend to advertise

  • The type of ad you'd like to create (a short video, a graphic, or a still ad)

You can use social media to build your brand, increase sales, and drive website traffic. While it's a useful tool for engaging with customers, another built-in benefit of social media marketing is the purpose-built data analytics that allows marketers to better understand who's clicking on what, what compels them to click, and how to turn their clicks into commerce and to identify more beneficial strategies.

Utilizing Facebook Ads for Roofers

Digital marketing for roofers has led to new strategies that attract clients through a variety of channels. Roofing companies are now able to interact with customers through comments, messages, reviews, and social media campaigns, allowing for quicker communications and easier access. Which platform will work best for each business, however, depends on the audience you're trying to reach. For example, for a roofing company whose target audience is people in their mid-30s and above, a Facebook ad might work better for them than a short video on Instagram.

As the world's largest social media platform, Facebook automatically has an impressive list of potential clients for roofers. On average, Facebook has:

  • 1.56 billion daily users

  • Users spend 60 minutes per day on the site

Facebook, as a marketing tool, focuses more on building a following than hard selling what you have to offer. While the ultimate goal is, of course, to sell your service as a roofer, you first need to have people willing to buy what you're offering. Easy ways to increase public interest include:

  • Posting pictures and videos

  • Answering FAQ's

  • Promoting seasonal work

When utilizing Facebook ads for roofers, consider the design of the platform. Video ads may be most beneficial in this case, as they can demonstrate the service being offered and show the company's actual workers to create a sense of familiarity.

Another method of Facebook ads for roofers that might work best for your company is the usage of reviews. Your ad could be as simple as a banner that comes across the screen, quoting a short review that encourages viewers to click and learn more. Digital marketing for roofers through the display of customer reviews will help to build customer confidence. Since the majority of consumers read reviews before making a purchase, incorporating real reviews from past customers is the quickest way to gain that trust.

Keep in mind how to successfully market a roofing company will entirely depend on understanding your client base's needs and habits.

Digital Marketing with Google Ads for Roofers

While social media marketing for roofers is essential in today's world, a basic Google ad has the potential to be equally as impactful. That's because there are 8.5 billion Google searches per day. With that many people using Google in a single day, think of how many potential leads your company is missing out on; it could be hundreds, even thousands, each year!

Google Ads operates on a pay-per-click basis and is an effective way to drive traffic and customers to your business based on their related searches. Another benefit of using Google

Ads for your roofing business is that, over time, the service will help you analyze and optimize to reach a wider audience.

When thinking about creating a Google Ad for roofers, consider the facts.

  • Google is the most used search engine

  • Google Ads has seniority with it being in business for nearly two decades

  • Hundreds of thousands of companies use Google Ads (yes, even your competitors)

There are three main factors that go into a Google Ad: the advertiser, the searcher, and the platform. With this type of digital marketing, an advertiser bids on keywords which lets Google know which words to flag with their ad for the SERPs. Ideally, what will happen next is a potential customer search for those keywords, triggering the ad to show up. Whether or not the customer chooses to click on the ad, however, is hard to say.

When using a Google Ad for roofers, you need to know specific terms in order to understand the process. Knowing the terms will allow you to follow along with what's happening when making the deal to use the ad and to make the best use of your investment. Become familiar with the following:

  • Ad extensions - Allows you to supplement your ad with additional information

  • AdRank - Determines your ad placement

  • Bidding - You select a maximum amount you're willing to pay for a click on your ad

  • Campaign type - Includes search, displays, video, shopping, app, smart, or performance max

  • Click-through rate - The number of clicks you get on your ad as a proportion of the number of impressions it gets

  • Conversion rate - A measure of form submissions as a proportion of total visits to your landing page

  • Display network - Displayed on either a search results page or web page

  • Impression - "Eyeballs" on the ad

  • Keywords - Words that are used in the queries you want to display your ad with

  • PPC - Also known as a pay-per-click or a type of ad that the advertiser pays per click on an ad

  • Quality score - Measures the quality of your ad by your click-through rate, relevance of keywords, quality of landing page, and past SERP performance

Work with The Pros

To truly take advantage of the best marketing strategies, you need the best roofing marketing company: CMG. With decades of combined experience, we know the ins and outs of how to market a roofing company. Whether utilizing a video, a client testament, or a display, we can help tailor a strategy to your unique obstacles, advantages, and desired outcomes.

Recap: Digital Marketing for Roofers

A lot has changed with marketing techniques over the last two decades. Where yard signs, posters, and phone book ads were once leading techniques, they're now almost obsolete. Today's best practices include social media marketing through platforms such as Facebook and the usage of Google Ads.

Digital marketing allows for increased brand awareness, community engagement, and an established presence on the web. In today's competitive landscape, these three things are no longer optional. Isn't it time you stopped burning money on dated marketing tactics and started seeing the ROI your roofing company deserves?

When you're ready to take your business to the next level-CMG is ready to guide you there faster.

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When it comes to your digital marketing, we only partner with the top leaders in the industry to help get you the best results possible. Because we're a part of CMG, digital advertising with us is credible, accessible, data-driven and transparent.