Digital marketing for roofing services is one of the most efficient ways to find new leads and prospects for your roofing business. It’s also helpful for retaining existing customers for roofing maintenance and repair. You may not realize that most people search the internet to find the best roofer and get some of their questions answered long before they ever call you for a quote. Since a roof replacement or repair job is a major renovation for most families, they want to make sure they are working with a reliable, experienced contractor.
What is Digital Marketing for Roofing Services?
Most roofing contractors get a high percentage of new clients through referrals. Referrals build trust between the client and the roofer because the client is referred by someone, they already trust. But while you will continue to get referrals from existing clients, you can increase new leads exponentially by implementing a digital marketing campaign.
If you boil down the term digital marketing to its simplest meaning, it means “any form of marketing that exists online.”
That generalization encompasses a long list of marketing channels including:
- Search engines
- Social media
- Website
And through these channels, you can connect with qualified leads and existing customers.
Why is Digital Marketing Important for Roofing Companies?
According to a study from Pew Research, roughly 85 percent of Americans said that they use the internet on a daily basis. On a deeper level, 31 percent of those surveyed said that they spend the majority of their time online.
This means that the internet is the primary place potential roofing customers go for information, research, and answers. Digital marketing gives you the ability to connect with those people when they are already searching for roof replacement or maintenance.
If people find the answers they need on your website, they will build trust in your business before they ever contact you directly.
How Can Digital Marketing Help My Roofing Business?
Digital marketing for roofing services can effectively expand your outreach to prospects exponentially for a lower cost than traditional marketing.
When you invest in marketing and advertising through traditional channels such as radio, television, and print advertising, you have no way to know how many prospective customers you reach. It’s also hard to track how a new customer finds your company. Even when you ask them, they might not remember what invited them to contact you.
Digital marketing can not only reach potential customers when they are already looking to hire a roofer, you can also track how these qualified prospects found your company.
Optimizing Your Website
It’s highly likely that you already have a website for your business, even if it’s just basic information about your company. A company’s website is like a business card. It legitimizes your company by confirming that your business is authentic, and an authority in your field.
But a basic website isn’t what most people are looking for when they search for roofing information on Google. Instead, they are looking for specific information about:
- How to fix their roof?
- Do you work in their geographical area?
- What types of roofs do you work on?
- Do you have experience repairing a roof on an older home?
- How long does a roof replacement take to finish?
People are looking for answers to specific questions about their roof, and if you can answer them, they are one step closer to hiring your company.
A good place to start optimizing your website is to make a list of the common questions that new prospects ask you, and create content for your website that answers those questions. That way, when potential clients search for answers on a search engine, your website comes up on the search engine results pages (SERPs).
Finding Customers on Social Media
Social media channels like Twitter, Facebook, YouTube, Instagram, and What’s App can also be a good way to find new roofing customers. Social media sites offer a unique way to connect and engage with new and existing customers where they already spend their time.
Statistica found that “in 2020, over 3.6 billion people were using social media worldwide, a number projected to increase to almost 4.41 billion in 2025.” You can find many of your customers on top-performing social media sites and engage with them there.
Email Marketing for Roofers
Email marketing is one of the most established methods of connecting with your customers and staying in contact with them over time. Here are some important statistics to consider:
64% of small businesses use email marketing to reach customers. Across all industries, the average email open rate is 19.8%, the click-through rate is 11.3%, and the bounce rate is 9.4%.
Email marketing continues to be an effective way to reach and qualify your new leads, and get return business from existing customers. Like social media and your website, email marketing can be optimized for the best results. You can nurture new leads, and build on your relationship with your customers if your email campaign strategy is personalized to your contacts. You can use artificial intelligence to increase responsiveness and personalization in your email marketing campaigns.
Adapting to Mobile Technology Usage
Nearly 55% of global website traffic is generated from mobile devices, excluding tablets according to Statistica. Having a digital marketing strategy that engages mobile users is crucial. Smartphones and tablets are widely used to search for roofing services. This includes searches for roofing services “near me” to find local roofers. By optimizing your website and marketing strategies for mobile-friendliness, you will drive more traffic to your website.
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