10 Best Roofing Marketing Strategies for Rapid

Growth
In 2022, the US roofing industry was worth $56.1 billion, and this number is projected to
keep growing throughout the next few years. There are several roofing strategies for
rapid growth to follow that will give insight on how to optimize your marketing strategy
for your roofing company.

Standing out with effective roofing marketing

Just like any other industry, roofing companies need to market their services effectively
in order to receive a bigger piece of the roofing industry pie. Marketing tactics have
evolved with the growth of the internet, and successful marketing strategies now utilize
a combination of digital and traditional marketing.

So, how do you get your company to stand out when there are nearly 82,000 roofing
contractors in the United States?

With a fine-tuned roofing marketing strategy!

The following tactics can be incorporated into developing your marketing strategy, or
can be used to strengthen your existing marketing plan. Read on to learn more about
each.

1. Email Marketing
Email marketing is an effective way to create and maintain a more personal relationship
with your customers, and also has an extremely high return on investment. On average,
for every $1 spent on an email marketing campaign, $36 is earned!

The key is to send quality emails. Sending a monthly newsletter is a great way to
engage with customers and keep them updated on the company and the roofing
industry. By sending newsletters, you will remain fresh in their minds and they will feel
personally connected to your business.

In addition to monthly newsletters, you can also send out tips, information, and offers.
Consistently sending valuable emails, such as “Best Roofing Maintenance Tips for
Homeowners” will lead to your subscribers recognizing you as an industry authority and
expert. In doing this, you gain their trust.
By keeping track of your subscribers’ behavior, you will be able to send them
individualized emails based on their habits. You can offer incentives when people sign
up to be on your email list, such as a discount on services, a free guide, entry into a
giveaway, or merchandise with your company logo on it.

2. Strong Online Presence

The first place most people go when they need to seek out a roofing company is the
internet. By making sure you have a strong online presence, you can increase the
chances that potential customers will notice and remember your company.

Make sure that you claim your business on sites like Google and Yelp. This will allow
you to monitor and respond to customer reviews and keep information such as your
phone number and business hours current.

Being able to respond to customer reviews goes a long way in maintaining a

relationship and building trust with your client base. A bad review can be disheartening
to receive, but publicly replying and offering a solution will go a long way in showing the
integrity of your roofing company.

Responding to positive reviews by thanking the customer will also benefit your
company. Professionally responding to all your online reviews is an excellent marketing
tactic and strengthens your online presence.

3. Optimized Website
The best place to start is to build and maintain an excellent website for your roofing
company. This doesn’t mean it has to be fancy or over-the-top. Your website should be
easy to navigate and contain current information.

Websites should contain high-quality content so that when people come across it
(whether intentionally or by accident) they stay a while. Your website will also need to
be optimized so that it has desktop and mobile browser friendly versions.

Another component of a successful website is search engine optimization (SEO). This is

the process of increasing the quantity and quality of your website traffic from search
engines, and involves unpaid, organic results.
The starting point for SEO is to research relevant and popular keywords and terms, and
then to use them on each page of your website. You want to make sure the content you
are creating is high-quality, not just a random mix of keywords thrown together.

With over 1.2 million searches every month for roofing services on search engines,
proper SEO will help you rank higher on search engine results pages (SERPs). Most
people click on websites that show up on the first page of results, and very rarely does
anyone look further than the third results page.

It is important to bear in mind that you will not see immediate results from SEO and
optimizing your website. The results will grow over time, and will be well worth the
patience.

4. Social Media
Establishing a social media presence is an excellent marketing tactic. Instead of
jumping in head first and creating accounts on every social media platform, do some
research and find out which platforms your customers use the most. Then, do some
research on those platforms and choose the ones which fit your needs and goals the
best as well.

Twitter is excellent for having conversations with customers and potential customers. Of
all the social media platforms, it is the one you can post on dozens of times a day
without overwhelming anyone. You can reply to individuals quickly on this platform.

Facebook is a good option if you want to share links as well as posts, videos, and
pictures. Instagram, TikTok, Pinterest, and LinkedIn are all other options to create an
account on.

No matter which platforms you create an account on for your business, you need to
make sure you are posting relevant and relatable content. Plan your posts ahead of
time, and look into using a site (such as Hootsuite) to schedule those posts being
published.

Once you make a post, be sure to monitor the analytics so you can see what types of
posts perform better than others. Most social media platforms provide their own
analytics, or you can use additional software. You will also need to make sure to
respond to comments and personal messages in a quick and professional manner.

As always, don’t just post on social media to get posts out there. Share posts that
provide value to your customers. Whether it’s an employee spotlight post or a how-to
demonstration, make sure you are posting content that people want to consume. This
will increase your engagement with your followers.

5. Referrals/Discounts
Even though the internet has revolutionized the way we communicate and do business,
a good ol’ word of mouth referral is still one of the best ways to gain customers. Having
a good referral program in place is a great way to take advantage of this.

You can offer a discount for customers who refer potential customers to your roofing
company. For example, you can advertise that you will give $50 off of a service
whenever a new customer contacts you and says the name of who recommended them
to get in touch with you.

Referrals frequently happen over social media, not just in person. When people need to
find a reputable contractor to get a job done, they often post on Facebook asking their
friends if they have any recommendations. By having an established social media
presence as well as a good referral program in place, you stand a better chance of
being mentioned.

You can also encourage customers to leave positive reviews and post feedback about
their experience. When they do so, you can share their testimonies in your emails,
social media, and website.

6. Co-marketing
Co-marketing occurs when multiple companies share marketing opportunities. For
example, a roofing company and plumbing company might be able to co-market. Both
companies operate in the same niche and come in contact with potential customers for
the other.

Co-marketing is low-risk, due to the fact that companies in the same niche already
share similar target audiences. This increases the likelihood that customers for one will
become customers for the other. You can even offer specials and discounts for
customers who purchase services from both companies at the same time.

Companies can collaborate on a wide variety of marketing tactics and promotional

activity, which lowers the cost for both companies. Co-marketing also gives you the
opportunity to network with new people and demonstrates that you are community-
oriented.
Another benefit of co-marketing is the opportunity to exchange ideas with individuals in
a similar line of work who are not your competition. Collaborating with other like-minded
professionals will help you develop as a business person while also adding to your
marketing plan.

7. Content Marketing
Content marketing is another effective marketing strategy for roofers. An excellent way
to dip your toes into content marketing is by starting a blog for your company.

Blogging allows you to publish content frequently, which helps your online presence
stay relevant. As a roofer, you can write blog posts offering tips of roof maintenance or
ways to prepare your roof for a snow storm or a hurricane (depending on where you
live).

Creating fresh content offering your expertise and advice on all things to do with roofing
will establish your authority in the industry. When someone goes to research a question
they might have about their roof and your blog post shows up, it makes them more likely
to contact you directly.

Your blog strategy and social media posts can go together hand-in-hand. You can not
only share your blog on social media, but you can also break down blog posts and
create multiple social media posts from them.

Blogging adds an extra layer of personality to your roofing company and makes you
more relatable. You don’t need to be the world’s best writer, either. You just need to be
able to write well and write consistently. Publish blog posts on a regular schedule so
that your customers always have fresh content to refer to.

To brainstorm ideas for your blog, put yourself in your customers shoes. What roofing
issues do they most likely have? What questions do they want answered? What pain
points do they need addressed? What are some must-know tips they should have?
Once you know what information they need it will be even easier to come up with blog
posts.

As with anything worth having, building a high-value blog will take some time. It might
be a few months before you see an increase in business related to your blog, but keep
writing. Once your blog is established it will continue to increase your revenue and
provide you more leads to potential customers.
Another way you can engage in content marketing is to create a YouTube channel
where you post videos. These videos can be anything from a recent roofing project you
completed or to you pointing out issues with a roof that you are about to fix, showing
customers what to be on the lookout for.

A YouTube channel is a great way to actually show customers what you do every day.
Some people might hate reading and therefore will never read a single blog post, but
might be engrossed with every video you post to your channel.

YouTube channels and blogging are just two examples of content marketing. There are
other methods out there, but these two are easy to get started with and provide high
quality results.

8. Paid Advertisements
Before diving into paid advertising, make sure you do your research and establish a
monthly budget. Paid advertisements come in a variety of different shapes and forms.
One version is pay-per-click (PPC) advertising, which is where you pay a set rate for
every click your ad receives.

With PPC advertising, your ads will pop up in the search results page and on various
websites. When someone conducts a search containing one of your keywords, your ad
will pop up. Results from PPC advertising are the opposite of SEO results. With PPC
advertising, the results are instant but only continue for as long as you are paying for
them.

PPC advertising and SEO are powerful marketing tools when they are used to
complement each other.

Social media platforms also offer advertising opportunities. In addition to Google ads,
you can also run Facebook ads. For social media ads you can usually set a daily budget
and pick who you want the ads to be shown to a certain age group, people in a certain
geographic location, or those with a specific interest.

9. Postcards
Last (but certainly not least) is sending out a postcard in the mail. Direct mail is still an
effective marketing strategy. When someone receives a colorful postcard from you
containing visuals and high-quality graphics, they are likely to read it.
Postcards also can be placed on the fridge, where they will be seen when the recipient
has guests over. Postcards are even more personal than emails are, and elderly people
are more likely to read a postcard than they are an email.

You could also send a keychain or a fridge magnet. Tangible items promoting your
company and your roofing services are more likely to capture attention.

According to the Direct Marketing Association, sending direct mail is the 3rd best
marketing tool to use alongside email marketing. People are 90% likely to open and
view direct mail, as opposed to only being up to 30% likely to open emails.

10. Insurance: Top Roofing Marketing Strategy

Perhaps the greatest roofing marketing strategy of all is to have roofing insurance. By
having roofing insurance, you are protecting your company, your workers, and your
clients. Informing potential customers about the protections offered by your roofing
insurance can be one of your greatest selling points.

Protection for your client

Roofing insurance protects your client from any damage which might happen. For
example, equipment could fall from your roof and damage their wall, or a leak might
spring up. No matter what the damage is, the client will be able to file a claim and have
it covered by your roofing insurance.

Knowing this up front will give the client peace of mind, since they know they will not
incur any extra costs by having to repair property damage caused from the roofing
company. Accidents happen, and it is good to know beforehand that they will be
covered.

Your roofing insurance will also provide compensation to your client in the event of any
bodily injury. Not only does the insurance coverage provide for the initial medical costs,
it also will pay for other related medical expenses up to a specific dollar amount.

Having roofing insurance and educating the client on that beforehand demonstrates the
accountability and integrity of your roofing company. It shows that you have thought
ahead and are prepared for any unexpected incidents, and that you care about your
client enough to protect them.
Protection for your workers

Workers compensation will cover medical expenses for any worker injured on the job.
Additionally, workers compensation also provides the injured worker with wages while
they are unable to work.

As a roofer, you want to attract skilled and professional workers to represent your
company. Being able to offer workers compensation through your roofing insurance is a
great way to attract talented individuals to work for you. It shows that you care about
them and have a policy in place to provide for them financially should they get injured
while working for you.

Roofing insurance not only protects you from having to pay directly for injured workers
medical expenses and wages, but it also protects the client. Without roofing insurance
to pay the workers compensation, those costs might fall back onto your client.

By having roofing insurance, you can proudly advertise that you provide workers
compensation. This helps your workers and your clients, as well as helping your
company.

Protection for you

Roofing insurance also provides protection and benefits for your company. In the
unfortunate event that a client wanted to sue you, your roofing insurance policy would
pay out the settlement if your client won.

This knowledge will allow you to breathe easier, knowing that a lawsuit wouldn’t
bankrupt your company and put you out of business. Court costs can be expensive, and
having a roofing insurance policy implemented protects you from that.

Conclusion
An effective roofing marketing strategy does not require huge upfront costs or a large
budget. In fact, a rich strategy will bring in and retain more clients over time. Utilizing the
strategies mentioned above when developing your strategy will give you long term
success in turning potential clients into lifelong customers.
There is no one size fits all approach when it comes to marketing, as every roofing
company is different. Take the time to write out your specific marketing goals and then
use these strategies to create the perfect marketing plan for you.