As a roofing company or contractor, you need leads to keep your business going—but you don’t want just any leads. You want high-quality prospects that are cost-effective and make sense. A contractor-focused agency knows the roofing industry and is more adept at sending the right customers your way.
A non-niched agency may be good at what they do in a general sense. They’re going to take more time to learn your language. A non-niched agency might get the word out there, but does it make sense to chase a $300 gutter job versus a $10k roof replacement?
Let’s look at some of the pros and cons for agencies that specialize in the roofing industry versus those that don’t. Then, we’ll explore why your roofing company might want to hire a marketing manager and how that person can work with an agency.
Non-niched agencies deal with a lot of different clients from various industries. This means they have expertise in-house. As a contractor, you’ll gain access to knowledge outside your industry that might be transferable. You’ll either work with a dedicated account manager or a team.
However, those account managers will have a steeper learning curve when it comes to your business. They may have general but not specialized knowledge. A non-niched agency may not understand how contractors operate and what prospects are beneficial for your bottom line. You may have to fight some pushback and break down barriers to get a non-niched agency on the same page.
Here’s where you can get the most bang for your buck. Spending money on advertising, marketing, and lead generation can add up quickly. You want to make sure you’re getting what you pay for and maximizing your marketing dollars.
A contractor-focused agency reduces the learning curve you’ll experience with a non-niched agency. They already know the business and industry jargon. You’ll get higher-quality leads that are within your service area. Plus, a contractor-focused agency knows how to reach your niche online.
The drawback to a contractor-focused agency is you might have to also deal with subcontractors. A lack of general knowledge could cause niche agencies to farm out some of that expertise. But if you don’t mind communicating with several people and dealing with a higher degree of coordination, the benefits of a contractor-focused agency can outweigh the negatives.
Hiring a Marketing Manager
So, with an agency on board, do you really need a marketing manager? The reality is you need both. No agency is going to know your business like an in-house employee. Marketing managers serve as the go-between the agency you select and your company’s objectives. A marketing manager will oversee the agency’s work and intervene when it goes off track or isn’t matching what you hope to accomplish.
What Is the Role of a Marketing Manager?
The role of a marketing manager is to act as a transmitter between a contractor, an agency, and the client. As an in-house position, a marketing manager should know the ins and outs of your company.
A marketing manager is going to drive the content your business puts out there to attract leads. Although they’ll work hand-in-hand with an agency, a marketing manager advocates for and directs the type of content an agency produces. Both the manager and agency formulate ideas based on research and previous successes.
Marketing managers also work with your company’s subject matter experts, communicating content needs with production managers and employees. Managers typically have expertise in identifying target markets, market analysis, and developing comprehensive marketing plans. They’re willing to get out in the field and get the behind-the-scenes footage that shows how well your company can get the job done.
They should also manage your presence online, know SEO, and speak the language of both the agency and you, the contractor. Most contracting company owners don’t have time to spare on agencies and marketing, so a manager or marketing assistant can take over this role.
For smaller companies, hiring a marketing assistant who can also do administration work is often a better choice. They can work with an agency and generally help the contractor run their business smoother.
In the end, it’s better to go with a contractor-focused agency that knows the industry. Otherwise, you’ll stress out your marketing manager. They’ll spend too much time getting a non-niched agency up to speed instead of attracting the leads you need.