As a roofing contractor, you need a reliable way to bring in new leads for your business consistently. One of the questions you might ask yourself is whether it’s best to focus your efforts on digital marketing or invest in traditional marketing channels.
The answer is that you should do both. You can reach out to a broader audience of local homeowners if you have a solid online presence and use print marketing as well. However, it’s crucial to identify the top-performing channels so you can invest in marketing methods that work.
Here’s what you need to know about digital vs. traditional marketing for roofers.
The Consumer’s Journey Starts Online
An overwhelming majority of consumers use the internet to research products and services before making a decision.
With the right SEO strategy, you can put your content in front of these users and get more traffic for your website. Content like blog posts can inform users about common roofing problems and advise them about reaching out to a contractor.
However, targeting online searches about roofing problems won’t bring you many qualified leads since you’re casting a wide net. You need to use local marketing strategies to capture leads in your geographic area.
Top Strategies for Using Digital Marketing to Reach Out to a Local Audience
When comparing digital vs. traditional marketing for roofers, traditional methods have an advantage. These strategies will help you increase awareness of your business on a local scale.
However, you can achieve the same thing with the proper digital marketing methods:
- Optimize your website with keywords related to your service area. You can use your city, neighborhood, county, zip code, or the name of a local landmark.
- Incorporate local SEO into your content marketing strategy. You could, for instance, write case studies for your blog that mentions the city where the client lives or upload a timelapse video of your latest roofing project with your zip code in the video title.
- Claim your business listing on Google My Business and optimize it by adding a link to your site, your hours, contact information, images, and more.
- Look for mentions of your business in different directories. Claim these listings and make sure your contact information is accurate.
- Create social media pages with your address and service area.
- If you decide to use PPC ads or social media ads, use the suitable filters to target users in your area.
Why You Also Need Traditional Marketing
Overlooking traditional marketing methods would be a costly mistake. Here’s why:
- Print marketing can help you capture leads from the small portion of homeowners who don’t use the internet to research contractors.
- Seeing your name on billboards, flyers, mailers, and more increases awareness for your business and helps establish trust.
- Repetition is key in marketing. People will be more likely to remember your name and the services you offer if they read about it online and see this information again via another channel.
- You can use traditional marketing to highlight your connection to your community, for instance, by participating in local events or sponsoring a local sports team. These activities can be a differentiator.
Digital vs. Traditional Marketing for Roofers
You shouldn’t think of digital and traditional marketing as two opposites. Instead, you should look for ways to connect your digital and traditional marketing efforts. The result will be a more consistent presence and a better experience for your clients.
Here’s how you can connect the two:
- Use consistent language, colors, and logos online and offline to make your roofing business easy to recognize.
- Bring up your online presence when talking with customers and let them know you would appreciate them leaving a review or sharing your content on social media.
- Your social media presence is essential because homeowners will be more likely to trust you if they see people they know liking your page or mentioning your business.
- You can feature reviews and testimonials from local customers on your website as social proof.
Use Both for the Best Results
As a roofing contractor, you can benefit from developing your online presence and using traditional marketing channels to reach local homeowners. Remember that your online efforts should prioritize local SEO and that you should not approach digital and traditional marketing as two separate processes.