Search engine optimization and pay-per-click ads are two crucial building blocks of your online presence for lead generation. However, before you start investing in these two strategies, you need to build a solid foundation with these roofing marketing basics.
Start With Your Branding
A strong branding strategy will help people remember your roofing business and will also create a positive first impression:
- Choose a business name that is easy to remember and that reflects your business’ identity.
- Find out more about your competitors so you can pick a branding that differentiates you.
- Make sure your branding remains consistent across the different marketing channels you use.
- Details matter. Things like color schemes, logo sizes, font, or slogans need to be consistent.
Launch (Or Re-Launch) Your Website
One of the most important roofing marketing basics is a website that is practical and easy to navigate. Your web design should be engaging and reflect the identity of your business. Plus, your design should be mobile-friendly.
A strong content marketing strategy will help you educate homeowners about common roofing problems. There is a connection between content marketing and SEO, but you can start looking at strategies for developing quality content before you worry about optimizing this content for your SEO campaign.
A good place to start is to decide what kind of content formats you would like to publish:
- Blog posts are a great way to deliver bite-sized information to homeowners who are researching common roofing concerns.
- Video marketing can be a more engaging way to deliver this information. You can also show the progression of a roofing project for an exclusive behind-the-scenes look.
- Social media posts are a great way to stay in touch with your audience and let people know about new services you offer or promotional offers.
Design a Great User Experience
The kind of experience you deliver through your website and other digital marketing channels can shape the way users feel about your business. The overall feel of your digital marketing campaign can play an important role in the decision-making process of a prospect.
You can improve the user experience by making sure your site loads quickly and that information is easy to find. Make sure users can locate your contact information right away. Things like estimate templates can be a useful tool to help users get a quote.
Don’t Overlook Social Media
Social media can be an interesting way to generate leads. Some users will look for local contractors on Facebook and other platforms or might become aware of your business after seeing one of their contacts interact with your page.
You should create social media profiles on the platforms your target audience is likely to use, update your profile with images and contact information, and post updates regularly.
Google My Business
Google My Business is an online tool that Google uses to let business owners claim the knowledge panel that pops up on the side or at the top of regular search results when users look for local businesses. This panel will also appear in Google Maps searches.
Claiming your Google My Business profile gives you the possibility to manage your Google reviews, add content to your profile like images, and make sure that the information displayed is accurate.
Manage Your Online Reputation
Did you know that 25% of consumers trust reviews if they can find multiple reviews for a business? Reviews are an important factor that will influence the way prospects see your business.
The more positive reviews you have, the easier it will be to convince prospects to pick your roofing services. You should keep an eye on the reviews your business gets on different platforms. Respond to these reviews, make things right if a customer is unhappy, and thank the users who left positive reviews.
These roofing marketing basics will help you get a head start on building a strong online presence before you look into SEO and PPC. However, these different strategies aren’t a set it and forget it kind of thing. You will get better results if you actively monitor and improve these different strategies along with SEO and PPC.