Ever heard the quote, “If you’d like to gain a better understanding of return on investment, get into gardening“?🪴🌳 Yes, gardening and ROI share a similar concept since they both require a substantial amount of time to show their true beauty.
Marketing is one of the major factors that decide your success rate as a roofer irrespective of the size of your business, which is why you must have an in-depth understanding of your roof marketing Return On investment (ROI).💰
Your ROI simply means the revenue generated by your investment in marketing activities. By carefully analyzing and tracking your roof marketing ROI, you’ll be able to determine which marketing strategies are most effective and where to make subsequent investments for maximum returns.
Table of Contents
Should You View ROI on a Channel-By-Channel Basis or Collectively?
“Channels” here refers to either Facebook, Google, Billboards, YouTube, TV, and others. Most roofers need to decide whether to view their ROI as individual returns or collectively. They keep asking if they should be looking at their overall marketing spend or their investments in these channels and what they’re getting back.
Though a bit nuanced, we believe it’s better to look at the collective ROI. You have to make sure that nothing is hurting your ability to generate positive ROI. So if you have a channel that’s not productive, you might need to drop it, since it will only stand as an obstruction to your marketing strategy.
Take Advantage of KPIs!
Another way to approach the issue of tracking your roof marketing ROI is by tracking with the right Key Performance Indicators (KPIs). Say, you’re running Google ads, it’s important to understand what KPIs you should be looking at and tracking.
For instance, when dealing with Google ad campaigns, folks often fail to realize that the whole process will continuously operate differently even if you use the same keywords in the same market. Simply put, there’s just no cloning a campaign and getting a clone of the results.
So if you want your clients to take a customized approach or consider the little nuances of your business, never expect them to get it right on the first try. Instead, expect them to get the different pieces right. It’ll build up over time to the point where you start seeing good returns.
Summarily:
- Know the KPIs of the channels and establish them.✅
- Ask for what the KPIs should be.✅
- Find out how long it will take for you to get within a KPI.✅
- View your ROI collectively on all of your marketing spending.✅
How Do You Parse Out Where Your ROI Comes From? Work Backwards!
The fact that you’re to look at your roofing marketing ROI collectively doesn’t mean its sources are irrelevant. Amongst all those channels, billboards, Google ads campaigns, TV, etc, it’s vital to identify where your ROI originates from. 📌
To do this, you can look at the growth of your business as a whole and work backward. Identify those new things that you’ve been doing and then once again ask yourself, “Where are these within a KPI that I established?“.
Factors like your CAC or COA, and stuff like relationships and brand building are hard to quantify in the ROI equation. Instead, try to work backward to individual data points. Examples are:
- Your closing rate for the year compared to your closing rate in the previous years.
- The number of inbound leads you to get compared to what you got in the past.
- Your amount of website traffic compared to what you have had in the past.
- The number of customers you turned away during conversion.
The goal is not JUST to figure out the above metrics. It’s to allow these metrics to help you understand the effect of your investment on your business and how that effect can help you be more selective of customers.
How Often Should You Check Your Roof Marketing ROI?
The majority of your measurement of roof marketing ROI should be yearly and then when you zoom in, it should be quarterly. The only reason people are compelled to track their ROI monthly is because they’re usually billed monthly. However, that’s not how marketing works!
It’s not about the amount of content you make monthly, it’s about the inflow of new content in a larger time frame. Auditing monthly may not be very encouraging. Also if your business is forced to operate on a need of a monthly ROI, then you probably shouldn’t have invested in marketing; you should have invested in working harder or some other method to generate more leads.
It’s not going to be the Google ads or any other factor ALONE that takes you to the next level, it’s going to be the collaborative opportunities of all your optimized channels.
Take Over Areas Where Your Leads Are
If you get in an area, think of yourself as parachuting in from a plane! You need to set up a process that puts up your flags in as many areas as possible. Don’t just wait for a referral once you feel you’ve done a good job, go again and again till you get your desired results. Always put in maximum effort!
Take this scenario: you get jealous as a roofer when you’re driving because you see your competitor mounting about five-yard signs on a block. There’s a reason that this triggers you the most; It’s because they’re doing what you should be doing.
There’s no way a Google ad alone will get you multiple appointments on the same block. To achieve that, you need to add even more effort after the lead is generated.
Website Traffic vs Video Views; Which Is the True Marker of Roof Marketing Success?
The fact is, most folks don’t produce videos to promote their business. However, substantial amounts of video views stand as good metrics for those who make out time to produce these videos.
Because it’s very hard to get people to watch videos, the few video views many roofers get at the end of the day become inconsequential. Before you decide to make videos, you must understand that you’ll only be marketing your product or service to a tiny fraction of the market, like someone willing to watch a 10-minute video on how ventilation works.
Research has shown that a lot of video views are now being channeled into website traffic. Website traffic is also another good way to track an increase in your ROI. In today’s marketing, if you do good work in your branding, Google ads, SEO, yard signs, and the like, everything should lead back to your website. 🔄
Make Use of Call Rail
Apart from data points like your website traffic and closing rates, you can also use call rails to track your conversions. By
- going through every single lead, ✅
- listening to every single call, and ✅
- identifying your real leads, ✅
you can track that back to your closed deals with your clients. Only then will you be able to determine the monetary value of new businesses that you got for each quarter and their specific sources.
Final Thoughts
Many roofers don’t invest the maximum effort into their marketing, then go
“Oh, I don’t know why it didn’t work“. There’s no magic about success in the roof marketing niche, you’ll always need to FOLLOW YOUR MONEY WITH EFFORT!
Just one or two posts every two weeks are not going to cut it.🙂 If you’re going to invest in marketing, you need to make sure there’s no doubt in your mind that you did everything you could to make it work and to maximize every dollar that you invested. Only then can you make a sincere judgment on your roof marketing ROI.
In case you’re not aware, this is one of the services we provide here at Hook Agency. We have the means and also a skilled team to help you track and draw out a better analysis of your roof marketing ROI. Schedule a call with us today to learn more.
