Ultimate Roofing Marketing Plan
Free Marketing Plan for Roofing Companies Webinar
We made this totally FREE Ultimate Roofing Marketing Plan,because we want to help you grow your roofing business!
🎥 Webinar Wednesday, November 20th at Noon Central
✍🏼 Workbook style accompaniment to follow along.
🛠️ Guided by experts in Traditional, Facebook and Google.
Is there you or someone on your team that would like to join in? Enter their info (or yours) below!
Outline for The Ultimate Roofing Marketing Plan
I. Define Unique Selling Propositions (USPs)
- Identify Differentiators
- Research and highlight three distinct factors that set you apart from competitors.
- Use customer reviews and feedback to uncover recurring themes.
- Create memorable and “sticky” phrases that capture each USP.
- Visualize the Homeowner as the Hero
- Develop a brand story centered on the homeowner as the main character.
- Utilize themes from Building a Storybrand to emphasize how your services help homeowners overcome challenges.
- Collect and Showcase Customer Testimonials
- Gather reviews and video testimonials focused on addressing common customer pain points.
- Position testimonials as the backbone of your marketing, continually putting the customer at the center.
II. Integrate Messaging Consistently Across Channels
- Roll Out USPs on All Platforms
- Ensure that the three core themes are visible across all marketing channels:
- Social media, video marketing, ads, postcards, yard signs, website content, SEO materials, and Google Ads.
- Create a cohesive look and feel, including consistent colors and iconography that visually represent your brand as high-end and distinctive.
- Ensure that the three core themes are visible across all marketing channels:
III. Establish a Weekly Rhythm for Marketing Tasks
- Set a Weekly Content Schedule
- Create a posting schedule with distinct weekly content:
- Two videos: one humorous, targeting customer pain points or using trending intros; another addressing a common sales objection.
- Daily social posts alternating among themes: team highlights, customer reviews, community involvement, before-and-after visuals, and unique aspects of your service.
- Create a posting schedule with distinct weekly content:
- Create Consistent Weekly Series
- Develop recurring themes to streamline content creation, such as:
- “What’s Wrong With This? Wednesdays” – highlighting common roofing issues.
- Establish at least three weekly series to ensure consistency and brand recall.
- Develop recurring themes to streamline content creation, such as:
- Metrics and Accountability
- Assign accountability to team members for specific marketing items.
- Set performance metrics, aiming for incremental growth (e.g., increasing leads by 15% year-over-year).
- Review metrics weekly, analyzing successes and increasing efforts when targets aren’t met.
IV. Drive Social Media Engagement and Referrals
- Target Ideal Customers and Increase Referrals
- Keep an ideal customer in mind when creating posts to maintain a personal, relatable tone.
- Include messaging aimed at increasing referrals, such as reminding past customers to refer friends.
- Leverage Personal Networks for Reach
- Encourage CEO, sales reps, and other key team members to post and interact in local Facebook groups to expand reach beyond company pages.
- Use a network of employees and partners to actively tag and recommend the company in relevant local groups.
V. Optimize Video Content for High Engagement
- Utilize Top Sales Performers in Videos
- Showcase team members who are successfully closing deals on video, on job sites, instead of office settings.
- Highlight real projects to make content visually engaging and authentic.
VI. Implement Paid Advertising and Training
- Consider Facebook Ad Outsourcing
- Outsource Facebook ads or have a team member learn ad creation and targeting.
- Use the Facebook Ad Library to study effective long-running ads for inspiration.
VII. Focus on Review Generation and Reputation Management
- Drive Google Reviews Aggressively
- Run contests and implement automations to encourage customer reviews after jobs are completed.
- Prioritize Key Marketing Channels
- Focus efforts on Google Ads, SEO, and Local Service Ads (LSAs).
- Ensure consistent oversight, regular meetings, and clear metrics for any in-house or outsourced digital marketing efforts.
VIII. Incorporate Print Media Strategically
- Execute Targeted Print Campaigns
- Consistently use yard signs and door hangers around job sites.
- As your business grows, increase postcard mailings in top zip codes and neighborhoods.
- Partner with services like Dope Marketing for print marketing as you expand.
IX. Maintain a Performance-Driven Approach Across Campaigns
- Establish Clear KPIs and Accountability Layers
- Track campaign performance with metrics that are both aggressive and manageable.
- Ensure regular oversight, with accountability from leadership to maintain high standards.
- Prioritize Multiple Lead Generation Strategies
- Always run at least five lead generation strategies, both digital and traditional, to maintain a diversified, results-oriented approach.