Outline for The Ultimate Roofing Marketing Plan

I. Define Unique Selling Propositions (USPs)

1. 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.
2. 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.
3. 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

1. 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.

III. Establish a Weekly Rhythm for Marketing Tasks

1. 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.
2. 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.
3. 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

1. 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.
2. 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

1. 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

1. 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

1. Drive Google Reviews Aggressively
   • Run contests and implement automations to encourage customer reviews after jobs are completed.
2. 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

1. 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

1. 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.
2. Prioritize Multiple Lead Generation Strategies
   • Always run at least five lead generation strategies, both digital and traditional, to maintain a diversified, results-oriented approach.