Roofing Marketing Strategies for 2023: Get More Leads & Clients

Are you a roofer looking to optimize your presence online and reach more potential customers? If so, you're in the right place! In this article, we'll be discussing the key steps and strategies you'll need for creating a successful roofing marketing campaign in 2023 and take the roofing industry by storm! We'll review the basics first like, what is roofing marketing, how you market a roofing company, and how much you should spend on your roofing marketing campaign.

Then we'll dive into the more detailed sections and talk about the most effective digital and traditional marketing tips for roofers to use, such as:

• roofer SEO
• email marketing,
• content marketing
• pay-per-click advertising
• radio or television ads
• commercial roofing marketing

Using these marketing strategies, roofers can increase their brand awareness, gain trust with potential clients, and maximize their visibility on Google Maps – all leading to more success and profit.

Short Summary

• Roofing marketing involves the promotion and sale of roofing services and products through various forms of advertising to foster strong customer relationships and increase lead acquisition.
• A comprehensive marketing strategy should be implemented, allocating between 2%-10% of revenue towards marketing, to maximize return on investment.
• Roofers can maximize their marketing efforts with a mix of digital and traditional tactics such as SEO, email marketing, content creation, and more, to reach potential customers and increase leads.

What is Roofing Marketing?

Marketing roofing services and products involve the promotion and sale of such services and products through various forms of advertising and publicity. Roofing marketing is a key factor in developing a strong customer base and fostering long-term relationships with clients. The best marketing ideas for roofing start with name and brand recognition, truck wrapping, yard signs, social media presence, roofing website content, local directory listings, a positive reputation, and social referrals.

When it comes to roofing marketing, some essential digital marketing strategies include SEO, Google and Facebook ads, content marketing, door-knocking, billboards, newspaper ads, and radio/TV spots. Additionally, traditional marketing tactics, such as truck wrapping, yard signs, and social media accounts, can be effective in boosting brand visibility. Establishing a presence on Google by claiming your business is an important initial step to promoting a roofing company. Exploring a variety of roofing marketing ideas and staying abreast of the latest trends in digital marketing can help to ensure long-term success in roofing marketing. Engaging a roofing digital marketing agency can be advantageous in terms of increasing lead acquisition and generating greater revenue.

Tools such as Google Keyword Planner, Moz Keyword Explorer, Ahrefs Keyword Generator, and SEMrush Keyword Magic. The tool can be very useful in finding the best keywords for a roofing business. Utilizing these resources can help you improve your online marketing strategy. It is advised that roofing websites should have a webpage loading time of no more than 2 seconds. Mobile-friendliness is a key ranking factor for roofing websites, as Google indexes mobile versions of websites, and mobile traffic accounts for approximately half of all online searches. Backlinks serve as an indication to search engines that other sources are endorsing your content, thus aiding search engines in determining which pages are of importance.

There are a variety of approaches that can be taken to promote roofing services. Follow-up is essential for converting online roofing leads into actual appointments or sales. Social media can be used as an effective marketing tool by posting visuals of the team in action, amplifying positive customer experiences through retweets, and running contests or giveaways to engage with potential customers. A roofing business can capitalize on SEO to generate more leads by optimizing its website to improve organic rankings and targeting relevant keywords to its specific geographic area and surrounding areas. Targeting the right keywords and geographical regions can help a roofing business boost its online visibility, leading to an increase in leads and sales.

How Do You Market a Roofing Company?

CinchLocal is an internet marketing company that specializes in the roofing industry and plays a vital component to your help boost your roofing brand visibility and generate leads. It is generally recommended that roofing companies allocate a minimum of $1,500-$3,000 per month for marketing purposes. To successfully market a roofing company, the owner should focus on digital marketing techniques such as Search Engine Optimization (SEO), Local SEO, Google and Facebook advertisements, content creation, direct outreach, billboards, newspaper advertisements, and radio/TV commercials.

Having a properly optimized roofer website design, that has a clean professional look with clear call-to-actions and that showcases your positive reviews is essential for roofing companies because it helps to build trust with potential clients. Client reviews are essential for roofing companies because they also help demonstrate your company's ability to provide reliable and timely services. According to a recent BrightLocal study, 87% of consumers use Google to check out local businesses, and it's the most trusted reviews platform across all industries...so you should definitely work it into your post-sales routine to gain new reviews. 

Additionally, creating effective internet marketing for roofers by creating unique content and optimizing the company's online presence can help you generate more leads and draw attention to roofing services (and service areas) that your company provides.

How Much Should a Roofing Company Spend on Their Marketing?

Generating roofing leads are essential for a roofing company's success. Each lead that a roofing company generates, represents a potential customer who has expressed interest in their company and their services. Without a steady stream of leads, a roofing company will have no prospects to convert into paying clients.

When formulating a marketing strategy, a roofing company should assess its revenue, target audience, competitive landscape, and desired outcomes to determine the appropriate budget. It is generally accepted that B2B companies should allocate between 2%-5% of their revenue towards marketing, while B2C companies should allocate between 5%-10%. However, your roofing company's budget for your marketing spending will all depend on the revenue you generate and your desired marketing goals and objectives.

Also, every good roofing marketing strategy will always require continual monitoring, testing, and optimization of campaigns, websites, content, and your social media presence to make sure it's delivering your desired return on investment (ROI). A wise roofing company owner should mentally prepare themselves to invest a percentage of their gross income for at least 1 year in order to start and maintain a successful marketing campaign.

What Are Roofing Leads & How Do I Generate Them?

Roofing leads are local individuals who have expressed interest in a roofing company's products and services, either by submitting their contact information via an online form or by making a phone call. Roofing leads are essential to the success of a roofing business because they signify potential customers who have already expressed interest in a roofing company's offerings, thus increasing the likelihood of them becoming paying customers.

Roofing leads can be generated through a variety of marketing strategies, including search engine optimization, email marketing, content marketing, pay-per-click (PPC) advertising, billboard promotion, print advertising, radio/television spots, door knocking, direct mail, and online directory listings.

Examples of roofing leads include individuals who have expressed interest in a roofing company's services or products by submitting their contact information through an online form or phone call to request a quote or additional information.

What Is Commercial Roofing Marketing?

Basically speaking, commercial roofing marketing involves the promotion and advertisement of commercial roofing products and services to business-to-business (B2B) customers. This type of marketing plays an important part in any successful roofing business because it helps roofing professionals reach their target market and increase the number of their leads. Digital marketing offers commercial roofing businesses the opportunity to target their advertising, boost their visibility, and track and assess the success of their commercial marketing campaigns.

Additionally, marketing techniques such as LinkedIn, call-only ads, Facebook Ads, directories, and Google Maps marketing can be utilized to increase the reach of your ideal commercial roofing business clients. Traditional marketing strategies can also be advantageous for commercial roofing businesses. For example, billboard promotion, print advertising, radio/television spots, door knocking, and direct mail are all viable methods of increasing your visibility and generating more leads.

Digital & Traditional Marketing Tips for Roofers

Marketing for roofers offers a range of advantages, including generating leads and clients, raising brand recognition, and providing a competitive edge. Digital marketing provides roofers with the opportunity to expand their reach, target specific customer groups, monitor their marketing activities, and generate leads at a more cost-effective rate than traditional marketing methods.

There are a number of marketing strategies roofers can employ to maximize their marketing efforts, both digital and traditional. Digital marketing tips for roofers include developing a professional roofing website, optimizing for local SEO, leveraging social media, providing promotional offers, and forming strategic partnerships with other businesses. Roofers should also consider creating content for their website, advertising on Google and Facebook, and engaging in email marketing. Additionally, investing in video marketing, developing a sound roofing marketing strategy, and creating a presence on online directories can also be beneficial.

Traditional marketing methods such as door knocking, billboards, newspaper ads, radio/TV spots, and print advertising have also long been used by roofers to promote their services. It is essential to select a reliable agency for marketing purposes, as opting for the wrong agency can lead to a loss of both time and money.

By employing a mix of Internet marketing for roofers and traditional marketing tactics, roofers can reach their potential customers, increase their leads, and build a successful roofing business.

Search Engine Optimization

Search Engine Optimization (SEO) is the process of optimizing a website to rank higher in a search engine in order to gain more organic traffic in the search engine results pages (SERPs). This is a key factor for roofing companies who want to gain more visibility online, attract more leads, and ultimately boost sales.

SEO is a long-term strategy that requires roofers to find a legitimate marketing agency (especially one that specializes in working with roofers) to utilize the latest marketing strategies in order to increase your website’s ranking in Google Maps and their organic search engine results.

Effective SEO strategies for roofers include performing keyword research, optimizing website content, creating high-quality backlinks, and consistently publishing relevant and up-to-date content. Additionally, roofers should consider utilizing Google Maps marketing to ensure their website shows up in the Google Maps 3 pack when customers search for local roofing services.

Email Marketing

Email marketing offers roofing companies many advantages, including a high return on investment, the ability to create personalized communication with potential customers, and the capacity to increase brand recognition. In order to maximize the success of their email marketing campaigns, roofers should employ newsletters, promotional emails, and important company announcements.

Maximizing email marketing efforts for roofers in the U.S. requires personalizing and customizing emails based on the subscriber's behaviors, which has been proven to significantly increase sales. Roofing companies can gradually build a database or segment a list of all the email addresses they will use for their email marketing campaign(s).  Roofers can easily generate a list by incorporating a lead capture form on their website, adding an opt-in for a newsletter, enticing visitors with a discount or coupon, etc... This will enable roofers to easily build an email list of their website visitors who have already expressed interest in their content or roofing services.

Content Marketing

Content marketing is a vital strategy that smart roofing businesses use to generate leads by creating and distributing helpful content such as blog posts, videos, ebooks, podcasts, and more. This approach can help to increase brand awareness, build trust with your potential customers, and ultimately drive more leads to your website. Content creation and distribution are the two primary components of content marketing for roofing companies. Crafting content can be a daunting task for roofers that have limited experience in media production while also trying to distribute your content on various platforms requires a comprehensive understanding of syndication platforms, such as news outlets, various social media channels, podcast directories, video sites, slide directories, etc...

Social media marketing can be a highly beneficial tool for roofing companies, particularly on platforms such as Facebook, Instagram, and YouTube. Through the creation of engaging video content, roofing professionals with sales experience can easily increase brand awareness and generate engagement.

Another strategy that works really well that roofing companies can use is creating engaging blog posts that target specific 'roofing' keywords. Roofers can leverage free keyword research tools, such as Google Keyword Planner, to identify long-tail keywords for their blog posts. Additionally, creating informative articles that provide valuable information to their audience can help drive traffic to their website and keep visitors engaged. Example: By writing an article discussing the importance of nail placement on shingles can be informative and help earn trust with potential customers.

In order to optimize content for Google's latest algorithm update, roofing companies should always focus on creating content that is informative, helpful, engaging, and localized.  Having this type of 'long-term' strategy will always help build trust with your potential customers and with Google.

Pay Per Click (PPC) / Online Advertising

PPC advertising is an online marketing technique that enables roofing companies to generate leads quickly. It involves creating ads and landing pages tailored to the intended audience, which should include a clear call to action.

While PPC advertising can generate leads in the short term, it cannot replace SEO as a long-term branding tool. Furthermore, tracking the results and expenditures associated with PPC advertising can be challenging.

Therefore, it is important for roofing business owners to carefully manage their PPC campaigns to ensure that the results justify the cost.

Billboard Promotion

Billboard promotion is an effective marketing strategy that utilizes large-scale print or digital advertising boards, commonly referred to as billboards or hoardings, to promote a brand, product, or campaign.

In order to create an effective billboard promotion, roofing companies should consider the following tips:

• keep the message simple, short and easy-to-read
• select a billboard location in a heavily trafficked area
• utilize bold, contrasting colors, or have eye-catching graphics
• include a call-to-action that motivates potential customers to contact the company.

Using billboard advertising to market your roofing company is a highly effective way to promote your roofing business and boost your brand and customer loyalty.

Print Advertising

Print advertising is another effective form of promoting your roofing company because it allows you to reach a wide audience at a relatively low cost. You have lots of options to choose from when selecting different types of print advertising such as business cards, door hangers, newspaper ads, billboards, mailers, and flyers.

To make sure that your print advertising is effective, roofing companies should focus on targeting local audiences, as well as include high-quality visuals and content. A good graphic tool for this is Canva. Using Canva will give you save money by creating your own print and social media graphics.

Radio / Television Spots

Radio and television spots are short-form advertisements broadcasted on radio and television channels that typically range from 30-60 seconds in length. These spots are designed to reach a broad audience with the goal of promoting a product or service, making them a beneficial tool for roofing companies to increase their visibility within their local area and generate more leads.

The advantages of radio and television spots for roofing marketing include the potential to reach a wide audience, the ability to increase brand recognition, and the creation of a memorable message. However, there are some drawbacks to consider, such as the high cost, the difficulty in targeting specific demographics, and the limited time available to convey a message.

To create effective radio and TV spots for roofing marketing, strategies such as crafting a concise and impactful message, utilizing visuals and sounds that capture the attention of the target audience, and including a clear call-to-action should be employed. Paid advertising, digital marketing strategies such as Google Ads and social media, and utilizing a marketing agency to create video marketing and social media posts are also useful when creating radio and television spots to optimize marketing efforts.

Door Knocking

Door knocking is a direct selling approach that involves sales representatives visiting potential customers in their homes to present their products and services. It is an effective marketing strategy that allows brands to create a personal connection with potential customers and gain immediate feedback.

While door-knocking does come with the risk of rejection, there are strategies that roofing companies can employ to ensure successful campaigns. The primary benefit of door-to-door marketing is the opportunity to create a personal connection with potential customers, as well as the ability to receive immediate feedback.

To successfully execute a door-knocking campaign, roofing companies should target specific neighborhoods or demographics, prepare a script or talking points, present themselves professionally, and respect people's time and privacy. Additionally, following up with potential customers after the initial visit is crucial in order to generate qualified leads and build customer loyalty.

Direct Mail

Direct mail is a type of marketing that involves sending physical mail directly to potential customers. Snail mail is one of the oldest forms of marketing and is still used by many roofing businesses today. Direct mail campaigns usually involve sending flyers, brochures, handwritten sales letters, and other promotional materials to their target audience. It can be used in combination with other marketing techniques, such as email campaigns, to create a more 'omnipresent' marketing strategy.

One advantage of using direct mail is that roofers can send sales letters to highly targeted customers in specific areas to help them generate more leads and boost their sales. Creating customized 'strategic' letters based on new home renovations,  before storms, and after storms can trigger new business and have a huge impact on your roofing sales. Also, it can be difficult to accurately measure the success of a direct mail campaign because it's not easy to track so be sure to add a trackable phone number, QR code, or specific URL to keep an eye on your vital statistics.

Get Listed in Online Directories

Being listed in online directories that include your Business name, address, phone number (NAP), and website URL is a great way to boost your online visibility in Google Maps and increase exposure for a roofing business. This can lead to more organic growth and potential customers discovering the business, as well as improving its search engine rankings.

Google Maps marketing is an effective way for roofers to draw in local customers, which can be achieved by optimizing their listing with relevant keywords, photos, and videos. Additionally, to maximize visibility on Google Maps, businesses should make sure their name and description contain relevant keywords, upload high-quality photos and videos, encourage customer reviews, and check that their business information is accurate.

By following these strategies, roofers can ensure their business is easily discoverable by potential customers searching for services in their local area.

Google Maps Marketing

Google Maps Marketing can provide numerous benefits for roofing companies looking to increase their visibility at the very top of the local search results or what is referred to as the Google Map 3 pack. When optimizing your Google Business Profile listing, roofing companies can include precise and current data, such as your category, sub-category, images, posts, Q&As, and reviews, which can help improve the business’s ranking in Google's map pack and local search results so you can attract more potential customers when they need your roofing services.

Why Is Google Maps Important?

Ranking in the coveted Google Map 3 pack can be an absolute game changer for roofing companies because it accounts for 70% of all local search inquiries. Creating a proper Google Maps marketing campaign will give you a better return on investment (ROI) than Google Adsense because

1. People don't trust ads as much
2. The lion's share of traffic comes from Google maps
3. You can target all your 'money' keywords and are not limited by an expensive Adwords budget
4. Potential customers are typically 'pre-sold' on your services after reading reviews

If you're going to be the "Best" roofer in town you have to become #1 in Google Maps...period. So might as well start now and in 3-5 months you can start getting way more phone calls and truly becoming the #1 roofer in your city.

In order to have this done the right way, roofing companies can hire a "generalist" digital marketing company or a Google Maps marketing agency...it is rare to find a Roofing marketing agency that is also a Google Maps marketing specialist. However, it just so happens CinchLocal is a roofing marketing agency that specializes in helping roofers conquer their area and even increase their radius within Google Maps.

By leveraging the power of Google Maps Marketing, roofing companies can increase their visibility, draw in more customers, and boost brand recognition.

Answer Questions of Your Potential Customers on Your Website

Responding to potential customer inquiries on your business website is an essential part of digital marketing services that can help you generate qualified leads and create satisfied customers. By providing prompt and comprehensive answers to customer inquiries, you can demonstrate your expertise and commitment to helping, which can foster trust and credibility with potential customers.

Co-marketing is another effective way to expand the reach and answer customer questions. This involves forming strategic alliances with other businesses in the same industry that target a comparable demographic but provide distinct services. By partnering with these businesses, you can amplify your reach and visibility to potential customers.

HARO (Help a Reporter Out) is a platform that facilitates collaboration between journalists and sources for media purposes. By responding to pertinent queries on HARO, roofing companies can gain greater visibility and position themselves as authorities in their domain.

The Google Helpful Content Update has placed a greater emphasis on experience, expertise, authority, and trustworthiness (E-E-A-T) in search rankings. By providing helpful content and responding to customer inquiries, roofing companies can enhance their E-E-A-T and improve their search engine visibility.

Summary

Roofing marketing has come a long way over the past decade and is now an indispensable tool for roofers looking to increase leads, boost sales, and enhance their brand. To effectively market a roofing business in 2023, it is recommended to allocate between 2-10% of your revenue towards a comprehensive marketing strategy with the help of digital tactics such as SEO, online ads, content creation, email marketing, social media promotion, and more, as well as traditional strategies such as door knocking, billboard promotion, print advertising, radio/tv spots, direct mail, and getting listed in online directories.

Google Maps and customer questions on company websites can also help drive traffic and build customer trust. Ultimately, the success of any roofing marketing strategy lies in finding the right combination of techniques that works best to achieve desired results in an ever-changing, competitive landscape.

Frequently Asked Questions