In the 1920s there was an artist, Waldo Pierce, who gave his hotel concierge a small turtle as a gift. The concierge was very fond of the turtle and cared for it as it grew rapidly over the next few weeks. As the turtle grew, so did her happiness. She showed the turtle off to the neighborhood, proud of how quickly it had grown.
One day she noticed that the turtle seemed a little smaller than usual, the next a little smaller still. Over the next few days, the turtle had shrunk back to his original tiny size. The concierge was mystified and concerned. One more day and the turtle might have shrunk into nothing. The artist, Pierce, finally confessed to the concierge, he had been switching out the turtles at every chance he could.
A lot of the time, all we see is what is happening in front of us. We see the turtle grow larger and smaller. But behind the scenes, there is a lot more at work. Being a roofing company owner can be like that. Sometimes your roofing company grows and other times it shrinks and you might not understand all of the reasons that are causing it.
A digital marketing campaign can help your business grow and you don’t have to understand all of the details that are going on behind the scenes. At Roofing Contractor Marketing, we know the roofing industry, how competitive it can be, and the particular challenges you face. We are also digital marketing experts and understand everything that goes on in the background that makes your business grow.
One of the main challenges many roofing company owners face is finding new clients. The roofing industry is highly competitive and companies are always fighting to win their next client. One of the easiest ways to see how you are doing in that fight is to get on Google and type in roofer in “your city”. What companies show up on that first page? The businesses listed on the first page are using SEO tactics.
More than likely the first four results that you see will all likely say “Ad” next to them. That means these companies are paying money and fighting for those top positions. The next thing you will see is probably a map showing a few local results near your location. Below the map, you will see what is known as the organic search results. It might be called “organic” but there is a reason those sites are showing up. That reason is Search Engine Optimization or SEO.
Have you seen your business listed yet? Keep scrolling. Did you make it on the first page?
If you don’t see your business’s website on that first page that means that your potential clients aren’t either. They are only seeing your competition. Guess who is getting the most leads? The people who are on the first page.
Getting on the first page requires an understanding of the ever-changing Google algorithm that ranks websites. To get an idea of the many factors that come into optimizing a website, take a look at Search Engine Land’s Guide to SEO.
All roofers know that to complete a job correctly, you need to have the correct tools and they need to be in good working order. You wouldn’t use a broken ladder to climb onto a roof and you shouldn’t use a broken website to market your roofing business.
If your website wasn’t designed properly or hasn’t been refreshed in a few years, you are due for an update. Not updating your website could be costing your roofing business money right now.
Your website is often times the first look potential clients get of your business. If they find their way to your page, you don’t want to scare them off by having a site that looks like it was made in 1995. The design should be catchy enough to draw users in but not so flashy that people get lost in the content.
___ PAGE SPEED:
One of the most important metrics for your site performance is how quickly it loads. The longer your page takes to load, the more likely your clients are to go somewhere else. This metric also affects how well your page ranks with Google and Facebook, both sites will penalize your site for loading slower by moving you below your competition.
___ RESPONSIVE DESIGN:
You won’t know what your clients are going to be viewing your site with—desktop, mobile, tablet—so your site needs to be responsive and optimize its display accordingly. Look at your website on your phone, is it easy to read and navigate through? Does it load quickly on mobile? If not, people are leaving your page before they can convert.
___ CONVERSION RATE OPTIMIZATION:
A website should guide the user through the pages of your website in an intuitive way. They need to find the information they are looking for before they knew they were looking for it. Each page should inform them and move them closer to the crucial conversion point. Whether you are looking for them to hit “buy now” or “fill out a contact form” our web team understands how to guide the user through the experience.
At Roofing Contractor Marketing, we know how to build you a better roofing website that drives lead generation for roofing contractors. If you’re concerned that your roofing website is underperforming, click here for a FREE Complete Website Analysis. Our professional team will give you an overview of your site and show you how our team can help your site perform better and bring you more leads.
A marketing plan is an essential tool for your roofing company.
Clear strategies that are written down and shared with the rest of the team keep you all focused on success.
Developing one will help you think about what makes your roofing company unique from others and how to get the message out to your desired audiences through a variety of channels (social media, website, etc).
A MARKETING PLAN HELPS YOU BE STRATEGIC
Just as you would plan for other aspects of your roofing company, thinking ahead about your marketing efforts is key to staying competitive, in a competitive roofing industry. By plotting your marketing strategies ahead of time, your roofing company will run more smoothly and your efforts are more likely to pay off.
A MARKETING PLAN HELPS YOU STAY FOCUSED
Your marketing plan is a map to guide you toward your goals, one that will get you there on time and with minimum stress. A plan will help you coordinate your efforts and be more PROACTIVE. With it, you are more likely to be realistic about your time and energy. A plan will help you stay organized and on track throughout the year. Your marketing is more likely to get done when you take the time to identify two important factors:
What you want to do
When you want to do it
WRITE IT ALL DOWN
Plan your efforts by first identifying your market and then letting it determine how to proceed. Which events and opportunities will help you accomplish your goals? Is it in your best interest to attend meetings that homeowners are involved in? Think strategically about where you need to be. Consider the roofing business you’re in and the natural cycles of the roofing industry.
A marketing plan may include:
PR (public relations) activities
USE A CALENDAR TO STAY ON TASK
Once you have identified the events and activities you and your roofing company want to target, incorporate your marketing plan into your current time management system. Some people find it easiest to use a wall calendar. Others like a desk calendar or a computerized program. Which will you use?
SET GOALS AND EVALUATE YOUR EFFORTS
Keep thinking about the marketing ideas you want to implement. Determine how to implement ideas, assign each a date for completion and then work backward from your deadline. Also, be sure to examine your ideas to see whether any can be used to achieve more than one goal. Think about your target demographic; whom you want to reach, when you want to reach them and how you’re going to do it. Then mark it on your calendar (see above paragraph). When you plan your marketing efforts and merge them smoothly with your other responsibilities and commitments, they are more likely to pay off. Make sure you do a monthly recap, as well. What went well? What didn’t? Did you miss any events? Did you learn anything from your efforts last month?
Creating and maintaining a marketing plan for your roofing company can prove difficult to those who have never done it before.
(NOTE: This case study is for a major roofing company. The name has been changed for security reasons, so for the purpose of this blog, we’ll call them, “X Roofing.”)
X Roofing became a client of Roofing Contractor Marketing in 2010. The simple goal then was to help them get found on Google and other search engines and produce an abundance of internet generated leads. Initially, a new website and search engine optimization was utilized. Over the years, Roofing Contractor Marketing has created and implemented more advanced digital strategies to help them become one of the most recognized names in roofing and help grow their business in their market area and beyond.
X Roofing originally started out with just SEO (Search Engine Optimization), and a new website (we are currently revamping their website again!). Later we added social media posting and marketing consulting. Now, they have grown even larger, and utilize many components of digital and cross-channel-marketing for optimal leads and market domination. Because X Roofing dared to go where no other roofer went, they have become a recognized brand in their market area.
Here’s the summary of X Roofing’s experience with Roofing Contractor Marketing:
Consistently increase internet leads (calls and contact form fills) with quality, targeted leads
Have a huge online presence on all internet platforms (desktop to mobile to apps)
Not being found on the internet
Non-local storm chasers entering the market
Non-local roofers dominating local areas online
Not being found consistently on maps/local
Managing local directory listings and optimizing
Website Designed for conversions
SEO – On and off page organic optimization
Maps/Local Organic Optimization
Paid Search – PPC (Pay-Per-Click)
Paid Local – Maps PPC
Internet Display and Retargeting Campaigns
Social Media Marketing
Paid Social Ads (Facebook and Twitter)
CRO – Conversion Rate Optimization
Dynamic Call Tracking
Review and Reputation Management
Hyper-targeted Storm Campaigns
When X Roofing first signed on as a client they had very little traffic to their website compared to their local competitors. Back in 2010, RCM’s goal was to design a site that would consistently get them more website traffic from SEO efforts. Not only did we meet the above objectives but we also consistently grow their website traffic. In October of 2010 they had 167 unique visitors to their site. In November of 2016 they had 7193 UNIQUE visitors to their site, making it their best site traffic to date! As all roofers know, November is not typically a busy month!
What do the numbers above mean? X Roofing received on average, over 100 targeted leads per month which equals more sales.
Incredible social media growth! By combining and promoting both their social efforts along with ours, they are ranked #1 on Facebook Insights for traffic, engagement and referral traffic!
Facebook stats for the month of November 2016:
X Roofing gained over 1000 new likes on Facebook Over 2 Million impressions on Facebook 46,820 Clicks 41,000 Engaged social users
X Roofing gained over 300 new followers Over 1300 Tweets Over 2000 clicks to website
Great SEO and social presence shows Google and other search engines that a website is an authority in their field – which also is a key factor for keeping their PPC costs to a minimum, and keeping them at the highly coveted top search engine results and social positions.
2016 has been X Roofing’s best year yet!!! X Roofing doubled their online advertising budgets for 2016 and the return on investment has paid off in spades! Their leads from 2015 to 2016 increased 687%.
Search engine marketing is constantly changing as SoLoMo (Social+Local+Mobile) marketing continues to become critically important for your businesses overall online authority.
What previously worked well for SEO last year – relevant content, keyword rich meta-tags and relevant inbound links – is not enough for high rankings on search engines. In 2001, the main online channels consisted of paid and organic searches.
In 2016 the main online channels include: organic search (SEO), citation management and optimization, image optimization, responsive or adaptive (mobile optimized/friendly) website design, content marketing, conversion rate optimization, inbound marketing, video marketing, video SEO, maps/local optimization, social media optimization, PPC, paid social, retargeting, voice search optimization (Ok Google and Siri), the list goes on and on.
In 2017 it will really take a village to implement and manage these strategies to help you achieve your marketing goals and ROI as the search engine’s intent is to present the best result to the consumer that is relevant to their query.
As local factors, search history, social authority and semantic have become so influential on search results, it’s critical for roofers to integrate all of these components into one strategy rather than developing individual marketing plans for each component in a vacuum. Therefore, the end result is a digital marketing campaign that reaches more users, encourages more engagement and ultimately drives a very high return on investment.
RCM (Roofing Contractor Marketing) specializes in roofers’ marketing efforts with fantastic references and recommendations about our partnerships with roofing companies.
X Roofing Owner’s written recommendation of Roofing Contractor Marketing on LinkedIn:
FULL MARKETING ANALYSIS
We publicize this case study to show what Roofing Contractor Marketing’s different strategies and efforts can do for roofing contractors and their businesses. If you’re overwhelmed with how to get the best out of your online presence, let RCM incorporate their strategies and techniques to get you the results you’re looking for.