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Should You Consider Doing Some Marketing Focused on the Holidays?

Christmas roofing marketing focused

Depending on what type of service or product you’re trying to sell, digital and offline marketing can both be very successful and helpful during the winter holidays. Even businesses that don’t normally benefit so much from the holiday spirit, such as construction and roofing companies, can still find great  deals and sign up for new projects if they do some holiday focused marketing.

 

Holiday themes can be used quite successfully in marketing, if you play your cards right. Here are a few ideas from a roofing SEO company that can illustrate this point very well:

 

  • People are drawn to holiday discounts which are frequently associated with Christmas-inspired designs and marketing campaigns. By simply coming up with such a campaign and lowering your price by 5% to 10%, you can already make a lot more sales.
  • Direct mail campaigns work great during the holidays, as you can wish people a Merry Christmas through ornate cards and fliers, and also present them with your best deals – a strategy that can work just as well in email marketing.
  • Holiday contests and giveaways are also great to attract new clients, as a lot of people actually go looking for them. You can advertise your contests on social media, and use them as a great marketing and lead generation method at the same time.

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Google Local Service Ads for Roofing Contractors – DIY

Local Service Ads screenshot

LSA Ads

The Google Local Service Ads program is a “Pay Per Lead” program where you pay for leads, unlike Google’s traditional offering of pay per click where you pay for each click. You bid on how much you are willing to pay for a lead. Roofing Contractor Marketing can help you if you would like to have an expert get you going.

Below is the process to get things underway:

Step 1: Verification for Google Guaranteed Status
The program starts with business owners getting their business “verified” with license, owner background, and insurance checks through Evident or Pinkerton to earn the “Google Badge of Trust.” You are “Google Guaranteed” once you are verified. There is no cost to be Google Guaranteed. After you are verified, you can then participate in the Local Service Ad program.

The Local Service Ad program is associated with your Google My Business (GMB) listing where your badge is displayed. The LSA program promotes your GMB reviews and business offerings. Your GMB listing is more important than ever, and you need to pay very close attention to all the elements inside of your listing – especially your reviews.

Step 2: Local Service Ad Account Setup
Next, you will enter the LSA Portal via https://ads.google.com/local-services-ads/. Here you will log in with the same login you use for your Google My Business login. Now you will begin to define the business leads you may be displayed for, the weekly budget, the geographic areas you want to serve, and some other details about your business.

While it is usually easy to set up initially, there is still work to get through all the setup, the verification process, and you should plan on this.

Google is shifting much of their attention to monetizing the GMB listing(s) so expect this area to continue evolving in importance and expect more costs from Google associated with it in the future.

Expectations: This is not pay per click. This is pay per lead. Which business Google serves in the top three boxes is their choice. You are not directly in control of this.

Variables for your LSA ad being served include:
Location of the person searching relative to your business location (Proximity)
Average review score – negative reviews hurt (Quality)
Responsiveness by business to the lead (Response and Performance)
Budget

Secret Variable and Expectation Caveat: This is not from Google but our experience – We believe there is a secret variable we call “click success,” meaning, “How many people choose your LSA ad, it closes, and you agree it is a lead.” This is what Google wants – nothing less.

Google wants successful leads since this is how they charge you and make money in this program. If the leads that they send you are disputed by you often and/or you don’t mark them in your portal as successful leads, we believe Google thinks you are not good at closing deals – so they stop or slow down serving your company ad in the program. They want to make the most they can from each lead, so they will optimize who gets the leads. This is not proven but purely anecdotal and logical. It is a guess from our successful clients’ experience and not so successful clients who have seen diminishing returns.

Step 3: Managing Your LSA Leads
Your LSA portal also includes lead tracking. Google will provide a listing of all leads, and you can listen to the call to ensure it is genuinely a lead. Your company can dispute sales calls made through the LSA listing or any call that is not a lead. If Google approves the dispute, you are not charged for it. Google is fair about disputes and will refund money for sales calls.

In this portal area, you can also add information about the lead. For example, lead name, etc., for you to track it along its sales path at your company. Google also gives you categories to place the lead to track its journey. You will need to play with this to get a better sense of how it can fit your lead tracking methods.

Expectations:
Google is changing the options inside the program regularly. By the time you read this, something will have changed. This is pay per lead – which is a compelling concept. The challenge is the lack of control the business owner has on lead volume.

Google has added a bidding system to the program, which is relatively new. How this will evolve is to be determined.

Roofing Contractor Marketing manages tons of these LSA accounts, so we are experiencing the ongoing changes daily. The LSA program is another good option, though it gives you less control than pay per click. We look at this as part of a complete online marketing effort that includes local SEO, Paid Ads, Display Ads, Social Media Ads, and LSA Ads.

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Should Your Roofing Marketing Still Be Active During the Holidays?

SEO Roofers Marketing Holiday Season

For roofers, marketing is an important part of the SEO for roofers solution when considering how they can promote themselves to reach as many people as possible. If you own a roofing company, you will need roofing marketing to promote yourself, reach your audience, and find new clients.

 

Now, the holidays and winter in general is rumored to offer somewhat limited options for roofers trying to find projects to work on. However, that isn’t necessarily true in all cases, as you’ll see that there are plenty of reasons to keep your roofing marketing active during this time:

 

  • Emergency jobs are available in even greater number sometimes than in the summer or fall, as winter temperatures drop and issues like ice dams tend to give homeowners a lot of trouble.
  • There are people looking for roofing experts to help them replace an old roof for less money. Since the demand for roofing is lower in the winter, you might have to lower your prices a bit, but you can still find a lot of work as well.
  • You’ll also find a lot of sellers wanting you to take care of their roofing issues before they sell their homes. A good roof can be very advantageous, after all, often greatly increasing the home value of even an older real estate property.

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How Often Should You Refresh the Content on Your Roofing Website?

Be Informed SEO Strategies Roofing Companies Benefit

Roofing websites don’t usually have as much content as some other contractor websites, but they still require a decent amount in order to rank high in search engine result pages (SERPs) and actually help to keep your business on the map.

 

As you might already know, search engines like Google favor fresh content. They will be, for example, far more likely to rank a website with new content higher than one with older content, if all other parameters are pretty similar. So, if you update your site more frequently and add relevant, new content on a regular basis, you have a better chance to rank higher, get noticed, and receive more phone calls from interested customers who want you to fix their roofs.

 

While you don’t have to go overboard, and you can maintain a few static pages that you don’t necessarily need to change – like your Contact and About page – it’s a good idea to maintain a blog or have a few dynamic pages (such as the frequently asked questions page) which you update on a regular basis with new information and advice.

 

Having a blog and a section on your homepage where you show snippets of your latest blog posts to enhance the roofing SEO effectiveness can be a great idea for keeping your website “fresh” and attracting the search engine crawler more frequently. That way, your blog won’t be the only one targeted, as your homepage will also appear quite frequently among the highest ranking and most frequently updated pages on the relevant SERPs you’re aiming for.

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How Important Is the Content You Have on Your Roofing Website?

Owning a roofing website can be somewhat of a hassle, especially if you’re not used to working with computers. However, in this day and age, digital promotion methods are more important than ever, and you might find that your website will become like a central information hub for many customers and prospects who could consider your services in the long run.

 

As you might imagine, the content you put up on your roofing website is very important. It will basically reflect what you have to offer and how your company does business. It will also provide your customers and leads with a first taste of what it might be like to do business with you, and with a first impression that could guide you towards or away from your business when comparing what you offer with competing companies.

 

Your web content is also tracked by search engines, which use it to rank your website higher or lower in search engine result pages that internet users might encounter when searching for a roofer. So, as your intuition might already be telling you, it’s very important to target local search phrases with your SEO roofing tactics and build your content at least partially around search engine algorithms to ensure that as many people as possible can find your site.

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