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5 Things Roofing Companies Can Do to Keep Marketing in the Winter

SEO Marketing Sales Roofers

Are you wondering what you can do during the winter to boost your business and promote yourself? Here are 5 effective methods roofing contractors can use to promote their business and improve their chances of getting clients, even during or right after the winter holidays:

 

  1. Re-purpose your company for quick, emergency repairs. Wintertime is packed with problems caused by snow and ice, and if you respond quickly to your prospects’ roofing issues, they will definitely thank you for it.
  2. Another thing you can do is add some “holiday spirit” to your marketing campaigns. You can offer competitive prices for roof maintenance and repair, while creating a catchy, Christmas-themed online marketing campaign to reel in new customers.
  3. Create informational videos and advice posts on social media and well-known video sites like YouTube. You can promote yourself and your brand very effectively that way, and once things start moving again, you’ll be the first one that people call.
  4. Renew your website, and hire an SEO for roofers company to help you create an awesome online marketing campaign targeting clients who will need your help right after the holidays.
  5. Set up a roofing blog. These days a lot of people turn to the internet for information, whether because COVID doesn’t give them a choice, or the weather has gotten too cold to go out and talk to an actual roofer. A blog by a reliable local roofing contractor might be just what they were looking for.

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Is It Better to Start Your SEO Campaigns Before or After New Year’s Eve?

Christmas Greeting SEO Campaign Marketing

As another year is coming to an end, lots of business owners wonder about the idea of starting their marketing campaigns at the right time. Of course, holiday campaigns are great, but as more and more people flock to the “best” offers, and the competition between businesses is very fierce, it’s easy to be left out, and sometimes because of bad luck you might lose a lot of money on marketing campaigns that don’t work out at all.  It’s best to look at services from places like Roofing Contractor Marketing of Denver that can run effective campaigns to gain you business.

 

A better solution is to create marketing campaigns that you can launch right after New Year’s Eve and attract buyers who have been waiting for the discounts and clearances that normally arise at this time. A lot of businesses fail to sell their wares before the holidays are over, and as a result, they might lower their prices a great deal to do so after the new year. Disguised as such a business, your own business can provide a few discounts and use them to attract leads and sell high quality products or services without worrying about the competition.

 

You’ll find that your New Year marketing campaign can really take off, if you plan it right. You might even be able to continue using it into the first few months of the next year with exceptional success.

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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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