If you own or manage a roofing business, generating quality sales leads can be challenging, but it’s absolutely vital to keep the doors open for growth. You probably aren’t an advertising or marketing professional, but you know it’s important to make every marketing dollar count, so what can you do to bring customers in without a huge budget and a marketing degree? The short answer is this: plenty.
Let’s walk through some proven strategies that will get your phones ringing and keep your sales and field crews busy growing your business.
1. Optimize Your Business for Local SEO
This can hardly be overstated. When consumers need services, the first stop is usually a search engine, and most don’t venture beyond the first page of results. This means if your business isn’t among the top results, you’ll get a lot fewer potential customers from Google. To work local SEO into your small business marketing strategy, you can start by optimizing for local listings and getting reviews. Both of these can help with visibility and to bring in more traffic. You’ll also want to incorporate website SEO strategies, like optimizing for “near me” search queries. People want to connect with businesses in their communities, and local SEO is one of the surest ways to make sure they find your business first.
2. Pay-Per-Click Advertising Gets Fast Results
Even if you’re unfamiliar with the phrase pay per click (PPC), you will most certainly be familiar with PPC advertising. PPC ads are the sponsored search results at the top of every search results page, and the sidebar ads you see on these pages. The concept is simple enough — you place an ad and pay when potential customers click through. Paid clicks outnumber organic clicks by two to one, and a whopping 41 percent of clicks go to the top three sponsored results on the first page. This can increase brand awareness in the mind of the searcher, but more importantly, the most qualified leads will be clicking. Leverage Google Adwords and Bing to target the right customers for your business.
3. Get in Their Mailbox
Email marketing is a great way to generate leads and communicate with your audience, especially for services like local contracting and roofing work. The average open rate for emails for the architecture and construction industry was 19.9%, the second highest open rate out of all industries. Email marketing can be an effective and inexpensive way to keep customers informed, promote discounts, and reach your mobile audience.
You can also combine an email campaign with a direct mail campaign to hit all audiences. Direct mail may seem old-fashioned, but it can still be effective – 79 percent of consumers will act on direct mail immediately, compared to only 45% who say they deal with email immediately.
4. Ally Your Business With Giants
Contractors like you, wherever your community may be, can benefit greatly from partnerships with household names. These “home improvement warehouses” are often the go-to resources for homeowners with projects in mind and partnering with them generates lots of business for lots of companies. There’s also the benefit of nationwide advertising, encouraging customers to use their trusted professionals. You can bet these companies use the most sophisticated marketing tools available, and for many people, using these services helps take the stress and worry out of hiring a contractor — one look at a services page lets customers know any businesses partnered with these giants are licensed, insured, and backed by a commitment to customer satisfaction and protection.
5. Being an Accredited Business
Having a well-maintained profile on trusted websites like the Better Business Bureau (BBB) can grow your business and your reputation. BBB has been around since 1912. In fact, a Nielsen report on the Council of Better Business Bureaus has shown:
- 7 out of 10 U.S consumers as familiar with BBB.
- 7 out of 10 U.S. Consumers are likely to consult BBB before hiring a service contractor.
- 8 out of 10 consumers familiar with BBB agree that it is trustworthy and helpful.
The BBB is well respected and well trusted and small businesses that have the BBB seal on their website instill a sense of trust, familiarity, and credibility with their customers.