As a roofing company, your goal is most likely to attract customers throughout the area you serve. However, the best way to reach these potential customers is not through traditional forms of advertising, such as TV ads or newspaper ads. The best way to reach these people is through the use of digital marketing. Not only does digital marketing allow you to compete with larger roofing businesses in the area on a level playing field, it’s also a very cost-effective way to boost your brand’s exposure.
The following are just a few digital marketing strategies that can help improve your roofing company’s brand exposure throughout your service area:
1. Target local search
The use of local SEO (search optimization) is vital to reaching your target audience in the area that you are serving. The reason being that search engines are able to judge intent extremely accurately, so if a homeowner searches “roof repair,” a search engine like Google will assume that they are searching for roof repair in their area. To optimize for these types of local searches, you should use the names of places in your keyword phrases. For example, “roof repair in Orlando.” To strengthen your local SEO even more, submit your NAP (name, address and phone number) to local directories, such as Yelp, the Better Business Bureau and Angie’s List.
2. Use PPC ads
PPC (pay per click) advertising is an excellent way to promote your roofing services, products or even content. You basically bid for a specific keyword that’s relevant to your ad, and then depending on who you’re competing with for that keyword, your ad will show up near the top of a SERP (search engine results page) when your keywords are used in search. You’ll only have to pay if the ad is clicked on. This can be really effective if you use locations-based keywords since users will be more likely to see your ad then the links listed at the bottom of a SERP.
You can even use PPC ads in order to judge the effectiveness of your chosen keywords. Ads that get the highest click-through rates are probably using the most effective keywords, which you can then use to optimize your on-site content.
3. Engage in social media marketing
Social media can be beneficial in a number of different ways. You can share valuable content with followers on social media in order to build trust and loyalty. Followers that like or share your content will provide you with free brand exposure to their respective social circles. You can also use social media as a way to reward customers (such as by giving followers access to exclusive promotions or deals) and notify customers (such as by sending out a message on Twitter notifying them of a certain limited-time sale).
Social media also works as a public relations channel since customers can directly communicate with you about any issues or questions. Resolving such comments can help improve your reputation for customer service in your area.
4. Use email marketing
Email marketing can be leveraged to keep your company in the thoughts of your leads, to nurture your leads into eventual customers and to send traffic back to your blog – just because someone has signed up for your email newsletter doesn’t mean that they visit your blog regularly, after all.
These are just a few digital marketing strategies that can be used to boost brand exposure for your roofing company in your service area. However, implementing these strategies requires time and effort, which is why local roofing contractors should consider hiring a digital marketing agency.