Long-term marketing strategies

By Emma Peterson.

Five key ways to create a strong marketing foundation for your roofing company.

In the marketing world, trends can be incredible tools (and fun ones at that) that help raise awareness of your brand, but they’re all ultimately temporary. ABC Supply’s Jacqui Brueggeman explained, “When you look at marketing, just start with those simple, simple things and then create consistency with that. These are more of your low to no-cost type entry points into marketing tactics. Then, over time, you're going to get better at it and can get into all the trendy stuff, all that fun stuff.” In this episode of Roofing Road Trips®, Karen Edwards sat down with Jacqui to talk about how to build that simple and strong marketing strategy so you can then leverage trends as a fun, supporting actor.  

1 - Websites

In today’s digital world, a website is the bare minimum needed for any brand or company. Jacqui, who is the senior manager of marketing at ABC, explained, “Having that strong digital presence is crucial. It doesn't have to be this amazing work of art, just a basic landing site that delivers and speaks to your services. It speaks to who you are, what your brand is.” Consider a section that showcases your work and a contact page with a call to action. Once this is all in place, you will hopefully be able to get potential customers on the site and convert them into sales and leads.

2 - SEO

Once you start to get your footing with your website, this is the next crucial step to successful marketing in the digital world. Jacqui shared some tips, saying, “Really consider leveraging localized SEO by claiming and optimizing your business listings. This is on a variety of platforms, there's Google My Business and claiming those, your Bing, maybe it's on the Apple platform. But at its core, SEO is about identifying where all your business is showing up in the digital world, claiming those listings, optimizing them with keywords that are specific to your service and your local area.” This raises the visibility of your business in a very economical and organic way.

3 - Social media

Another great way to get organic interaction and raise your visibility is by setting up social media profiles. From TikTok and Instagram to Facebook and LinkedIn, these are great spots to show your work and interact directly with your potential customers. A lot of contractors find stepping into this world especially overwhelming, but it doesn’t have to be complex. Jacqui explained, “It doesn't have to be overcomplicated. It can just be as simple as just starting, putting something out there, your first picture, your first video of maybe going out at a job site and showing the experience of getting a new roof and what does that look like.”

4 - Reviews

A huge part of all of these strategies is facilitating that direct connection with customers and being able to show that to potential customers. Jacqui explained, “It's super important for potential customers to be able to see the experience of others and understand how others went through it and what their experience was. And so that's why it's so important to leverage social proof and the idea of sharing your before and afters and asking your customers for reviews.” One strategy for getting customers through reviews, both digital and word of mouth, is setting up a referral program!  

5 - Advertising

A step further is finding paid advertising opportunities. This might be Google or Facebook Ads that target the exact demographic you are looking for. But even this should tie back to your basics, like your website. Jacqui explained, “Maybe you pay for ads that target a homeowner in a certain zip code area. From there, you want the ad to drive them back to your website and get them to convert there.”

Read the transcript or Listen to the entire conversation for more about the basics of marketing in the roofing industry.