Top 5 Tips to Strengthen Your Brand and Business

By Colin Sheehan, RCS Reporter.  

Learn what a multi-departmental organization looks like and the importance of aligning your company under one brand. 

During a webinar hosted by Astec’s Kyle Ziebarth and RoofersCoffeeShop®’s Heidi J. Ellsworth, the two discuss what roofing contractors can do to walk more roofs in 2021. Of the 10 steps outlined in this informational webinar, five were developed by Heidi and concern marketing, technology and company development.  

You can implement these methods directly into your business and drastically improve your company’s lead generation and team communication that will create more opportunities for success in the long term.  

1 – Planning and goals 

Abraham Lincoln once wisely said, “If I only had an hour to chop down a tree, I would spend the first 45 minutes sharpening my axe.” That is what this first step is all about: conscious and deliberate preparation that will take your company’s vision forwards.  

This step incorporates gathering all of your teams under one multi-departmental organization. “So often we see marketing working on their own, sales working on their own, operations is doing their own thing, finance is finishing up, but when you’re able to bring those groups together and build a team, you will be able to put a sales and marketing plan together that works within the overall business plan,” said Heidi. 

2 – Research and audience 

It’s imperative to ensure you understand your potential customers before you begin marketing to them. You need to understand their pain points, current and future needs, the changing times as well as generational differences that may exist within your customer base. 

It’s also wise to analyze your competitors and learn from their mistakes and triumphs. Take note of total market availability and make informed yearly opportunity predictions. This is also an excellent time to look inwards at your company’s financials and to go through any digital data that provides a summary of your company’s performance.  

“Doing that market research right now, during the winter when you can, makes a huge difference,” said Heidi. 

3 – Digital advertising 

Utilize your website, have a blog, be active on social media, host digital live events and create videos that engage your audiences. At this point, if you don’t already have a website now is the time to create one. Having your own website is an easy way to generate leads. If creating a website seems daunting, there are many companies, like Astec, who help contractors build or renovate their websites. 

4 – Technology  

Consider technology as an ally rather than a foe. Software programs can dramatically increase efficiency and minimize human error on the roof and in the office. Technology can also grant faster and stronger communications within your company, help your teams complete their work more effectively and can play an important role in aligning your company under one brand.  

5 – Brand development  

Think of your company’s brand as its identity, or what your organization represents for customers and your surrounding community. It is important to reinforce what your brand stands for throughout the entire business development process, especially as you build your multi-departmental organization.  

“As you’re putting together this sales and marketing plan for the next year to walk more roofs, really think about where your brand is,” said Heidi. “What does your brand promise to those building owners? How are you going to be able to align your profitability and your revenue? And how do you bring that together with the right products, the right customers and having a strong brand that the community believes in?”   

Watch the entire webinar to gain more insight on lead generation strategies, how to align your company under a single vision and much, much more.