Updating your Marketing Plan?

RCS Influencer Heidi J. Ellsworth says that an updated marketing plan is more important than ever as we enter 2021.  

In 2018, Karen Edwards and I sat down and decided to share our experience in writing marketing plans in the form of a workbook.  We have written close to one hundred marketing plans between us and we wanted to break it down and make it easy for roofing contractors.  Having a plan is one of the best things you can do for your business and taking the time with your team to write a marketing plan makes sense for the business, for the sales and marketing team and for your brand. 

As we look at 2021, it is clear that a strong marketing plan is more important than ever for your business.  With the changes that COVID has brought in 2020 and the future of a different business world with the vaccinations of 2021, it is time to be sure that your marketing plan reflect the changes.   

You may be asking yourself, “Why do I need a marketing plan?”  It is a good question.  A marketing plan is part of your overall business plan.  In fact, that marketing plan should be developed after your company’s business plan.  Marketing is an integral part of business success and can help define and refine the company’s goals. 

Marketing for roofing contractors can be confusing, frustrating and elusive.  Most roofing contractors are craftsmen and women who have started businesses by understanding and excelling at roofing, waterproofing and building envelope technology.  They are not marketing professionals, so it is hard to change gears and figure out how to sell or promote their services while also running operations, estimating, sales and the business overall.  A good plan helps drive marketing without having to worry all the time. 

By taking the time up front to strategize and plan on how to market your business successfully, it enables you to move on to other challenges of the day, week or month.  A good plan can be the template for what needs to happen daily, weekly and monthly to keep marketing on task.  It also eliminates daily questions or sales calls for additional marketing initiatives.  By creating and sticking to a yearly plan, you are simplifying the day-to-day decisions that can stymie progress. 

With the changes in marketing due to COVID, the focus on technology is stronger than ever.  Even though a vaccine is in sight, consumers are still going to be leery of having salespeople in their homes and have become accustomed to virtual meetings.  How are you going to get in front of potential customers virtually in 2021 in a way that will create strong relationships leading to increased closing rates?  Looking at technology and what is available to personalize the sales experience, like virtual events and video is important. 

Also taking the time to really look at your online presence is critical.  It is not just your website but also where customers can find your company online.  Having your company listed in online directories not only helps your search engine optimization (SEO) but also helps consumers find your business.  In looking at the post-COVID era, RoofersCoffeeShop® realized that we need to help bring consumers and contractors together too.  Watch for the launch of AskARoofer at the beginning of 2021.  This is the type of site that will help you connect virtually in ways that have not been seen in the roofing industry before. 

AskARoofer is just one bullet line that should be part of a stronger virtual marketing plan.  By creating or updating your marketing plan, you will be able to take the time to determine the ideal customer for your business and how you will attract, convert, close and delight that customer.  A good marketing plan in 2021 will need to address every stage of the sales and marketing process weaving in the use of technology, virtual experiences and digital presence.   

If you are interested in the workbook we developed, “Building a Marketing Plan for Roofing Contractors” by Heidi J. Ellsworth and Karen L. Edwards., visit our directory on RCS here. 

Heidi Ellsworth is owner of HJE Consulting Group and a partner in RoofersCoffeeShop.com. See her full bio here.