In the world of marketing and advertising, where the only constant is change, evaluating roofing advertising channels for their effectiveness in 2024 requires a keen understanding of the evolving advertising trends. You need to find effective ad channels that help build a strong brand identity.
Leveraging the best advertising solutions for your roofing business is an indispensable channel for communicating your services, value position, and brand identity to potential customers. These strategies will help you catch clients’ attention, creating long-lasting connections and relationships.
In the constantly changing landscape of marketing, we look at multiple channels that you can effectively combine to create a strategic campaign to increase your reach and resonance with clients and increase your leads within the targeted market.
Marketing and Advertising Channels for Roofers
The roofing market can be competitive, with new businesses popping up everywhere. Not all states require you to be registered or licensed. In fact, only 17 states in the United States require roofers to be licensed.
It’s an unregulated field that allows flyby-night companies to flood the market. Your ad efforts must outshine your competitors to establish your brand identity.
In today’s age, you need a strategic approach that incorporates marketing plans from traditional advertising to more cutting-edge digital platforms to stay ahead of the competition.
Start by deciding on a suitable ad platform for your efforts:
- Goal: The purpose of the ad campaign. Do you want to increase your leak service calls, promote energy-efficient solar roofs, or promote specials for storm-damaged roofs?
- Budget: Deciding how much to spend and what ROI you expect on your advertising.
- Run time: consider how long you will want to run the ad campaign.
After deciding on a suitable campaign, start your ad planning and how to base elements on the target audience:
- Platform: What marketing platform will suit your desired outcome and reach your targeted consumers.
- Message: Consider the message you will communicate and create a strong call to action that will encourage your clients to choose you over your competitors.
- Measurement: track your ROI on the campaigns and consider which are most successful.
Google Pay Per Click
By leveraging Google pay-per-click (PPC) advertising, your roofing business can increase its online visibility, attract qualified leads, and ultimately drive more business growth.
With strategic execution, ongoing optimization, careful planning, and the use of targeted keywords such as energy efficient roofing, leak repairs, or eco-friendly roofs combined with the area your service, Google Ads can prove to be a powerful advertising tool to thrive in a competitive market.
Although costs can be high, if done correctly and using proper lead tracking, it can be an effective advertising strategy that targets local clients in need of your services, making the cost versus ROI more cost-effective.
SEO
Search engine optimizers (SEO) is a non-paid method using specific keyword search and link building to improve your website’s ranking on search engine ranking pages (SERPs).
The value of SEO is less effective than it was five or ten years ago. Google’s algorithms have become more sophisticated over the years, and certain SEO tactics that drove traffic to low-quality sites offering poor user experience have been shut down.
Instead, Google prioritizes paid searches, user experience, expertise, and branded search volume to build brand awareness.
Despite the changes in Google’s approach, SEO can still be an effective advertising option using these approaches:
- Quality content: Use keywords to drive brand awareness.
- On-page optimization: Use meta descriptions, title tags, and relevant keywords.
- Enhanced user experience: Make sure your page is mobile-friendly, page loading speed is fast, and your website is easy to navigate.
- Local SEO: As a roofer, you want to maintain an accurate business listing on the Google platform. Target specific geographic areas where you provide your roofing services.
- High-quality backlinks: Use links from authoritative websites.
- Technical SEO aspects: Ensure your website is structured and has crawlability and schema markup to be indexed appropriately.
Facebook Ads
Facebook advertising is an effective tool for your roofing business to generate leads at a relatively low cost. Using this platform gives you an extensive targeting option to reach homeowners and businesses in your service area.
It’s important to know that although this is a relatively low-cost approach to advertising, users may actively search for roofers or certain services, such as waterproofing, cleaning gutters, or roof rehabilitation options. These leads will need solid follow-up and nurturing.
To maximize the effectiveness of Facebook for your roofing business, consider implementing the following strategies:
- Prompt lead follow-ups
- Create educational content on your page
- Send email marketing through Facebook contact lead forms for special offers such as roof painting.
- Ask customers to post reviews and testimonials to build trust.
- Use videos to create more of an emotional connection with your viewers.
HomeAdvisor
HomeAdvisor can be a valuable source of leads for roofers, especially those looking to quickly fill their pipeline. However, it’s essential to weigh the costs and benefits carefully and ensure that your sales and follow-up processes are robust enough to handle leads of varying quality and maximize your revenue potential from each roofing lead.
It’s important to understand why leads from HomeAdvisor are regarded as lower quality than those from other sources:
- They operate on a pay-per-lead model, so you pay for each lead you get whether or not you close them.
- The leads are in high demand as they are shared among different contractors who are all competing for the same business.
- The leads are not always warm, and the lead quality could be low as the client may only be browsing without a genuine need for your service.
Radio Ads
Radio ads can still be an effective and low-cost advertising tool for roofers, especially for those looking to increase brand awareness and reach a large audience.
According to the Edison Share of Ear report for 2023, AM/FM radio is still an effective ad support audio podium that dominates 68% of the audio platforms.
You can negotiate affordable rates for radio ad slots, especially during non-peak hours. Radio is an excellent tool to build brand recognition and establish credibility within your local community.
Consistency in your creative, from music and voiceover to clear and simple calls to action, you can convey memorable messages that reach potential customers, creating brand awareness, boosting website traffic, and increasing sales.
Direct Mail
Compared to more traditional advertising methods like print or TV, email marketing is relatively inexpensive. With the right effective email marketing strategy, you can send personalized, targeted campaigns to your subscriber list without breaking the bank.
Send homeowners roofing guides, the benefits of having your roof checked, or company news; this way, you engage directly with your customers and add value to what they are reading. Use content marketing that drives engagement and leads. This can prompt them to take action, like requesting a quote for new roof sheets, scheduling a roof inspection, or visiting your website.
Some benefits of direct mail include:
- Targeted campaigns
- Automated follow-up
- Measurable results
- Inexpensive
Google Display
Google Display Network (GDN) provides a powerful platform for increasing brand awareness, reaching potential customers, and effectively remarketing to users at various stages of the sales funnel.
By leveraging the network’s broad reach, targeting options, and remarketing capabilities, you can drive engagement, increase conversions, and grow your business online.
One of GDN’s most powerful tools is using the remarketing feature to re-engage potential customers who leave your website without interacting in some way and leaving their details.
By showing targeted ads to these users as they browse other websites, you can encourage them to return to your site and complete the desired action, such as requesting a quote or scheduling a consultation.
Conclusion
By strategically combining traditional and digital channels, roofers can maximize their advertising effectiveness and stay competitive in an increasingly dynamic market. When evaluating roofing advertising channels for 2024 effectiveness, it’s vital to consider a diverse range of options tailored to the evolving digital landscape.