Congratulations! You’ve finally decided to step out of the comfort zone and go for the big bucks in commercial roofing. The crew is ready, you have all the necessary tools, and the license just came out. Everything seems to be going great. Then you start noticing successful companies like the Lone Tree Roofing Company are snatching all the big contracts in your backyard. Yeah, your marketing desperately needs a rework.
This post covers some of the ways established commercial roofing companies keep their pipelines full.
Tip #1: Ask for Referrals
Referrals are, by far, the best way to get high-ticket clients who trust you with big projects. Customers who come through this route are usually loyal and also tend to spend the most money.
However, referrals aren’t going to happen if you deliver mediocre results or if you don’t ask your past clients to spread the word. The idea is to do a perfect job every time so you can have a ton of positive reviews from real businesses. That’s how you become an industry leader.
To push referral marketing further, you can collect customer emails and physical addresses, then send value-driven newsletters, Christmas cards, and other special event cards to help nature a relationship. Once you get acquainted, ask these customers to refer you to their friends.
Tip #2: Door Knocking
The good old door-knocking strategy still works, but with restrictions. You just can’t show up to businesses and offer to fix their roof without inside information. That’s why this marketing method works mostly after bad weather. That’s when people start noticing leaks or have to deal with fallen branches and hail damage.
Ideally, you have to be relevant, professional, and established to get away with this potentially annoying marketing strategy. Most people consider it “physical spam,” which is considered one of the most annoying marketing approaches. If done poorly, it might end up hurting your company’s reputation. Still, this is one of the best ways to get clients by taking advantage of the unseen weather situation.
Tip #3: Social Media Marketing
Everybody is on socials these days, and not leveraging that would be a total waste. Set up pages in all relevant social media pages like Linkedin, Facebook, Pinterest, and Quora. These platforms attract millions of people every day, and you can convert some of them by being persuasive and informative.
Most social media platforms will also allow people to run highly targeted ads. For example, Facebook allows advertisers to target business owners, people who work in a particular area, and even Facebook groups. This is one of the most effective and cost-effective ways to market today. But, there have been privacy concerns over how these platforms share user data with advertisers. So there’s no telling if laser targeting has a future in advertising.
Remember, most people don’t go to social media to see promotional posts. They want to see informative or engaging content such as your team in an outdoor event or something that fits their social bill. If there’s a pet day in the office, capture that and have it on your pages. You’ll be surprised at how much attention you’ll get if you do this right.
Tip #4: Search Engine Marketing
Investing in Google’s Adwords is probably the best decision you can make as a business. You get access to business owners at the top of the marketing cycle, which usually translates to fast results.
However, running a successful Adword campaign requires a lot of specialized knowledge that might initially challenge you. That’s why most companies outsource this marketing method to avoid the steep learning curve.
Besides Adwords, you might also want to try Bing ads and see how many leads you’ll get out of it. Either way, you will always have a stream of qualified leads, but you will need a convincing landing page to convert them into paying customers.
Tip #5: Work on Your SEO
Ranking on the first page of Google means getting lots of high-quality traffic. In fact, this method brings in more traffic than Adwords, but it’s tough to master. Also, Google keeps updating its algorithms, and that might trash a lot of your hard work.
Generally, you’ll need a lot of SEO-optimised content and high-quality links. The content will keep visitors on the page long enough to tell Google you have something valuable, and links will confirm that you’re an authority in the industry.
SEO takes a lot of time to show results, and that can make you skeptical at first. However, if your website ever shows up on the first page of Google, you might have to turn down offers or outsource work to other local roofers.