8 roofing marketing ideas to take you over the top

Key takeaways

• A well-established brand with a high-quality logo and branding elements is crucial to building trust with potential clients
• Your website serves as a foundation for all marketing efforts, so it must be designed well and easy to use
• Online reviews, email marketing, and a referral program are effective marketing strategies that are easy to implement into your marketing plan

The roofing industry is booming, with expectations to grow to a whopping $20 billion market in 2021. With this in mind, it’s time to take your roofing marketing to the next level and capture new leads.

In this guide, you’ll find eight different marketing plan ideas that will work for roofing companies, whether you’re just launching your business or simply want to increase your leads.

8 roofing marketing ideas

When you run a roofing business, focusing on the right roofer marketing channels can significantly impact your company’s success. You don’t need to spend a fortune on a marketing agency or professional marketers either. Here are several online marketing strategies that can increase your leads and bolster your revenue.

1. Branding

The foundation of your marketing efforts will hinge on a well-established brand for your roofing company. Customers need to have a positive impression of your company and trust that you can provide high-quality roofing services.

Effective branding begins with an attractive logo, color palette, and accompanying branding elements that serve as the image of your company.

All of these elements can then be incorporated throughout all of your digital marketing efforts. For example, your website, business cards, and online advertisements should all have cohesive branding to help build brand recognition and awareness.

You may already have your logo and branding figured out. But if not, you can turn to an online design service like 99designs for affordable graphic designs.

2. Website

Incoming leads from all of your marketing channels will be directed to your roofing website. With this in mind, you want a clean design and an easy-to-use interface to increase engagement and convert quality leads into paying customers.

When you make it easy for visitors to find all the necessary information about your business, it can influence their decision to hire your roofing company. Organize your website into the following five sections:

• Services that you offer (roof installment, repairs, etc.)
• Service areas (i.e., the cities, counties, or neighborhoods you serve)
• About your company (you can include a photo of yourself and/or your team to make it more personal)
• Testimonials from satisfied customers
• Contact information, such as phone number and email address

You should also display an enticing value proposition and a call to action as soon as a visitor lands on your site. A value proposition tells people why your company is unique and what value your services can give them.

For example, you can feature a tagline like “Leak-proof roofs that last for years without breaking the bank.” Follow this tagline with a call to action like “Receive a free estimate today.”

You can easily design a website on your own from a pre-built template using website builders such as Wix, Squarespace, or WordPress.

3. Content marketing

Marketing your business with useful and timely content is an excellent way to connect with potential customers and draw people to your site. Blogging is one type of content marketing that provides value to readers.

Be sure to conduct thorough keyword research before you start writing aimlessly about the content you think people want to read. Keyword research involves using an SEO tool to find the most searched terms related to roofing. Keyword research tools will help you see how many people are searching for specific roofing terms so you can create content around those popular topics.

Make a list of relevant search terms with high traffic and write an article for each term. For example, you may find that many people are searching “how to replace a shingle roof.” The goal is to give the reader something valuable to establish your brand as a trusted expert in the field. 

Creating useful content can increase the likelihood that you’ll convert an interested reader into a paying customer. Your blog posts can draw people to your site naturally through search engines.

You can also use content in tandem with other marketing channels, like social media and email marketing. For instance, you can strengthen your monthly email newsletter by including links to educational blog posts. Subscribers will find value in emailed content like “When It’s Time to Replace Your Roof” or “5 Ways Your Roof Can Save Energy and Money.”

4. SEO

Search engine optimization (SEO) is the process of tweaking your website and online content to bring more traffic to your site. SEO efforts can lift your rankings in search engine results and increase your visibility.

SEO can be a complicated area, especially for those who aren’t familiar with it. However, there are a few easy SEO tactics you can employ to increase traffic to your site.

One way is incorporating keywords that have high search traffic. You will use the same strategy mentioned in the previous content marketing section—use a keyword research tool, find the keywords with high search traffic, and weave them throughout the copy on your website.

Another easy improvement involves reducing the size of your website images. Large images will slow down how fast someone can actually see your web pages. As research shows, page speed makes a huge difference in whether someone stays on your website or leaves.

Lastly, make sure you optimize your website for mobile devices. Many visitors will be researching your company on the go with 40% of all mobile searches focused on local businesses or interests. As such, your site must have a clean mobile interface that visitors can easily navigate on a smaller screen.

Popular website builders will automatically optimize your site for mobile devices. If you’re not using a popular website builder like WordPress or Squarespace, then you will have to optimize your site independently or hire a web developer to do so.

5. Email marketing

Small business owners in all industries rely on email marketing to grow their business, and roofing companies are no exception. Over 80% of small business owners use email marketing to acquire and retain customers.

Start by building your email list. One way is by simply asking your customers for their contact information and permission to reach out to them. You can also collect emails on your website and within your blog content. Include calls to action on your site that encourage visitors to sign up for email communications.

For instance, write something like “Sign up for our email newsletter for discounted services” and include a sign-up button on your homepage and at the bottom of each blog article.

You can then send discounts, seasonal promotions, and blog content to people on your email list. Just remember not to send too many emails. Start at about two emails per month, and adjust accordingly after a few months.

Personalizing your subject lines can also build a better connection with customers and increase how likely someone is to actually open the email. Studies show that emails with a personalized subject line generate a 50% higher open rate, so it’s worth the extra effort.

6. Yelp Business Page

Did you know that 97% of consumers using Yelp make a purchase after visiting the platform? A Yelp Business Page expands your digital presence and gives potential clients yet another way to research your business. 

Potential customers can find important information about your company—including a business description, contact details, and photos of previous roofing jobs.

Yelp is a great tool for reputation management as it gives consumers a familiar place to read through online reviews from other customers. When you provide your customers with a positive customer experience, they’re more likely to leave a positive review. The more positive reviews you have, the more potential clients will trust your roofing contractor services.

By claiming your Yelp Business Page, you can also respond to those reviews, giving you an opportunity to show off your customer service.

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7. Social media

There are two main social media channels that can benefit your roofing business—Facebook and LinkedIn. Although these are both social media networks, you should take a different marketing approach with each.

You can use Facebook to interact with previous customers and attract new roofing leads. Create a Facebook page for your business and post engaging content to increase your page likes. This would be an appropriate place to offer followers a new customer discount—for example, “10% off your roofing services for a limited time only.”

On the other hand, you can leverage LinkedIn to find commercial leads and build partnerships with contractors who offer complementary services. Post relevant articles from your blog and start networking with other small business owners. There’s a chance you can connect with non-compete business owners like construction contractors who could send referrals your way and vice versa.

8. Referral program

Establishing a referral program can be an effective lead generation tool that doesn’t require much effort on your part. A referral program works for both residential and commercial clients, but you’ll take a different approach depending on the type of customer you’re trying to reach.

A referral program will be most effective with customers who intend to roof multiple homes or businesses. For example, a commercial client may have multiple properties that need to be serviced. You can offer a discount on their next roof if they send new clients your way.

This strategy might not work as well with residential homeowners since the turnaround for additional roofing services can be several years. Instead, you could offer a rebate if they refer additional clients to your business.

A marketing strategy fit for roofing businesses

The roofing industry is on the rise with plenty of customers you can attract to your business. Implement some of the online marketing initiatives mentioned above and see what works best for you.

Start with the branding of your roofing company before moving onto other marketing initiatives. From there, you can optimize your website and start getting more active on social media and managing your business listing on Yelp. For more ways to grow, check out our guide on ways to promote your local business as well as more online marketing strategies for small businesses.