Contracting can be a very hard business to market. For roofing specialists, it can be especially difficult to reach out to customers throughout the year, as roofing isn't something many people have on their minds on a regular basis.
However, with some tried and true techniques, it is possible to see real results from marketing on social media. A simple strategy can help build your business no matter the season! Here are three tips to follow.
1. Post Quality & Valuable Content
Content is key to any online marketing plan, but it's particularly important for those in specialty niches — you need to market yourself in a way that appeals to people who haven't even thought about the need for roof maintenance, repair or replacement. The best way to do this is by creating highly shareable articles, videos and even infographics that can inform customers about different aspects of roofing.
And with Facebook's newly announced algorithm changes, to get the best performance you should create content that promotes back-and-forth discussion or that people want to share and react to. By investing in meaningful content, you can get customers thinking about the status of their own roofs. And by encouraging them to message you to schedule free consultations, you could make conversions easier than ever.
2. You Need to Advertise
It's true that advertising can be expensive, but if you're just getting started with your roofing contractor marketing strategy, you can dip your toes into social media advertising with a smaller investment than you might think. After you've created great content, try crafting social media ads that can be promoted to potential customers in your business' service radius.
While there are plenty of social media platforms out there to choose from, our research across more than 300,000 ad campaigns has found that Facebook & Instagram ads have the best rates, performance AND diversity of options to fit your businesses needs.
3. Interact With Your Followers
After promoting your business and hopefully attracting customers with the help of advertising, your business may see some increases in engagement as more people become familiar with your name. However, it's not enough to simply pat yourself on the back as your user metrics grow. Interaction with your followers is critical, whether it's through comments, direct messages, mentions or reviews.
If someone is reaching out to your brand, regardless of the format, it's essential that you respond. Even if they have something negative to say, responsiveness shows not only that you can assist with specific customer needs, but also that you care about the satisfaction of current (and potential) customers.
Although roofing is a very specific business to advertise on social media, a tried and true strategy can help you attract customers and make a name for yourself in your local community.
For more information on social marketing strategy, reach out to our experts here.
