Roofing companies often question whether social media benefits their business. After all, social media seems associated with celebrities and millennials who don’t respect blue-collar workers who live on the grind. However, while social media has its downside, its upside is enormous for roofers serious about establishing an online presence. Ultimately, when it comes to social media for roofers, companies get out what they put in for 2021.
Getting The Most Out of Social Media in 2021
There are many avenues to tackle in the social media world, including social media marketing for roofers and social media advertising for roofers. When you combine that with the countless social platforms like Facebook, Instagram, Twitter, and LinkedIn, it can get overwhelming for roofing companies. With this in mind, Roofing Webmasters offers some simple ways to maximize your social media presence as a roofer.
Brand Your Roofing Company on Social Media
Even if you ignore most aspects of social media, you can’t avoid the branding aspect in 2021. Established companies in any field are expected to have social media profiles on the major platforms. Failure to create a listing on Facebook, Instagram, and Twitter signals to your consumers that you don’t take your business seriously.
Strengthen Your SEO With Social Signals
Although roofers might not get business directly from social platforms, the signals created can strengthen your website and SEO, ultimately producing more roofing leads. Sharing blog posts, videos, and other marketing materials on social media creates links and engagement for your website. Google sees social signals and considers them when analyzing brand authority.
Interact With Current and Future Clients
Social media can serve as a platform for current and future clients to ask questions and inquire about your business. Whether someone sends a direct message or asks a general inquiry, you can use the opportunity to expand your brand’s reach. However, always remember that public messages can influence other people who read your social media feed. With this in mind, always maintain a professional tone.
Create Engagement With Your Roofing Company
Any kind of brand engagement serves your roofing company now and in the future. We mentioned how social signals influence SEO, but they can also impact your brand’s general perception. As you share content on your social feeds, be sure to track engagement using Facebook Insights and other built-in measurement tools. You can even use UTM links from Google Analytics to track which users visit your website from a social media link.
Some Roofing Companies have multiple business locations, which can create a challenge for SEO. However, Google likes things clean with local SEO for roofers, including a website, a Google Maps & My Business listing, and consistent and accurate NAP citations. Attempting to optimize for more than one location disrupts the typical local optimization signals for search.
Luckily, there’s a way to execute multi-location SEO that will maximize your roofing leads throughout all of your service locations. The most common tactic is mass-producing “city pages,” which are essentially duplicates of your main page but include the specific city name within the title and content.
Mass-producing location pages can violate Google’s guidelines since they can be considered doorway pages that provide no unique value to users. The key is creating unique city pages that feature content exclusive to the area. One way to ensure uniqueness is to use DataPins, a software that allows roofers to drop pins every time they do a job. The software automatically publishes the pin on the corresponding city page.
The Subfolder Solution
Google is more than happy to accommodate your second or third business location if it’s legit. But you must do your part as the business owner too. The first step is creating subfolders on your primary website. For example, if you are myexamplesite.com, you’ll want subfolders for each of your actual business locations. So if you have locations in Dallas, Houston, & Austin, you’ll have URLs (subfolders) for each city.
Location pages will be top-level URLs, which can then have child pages underneath them. Each page should be unique and not a duplicate copy of another page. See how they might look below:
Unique Content Writing (w/DataPins)
As we noted, these pages must be separate from one another, not just in URL location but in content. The worst thing for Google to see is duplication. So never use spun content or switch out the city name within identical content. Instead, a unique page should be handwritten for each city. Again, it helps to distinguish your locations in real life and represent that on your website.
A great way to do this is to use DataPins. The DataPins tool creates schema markup for each job you perform and allows roofers to include a picture and caption that automatically publishes to the corresponding city page. You might also feature some of your top employees in these areas. You want the visitor to view each location as a separate entity and one that looks “real.”
Google My Business
All of your locations need their own Google My Business account, and they all must be linked to the appropriate subfolder of your website. For example, your Dallas Google listing must link to
myexamplesite.com/dallas and your Houston Google listing must link to myexamplesite.com/houston.
It is the only way to instruct Google to correctly categorize your locations and promote them to the most relevant users. When executed in this manner, users in the Houston area will find your Maps listing on their local searches. At the same time, consumers in Dallas & Austin will discover the appropriate Maps listing in their respective regions as well. See the examples below:
Many Roofing websites engaged in keyword stuffing in the early days of Google, a severely antiquated SEO content technique meant to boost search rankings. The stuffing tactic worked well initially since Google’s algorithm could not yet adequately process language through text. However, in 2021, Google’s algorithm is so far advanced that it can identify keyword stuffing instantly.
Google can enforce its keyword stuffing ban through its increasingly intelligent search algorithm. Nevertheless, the influence of roofing keywords is still significant, especially in title and header tags. However, ranking well on Google now requires modern keyword strategies, particularly synonyms and LSI keywords.
What is LSI?
LSI or Latent Semantic Indexing is an information retrieving methodology speculated to be utilized by Google’s algorithm. The method focuses on relationships and patterns between terms.
What is an LSI Keyword?
Regarding SEO, an LSI keyword relates to the primary term without replicating it. For example, it might be a synonym, or it might be a term that is closely associated with substantial groupings of data. Tools like LSI Graph track that data and produce lists of LSI keywords based on a primary word.
LSI Keywords & Roofing Web Content
Roofers might wonder why they should care about LSI keywords. If you rank #1 for your primary keywords, then you probably shouldn’t care. After all, the bottom line is what matters to most. But the reality is that most people reading this aren’t ranking #1, and probably not ranking #2, #3, or even #4. That’s why they are looking for tips to improve their SEO which will eventually increase lead generation.
LSI keywords can enhance your content and help you rank higher on Google search results. The result will be a more consistent lead acquisition and a more significant presence on organic search results. In addition, roofers who take their content seriously can make gains in ranking positions.
Unfortunately, as we noted, many roofing websites continue to exhibit low-quality content and engage in keyword stuffing. You can separate yourself from competitors by having more diversely written content with more logical language. Not only does this signal to Google that your content deserves special consideration, but it makes for a better reading experience for the user.
The Death of Keyword Stuffing
The emergence of LSI keywords renders keyword stuffing useless. While you still want one instance of the primary term in the body content and the title, header, and meta description, you don’t need to use it much in writing itself. Therefore, Google publically discourages the keyword stuffing tactic, and roofing companies should avoid it without hesitation.
You can use a primary term several times if warranted, but you should never approach even ten instances. Unnatural keyword insertions create a negative user experience. Not only can you lose rankings from this action in of itself, but you can further lose ranking based on users’ reactions. After all, they are Google’s clients, and how they behave on your website remains the most significant indicator of your site’s value.
Diverse, Cohesive, & Informative Content
LSI keywords indicate a more extensive effort from a website and its writers. It shows that content on your roofing website is diverse and cohesive, which is ultimately what Google, and most importantly, its users, want. Instead of a page that only sells the service, a page that informs the consumer why this service is right for them, how it relates to their current problem, and how they can rectify the situation efficiently holds far greater value.
We understand that roofing websites exist for the contractor to make sales, but Google’s duty is to its users, and users will always prefer the more engaging content. It would be one thing if none of your competitors were improving their content, but that is not the case. We’re seeing roofers that invest in their content writing ascending on search rankings, while those who remain stagnant in their old-school ways are losing ground.
Roofing Webmasters Can Help With LSI Keywords
Depending on local competition, poor keyword usage may prevent your website from ranking. Content is one piece of the SEO puzzle, but Google values it more than ever. Content works best when accompanied by custom web design, clean coding, local maps placemen.
Keep in mind also that Google’s algorithm continues to evolve as we speak here today. What worked ten years ago no longer works today. The key is to view marketing as a fluid process that roofing companies must adapt to continually. Of course, it helps to have a digital marketing company like Roofing Webmasters on your side to help you get there.
Nolen, the founder of Roofing Webmasters, would invest in marketing and keep it going. As someone who once owned a home service business, he knows how valuable marketing is for lead generation. Nolen grounds himself with the concept of marketing. Once marketing is made a priority, everything else will follow suit. The most substantial advice from Nolen would be to stay true to your marketing. Here’s how you can accomplish this as a roofer:
Laying The Foundation
A roofing company’s foundation should be in online marketing. Organic search is still the best long-term digital asset. If you can get your company ranking on Google Maps and traditional results, you can dominate your local market for quite a while. The best way to accomplish this is to invest in a roofing website, not just any old site. It should be designed with marketing and promotion in mind. Even with the emergence of new digital brand platforms like Google My Business and Facebook, linking each back to the main website is key to online branding and high-ranking positions on Google.
Custom Website Design
A custom website with a marketing foundation is the best kind of roofing website. Although new tools exist to build your website without design experience, ranking said sites on page one are not accessible, and controlling their HTML & CSS code is even more challenging. With a custom website, you will have control over what goes on behind the scenes of your site. Website makers can be helpful, but they mainly deal with front-end edits. In other words, you are placing widgets on your pages and adding elements in that manner. It might look quite good from the user’s perspective, but the coding can be bogged down and even slow down page speeds.
Google Maps & My Business
When roofers think of organic search, they typically think of traditional results. But one of the most critical organic placements occurs on the Local Map 3 Pack. The Local Map 3 Pack is the top 3 Maps rankings in a specific region. It is shown based on a user’s search term as well as their current location. The goal for every contractor should be to get into the top 3 for keywords in their service area. Because most consumers find contractors through mobile search, Maps placement is more critical than it’s ever been. Remember too that Maps placements show your aggregate star rating, so you should compile reviews when possible. You should also claim & optimize your My Business profile and align it with your website.
Search Engine Optimization
Aside from Maps, you also want to rank on traditional organic results. The best way to accomplish this is through SEO, otherwise known as search engine optimization. SEO helps not only with conventional results but with Maps placement too. The foundation of your organic reach is SEO itself. SEO is the refinement of your web presence to best suit Google’s standards and pursue the most excellent chance of ranking high.
SEO includes everything from keyword placement, content quality, NAP consistency, inbound linking, and much more. And optimization is not a singular task but rather an ongoing process that takes consistency and attention to detail. Anybody suggesting SEO is a one-time deal is mistaking or disreputable.
Roofer SEO Mistakes
As someone who has worked with hundreds of roofers to improve their SEO, several mistakes have shown to be apparent and consistent. When contractors come to us, they’ve usually had missteps in past marketing endeavors. For example, they may have placed all their resources in one channel, which is not a good marketing ideal.
Instead, diversity should be stressed when allocating resources, financial and otherwise, towards marketing. Going for content-only leads-only, web-design-only, etc., are alarming signs of poor resource management. Another critical mistake that companies make, either before or after investing in marketing, is hiring an in-house marketer to handle everything by themselves.
We see this all the time; a hotshot in-house marketer is hired, and the company tanks. No single person can be an expert at every aspect of marketing. Roofing Webmasters employs expert web admins who specialize in SEO, web design, PPC, and local optimization, to name a few. But each member has a specialty skill, rather than having one person who thinks they know all of it. Worse yet, in-house marketers remove checks and balances from the process.
Lack of Marketing Diversity
A lack of marketing diversity can be a significant problem. Sometimes roofers will hire a service that offers content only or web design only. First, these tasks as standalone services don’t do enough to improve rankings. For example, a web designer could make a visually appealing website, but if they know nothing about optimizing it, it will serve no business purpose.
The same is true of hiring writers for content only. If they don’t understand SEO, they won’t know that specific blog post elements are necessary to rank well. Worse yet, writing for a poorly designed site with no technical optimization will make the point moot. Everything must work together for optimal ranking.
Poor Resource Management
Probably the most common marketing problem for contractors is resource management or lack thereof. There’s an idea that cutting costs is the most critical aspect of a business, especially during down seasons. But when it comes to marketing, cheaper isn’t better. There has to be some commitment to marketing from a financial perspective to expect any return.
Ignoring marketing altogether is the fastest way to destroy your business or halt it from ever getting established in the first place. Affordability should remain a vital consideration, but relative to its potential ROI. For example, you should look for a full-service marketing agency that is also affordable. Avoid going for the cheapest option in the process of sacrificing services. Contractors should always try to keep their roofing company in perspective.
When success comes in business, it’s natural to become overconfident. Roofers who understand the dangers of overconfidence are less likely to make critical mistakes that will reverse the progress of their business. Roofing Webmasters is a digital marketing agency for roofers, and we’ve helped hundreds of roofing contractors achieve business success. While most can capitalize off of this progress and continue its upwards trajectory, there are occasions where contractors get too big for their britches. They overestimate their financial security after a few big roofing jobs and start making poor financial decisions. We’ve even heard of roofers taking entire years off because of financial security. Once the cushion is gone, it’s challenging to re-establish yourself in the marketplace.
Roofers are far from the only business owners to engage in this kind of behavior. Every successful business has beneficiaries, but maintaining success can be just as difficult as achieving it in the first place. There are common threads between business owners who become reckless in their decision-making. And no, that doesn’t mean putting your life at risk (although we could tell you some stories about that too), but it means putting your business at risk. Marketing, in particular, is not something to suspend after starting a roofing business. It’s an ongoing process and must be executed year-round. That goes for up seasons and the highly discouraging down seasons for roofers. Even those who make great money (many are our clients) must continue to market their business to maintain that level of success. Check out these pitfalls of overconfidence:
Taking a Year Off
Commercial roofers will get big-paying jobs and feel like a million bucks, and there’s nothing wrong with celebrating your successes. We can help you get into commercial roofing if you’re currently in residential exclusively. But you must maintain a realistic perspective to ensure that success does not reverse course quickly. There have been confirmed cases of commercial roofers taking entire years off, thinking their business will be there for them when they get back. Not so fast. As you were taking an extended vacation and enjoying the fruits of your labor, another company in your service area was gaining ground and closing the gap on an industry you once dominated within your zip code. Taking a year off is a terrible idea for roofers who hope to continue their business in the future.
Buying Expensive Property
The first thing most newly rich roofers go for is a boat. They want to see a tangible representation of their success, and what better way to see it than on the water? Boats are a great way to celebrate your success. But don’t buy a yacht. Buy something within your price range, and that fits into the trajectory of your business growth. Again, you don’t want to be taking away from your roofing company as its ascending. You can halt its growth and distract you from the end goal of your business, which is to live a fabulous lifestyle over time, not just in spurts.
The other primary item roofing contractors go for is an expensive pickup truck. They want the biggest and fastest, and who can blame them? If you can afford it, go for it. But like with the boat example, don’t become consumed by your latest job. As a commercial roofer, you might have just finished a massive paying job because of great marketing and a lot of hard work. Just be mindful that a single job is not a signal for the new normal of your business and that to sustain success, you must keep after it over the long term.
Suspending Marketing Efforts Indefinitely
There’s a misnomer among some businesses, including roofing companies, that once you establish your company as a mainstay in its market, you can tamper down the processes that got you there. Cliche sayings talk about remembering where you came from, but it holds in the world of digital marketing. If you can remember a time when you had very few leads, no website, no social media, no phone calls, then you should make sure you are never in that position again. A suspension of your marketing endeavors will not allow you to Cadillac your way through roofing season. Instead, the status you worked for will begin to deteriorate and even reverse if you forgo marketing altogether.
Pricing Yourself Out of The Market
One high-paying job is not enough to keep you in that payment bracket for good. Sometimes commercial roofers will work on massive properties and decide that they will only work for that kind of money from now on. Limiting yourself is a dangerous way to do business. While big jobs come around their fair share of the time, resistance to more typical jobs can make the bigger ones less likely and less frequent. There is a tendency not to accept anything less than a job that was so valuable to you as a roofer, but that’s not the way the commercial roofing industry works. It’s not always ego that drives this attitude, but sometimes it is. The bottom line is this; to sustain success over time, you can’t become overconfident and stop accepting roofing jobs that don’t match your highest profit tier.
Good Problems To Have?
If some of these conflicts seem like good problems to have as a roofer, don’t hesitate to get in contact with Roofing Webmasters. As you’ve read and heard, the contractors making these decisions are making them based on success. Suppose you cannot even think about boats or trucks right now because of low call volume, lack of roofing leads, etc. We can turn that around for you. We are a top roofing authority in the SEO world and create custom websites for contractors and companies throughout the United States. The profits achieved from our services are meant to be enjoyed, but it’s also important to keep perspective on your roofing business so that you can continue to maintain that level of success.
Roofing Webmasters has been marketing for contractors for about a decade, and we’ve heard everything there is to hear about lead generation sites for roofers. Sure, we offer our clients the option to buy roofing leads, but we are not a lead generation site by definition. Here’s why: lead generation sites (with some exceptions) leave a lot to be desired and frequently end up costing companies out of their hard-earned dollars. Here are some of the main problems with lead generation websites, specifically those that deal with local contractors and companies:
Many lead gen services sell the lead to 5 different contractors or companies, meaning the lead is “shared” and exponentially more difficult to convert. For a lead to hold real value, it has to be known as an exclusive lead. An exclusive lead is sold to only one company. The chances of converting an exclusive lead are much more significant, which should surprise no one. The problem is that many services don’t clarify the types of lead they are selling. Younger roofers go in wide-eyed, expecting these leads to significant dividends, and end up being disappointed when they find out what they entail.
Another issue common to roofers who invest in lead generation sites is the absence of quality from the leads. Some of them are so porous that calling them “leads” is a stretch. For example, if you run a commercial roofing company, and you get a prospect who’s looking only for residential repairs, you’re fresh out of luck. You never had any chance of converting them, so categorizing them as a lead seems foolish and becomes a sunk cost if registered as one by the service. Sometimes the lead is not even in the wrong category; it’s in the wrong industry. For example, someone looking for air duct cleaning should not be considered a lead for a roofer, let alone a quality one.
Why do so many low-quality, irrelevant “leads” come through these services? Because most use programmed automation to screen for leads. They assume that any phone call or form submission is a lead for your company. And good luck trying to get your money back once you do. For some of these platforms, refunds are a grueling process and one that can drain a roofer’s energy from more important tasks. We know this because we have hundreds of clients who’ve dealt with these kinds of services.
Some lead gen sites that sell exclusive leads use a platform that encourages multiple companies to compete for the same lead. While they aren’t technically selling a lead to various contractors or companies, they are using a lead shopping platform that empowers the prospective roofing client to shop for multiple options and make numerous calls. It’s essential to understand this distinction when evaluating the service. They haven’t shared leads, but they also aren’t offering exclusive ones. It can be a confusing equation to solve for roofing businesses throughout the United States.
Repackaged Pay Per Click
Some lead gen sellers are nothing more than repackaged PPC services salesman. When people talk about “leads for roofers,” particularly on Facebook and other social media platforms, they often mean clicks from paid advertising. They often cite the process of funneling the click and producing a lead, but it’s just a bunch of words in sequence that sounds different than what you already know it to be. That’s not to say that PPC for roofers is ineffective, but let’s define how it is intended to be portrayed. Utilizing Google Ads and Facebook Ads is a suitable marketing method. Don’t be fooled by a sales pitch that makes the two services seem ambiguous.
Wire Transfer Leads
You should never, under any circumstances, wire money to a lead gen seller. You may have heard about lead gen services that call areas impacted by hail storms and try to get leads because of the increased demand for roofers. While this sometimes works, if they ask for a wire transfer upfront, you should avoid it at all costs. They will entice you with the idea of cheap leads in a high-demand location. You can’t take the bait in situations like these. There’s no way to get your money back once you commit to a wire transfer. With other forms of payment, you would have a chance for a refund. Not to mention, they are much safer.
The Roofing Leads Solution
The most effective way to acquire exclusive leads for your roofing business is through organic SEO. Leads that come through organic channels are inherently exclusive and are almost always higher in quality. Google Search, Google Maps, Facebook, Instagram, and other kinds of organic platforms will create the types of prospective roofing clients that you covet most. The question for most contractors is; how do we pay for leads only? Well, the answer is Pay Per Lead from Roofing Webmasters. We provide SEO services for roofing leads but don’t charge you for the process, but instead, only the results. Here are some of the main channels through which leads can come through when utilizing our PPL service agreement for roofers:
Roofers can benefit from ranking on Google Maps, especially in the Local 3 Pack, which is the top 3 Maps results and are displayed prominently on a Google SERP. Members of Roofing Webmasters recently attended an SEO conference where someone in the audience asked why their clients’ Maps ranking was low despite having the highest quantity of reviews in their market and industry. The conference speaker was unable to explain, so today, we will. Reviews are only one part of Google’s Maps grading system. Although there is no official list, this is what Roofing Webmasters considers as the factors based on our years of marketing:
Program / Widget
Maps rankings are relative to market and industry. Roofing contractors understand their sector quite well, but less are aware of how competitive their market is online. For cities with fewer than 50,000 people, ranking on Maps is far easier than cities with higher populations. The double-edged sword is that placement on the Local 3 Pack is far less valuable for low populated areas. Regardless of your particular scenario, these components will factor into your ultimate placement. Roofing Webmasters can help influence some of the factors to boost your Google Maps ranking and hopefully solidify your business on the Local 3 Pack for relevant Keywords.
6 Local Mapping Factors for Roofers
If you read up on local SEO for roofers, you know that the three local ranking factors are proximity, prominence, and relevance. However, while Google publishes these factors themself, it is essential to break down the more specific components that make up these factors. So let’s take a look at six local mapping factors for roofing businesses in 2021.
The longer you’ve had your Google My Business profile up, the more likely you are to rank on Google Maps. For brand new listings, implementing best practice strategies can get you listed on Maps in 12 months or less. One year might seem like a long time to rank, but keep in mind that many roofing markets are highly competitive. For less populated cities, you might rank in closer to 6 months. Another variable is your target keyword. Higher volume keywords work similarly on Maps to how they work on organic. The highest volume keywords are the most competitive and require the most work to achieve rankings. Some terms have so little volume that no Local 3 Pack will even exist for the corresponding query.
The most apparent factor is reviews, which entails both the quantity and the quality of the feedback. At the conference mentioned above, the person who posed the question referred to a client with a high amount of reviews and high quality. While that particular company could not show up on Maps, they did achieve one of the most important steps: review generation. The reason they didn’t rank is rooted in the other factors on this list. Reviews alone are not enough to establish a secure ranking in the Local 3 Pack. Still, it would help if you always were trying to get as many reviews as possible in an ethical manner and respond to customers who leave testimonials.
Sites with low Domain Authority struggle to rank on Maps listings the same way they do with organic. If your website has zero inbound links pointing to it, there’s a minimal incentive for Google to trust it at all. They are taking a considerable risk in funneling consumers to a virtually unknown company and have no votes of confidence from other sites on the web (inbound links). A lack of backlinks doesn’t mean you should try to get any old links since many are pure spam and can negatively impact rankings. The best way to build connections is content creation, distribution, and syndication. Of course, the higher quality content is more likely to be linked to, and the trust and authority of your domain should increase accordingly.
Program / Widget
Generating reviews is not easy. So when a marketer tells you something simple like; you need more reviews, it doesn’t help much. To get more reviews, you need to implement a reviews program and, ideally, a website widget. Both work collaboratively when adequately integrated. Roofing Webmasters recommends DataPins, which helps with both reputation management and Local SEO. The program has steps that every employee should follow when dealing with clients:
1) You ask the satisfied customer for a review in person.
2) You hand them a business card with your review platform links (ideally your review widget link).
3) DataPins automatically sends a reminder text and email.
4) DataPins showcases their Google reviews on your website
If they don’t budge after the reminders, leave them alone, as continuing to bother them might prompt them to publish lousy feedback. You should also avoid requesting reviews from customers who complained about your work. As a local contractor, you know when a customer is pleased or unpleased, and you should act accordingly.
Every part of your digital marketing campaign should be ongoing, from blog posts on your website to Google posts on your Google My Business page. The latter can make your Maps listing more relevant and encourage Google to prioritize it. Regular work should expand beyond your Google profile alone, however. You also want to continue to work on your main website, blog posts, social media channels, and every other avenue for lead generation. Unfortunately, Google tends to grade roofing companies as a complete picture rather than based on individual or isolated snippets of branding. That’s why when skeptics suggest that SEO for roofing companies doesn’t work, they are misleading listeners. Maps, like SEO, are something that requires consistency and commitment.
A major misnomer about Maps rankings is that Google understands the services you offer based on relevance to your industry. So, for example, you might assume as a roofer that residential roof repair is implied as one of your services. But if you don’t have a page specifically for residential roof repair on your website, Google will opt to prioritize a website that does have that page published. It’s not that Google’s algorithm is unintelligent; it’s just that there’s more reason to trust websites that have service pages for each of these specific categories. The solution to this whole “problem” is simple, and it is to make new pages for every type you wish to rank for on both Maps and organic.
Roofers Who Need Help Ranking on Maps
Sometimes Google’s algorithm can seem like a Rubix cube and frustrate business owners (including roofers) across the country. Even when it looks like everything is being done right (like you have 100 five-star reviews), you still might lack the actual local presence you seek. With Roofing Webmasters‘ list of ranking factors, you can take your local roofing company to the next level in 2021. We provide local mapping services, including everything mentioned in this blog post and on the embedded podcast. We’ve been working with roofing clients for over a decade and have over 200 clients. We understand what it takes to maximize local reach.
Roofing company video marketing is essential to your company’s online promotion in 2022. The following post outlines the video marketing process for roofers.
What Roofers Need to Know:
Video Marketing is Essential for Roofers
Videos Increase Conversions by 80%
Roofers Can Distribute Videos on Social Media
On-Site YouTube Embeds Increase Dwell Time
Table of Contents
What is Roofing Video Marketing?
Video marketing for roofers is the act of using video content to market or promote your roofing company’s service, brand, or product. In 2022, YouTube is the most prominent video marketing platform through which roofers can also self-host videos on their website and distribute them to various other channels.
Publishing Roofing Company Videos Online
Recording a video with your smartphone or camera device is easier than ever before in 2022. Most contractors have video cameras on their phones, allowing them to produce videos of their team on the job and in the office.
Technology has given almost everyone access to video recording equipment which they can utilize at any time for their business.
But once you record videos on your device, where can you publish them for promotional purposes?
The largest video platform in the world is YouTube. It is also owned by Google and, therefore, tied directly into their search results. When someone types in a phrase like how to get into commercial roofing, you’ll notice that our video of the same name is displayed on page one of organic search results:
You can do the same for your website if you want to publish on-site video content.
Another great platform for video is Facebook. Like YouTube, Facebook has a native video upload so that you can upload the file directly to the Facebook servers and publish it on your business page. It’s good to diversify your video files, but it’s also good to share them.
In other words, if you already have the video uploaded on YouTube, sharing it on Facebook could help it get more views. You might select a different video as a Facebook exclusive.
You can cut your video into 15-second clips and upload them on Instagram. Fifteen seconds is the maximum length, so they can also be shorter if necessary. While you shouldn’t expect a video about roofing services to go viral on a platform populated primarily by sensationalists, it does help your social media signals. It can have an overall positive influence on your site.
Roofing companies can publish self-hosted videos directly on their website. WordPress makes this easy with its media upload feature and allows web admins to embed video files wherever appropriate throughout the site. However, be careful about overloading your website with video files since it can potentially slow down your website’s loading time and negatively influence user experience.
The Video Marketing Process for Roofers
It helps companies know precisely how video marketing occurs from start to finish. While some roofers naturally understand modern technology, others need help with the step-by-step process. Roofing Webmasters can help you outline the entire video marketing sequence.
We have a production set inside our offices for roofers with no videos. We invite you to cut a video, maybe even a podcast, and allow us to distribute them through all the appropriate channels. Distribution helps build more media signals for your roofing company and increase your Google brand’s visibility, which should help boost search rankings.
If you have existing videos, including drone shots, we will chop up your video and distribute it through multiple channels, including YouTube and other social media. We will then integrate it onto your website. We have a video specialist in-house who will ensure that your video is edited professionally and appeal to customers who visit your social media and website.
The trick to video marketing is integrating it into your SEO strategy. We do this by taking your YouTube video and embedding it on a relevant page or blog post on your website. We then write original content that describes the video. Note that this is NOT a transcription but rather a summary of the video. Summaries make for an excellent content enhancer that should appeal to Google and its users.
Looking for information about how to start a commercial roofing company in 2022? Roofing Webmasters has some valuable insights that can help you get started. But before we delve into different strategies you can use to start a commercial roofing business, let’s explore why you might want to do it.
Working as an employee can be great if you’re in the field you enjoy most. But starting your own roofing business produces a whole other level of gratification. Check out these suggestions for how to start your own commercial roofing company and generate commercial roofing leads.
Whether you are a residential roofer looking to get into commercial, or just an employee looking to start his own business, these tips should help:
Conduct Market Research
Google has given the world an abundance of free information at its fingertips. It would help if you took advantage of researching the commercial roofing industry. So much quality information is available that can be accessed from any device. At the same time, be wary of misinformation that could lead you down the path of most resistance. Results on Google page one are likely to be reputable, but always consider the source and how trustworthy a website and its content seem to you at first glance. Here are some search queries you’ll want to look at:
Equipment needed to start a roofing company
Starting a roofing business tips
How much do roofing company owners make
Roofing business plan
Cost to start a roofing company
How to start a roofing company in (your city, state)
Write a Commercial Roofing Business Plan
Before you can start a company of any kind, you need to write a business plan. For someone without formal business training, the task can seem daunting and overwhelming from the jump. Luckily, the World Wide Web provides roofers with resources at their fingertips to help streamline the process. For example, the United States Small Business Administration has public documentation available to those looking to start their plan now. They suggest the following hierarchy:
Organization & Management
Service or Product
Marketing & Sales
Select a Commercial Roofing Company Name
Don’t overthink the name. Please keep it simple and representative of your industry. Sometimes you can tie your geographic location with the name, but it is not required. Also, try to frame your name in the context of a memorable domain name. That means it shouldn’t be too long. When you cite your URL on business cards and digital citations, you want the consumer to be able to recall it on demand. It also helps if it looks appealing on a truck wrap and other commercial roofing marketing materials. Consider these aspects of a name:
Length: Keep it as short as possible
Memorability: Choose a name that consumers can easily recall
Relevance: Associate it with your industry, location, or a combination of both
Talk to an Attorney
Starting your own business will create extra-legal issues you hadn’t considered. For this reason, you must talk to an attorney to discuss the legalities of owning and operating a business. Much of it concerns property and work-site regulations, but you should also consider worker safety. The last thing you want is to get sued for one of your employees slipping on an iced-filled roof during a restoration project. Be aware of these potential legal issues:
Understand Your Tax Obligations
Now might be a good time to start your company because of tax breaks for commercial building owners. Still, you’ll want to consult a business accountant to ensure your model aligns with IRS standards. For those of us who aren’t the strongest at mathematics, having a contact to handle your taxes can alleviate the stress that comes with running a new business. The good news is that as your taxes get more complicated, it indicates success for your business. Consider these ideas:
Commercial Tax Breaks
Tax Windows (of Opportunity)
Anticipate Down Seasons
Depending on your region, you may have a significant down season as a roofing company owner. You should have a plan in place to supplement your income during that time, at least until you are successful enough to where you don’t necessarily need it. Residential roofers who are getting into commercial projects may have an easier time. For a new commercial roofing business, this can be one of the most challenging hurdles to jump over in the process. It can sometimes be discouraging enough to make you quit, but here’s why you shouldn’t:
Longevity: A temporary down season won’t threaten your long-term prospects
Perseverance: Because many quit for this very reason, sustaining yourself makes you rare
Supplementation: There are other areas you can supplement income during your initial years
You’ve probably never had to make a roofing sale as an employee. As an owner, you will have to become excellent at doing so. In 2022, consumers can detect BS better than ever before. For that reason, getting to the point is your best course of action. Another piece of advice is to listen to the prospective client and get a concrete idea of their needs so that you can explain precisely how you’ll meet them and why your company can do so. Focus on the following concepts:
Cut the BS: The modern consumer is too intelligent for snake oil salesmen
Listen to the Client: Consumers want to feel heard and value reciprocated concerns
Make a Final Impression: Consumers most remember the latter part of the interaction
Invest in Self Care: Keep a positive attitude since you will be rejected regularly
Hire a Marketing Company
Before you can sell, however, you need leads in the form of phone calls, contact form submissions, and emails. The best way to get each of these is by investing in a marketing company for roofers, like Roofing Webmasters. Services that digital marketers should cover include SEO, Web Design, PPC, Social Media, and Content Marketing, among others. For more details on the most effective marketing tactics, see below:
Content Marketing: The promotion of branded content on your blog and social profiles
PPC: The investment of paid advertising on Google Ads, Facebook Ads, and elsewhere
SEO: The process of earning higher rankings on Google
Social Media: The syndication of content on Facebook, Twitter, etc. & a presence on Instagram
Web Design: The creation of a custom branded website for engagement and conversion
Most roofing contractors focus primarily on the residential roofing industry, but 95% of them would like to expand to more commercial projects if possible. Sometimes residential roofers will get a commercial job here and there and enjoy the short turnaround and significant payout. The problem is that they don’t have the resources to get commercial roofing leads and the equipment to perform all commercial projects. This episode explains how to start a commercial roofing company.
How To Get Started
Residential roofers looking to expand into the commercial space should read our ultimate guide to commercial roofing marketing. Well-established websites can begin ranking for commercial keywords within weeks. Since the website already holds authority in the general niche (roofing), it can seamlessly extend into a specific category within the broader landscape. Writing high-quality service pages relating to commercial roofing categories is the recipe for organic search domination. But getting into the commercial space requires additional steps.
Conklin Roof Coatings
Several companies exist to help individuals and businesses get into commercial roofing. In the commercial roof coatings/restoration category, Conklin is one of the biggest names out there. Nolen Walker is the owner of Roofing Webmasters and a member of Conklin, so he can connect you with the contacts you need to become a commercial roof restoration expert. Commercial roof coatings are the best way to enter the commercial industry and expand your business to that sphere. Conklin members get paid to train you. Get in touch with a local Conklin distributor who will wind up receiving a small percentage of your payout. These distributors will walk a commercial roof with you so that you can make a bid.
Why Does Nolen Know About Commercial Roofing?
To learn more about his client base, Nolen became a member of Conklin roofing. It was a way to learn more about the craft of roofing to more effectively market the services. Most roofers will tell you straight up; they get frustrated by marketers who are so tone-deaf to their industrial language. While Nolen is not a roofer himself, he has more knowledge of the roofing industry than any competitor in the country. It’s steps like joining Conklin that separate Roofing Webmasters from other digital marketing agencies, especially those who claim to specialize in service industries like roofing. We can have detailed discussions with clients. Nolen and his team at Roofing Webmasters are aware of different commercial roof types like Single Ply, EPDM, PVC, TPO, and different coating types like Acrylic and Polyurethane. It’s all part of demanding the best of ourselves as a marketing company. It helps with:
Commercial Roofing Marketing
Once you learn about commercial roofing jobs and have the resources to perform them, you must adequately market them. Without leads, your newly acquired knowledge becomes moot. The good news is that Roofing Webmasters allows you to buy roofing leads with our Pay Per Lead services (PPL). With this agreement, you’ll receive all the primary marketing services like SEO and roofing web design, but pay only once an exclusive lead is generated from our work. We screen calls to ensure that any lead from 3rd party source is properly attributed. In other words, we only charge you for leads that come from us. Here’s what you’ll get with our marketing plan: