Top 8 Digital Marketing Strategies for Commercial Roofing Contractors

Commercial roofing contractors operate in a high-value market. Property managers, facility directors, and ownership groups research extensively before choosing a contractor, often comparing multiple providers over weeks or months. Digital marketing plays a critical role in visibility and consistent lead generation. Contractors who invest strategically in digital marketing consistently generate higher quality leads and close larger projects.

Below are the top eight digital marketing strategies for commercial roofing contractors, supported by measurable performance statistics that demonstrate their effectiveness.

1. Search Engine Optimization for Commercial Roofing Services
Search engine optimization remains one of the highest return marketing channels for commercial roofing. Decision-makers regularly search for services such as commercial roof repair, flat roof replacement, roof restoration, and preventative maintenance.Most roofing websites generate very little organic traffic. After all, there aren’t that many spots on the first page of Google. However, contractors who invest in structured SEO face significantly less competition for search engine traffic. Long tail keywords account for more than 50% of roofing-related searches and typically signal higher intent. If you need ideas on how to capture this value, feel free to reach out to us.

2. Google Business Profile Optimization 
Your map listing’s visibility directly impacts inbound calls and inspection requests. Research shows that more than 90% of people searching for local services begin online, and nearly 40% choose the first business they view as trustworthy.

An optimized Google Business Profile improves map visibility and click through rates. Contractors with accurate service categories, updated photos, and multiple reviews generate stronger conversion performance.

3. Pay Per Click (PPC) Advertising for High-Intent Commercial Leads
Pay per click advertising provides immediate exposure for competitive commercial roofing keywords. Google AdWords is the most popular choice, but you shouldn’t count out Bing and other platforms.

While commercial leads cost more than residential leads, contractors often target three to five dollars in revenue for every dollar spent. PPC often performs best when focused on inspections, repairs, and emergency services.

4. Educational Content and Thought Leadership
Commercial roofing sales cycles are longer and more research driven. Educational content improves lead quality by addressing questions early.

Businesses that publish educational content consistently generate more qualified leads than those relying only on paid advertising. Blogs, guides, and system explainers focused on lifecycle costs and maintenance planning establish authority and shorten sales cycles.

5. Social Media Marketing as a Channel for Influence
Social media doesn’t always generate immediate commercial roofing leads, but it consistently influences buyer perception. Studies show that 76% of buyers say social media content impacts purchasing decisions.

Project photos, safety practices, and short educational videos reinforce professionalism and scale, even when decision makers do not engage directly.

6. Email Marketing and CRM Automation
Email marketing to targeted audiences remains one of the most cost-effective digital strategies. Contractors using CRM systems with automated follow-ups see higher repeat business and stronger long-term client relationships.

Maintenance reminders and system care education keep contractors top of mind throughout long sales cycles.

7. Online Reviews and Reputation Management
Online reputation directly impacts conversion rates across SEO, paid advertising, and local search. Buyers frequently review online feedback before contacting a contractor, especially for high-value commercial projects.

Strong review profiles consistently outperform competitors, particularly when reviews come from property managers or facility owners.

8. Performance Tracking and Continuous Optimization
Contractors who track marketing performance consistently outperform those who do not. Monitoring cost per lead, conversion rates, traffic sources, and lead quality enables smarter budget allocation.

Understanding which channels generate commercial versus residential inquiries allows for continuous refinement and improved ROI.

Final Thoughts

Digital marketing is no longer optional for commercial roofing contractors seeking predictable growth. SEO, local visibility, paid advertising, educational content, email marketing, social media, reputation management, and performance tracking form a complete commercial focused strategy. Residential roofing can supplement volume, but contractors who prioritize commercial marketing are better positioned for higher value projects, stronger relationships, and long-term stability.

If you are ready to improve your approach, Top Roof Marketing can create a tailored growth marketing plan for your business. Give us a call to discuss proven ideas and strategies.

Online Visibility in the New Era

By now, you have probably seen articles and emails saying that “SEO is dead.” With the rise of AI summaries and voice assistants, it might seem like search engines don’t matter anymore. But the truth is, SEO is far from gone, it’s just changing. For commercial roofing companies, it’s still one of the most reliable ways to attract building owners, facility managers, and property investors who are actively searching for services.

The “SEO is Dead” Myth

AI tools like ChatGPT and Google’s AI Overviews now answer many questions directly on the results page. Because of this, some assume that websites aren’t visited much anymore. It’s true that about half of U.S. Google searches end without a click, but that still leaves billions of searches each day that do lead people to real businesses. And when someone types in “commercial roof inspection in Kalamazoo” or “flat roof replacement in Fort Wayne,” they’re looking for help right now.

Search behavior has changed, but the need for accurate, local, and trustworthy information has not. The commercial roofing companies that show up for those searches are the ones earning new customers.

AI Needs SEO

AI tools don’t create answers out of thin air. They rely on websites with solid, well-optimized content to pull facts, stats, and explanations from. In fact, a BrightEdge study in 2025 found that more than half of AI Overview citations now come from pages that already rank in Google’s organic search results. That means if your website isn’t optimized for search, you’re not just missing out on Google visitors, you’re likely missing out on being referenced in AI summaries too.

Strong SEO helps your company’s name appear in more places: search results, AI-generated answers, and map listings. It’s the foundation that keeps your online visibility alive, even as technology evolves.

ROI of SEO

SEO remains one of the highest-return marketing tools available to commercial roofing companies. Research from HubSpot continues to show that well-ranked websites and blogs are among the top marketing channels for lead generation. When you rank for terms like “TPO roof repair,” “flat roof coatings,” or “commercial roof inspection,” you’re putting your business in front of decision-makers at the exact time they’re looking for your service.

Unlike ads that disappear when your budget runs out, a well-optimized website with many pages of content keeps bringing in leads month after month. It builds credibility, helps buyers trust your expertise, and creates a steady flow of opportunities over time.

Reaching People Where They Search

Think about how property managers and building owners search for solutions. They might type your city name, your service, or both: “roof restoration Indianapolis” or “metal roof repair Cincinnati.” If your business doesn’t show up, they will contact a competitor instead.

Local SEO is a big part of this. According to Google, 88% of people who search for a local business on their phone end up visiting or contacting that business within a week. That’s why your Google Business Profile, reviews, photos, and service area pages are critical pieces of your marketing system. They tell search engines – and your potential clients – that you’re real, active, and ready to help.

How SEO Fits Into a Complete Marketing Strategy

The best commercial roofing companies use SEO as one part of a larger marketing approach that includes multiple channels working together:

  • SEO builds your foundation. Your website should load quickly, have well-written service pages, and provide helpful content that answers the exact questions your clients are asking.
  • AI tools expand your reach. You can use AI to summarize blog articles, create FAQ sections, or turn your roof guides into short social posts – all connected to your optimized pages.
  • Paid ads amplify visibility. Running targeted ads alongside your SEO helps capture even more searches and re-target visitors who didn’t reach out the first time.

When these tools work together, your company becomes visible across search engines, AI platforms, and social media. That gives buyers more ways to find you, and more reasons to contact you first.

What to Focus On

  1. Useful, relevant content. Write about commercial roof restoration, coatings, repairs, inspections, and replacements in a way that truly helps your customers. Use simple language and include your city names where appropriate.
  2. Optimize for both Google and AI. Add FAQs, explainers, and photos. Keep your contact information consistent everywhere.
  3. Strengthen your local presence. Keep your Google Business Profile current, respond to reviews, and post updates regularly.
  4. Track real results. Look beyond traffic numbers. Measure form submissions, phone calls, and service requests that come from organic visitors.

The Bottom Line

SEO isn’t dead. It’s more important than ever for commercial roofing companies that want to be found online. What’s really dying are the old shortcuts and keyword tricks that used to work years ago. Today, the winners are the companies that provide helpful, trustworthy content on a regular basis and make it easy for potential clients to take the next step.

When building owners search for solutions, AI tools and search engines look for businesses that clearly explain what they do and where they serve. By investing in SEO, your roofing company stays visible, credible, and ready to capture the next opportunity, no matter how technology continues to evolve.

Top Roof Marketing specializes in quality SEO development, website design, social media management, Google Business Profile optimization and other marketing techniques to get your roofing business found and moving through the ranks. Call us today to learn more about our proven approach and strong track record helping roofing companies thrive in an ever-changing online world.

The Evolving Role of AI-Generated Content in SEO

Google’s stance on AI-generated content has undergone a remarkable transformation in the last year or so. With a recent core update, Google significantly shifted its focus from outright skepticism of AI-generated material to recognizing its potential value when applied strategically and responsibly. This update reflects a broader understanding that the method of content creation is secondary to the quality, originality, and utility of the content provided to users.

What is Google’s Current View on AI-Generated Content?

The recent core update introduced a more nuanced approach to identifying and rewarding high-quality content. Google’s algorithm now prioritizes user-centric material (content that delivers meaningful insights and enhances user experience) regardless of whether it’s human-written or AI-generated. This marks a significant departure from prior policies that often penalized AI-generated content for its association with low-quality, spammy practices.

Instead, Google now emphasizes that the value of content lies in its ability to engage and inform audiences. This shift has opened new opportunities for leveraging AI tools to create content that is not only efficient but also impactful.

Why Has Google Changed Its Approach to AI-Generated Content?

Google’s shift reflects the increasing sophistication of AI tools and their ability to generate content that meets the needs of users. The core objective of Google’s search algorithms has always been to prioritize high-quality, user-focused material. With advancements in AI technology, it has become possible to create content that is both efficient and meaningful. By updating its policies, Google has ensured that you can harness the benefits of AI in your business while maintaining the integrity of search results.

How Can AI-Generated Content Benefit SEO Efforts?

To ensure AI-generated content truly serves and benefits your audience while staying aligned with Google’s content standards, consider the user-first strategies outlined below.

Ensure Content is Clear, Helpful, and Trustworthy: AI can create drafts quickly, but it’s essential for human editors to review the final content to ensure it’s accurate, honest, and tailored to what users actually want to know. When content is polished by humans, it becomes more relatable and trustworthy for the reader.

Offer Real Value, Not Just Words: Users are looking for meaningful answers and fresh insights, not recycled or generic information. While AI can assist in brainstorming, it’s important to use your own knowledge and experience to deliver unique, well-explained content that genuinely helps solve user problems.

Make Information Easy to Use and Enjoy: Structure your content with your audience in mind by breaking up text with clear headings, bullet points, and visuals. When content is easy to navigate and visually engaging, users are more likely to find what they’re looking for and stay longer on your page.

Keep Information Fresh and Relevant: People rely on up-to-date content to make informed decisions. Regularly updating your AI-assisted content ensures that users get the latest, most accurate information, which in turn builds credibility and trust in your website or brand.

Combine AI Speed with Human Understanding: Let AI help with initial drafts or ideas, but infuse the final content with real human perspective by including personal stories, thoughtful advice, and emotional connections. This blend ensures your content not only ranks well but also connects with readers on a deeper level.

Can AI-Generated Content Harm SEO Rankings?

While AI-generated content offers considerable advantages, its misuse or excessive reliance can negatively affect SEO. One common issue is the lack of originality. AI tools may unintentionally replicate existing content too closely, resulting in duplicate content problems that can harm search rankings. This makes it crucial to monitor content for uniqueness and relevance. Online plagiarism checkers can help with this.

Another potential pitfall is low-quality output. Without careful oversight, AI-generated content may lack the depth, nuance, or factual accuracy required to provide real value to users. This can reduce its effectiveness in engaging audiences and meeting their needs. Ensuring content quality requires human intervention to refine and enhance AI-produced materials.

Over-optimization is also a common concern. Poorly configured AI tools may lead to keyword stuffing, which can result in penalties from search engines like Google. Striking the right balance between optimization and readability is essential to maintain compliance with SEO best practices.

By recognizing and addressing these risks, businesses can ensure that AI-generated content remains an asset rather than a potential liability, supporting their digital marketing efforts effectively.

How Does AI-Generated Content Align with Google’s E-E-A-T Guidelines?

Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines remain central to how content is evaluated. AI-generated content can align with these principles when used correctly.

Experience: Leverage AI to produce content that draws from real-world data or user experiences, ensuring relevance and relatability.

Expertise: Combine AI’s data-driven insights with expert input to create authoritative and trustworthy content.

Authoritativeness: Use AI tools to enhance research, incorporate credible sources, and substantiate claims with evidence.

Trustworthiness: Regularly fact check AI-generated content and ensure transparency about its creation process, building user trust.

Final Thoughts

Google’s recent core update underscores a significant evolution in how AI-generated content is perceived and utilized in SEO. By shifting its focus to quality, originality, and user value, Google has opened the door for you to leverage artificial intelligence responsibly and effectively. When combined with human touch, AI-generated content has the potential to revolutionize SEO strategies, driving engagement and delivering value to both users and businesses.

By embracing these best practices and aligning content strategies with Google’s guidelines, you can stay ahead of the curve and unlock the full potential of AI-generated content in today’s competitive digital landscape.

Marketing Your Maintenance Program

Offering a preventative maintenance program is an excellent way to add a recurring income stream. Not only does it provide annual income in the form of the package price, it is an opportunity to be first on the scene when restoration or replacement is necessary. It also builds an excellent foundation for developing long-term partnerships.

Marketing your commercial roofing maintenance program is a matter of proving the value to your potential customers.

Here we have provided some benefits you can share with customers. Select those you are most comfortable with and expand on them in your printed materials, website content, cold calling, email blasts and other marketing strategies.

Preventive Maintenance Reduces Long-term Costs

Professional maintenance programs prevent costly emergency repairs through regular inspections and upkeep. Studies show preventive maintenance saves $3-4 in future repair costs for every dollar invested. This proactive approach helps avoid expensive water damage and business interruptions.

Extended Service Life Through Regular Care

Quality maintenance programs typically extend commercial roof life by 5-10 years. Regular drain cleaning, minor repairs, and early problem detection help roofing systems reach their full performance potential. This extended lifespan significantly reduces lifetime ownership costs.

Protect Building Assets and Operations

Well-maintained roofs safeguard valuable interior assets including:

– Inventory and equipment

– Electrical and mechanical systems

– Interior finishes and structural components

Preventing water infiltration through maintenance protects these investments from costly damage.

Warranty Protection and Documentation

Most manufacturer warranties require documented maintenance for coverage. Professional programs provide:

– Scheduled inspections meeting warranty requirements

– Proper repair documentation

– Detailed maintenance records

– Warranty compliance verification

Energy Efficiency Benefits

Regular maintenance helps control energy costs by:

– Maintaining reflective roof coating performance

– Preserving insulation R-value

– Preventing water accumulation

– Optimizing roof system efficiency

Enhanced Property Value

Documented maintenance programs increase property value by:

– Demonstrating responsible asset management

– Reducing buyer risk perception

– Supporting higher property valuations

– Improving marketability

– Strengthening due diligence documentation

Predictable Budget Planning

Professional maintenance enables accurate financial planning through:

– Fixed annual maintenance costs

– Reduced emergency repairs

– Extended replacement intervals

– Improved capital planning

– Lower lifetime expenses

Early Detection

Regular professional inspections identify developing issues before they cause major damage. This early detection prevents small problems from becoming costly repairs through timely intervention.

Environmental Sustainability

Proper maintenance supports sustainability by:

– Extending roof service life

– Reducing landfill waste

– Lowering environmental impact

– Supporting green building goals

Emergency Response Assurance

You can build further value by including:

– 24/7 emergency response

– Priority service

– A percentage discount on any repairs that might be necessary

FAQ

How often should a commercial roof be inspected?

Commercial roofs should be inspected twice annually – typically in spring and fall. Additional inspections are recommended after severe weather events or for older roofs showing signs of wear.

What does a maintenance program typically include?

Standard programs include bi-annual inspections, drain cleaning, minor repairs, detailed documentation, and emergency response services. Premium programs may add infrared scanning, drone inspections, and priority response times.

How much does a roof maintenance program cost?

Costs typically range from $0.10 to $0.25 per square foot annually, depending on roof size, type, and service level. This investment typically saves $3-4 in future repair costs for every dollar spent.

Does my roof warranty require maintenance?

Most commercial roof warranties require documented regular maintenance. Failing to maintain your roof can void the manufacturer’s warranty coverage.

How long will a well-maintained roof last?

A properly maintained commercial roof typically lasts 20-30 years, depending on the roofing system. Regular maintenance can extend roof life by 5-10 years beyond standard expectations.

What happens during a roof inspection?

Technicians check for membrane damage, flashing condition, drain blockages, seam integrity, and signs of water infiltration. They document findings with photos and provide detailed reports with recommendations.

Do I need a maintenance program if my roof is new?

Yes, new roofs require maintenance to ensure warranty compliance and prevent premature aging. Early-stage maintenance is typically less intensive but equally important.

What are signs my roof needs immediate attention?

Warning signs include interior water stains, bubbling or blistering membrane, standing water, visible damage to flashings and increased energy bills.

How do I choose a maintenance provider?

Look for contractors with documented maintenance experience, manufacturer certifications, emergency response capabilities, detailed reporting systems and strong references.

The Benefits of NFIB Membership for Roofing Contractors

As any small business knows, establishing credibility is important to build trust with potential customers. Affiliating with well-known organizations is an easy way to do this – regardless how long you have been in business yourself. The National Federation of Independent Business (NFIB) is an organization to consider. In addition to helping reinforce your credibility in the marketplace, they provide valuable resources, representation, and networking opportunities.

Founded in 1943, the vision is “to give small and independent business a voice in governmental decision-making through advocacy.” They now have hundreds of thousands of members in all 50 states. In this blog, we quickly summarize the advantages they provide small business owners across the country. There’s so much more to becoming a member than just adding another logo to your website and marketing material.

Exclusive Benefits

– Signage that can be added to your website, office space or marketing material

– Access to NFIB’s Business Legal Help Line

– Subscription to MyBusiness magazine

– State-specific compliance updates

– Crisis management resources

– Social media toolkits

Business Resources

– Customizable employee handbooks and business documents

– Compliance guides for federal and state regulations

– Access to NFIB’s Research Foundation economic trend data and forecasts

Networking Opportunities

– Connection to 300,000+ small business owners nationwide (many of which have commercial buildings)

– Local chapter meetings and events

– Online forums and discussion groups for peer support

Legal Resources

– Free legal consultation on business matters through the Legal Foundation

– Access to expert attorneys specializing in small business law

– Updates on legal precedents and regulatory changes affecting small businesses

Advocacy Power

– Direct representation in Washington D.C. and state capitals through professional lobbyists fighting for small business interests

– Regular updates on legislation affecting small businesses

– Opportunities to participate in surveys shaping NFIB’s policy positions

Cost Savings

– Discounted business services through NFIB partner programs

– Healthcare options through NFIB’s partnership with insurance providers

– Savings on office supplies, shipping, and business tools

Educational Resources

– Webinars on business management and growth strategies

– Training programs on compliance and best practices

– Regular newsletters with industry insights and tips

Influence and Voice

– Opportunities to testify before Congress

– Media exposure through NFIB’s communications channels

– Platform to share experiences affecting policy decisions

Top Roof Marketing has chosen to become a member of this association. We receive no compensation or remuneration by suggesting it to you. We simply believe this is an association that may benefit your business and want to share our thoughts.

If you are looking for additional options outside of the obvious such as the BBB and NRCA, don’t be shy! We would be happy to suggest some more suggestions. Just give us a call or use our website’s contact form to get in touch.

Unlocking the Hidden Value of Reviews: More Than Just Stars

Reviews have become a cornerstone of decision-making for nearly all consumers. From products to services, every industry depends on customer feedback to build trust, foster loyalty, and drive sales. The first thing most of us think of when discussing reviews are the 1 to 5 star ratings, brief remarks, and thumbs up or down options. However, the true value of reviews goes far beyond these simple metrics.

The real power of reviews lies in their ability to influence everything from purchasing decisions to business improvement, customer engagement, and long-term growth.

The Power of Authenticity: Building Trust and Credibility

When considering purchasing a product or a service, the first thing a potential buyer looks for validation from others who have purchased in the past. After all, a review is one of the most trusted forms of marketing today, with 79% of the consumers saying they trust online reviews as highly as personal recommendations. This shift towards review-driven trust highlights a significant departure from traditional advertising and opens a new avenue for businesses to connect with their potential customers.

Reviews offer a level of authenticity that cannot be matched by advertising. Customers do not simply accept star ratings but consider the actual review content and other people’s experiences. A “5-star rating” might be short and useful, but a good rating is always more involved with context. Whether it’s positive or negative, customers value detailed, honest feedback that helps them make informed choices.

In fact, studies have shown that nearly half of consumers won’t work with a company with less than a 4-star rating, and 94% report that bad reviews have led them to choose a different company to work with.

Leveraging Reviews for Social Proof

In the digital world, social proof is a powerful concept. In this context, it refers to the belief that if many other people are happy with a product or service, then that service must be good, and I will be happier with it as well.

Reviews provide an abundance of social proof to help support the decision of your new customer or client to try your business.

A lot of good reviews can differentiate the business from the others and serve as a sort of endorsement. This is so critical to consumers that 84% have reported they will pay more for a product or service with good reviews.

Consequently, reviews do not only matter to clients; businesses can leverage them, allowing them to position themselves in the industry. When customers voice their opinions and provide positive feedback about a given service or product, this makes a business stand out. This is particularly important in niche sectors where the buyers require specific knowledge and expertise.

SEO Benefits of Reviews

Outside of their intrinsic worth to customers, reviews have been found to be critical for search engine optimization, too. In a similar manner, when users leave reviews on sites like Google, that user generated content becomes prioritized in ranking local search engines. Reviews complement and add to the content of your website and enhance your online presence.

When customers write reviews, they usually describe the business along with certain phrases that are related to it, its products, or its services. And these phrases assist the search engines in identifying what goods and services your business has and for what purposes it is applicable. When there are many reviews for a business, there is a wider scope of enhancing its organic search engine ranking and becoming more visible and receiving more traffic.

Finally, reviews enable the collection of what is known as rich snippets – the star ratings which accompany the search inquiries subsequently. Such visuals enhance the attractiveness of a particular listing and make it easy to click on, thus improving click-through rates.

Conclusion

With the evolution of technology and the continuous advancement of the internet, reviews should be seen as something vital throughout business growth. Businesses can gain insights, elevate their brand and increase profits by prioritizing review collection.

Give us a call if you need any ideas on how to increase the number of positive reviews on your business!

Transform Clicks into Clients

This year has been challenging for most areas of the country. Between elections and the volatile economy, many homeowners and building owners are hesitant to spend money. What is the best way to keep projects coming in?

Our analysis indicates it is significantly more cost effective to convert existing website traffic than to attract new ones. If you can increase the number of times contact information is captured from your current flow of visitors, the opportunity for new projects increases immediately.

With that in mind, we have pulled together some of the top conversion options to consider for your website.

On-Exit Pop Up. This little gem automatically pops up when a visitor moves the cursor toward the close or back button with a brief attention grabber (i.e., “Did you receive our flyer?” or “Interested in a free inspection?”). A picture is worth a thousand words, so please check out the demo below. This gives the visitor another opportunity to reach out to you. Offering something of value is key to the performance of this conversion tool.

Ballpark Estimator. Since dollars are the bottom line for any business owner, our ballpark estimator allows your visitor to enter their own roof size and receive an instant ballpark range based on the pricing you select. As part of the process, the visitor’s name and email information are collected, allowing you the opportunity to follow-up and close the deal. See it in action below.

Project Map It. Similarly to RealWork Labs but at a lower cost, this platform solution allows you to showcase the other jobs you have done in the area. In addition to the location, projects are searchable by project category or even product type. It also makes collecting reviews easier. Project Map It can really help a roofing company reinforce that they are well-established.

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Instant Online Messenger. We have all seen them, the little person that pops up in the corner of a webpage and asks if they can be of assistance. With a real person on the other end, you are immediately accessible to your potential client and available to answer questions as part of making an immediate conversion. Whether you choose to respond personally or have someone else do it for you, nothing beats real life, immediate responsiveness to start a new customer journey.

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Virtual Brochure. Do you have a great brochure or presentation that you would like to get out to more viewers? Have it converted to a virtual flipbook, and it is immediately available to anyone visiting your website.

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Illustrations. Add illustrations or multi-step pictures of processes like roof coating, foam insulation benefits, metal roof restoration, etc. to provide the business owner with a deeper understanding of the roofing system and why it is a benefit for them. This increases the visibility and interest of your existing site while simultaneously increasing your potential for conversion.

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Social Media. Whether you love it or hate it, people refer to social media in making a purchase decision over 75% of the time. If you aren’t actively posting, you are losing out on those potential clients. Offer beautiful, custom graphics with regular postings on Facebook, LinkedIn, and other key platforms with a call to action and direct link back to the appropriate location within your website. This approach offers the dual benefit of increasing internal/external links and improving overall SEO within the Google algorithm.

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Additional ideas are available by reaching out to us directly. We are delighted to sit down with you and discuss the particulars of your business and the ways we can work within your existing marketing framework to help convert more clients and help you grow your business.

8 Digital Marketing Strategies for Roofing Companies

Roofing contractors often lack the time and/or experience for properly launching and optimizing digital marketing initiatives for their business. As a result, digital marketing agencies are usually hired to take care of things for them. While outsourcing digital marketing activities to experts is a good idea overall, having some basic knowledge of popular strategies in the space will go a long way to ensure that you get the most value for your buck.

Why Digital Marketing is Crucial for Roofing Contractors

For any company to have an effective web presence, digital marketing is essential. While there are number of tactics that can boost your digital presence and result in more leads, some strategies are more effective than others. Here are 8 digital marketing strategies with information included specifically for roofing companies.

Keyword Research

Keyword research is not only important for search engine optimization (SEO), but it can also turbocharge your PPC and social media campaigns. You can find what your target audience or potential customers are searching for the most by conducting a thorough keyword analysis using any of the many tools available. Google Ads Keyword Planner, Ahrefs, SEMrush, Microsoft Ads Keyword tool, and Moz are some of the most popular tools for conducting keyword research.

For best results, evaluate relevant long-tail keywords such as “flat roofing companies in Chicago” as they tend to convert well regardless of the marketing approach chosen. In general, people want an expert in the specific service type needed. However, if the main purpose for your research is to go after highly competitive short keywords with higher traffic volume such as “roofing contractor”, then we would generally recommend going after smaller cities that have less competition. The reason is because even if you are successful getting a broader keyword in a large city, usually it’s only a matter of time until someone with additional resources puts in more time and money to take it away from you.

SEO

Writing keyword-specific content is one of the best ways to signal to search engines that your website is the perfect match for what people want. It’s also important that you fully optimize the title tag, meta description, alt tags on images, schema, etc. so that you can outrank competitors in your industry. Of course, there are other factors like page loading speed that can also impact how well you are favored by search engines.

While SEO has changed a lot over last 2 decades, it still remains the most effective way to get targeted traffic to your website without having to buy ads. SEO does require a lot of time, energy, and resources to get ranked on the first page, but the results are worth the effort. Once your website is ranking high for a long list of keywords, you will keep getting organic traffic 24/7, 365 days a year with proper maintenance.

Backlinks

Building backlinks is a digital marketing strategy all on its own. Contrary to what some marketers may say, it still works well as even a few links from high-quality websites in your industry can boost your first-page rankings for multiple keywords. At the end of the day, the backlink profile of your website will always matter. If a large number of quality sources are linking to your website, search engine crawlers will know that your content is of high quality and deserves a higher rank on search pages.

PPC

PPC or pay per click ads are one of the fastest methods of getting targeted traffic to your website. While SEO takes some time to deliver results, there’s no such issue with PPC as the results are visible as soon as your ad campaign is launched. Although, it’s important to keep in mind that unlike SEO, PPC involves buying ad space and the success of your PPC campaign also depends on several factors including the budget that you have for PPC.

Ideally, PPC should be used to complement your SEO efforts when fast results are desired. Otherwise, you will find the best ROI if you fully commit your resources to SEO since you can keep grabbing more and more keywords over time. The snowball effect of constantly creating new content and securing more first-page rankings pays off in a way that no other approach can.

Social Media Ads

To truly achieve success with social media advertising, many different aspects must be understood well. First, be sure to use a platform that allows for advanced targeting features like Facebook, Instagram and LinkedIn. Also, keep in mind that considerable branding of your logo is needed over the long term if you’re not already well-known among the targeted demographics. People usually won’t engage with you the first time they see your ad. The average person needs to see something 7 times before they truly consider engaging.

Another key tip is that social media platforms will favor you more if you don’t encourage people to leave their platform. For instance, instead of driving traffic to your website, use the ads to encourage users to send you a direct message right within the app.

You should also change up your ads every 7-10 days with something fresh. Whether focusing on different services, introducing specifics of your unique process or showcasing the personality of your team members, it’s important that your content never gets boring to those you’re targeting.

Call-Only Ads

Call-only ads are ads that are designed to increase the number of calls to your business. When a searcher sees your call-only ad on search page, they’ll be able to directly click the call button and connect to you quickly. These ads are ideal for roofing companies as long as someone is readily available to answer the phone.

Retargeting Ads

Retargeting, also known as remarketing, refers the practice of showing your ads to customers who might have visited your website or clicked on an ad in the past. With installation of the necessary code, Google and other ad networks can store tracking data of each visitor to your site and then use this information for showing display ads across other websites and apps.

Local Search

Local search should be an integral part of your digital marketing mix. This applies to every single roofing company or contractor out there as people instinctively look for local roofers compared to distant ones.

Listing your roofing business in Google My Business and local business directories is the first step in the process of optimizing your business for local searches. The next step is to improve your listing and make it more visible using techniques that are out of scope of this article. However, at minimum, you should get as many reviews as you can and upload photos of your projects.

Conclusion

These 8 digital marketing strategies for roofing companies have all been time tested and still work well. If executed correctly, these strategies will ensure that you have a steady flow of targeted traffic, qualified leads and paying customers.

Why Use a Marketing Company that Specializes in Roofing?

Being perfectly frank, we all know there is a proliferation of do-it-yourself website and marketing programs out there.  Plus, you can do a search and find literally hundreds of thousands of marketing companies willing to take your dollars to market your company.  Literally, search Google under “marketing company” and see the 9,860,000,000 listings pop up.

So, why choose one with a focus on roofing? Perhaps a better way to look at it would be with an analogy.  If you have a broken foot, why choose a doctor that specializes in that area?  Why not search the internet for a cheaper doctor, regardless of specialty?  There are probably millions available, and one doctor is as good as the next, right?  Better yet, save yourself money and take care of the problem personally.  No one can do it as well as you, right?  Seriously????  This may be an extreme example, but no less compelling.

There are many forms of marketing, so let’s take a look at the primary options your commercial roofing company is considering.

Website

Let’s start with a little homework.  Take a moment and search “commercial roofing company” and your local town name (i.e. “commercial roofing company Columbus, OH”).  How many listings come up?  Hundreds?  Where does your company fall in those pages?  Statistics show that 93% of online experiences start with a search engine inquiry just like the one you did.  Furthermore, the large majority of those searches STOP on the first page.  If you are falling back on page 4 or 5, how much potential business are you losing?

Let’s go over a little Internet 101 now.  Google, and all other search engines, use algorithms that evaluate every site based on certain words and phrases that repeat within both the content as well as the “back of the site”.  Knowing the right words in the right order helps determine ranking (below those that pay for top spots in the sponsored section).  This is one area that a specialized marketing company comes into play.  To rank as high as possible, without bankrupting your company with paid advertising in ineffective areas, requires a deep understanding of SEO, organic growth, content creation and the terms customers most frequently utilize when looking for YOUR roofing services.

Direct Mail

Perhaps you care considering a different form of marketing at this time.  Your website is a long-term lead generator.  It isn’t a quick boost, and maybe that is what your company is looking for. Direct mail is a popular option for marketing roofing services and getting immediate results.  Some compare a direct mail campaign to a steroid boost.  Again, there are a lot of companies glad to print up a cheap direct mail piece and mail it out for you.  How do you know what to look for?

Your perfect direct mail marketing campaign will know the phrases and imagery that have been proven as most popular in your specific region.  Images and text that work great in Maine may be less effective in Phoenix.  Even more important than the piece itself is where and to whom it is sent.  The most effective marketing campaign is one that gets in the hands of your target audience.  If you are a commercial roofer, looking for more 10,000+ square foot jobs, do you want your mailing going to gas stations and other undesirable businesses or do you want to work with a marketing company that specializes in roofing and knows how to ensure only quality deliveries?

Brand Marketing

Brand marketing has become quite the trend over the past years.  It is effective, building layer on layer of repeated exposure that ultimately leads the consumer to immediately think of your company when considering a product or service.  This is most effectively done with a combination strategy.  Your website, company printables, social media campaigns and even transportation all reflect the same logo, with the EXACT same color scheme and consistency.  The best way to ensure consistency is to work with a single marketing organization.

You are a roofing contractor.  Your company deserves a marketing company that understands, in a deeply fundamental way, what your business does and who your customers are.  Without that gut-level knowledge and specialized expertise, you might as well hire a plumber to fix your next dental cavity.

Top Roof Marketing specializes in marketing on behalf of roofing companies.  For more information on our services, please call (800) 795-2187 to speak with one of our team members and learn how we can help your company grow.

Benefits of Customer Appreciation Efforts

This time of year, our minds turn to things we are thankful for in our lives.  Of those, “having a roof over our head” is always one of the first things that come to mind.  Your company should be proud to share in that sentiment with millions of other Americans.  Without you, those roofs would not exist or would be in poor repair, so thank you.

Of course, without your customers, you would have no business.  So, your thankfulness should extend to those families, business owners, and property managers that keep your business afloat.  Perhaps this is the time to reach out to them and let them know how much their trust and confidence is appreciated.

Done correctly, customer appreciation efforts can reap multiple benefits for your organization.  Here are just a few.

Top of Mind Marketing

When people need or want a product or service, they are most likely to go to the company that first comes to their mind.  This is the primary premise behind social media marketing and other forms of branding initiatives.  The more people see your name or company logo, the more likely they are to think of your company when they have a roofing situation.

It takes an average of 5 to 7 impressions for someone to begin remembering your brand. Taking the time to send “thank you” notes, holiday greeting cards, or even regular “just for you” promotional offers. This will help keep your company in their mind and establish those necessary impressions.

Though simply sending a Christmas card every year is not sufficient to effectively establish your brand in your customer’s brain, it is a very simple and inexpensive step and absolutely should be part of your overall marketing strategy.

Special Offers

As a part of your customer appreciation effort, you can include special “just for you” offers.  These may lead to increased business for your company in the future.

Perhaps you offer a free roof inspection to a select number of former customers. Providing this service, complete with a well-written, comprehensive, and concise report detailing your findings could easily lead to establishing a scheduled inspection and maintenance program for your business.  This leads directly to increased revenue.

Another special offer you may consider is thanking a customer for their referral by providing a reward.  Many companies now offer a monetary reward, such as providing $50 or $100 when a new customer uses the name of an established customer as their referral.  This type of referral program has been shown to increase referral rates by as much as 42% for some industries.

Customer Retention

Getting new customers is all and good, but you also want to keep the customers you have already established.  There are estimates that more than 65% of customers will leave a company if they don’t feel like that company cares about them.  This is not an oversight your company shouldn’t tolerate.

General statistics show that it is 7x more expensive to get a new customer, in terms of advertising costs, time and energy, than it is to maintain your existing customer base.   Maintaining your relationship with past customers makes good business and financial sense.

Increased Referrals

By maintaining good relationships with former and present customers, you increase the probability that they will give your company name to their friends, family members, and business associates who need roofing work done in the future.

One statistic shows that 91% of purchase decision makers prefer a business-to-business (B2B) referral.  That is a powerful message!  Clearly, if you can increase the probability of receiving a business referral from an established customer, you are vastly increasing your odds of closing the deal.

Other important referral statistics include:

  • Leads that come from a referral have a 30% higher conversion rate than other leads.
  • 92% of consumers trust referrals from people they know.
  • 84% of B2B decision makers start the process with a referral.
  • Referred customers are 4x more likely to refer others to the same business.

Final Thoughts

Your company’s customer appreciation program can reap so many more benefits than simply saying “thank you”.  If properly set up and managed, it is a valuable, yet inexpensive tool in your overall marketing strategy.

If you don’t have a customer appreciation program in place, perhaps this information will cause you to re-evaluate that decision.  If so, we are thankful we were able to help.