I was having a conversation with a friend and roofing contractor owner just recently and as he described the challenges he was having in successfully marketing his business only smiled. Not at him or his scenario but in that among the greatest issues that prevents success is all the rubbish provided as knowledge and essential actions to obtaining his phone to ring.
The reality is that there are only a few fundamentals and by simply mastering them, most of the success you look for will be at hand.
It’s reminiscent of the talk that coach Vince Lombardi offered to his Green Bay Packers group in July of 1961 after losing an NFL Championship to the Philadelphia Eagles the previous year.
In his book, “When Pride Still Mattered: A Life of Vince Lombardi,” author David Maraniss stated that Lombardi gathered his team and told them: “Gentlemen, this is a football,” while holding a pigskin in his right hand. He was speaking about the basics of the video game.
Things like blocking, tackling and running or passing the ball are the reasons that one team wins more than another.
So, exactly what I’m motivating you to do as you read this post is to dismiss most of what you’ve ever been told about Internet marketing of your company and think about only the important basics of success and/or failure in marketing your roof service.
These 3 things, done correctly can help your overall marketing and help drive your ROI. Exactly what are they?
First, it’s your understanding of your perfect consumer. Who are they? Which part of your community do they live in? Exactly what is their primary motivation for purchasing your product or services? What makes them select your company over your competitors?
Knowing these aspects of who your perfect consumer is likewise helps you to call them out in your marketing. It likewise helps you to utilize your marketing to disqualify those customers you ‘d rather not serve anyhow.
A common concern with customer selection is when a professional is certified to do both domestic and commercial roofing repair work. The problem with this is the purchasers are really various. They have different requirements and different inspirations. If you can pass by one as your favored client, they should be marketed separately.
Next, is your website. You have one right? A dollar gets you $10 that your site does little to nothing to assist you communicate that you have the only solution to the problem your ideal consumer wants and is encouraged by.
What’s worse is that many websites today are built by graphic artists who by training and impulses will aim to build a beautiful website. What you want is a website that is effective and helps your customer to select you and act on that choice.
Does your site identify your perfect client “dog-whistle” style someplace near the top of the page? A main requirement of people browsing the web for things is to find out rapidly if they remain in the ideal location.
For instance, this roofing company in Denver, CO is doing a fantastic job of targeting their ideal consumers.
If your ideal possibility is a property owner in the Lakewood location of Colorado with hail damage to their asphalt shingle roofing and your words and images don’t communicate that clearly, how can you expect them to know your business offers them the very best solution to their issue?
How clearly is your call to action or next step presented to website visitors? Has your team determined all of the things that individuals are currently searching for when it concerns buying services you use and created material that seeks to assist those searchers to obtain answers?
If not, it ‘d be a smart idea to include that to your to-do list.
Lastly, there is visibility. I’ve informed my clients for some time that to unlock the door to all the opportunity in your market, you need to be visible where the biggest number of your ideal consumers will look when they have a roof problem.
Being discovered at the top of the Google AdWords is vital if you wish to catch those individuals who have an immediate requirement for a roofer.
Then, getting things set-up properly to appear in the top three spots in the Google My Business/Map section (in the middle of page one of Google search results page for the majority of keywords), can bring a flood of new calls and leads in your front door.
Last but not least is for Google to decide that you have the very best website for lots of search questions for a roofer in your market. When they decide you are better than your competition implies they will frequently include your website in the leading 10 organic search results page for your keywords.
There is constantly a portion of all searches online that are especially interested in the organic listings on page one; they will visit, read and think about for themselves whether you can help them. If they believe you can help them, they contact you, in many cases immediately.
So, there you have it, the 3 things for you to focus your efforts on when it comes to your roof companies internet marketing. Do these things and you’ll get your phone calling a lot more often.