Marketing for Roofing Contractors
5 Mistakes to Avoid
Marketing your contracting business is vital to ensuring long term success.
Without marketing to promote your work, how will potential customers realize what you do and the great work you do? Below are 5 common mistakes to avoid when building your marketing plan.
1. Do Not Overlook Your Marketing Strategy
A successful contracting business does not overlook their marketing strategy. The way each contractor goes to market is different, but it is important to take into account what you have done in the past so you can better plan for the future. If you spent money on different marketing initiatives take note of what was effective and what was ineffective.
If you ran an ad in a local newspaper how many leads did you get?
If you ran a direct mail campaign to a certain neighborhood, how many sales did that get you in that area?
If you ran a Facebook ad campaign, how many calls/clicks/leads did you get?
Is online marketing important to your business? If so think of ways you can drive traffic to your business.
Do you attend trade shows? If so is the return worth the cost to attend?
A strong marketing strategy is vital to ensuring long-term success. The best way to think about your marketing is to first understand that not everything you do will lead to a sale. Many things are trial and error, it is more about learning what has worked and what hasn’t worked, and doubling down on what the best return is for your business.
2. Not Claiming Your Google My Business Listing
Google My Business is a free tool that lists your business on Google. It allows you to upload your hours of operation, business location, and enables people to leave online Google reviews of your business. It also gives you the ability to list your business location on Google Maps so that potential visitors know where to find you.
By not claiming your business listing it means that you are missing out on a tool that many prospects use to find local businesses.
3. Not Asking Homeowners for Google Reviews
Google Reviews make a difference. With the volume and importance of Google searching, homeowners are becoming more educated and take customer reviews into consideration now more than ever. Having a high star Google Ranking will affect your business. The better your reviews, the more leads you will get.
Just finished a job and the homeowner is happy? Ask for a Google Review. Google Reviews can make a significant impact on your business, especially if homeowners are deciding between you and a competitor. Over time, having 50 plus Google Reviews can make a substantial impact on your business and future leads.
4. Over-Reliance on Word of Mouth
Just because you installed a beautiful new roof and the homeowners loved working with you, does not necessarily mean they will go around touting you to family, friends, and neighbors. You need to think of every sale as an opportunity to market your business. Be proactive in your approach. If you do not have a yard sign in the front of every roof you have installed, you are doing yourself a disservice. Instead of relying on word of mouth, ask for a Google Review. Go one step further by emailing the homeowners a direct link to your Google My Business Listing so that they can easily leave you a review. Do they have Next Door? If so ask them to write about their experience on their community Next Door page.
5. Not Marketing When Lead Volume is Strong
If your lead volume is strong, you need to continue to make that a focus of your business. The first step is to find out why the lead volume is so strong. Maybe you had your inside sales team make outbound calls to increase lead volume, maybe you did a targeted mail campaign, maybe you ran an online ad campaign, whatever it may be you need to find out what led to the increase in lead volume.
Do not begin to market just because lead volume is low. If you do that, you are already behind the ball This strategy rarely works because you are thinking of new ways to get leads immediately, as opposed to consciously thinking about revenue streams, how you go to market, where you go to market, and what you have done in the past and what results you got from previous marketing initiatives.