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Why roofers need multi-channel advertising
Roofer marketing isn't what it used to be. It's no longer enough to be listed in the Yellow Pages, run an ad in the local newspaper or rely solely on word of mouth. In today's digital world, there are multiple channels roofers can and should use to reach their target audience.
Smart roofer marketing is about building a visible presence wherever prospective leads and clients in your area are looking. Multi-channel advertising can help you do just that.
Connect with potential clients at every stage of the marketing funnel, convert leads and capture market share with multi-channel advertising for your roofing company.
7 benefits of multi-channel advertising for roofing companies
1. Drive high-quality leads
Connect with people in your area who are actively looking for the roofing services you offer with digital advertising, and drive more high-quality leads to your roofing company. With a strong presence on more channels, you can reach a wider audience and connect with more prospects interested in your roofing services.
2. Increase your visibility
A strong online presence is key to roofer marketing success. But with so many digital channels to choose from, it can be difficult to know where to start. Multi-channel advertising helps you increase your visibility and connect with leads on the channels they're using most, from Google to Facebook, Instagram and YouTube.
3. Get found
Roofers who want to be visible online need to make sure they're appearing in the search results on search engines, like Google and Bing. SEM (search engine marketing) is an effective way to market your roofing company on search engines and get found by people searching for roofing services in your area.
4. Capture market share
Multi-channel advertising can help roofers drive high-quality roofing leads and capture market share from their competitors. By advertising on multiple channels most popular with your client base, you can reach a wider audience than your competition and stand out from the crowd.
5. Target the right audience
All roofing leads are not made equal, and not everyone wants or needs roofing services. Digital advertising gives roofers the ability to target their ads to the right audience based on important factors, like location, interests and demographics. This ensures your marketing dollars are being spent wisely, and that your ads are reaching the people most likely to use your roofing services.
6. Stay top of mind
It's not enough to just be visible online — roofers need to stay top of mind with their target audience, too. Multi-channel advertising helps roofers stay top of mind and in front of their target audience, so they're the first roofing company that comes to mind when someone is ready to schedule an appointment.
7. Monitor and maximize your performance
Digital advertising provides roofers with access to data and analytics that can be used to monitor and improve their performance. By tracking important metrics, like leads generated, website traffic and conversion rates, roofers can fine-tune their advertising campaigns for maximum results.
The best digital advertising campaigns for roofing contractors
Local advertising, like Local Service Ads on Google, is a great way for roofers to connect with leads in their area. These ads appear in the local search results, and they allow roofers to target their ads to searchers based on their location.
Search and maps advertising
More often than not, the search for local roofing services starts on Google or Bing. Search advertising allows roofers to get to the top of the search results. These ads appear above or next to the organic search results on the page, giving roofers a chance to get their roofing company in front of searchers at the very moment they're looking for roofing services.
Retargeting is a great way to stay top of mind with your target audience. These ads are shown to people who have already interacted with your roofing company online in some way, like visiting your website or clicking on one of your ads. Retargeting ads help roofers stay top of mind and remind their target audience about their roofing services.
Social media advertising
Scrolling through social media is one of the most popular online activities, and social media advertising is a great way for roofers to connect with their target audience on social media. Roofing companies can use social media advertising to increase brand awareness, drive website traffic and generate leads on popular platforms, like Facebook, Instagram and Twitter.
Display advertising allows roofers to reach their target audience with relevant ads on the websites, apps and social media platforms they visit every day. These ads can increase brand awareness for your roofing company, and they can also be used to generate leads and drive website traffic.
Digital TV advertising
Like digital radio, digital TV advertising — also called over-the-top (OTT) advertising — allows roofers to target their ads to a specific audience. And, with more and more people cutting the cord and streaming their favorite shows, roofers can reach their target audience on the platforms they're already using. Best of all OTT ads are non-skippable, so you can rest assured that your message is seen.
Digital radio advertising
More and more people are streaming digital radio, and roofers can use this channel to reach their target audience with ads. Best of all digital radio advertising can be targeted, which allows roofers to target their ads by location, time of day, day of the week and even listening habits.
Get in front of people driving around your local area with digital billboard advertising. These billboards are located on busy highways and roads, and they allow roofers to target their ads to people driving in specific areas. This is a great way to increase your local visibility.
Multi-channel advertising tips for roofers
Define your audience
The first step in any advertising campaign is defining your audience. Who are you trying to reach with your ads? By defining your target audience, you can create ads that are more likely to resonate and convert. This will help you maximize your advertising strategy and budget for the biggest impact.
Set your goals
What do you want to accomplish with your roofer advertising campaign? Do you want to increase brand awareness, generate leads or drive website traffic? By setting clear goals, you can create an advertising strategy that is more likely to be successful and drive the results you want.
Use targeting to get in front of the right people
Not everyone in your area wants or needs your roofing services. That's why targeting is so important in roofer advertising. By targeting your ads to people who are more likely to be interested in your services, you can generate higher quality leads and get more bang for your advertising budget.
Budget for success
Multi-channel advertising is a critical piece of the modern roofer marketing puzzle, but it can be expensive. Make sure you have the budget to support a multi-channel advertising campaign before you get started, and that you monitor your performance to ensure you're making the most of every roofer advertising dollar you spend.
Maximize your visibility across the most popular channels
Different people use different channels, so it's important to have a presence on as many as possible. But it's just as important to make sure you're advertising on the right channels. By advertising on the most popular channels with your client base, you can reach more people and generate more leads for your roofing company.
Build exact-match landing pages
When people click on your roofer ads, they should be taken to a landing page that is relevant to the ad they clicked on. If you're running a display ad campaign, for example, you would want to create a landing page specifically for that campaign. This helps improve your conversion rate and ensures that people who click on your ads are getting the exact information they're looking for.
Bid on branded keywords
Bidding on your own branded keywords is a great way to make sure your ads are seen by people who are already familiar with your roofing company. These people are more likely to be interested in your services already and are, therefore, more likely to convert into leads or customers.
Measure your results
Monitoring your roofer advertising campaign performance is essential to ensure you're getting the most out of your investment. By tracking your leads, website traffic, conversions and other key performance indicators (KPIs), you can adjust your campaign as needed to improve your results and maximize your ROI.
Work with a dedicated Ad Specialist
If you're not sure where to start with your roofer advertising campaign, or if you're not seeing the results you want, consider working with a dedicated Ad Specialist. At Marketing 360®, our Ad Specialists help roofers create and manage successful multi-channel advertising campaigns to reach their goals and maximize their investment.
Multi-channel advertising FAQs for roofing contractors
What is multi-channel advertising?
Multi-channel advertising is an advertising strategy that uses multiple channels to reach potential roofing clients. This includes paid ads on Google, Bing, Facebook, Instagram and other popular channels with people actively looking for roofing services in your area. With multi-channel advertising, you can ensure that you have a visible presence wherever your client base spends their time.
What are the best advertising channels for roofers?
Not all multi-channel advertising strategies are made equal, and not all channels are right for every roofer. The best advertising channels for roofers vary depending on your target audience and where they spend their time. Some of the most popular channels for roofing contractors include Google, Bing, Facebook and Instagram.
How much should you budget for multi-channel advertising?
There is no one-size-fits-all answer to this question, as the amount you should budget for your roofer advertising campaign depends on a number of factors, including your goals, target audience and the channels you're using. That said, it's important to make sure you have enough budget to support a successful multi-channel advertising campaign.
How do you know if multi-channel advertising is working for your roofing company?
The best way to know if your roofer advertising campaign is working is to track your results. By monitoring your leads, website traffic, conversions and other important KPIs, you can adjust your campaign as needed to improve your results and maximize your investment. You should also work with a dedicated Ad Specialist who can help you manage and optimize your campaign.