Do Roofing Contractors Need Social Media?

We know what you’re thinking… Social media? For my roofing company?? But isn’t that just used to share photos of overpriced brunch meals and complain about the President??

Well, to respond to your reaction, yes and, most definitely, no. On the surface, Social Media Marketing might not initially make the most sense for a roofing business to invest in. But regardless of how you personally feel about social media, the fact of the matter is that more people are using Facebook, Twitter, LinkedIn, Pinterest, and YouTube than ever before, and these potential customers aren't going to stop using these platforms anytime soon.

The important thing to remember is that the billions (yes, billions) of people using social media aren’t just posting pictures or sharing milestones – they’re using it to find local businesses that cater to their needs.

In fact, 54% of social media users utilize social media to research products and services, and if your roofing company isn’t active on social media, odds are your competitors are – and they’re marketing themselves toward those prospects.

Effective social media management can do wonders to help you reach your roofing website’s goals, such as:

• Expanding and engaging with your online following
• Monitor and manage your online reputation
• Drive more traffic to your roofing website
• Increase brand awareness and become more searchable

Still not convinced your roofing company needs social media? Let’s take a deeper dive into how social media marketing and management will benefit your roofing business in the long run.

Expanding Brand Awareness

With the roofing industry being as competitive as it is, it’s crucial to virtually establish your roofing company as a credible, dependable, and experienced business that’s willing to do whatever it takes to get the job done.

So how are you able to depict such a reputation online?

Social media provides your company with the opportunity to distinguish your brand and spread awareness of your business, helping potential customers get a better understanding of what separates your roofing company from the rest of the pack.

Staying active and up-to-date on social media helps expand brand awareness through:

• Engaging with customers through feedback, reviews, direct messaging, etc.
• Producing content that can be shared amongst your followers and their followers
• Allowing your roofing company to be more searchable and rank higher in organic search engine results
• Connecting with customers on a personal level while also being able to instantly respond to any questions, comments, or concerns

The more active and consistent you are with managing your social media channels, the more people will become aware, interested, and engaged with your brand.

Targeting Customers

Perhaps the most important reason your roofing company should utilize social media is the fact that you can instantly find and target your ideal customer base.

For example, Facebook provides business pages with a number of advanced and specific targeting options, where you can focus on appealing to distinct demographics, locations, interests, and many other characteristics or traits.

These analytics allow you to not only market your roofing company toward relevant prospects directly, but also provide keen insight as to what their consumer needs and expectations are.

Social Media Paid Advertising

Remember how over half of social media users specifically use social media to find and research companies? Well through social media paid advertising, you’re able to not only seek out leads that are actively looking for roofing services, but allow your content to be one of the first things they see when they log into their social media account!

From boosting content on Facebook to increasing your click-through rates tenfold, there are seemingly endless marketing possibilities to explore when investing in social media paid advertising.

Beyond targeting new or old customers better, paid ads will help your social media profiles:

• Reconnect with past visitors to your roofing website or social media profiles
• Increase website traffic and lead conversion rates
• Spread more information about exclusive deals or promotions
• Expand your social media following and presence

You can’t argue how much easier it is to generate leads when your social media analytics provide you with dozens of them to cater your advertisements to!

Online Review Opportunities

A general rule of thumb to know in regards to proficient digital marketing strategies is that the more online reviews your roofing website generates, the more credible your business looks to both customers and search engines alike. Social media makes it so much easier for roofing businesses to gain more online reviews, because it allows you to directly connect with customers you’ve worked with in the past.

Once you’ve completed a roof repair job and the client follows your social media page, you can directly contact them to encourage them to provide feedback and post a review of your services. The more online reviews and five-star ratings you accumulate, the better your online reputation and presence become.

Professional Networking

Social media doesn’t just allow you to expand your customer base and online presence; it’s an opportunity to strengthen your networking and establish your brand as an active member of your community!

For starters, LinkedIn has quickly become one of the most utilized social media platforms for helping local businesses demonstrate themselves as leaders in their industry.

For example, if your roofing company recently did commercial work for another business in the community, having that company as a reference on LinkedIn allows users to see just how credible your business is and establish your brand as trustworthy and reputable.

Manage Your Online Reputation

You might consider yourself to be the most trusting, esteemed roofing contractor in town, but if people doubt that claim publicly via social media or online reviews, it can prove to be quite difficult to restore your online reputation once the dust has already settled.

Social media makes it easy for your roofing company to monitor and manage any online feedback posted about your business, providing you with the chance to:

• Immediately respond to both negative and positive reviews
• Leverage and advocate all positive reviews
• Resolve any customer complaints as fast as possible
• Use social listening tools to see what people are saying about your business in real time

Remember, just because you might not judge a business based on their Google review rating, doesn’t mean that dozens, if not hundreds, of potential customers aren’t basing their decisions on how high or low your ratings number is.

Social Media Solutions for Your Roofing Business

Look, if all of these components of Social Media Marketing seem overwhelming or intimidating, we get it! It’s hard to keep track of all these elements when you already have enough on your plate running your own roofing company. That’s where we come in!