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Increase the Lead Flow

The Two Sides of Marketing: Identity & Promotion

Two sides exist when it comes to understanding how to market your roofing business, and those sides are identity and promotion.

When we think of identity, it refers to your company’s identity, not you as a person. But, if you’re building a personal brand, and it focuses on your beliefs and what you stand for, this identity does refer to you (the person and the business). Your identity is made up of 3 elements which are

• Positioning (what you’re offering)
• Branding
• Reputation

Once your identity is firmly identified and you’re proud of it, you now have something you can promote. This promotion stage is what you’ve been waiting for for so long. It’s finally time for us to see your sales skyrocket. With this in mind, a well-crafted identity is the cornerstone of any sales promotion, so we have to get that right, to see the returns we’re hoping for.

What are your Promotional Options… Push & Pull

Our team at Blackstorm Design & Marketing divides your marketing strategy into two phases, which are the push and pull marketing phases.

Pull Marketing

With pull marketing, we focus on promoting your product or service to your audience who is actively searching for a solution to their problem. You’re pulling in a prospect that’s searching for the solution your company has to offer. We do this through SEM (search engine marketing) and SEO, by helping your site rank atop Google for keywords within the roofing niche.

Push Marketing

Our team defines push marketing as a method to promote your goods or services to non-roofing leads. Or, those who aren’t actively seeking out what you’re selling. Here we’re focused on building roofing leads, through traditional marketing channels. TV ads, billboards, radio, print, snail-mail, and other forms of promotion, are intended to create interest and spark a buzz about your business, to those who aren’t actively seeking out what you’re selling.

When determining when/how to use push and pull marketing, we ask several questions including

• Are people actively seeking your business out?
• Are you looking to attract new customers?
• Are you trying to build awareness?

We focus on all of these, and other relevant questions, to help you reach a higher number of prospective roofing leads.

I do suggest that if you are on a tight budget, that we start with pull marketing. The reason for this is that SEO is the biggest and fastest way for you to reach roofing leads. It’s quicker for us to reach your leads and those who need roofing services, rather than trying to find people who might need your services down the road. When we focus on SEO aspects, we’re directly tackling the problem in front of us, and we are going after the audience that is already looking for you. By showing up online, and ranking highly on Google, you’ve already won half the battle. We’ve already helped you reach a larger number of viable roofing leads utilizing the power of online search.

If, on the other hand, you’ve maxed out the pull marketing campaign, we can focus on push marketing. We will help you further saturate your market, build your reputation, and help you with branding your business to those who don’t yet know they need your services. I suggest we start with pull marketing because it’s more affordable. Also, with push marketing, we have to convince people that they have a problem that you can resolve. And, we have to convince them why they should choose you, over the many local competitors in your niche.

It’s important to build that trust and reputation, but when you’re short on cash and time, pull marketing will get you more bang for your buck. We’re focusing on the roofing leads that already know what they’re looking for. And, simply seeing your company online, as one of the top results within the keyword niche for roofing businesses, is going to build a level of trust, which will result in more customers reaching out to your business than if we were to attempt starting with a push marketing campaign which takes a little more time, effort, and money to develop.

How do we Get more Roofing Leads Consistently?

As a business owner in the roofing niche, you’re wearing multiple hats each day. But, one of the most important hats you’re wearing as a business owner is the one which helps you focus on making more cash now, so you can operate your business. The more cash flow you have, the easier it is for you to reach your roofing leads and grow your business.

You need cash for everything. You have to pay your employees, order more supplies, work with marketing professionals, and you have to find viable solutions to attract more leads. Cash flow is pivotal to all of these aspects of your business, and ultimately, to your online success and ability to grow as a roofing business.

Think of your business’s roofing leads as being in direct line with cash flow. The more cash you have, the easier it is for you to utilize different resources to bring more leads in, right? And, this is going to help your business continually grow, which will result in greater ROIs down the road. For this reason, you consistently have to draw in fresh roofing leads, so your business can operate efficiently and smoothly. The more potential customers you have to provide services for, the more you’re going to earn in profits as a business. This is our primary focus in helping you grow, is to attract more viable leads for your business.

So, who’s your Modern-day Customer?

If we look back as recently as 10 years ago, marketing and technology have greatly changed the way businesses operate. And, if we look back as far as 20 or 30 years, those changes are even more magnified. Technology is what drives business today. If you think back, it was back in 2007 when Apple introduced the first version of the iPhone. Since then, we’ve seen too many new versions to count. And, we’ve seen upgrades, XL, and other design changes within those versions. And, it’s not just Apple, all major manufacturers are competing in the industry.

Today, everyone owns a smartphone. Whether it’s an iPhone or a Galaxy, or any other model, people are using these smartphones for everything. Including, looking for local businesses in the roofing industry, and every other business niche for that matter. With this in mind, only a small number of these searchers are your “modern-day” customers. When you think of increasing the number of roofing leads for your business, these “modern-day” customers are the ones you’re trying to attract. They’re the people who have the power of searching, and know exactly what they’re looking for when it comes to hiring a roofer, or any other business professionals in their local market.

As a business owner, you have to understand that roofing leads are everywhere. Including those people who are searching for local roofing companies online, on their smartphone, while they’re on the bus going to work. It’s your job, as a business owner, to figure out how to reach these searchers. And, how to figure out the best way to get them to choose your company, as opposed to a competitor’s in your local niche.

Getting Found Instantly

Sounds too good to be true, right? Well, it’s not! And, if you’re positioning yourself in the right place and light, you have viable roofing leads all over the place. How do we tackle these leads? We suggest beginning with a Google Search Ad campaign. Using Google Ads, we can set up a campaign in very short turnaround time, typically, within a couple of hours. These ads will instantly display for search results, for the most searched keywords, within your niche. You’ll have ads popping up for the searches your modern-day customer is entering when they’re looking for a local roofing company on Google.

If you’re ready to get your Google Ads PPC campaign going, we’re here to help. Not only do we offer a free consultation to discuss these ads with you, but also to help you figure out what tactics we can employ to reach your roofing leads locally. We’ll not only point you in the right direction, but we’ll also come up with creative ads to help target your audience, and reach more searchers, regardless of your location, or the type of roofing services your company offers to local customers.

Higher Volume, Greatest Leads… We’ll Achieve it in Less Time

Those who are searching for roofing services are the best roofing leads imaginable. The reason being is that they’re already searching for you. As a business, you don’t have to go out there and look for them. With the right keywords and campaigns, you’re going to rank highly on Google for organic searches. This will result in more clicks on your website, and more active roofing leads contacting you in the local market. Although organic results are under Google’s paid ads, they are still the most highly clicked links online. More people rely on organic results than paid for ads. Therefore, our primary focus is to help you rank higher on organic searches and keywords on Google. This will not only result in more leads now but also more incoming roofing leads in the future. We’ve conducted a study on the topic. Click here if you’re interested in learning more about the results!

If you need help with SEO, visit our site at roofingmarketing.com/SEO, so you can learn more about the SEO services we offer to local roofing companies.

Get on the Map: Google Maps and iMap

For roofing businesses, Google Maps is another great resource to help increase your roofing leads. It’s used by everyone who owns a smartphone today, and it’s also highly visited on desktop sites. When your site is found on iPhone (iMaps) or Android devices (Google Maps), this is a great way to let people know where you’re located. It also adds credence to the fact that you’re a real business, with a storefront. More people tend to rely on companies that have a physical location on Google Maps, as opposed to companies that don’t.

When you’re visible on maps, it’s easier for customers to find you right away. Plus, it helps people bookmark your site and find you later on as well. Plus, it adds to the total number of searchers that can actively seek out and find your business in the future.

All of this is going to benefit your business positively as a roofing professional. It will help build your reputation, and also shows people you’re a real company. It builds your reputation and can also help increase your organic SEO rank over time as well.

Make Sure you’re Socially Active/Visible with Promotional Campaigns

Need to ‘push’ an offer? Do you want to promote a sale? Facebook promotions and other social media marketing promotional campaigns are a great way to ensure your business is visible socially. When you have unbelievable offer customers can’t resist, posting it on Facebook or other social media campaigns, is the easiest way to get them to visit your site, click on the link, and check out what your company has to offer. It’ san easy way to increase the number of roofing leads through social media campaigns, so you can build an email list and campaign, through your website in the future.

Social media advertising gives you one more approach to increasing the total number of roofing leads your company has. It’s another avenue for people to find you, to learn about your services, and to visit your website. this helps increase organic rank, plus it allows you to socialize with local, potential customers, and build a relationship with your local leads. All of this greatly benefits your business presently, and in the long run. So, take advantage of Facebook, as well as other social media sites, for you to run promotions and campaigns, to help increase visibility and help attract more visits to your website.