To bring more prospects and customers to your small business, you need to engage your target audience. You can do this for your roofing business by creating social media profile and publishing unique content. The good news is that, as a roofer, you actually have an advantage here — you can easily take photos and videos of your work and leverage them across social accounts. There are other ways that you and your team can benefit from social media marketing, too.
Continue reading this blog to learn more about roofing social media and how to run your roofing company’s social media pages.
Roofing Social Media
Roofing social media helps you reach more potential customers and improve your overall roofing marketing plan to drive ROI for your business. Here are some specific benefits of using roofing social media marketing.
Benefits of Roofing Social Media Marketing
- Gain followers across your social media accounts.
- Improve brand awareness for your roofing business.
- Share thought-leadership content.
- Create social media marketing campaigns that complement your other roofing marketing ideas and strategies.
- Post images and videos of your roofing work as a form of social proof.
- Drive prospects and customers to your website and other content marketing materials.
- Increase ROI across all of the roofing services you offer.
How to Run Your Roofing Social Media Pages
Here are four steps to help you create a winning roofing social media strategy.
1. Select your social media platforms.
To kickstart a social media marketing strategy for your roofing company, start by choosing the social platforms you’ll use. Some popular choices for businesses include Facebook, Instagram, LinkedIn, Twitter, and TikTok.
To help select which platforms you’ll use for your business, take a step back and think about your buyer personas (which may also be referred to as user personas or customer personas). Buyer personas should already be informing your roofing company’s larger marketing strategy, so reference them while asking yourself the following questions:
- Which social media platforms do your buyer personas and target audience spend time on? Which platforms are they most engaged on?
- Which social platforms do you think would allow you to share content about your roofing business best? (E.g. will you be sharing photo and/or video content?)
- How many platforms are you already on, and how many platforms do you want to create new social profiles on? What is feasible in terms of how much time you and your roofing team will dedicate to managing your profiles?
Once you’ve selected your social media platforms (and you’ve created new social profiles on those platforms, if necessary), brainstorm the type of content you’ll share across them and begin creating and publishing social media posts that drive engagement among your audience.
Pro tip: Don’t forget to respond to your target audience via comments and direct messages across all platforms you have profiles on. By answering their questions, responding to their praise, and managing their constructive feedback or complaints, you’ll be able to develop strong relationships with your target audience, increase customer loyalty, and retain more valuable followers.
2. Combine social media marketing with other digital marketing strategies.
Your social media strategy should be a component of your overall roofing marketing strategy. This will enhance and elevate your other digital marketing efforts and help you reach more potential clients who are in need of roofing services like the ones you offer.
For example, use email marketing in parallel with your social media strategy to target both prospective and existing clients and potential customers. Optimize your website for search using the best practices we’ll review in a moment. You can also link to your roofing website and other content on your site (such as a blog article) via your social media posts and include links to your social media profiles on your website.
Roofing Website and Search Engine Optimization (SEO) Best Practices
SEO (and local SEO) can help roofers rank higher on the search engine results page (SERP) when potential customers are searching for certain keywords and phrases. For example, if an individual searches for “roofing business in my area” on Google, your website and/or Google Business Profile (previously known as Google My Business) is more likely to appear before that person if you’ve used SEO tactics across your website and content. SEO best practices — along with the creation of engaging social media content — are how you can ensure your small business stands out among competitors in the roofing industry.
Pro tip: Make sure your business has control over your Google Business Profile and Knowledge Panel. This will give you an opportunity to provide easy-to-access links to your social media profiles right on the SERP (check out the photo below of Google’s Business Profile and Knowledge Panel, which contains links to its social media profiles, for reference). Additionally, consider using one of the many SEO services available today — such as Ahrefs, Semrush, or Scorpion — to help you identify which roofing keywords and phrases you should include across your website, social media content, and ads.
3. Use paid social ads.
Social media advertising through paid ads — or pay-per-click (PPC) — is a great way to get your social content and brand in front of the specific people you want to target. For example, if your roofing company decides to focus on Facebook marketing, you may choose to try Facebook Advertising so you’re able to: 1) target your buyer personas based on criteria that matter to you, 2) decide where you’ll run your ads, 3) set a budget, 4) choose your format, and 5) measure your Facebook ads all in one place.
To make for a well-rounded social media ads strategy, pair your social ads with your regular marketing paid ads — such as Google Ads. That way, you’re appearing in front of your unique target audience across multiple channels which, in turn, will help you stay top of mind among your audience and engage them when they want to be engaged.
4. Use a social media marketing tool.
Social media marketing tools help you manage social content creation as well as social post planning, scheduling, publishing, and tracking. They automate tasks and reporting to save you time and improve accuracy. Depending on the marketing service or tool that you use, you may have insight into your other marketing efforts and strategies which makes it simpler to analyze success since your data is all in one location.
An example of a tool like this is Scorpion. It’s a home services marketing tool that comes with features specifically for roofers. You can also use a marketing tool like Scorpion or Sprout Social to track your social media campaigns via dashboards that offer insight into success and areas of opportunity. These types of tools make social content creation, publication, and analysis easy, quick, and accurate.
Run Your Roofing Social Media Pages
Roofing social media has the power to help your roofing business improve brand awareness, increase success across your other digital marketing strategies, engage target audience members, and convert and retain more customers. To seamlessly run your roofing social media pages, consider leveraging a home services marketing tool that’s tailored specifically to roofers and contains numerous social media marketing features.
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