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Social Media Marketing for Roofing Companies – 6 Steps on How to Start Your Marketing Campaign

In this blog post, we’ll share with you how important social media marketing for roofing companies is along with some tips on how to get client more bookings. But before that, we’ll show you the pros and cons of each social media platform to give you an idea of which works best for your roofing company.

Facebook

Facebook is one of the top social media platforms in the world. With over 2.89 billion active monthly users, your roofing company will be exposed to a wider audience than other platforms. Aside from that, it’s easy to use and has lots of features that will help you promote your product such as photos, videos, live videos, receiving messages from potential customers, and more!

Yet, it has a few downsides such as having to keep up with the latest trends and handling negative reviews immediately, or else, it might affect your reputation. Also, unless you are paying for Facebook ads or have a decent amount of followers, only a few people will see your content.

Instagram

Instagram is more of a visual platform that’s popular for Gen Zs and Millenials. It works best for affiliate marketing, can drive more traffic to your site through hashtags, and allows you to easily post the same content on other social media platforms like Facebook.

But, despite those features, some of its disadvantages include having a limited audience (majority of its users are young people), content consumption is very high (you have to keep on posting new content), there’s a limited number of photos per post (max 10 posts in carousel format), and algorithm changes from time to time.

Youtube

Youtube is a video-focused platform that’s a perfect place to advertise your roofing services if you’re fond of creating roofing content.

Some of its awesome features include increasing your roofing company’s visibility on search results when done right, can increase your conversion rates, and also has several types of videos to create (YouTube shorts, regular videos, or going live).

However, it has a few drawbacks such as being quite expensive, can be time-consuming in creating content, and you have to be consistent in posting to grow your presence.

LinkedIn

LinkedIn is the best place to build your reputation since most brands have their LinkedIn company page. Since it’s one of the most trusted online platforms, you can put all of the business information, associate your employees, and post the latest updates, and relevant blog posts from your website. However, it also has a few limitations such as having certain rules when it comes to posting like you shouldn’t provide too much personal information and can terminate your account if it violates the User Agreement.

Benefits of social media marketing for roofing companies

As of 2022, 92% of marketers are using social media to promote their products and services, in the United States alone. So, whether you’re a startup roofing company or an established one, you’ll surely benefit from social media marketing especially if you are using the right strategies.

Not convinced? Here are three reasons why you should also promote your roofing services on social media in addition to your Google Ads campaigns.

1. Improved brand awareness

Social media has already become an integral part of our daily lives. is not a bad idea! Since the average time spent on social media are 2 hours and 29 minutes, and the majority of your target audience is on this platform, promoting your roofing services on platforms like Facebook, Twitter, and Instagram is not a bad idea at all! In fact, it gives your brand more exposure to potential customers who are looking for roofing services.

2. Builds trust

When people search for your roofing company online and they can’t see a single profile of yours, they will have doubts about engaging with your brand. As a consumer, they expect to see your brand online, or else, they will not do business with you.

So, make sure to establish your roofing company’s social media profiles with the same logo and accurate business information so that your target customers will know that you are a legitimate roofing company.

3. Works well with other marketing strategies

If you have already started your PPC campaigns, email marketing, and SEO efforts, and looking for ways to maximize the reach of your roofing company, then, you should definitely include social media marketing in your strategy! Not only will it help you get more new customers, but it will also make your brand look legit especially if you’ve established your presence on these platforms.

Want to know some tips on how to optimize your search engine rankings? Check out our blog post on SEO for Roofing Companies to learn more.

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How to start your social media marketing campaign

How to start a social media marketing campaign for roofers

Before you proceed with posting on your roofing company’s social media pages, there are several steps you have to do first.

Step 1. Identify your goal

The first thing you should consider before creating a social media marketing strategy is to identify the goal of your campaign. This is important because it’s something that’ll help you determine whether you’re close to reaching your campaign goals or if you still need to make some adjustments to reach your goal. Here’s a list of specific campaign goals for promoting your roofing services:

  • To increase brand awareness
  • Get more new customers
  • Retain existing customers
  • Improve customer engagement
  • Drive more traffic to your roofing company’s website
  • Build a community

No matter what your goal is, it’s important to define it at the beginning because that’s where your marketing strategies will rely on.

Step 2. Define your target audience

After determining your campaign goal, the next thing to do is to identify who your target audience is. Is it owners of residential houses, commercial buildings, or both? In this step, you have to decide if you have specific criteria for your target audience (e.g. household income or location).

You have to match your audience with the roofing services you are offering. By knowing who your ideal clients are, it will be easier for you to focus on the needs of these people instead of wasting your time and resources on a group of people who aren’t really interested in your services.

Step 3. Check out your competitors

Now that you have established the goal of your campaign as well as your target audience, it’s time to take a look at what your competitors are doing. This will give you an idea of what strategies works for them and give you the advantage of filling in the gap that they must have missed.

Here are some questions to help you out:

  • What types of content do they usually post? (e.g. reels, single photos, carousel, videos, etc.)
  • How frequently do they post on their pages?
  • Which platforms do they use?

Step 4. Brainstorm ideas on what to post

Now that you have an idea of the strategies used by your competitors, it’s time to think about the type of content you’re going to post on your roofing company’s social media profile.

According to Wyzowl, when posting on social media, brands should follow the 5-3-2 rule. It tells you what type of content you should post and when you should post it. This creates a balance between posting content that’s purely promotional and content that suits the interests of your target audience which helps you get more followers and people engaging with your brand.

Basically, it says that for every 10 posts, five (5) of them should be curated content. These are relevant content that you can find in other sources (e.g. online forums like Quora and Reddit). It’s a piece that’s related to your roofing services and at the same time, relevant to your target audience.

Three (3) of them consist of your own content. This could be blog posts, infographics, videos, etc. Just remember to add your roofing company’s logo in it to increase your brand’s reach.

The remaining two (2) should be something that humanizes your brand. One of the main reasons why people use social media is to be entertained and to have fun. So, don’t focus too much on promotional content, the remaining 20% of your posts should have some humor in them (something that your audience can relate to).

  • Aerial shot of recent roof you’ve created

  • Fun facts about roofs

Step 5. Schedule your posts

Once you’ve gathered a list of ideas to post on your roofing company’s social media pages, the next thing to do is create a schedule of when you will post it. This is another important step in every marketing strategy because it helps you become consistent when it comes to publishing content for your audience. Planning ahead also prevents you from missing out on posting on timely events (e.g. holidays, national events, summer, in preparation for the rainy season, etc.).

The question is, “When’s the best time to post?”

According to recent research, the best time to post on social media that will help you get lots of engagement is from late afternoon to evening. Somewhere between 1:00 pm to 8:41 pm because that’s the time when most people are online, catching up on posts they might’ve missed throughout the day. While the worst time to post is when most people are asleep which is usually past midnight to 4:00 am.

However, it still depends on the timezone of your target audience.

Looking for social media tools that can help you manage and schedule your posts? BufferHootsuite, and Sprout Social are some of the best ones out there.

Step 6. Track results

Social media platforms usually have a built-in feature where you get to see the performance of your marketing efforts. It’ll provide you with useful insights and charts that’ll help you analyze which gets the best results and which ones need a little work. From there, you’ll be able to pinpoint and optimize effective strategies that you can use in your marketing campaign.

Here are the aspects that you should keep an eye on when analyzing the results of your roofing company’s social media marketing campaign:

  • Top performing posts
  • Time posted
  • Day posted
  • Engagement data
    • Number of likes, comments, and shares received
  • Language
    • Positive or negative tone
    • Emojis used
    • Hashtags used
    • Length of caption
  • Images
    • Format used (single photos or carousel)
    • Type of image used (actual images or infographics)
    • Colors used
  • Videos
    • Format used (regular videos or reels)
    • Length of video
    • With subtitles or without
    • Type of video (educational or promotional)

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Best practices in social media marketing for roofing companies

Best practices in social media marketing

1. Brand consistency

When consumers frequently see your roofing company on their timelines/newsfeed, it develops a positive feeling and builds trust and loyalty toward your brand. Consistency helps your brand stand out among your competitors. Here are some tips on how to do that:

  • Use the same tone when delivering your message
    • There are different types of tones that can be used in marketing your roofing services. It could be presented in a casual, formal, funny, or serious manner.
  • Use the same color palette/filter in your feed
    • Consistency also applies to the way you present your posts online. So, if you frequently post about roof transformations, make sure that if you’re using a filter, it’s the same on through all of your posts. This way, whenever you appear on your followers’ feed they’ll immediately know that it’s a post from your brand.

2. Engage with customers

Interacting with your audience on a regular basis not only helps you build and nurture relationships with your customers but also improves customer satisfaction, and increases the likelihood of referring your brand to their friends and colleagues.

Here are some ideas on how to engage with your customers:

  • Respond to customer feedback
  • Host a Q&A on your social media pages
  • Create a loyalty program for your repeat customers
  • Create a referral program
  • If they’ve tagged you in one of their posts, repost it on your page
  • Share timely posts (e.g. holiday greetings, special occasions, or national events)

Respond as much as you can whether it’s a comment under your post, review, or tagged post from previous customers.

Brand mention tools like Mention and Mediatoolkit notify you whenever your brand gets mentioned across social media channels like Facebook, Twitter, Instagram, and Youtube.

3. Use hashtags

Hashtags (#) are commonly used to categorize posts based on a specific topic. It’s one of the important elements that make it easier for other people to find your roofing company online, target a specific group of people, and boost your SEO.

Tips on using hashtags:

  • Should be easy to read, so if you are using several words, just start with a capital letter so that your audience will have an idea of what it’s all about
  • Join trending/viral hashtags that are relevant to your roofing services
  • Limit the number of hashtags you use per post.
    • According to buffer.com, the recommended number of hashtags on Twitter and Facebook is 1-2. While on Instagram, more than 10.

4. Post content for each buying journey

As someone who works in the roofing industry, you have to make sure that you’re posting various types of content for each buyer’s journey. If you aren’t that familiar with it here are the stages of a buyer’s journey:

  1. Awareness stage
    • Individuals who are experiencing a problem and looking for more information about it.
    • Type of content suitable for this stage: blog posts, how-to videos, infographics.
    • In this stage, the person just found out that his roof is leaking. Now, he’s looking for the possible reasons why it occurred.
  2. Consideration stage
    • Individuals who are searching for ways how to solve the problem.
    • Type of content suitable for this stage: case studies and testimonials.
    • In this stage, the person is now looking for roofing companies that can help him solve his problem.
  3. Decision stage
    • Individuals have decided on what to do to solve their problems.
    • Type of content suitable for this stage: demos, landing pages, white papers.
    • In this stage, the person has chosen Roofing Company X to fix the leak from his roof.

By posting various types of content for each buyer’s journey, you’re addressing the needs of your target audience throughout their buyer journey. Aside from that, it’s a good strategy that will help you cope easily whenever algorithms change (since it happens from time to time).

5. Create engaging captions

Captions are also important in your social media marketing strategy. Before you post content on social media, think about the intention you want to tell your audience.

Do you want them to perform a specific action on your post? Like share their thoughts in the comments section or tag their friends who can relate to your post? By identifying your intention behind every post, it’ll be easier for you to write the best caption.

Here are some tips on how to come up with captivating social media captions:

  • Ask a question 
    • If you already have an idea about your caption, why not turn it into an open-ended question? This will encourage your audience to engage with your post.
  • Make it relatable
    • The more relatable your caption is, the more likely your followers will share it with their friends. Remember, you are writing for your audience. With that, here are some questions that will guide you to make your captions relatable to your audience:
      • Does your caption reflect your roofing company’s brand?
      • Are you telling your audience to take action? (e.g. refer to a friend who is also having the same roof issues or anyone who will benefit from your roofing services)
      • Encourage your followers to mention their friends
  • Adding a CTA
    • Before you end your caption with hashtags, don’t forget to add your CTA. This will guide your audience on what to do next and help boost engagement. Some examples could be “double tap if you agree”, or “tag a friend who needs to see this.”
  • Start with a catchy first sentence
    • For example, if you are hosting a contest or a giveaway, it’s best to mention these words at the beginning of your sentence so that it could easily get the attention of your followers.
  • Use emojis
    • Use it only to emphasize the thought not to replace words
    • Don’t use too many emojis
    • Place it at the end of a sentence so it doesn’t disrupt the readability of your sentence
    • Make sure that it’s appropriate to your concept

Still not sure if social media marketing works best for your roofing company?

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How to track your social media marketing campaigns

Ways to track social media marketing campaigns for roofing companies

Here are the important metrics you have to track to see if the results of your social media marketing efforts:

1. Engagement rate

Engagement rate refers to the percentage of engagement you get on your posts. This includes the likes, comments, and shares from your audience. By audience, this could be individuals who follow your roofing company’s page or people who haven’t followed you yet.

2. Reach

Reach refers to the number of people who have seen your content at least once. Here, you can usually see if the number of people who viewed your content came from your followers or non-followers.

3. Impressions

Impressions refer to the number of times your content is displayed. For example, if your content is 3 times by a user, it’s counted as 3 impressions.

4. Follower growth

Follower growth is another metric that tells you whether your audience likes the content they see from your profile or if it needs some tweaking. This shows you the potential number of accounts your roofing company can reach out to which should continue to grow over time. If you notice that the number of followers on your social media page is not growing or keeps on decreasing, you might have to evaluate your marketing strategy to see what works best for your audience.

Key takeaway

Social media marketing is all about creating engaging content and sharing it with your audience to promote your roofing services. This marketing strategy has already helped tons of business owners reach their target audience and get more roofing leads. Just remember to follow the tips we’ve mentioned in this blog post and you’ll eventually see results in no time!

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