Smart Marketing

Being a roofing contractor isn’t just about getting the job done, it’s about how you portray yourself to your customers, too. With such a competitive industry, it’s key to be smart with your marketing to achieve the best for your business. Here, Stuart Base, Marketing Director at SIG Roofing, outlines how you can do just that.

Marketing your business effectively may come very naturally to some, but for others, it may not be second nature. However, the impact that smart marketing has on roofing businesses can make a huge difference to your success. From spreading the word to increasing your online presence, these simple steps can not only help you to get a better understanding of your key customers and their needs but also your competition and what you’re up against.

Spread the word

It might sound obvious, but you’d be surprised at how many roofers in the industry don’t shout enough about their jobs. Word-of-mouth advertising is a key player in every business, and there are many ways that you can get other people, namely your customers, talking about you too.

A survey by Which? recently indicated that roofers are generally not trusted by the public, which is why local reputation is key. Exceeding customer expectations, becoming a more personable and friendly business or carrying out a generous act that gets people talking are all methods of triggering word-of-mouth advertising; one happy customer will inevitably steer a number of new ones your way. Generally, people almost always take recommendations from family and friends into consideration, so any steps taken to increase referrals could be massively rewarding for your business.

If you’re in a position to, another approach to consider implementing is to offer discounts to those who do spread the word about you. Money saved equals happy customers!

Get online

In this day and age, it’s the norm to ask Google absolutely any question that springs to mind. How to get from A to B? Google. Nearest café that sells bacon butties? Google. Local roofing business? Google! It’s for this reason that it’s paramount to ensure you’ve claimed your spot as a Google Business, which can be done within just a couple of minutes here: https://www.google.com/business/. This means that when people Google search your business, or generally search for a local roofer in the area, it will appear in the results, consequently generating more customer leads and interest.

Saying that it’s no good having your business up on Google and no website to direct customers to. Get a valuable and professional website up and running as soon as possible, ensuring it includes all the information a customer would need and also as a tool to communicate with both existing and new customers.

Be social

Let’s face it, the power that social media holds over people today is undeniable. It’s for this reason that as a business you need to immerse yourself in the online world. Utilising platforms such as Facebook and Twitter can really help make your business become more personable, approachable and makes for an easy way of customers reaching out to you. Even better, you’re free to be as creative as you like, so have some fun with it!

It’s important to consider that as much as customers are given the opportunity to praise your business publicly, you’ll also be giving them the chance to slate it, which you’ll need to be prepared for. However, should a scenario like this occur, it’s important to resolve any issues and deal customers quickly in a respectable, non-argumentative manner to maintain a positive and professional reputation.

Although it’s a scary concept for some, not taking advantage of social media can ultimately lead to some negative outcomes for your business, so it’s worthwhile to get on board.

Keep it traditional

Aside from the shiny world of social media, it’s also essential to carry out some basic yet efficient practices, too. Networking within your local area for one is worth considering – focus on building relationships not just with your target market, but perhaps other small businesses to which you could lean on one another for support. Get some attractive posters advertising your business up in your local café, or speak to your local parish about being included in their newsletters to help spread the word. It’s the simple things that are sometimes most effective!

For more information about SIG Roofing, please visit www.sigroofing.co.uk or follow @sigroofing on twitter.