Creative Roofing Marketing Strategies to Boost Your Business

Using video in your business strategy can be a powerful way to engage and build rapport with your customers. The best part? All you need is your cell phone.GAF Real Talk LIVE host Alan Lopez sat down with GAF video specialist Pablo Nivar to discuss low-stress, low-budget, start-today actions that contractors can use to introduce video content into their business strategy. Here are some of the lessons and easy-to-follow guidance highlighted during the pair's conversation.Why You Need VideoIn today's modern world, engaging customers on multiple levels is key. Video allows you to connect face-to-face in a sense and create engaging content that's not overly promotional, which can encourage users to buy. According to a 2021 study, 80% of consumers consider trust a deciding factor in their buying decisions.Don't Stress—Start SimpleFear about entering the professional video space is the biggest hurdle Nivar says he encounters among contractors as a GAF CARE video specialist. Fortunately, you don't need a big budget or professional equipment to successfully begin your video strategy.At the start, your videos are about building relationships. Use that to your advantage by working with what you have, and focus on engaging topics instead of fancy videography.Think Authentic Videos, Not MarketingHave the instinct to sell, sell, sell? Nivar explains why you should think again and create the kind of social media video content you like. Prioritize genuine content that tells a story and builds connection.If this sounds hard, Nivar and Lopez break down 10 types of videos for you to create. For each video type, Nivar gives examples and wording you can use. You don't have to reinvent the wheel; making videos can be easy and even enjoyable.10 Types of Videos to Create for Your Social Platforms1. Before and After VideosBefore and after videos can be a powerful way to showcase your work and benefit your brand without being overtly "salesy."2. Client TestimonialsClient testimonials can build a foundation of trust for future customers, helping them see the quality work you've completed and how you've collaboarated with past customers.3. Educational ContentYou can offer educational content without giving away your expertise for free. Think about what's relevant to your regional audience and focus on teaching, not selling.4. Your Company StoryCreating a company story video shouldn't be your first action, but it can be an impactful way to imbue humanity into your brand down the line. This presents a great opportunity to share your mission and vision, as well as introduce the people that help run the business.5. FAQAnswering questions you often receive is a great way to directly engage your customer base with content that's relevant to them.6. Time LapseTime-lapse videos can fulfill the need for "how it's done" content and show the value of your work. An entire project can be distilled down to minutes.7. Tips and TricksSharing tips with homeowners builds trust with your audience and gives them something valuable to take away from the video.8. Repair How-TosEmpowering homeowners to do their own minor repairs doesn't put you out of a job. In fact, it can show them you're committed to helping them solve their problems. Keep in mind that you should never inspire customers to climb onto their own roof, and instead encourage them leave that work to professionals.9. Customer AppreciationEveryone likes to feel appreciated. Making videos that show customers you value them for choosing your business—and how it makes a difference—can potentially lead to future work with both existing customers and new clients.10. OffersLeaving sales videos for last on your creation list can actually net you more business. You want to promote your business, of course, but it's best to make authentic connections first.Tips for Great VideosKnowing what to record is one thing, but understanding how to take video to benefit your brand is another. During their conversation, Nivar and Lopez not only cover how to use video in your business strategy but also need-to-know logistics. Important topics of discussion include video length, creating calls to action without being pushy, what not to say so you don't alienate customers and other businesses, and how to engage viewers with dialogue that hooks from the start. Additionally, the pair shares tips around enhancing the customer experience during installation using quick video recordings, which just might help earn extra praise in your video testimonials.Introducing Video to Your Business StrategyIf you've never jumped into the world of video content creation, Nivar and Lopez offer simple solutions that give you the tools to launch immediately. Watch their GAF Real Talk LIVE episode for in-depth information and exact steps you can take to start creating your videos. You can even contact the pros for more guidance. Be sure to also follow GAF on Facebook for more Real Talk LIVE episodes and other quality roofing content.Remember, you don't have to go it alone. You can keep expanding your business power with the free trainings, education, and support available to GAF contractors through the CARE Contractor Training Center.

Roofing contractors, it's time to ramp up your roofing social media. Whether you like it or not, the business world today requires a social media presence. Why? Because social media isn't just for saying hi. It's how customers make decisions—like who should install their new roof.Before even calling for quotes, most customers research online reputations by looking at social media profiles. Property owners use social media to make purchasing decisions and learn if you're a brand they can trust.For example, did you know 90% of Instagram's 1 billion users follow at least one business account, and 60% say they discover new products on the platform? Or that 78% of U.S. consumers made purchases through discoveries on Facebook in 2018?That means sharing news about new roofing technology, posting photos of successful roof installations, and engaging with customers online should be a crucial part of your marketing strategy. Here are some simple steps to help you make the most of social media marketing.Building an Online CommunityRoofing keeps you busy, but it's important to make time for social media. You can get started by setting aside 15-20 minutes each day to post, respond to comments, and engage with other people's posts. This organic marketing pays off over time by giving you a credible social media presence. Try these best practices for roofing social media success:Build your brand identity: Help potential customers recognize you anywhere they find you online. To ensure you have a consistent brand identity, ask yourself these questions: On each social media profile, are my company logos the same, is the wording similar in tone, do I use the same brand colors, and are photos of staff members consistent? Is my business contact information and website easy to find and up-to-date on all of my profiles? Create community: Follow and engage with a range of users, from home remodeling influencers to large roofing companies to individual customers. Always tag relevant partners (like GAF) in posts so they can share their favorites with their followers and increase your visibility. Additionally, you should get permission from property owners to post photos featuring their homes or buildings, or encourage them to share photos and tag your business page. When they share those photos with their followers, you get free marketing!Engage customers: Homeowners and building owners use social media to ask customer service questions, debut completed projects, rave or rant about experiences, and give advice to friends or colleagues looking for a new roof. Respond to all comments and queries, especially the unhappy ones. Taking responsibility and showing you're invested in customer service tells potential clients that you're serious about their satisfaction.Use hashtags: A hashtag is any word with the # symbol placed directly in front of it. People search by hashtags for topics they're interested in. You can weave hashtags into captions or compile them at the end of posts. Try using hashtags like #roofing, #roofersofinstagram, #roofingcontractor, #roofingcompany, #roofrepair, and #MyGAFRoof to get visibility. Hashtags are especially important for Instagram and Twitter posts. On Instagram, add 3-5 relevant hashtags. For Twitter, 2-3 targeted hashtags will do.Be socially conscious: Customers like companies that better their communities. Use social media to show how you give back, whether it's participating in charity efforts like local food drives or partnering with organizations like Habitat for Humanity and Team Rubicon. Remember to tag partner organizations.Choosing Roofing Social Media SitesEach day, 3.8 billion active users spend, on average, nearly 2.5 hours on social media sites. Different sites help you connect with different audiences, and you can tailor content—including blog posts, photos, videos, and news stories—to your demographic. Facebook and Instagram are effective places to start if you're new to social marketing. Here's more on the top sites for roofing social media:Facebook: 69% of U.S. adults are on Facebook. They write company reviews, engage with brands, and peruse business profiles to check credibility. To engage with these users, get permission to post before and after photos of roof installations, videos of your workers in action, testimonials from happy clients, and blog articles that will interest customers. Tagging businesses or people who are part of the post will help you build relationships while boosting your visibility.Instagram: 67% of people age 18-29 and 57% of people age 30-49 are active Instagram users. These are your current and future customers! Get permission to post before and after roofing portfolios, video highlights of company employees, video clips showcasing the roofing life in Instagram Stories, and news about upcoming events.YouTube: 73% of U.S. adults use this video site. Creating content for YouTube requires more time than a quick post to Facebook, but informational roofing videos can establish you as an industry leader and a go-to for DIY homeowners.LinkedIn: Use this professional networking site to engage with business peers, learn and share roofing industry thought leadership, and build business connections.Twitter: Post your company updates, retweet industry news, and connect with local media when participating in community events.Post, tag partners, use hashtags, and engage with customers, and over time you'll see the payoff. To get an extra boost, follow GAF on social media —Facebook, Instagram, LinkedIn, Twitter, and YouTube—and tag #MyGAFRoof in photos of your projects that use GAF materials for a chance to be featured on GAF's social pages.Building a social presence may feel like a chore, but by following some best practices and investing just a few minutes a day, you can build a strong social media presence that instills trust in potential customers.Once you have your social media in motion, you may want to look into using online reviews for roofing reputation management next. For more tips and solutions that can help you achieve your business goals, check out GAF's resources to grow your business.

Part of being a successful roofing business owner involves figuring out how to get the word out about your company so that when homeowners need a new roof, they can easily find you. This means finding the right advertising formats and channels—whether that's organic, unpaid advertising such as an email campaign or a company blog, or a paid marketing plan that includes buying print space or investing in paid search strategy.Here are some of the key types of advertising formats and channels you can consider that could help you achieve more visibility for your business.Organic Marketing MethodsMany free or low-cost advertising strategies, like sending out email blasts, creating a blog on your website, or posting on social media, can help boost your business by tapping into the huge number of people who are online every day. The best part? It doesn't have to cost you a dime.Becoming more active on Facebook, Twitter, Instagram, and other popular digital platforms is a casual yet direct way to build your online presence and create brand recognition. You could try engaging with homeowners on social media by starting or joining conversations about roofing, sharing photos of projects your company recently completed, and spreading the word that you're available to take on new clients. This can help you build an online community and demonstrate who you are to potential customers.Of course, when you cast a very wide net on social media, you can't guarantee that you're reaching the ready-to-sign customers who need a new roof. That's when you'll want to look into some paid marketing options.Print AdvertisingIt may sound old-school, but giving homeowners something to hold in their hands can help you make an impression. Any physically-printed promotional items—such as posters, postcards, bulletins, mailers, sell sheets and flyers—are considered print advertising. Print ads can also be placed in newspapers and magazines. Having print material available offers a physical package you can hand out to clients when you visit for a sales call.BillboardsBillboard advertising kicks things up to a much larger scale, thanks to its design, size, and placement. Often, billboards or public transit ads feature more image-focused design with few words, so your message can make an impression when potential customers drive or walk quickly by. Then, when their roof leaks, they may recall the giant billboard they saw during their morning commute or while running errands around their local neighborhood.TV and Radio CommercialsShort broadcasted commercials are designed to captivate audiences who are watching television or listening to the radio or a podcast. This type of marketing offers viewers or listeners a multi-sensory advertising experience they won't get from print or a billboard. Potential customers can watch clips of a roof being replaced and imagine the work being done on their own home, for example.Paid Social MediaSocial media is an effective way to advertise, but it can take a long time to build an audience. Paid social media advertising can speed this process up.Paid promotional posts on Facebook, Instagram and other online platforms get displayed in user newsfeeds. Some digital platforms allow you to target options like age and location so you can find users who are most likely to become your next roofing customers. Other platforms help you collect followers and have conversations with potential clients online, or spread your message to other business professionals who could refer people to you, such as real estate and insurance agents.Paid Search AdvertisingDesigned to generate leads and target customers, paid search advertising is also known as pay-per-click or PPC advertising. When someone types in certain keywords, your ad can be displayed at the top of the search results so potential clients see your company's post first. Paid search advertising can drive more traffic to your site, allowing you to boost your customer base. Using tools like Google's Keyword Planner, you can research which phrases to employ. This paid marketing strategy can be adapted to any size budget.Online Display AdvertisingThere is also an opportunity to capture potential clients browsing online with a more visual advertisement instead of a text-based one. Usually, banner ads appear in horizontal boxes at the top of a web page and display ads run on the side. Either way, this type of marketing strategy showcases your business and builds brand awareness on various affiliate websites through sharp graphics, vibrant colors, and a memorable headline.Native Ads and Sponsored ContentMarketing through sponsored content happens when a company pays to have custom, brand-oriented content published on a blog or in a magazine. It promotes your services while also offering information to potential consumers. For example, sponsored content could be a blog post entitled, "5 Things to Do if Your Roof Starts Leaking."Whether you choose organic searches, a paid advertising strategy, or a combination of both, there are many digital tools you can add to your marketing plan that will elevate your company and help you connect and engage with new customers. It may take time to figure out the strategy that serves your business best, but continuing to try new things can help you attract more clients and generate more revenue.