Lead generation is the key to growing your company.
Most of us are able to get things up and running in the first place but once it’s time to get scaling things always seem to get more complicated.
There are a ton of ways to make sure that you have the leads you’re looking for.If you’re at a stopping point in your business’ growth, then you’re in luck. We’ll show you five awesome ways to generate leads. Best of all? You’ll be able to start doing most of them immediately!
1.) Keep in Contact With Past Customers
Word of mouth is one of the highest social proofs that your business is doing great.
And we know you’re doing good work, so your customers should recommend you when someone asks. But why not take things a step farther?
One of the most tried-and-tested ways to get leads is to go through happy customers. Simply drop them a call after the job and ask them to recommend you to anyone else who might need work done on their roof.
You can take things a step further and even set up a referral program. Shoot your customers some credit on their next bit of work, or even a cash reward, for recommending friends and family to your company.
Keeping track of your customers also keeps you fresh in their mind if they need more work done and you never know who you might end up networking with if you commit to customer follow-ups.
You shouldn’t do this sporadically, instead a structured plan should be in place for a follow-up with each customer. You can modify your script and follow up methods to see what gets you the best results in the long run, but you’d be surprised at just how much picking up the phone can do.
2.) Keep Up a Blog for SEO
Search engine optimization is one of the best ways to draw organic traffic to your company’s website. Without it, you’re stuck relying on paid advertising.
It’s an essential part of any digital marketing campaign. Content marketing is the new rule, as opposed to a rare and clever exception these days. And the truth is that you don’t have to be an SEO expert to get the basics covered.
If you’ve got some experience in the realm of blogging and on-page SEO… great. If not, you really don’t have to overboard to start seeing results. Target local keywords like “Miami roofing” for your area and answer common questions with long tail keywords like, “how much does a roof replacement cost?”
A post a week is a great way to get started. A long-term SEO campaign will be more in-depth, going through all of the necessary link building strategies and off-page SEO but just getting a blog up that can bring customers information will raise your visibility.
The important thing is to go a bit in-depth, a minimum of 500 words per post and a recommended average of at least a thousand is a good guideline, and that it answers the question in a relevant manner.
Chances are you even have someone on staff already who can do the work. Just put each post through the following checklist and you’re on track:
- Keyword Inclusion-Your keyword for the post should be in the intro, the conclusion, and in at least one subheading.
- Use Subheadings and Pictures- Break up your posts with subheadings and pictures, no one likes walls of text.
- Strong CTA- Recommend people go with your company in the conclusion and link to your contact page or another relevant blog post which does.
- Use Grammarly-Even professional writers find themselves using Grammarly. It’s just a good program for last minute proofreading to ensure there are no glaring errors.
But… SEO doesn’t necessarily draw in leads, especially for informational posts. Making it the core of your marketing efforts for a contracting company doesn’t always make sense, but just a bit of the basics will help your website come alive.
On the other hand, here’s a way to get leads that you know are interested...Why not take a look at some of and then check out to see what kind of results our business can bring you?
3.) Engage Potential Customers Online
Your roofing company should have some social media accounts set up. At the very least it’s a good idea to have a Facebook, but you’ll also want to claim your Google Business account and the Yelp page for your business as well.
More than that, however, you should be engaging with your customers. Answer questions, contact unsatisfied customers to see if you can resolve issues, and post regularly so that you show up in their feeds.
Just be careful how you engage. Not every company is going to be able to get away with snark like Wendy’s Twitter account and you should maintain a professional face for the best results.
While not all comments really merit a response, try to address anyone who looks like a prospective customer for the best results.
4.) Mixing in “Real World” Advertising
With all of the flashy digital marketing techniques available to us in the modern age, it can be easy to get lost when it comes to results in the physical realm. Techniques like television commercials, radio advertisements, and fliers tend to have a bad ROI, especially if you’re in the construction industry.
After all, what are the chances of catching a customer right when they need new shingles?
They’re also hard to track, especially if you don’t make a regular habit of surveying where your new customers heard about you. With no idea of how many people have been reached by a given advertising campaign it’s hard to calculate your ROI and other key metrics to keep your data quantitative.
Digital marketing allows easy tracking and tends to have farther reach, especially as people use the internet more and more often. This doesn’t mean you should abandon techniques which are centered in the real world.
Instead, you should focus on mixing things up. A yard sign with a promo code that offers a discount, for instance, can both be seen by local people and allow you to engage in tracking measures. You can do the same thing with flyers or brochures.
And, if you’ve got a referral program going, you can mix this easily with asking your current customers for leads.
5.) Use Storm Chasing Apps to Find New Potential Customers
In some parts of the country, storms are both rampant and strong.
And, let’s face it, most people aren’t concerned about their roof until it begins to leak. By keeping track of the weather in areas you serve you’ll be able to figure out exactly where the new leaks are.
While the apps themselves won’t generate leads, you can use this information to your advantage. Handing out fliers in the wake of a large storm, for instance, means you’ll be the first name on people’s minds when they notice that new leak.
Obviously you’ll want to time things properly so you don’t look entirely opportunistic, but it’s not really as much of an ethical quandary as you’d think. The damage has already been done, after all, and someone is going to end up getting hired to fix it.
Why not you?
6.) Focus on Retargeted Advertisements
If there’s one recent advancement that’s pleased marketers everywhere it’s retargeting.
A retargeted ad allows you to show up repeatedly for interested customers and with the right network in place you can span across multiple platforms easily. It’s a crucial piece of modern digital advertising.
In addition to lead generation a bit of retargeting also increases your brand recognition. Even if someone mistakenly receives an ad in their feed a few times you’ve planted a seed which might sprout in the future when they do need your services.
If there’s a real issue with retargeting advertisements it’s this: it requires a lot of time to dial in a system which works and it requires more technical skill than any of our other five methods.
Of course, there are plenty of professionals out there who already have the experience and skills necessary to run a marketing campaign using the best techniques available. Hiring someone to handle this part of your business is probably the best idea for those who aren’t large enough to have their own marketing team.
Get the Growth You Deserve
Your company deserves growth, and knowing how to generate leads for your roofing business is a big part of the battle. Without fresh blood rolling in your company is likely to stagnate and end up plateauing in growth.
If you’re looking for new ways to grow, we hope we helped give you some ideas which will carry you into the future.
As long as you’re using all of the resources at your disposal you’ll be in good hands in the end. If you’re looking for help generating leads, it may be time to go with a professional who understands your unique position and your industry as a whole.our methodsthis free case study