Developing A Successful Marketing Strategy

Have you developed a marketing strategy for your roofing business? Many roofing contractors look at marketing as an event instead of looking at it as an important part of their overall business strategy. What I mean is that many will let business fall off, then spend a bunch of money on marketing until business picks up, and then stop marketing until business falls off again.

This start and stop marketing method is very expensive and does not allow you to have a predictable and regular flow of business. A much more effective strategy is to incorporate marketing into your regular business routine just like you do with other essential business functions like accounting and safety. This allows you to use less expensive and more effective forms of marketing.

Here are a few points from an excellent article on Duct Tape Marketing that can really help you grow your roofing business in a consistent and predictable way.

Create a Content Road Map

The term content conjures up a great deal of frustration with business owners, mainly because it’s vague enough to be misinterpreted and cited by experts enough to create exhaustion.

The idea of content in marketing isn’t simply a generic way to refer to your need to blog, it’s a strategic approach to creating the assets your business needs to communicate strategy and facilitate lead generation and conversion.

With that description in mind, you need to view your approach to content creation much like a publisher armed with an annual table of contents, otherwise known as a list of important keyword search phrases.

Your content creation plan must be very intentional and must be installed as an ongoing practice instead of viewed as a one-time event. Your plan must include provisions for content that builds trust, content that educates, customer generated content, other people’s content and content that converts. You can find a deeper discussion of these five types of content here.

Build a Total Web Presence

No longer is it enough to build a Website and expect to compete these days. Prospects, even those that are looking to do business locally, turn to search engines to find every kind of business and solve every kind of problem.

Today’s marketers need to approach the Web with an eye on creating the largest presence possible in order to stand out, or merely show up, when a prospect goes hunting for a solution.

Building an online listening station, optimizing brand assets in sharing services, claiming valuable social and local network real estate, participating in ratings and review sites, and maximizing social media activity are the foundational elements of total web presence building.

This is how you begin to make your content strategy pay. This is how you begin to activate the know, like and trust elements of your Marketing Hourglass.

Mix and Match Your Lead Generation

Active lead generation comes about through multiple touches initiated through multiple channels.

There is rarely one dependable way to generate all of the leads a business might require to meet objectives. It’s the careful blending of advertising, public relations and systematic referral generation that creates the repetition, credibility and control needed to get a prospect motivated enough to pick up the phone or schedule an appointment.

The key to making this blended approach work, however, is the commitment to valuable, education-based content distribution. Advertising that promotes content gets viewed, a referral made by way of content gets action, and PR generated by way of content gets shared.

Orchestrate a Lead Conversion Process

If you’ve followed the steps outlined so far in this system, your prospects aren’t really sold so much as they become ready to buy. In order to continue the experience your marketing has promised to date you must also give intentional marketing driven consideration to the steps in your lead conversion process.

What is your systematic response when a prospect requests more information? What is your systematic method for communicating how you deliver value? What is your plan to nurture leads in your hourglass? How will you orient a new customer? What is your plan for measuring the results a customer actually received?

A fully developed lead conversion process doesn’t consider a sale complete until the customer receives the expected result.

Live by the Calendar

The basic premise behind the notion of a system is continuous operation. You can’t build a marketing system and hope to be done at some point.

There are elements that you may build and use continuously, but the fact is that operating your marketing system must become habit.

Have you implemented a sound marketing strategy in your roofing business?  If not, now as the roofing season is coming to an end, is the time to start so that you will be ready to start next year with a pipeline full of leads.  Sounds good doesn’t it?

Please comment on what strategies are working for your roofing business.