Engage With Potential Customers on the Social Media Platform They Use Most

Social media can be an exciting territory for contractors looking to promote their businesses in a relatively inexpensive, but impactful, way. But it can be equally overwhelming with the abundance of social platforms available, as well as the nuances involved for marketing on each one.

If you’re new to marketing your business socially, Facebook is a great place to start. It’s an easy-to-use platform that provides several features for connecting with potential customers locally and nationally. Or, if your business is already active on the platform but not seeing much return, there are simple ways to begin improving your activity today.

Read on to learn simple tips and advice on how to effectively promote your roofing business on Facebook.

Why Focus on Facebook?

It’s important to note why it is relevant to establish and maintain a presence for your business on Facebook.

First and foremost, your customers are already active on the platform. Facebook continues to be the most popular social media platform, as cited by the Pew Research Center, where 79 percent of online adults have a profile. In fact, the number of Facebook users is more than double the number of people who use other social platforms, such as Instagram (32 percent), LinkedIn (29 percent), Twitter (24 percent) or Pinterest (31 percent).

Plus, establishing and maintaining a Facebook page can also be beneficial in driving visitors to your website. In fact, search engines tend to reward businesses with a strong social following through higher organic rankings. In other words, the more people who are engaged with your company on Facebook, the better odds your business will show up sooner in a potential customer’s search results for a local roofing contractor.

Further, the platform is also a great way to create a sense of connection with your internal team. For instance, Facebook can be used to showcase your company culture, share news and engage with your own employees—especially if you’re a large contractor with multiple locations.

Useful Strategies to Grow Your Page

Profile setup: Building a solid foundation of followers begins with setting up your profile correctly. Be sure to set up a Business Page instead of a personal Facebook page. This way, current and future customers can “like” your page, or become a fan, and keep up-to-date on the latest news from your company.

Also, it’s important to have a profile image and cover art (the large image at the top of the page), as well as complete details about your business on the “About” page, including a description of your business, location, contact information, services offered, hours, website and more.

Tip:

If you already have an existing account that was set up as a personal profile, you can convert it into a business page at facebook.com/business.

Content sharing: Once your page is set up, it’s time to start sharing content. Begin with one or two posts per week, and then gradually start increasing your posting schedule as you gain a more established following.
Think of Facebook as an extension of your website to tell customers more about your business in an inviting and personal, but still professional, atmosphere.

Looking for content ideas? Think about sharing your knowledge and expertise: your project work! Take before-and-after photos of projects that showcase a new roof installation or repair. Or if it’s a long-term project, document it each day with photos or videos that explain the installation process you’re undergoing, the products you’re using and more. Make sure you have your customer’s consent before posting details or pictures about any project.

Also, do you have a company blog on your website? If so, share out individual posts with a “teaser” on the details the article contains, along with a link back to the specific post. This helps to establish your credibility as a knowledgeable professional, but can also help to drive potential customers back to your website to learn more. If you’re still working to set up your company blog, another option is to publish a “Note” from the left sidebar of your Facebook business page. This long-form Facebook post is a great alternative while you work toward setting up your blog online.

You can also consider sharing links to blog posts from a manufacturer whose products you use. They often provide helpful blog articles with tips and advice for both contractors and homeowners—so you may even find something of value to you in the process!

Lastly, you can use your page as a way to share positive customer testimonials in the form of photos and videos. Again, it’s important to ensure you first have your customer’s consent before sharing their testimonials. Be sure to also encourage your satisfied customers to submit their own Facebook reviews for a job well done. These reviews allow them to share their experiences and rate your performance directly on your Facebook page, which can help facilitate future business and leads.

Tip:

Facebook can also be used as a means to share company promotions, special holiday or seasonal incentives, and events you may be hosting or attending.

Page promotion: As you start to proactively post useful content, you’ll begin to establish a following on your page. However, there are also several paid promotion tactics you can use to increase your page’s reach and engagement.
One popular paid tactic is a pay-per-click (PPC) campaign, which is a form of advertising where you pay a set amount each time someone clicks on an ad you’ve produced. Determine what you would ultimately like users to do, and create a post or simple ad that prompts them to take that action. For example, you can drive homeowners to visit your company website, provide their contact information for a free quote, like your Facebook page, download a coupon and more.

If you have a particularly interesting post that has been performing well on your page (maybe it has received a lot of positive comments, for example) and you’d like it to reach even more people, consider “boosting” or sponsoring that post. This means putting a set amount of money behind promoting a post, say $100, to expand its reach. Geo-targeting, or selecting a specific audience and geography you’d like to reach, helps amplify your message to the right people—your targeted customers.

Tip:

Avoid using text in your images for paid posts or campaigns. Facebook guidelines reduce the reach of these images as the system considers them too “spammy” or ad-centric and cluttered. In many cases, image text could prevent your promotion from running entirely.

Highlighted Contractor Examples

Wondering how to apply some of these strategies? Learn more from a couple of roofing contractors who are part of IKO’s ShieldPRO plus+ Contractor Program and are already successfully using them on Facebook:

Chad’s Roofing, Gilroy, Calif.:

  • Frequently posts project testimonials and before-and-after photos, along with job site videos that explain roofing processes to homeowners.
  • Consistently responds to questions/comments posted on the page.
  • Uses Facebook (and linked Instagram account) to promote business rather than a traditional website.

Able Roofing, Columbus, Ohio:

  • Collects and displays several homeowner reviews on its Facebook page (more than 50 at the time of writing).
  • Shares links to blog posts on the Able Roofing website, which include helpful tips for homeowners related to home improvement, trends and renovation projects.
  • Promotes company news and local events, as well as national holidays.

If you’re looking to grow your leads and engage with future customers, using these strategies on Facebook is a great place to start. Also, be sure to check out the IKO blog for even more helpful business tips and advice!

Atlas Roofing Launches New Blog

Atlas Roofing has announced the launch of its new blog, “Asphalt Life,” a showcase for information of interest to roofing contractors and the customers they serve.

The site goes live on Tuesday, Jan. 17.

“Our goal is to provide content that touches on topics a contractor might encounter during day-to-day business operations, as well as articles that are interesting to read,” says Stan Bastek, director of Marketing and Sales Development/Shingles and Underlayment Division. “’Asphalt Life’ is dedicated to all aspects of the roofing lifestyle, from workdays to weekends.”

Helping contractors build a successful business is a component of “Asphalt Life”. Articles cover topics such as the Scotchgard Protector sales training program and updated OSHA reporting requirements and offer tips that can help roofing contractors manage the ebbs and flows of business, outperform the competition and strengthen customer relationships. Other casual and entertaining reading includes the best place to see minor league baseball games; how one roofing firm participated in a Habitat for Humanity blitz build; and all the happenings at the Atlas Roadshows and events occurring across the country. “Asphalt Life” contains plenty of information for owners as well, such as tips for picking a roofing contractor and preparing your fireplace for the winter season.

“’Asphalt Life’ speaks to what roofers need for work as well as activities they enjoy off the clock,” says Corey Thrush, co-owner with his father of Thrush and Son Complete Home Improvement in Brookville, Ohio. “I urge my fellow contractors to check out the site. It’s full of articles that we can use in our businesses. I especially liked the piece about how to find the best nail gun.”

“’Asphalt Life’ also is a resource we can share with potential clients and on our social media. Sharing helps us get our name out and keeps people coming back for more information.”

“Asphalt Life” can be viewed on desktop and laptop computers as well as tablets and mobile phones. Readers are encouraged to comment on the articles as well as share via Facebook, Twitter, Google+ and Pinterest.

“We’re excited about ‘Asphalt Life’,” Bastek says, “and look forward to sharing a range of content with our contractors and the general public. This is also the first time our readers will have the chance to comment and we are eager to hear their feedback.”

Nothing Boosts Lead Generation Like a Strong SEO Plan and Solid Rankings

What better way to attract potential customers for your roofing business than to rank at the top of Google, Bing and Yahoo for your products and services! Ranking organically in “search” is the ultimate form of inbound lead generation.

However, common laments heard in business circles are that SEO, or search engine optimization, is dead, it no longer works or it just costs too much to get results. All three statements couldn’t be further from the truth. Business people know that paid ads are a quick way to show up at the top of the search engine results pages, which are commonly called SERPs. But research shows that most savvy searchers bypass these paid ads at the top and opt to click on the first few organic results.

Many so-called SEO experts have given up on the tried-and-true SEO tactics in favor of other avenues, like social media, to direct relevant traffic. Although social media has its place in an online marketing strategy, nothing truly helps boost lead generation like a strong SEO plan and solid rankings. Every business needs to take advantage of the potential results SEO may achieve by doing what it takes to compete and start collecting that low-hanging fruit of new customers on the web.

Unfortunately, hundreds of thousands of websites are created every single year, making it more difficult to rank well—in the top 10 spots on page one of a SERP. Getting those coveted, top spots on search engines for related searches may seem inaccessible, but there are some SEO strategies that can help.

Because the original algorithms to rank websites on SERPs was easily manipulated, constant changes were made to increase the complexity of the algorithms and weed out SPAM websites that deliver little to no value to users. The constant evolution of these algorithms has made it a real necessity for every business to have a serious, ongoing SEO strategy. As business owners, we all know that worthy achievements rarely come without deliberate and concerted efforts. The good news is there are some basic on-page SEO tactics that can deliver real results in today’s competitive internet landscape.

Focus Keywords

The foundation of ranking well with a website should center around a list of words or phrases that are targeted. These keywords should be relevant to the business, brand or service. It helps to have a specific keyword or phrase in mind for each and every web page that is created. For instance, a roofing company may have a separate page for “roof repairs”, “new roof” and “replacement roof”. By focusing the keywords in each page around each specific topic, the chances of ranking for searches that include those words increases.

Be sure to include information about your service area, naming the towns in which you work. The keywords or phrases that are targeted will ultimately determine the focus of the content, meta tags and the entire architecture of a website. Start with the keywords you hope to rank for and build content around them.

Instead of trying to rank for generic terms, like “roofer” or “roofing”, which have lots of competition, try ranking for long-tail keyword phrases, like “new roof in Stockbridge Massachusetts” or “roofing repair contractor near Chicago” for more achievable results. Long-tail keyword phrases should be highly valued because they give businesses a better chance at reaching customers that are close to the point-of-purchase. Being more specific with keyword phrases will yield less competition and higher results for the pages. Remember, potential customers who use these more specific terms in their search are more likely to convert into paying customers.

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Copper Development Association Creates Platform to Provide News and Application Information

The Copper Development Association (CDA) has created a new platform, thinkcopper.org, that provides a forum for industry professionals to discuss copper news and applications with experts and thought leaders. The organization invites professionals in a diverse array of fields—from healthcare and technology to building construction and sustainability—to join the conversation.

“Copper impacts a wide array of industries and is utilized in numerous sectors, and our goal is to bring all of these voices together in one digital platform,” says Kyle Sexton, CDA communications coordinator. “ThinkCopper.org offers a modern, visual venue for the world’s oldest metal, and encourages collaborative, innovative discussion within the industry.”

This new blog covers multiple topics, including architecture, sustainability, plumbing, technology and building construction. It also provides timely updates on news and trends related to copper, such as the use of antimicrobial copper in healthcare settings and the metal’s growing role in sustainable-energy technologies. CDA invites individuals with industry insight or a unique viewpoint on copper to contribute to the blog and engage with other readers.

“We aim to enrich industry conversation by providing multiple perspectives on our blog, and by encouraging readers to engage with blog authors,” says Sexton. “This distinctive platform offers anyone the chance to connect with top industry leaders and discuss copper applications with the experts.”

Readers can also stay up-to-date on the conversation by following @ThinkCopper on Twitter. Those interested in contributing to the blog may contact Kyle Sexton or visit the ThinkCopper website for more information.

CENTRIA Launches Blog About Metal Building Products

CENTRIA launched its blog, The Reveal. With this new outlet, CENTRIA will utilize its expertise in exterior metal building products and services to provide key audiences—architects, building owners and contractors—with engaging, educational and relevant information.

“We’re very excited about The Reveal. It complements our content-rich website, nicely,” says Julie Pawuk, marketing communications manager. “The Reveal blog provides us an online forum and gives us yet another medium to reach architects and building professionals. Our goal is to elaborate and expound upon our technical expertise on exterior wall technology and building science.”

Posts on The Reveal are separated into several categories. The first section, dedicated to CENTRIA’s projects, includes eye-catching photos and narrative surrounding recent completed projects. Each project will feature a technical challenge or aspect that the build team encountered and overcame utilizing CENTRIA products and personnel. Readers will also find information about which CENTRIA products were used and which companies (architectural firms, contractors, etc.) were involved in the project.

The “Panel Discussion” section, written by CENTRIA’s product and technical experts, offers a behind-the-scenes look at CENTRIA’s product technology and focuses on the technological advancements that are solving today’s exterior building challenges.

The third section provides reader with past articles and expert columns from CENTRIA’s Metalmag magazine and e-newsletter publications, educating building owners, architects and contractors. Posts include product spotlights, in-depth case studies, and the latest industry news and trends.

Heyco Metals’ Blog Will Educate about Copper’s Architectural Applications

Heyco Metals of Reading, Pa., introduces Copperology, its new blog for CopperPlus, an educational resource for roofers, architects, contractors and specifiers.

Copperology.com will be used to educate readers about the benefits and architectural applications of copper and copper-clad stainless steel.

Copperology will address a wide range of educational topics relative to metal and copper roofing. Topics include “What Architects Should Know About Copper Clad Stainless Steel,” “Metal Roofs for High Winds,” and “Cost Effective Alternative to Copper Roofing.”

CopperPlus is a copper-clad stainless steel ASTM B 506-09 roofing material featuring two outer layers of 100% copper metallurgically bonded to a core of Type 430 Stainless Steel. The product was first introduced in the 1960’s, and is used in a wide range of commercial and residential roofing and architectural metal applications requiring high strength, durability and economy.

Heyco Metals, Inc. is a producer of precision rolled stainless steel and copper coil for the architectural, automotive and electronics markets.