ARMA Launches New Website

Homeowners and professionals seeking asphalt roofing help can find guidance and technical information easier now that the Asphalt Roofing Manufacturers Association (ARMA) has launched its revamped website.

Asphaltroofing.org has many new design features, including improved functionality and enhanced content that boosts usability and user-friendliness. ARMA’s sleek, new modern website provides:

  • Improvements to navigation and ease of searching
  • A simplified front page to better direct visitors to relevant information
  • Two main entry points for homeowners and professionals
  • A redesigned contractor awards submissions page that saves when visitors exit out
  • A more streamlined bookstore, which is categorized by eBook, Print-On-Demand and Print
  • Enhanced ease of mobile viewing
  • An updated photo gallery that provides entry point into ARMA member company websites
  • The consolidation of informational roofing resources, videos and materials

“The ARMA website is popular with both homeowners and roofing professionals because we are able to provide them with guidance and education on asphalt roofing systems in one easy-to-use place,” said Reed Hitchcock, executive vice president of ARMA. “Whether it’s homeowner tips for choosing the right type of asphalt shingle for their home or providing resource materials to commercial building owners or professionals on installing and maintaining their commercial roofing system, ARMA is the industry authority.”

The website’s main page will primarily feature three main points of entry, the Guide for ProfessionalsGuide for Homeownersand the Quality Asphalt Roofing Case Studies (QARC) awards, making navigation to points of interest and relevant information easier and faster.

Visitors to the ARMA website can also find educational resources and publications for installation, application and other technical matters. In addition, links to ARMA’s LinkedInYouTube and Facebook pages provide visitors additional resources to stay up-to-date on news regarding asphalt roofing.

For more information visit www.asphaltroofing.org

 

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!

OMG Roofing Website Is Expanded to Include German Language

In order to support its growing business in central Europe, OMG Roofing Products has expanded the roofing website to include a German language micro-site. The German pages join the company’s existing list of micro-sites that support its business in the UK, the Netherlands, Spain and China. The site contains product information, technical data and language specific literature as well as access to the company’s list of videos, calculators and other content. In addition, product information on these micro-sites is presented with metric sizing and weights.

All of the language specific micro sites can be accessed from the OMG home page by clicking on the requisite country flag in the upper right corner of the site.

Steelscape Launches Metal Coil Prints Website

Steelscape LLC understands that inspiration for a building design can come from many places. In an effort to facilitate the design process for architects, building owners, and homeowners, Steelscape has launched the Design Solutions website featuring its portfolio of specialty metal coil prints ideal for architectural wall and roof panels.

“In working with our customers, architects, and designers to address specific needs, we have refreshed our portfolio of prints and have expanded our services to include custom solutions,” says Scott Cooley, vice president of sales and customer service for Steelscape LLC. “This website reflects our dedication and commitment to providing design solutions to the architect community.”

The Design Solutions website features prints which were developed through Steelscape’s collaborative approach with its customers. “Continuously engaging and listening to our customers’ needs helps us keep an outward focus on the market and continuously make adjustments to our product line,” states Cooley. “We are excited to announce we have expanded our services to include custom solutions for our customers, such a Montana based Bridger Steel.

“Working with Steelscape, we know we have more than just a vendor, but a partner in creating products that can satisfy our customers’ needs,” states Steve Collins, marketing manager for Bridger Steel. “The ability to collaborate on new ideas and concepts helps us stay in front of trends, and, with the expertise Steelscape can provide, we are ensured that the product exceeds all standards.”

“Bridger Steel has mastered the rustic design style, and they have an idea of what the market wants,” states Jon King, new product development specialist for Steelscape LLC. “When I presented test samples of rustic prints with more open patterns, Bridger was responsive and arranged exclusive rights to their new Rustic Rawhide print which has been a success.”

“We have mastered the art of combining metal to colors and patterns,” states Cooley. “If you can imagine it, we can help you achieve your vision.”

OMG Roofing Expands Website To Support Sales

OMG Roofing Products has expanded its website to include language specific micro-sites designed to support sales in target markets. The new Dutch, Spanish and British micro-sites join the company’s existing Chinese site with product information, technical data and language specific literature as well as access to the company’s list of videos, calculators and other content. In addition, product information on these micro-sites is presented with metric sizing and weights.

“As OMG continues to expand in Western Europe, we will continue to offer sales support materials in local languages. We are currently working on a German version and hope to have that complete in the next month or so,” says Web Shaffer, vice president of marketing for OMG Roofing Products.

All of the language specific micro sites can be accessed from the OMG home page by clicking on the requisite country flag in the upper right corner of the site.

For additional information, please visit OMGRoofing.com or contact OMG Roofing Products at (800)633-3800.

Website Allows Business Owners to Review Clients

Are you a business owner who’d like to know more about prospective clients before you sign a contract? Do you want to ensure that you’re a good match before making a commitment? A B2B website can help.
 
ContractorsCustomers.com allows business owners to read and write reviews of past or potential clients. It reduces the uncertainty business owners feel when engaging with potential clients/customers about whether to do business together. Business owners know that gaining just one well-matched new customer can be a profitable and enjoyable experience. Avoiding a client/customer who is not a good match could save the business owner and the prospective client/customer time, money and undo stress.
 
The website is the brainchild of a business owner, who with the feedback from a focus group of business owners, conceived the idea based on their own experiences.  In a sense it is a reverse Angie’s list, a website where businesses can write and search for reviews on customers.
 
Current members have reported customers wanting business owners to write good reviews on them so they can attract and work with better quality businesses.
 
The site is free to business owners for a limited time. To learn more, go to www.contractorscustomers.com.

Malarkey Roofing Products Expands #KnowYourRoof Education Series

Malarkey Roofing Products continues to expand its website and social media channels #KnowYourRoof video library to educate customers. Ten educational videos were introduced in the first quarter of 2016 with additional videos being released later this year.

The videos are part of the #KnowYourRoof education series from Malarkey that can be found on their website and social media channels. Recent video topics include the importance of roofing granules, polymer modified asphalt, solar reflective roofing, underlayment, multi-ply built-up roofing, and available product lines. The educational videos range from approximately one to three minutes in length and can be accessed through low slope education and steep slope education video playlists on the Malarkey Roofing Products YouTube channel.

McElroy Metal Announces Website Relaunch

McElroy Metal, a metal roof and wall systems manufacturer serving the construction industry, announces its website relaunch at www.McElroyMetal.com.

McElroy Metal has dedicated sections of the new site to the specific markets it serves: residential, architectural/commercial, post frame, retrofit/recover, green building/solar and insulated metal panels. The site also contains animations highlighting installation sequences and a color visualizer enabling visitors to view their personal homes or businesses with McElroy Metal products and colors. The McElroy University portion of the site has been expanded to feature information on Hands-On Installation Classes, Substrate and Coating Facts, Finish and Substrate Warranty Education and Educational Videos.

MCA Enhances Its Website’s Technical Resources Section

It is now easier for architects, contractors and building managers looking for technical assistance to access a wealth of metal construction resources on the Metal Construction Association’s (MCA) website.

The MCA has reorganized more than 25 technical resources that are available for free download from the association’s website. Resources range from MCM Specifications to Metal Roofing Guides for Cold Climates to best practices guides for Fasteners, Rain Screen and Wall Systems, and Roof Seeming. The technical resources section of the website has been enhanced to display the newest resources at the top, followed by resources grouped by application category. Categories include metal roofing, metal walls, insulated metal panels and an other category, which includes resources related to metal roof and metal wall components, fastening tools, life cycle assessments, roll forming, and more.

“We are continually developing new materials based on needs in the industry,” says MCA Technical Director Scott Kriner. “We are committed to raising the level of expertise among all those that take part in designing, specifying and installing metal building products.”

Valspar Launches Website for Coil and Extrusion Division

Valspar recently launched a new website for its coil and extrusion division. Keeping the same domain, the new website provides an easy to navigate layout, that is fresh and functional for visitors. From architects to installers, the new design addresses the needs of all end-users.

With a focus on innovation, Valspar’s new architectural coating website allows users to explore colors, industries, products and projects. An updated project gallery showcases the latest innovative uses for Valspar coatings across a variety of industries. Endless inspiration coupled with educational resources provides users everything they need to transform ideas into a colorful reality.

Visitors have the option to browse by color family or special effect to find the best fit for new projects. With more than 20,000 choices and the ability to create custom colors, the new website displays the wide variety of options in an easy-to-preview format.

The new website also houses a wealth of resources for customers to utilize, along with company news and updates. Visitors will find literature on everything from new coatings to Valspar’s commitment to sustainability. The site also features an education component geared towards AIA certification.