By RT3 member Art Unlimited/Kandi Hamble.
We are living in an increasingly digital world. I can still remember life without the internet, and my how things have changed! Art Unlimited has been around longer than the World Wide Web, and now we find ourselves fully immersed in this fascinating, always changing digital space.
It seems like every day there is a new rhythm to learn, and we often see companies fail to thrive when they don’t keep up. This may seem like a scary monster to fight off, but it can be easier than you think to join the circus without going crazy. All you need is a plan. We’re here to help you with that plan!
Step one: Go digital.
Living in a Digital World
First impressions for your brand were once limited to yard signs, vehicle wraps, flyers, and direct mail – also known in the marketing world as ‘traditional marketing.’ However, when the first website launched in 1991, the marketing world began to shift. Having a presence online is no longer optional—it is necessary to thrive and grow.
Here are four areas we will discuss:
- Internet Presence – having your own website and having company profiles on third-party websites (such as GMB, Yelp, BBB, etc) is an essential way to manage and share your brand.
- Fresh Content – major search engines, like Google, give priority to websites which are always updating. Paying attention to your SEO and posting regular, quality blogs can assist in keeping your website ahead of the pack.
- Social Butterfly – choosing 1-2 social platforms to have a strong presence in can give your brand visibility, and give you a leg-up on your competitors.
- Paid Ads – having digital paid ads geared towards your dream customer can help you grow your brand and change digital interactions to in-person customers.
Benefits of Going Digital
We must continue to learn new things or risk becoming stagnant. A solid marketing strategy is no different. In the movie Tron, Dumont says, “All that is visible must grow beyond itself, and extend into the realm of the invisible.” Adding digital components to your marketing strategy may seem like growing into an invisible world, but they will give you enhanced visibility to potential customers and raise your brand awareness. Greater brand awareness can then bring you more leads while also lowering the cost to gain them.
Extend Your Internet Presence
If you don’t already, having a presence across the internet is a must to thrive in the competitive landscape of hardworking, talented roofers.
- Your-domain-dot-com – A website with your company name as the domain is like a business office which is always open. Having your contact information, hours, available services, and photos of previous projects can help a person choose you over a different roofer. Adding one of the many AI bots means searchers can even ask questions – whether you’re manning the phones or not!
- Third-Party Websites – Creating or claiming your company’s profile on websites such as Google my Business, Yelp, and BBB will give your brand an even further reach. Your information should be the same on each site, as well as your own. This will let search engines know you’re trustworthy so they start sharing your information in searches. It allows previous customers to leave reviews for potential customers to form a positive impression of your business before they even pick up the phone.
Creating Fresh Content
Search engine bots are constantly scanning websites to see what new information there is to be consumed by the billions of people entering queries. According to stats compiled by an internet statics company, Google processes over 7-10 billion search queries a day worldwide, and 15% of those queries have never been searched for on Google before. The algorithms used to find content to answer these searches are changing almost every day.
Is it any wonder that a website drops in search ranking when it is not publishing new content regularly? How can you stay on top of keeping your website current and relevant? The good news is you don’t have to make changes every day! Publishing 2-3 blogs each month about topics you are an expert in can go a long way. If you don’t know where to start or are crazy busy, you can hire someone to write and publish blogs for you.
Working on your website’s SEO value a little each month can also help immensely. SEO (Search Engine Optimization) can seem tricky, but let me explain it this way: Search engines are always on the lookout for answers to the questions they receive. SEO is making a website visible to the search engines (by updating relevant pages with the keywords and content people are looking for)…much like introducing friends at a party!
Becoming a Social Butterfly
Being a social butterfly generally means flitting from event to event, interacting with whomever you meet, and being an asset to the lives you are interacting with. Now, owning that strong social presence could include having profiles on Facebook, Instagram, LinkedIn, Twitter, YouTube, or Pinterest, to name a few. We have seen how building a brand on social media isn’t often used by roofing contractors.
What does this mean for you? If you build your brand on one or two social platforms (no need to spread yourself thin!) you could have a presence and be an asset to your community in a place where your competitors aren’t focusing – giving you the upper hand and a pool of leads for your company!
There is a right way and a wrong way to do paid ads. Knowing who your dream customer is and what they are searching for when they need roofing help can help you dial into where to place your ads and how to word them. As they are tooling around the vastness of the internet and seeing your brand in strategic places, they will start thinking of YOU when their roof springs a leak.
Growing your brand and converting digital interactions to in-person customers is a long-term process. Patience is a virtue, even in this digital age. If you want to learn more about how to include digital marketing in your strategy, give us a call today. Art Unlimited has the experience needed to assist roofing contractors across North America to help them create a solid digital presence and surpass their goals.
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Source: Art Unlimited