Hiring In-House to Market Your Roofing Business Effectively
by Andrew Gutierrez on Jan 31, 2024
Effective marketing is the cornerstone of success for roofing businesses. In an industry where trust and reputation matter, reaching the right audience with a compelling message can make all the difference.
Marketing isn't just about showcasing your services; it's about creating a narrative that resonates with your customers, building lasting relationships, and establishing your brand as a reliable authority in the roofing realm.
Now, enter the game-changer – hiring an in-house marketing team. It's more than a team; your dedicated squad formulates strategies, brainstorms creative campaigns, and tailors messages to reflect the essence of your roofing expertise.
In-house marketing brings the power of personalized attention and industry-specific knowledge, ensuring your brand stands out amidst the competition.
Get ready to explore the possibilities of having your marketing “A” team on your side, driving your roofing business to new heights.
- Key responsibilities of in-house marketing for roofing businesses
- Comparing in-house marketing vs. outsourcing
- Skill sets and expertise for in-house marketers
- Targeting the roofing industry audience effectively
- Metrics and KPIs for measuring success
- Continuous learning and staying updated
Key Responsibilities of In-House Marketing for Roofing Businesses
The key responsibilities of an in-house marketing team for a roofing business encompass various roles and tasks. The two roles we focus on and find to be the most effective are content marketing manager and video production manager.
Let's take a closer look at what these roles look like.
Content Marketing Manager:
Oversees all written content.
Creates written content that answers commonly asked questions.
Works with sales teams and subject matter experts (SMEs) to gather insights for content creation.
Collaborates with other teams to understand their activities and align content accordingly.
Explores different content formats, including videos, infographics, blogs, guides, etc.
Video Production Manager:
Oversees all video-based content.
Collaborates with the content marketing manager to ensure consistency across written and video content.
Depending on their skill set- you may need to outsource to a web developer/graphic designer.
Ensures the website and visual elements align with the overall marketing strategy.
In addition to the essential considerations mentioned earlier, it's crucial to focus on several key aspects:
The in-house marketing team plays a pivotal role in developing a comprehensive content strategy. This involves exploring various content formats to ensure maximum impact and stretching content across different mediums for broader reach.
Collaboration with Other Teams:
Effective collaboration with other departments is vital. The marketing team should work closely with sales, customer service, and leadership teams to understand their activities. This collaborative approach ensures that marketing efforts align with the company's objectives.
Training and Strategy Execution:
To enhance performance and strategy execution, the marketing team can benefit from partnering with a sales and marketing training company. This collaboration helps train the team on the right strategies and ensures effective execution that aligns seamlessly with the company's goals.
By dividing responsibilities among these roles, the in-house marketing team can create a cohesive strategy that incorporates written and video content, aligns with the needs of other departments, and executes a comprehensive marketing plan for the roofing business.
Comparing In-House Marketing vs. Outsourcing
In-house marketing and outsourcing marketing services for roofing companies differ in several aspects:
- Full Involvement in Content Creation:
- The in-house team is actively engaged in the content creation process.
- They have a hands-on approach to crafting content, ensuring a deep understanding of the company's goals and values.
- In-Depth and Informational Content:
- In-house teams often produce more in-depth and informational content.
- The focus is on creating content beyond generic information, providing valuable insights to the audience.
- Greater Quantity of Content:
- The amount of content generated by an in-house team is generally greater.
- This includes various written and video content to cater to diverse audience preferences.
- Pride and Ownership:
- There is a greater sense of pride and ownership regarding the content they create among in-house teams.
- Team members feel a strong connection to the brand and take pride in contributing to its success.
Outsourcing Marketing Services:
- Dependency on Third-Party Content Creation:
- Outsourcing requires a third party, such as a marketing agency, to create content.
- The level of direct involvement in the content creation process is reduced.
- More Generic Content:
- Outsourced content may lean towards being more generic, similar to content on platforms like Google.
- The focus may be meeting general industry standards rather than offering unique insights.
- Limitation on Content Quantity:
- Outsourcing to a marketing agency may limit the quantity of content created.
- Budget constraints and contractual agreements may impact written and video content volume.
In-house teams offer a deeper connection to the brand, a sense of ownership, and potentially more extensive and unique content creation. On the other hand, outsourcing can provide external expertise and flexibility but may result in more standardized content.
Skill Sets and Expertise for In-House Marketers
When seeking in-house marketers for a roofing business, it is crucial to prioritize specific skill sets and expertise. Candidates with a proven track record of previous experience in marketing roles, particularly within the roofing or construction industry, bring valuable insights. Candidates must showcase their work, demonstrating their proficiency as writers and videographers.
The ability to consistently produce 2-3 pieces of content or videos per week indicates their commitment and productivity. Assessing candidates' adaptability and learning ability is crucial in a dynamic marketing landscape.
Inquire about potential limitations or unavailability impacting their suitability for the role. Consider implementing a 90-day probation period, allowing you to gauge their commitment and performance before making a long-term commitment to the team.
A combination of relevant experience, creative skills, consistency, adaptability, and a thorough assessment period can help identify in-house marketers who align with a roofing business's unique needs and goals.
Targeting the Roofing Industry Audience Effectively
An in-house marketing team can effectively target and reach the roofing industry's specific audience by addressing their unique needs and interests.
One key strategy is to answer customers' questions comprehensively, providing valuable information about various aspects of roofing. This includes content explaining roof types, materials, installation processes, and maintenance tips. By focusing on the diverse topics that resonate with the audience, the marketing team can position itself as a reliable source of knowledge in the roofing industry.
Tailoring content to the different types of roofs the audience might be interested in ensures relevance and engagement. Whether it's pitched roofs, flat roofs, or specific materials like asphalt, metal, or shingles, creating targeted content enhances the team's ability to connect with the audience personally.
This could include informative articles, how-to guides, video demonstrations, and customer testimonials. By aligning the content with the customer's journey, the team can guide them through decision-making and establish trust in the brand's expertise.
Effective targeting and reaching the roofing industry's specific audience involves anticipating their questions, addressing diverse interests, and providing relevant content at each stage of the buying process. This approach establishes the marketing team as an industry authority and fosters a connection with the audience based on their unique needs and preferences.
Utilizing Tools and Technologies
In modern marketing, the effectiveness of in-house teams relies on the strategic adoption of various technological tools and platforms. This exploration focuses on key components such as Customer Relationship Management (CRM) systems, analytics tools, advanced editing tools, and social media platforms, clarifying their roles in optimizing marketing endeavors.
CRM Systems: Elevating Customer Engagement
A robust CRM system is the backbone for in-house marketing teams seeking to elevate customer engagement and streamline interactions. By centralizing customer data, managing leads, and facilitating efficient communication, CRM tools empower teams to cultivate deeper connections with their audience. This enhanced understanding of customer preferences enables targeted and personalized marketing initiatives.
At Roofing Demand, we employ and share a straightforward checklist to monitor the effectiveness of each aspect of the Roofing Demand playbook. Here are proven methods that deliver results in terms of sales and marketing tools:
Our Customer Relationship Management (CRM) system is our primary source of accurate information, seamlessly integrated with our marketing tools and analytics.
Before reaching out to leads, our sales team relies on detailed analytics and contact records, providing a comprehensive overview of the buyer's interactions with our website and content. Our suite of sales and marketing tools precisely monitors the influence of content on sales, revenue, and profits. Recognizing the CRM's immense value, the sales team takes ownership of maintaining its health and accuracy, considering it an invaluable asset in their operations.
For more on Roofing Demand’s guidance on ways to track your demand generation progress, drive new business, and become a trusted authority, check out our checklist today!
Analytics Tools: Driving Informed Decision-Making
Analytics tools are indispensable for in-house marketing teams striving for informed decision-making. Platforms like Google Analytics provide comprehensive insights into website traffic, user behavior, and the performance of marketing campaigns. Armed with actionable data, marketing teams can refine their strategies, identify high-performing channels, and tailor content to resonate with the preferences of their audience.
Editing Tools: Enhancing Visual Content Creation
The importance of compelling visual content in digital marketing cannot be overstated. In-house marketing teams utilize advanced editing tools like Adobe Premiere and Final Cut Pro to create polished and engaging videos. These tools enable the seamless production of high-quality visual content, elevating the overall impact of marketing campaigns and capturing the target audience's attention.
Social Media Platforms: Fostering Brand Visibility
Social media platforms remain pivotal for in-house marketing teams aiming to foster brand visibility and connect with their audience. Leveraging platforms like Facebook, Instagram, Twitter, and LinkedIn allows teams to communicate in real time, share captivating content, and build a strong online presence. Social media is a dynamic channel for brand promotion, community building, and customer interaction.
The strategic integration of CRM systems, analytics tools, advanced editing software, and social media platforms equips in-house marketing teams with the capabilities to navigate the complexities of the digital landscape. Collectively, these tools enhance customer relationships, inform data-driven decisions, elevate the quality of visual content, and fortify brand visibility in the ever-evolving realm of digital marketing.
Metrics and KPIs for Measuring Success
In tracking success in the roofing business, it's essential to distinguish between lead and lag metrics.
Lead metrics take precedence as they are more immediate and directly influence lag metrics. These metrics focus on the ongoing strategies and activities, answering questions like what needs to be done and whether the planned strategies are being executed effectively. Examples include content creation frequency and alignment with buyer questions. Prioritizing lead metrics is a gradual process, typically 12-24 months.
On the other hand, lag metrics (the “results”) come into play after the fact, assessing the overall performance and outcomes. These metrics are checked quarterly and annually, providing insights into areas of growth and success. Lag metrics in the roofing business encompass various factors such as sales pipeline velocity (new roofing opportunities, win rates, average contract value, sales cycle length), traffic to the website, and the number of marketing leads generated.
In case you need a reminder on what Sales Pipeline Velocity measures:
- Sales Pipeline Velocity: Monitor the speed at which leads move through your sales pipeline. A faster pipeline velocity often correlates with adequate brand visibility and customer engagement.
- Number of Qualified Opportunities: Tracks the number of potential customers genuinely interested in your roofing services, reflecting the strength of your online presence.
- Win Rate: Measure the percentage of sales opportunities that you successfully convert. A high win rate indicates effective sales communication and customer satisfaction.
- Average Contract Value: Understanding the average value of contracts secured through your online presence is essential for assessing the financial impact of your brand visibility efforts.
- Sales Cycle Length: Track how long it takes to close a deal from the initial contact. Shortening the sales cycle often correlates with utilizing sales and marketing content to educate your buyers.
Both lead and lag metrics play integral roles in evaluating and enhancing the effectiveness of marketing strategies within the roofing industry.
Continuous Learning and Staying Updated
In-house marketing teams employ various strategies to stay updated on industry trends and changes. Some that we find to be of importance include:
- Continuous learning is a cornerstone, involving activities such as reading industry books, attending conferences, and obtaining online certifications to ensure awareness of the latest developments.
- Hands-on testing is another vital approach, allowing teams to assess the effectiveness of strategies in their specific location and tailor them to the unique dynamics of their market.
- Acknowledging the growing role of AI in marketing, teams invest time in understanding and integrating AI tools, particularly in content creation and videography, to enhance efficiency and effectiveness.
- Focusing on learning extensively about the tools available in the market and mastering their usage for specific job needs ensures proficiency, enhancing overall productivity and innovation.
By combining these strategies, in-house marketing teams can effectively navigate industry trends and position themselves for success in the dynamic marketing landscape.
The journey through the importance of effective marketing for roofing businesses and hiring an in-house marketing team has unveiled a realm of possibilities. From building trust and credibility to reaching the right audience with a personalized touch, in-house marketing emerges as a strategic game-changer.
Recapping the key points, we've explored how marketing isn't just necessary; it's the soul of your brand's narrative. The in-house marketing team is not merely a team; it's your dedicated squad crafting strategies tailored to the roofing industry's nuances.
As roofing businesses navigate the competitive landscape, the encouragement is clear – consider the benefits of in-house marketing for long-term success. It's not just about campaigns; it's about building a brand that resonates, establishes trust, and becomes a beacon in the roofing realm.
Embrace the power of in-house marketing and embark on a journey toward sustained growth and recognition in the ever-evolving roofing landscape. Here's to the future success of your roofing business!
Have questions? Reach out to one of our experienced advisors today!
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