Why You Need Content Marketing for Your Roofing Business
by Eliza Spain on Apr 05, 2023
As a roofing business, you're always looking for ways to attract new leads. While content is traditionally thought of as only a marketing tool, its true value lies in the sales process.
Creating valuable, informative, and engaging content can help you build trust with your target audience, establish authority in your industry, and help you close more deals. We'll explore why content marketing is essential for your roofing business and how it can help you achieve your marketing and sales goals.
Here’s what we'll cover:
- How most companies are doing content marketing wrong
- Utilizing content in the sales process
- The benefits of content marketing
- Getting started with creating the right kind of content
- Next steps for success
What’s Wrong with How Most Companies Do Content Marketing?
As an online marketer, having the skills to create exceptional content is essential. Compelling content can attract new customers and generate interest in your business.
It’s an effective means of communicating with your target audience, allowing you to educate them about your industry and offerings.
Content marketing has increased significantly in recent years, with many marketers leveraging it to drive business growth by also using this content in the sales process.
There are three key things to consider when creating content:
Addressing customer questions
Proposing unique solutions
Making sure your sales team is involved
So where do most companies go wrong?
Let's take a closer look.
Focusing too much on promotion: Many companies focus solely on promoting their products or services, which can come across as too "salesy" and turn off their audience.
Lack of originality: Companies often follow the same template and regurgitate similar content as their competitors, leading to a lack of differentiation and unremarkable content.
Not targeting the right audience: Companies may create content that is too broad and not tailored to their target audience's specific needs and interests, resulting in lower engagement and fewer leads.
Inconsistency: Companies may create content inconsistently, resulting in a lack of momentum and impact on their content marketing efforts.
Not measuring results: Companies may need a clear strategy for measuring the effectiveness of their content marketing efforts, resulting in a lack of insights and an inability to optimize their content.
Answering the 80% of objections, fears, and common questions your buyers have is the key to creating content that works.
Sometimes we focus too much on creating content that might attract as many visitors as possible, but this rarely results in new business.
Instead, focus on creating content that addresses common questions about prospects’ buying situations that can also be utilized in the sales process.
Let us show you how creating engaging content can be a valuable tool to enhance your service and provide quick solutions to your customers.
Understanding the Basics: Defining Content Marketing
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
By creating content that provides value to your prospects, you will be seen as the educator.
This content can then be used by salespeople in the sales process to educate prospects on potential questions they may have, even before picking up the phone (known as assignment selling.)
This type of marketing aims to provide information and solutions to the questions and problems that prospects may have related to the roofing services you provide, such as cost, comparisons, and potential problems with your offerings.
Content marketing can take many forms, including blog posts, social media posts, videos, infographics, e-books, and podcasts.
Gaining a Competitive Edge: Benefits of Content Marketing
Studies have shown that 72% of customers will share their positive experience with 6 or more people.
On the other hand, if a customer is unhappy, 13% of them will share their experience with 15 or more people.
The main challenge is that most dissatisfied customers do not express their dissatisfaction. Surprisingly, only 1 out of every 26 dissatisfied customers actually complained.
The rest? They simply stop doing business with you.
This underscores the importance of providing exceptional after-sale service and its potential impact on your business's reputation and customer base. By delivering timely and practical solutions to your customers, you can build a loyal following and generate positive word-of-mouth referrals.
As a roofing business owner, you might wonder whether content marketing is worth investing your time and resources in.
The short answer is: yes, it is.
1. Content helps you establish authority and trust.
When it comes to the roofing business, trust is everything.
Potential customers need to feel confident that you have the expertise and experience to handle their needs promptly.
Content marketing can help you establish yourself as an authority in your industry by providing valuable information and insights to your target audience.
By consistently creating high-quality content, you can demonstrate your knowledge and expertise, building trust and credibility with your audience.
2. Content drives “the right” traffic to your website.
Having a well-designed website is essential, but that's not enough.
You also need to attract visitors to your site to generate qualified leads and conversions. Content marketing can help you do that by providing valuable information that your potential customers are searching for.
Optimizing your content for search engines can increase your website's visibility and attract more traffic.
3. Content generates qualified leads and conversions.
Once visitors are on your website, they will see the resources and value you openly provide. This can build trust and encourage them to do business with you.
By providing valuable information that addresses your audience's needs and pain points, you can demonstrate your value and generate qualified leads.
Include calls to action in your content, such as encouraging visitors to contact you for an estimate or sign up for your newsletter.
4. Content builds brand awareness.
In today's crowded marketplace, it's more important than ever to stand out from the competition. Content marketing can help you build awareness of your brand and what you offer.
By consistently creating and sharing valuable content, you can increase your visibility and establish your authority and expertise in the roofing industry.
5. Content for the sales process.
Because the sales team are the experts in what customers genuinely care about and know the right answers, they are the ones that should be the prominent content producers and benefactors.
When the sales team sees the great content you create with their help, which they can use in their sales conversations and give to customers, they will thank you.
6. Content is cost-effective.
Compared to traditional advertising methods, content marketing is a cost-effective way to promote your roofing business.
While an initial investment of time and resources is required to create high-quality content, the long-term benefits can far outweigh the costs.
Creating content that continues to attract and engage your audience over time can generate leads and conversions for years.
Implementing a Content Marketing Strategy: Practical Steps to Get Started
Hiring a full-time content manager who owns all content-related activities will help you create and execute a successful, authentic content marketing strategy.
Here are some steps that you can take to get started with content marketing:
Define your target audience
Identify your ideal customers by considering factors such as age, income, location, and interests. This will help you create content tailored to their needs and interests. Conducting win/loss interviews will help tremendously.
Develop a strategy
Determine what types of content you want to make, such as blog posts, videos, or infographics, and how often you want to publish them. Identify topics that will help solve problems or answer questions. Ask your sales team the most common questions they get from prospects.
Create high-quality content
Use your expertise and knowledge to create informative, engaging, and helpful content. Use a mix of text, images, and video to keep your content interesting and varied.
Optimize your content for search engines
Use keywords your audience is searching for, and include them in your headlines, meta descriptions, and throughout your content. Use descriptive and engaging titles and descriptions that will encourage people to click through to your content.
Promote your content
Use social media, email newsletters, and other channels to promote your content to your target audience. Use paid advertising to promote your content to a broader audience.
Measure your results
Use analytics tools to track your traffic, engagement, and conversions to see which content types resonate with your audience and drive results. Use this information to adjust your content strategy as needed.
Brainstorming with your sales and marketing teams is a great way to generate ideas for improving your business.
Additionally, conducting win/loss interviews can provide valuable information about what is working and what needs to be added to your sales process. This can help you identify areas for improvement and refine your approach.
Involving your marketing team in sales calls can provide insights into the needs and concerns of your customers, which can inform your content marketing strategy.
Try surveying your customers to capture valuable feedback on their experience with your business, helping you identify areas for improvement.
Using these methods, you can gather valuable information to help you improve your content and better serve your customers.
Continuing Your Content Marketing Journey: Expert Advice and Next Steps
Now, you may find yourself wondering, “Where do I go from here?” or “What are my next steps to continue my content marketing journey?”
Here are some guidelines for creating compelling content that can help you establish a strong connection with your customers:
- To ensure success in content marketing, it's important to have a content manager who acts as a champion for the cause.
- Create helpful, honest content that resonates with your audience and adds value to their lives.
- Address your customers' real-life challenges and offer practical solutions they can implement.
- Share your experience and success stories through your content to establish credibility and build trust with your audience. Video is especially powerful here.
- Adhere to established formats and ensure that your content is of high quality, whether written or video.
By taking these steps, you can start creating content that not only engages your customers but also helps to establish your brand as a trusted source of information and gives your sales team a leg up on having productive conversations.
In conclusion, content marketing is a must-have strategy for any business that wants to grow and thrive in today's competitive marketplace.
By establishing authority, generating qualified leads, creating valuable sales assets, and being cost-effective, it's clear that content marketing can help you grow your business.
Are you interested in more information on why you need content marketing for your roofing business?
Don't hesitate to contact us if you have questions on how to get started.