There is a lot of opportunity on the horizon for roofing companies. Factors like climate change and a rise in extreme weather are lowering the life expectancy of roofs and raising the demand for roof repairs and replacements.
With the roofing industry expected to grow, roofing companies absolutely need to have a marketing plan in place. Without a clear strategy and plan to guide their marketing efforts, it will be difficult to compete and capitalize on this influx of opportunity.
Developing a roofing marketing plan takes time and effort. We’ll walk you through the key elements to include in your marketing plan below, but if you need guidance, our roofing marketing specialists are ready to help out!
Why You Need a Roofing Marketing Plan
Digital marketing is complex and ever-evolving. These days, there are a seemingly endless number of digital marketing channels and strategies to consider. Putting together a marketing plan will help focus, align, and integrate your marketing efforts, so that everything works in unison.
A healthy and robust marketing plan can benefit your roofing business in many ways, including the following:
- Align your vision and goals
- Identify and strategically target your ideal customers
- Analyze and differentiate you from your competitors
- Make your marketing more cost-effective
- Integrate your marketing efforts
- Maximize sales
- Grow your business
- Set measurable goals to track your progress
- Evaluate new opportunities
- Keep everyone on the same page
- And so much more!
What to Include in a Roofing Company Marketing Plan
First and foremost, it’s important to define your roofing business’ identity and create a messaging strategy that targets your ideal roofing customer. These assets will help guide all of your marketing efforts and ensure professional and consistent branding and messaging across different channels.
Once you have these foundational pieces in place, you can get to work on the plan of action. Consider your overarching goals and use those to help you narrow down what channels and strategies to employ. If you need immediate sales, for example, you might want to consider digital advertising. But if your main goal is to position your roofing business for long-term success, you might choose to focus on roofing SEO.
Once you narrow down and prioritize your marketing channels and strategies, you can get down to the nitty-gritty details. This is where your budget, timeline, and specific marketing strategies come into play. Consider how everything will work together and set specific goals, Key Performance Indicators (KPIs), roles, and responsibilities to help guide your team.
Once you launch your efforts, be sure to monitor and measure performance and make adjustments as needed. Your marketing plan should be adaptable and revisited regularly.
Marketing plans take many different forms, but here are some key elements that many businesses choose to include in their plan:
- Mission statement and core values
- Ideal customer or target audience profile
- Brand messaging strategy
- Brand assets and guidelines
- Unique selling proposition or key differentiator
- Marketing goals and objectives
- Pricing and positioning strategy
- Promotional offers
- Marketing materials
- Digital marketing strategies by channel
- Conversion strategy
- Referral strategy
- Retention strategy
- Timeline and seasonal strategies
- Financial projections and a detailed budget
Residential vs. Commercial Roofing Marketing Plan Strategies
Residential, commercial, and industrial roofing marketing plans should not look the same, because they are targeting different audiences. The core elements of the roofing marketing plans may be similar, but the specific channels and strategies should be informed by the specific companies’ ideal customer base. In reality, no two roofing marketing plans should be the same, as the point is to differentiate from your competitors and stand out from the crowd!
Need Help Developing a Marketing Plan for Roofing Company Growth?
If you’re feeling overwhelmed by the prospect of creating a roofing marketing plan, we’ve got you! Ridge Cap is a specialized roofing marketing company with experience developing and executing marketing plans for roofing companies of all types and sizes. Check out our case studies to see what’s possible when a great marketing plan is in place!