How Content Marketing Can Help Generate Business for Roofers
Many roofing contractors mistakenly assume that content marketing has got nothing to do with their business. After all, the two industries could not be further apart: one entails manual labor with physical results, while the other is essentially more conceptual and virtual.
As seemingly distinct as the two may be, however, there is one element that links them together: the customer.
The Client Connection
Any business relies on its clientele to thrive. Where there is no demand, there is no supply.
What businesses have to understand is that most modern consumers are not only practical, but are also tech-savvy. Technology is heavily utilized for finding goods and services.
In fact, here are a few interesting insights on the profile of today’s consumer market:
More than half (55%) of all customer interactions typically begin online. Today, over a quarter of online users rely primarily on their mobile devices.
62% of internet users say they use official brand websites, with 26% saying they use them “a lot” when they do research about brands and associated products.
81% of shoppers do online research before buying.
90% of smartphone users typically search using generic terms, not with a specific brand in mind.
One thing is certain: modern consumers rely heavily on online content for information, especially in knowing what to expect of a good or service that they are about to purchase.
So if you are a roofer looking to expand your market reach, the best way to do so is to grab the attention of these potential clients by providing them with the information that they need online.
The Hurdle (Or Not)
Lacking the skills to launch a digital marketing campaign does not mean you have to pass up on the opportunity to promote your roofing business on the Internet. Run a quick Google search for roofers in your area—chances are your competitors did not also have the necessary online marketing know-how, but you somehow found their websites, didn’t you?
Hiring professionals is the wisest way to roll out your content marketing campaign. They can begin by running an audit of your website to see which areas need improvement. If you don’t have a website, then they can build it for you, too.
After that, they can move on to designing a custom strategy to match your business needs. This includes boosting brand awareness in your target locations—a feature that’s particularly important for businesses like roofing where services are rendered on-site.
Backed by Numbers
Beyond what content marketing services can do for your website are the results that they can bring, especially considering the specific segments of your target market:
Those who stumble upon your marketing content: 14.6% of them result to actual conversions, or in other words, real business transactions. Compare that to the 1.7% close rate from outbound leads (cold calls, direct mails, etc.).
Those looking for nearby contractors: 72% of consumers who search for local businesses are likely to visit a store within 5 miles of their current location, or get the services of a provider that is just as close.
Those using their mobile devices: 78% of location-based mobile searches end in completed offline transactions or purchases.
These numbers only affirm the value of content marketing services for your business. Especially if you want to drum up your presence in the local and nearby communities, the best, most cost-efficient method would be to go online.
Let a professional content marketer do this job for you so you can focus on your roofing business offline.