Best Practices for Roofing Social Media

Using video in your business strategy can be a powerful way to engage and build rapport with your customers. The best part? All you need is your cell phone.GAF Real Talk LIVE host Alan Lopez sat down with GAF video specialist Pablo Nivar to discuss low-stress, low-budget, start-today actions that contractors can use to introduce video content into their business strategy. Here are some of the lessons and easy-to-follow guidance highlighted during the pair's conversation.Why You Need VideoIn today's modern world, engaging customers on multiple levels is key. Video allows you to connect face-to-face in a sense and create engaging content that's not overly promotional, which can encourage users to buy. According to a 2021 study, 80% of consumers consider trust a deciding factor in their buying decisions.Don't Stress—Start SimpleFear about entering the professional video space is the biggest hurdle Nivar says he encounters among contractors as a GAF CARE video specialist. Fortunately, you don't need a big budget or professional equipment to successfully begin your video strategy.At the start, your videos are about building relationships. Use that to your advantage by working with what you have, and focus on engaging topics instead of fancy videography.Think Authentic Videos, Not MarketingHave the instinct to sell, sell, sell? Nivar explains why you should think again and create the kind of social media video content you like. Prioritize genuine content that tells a story and builds connection.If this sounds hard, Nivar and Lopez break down 10 types of videos for you to create. For each video type, Nivar gives examples and wording you can use. You don't have to reinvent the wheel; making videos can be easy and even enjoyable.10 Types of Videos to Create for Your Social Platforms1. Before and After VideosBefore and after videos can be a powerful way to showcase your work and benefit your brand without being overtly "salesy."2. Client TestimonialsClient testimonials can build a foundation of trust for future customers, helping them see the quality work you've completed and how you've collaboarated with past customers.3. Educational ContentYou can offer educational content without giving away your expertise for free. Think about what's relevant to your regional audience and focus on teaching, not selling.4. Your Company StoryCreating a company story video shouldn't be your first action, but it can be an impactful way to imbue humanity into your brand down the line. This presents a great opportunity to share your mission and vision, as well as introduce the people that help run the business.5. FAQAnswering questions you often receive is a great way to directly engage your customer base with content that's relevant to them.6. Time LapseTime-lapse videos can fulfill the need for "how it's done" content and show the value of your work. An entire project can be distilled down to minutes.7. Tips and TricksSharing tips with homeowners builds trust with your audience and gives them something valuable to take away from the video.8. Repair How-TosEmpowering homeowners to do their own minor repairs doesn't put you out of a job. In fact, it can show them you're committed to helping them solve their problems. Keep in mind that you should never inspire customers to climb onto their own roof, and instead encourage them leave that work to professionals.9. Customer AppreciationEveryone likes to feel appreciated. Making videos that show customers you value them for choosing your business—and how it makes a difference—can potentially lead to future work with both existing customers and new clients.10. OffersLeaving sales videos for last on your creation list can actually net you more business. You want to promote your business, of course, but it's best to make authentic connections first.Tips for Great VideosKnowing what to record is one thing, but understanding how to take video to benefit your brand is another. During their conversation, Nivar and Lopez not only cover how to use video in your business strategy but also need-to-know logistics. Important topics of discussion include video length, creating calls to action without being pushy, what not to say so you don't alienate customers and other businesses, and how to engage viewers with dialogue that hooks from the start. Additionally, the pair shares tips around enhancing the customer experience during installation using quick video recordings, which just might help earn extra praise in your video testimonials.Introducing Video to Your Business StrategyIf you've never jumped into the world of video content creation, Nivar and Lopez offer simple solutions that give you the tools to launch immediately. Watch their GAF Real Talk LIVE episode for in-depth information and exact steps you can take to start creating your videos. You can even contact the pros for more guidance. Be sure to also follow GAF on Facebook for more Real Talk LIVE episodes and other quality roofing content.Remember, you don't have to go it alone. You can keep expanding your business power with the free trainings, education, and support available to GAF contractors through the CARE Contractor Training Center.

With nine out of 10 Americans using email, it's a great way for contractors to reach and engage with potential customers.Email can help your business generate qualified leads that could turn into customers—but shooting off random marketing emails could repel potential customers rather than attract them. That's why your business needs a lead nurturing strategy. A thoughtful strategy will allow you to engage prospects with relevant messages that encourage them to seek out your services or schedule a consultation for a roofing estimate.Here's how you can develop an effective email marketing strategy to keep your pipeline full of potential leads.Why Email Leads Are ImportantEmail marketing offers a variety of data points about how potential customers engage with the messages you send them. For example, do they actually open your emails? If so, what do they click on? What follow-up actions do they complete, such as booking an appointment? Setting up a booth at a local expo or hanging fliers in your neighborhood can't deliver these kinds of metrics.But to get customers' email addresses in the first place, you have to offer them something of value that will compel them to share their information.One strategy is to launch a blog that features content that helps property owners understand their roofs. Topics like avoiding roof water damage or winter maintenance tips can get eyes on your website. Once you create your blog, you can promote it on social media, encourage people to subscribe, and then send them email updates when you post new content.If a blog is too big a time commitment, you could start a monthly email newsletter filled with quick construction or home repair tips and special offers, such as a discount for new customers who book their project by a certain date. You can also share content from the GAF Roof Views blog with your audience.While you can collect customer emails in several ways, just remember that it has to be a fair trade. Your recipients should feel that the content you send them gives them the knowledge they need to solve a problem or better take care of their property. You should also give them the option to unsubscribe from receiving future email.How to Develop a Lead Nurturing StrategyTo develop a solid lead nurturing strategy, you need to understand the buyer journey, or how your customers typically come to make a purchase. At a fundamental level, the buyer journey includes three key stages:Awareness: In the awareness stage, a customer identifies a challenge they need to address and begins researching potential solutions.Consideration: During consideration, they research to gain a better understanding of their challenge and start comparing various specific approaches to solve it.Decision: Finally, they decide on the best approach and narrow down a list of companies or service providers who can best meet their needs.It's important to understand each of these stages as you develop your lead nurturing strategy, and align the content in your emails with the corresponding stage. You'll be able to better understand where your customer is in their buying journey by looking at the available metrics from your lead nurturing emails and campaigns.When you first get a customer's email, it might be best to send them a welcome message or some introductory content that showcases how you can be of service to them. For example, if you're marketing to a commercial client, this email might include information on the latest building and fire code updates in your municipality, or the latest trends in green building.If a prospect opens and clicks through the first couple of emails you send them, this may be a good sign to keep sending them messages on a weekly or monthly basis. Doing so should nurture the relationship and move them closer to a conversation with your sales team.Once they move into the later stages and get closer to making a decision, consider sending them emails that cover topics like how to set a budget for your project, how to compare contractors, and the pros and cons of different financing options for your project.It's also crucial to be mindful about how often you communicate with potential customers as you develop your email strategy. If you notice a large number of subscribers opting out or your email open rates begin to dip, it may mean you're sending emails too frequently or that the content just doesn't resonate with your audience. If so, make sure you've segmented your email list appropriately. For example, create separate lists for residential and commercial customers. And make sure your emails aren't too long, have an engaging subject line, and reflect tailored messages for different audience segments. The segments might include how well they know you, such as new customers and returning customers, or might reflect how you came to know them such as cold canvassing or referrals.Tips for Creating CTAs That ConvertSometimes your customers need a helping hand in moving from one stage of the buyer journey to the next. Calls-to-actions—or CTAs—are key parts of an effective email marketing strategy.CTAs tell your readers what step you'd like them to take next, such as "Learn more," "Schedule a consultation," or "Download our guide." An effective CTA strikes a balance between creating a sense of urgency without being too "salesy." For instance, an email CTA that urges prospects to "Book your project today" might be too presumptuous—especially if they've never done business with you before. They need more information to make their buying decision, so "Learn more" or "Schedule a call" might be more effective. However, sometimes potential customers just need a little nudge, so lead nurturing emails that contain CTAs with special offers or discounts, like "Get 10% off today" might help you close a sale.Whatever CTA you choose for a given email, it should be actionable and highly visible. Consider putting the text in bold or adding a special button that prospects can click. If you're using email marketing software, almost all of them offer this feature, so you don't have to worry about designing a CTA button yourself.Fine-Tune Your Email StrategyMarketing emails are an effective way to acquire and nurture leads. You just need to develop the right strategy, which starts with creating quality content that engages and informs potential customers. The next step is promoting this content so prospects see it and feel interested enough to subscribe with their email address.Fortunately, you don't need to be a marketing expert to master lead nurturing best practices. You can use your years of experience working with customers to develop relevant messaging that helps you attract more prospects and fill your pipeline for months to come.

COVID-19 has wreaked havoc on many businesses, including roofing companies. A study by the Society for Human Resource Management revealed that 62% of small businesses have seen drops in revenues since the pandemic began. Using roofing marketing to increase your customer base has never been more important.The downturn in the economy has reshaped the business landscape for contractors in America, but here's how to increase market share so you can thrive during these challenging times.Get Clear About Your GoalsEven during a pandemic, it's important to set targets, advises business consultant Jon Paramore, who spoke to roofers during a webinar as part of GAF's Expert Value Speaker Series."Nobody gets on an airplane with a pilot who doesn't know where he's going," he says. "Tell people exactly where you're going, or they won't stay on your plane."Rather than diminishing sales goals due to COVID-19, consider mapping out a different direction by aiming high, he adds. You can then capitalize on the opportunity to seize a bigger proportion of market share."Ask yourself: How are you dealing with adversity? All the guys that are quitting or closing down have given you the opportunity to take more market share," he says. "2020 could end up being the greatest gift you were ever handed as a business person."Tap Into a Larger Pool of Job SeekersNow may be a great time to find and recruit incredible new team members, suggests Paramore."In 20-plus years, I've never seen this level of sales talent come into the market," he says. "Part of the reason is companies that were not able to withstand what we're going through right now furloughed some of their sales, marketing, and operations teams. These people are right there, ready to roll and hungry. You can benefit from just one of them joining your team."Show Up for Your CustomersWhether you send out email updates, a newsletter, or post short blogs on your website with photos of successful projects, customers appreciate positive messaging and your efforts to stay in touch. Set up a customer engagement strategy that includes offering promotions or tip sheets, and make yourself available by telephone or video conferencing to answer any questions potential clients might have.Relationships formed with people in your community help roofing company leaders stand apart from their competition, says Paramore."Empathy is what people are looking for right now," he explains. "Anyone can put on a good roof; what are you doing to be different?"Find small ways to help, such as easing the stress of not being able to go out to eat by dropping off gift cards and saying, "Have some pizza on me," suggests Paramore. Follow up by asking if they know anyone in their neighborhood who needs a replacement roof.Build Buzz About Your Company on Social MediaIn 2019, more than 240 million Americans engaged on social platforms. That's a big pool of potential customers, so why not market to them?Be active, authentic, and engaging on social by joining conversations, posting useful information for homeowners, celebrating your team, and sharing your core values. Doing this builds trust and shows you take your roofing business seriously. Bonus: It doesn't cost anything except your time.Using social media to build up virtual networks is another great roofing marketing tool. Paramore suggests connecting with real estate and insurance agents, commercial property brokers, and other tradespeople on LinkedIn."Tell them what you do and set up a networking event via Zoom for coffee and to talk business," he says. "Exchange referrals and see if you can help each other during these tough times. Ask your team to connect with 10-12 new people. It's really powerful."Build Strong Relationships.Rather than collecting new sales leads in your customer acquisition strategy, seek to build authentic relationships, advises Paramore.While it can be challenging to not make as many house calls due to COVID-19 restrictions, you can boost your potential client list virtually. Your roofing marketing strategy depends on strong relationships. The more you connect with and learn about past, current, and potential customers, the more word-of-mouth referrals or repeat business you'll get."You're not just 'a roofer'—you're a people developer that happens to put roofs on houses. So stop making your company a transaction business. Make it a people business," says Paramore.Strengthen your community goodwill by reporting on any volunteer work your team has done, and share kudos for other local businesses that are supporting people in your neighborhood, too.While you may have faced unprecedented challenges this past year, you can still find business success by becoming creative with your roofing marketing.