Finding good roofing leads in Colorado: X3 Marketing Group

Finding Good Roofing Leads in Colorado

How to find the best digital marketing and small business SEO packages

Colorado Roofing Company Marketing: X3 Marketing Group

Finding good Colorado roofing leads is a challenging thing to do but if roofing companies are working with a good digital marketing agency for online advertising and search engine optimization campaigns, those roofing contractors will be poised to dominate their competitors.

The above being said, roofing companies in Colorado have typically relied on damaging hail storms to drive potential leads from potential customers. However, until mid-July of 2021, there hadn’t been a significant hail storm in the Colorado Front Range for more than two years. This meant that the stream of happy customers delivered by insurance companies delivering potential customers to the doorstep of roofing businesses dried up and almost every roofing business was hunting for every single roof inspection they could find. Often to no avail.

In this article we’re going to go over five ways to approach a roofing marketing strategy to bring in more phone calls and thus, roofing jobs. before we get into it, if you’re the owner or manager of a roofing business, we’d love to hear your experience on what’s been working for you in finding qualified leads in the slowest hail seasons in decades. Leave a comment below or send us a message HERE.

Roof Inspection Canvassing

If you live in a house in the Colorado Front Range then there is a roughly 100% chance that a representative of any number of residential roofing contractors has knocked on your door. For years roofer canvassing and door-knocking have been one of the most impactful ways for business owners to find consistent leads. A roof inspector can knock on a door and almost certainly be in front of the property owner on a regular basis.

One of the biggest challenges that canvassers face is getting a homeowner to let them get out their ladder to inspect the roof for damage or simply wear and tear. After a damaging hail storm, the potential customers are plentiful and roof replacements are all over the place from Colorado Springs to Northglenn to Loveland and everywhere in between.

The downside of canvassing is the amount of manpower and time it takes. With an online marketing strategy from X3 Marketing Group, we can enhance the effectiveness of door-knocking and in many cases, replace it by providing a “digital door-knocking” strategy that has a steady stream of potential customers seeking out your professional roofing service rather than you looking for customers.

Networking and Word-of-Mouth Marketing

Another very effective way to generate quality roofing leads for roof repairs and replacement is by getting your name and face – or the faces of your employees – into your community. Part of this comes down to the fact that you’re likely going to be meeting homeowners but the bigger strategy is becoming familiar with them so that it’s not just when THEY need a roof inspection but also when they’re asked by their network of friends and family if they have the name of a roofing company, your name comes up. The conversion rate of this type of introduction is almost as impactful as having a list of exclusive leads for roofing.

As with canvassing and door-knocking though, the manpower and time to be involved in a deep networking dive can be large. Additionally, someone who’s told about you and your roofing company owners is still going to go online to see more about you.

SEO

Part of any good digital marketing strategy for roofing in Colorado or any other competitive state like Texas or Florida is search engine optimization – aka, SEO. What is SEO? SEO is a digital marketing strategy that aims to bring your business above your competitors in organic search.

X3 Digital Marketing: HVAC, Heating and cooling SERP (Search Engine Results Page)

There is the misconception that search engine optimization is simply writing a bunch of relevant content posts (like the one you’re reading right now) but simply posting fresh content is not all that SEO is. On local business directories like Google My Business, it’s important that a roofing business appears with the proper name, address, and phone number. It’s also important for other sites in the roofing industry to link back to your business. This helps to drive higher rankings in Google search as well as displaying trust which turns potential leads into customers.

SEO is the single best long-term marketing strategy as it continually reinforces brand awareness. However, SEO is also an ongoing process that takes a ton of work and it lacks the immediacy of PPC advertising. At X3 Marketing, we work with clients to build their entire strategy which uses relevant keywords to build long and short-term strategies that increase overall conversion rate.

Pay-per-click Advertising (PPC)

Often simply called “Google Ads” by many, there are a number of ways to access digital advertising but for today, we’ll simply talk about this marketing technique as PPC.

In the past, (and sometimes still) Colorado roofing companies would use paid advertising like a direct mail campaign (lovingly called “junk mail”). With these campaigns, the upfront cost is not guaranteed to be recouped and moreover, there is very little ability to track which and how many direct mail deliveries actually convert into business. This means that as an effective channel it’s very challenging to see what the real return on investment (ROI) is.

In the case of PPC digital advertising, there are several aspects that make it an incredibly effective way to generate qualified roofing leads. First, you don’t pay unless someone actually clicks on an ad (hence the name, pay-per-click). This means that if someone searches for “roof inspection” and your ad shows, should they click on that ad, you’d pay for that click (which currently goes for ~$9/click according to Google). But what about competitors just sitting in their living room clicking on your ads to waste your money? While that can happen, Google works hard on click fraud detection to mitigate that risk.

Another reason that PPC is so effective is the ability to see exactly which ad results in that click. You can also see where that “clicker” is located, what time they clicked and other demographic information which can help isolate ideal customers which can drastically lower customer acquisition costs.

The final thing we’ll mention about PPC – although we’d love to talk to you more about how we can help your Colorado roofing company dominate your competition – is the timeliness of it. For instance, we had a roofing customer in Aurora, Colorado emails his project manager after there had been a hail storm nearby. Because we’d planned ahead and built advertising assets directed at people who had possible hail damage, he named the budget he wanted to stay under and we had his Google ads live and reaching potential customers inside of 36 hours.

Social Media Marketing

In an effort to not get too into the nitty-gritty of every single social media platform out there, today we’ll just talk about Facebook Ads.

One of the beautiful things about social media platforms is that they give roofing businesses – and anyone else who’s got a budget – the ability to easily promote posts and drive brand awareness. However, more often than not, inexperience finds business owners not spending enough on say, a promoted post on Facebook. As an analogy, if you have a Dixie cup fool of water which costs $1 and a gallon of water which costs $5 using the Dixie cup to water a full-grown tomato plant won’t be effective whereas the gallon of water will give the plant the water it needs for the day and then some. At X3, we use existing and learning data to help clients find the most effective budget which drives the most ROI through a high conversion rate.

The last thing we’ll mention about social media marketing – particularly Facebook – is that the profile data we can glean from that platform can help advertisements be laser-focused on exactly the right client. For instance, if you only wanted your commercial roofing leads to come from people who “Like” quarter horses within 10 miles of the 80233 zip code in Northglenn, Colorado, you can do that. It’s a very powerful way to increase conversion rates while decreasing customer acquisition costs.

X3 Marketing Group: Do I need a business website in 2021?

Do I Need A Business Website in 2021?

We’re going to get into the “Why?” of this question below but first, let’s get the main answer out of the way:

Yes, your small business definitely needs a website. And it needs it yesterday. 84% of today’s consumers think a website makes your business more credible than companies who only have social media profiles (themeisle.com). On top of that, 72% of consumers that perform a local search visit a store within 5 miles of their current location.

Does my small business need a website?

Does my small business need a website?

What's the best website builder for small business?

What’s the best website builder for small business?

How about Google My Business websites?

How about Google My Business websites?

What about those "Free" website builders?

What about those “Free” website builders?

Does my small business need a website?

As we said unequivocally above, yes. 100%. Why though? Frankly, it’s all about legitimacy and appearing above your competitors in Google Search. By the end of 2019, 97% of consumers looking for a local business did so by using a search engine and 91% of the time, that search engine is Google.

X3 Marketing Group Mobile and Digital Marketing

When we search for a local business – let’s take a mechanic in Northglenn, Colorado where our office is, for example – we’re looking for a business that is close by so we don’t spend a huge amount of our day driving to and from and we also want a mechanic who comes recommended by our neighbors and people we know.

If we search for this mechanic and there is simply a Google My Business listing which hasn’t been “claimed” by the business owner and whose information is incorrect and whose phone number is incorrect. Out of the gate, that business is losing credibility and frustrating a potential customer. In this scenario, let’s say that the customer keeps looking for a way to get in touch with the mechanic and they go digging for a website. If no website exists, the auto shop has almost certainly lost that potential customer.

When we, as an agency that provides local SEO services, work with a client the very first thing we look at is whether that small business has a website where we can drive traffic using one of our strategic SEO packages or digital advertising services. If you don’t have a website to accompany your marketing efforts, it will affect all of your online marketing plans and no amount of customer service can help if no customers can find your otherwise successful business online.

As a final point, a full 80% of online search engine usage takes place on a mobile device. If you don’t have a site at all, you’re not going to show up on mobile either.

What’s the best website builder for small business?

We’ve certainly covered this in other X3 Marketing Group articles but since HOW your website is built is almost as important as having a website at all, we’ll touch on it again. Here are some of the most popular ways to build a small business website ranging from “Free” to quite expensive, custom website builds:

Weebly: This is a reasonable way to just get an online presence but it’s extremely limited in its ability to generate leads for heating and air conditioning repair and service (or any other leads for that matter). Not good for SEO.
Wix: Similar to Weebly in that it’s a decent stop-gap while your “big kid” website is under construction with X3 (#shamelessplug). Generally speaking, there’s quite a bit of “you-get-what-you-pay-for” when it comes to online marketing and there are challenges with Wix which would make it less than ideal for reaching and engaging a loyal customer base through SEO.
Squarespace: While it’s still missing some of the SEO tools of other platforms, Squarespace is known for visually appealing websites that incorporate beautiful images on a bit of a budget. Easy to work with, it requires almost none of the technical skills that may give you pause.
WordPress: Open source and very customizable, WordPress is primarily what we build on (ahem) and makes for a solid solution. There is a world of plugins by third-party developers to make WordPress very customizable to your needs. Can be a bit sluggish from time to time if not properly optimized.
Custom: There are a couple of very important things to consider when looking at a fully custom coded website; 1. the cost will likely be significantly more than other platforms and 2. the development time will certainly be longer (typically about double) than most estimates given at the outset of a project. On the other hand, a fully-custom Python build, for example, can be fast, powerful and do pretty much everything a company of any size could need (and pay for).
In order for an agency like X3 Marketing Group to bring a small business the best local SEO services as well as giving the most bang-for-your-buck with pay-per-click and other other digital marketing and advertising methods, your website needs needs to be at the forefront of marketing efforts to effectively capitalize on a wide range of the available marketing tools.
X3 Marketing Group: Squarespace
X3 Marketing Group: Weebly

X3 Marketing Group: Wix

X3 Marketing Group: WordPress

What about Google Sites?

Speaking frankly, we wouldn’t consider Google Sites (Google My Business free websites) a true “website builder”. It can be a temporary placeholder while your website is under construction but its functionality is very limited and while it may answer basic questions your perspective customers may have, customer behavior tells use that a well-organized and visually appealing website is what causes a prospective customer to reach out. Google sites simply don’t have enough functionality.

X3 Marketing Group: Google Sites

Additionally, Google sites don’t offer the ability to have a custom domain – this means you don’t truly have your own .COM. Google’s sites instead have a long URL string beginning with “sites.google.com/yournamehere”. This means that any traffic you get isn’t owned by your business and things like social media channels will reflect this. At the outset of this article, we talked about the credibility factor of having a website and not having your own URL is a big no-no in the world of online marketing.

What about a free website builder?

We touched on this above when talking about some of the types of website builders available but we’ll expand a bit more here. Free website builders are certainly a tempting option – especially for those small businesses who are starting out and simply need a web presence. These free options often act as the hosting provider, WYSIWYG (What You See Is What You Get) website editor and, to some degree, design company.
Most free website builders will give you some templates from which to select your website layout and even access to royalty-free, high-quality images to use. You can include functionality like a contact form. With some free website builders you can have your own custom domain with whatever domain extension you’d like (.com, .net, .tv, .co, etc.) but others will restrict your URL to being a subdirectory or subdomain of their site (like the sites.google.com/yournamehere mentioned above).

Another drawback of these free website builders is that they often require their own branding to remain on YOUR site. This is akin to handing someone your business card and it having “Kinko’s!” printed across the top.

As a marketing tool, your website helps establish and, over time, build credibility. It give people who have found you through and online review a place to click to to find out more about your business success. If it appears unprofessional and/or isn’t engaging, potential customers will leave and look elsewhere.

When it comes to websites, there are widely varying degrees of “you-get-what-you-pay-for” for sure but few (if any) digital marketing professionals would agree that a “free” website is much more than a placeholder while you grown-up site is being built.

X3: What is Small Business SEO and Why is it Important for Your Business?

What is Small Business SEO and Why is it Important for Your Business?

Regardless of whether you own a brick and mortar store or a purely online business, chances are that you only want one thing – customers that bring in sales. But while small businesses have evolved tons of tactics to get this done, very few understand or utilize the power of SEO.

The internet has fundamentally changed how we do business in so many ways, including how willing buyers connect with businesses. As you read this, more than 40,000 people are scouring the internet, looking for services that you may offer. And before the end of today, more than 3.5 billion more searches would have been made.

Millions of people are constantly searching the internet, asking questions and trying to connect with people that have what they need. SEO allows you get a slice of this pie by empowering you with strategies and tools that get new customers trooping in.

But what exactly does small business SEO entail and how can you get it to work for your business? Here’s all you should know.

X3: What is Small Business SEO and Why is it Important for Your Business?

1)What is Small Business SEO?

Before we delve into the meaning of small business SEO, it makes sense to first crack the nut on what SEO means.

SEO (search engine optimization, in full) means exactly what it sounds like. It involves strategies that help put your business in front of people that are searching for what you do. As the name indicates, SEO has everything to do with search engines.

Search engines, like Google, Bing and Yahoo, are essentially huge directories that point people in the direction of the answers to their questions and the resources they need. They function pretty much like a digital Yellow Pages, only in this case, you’re getting millions of results in only seconds. Search engines do three primary things – they crawl, index and rank.

When you publish your website or a webpage for the first time, the first thing search engines do is “crawl” your page. This means millions of software programs, called “bots”, scour your website and its pages to identify the content and figure out where it fits. Next up, they store and organize the content of your website on a huge server called an “index”. This allows the search engine to quickly produce relevant pages from your website in response to query. Finally, when a user sends a search query through the engine, the bots find, retrieve and rank the most relevant results from the index.

SEO strategies focus on tweaking your website in all the critical places so search engine bots crawl, index and rank your webpages favorably. The goal, for SEO, is to ensure that when these three stages are done, your website performs excellently and puts your business right in front of high quality prospects.

Small business SEO focuses these tactics on the specific needs and opportunities of small businesses. This way, you’re certain that the strategies put in place for your SEO are tailored to the exact circumstances of your business and designed to create results that work for you.

READ MORE: LOCAL SEO vs. WORD OF MOUTH

 

X3: What is Small Business SEO and Why is it Important for Your Business?

 

Why is Small Business SEO Important?

As you must have figured out by now, small business SEO has the potential to blow the lid on your business development efforts. It provides businesses with crucial visibility and puts them exactly where they have the best shot at pulling in sales – at the top of Google search results.

Through SEO, small businesses are able to enjoy an advantage that is pretty much impossible in the real world – a level playing field with larger businesses. When it comes to ranking on search engines, it’s not about how much capital or market capitalization you enjoy. It’s simply about who can steal the lion’s share of traffic on Google’s first page. And good quality SEO is guaranteed to get you there.

When SEO is properly done, it works almost like magic. According to data from WebFX, 70% of buyers start their buyer journey with search engines. Even better, 46% of those searching are looking for local businesses, 74% of these want to buy something that same day. Simply put, the more visibility your business gets, the higher your potential for sales.

Finally, good small business SEO allows get out in front of the competition and set your business apart. Because SEO requires you to produce quality content that solves your visitors’ problems, it provides a great opportunity to establish authority and create trust. A perfect combination that unlocks wallets and purses.

 

X3: What is Small Business SEO and Why is it Important for Your Business?

Can you do SEO by yourself?

We know SEO will be transformative for your small business. But can you do it yourself?

The general answer is yes. If you have no problems with dedicating the time and resources it takes to learn and implement SEO, there’s no reason why you can’t give it a shot. At its most basic level, SEO is something anybody can do, and as a small business owner, you can become your own SEO expert.

However, it’s important to understand the full picture. While SEO is incredibly effective, it can be maddeningly difficult, not just to implement but also to keep going. This is because, first, SEO takes a lot of time before its results show up. You could write an article and have to wait months for it to show up on the first page. Second, there’s a lot to pay attention to. There are more than 200 indicators that search engines like Google use to crawl, index and rank websites. Good SEO often means paying attention to all, or at least, a majority of these.

Worse, many of these indicators change frequently along with search engine updates and tweaks. This means the sterling SEO job you did today may suddenly become obsolete by tomorrow evening. Not a good thing to look forward to.

So, the bottom line is if you’re willing to put in the work and stay on it, small business SEO can be within your reach. But as many business owners eventually find out, it can be far more beneficial to take advantage of SEO packages for small business provided by digital marketing agencies.

X3: What is Small Business SEO and Why is it Important for Your Business?

How Small Business SEO Packages Can Help

Although SEO can be labor-intensive, leveraging on small business SEO services can take the strain off you. This way, you get all the advantages of SEO for your small business, without any of the stress.

Plus, by working with an experienced local SEO agency, you can benefit from their experience in the industry in ways that eventually tell. You can avoid all the rookie mistakes that are part and parcel of taking SEO baby steps. And even better, you can immediately start to experience some of the benefits of SEO using industry tips and tricks that experienced agencies can provide.

Granted, digital marketing agencies are not necessarily cheap. But when you compare the potential cost benefits – VALUE – in terms of outsourcing your SEO effort, and the ROI of top notch SEO-led marketing, it translates to a sweet deal for you overall. Plus, these agencies know they’re dealing with small businesses. So you can bet there will be competitive packages designed to fit within your budget.

The Bottom Line

Succeeding with small business SEO takes time. But once you get started, you can look forward to enjoying the results of your efforts for many years to come. Why not get started today?

Reach out to us here at X3 and see how your business stacks up!

Curious to see how small business from X3 can hep you DOMINATE YOUR COMPETITION ONLINE? Get in touch!

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