As the whole concept of SEO continues to morph and change from one where links were more important than the content itself, to a place where content is (truly) king – and the links to it are much less important – your roofing company must begin to create high-quality blog content for your ideal client to find.
Strip everything else away, and your business is about four things:
- A product or service that you offer to an audience
- The audience itself
- The method you’ve chosen to convince someone to become a client/customer
- The source(s) of traffic you point to your offer
If you’ve properly identified the audience (market), you have a way to convert them efficiently, and can do so at a reasonable ROI, you can sell almost anything. Once the sales machine works, then you’ll want to send all the traffic you can find to your offer – and the money will flow.
A big part of the marketing formula is the method of convincing that could also be described as the content that drives your conversion rates.
Blog marketing is everywhere, and not a day will pass where you don’t have someone telling you that you need to be creating content, right?
So rather than join the chorus of those voices – I’ll sing solo and tell you some ways that I do it, that you can use for yourself.
Some of the best blog marketing topics for roofers are:
- Case Studies
If you look on your calendar at the events you’ve been attending, can you think of a story or two that you could write (or for extra credit make a short video) about?
If you said yes, you’re on your way to great content creation.
Running a business today is not much different than the business your parents ran a generation ago. People still do business with people that they know, like and trust. It was true for them, and it’s true for you. It’s not likely to change either.
Knowing that, you can write about events that people know about or heard about – or simply missed – and tell them about it. In that story you become trusted, and maybe even liked.
A bigger word (and topic for another day) is positioning. With your blog you position your roofing business as reputable, the go-to company.
Next, let’s look at case studies.
A case study is just reporting on how what you do worked for someone else. Client A buys a roof replacement, and you simply describe the situation when you started, what you did, and what has happened since.
The story of Client A may well resonate with Prospective client B and lead them to ask the questions that move them closer to doing business with you.
A great example of this is my client at Cay Pointe Villa. She runs a small, but extremely nice vacation getaway right on the Gulf of Mexico. They had a website, but it was old and hard to navigate. There was also no clear path from visiting to booking your stay, and since they were not monitoring their analytics, it was hard to know how their site was viewed by guests.
We built a new site and put out front the images that tell the story of people who visit there to vacation and relax. More importantly, we focused those stories around the 3 groups she most wants to attract – and voila’ – her conversion rates have increased significantly.
Another of my clients uses pictures in his case studies. He simply shows off a gallery of before-and-after pictures with a few words for the search engines to know what the pictures are about, and his contractor business is growing rapidly through the content he shares. When his son started sharing these pictures on Pinterest, they uncovered a rich vein of traffic that probably no one else in their industry is tapping into.
Finally, you can create a lot of content around the various roof-related keywords that you want to be found for in search engines.
I have a handful of primary keywords that if someone searches for them, I want to be positioned as an expert in. By writing content around them regularly, I improve my chances of that happening.
My point today is that the top roofing blogs feed the search engines with high-value, original content. Combining pictures, videos and articles/posts makes that easy, as does writing about a wide range of things your business is involved in – such as events, generating results (documented as case studies), and the keywords that describe what you do.
Now blog promotion is easy, isn’t it?
If you’re determined to generate valuable traffic from your blog, please comment on this post below. We’ll respond personally to your specific situation!