Are you a commercial roofing contractor interested in promoting your company on social media? Check out our list of the top social media tips for commercial roofing contractors in 2022!
Out of the roughly 330 million members of America’s population, 82% use some form of social media. In today’s hyper-connected digital world, the best way to reach an audience is through online marketing. The average person spends around 2 hours per day on social media. Therefore, your content has a fair chance of being seen when you use the right channels.
Most businesses nowadays have robust social media marketing strategies, with advertising campaigns that reach millions of followers across various platforms. The roofing industry, however, has been slow to capitalize on social media. Some commercial roofers may assume that they don’t need a social media presence, while others believe they don’t have the time to develop a social media marketing strategy from the ground up.
Last week, on June 30th, we celebrated National Social Media Day. There’s no better time to embrace social media for roofers! If you’re interested in bolstering your company’s social media presence but have no idea where to begin, this blog will offer vital social media tips for roofing companies that want to find online success.
Social Media Tips for Commercial Roofing Contractors
1. Define Your Audience
As a commercial roofing business, your main clients are other businesses. To ensure the success of any social media marketing strategy, you always have to keep your audience in mind. Feel free to get as specific as possible, because your target audience will guide all your future social media efforts.
For example, you can choose to target “commercial property owners in Florida who want eco-friendly and high-performance roofing systems within an affordable price point.” This gives you an idea of where you should focus your efforts. Because you want to target business owners, you can focus on LinkedIn since it's the most popular platform for B2B marketing. Because you want to target people in Florida, you can use location-targeted social media ads for Florida. Plus, you know your target consumers are searching for quality, eco-friendly, and affordable services, so you can emphasize these qualities across your promotional content.
This ensures your message reaches who you truly want to reach.
2. Ensure Cohesive Branding Across All Your Profiles
When people see your posts on their feed, you want them to know immediately it’s from your company. This helps create brand recognition. When they think of “commercial roofers,” you want your company’s name to be the first one they think of. The easiest way to do this is by ensuring consistent branding.
For example, check out Castagra’s Instagram page. Immediately, you’ll see that we use a specific set of colors, fonts, and graphics that are similar to our logo, creating a simple, visually appealing, and cohesive look. You’ll find the same branding on our other pages as well, such as our Facebook page. This way, regardless of what platform our audience sees our content on, they know it’s from us.
3. Put Out Relevant and Useful Content
Engaging your audience is one of the main tenets of social media marketing. If you don’t put out content they’re interested in, they won’t have a reason to stick around for the rest of your posts.
Over on our YouTube, we regularly post content that our target audience will find valuable. Our most popular videos are on subjects like “Coating a Tar and Gravel Roof (60% - 70% Labor Savings)” and “How To Waterproof A Cardboard Box (with Ecodur Roof Coating)” — interesting, entertaining, and easily-digestible content that can help commercial roofers improve their skills and knowledge.
For roofers on social media, some of the best content you can put out are photos and videos of your actual projects. This can help your audience better appreciate the quality of your work. Before and after graphics and videos can be very visually effective.
4. Repurpose Content Across Platforms
If you visit our LinkedIn or Twitter pages, you’ll spy cross posts of the YouTube videos we mentioned earlier. This is another good strategy for commercial roofers on social media. Making quality content is difficult work, so you might find yourself struggling to post new content all the time. Repurposing your content allows you to capitalize on the content you’ve already made and reach a wider audience while you’re at it.
This can be as simple as sharing links to your content on other platforms, such as YouTube links, or by transforming your content into another format entirely. If you have a roofing blog on your website, it’s a treasure trove of information for your social media pages — you can turn blog posts into infographics, videos, short excerpts, or various other forms to post on social media.
5. Post Regularly
Regardless of where you’re making your online marketing efforts, you’re typically at the mercy of the algorithms. Posting regularly signals that your account is active and brings it to the attention of the algorithm. When the algorithm favors your posts, they can pop up more often on general feeds and search results, allowing more people to see them.
A regular posting schedule is also good for your customers — when they know when to expect a new post from your account, they’re more likely to look forward to and interact with your posts.
Learn More Social Media Tips for Roofing Companies From Us at Castagra!
At Castagra, we love using social media, and that puts us in a better position to offer help to commercial roofers who want to establish their social media presence. We’re proud to offer support to all our Certified Applicators with the tips, techniques, and tools we’ve personally used across our own social media pages. If you’re not a Castagra Certified Applicator just yet, don’t worry — we offer free online training and various benefits. Reach out today!