Why You Should Not Ignore Branding In Your Marketing Campaign
The main objective for most small business owners is to generate more sales. Sales are the engine that drives business.
This is not news to anyone, especially in the roofing world. Most roofing contractors understand the importance of sales.
And in order to generate lots of sales, you need leads.
This is why for many contractors, lead generation is one of the main priorities in their business. Whether it’s offline or online most contractors already understand the importance of lead generation.
I am not going to go over the best strategies on roofing lead generation, I already wrote an article that goes over this.
If most contractors understand that the main objective is to generate more sales then why do most of them ignore branding?
In this article, I am going to analyze the benefits of branding and the importance of branding in your roofing business.
The main reason why most contractors and small business owners ignore branding is that they think on a micro level.
They only care about the short-term benefits of a marketing campaign.
Those that think on a macro level understand the importance of building a marketing strategy that establishes your company as the leader in their marketplace.
This means that they are patient and understand the long-term benefits of investing in their branding.
They understand that what they invest today will benefit them at a later date.
This mindset prevents them from investing in their business. They think of marketing in terms of cost vs an investment.
A cost is something that they can expense on their income statement.
An investment is a process of putting in the capital with an expected return of a profit at a later date.
Branding is an investment. Marketing is an investment.
First, let’s define branding
“A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” (American Marketing Association)
Branding is about telling your story in a way that separates your business from your competition.
Branding can make selling easier.
The difficult thing for most business owners is that most branding campaigns do not have a proper way to measure the ROI (Return on Investment)
Think about this for a second.
People are more skeptical than ever.
Put yourself in your prospects shoes.
There are hundreds or even thousands of contractors in most cities. There are endless choices for the consumer.
With a few taps on the phone, they can call and get a quote from anybody they want. However, for most roofing customers, they don’t want endless choices, they want someone that can solve their problem.
They are looking for a contractor that is capable, honest, and fair. Many of them have had previous negative experiences with fly by night contractors.
You have to overcome that initial skepticism and the customer’s previous negative experiences. The best way to do that is to showcase your expertise and do this in an engaging way.
Branding is about telling your story.
It’s about showing your expertise.
It’s about grabbing their attention.
Who do you think they will choose if it comes down to you (brand roofing company) vs. another company that is a ghost?
The contractor that has more proof of their expertise is going win the majority of the time.
When your marketing message grabs their attention, tells your story and provides proof of your expertise, that’s when you will start dominating your marketplace.
Ok, let’s define branding in the roofing business.
What are things that can help your branding?
If you invest in these things you will have a strong brand.
One last thing.
Another thing that will help your branding is attention. Attention is the #1 currency in marketing.
Even it’s negative attention this can help you get publicity.
If you manage to create a viral video this will help with branding and lead generation. For a great example, you can look Digital Roofing and watch their video on their marketing campaign
Buy a Roof Get A Gun
This video got a lot of negative attention but it put these guys on the map and most importantly it got them great results.
We have seen it over and over.
The roofing company that has invested in their branding gets better results with our services.
Those that have testimonials, video testimonials, commercial videos, etc always get better results than those that don’t.
If you know that branding will help you sell more roofs then why haven’t you started investing in your branding?