A roofer is a marketer that sells roofs.
How many roofing contractors have this mindset?
If you think you are a marketer that sells roofs your mindset will change completely.
If you think with a marketing first perspective you’ll understand the value of differentiation.
What makes you different than all the other roofers in your city?
Most people do not think about their roofs.
They only think about their roofs when there is damage or when there is new construction. As a roofer, it’s your job to educate your customer in making the right decision.
One of the best ways to educate your customers is to provide highly consumable content that helps homeowners and commercial property owners make the right choice when choosing a contractor.
Here are some questions you can answer with your content:
- What kind of content can you provide that can help the homeowner or commercial property owner?
- What things can you teach a homeowner or a commercial property owner on selecting the right roof?
- What things can you teach about insurance?
- What’s the difference the material that you use?
- What are the different types of materials you offer?
- What things can you share that are considered common knowledge in the industry but are not common to most people?
- What secrets can you share that not many know about?
One of the best ways to indoctrinate your prospects is to use a Lead Magnet
What is a Lead Magnet?
Lead Magnet — noun — an irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information.
For some reason, a lot of contractors are afraid of sharing this type of information. I am of the belief that the more you share the better results you get.
How To Create A Lead Magnet
There are 2 rules when creating a lead magnet.
Make it specific.
Make it easy to consume.
We live in an ADD world and most people will not read a large amount of information if they don’t know who you are.
Your lead magnet needs to be consumed for it to have an impact. A specific lead magnet that answers a question will have a real impact.
For example, a homeowner doesn’t know a lot of information on how to choose a roofer. An Ebook that answers this simple question will be great.
Some examples include:
“Insider’s Guide to Selecting Roofing Contractor”
“Selecting a Roofing Contractor – The Secret Manual”
“Roofing Contractor Cheat Sheet”
“The Homeowner’s Secret Guide to Choosing a Roofer”
The table of contents can be simple:
- The difference between small, medium-sized, and large roofing contractors.
- Does your roofer sub the work?
- What materials are best to use?
Here is a great worksheet from Digital Marketer on How To Create A Lead Magnet
Content is all about detail
The more detailed the information you present the better results you will get. A question that can help you with the content would be what type of information is considered common knowledge with roofing contractors but is not considered common knowledge with the average homeowner?
Video or Articles?
A video is a more powerful medium for sharing information than the written word. However, some people prefer reading vs. watching a video.
Ideally, you would like to produce both types of content so it can make maximum impact.
If you are not a writer then you can create videos.
If you don’t have experience being in front of a camera you are going to suck the first few times you record videos.
The only way to get better is practice in front of a camera. I recently did a Facebook 30 Day Live challenge in which for 30 days straight I got in front of a live audience and shared some content.
Once you’ve created this piece of content you can use this as bait to get people’s information.
This is called an Ethical Bribe. You share free information in exchange for someone’s contact information.
This is another name for “Lead Magnet”
A lead magnet is a great way to introduce yourself to your prospects. Keep in mind, even though people download your lead magnet it doesn’t mean they will read your content.
People today are ADD. They request information all the time and forget even to look at it.
In order to facilitate them reading your content, you need to follow up. An easy way to do is to create an email drip campaign directing people to your piece of content.
Some examples of Lead Magnets that can work well include:
- Ebooks
- Video series
- Checklists
- Cheat Sheets
- Infographics
Repurpose content
Not many people realize that you don’t need to keep creating a lot of content. You can create the content once and then repacked it in different formats.
For example, a Cheat Sheet can turn into an infographic pretty easily. You just need the data you get from the cheat sheet and have a graphic designer create an infographic for you.
Where can I use A Lead Magnet?
You can use on your website, your social media accounts, and any Facebook Advertising campaigns. You can use it anywhere that your prospects hang out.
Why Should I use A Lead Magnet?
The main objective of using a lead magnet is to position your business as an expert and authority. Another reason why you should use a lead magnet is that you can target people that further down the buying cycle.
These are people that not necessarily looking for a new roof but will start thinking about once they see your ad.
Not many roofers use a lead magnet.
In many markets, using a lead magnet is nothing special, but using a lead magnet in the roofing space puts you in the top 1% of all roofing contractors in terms of marketing.
Using a lead magnet is also a great way to educate your prospects.
An education first approach is one of the best ways to sell roofs.
Another benefit of using a lead magnet is that it allows you to build a database.
A database is one of the most valuable things your company can have.
A database can be a potential goldmine of new revenue.
Not many people will buy the first time they hear about you. But if and when the times that they need a new roof you will be the first ones they call.
Conclusion
The main objective of a good marketing campaign is to sell more roofs. If you remember that marketing is supposed to make selling easy than using a lead magnet is a great way to hit that objective.
Using a lead magnet is a great way to position your company as the expert and authority in your marketplace.
