The Biggest Marketing Concerns for Commercial Roofers

Attracting positive attention to your company is the purpose of marketing. No matter your industry, you started your business to make money. If people aren’t seeing you and your company, money won’t come in.

residential roofingThere is no shortage of different marketing approaches and that leaves the door open to opportunities that will work for you. Determining which approaches will work best for you and your company to reach your goals is easier when you call on professionals.

Marketing is a big world, and it is normal to have concerns regarding the marketing strategy your company should adopt. Marketing isn’t new for the commercial roofing industry but collaborating with professionals that are focused on your industry can certainly help you gain the attention you’ve been needing.

Marketing evolves, just like everything else. This evolution changes what works and what doesn’t. We have gathered the top 5 concerns your company should address in your marketing strategy.


There is and always will be a lot of competition in the world of commercial roofing. Knowing how to set yourself apart and above your competitors is critical to ensuring you get the customers you need to succeed and keep your business in operation.

If someone approached you and asked, “What makes your business different?,” would you know how to answer? If you are struggling to answer this question, then it is time you learn more about branding. Appropriately branding your business is necessary if you’re looking for an effective marketing approach.

Not only do you need to make yourself stand out, but you need to do so consistently. Having a repetitive theme may seem like overkill, but it is one of the best proven marketing methods there is. When someone sees your logo, business design or even color combination, you want them to immediately associate that with you.

Social Media

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    There is no shortage of social media platforms, and you should absolutely be utilizing them for your marketing approach. People are already on social media researching their corporate options; you simply must get yourself in front of them. More than 75% of consumers will turn to social media when they are considering hiring a company. This means they are searching for reputable companies on social media. That’s right, not Google, but on social media outlets.

    While Google rankings will always be imperative to your marketing, social media outlets are as also important. If your company does not have a strong social media presence, you are passing along your potential customers to your competition.

    Social media outlets can certainly be intimidating if you aren’t in tune with them. Fortunately, you aren’t left alone to figure it all out. Professional marketing companies will not only give you the tips and tricks you need to be successful, but many will take over your social media accounts for you, should you prefer.

    No matter who is doing the posting, the first step with social media marketing is determining which platforms make sense for your company. You don’t need to be active on every one of them to be successful but having a presence on one or two is crucial. Facebook is recommended for all businesses to have an active presence. It is the main social media source consumers will turn to when looking to learn about a company and their reputation.

    For business-to-business marketing for your commercial roofing services, LinkedIn is likely a wise platform to turn to as well. TikTok and Instagram are platforms more geared for young, trendy consumers and may not bring you the commercial roofing leads you are looking for. This is where knowing your target demographic is a necessity. With a targeted audience, it is easier to put out the right content they will appreciate and be caught by.

    Engaging content is an absolute must. Keeping your messages clear with correct grammar and sharp, clean pictures should be your goal.

    One of the most significant pieces of social media marketing is engaging. Stay active and keep your presence consistent. Posting once a month is simply not enough. You will not be seen on the consistent basis that is necessary for success. Posting at least once a week is recommended and it doesn’t hurt to post even more often. Be sure to use varying graphics, videos, polls and the like to get and keep your follower’s attention. Now more than ever, people get bored. Keep it interesting!

    Marketplace Expectations 

    There is no avoiding the fact that the pandemic changed the way people approach hiring companies. People are online more than ever, and your competition is stepping up their game. Having a social media presence used to be an option, but to be successful in today’s society, it is a necessity. Even if someone gives you a great review by word of mouth, a consumer will frequently go to Facebook to find your page and see what kind of engagement you have. If you lack a presence or have unfavorable reviews, you will likely end up with a lost customer.

    Let your followers know about you. Your website, social media platforms, and any other marketing outlets should highlight your online presence. While it may seem a bit redundant, it is beneficial.

    Do you use energy efficient products? Post about it, add it to your website, to your mailers, you name it. Put your efforts out there, make them known so that you can in turn, become known. Are you a big supporter of non-profits? Share that. Giving back to your community leaves a positive impression and your consumers love to see your efforts. Let them know what you are doing.

    Where to Spend Your Marketing Dollars

    If you are here and looking into the best marketing approaches, it is likely you don’t have an unlimited marketing budget. Let’s be honest, who does? Knowing where to allocate your money to see the greatest return on your investment is huge. Thankfully, you are not left to decide this alone.

    The first step is to determine your goal. Are you looking to gain a handful of customers and to do it fast? Or are you looking for long-term growth you can count on? Both? Whatever the case, determining your goal(s) is crucial. While the same marketing approach may not work for different goals, knowing the goals is the first key step.

    Once you have determined your goals, you can then work to begin to understand your target customer(s). Direct mail can be all it takes for some areas, while it might not work at all for others. If you do not know who you are aiming to target, no approach will be successful and investing in marketing will just seem like constant failures.

    Cue professional marketing companies. Finding a marketing company that truly understands and gets your industry is the best route to go. They will help you determine which marketing approach will be best, regardless of the goals you are working toward. Usually, to meet professional goals in a competitive market, you need to hire professionals.


    There is never enough time in the day, week or year. People are busy, and that includes you. While you are busy operating your business, taking care of customers and employees, taking care of your family, it can be hard to make the time for marketing. But marketing is often the key to any successful business.

    So how do you do it all? Well, thankfully you do not have to. Here’s where Choice Roof Contractor Group can jump in and help.

    We are backed by a team of marketing experts focused specifically on the commercial roofing industry. We have found the best ways to position your company and we are here to help you get yours seen. We tailor our marketing solutions to meet your needs and goals while staying within your budget. We offer website and social media management strategies as well as custom designed print pieces that can be used as examples to follow. Direct mail pieces like flyers and brochures still work to engage customers too. We can assist with integrating all these marketing tools seamlessly to ensure they work for you and your company.

    When you are ready, we are more than happy to sit down with you and offer our best solutions.

    Our goal is to be your marketing partner for years to come. We work to build relationships with our customers and love seeing you and your company thrive. With this goal, it has helped us help our clients grow in ways many companies can’t compete with.

    Have questions? Don’t hesitate to call us today at 800-670-5583 and learn exactly what we are about and how we can help you and your company get to the level you want.

    Diana Warwick on Linkedin
    Written by: Diana Warwick
    Diana Warwick
    Diana Warwick grew up in a construction family. Over the decades, she has watched the industry change and evolve. Now, a recently retired RN, Diana is living her dream as a professional researcher and online author. Her strong research background, coupled with years of construction knowledge and innate curiosity, has led to her development as an integral part of a full-service marketing company that specializes in commercial roofing.