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Social Media for Roofers: Marketing Your Roofing Business
When a homeowner needs roof repairs or a full replacement, they’ll most likely turn to Google for answers. Then, whether consciously or unconsciously, they’ll hop onto their favorite social media — where they may see an ad for the exact service they were researching! It’s not a mystery why this happens; it’s simply the product of a social media marketing strategy.
Social media for roofers has become one of the most effective ways to build trust, showcase your work and connect directly with future customers. Diving into the world of social media marketing can be intimidating — especially for businesses without a support program like IKO ROOFPRO®.
Before you dive into platforms and content types, it’s important to understand what a structured strategy looks like and how it can help your roofing business stand out in a crowded digital landscape.
Effective Social Media Strategy
An effective social media strategy hinges on clear goals, a profound understanding of your audience and consistent engagement with that audience.
Define Your Goals
Aside from simply getting more jobs from social media marketing leads, there are a lot of other metrics you should track that pave the way for your success, including:
- Audience Growth: How many followers you’ve gained across all your channels.
- Conversions: How many people clicked on links you posted or called you because of a social post.
- Social Media Referrals: How many people visited your website from your social media platforms.
- Audience Sentiment: How people are talking about your company online — reviews, forums and comment sections.
Identify Your Audience
To identify your target audience, analyze your existing audience — who do you work with the most? Who do you like working with? If you’ve just started your roofing business, you may consider conducting some informal market research to see who your potential competitors cater towards or by knocking on doors in your area to see who needs roof repairs and replacement.
You must also be able to identify how your audience likes to be communicated with. Do they prefer straightforward, no-nonsense talk? Or goofy, fun messages?
Engage With Your Audience
Content and engagement strategies help you plan what you’ll say to your audience and how you’ll get that message in front of them.
We explore some different types of content ideas later in the article that can help inform your content strategy. But generally speaking, you’ll want to:
- Post consistently (ideally with the aid of a content calendar that helps you schedule and automate your posts).
- Speak to audience needs (like addressing commonly asked questions in your content).
- Encourage your audience to learn more (on your website or with a phone call).
Next, you have to find a way to get your content in front of the intended audience. The fastest way to do so is with paid ads, but that can be costly. To reach audiences organically, use trending local hashtags to take advantage of the algorithm and get in front of people in your area.
Measure Your Progress
Make sure to check back on your goals as you work on your content and engagement strategies! It can be easy to get lost in the sea of content you’re creating and forget why you’re creating it in the first place.
You may find that your goals were either too conservative or too unrealistic. That’s not a bad thing — simply adjust accordingly next time.
Choosing the Right Social Media Platforms
An essential part of a successful social media marketing strategy is figuring out the best place to post your content and reach your target audience. That’s where choosing the right platforms comes into play.
Each social media platform has its own strengths and weaknesses — let’s break the main differences down between the two top players: Facebook and Instagram.
- Facebook is currently the third most visited website in the world — behind Google and YouTube — with 11.24 billion monthly visits and over three billion monthly users.
- According to Sprout Social, approximately 90 percent of social media consumers have a Facebook profile.
- Sprout Social also found that Gen X (people born from 1965 to 1980) are the largest audience, followed by Baby Boomers and then by Millennials. Gen Z and younger audiences, however, are more likely to use Instagram, YouTube and TikTok instead.
Pros
- Facebook supports a wide variety of post types, including longer text-based posts, images, videos and polls.
- You can reach a lot of people with a lot of different types of content.
- The most popular audiences are also the most likely to own a home — the median age for first-time home buyers rose to 40 in the US, while the average age to buy a home in Canada is 36.
Cons
- You aren’t able to target younger audiences as easily, like homeowners in their 20s.
- You’re unlikely to reach people without paying for ad placements.
- When it comes to paid placement, deeper pockets mean better reach, so it can be hard for small businesses to break through.
- Instagram is a much more visual platform than Facebook, prioritizing photos and videos to boost engagement.
- There are currently two billion monthly active users on Instagram — less than Facebook but still nothing to scoff at.
- Instagram is used by a younger audience — the largest audience is ages 18 to 24, with the second largest being 25 to 34.
Pros
- According to Sprout Social, 50 percent of Instagram users interact with brands on the platform, meaning your brand presence is more likely to leave an impression.
- Roofing companies can have more fun with their Instagram posts as the platform encourages hyper-visual and exciting content.
- Most Instagram users use the app alongside other platforms, like Facebook or YouTube, meaning you can leverage a cross-platform strategy that exposes them to your content several times.
Cons
- Like Facebook, Instagram has a lot of business profiles, making it a highly competitive environment for brands. Without a clear distinction between your brand and others, it can be hard to stand out.
- Instagram rewards pages that post frequently and consistently. Taking long breaks between posting your content can thwart your chances of improving your reach.
Other Platforms
Facebook and Meta and the two most used social platforms used for consumer marketing, but they aren’t the only ones worth considering! More visual platforms like TikTok and Pinterest give your roofing business more chances to flex your visual identity, showcasing videos and photos of your work.
What to Include in Roofing Social Media Posts
If you’re looking for ways to diversify your content — or you need some ideas for where to start, the following types of social media posts tend to work best for many roofing marketing strategies.
Educational Content
People have a lot of questions about their roofs, and you have the answers. Post the answer publicly to offer useful information to your followers.
You could gather a list of common questions together to put into an FAQ post. Or you might make a video diving into a popular — but more complex — topic. Creating a series of these posts can be a great way to start a robust content marketing campaign.
Also consider covering roofing-adjacent topics, like weather preparation tips, home aesthetic guides and safe DIY projects.
Whenever you post educational content, always clarify that these posts are for educational purposes only and not a recommendation for homeowners to climb onto their roofs.
Customer Testimonials
Customer success stories legitimize your business. It allows you to showcase your history of impressive work and positive experiences homeowners had with your work.
Have you seen a rave five-star review appear on Google Business Profile? Reach out to these homeowners to see if they’d like to give a testimonial for your page. You may stop by their home and record a video testimonial or just pull from their review and quote it in a post.
Conversely, if you have any negative reviews on your profile, take the necessary steps to respond, such as responding to negative reviews quickly, politely, and professionally.
Brand Stories
Brand stories offer your followers an insider look into your business. It’s the type of social content that brings a beating heart to your company to give homeowners and roofing leads a more personal perspective of you.
This may include posts like behind-the-scenes videos — for example, showing the process of installing a new roof. You may even make these brand stories more personal with “day in the life” videos, showing everything you do for your business as a contractor or roofing business owner.
Becca Haggard, owner of That Girl Roofing, finds that personal stories perform best on her social channels.
“The content that performs best for me isn’t actually roofing-related. It’s the personal stories — moments from my life, the real and vulnerable stuff. Sharing that side of myself builds trust long before someone ever meets me, and it’s what ultimately makes people feel confident hiring me.”
Seasonal and Limited-Time Events
Roofing maintenance is inherently seasonal — post-winter maintenance, summer storm preparation tips and cleaning fall leaves out of gutters are all ripe topics for discussion on your social channels. Fill your content calendars with these seasonal challenges to offer useful tips and advice for homeowners.
Offering discounts and giveaways on services and materials for a limited time can also be an effective way to boost visibility and increase engagement. These giveaways can tap into people’s FOMO (fear of missing out), motivating your followers to take action fast.
Bring Your Business to Life on Social Media
Social media is a powerful engine for visibility, credibility and long-term growth. By setting clear goals, choosing platforms where your ideal customers spend their time and consistently sharing content that educates, engages and builds trust, you create a digital presence that supports real business results.
If you’d like to learn more about roofing business marketing, check out our other article Business for Roofer: Marketing & Lead Generation 101.
