Roofing and social media are two completely different jobs, but as a roofing business owner, it’s important that you know how to do both. Now, you probably know a lot about roofing already, but the social media part of your industry is another story. How in the world are you going to get people to follow and like a roofing social media account?
You might think that the roofing industry online is small and would struggle to claim a spot in the social media world, but believe us when we say, any topic out there is going to have people who will want to follow along. You just need to do it the right way.
First, talk with your clients and do some competitive analyses on similar companies so you can learn their industry. Learning about their particular business and industry will help you understand how to do your job effectively.
It also makes sense to look at what local companies are posting. Look at what the top-rated national brands are posting as well. Here are a few things you should pay attention to in order to grow your roofing social media accounts:
What type of content is most popular on their social media accounts?
What posts are driving the most engagement? Although there are other metrics beyond social media engagement and views that are important to look at, your competitors don’t share them with the public. Since you can’t see them, you’ll just have to make the most out of the numbers you can see and learn from them.
What topics do they post about most often?
Look for patterns in the content these companies post. If you take a look at one of your competitor’s pages, you might notice how they post more of a certain type of content based on what resonates best with their audience. Considering that you have the same audience as your competitor, use their page as inspiration for what topics you should post about.
Look at the language and graphics they use and how it all fits in with their brand. Then alter it, not copy it, to match with yours. Keep content original but use the same patterns. Again, since you can’t look at your competitor’s metrics, you can still keep an eye out for signals like these. That way, you can get an idea of what their metrics are telling them based on the topics they decide to post about.
How do they position their brand online?
Roofing companies, like all companies, don’t just want people to just hire them, but they also want people to trust them. Many brands will position themselves as “your partner in home maintenance,” versus just “the roofing experts.” Notice how the first position gives the reader a stronger belief that you’re in it with the customer, not just for the money.
You can’t copy another roofing company’s branding or positioning, but you can gain inspiration from it and use what you learn to stand out from your competition. Talk to your clients to find out what’s important to them when working with someone and hiring a roofer. That will help you know the best way to position your brand online. A brand’s tone, voice, and values are very important to sort out when presenting your company online.
Of course, if you decide to do a full competitive analysis on your own, you’re sure to get much more useful data and marketing strategies that can be beneficial for growing your roofing social media accounts. Once you have a better understanding of your clients and your industry, you can put your best foot forward in creating content and developing/growing your brand online. Again, when analyzing competitors on social media, make sure to check out what type of content is most popular, what topics are being posted about most often, and what their brand position is. Be sure to check out more of our blog for helpful tips on growing your roofing business.