Your marketing strategy can have a significant impact on your brand’s success. That’s why choosing the right marketing agency for your roofing business is critical!
But finding a reliable marketing agency can be daunting if you’ve had negative marketing experiences. This article provides six steps to help you pick a trustworthy marketing agency for your roofing business.
Whether you’re recovering from a bad experience or simply want to avoid unreliable agencies altogether, this guide will help you navigate the selection process.
6 Steps to Find the Right Marketing Agency
Define Your Goals and Expectations
Before choosing a marketing agency, define your marketing goals and expectations. Take the time to outline the outcomes you want. Some of your goals might be something like:
- Increased brand awareness
- Greater lead generation
- Improved online presence
When you do find a marketing agency to work with, you’ll already have a clear vision of what you want to achieve.
Research Marketing Agencies
You need to find a trustworthy marketing agency that aligns with your roofing business’s goals. So before committing to one, you’ve got to do some thorough research.
Start searching for potential agencies online. Try using industry-specific keywords such as:
- “Roofing marketing”
- “Marketing agencies for roofing contractors”
- “Digital marketing companies for roofing contractors”
- “Marketing for roofers”
Focusing on roofing in the search will help you find agencies with specialized expertise, so their digital marketing efforts will better match your specific needs.
You might also want to explore recommendations from other roofing contractors or industry directories. Try asking a roofing forum about which digital marketing agencies they use. Other roofers’ experiences can provide a lot of insight.
Additionally, check their online presence, social media engagement, and client reviews to gauge their reputation. A good digital marketing agency will have active social media profiles and positive Google reviews.
After all, if they don’t practice what they preach, it’s hard to trust them with your roofing business.
Narrow Down Your Agency Candidates
After making a list of potential agencies, it’s time to narrow your options. One effective way to vet your options is to request references and testimonials.
See if you can get feedback from both past and current clients. Reach out to these references directly to understand their experiences, the results they got, and how satisfied they are with the agency.
You should also check the marketing agency’s website for their:
- Industry affiliations
For instance, Roofer Marketers showcases clients directly on their home page. They also provide credentials like being a Google Partner, affiliation with the NRCA (National Roofing Contractors Association), and involvement in Adam Bensman’s Pitch Pro movement.
Given the unfortunate experiences that many contractors have had with marketing agencies, it’s essential to check for things that indicate reliability, trustworthiness, and transparency. You should ask about:
- Reporting—What type and frequency of reporting can you expect?
- Communication—How often will the agency contact you?
- The agency’s track record—Have they proven they can deliver measurable results, adhere to deadlines, and maintain high ethical standards?
Request Proposals and Assess Expertise
When shortlisting agencies, ask them to provide detailed proposals that outline their strategies, timelines, and estimated budgets. Reviewing these proposals lets you see how well the agency aligns with your objectives and if their approach resonates with your business.
It’s an opportunity to evaluate their strategic thinking, proposed timelines, and the financial aspects of the partnership.
Don’t be discouraged if an agency doesn’t send a proposal before conversing with you. Customized marketing strategies often require a deep understanding of your specific business needs.
But once the marketing company starts to understand your roofing business—including your service areas, services, current marketing efforts, target audience, competition, and goals—they should send a detailed proposal with pricing and terms and conditions for you to review.
Meet the Agency Team
To truly understand your business, your marketing agency should arrange meetings or video conferences with your team. This interaction gives you a chance to assess their:
- Company culture
- Work processes
- Team dynamics
- Communication skills
- Compatibility with your business
Some marketing companies even have a dedicated “Meet the Team” page on their website. This page highlights the individuals who would work with your business so that you can learn more about their expertise, experience, and background.
During these meetings, feel free to ask questions about their marketing team, like the number of people on the team or their current client workload. A good marketing company should be open about their team structure and operational capacity.
4 Marketing Agency Red Flags
Lack of Transparency
If an agency is evasive about their strategies or pricing structure, it may indicate a lack of transparency.
Reliable marketing agencies for roofers should be willing to:
- Explain their processes
- Discuss their strategies
- Provide regular updates
- Involve you in decision-making processes
- Answer any questions or concerns you have
Be cautious when encountering agencies that make extravagant promises or guarantee immediate results. Marketing requires time and effort to yield meaningful outcomes.
For example, if a marketing company claims you’ll receive an overwhelming number of leads within a week, that’s probably too good to be true.
Generally, a reputable marketing company will not promise overnight results for roofing SEO (search engine optimization). SEO is a process that often takes 6, 12, or even 18 months to see noticeable outcomes!
A trustworthy agency understands the realistic timeline and will set expectations accordingly. They’ll make a comprehensive marketing plan for your business’s needs and goals that accounts for time and effort.
Remember, patience and a well-executed marketing plan are vital for succeeding in the ever-evolving marketing world.
Disinterest in Your Business
When talking with potential agencies, share your goals and assess how well they understand and align with your company’s mission and vision. A reliable marketing agency will ask questions about your current revenue situation and goals for the upcoming year.
They should also ask about your existing marketing efforts. They need to get to know your roofing business comprehensively.
If the marketing agency doesn’t get to know your unique business, they’ll likely provide one-size-fits-all strategies that might not work for your company.
Poor Communication and Unresponsiveness
Effective communication plays a crucial role in building a successful agency-client relationship. You can face significant issues if an agency doesn’t respond to your inquiries or fails to provide regular updates.
When selecting an agency, prioritize companies that value open and frequent communication. Before signing any agreements, ask if you’ll have a dedicated account manager to contact throughout your partnership.
At a minimum, plan monthly meetings to discuss and review results. Additionally, if the marketing agency will work on your website, consider how you’ll ask for and receive changes and updates.
By prioritizing effective communication, you can foster a strong relationship that brings effective results.
Find the Right Marketing Company for Your Business
A reliable marketing strategy is vital for your roofing business’s success. When you’ve had bad past experiences, you might hesitate to work with a marketing company. But you can avoid potential pitfalls by researching, vetting agencies, and watching out for red flags.
Remember to clearly define your goals, set expectations, and compare proposals before finalizing your choice. Following these steps will increase your chances of partnering with a trustworthy marketing agency that can help you achieve your marketing objectives and drive the growth of your brand.
Roofer Marketers is an excellent choice if you’re looking for a reliable marketing company for roofers. They prioritize transparency in everything they do and can provide you with comprehensive custom digital marketing solutions. See what Roofer Marketers can do for your roofing company today!