If you’re in the roofing industry, you know how important it is to have a presence in your local neighborhood. You want to be the first number businesses call to take a look at their leaky roofs or for a fresh layer of coating—and in 2024, you may need to move away from solely physical advertising tactics such as erecting billboards or going door-to-door, and think about going digital instead.
You’ve read about the differences between SEO and PPC strategies, how to build a successful website, and what to film for your roofing business. But have you considered building a social media presence? Have you considered building that presence on LinkedIn?
LinkedIn isn’t just about showcasing your past work experience to potential employers or gaining nuggets of wisdom from important company heads while scrolling your feed. Did you know that LinkedIn can help you connect with potential clients, too?
Let’s check out a few of the steps the average commercial roofer dipping their toes in LinkedIn’s pool of opportunity can take.
5 Tips for LinkedIn Marketing for Roofers
Before even forming a glimpse of your own roofers website design in your mind’s eye, you absolutely need to think about the overall aesthetics and look of your business’ brand! Take a look at other roofing websites—what color scheme are they using? Do they have a unique logo, recognizable even from a distance? Most importantly, what do you see when you think of their name?
Plenty of our customers have a two-tone color scheme, like blue and white or gold and black. This color scheme follows them throughout their branding, and can be seen on their logo, website design, car wraps, merch, and more. You’ll want to find the same thing for yourself—two colors, ideally, that complement each other. After all, it’ll be the first thing that catches a visitor’s eye!
You don’t need a degree in color theory for this part—there are plenty of websites out there that can help you pick colors suited to your tastes, such as Canva. Try out Canva’s free color palette tool and see what you come up with!
1. Profile Photos
First impressions are everything, and that rings true to LinkedIn as well. Make sure you have a high-quality, professional photo as your main picture. If the profile is for your roofing business, we recommend uploading a clear logo or a high-quality aerial shot of a roof you worked on. If it’s a personal profile as the owner of a commercial roofing company, use a photo of your face. This way, people know exactly who they’re talking to, and that there’s another human behind the screen just like them.
2. Important Information
Continue providing as much information as you can about your business. What are your services? Do you have any handy roofing products for sale? Are you in partnership with other companies, such as GAF or CertainTeed? You want as many details as possible for potential clients to read through and be assured of your history and expertise. Act like you’re writing a CV—and the business owners reading your profile are looking to hire you! (Which isn’t far from the truth, if we’re being honest.)
3. Project Gallery
Nothing shows the reliability of your words than a showcase of all your hard work. Include before-and-after pictures of your roofing projects, particularly on commercial properties. Make sure you tackle all the pain points of customers who are business owners; how do you tackle roofs that require single-ply installations, such as EPDM, PVC, or TPO? Have you worked with standing seam metal roofing systems before? Are you familiar with materials such as modified bitumen or BUR on flat/low-slope roofs? Don’t hesitate to show off when you can! You’ll instill confidence in those who visit your profile, assuring them of the quality of your work.
4. Keep Learning
Setting up your profile and then abandoning it is one of the biggest mistakes a roofer can make. This isn’t just connected to LinkedIn, either; even with your own company website, never updating it can only be a detriment to your business. Keep writing, keep posting, keep engaging! Update your profile when you can with news, offers, and tips & tricks about
commercial roofing that the regular Joe can benefit from. Plus, showing your involvement in networking, posting updates about your continuous education, the conferences you’re visiting, and seminars you’ve listened to can enhance your credibility. Demonstrating ongoing education and networking efforts is another way to build trust with commercial owners, showing them your deep knowledge and active engagement in the roofing industry. Your audience will thank you for it!
5. Go Offline!
Once you’ve reeled in prospective clients for a commercial roofing project, it’s time to take the conversation off of LinkedIn! Make your offer or pitch via direct messaging, and then if they express interest, follow it up by giving them a call or meeting face-to-face. As a roofer, don’t forget to utilize the services at your disposal, such as offering a free, no-obligation estimate or roof inspection.
Profit Roofing Systems: Harvesting the Power of LinkedIn Marketing
for Roofers
If these five tips for building a LinkedIn presence sound daunting, it doesn’t have to be. As the leading digital marketing agency for roofers nationwide, Profit Roofing Systems is equipped with the knowledge and experience needed to make your brand known far and wide in the online space. If your roofing business is looking for that extra kick to its SEO or paid advertising metrics, there’s no one better to call than our very own founder, Mr. Matt Jacob. Book an appointment with him today and find out how our team can help you make the most of your digital presence!
