Calgary Roofing Company Marketing and some thoughts on B2B Industrial Marketing using SEO and Social Media
Calgary Roofing Company Marketing
In early July I began marketing for PDQ Roofing of Calgary – as the name states, one of the many Calgary Roofing Contractors. After the initial consultation we decided I would focus on SEO and Social Media Marketing. My first work in construction marketing started four years ago for Borger Group and to this day, I find marketing for B2B in an industrial sector to be a good challenge. The biggest difference, from say retail marketing, is the target audience. Marketing is marketing regardless of what we do; the fundamentals never change. The secret in construction marketing is understanding the audience, the message, and the appropriate channels of communication. The difference is not a subtle one such as the difference in marketing a BMW M5 versus a Ford Focus. In construction marketing exercising common marketing tactics add little value to plan.
Image may be one of the most important aspects to consider. In social media marketing, image can be tarnished by unthoughtful visitor posts, or careless or poorly informed posts by the social media manager (who may be someone without significant marketing experience). Social media image can also be enhanced with a polite and helpful dialogue. See this exchange below on the Borger Group’s Facebook page. I set up this page as a human resources service.
Image should be thought of as a synonym to Brand. Another way to help your image in the construction world is through trust. The market is getting to the point that if you are not on social media then it means you are not trustworthy. A boring or neglected social media presence, at the very least, means no one is saying anything negative about you. The inference from not having the channel in the first place is negative. There is a catch. Yes, it is a little negative to not have these channels, but it is worse to have these channels and ignore posted comments. Don’t show up to the party unless you’re willing to have a conversation.
In B2B Industrial / construction marketing, think of SEO as a form of crisis management. No company’s president is going to hire your company to build a skyscraper because he or she googled you – traditional SEO purposes have tend to not have a place in B2B industrial marketing. How then, can ranking on the top of Google be useful? Tyson Foods found themselves in a misinformation crisis (the case was described at Social Media Marketing World 2015) and used SEO to get their side of the story to the top of Google and minimize damage to their brand. There are a couple good niche reasons to have SEO such as hiring (imagine your company ranked on the first page of Google for the search – Calgary Construction Jobs), crisis management, and ??? (if you know of others please comment below!).
PDQ Roofing is a little different in that they are both B2C and B2B (they work with developers and individual home owners). Even though I only manage social media marketing and SEO, I found, buried in their website’s text, that they had been in business since 1956! The first thing I did was to create social media banners that helped to create trust.
Content marketing can also be helpful. Creating traffic in a saturated market through blog posts, social media marketing, directories, and boosting SEO requires content. Technical content marketing can be difficult because you need skilled writers who understand the technical side of the industrial product or service.
The longer I find myself in construction marketing the easier it gets to write content but even this (see below) is going to be thoroughly edited by my new client. I hope you found this post useful.
Roofing Considerations for Custom Homes
If you are in the market for a custom built home, one thing you will realize is that there are different kinds of roofs and the cost of new roof will wholly depend on the materials used, size of the roof, and labor. Some of the most important factors to consider when installing a new roof include:
- Heat restoration – when heating is controlled, air circulation in the attic and other room is ensured just to name a few
There are a lot of technical issues that take place at the construction level. Custom roofs are not a one-day affair and a lot of preparation must be put in place.
Roof installation is undertaken by roof contractors. The contractors go through intensive training and ought to be certified. If you want a custom roof then look for a company that has certified contractors who, among other things, understand the technical aspects of custom roof construction.
September 21, 2015 Update: We did a few tweaks of the above content and then I created three videos to promote PDQ’s excellent testimonials.