As the owner of Roofing Webmasters, clients often tell me that I’m refreshingly honest. There are two reasons why I come across that way. First, I don’t like misleading my customers. Second, almost every other digital marketing company in the United States is either ignorant or unethical. Unfortunately, many are both, which is incredibly dangerous for roofers.
In the following podcast episode, Jason and I discuss the truth about digital marketing for roofers, and it’s not comforting. However, it is highly entertaining and insightful.
Does Your Roofing Digital Marketing Company Get Results?
More than 70% of SEO consumers are unhappy with their current provider. Unfortunately, the 30% of companies happy with their SEO services aren’t watching this video or reading this blog post. You are likely one of the roofers with a lousy digital marketing agency if you are reading this.
Does your marketing agency deliver results? Sometimes this can be hard to prove or disprove. How’s your revenue? How is your website traffic and lead generation? These are questions that marketing companies should help you answer. However, you have to pay attention independently also.
What Makes a Digital Marketing Company Honest?
Let’s use my agency, Roofing Webmasters, as an example. We don’t aim to make a lot of money from clients in their first year. Why? Because we intend to form a long-term relationship with our customers. We want them to succeed long-term, which also benefits our agency.
In contrast, dishonest agencies use a churn and burn model that frontloads the agreements. So if they make big money in the first six months and then lose your business, they really don’t care. The model also works for them because they no longer need your business by the time you realize their services don’t work.
Buying a Business Relationship Over a Service
The marketer you spoke to on the phone seems very nice. After all, he repeats your name on numerous occasions and assures you that his marketing model works wonders. However, there’s one problem, he’s selling you a warm fuzzy feeling instead of a productive service.
Roofers often fall into this trap in the buying and leaving stages. A roofing contractor may go with an agency because they had a good conversation with the salesperson. Furthermore, they may hesitate to leave even when they sense something wrong with the services.
Although many experts claim that marketing is all about relationships, it’s more about results. Suppose you choose a marketing agency that delivers results. In that case, you can form all the connections you need with your new customers and other roofers in the industry, many of who are envious of your marketing position.
Customer Service vs. Actual Service
If Bob, the salesperson, calls you each week to talk about your progress (or his version of it), you might feel good about the customer service. The problem with this strategy is confusing customer service with actual service. He assures you that you’re doing great, but you are doing horrible.
One of the most significant problems with the marketing industry is that roofers will pay for c...