We are living in the information age characterized by the shift from industrial production to one based on information and computerization. Individuals have access to a vast amount of information and are being targeted daily through their technology usage. According to Statista in 2021, “the number of smartphone subscriptions worldwide today surpasses six billion and is forecast to further grow by several hundred million in the next few years (Statista, 2021).
Technology has impacted consumer behavior, unlimited access to information has made consumers more aware, connected and has raised expectation levels of products and services. Social Media has expanded the available channels of communication giving the customer a bigger voice they can share with a larger audience. Although important Traditional marketing habits must now be accompanied by Digital Marketing Strategies.
What exactly is Digital Marketing? Digital marketing is not just having an updated website there are many components a company should invest in to be successful. According to Mail Chimp (n.d), “digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication” (Mail Chimp, n.d.) This includes digital promotion on channels such as search engines, websites, social media, email, and mobile apps. According to the Pew Research Center survey, “31% of U.S. adults now report that they go online “almost constantly,” up from 21% in 2015” (Perrin & Atske, 2021).
This consumption of online usage details the importance to invest in Digital Marketing for your Roofing business.
Benefits of Digital Marketing?
There are many benefits to investing in digital marketing such as expanding reach, cost efficiency, measurable results, personalization, increased communication with customers, and easy conversions.
Expand Market Reach
Online platforms allow you to grow your market reach through increased audience visibility across geographical regions. In more sophisticated platforms one can purchase targeted ads to ensure your promotion is being delivered to the right customers.
Digital marketing is more flexible and lower in cost than traditional marketing. One piece of content can be leveraged across multiple platforms and altered at any moment to increase engagement performance. User-generated content (UGC) can also aid to lower marketing costs. As customers post or share their experiences with your Roofing company your marketing team can leverage this content for free word of mouth promotion.
Tracking the results of online promotion is a lot easier than traditional advertising methods. Digital marketing software and platforms automatically track the number of desired conversions that you get, whether that means email open rates, visits to your home page, or direct purchases (Mail Chimp, n.d.). This tracking capability allows for more accurate measurement of your marketing return on investment (ROI).
Unlike traditional methods, online platforms allow for data collection. Learning about your customers and how they interact with your business can open the door for more personalized and targeted advertising. For example, if you notice more of your customers are accessing your website through mobile devices you can invest in making your ads and website more mobile-friendly.
Increased Communication with Customers
Digital Marketing strategies such as social media allow for real-time communication. Customer interaction increases as users share, like, or comment on your company posts. These real-time reactions give more visibility into your customer relationships with your brand. It is important to have an active role in responding to these engagements to cultivate brand loyalty.
Instant gratification comes to mind on online platforms. Customers can take immediate actions after viewing an ad or content that can lead to conversions. Sending a direct message, clicking a link, filling a form, engaging with a chatbot, and saving a blog all allow for easy conversions.
No matter what your overall company goals are investing and nurturing your digital channels will lead to brand awareness and lead generation. Digital Marketing allows you to keep consistent contact with your customers allowing your Roofing business to stay top of mind.
Statista. (2021, August 6). Smartphone users 2026. Statista: Number of smartphone users from 2016 to 2021.
Mail Chimp. (n.d.). What is Digital Marketing? A beginner’s guide. Digital Marketing.
Perrin, A., & Atske, S. (2021, June 5). About three-in-ten U.S. adults say they are ‘ALMOST constantly’ online. Pew Research Center.