Lead Nurturing – How Does It Apply for Roofers?

The goal of any marketing campaign is to generate leads in the hopes of converting them into actual sales.

Yet not all leads are ready to convert immediately, especially with regard to lead nurturing for roofing companies.

While there will always be some customers shopping for a roofing company so they can immediately schedule a repair or new roof installation, a large percentage of customers are gained secondhand, using lead nurturing strategies that pull the customer in partway, then keep them in the sales funnel until they hopefully convert. 

What is Lead Nurturing?

Based on the lead generation, conversion, and growing process, lead nurturing is essentially the process of cultivating leads that are not ready to convert by slowly pushing them along until they finally are.

To do this effectively, a roofing company owner must have a good lead generation plan and then a lead nurturing strategy that: 

  • Understands the customer and recognizes what point in the buying cycle they are positioned
  • Understands what their motivations for converting might be.
  • Outlines the ideal conversion process and how it should happen.
  • Outline the steps necessary for lead nurturing through the process until conversion

What Is The Work of Leave Nurturing Services?

Lead nurturing services for roofing companies are easily and effectively applied to existing marketing strategies because they work similarly to the buying cycle of different stages of roofing customers.

As mentioned above, some leads are ready to buy and convert right away; however, in most cases roofers must use that initial lead to nurture the customer and keep them involved until the time arises that they require roofing services.

Essentially, by generating interest in their brand and keeping their company’s name in the minds of potential customers, lead nurturing strategies for roofers are more likely to convert an already-existing lead than be forced to scrounge for more new leads. 

Lead Nurturing – A Valuable Part of Lead Generation

Although the goal of a lead generation strategy is to collect leads of all kinds, the second step of that strategy is always lead nurturing for the leads that do not immediately convert.

Using techniques like content marketing, email campaigns, referral programs, and social media engagement, roofers can keep warm and even cool leads active in a good lead nurturing program.

Over time, some of these leads will progress through the funnel to become hot leads that eventually convert. 

Adding This All Up

With effective lead nurturing services, any roofing company can hold onto customers who are not quite ready to invest in roofing services, then be there for them the moment they are.

In this manner, lead nurturing strategies for roofers that filter unready leads into a nurturing funnel can keep the sales cycle churning to finally convert sales from leads that have been slowly developing.

3 Things A Company Should Know About Effective Lead Nurturing!

Lead nurturing is the essential marketing process of generating interest, and then directing that interest to a business website.

The goal of every lead nurturing strategy is to draw in the most interested leads that have the highest chance of becoming conversions.

Unfortunately, conversion rates are not always what is hoped, but the issue does not always have to do with the lead.

Many times, marketing services find that the problem preventing easy conversions is the website, itself. 

What Is the Website Conversion Rate? 

An important measurement that is used to gauge the effectiveness of lead nurturing strategies and website performance is conversion rate or the number of leads that click on the site and eventually convert.

A good conversion rate, and one that lead strategy marketers strive for, is 10%.

Research suggests that most websites only convert at 1%, which means many missed connections and lost sales. 

How Can Website Conversions Be Increased? 

When lead nurturing seems successful and plenty of leads are generated, but they reach the website and fail to convert or quickly leave, this is a prime indicator that there is something wrong with the website, itself.

Assuming the site has been checked for problems like poor optimization, slow page loading, and other more obvious concerns, a lead that fails to convert is frequently caused by one thing: unanswered questions.

The key to reeling those leads in further and ultimately convincing more of them to actually convert lies in the answering of three important questions, and as quickly as possible. 

What Are the Three Questions That Must Be Answered to Increase Conversions? 

When nurtured leads land on a website, it is important that the website is ready to convert them by answering the top three questions most consumers want to know, and quickly, without having to dig for the information: 

  1. What Does the Business Do? - Though this is an obvious answer in the broad scheme of things, consumers need to know from the first sentence at the top of the website what the business does, specifically, and for whom. 
  2. How Can the Business Solve Their Problem? - Active leads reaching a website need to see immediately that the company has solutions that will solve their problem, which is typically their need for visiting the site in the first place. 
  3. How Can the Customer Get It? - Consumers want to know quickly whether they are within the company’s service area and approximately how much it will cost them to attain these services and/or products to help them solve their problems. 

How Should These Answers Be Provided? 

The best way to support an effective lead nurturing strategy is to include the answers to those three critical questions right at the top of the home page.

All the website needs is a simple statement that states the business type and service area so there are no questions that active leads are in the right place.

Then, to help them learn how to get it, a big, bold Call-to-Action within the same header is all that is needed.

As simple as these three things may seem, lead marketers find that including them has a positive effect on increasing conversion rates.  

Increase Website Conversions with This Simple Tip

Gaining more sales starts with good lead nurturing to draw in more potential customers.

Lead nurturing strategies do not end with advertising or landing pages, however; they continue to the website, and what happens - or does not happen - until a conversion is made.

By ensuring every website includes three simple things in the main header, lead strategy services see a considerably higher conversion rate of all high-quality leads drawn to the website.

Correct this big, little mistake and get more sales!