Roofing social media marketing is the great frontier for local roofing promotion.
As we near 2025, social media marketing for roofing companies emerges as a foundational element to a broader digital marketing campaign, aligning with search engine optimization, reputation management, and brand recognition.
For roofing professionals who’ve yet to take social media marketing seriously, the time to adapt is now.
Key Takeaway from Roofing Webmasters’ CEO
“I always talk to roofers, and some hesitate to show too much on social media. I tell them, you don’t have to be the star. You can highlight your staff, your services, and more. It’s just important to establish a presence.”
– Nolen Walker
How Social Media Impacts Roofing Companies
Social media platforms like Facebook, Instagram, and YouTube are an integral component of the modern marketing landscape for roofers.
Although some roofers prefer to avoid the spotlight created by a social media presence, there are steps you can take to ensure your business receives the essential benefits of social media.
A social media presence can increase brand awareness, establish company trust, and synergize other digital marketing signals for optimal search engine results.
Do Roofing Companies Need Social Media?
Social media has always been a helpful channel for roofing companies looking to expand brand awareness and enhance their online reputation.
However, Google’s recent algorithm updates, which include the search perspectives filter, substantially increase the value of social media content in a broader marketing context.
Despite the merits of social media marketing, a surprising amount of roofing companies around the country aren’t utilizing this platform.
Many roofers we talk to say they don’t have enough time to consider a roofing social media marketing campaign, and others say they don’t know how to go about it.
While social media marketing does present a unique set of challenges, it is usually the difference between doing alright as a roofing business and true success.
Consider the following statistic: 89% of consumers will buy from a brand after following it on social media, and almost as many will recommend the brand or company to a friend.
Social Media Posts Examples
Check out some examples of roofing companies using social media to help their brand.
Social Media Marketing Strategies for Roofing Companies
Everyone wants to be the friend or neighbor who finds and tells everyone else about a great roofing company.
These days, people find these companies on social media.
Now, ask yourself: Can people find your company on social media?
If you answered no, don’t fret. We know roofing social media marketing can be daunting, so we compiled the following tips based on more than a decade of first-hand experience with social media marketing.
Below, you will learn the essential elements of a successful social media marketing campaign.
1) Generate Social Media Posts Ideas
Aimlessly publishing social media posts on Instagram, YouTube, and other platforms wastes resources.
There should be intentionality behind each post to avoid a perception of spam.
Far too many roofers post low-quality still images on their social platforms without any real idea behind the post.
You can use ChatGPT to brainstorm social media post ideas that appeal to your target audience.
Start your ChatGPT prompt by identifying your target customer.
Then, ask the AI to generate social media post ideas that appeal to that group.
At that point, your expert discretion comes down to choosing which ideas will best resonate with your audience.
2) Embrace Google Perspectives
When Google announced Search Perspectives, reactions varied from excitement to despair.
Like most algorithm updates, it takes a while to grasp how the changes directly impact small business owners, including roofing companies.
It’s become clear throughout 2024 that social media content now ranks prominently in Google search engine results, often called SERPs.
This development presents a true opportunity for roofing companies to use YouTube, TikTok, and other social platforms to secure additional rankings.
The strategy works for multiple kinds of user intents.
For instance, informational queries like how much roof repair costs can yield these “perspective” results, but so can a direct search for a roofing company’s brand name.
Perhaps most importantly, most roofers have yet to take advantage of this new opportunity, which means SERP real estate is available.
3) Integrate Social Media With Your Website
This new era of marketing calls for full brand integration from your website, Google Business Profile, and social media accounts.
You must link each digital entity to one another to receive the full “credit” for your content.
The best way to accomplish this feat is to ensure every content asset integrates directly with your business website.
For example, consider embedding the video URL (or HTML) onto your website after publishing an informative video on your YouTube channel.
WordPress users can easily do this by pasting the video URL into WordPress’s YouTube block.
Match your video content with your page content to determine which videos best align with the page content.
4) Engage With Social Media Followers
Just as responding to Google Reviews can enhance your online reputation, you can engage with social media followers.
If one of your followers leaves a comment on your post or video, consider responding to it in a professional tone.
Engaging with the audience for local businesses like roofers shows you care about your present and future customers.
The one caveat with follower engagement is that you should never take the bait with spam or trolls.
For example, accounts that leave disparaging comments about your posts, despite having clearly never used your services, are just looking to waste your time.
Ignoring comments like these while responding to genuine feedback demonstrates professionalism as a roofing company.
5) Avoid 3rd Party Social Media Posting Tools
One of the fastest ways to get your accounts banned or suspended is to use 3rd party social media posting tools.
Most social media platforms have policies that discourage posting through 3rd party platforms as a spam prevention method.
By manually posting on each social platform, you add a personal touch to the process that legitimizes your brand.
Posting manually is more time-consuming than auto-posting, but it results better.
Additionally, social media gurus who are more focused on entertainment than small business promotion overstate post frequency.
As a roofing company, don’t worry about posting a certain amount of weekly content, but focus on quality and engagement.
Source: https://help.instagram.com/588549329146493
6) Set Clear and Realistic Goals
Set clear goals for your social media marketing campaign by asking questions like these:
- Are you trying to increase brand awareness?
- Do you want to boost sales for a specific service?
- Do you want to promote a particular product or service?
Identifying your ideal outcome allows you to invest resources into the right tasks.
For instance, social media content that directly generates leads is most valuable if you want to boost sales.
Next, establish a realistic time frame for your social media campaign to achieve the goal.
Your goals (and their particular figures and timelines) will provide a framework for your social media marketing campaign.
7) Distinguish Ads from Organic Marketing
Like Google, social media platforms allow roofers to reach their consumers organically or through paid advertising.
While roofers can still promote for free on social apps like Instagram and X, other platforms make it more difficult.
For example, Facebook’s algorithm makes organic promotion difficult, and Facebook Ads for roofing have become a critical option.
Running Facebook, Instagram, or X Ads requires understanding demographics, budgeting, and ROI.
The good news is that each platform provides in-house advertising support and will recommend budgets, intervals, and more.
Your job as a roofing company is to produce compelling promotions, slogans, and offers for potential consumers.
8) Determine your Key Demographic
Your social media marketing campaign will be predicated on creating content for a specific group of people or your key demographic.
As a roofer, your most fundamental demographic is homeowners.
However, you may also need to branch out to include property management companies and business owners.
This step aims to create a customer persona based on your critical demographic’s age range, typical income, gender, geographical location, spending habits, and personal values and interests.
Everything you promote should aim to address this persona.
The customer persona you create will be the average person you are trying to connect with on social media.
Pro Tip: Use a tool like SparkToro to determine which social channels your target customers use most.
9) Meet Your Customers on Their Preferred Platforms
Some businesses would do well focusing on a few select social media platforms based on their key demographic. The same is true if you own roofing businesses.
Let us give you an example. 60% of the users on TikTok are between the ages of 16 and 24, while only 26% are between 25 and 44.
Now ask yourself this question: How many 16-24-year-olds do you know to be homeowners? It would be ideal to have a social media presence on all platforms.
However, as a roofing contractor with limited time and resources, you may want to focus on the more popular platforms with your key demographic.
Instagram is owned by Facebook and consistently reaches homeowners. It and other platforms like Facebook, X, and YouTube hit the sweet spot regarding the key demographic age group for roofers.
As a result, Roofers should focus on platforms like Instagram and Facebook.
Instagram is very popular among people between the ages of 25 and 34, and the average age of Facebook users is 40.
10) Maintain Brand Consistency
If your roofing business is already running, you probably already have your company logo and slogan.
Using the same logo and slogan across all your social media platforms is essential.
Why? Because brand consistency is crucial for brand recognition and even revenue. Solid brand consistency can increase revenue by up to 33%.
Brand consistency doesn’t stop at logo and slogan, though. Social media will offer you something you may not have had before: an opportunity to communicate with an audience.
You must establish a tone in your roofing social media campaign—and stick to it!
If you want to educate your audience, adopt a formal style with your posts and content.
Do you want to increase brand awareness?
A more conversational tone might be better.
Whatever technique you choose, be sure to stick to it. Make it consistent with your brand so that people can recognize it just by reading a few words.
Here are some more tips for maintaining brand consistency on social media:
- Use your company logo as your avatar
- Make sure NAP (Name, Address, and Phone Number) are listed the same on all your social media outlets
- Use your slogan wherever is appropriate
11) Strike an Informational / Promotional Balance
While viewing your social media marketing campaign as a means of selling your services is tempting, remember that social platforms are still mainly used for entertainment and information gathering.
People aren’t looking to be sold when logging onto their Facebook or X accounts.
Your content has to strike a good balance between fun/engaging/informative, and promotional.
Think of posts like this: 80% of your posts/content should engage your audience, and only 20% should be geared toward selling to them.
12) Creating Social Media Friendly Content
Now comes the tricky part. What things should you post in your roofing social media marketing campaign?
Here are some ideas to jump-start your imagination:
- How To’s: Show your followers how to test a roof leak or identify a roofing material. You don’t have to choose a technically advanced topic. Maybe it’s just a how-to on cleaning gutters.
- Before and After’s: Instagram stories are hugely popular and perfect for before and after pictures of your roofing projects.
- Get Opinions: People love it when their opinion is valued. Ask your followers what they think of a recent job you completed or what roof style they like most.
- Tell a Story: Do you or one of your team members have a remarkable, funny, harrowing, inspirational, or otherwise interesting story to tell? Use your social media outlets to share them.
- Reply: The simplest and perhaps most important is to reply to your social media messages and comments.
- Pins: DataPins is a software tool that helps roofers automate social media content through pins.
Each pin showcases a recent job, mini-map, and job description to enhance the photos.
Bonus Social Media Tip for Roofing Contractors
Last but not least: When in doubt, call a professional.
Perhaps the best thing you can do to ensure a fruitful roofing social media campaign is to work with the professionals here at Roofing Webmasters.
Our in-house application, DataPins, changes social media, reputation management, and SEO as we know it.
As software infiltrates the digital marketing space, more and more processes become automated, suitable for roofing companies.
Of course, not all software can replace human behavior, but setting expectations with your digital marketing company is essential.
Free Social Media Checklist for Roofers
What’s the next step? Download this free social media checklist for roofing companies.
If you require hands-on assistance with your social media presence, don’t hesitate to contact our agency today.
