Five modern marketing recommendations

By Emma Peterson.

Allison Woslager talks about how contractors can plant marketing “seeds” in order to sow sales success.

In today’s world of GPTs and other new technologies, it can be hard to figure out what the best way to reach customers is. Luckily, there are experts like Allison Woslager and the team at Integrity Marketing Group whose entire focus is to help contactors do that! Recently, we hosted Allison on an episode of Roofing Road Trips® to learn more about how contractors can navigate marketing today.

When we asked Allison if marketing has changed in the last few years, she immediately pointed to the rise of artificial intelligence (AI), saying, “Things are changing a lot.

Today, consumers are asking a lot more conversational questions of search engines and instead of going onto five different roofing contractors' websites, they're now going to AI programs.” And while those AI programs do still look at those five contractors’ websites (like the homeowners used to do), they also look for third-party sources. Allison explained, “The AI is really trying to recommend companies that it believes are trustworthy based on the information that it's finding across the internet. So not just on your own website, but also what other people and other sites say about you.”

In light of this, Allison had five recommendations for contractors looking to boost their marketing efforts:

1. Check your website health: look at the technological health of your website, meaning think about what it is designed to do and whether it is doing that. Consider auditing for things like load times and broken links.
2. Keep your content focused: make sure the content on your website, think blog posts or YouTube videos, are genuinely helpful, answer common consumer questions and showcase your expertise and authority.
3. Generate reviews consistently: reviews are still a powerful tool. When you generate consistent, positive reviews, not only will homeowners searching see it, but AI programs will also pick up on it and feed it back to their users.
4. Build quality backlinks: get your message and presence out across the internet by building quality backlinks on other trusted sites. Think about your local organization, your manufacturer or your friends here at RoofersCoffeeShop®.
5. Stay consistent: double-check that your business information (such as address, name, phone number) is consistent across all social media, websites and mentions of your company. Inconsistency here can be read as unreliability by AIs.

All of this can be summed up into one term – planting seeds. Allison explained, “At Integrity we call this planting seeds. Think about every single article, every review, every backlink and every single mention online as a seed. It might not give you immediate results, but eventually those seeds are going to produce fruit, in this case building the case that you are a subject matter expert that people should trust.”

Listen to the whole episode or Watch the recording to learn more about planting marketing seeds in an AI-driven landscape.