By Heidi J. Ellsworth.

Upcoming awards can create buzz for your company

Walking into any contractor’s office, there are usually several awards from manufacturers and local organizations.  They are a point of pride as they should be.  An additional awards avenue that every roofing contractor should look at are national association awards for quality and excellence.

There is nothing better than sharing the success of a job well done.  Contractors have amazing roofing jobs that show off the quality and professionalism of our trade.  Being able to take that project and share it with the world is a great way to market your business.  By winning awards for quality, you are validating your business and quality in the eyes of your customers.  You can show them that your work is recognized nationally.

It can also help with recognition from manufacturers and distributors.  Award winners receive press in trade magazines and on trade websites.  They are recognized on the association’s website which not only helps your public relations program but is great for Search Engine Optimizations (SEO).  And it helps to build culture.  Your crews are proud of their work and by you showing it off to the world, it makes them proud and they feel respected.  It is a win-win.

Here are seven reasons why you should add award applications to your marketing plan.

1. Build your Portfolio – Every roofing company should have a strong portfolio of jobs on their website and in their sales presentations. If those jobs are award winners, it is even better.  As jobs are in progress remember to take quality photos that can be used for the award submissions.
2. Public Relations – Winning awards are great for press releases, blogs and coverage. Be sure to make a big deal of winning, even if you are an honorable mention.  Being there and competing is great in itself.  Sharing your progress through the awards on social media also creates excitement and fans for your company.
3. Search Engine Optimization (SEO) – The more back links you can get on other sites the better your SEO will be. Also, being placed in reputable magazines and websites can really boost your overall online reputation.
4. Sales – Customers love to see what you can do. Show them.  It is critical that they understand the level of quality and safety that you bring to every job.  And when your employees win awards it is not just thrilling for the employee but great for the company reputation and company culture.
5. Culture – Everyone wants to work with winners and be a part of showcasing their work and projects. Again, it shows that you are proud of your company, employees and quality of work.
6. Industry Reputation – Awards can bring you to the notice of manufacturers and distributors. By being a part of different award programs, you will meet new people and gain relationships that can help you with better programs and even improved pricing.
7. Customer Loyalty – For current customers, it validates their trust in you. They can share that you are their roofing company and you are an award-winning organization.  Showcasing your customers projects through award programs can also be great for their businesses or just make a homeowner very proud.

So, what are some awards that you can apply for?  Here are three awards in the roofing industry that I am aware of, there is probably a lot more.

1. The Roofing Industry Alliance for Progress' Most Valuable Player (MVP) Award program celebrates workers who are outstanding employees within their companies and recognizes them for their outstanding performance outside the workplace—their charitable deeds, community involvement, challenges they've overcome, dedication and commitment to helping others. MVPs are role models who demonstrate work-related and personal goals to which others aspire. Through the MVP program, you can nominate your employee for an award to formally recognize his or her outstanding contributions through on-the-job performance and workmanship or for outstanding performance and other noteworthy contributions outside the workplace.  The deadline for nominations is November 16, 2018.  Visit http://www.roofingindustryalliance.net/Programs/MVP/ to apply.
2. The Gold Circle Awards program recognizes Alliance and NRCA members for outstanding contributions to the roofing industry. Unique roofing-related jobs, programs and services completed between June 1, 2016, and May 21, 2018, are eligible for the program. To be considered for a Gold Circle Award, Alliance and NRCA members are nominated by their peers and community for significant contributions to the roofing industry in the following categories: Outstanding Workmanship, Innovative Solutions and Safety Preparedness and Performance. The deadline for nominations is October 12, 2018.  For more information visit http://www.roofingindustryalliance.net/gold-circle-awards-program.   Special Note: Becoming a member of NRCA is always great for your business.
3. ARMA Roofing Excellence in Asphalt Roofing (formerly Quality Asphalt Roofing Case Studies (QARC))is a recognition program that will give roofing contractors, consultants and architects the ability to gain the national prominence that they deserve for their work with asphalt roofing. Aside from crowning three winners, this program allows anybody to share success stories, best practices and have a chance to network and learn, while promoting the core benefits of asphaltic roofing.  ARMA encourages every roofing professional to submit of as many entries as possible, including their small residential projects as well as large commercial roofing projects. ARMA will highlight outstanding projects, including those that use innovative roofing materials as well as excellent applications of traditional asphalt roofing materials. And of course, there is absolutely no fee to enter.  Submission Deadline - December 31, 2018.   For more information visit https://asphaltroofing.org/excellence/submit-your-entry.
4. Best Metal Roofing Project competition hosted by the Metal Roofing Alliance (MRA). Beginning Oct. 4, 2018 through Dec. 31, 2018, the MRA will award one monthly first prize winner for the project judged to be the most outstanding example of a great metal roofing project. Open to U.S. and Canada contractors, installers and manufacturers, entries will be evaluated based on appearance, performance and originality/use of materials and each monthly first-prize winner will receive a $500 cash prize. To enter, interested participants can upload a photo of their metal roofing project and a 200-word or less description at metalroofing.com.

Good luck applying for awards for 2019.  I look forward to seeing your company on the award stage.

So, what is the big deal about social media anyway?

By Heidi J. Ellsworth

As roofing professionals, many contractors look at Facebook, Linked In and Google+ as something from another planet.  But contractors are finding that going forward social media will be one of the most important tools in their marketing program.

Upfront, don’t try to conquer all social media at once. There are some trends that are helping contractors decide where to start.  It really depends on your type of business.  For residential contractors, Facebook continues to grow in popularity. It is a great referral tool, letting your customers speak for you.

There are some great partners already on social media that can help jump start your efforts.  One organization for residential contractors that has taken a unique and altruistic approach to social media is No Roof Left Behind (NRLB).  This organization was started by Jay and Dena Elie of Ridgecon Construction with the vision that by working to provide help to those in need they would be able to help their business too.

“It is really about everyone winning,” stated Jay Elie, president of No Roof Left Behind.  “We wanted to understand social media but we also wanted to help our community.  Living in Detroit there is a lot of need.  We were able to combine the two and have seen extreme success.”

Now, NRLB has been sharing their success with contractors across the country teaching them how to leverage the promotional value while also helping their local communities.  And for the residential roofing contractors, that is the true power of social media, creating buzz and interest in your own community.  Facebook continues to drive that success.

For commercial contractors, many have found better opportunities on Linked In.  Linked In is a professional, networking website that allows contractors to connect with other businesses, facility managers and property owners.  It is a great way to offer educational articles from manufacturers, technology providers and distribution.  Showcasing successful and difficult projects along with awards will only verify and build a strong reputation.

The site is also an amazing research tool.  Take the time to look through Linked In locally and see who can become a contact.  Read the articles that are being posted.  Join the same groups that your potential customers are a part of.  It is just the type of business intelligence that can make a huge difference for that next commercial bid.

As noted, don’t leap into too many social avenues at first.  In all honesty, depending on your business there are several that you may never be involved in.  But, one medium that is becoming critical for not only social media success but for website search engine optimization is Google+.   Google+ is a social networking site owned and operated by Google, Inc.  Google is giving Google+ content a higher ranking than the websites that have similar content.  Google+ is indexed immediately for search.  So whatever avenue you choose -  Facebook or LinkedIn -  take a few extra minutes and post your content in Google+ also.  It will also help to register your business with Google+ Local in addition to other online directories.

“Google Plus is imperative,” says Vickie Sharples, owner of Roofers Coffee Shop, an online community for roofing professionals. “It is amazing for Search Engine Optimization.  Basically, when you post in Google Plus you are hitting the top of Google searches.  Creating strong content is the key.”

“You need to do a couple key things every day,” continued Sharples.  “A great practice is to get your sales team to take pictures with happy customers, with approval of course, and post it.  It makes it personal.  If the homeowner is willing to let you post to their Facebook you have instant referrals.”

Sharples, who has seen great success with www.rooferscoffeeshop.com and supporting the site through social media, has gathered some key items that can make a large difference when it comes to social media success.

• You need interesting content and the best content a contractor can find is in the everyday things their company already does. First, think about the questions people ask when they phone in or write a post on that question.  Just as you answered a question to your caller you are answering a question for your social friends.
• Among the most interesting things are photos and the king of all content is video.  You don’t have to be Steven Spielberg and please don’t make it long, but almost anyone can shoot a video with today’s technology.  Send your employees to work with a camera.
• Use a photo or video to show how you put paper under your truck to prevent oil leaking on a client’s driveway.  Show how you care about your client’s safety by putting cones behind your trucks. Show a unique item from a roof that your team worked on and what is causing leaks.  This is your chance to talk about your company values through photos.
• Remember that people don’t want to hear from “You” on how great your business is, they want to hear from past customers. They want to hear from others that your company offers high quality that it stands behind.  Post testimonials and encourage happy customers to give the company a nice review and then share it.

These are all good content ideas that you generate every day without realizing it.  Interactive content to spur active responses is key but it is also important to let current and past customers know you are on social media.  As they “Like” your company, word spreads that, in turn, not only makes the telephone ring but increases your social media presence.

Social media is all about sharing what you already are doing well. Traditional marketing can be very expensive. Social media offers the opportunity to send a message out to the public in a new way that is currently highly regarded.  Social media marketing brings them to you and all it costs is a little time.

How do you get in front of roofing contractors with your products, services and ideas?  In today’s age, it needs to be a conversation, a customer engagement that draws the attention of roofers to your offering.

By Heidi Ellsworth

At the Coffee Shop, we have formed our marketing opportunities around engaging roofing professionals in as many ways as possible.  Studies show that a person needs to see a message at least 7 times to retain and then act on the message. 

RoofersCoffeeShop.com’s mission is to provide contractors with valuable tools and networking opportunities that deliver every resource they could ever want. Training, trading, talking, researching and purchasing are all a part of everyday business at the Coffee Shop and our advertisers are a part of that conversation.

We offer far more than 7 customer engagement options with the over 40,000 roofers on the Coffee Shop.  Here is a list of opportunities* you should be taking advantage of every day.

1. Display Advertising Ad placements that have a call to action and offers so the contractors can engage with your company.
2. Classified Ad Classifieds are only available to contractors or RCS advertisers making it a very exclusive opportunity for RCS advertisers.
3. Social Media and the Ultimate Facebook Promote RCS is all over social media and we have high numbers of followers on every platform but Facebook rules with 13,000 likes. We offer amazing engagement through our promotes.
4. Week in Review Over 18,000 roofing professionals receive our e-news every week. It drives business with sponsored content and promotions.
5. Landing Page We can create or you can but you need a landing page and it needs match your advertising and offers
6. Blog Post Send us an article, review, good deed, anything J - All blogs are shared on LinkedIn and Twitter and are amazing for SEO.
7. Directory Updates – Up to You One of the strongest interactive directories available and it is at your fingertips.
8. TheHub™ Excellent educational opportunity to share your products. Send us your AIA presentations and we can share.  Everything on TheHUB is non-promotional.
9. Forum Have Vickie ask a question for you. Our roofers love Vickie and engage daily in conversation with her on the forum.
10. Promo & Rebate Page One of our highest lead generation promotions. Share your offers with contractors, because everyone loves a sales page.
11. Contest Page Make it fun! Do a contest and announce the winner.  Everyone loves to win something and get featured on the Coffee Shop!
12. Events Page Do you have an event coming up or attending a tradeshow. Traffic continues to grow on our events page.  You know, it is where the industry meets.

*Opportunities depend on program level.