Brochures have been a staple of marketing for many businesses, and roofing contractors are no exception. A well-designed brochure can be a powerful tool for attracting new customers and showcasing your services. It can also be a critical element to help bridge the gap between offline and online marketing strategies.
In this blog post, we'll discuss how to use brochures for roofing contractor marketing and provide tips for creating effective marketing brochures.
Tips for Creating Effective Marketing Brochures
Before you design a brochure and send it to the print shop, make sure it will help you accomplish your goals! A strategic, well-designed brochure can help you get new leads.
Understand Your Target Audience
Before creating your brochure, it's essential to understand your target audience.
Who are you trying to attract as customers?
What are their pain points?
What are their preferences and values?
Knowing the answers to these questions will help you create a brochure that speaks directly to your target audience's needs and interests.
For example, if you're targeting homeowners, you might want to focus on the benefits of upgrading their roofs, such as increased energy efficiency and improved curb appeal. Likewise, if you're targeting commercial property managers, you might want to highlight your experience working on large-scale roofing projects and your ability to minimize disruption to tenants.
Keep it Simple and Focused
When it comes to brochures, less is often more. Avoid overwhelming your audience with too much information or trying to showcase every service you offer. Instead, focus on the key benefits of working with your company and highlight a few of your most popular services.
Keep the design clean and uncluttered, with plenty of white space to allow the text and images to stand out. Use bullet points and short paragraphs to make the information easy to digest, and consider using infographics or charts to illustrate key points.
Highlight Your Unique Selling Proposition
What sets your roofing company apart from the competition?
Is it your extensive experience in the industry? Your commitment to using eco-friendly materials? Your exceptional customer service? Whatever it is, make sure to highlight your unique selling proposition (USP) in your brochure.
Your USP should be prominently displayed on the front cover or the first page of the brochure. Use clear, concise, and memorable language, such as "The Roofing Experts You Can Trust" or "The Green Roofing Solution."
Include Customer Testimonials
Social proof is a powerful marketing tool, and including customer testimonials in your brochure can help build trust with potential customers. Include quotes from satisfied customers highlighting your company's expertise, reliability, and professionalism.
Make sure to include the customer's name, job title, and company (if applicable) to lend credibility to the testimonial. You could also include a photo of the customer or a project you worked on for them to further illustrate the quality of your work.
Provide a Clear Call-To-Action
What do you want your audience to do after reading your brochure? For example, do you want them to call you to schedule a consultation or visit your website to learn more about your services? Whatever your desired action is, make sure to provide a clear call-to-action (CTA) in your brochure.
The CTA (like a QR code) should be prominently displayed on the back cover or the last page of the brochure. Use language that is persuasive and action-oriented, such as "Call us today for a free consultation" or "Visit our website to learn how we can improve your roof."
Distribute Your Brochures Strategically
Creating an effective brochure is only half the battle; you must also distribute it strategically to reach your target audience. Here are some ideas for distributing your brochures:
Include them in direct mail campaigns to homeowners or commercial property managers in your target area.
Hand them out at trade shows, community events, or other networking opportunities.
Leave them at local home improvement stores or hardware stores.
Include them in welcome packets for new residents in your target area.
Make sure your brochures don't end up in the trash! When leaving them at stores or other public places, make sure it's okay with the managers of those locations.
Keep It Consistent With Your Brand
Your brochure should be consistent with your brand's overall visual identity to help potential customers connect it with your business. Use your company's logo, color scheme, and typography to create a cohesive look and feel. This will help reinforce your brand's message and make your brochure more memorable.
Use High-Quality Images
Images can be a powerful way to showcase your company's work and make your brochure more visually appealing. Use high-quality images that showcase your roofing services, such as before-and-after photos of completed projects.
Make sure to choose images relevant to your target audience and conveying the benefits of working with your company. For example, if you're targeting homeowners, use images that showcase the aesthetic appeal of your roofing services.
Don't Forget About the Back Cover
Many people overlook the back cover of their brochure, but it can be a valuable space for reinforcing your message and providing additional information. For example, consider including a map of your service area, a list of your certifications and awards, or a special offer for new customers.
Make sure to keep the back cover visually appealing and easy to read, with plenty of white space and a clear call-to-action.
Track and Analyze Results
How can you know if a brochure is delivering new leads? Make sure you've added trackable elements to it before distribution.
A QR code is an excellent way to track responses and bridge your online and offline marketing efforts.
Use a Marketing Brochure to Enhance Your Holistic Marketing Approach
Brochure marketing can be a powerful tool for roofing contractors looking to attract new customers and showcase their services. By understanding your target audience, keeping your brochure simple and focused, and distributing your brochures strategically, you can create an effective marketing brochure that sets your company apart from the competition.
The Geekly Media team helps roofing companies optimize local marketing efforts. Applying offline strategies and inbound marketing efforts creates an omnichannel approach to finding new leads wherever they may be. To learn more about our services for roofing businesses, reach out to our team!
Don't forget to download your free copy of "Marketing a Roofing Company Part 2: Enhancing Your Digital Strategy With Offline Efforts."