Although it may not be as visible as the Metal Roofing Alliance‘s television advertising or public relations articles, online marketing is an important component of the organization’s overall consumer outreach strategy. As a potential customer is already online when they encounter these MRA marketing messages, they’re just a click away from the metal roofing website (www.metalroofing.com), where they can do more research.
Once on the MRA site, a homeowner can explore the photo gallery, utilize the “My New Metal Roof” tool to visualize their home with a metal roof, or find a local contractor. Research shows that 97% of consumers will conduct online research of local businesses prior to making a major purchase, so having a strong online campaign is a must.
MRA uses several online marketing channels, including search engine marketing in Google and Bing, pre-roll video and display advertising which influence over half of the consumer leads generated on MetalRoofing.com.
Recently, MRA added a new player to the mix with a test of a Facebook advertising campaign. This is an attractive option for MRA, as Facebook’s targeting options for reaching the right audience allow us to focus our marketing dollars on those that have the highest likelihood of putting a metal roof on their home, helping to further drive down the cost per engagement. While the test is still ongoing, the early results are promising.
Currently, MRA is testing three different “Calls to Action”, including the “My New Metal Roof” visualizer tool, a “Learn More” message, and find a contractor. The most popular call to action in terms of generating engagement has been the visualizer tool, telling us that people are interested in seeing their home with a metal roof. Our research shows that 75% of homeowners like and understand the many benefits of metal roofing, but feel it’s “not right for their home.” This is an excellent tool to show them otherwise. Homeowners who create an account to save their visualizations can opt-in to receive the MRA’s Consumer eNewsletter.
Although the Find a Contractor message has been the least engaging in terms of overall performance, these are the most valuable leads that we’re generating for our members. These are high-quality leads, largely homeowners actively looking for a metal roofing contractor in their area. These leads are distributed to our member contractor base through MetalRoofing.com
Since the launch in January 2015, MRA’s Facebook campaign has generated over 303,188 impressions and 7,648 clicks through to the MRA site. The cost per click (CPC) is coming in around $0.28 per click which is very favorable compared to $0.89 CPC for search remarketing campaigns and over $5/click for buying search terms in Google. In addition, the MRA’s Facebook fan page now has over 840 followers and growing steadily, providing ongoing opportunities to connect with interested consumers. You can follow the MRA’s Facebook page here.
MRA will continue to test new channels like these and will shift online marketing resources to the most effective producers. Be on the lookout for another update as the roofing season heats up.