Adam Sand:
That's a boat sound and you know what that means, it's time for another anchor episode. In this episode, we're going to talk about why LinkedIn will be the best source of residential roofing leads in 2019. Not commercial, residential.
Narrator:
You're listening to the Roofing Business Partner Podcast.
Narrator:
This is the show where you'll learn the mind hacks, strategies and process we use every day to turn everyday roofing companies into the dominating local authority with our ultimate roofer marketing method. You'll also learn how we use Facebook ad to rapidly and affordably scale up business for roofing companies and generate leads on autopilot, putting you in touch with the right customers who pay the right price at the right time. Here's your host, Adam Sand. Now let's get after it.
Adam Sand:
Hello and welcome to another anchor edition of the Roofing Business Partner Podcast. This is the anchor show, which means if you download the anchor.fm app. So just go in your app store, download anchor, anchor.fm, as in frequency modulation. That's your word of the day. Go download that app and you can send me a voice question right within the app, right within the episode. So if I say something today where you're like, I wish I could get a little bit more clarification on that, all you have to do is hit the voice message button and record your question and I will answer it, every single one of them on every single show that I ever get for, let's say, until it gets too busy.
Listener:
I'm sorry, but how is LinkedIn going to be good for roofing leads in 2019?
Adam Sand:
This is a great question that I got from Larry, James and Beth, and I really wanted to address it on the show because I am really getting the impression that a lot of roofers don't spend a lot of time on LinkedIn. That doesn't mean that nobody spends time on LinkedIn. There's a huge amount of eyeballs there. And when it comes to advertising and marketing, you go where the eyeballs go. In fact, Gary Vaynerchuk just said that LinkedIn will be one of his number one platforms that he's focusing his attention on. And a few of my friends in the marketing world have built six figure businesses just doing recruiting and helping connect managers and business owners to people that they would like to employ.
Adam Sand:
They're running this thing called My Automated Recruiting System, and it has been an absolute bombshell of a business, not within my niche. However, it did cause me to start exploring how my campaigns would perform for my clients if they were run the exact same way on LinkedIn. Because LinkedIn just released the video view objective within their platform, meaning that you can run an ad with the objective of trying to get your video in front of as many people as possible. I have made a ridiculous amount of money for my clients and my own roofing company using the video views objective within YouTube and within Facebook.
Adam Sand:
And to see this now being offered on LinkedIn where there's a ton of low price attention meant that I had to try running my campaigns there. There's a few things that we need to understand to really see the opportunity in LinkedIn, and I want to get into that next.
Adam Sand:
If you don't know why LinkedIn is going to be great for your roofing company in 2019, you need to start with this first fundamental of good marketing. You need to understand that organic is not free lead generation. So many people I run into wear organic as some kind of badge of honor, like it's this free thing that makes the money. And to be honest, it's not a new argument. It's the same argument as SEO, search engine optimization, versus SEM, search engine marketing, 10 years ago. It was a difference between writing blogs to make it so that your website was more optimized for search engines and showing up organically versus just buying an ad at the top.
Adam Sand:
Both sides have a very good competitive argument and the same goes for organic social versus paid ads on social, and then all the different platforms. It's all about understanding marketing from a scientific perspective. SEO was a way to write blogs and create content and get started and then get yourself showing up as a solution for Google's users. The argument against it was that you couldn't just pay to get to the top. You'd have to start out on page eight and work your way to page six and then find out what the difference is between six page people and second page people.
Adam Sand:
And then once you're on the second page, you have to try and get to the first page. Now you see SEO guys running all over the internet. You probably get calls every day from people promising to get you in the first page of Google because you're on the eighth page. The thing that gets you to the eighth page isn't what will get you to the sixth and the things that you do on the sixth will not get you to the second. And to go from second to first page is a whole other set of habits, so it's not free. This takes a lot of effort and hard work and human capital and time.
Adam Sand:
With search engine marketing, you would just show up at the top based on how you bid, but then you'd have to have the right ad copy, the right message, the right landing page, the right funnel. So there's arguments on both sides of the equation, but you have to get past the idea of wearing organic reach as a badge of honor. Now, I've had one of my best like students was a big, big SEM guy in the roofing world and you probably know him. You've probably heard his name. You've probably seen his ads on Facebook. When I told him when he came into my class and I told him he has to start getting the roofers that he has for clients doing video, he rejected it at first.
Adam Sand:
He wanted to find out if there was a way that we could create just a custom one off video, get an actor maybe to record a roof priming video. He rejected it for months because it was hard to get roofers to record videos. And I said, that's exactly why it works is because roofers won't get in front of a camera. Now, all you see is him talking about roofs, sharing his roofers videos, all these kinds of things, because he's starting to get on board with the idea of paying for a video view objective, and using the power of that branding and that video effort.
Adam Sand:
So why do we need to know this for LinkedIn? Well, first of all, if you're going to run the same campaign that I teach in my early season roof booster, in my roof priming, in my roofer Facebook ad blueprint and in the journey ship journeyman program, almost all of it is built around some foundation of using video to rapidly scale up your marketing. Currently, in LinkedIn, it is the lowest CPM of all the major platforms. CPM is cost per thousand impressions, so your cost per impressions. Your cost per thousand in reaching people on LinkedIn is very, very cheap.
Adam Sand:
LinkedIn wants your videos more than Facebook wants them, and they will give you more organic reach. They will. But with a video view objective, they will also allow you to build out an ad campaign and build out custom audiences to advertise. Second, LinkedIn now has a pixel. Okay. So now you can actually begin to re-target people from your website on LinkedIn. Well, just because someone might not be found initially on LinkedIn, it doesn't mean that when they're done work or they're done or even while they're at work, when they're searching for another job, these people have real lives.
Adam Sand:
They're on LinkedIn for a reason, but these people have real lives. And if they see an ad for roofing, it's no different than if they see an ad for roofing on television, on a bus bench, on a Facebook ad, on a YouTube ad, or on a flyer that you drop off on their doorstep. If they're in the market, they're going to pay attention. And if the content is valuable, they're going to watch it. So why LinkedIn? Why is it better than other platforms with maybe more users that are on there more often? Well, personally in my roofing company, I would much rather deal with people who have the money, who have the ability and who want to pay for quality.
Adam Sand:
The people who pay for quality in OBS, they're not living in that part of town that was built 35 years ago that's kind of being encroached on by the inner city and the crime rates are not that bad, but not good either and the houses kind of run down. They're not the client that you're trying to target. You can't knock on the door of the gated community. So how do you get into that community? Well, if they happen to be a professional recruiter or they happen to be a doctor or a lawyer or the manager of a human resources department at a software company or at a large industrial manufacturing firm or whatever, odds are they spend a little bit of time on LinkedIn.
Adam Sand:
Now, if they visit your page or they visit your page from a Facebook ad or a YouTube video or even just a Google ad, well, now you can use LinkedIn to re-target them with your video. And you can show them that value and interrupt them on their LinkedIn experience with something that's going to give them value. There's very few advertisers, and so you're not competing for as much of that newsfeed as you are for on some of these other platforms. But the highest density of above average income earners is going to be in places like LinkedIn.
Adam Sand:
There's going to be a higher average income of the users on LinkedIn's platform than on Facebook. There's way less noise on LinkedIn. People typically are more focused when they're on LinkedIn, so an ad is going to hit them in a different place when they're at a different place mentally. And so we started running some of our American clients' ads and running the exact same process of using videos, four videos specifically scripted, delivering key value points, and then retargeting them with a unique offer based on some of the value that was built in the videos and the performance was incredibly better.
Adam Sand:
Because again, low cost CPM, higher density of income earners, smarter people do more research, so they appreciate you delivering value for free in the form of a video. Less advertisers, more, I guess you're able to not be drowned out by all the noise. And so these are customers that value their money, and they're going to want to make sure they make a great decision. So if your roofing company is aligned with being the great decision, so you actually focus on quality, delivering above average experience, get back to people faster, make sure you have a CRM that allows you to deliver a good customer experience, these are business people who appreciate a well run business.
Adam Sand:
So, that's it in a nutshell is that in 2019, you are going to be able to generate a ton of residential retail roofing leads on LinkedIn. That doesn't go without saying that you can't get commercial leads, HOAs, even get yourself some insurance referrals or maybe even become one of the official people on the insurance call list, so you can be on the other side of the usual insurance equation in the roofing game. That doesn't mean that all those aren't there too. This is just the one that seems to get a lot of questions is how do you use it for retail? And that's how.
Adam Sand:
All right. And that's the end of another Anchor episode. If you would like to submit your voice question and have me answer it to the best of my ability right here within the podcast, go download the anchor.fm app from your app store. It's good on Androids and iPhones. You can like, you can comment, you can subscribe, you can leave me feedback on my website, but the best way to get your questions answered on the show is to submit them right here because these are not the high level of production podcast episodes that you're used to.
Adam Sand:
This is a way for me to quickly and easily answer your questions and help provide you, my followers, my fans, my listeners, and anybody else listening to show by a random happenstance with value. Thank you so much for listening. We'll see you again next time.
Narrator:
Free stuff is the reason you listen to the end, and this week's episode is no exception. Head to roofingbusinesspartner.com and check out this week's show notes to get your freebie bonus. Also, until February 2nd, get our Roofer Facebook Ad Apprenticeship Program for only $127. This 18 day program includes over 80 minutes of video instruction, done for you resources, two guidebooks, a forum to ask Adam all your questions along the way. This should remove any excuse or doubt that you can have your own ads running and generating roofing leads in less than 18 days.
Narrator:
Adam spent thousands of dollars to learn this stuff and to give it away for only $127 is the kind of craziness that only happens during a new podcast launch. So go check out the show notes and we'll be here again next week flapping our gums and making you money.