Siding Marketing: Digital & Traditional Tactics, Strategy, and More

What Is Siding Marketing?

Siding marketing is the strategy of promoting siding services like repair, replacement, or installation to homeowners, property managers, and builders. 

It aims to attract new clients, generate leads, and grow the business through targeted outreach. 

Siding marketing often consists of both digital and traditional marketing, meaning it includes strategies like SEO, pay-per-click (PPC) ads, and email campaigns, as well as the offline world of direct mail, word-of-mouth referrals, and yard signs. 

Ideally, you need to use a mix of both approaches to reach a wider audience and build a consistent flow of leads. 

Why Is Marketing Important for a Siding Business?

Effective marketing helps siding businesses clearly distinguish themselves from their competitors and puts their services in front of people who are actively seeking siding solutions. 

Plus, it generates consistent leads, builds brand credibility, and positions the brand as a trusted local service provider, all key to your ongoing success. 

According to the Hook Agency, 70 percent of homeowners prefer to book services online, while Sprout Social says 64 percent of consumers want brands to connect with them. 

And a study from BrightLocal found 74 percent of consumers check at least two review sites before making a decision. 

So, a strong online presence is key to reaching your customers, as well as: 

• Increasing visibility: Both online and offline marketing ensure your business is discoverable to homeowners who need siding work. 

• Building trust and authority: Reviews and social proof from satisfied customers build credibility, and people are more likely to trust your services over those of competitors. 

• Driving a steady lead flow: Through consistent marketing efforts, you can keep your lead pipeline full and reduce downtime between projects. 

Digital Marketing for Siding Businesses

Digital marketing refers to the use of online channels to promote products or services to potential customers, such as local SEO, organic social media, or email marketing. 

In short, you use the Internet to attract leads and convert them into paying customers. 

The reason why digital marketing is so important for siding businesses is because it targets homeowners who are already searching for similar siding services. Digital marketing lets you put your company in front of potential customers and convince them you are their best choice. 

The different ways to do digital marketing as a siding business are compared in the table below:

Local SEO

Local SEO is the practice of optimizing your online presence to appear in local search results on Google for keywords like 'siding contractor near me' or 'siding installation in [city name].' 

This is the bread and butter of any siding company. Most homeowners search online before choosing a service provider, and they often pick the one that shows up in the top results. 

Strong local SEO can help your siding company appear in front of potential customers at the right time. 

Here’s what you can do to strengthen your online presence:

• Create or claim your Google Business Profile: It’s one of the most effective ways to boost local SEO. Create your Google Business Profile and add accurate business info, photos, address, business hours, etc. 

• Create local service pages: Build local pages for each location or service area you serve. For example, instead of having a general 'Services' page, you can have multiple, such as 'Siding installation in Springfield.' 

• Gather online reviews: After each job, ask customers to leave a review on Google or other platforms. Positive reviews improve your search ranking and build trust with future potential customers. 

• Audit your Name, Address, Phone Number (NAP): NAP should be consistent across all platforms. This is vital because inconsistent NAP can confuse Google and hurt your local rankings. 

Want to take control of your reviews? 

With ServiceTitan’s Reputation feature, it’s easier than ever to manage reviews from one place and gain deeper insights into which technician, customer, or job is driving positive or negative results for your company. 

PPC

PPC, or pay-per-click advertising, is a form of digital marketing where you pay each time someone clicks on your ad. Typically, it involves running paid search ads on platforms such as Google Ads to appear at the top of search results for certain keywords (e.g., ‘siding repair near me’). 

Siding businesses should use PPC for one simple reason: it delivers immediate visibility. Plus, not only does it sit at the top of search results, appearing for people actively searching for your services, but it also brings in high-quality leads that are ready to convert. 

With ServiceTitan’s Home Services Marketing Software, it’s super simple for siding contractors to track ad performance, tie leads directly to a booked job, and manage campaigns. 

And the ServiceTitan heat map can show you in which areas your ads are working best. 

The bigger the circle, the better. That’s where you’ve generated the most revenue, so you can focus your efforts there. 

Local Services Ads

Local Services Ads (LSAs) are a type of Google advertising that is specifically designed for local businesses. They appear above traditional PPC ads when users search for services like, 'siding maintenance in Los Angeles,' and you only pay when a customer contacts you through the ad. 

In general, LSAs are great because they put your company in front of people already looking for help. Since these ads often display your phone number, hours, and a bonus 'Google Guaranteed' badge, LSAs greatly boost trust and conversion rates. 

ServiceTitan’s Local Service Ads is a great tool to book more jobs, especially since more than 70 percent of online searches for local home services come from Google. 

With this integration, you can: 

✅ Appear at the top of Google search 

✅ Give clients the convenience of one-click booking

✅ Stand out from the crowd

Organic social media content

Organic social media refers to any free type of content (e.g., photos, videos, or stories) that a business decides to share on its social media profile without paying to promote it. 

The point of organic social media content is to build trust and awareness and stay top-of-mind with potential customers. It provides a sneak peek at your team and highlights your expertise. While it doesn’t generate instant leads like paid ads, it supports long-term relationship building. 

For example, you can share customer testimonials to build trust. Or offer seasonal maintenance tips, such as 'How to prep for winter,' that positions you as an expert in the field. 

Here are some other ideas you can use: 

• Spotlight a team member to humanize your brand

• Post educational graphs on siding benefits

• Celebrate customer milestones

• Share community involvement, like sponsoring a local event

Social media ads

Social media ads are paid advertisements that appear on channels such as Facebook or Instagram, designed to reach highly specific audiences like homeowners in a certain zip code. 

Unlike organic content, paid ads guarantee visibility or website clicks, depending on your goals. What they’re great for is promoting seasonal offers or retargeting past visitors.  

Social media groups

Social media groups are communities where users gather to talk about a shared interest, in this case, siding services. Usually, these groups can be public or private and focus on local services, home improvement tips, or specific neighborhoods. 

They’re your most direct line to local homeowners and decision-makers, but they also help establish authority, build trust, and generate organic leads when you answer questions and make other helpful contributions. 

If you want to leverage this untapped power, you can join local community groups like '[City] Home Renovation Tips' and offer non-salesy advice (keep that in mind!). Moreover, you can share photos of your recent work and regularly engage in conversations till your name becomes familiar.

OR you can create your own group and post educational content, project highlights, or maintenance reminders. Managing a group requires commitment and dedication. You can assign someone to maintain the group and post consistently to keep the community engaged. 

Email marketing

Email marketing means sending targeted messages to a list of customers, leads, or subscribers to promote a service, share updates, or nurture and rekindle relationships. 

Siding businesses can use email marketing to offer promotions, seasonal reminders, educational content, and follow-ups after a project's completion. 

Email marketing is a great way to stay connected with past customers and leads. It’s cost-effective and easy to personalize, which encourages repeat business, referrals, and upsell opportunities (e.g., siding maintenance packages). 

Email remains one of the highest-ROI marketing tools, something which ServiceTitan knows well. 

With Marketing Pro, you can reach existing customers faster and generate more revenue opportunities by building hyper-targeted email campaigns based on customer information already stored in ServiceTitan. 

As a result, you create messaging that resonates with your customers, which often means higher open rates and more calls.

Local listings and directories

Local listings and directories are online platforms where siding businesses can create profiles to share their contact information, reviews, services, and other key details to increase visibility and make it easier for potential clients to discover them. 

Also, listing your business in local directories can build credibility, improve local SEO, and attract new interested leads. One of the first places people look for services is on these platforms, so listing accurate profiles boosts trust and makes your business look legit. 

Here’s a list of key sites you can list your siding business on: 

• Google Business Profile

• Yelp

• Angi (formerly Angie’s List)

• HomeAdvisor

• Nextdoor

• Better Business Bureau (BBB)

Important: Don’t forget about NAP consistency. As already mentioned, make sure your name, address, and phone number are exactly the same on all platforms because even the smallest difference can confuse search engines, which inadvertently can hurt your local rankings.

Consistent NAP helps Google prove your legitimacy, improving your chances of appearing higher in local search results. 

SMS marketing

Last but not least, SMS marketing refers to the use of text messages to communicate directly with customers and leads. You might think no one reads text messages anymore, but according to Tatango, 90 percent of SMS marketing messages are opened within three minutes. 

So, you can use SMS to send appointment reminders, follow-up messages, review requests, or promotions, ensuring fast, personal, and visible communication with clients. 

In an industry where timing and responsiveness can make or break a sale, SMS reduces no-shows and improves customer satisfaction. ServiceTitan knows the importance of timely updates, so they added a new feature that you can use to: 

• Create personalized text messages with merge tags

• Select time of day to send automated texts

• Build your own or use pre-canned Recurring Services Audience Lists

• Automatically attribute calls and chats tied to tracking number

Learn more about this feature by watching this video:

Traditional Marketing for Siding Companies

Traditional marketing refers to offline advertising methods that promote a business through physical or broadcast channels. While digital marketing dominates the sales process nowadays, traditional methods still play a crucial role in advertising a business, especially for siding companies targeting specific geographic areas. 

The different ways siding businesses can do traditional marketing are shown in the comparison table below:

Flyers

Flyers are printed promotional materials, usually one-page handouts, used to advertise a business or a special offer. You can distribute them door-to-door, hand them out in public areas, or post them on local bulletin boards. 

It’s an effective way to promote siding services in specific neighborhoods or communities, and they work pretty well in areas where homeowners are not as active online. Flyers are also tangible, making it more likely for people to hang them on their fridge or share them with neighbors. 

Make sure to design the flyer with before-and-after photos, a strong call to action, and contact information. It should stand out to customers and grab attention immediately.

Direct mail

Direct mail is a traditional marketing strategy that involves physical postcards, brochures, or letters sent directly to someone’s house through the postal system. 

Unlike flyers, direct mail is often personalized (which builds trust) targeting individuals who meet certain criteria, such as older siding or recent storm activity. 

The best part about direct mail is that it has a longer shelf life and can generate steady leads when used consistently and properly. 

To ensure your campaigns don’t fall flat, use ServiceTitan’s Direct Mail Tools. With them, you can automate your direct mail campaigns to existing customers and send as many postcards as you want for one flat rate per piece.

You can also streamline the building process, from designing to printing to mailing. You just need to select your audience, upload your postcard, and that’s it! 

Outdoor ads

Outdoor ads can take many forms, such as billboards, yard signs, vehicle wraps, and banners. In short, they’re physical ads placed in public spaces to promote a business. 

One of their biggest advantages is that anyone can see them, which helps siding businesses establish a strong local presence. When placed strategically, such as in high-traffic areas, they create brand familiarity and awareness. 

They also serve as silent referrals, as people in the neighborhood often notice them as they leave the house, and they’re more likely to contact a business they’ve seen around town.

Local radio ads

Local radio ads are paid audio advertisements broadcast on regional radio stations. They run during commercial breaks and can be targeted to a specific location and time of day.

It’s an effective method for reaching a broad, local audience, especially homeowners who regularly listen to the radio during commutes or at home. Plus, it adds a personal, conversational tone to your marketing message. 

Here are the pros and cons of local radio ads: 

Pros

• Wide local reach

• Great for promoting seasonal offers

• Builds trust through repetition

• Humanizes your brand with tone and personality

Cons

• Can be costly depending on the time slot and ad length

• Less targeted than digital ads

• Harder to track direct ROI without a CTA

• Requires scriptwriting and professional voiceover

Business cards

A business card is a simple tool for building professional relationships with clients or partners, often leaving a good impression. Siding contractors can use them to quickly share contact information and promote their brand, especially during face-to-face interactions.

Use cases for business cards include: 

• During in-person estimates: Leave a card after a site visit so the client can easily contact you.

• At local events: Hand out cards at community fairs, networking events, or home shows.

• With partner businesses: Leave a small stack at hardware stores or real estate offices for cross-promotion.

Business partnerships

Business partnerships mean collaborations between your siding business and other local businesses. The goal is to generate referrals, share customer bases, or cross-promote services. 

The main benefit is that you expand your reach without significant costs. These partnerships mostly build on mutual trust and complementary service offerings rather than a contract. The referrals are valuable and carry weight, leading to higher conversion rates. 

Here are some examples of business partnerships ideal for siding businesses: 

• Roofing companies: Many roofing projects require siding work, and vice versa.

• Real estate agents: They might recommend your services to clients who are selling or buying.

• Local hardware stores: You can display your business cards or offer bundled discounts. 

Local newspapers

Newspaper advertising might seem obsolete, but it’s ideal for targeting older audiences with little to no online activity. It basically involves placing paid ads in print publications to promote your siding business, ranging from small classifieds to sponsored articles. 

Pros 

• Reaches offline audiences

• Builds local trust

• Good for brand awareness

• Affordable for small businesses

Cons

• Declining readership

• Less precise targeting

• Short shelf life

• Hard to track performance

How to Build a Siding Business Marketing Strategy

A siding business's digital marketing strategy is a structured plan that outlines how a company will attract and engage potential customers using both offline and online channels. 

The purpose of your digital marketing strategy is to increase visibility and drive long-term growth. Otherwise, you’ll waste time and money on scattered efforts that don’t produce the desired results. 

Here’s a breakdown of the steps you need to take:

1. Define your audience

Every successful digital marketing strategy starts with identifying and understanding your target audience. This means collecting demographic data such as age, gender, location, and income, but also knowing their habits, interests, and pain points. 

You can also try to create buyer personas, which are fictional representations of your ideal customer. It helps you visualize your audience better and tailor your marketing message to their specific needs. 

2. Define your marketing goals

After establishing who your audience is, it’s time to identify your goals. 

Ask yourself: What are you trying to achieve with this marketing strategy? It could be anything from increasing conversions by 15 percent to building better brand awareness. 

To help you out, set SMART goals (Specific, Measurable, Achievable, Relevant, and Time-bound) which is a tested framework for ensuring your goals are well-defined, realistic, and include a clear deadline for completion. 

3. Identify your audience’s pain points

Another key aspect of a successful siding marketing campaign is determining what problems, concerns, and needs motivate people to seek siding services. 

When you know what your audience struggles with, you can better tailor your messaging, services, and offers to address these concerns and put your business as the obvious solution. 

4. Analyze your competitors

Looking at what others are doing is a great way to understand your industry, identify key trends, and recognize knowledge gaps in existing online content. 

In short, you see what your competitors are doing right (or wrong), how they price their services, and their preferred marketing strategies to bring in new leads. 

5. Set your marketing budget

Before you start, it’s important to establish how much you’re willing to spend to execute your marketing strategy. Doing this ensures your siding business invests wisely and generates a solid return on marketing spend. 

It also helps you decide how much to allocate to different channels, such as social media, direct mail, and more, based on your goals. 

6. Choose your marketing channels

Not all platforms are the same, and not everyone prefers using groups to find local siding services. Each channel has its benefits and drawbacks, as well as a unique approach to reaching clients. 

It’s important to invest in marketing channels your audience prefers to use. For instance, if the majority like receiving emails, then invest most of your efforts there. 

7. Define marketing roles

This means delegating responsibilities to your team, as a siding marketing strategy requires various skills like data analysis, social media management, and content creation. Make sure to select the appropriate team member for each task based on their strengths and expertise. 

8. Implement and measure

When ready, the next step is to put your strategy into action. But it’s just as important to track how your campaign performs. Otherwise, it leads to wasted time and money, as opposed to consistent tracking that helps you improve your strategy and see what works. 

How Much Does Marketing for Siding Businesses Cost?

Marketing for siding businesses can cost from $500 to $8,000, depending on factors such as the size of the business, location, competition, and growth goals. 

According to the U.S. Small Business Administration, it’s recommended you spend 7% to 8% of your gross revenue on marketing and advertising, and this also applies to local siding businesses. Start-ups and small local companies should allocate between 2% and 3% of revenue, and up to 20% if they’re in a competitive market. 

For How Long Should Siding Companies Do Marketing?

Siding marketing is an ongoing process, so it never truly stops unless you want it to. You should market your services year-round, not just during peak seasons, as consistent marketing builds trust, helps your brand stay visible, and fills your pipeline even in slower months. 

Over to You!

As you can see, establishing a thorough marketing plan helps siding contractors consistently attract new clients, build visibility and awareness, and stay top-of-mind even during offseasons. 

The key to success is to track what works and adjust your strategy over time. In short order, you’ll build a loyal client base that brings you repeat business. 

ServiceTitan is a powerful solution designed for siding businesses, helping them streamline their marketing efforts by tracking campaign performance, managing reviews and customer communications, and automating follow-ups.