IN THIS EPISODE…
How can service-based businesses like roofing companies stand out in a competitive market and connect meaningfully with customers?
In today’s episode of Matters of Creative, Katie Bylak (KB) interviews Leon Sariah, Digital Marketing Manager at Aspen Contracting, about transforming the roofing industry through cutting-edge digital strategies. Leon shares his 19-year journey from internet marketing pioneer to roofing industry digital innovator, revealing how technology, employee-generated content, and community engagement can redefine a traditional service business.
Leon’s journey demonstrates that with creativity, technological savvy, and a commitment to community, even traditional industries can become dynamic, customer-centric businesses.
ABOUT OUR GUEST:
Leon Sariah has been a digital marketer for over 19 years, starting way back when it was simply called Internet Marketing. With a degree in Telecommunications Management and an MBA, Leon has supported digital marketing projects for major businesses including Massage Heights, Amazing Lash Studio, and American Family Insurance.
For the past 5 years, he’s worked for Aspen Contracting, the nation’s number one rated roofing company, and is currently in the role of Talent Acquisition and Business Development Manager. In his position, he carries out digital marketing campaigns and makes lead connections for both potential customers and employees. When he’s not analyzing regional lead generation techniques or hammering out digital campaign details for Aspen, Leon runs his own marketing company, Sariah Marketing.
HERE’S A GLIMPSE OF WHAT YOU’LL LEARN:
- [2:30] Leon’s journey from internet marketing in 2006 to digital marketing at Aspen Contracting
- [6:06] The evolution of search engine optimization and digital marketing strategies
- [8:08] A top digital marketing technique for roofing companies
- [10:07] The process and benefits of obtaining the Google Guarantee certification
- [12:49] Strategies for creating compelling digital content, including employee-generated content
- [15:21] Emerging technologies: Utilizing AI to support roofing teams
- [17:22] Leveraging first-party data and CRM automation for lead generation
- [19:43] How connected TV and OTT advertising can reach potential roofing customers
- [22:25] The importance of analytics, integrity, and community giving in digital marketing
- [25:52] Aspen Contracting’s “Covers for Others” community giving program and the importance of community engagement
- [26:22] Key takeaways for roofers looking to improve their digital marketing approach
RESOURCES MENTIONED IN THIS EPISODE:
Quotable Moments:
- “The idea that I could make money while I was asleep just kind of did something to me.”
- “Search engines used to update once a year, twice a year… Now you might have an update every six weeks that may change how you actually do business.”
- “People don’t get on TikTok or Facebook to look for a roof, but when it is time for the roof, they remember what they saw…”
- “AI is here. It’s not going anywhere, so you might as well utilize it.”
- “Every customer is important, and those customers are the ones that can lead you to bigger and greater opportunity…”
Action Steps:
- Leverage Analytics: Continuously monitor and analyze digital marketing performance to optimize lead generation and reduce customer acquisition costs.
- Embrace Employee-Generated Content: Encourage team members to create authentic, behind-the-scenes content that showcases your company’s expertise and integrity firsthand.
- Maximize Platform Diversity: Develop targeted strategies across multiple digital platforms, emphasizing platforms like LinkedIn for B2B connections and TikTok or Facebook for brand awareness.
- Implement Community Initiatives: Create programs like Aspen’s “Covers for Others” that demonstrate your commitment to your community and build trust in your brand.
- Pursue Google Guarantee Certification: Invest time in obtaining Google’s trust badge to enhance online credibility and improve search visibility.
- Build a Robust Referral System Authentically: Prioritize exceptional service, which naturally generates word-of-mouth marketing and reduces reliance on expensive lead generation.
SPONSOR FOR THIS EPISODE…
This episode is brought to you by M Agency, a full-service creative marketing agency in Tacoma, Washington.
We are a strategic partner for companies wanting to build memorable brands, websites, and marketing campaigns.
Our team of creative professionals leverages their unique talents and skills to provide various branding, design and development, marketing, and creative services.
If you’re ready to take action with your marketing, visit https://whatisyourm.com/.