Making it count: Capturing homeowner attention in a fast-paced world

By Anna Lockhart.  

In the day and age of social media and short attention spans, it’s critical to have a simplistic, yet catchy marketing strategy. Does your messaging meet the cut?  

In a recent Coffee Conversations sponsored by Metal Roofing Alliance (MRA), host Karen Edwards sat down with a panel of industry experts to discuss the vital role marketing plays in reaching homeowners in today’s market. Renee Ramey of the MRA, Melissa Dunson of Central States Manufacturing and Masen Baker of Misfit Bound Marketing shared their thoughts and advice on mastering the tactics and strategies that will actually help you sell metal!

In a world where everything is streamlined and instantaneous, homeowners want to get the answers to their questions fast. This also applies to how they best respond to marketing tactics – long gone are the days of frilly and overly explanative marketing jargon. Simple, to the point is the way to go with messaging. Renee shared, “Back in the day, the marketing approach was a little more ‘throw everything at you’ but in today’s world, with cell phones and fast-paced living, you don’t have that kind of time.”

Reformatting social media pages and websites to reflect a clean, to-the-point message has more power in capturing homeowners’ attention than any painstakingly detailed layout ever could. “As a homeowner, I want to log on and BAM, here's what I need. Very simplistic layout, easy to navigate and follow,” she added.  

The crisp, clean visual experience not only allows homeowners to find what they’re looking for with ease but can also maximize the power of keywords. Powerful verbiage, if used correctly, can make a major impact on customers and help products stand out. As Masen shared, using social media as a medium for sharing key messaging can be a fantastic way to reach customers on the go, with simple tactics.  

“The great thing [about social media] is that you can still be informative without overwhelming the customer. Shifting to eye-catching graphics with simple headlines to bring them in is a great way to push them towards your website or other content,” he explained. With such a limited attention span and time that modern homeowners have, too much information can actually have a negative impact on your brand’s chances of capturing their interest.   

To make the most of simplistic messaging, it’s important to remember the main goals of your marketing strategies and identify how to best address each element— awareness, interest, decision and advocacy. Melissa shared, “The idea is that if a customer has an interest, it’s because they may have storm damage and are in need of a new roof. But are they even aware that metal is even an option for their new roof?” With that in mind, it’s important to structure your simplistic messaging in anticipation of that lack of awareness and advocate for the product you’re offering.  

Read the transcript, Listen to the conversation or Watch the webinar to learn more about metal marketing strategies for success!