Landscaping, a flourishing industry, captivates numerous aspiring entrepreneurs annually. The sector has witnessed consistent growth over the years, with the overall revenue amounting to $99 billion in 2019 alone.
With thousands of companies already established in the field and new entrepreneurial businesses entering continuously, the competition is intense. Hence, it is crucial to create a focused and efficient marketing system to attract new clients and expand your business.
The timing of the peak season for landscaping businesses will vary depending on location and climate, but it typically spans from early spring to early fall annually. It is crucial to capitalize on the increased business opportunities during this period. Generally, landscaping businesses generate no income during the off season, unless they are engaged in supplementary services like snow removal or providing Christmas decorations for the holidays, among others.
To ensure success, landscaping businesses must begin their marketing efforts and promotions well before the start of the season, as it is influenced by seasonality. By organizing media purchases, preparing marketing materials, and strategizing major promotions during the off season, landscapers can concentrate on serving clients during the peak season without distractions. Neglecting to do so could result in decreased revenue and a possible business collapse, leaving no profits to sustain the slower months.
The cost of acquiring a new customer is much higher than keeping an existing customer, which can be up to five times more costly. Considering the 80/20 rule, where 80% of revenue comes from 20% of clients, it is crucial for landscapers to hold on to loyal clients. Below, we have highlighted a few important factors in achieving this.
To begin with, aim to broaden your clientele by serving both residential and commercial customers. While some residential clients may hire a landscaping business, most residential customers will only need one-time services such as sprinkler installation, yard preparation, or sod laying. On the other hand, commercial clients typically rely on landscaping businesses to properly maintain their grounds in order to meet municipal regulations and present a professional appearance. Since commercial clients have a consistent demand for these services, they are generally easier to keep as long-term customers, even though acquiring them in the first place can be more challenging, provided that your landscaping business delivers satisfactory results.
The most important key to success in growing your business is branding and advertising your brand in a professional and cost-effective manner. There are numerous ways to market your business, but it is essential to recognize that no branding method will be effective if your business does not appear professional and legitimate. Low-quality marketing materials or a poorly functioning website can damage trust and deter potential customers before you can showcase your track record of service. Therefore, regardless of the size of your team or company, it is crucial to always convey professionalism.
Identify Customer Base
Identifying your customer base may seem obvious, but neglecting this step can have significant consequences. It is essential to determine your perfect customer and gather comprehensive knowledge about them.
In order to gather information about your local market, it is important to contact your existing customers. It is crucial to understand the issues you are addressing for them. Request their opinions and take note of recurring patterns.
Who is your target audience? Wanting to serve everyone is ineffective, as it means serving no one. It is important to identify a specific person whose problem you can solve. Narrow down your focus and be extremely specific. Discover an area where you excel and direct your marketing efforts towards that particular individual in every piece of content you create.
Included below are just a few examples that involve both private and public ownership among a wide range of possibilities.
- Homeowners who want to list their home in the spring and want everything looking immaculate
- New homeowners who don’t know how to maintain their yard yet
- Homeowners who lack time, ability, or inclination to keep up with the yard work
- Professionals who are out of town frequently and don’t want their yard to look run-down
- Residential or commercial builders
- Historic buildings
- Irrigation maintenance
- Environmentally-friendly services
After identifying your specific prospective customer, you can initiate the process of developing a targeted marketing campaign, which should start with utilizing social media platforms.
Market on Social Media
When considering your marketing plan, it is essential to recognize the importance of social media. It has become one of the most powerful marketing tools, reaching more than a third of the global population. This impressive fact highlights the significant risk of disregarding social media marketing.
To make the most out of social media marketing, it is important to keep up with the latest methods and tools as it is constantly changing. If you do not enjoy digital marketing, you have the option to hire a professional service to assist you. Facebook, LinkedIn, and YouTube are the recommended social media platforms for branding and advertising purposes.
By undergoing significant advancements, Facebook now provides highly precise advertising in digital marketing. Since not many landscaping companies utilize this platform, you can distinguish yourself from competitors by seizing this chance. Establish your business page on FB, activate Messenger, furnish your contact details, and ensure that reviews are enabled. Having reviews is significant as it allows us to ascertain others’ opinions on products or services before personally experiencing them.
Facebook Lead Ads are similar to other Facebook ads and appear in the audience’s timeline. The objective of FB lead ads is to obtain the lead’s information directly on Facebook, eliminating the need for them to leave the platform. Unlike website landing page links, these ads do not create an extra step for the user.
One more reason why individuals who are curious about your business may hesitate is due to the challenge of completing forms on their mobile devices. Facebook lead ads simplify the process of generating leads. By tapping on your advertisement, people can effortlessly access a form that automatically includes their Facebook contact details. This information is then promptly forwarded to you. With just a few taps on their mobile phones, they obtain the desired information, and you obtain a valuable lead for your business.
Post Pictures and Content
You can also encourage your customers to upload pictures of your landscaping work on their FB pages and their other social media accounts. They will be delighted to showcase it as well!
Offer a variety of landscaping-related free content, such as tips on dealing with aphids using natural methods or recommending the most suitable trimmer for bushes. You may also provide a basic design for a south-facing flower bed. Remember to align your content with your business and focus, ensuring it is of high quality, helpful, and pertinent.
To maintain the same meaning, rephrase the text as follows: To establish yourself as an expert in the landscaping business, it is important to actively participate in local online community groups. Engage with others by asking questions and regularly monitor your pages to promptly respond to any answers or inquiries. By doing so, you’ll build a reputation as a trustworthy source and foster relationships. This approach will ultimately lead potential customers to choose you when they are ready to make a purchase.
You might want to consider exploring other social platforms such as Instagram, Twitter, and Pinterest. Ensure that you have pictures available to be posted on all of these sites, as well as on your website, with the owner’s permission, of course.