Are you unsure of how to begin marketing your landscape business in new and innovative ways? We have experience working with similar landscape businesses and have witnessed firsthand what strategies are successful and which ones are not. The purpose of this post is to offer guidance to landscape business owners who have not yet prioritized marketing their business. A crucial aspect of this advice is recognizing that the majority of landscape clients now conduct research online before making contact with a business. Consequently, it is imperative for your business to establish a robust digital presence and be visible to potential customers in the virtual realm.
Claim your Google Business profile
When potential customers search for your services, having a Google Business profile (previously known as Google My Business listing) is an effective method to show up on local maps and search results.
By encouraging potential clients to click on your profile, they will be able to learn more about the services you offer and subsequently contact you to book your services.
Your Google Business listing will consist of:
- Lawn care business name and logo
- Contact information
- Client reviews
- Service area
- Lawn care services
Setting up a Google Business profile is a simple process. All you need to do is input your business name, contact information, and operating hours. Additionally, you can include your logo, photos, and relevant specifications, such as a tenure of over 10 years. Once you have completed these steps, your profile will be ready to use.
Invest in digital ads
To expand your reach to a wider audience, you have the option to invest in digital advertisements that effectively promote your lawn care business through their presence on search engines or social media platforms.
Search engine advertising involves your ads being displayed in the search results on platforms like Google and Bing.
Social media marketing has the capability to be formed as Facebook or Instagram advertisements. These advertisements appear within the feeds of potential customers, along with the pages and individuals they follow. Typically, these advertisements have a similar appearance to the following example.
You can set an advertising budget and assess the performance of your ad accurately with both Google and Facebook ads.
You can obtain a clearer understanding of which ads generate the most leads for your business by monitoring actions such as website visits or phone calls.
First, identify the type of advertising that yields optimum results and generates the highest revenue for your business. Then, increase your budget and concentrate your efforts on the platform that delivers the greatest accomplishments.
Manage your online reviews
Reviews are considered to be one of the most effective methods of promoting a lawn care business because 84% of consumers place the same level of trust in online reviews as they do in recommendations from friends and family.
To acquire additional lawn care reviews, follow these steps:
- Identify your happiest clients. Go through your lawn care CRM and find the customers who ask for services most often or give you the best feedback ratings. Many of them may be willing to leave you a good review online.
- Ask for reviews. When you send service follow-up emails, include a link to your Google Business profile where satisfied customers can leave a review. Encourage them to use lots of detail, too. 5-star reviews are great, but 5-star reviews with a description of your great services are even better.
- Say thank-you for positive reviews. When a client takes the time to leave a kind review, respond with a quick thank-you note. It only takes a second, and it makes your client feel even better about your business.
- Respond to negative reviews. Not every review will be a good one. Always respond to negative reviews quickly and try to make things right. If you can fix the problem, you’ll win over unhappy clients by showing you actually care about them.
When you first start asking for and responding to reviews, it can be uncomfortable. However, this is a normal feeling and with more practice, it will become more natural.
Start a landscape business blog
Where is your prospective client likely turning for answers regarding landscape projects and services? Google is the platform they are likely relying on for all sorts of questions.
By creating a blog, you have the ability to produce content that tackles these questions, thus enhancing the chances of your business getting noticed by the individuals who are in need of the solutions your business provides. ‘How-to’ articles and educational articles for home garden enthusiasts are especially valuable to homeowners. These articles allow your business to demonstrate its expertise, ultimately establishing trust with potential customers.
If you want to have a chance, it is necessary to create blog content, although this does not guarantee first-page rankings because Google’s ranking algorithm is highly complex.
The significance of Google demonstrates the extent to which marketing has evolved. In the past, using newspaper ads, direct mail, and the Yellow Pages may have sufficed for promoting your landscape business. However, the present digital landscape necessitates the adoption of fresh strategies.
It is crucial to remember that buyers now have the control in conversations. They anticipate immediate answers to their inquiries, and companies that can deliver this have a significant edge. To achieve this, having a blog is essential.
Create free guides and checklists for your prospective clients
Upon a new visitor arriving on your website, it is crucial to capture their contact information as one of the most vital actions. This is crucial to maintain communication with them even after they have left your site, and ultimately, to build a relationship with them.
Offering valuable resources that can be downloaded in exchange for contact details, like an email address, is a highly effective method of collecting this information. By adopting this approach, you are not simply asking for clients’ details, but rather giving them something they find valuable in return. Consequently, this significantly raises the probability that they will willingly share their information.
Implement an email marketing strategy
Once a potential client has downloaded one of your free resources, it is important not to consider your job finished. It is crucial to maintain contact with them in order to nurture your relationship.
An email sales funnel, or a sequence of emails, can be set up to regularly provide additional content to prospective clients.
By utilizing an email sequence, you can provide valuable content that keeps prospective clients engaged and ensures they consider your business as their top choice when making a purchase.
The email sequence should be tailored based on the type of content the client downloads from you, which will initiate the start of the sequence. For instance, a client who downloads a spring yard cleanup checklist will probably have different requirements compared to another client who downloads a guide on redesigning their home’s landscape.
To increase the chance of converting the prospective client into a paying client, it is important to provide content in the email sequence that specifically addresses the problem they sought help with.