Digital marketing has become a fundamental business activity as it connects businesses with customers in the online realm, considering the significant amount of time (approximately six hours daily) people spend engaging in various online activities.
In this guide to digital marketing for landscapers, we explore 12 lawn care marketing tactics and ideas that can boost your company’s online visibility, differentiate you from competitors, and generate fresh leads. By implementing these strategies, you can effectively expand your landscaping business and solidify its position as a leading player in the industry.
How to Promote Your Landscaping Business
How can a landscaping business advertise itself in a competitive market, considering that around 20% of the industry consists of new landscaping services each year?
Generally, there are two methods of marketing: digital and traditional. While most companies have a good understanding of traditional marketing, they face difficulties in effectively promoting themselves online due to a lack of expertise in digital marketing.
Landscaping PPC marketing is a short-term strategy where companies bid for top placement of their online ads. Once the payment stops, they no longer remain in prominent positions for online advertising.
To grow a landscaping business, a comprehensive marketing plan is essential. This plan will incorporate not only marketing strategies specific to gardening businesses but also effective location-based service tactics.
When to Start Landscape Marketing
Marketing is not something that can be done all at once, and you have the flexibility to begin at any time. Nonetheless, for the best outcomes, it is advised to adhere to recommended methods. It is preferable to have a website that is optimized for search engines, as well as active social media accounts and a well-developed marketing strategy, before initiating any advertising efforts.
You’re prepared to commence marketing once:
- You know who your target audience is;
- You have a strategy to collect leads or sales;
- You know how to position yourself against competitors; and
- You can invest some budget into marketing and advertising.
Before launching a complete campaign, it may be necessary to dedicate time to refining your branding and creating a marketing strategy.
Landscape Marketing Strategies to Drive Revenue
Refine Your Positioning Strategy
When you examine the most successful and profitable landscaping companies, you will observe a common trend. Their marketing strategy for landscaping demonstrates that they are not attempting to cater to every customer and they possess distinct dissimilarities from their rivals.
Create a More Compelling Message
When conducting research on landscaping websites across the country, it becomes evident that the majority of companies employ identical phrases, leading to confusion among potential landscaping customers and ultimately failing to distinguish themselves. Consequently, this greatly undermines their marketing achievements.
Implement a Better Branding Strategy
If brands are in disarray, they are often noticeable for negative reasons. If you have aspirations of being exceptional in this field, it might be a suitable moment to seek expert assistance in revitalizing your branding.
Track & Analyze Marketing Performance
Up until now, the landscaper marketing tips provided have concentrated on essential strategy. The upcoming tips will delve into more specific tactics, but it is crucial to consider this step first.
Many companies often waste money on landscaping marketing initiatives due to a lack of results measurement. It is necessary to establish a plan to avoid this.
Utilize High-Quality Professional Photography & Video
I’m confident that you have encountered it… unimpressive and tasteless visuals in the form of images and videos. If you want to project a strong impression, then you must invest in your visual marketing assets. It is important to devote both money and careful consideration to this aspect.
Create a Website That is a Lead-Generation Machine
If your landscaping website is functioning properly, it should hold significant value as a marketing asset. Ideally, you should observe an increase in website visits from individuals within your local service area, as well as a continuous stream of qualified leads for your sales team.
Only Use Paid Advertising with a Proven ROI
It is a common occurrence for landscaping companies to spend time and money inefficiently on advertising campaigns. On the other hand, bigger and more successful landscaping companies tend to adopt a different approach towards advertising.
Create an Email Marketing Strategy That Actually Produces Leads
Every day, we receive spam emails that overwhelm our inboxes and we unsubscribe from them. These emails consist of constant “blasts” and promotions that hold little relevance to our interests. Avoid becoming such a brand.
Leverage a Formal Customer Referral Program
Almost every company claims that they acquire landscaping clients through word-of-mouth referrals. Nevertheless, the majority of these companies cannot provide a precise explanation of how this occurs or possess a plan to enhance the outcomes.
Improve Your Sales Organization to Close More Leads
If your sales team is overwhelmed or if your processes do not facilitate a positive customer experience, having leads is not sufficient and landscaper marketing funds will go to waste. Simply focusing on marketing is inadequate; equal attention must be given to improving the sales process.
Market Your Landscaping Services Before the Season Starts
Landscaping companies usually have their busiest periods from spring to fall, so it is important to start any marketing campaign well ahead of this time. The timing of a landscaping marketing plan is crucial, but it is often neglected by businesses, particularly those with limited resources and personnel.
Many owners believe that they must consistently market throughout the year, but strategically choosing when to focus their efforts can result in improved ROI. By targeting their audience during the period when they require their services, they are more likely to actively participate, resulting in increased engagement, leads, and sales.
The importance of Christmas marketing is a classic and somewhat overused example. This does not mean that companies do not market throughout the year, but rather that they strategically align their efforts with the seasons, trends, and significant calendar events.
To effectively market your lawn care business, it is essential to create marketing timelines that outline and manage your campaigns. These timelines provide a comprehensive view of your tasks, allowing you to identify necessary actions and distribute responsibilities efficiently.
Certain marketing strategies for landscaping businesses require more time to execute than others. For instance, the preparation of a social media campaign tends to be more time-consuming when compared to writing blog posts.
Facilitate Reviews from Customers
It is widely known among experts in digital marketing that before making purchases or seeking services, 90% of consumers make a habit of reading online reviews. Moreover, online reviews are trusted by 88% of consumers just as much as they trust recommendations from friends, family, and co-workers.
If you accumulate more positive reviews and ratings on Google, your business’s online ranking will improve. Additionally, a slight increase of 0.1% in star ratings can enhance conversion rates by up to 25%. Moreover, indications reveal that 72% of individuals approached to provide a review will indeed comply.