Why do landscaping businesses need marketing now more than ever? Because your competitors are marketing, you must be heard above the noise—especially in the digital world.
At the center of landscape business marketing is a strong marketing strategy, which includes online marketing.
In this post, you’ll learn the many parts of a strong marketing strategy, including these three landscape business marketing tips:
- Understanding your target market
- Building a solid online presence
- Traditional marketing strategies.
Tip 1 – Understanding Your Target Market
You first need to know your audience to begin your landscape business marketing. Do you want to provide landscaping services to residential or commercial clients? You may be starting with residential customers to learn the tricks of the trade. But you later want to move into the commercial sector.
Conversely, you may want residential and commercial clients depending on the needs and opportunities in your area. Realize that your landscape business marketing will differ depending on whether you wish to attract residential or commercial clients.
Next, you must identify critical customer pain points your services solve. For example, many homeowners in southern states deal with turfgrass fungus, especially in late summer, with high humidity and daytime temperatures reaching the triple digits.
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You might hire a content writer to write a blog about fungal diseases—what they are, what causes them, and how to prevent them. You would share these insights and the blog post’s link on your social media channels to reach potential sales leads.
If it’s time for your commercial clients to schedule their core aeration or tree pruning appointments, you can still post a blog for this audience, but you would use social media channels, like LinkedIn, to reach sales leads.
If you hire a marketing agency to help you with your landscape business marketing, they should encourage you to create customer personas. What are customer personas?
These are composites of the customer base you want to reach. For example, you may want more leads from a particular city. The homeowners in that city deal with heavy clay soil, and homeowners living in newly constructed homes want to do sod installation.
Then, you’ll take in the average age, income level, and other demographics, such as retirees or young two-career families, to create a customer persona.
Your customer persona will include their likes and dislikes, professional life, jobs, and hobbies so that you can center your landscape business marketing to their needs and personalities.
Tip 2 – Building a Solid Online Presence
Early on in digital marketing, some landscaping companies hesitated to build websites for their businesses because they didn’t see the benefit of it.
In today’s market, you must have a website that you either create yourself with the help of low-cost website development tools or hire a web designer to create a site for you.
Your landscape business website is your online office where people come to learn more about your company, services, and the locations you serve. Property managers and homeowners want to see your portfolio of your work and read your blog posts.
Another huge component of a successful landscape business marketing strategy includes using SEO, such as keywords, on your website, landing pages, blogs, and social media posts.
Here are eight SEO tips for your landscaping business:
- Target local keywords people are plugging into search engines, including “landscaping near me.”
- Only upload quality content, such as helpful blog posts on landscaping topics.
- Optimize meta descriptions, ensuring that they are relevant and engaging.
- Use social media to share your content and services to drive more traffic to your website.
- Optimize images using descriptive file names and alt text for your website’s photos.
- Get reviews by asking satisfied customers to leave them on Google Business Profile, Yelp, and other platforms.
- Use Google Business Profile and update it with your business hours, photos, and other essential information. It helps with local searches.
- Monitor analytics with tools like Google Analytics to track website traffic, visitor behavior, and other vital metrics. Adjust your landscape business marketing strategy based on the data.
Having a portfolio/gallery page on your landscape website is essential. If you provide hardscaping services, you can showcase projects you finished on customers’ properties. Ensure you ask the homeowner or property manager’s permission to use photos of their properties.
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Before and after pictures also tell a powerful story of how you improved a client’s property, whether lawn care, landscape design, or hardscaping.
Use social media tactics that draw new leads to your website or contact page. Social media techniques include going to social media channels where your customers and leads will be.
Also, putting up information that attracts new leads, whether a seasonal special or sharing a tip to improve their properties.
The best platforms for landscapers include Facebook, Instagram, and Pinterest if you’re serving residential clients. Upload posts to LinkedIn and X (formerly Twitter) to find more commercial customers.
Develop a list of content ideas and a posting schedule based on your availability and the seasons. Post during peak times when your sales leads will be on social media. For homeowners, they may be after dinner, around 8 p.m.
For commercial property owners, their best times may be in the early morning, at lunchtime, or the end of the business day at 5 p.m.
You can assign this task to your administrative assistant, a salesperson, or hire a content marketing agency to do your marketing.
Tip 3 – Traditional Marketing Strategies
You can also have your crews put door hangers on neighboring homes in the subdivisions you serve. Here’s another idea: send a sales letter with flyers or brochures to real estate brokers and property managers.
Don’t forget the value of in-person networking, such as your local Chamber of Commerce—whether you service residential or commercial clients. You never know whom you’ll meet who needs a landscaping company or knows of someone looking for professional property management.
Don’t forget to have a booth at a local home show or trade show. Ensure your booth looks professional, have plenty of business cards and brochures, and recruit employees who can work a room.
Also, leverage testimonials on your website and social media. You can increase reviews by sharing a Google or Yelp review link on all your online correspondence with your customers. For example, you can send a follow-up email to the customer with a platform link after finishing their large landscaping project.
Include the reviews on your website and the other review platforms you use. People will develop confidence in your services when they see how others rated your landscaping company.
How Spyker Makes Your Landscape Company Look Professional
While these three landscape business marketing tips may seem like common sense, it’s important to keep all three in motion so you stay top of mind on search engines.
Did you know your landscaping equipment on your customers’ properties also helps with landscape business marketing? While you must stay within your budget, you don’t want to invest in spreaders that can’t do the job.
Spyker has been a leader in spreading technology for over 150 years. Invest in your next Spyker Spreader through your local dealer, online, or at the Spyker store.
Spyker Customer Service: For warranty, service parts, or help at any time, reach out to our team by calling our toll-free number (800-972-6130) or by emailing customerservice@brinly.com. Replacement parts can also be ordered online at Spyker’s website.
Source:
GetJobber.com, How to Get Commercial Lawn Accounts in 6 Steps.
