As a landscaper, knowing how to market and promote your business online is very important. But many often assume they don’t have what it takes to make that happen. However, it is not as difficult as it often appears. Marketing is a lot like gardening; you have to plant the seeds, water them regularly, and stay patient in order to see results.
Both landscaping and marketing can be seen as ways to create a desired impression – landscaping by creating a beautiful and inviting outdoor space and marketing by creating a positive and memorable impression of a product or service.
Finding the perfect balance between both is what will make your landscape business blossom on the web. Luckily, you won’t need to dig deep to find the best solution for your landscaping business.
We’ve created a simple guide that will help you navigate through the best marketing strategies and trends. Whether you want to implement them yourself or with the help of other marketing experts, they will go a long way to give your business that extra push it needs to get to the top.
How to Promote Your Landscape Business
Get to Know Your Ideal Clients
First things first: You won’t find your perfect client if you don’t know who they are. This is what we call a “buyer persona”, a fictionalized representation of your ideal customer. A buyer persona is like a shrub: it’s essential for your marketing strategy.
For instance, imagine a landscaping company’s ideal customer: a married couple with two kids living in a suburban house with a spacious yard. Both have busy careers and little time for yard upkeep. They want a trustworthy landscaping service that offers quality work at a reasonable price.
Apart from knowing the type of people your business is helping, you also need to know some of the problems the business can solve. Is it routine lawn mowing, seasonal pruning, or pavers installation?
Build Your Brand
Having a landscaping business is not the same as having a brand. While some people think that branding is just about having a logo and making sure that your company’s visual identity is consistent, it is actually much more than that.
Branding is the process of creating a strong, positive image of your company in the minds of your customers. This can be done by combining elements such as your logo, design, mission statement, and marketing communications.
Landscape Marketing Strategies that Increase Sales
#1: SEO Optimization
SEO helps your website rank higher on search engines like Google. It’s essential since most people discover services through these searches. While SEO can be intricate and often benefits from expert handling, the core idea is simple: use the right keywords.
By doing keyword research, you’ll pinpoint what potential clients are searching for. Ensure these terms feature in your online content. Regularly update your keywords, and you’ll see your online brand presence grow.
#2: Investing in Local Listings
Local SEO is important for landscaping businesses because it helps people find your business when they search for landscaping services online. When you optimize your website and online presence for local search, you can make it more likely that your business will appear in search results for relevant keywords, such as “landscaping services near me” or “landscapers in [your city].”
Here are some of the things you can do to improve your local SEO:
- Claim and verify your Google My Business listing. Make sure all information is correct and consistent.
- Get positive reviews from your customers – encourage them to do you that favor.
- Get listed in other local directories to reach more potential customers.
- Offer free estimates or consultations to show you’re a trustworthy business.
#3: Networking with Realtors
Realtors have unique insights into their clients’ preferences. By partnering with local real estate agents, your landscaping business can tap into a rich pool of potential clients.
If you’re not acquainted with any agents, seek recommendations from friends or consult the local Chamber of Commerce. Once you connect, equip yourself with professional materials to share.
#4: Blogging
When potential clients wonder about landscaping intricacies, their first instinct is often to turn to Google for answers. This is where a well-curated blog becomes invaluable for your business.
By proactively addressing common queries in your posts, especially through insightful ‘how-to’ guides and in-depth articles for the gardening enthusiast, you position your business as a knowledgeable authority in the field.
This isn’t just about sharing information; it’s about building a bond of trust. As readers find solutions and valuable insights on your platform, they’ll come to see your landscaping company as a trusted expert, making them more likely to choose your services when the need arises.
#5: PPC Ads
PPC, or pay-per-click advertising, is a model where you pay only when someone engages with your ad. It’s a strategic way to place your business at the forefront when someone searches for landscaping-related keywords.
PPC ads effectively target individuals actively seeking landscaping services. One added advantage to this is that your ad will often appear atop search results, making it highly visible.
#6: Stay On Trend, Get on Social Media
Though word-of-mouth marketing is, and forever will be, the best possible marketing strategy, the second best is being present on social media.
Especially in the landscaping industry, we love seeing, liking, and saving content that is appealing, fits our aesthetic, or seems like something we want to create in our own backyards.
#7: Video Content
Video is one of the most popular types of content on social media, and it’s a great way to show off your landscaping work. You can create videos of your projects, tips for landscaping, or even just behind-the-scenes footage of your business.
Shorter, longer, funny, educational – anything can work, especially now when all social media platforms prefer video to static content. However, consider your audience and make sure you are producing quality videos that meet their needs.
#8: User-Generated Content
User-generated content (UGC) is a powerful tool to showcase your projects and gain client feedback. Encourage clients to tag you in their landscaping pictures or initiate contests and giveaways to spur engagement.
Beyond just content, UGC acts as a modern form of word-of-mouth marketing. Why is it effective? It comes from real customers, not the company itself, making it more genuine and trustworthy compared to traditional advertising.
#9: Live Streams
Live streams are a good marketing strategy because they allow businesses to engage with their audience in real time. They help drive engagement and reach, are cost-effective, and give your brand a certain personality.
Before you decide to go live, decide what you want to talk about in your live stream. This will help you stay on track and make sure that your livestream is informative and engaging.
The Bottom Line
When it comes to marketing your landscaping business, you have a wide variety of creative and engaging options available to you. This list can be of assistance to you in getting started.
However, regardless of which strategies you decide to implement, you will need an action plan to back them up.