Landscape Marketing Strategies for Your Landscaping Business
Here are some of the most effective landscaping marketing strategies that you can use for your business:
1. Create Buyer Personas
Buyer personas are semi-fictional profiles based on research about your best customers. Unlike a target market, it goes beyond the geographic, demographic, and psychographic information of your customers. Buyer personas also contain information on your customer’s pain points, goals, hopes, expectations, and fears.
With a buyer persona, you can target your landscaping ads better, which leads to better conversions and higher returns on ad spend. You can also create content that is more effective in conveying your message and converting your audience into leads or customers. Moreover, buyer personas give insight into customer behavior that helps create more effective landscape marketing campaigns.
2. Build a Brand for Your Business
Because of this, you can say that building your brand is a continuous process for your business. It requires providing your customers with good quality lawn care services and great customer support consistently. And, more importantly, it requires you to take advantage of the good things people say about you by encouraging your customers to leave reviews and testimonials for potential customers to see.
Aside from your reputation in terms of your service, building a brand requires you to create authority for your business in the industry. This authority must come from your expertise in your chosen niche. For example, if you specialize in landscape maintenance, creating content that helps people identify and troubleshoot problems in their lawns can build a relevant authority for you in the market.
When you do these things right, you will have an easier time getting customers for your landscaping services. You are more likely to remember your brand when a need arises for the service you provide. And, they are more likely to stay loyal as customers and recommend your services to anyone that asks for a referral.
3. Have a Website for Your Business
Aside from marketing your business, it also improves the efficiency of your business in providing customer service. People can find useful information that answers simple questions that they might have about your business and the services you provide. This helps you save time that you might have spent entertaining simple questions throughout the day.
Lastly, if you optimize your website’s search engine traffic, it can reduce your reliance on posting landscaping advertisements online since you can also attract visitors from their search engine results page. And, the amount of traffic you can bring to your website in this way is significant (more than 50 percent of your total traffic on average).
4. Create Valuable Content for Your Audience
Using content for marketing your business does not even have to focus on solution-based topics. It can be as simple as a time-lapse of your work to show your audience the before and after transformation of a project. Not only will you show the differences that you can make for them but also you are making entertaining content that will spread awareness about your brand.
Moreover, content can help create opportunities for your brand to connect with your audience on a more personal level. You can do this by addressing their concerns, interests, and pain points that are relevant to the services you provide. You can also invite them to send or comment on their questions via email or social media, which you can answer by creating more content for your audience.
5. Optimize Your Landscaping Business for Local Search
Optimizing your business for local search requires that you list your business on the various business directories online, including Google My Business, Yelp, Foursquare, MapQuest, and YellowPages. Since these directories enable their users to leave reviews for your business, it is also important to respond to any reviews to maximize positive customer experience and solve the issues of your unhappy customers.
6. Target Your Potential Landscaping Clients With Online Advertising
However, keep in mind that running ads online involves more than just targeting the right audience. It also requires ad copy and design that attracts the attention of your audience, generates their interest, and influences them to take action immediately. Then, upon clicking, the landing page they arrive at must do the same but this time to act upon your offer or, at least, request a quotation from your service team.
7. Always Ask Customers for Reviews
The simplest way to receive reviews from your customers is by asking them to leave one. However, you need to provide them with the page where you want them to leave a review. Doing so increases the chances of them leaving one and you get to choose where they leave, which will help you get the most benefit from their review.
There will be negative reviews but this is fine. It makes your business look more authentic. Negative reviews also give your customers an idea of the worst thing that may result from your services and how you will deal with it. Of course, you need to address their concerns and provide the necessary solution to their problems if you want negative reviews to work in your favor.
8. Use traditional landscaping marketing techniques
It is also important to network with realtors, hardware stores, architects, and builders. This will increase your chances of receiving referrals from them when someone asks them if they know a landscaper. Of course, do not forget to send anyone their way when someone asks you for a referral.