Marketing in the landscaping business requires you to think about what you are doing as a business. This is because, in landscaping, the customers will be other businesses. While a lot of landscaping jobs are residential, they should never be your primary focus. (And, besides, residential clients tend to be more demanding.) The best landscaping marketing strategy is to get a high-traffic website and get good search engine placement. Blog posts are great for search engine optimization, and they are also a good way to get your name out there.
Everyone loves to have a beautifully manicured yard, but few people have the time and energy to take care of it themselves. By hiring a professional landscaper, you can enjoy the benefits of a beautifully landscaped yard while spending your extra time and energy on other, more important things. But how do you market a landscaping business? What marketing strategies are right for your landscaping business?
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Developing quality content
Most of your customers will want to see some of your work before they can contract you. That is why it is important for landscaping businesses to have a deliberate content plan. Get some photos while you are on the job; if you can get video content in there as well, even better. The content needs to be quality content. A good landscaping business will have lots of photos, videos, and blog posts on its website.
Having a strong presence on the internet
Most searches for local services start online. This is in the range of 80% of searches. This means that if you are not properly present on the internet, chances are you won’t be getting those jobs. There are many ways to present your business on the internet. You can set up a website, build a strong social media presence, and make sure that all of your content gets indexed by search engines.
SEO is important
Search engine optimization (SEO) is important for any business these days. It makes it easier for potential customers to find you when they search online. And, in most cases, it will get you a boost in your search rankings.
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Using keywords to your advantage
As mentioned above, many potential customers will search for local services online. Using the right set of keywords to describe your business can help you find those customers. One way is to create a niche listing on a relevant website like YP or Yelp.com to help people find you when they search online for landscaping services.
Targeting the right customers
If you are in a highly competitive industry, you will want to target customers that are more likely to pay for your services. Make sure that you rank high on search engines when customers search for companies like yours.
Getting out there
One last thing to think about for a landscaping business is that there is probably no one person that’s going to be in charge of marketing. A lot of the marketing will have to come from all areas of the company.
Facebook marketing
Facebook is a good way to market a landscaping business. You can use Facebook ads to market your business in front of users who may be interested in your services. Facebook will allow you to target potential customers based on demographics, interests, and location.
Direct marketing strategies
Direct marketing covers basically any direct advertising strategy that you might be using for your business. Billboards are a good example of this type of strategy. You might want to think about displaying your billboard in front of a particular demographic or with a particular message. You might consider trying to get your billboards reviewed on Yelp and see which media display locations are most popular.
Print Marketing
Direct mail is a great way to get the word out about your landscaping business. You can include coupons in your mailings and postcards to increase the chances of people reading them.
Advertising Online
SEO advertising can be a great way to start getting your business noticed online. You might want to consider advertising on other websites relevant to landscaping, such as RotoGrader or YP, which will help you get in front of more potential customers.
Video Marketing
Video marketing can be really effective. One way to market your landscaping business is to have a video that showcases your work. You might even consider getting a professional video made for your business. Still, you should not overlook using your own camera phone or other video camera and editing software to create videos.
Listening and Responding to your customers
The most important part of marketing your business is to make sure that you are listening to and responding to your customers. It is important to know where they are getting their information from, what they are looking for, and how you can meet their needs. They could be looking for more information on your business, or they may need recommendations or references that you can provide for them.
How much should you spend on Marketing
This depends on many things, but the most important thing is to make sure that you are getting your money’s worth. If you are spending 100K per year on marketing and only bringing in an extra 20K in revenue, it is probably not worth the investment. On the other hand, if your marketing efforts bring you an extra 50K in revenue per year, it might be more valuable for your business.
Setting up the right prices
If you set your prices right, they should be high enough to put you in a good position when potential customers search online. It is okay to set your prices a little higher than the competition; however, not too much higher. If your prices are too high, then customers will not be willing to pay the price.
Setting up Your Process and System for Getting Paid
You should make sure that you have a system in place for getting paid. It is a great idea to have all of your invoices made out to yourself to pay yourself. This will help you get paid faster if you decide to hire someone else to do some of your work.
Showcasing your work
Showcasing your work can be a great way to get it noticed. You might consider getting some of your work published in a magazine, or you may want to consider putting together an online portfolio.
Do You Need to Partner with Someone
You should probably partner with someone who is an expert in certain marketing areas and can provide you some advice on how to do better marketing for your business.
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