So you want to know the best landscape marketing tips?
I know! Marketing your landscaping business can sometimes feel overwhelming. Especially if you don’t have much time and don’t know where to begin.
You’re not alone.
This article won’t list every landscaper marketing tip and strategy under the sun.
Instead, we collected the best tips and quotes for you from these marketing experts:
- Andy Black – Google Ads Expert and Inbound Marketeer @ andyblack.net
- Tudor Dumitrescu – Founder and Marketing Expert @ Tanda Digital
- Rob O’Rourke – Founder and Head Coach @ Fox Web School
- Chris Hughes – Youtuber @ Chris Must List and Founder @ A Nerd’s World
Without their contributions, we wouldn’t have such a great blog post today!
Let’s get started.
What Is Landscape Marketing?
Landscape marketing is a form of marketing that promotes landscaping services and products.
The goal is to reach potential customers interested in landscaping. This can include methods such as paid ads, SEO, and email marketing.
But also traditional marketing techniques like print ads, direct mail, and networking events.
To succeed, landscaping businesses must use a unique approach. This approach has to take into account the customers’ wants, needs, and obstacles.
Unfortunately, without targeted marketing strategies that address these needs and problems, businesses will not succeed.
And the only thing that will happen is a lot of wasted money with little results.
1. Identify Your Ideal Client
Identifying your ideal client is possibly the most important step in your landscape marketing.
Without knowing who you want to target it will be difficult to make your marketing a success.
I mean think about it, if you have problems with your heart you don’t go to a normal doctor, you go to a heart specialist. So you want to find the group of people or niche where you are the specialist and can help them solve the problems they have.
There is a quote that is quite relevant for this:
So identifying your target customer will help you a lot.
Here are some quick tips to find your ideal client:
- Define target market characteristics: Determine the specific demographics, location, and preferences of potential clients.
- Research competitors: Analyze other landscaping businesses to identify gaps or opportunities in the market.
- Assess customer needs: Understand what potential clients value in a landscaping service through surveys or research.
- Compelling Message: Have a message that appeals to your clients. This can be difficult when you start out. The important thing is to use any feedback to improve your message.
- Position Strategy: Don’t do everything. Focus only on the services that are the most profitable and are within your core competencies. Only provide your service in areas where they are most efficient and profitable.
- Evaluate communication channels: Find out where your ideal clients can be reached, such as online platforms or local advertising.
- Test and refine: Target a specific customer segment, gather feedback, and adjust your approach accordingly.
2. Your Website
Your website is probably the most important marketing asset you have online. And with the right actions you can create a lead generation machine!
This is your chance to stand out from your competition and highlight how you can help your customers.
According to Rob O’Rourke, a website can be a massive help for local businesses to achieve this:
So a website doesn’t have to be something that sits online and collects digital dust.
Instead, use it to your advantage! Your competitors don’t even use their website’s full potential. This gives you a great opportunity to stand out and outcompete them.
Just focus on giving your customers the products and services they want!
If you want to turn your website into a lead-generation machine there are a few things to think about. Note: This list is not exhaustive, it’s supposed to give you an idea of what you can do:
- Have clear information that is relevant and targeted toward your customers
- Prominent CTAs to get your visitors to take action
- Easily found in search results ie. SEO (we’ll talk about this later)
- Easy navigation so prospects can find the information they are looking for
This LinkedIn post I wrote about generating leads with your website might be useful as well.
3. Search Engine Optimization (SEO)
So what is the importance of SEO for a local business?
So what does this mean?
If you are not ranking on Google you are leaving a lot of money on the table.
Something to remember is that SEO is only the first part. Then it is up to you as a landscaping company to actually make the calls, and close the leads.
So, you can have a successful business without ranking on Google but you can have a more successful business if you do rank at the top.
To succeed with SEO Chris said this:
If you want to read more about SEO we have this landscaper SEO blog post that can be really useful.
Blogging is another great way to improve your landscape marketing.
It is very time-consuming though. But if you put in the effort it can be a great way to create authority and trust with your potential customers.
Now, to make things clear.
Your blog is an opportunity for you to educate your clients. It’s an opportunity for you to provide prospects with valuable information.
So answer the questions they have. For example, what do they need help with?
These are things you should ask yourself when you write your blog posts.
It doesn’t mean that you sell them your services or build a landing page funnel. The sole purpose should be to provide value.
You can however have a link to book a call or get a free quote at the bottom of the post.
But the main purpose is to educate.
The beautiful thing about blogging is that it is great for SEO. If you want to rank your website you should seriously consider starting a blog for your business.
If you would like to learn more, Ahrefs has a blogging course on how to gain customers from your blog.
5. Paid Advertising
Paid ads are another great way to market your landscaping business. The reason is because they can drive traffic to your website pretty much immediately.
Unlike SEO that can take several months before you see any real return on investment.
Let’s get straight into it!
Andy Black has been running Google Ads since 2009. He has also managed teams spending €120k/day all the way down to small clients spending €30/week. He had this to say when it comes to Google ads:
This means that Google Ads offers you an opportunity to increase your visibility. An opportunity to attract potential customers searching for your local services.
So if you leverage this powerful advertising platform, you can reach your target audience and boost your chances of getting found.
It all comes down to finding potential customers and giving them what they want.
“Feed the starving crowd.” (Gary Halbert) The most important ingredient that increases hot dog sales isn’t some secret sauce – it’s putting the hot dog stand outside the football stadium. Sales happen when you get the right offer in front of the right people at the right time. When they’re searching for it is a pretty good time to get your offer in front of people.
So having an effective Google ads campaign depends on a few important points:
- Stop a campaign when it becomes ineffective and instead double down on the ones that are working
- You understand your ROI based on the leads you generated, website visits, calls, and sales closed.
If you want to learn more about Google ads and the ins and outs, go to andyblack.net
According to Hubspot, 69% of Americans online use Facebook. That means there is a massive opportunity for you to market your business with Meta Ads.
The reason this is such a big opportunity is because you can do very specific targeting. This is very useful for B2C landscaping businesses.
For example, you can choose male or female in a specific city that is in a certain age group. Essentially you can target your ideal customer. Just like Google, Facebook also has tracking software called Meta Pixel where you can collect data and use that to improve your marketing.
And all you need to get started with FB ads is a FB business page.
6. Email Marketing
On platforms like Instagram, you don’t own your audience. Facebook can at any time shut down your Instagram account and you lose your audience. That is not the case with email marketing.
Let me explain.
If you have 20k followers on Instagram and Instagram decided they don’t like your account, they can shut it down and you lose all your followers.
But, with email marketing that is not the case, you own those emails and no one can shut you down.
So if you have a big following on any social media platform, start to collect their emails. Then send them a newsletter weekly or twice a month or whatever frequency that works for you.
Continue to nurture prospects and clients with valuable information. And eventually, some of them will buy from you.
But what makes a landscaping business stand out from the rest with its email marketing?
Here are some tips to consider:
- Organized contact lists so the right prospects get relevant information.
- Tracking data such as open rates, CTR, unsubscribes, leads generated, etc.
- Testing. Basically trying out different things like sending frequency, subject lines, and content format. Then you know what works and you can double down on it.
- Ensure the emails are visually appealing and easy to read on all devices and platforms
7. Free Information
A great way to do landscaper marketing is to create free information with lead magnets like checklists, PDFs, guides, etc.
With valuable information, you can create great relationships and increase your revenue.
This becomes even more powerful if you do this for free on your website. For example, website visitors fill out a form and then you send them a free resource.
People today love free information. So you can combine this with the email marketing we talked about above.
One thing to keep in mind is to ensure your free information doesn’t become a marketing brochure. You don’t want to sell them stuff all the time.
Valuable information is the keyword here. Send your prospects a lot of information that is useful for them. Then once in a while, you can sell your services.
Otherwise, you will piss off your prospects.
8. Offline Marketing
Want to stand out from the rest of your competition?
Then sending out postcards through direct mail can be a great strategy. Especially if you use the prospect or client’s first name on the card.
I mean think about it for a moment. Everyone is online today, sending emails, and doing social media.If you go old-school and send a personal postcard your prospects will remember you.
It has also shown that direct mail provides a great ROI.
Even Forbes wrote this article about why direct mail works so well in a digital world.
You don’t have to overcomplicate this though.
For example, when you sign on a new client send them a personalized postcard. Just say that you appreciate them and that you’re happy they chose to work with you.
My friend Turdor sends this to his new clients!
And wham! You will instantly separate yourself from the rest.
9. Track Your Results
The heading speaks for itself.
Track the results of your landscape marketing efforts. If you don’t then you just waste time and effort because you won’t know what is working and what’s not.
And you can’t double down on the stuff that actually is working!
Going into detail what these tools do is too much for this blog post but we recommend you check out how to use them.
Some ways to get started with tracking your performance are:
- Create goals and benchmarks that you can measure
- Track metrics such as website visits, conversion rate, sales closed, bounce rate, etc.
- Identify the profit from your most profitable landscaping services
When it comes to landscaper marketing branding is very important. And also vital if you want to stand out in a crowded market!
However, building a brand will take time.
You have to show your message to prospects over and over again across many channels.
We asked Tudor from Tanda Digital, a business development agency that leverages AI technology to help other agency owners build authentic relationships with top-tier clients through LinkedIn, to see what he had to say:
So the key to effective marketing is to send a consistent message across many channels. This message has to be different from what your competitors and what’s in the marketplace.
To plan a message like that, positioning is a great way to get started.
Positioning is just taking what’s already in the mind of your customers and redefining it so you occupy a category of ONE.
For example, with Coke, you see Coca-Cola as number 1 and Pepsi as number 2 but very few people know who is number 3 or 4. So the leader and the opposition in a marketplace take almost all of it.
So for you as a landscaping business, an effective way to position yourself would be to show the transformation.
For example, instead of selling lawn services, sell how you create beautiful outdoor spaces. And that you make it feel like a home and give your customers peace.
So in a nutshell branding is very important. Here are some ways you use to get started with improving your branding:
- Focus your efforts on getting prospects to go to your website or call your business
- Your business has positioned itself in the marketplace so it differentiates itself from your competitors
- All the vehicles of the business have wrapping that shows the logo, contact information, and website
- The company has a simple and clean logo that looks modern
There you have it. This post only discussed some of the landscape marketing tips that can help you grow your business.
There are many other ones that weren’t mentioned here. But if you consistently implement a few of these tips you should see significant results.
Just remember that marketing is a process. It may require trial and error before you find something that works.
I am also extremely thankful for all the experts that have contributed to this post!