Landscaping businesses are local-based companies and need to focus on showing off their skills to their local audience.
That being said, a lot of landscapers still depend on traditional marketing methods and visually appealing websites to find their leads. In order to build a successful marketing campaign, landscapers need to create a website that is both visually appealing, and that offers valuable information to your potential customers.
Inbound Marketing and Search Engine Marketing
Inbound marketing is the process of creating high-quality, useful content that naturally attracts people towards your landscaping services. Instead of buying ads and praying for leads, inbound marketing offers a dynamic, measurable way of acquiring quality leads. Inbound marketing is not limited to a single platform or channel; it’s a holistic approach to marketing that generates leads who are already interested in your services, instead of following traditional cold-calling or “spray and pray” methods.
Search engine marketing, or SEM, offers landscapers the chance to promote services through search engines. According to Hubspot, 78% of local searches result in offline purchases, and yes, this includes landscaping services. SEM can be divided into two major categories: Pay-Per-Click (PPC) and Search Engine Optimization (SEO).
Using PPC to Generate Leads Immediately
PPC advertising is a great way to start generating leads immediately, unlike SEO which requires time. If you set up your PPC campaign correctly, you can start reaping results the day you launch your campaign. By targeting specific, long-tailed keywords and creating enticing ads, you can attract leads that are further into the buyer’s journey. This means your lead is more likely to become a customer, and you won’t have to pay an outrageously high cost-per-click for trying rank for competitive words. The best part of PPC is that it can be tracked, analyzed, and optimized to reduce costs while generating more leads.
Improve Your Website Through CRO
The hype around visually appealing websites has finally blown over, and potential customers are looking for something more: user experience. Visual appeal still plays an important role, but having a beautiful website that is a nightmare to navigate will always drive customer away. Therefore, you need to focus your efforts on creating user-friendly websites.
Enter Conversion Rate Optimization (CRO).
CRO is the process of increasing the amount of website visitors that assess specific actions on your site, like filling out a contact form or requesting a consultation. Once you have enough visitors on your website, your marketing team can start analyzing patterns to make specific changes that will drive more leads into your funnel, resulting in more sales.
Develop Rankings with SEO
In the long run, SEO is the most cost-effective way to generate leads. In a nutshell, SEO is the process or increasing your website’s ranking on search engine result pages (SERPS) through “organic” (non-paid) techniques. These includes creating valuable content, high-quality link building, and other specific actions that increase ranking. Achieving high rankings on SERPs takes time, but once they have been established, search engines can become your main source of local leads.
The best part? You won’t be paying for the leads that enter your funnel organically.
Using Email Campaign to Drive More Testimonials in Your Local Listings
You often hear small business owners say “word of mouth is the best form of advertising”. Testimonials and reviews are the modern age “word of mouth”.
According to Search Engine Land, 88% of consumers trust online reviews as much as personal recommendations. So, setting up email campaigns that encourage your clients to leave feedback on public listings and directories, should be at the top of your marketing to-dos. Email campaigns are an effective way to remind your clients to share their experience with the world.
Google My Business
Google is by far the most popular search engine out there, with more than 3.5 billion searches per day. Therefore, Google is one of the most powerful local listing opportunities for landscapers. Google offers local listings along with their local SERPs, so having shining reviews will only encourage potential customers to contact your company. In order to take full advantage of your reviews, you need to make sure all your information and data is up to date in Google’s database. This will help your landscaping company appear on local SERPs, and show off the awesome reviews you have from previous clients.
Yelp is one of the biggest online platforms that is fully dedicated to local reviews, with more than 145 million unique monthly visitors, according to the guys at DMR. Having positive reviews on Yelp also helps your credibility, so you should encourage your current clients to leave testimonials on Yelp as well.
Although Yelp discourages business owners from asking for reviews, you will not breach their TOS as long as you don’t offer compensation in exchange for the testimonials that can give you an edge over the competition.
Social media has been around for a while, but it has now evolved into a local business bonanza. Platforms such as Facebook allow landscaping businesses to connect with their local audiences and create good relationships before they enter your funnel. Also, social media platforms are now legitimate sources of traffic, so creating a social media page, racking up local followers, and sharing your valuable content can turn your profile into a lead generating machine.
It's Time to Start Growing
Landscaping companies should focus on creating a versatile campaigns and implementing the strategies outlined above. If you are interested in learning more about building a successful marketing campaign for your landscaping company, contact Fannit today. Our team of marketing experts can help you create a growth-driven website that brings the results you have been looking for. Contact us at 425.359.7989 or by filling out our online contact form today. Get in touch now!