The Power of Marketing and Advertising
In the lawn and landscape industry, there is a large misconception that word of mouth is the only way to put on new customers. It is simply untrue that marketing and advertising is not appropriate for lawn and landscape businesses because it cost too much time or money. The investment of marketing and advertising is more than just a means for large businesses, it can be utilized for your business regardless of the size or industry. Let’s discuss a few strategies that can be both effective and affordable.
Harnessing Social Media for Advertising
One of the most popular methods of marketing and advertising recently is using social media. Social media can be used in several ways including free and paid methods. Free marketing and advertising on social media comes in many forms including creating posts for your page and creating a YouTube channel and releasing videos. There are so many platforms that you can utilize to reach an audience that is important to your business. The paid options include boosting posts you have created on your page for free, creating ads that can target a highly specific population and area, and paying for your posts to be promoted on other accounts. These free and paid methods are some of the easiest, quickest, and most cost-effective ways to market and advertise.
Traditional Advertising Methods
Advertising doesn’t have to be done online, there are many options that utilize something physical such as door hangers, flyers, and mailers to current customers. The benefit of these is that you have the power to know exactly what houses these pieces are going to and you can target a specific area very hard. A physical piece, like a digital ad, must be something worth seeing and reading. There is so much junk mail that your piece has to stand out and call the person’s attention. It is not enough to just send anything, your piece will do better if it looks highly professional (done on high-quality paper, in color, and pictures are all helpful), has an offer on it, and don’t forget to add your contact info!
Consistency in Advertising
The options you can use for marketing and advertising are only limited by your creativity, so think about what you want to do to stand out among the clutter. One important tip to remember is that your ad is selling you, your company, and your services and when it comes to sales, consistency wins. This means if you want to be successful, keep sending it to your desired clients. Don’t send out one piece and expect massive results, send multiple pieces outspread out over a certain time frame and let the potential customer see your name over and over again. This method will land you your desired clients at a higher rate than having one massive campaign that reaches a person only once. And last but not least, keep in mind that any type of strategy you choose will have a seemingly low rate of return but that is normal. We find that 1 half of 1 percent is the standard return on our advertising over the years and we have used methods from creating pieces ourselves to having pieces done by a professional firm.
The Importance of Advertising
In the competitive world of the lawn and landscape industry, many businesses often overlook the power of strategic marketing and advertising. They rely heavily on referrals and miss out on the potential to grow and reach a wider customer base. Major corporations like Coca-Cola and Nike understand the importance of advertising, so why shouldn’t you? It’s not about spending a fortune, but about smart, targeted efforts that enhance your professional image and perceived value. This article will delve into the ins and outs of effective advertising, avoiding common problems, and how to craft compelling messages that draw the eye of potential customers.
The Misconception About Advertising in the Lawn and Landscape Industry
“I don’t need advertising; I get enough referrals.” This is a common statement in the lawn and landscape business. Too many contractors think advertising is for big companies. The real problem is, they are overwhelmed by the idea of doing any marketing or advertising because they don’t want to waste their money on ineffective methods. Luckily, in this article, we cover the basics so you can gain confidence and begin growing your customer base in a sustainable way.
The Common Statement: “I Don’t Need Advertising; I Get Enough Referrals.”
You may be getting referrals, but are you optimizing your potential? If Coca-Cola, McDonald’s, Nike, and Ford advertise, don’t you think you should consider it? They aren’t doing it for fun. This doesn’t mean you have to spend thousands a year, but maybe send out a mailer or two.
The Power of Advertising: Optimizing Your Potential
The importance of advertising isn’t just to get your name out there, it is to send the message that you are a professional company which builds your perceived value in the customers’ eyes. If you do advertise currently, that’s great! The next thing to consider is are you sending the message you intend to send? Advertising is simple, but it is not always easy.
The Impact of Professional Advertising
One huge mistake a lot of service-related companies make is having advertising material that says cheap, cheap, cheap all over it. Whether that be literally saying cheap within the text or by using cheap materials, you can attract the wrong type of customer by doing this. When you are going to spend money on advertising, don’t cut corners. If you’re printing something, do colored ink, use a good piece of paper, and use images and text that portray you are a legit business. If you are going digital, have quality images there too, good video and audio quality if you use it, and make people think “wow this looks professional” regardless how much money you spent on creating it.
The Pitfalls to Avoid in Advertising
The “Cheap” Trap: Value Over Price
Don’t just talk about the price, show the potential customer other reasons they should hire you such as your experience, your awards/accolades, your professional qualities such as uniforms, or other factors that make people choose a service. Think about it, is price the ONLY factor that you consider when hiring someone? I doubt it. When all you talk about is price, that is the kind of customer you’ll attract.
The “One and Done” Mistake: Consistency is Key
Another common mistake is the “one and done” approach. This is when a business sends out one piece of advertising and expects immediate results. This is not how advertising works. It’s about consistency and repetition. You need to keep your business in the minds of potential customers. This doesn’t mean you need to send out mailers every day, but a regular schedule of advertising can help keep your business at the forefront of potential customers’ minds.
The “Generic” Problem: Stand Out From the Crowd
Lastly, avoid being too generic. Your advertising should stand out and be memorable. This doesn’t mean it has to be flashy or over the top, but it should be unique to your business. Use your logo, company colors, and any other branding elements consistently across all your advertising. This will help potential customers recognize your business and remember it when they need lawn and landscape services.
Crafting Compelling Messages: The Art of Persuasion
When it comes to crafting your advertising message, it’s all about persuasion. You want to convince potential customers that your business is the best choice for their lawn and landscape needs. This means highlighting your strengths, showcasing your work, and making a compelling offer.
Highlight Your Strengths: What Makes You Unique?
What sets your business apart from the competition? Do you have years of experience? Have you won awards for your work? Do you offer a unique service that others don’t? These are all things you should highlight in your advertising.
Showcase Your Work: Proof is in the Pudding
Potential customers want to see what you can do. Include pictures of your work in your advertising. If you have before and after pictures, even better. This gives potential customers a visual representation of the quality of your work.
Make a Compelling Offer: Give Them a Reason to Choose You
Finally, make a compelling offer. This could be a discount for new customers, a free consultation, or a guarantee on your work. Whatever it is, make sure it’s something that will entice potential customers to choose your business over the competition.
Advertising is a powerful tool that can help your lawn and landscape business grow. By avoiding common pitfalls and crafting compelling messages, you can attract more customers and increase your revenue. Remember, it’s not about spending a fortune on advertising, but about making smart, strategic decisions that will benefit your business in the long run.
What are some effective advertising strategies for my lawn and landscape business?
There are several strategies you can use, including harnessing social media for both free and paid advertising, utilizing traditional methods like door hangers, flyers, and mailers, and maintaining consistency in your advertising efforts. Remember, your options are only limited by your creativity.
How can I use social media for advertising my lawn and landscape business?
Social media can be used in several ways including creating posts for your page, creating a YouTube channel and releasing videos, boosting posts, creating targeted ads, and promoting your posts on other accounts. These methods are cost-effective and can reach a wide audience.
What should I consider when creating physical advertising materials like flyers and door hangers?
Your physical advertising materials should be eye-catching and professional. Use high-quality paper, color printing, and include an offer. Don’t forget to add your contact info! These materials can help you target specific areas effectively.
Why is consistency important in advertising for my lawn and landscape business?
Consistency in advertising helps keep your business in the minds of potential customers. Regularly sending out advertising materials allows potential customers to see your name repeatedly, increasing the likelihood of them choosing your business.
How can I avoid attracting the wrong type of customer with my advertising?
Avoid focusing solely on price in your advertising. Instead, highlight your experience, awards, professional qualities, and other factors that make your business stand out. This will attract customers who value quality and professionalism over just the cheapest option.
What are some common mistakes to avoid in advertising for my lawn and landscape business?
Avoid the “cheap” trap by focusing on value over price, avoid the “one and done” approach by maintaining consistency in your advertising, and avoid being too generic by making your advertising unique to your business.
How can I create a compelling message for my lawn and landscape business advertising?
Highlight your unique strengths, showcase your work with pictures, and make a compelling offer. This combination will persuade potential customers that your business is the best choice for their lawn and landscape needs.