Trends Impacting Lawn Care Business Marketing Strategies
As with any industry, current trends and concepts impact marketing strategies in lawn care businesses. With so much of the world online, exploring and implementing a variety of online marketing strategies is an effective way to attract new customers and expand your lawn care business. Keep reading to learn about the latest trends that you can start using to take your lawn care business to a whole new level.
Social Media Marketing
Social media platforms like Facebook, Instagram, and Twitter are about as trendy as it gets these days and great strategies for your lawn care business marketing. These platforms all have paid ad options, which can be an effective way to show up in front of your prospective customers, but you can also build large communities for free.
If you use Twitter for more commentary and announcements, Instagram for images of your work and Facebook as a place where people can communicate and share thoughts, you’ll be well on your way to attracting the attention you want for your business.
Another trend that could impact your lawn care business marketing strategies is the emergence of mobile apps. Many companies have their own apps that provide useful information and functions for users, and the concept lends itself to lawn care quite well. It’s important to note that a mobile app can be costly to have created, but does give you an opportunity to stay connected and top of mind on a consistent basis.
Local SEO is a big thing these days, and since most lawn care companies are local businesses, it can put you in front of the people you want to see you, when you want to be seen. Here is some exciting information that shows just how valuable local SEO can be, provided by Hubspot:
- 72% of consumers that did a local search visited a store within five miles
- 88% of searches for local businesses on a mobile device either call or visit the business within 24 hours
- By 2021, mobile devices will influence more than $1.4 trillion in local sales
- 46% of all Google searches are looking for local information
- “Near me” or “close by” type searches grew by more than 900% over two years
- 92% of searchers will pick businesses on the first page of local search results
Email marketing has been around for quite a while, but it’s likely not going anywhere. When you consider the wide range of communication platforms that have come and gone in the past 20 years, email is still here and it’s one we all use just about every day. When you take the time to create an email list or “tribe” and then provide value on a consistent basis, you will develop the trust factor that will cause people to turn to you for their lawn care services.
Email marketing is also quite inexpensive when compared to many other forms of marketing. Modern technology also gives you the option of writing several emails and scheduling them to go out at certain intervals to stay on top of mind.
Portfolio sites are popular amongst lawn care and similar type businesses. This is a website that acts as an online portfolio of your work, for all to see and admire. You can organize a portfolio site into different categories, property types or services, so when someone shows up they can easily find examples of work that is similar to what they need. You can also include specials, an easy-to-use order form and include a squeeze page to collect emails in exchange for an ebook, cheatsheet or other useful information product.
Most people wrote off “snail mail” a long time ago, but it’s still an effective way to market a local lawn care business. Some businesses have success renting mailing lists and then sending a letter addressed to the homeowner, offering lawn care services instead of just sending a brochure and hoping for the best. If you do send a brochure, be sure to include a tempting offer in big bold letters that will catch the homeowner’s attention as soon as they take a look because you may only have a few seconds.
Any of the above approaches can be applied during the off-season, and more lawn care and landscaping businesses are marketing during times when they aren’t offering actual services. Keeping customers thinking about their lawns all year will give you the best opportunity to on their minds when it comes time to get to work in the spring. The off-season is a great time to offer big savings in exchange for sign-ups for the following year.
“DIY” Approaches to Lawn Care
One trend that is presenting challenges for lawn care service companies is the rise of DIY approaches. With hundreds of online tutorials, on blogs and sites like Youtube, showing homeowners how to do lawn care themselves, many are choosing to “DIY” their lawns and foregoing traditional lawn care.
This presents both challenges and opportunities for lawn care business marketing strategies. On the one hand, obviously, customers “DIY-ing it” means less business initially. On the other hand, when some of these “DIY-ers” inevitably mess up their projects, you can come in and offer your services fixing up their work. You can use any of the strategies above to tie into fixing DIY mistakes and offer discounts for having to come in and save the day.
At Arborgold, we offer lawn care software that will help to simplify your business process and automate many functions that have been causing you extra time and frustration. There’s no reason to spend your valuable time with business tasks that can be addressed and taken care of all in one place. Take a tour today and find out how we can help take your business to the next level.