The saying you have to spend money to make money gets thrown around often. However, at what point does the value you’re receiving plateau while the price tag continues to rise? The reality is, some of the best marketing solutions don’t come with the biggest price tag. If you’re willing to invest a little bit of time and elbow grease, you can start to stand out amongst your competition while keeping your budget in check.
When it comes to how to advertise your landscaping business specifically, some budget-friendly tactics deliver impressive amounts of value. We’ll share 10 attainable marketing tactics suitable for any landscaping business, large or small, and what you need to do in order to get started with them today.
1. Lawn Signs
In a gallery, an artist always puts a plaque with their name on it right next to their picture. If you’ve worked on someone’s property, you should think of it the same way! Give yourself credit for the fresh mulch and clean cut grass drivers may notice while passing by and let them know who they should contact if they want theirs to look the same. A great way to make sure your contact information is short and memorable is to give your customers the opportunity to text you. Make sure you have your short code prominently featured on the sign as well as your business’s name.
2. Local Directories
Getting listed in local directories may seem old fashioned, but directories these days are a lot more than just the white pages. Directories have gone digital as well, and making sure you’re on them is a great way to boost your visibility in an unbiased way. You’re not advertising, simply making sure people know you’re out there. Make sure your contact information and links to website or social media are up to date with any local directories and you’ll be surprised at how much more your name pops up across the web. For some extra guidance, check out HubSpot’s ultimate list of local directories.
3. Work with Your Local Chamber of Commerce
An important part of keeping your landscaping business afloat revolves around a portfolio of commercial contracts. By joining your local chamber of commerce you open yourself up to ample networking opportunity with hundreds of local businesses who may be in need of some landscaping. Cold calling can get exhausting, this is an easy alternative that helps you get your foot in the door, especially if you’re a new name in your area.
4. Build a Referral Program
Once you start securing contracts and clients, you’ll find an important aspect of keeping up momentum is encouraging word of mouth marketing. 92% of consumers trust their peer recommendations over advertising. In order to make sure you incentivize customers to share your name with their network, you want to offer them a reward. Discounts and perks like free weeding or leaf removal can go a long way in influencing behavior! Starting a referral program can be as simple as asking customers how they heard about you, and rewarding the parties accordingly. Or, to add some value, you can text enable your business and communicate offers and incentives on a regular basis to all your subscribers! This way, your programs always stays top of mind for customers.
5. Car Wraps
As a landscaper, you come with a lot of equipment. Your bread and butter is your fleet of trucks that take everything to and from each job. Why not make those vehicles work even harder for you and do a little advertising along the way. Things like decals and car wraps are a one time cost that not only strengthens your branding by giving you a professional presentation, but could ultimately end up creating leads for you down the line! Similar to the concept of lawn signs, you want to make sure people know who’s responsible for the work being done on a property. Clearly marked vehicles make that possible without any work on your end. You can even include the same messaging from your lawn signs on your car wrap for added consistency!
6. Door Hangs
Take a more active role in marketing by letting customers know that they need you before they even realize it. Door hangs are a minimally invasive way to reach out to customers cold and offer them your services. Just be sure to check out your local laws on solicitation beforehand to make sure you’re staying within bounds! Your door hangs should be simple and only contain the most essential information as well as a call to action that drives customers to learn more and make a purchase. Always make sure, at minimum, it has a way to contact you as well as your name/logo!
7. Social Media
Landscaping is a very visual industry, and no platform loves photos and videos more than social media. You can use social media for a lot of different reasons, but at the minimum it should be a place where you showcase your work for interested customers to see! Facebook and Instagram are ideal for this, but an often underrated photography rich platform is Pinterest. Landscaping trends is a projected Pinterest Top 100 most searched topic for 2019. Putting your photos on the platform along with . relevant hashtags will help you get noticed on the site and give you some relevance as industry experts!
8. Hold a Contest
Incentives surrounding a referral program are a great way to engage existing customers. But how do you reach new customers with no connection to your business? Giving them a risk-free opportunity to experience your services is a great start. Studies have shown that contests acquire a 34% audience increase on average. And the bigger the prize, the bigger the audience. When running a contest the most important thing to keep in mind is that the value of what you’re offering as a reward must be equal to or more than what you’re asking from your customers. For example, asking for a like and share on social media is appropriate in exchange for a free lawn mowing. On the other hand, giving away a year of free lawn mowing could warrant entering your contact information and agreeing to receive promotional material from you going forward.
9. Encourage Reviews
At the risk of sounding like a broken record, we can’t emphasize enough how important peer support is for your business. 90% of consumers read online reviews before visiting a business. If that wasn’t enough, online reviews have been shown to impact 67.7% of purchasing decisions. By taking the extra step to ask customers to leave reviews online you can help yourself down the line by pulling ahead of the competition in the ranks thus securing leads from online searches online.
10. Partner With Local Businesses
There’s power in numbers. As long as you’re not direct competitors, you’d be surprised how many businesses are willing to collaborate on marketing projects for mutual benefit. Partnering with local coffee shops, bookstores, retailers, etc. and asking if they’ll share some of your marketing material in exchange for doing the same is an excellent way to reach a new audience. You can even go as far as offering a discount to customers of that business (and having them do the same)!
With a little creativity you can make your mark on a community without spending a fortune. And while we may not be able to help you with all of these tactics, we can certainly set your landscaping business up for success by text enabling it! Give us a try for free and test out one of these suggestions to see the results for yourself!