Lawn care work consists of a lot of hands-on labor, working outside in all temperatures. It’s not surprising that many of your new customers come from current customer referrals. Who knows the benefits of working with you better than one of your customers? And while getting referrals is a great way to find new clients, if you want to grow your business, you need more new leads.
The truth is that many people look for new contractors by searching online. And that means that you can’t afford NOT to invest in digital lawn care marketing.
What is Digital Lawn Care Marketing?
If you think about how you search for vendors or other information these days, you’ll realize that most research on any topic is done on the internet. We have all grown used to the ease of researching things on search engines.
To grow your business, you need to focus your marketing efforts online. Even your referrals will likely look you up online before they contact you.
Digital marketing for landscaping is the leveraging of online mediums like social media, search engines, and other internet applications to spread your brand and reach more customers. Whether you choose to focus on email marketing, search engine optimization, or optimizing your website, you are investing in digital lawn care marketing.
1. Start with Your Lawn Care Website
If you don’t have a website, it’s certain that you are missing out on a lot of new leads that your competition is sweeping up. Often, a company’s website is confirmation that they’re a legitimate business. A website acts as a business card and introductory brochure for your landscaping business. This is doubly true with a small local lawn care business that may be hard to reach on the phone.
What Does Your Lawn Care Website Tell Searchers?
When a potential customer searches for a local landscaping business online, they are looking for:
- Your name and business name
- Contact information-phone and email
- Your physical address
- What lawn care work you do (mowing, fertilizing, trimming bushes, etc.)
- Geographical areas you serve
- At least basic information about your services (products you use, what type of grass you mow, any specialties)
- What is the best time to contact you, and how long to expect you to get back to them
- Your business insurance coverage
Other useful information includes:
- Frequently asked questions (FAQ)
- Social proof – links to any online reviews you have
- Educational information – broader content on any lawn care topic, like the difference between types of grass, list of plants that grow well in your climate, how best to and when to fertilize your lawn, etc.
- History of your business
- Information about your employees
- Images and videos of you at work
- How-to videos for anything customers frequently ask
2. Digital Networking and Backlinks
Just like your referral system offline, you can have a digital network to refer leads online. The best way to start this process is to leverage relationships you have with your vendors and related businesses. You can trade with another business in return for a backlink to your website. For instance, your vendor can add a link on their website to your website. In return, you can do the same or offer a free lawn care service.
Backlinks from relevant businesses add authority to your website. If these businesses support your work, that is one reason to trust you.
You can also ask customers to review your lawn care company on industry or local review sites. Those reviews have two benefits-social proof and a link to your website. Social proof is proof that a person who has experience with you believes your company is trustworthy and reliable.
3. Local Search for Lawn Care Marketing
Since your lawn care service is a local business, one of your primary goals for search engine optimization (SEO) should be local search. Local search is the search engine results page (SERP) you get when looking for a local company, a local landscaper “near me”.
You want to be at the top of the list. A best practice to get listed on local search is by having local information on your website, including your physical address and local areas you serve.
Social Media Marketing
Social media profiles and posts appear as results in local search. You can set up social media accounts for free, and complete a basic listing in very little time. Many social media sites allow text, image, or video posts. If you upload videos to YouTube, you can also share them on any social media site and your website free of charge.
Facebook might be an excellent platform for business promotion too. Thanks to automation such as CUCOMM, you can automatically send bulk messages to users with any information you need. This can significantly aid in attracting customers and you will be able to spend time on more constructive activities for business.
Google often has Featured Snippets called Local Packs at the top of local listings. Other snippets you might appear in are Top Stories, Video, Organization, Product Markups, and Google Maps. You can find a recent list of all the snippet types here.
4. Optimizing for Mobile Devices with Video Marketing
With smartphones becoming more sophisticated, the number of users continues to grow. And those users use their phones for everything. Three main uses are:
- Searching for the answer to a question
- Looking for a local business location
- Taking and uploading videos
Video has become so popular for smartphone users that social media sites are adding video capabilities all the time. And we’re not talking about video masterpieces. The most popular videos are less than a minute long taken with somebody’s smartphone. It’s so easy to pull your phone out of your pocket and take a quick video while you’re working on a lawn care project.
Next, you can upload it to any website you wish and share it with your followers on YouTube, TikTok, Twitter, your email list, or even on your own website.