As a lawn maintenance professional, you understand the detail and hard work that goes into making a yard look its best. However, one thing that often gets overlooked is the need for a good marketing strategy. The marketing professionals at Insurance Canopy put together four tips that cover everything from social media marketing to the advantage of having lawn maintenance insurance.
1) Professional Business Website
Having a quality website is one of the biggest things that you can do to help build the credibility of your business. According to an article from Adweek, 81 percent of consumers are going to research a business's product or service online before they make a decision to buy.
What this means is that if you don't have a website, you might be excluded from up to 81 percent of your target customer's search process. Having a quality website that shows who you are, where you are, and what you can do is critical for a successful business.
Regular Updates and Reviews
Getting a quality website up and running is only the beginning. Once it is up, you will also want to check it regularly to ensure that it is functioning properly and that the information it contains is accurate. Having the wrong contact information or other errors will affect the way your clients perceive you and you don't want to be cast in a bad light.
Update your site regularly. One of the most common ways to do this is through a blog. Posting a new blog article, complete with images or videos, can be a powerful way to drive traffic to your site, especially when it's paired with your business's social media accounts.
2) Social Media
Believe it or not, there are still many lawn maintenance businesses that are not utilizing social media to build their customer base. In the digital age, neglecting or omitting social media is a mistake that a business can not afford to make.
Much like your website, prospective customers are often on social media sites such as Instagram and Facebook.Getting in front of them is crucial since your prospective customers might be looking for ways to improve their yard and landscape. By providing content and ideas on social sites, they might decide to choose you over one of your competitors. So what type of content should you share online?
"A picture is worth 1,000 words." As you begin to post pictures to your social accounts, you'll find that this old journalist adage is more relevant than ever. Sharing an image encourages people to engage with you and increases the likelihood that they will share it with their friends. In turn, that improves your lawn maintenance business's chances of getting referrals.
With Facebook, you have the option to share text-only posts, but if you can help it, don't do this as your post won't reach as many people as it will with an image. With Instagram, you must share either an image or a video.
If a picture is worth 1,000 words, then surely a video is worth 10,000. You don't necessarily need to have a fancy camera. Most cell phone cameras will work just fine for most of your videography needs.
To display your lawn maintenance expertise, share things such as tutorials on how to make a lawn or yard look better, how to maintain plants, perform minor fixes, and other topics that you may specialize in. Better yet, use videos to showcase before and after results of your work or just give lawn care reminders to your followers.
A quick word about hashtags. While people love to joke about how cheesy they are, they are actually a powerful search tool, especially on Instagram, Twitter and Facebook. Many people will use them to search for relevant products. For example:
- #lawncareservices has 9,000 posts
- #lawnmaintenance has 13,000 posts
- #lawnservice has 23,000 posts
Imagine how many people are searching these posts each day, month, and year? Find the ones that make the most sense for your business and try to incorporate them into your social strategy.
3) Digital Advertising
Your advertising doesn't need to look like a top dollar ad during a major football championship, but it is still important that you do it. Google makes it fairly easy to advertise plus they have tutorials and free courses to help you understand how to use their products and get the most bang for your buck. This includes how to do search result ads and the display ads that you see on websites that you visit.
Facebook also simplifies advertising. Everything from boosting a blog post to utilizing their ad network is fairly easy to use and if you have questions, Facebook is more than willing to help you.
With both of these services, and many others, you will be able to reach a more targeted market that is looking for the exact lawn maintenance business services that you offer.
4) Lawn Maintenance Insurance
It might not seem like a marketing tool, but having lawn maintenance insurance not only protects your business in the event of a liability claim, but it also increases your credibility. By having a current lawn maintenance insurance policy, you are showing your customers that you are trustworthy and a professional who understands what customers need.
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*All insurance policies have conditions, limitations and exclusions. Please refer to the policy for exact coverages.