The Landscape Leadership team is back from HubSpot's Inbound 2014 annual mega-marketing event and we've got some learnings, insight and one big announcement to drop on you. I'm pumped! So let's get to it!
Inbound Marketing Blog for the Green Industry
Our Biggest Takeaways From #Inbound14, the Future of Landscape Leadership and One Big Announcement From HubSpot
Wed, Sep 17, 2014
Wed, Sep 03, 2014
The days of viewing your company website simply as an online brochure are hopefully over. A five to 10-page “online brochure” was once effective – it gave you credibility when your competitors didn’t have their own website. This is just no longer the case with a majority of your competitors now having websites.
I’m sure you would also agree that consumer habits have changed considerably over the past five to 10 years. Homeowners and property managers aren’t answering their doors or phones like they once did. They don’t want to be bothered now that they have firm control of the buying process (That’s right, you no longer have control!). According to Google’s Zero Moment of Truth study, “Shoppers today use twice as many sources to arrive at a decision and use each source almost twice as heavily as in the past”.
Herein lies the opportunity for your company. No, you can’t reach your prospects directly as easily as you once did, but, the good news is that these same prospects are in search of even more information than ever before. And you can be the company they go to for that valuable information.
As a landscape contractor, have you ever been asked by a client, "How long will it take for my ground cover to fill in?", or, "How long will it take until my trees and shrubs mature?"
As a marketing agency, we're often asked a similar question: "How long will it take before this (inbound marketing) starts working?" As in landscaping and gardening, we like to use the sleep, creep, leap analogy when describing the natural progression of inbound marketing. The cliche, "It's a marathon, not a sprint", is also appropriate.
When discussing our services with a potential client, we're always candid about what can be expected. The reality is that launching an amazing new website, an insightful company blog or an engaging Facebook Page most likely will not impact your bottom line in the first few months.
Spending time and money without immediate payoff can be frustrating. We get that. But, it's just the reality of modern day marketing, and instead of focusing on short term spending, we encourage our clients to focus on building a strong foundation that will drive bottom line results over the long term in a sustainable way.
So, how long can it take to build that foundation I referred to? How long does it take to gain traction and momentum that can truly impact your company's bottom line?
What Green Industry Companies Need to Know About Facebook Advertising (and, A Case Study From Neave Pools)
Wed, Aug 20, 2014
Have you noticed your reach on your company's Facebook page nosedive over the past several months? Trust us, it's not just your page and updates failing to reach your hard-earned fans.
Chances are your "organic reach" — the total number of people you can reach for free on Facebook by posting to your Page — has been on a sharp decline like that of the majority of Facebook pages.
This drop is no accident, as previously acknowledged by Facebook.
Digital consultancy Social@Ogilvy has expertly charted the freefall:
In 2012, Facebook famously restricted organic reach of content published from brand pages to about 16 percent. In December 2013, another round of changes reduced it even more.
By February 2014, according to a Social@Ogilvy analysis of more than 100 brand pages, organic reach hovered at 6 percent, a decline of 49 percent from peak levels in October. For large pages with more than 500,000 Likes, organic reach hit 2 percent in February. And Facebook sources were unofficially advising community managers to expect it to approach zero in the foreseeable future.Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time.
Thu, Aug 07, 2014
I've attended my fair share of green industry events.
As managing editor of Lawn & Garden Retailer and GPN magazines, I flew to California for a whole week of plant goodness at Pack Trials, traveled coast to coast for two garden center bus tours each year, and experienced Short Course, the IGC Show and other trade shows for several years.
But as wonderful as those trips were for networking, education and just plain taking in the beauty that's so easy to take for granted when you work in our industry, they couldn't hold a candle to what I experienced in July: PLANET's Renewal & Remembrance.
Tags: company news
Thu, Jul 10, 2014
What if one out of every three visitors to your company's website came directly from a mobile device like a smart phone or tablet? What would their experience be like when they get to your "front door"? Would it be intuitive and painless or a complete pain in the ass?
Again, one out of three visitors--33%.
Are you confident that your website can hold the attention and limited patience of these mobile users?
Tue, Jun 24, 2014
When we launch a new company blog for a client and publish our first (brilliant) blog post two things typically happen: First, we get a slap on the back and a “Hey, nice job!”. Second (immediately following the slap on the back), we’re posed the question, “Okay, now how the hell do we get our customers and prospects to actually read the blog?”
What question do you suppose we hear three and six months later after publishing on a weekly basis? Yeah, the same: "Now how do we get more of our customers and prospects to read our blog?"
Fair questions, right?
Thu, Jun 05, 2014
We use Basecamp to manage all our projects here at Landscape Leadership. It's the best way to keep ourselves accountable — a software we've even recommended our clients use in house to keep their team's tasks straight.
Twitter launched in 2006 and since then, the social networking platform has amassed over 230 million active users with 9,100 tweets occurring every second. (In the time you took to read the above sentence, Twitter users published 45,500 tweets!)
The online social networking site is one of the top 3 most used social platforms and businesses have caught on that being on Twitter is great for driving traffic to your business. Whether you are a B2B, B2C or even a B2G (business-to-government) company, you can generate leads through your social channels. If you'd like more information on this topic, I'd recommend reading this post from Tweak Your Biz, "Want to Drive More Website Traffic? Start Thinking Like Your Customers."
Twitter is one of the major social platforms today. Paige Worthy, Landscape Leadership’s client services director, even put Twitter near the top of the list in her “11 Need-to-Know Social Media Sites for Garden Center Retailers,” published recently in Garden Center Magazine.
Now, it gets even better with last week’s announcement of Twitter’s forthcoming redesign. Here are some of the changes coming and what they mean for your green industry business.
Bigger Picture Dimensions
Tue, Apr 15, 2014
I’m gonna drop some personal insights on you that I really want you to consider. And I encourage you to share your thoughts in the comments section below. This post will be long... Read it through! I’m sure you will disagree with some comments but at the same time I bet you’ll have some “Oh, shit” moments that you need to address in your business.