If you're running a lawn care or landscaping company that's still working its way up to that coveted $1 million revenue mark, you might feel stuck between where you are and where you want to be.
You know you need to grow, but how do you do that effectively when your marketing budget is limited?
Hi, I'm Chad Diller, the President of Landscape Leadership®. I've seen many businesses at your stage, and I understand the challenges you face. Chris Heiler, our founder, has also been there. In fact, we started at companies in this industry, not as a green industry marketing agency.
While our agency typically works with clients generating $2 million or more annually, that doesn't mean we can't share valuable insights to help you reach that next level.
Chris and I spent some time unpacking our best tips in this podcast. We also have it packaged in an article below. Enjoy!
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This article below is designed to provide actionable steps for companies like yours.
We'll break it down into two key phases, focusing first on the foundational elements you need to get right and then exploring more advanced marketing strategies as your business scales.
Phase 1: Laying a Solid Foundation
Before you dive into marketing tactics, it's crucial to build a strong foundation. This involves refining your brand identity, understanding your positioning, and making sure you’re set up for long-term success.
Brand Identity and Positioning: Get It Right Early
Choose the right name. Your company name should clearly reflect your core service. If you’re a lawn care company, don’t dilute your brand by adding too many unrelated services into the name.
Get your visual branding in a good place. Invest in a professional logo, choose a color scheme, and develop a consistent brand style guide. This will ensure that every piece of marketing material you create looks cohesive and professional.
[RELATED ARTICLE: The Importance of a Brand Style Guide]
Positioning Strategy
Clearly define what services you offer, who your ideal customers are, and the geographic areas you serve. Avoid trying to be everything to everyone; instead, focus on excelling in a niche.
[RELATED ARTICLE: Positioning & the Fear of Missing Out]
Collect and Utilize Customer Data
Build your email list. Start collecting email addresses from every client and prospect.
This can take time, but it’s essential for future marketing efforts, especially as email marketing becomes a key tool in your arsenal.
[RELATED ARTICLE: The 7 Deadly Sins of Email Marketing]
Maximize Your Online Presence
Claim and optimize your Google Business Profile listing. Make sure your business is easily found online by filling out your profile and actively managing customer reviews.
Invest in Vehicle Wraps
Your vehicles are moving billboards. Ensure they are professionally wrapped with your branding.
Image Source: Lawn Buddies
This not only builds brand awareness but also gives your business a polished, trustworthy appearance.
[RELATED READING: Wrapping Lawn Care & Landscaping Vehicles - Ideas, Costs, & More ]
Use Yard Signs
Low-cost but effective, yard signs are a great way to advertise in neighborhoods where you’re already working. Make them clean, professional, and easy to read.
Establish a Formal Referral Program
Word-of-mouth is powerful, but it’s even more effective when you formalize the process.
Image Source: KD Landscape
Create a structured referral program and make sure your clients know how they can benefit from sending new business your way.
[RELATED READING: Customer Referral Programs - Tips & Examples]
Build a High-Quality Website
Your website is often the first interaction potential customers have with your business.
Spend at least $10,000 to create a professional, easy-to-navigate website that showcases your services and makes it easy for visitors to contact you.
[RELATED READING: Understanding Lawn Care & Landscaping Website Costs]
Engage in Your Community
As a smaller company, your involvement in the local community can significantly boost your visibility.
Attend local events, join associations, and network with other business owners.
Phase 2: Scaling Your Marketing Efforts
Once you've nailed the basics, it's time to scale up your marketing efforts. This phase might begin in your second year or further down the road, depending on how quickly you’ve tackled Phase 1.
Invest in Professional Photography
Poor-quality photos can detract from even the best work. Hire a professional photographer to capture your projects and interactions with clients.
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Image Source: Monarch Landscape Management
This investment will make a significant difference in how potential clients perceive your business.
[RELATED READING: 3 Ingredients for a Successful Photography Shoot]
Explore Direct Mail Campaigns
Direct mail can be particularly effective for services that have a sense of urgency, such as lawn care or pest control.
Start with a well-targeted campaign to introduce your brand to local homeowners.
[RELATED READING: 5 Reasons Why Your Mailers & Ads Don't Work]]
Develop Print Assets
As your team grows, provide them with professional print materials that can be left with prospects.
This could include brochures, door hangers, or leave-behind pieces that reinforce your brand.
Begin Content Marketing
At this stage, consider developing a content marketing strategy.
Blogging about local topics, tips, and industry news can help improve your search engine rankings and establish your business as an authority in your area.
[RELATED READING: 5 Common Landscaping Content Marketing Blunders]
What to Avoid: Common Marketing Pitfalls
As you're building your marketing strategy, it's important to avoid common pitfalls that can drain your budget without delivering significant results.
Avoid: Home Shows and Trade Shows
Unless you can clearly demonstrate that these events generate new business, they are often not worth the investment for a company of your size.
Avoid: Shady SEO Companies
Many businesses spend money on SEO services without understanding what they’re getting in return.
If your website isn’t optimized or well-constructed, paying for SEO might be a waste.
[RELATED VIDEO SERIES: SEO for Lawn Care & Landscaping Companies]
Avoid: Overcommitting to Social Media
While social media can be beneficial, it shouldn’t take up too much of your time or budget in the early stages, especially if you’re not seeing a return on investment.
[RELATED READING: 6 Time Saving Tips for Social Media]
Pay-Per-Click Advertising
Pay-per-click can be effective for some services, but it’s easy to overspend. Focus on foundational marketing efforts before diving into paid ads.
[RELATED VIDEO SERIES: PPC Ads for Lawn Care & Landscaping]
Low-Quality Content Creation
Avoid amateur video and blogging. Poorly produced content can do more harm than good.
If you’re going to invest in content, make sure it’s done well, or hold off until you can afford to do it right.
[RELATED READING: From Green to Screen: Mastering Landscaping Video Production]
Final Thoughts: Growing at Your Own Pace
As you work through these phases, remember that growth is a step-by-step process.
Don’t rush to hire a lawn care or landscaping marketing team until you’ve laid the groundwork. Over time, you can start to offload some of the tasks to professionals, but in the early stages, it’s crucial to keep control and focus on the basics.
If you find yourself at a crossroads, unsure of whether to hire a salesperson or invest in more marketing, it’s likely a sign that you’re ready to take your business to the next level. By following these steps, you'll be well on your way to breaking the $1 million mark and setting your company up for sustainable growth.
I hope these resources have been helpful. If you have any questions or need further advice, subscribe to our blog or connect with us on LinkedIn. And when you've passed that $2M mark and need to find a marketing partner, reach out to request a consultation.
