Cooks in the Kitchen & Landscaping Marketing Success

I spent much of my early working years in restaurants. From washing dishes, cooking, and waiting tables, I saw some pretty crazy things, including fist fights in the kitchen.
The spectrum of organizational success was staggering. Some kitchens operated as well-oiled machines and others were a total shit show. The phrase “too many cooks in the kitchen” has a deeper meaning to me.
It really reminds me of how green industry companies approach their lawn care and landscaping marketing. In a successful kitchen, you need a team, each doing a great job based on their particular skill set. Someone needs to lead. Others tend to specific details. There is a flow. There are tested processes people follow. But how do you pull this off well at your organization?
While hiring a landscaping or lawn care marketing agency is a great first step, involving your team in the process adds another layer of effectiveness.
The question is: who from your team should be involved, and how do you ensure the collaboration is productive?
Today, I’m going to share some tips to answer those questions and build your internal team.
Top Image Source: KD Landscape
Marketing Strategy & Administrative Roles
At the core of any successful marketing strategy is a strategic leader. Most lawn care and landscaping company owners have little to no experience at creating an effective, comprehensive marketing strategy. This is why they find partners to spearhead their efforts.
A great landscaping and lawn care marketing agency will know how to bring out the best in your team whether it’s two or ten people involved.
However, your ownership should always be involved with high-level strategy. These individuals ensure the marketing plan aligns with overall business goals and sets the tone for execution.
The owner doesn’t need to carry the burden alone. Bringing in a trusted administrator or sales manager can offload tasks such as organizing files, managing logistics, and pulling customer lists—freeing the owner to focus on strategy.
Image Source: Rob Reindl, from Oasis Turf & Tree, leads effectively by involving his VP of sales, technicians, and others in various marketing initiatives we execute for him.
Having at least one or two people in these strategic and administrative roles is essential for effective collaboration with your marketing agency. These roles act as the bridge between your team and the agency, ensuring seamless communication and execution.
[RELATED READING: When to Hire In-House Marketing Help -and, How Much to Pay]
Leveraging Subject Matter Experts
Subject matter experts (SMEs) bring a wealth of knowledge to the table, especially in technical areas like irrigation, hardscaping, or pest control.
For example, your irrigation manager could provide detailed insights about the latest eco-friendly practices, while a landscape designer might contribute ideas for showcasing design trends.
Image Source: CEO, Krisjan Berzins from Kingstowne Lawn & Landscape, relies on specialized experts such as landscape designer, Alan Macbeth, to ensure well-rounded perspective is applied when needed.
If you’re a smaller company, you might wear the SME hat yourself. In larger organizations, don’t hesitate to tap into your team’s deep well of expertise. Featuring diverse voices in your marketing materials not only adds credibility but also engages your audience with authentic, informative content.
Choosing the Right Team Members
Selecting the right people to contribute to lawn care and landscaping marketing efforts is crucial. While it’s tempting to involve everyone, too many cooks in the kitchen can lead to inefficiencies and decision fatigue.
Instead, identify individuals who:
- Have a clear understanding of the company’s goals.
- Are enthusiastic about participating in the process.
- Can manage their involvement without neglecting their primary responsibilities.
For instance, an operations manager could make sure that properties are ready for a video or photoshoot, an admin could buy the props and ensure everything runs smoothly, and an account manager might reach out to clients to get them to participate.
Image Source: Michael Tomaino, Head Gardener at Landcrafters Florida, delegates various project aspects to his team to ensure their photo and video shoots are a success.
The key is to delegate tasks to the right people without overloading them or micromanaging the process.
Collaboration Creates Investment
When your team is involved in the landscaping or lawn care marketing process, they’re more likely to feel a sense of ownership and pride. This investment can lead to a deeper commitment to the overall success of your campaigns.
Each team member offers a unique perspective—whether it’s insights from the field, client feedback, or technical expertise—that enriches your marketing strategy.
Image Source: Jack Moore, President & CEO of Grassperson Lawn & Landscape, has regular discussions with his team which often provides a unique opportunity for content marketing assets.
For example, a salesperson might highlight frequently asked customer questions, which can inspire valuable blog topics to leverage during the sales and marketing process. Meanwhile, a crew leader could help capture some before and process images that you can use in a future case study article.
Balancing Involvement With Efficiency
Finding the right balance between team involvement and efficiency is critical. While collaboration fosters creativity and investment, too many voices can lead to slow decision-making and frustration.
Aim to involve two or three key individuals for consolidated feedback. This approach streamlines communication with your marketing agency and avoids the chaos of managing input from a larger group. If additional team members have ideas, hold internal meetings to filter and organize their suggestions before presenting them to your lawn care or landscaping marketing agency.
Image Source: Marion Delano, Director of Technology & Marketing at Level Green Landscaping, does a great job at running point on all campaigns and leaning on multiple team members for additional perspective.
The Role of Leadership
Every successful marketing effort needs a clear decision-maker to lead the charge. This person, often the owner or a senior manager, serves as the final authority on which ideas move forward and how resources are allocated.
To ensure a smooth process:
- Set expectations early. Team members should understand that not every idea will be implemented, but their contributions are valued.
- Trust the process. Encourage your team to rely on the expertise of your marketing agency while offering constructive input.
- Keep the team focused. Avoid getting sidetracked by unnecessary details or overanalyzing minor elements.
Setting Expectations and Deadlines
Marketing campaigns thrive on momentum, and deadlines are essential to maintaining it. Your landscaping and lawn care marketing agency will set timelines for reviews and feedback, and it’s important to honor these deadlines. Delayed input can stall the entire process, leading to missed opportunities.
Image Source: Brent Ackors from Green Ackors Landscaping & Irrigation sets clear expectations with his team, driving home the importance of them all hitting their deadlines for campaigns.
To avoid confusion, involve key team members early in the planning stages and provide them with summaries of major decisions. This ensures they understand the direction of the campaign and can offer informed feedback without revisiting settled matters.
Streamlining Collaboration with Tools
Using collaboration tools can simplify communication and keep everyone organized. We use platforms like Google Docs which allow team members to suggest edits and add comments in real time. Likewise, project management tools like Basecamp keep tasks, deadlines, and discussions in one centralized location.
By leveraging these tools, you can:
- Reduce the back-and-forth of email chains.
- Keep all project-related materials accessible to everyone involved.
- Ensure feedback is clear, concise, and actionable.
A Recipe for Landscaping and Lawn Care Marketing Success
Working with partners and team members has the potential to leave a bad taste in your mouth. Or, it can be a memorable experience that people talk favorably about for years to come. It all comes down to how you approach your growth strategy and campaigns.
Image Source: Paul Welborn, owner of Lawn & Pest Solutions, keeps his team informed about various marketing initiatives and gives them opportunities to collaborate throughout the year.
By thoughtfully selecting team members, fostering collaboration, and balancing input with efficiency, you create a marketing strategy that reflects the expertise and passion of your entire company.
With a clear leader, streamlined processes, and the right tools, your marketing efforts can bloom into something extraordinary. Whether you’re showcasing stunning landscapes, sharing insider knowledge, or telling your company’s story, the involvement of your team is the secret ingredient to success.
Would you like to learn more about elements to an effective landscaping or lawn care marketing strategy? If so, join over 5,000 of your green industry peers and subscribe to our blog. If you're ready to collaborate with a partner who has worked with dozens of internal marketing teams, feel free to request a consultation.