I recently had the fantastic opportunity to be a guest on "The Commercial Landscaper Podcast". Join me and host, Robert Clinkenbeard of Wilson 360, as we explore the world of video production for commercial landscaping companies.
Robert says their podcast specializes in "pure dead brilliant" ideas to help grow your landscaping business and that's what I aimed to bring in this episode. We cover topics such as:
- Brief overview of my 25-year experience in the green industry
- How video can solve a myriad of problems for commercial landscapers
- The big reasons video efforts commonly fail in the green industry
- A winning process for creating great videos
- Some of the best commercial landscaping videos Landscape Leadership® has created
- How to leverage your video investments over the coming years
The video podcast version is below. Or if you'd rather listen, check out the audio-only version.
In today’s highly competitive marketplace, having an edge in commercial landscaping marketing is essential. One of the most powerful tools to help landscaping companies stand out is video.
However, creating effective video content requires more than just capturing a few drone shots and uploading them to your commercial landscaping website. To truly leverage the power of video, you need a strategy that addresses your unique business challenges.
With 25 years of experience in the green industry and hundreds of video productions under my belt, I've seen firsthand how impactful video can be for commercial landscaping companies.
Here's how you can harness the power of video to grow your business, attract talent, and enhance your brand.
Why Video? Identify the Problems You're Solving
Many landscaping companies jump into video because they see competitors doing it. While that’s understandable, it’s important to step back and ask, "What problems are we solving?"
Video production can be costly, and without a clear purpose, it can feel like a waste of resources. Start by identifying your biggest challenges.
Strategy First, Execution Second
Before pressing record, start with a strategy. Determine the purpose of each video. Whether it’s a recruitment piece, a client testimonial, or a case study, you need to clarify your goal upfront.
Don’t try to do too much in one video.
For example, if you're showcasing your snow removal services, that’s your focus. Resist the temptation to mix in unrelated services or company history.
Check Out the Snow Contracts Video We Created for Level Green Landscaping
Your company will need dozens of videos, so keep each one focused. Start with three videos this year, and build a larger library over time.
Once the purpose is clear, the next step is developing a detailed plan.
Storyboarding, scripting, and outlining shots are essential. You should know exactly what you want from each scene, who needs to be involved, and what the location should look like. This eliminates confusion and ensures your video shoot runs smoothly.
Simplify Where You Can, But Don’t Oversimplify
Video production can seem complex, but you can simplify the process in some areas without sacrificing quality.
One approach is to create text-based videos with captions that highlight key points. This eliminates the need for voiceovers, which can sometimes cause timing issues or add extra costs.
Check Out This Caption-Style, Commercial Landscape Construction Video We Created for KD Landscape
Alternatively, you can use interview-based videos where team members or clients share their stories. This not only makes the production more authentic but also builds trust with prospective clients or recruits.
However, it’s important not to oversimplify the process. Video is more than just showing up with a camera. The location needs to look pristine, and you need contingency plans in case something goes wrong.
Get Creative with Styles
There are various styles of videos that can work for commercial landscaping companies. Here are a few to consider:
Testimonial and Case Study Videos
One of the most powerful ways to show your capabilities is through client case studies. These allow potential clients to see properties similar to theirs and hear directly from property managers about the results you’ve delivered.
Check Out This Client Testimonial Video We Created for Monarch Landscape Management
Recruitment Videos
With labor shortages plaguing the green industry, recruitment videos are key.
Use these to highlight your company culture and show potential employees the day-to-day experience of working for your company.
Check out this recruiting video we created for Yellowstone Landscape
Process Explainers
Video can also be used to explain how your company tackles specific services, such as snow removal or landscape maintenance. These videos are helpful for educating both clients and new recruits.
The Logistics of a Successful Video Shoot
Once you’ve nailed down the strategy and style, the next step is execution. Planning the logistics of a shoot requires meticulous attention to detail. You'll need to decide on site selection, get approvals, and organize the day down to the minute.
For example, if you're filming on multiple properties, you'll want to create a schedule that allows time for travel between locations. Pay attention to factors like weather conditions, ensuring the landscaping looks fresh and the equipment is clean. Even small details, like mowing schedules, can make or break a shot.
Check Out This Video We Created for LID Landscapes, Featuring Numerous Job Sites
Long-Term Value: Think of Videos As Assets
One of the biggest concerns for commercial landscapers when it comes to video is cost. Yes, video production can be expensive, but it's important to view these videos as long-term assets.
A well-produced video can be used for multiple years, across various platforms, and in different formats.
For example, if you create a video explaining your commercial landscape lighting services, it can be used on your website, in email campaigns, and as part of a social media push year after year.
Check Out This Commercial Landscape Lighting Video We Created for Mid-South Night Lights
Additionally, if you’re working with the same videographer over time, you can reuse old footage to save on costs for new videos.
Maximizing Video ROI: Where to Use Your Videos
Once your video is produced, you need to use it strategically across multiple channels. Here are a few places where your videos will make an impact:
Your Website
Service pages, case study pages, and your homepage are prime locations for videos that explain your services or showcase client success stories. You can also create a video gallery, showcasing all of the videos you've created over the years.
Here's a Sampling of the Level Green Landscaping Video Gallery. 30+ Videos and Adding More Each Year!
Email Marketing
Embedding videos in your emails can significantly boost engagement. Use them in recruitment campaigns or client updates.
Social Media
LinkedIn is a great platform for sharing video content, especially for commercial landscapers who are looking to connect with property managers and industry professionals. Encourage your team members to share videos on their profiles for greater reach.
Sales and Service Support
Videos can also help at various stages of the sales process. For example, after a new client signs a contract, a video explaining the next steps in the transition process can build confidence and set expectations.
Here's a Day in the Life of an Account Manager Video We Created for Turfscape
Video Is the Future of Landscaping Marketing
Video isn’t just a marketing tool—it’s a way to tell your company’s story, engage clients, and build your brand. Whether you're looking to recruit talent or secure new contracts, a strategic approach to video production can help you stand out in the competitive commercial landscaping market.
Remember, it’s not about creating just one video. It’s about building a video library that serves as a long-term asset for your company. With the right strategy, planning, and execution, video can transform your marketing efforts and drive significant results for years to come.
Can't get enough examples? Check out videos for commercial landscapers on this YouTube playlist.
If you love practical tips like this, subscribe to our blog. You'll get new articles delivered right to your inbox. And if you're ready for a comprehensive marketing strategy (including video) to grow your landscaping business, request a consultation with us.
