Social Media: The Embarrassing Gap in Your Green Industry Marketing

Maybe you’ve tried to get serious about social media before.

• You posted on your own, but you got busy and dropped the ball.
• You begged your team to pitch in. They had other priorities.
• You hired a marketing agency. They missed the mark. 

Sound familiar?  You’re not alone. I’ve talked to hundreds of company owners in the green industry. It often becomes the one marketing initiative that never gets done—or never gets done well.

At Landscape Leadership®, we’ve intentionally held back from offering social media management. Not because it wasn’t important, but because we weren’t willing to do it in a half-ass manner. 

Until now…

We’ve spent years refining the right systems, tools, and processes to support this offering at a high level. And most importantly, we waited until we had the right people to lead it.

The Team Behind Our Green Industry Social Media Strategy

It’s all about WHO is doing your marketing. That’s make it or break it. I’ve heard too many horror stories about the “marketing experts” who were slinging out slop content to social channels of green industry brands. 

I (Chad Diller, CEO) have always loved creating social media content. I pioneered it in 2010 at the full-service landscape company I used to work at.

And it was nice to be recognized among the Top 25 social media accounts in the green industry (thanks, Lawn & Landscape Magazine!)

I have always believed that the goal of social media is to:

• Become a thought leader (often saying things no one else is, or dares to)
• Be a friendly teacher (giving away tips and tricks for free to better the green industry)
• Connect with green industry leaders (to learn a lot from them, too.)

We’re at the point in our agency’s lifespan where we hire for the skills our team needs to reach the next level.

For the past 18 months, I’ve been looking for the right person to develop this new department and service offering at Landscape Leadership®. 

Meet Scot Leonard, our in-house Multi-Media Producer.

I have personally known Scot for four years. We’ve worked on many video projects together at our church. He’s been a fun complement to my skills, humor, and perspective. 

Fast forward years later…I asked Scot to join our team, and we’re excited to have him. 

Scot leads the strategic and creative direction of our social media service. He’s helped grow social profiles to hundreds of thousands of followers and has a strong background in video production, podcast editing, and strategic planning.

Scot also oversees the strategy and creative direction for all of our photo and video projects. While we have a talented production team behind the camera, Scot ensures that every piece of content is purpose-built to reflect our clients’ brands, engage their audience, and drive their goals forward.

I am personally mentoring Scot, continuously downloading decades of practical experience in the green industry. 

Scot also has daily conversations with our team and clients. It’s baptism by fire, and he’s catching on extremely fast. Plus, we’re thrilled about what he’s been teaching our team about his expertise in social media strategy.

It’s time for a new level of green industry social media content!

Built to Solve Real-World Frustrations

• “We meant to create content, but never got around to it.”
• “We did it for a while—then got inconsistent.”
• “Our last agency didn’t get our industry… and made us look like everyone else.”
• “We had to lead everything. They weren’t proactive.”

You’ve likely said some version of these things yourself. And we’ve listened.

Our social media service is designed specifically for mid-sized companies doing $2M+ in revenue—companies that need strategy, execution, and content creation all in one place.

(Check out this example of a "talking head" Reel we created for Lawn & Pest Solutions - we've been managing their social media since mid-2025.)

We’re also limiting capacity to work with fewer clients, in a deeper manner. We’d rather focus on the quality than the quantity of green industry brands.

The Problems We’re Solving

1. Marketing Agencies That Don't Understand the Green Industry

Most marketing firms don’t know what it’s like to actually work in this field or how to speak to your ideal customers. 

That leads to watered-down content, irrelevant messaging, and too much of your time spent explaining the basics.

We’re different. The majority of our team members came from the green industry themselves, serving as account managers, operations managers, and client-facing team members at lawn care and landscaping companies. They’ve walked job sites, managed crews, and worked with demanding property managers firsthand.

Other team members have many years of experience driving winning marketing strategies at lawn and landscape companies. 

You won’t need to waste time trying to teach us about the green industry. We already speak your language and have practical experience knowing what your clients want.

And behind the scenes, it's like constant college-level courses here exploring all the green, nerdy things that go on in your businesses. We don't just focus on honing our team's marketing chops. We spend time teaching them about all of the intricacies of turf care, landscape design, maintenance, irrigation, pest control, you name it!

2. Internal Social Media Efforts That Fizzle Out

You start with energy and good intentions. But social media doesn’t run itself. Teams get busy. Content feels repetitive. And before long, your feed looks neglected—or worse, amateurish.

We bring the consistency, strategy, and creative horsepower needed to make your social media presence a real asset, not an afterthought.

(Check out this Reel we created for Landcrafters Florida - we've been managing their social media since mid-2025).

Our Solution: A Strategy-First, Execution-Focused Approach

1. Defining a Unique Voice &  Honoring Goals

No two green industry companies should sound the same. We define your tone, visual style, and positioning through interviews, brand discovery sessions, and our deep knowledge of the industry.

We also anchor every piece of content to your business goals.

(Check out this Reel we created for Outback Landscape - we've managed their social media since early 2025).

Want to win more design-build projects? Hire more lawn care technicians? Strengthen your commercial division’s reputation? We make sure your content supports that direction.

2. We Don't Just Post, We Create Atypical Content

We don’t wait for you to send us content. We come to you with a plan—and a full production team.

Our in-house media crew captures video and photo assets with social media in mind. That means each shoot feeds a full content calendar, not just a couple of one-off clips.

You’ll get a blend of 8–30 custom posts per month (based on your goals and budget), which may include:

• Image-text posts with high-quality visuals and strategic captions
• Talking-head videos layered with footage we’ve captured at your customer locations
• Sizzle reels that showcase outcomes, not just features
• Behind-the-scenes content that builds trust and culture
• Infographics and carousels tailored for LinkedIn and Instagram
  
  

(Check out this Carousel we created for Kingstowne Lawn & Landscape, click the "play icon" to see what it looks like on a smartphone. Carousels also work great as PDFs on LinkedIn - managing their profile since mid-2025)

3. We Integrate With Your Bigger Marketing Picture

We don’t create content in a silo. Your social strategy connects with your website, blog, SEO efforts, videos, recruiting pipeline, and more.

It’s all part of the broader strategy we manage for many of our clients. Everything works together to attract and convert your ideal customers.

What Makes This Service Different

Green Industry Fluency – Our team is stacked with former landscape professionals and industry specialists. We get it—and we reflect that in every word, image, and clip.

Proactive Execution – You don’t have to lead the process. We set the strategy, produce the content, and manage the calendar.

Original Content Only – No stock photos. No cookie-cutter captions. Just high-quality, brand-specific content made for your audience.

Trackable Results – We measure engagement, website visits, and form submissions tied to social channels—so you know it's making a difference.

(Check out this image-text LinkedIn post for KD Landscape. Combining multiple images with concise text is a great way to educate your audience. Then drop a link to a full article in the comments below - we've been creating social content for them since mid-2024.)

What Social Media Is (and Isn’t)

Let’s clear up a few common misconceptions:

It’s not:

• A lead-gen machine (that’s what Google Ads is for)
• A part-time project for your office manager
• A dumping ground for before/after photos

It is:

• A brand amplifier
• A recruiting tool
• A trust-builder
• A long game that pays off when people are ready to buy

Ready to Stop Feeling Behind on Social?

You already know social media matters—but it’s hard to do well, and even harder to keep up with.

We’ve helped design-build firms, commercial maintenance companies, tree care pros, lawn care companies, and pest control brands transform their social feeds into professional, attention-grabbing brand assets.

If you’re ready to talk about what a truly strategic social presence could mean for your business, be sure to request a consultation. And if you’re not ready yet, be sure to subscribe to our blog for more regular tips.