Marketing & Sales Insight for the Lawn & Landscape Industry

Video Series:  Killer Lawn Care Marketing Ideas

Chad Diller

I've gotta say...I really love working with lawn care companies.

Maybe it's due to the fact that for eight years, I treated thousands of lawns.

Maybe it was due to the fact that this type of work seemed to be the easiest service for me to sell at my 7-year stint as a salesperson at a full-service lawn and landscape company. 

Or possibly it was the thrill I felt figuring out new ways to market lawn care services to add thousands of new lawn care customers each year. 

Whatever the case, it's a rush. But, I get as equally frustrated when I see lawn care companies trying to do their best but failing or getting lackluster results.

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Video Series:  PPC Google Ads for Lawn Care and Landscaping Companies

Chad Diller

Over the years, lawn care and landscaping companies have asked us a LOT of questions about various advertising mediums.

But the one that seems to come up the most often (with skepticism and criticism) is Google Ads (also referred to as PPC, Pay Per Click, or Google Adwords.

 

Do you find yourself at one of these places?

  • You're contemplating using Google Ads for lawn care or landscaping leads
  • You did your own Pay Per Click in the past but weren't that impressed
  • You hired a marketing agency to place PPC ads for lawn care or landscaping lead generation
  • You've grown your business without this advertising medium but are always looking for ways to land new customers

Well, I am assuming most (if not all) of you fit into one of those categories. If so, I've got something special for you. Over the past month, I've taken this complicated (and most often very boring) topic and created a series of videos for you. 

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Okay, MAYBE Pay Per Click (PPC) Can Work for Lawn Care Companies (A Recent Update)

Chad Diller

Roll back the calendar...it’s 2016. I’ve had my own frustrating experiences marketing at a $13 million lawn and landscape company and now, after coming to work at Landscape Leadership, I have realized my misfortune was a common green industry marketing epidemic.

Ask me the question, “Is Pay-Per-Click (PPC), specifically with Google Adwords, a good idea for a lawn care company?”

The answer then was, “No. Stop wasting your money.”

But...now I would say, “Maybe…” Let me explain why.

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5 Reasons Your Lawn Care & Landscaping Mailers and Print Ads “Don’t Work”

Chad Diller

“Yeah, we tried postcards and mailers and they didn’t work. Oh, and we spent all this money to put ads in this magazine and that was a bust too.”

I get it. I managed an annual marketing budget of over $300,000 for many years for a full-service lawn and landscape company and tried all sorts of mailers and ads. Unfortunately, it’s a lot of trial and error.

But, I may be able to spare you some frustration. After all, if you’re dropping tens of thousands of dollars each year on lawn care and landscaping mailers or advertisements, you should be able to achieve and measure success, right?

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3 Ingredients for a Perfect Lawn Care or Landscaping Photography Shoot

Chad Diller

Purchase our entire collection of Green Ways comics on Amazon

Just as photography has the potential for a positive reaction, it also carries the tremendous capacity to leave a very bad taste in your mouth. As our friends at Greenbelt Outdoor Services in this week’s Green Ways comic are realizing, what they expected is not what they got. It’s like when a cook substitutes, miscalculates or completely omits an ingredient. Yuck!

The old saying of, “A picture’s worth a thousand words”, definitely holds true. If you’ve been following our content for some time, you’ve heard us advocating for the value of professional photography for marketing landscaping, lawn care, and tree services.

But your picture’s “thousand words” are going to come across as  bitter, dry, flat chocolate cake if you leave out the necessary ingredients or don’t execute them in a specific manner.

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Landscaping Portfolio Pictures Worth a Thousand Words & Millions of Dollars

Chad Diller

This article originally appeared in Turf Magazine, where Chad writes a monthly column offering sales and marketing tips for lawn care and landsape companies.

Our society is bombarded with images. In the 1970’s, the average American saw 500 advertisements a day. In 2017, that number has increased tenfold. And that’s merely commercial advertisements, not to mention all the cat pics and selfies.

Our brains can only absorb so much. In order to prioritize limited memory space, information is subconsciously sorted and many of these images are discarded.

The old saying goes that “a picture’s worth a thousand words”. But when a prospective client sees your company’s images, will the first word in their brain be “Meh...”, triggering the mental garbage disposal?

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Some Thoughts On Your Annual Marketing Budget (or, Why I'd Like You to Spend More Money)

Chris Heiler

Purchase our entire collection of Green Ways comics on Amazon

'Tis the season for budgeting.

You have started... right?

Here's a question you might ponder during the budgeting process:

"Why should we spend money on marketing when we have all the work we can handle?"

This is actually a common objection raised in conversation with business owners, especially when the economy is doing well.

I'll respond to this with a few questions of my own.

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See How Easily You Can Use These 5 Elements of Storytelling to Sell More Work

Chris Heiler

No one connects with their audience better than Hollywood. They do it with a formulaic storytelling framework that keeps our squirrel brains (and butts) in our seats for 90+ minutes.

You can use this same proven framework to develop effective messaging for your lawn and landscaping company. Your "script" will influence the following:

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How Hollywood Can Help You Defeat the Curse of Knowledge Haunting Your Business

Chris Heiler

Purchase our entire collection of Green Ways comics on Amazon

Can you sympathize with Jake in this latest Green Ways comic? I sure can. I've faced the same blank stares you have when trying to explain what it is we do for our customers.

What Jake – and all of us – suffer from is a "curse of knowledge": We assume that other people know the same things we know. Therefore, this cognitive bias causes us to believe that people understand us a lot better than they actually do.

Our lack of clarity in our messaging is confusing prospects and customers, which ultimately leads to lost opportunities.

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How Client Feedback Can Catapult You Into Stardom

Chad Diller

This article was originally published in Turf Magazine, where Chad writes a monthly column about sales and marketing tips for landscaping and lawn care companies.

Your company and its team have a loyal following. In fact, you get constantly reminded of it through e-mails, handwritten notes, raving reviews, and kind words every day. On tough days it’s just the encouragement you need to keep your head up.

There’s only one problem—you’re realizing not enough people know you. Your lawn care or landscaping company’s reputation is almost as obscure as a D-List celebrity. Some people may have heard of you, but most of the public has no clue just how wonderful you are. But with the right representation, you could have a crowd of raving fans ready to follow you anywhere you go, even if they’ve not yet done business with you.

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