Marketing & Sales Insight for the Lawn & Landscape Industry
Have you noticed your reach on your company's Facebook page nosedive over the past several months? Trust us, it's not just your page and updates failing to reach your hard-earned fans.
Chances are your "organic reach" — the total number of people you can reach for free on Facebook by posting to your Page — has been on a sharp decline like that of the majority of Facebook pages.
This drop is no accident, as previously acknowledged by Facebook.
Digital consultancy Social@Ogilvy has expertly charted the freefall:
In 2012, Facebook famously restricted organic reach of content published from brand pages to about 16 percent. In December 2013, another round of changes reduced it even more.
By February 2014, according to a Social@Ogilvy analysis of more than 100 brand pages, organic reach hovered at 6 percent, a decline of 49 percent from peak levels in October. For large pages with more than 500,000 Likes, organic reach hit 2 percent in February. And Facebook sources were unofficially advising community managers to expect it to approach zero in the foreseeable future.Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time.
What if one out of every three visitors to your company's website came directly from a mobile device like a smart phone or tablet? What would their experience be like when they get to your "front door"? Would it be intuitive and painless or a complete pain in the ass?
Again, one out of three visitors--33%.
Are you confident that your website can hold the attention and limited patience of these mobile users?Read More
The following article originally appeared in the Jan/Feb 2014 issue of PLANET News and was written by Chris Heiler.
What if you wanted to sell your lawn care or landscaping business within the next three to five years?
This is the reality faced by two separate contractors I talked with in the past week. Each approached me about how best to get the marketing and sales side of their business in order as they close in on what they hope is a lucrative exit.
Here was my advice to them:
Over 2 1/2 years ago I wrote a blog post titled, "The Future of Search, (and, Why Google Bugs the Sh*t Out of Me)". It was a rant on how Google was too easily manipulated by black hat SEOs with too much emphasis on quantity of inbound links and keywords. My point was that it was extremely difficult for a small publisher like myself -- who is focused on a niche industry -- to rank well in search results. Quality of content didn't seem to much matter.
If you're an in-house marketer for a green industry company, social media can be a hard sell to upper management--especially if dollars are involved. Effective social media marketing requires a company-wide investment of valuable time and money into your social platforms and communities. Don't be fooled by everything you read about how social media marketing is "free" and "easy".
Each part of your inbound marketing campaign should be educational, helpful, timely, customized and consistent--in other words, lovable! With this in mind, their are five key components of a successful inbound marketing campaign that are required to generate leads and new customers and deliver a positive ROI. Here are the five steps:Read More
Every business has specific metrics that illustrate the financial success and stability of that business. Numbers like profit/loss, total revenue, accounts receivable/payable and total sales. Your business probably tracks all of these in some fashion.
Often times companies lean to either the "touchy-feely" side of marketing where the talk is all about "engaging" and "being transparent", while others lean more heavily to the self-promotional, pragmatic side where conversations revolve around ROI (see adjacent image).
While marketing dollars continue to shift away from traditional outbound marketing methods like advertising, trade shows and telemarketing, the skill sets required of in-house marketing teams lag further and further behind.
For many green industry companies, the time and resources needed to hire and train internal people on how to master inbound marketing cornerstones like SEO, content creation and email marketing do not exist. Hiring a marketing agency can be a logical next step.