Have you recently started a landscaping business but are not quite sure how to draw attention to it? Here is a handy guide to help market your company and services.
The best ways to market a landscape business include:
- Engage in social media
- Invest in branded materials
- Purchase leads
- Consider paid advertising campaigns
- Become active in the community
- Attend trade shows
Marketing your business may seem overwhelming at first, but with some time and dedication, it can be well worth the investment. Read on for details about how to make your marketing strategy a reality and boost the popularity of your landscaping business.
Engage in social media
Social media is one of the best marketing tools available to businesses. It is free and easy to use, and most people have access to it. It may only take minutes to set up social media profiles for your landscaping business and connecting with family and friends will allow them to share your company’s profile.
As the most popular and widely used social media platform, Facebook is a must-have for your marketing strategy. Some businesses use Facebook as their company website, cutting the costs and time of maintaining an actual website. This may be a good option for your landscaping business if you are just starting.
Facebook allows your business page to include all the basics of a personal profile: photos, posts, about me section, and profile pictures. Ideally, your profile picture should showcase your brand logo. You can use the photo album feature to include a portfolio of your landscaping work and create posts about your business or discounts that you may offer.
Instagram is another free social media platform with high user engagement. This app differs from Facebook in that it is driven by picture and video content. Post regular photos of your recent work or add video clips of lawn care advice. The key to connecting with your audience on Instagram is regular content creation. Don’t forget to follow and request follows from your existing clients, family, and friends!
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Angi (formerly Angie’s List)
Another must-have for your marketing toolbox is Angi. This site is a go-to for homeowners looking for home improvement services, including landscaping. Users can search by zip code, making your business visible to those in your community. Clients can also leave reviews and feedback, which can help drive new customers to your business.
Invest in branded materials
Make your landscaping business stand out with a company brand and logo. Your logo should be unique to your company and industry so that clients can easily identify who you are and what you do. Branded materials provide information about your company and services, and boost brand recognition by potential clients.
Printed materials: flyers, business cards, brochures
Have you ever gone out to lunch and seen a bulletin board full of business cards and flyers? That’s essentially free marketing with printed materials! It is good practice to have a business card or informational brochure on hand, in case people are interested in your company.
You can design and print your business materials using websites like Canva or software such as Adobe.
Branded clothing and products
Many custom printing shops offer branded clothing and products for your business. Try creating some shirts with your landscaping business name and logo, then have your employees wear them while they work. Don’t forget to include a phone number or other form of contact!
Consider purchasing company pens, magnets, calendars, and more to hand out to potential clients. People generally appreciate free items, and you will be able to capture their attention.
Branded truck and trailer
Wrapping your truck or trailer in your company logo can be more costly than other branded materials. Estimates range from $1,500 to $5,000 to brand your vehicle. However, it could pay off, since you will be promoting your business every time you hop in the driver’s seat.
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Purchase leads
Many companies provide landscaping leads for a fee. A simple search will show you many different companies that offer leads, so be sure to choose a few options and compare costs before signing up with a service.
Cold calling and texting
Once you have a reliable list of phone numbers, you can cold call potential clients. Cold calling is contacting a person who did not sign up for or request information about a service. Some people may request to be placed on a “do not call” list but don’t let that discourage you. You should have a written script ready so you can quickly and efficiently introduce your brand and services to each potential client.
Even with a list of cell phone numbers, cold texting is illegal, so be careful. While you cannot text potential clients, it is helpful to existing clients to have a text messaging option. Being texting savvy will accommodate clients who prefer a low-contact form of communication.
Like cold texting, it is illegal to send email marketing to people who have not provided you with their email addresses. There are a few workarounds to obtaining email addresses. You can provide a sign-up sheet at local events or trade shows asking for potential client email addresses. Another option is to ask for email addresses via social media, creating opt-in promotions, or during a cold call. The key here is obtaining permission from the client.
Direct mail
You can use your branded flyers and brochures in a direct mail campaign, where your business information is mailed directly to potential clients’ homes. Consider offering a promotion or discount for your services, giving homeowners a good reason to contact your landscaping company.
Consider paid advertising campaigns
If you have a substantial amount of funding set aside for marketing, consider investing in paid advertising. You can expand your customer reach via television commercials, radio commercials, and web advertising.
Television
Small businesses can benefit from advertising on local television stations or local news programming. While you can reach many people in your community, it is costly to purchase television ad space. Additionally, you will need to create a commercial, which will require additional investment of time and money.
Radio
Radio ad reach depends on where you live, but since it is local, it could be beneficial to your marketing strategy. Check out this extensive list of radio ad markets and costs across the United States to get a better idea of radio advertising costs and impact.
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Web
Web or digital ads can be purchased via social media or through a media marketing company. Social media ad campaigns can be set up by the user or business owner and allow you to target your audience based on demographics such as location, income level, and age.
Local media companies can help you set up a digital ad campaign, or you can try to do it yourself. However, if you have limited web knowledge, you may need to hire an expert. Other options for web advertising include pay-per-click campaigns via search engines such as Google or requesting ad banners on local business and media websites.
Become active in the community
One of the best ways to draw attention to your landscape business is to interact with the community that you serve. Talking with people assures them that your company provides good quality, reliable landscaping services, turning potential clients into future customers.
Attend trade shows and local events
Securing a booth at a local event, such as a fair or farmer’s market, can be cheap and allows you to engage with the community. This is an opportunity to hand out branded material without walking door-to-door; let the people come to you. You can also have a sign-up sheet to convert interested people into leads.
Trade shows, such as homeowners shows, place your company in front of your target audience. The costs for booths at these events will vary depending on the venue, industry, and vendor competition.
Canvassing
Canvassing, or door-to-door marketing, requires stamina and confidence. It’s old-fashioned, grassroots marketing but it can be effective. Just be sure to pay attention to “No Soliciting” signs when knocking on doors. Talking to people face-to-face allows you to pitch your landscaping services and even point out services that will benefit the homeowner.
Word-of-mouth
Spread the word! Tell your friends and family about your landscaping business and ask them to pass along business cards to the people in their network. Marketing can be expensive, but a good referral is priceless!
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Frequently Asked Questions
How can I market my landscaping business with limited funding?
Make use of free or low-cost marketing tools, including social media, community engagement, and do-it-yourself business materials. Word-of-mouth goes a long way, so consider asking family and friends to refer your business to people they know.
What is the expected return on investment (ROI) from marketing my landscaping business?
A good ROI on marketing spend is a ratio of 5:1 – for every $1 spent advertising, you should receive $5 in sales. So, if you spend $100 on an advertising campaign, you should bring in $500 in sales. This basic formula gives you a good target for your marketing budget.
To learn more on how you can start your own landscaping business, check out my startup documents here.
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Meet Shawn Chun: Entrepreneur and Landscape Business Fan.
I’m a happy individual who happens to be an entrepreneur. I have owned several types of businesses in my life from a coffee shop to an import and export business to an online review business plus a few more and now I create online resources for those interested in starting new ventures. It’s demanding work but I love it. I do it for those passionate about their business and their goals. That’s why when I meet a landscape business owner at a job site, driving down the road or anywhere else I see myself. I know how hard the struggle is to retain clients, find good employees and keep the business growing all while trying to stay competitive.
That’s why I created Landscaping Business Boss: I want to help landscape business owners like you build a thriving business that brings you endless joy and supports your ideal lifestyle.