Whether you’re brand new to the landscape business or you’ve been around for a while, you need to figure out how to acquire landscape customers. Without them, it doesn’t matter how good you are – you’re out of business. Always remember, “hope is not a marketing plan.” Instead, consider both traditional and online means of reaching new prospects.
Traditional refers to methods that have been around for a long, long time. That includes, but is not limited to:
Postcards/direct mail: Believe it or not, many landscape industry consultants still swear by using direct mail to reach new landscape customers. Before you write them off as “dinosaurs” be sure to dig a little deeper. They have the data to back up the advice they give their clients.
Networking: It’s not what you know, it’s who you know. Networking can be an effective way of getting your name out in your community. Master networkers have said that when you receive a referral from someone in your network, you can be as much as 85% of the way to closing the deal, before they ever pick up the phone! You won’t see those kinds of numbers from the yellow pages.
Flyers/doorhangers: Again, it may seem old school but it works. There are two approaches to this. One is to identify a neighborhood you want to get more work in, and start a campaign to hit all the houses. If you prefer, you can also take a targeted approach. If you’re doing a project in a neighborhood, hit the homes immediately around your jobsite. The neighbors will have seen your trucks, seen your yard sign, and now that they have something in their hands with your contact info it’s a lot easier for them to call you for their project.
Website: Does your lawn or landscape company have a website? A well designed website is the most important part of your online presence. Your landscape business website should set the tone for your professionalism, your quality of work, and what someone can expect from the time they contact you until their project is finished. Anything else you do online, including social media, should all point back to your website.
Social media: Social media can be scary for small businesses. There are tremendous opportunities to reach more clients and grow your business, but a misstep on social media can be damaging to your company. That’s why it’s important to have a plan for your landscape business on social media:
- Pick your platforms carefully. Think about where your buyers are first. Are they using Facebook? Instagram? Snapchat? Don’t try to be everywhere because unless you have the resources for a dedicated social media person, you’ll run yourself ragged using a dozen platforms badly. On a related note, pick a platform you can use well. If you’re in the field a lot, can you set a reminder to interact with folks? Or are you better off using a scheduling platform like Hootsuite or Buffer, and scheduling everything in advance?
- Make sure your social media is reinforcing your brand’s goals! If you’re a super high end, buttoned-up company, your postings should reflect that. If you like to have fun with your clients, bring that to the table. It’s the 21st century, your clients want to know they’re working with a real person.
Once you’re reached your ideal customers, don’t let them slip away! Carry your branding and company image all the way through the sales process with your proposals. Describeit can help you do just that, creating beautiful, engaging proposals that make it easy for the client to push the BUY NOW button.