Although we are still in the midst of Covid-19, and many of us remain in lockdown, restriction measures are slowly being lifted. So now is perfect time to think about generating enquiries for the summer. Here are six steps to attract landscaping customers from, Paula Warman at The Landscape Circle.
- Get clear on your avatars. Look at your ideal clients – their interests, likes, income, and property. Be clear on who your ideal client would be and adapt your marketing message to suit them. Be as specific as possible to get your message talking directly to them.
- Plan! Have a marketing plan and schedule all your activities to this plan. Map out your social posts, blogs, website updates, gallery image updates, any sales you want to run. Schedule activities that occur regularly and then add activities that are more on an ad hoc basis – for example a winter offer, email campaigns or a launch of a new service or product. Write everything into a calendar to timeframes that suit your business. Then utilise free social media schedulers and automated customer relationship management (CRM) systems that will make this easier for you to implement.
- Paid advertising. This is the quickest way to get leads into your business. The key here is to focus on your avatar when you are crafting the advert and choosing the platform to advertise on. There are loads of social platforms to choose from as well as Google Ads and the more traditional methods of print advertising. Look at the platforms audience and relate back to your client avatar before spending your hard-earned cash.
- Organic search. This is when customers search for specific terms and your business is shown on the results (mostly on Google search). Make sure that Google Analytics is active on your site so you can track how many users are visiting your website, where they are coming from and if they are converting. Ensure that the pages on your website talk directly to your ideal client and all pages of your site has relevant keywords and search terms they are using throughout the copy. If you are running an advert, make sure it is directed to the right page on your website that is the most relevant to the advert message. Do NOT send every ad to your home page.
- Track your marketing. This is key in order to keep track of what marketing strategies are working (so you can do more of it) and what isn’t working so you can tweak, amend or stop. If you don’t track your marketing efforts, you could end up spending money on things that are not working for you. In addition, you need to track return on investment (ROI). What do your leads/enquiries cost? What is the cost of a sale? What is the average sale value and lifetime customer worth? These are the important numbers to track in relation to marketing spend.
- Consistency. This is really about being consistent with your marketing. Choose one campaign or marketing avenue (e.g. Facebook ad) and run for 90 days to see a true response rate and reflection of its success. If using a social media platform(s) then consistently posting content is key along with engaging with followers and commenting and liking other posts.
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