Growing a successful landscaping business through your marketing efforts requires a very different set of skills than designing a perfect backyard, installing flagstone, or manicuring a front lawn.
In today’s digital world where online shopping is everywhere, landscaping companies must master both if they want to stand out in the competitive online marketplace.
At Intrigue, we’ve been working with landscaping businesses for over a decade. Some of the most common challenges we’ve seen when it comes to marketing are the following:
1. Low Quality Leads
Many landscaping businesses generate a fair number of leads, but the issue lies in the quality of those leads. By not having a clearly defined buyer’s persona — what we at Intrigue call an A-Client, or Awesome Client — these businesses are trying to appeal to everyone. In doing so, they run the risk of appealing to no one, or worse, of marketing to people who they may not want to work with in the first place.
2. Wasting Time On Tire Kickers
As a result of attracting unqualified leads, much of the team’s time is wasted answering queries, providing quotes, or drawing up designs for tire kickers and people who simply do not fit the company’s ideal buyer persona. To be clear, a percentage of inquiries will always be unqualified to some degree. The purpose of good marketing is to improve the ratio of qualified to unqualified prospects so as to ensure that as much of your team’s time is spent on people who are able, willing, and ready to buy from you.
One of the biggest challenges facing landscaping companies stems from the seasonality of the business, making it particularly hard to predict revenue, allocate budgets, or make hiring decisions. Luckily, there are ways to counteract the effects of seasonality and bring in additional revenue by leveraging the power of effective marketing and tapping into ecommerce opportunities.
4. Outdated Website
A website is your landscaping company’s storefront, and first impressions are everything. If your website is outdated or isn’t accurately depicting the quality of your work, chances are you’re missing out on a considerable amount of business. To remain competitive, your website needs to be mobile-friendly and keyword optimized, in addition to having compelling imagery and clear calls-to-action.
5. Wearing Too Many Hats
Between managing demands from employees, clients, and prospects, it can often seem like there’s just not enough time in the day (or month or year) to address the bigger looming questions of how to grow your business. Coming up with a plan that solves the issue of continuing to deliver great service while expanding your reach (and ideally saving you time) is any business owner’s most rewarding work.
At Intrigue, we’ve helped landscaping entrepreneurs overcome all of these challenges. If you’re experiencing some (or all) of these pain points, our Marketing Action Plan is a proven process that will help you rise above and conquer these challenges. Learn more about the MAP process here, and book your free MAP consultation today!