Before and After: The Impact of New Marketing Strategies on Father Nature Landscapes
By Matt McQuade
Nestled in Tacoma, Washington, Chris Scheer leads the helm at Father Nature Landscapes, a reputable landscape company offering landscape design, construction, and consulting services. Here’s how he broadened the horizons of Father Nature’s upscale landscaping solutions, revamped their online strategy to resonate with a niche audience owning estates, cottages, and second homes, and achieved a remarkable feat of garnering 384 leads, with an average cost of $117 per lead.
The Backstory
Father Nature Landscapes shines as a beacon of green innovation and eco-friendliness, all thanks to Chris Scheer’s passionate and forward-thinking direction. Offering everything from cutting-edge landscape designs to attentive upkeep, Father Nature Landscapes has made its mark by creating outdoor spaces that not only look gorgeous but are good for the planet too. Chris, ever the dreamer and doer, is not one to rest on his laurels. In 2022, he was looking for ways to push the boundaries and take Father Nature Landscapes to even greater heights, especially as the economic landscape became tougher.
Introduction to Intrigue
Chris had grown accustomed to the monotony of sorting through his inbox, purging countless emails from marketing firms vying for his attention. But amidst the clutter, one message stood out. It posed a simple question: “Interested in discussing growth for Father Nature Landscapes and exploring your competitors’ strategies?” It couldn’t have arrived at a more opportune moment. Intrigued, Chris embarked on his journey with Rob Murray and the Intrigue team.
When chatting with Rob, Chris explained the time he was spending on marketing efforts. He was keen on passing the baton to Intrigue to take things to the next level, all while freeing up his time to work on other areas of his business. His primary goal was to target his A-Clients—those owning estates, cottages, and second homes—to lay a robust groundwork for the upcoming season’s success.
Through our MAP (Marketing Action Plan) Process, we identified and optimized the following areas of Chris’ online presence:
Step 1: Landing Pages
A strategic overhaul of the Father Nature’s Landscape homepage along with the development of specialized landing pages to maximize the impact of their online presence was the first step. These dedicated pages focused on key services, including:
- Outdoor kitchens & living rooms
- Installation of outdoor lighting & irrigation
- Construction of structures such as decks, pergolas, gates & fences
- Patios & retaining walls
Our aim was to ensure that the initial interaction for site visitors resonated with Father Nature’s brand essence encapsulated in the tagline “Connecting Life & Land.” This entailed addressing prevalent customer concerns, particularly in helping them visualize the potential transformations of their backyard landscape from ordinary to extraordinary.
Moreover, we proposed enriching the homepage with a comprehensive overview of Father Nature Landscape’s services, complemented by links directing users to detailed pages featuring past projects and client testimonials. Additionally, we recommended outlining the collaboration process with Father Nature and setting clear expectations for visitors post-website contact.
In addition to optimizing the homepage, we recommended the development of separate landing pages for each targeted service. This tailored approach ensured that visitors seeking specific landscaping solutions received personalized and relevant content, improving the overall user experience and driving conversion rates.
Step 2: Targeted Google Ads
Beyond the design improvements that boosted the website’s organic traffic, the Intrigue team paired this tactic with a paid advertising strategy to boost website traffic and online leads. This approach encompassed branded and service-related Search and Display campaigns. The ad campaigns were aligned with Father Nature Landscapes’ unique services, brand philosophy, and audience segmentation, concentrating on reaching potential customers interested in sustainable and premium landscape solutions.
Step 3: Email Drip Campaign
We proposed a three-email automated drip campaign spanning a week to bolster customer engagement, conversion rates, and campaign objectives. This campaign specifically targeted leads generated from the website contact form.
Drip #1: The first email expressed gratitude for reaching out and outlined what recipients could expect in terms of timelines and processes, alongside offering a captivating piece of content.
Drip #2: The second email continued the engagement with another piece of enticing content, potentially supplemented by a helpful blog post designed to appeal to the senses, possibly featuring before-and-after scenarios.
Drip #3: The final email encouraged recipients to explore the company’s social media channels and consider following for updates and additional content.
Client Testimonial
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“Intrigue’s approach has been refreshing and effective from the very start. They have a genuine passion and authenticity they bring to the table. It wasn’t just another faceless marketing company; it was people who understood the green industry, just like me. They didn’t just present a generic solution; they came to me with one tailored to my specific needs. They understood my landscape business inside and out, and they knew exactly how to position it for success. Intrigue Media not only brought in a high volume of leads but also ensured they were highly qualified. What has been truly special is their honesty and transparency. We faced moments where things didn’t take off as we’d hoped, but they never shied away from addressing the issues and pivoting our strategy when necessary. This dedication paid off, and the results spoke for themselves. They have been one of the best partners I’ve had the pleasure of working with. They’ve made marketing simple and effective, allowing me to focus on what I do best: landscaping.” |
Conclusion
This substantial growth in leads and the decrease in CPL highlight the campaign’s success in efficiently targeting the right audience, which significantly contributed to Father Nature Landscapes’ expansion and reduced administrative burden, enabling a more concentrated focus on business growth in the sustainable landscaping market.
Father Nature Landscapes’ journey from navigating growth challenges in a tight economy to achieving substantial success in the eco-friendly landscaping sphere highlights the power of strategic marketing and operational optimization. If you’re looking to transform your green industry business into a success story like Father Nature Landscapes, reach out to us. Let’s convert your challenges into opportunities for growth.
Embark on your business transformation journey with a landscape marketing agency that understands your unique needs—contact us today!
