Wondering how to get started with lawn care advertising or amp up your lawn care business’s marketing to attract new clients? The best strategy is to use a mix of offline and online techniques best suited for your business.
In this article, we have listed some marketing and advertising practices that you could consider. You can choose the right mix based on your objectives and goals. Read on to know more.
Online and Digital Marketing
Online and digital marketing allows you to boost the business’s visibility and accessibility. Customers who go online can seek information about products and services with just a click of a button. You must reach them easily through various online and digital platforms. Moreover, online marketing helps you communicate with your customers in real-time.
Here are some ways you can market and advertise your lawn care business online.
A business website is usually the first thing that people check. Even your digital lawn mowing advertisement will direct the customers to the website. So, a well-designed website is a must.
Apart from focusing on the design and content, keep an eye on factors like loading speed, bounce rate, users, and mobile-friendliness.
Google Business Listing
Google Business Listing allows you to manage your lawn care company’s appearance on Google search results. It attracts and engages customers who search for lawn care companies online.
This practice ensures that customers get relevant information about your company on Google. You can even respond to queries, reviews, post images, and special offers.
Google ads show on Google search results and can be ranked based on numerous factors such as competition, budget, clicks, etc.
Google lawn service ads should direct customers to the lawn care website.
Social Media Ads
Lawn care Facebook ads, Instagram, and YouTube ads work wonders to attract new customers. These ads show up on the sidebar on Facebook, YouTube, and Instagram feed. The ads can either be pay-per-click ads or sponsored lawn care ads that you can boost to gain more visibility. Your ads should be visually appealing and give clear information.
This is a powerful yet inexpensive way to advertise your lawn care company. Email marketing adds a level of personalization that other methods don’t.
Send an attractive emailer talking about your company, services, special offers, with a clear CTA to potential leads and prospects.
Offline marketing helps in establishing loyalty and building relationships with the customers. It enables your customers to form a strong association with your business. With offline marketing, you can reach customers in ways that digital platforms cannot.
Here are some effective ways you can advertise and market your business offline.
Professional business cards are great to advertise your lawn care. Rather than looking at your business card as a means to share your contact details, consider it a marketing tool.
A well-thought, professionally designed business card can convey a lot about your lawn care business and even close a deal.
It may seem slightly traditional to list your ad on the Yellow Pages, but it is quite effective. People turn to Yellow Pages to find services locally and you would be missing out on a huge chunk of potential customers by not putting your lawn care ad on this medium.
You can advertise lawn care business through door hangers which allow you to reach the homes of potential customers directly. These are tags with a hole at the top that can be hung on a doorknob.
These can be text-heavy, as making an impact through an image on such a small space can be tricky. However, don’t skip adding a small image to give them a visual reference of your work.
Lawn signs are a great advertising tool to show the quality of your work first-hand.
Put up lawn signs in areas you already have a presence. Display the sign in people’s lawns for an incentive. Better yet, put up signs on those customers’ lawns whom you’ve serviced.
Lawn Care Flyers
Flyers can generate excellent results. Keep the communication direct and crisp to maximize the limited space on the flyer. Ensure your brand is distinguishable, list the services clearly, and convey why you are the best in the business.
Add an offer to attract the customers and use eye-catching imagery of lawns you’ve worked on.
Magazines and Newspaper
One of the best ways to advertise lawn care business is by putting up ads in local magazines and newspapers. Choose magazines targeted towards homeowners or those focusing on gardening and landscaping. You can also target the local newspapers to achieve better visibility.
Run Ads on Local TV and Radio Channels
Since your lawn care services would be targeted to specific locations, put up ads on local television and radio channels.
This helps in boosting awareness without burning a hole in your pocket. Moreover, this will help you target customers who aren’t on digital platforms.
The ads should be memorable and relatable. They should feature good storytelling along with a clear call to action.
Billboards placed at the right places can bring in numerous customers. However, billboards have a few seconds to make an impression since the customers are usually on the move.
Therefore, the lawn mowing ad should have strong visual imagery and bold text to drive your message.
Vehicle wraps are like moving billboards. They have the potential to increase your exposure and target new customers.
Choose the right ‘wrap’ for the vehicle so that none of the message or imagery gets hidden. Convey the message through the imagery while keeping the text minimalistic it’ll be easier to comprehend while the vehicle’s moving.
One catchy headline, offer, and contact details should be printed in a large, contrasting font.
Word of mouth
Word-of-Mouth (WoM) is a powerful advertising tool as it is authentic and trustworthy. This is when the existing customers advocate your services to others.
You can get customers’ feedback and testimonials and publish them online or offline. Adding social media and website links where they can leave behind reviews would be a great idea. New customers usually trust and rely on existing and past customers’ reviews more than anything else.
Setting up a referral program where you incentivize customers to refer someone is also quite effective.
These WoM techniques will build the credibility of your business.
Business networking and joining local business associations and groups are great ways to exchange leads. You can then find the right techniques to market your business to these new leads.
You can also employ the use of good lawn care software to assist you further.
Marketing Information to Include
Every marketing campaign and advertising message should consist of information that highlights your business details. Whether they are social media and Google ads for online marketing, billboards and door hangers for offline marketing, or a website and business card as a marketing tool, you must include:
- The company logo and business name
- Accurate contact information
- Strong visual elements like a photo or graphics
- Your slogan or motto, if any
- A special offer or promo code, if any
- Clear, strong call-to-action
Setting a Marketing and Advertising Budget
The advertising budget depends on your overall budget, business profit margins, and yearly business goals.
Calculate your current revenue and the revenue you wish to generate in the coming year, the number of people you want to target, and customers you wish to acquire. Based on these factors and past advertising results, you can allocate your budget for a mix of advertising techniques mentioned above.
If you aren’t sure which advertising tool to choose, allocate a small budget to a select few and run ads. Then, calculate the ROI of each method and direct your budget to those techniques that generated great returns and results.
Choosing the right mix of advertising and marketing techniques will certainly boost your business. However, they need to be complemented with other business activities to run and manage a business successfully. Such tasks include scheduling, workplace collaboration, and, most importantly, improving customer experience. Get in touch with us if you need any assistance with the same to take your lawn care business to the next level.