Branding Your Landscaping Company

Branding Your Landscaping Company


Branding is an action that is strategic.

I have often heard a business owner use the words “branding” and “marketing” interchangeably as if they meant the same thing. There is a difference. Branding goes deeper than your marketing. Your brand is made up of your voice, your personality and the message that you want to convey. The foundation of your brand is your logo. Your website, your trucks, your business cards, and your promotional materials all should contain your logo, which communicates your brand. So, let's take a look at branding and the importance of branding your landscaping company.

Branding is a strategic action, while marketing is tactical. Marketing is the various channels that are used to promote your business. Some examples are your website, direct mail, PPC, social media, etc. Branding is the message that permeates your business.

Marketing is tactical.

Marketing says “Buy Me” or “You need this service” while branding will help encourage someone to purchase. It says, “This is what I am, this is why I exist.”                      

Marketing may contribute to a brand, but the brand is bigger than any particular marketing method or campaign. The campaign may end and the brand is what remains.

Marketing may convince a prospective client to do business with you. Your brand will, in the end, help determine if he continues to do business with you and become a loyal client.

Perhaps you may not have given much thought to your brand before now. If this is the case, I hope that you now see the importance of taking the time to identify and communicate your brand.

3 Key questions to help identify your brand...

· Why did you start your business?

· How would your ideal clients describe your company?

· What are a few words that you can use to describe your company?

Write down your answers to these questions, as well as any other questions and answers that come to your mind. Your answers will help clarify your brand.

It's important to have brand consistency.

Now, take a look at the various marketing channels that you are currently using. Look at your website, your business card, your trucks, magazine ads, direct mail pieces, etc. Do they reflect your brand? Is everything consistent and clearly understood?

Does each piece convey the same message, the same feel and the same colors? If you answered yes to these questions, congratulations! You are doing a great job. If you answered no to any of the questions, now is a great time to make the necessary changes to help solidify your brand.

Your brand needs to to properly
communicate your business.

Narrow in on your target market. Does your brand reflect what you want to communicate with them? Do you want to be known as experienced and traditional, or are you more on the cutting edge? Are you thought of as low cost, high volume service, or high quality, higher cost? Does your brand reflect this?

Remember, you cannot be all things to all people, and your brand should help establish this. Trying to do it all adds confusion and dilutes your brand.

The branding created by a fast food restaurant would not work for the branding of a high end gourmet restaurant. They serve two completely different markets. Yet, they both can be successful as long as they are meeting the needs of their customers and have a clear brand.

In my book, "The Complete Guide To Marketing Success For Landscapers"  we take a look at optimizing your social media and various other advertising channels. A good practice is to look at all of your channels and make sure that your brand and your message are consistent throughout each one.

Feel free to drop my an email with any questions or give me a call 888-979-3870

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Referral marketing for Landscaping

Tips to Generate Referrals For Your Landscaping Business

Landscape Marketing Articles

Do you have a program to Systematically gain quality referrals from your current clients? 

 FACT: Referrals convert better and earn your trust much quicker

Referrals come much more naturally and easily when your clients are happy and are excited about referring you to their friends and family.

Since you’re doing such a great job taking care of your clients and keeping them happy, the next best thing you can do is set up systems to maximize the benefit you get from them. The goal is to have your clients help by marketing for you!

It's well known that if you just leave it up to your clients to do referrals for you, very few will—even if they are very happy with you. You have to make it very easy—almost effortless—for your clients to refer your company you really want to maximize the referrals you generate from them.

A study from Lee Resource Inc. found that attracting new clients can cost five times as much as keeping an existing one. Referrals make great clients. Every Landscaper wants referrals because they help save money on marketing, right? Well, there’s even more to gain from referrals than cost savings. According to a case study noted in the Harvard Business Review, clients that come from referrals are, on average, about 18 percent more likely than others to stay with a company and they generate 16 percent more in profits! As you are probably already aware,  new customers that come as a referral from a friend make better clients.

Here are some ideas to help generate referrals:

    •  Don't assume that your clients know that you have an interest in bringing in more clients and growing your accounts. Add a line to your invoices that say something along the lines of: "Thank you for your referrals. The ultimate compliment that you can give us is telling your friends and family about us."  Your newsletter is also a great place to share this message.
    • Keep your ears open and train your employees to do the same. When a client mentions that they know someone that could use your services, don't just assume that they will be telling them about you anytime soon. Instead be prepared to ask if you can drop them a note, an email or give them a card for a new customer special, etc. Give it some thought and develop a  plan that you can effortlessly put in place. 
    • Create a directory of services offered by your clients and other professionals. Use your newsletter, email, etc to get the word out about the directory that you are creating.
    • Create a refer a friend program. Make it a win-win for your client and their friend. Make it easy for them to refer others and include an area on your web site that makes it easy for them to do so.

Facebook marketing for landscapers

Using Facebook to Grow Your Landscaping Business

Social Media Marketing

As many of you know, Facebook has millions of active users, over 800 million users daily actually. That doesn’t even include how many times a day these users are clicking away on different Facebook pages. It’s no wonder that many companies are creating Facebook pages daily.

Here are just a few ways using daily posts can help your business.

Benefits of Facebook Advertising for Landscapers

There are many ways to use the advertising force of Facebook. Here are just a few benefits to using Facebook in your marketing plan.

1) Bring Clients to Your Website- Facebook pages and posts can quickly bring more traffic to your website. More traffic results in more clients for your company, and of course more clients create more business.

Share content that is valuable to your reader. Include a link to your website in your post and create interest for them to visit your website.

2) Interaction with Clientele- An active Facebook page gives you the opportunity to interact with you customers almost immediately. You can easily answer questions, provide information, and even soothe any issues. Many clients appreciate personal interaction with businesses. Personal contact with your clients creates a loyal customer base that will not only stick with your business, but also refer you to their friends.

3) Share Specials and Products- The landscaping business changes more than most other businesses. Your products depend on crops and seasonal growth schedules. Facebook pages give you an opportunity to market these changes to your clients. Whether you have a product you need to push or a service you are wanting to highlight, Facebook is the perfect place to do it. If you aren’t sure how to navigate social media, Success Landscape Marketing is here to help get you started and keep your social media pages rolling.

4) Interesting Content that Attracts New Clients- People spend a lot of time clicking on stories and blog posts on Facebook. When you post appealing content, your clients will share or like those posts with other potential clients. Make sure the content is fresh, interesting, and not completely focused on your company, it will draw more people in.

5) Run Competitions and Contests- People love a contest and Facebook pages give you the best opportunity to attract new clients and invigorate old clients. A fun contest can also help you with overstocked products or boost business during slow seasons.

6) Provide Quick, Easy Access to Company Information- We all look into businesses online and Facebook is one of the easiest ways to get your company information out to a wide audience. Your company website, services, pictures of your work and any specials you might have can be seconds away from potential clients. Our team can help you create attractive and up to date social media pages.

7) Track Which Ads or Content is Working- Another excellent benefit to using Facebook posts and pages is how great they are at tracking what works for your business. Whether its likes, shares or just simply calls on the products used in posts, Facebook makes following trends and business needs incredibly easy. Once you see what works, you can use those tools to keep your business growing and your clients happy.

Business Blooms with Facebook Pages and Posts

Your business can grow in leaps and bounds with the perfect Facebook plan. Let us help you design your page, get your posts started and even help with tracking your success. Success Landscape Marketing is here to get you started on the path to a blooming business with our Facebook and social media services. Call us today at… or contact us online. We can’t wait to get you started reaping in the benefits of a social media marketing plan.