If winter is still in full swing, your focus is likely still on snow removal and other winter tasks!
Photos by: Unsplash
The cold weather will be gone before you know it, and you'll soon be back to tending to lawns and landscapes. With that in mind, now is the time to market your lawn care services, if you haven't already. Most people look forward to spring and summer as a time when life begins to get back to normal and people are already thinking about their yards and the work to be done. If you get your business out there now and get your customers lined up, you won't miss a beat this coming spring. To get the most out of your marketing resources now, keep the following tips in mind.
Reach previous customers
Now is the time for your customers to start receiving seed catalogs and other spring marketing in the mail. So if you reach out to your past clients reminding them that it is time to plan their lawn maintenance, it is not entirely out of date. Having a friendly postcard or email reminding them to get in touch will help you maintain awareness and retain customers.
Although you may have experienced a downturn in business in the last year, it's important to let your customers know that you are still in business and ready to make their lives better. For example, it is possible that many of your customers who chose to maintain their own lawns last year because they were at home noticed more that they couldn't get the same results. If you come to grips with a message that recognizes the problems of DIY lawn care and how you can help, you can likely recapture some of the business lost in 2020.
Any communication with your current and former customers should provide an incentive to plan the service early (e.g. a discount or a free additional service) and create a sense of urgency. The grass might be buried under the snow by now, but it won't be long so now is the time to act.
Maximize your social media presence
Customers don't just search for local lawn service providers on Google. You check out social media – and see what others have to say. Effective marketing requires a robust social media presence. You can use Facebook, Instagram, Twitter and other platforms to build your brand and get customers right now. Try to share lawn and garden tips, photos, and information that customers can use for themselves, and turn your business into a trusted resource for the community.
Highlight security
Safety and hygiene are paramount for most people these days, and there may be some who are unwilling to hire lawn service out of concerns about COVID-19 and social distancing. So your marketing should highlight your security protocols and what your company is doing to keep both your customers and your team safe. Let clients know that you are following all CDC recommendations, including wearing face coverings when necessary, maintaining social distance, and observing handwashing precautions. Now is also a good time to adopt new technology or expand the use of technology to keep customers safe. Offer virtual consultations, e.g. B. FaceTime, Zoom or Skype to discuss orders with customers. Contactless payment options, text communication, and other electronic communication tools should be used to limit face-to-face interactions and help your customers feel more secure.
Focus on benefits
After a year of uncertainty, your landscaping company's marketing should focus on your reliability and the quality of your services. Make it clear that customers can count on you and that you can solve their problems. Remember, many people are busier than ever, wearing multiple hats as they manage their careers, raise their children, and cope with the stress of the pandemic. Highlighting what to take off their plates can grab their attention and encourage them to pick up the phone.
Another benefit that should be highlighted is the improvement in the outdoor areas. As your customers spend more time at home than ever before, outdoor spaces have taken on a new meaning. Show how you can make rooms functional, attractive and safe for families, both now and after life is back to normal. After all, it's only a matter of time before we can gather together again and your customers will want comfortable, well-kept spaces in which to do so.
2020 required a lot of creativity and many pivots. No doubt 2021 has some additional surprises in store, but by developing your marketing plan and building authentic relationships with your customers now, you can recover from last year and come back stronger than ever.
