PROVEN STRATEGIES TO GROW YOUR BUSINESS
TheLawn,Landscape,andOutdoorLiving IndustryataGlance
Thelawn,landscape,andoutdoorlivingindustryisthriving,withrevenuereaching$182.76billionin2024 andprojectedtogrowto$221.19billionby2029,reflectingasteadyannualgrowthrateof3.89%(Source: FortuneBusinessInsights).Thisdemandisdrivenbyinvestmentsinnewconstruction,outdoorliving spaces,andupgradedcommercialproperties.
Competitionisintensifying,witha3%increaseincompaniessince2019(Source:IBISWorld). Homeownersnowexpectmodernconvenienceslikeonlinescheduling,premiumbrochures,and seamlessservice.Tostayahead,companiesadoptunified,multi-channelmarketingsystemsthat integratetoolsandstrategieseffectively.
HowaUnifiedMarketing ApproachBringsResults
Lawn,landscape,andoutdoorliving companiesaremovingawayfromisolated tacticsandadoptingcohesivemarketing systems.ThisapproachintegratesSEO,paid ads,socialmedia,emailcampaigns,and CRMtoolsintoasinglestrategy. Companiesensurethatresourcesare optimizedacrossallplatforms,addressing gapssuchaswebsiteconversionratesor retargetinginefficiencies. Storytellingcontenthighlightscustomer transformations,buildingtrustand deepeningengagement.
TrendsinContentMarketing
Videotestimonials,projectwalkthroughs, andbefore-and-afterreelscaptivate audiencesanddemonstrateexpertise Educationalcontent,like“TopTrendsin OutdoorLivingfor2024,”establishes authorityandprovidesactionablevalue. Seasonalcampaignsremainrelevantby aligningtimelytipsandpromotionswith customerneeds.
HowtoTurnInterestinto Action
Eventhebestmarketingtoolsneedaclear salesprocesstoturninterestintopaying jobs.Here’swhat’sworking:
CallTrackingforBetterInsights: PlatformslikeCallRailaremakingiteasier toseewhereleadsarecomingfromand whichcampaignsaremosteffective.
FastResponseswithTexting: Homeownerswantquickanswers,and textingisbecomingthepreferredwayto communicate.Businessesusingtextbasedsystemsareseeinghigherbooking rates.
ProfessionalProposals:
ToolslikeProposifyarehelpingbusinesses closemoredealsbypresentingservices clearlyandprofessionally.Customers respondbettertowell-organized proposalsthatshowexactlywhatthey’re getting.
What’sDrivingResidentialandCommercialResultsin theMarketingFunnelNow
Stage What’s WorkingNow Marketing Channels Using Howto MeasureSuccess
Awareness Gettingfound online
Keepingpotential clientsinterested
SEO,GoogleAds, MetaAds,Social Posting,Email Marketing,Linkedin Ads,MicrosoftAds
Turningvisitors intoleads
SEO,GoogleAds, MetaAds,Social Posting,Email Marketing,Linkedin Ads,MicrosoftAds
Videography,Photos,Lead Magnets,Storytellingcopy (forexample,StoryBrand), usingamixofad possibilities(egLocal ServiceAdsviaGoogleAds, extrafeaturesonFacebook)
Videography,Photos,Lead Magnets,Storytellingcopy (forexample,StoryBrand), CaseStudies,usingamixof adpossibilities(egLocal ServiceAdsviaGoogleAds, extrafeaturesonFacebook), Retargeting
SEO,GoogleAds, MetaAds,Social Posting,Email Marketing,Linkedin Ads,MicrosoftAds, Chatbots
Videography,Photos,Lead Magnets,Storytellingcopy (forexample,StoryBrand), CaseStudies,usingamixof adpossibilities(egLocal ServiceAdsviaGoogleAds, extrafeaturesonFacebook), Retargeting
Traffic,Impressions, ClickRates
Turningleadsinto bookedprojects
MetaAds,Email Marketing
Keepingclients comingback
CRMtools, automatedfollowups,reviews,Meta Ads,Posting,Email Marketing
Videography,Photos, Storytellingcopy(for example,StoryBrand),Case Studies,usingamixofad possibilities(egextra featuresonFacebook), Retargeting.
Videography,Photos, Storytellingcopy(for example,StoryBrand),Case Studies,usingamixofad possibilities(egextra featuresonFacebook), Retargeting.
WebsiteEngagement,Click Rates,ConversionNumbers, EmailEngagement
NumberofForm Submissions,CallVolume, ChatEngagement,Email Engagement,Conversion Rate(VisitorstoLeads)
NumberofForm Submissions,CallVolume, ChatEngagement,Email Engagement,Conversion Rate(VisitorstoLeads), Numberofleads,Booking Rate,SalesNumbers
Repeatbookings,Reviews
TheTopFeaturesHomeownersDemandfrom Lawn,Landscape,andOutdoorLivingCompanies
Today
WhatHomeownersAreSeeking
Thewayhomeownersengagewithlawn, landscape,andoutdoorlivingprovidershas evolved,leadingtohigherconversionrates andmorestreamlinedsalesprocessesfor thosewhoadapt.Toolssuchastext messaging,onlinescheduling,andfastresponsesystemsmakeiteasierthaneverto guidepotentialclientsfrominitialinquiriesto confirmedbookings.Providersthat emphasizethesetouchpointsthroughoutthe customerjourney—fromthefirstinteraction toprojectcompletion areachievinggreater successinclosingdealsandfostering enduringclientrelationships.
What’sWorkingNowtoMeetExpectations
TextMessagingOverPhoneCalls:
With70%ofhomeownerspreferringtext communication(Source:MobileMarketing Association),manyprovidersareincreasing conversionsbymeetingclientswherethey feelmostatease Textingfacilitatesrapid responses,appointmentconfirmations,and projectupdates allwithoutthe inconvenienceofmissedcallsorextended holdtimes.
Self-SchedulingAppointments:
Nearly45%ofhomeownersconsideronline schedulinganecessity(Source:Accenture ConsumerPulseReport).Empoweringclients totakeactionontheirowntermsreduces barriersinthebookingprocess,ensuringa consistentflowofleadsandmaintainingan activesalespipeline.
QuickResponsesDriveResults:
Eightypercentofpotentialclientsanticipate aresponsewithin24hours,withmany favoringimmediatereplies(Source:HubSpot Research).Livechat,automatedtextsystems, andotherfast-responsetoolsenable providerstostayaheadofclient expectations,doublingthelikelihoodof convertinginquiriesintopayingcustomers.
ProactiveCommunicationThroughoutthe Process:
Homeownersvalueeaseofworkingwitha provider,whichincludesclearandproactive communicationfromstarttofinish.Regular updatesontimelines,progress,andany potentialchangesbuildtrustandkeepclients informed,creatingasmootheroverall experience(Source:ClientSuccessStudy, 2023).
FutureMaintenanceServices:
Offeringmaintenanceplansaspartofthe servicepackageappealstohomeowners lookingforlong-termvalue Landscape companies,includinghardscapingandpool projects,thatestablishongoingcareplans, suchasseasonalupkeeporplanthealth management,arefosteringrepeatbusiness andstrongerclientrelationships(Source: IBISWorldLandscapingIndustryReport).
AutomatedPaymentOptions:
Homeownersincreasinglyexpecteasy, automatedpaymentsystemsforseamless transactions.Secure,onlinepaymentportals
orrecurringbillingoptionssimplifythe process,enhancingtheoverallcustomer experienceandreducingadministrative overhead(Source:PaymentSolutionsStudy, 2023).
OfferingoptionslikeQuickbooksorSquare notonlymeetsclientexpectationsbutalso ensuresfaster,moreseamlesspayments.
Source:Forbes 70%ofconsumersprefer digitalpaymentoptions fortheirtransactions
HowHomeownersAre TransformingtheIndustry
Modernclientsdemandmorethanjustpatioconstruction theyseeklawn,landscape,andoutdoorliving companiesthatprioritizeseamlesscollaborationand respecttheirtime.Featuressuchaslivechat,mobileoptimizedplatforms,streamlinedpaymentoptions,and automatedsystemsarenotmerelyconveniences;they arepivotalinacceleratingthebookingprocessand enhancingtheclientexperience.
Landscapingcompaniesleveragingthesetoolsaresimplifyingdecision-makingfortheirclients, fosteringtrust,andsignificantlyboostingconversionrates.Responsivenessandefficiencyareproving tobethecornerstonesofturninginquiriesintolong-termclientrelationships.
CurrentChallenges
EducationalContent
Limitedorgenericinformation
ProofofQuality
SocialMedia
Engagement
Fewreviewsortestimonials showcased Infrequentorimpersonalposts
Developlocalizedguides,blogs,and videosaddressingspecifichomeowner concernsandregionallandscapingtrends.
Highlightcustomersuccessstories,video testimonials,andbefore-and-after projectimagestobuildcredibility.
Maintainactivesocialmediaprofiles showcasingprojectsandpromptly engagingwithcustomerinquiries
EaseofAccessto
Information
Complexnavigationtocontact formsorservicedetails
Transparencyin Process
Vagueprojecttimelines andsteps
SustainablePractices
VideoMarketing
Limitedmentionofeco-friendly options
Minimalvideocontent
Simplifywebsitelayoutwithclearcallsto-actionandeasyaccesstocontact informationonallpages.
Providedetailedvisualsorbreakdownsof theprojectprocesstosetclear expectationsforhomeowners
Highlightsustainablelandscaping solutionsandcertificationsprominentlyin marketingmaterials.
Leverageshort,engagingvideosto showcaseservices,clientstories,and teamintroductions.
NavigatingtheNon-LinearBuyerJourney:Key ElementsShapingHomeownerDecisions
Homeownersnolongerrelyonasingleplatformwhensearchingforlandscapingservices.Instead,they navigateacrossmultipleplatformsandtouchpoints,creatingadynamicandnon-linearjourney.Unlike thetraditionalbuyerjourney,today’shomeowners—andpropertymanagers—movefluidlybetween differentstages,oftenrevisitingstepsbeforemakingadecision
Facebook,Linkedin,andInstagram:
Homeownersfrequentlyencounter businessesthroughsocialmediaadsor organicposts.Engagingcontent,suchas before-and-afterprojectphotos,design ideas,orvideostellingthestorybehinda project,capturesattentionandsparks interest Videostorytellingisparticularly effectivehere,offeringadynamicwayto showcasecompletedprojectsorclient testimonialswhilebuildingtrustand authenticity.
GoogleandBingSearch:
HomeownersoftenturntoGoogleorBingto researchbusinessesthey’veencountered. Theylookforreviews,servicedetails,pricing information,andcompetitors.Videocontent embeddedinsearch-friendlylandingpages, suchasprojectwalkthroughsorteam introductions,canimprovesearchrankings andcreateamorecompellingfirst impression.AstrongpresenceonGoogle MapsandLocalServicesAdsalsoenhances visibility.
WebsiteExploration:
Homeownersevaluatecompaniesby exploringtheirwebsitesatvariouspointsin thedecision-makingprocess.Aprofessional, user-friendlyexperiencewithclear navigation,fastloadingtimes,and transparentpricingorserviceinformationis essential.Videosshowcasingprocesses,
customertestimonials,orcasestudiescan adddepthandcredibilitytothewebsite, makingiteasierforhomeownerstofeel confidentaboutreachingout.
OnlineReviews: GoogleReviewsandFacebookReviewsare criticalinvalidatinghomeowners’ impressionsandbuildingtrust.Highlighting positivefeedbackandincorporatingvideo testimonialscanaddapersonaltouch, makingabusinessstandoutwhilereinforcing itscredibility.
EmailandTextCommunication: Throughoutthejourney,homeownersmay revisitacompanybasedonemailortext follow-ups.Includinglinkstoshortvideos, suchasawalkthroughofservicesora personalthank-youmessage,canre-engage potentialcustomersandhelpthemfeelmore connectedtothebrand.
What’sWorkingNow:
Businessesthatmaintainconsistent branding,providevaluablecontent,anduse videoandcopystorytellingacrossplatforms arebetterpositionedtobuildtrustand convertleadsintocustomers.Recognizing thathomeownersmovefluidlybetween touchpoints,successfulcompaniesfocuson creatingaseamless,integratedexperience thatleveragesthepowerofvideotoengage andinform.
TrendsinSearchVolumesandOpportunities
Searchdatashowswhathomeownerscareaboutmostandgivesbusinessesthechancetofocustheir servicesandcampaignsonpopulartopics:
Searchdatashowswhathomeownerscare aboutmostandgivesbusinessesthechance tofocustheirservicesandcampaignson populartopics:
“SustainableLandscaping:”Searchesfor eco-friendlylandscapingpractices,like nativeplantsandwaterconservation,are up38%from2019to2024.
Hardscaping,Pools,andOutdoorLiving Trends:Keywordsrelatedtohardscaping, suchas"HardscapeInstallation"and "HardscapingCompany,"areexperiencing significantgrowth,reflectingrising demandfortheseservices Similarly,poolrelatedkeywordslike"PoolBuilders"and "PoolContractors"haveshownsubstantial increases.While"OutdoorLiving"is rebounding,"OutdoorLivingSpaces" continuestodecline,emphasizingthe needforprecisekeywordtargeting and strategicadaptationstomeetshifting marketdemands.
CommercialLandscapingSurge: Commerciallandscapingkeywordshave surgeddramatically,indicatingagrowing relianceondigitalplatformsforB2B partnerships.Thistrendsuggests opportunitiesforleveragingtargetedSEO andpaidsearchstrategiesatthecounty level.
LawnCareandFertilization:Whilegeneral lawncareandfertilizationkeywordshave grownsteadily,thedeclinein"LawnCare Service"suggestsashifttowardsDIY solutions,requiringnuancedtargetingto captureservice-basedleads.
RegionalVariationsandTrends:Keywords like"Plantings"and"LandscapeDesign" highlighttheimportanceoflocalized strategies.While"Plantings"showsstrong growthoverall,regionalvariations demandtailoredapproachestomaximize impactinspecificareas.
SearchVolumeTrends (2021–2024)
Design&Construction
HardscapeInstallation
HardscapingCompany
LandscapeArchitect
LandscapeContractors
LandscapeDesign
PatioCompany
PatioDesign
PatioInstallation
PaverPatio
PergolaDesign
Design&Construction
KEYWORD
HardscapeInstallation
HardscapingCompany
LandscapeArchitect
LandscapeContractors
LandscapeDesign
PatioCompany
PatioDesign
PatioInstallation
PaverPatio
PergolaDesign
CommercialLandscaping
LandscapeLighting
Plantings
PoolKeywords
PoolBuilders
SustainableLandscaping
CutThroughtheNoise: HowStoryBrandMessagingDrivesResults
Intoday’scompetitivemarket,standingoutstartswithclearandcompellingcopy.Successful businessesareusingStoryBrandprinciplesto:
SimplifyMessaging:Avoidindustryjargon andcreatemessagingthat’seasyfor homeownerstounderstandandrelateto.
ConnectEmotionally:Focusonthe customer’sproblemsandpositionyour businessasthetrustedguidewiththe solution.
HighlightUniqueValue:Showcase specializedserviceslikesustainable
landscapingorluxuryoutdoorspacesto attracthigh-valueclients.
WhyStoryBrandMessagingMatters
Inacrowdedmarket,homeownersdon’tjust choosebusinesses theychoosesolutions thatfeeltailoredtotheirneeds.StoryBrand copyhelpsbusinessesclarifytheirmessage, buildtrust,andcreateemotionalconnections thatturncasualbrowsersintoloyalclients
CraftingCustomer-FocusedMessagingwith
StoryBrand
TheStoryBrandframework,developedbyDonaldMiller,isdesignedtocreateclearandrelatable messagingthatresonateswithyouraudience.Byputtingthecustomeratthecenterofthestoryand positioningyourbusinessastheirtrustedguide,youcanbuildtrustandmakeiteasierforhomeowners tochooseyourservices.Here'showitworks:
IdentifytheProblem: Example:"It’shardtofindlandscapers whotrulygetwhatyouwantforyour outdoorspace."
PositionYourBusinessastheGuide: Example:"Wehelpbringyourvisiontolife witheco-friendlydesignsandexpert craftsmanship"
OffertheSolution: Example:"Weprovidereliableservices,
flexiblescheduling,andreal-timeupdatesto keepyourprojectontrack."
HighlighttheTransformation: Example:"Turnyourbackyardintoa relaxingspaceyou’llloveforyearsto come. "
Simple,customer-focusedmessages arebuildingtrustandmakingiteasier forhomeownerstopickabusiness.
SEOEssentials:KeyStrategiestoBoostYourResults
GeneratingstrongSEOresultsinvolvesacomprehensivestrategy,oftenrequiringattentiontodozens if nothundreds offactors.WhilethefulllistofSEOtacticsisextensive,herearesomeessentialhighlights thataremakingthebiggestimpactrightnow:
RegularContentUpdates: Keepingyourwebsiteupdatedwithlonger, human-firstblogarticles,portfolios,and seasonaltipsensuresyourcontentstays relevanttowhathomeownersaresearching for.
Examples: “Top10Sustainable(lawn, landscape,oroutdoorliving)Ideas for2024.”
“HowtoPrepareYourLawnfor Winter.”
LocallyFocusedContent: Createcontenttailoredtoyourserviceareas toboostlocalrelevanceandattractnearby homeowners.
Examples: “BestLandscapingServicesin[Your City]toTransformYourOutdoor Space.”
“SeasonalLawnCareTipsfor Homeownersin[YourRegion].”
OptimizedFAQsPages: Homeownersoftensearchforspecific questions,suchas“Howmuchdoes landscapingcost?”Addingstructureddata (schemamarkup)helpsFAQsappearin Google’sfeaturedsnippets,increasing visibilityandclicks.
Story-Driven,Human-FriendlyCopy: DifferentiateyourselfintheseaofAIgeneratedcontentbyusingStoryBrand messagingorsimilarframeworks.Clear, relatable,andemotionallyengagingcopy connectswithhomeownersandbuildstrust.
SEOEssentials:KeyStrategiestoBoostYour ResultsContinued➔
ProximityandReviewsinGoogle’sLocal Pack:
Appearinginthetopthreeresultsfor location-basedsearcheslike“landscapers nearme”requires: Strong,consistentreviews. AcompleteGoogleBusinessProfile withaccuratename,address,and phoneinformation. Closeproximitytothesearcher’s location.
CitationsandBacklinks:
Buildcitationsontrusteddirectoriesto improvelocalauthority. Acquirebacklinksfromhigh-quality, relevantwebsites,suchasindustry blogsorlocalnewsoutlets,to strengthenyoursite’scredibilityand searchrankings
CreativeAssets(PhotosandVideos):
High-qualityphotosandvideosenhanceSEO byimprovinguserengagementand increasingtimespentonyoursite,which signalsrelevancetosearchengines. Optimizedvisualswithdescriptivealttextand filenamescanalsorankinimageandvideo searches.
UserExperience(UX):
Awell-designedwebsitewithintuitive navigationandvisuallyappealinglayouts enhancesuserexperience,keepingvisitors engagedlonger.SmoothUXnotonlyreduces bounceratesbutalsoencouragesusersto exploremorepages,sendingpositivesignals tosearchenginesaboutyoursite'srelevance andquality.
Businessesthatblog generate67%more leadspermonththan thosethatdon’t.
Companiesthatregularlypublish blogscangeneratesignificantly moreleads,drivinghighertraffic andconversions.
Source:DemandMetric
HowGoogleandBingAdsArePoweringLawn, Landscape,andOutdoorLivingLeads
Paidadvertisingisapowerfulwaytoconnectwithhomeownersactivelysearchingforlawncare, landscaping,andoutdoorlivingservices.PlatformslikeGoogleAdsandMicrosoft/BingAdsprovide targeted,measurablesolutionsthathelpbusinessesgrowefficientlybyreachingtherightaudienceat therighttime.
KeyFeaturesofGoogleAdsDrivingLawn,Landscape,and OutdoorLivingLeads
PerformanceMaxCampaigns:
ThesecampaignscoverallofGoogle’sproperties, fromSearchandDisplaytoYouTubeandMaps.
PerformanceMaxusesAItofigureoutwhereyour adswillperformbest,helpingyoureachyour specificgoalsefficiently.
LocalServicesAds(LSAs):
LSAssitrightatthetopofsearchresults,making themperfectforlocallawn,landscape,andoutdoor livingbusinesses.
Homeownerscancontactyoudirectlythroughthe ad,whichsimplifiestheprocessofbookingyour services.
LSAschargeperlead,soyouonlypaywhen potentialcustomerstakeaction.
CTRandCPCInsights(fromHALSTEAD’sclients):
AverageCPCandCTR:
Lawncareleadsandlawnmaintenance:4.67%
CTRand$1067CPC
Design/build:2.43%CTRand$5.67CPC
Averageforresidentialandcommercial:396%
CTRand$8.03CPC
ThemeAdGroups:
Groupingadsbyspecificthemeslike“patio installation”or“lawncare”makesthemmore relevant,leadingtobetterresults.
Higherrelevancemeanslowercostsandmore clicks.
WhyMicrosoft/BingAdsAreEssentialforYourPaid AdvertisingStrategy
Microsoft/BingAdsmaynothaveGoogle’s scale,buttheyofferuniqueopportunitiesto reachadistinctaudiencewithlower competitionandcost.Here’swhythey’re worthincorporatingintoyourmarketing strategy:
WhyChooseMicrosoft/BingAds?
LowerCosts:Withlesscompetition, averageCPCforlandscapingcampaigns isaround$4.50—20-30%lessthanGoogle Ads.
TargetedDemographics:Bing’saudience includesolder,moreaffluent homeowners,idealforpromotinghighendserviceslikeoutdoorkitchensor luxurydesigns.
CommercialAppeal:Greatforreaching propertymanagersinterestedinlargescalelandscapingprojects.
AUniqueStrategyforBroaderReach
MicrosoftAdsextendyourreachbeyond Google,appearingonplatformslikeBing, Yahoo,MSN.com,AOL,andsyndicated partners.Bytargetingspecificlocations, demographics,anddevices,theplatform ensuresyouradsappearinfrontoftheright audienceattherighttime.
IntegratedCampaigns:MicrosoftAdspair seamlesslywithGoogleAds,allowingyou toexpandcampaignseffortlesslywhile leveragingyourexistinganalytics.
AffluentAudience:Overone-thirdof Microsoftusersfallwithinthetop25%of householdincomes,makingthemprime candidatesforpremiumlandscaping servicesandlong-termmaintenance plans.
LessCompetition:Feweradvertisers meanbettervisibilityandlowercosts, providingacompetitiveadvantagein searchresults.
ProvenResultswithHALSTEAD’sClients
In2024,HALSTEADtestedMicrosoftAdswith selectclients,deliveringmeasurablebenefits despitedecreasedpost-COVIDsearch volume.Thisplatformhelpsbroadenyour reachwhilemaintainingcostefficiency.
WhyAddMicrosoftAdstoYourStrategy?
PairingMicrosoftAdswithGoogleAdscreates abalanced,comprehensiveapproach:
Google:Capturesthewidestaudience.
Microsoft:Reacheshigh-valueclientswith lesscompetitionandgreatercost efficiency.
MicrosoftAdscomplementsyourexisting campaigns,drivingleadsfromaunique audiencereadytoinvestinpremium landscapingandoutdoorlivingsolutions.
ReachingHomeownersandPropertyManagers
EffectivelyonFacebook,Instagram,andLinkedIn
SocialmediaplatformslikeFacebook, Instagram,andLinkedInareessentialtoolsfor connectingwithhomeowners,property managers,andshowcasingyourwork.By combiningorganicpostswithtargetedpaid campaigns,businessescanengagetheir audiencewheretheyspendtime,driving visibility,leads,andresults.
HowFacebookandInstagramAreDriving Results
AI-DrivenAdTargeting:Facebook’sAI leveragesuserdatatooptimizead delivery,ensuringyouradsreachtheright audience whetherit’shomeowners lookingforoutdoortransformationsor propertymanagersseekingprofessional landscapingorsnowmanagement services.
KeyMetrics:
AverageFacebookCPC:$1.28for landscapingads.
AverageCTR:2.5%forvisually engagingformatslikecarouselsand videos.
Reach:Landscapingcampaigns achieved37millionimpressionsin 2024,showcasingtheplatforms’ expansivereach.
WhatWorksforOrganicContent
Sharepopularcontentlikebefore-andafterphotos,educationaltips(e.g.,“Top FallLawnCareTips”),andpropertyfocusedposts(e.g.,“HowWeTransform CommercialOutdoorSpaces”).
UseinteractivepostssuchaspollsorQ&A sessionstokeephomeownersand propertymanagersengaged
Maintainconsistentposting 3to5times perweek toensureyourbrandremains visibleandtop-of-mind.
InstagramforVisualImpact
Highlightyourworkwithstrikingimages andvideos,cateringtobothhomeowners andpropertymanagers.
UseStoriesandReelstograbattention withdynamic,short-formcontent.
Example:Atime-lapseofapatio installationcaptioned,“Fromblueprint tobackyardparadise—let’screate yours!”
Example:Showcaseacommercial property’slandscapeoverhaul
WhyLinkedInIsGaining Ground
WhoYouCanReachonLinkedIn:
Commercialpropertymanagersand corporatedecision-makerslookingfor large-scale landscapingservices.
Affluenthomeownersinterestedinhighendlandscapingprojects.
WhattheNumbersSay:
CPC:$5.50onaverage,higherthan FacebookbutwithmoretargetedB2B results.
CTR:3.2%,showingamoreengaged audience.
WhatWorksforLinkedInAds:
Sponsoredpoststhatsharecasestudies ofcommercialprojectsorresidential transformations.
Postshighlightingcertificationsorservices likesnowremoval.
Thoughtleadershiparticlesabout landscapingtrendsorsustainability
HowtoSucceedAcross Platforms
SpreadYourEffortsWisely:
Facebook:Reachthemostpeopleand generateleads,bestforconversionsand websitevisitors(tothenretarget)
Instagram:Usevisualstoengage homeowners.
LinkedIn:FocusonB2Bopportunitiesand affluentclients.
KeepYourBrandingConsistent:
Usethesamelogo,colors,andtone acrossplatformstomakeyourbusiness recognizable.Yourbrandiseverything!
UsetheRightTools:
MetaBusinessSuite:ManagesFacebook andInstagramadsandgivesdetailed analytics.
LinkedInCampaignManager:Helps targetspecificaudiencesandtrackad performance.
Connectwithcommercialpropertymanagers,developers, andaffluentclientsseekinghigh-endoutdoorsolutions.
Source:Kinsta
TrackWhatWorks:ToolstoMaximizeYour
MarketingROI
Trackingleadsandunderstandingtheir behaviorhelpslandscapingbusinesses spendsmarterandgetbetterresults.Tools likecalltrackingandCRMsmakeiteasierto seewhat’sworkinginyourmarketingand adjustyourstrategiesinreal-time.
CallTrackingToolsOptimizeAdCampaigns forMaximumROI
Calltrackingtools,suchasCallRail,assign uniquephonenumberstospecific campaigns.Thisshowsexactlywhichador sourceisgeneratingcalls.Learnwherecalls arecomingfromtofine-tuneyourlocalad campaigns.
Example:Alandscapingbusinessstruggled tofigureoutwhichGoogleAdscampaigns wereworking.AfterusingCallRail,they discovered65%oftheirleadscamefrom PerformanceMaxcampaigns.Byshiftingtheir budgetfromstandardGoogleAdsto PerformanceMax,theyboostedtheirROIby 25%injustthreemonths
StreamlineLeadManagementandBoost ConversionswithCRMTools
ACRMsystembringsallyourlead informationintooneplace,soyoucantrack everystepfromthefirstinquirytobookinga service.LeadsfromtoolslikeCallRailor GoogleAdscanautomaticallyflowintoyour CRM,cuttingdownmanualwork.Then,CRMs allowyoutoscoreleadsbasedon engagement,makingfollow-upsmore efficient.Measureperformanceby
determiningwhichchannelsconsistently bringinpayingcustomers.
PopularCRMToolsforLawn,Landscape,and OutdoorLivingCompanies:
HubSpot:User-friendlywithstrong automationfeatures.
Salesforce:Greatforlargerbusinesses needingcustomsolutions.
ZohoCRM:Acost-effectiveoptionwith plentyoffeatures.
Jobber:Specificallydesignedforservice businesses,withtoolsforschedulingand invoicing.
Aspire:Builtforlandscapingandfield servicebusinesses,Aspireoffersrobust featuresforjobcosting,scheduling, invoicing,andtrackingprofitability,all tailoredtotheuniqueneedsofoutdoor serviceindustries
LMN:Designedspecificallyforlandscape businesses,LMNincludestoolsfor estimating,timetracking,andjob managementtohelpstreamline operationsandimproveprofitability.
Buildertrend:Idealforconstructionand outdoorlivingprojects,Buildertrend providessolutionsforproject management,scheduling,andclient communication,ensuringseamless collaborationandefficientworkflows.
ConnectingtheDots:UsingDatatoDrive UnifiedMarketingStrategies
CombineInsightsfromMultipleTools:
PlatformslikeGoogleAnalytics,KeywordTracking,CallRail,andyourCRMworktogethertoprovidea comprehensiveviewofyourmarketingperformance.Thisholisticapproachensuresyou’renotrelying onjustonesourceofinformationbutevaluatingyoureffortsacrossallchannels.
MetricsThatMatterNow:
CostperLead(CPL):Knowhowmuchyou’respendingforeachpotentialclient Don’tforgetto considertheholisticmarketinganalysisdiscussedbelow.
AverageRevenueperClient:Understandhowmuchvalueeachclientbringstoyourbusiness.
UnderstandTrendsandFine-TuneforBetterResults
Ratherthanevaluatingcampaignsinisolation,takeastepbacktoseehowallpartsofyourmarketing strategyworktogether.AlowerROIfromGoogleAds,forexample,mightnotpointtoanissuewiththe adsthemselvesbutcouldindicatechallengeswithyourwebsite’sconversionrateoralackofproper retargetingthroughFacebookAds.Byanalyzingtrendsacrossyourmarketingefforts,youcanidentify areastotweakandoptimize,ensuringeachelementsupportstheothersindrivingoverallsuccess.A holisticviewhelpsyouunderstandhowthepiecesfittogetherforamoreeffectivestrategy.
StayConnected&
BookedwithAutomated
Email&TextCampaigns
Emailandtextmessagingremaineffective toolsforlandscapingbusinessestostay connectedwithleadsandclients.Forevery$1 spentonemailmarketing,businessesseean averagereturnof$36to$40.With automation,youcansendtimely, personalizedmessagesthatbuild relationships,encouragerepeatbusiness, andkeepyourcalendarfull.
What’sWorkinginEmailMarketing
InitialEmailFlow:Automatedwelcome emailshelpcreateastrongfirstimpression byintroducingyourbusinessandengaging potentialclients.Asimplesequencecould includeaDay1introductiontoyourservices,a Day3educationalemail,andaDay7limitedtimeoffertoencourageaction.
WhyAutomationWorks: Savetimebysettingupemailsin advance.
Personalizebasedoncustomeractivity, likefollow-upsafteraninquiryorservice Trackhowwellemailsperformby monitoringopenrates,click-throughrates (CTR),andconversions.
MonthlyUpdates:Keepyourclientsengaged withseasonaltips,updatesonservices,and reminders.Example:“Takethestressoutof falllawncarewithourexpertaeration services reserveyourspottodayandenjoya healthierlawnnextspring!”
TargetedPromotions:Emailcampaignsare
effectiveforencouragingrepeatbusinessby focusingonthecustomer'ssuccess.Example: “Getyouryardspring-readyeffortlessly scheduleyourcleanupbyMarch31andenjoy a$50discountasathank-youforprioritizing youroutdoorspace!”
Messaging
Textshavea95%openrateand45% responserate,makingthemagreatwayto grabattention.*Source:studiesconducted bymarketingandSMSplatformproviders, suchasEZTexting,MobileMarketingWatch, orSimpleTexting.
Perfectforreminders,real-timeupdates,and limited-timeoffers,textscaneffectively engageclientsbyfocusingontheirneeds andsuccess.Example:“Getyouroutdoor spacereadyforspring!Bookyourcleanup todayandenjoyastress-freestarttothe season.Replynowtosecureyourspot!”
TopToolsforEmailandTextMarketing
Mailchimp:Offerssimpletemplatesand easyautomationforsmalltomedium businesses.ItalsointegratesSMSinto broadercampaigns,allowingyoutocombine textsandemailsseamlesslyforacohesive customerjourney.
HubSpot:Providesadvancedpersonalization featuresforbothemailandSMS Integrated withitsCRM,HubSpotenablesbusinessesto sendpersonalizedfollow-ups,reminders,and targetedpromotionsthataretieddirectlyto customerdata,creatingaunified communicationstrategy.
TurnClicksintoClientswithEngagingVideo Marketing
Inlandscaping,wherevisualsmakeabig impact,videomarketingisoneofthemost effectivewaystoengageaudiences.By tellingstoriesthroughvideo,youcanconnect emotionallywithhomeowners,highlightyour expertise,andinspireaction
What’sWorkingNow:EmotionalStorytelling ThroughVideo
Storieshighlightthetransformationyour servicescreate,helpingclientsenvision similarresultsfortheirownspaces.Videos addapersonaltouch,showingthatyour businessisn’tjustaboutservices it’sabout turningyourclients’dreamsintoreality.
WhatStoriesWorkBest:
ClientTestimonials:Realclientssharing howyourservicesenhancedtheirhomes orlives.
Behind-the-ScenesContent:Aglimpse intothecareandeffortthatgoesinto eachproject,frominitialdesignto completion.
CaseStudy:A60-secondvideo showcasingthecreationofacustom patio,featuringeithertheowneror homeownerdiscussingproject challenges,favoritefeatures,andthe overallimpactofthetransformation.
TheProvenPowerofVideoMarketing:Boost Engagement,Conversions,andRetention
BetterEngagementandClick-Through Rates:
Addingvideostocampaignsincreases click-throughrates(CTR)by20%, outperformingtextorimagesalone (Source:HubSpot). PlatformslikeFacebookandInstagram reportdoubletheengagementonvideo adscomparedtostaticposts(Source: SocialMediaExaminer).
HigherConversionRates:
Landingpageswithembeddedvideos convertupto80%moreleads,asviewers aremorelikelytotakeactionafter watching(Source:Unbounce).
ImprovedRetentionandShareability:
Videosleavealastingimpression,with 95%ofviewersrememberingthe message,comparedtoonly10%fortext (Source:Forbes).
Compellingvideosaresharedmore frequently,helpingexpandyourreach organically(Source:Wyzowl).
RecruitTalentEffectively withVideoMarketing
AttractingSkilledWorkers:Showcaseyour companyculture,recentprojects,and employeetestimonialstopositionyour
businessasadesirableemployer.Example:A recruitmentvideofeaturinghighlightsfrom recentprojectsandemployeessharingwhy theyenjoybeingpartofyourteam(Source: LinkedInTalentSolutions).
DemonstratingExpertise:Videosofcomplex orcreativeLawn,Landscape,andOutdoor Livingprojectsprovidepotentialhireswitha clearpictureofthetypeofworkthey’dbe nvolvedin,helpingattractcandidateswith therightskillsandenthusiasm(Source:
GlassdoorEmployerResearch).
RecruitmentMetrics:Recruitmentvideos typicallyachievehigheraveragewatchtimes (around2minutes)asprospective employeesarekeentolearnmoreaboutyour company(Source:Wistia).
Thisapproachnotonlyhelpsfillpositions fasterbutalsoensuresyouattracttalent alignedwithyourcompany’svaluesand goals.
VideoMarketingMetricsBeforeandAfter
Engagement(Social)
LeadVolume(Monthly)
TailorContenttoEachPlatform: Useshort,fast-pacedvideos(15–30 seconds)forInstagramStoriesandReels Postlonger,detailedvideosonFacebook, LinkedIn,andmaybeYouTube.
IncludeClearCalls-to-Action(CTAs): Examples: “Clickbelowtoscheduleafree consultation!“ BestPracticesforVideoMarketing
Visitourwebsitetoseemorebeforeand-afterprojects!”
OptimizeforMobile: Withover70%ofvideo viewshappeningonphones,makesureyour videosareverticalandmobile-friendlyand havecaptions!
InvestinQualityProduction:High-quality visualsandsoundcreateabetterimpression andkeepviewersengaged.
HowLawn,Landscape,andOutdoorLiving CompaniesAreUsingGPTtoWorkSmarter
What’sWorkingNowwith AIToolsLikeGPT
AItools,includingGPT,arerevolutionizinghow landscapingbusinesseshandleeveryday tasks.Fromcreatingmarketingcontentto managingcustomerinquiries,companiesare usingthesetoolstosavetime,increase efficiency,andstaycompetitive.
ImportantNote:GPTisapowerfultoolfor startingoreditingtasksbutrequireshuman input,prompting,andfact-checkingto deliverrealvalue.Itelevatesandaccelerates workflowsbutdoesn’treplacetheneedfor expertise.
30%CostReduction: AIhelpscutoperationalcosts bystreamliningprocesses.
(Source:Deloitte)
Chatbase.co:BuildanAIchatbotthatcan handlecustomerserviceinquiriesand freeupyourstaff.
CustomGPTs:TrainAItoservespecific rolesinyourbusiness,fromdesign assistancetocustomerservice.
AutomatedScheduling:Useworkflowsto streamlineclientappointmentsandsave time.
40%ProductivityBoost: SmallbusinessesusingAI toolsreportsignificant productivitygains.
(Source:AccentureResearch)
HowLandscapeCompaniesAreUsingGPTto OvercomeChallengesandBoostEfficiency
BuildingSteadyPipelines: Generatequalityleadsthroughmore effectivemarketingandfaster responsetimes. Automatefollow-upsandimprove customerinteractionstonurtureleads effectively.
AttractingTalent: Writecompellingjobdescriptionsto drawinskilledworkers.
Enhancerecruitmentstrategiesto connectwithtoptalent.
WritingandCommunication: Generateprofessionalemailstailored toclientsandprospects. Editcontenttoensureit’sengaging, polished,andalignedwithyourbrand voice.
DesignAssistance: Improvedesignefficiencyand maintainprojectconsistencywithAIpoweredsupport LeverageGPTasa“teammember” thatworkstirelesslytospeedup turnaroundtimes.
BusinessStrategyandManagement: Developdetailedstrategiesfor marketing,sales,andoperations. Automaterepetitivetasks,freeingtime forhigh-prioritygoals.
SalesEnhancement: Personalizefollow-upsand communicationstobetteraddress
clientneeds,includingmorepolished proposalsandsalescopythatresonatewith yourtargetaudience.
Streamlineyoursalesprocessbyusing AItoidentifytop-performingchannels, craftpersuasivemessaging,andclose dealsfaster.
AdaptingtoTechTrends: StayaheadwithAI-drivensolutions thatsupportmarketingand operations.
TimeManagement: Automateroutinetasks,enablinga sharperfocusonstrategicinitiatives.
RecruitingandTraining: Writebetterjobdescriptionstoattract qualitycandidates. TrainyourteamwithAI-driventools thatprovideconsistent,scalable education.
OperationsandCustomerService: Automateschedulingworkflowsto reduceback-and-forthwithclients AIchatbotshandleupto80%of customerinquiries,lettingyourteam focusonmorestrategicwork.
TheImportanceofBuildingReviewsforLawn, Landscape,andOutdoorLivingCompanies
Intoday’srapidlyevolvingmarket,reviews areacornerstoneforsuccessamonglawn, landscape,andoutdoorlivingcompanies. Theyactasdigitaltestimonials,influencing potentialclients’decisionsandsignificantly enhancingsearchengineoptimization(SEO) performance Positivereviewsonplatforms likeGoogleBusinessProfileandFacebookare notjustvaluableendorsements theyare essentialforelevatingvisibilityandcredibility, ensuringcompaniesremaintop-of-mindfor homeownersandpropertymanagers.
WhyReviewsMatter
Reviewsrepresentaformofdigitalword-ofmouth,providingthesocialproofclientsrely ontogaugequality,professionalism,and reliability.Theyhavebecomeavitalelement inclientdecision-making.
Keydatapointsillustratetheirimpact:
92%ofconsumersreadonlinereviews beforechoosingalocalservice(Source: PowerReviews).
Companieswithhigherreviewratings generate54%morerevenuethanlowerratedcompetitors(Source:Harvard BusinessReview).
87%ofshoppers beginproductsearchesonline.
(Source:RetailDive)
HowReviewsEnhanceSEO
ReviewsareintegraltoSEOstrategies,with searchengineslikeGoogleprioritizing businessesthatconsistentlyearnstrong, recentreviews.Theycontributeto:
ImprovedLocalSearchRankings:
Google’salgorithmfavorscompanieswith robustreviewprofiles,increasingtheir chancesofappearinginthehighlyvisible LocalPackforsearcheslike“outdoorliving expertsnearme.”
HigherClick-ThroughRates(CTR): Listingswithglowingreviewprofiles naturallyattractmoreclicksasthey appearmoretrustworthyandestablished.
KeywordRelevance:
Whenreviewsmentionspecificservices— suchas"eco-friendlylawncare"or "custompatiodesign"—theyalignwith searchqueries,strengtheningSEOefforts.
92%ofcustomers readonlinereviewsbefore makingapurchasedecision. (Source:PowerReviews)
PlatformsThatMatterMost
GoogleBusinessProfile:
Thisplatformisanon-negotiablepriority forlocalSEO.Reviewsherearea significantfactorindeterminingrankings andLocalPackplacement. Directyoureffortstowardgenerating reviewsonGoogleBusinessProfile,asitis themosttrustedsourceforclient evaluations.
Facebook: Facebookreviewsamplifycredibilityand fosterpeerrecommendations. Theplatformoffersopportunitiesto engagedirectlywithreviewers, showcasingresponsivenessanda customer-focusedapproach
What’sWorkingNow:Review-BuildingBest Practices
Companiesstayingaheadintoday’s landscapeemploystrategiesdesignedfor efficiencyandresults:
AskattheRightTime:Requestreviews immediatelyafterprojectcompletionwhen satisfactionisatitspeak.Awell-timed requestmakesasignificantdifference.
MakeItSeamless:Providedirectlinksto GoogleBusinessProfileandFacebookreview pagestosimplifytheprocessforclients.
RespondConsistently:Proactivelyengage withbothpositiveandnegativefeedbackto demonstrateattentivenessanda commitmenttocustomersatisfaction.
EncourageFeedbackThoughtfully: Incentivizereviewswithsmalltokensof appreciationordiscounts,ensuring
compliancewithplatformguidelines.
ToolsMakinganImpact:Recommended Solutions
Tofurtherstreamlinethereview-building process,toolslikeBirdeyeandPodiumare becomingessentialforlawn,landscape,and outdoorlivingcompanies.
Birdeye:
Automatesreviewrequestsviatext andemail,increasingresponserates. Centralizesreviewsfrommultiple platforms,allowingeasymonitoring andquickresponses
Providestoolstodisplaypositive reviewsprominentlyonwebsitesand socialmedia.
Podium:
Focusesonmobile-first communication,makingreview requestsandclientinteractions effortless.
IntegrateswithGoogleBusinessProfile andFacebooktostreamlinereview collection.
Offersacentralizeddashboardfor trackingandmanagingreviews, ensuringconsistencyand organization.
ByintegratingtoolslikeBirdeyeandPodium, companiescanbuildstrong,scalablereview systemsthatenhancetheirreputation, improveSEOperformance,andcreatean unmatchedclientexperience.Reviewsareno longeroptional theyareacriticalfactor shapingthefutureofsuccessinthelawn, landscape,andoutdoorlivingindustry.
