Lawn care is a $77 billion industry. There is a strong demand for these services, and the key to connecting with your audience is to adopt the right lawn care marketing strategies.
These lawn service advertising ideas will show you how to advertise lawn care and help you connect with your target market, generate new leads, and convince people that you offer the best lawn care services in the area.
Search Engine Optimization
Developing an SEO strategy will help people find you on the web. When you look something up on a search engine, the results considered as being most relevant for your search appear first.
Google and other search engines use complex algorithms to determine which results are relevant when you issue a search query. There are different strategies you can use to help Google and other search engines assess how relevant your site is and improve how your site ranks in search results.
These are the top SEO strategies you should focus on:
- Use relevant keywords to tell search engines what your content is about, and which searches your pages should rank for.
- External links to your content help establish authority when they come from quality websites.
- The quality of your content matters. Your site needs to deliver value and help visitors accomplish their goals.
- Accessibility can impact your ranking. Pay attention to things like mobile-friendly navigation and page-loading speed.
- Use short URLs with strong keywords.
You can get started with SEO by auditing your website. Improve your internal structure and navigation by adopting a simple menu and organizing your content so that each page covers a unique topic consistent with the title of that page.
Use the Google Keyword Planner tool to do some keyword research. This tool will give you an idea of the keywords and phrases that are relevant to your industry.
In the case of lawn care advertising, it’s very relevant to focus on local SEO. Users are likely to look up queries that refer to lawn care services along with keywords associated with your area. Use keywords that refer to your city, neighborhood, landmarks, and other location-related searches in your content.
You can purchase ad space on websites that belong to a PPC network or invest in PPC ads that will be displayed along with search results. A very popular advertisement PPC management platform is Google Adwords.
There are two main uses for PPC:
- Increase awareness for your business by targeting users in your area who are performing searches related to lawn care.
- Remarketing to users who have visited your site. When a user visits your site, a cookie is saved to their computer. The presence of that cookie indicates that the PPC network can show your ads.
You will get better results with PPC if you create attention-catching ads with strong calls-to-action. It’s also essential to target the right searches and display the right information in your ads.
The ads you show to people who are researching broad topics related to lawn care should be different from the ones shown to users who are retargeted after having visited your website. We also recommend using A/B testing to see which copy gets more clicks.
Email marketing is one of the best lawn care marketing ideas you could use because this channel has an average ROI of $32 for each $1 spent.
Look into using automation to deliver relevant content. You can add a signup form to your site, and once a prospect signs up for your email list, your automated system will send them a series of emails with relevant content.
Here is how to get results with email marketing:
- Write strong subject lines and engaging previews.
- Personalize your emails with the recipient’s name.
- Increase your click-through-rate with strong calls-to-action.
- Use A/B testing to see which email or subject line performs better.
- Send your emails when people are likely to be online. Weekday mornings are usually the best time to send promotional emails.
- Write engaging copy for your emails, and keep them short.
- Deliver value through educational content, personalized reminders, or special offers.
- Signing up and unsubscribing should be easy.
Social Media Marketing
Social media marketing allows you to stay in touch with your audience while forming a human connection. It’s a form of lawn care marketing where you can interact with people directly, answer questions, thank people for their comments, and more.
Start by creating a page on Facebook and other platforms your audience is likely to use. Fill out your page with your information, including a link to your site, a phone number, your hours, and your address.
We recommend posting on a regular basis. You can schedule your posts in advance, and keep track of engagement and interactions to figure out the best time to post and the most engaging format for your audience.
Visual content tends to do well on social media because it will catch people’s attention when they scroll through their newsfeed. Take advantage of this by sharing pictures of your work!
If you develop a strong presence on social media, people will probably start sharing pictures of their lawns and help you promote your services.
You can target social media users via lawncare ads that will be displayed next to their feed or between posts when they scroll. Social ads are interesting because you can target users in a specific area or target users that belong to a specific demographic group. You can also target users based on their interests.
Social media ads work. The average Facebook user clicks on 11 ads per month, and you can use these ads to increase awareness for your business, promote a specific offer, or simply encourage users to connect with your business’ Facebook page.
Creating a Website
Your website is a key element of your online presence. If you already have a website, now is the perfect time to audit it and look for ways to improve it.
An effective website should look professional. Make sure your business is easy to identify thanks to your logo and color scheme. The feel and look of your site should convey a positive impression and make visitors want to keep browsing.
Your homepage is one of the most important components of your site since it’s what most visitors will see first. Your homepage should have your contact information and a brief summary of the services you offer.
Think about navigation and user experience. Your menu should be easy to use, and your content easy to find. Ask yourself what kind of tasks users want to accomplish when they visit your site and how easy it is to perform those tasks.
Updating your site can improve your ranking in search engines and give visitors a reason to visit your site often. You can update your site by writing blog posts, developing a knowledge base about lawn care, or creating videos about your projects.
In 2019, 52% of internet users browsed the web with a mobile device. You need to account for mobile users who will see your content on a smaller screen and will have a different experience with navigation.
You can optimize your website for mobile users by adopting a responsive design and limiting the amount of content you have on each page. Monitor page-loading speed to make sure mobile users have a good experience and use alternatives to your high-resolution images that will load faster on mobile.
Visual content might be easier to consume on mobile. Make sure users have access to high-quality images, short videos, or infographics.
You can make your text easier to read by avoiding long paragraphs, using short sentences, and highlighting important information with headers and bullet points.
Your blog can become a powerful marketing tool that will keep visitors coming back to your site regularly. Writing blog posts will help you build a network of backlinks since other sites will link to your blog posts if they’re interesting.
Here are some ideas to explore for your blog:
- Share some lawn care tips to help your customers maintain their lawn.
- Share some seasonal information about things like fertilizing or introducing new plants to a landscape.
- Write educational blog posts about different types of grass.
- Provide advice on how to choose a new lawnmower.
- Write about preventing and treating lawn disease.
- Write a blog post about a specific project you worked on, and make sure to share plenty of high-quality photographs of the project.
Brainstorm some topics, create a schedule for your blog, and update your blog regularly. You can use that content for your email and social media marketing campaigns as well.
Remember to make your blog posts easy to read by using short paragraphs, headers, and bullet points.
The blog topic ideas we just mentioned would make for some interesting videos as well. Developing video content gives you an opportunity to showcase your work while providing your audience with content that is easy to consume.
Video content often feels more engaging compared to written content. There is a strong demand for video content, and by 2022, online videos could account for 82% of all online traffic.
Think about launching a YouTube channel to share lawn care tips and show the projects you work on. Creating videos is good for SEO since your videos might rank higher than your competitors’ sites if Google shows some video results for a search. Some users will even prefer watching a short video rather than reading a webpage.
Video ads are another form of PPC ads, but this content is more likely to get noticed since your videos will play before users watch a video. You can invest in video ads on YouTube, or go through ad networks that will show your ads before videos from local news sources and similar websites.
A video ad campaign will increase awareness for your business if you make sure that your business is identifiable in the first few seconds of the video.
You can use video ads to target users in a specific area or use these ads to deliver more information about your business in the context of a remarketing campaign that targets users who have already visited your website.
If you decide to invest in a video ad campaign, you should also invest in a professionally-produced ad. It’s essential to create a positive impression and to convey professionalism.
Keep in mind that a majority of users will choose to skip your video ads after watching the first few seconds. Create videos that share your most important message within the first few seconds.
Claiming your business on Google My Business only takes a few minutes and will make a huge difference for your online presence.
Your Google My Business listing is the information displayed across different Google products, including Google Maps. Once you claim your listing, you can correct the information and add to it. Make you’re your Google My Business listing indicates the correct category for your business. You should add a link to your website, your contact information, hours, and images of your business.
Users will see a more comprehensive snapshot of your business when it appears among Google Maps results if you take the time to add some information to your profile. You will also have the possibility of responding to Google reviews.
Reviews matter because 97% of consumers check reviews before making a decision about a local business.
The most popular review sites include Google, Facebook, Yelp, Yellow Pages, Manta, the Better Business Bureau, Foursquare, and Angie’s List.
Create accounts on these different sites or claim your business listing. Complete the information available on these different directories so that users can see reviews for your business and have access to your contact information on the same page.
If you see any negative reviews on these different sites, reach out to the customers who weren’t satisfied and look for a way of resolving the issue.
You should also encourage your customers to leave reviews on these different platforms, either by asking them in person or sending them an email shortly after they use your services.
We already discussed blogs and videos, but there are other forms of content marketing to explore if you want more lawn care advertising ideas.
Other formats to explore include:
- Q&A sites
Content marketing provides you with opportunities to have other sites link to your content. It’s also an effective way of increasing awareness for your business, and to reach out to users who are looking for content related to lawn care.
You could browse Quora and write useful answers to questions about lawn care, start a landscaping inspiration board on Pinterest, or submit blog posts to online publications homeowners are likely to read.
Networking will help you reach out to new prospects in real life, but this strategy also works online and is a crucial part of your lawn care marketing plan.
You can network with local business owners who have a strong online presence. You can extend your reach by having a local business with a large Facebook following share one of your posts, or better yet, write a post to recommend your services.
You should also look into supporting a local non-profit organization. Use your online presence to draw attention to the cause they support, and the non-profit mentioning you as a sponsor will help you reach out to a new audience.
A lot of online newspapers have an online edition. A news story about your business would be a great way to get some exposure. You can get local newspapers to write about your business or mention it by taking part in local events, supporting non-profit organizations, or sponsoring a local sports team.
If you offer incentives, your existing customers will help you promote your business. You can create a referral program to reward the customers who help you find new prospects.
A referral program will help you grow your business and doesn’t require a significant investment. Some referrals will take place when your customers talk about your business, but you can extend that program by providing members with a few online tools that will help them get more referrals.
Use a signup form for new customers and give referral links to the members of your program. Your customers can then share their unique referral link on their blog or on social media and help you promote your business. You can also create images, texts, and other types of content that members of your referral program can use to promote your business.
These different marketing strategies will help you develop a strong online presence. You should prioritize strategies that will help you find new customers, like launching a website, investing in SEO, and developing an email marketing campaign.
You can then gradually add other projects to your marketing plan, such as a blog, social media, and an online reputation management strategy. It’s also important to set goals for your marketing efforts and to monitor your results to make sure you’re on the right track!