By David Crary 
Lawn maintenance season is just around the corner, so let’s get your sales and marketing machine primed and ready to go! Don’t wait until you are already busy with spring jobs to try to develop your marketing plan. You can take your lawn maintenance business' sales and marketing to the next level this year with these 5 strategies:
1. Utilize social media
This year, use social media – the right way – to promote your business. The easiest way to start is to look at what other lawn maintenance businesses are doing and copy it. Then, make it even better by providing helpful tips and posting more often. Just make sure you are consistent. Don’t post sporadic messages and then disappear for months. Instead, make a schedule and post accordingly to all the social media platforms that you have decided will be most effective for your audience. Most importantly, don’t just post sales messages all the time. Follow the 70-30 rule: helpful, informative posts 70% of the time and promotional pieces only 30% of the time. For more detailed information and examples to develop your social-media marketing, check out our free e-book: How to Turn your Green Industry Business into a Social Media Rock Star.
2. Create a mailing list
It’s important to put your name out there regularly. Mailings will put you at the front of your customers’ and potential clients’ minds. Show them that you value them as customers. Put yourself on display as a reputable and caring company. Sending out periodic cards, emails and letters can go a long way in establishing a long and positive relationship with clients. On the other hand, don’t spam anyone. Make sure your messages are spaced apart appropriately and are helpful to the client, not just sales-y.
3. Do research
The most important aspect of marketing is to figure out who your audience is and then learn about them. Maybe all your clients love golf. Then you can use that information by including golf references and golf themes to promote your services and business. Tailor your messages to attract the demographic that matches the majority of your customers. Remember, knowledge is power, so do all the research needed to know how to appeal to your target market.
4. Gather customer feedback
You can also do great research by surveying your existing customers. Ask them what you are doing well and what needs more work. Find out if there are any additional services that they would like to see you provide. Work out issues and check back with your customers. Make sure your customers are happy, because they are your number 1 marketing tools. Most customers chose service professionals based on a friend’s referral, so keep wowing your customers to keep referrals coming.
5. If it works- use it
Traditional marketing styles like advertising and direct mail often still work. Unfortunately, only 1-2% of those who get your message will respond and contact you, even in a well-targeted campaign. Make your chances as good as possible by including at least 2 ways for the reader to contact you – such as listing a phone number and email address. If you include only 1 way for customers to contact you, your response rates will drop by 20%. You can also avoid wasted money and effort by advertising directly to the type of people who are most likely to want your services. In our example of golf-loving customers, you could advertise at the country club or local golf publication. The bottom line in advertising is, find something that works for you and do it well.
Go ahead and set up your marketing and sales strategies now so they will succeed all year long. Make a plan to start some of the approaches listed above. It will take a mix of different tactics and a lot of consistency all year long, but it will pay off with healthy business growth. Even though marketing and sales can be the most challenging part of your lawn-maintenance business, this can be the year you overcome the difficulty by implementing these tips with persistence and intentional.
