5 ways to grow your lawn care business through digital marketing

Photo Credit: Unsplash

With spring around the corner, many lawn care companies are looking to grow their business. There are hundreds of ways of marketing, but digital marketing is an incredibly effective way to efficiently reach your target audience. While I own HubClick, I also own an app base lawn care company called Moe Mow’s and we grew quickly thanks to our digital transformation & marketing!

1. Website

In this digital era, your lawn care business should absolutely have a website! For many customers, a website is the first impression they will have on a company. Websites are now incredibly easy and fast to build without the need of developers thanks to companies like Squarespace & Wix.

Simple must-have elements to your website are making it memorable, express your differentiators, have a clear call to action, include a contact form or info, be mobile-friendly, cohesive, & well designed.

Photo Credit: Moe Mows

2. Google My Business & Google Ads

With Google being the largest search engine & being that 97% of online users search online to find local businesses, it is imperative that your business is listed on Google. Google My Business is free and easy to set up. By being listed on google, you can reach & engage with new potential customers who view your listing.

Search engine optimization (SEO) is simply the process of increasing the quality and quantity of website traffic organically while search engine marketing (SEM) is done by buying ads to increase the quality and quantity of website traffic from a search engine.

SEM such as Google Ads is one of the most effective digital marketing tools if done properly. In a simplified summary, Google Ads works by building a campaign to show up in targeted customers Google search. While this can have tremendous ROI, it’s a bit complex to properly set up a successful campaign. I highly recommend Google Ads but I also highly recommend that you invest time and energy learning about it & how to create the best campaign.

Here's a great article by HubSpot on how to create an effective Google Ad strategy Google Ads also has a great support team that is readily available to help assist you in setting up with your ads. A good tool to leverage to create great ads is SEMrush.

Photo Credit: Unsplash

3. Social Media Marketing

Social media marketing, my favorite! Why? It’s where consumer attention is. In 2018, the average person spent 3 hours a day alone on social media. 54% of social browsers use social media to research products & services.

What makes for a great social media marketing strategy? Many things such as picking the right channels, understanding your target audience, creating the right content, customizing the content for each specific channel you post on, posting at the right time, setting up your ads properly, & creating unique content.

For my lawn care company, we grew fast through the help of social media marketing. Specifically, we focused on creating content that would resonate with our targeted customers & using it to showcase the value that we bring to our customers that separates us from local competitors. While we did not put all of our eggs in one basket in terms of marketing channels, Facebook did the best for us. But all companies need to identify what's best for them as for example, I can infer that B&B Lawn Care, does the best through their impressive Youtube channel.

Many other lawn care companies use Facebook to market their business. But it’s important to understand how the algorithm works on each channel. For example, In 2018 Facebook changed its News Feed algorithm to prioritize & order "meaningful interactions” posts from friends & family over content posted by businesses. On average, companies that did not pay for ads only showed up on 5.5% of their Facebook follower's News Feed.

When it comes to creating content, I'm a huge fan of Adobe products as there are simply no limits on what you can make with your creativity. Canva is another alternative that I haven't personally used, but have heard wonderful things about how simple it is to make content!

4. Email Marketing

Email marketing is one of the oldest yet still pretty beneficial messaging channels. The stats prove the credibility of email marketing such as 99% of consumers checking their email daily.

As a lawn care company, our focus was not to use email marketing as a tool to grow, but a tool to increase customer experience by being more engaging. We use both MailChimp & ActiveCampaign for email marketing.

5. Mobile Apps

The area we can help you with is going through a full digital transformation with your own custom app & one that puts your company right in your customers fingertips! On average, mobile users are spending 215 minutes on mobile apps daily while only 13 minutes on websites. It simply just makes sense to be where your customers are at.

As we are on the topic of digital marketing, how can our app help? Simply through push notifications for things such as new quotes, custom created push notifications, referral button to allow your customers to refer your company, messaging right on your app, & a loyalty program to keep your customers coming back & spending more!

By providing your customers with an app, you open up a new world of value, convenience, & growth. With this digital approach, you will create more repeat customers, loyal customers, & advocate customers!

Moe Mitchell

March 9th, 2020