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Why landscapers need multi-channel advertising
It’s no longer enough for landscaping companies to have an ad in the Yellow Pages or rely solely on word of mouth. These days, people aren’t looking for landscapers in the Yellow Pages or asking for recommendations from friends. They’re looking online.
Modern landscapers need modern marketing solutions that allow them to build a visible presence wherever prospective leads and customers are spending their time online. Multi-channel advertising can help you do just that.
Connect with potential customers at every stage of the marketing funnel, convert leads and capture market share for your landscaping company with multi-channel advertising.
7 benefits of multi-channel advertising for landscaping companies
1. Drive high-quality leads
Not everyone wants or needs your landscaping services. It’s a waste of your valuable resources to go after the wrong leads, and it will only result in a dead end. By taking advantage of multi-channel advertising on the right channels, landscapers can drive the very best landscaping leads for their business, resulting in more conversions and a higher ROI.
2. Increase your visibility
In order to get found online, you need to build a visible presence for your landscaping business. One of the biggest reasons to use multi-channel advertising is that it allows you to increase your visibility across all of the most popular channels with your customer base, including Google, Facebook and YouTube.
3. Get found
People in your area who are searching for the landscaping services you provide on search engines are some of the best leads you could ask for. By taking advantage of search advertising on Google and Bing, you can make sure that your landscaping company shows up at the top of page one of the search results.
4. Capture market share
Whether they choose to work with you or another landscaping company, people are going to get the landscaping services they need one way or another. The right multi-channel advertising campaign will help you get found by high-quality landscaping leads who would otherwise go to a competitor, capture market share and drive success.
5. Target the right audience
Everyone wants a nice landscape, but not everyone wants or needs your landscaping services. Targeting the right audience — the people who are most likely to want or need your landscaping services — can help you make the most of your multi-channel advertising campaign. With audience targeting, you can maximize your landscaper advertising investment.
6. Stay top of mind
When someone in your area needs landscaping services, you want to be the first landscaping company that comes to mind. Multi-channel advertising can help you stay top of mind with your prospects, leads and customers. The right multi-channel advertising campaign for landscaping companies can help you be the go-to landscaper in your area.
7. Monitor and maximize your performance
Another big benefit of multi-channel advertising for landscapers is that it’s extremely measurable. By carefully monitoring your advertising performance, you can see which channels are most effective for your business, fine-tune your strategy and maximize your results by letting the data guide your advertising decisions.
The best digital advertising campaigns for landscapers
Local visibility is incredibly important for landscaping companies and other local businesses. By taking advantage of local advertising, like Google Local Service Ads, you can target people in your local area and make connections with the highest quality leads in your community.
Search and maps advertising
When someone in your area looks for landscaping services on a search engine, you can make sure that your landscaping company shows up at the top of the list with search engine advertising. Search ads appear above the organic search results, ensuring that your ad is the first thing prospective customers see.
Most people won’t be ready to schedule an estimate or book an appointment the first time they interact with your business. In fact, most people need to be exposed to a new brand at least seven times before they’ll become a paying customer. Retargeting allows you to get your landscaping ads in front of people who have already shown an interest in your business.
Social media advertising
If you want to make the most of your landscaping advertising budget, you need to advertise where your target audience is already spending their time. These days, people spend the majority of their time online on social media platforms, like Facebook and Instagram. Social media advertising can help you stand out and get found by the right audience.
Whether your prospective leads and customers are visiting their favorite website, using an app or scrolling through social media, you can get in front of them with display advertising. Display advertising gives you the tools you need to increase your landscaping company’s visibility and brand recognition across the web.
Digital TV advertising
Thanks to TV streaming services, like Roku, Apple TV and Amazon Fire TV Stick, people no longer have to rely on cable to catch up on their favorite shows. With digital TV advertising — also called OTT (over-the-top) advertising — landscapers can run non-skippable ads on the most popular streaming services.
Digital radio advertising
People will listen to digital radio just about anywhere — in the car on the way to work or class, in the kitchen while cooking or washing the dishes or even in the office. Digital radio advertising gives you the opportunity to promote your landscaping business and target the best landscaping leads.
Get in front of potential leads and customers who are driving around your local area with digital billboard advertising. These billboards are located on busy highways and roads, and they allow landscapers to target their ads to people driving in specific areas. Digital billboards are a great way to increase your local visibility.
Multi-channel advertising tips for landscapers
Define your audience
Before you set an advertising budget, choose your advertising channels or do anything else, you need to take some time to think about who your target audience is. By defining and getting to know your target audience, you can fine-tune your marketing message especially for them, pick the right channels and maximize your success.
Set your goals
What do you hope to achieve with landscaper advertising? Do you want to drive more high-quality leads to your business, increase website traffic or build a more recognizable brand in your area? Whatever your goals may be, clearly setting them will help to guide your strategy and get the kind of results you want.
Use targeting to get in front of the right people
It’s a waste of your time and money to advertise to people who will never want or need your landscaping services. By targeting your ads to the right people — the people in your area most likely to convert — you can maximize your success and ROI. With target advertising, you can get more out of every advertising dollar.
Budget for success
Most landscapers don’t have a bottomless advertising budget, but if you don’t invest enough — or you give up too soon — your multi-channel advertising campaign may never reach its full potential. That’s why, in order to get the most out of multi-channel landscaper advertising, you need to budget for success.
Maximize your visibility across the most popular channels
Multi-channel advertising allows you to increase your landscaping company’s visibility on all of the most popular channels with your leads and customers. In order to maximize your success, you need to identify which channels your prospects are using the most. This will help you get it right and avoid wasting resources on the wrong channels.
Build exact-match landing pages
All too often, landscapers link their ads back to their homepage. If a lead lands on a generic homepage after clicking on a specific offer, they’re going to say “what about the offer?” and close the window. Increase your conversion rate by building landing pages for your ads that match the message to a t.
Bid on branded keywords
Many landscaping companies just assume that they’ll rank at the top of the SERPs (search engine results page) for their brand name, so they don’t bother bidding on branded keywords. But, it’s important to remember that your competitors can bid on your branded keywords, and you want to ensure you outrank them.
Measure your results
Rarely does a landscaper get perfect advertising results out of the gate, and even rarer still are advertising results that never change. Measure the results of your advertising campaigns carefully so that you can make data-driven decisions about your budget, marketing message and more.
Work with a dedicated Ad Specialist
Landscaping advertising isn’t always cut and dry or easy to understand, and it isn’t always easy to get it right. By working with a dedicated Ad Specialist at Marketing 360®, you can sit back and relax knowing your landscaper advertising campaign is in good hands. Let us help you maximize your success while freeing up your time.
Multi-channel advertising FAQs for landscapers
What is multi-channel advertising?
Multi-channel advertising is an advertising strategy for landscapers that utilizes multiple channels to increase visibility and brand awareness, drive leads and boost sales. With multi-channel advertising, you can build a visible presence for your landscaping company where it matters most.
What are the best advertising channels for landscapers?
Not all multi-channel advertising strategies for landscapers are made equal, and not all channels are right for every landscaper. The best advertising channels for landscapers vary depending on your target audience and where they spend their time. Some of the most popular channels for landscapers include Google, Bing, Facebook and Instagram.
How much should you budget for multi-channel advertising?
There’s no hard and fast rule as to how much a landscaper should spend on multi-channel advertising. Your budget should be determined by what your goals are, who your target audience is, what channels you’re using and how much competition you have.
How do you know if multi-channel advertising is working for your business?
One of the best things about multi-channel advertising is how measurable it is. By regularly monitoring the performance of your campaigns, you can make sure they’re working for your business and driving the results you want. And, if they’re not, you can make necessary adjustments to improve your performance.