Why the Green Industry Should Cut Back on Print Advertising

Well, that's a bold thing to say! But, hear me out.

Print advertisements can be great when they are designed for a niche area that you service. It’s an opportunity to develop name recognition for your brand while promoting seasonal services and/or events. 

However, if we’re looking at a limited marketing budget to spend, print advertisements would be one of the first that I cross off the list. The main reason is simply shelf life. Anything that you send out in print will eventually get thrown into the recycling bin.

On the flip side, digital marketing footprint lasts forever and allows for more precise, specific, and measurable campaigns. This leads to better, more quantifiable results. 

Here are a few ways you can assess your online presence, cut back on what’s not working, and double down on what is. 

Take a look at your leading and lagging indicators.

Return on investment (ROI) is a huge metric but it is a lagging indicator, meaning it will...

Continue Reading...

Ways the Green Industry Can Use Email Marketing to Their Advantage Now

I don’t know about you, but with the Coronavirus and the Flu going around, I’m limiting everything that I physically touch. Is it time to think about shredding direct mail and door hangers? 

Maybe, maybe not. But what we do know works is email marketing. Harvard Business Review did a comparison between direct mail and email marketing and to summarize their case study: direct mail costs about 100x as much as email marketing and ROI-wise, email marketing campaigns performed about 95x better.

But, we are all inundated with emails already and Covid-19 has amplified that even more. So it’s our duty to be brief and to the point. Use imagery to show instead of tell what you’re explaining. Stick to one call to action per email (ie: what action step do you want the reader to take?) 

The majority of us welcome positivity and feel good vibes in our inbox instead of cancellations, closings and craziness. Remind clients of your commitment to buy from local small...

Continue Reading...

How the Green Industry Can Automate Their Processes With Leaner Teams

Now more than ever, it’s important to be able to structure your business to run lean with limited office staff. You can keep important communications in place by utilizing Automations to communicate with your clients. 

Here are some ideas for automations that you can implement immediately to continue to build trust and loyalty to your landscaping company: 

  • New Lead Welcome and Introduction
  • Proposal Sent Follow Up
  • New Client Onboarding
  • Satisfaction Survey/Review
  • Scheduling Reminders
  • Service Completion Alerts & Education

One of my personal favorites is a callback/respray follow up campaign. If you’re a fertilization and weed control provider, you’ll no doubt have to go back to a client’s property to re-treat at some point. Following up after this service not only shows that you’re concerned with the client and their satisfaction, but gives your company a chance to improve with constructive feedback. 

Last year, one of my...

Continue Reading...

How Landscapers Can Leverage Social Media Marketing During Cornavirus

Many of my clients have asked me recently what my recommendations are for posting on social media this week and in the coming days. 

  • What are some topics we can post about? 
  • Is it appropriate to ask clients for sales still? 
  • Should we jump on the Coronavirus bandwagon and tell everyone what we’re up to? 
  • Should we continue to spend money on social media promotions? 

According to Deloitte, studies show that we primarily rate brands based on personal feelings and experiences—not information. And when a positive emotional connection is created with a company, 92% of us are more likely to stay loyal, 88% are more likely to spend more, and 91% are willing to advocate on behalf of the brand.

Not only that, people are spending a significant more amount of time on social media as they’re quarantined to the house and working from home. 

My good friend Jason Cupp noted that many employees are laid off or furloughed and they may not...

Continue Reading...

Landscapers: Keep Marketing Money Reserved for Recruiting

As of writing this, the Mexican consulate announced they will be closing on March 18th with no reopening date in sight. I’ve heard mixed information from people who are boots on the ground with other reputable sources that say they may still process after that or up until the 25th, however no one is certain. 

Even companies who received an A or B position in the H-2B lottery, may be back on the same level playing field as the companies who weren’t so lucky or didn’t apply at all.

Every cloud has a silver lining, and the one that I see for this is that the unemployment rate in the United States is going up. Restaurants and bars are closing in several states and these bartenders and servers will be seeking new employment. Actors and people in the entertainment business are also looking for work. And students that may be off school and doing online classes are wanting to fill their "time off" making money.

I think the lesson here is keep some marketing money...

Continue Reading...

Why Your Landscaping Company is a Great Place to Work and How to Keep it That Way

 Startup is Easy, Growing is Hard 

Chances are, when you first started your landscaping company, you knew everybody’s name. 

The team was small and tight-knit. You knew each person’s life story, their likes and dislikes, maybe even the names of all their kids. You’d shake hands with everyone on a regular basis, and the overall vibe of the company was more like a family than like a corporation.

If your company has grown rapidly, though, you may be experiencing some challenges.

You might not get to see everyone every day any more. You may no longer be the one in charge of hiring or onboarding new team members. And the warm, authentic personal connections—the human element that made your company such a great place to work in the beginning—may be starting to fade.

 

Don’t Let Growth Challenges Sink Your Company…  

If you let yourself get complacent about your employees’ morale, you’ll find it’s...

Continue Reading...

Recruit High-Level Candidates on LinkedIn Through Your Personal Brand

 

This blog post written by Kelly was originally published as a guest post on Landscape Management Magazine's website. http://landscapemanagement.net/guest-post-recruit-high-level-candidates-on-linkedin-through-your-personal-brand/ 

 

LinkedIn is the world's largest professional networking site with over 530 million users, making it the go-to social media for job seekers and job recruiters.

 

If you’re looking for management candidates to help you grow your landscaping business, LinkedIn a great place to create new relationships.  Here’s a hint - it’s not just about posting jobs. These candidates probably aren’t actively seeking a new job because they’re already employed.  Use these tips to stand out and get their attention. 

 

Your Public Profile Essentials

 

No matter how long you’ve been using LinkedIn, take a good look at your public profile. This is the first thing potential recruits...

Continue Reading...

Setting a Marketing Budget for a Landscape Company

 

The primary goal of marketing is to generate and nurture high-quality leads. You want to attract the right potential customers to your business and to set expectations in their minds about the experience they will have with your company. It is the role of sales to convert these leads into customers.

 

For almost all businesses, the right marketing strategy enables the company to grow faster and provide customers with a more satisfying experience.

 

It may seem as though your business is getting along just fine without investing in marketing, but you will likely reach a tipping point where it starts to make sense to invest in marketing, including  a marketing consultant. I go into more detail here on when creating a budget is worth your time, so if you are unsure if your business is at the right stage for this, start with that post and circle back. (After all, if you are not yet ready for a budget, you are likely not ready for a marketing budget either.)

 

...
Continue Reading...

3 Ingredients to Success at Maffei Landscape

 

Last week I flew up to Cape Cod to visit an old friend, Bob Maffei and his company Maffei Landscape Contractors

 

I met Bob “growing up” in the industry, probably at a JP Horizons event and he’s about as good of a guy as you can get.

 

After reminiscing (and sharing hilarious stories I didn’t know about my parents), we talked shop and he offered some pointers about running a $10m landscaping business.  

 

Trying to be clever, I created a little equation from my takeaways.

 

Personal Accountability + Team Accountability + Enthusiasm = Success

 

Personal Accountability 

 

One thing that Bob kept repeating was the 5 stages of employee accountability.  

 

The lowest form of accountability - scratch that - the polar opposite of accountability is denial....  “The work I did at the client’s house was fine.”

 

Once they’re able to acknowledge (verbally or not)...

Continue Reading...

3 Ways to Coach Your Team to Take More Initiative

 

“There’s two types of people in this world.” my friend Jane explained, “Clickers and non-clickers”.

 

She was describing the way that administrative employees tend to work.  They either click buttons on the computer to figure out a way to make progress, or they don’t - they sit back and ask for help.
 


In your business, you probably call clickers “Problem Solvers”.  And we’d probably agree to describe them as people who are not afraid to use Google, people who go above and beyond, people who keep their eyes open for opportunities, and people who have a helpful attitude.   
 

So, can you train someone to be a clicker?  


 
I believe the right person could be coached to take more initiative. Here’s how:

 


1. Give Them Permission 

 
Especially when someone is new, let them know it’s okay to look around for answers.  They may fear...
Continue Reading...
1 2 3
Close

50% Complete

Subscribe Now

Fill out your information below to subscribe to my blog.