Whatever service business you invest in, one thing is for sure; your services will rarely sell themselves. This is especially true for lawn care home businesses. Most local markets are often super competitive and saturated with many existing providers. You could be busy with clients today only to find yourself without them on short notice, leaving you wondering, yet you were confident of providing incredible services. All lawn care businesses that have stood the test of time have one thing in common – using effective lawn care and landscaping lead generation strategies.
So, what strategies could attract and maintain your regular lawn care customers? Worry not because we have compiled a list of the 8 most effective ones. Read on if you think your lawn business could be hanging on a thread due to a lack of effective lead generation strategies.
A high-quality interactive and professional website will showcase the quality of your work and, in turn, attract prospective customers. The rule of thumb when it comes to websites is that it should work for you and not the other way around. However, many websites operate far below their potential due to poor design and looking outdated. A quality website that’s properly optimized for the search engines will allow prospects to find your company, then when they land at your website it will create a great first impression and boost the chances of turning the visitors into qualified leads for your sales team to follow up with.
PPC (Pay-Per-Click campaign) is a lead-gen campaign that can run on various platforms and search engines. Some of the most popular include Google, Bing, and Facebook. A lawn care paid ad campaign will ensure your ads are targeted at potential prospects whenever they are online searching for lawn-care-related terms as defined by your campaigns. One key benefit is that the ads are strategically placed to appear on top of search results, making them relatively more effective than many other strategies.
If you want the most out of PPC ads, ensure to direct your ads to relevant landing pages that will pique the interest of your prospects and prompt them to take further action.
Direct mail marketing involves sending postcards, dimensional packages, or other physical items to communicate your services to potential customers. Although considered a traditional lead generation channel, direct mail marketing can be an effective lead gen tool in current days(more so when paired with digital marketing strategies). For instance, you can include a QR code or discount voucher on the postcards to make them more interactive and direct potential customers to your website. Direct mail has a higher response rate from customers compared to email marketing.
How often do you opt for specific online goods or services with the highest ratings from past customers?
Online reviews have phenomenally changed the way most people shop online. They are increasingly making decisions collectively, making online reviews a critical aspect for businesses seeking to boost their sales. Online reviews may reflect on your company negatively or positively. If your lawn care company has 5-star reviews across platforms like Google, a customer will be more likely to consider working with you. The community-based decision-making in the online world predisposes a potential customer to have a favorable opinion even before experiencing your services.
While a positive review can easily tip the scales in your favor, a negative one can turn away potential customers. However, remember that it’s not uncommon to have a few negative reviews, even for 5-star companies. A negative review allows a company to demonstrate its commitment to customers by handling it professionally. What’s more, satisfied customers will always happily come to the defense of your company in case of a mean-spirited negative review based on wrong information.
Referral programs are very effective in gaining high-quality leads for various businesses. Referrals aim to incentivize previous customers into recommending a company’s services or products to friends, relatives, or acquaintances. A whopping 83% of customers claim they are more likely to make a purchasing decision based on a recommendation from trusted people around them. The customer conversion rate for referrals is about 3 times the standard rate across industries.
When it comes to effective advertising, the secret always comes down to creating a lasting first impression. Wraps on your lawn care vehicles are an excellent way to generate leads and boost your brand awareness. Wrapped company vehicles exude an unmatched degree of professionalism wherever they’re driven. Vehicle wraps are pretty straightforward and unobtrusively provide unlimited exposure around town. A wrapped vehicle will be exposed to an average of 8 million people yearly at various points – you may attract a potential customer while simply waiting in traffic or while parked at a customer’s property.
Lawn care flyers and other printed advertisements can come in handy for your lawn care business. While digital marketing has currently taken over a huge chunk of advertising, flyer marketing strategies done right can increase your sales and stamp your presence locally. They are a versatile and cost-effective way to attract new customers by spreading awareness about your services. You can place them on bulletin boards or distribute them around targeted neighborhoods.
The flyers should be easy to read and showcase the beauty of your previous lawn care work at a glance. Also, use terms like “competitive rates” instead of stating specific prices, and ensure to attach a business card with your contacts on it.
Retargeting campaigns focus on previous visitors to your lawn care website who didn’t make a purchase or service inquiry. Browser cookies notify retargeting platforms about such visitors, who send specific ads depending on the pages they visited on your website. A retargeting campaign can be a very effective marketing strategy by significantly boosting ad engagement rates.
Lawn care businesses, just like many other businesses out there, are unique in their own right. They are each influenced by several distinct variables making some lead generation campaigns have varying results. You don’t just want lawn care service leads for your lawn care business, but high-quality leads that will translate to prospects and, ultimately, loyal customers. The best way to achieve this is by understanding and defining your ideal lead in relation to your services. If enacted correctly, the above mentioned strategies will guide you into acquiring high-quality lawn business leads. Partnering with an expert digital marketing agency may be the best way to achieve your lead generation goals effortlessly and more effectively.