Running a landscaping company requires staying in touch with your customers. The key to the business is maintaining loyal customers while you find new ones. This process demands focusing on a target audience looking for your services in specific neighborhoods. One of the most efficient ways to reach a target audience is through inbound marketing, which involves using interactive blogs, search engines, and social media.
Why Inbound Marketing Works
Landscaping tends to be a local business, which is why you should consider inbound marketing. While traditional outbound marketing is usually more expensive, inbound methods will keep you in touch closer with your target market. You will be able to run multiple campaigns at once at a fraction of the cost.
Another distinction between inbound and traditional strategies is that you will be rewarding instead of annoying people who come in contact with your online messages. Traditional media advertising interrupts content, whereas inbound marketing connects you with the people who are already searching for your content online.
Here are examples of inbound marketing:
- building a landscaping website that gets high rankings in search engines
- writing useful blogs based on keywords that depict landscaping and locations
- developing authority as a thought leader who shares exclusive perspectives on landscaping
- creating web pages of landscaping tips for your community
- advertising through search engines and social networks to reach a niche audience
- sharing your landscaping content through social media
This type of marketing works because the money you will spend will be toward reaching a specific target that wants to know more about what you offer. When you buy pay-per-click (PPC) ads through Google AdWords, you will only have to pay when someone clicks your ad. You won't have to pay for the thousands of impressions that don't correspond with a response to your ads.
Creating Optimized Content
A major key to developing a successful landscaping website is that you provide users with original information and perspectives on your services. Explain what customers can gain from your services and offer advice on how they can help enhance their yards beyond regular maintenance. There is plenty to write about that hasn't been written about before online concerning landscaping for your specific region.
By figuring out elements that make your business unique, you will be able to stand out from competitors that blend in with the thousands of other sites that lack uniqueness. The sites that get the best search engine rankings tend to be those that convey authority and expertise. The more valuable information you can share on your site, the more interested visitors will share it with their friends on social media networks.
One of the best ways to stand out from competitors is to write a regular blog series that demonstrates your knowledge. It helps to make the blog interactive, so that comments and positive reviews count toward your online authority, as measured by Google. By offering deep content instead of fluff, Google is more likely to view your site as authoritative and give it better search results than competing sites with thin content.
But SEO effects can take several months to materialize. PPC is a faster method to attract targeted traffic to your site. Once you learn which keywords, headlines, and messages work through experimentation, you can see an increase in leads and conversions.
Growing Your Online Presence
Building content with search engine optimization (SEO) techniques can be effective over time. As your content connects with visitors who bookmark your site and keep returning, you can enjoy repeat business without paying for it.
If you are interested in learning more about how inbound marketing can help your landscape business, contact Neon Goldfish today for a free analysis of your current marketing efforts.