Too many green industry companies use warmer weather and crowded calendars as reasons to put marketing on hold.
Bad idea.
As spring approaches, many owners of lawn and landscape firms, garden centers, nurseries and other firms have a lot on their minds other than promoting their services.
But busy times are the best times to think about slow ones. Prime the pump and perpetuate the pipeline with these simple, low-cost, no-cost busy season marketing and sales maneuvers:
- Focus on the future.
Presell, cross-sell and upsell during the "honeymoon period" with new clients. Talk about phase two of the project before you've completed, or even started phase one.
- Focus on feedback.
Comment cards, evaluation forms and periodic focus group meetings can provide you with invaluable insights and ideas for future growth.
- Sell yourselves.
It's easy for customers to get your products and services elsewhere, but they can't get you and your team elsewhere. Use website bios and social media profiles to promote your collective experience and expertise.
- Pinpoint and promote your "only."
Tell them what only you can do, and they’ll buy only from you. This million-dollar marketing word is your ultimate differentiator.
- State and solve the pain.
Text, talk, tweet, write, comment and communicate in other ways about remedies to the most pressing outdoor challenges your clients face.
- Get quoted and promoted in the media.
Offer yourself as an interview resource to writers, bloggers, editors, TV correspondents and others who report on the green industry.
- Spread the good word.
Distribute media releases on what's new, now and newsworthy at your lawn landscape firm, garden center or nursery.
- Smile and dial.
Play the numbers game: Reach out daily to five prospects, current or former clients, industry experts and others and ask for leads and referrals.
- Write a blog.
Share your expertise in posts once a week, every week, and you’ll enhance your search engine rankings, build a buzz and boost your business.
- Build your base.
The most financially successful green industry pros have the biggest databases. Grow yours by offering videos, special reports, e-books, tip sheets or other freebies in return for contact information.
- Maximize your message.
Update and upgrade your voicemail, email signature and social media branding statements on a regular basis.
- Give your website a once-over.
Does the home page include a call to action? Does it include a search box or other interactive feature? Is the service and product list complete? If not, a few timely tweaks may be in order.
- Make your "net" work.
Get involved with and give presentations to networking groups and service organizations whose members are, or could refer you to, potential clients.
Whether or not it's included in your company job title, "marketing and sales director" is one of your responsibilities. The good news is that you can carry out that responsibility, even in the busiest of times, in 30 minutes a day or less by following the kinds of steps we've outlined here.
