of the page on your website, i.e. www.ProLandscapeDes- ign.com/OutdoorKitchens, use a domain name that is shorter and ties in with your message, i.e. www.EnjoyOut- doors.com. Make sure that you first check to see if your domain name is available and, if so, purchase it before adding it to your postcard. Next, have your webmaster di- rect your purchased domain name to the specific landing page on your website that ties in with your postcard.


8 9


Craft your landing page with the same guide- lines that were used in creating the postcard. The landing page design should coordinate with


the postcard and have additional information the postcard does not contain. A video, for instance, makes a good addition. It needs to appeal to your prospects and entice them to take action. To see an example, you can view the landing page that ties in with the postcard (mentioned in No. 2 above) by going to www.MowFreedom.com.


Include a tracking number. Assign a tracking number to this specific campaign and place it on your postcard and landing page. This way, you will know exactly how many people called you as a result of this campaign. In addition, the phone calls can be record- ed if you like. If you currently are not using someone to manage your call tracking and want to set it up on your own, some software to take a look at are: www.CallMet- rics.com, www.CallRail.com, and www.PhoneWagon.com, to name a few. You can also do a search for call tracking software; there are plenty of companies to choose from.


10


Set up a remarketing (also called retarget- ing) campaign. This will allow your ads to be shown throughout the internet to a predefined


audience that had previously visited your website. The company that handles your website and/or marketing should be able to help you with getting it set up. This is a cost effective marketing strategy that reaches your prospects that have already shown an interest in your landscape company.


MORE WAYS TO PROMOTE NATIONAL LAWN CARE MONTH Now, let’s take a look at some other ways to promote National Lawn Care Month.


Social media. Included in your toolkit are various infographics. These make great social media posts. In addition to posting the entire infographic, you can cut it down into individ- ual topics and fun facts that can be used in your posts.


Also included in your tool kit are various


articles. One of the articles “Myths vs. Re- ality: How to Get Your Lawn in Top Shape this Spring,” consists of seven myths and is concluded with the realities. In addition to incorporating the article on your blog, you


36 THE LANDSCAPE PROFESSIONAL > MARCH/APRIL 2019


can use it on your social media and have seven days of posting a myth each day followed by the reality on day eight. Be sure to include a link back to the entire article on your website. Also remember to use the hashtag #LawnCareMonth.


Blog post. As I just mentioned, the articles in your toolkit provide excellent content for your blog post. Cus- tomize them to specifically address your community and include your job photographs as applicable. In addition, the list of facts, tips and infographics provided in your toolkit can be incorporated into your articles. Be sure the National Lawn Care Month Logo is on your website, your social media and in your articles.


Press release. Write and publish a press release to announce your participation in National Lawn Care Month. If you have recently participated in a community service project, this is a great place to give the details. Be sure to include photographs of the event. If you don’t have a community service project to feature, now is a great time to find one to participate in. Even if there is not currently a large project coming up, you can simply pro- vide fresh landscaping to a local charity that could benefit from your gift and expertise. Be sure to include before and after photographs and get a quote to include from a key person in the charity.


HOW TO GET STARTED


When it comes to promoting National Lawn Care Month, focus on one area and then develop your campaign and get it ready to implement. Don’t try to take on everything at once. Instead, concentrate on one campaign at a time and move to the next one if your time and resources permit. It’s more important to implement a fully, well-thought-out campaign then several lack luster ones.


THE AUTHOR IS THE FOUNDER OF SUCCESS LANDSCAPE MARKETING AND AN NALP CONSULTANT MEMBER. CONTACT HIM AT CHRIS@SUCCESSLANDSCAPEMARKETING.COM.


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