THE DIGITAL TRANSFORMATION OF LANDSCAPE MARKETING
“One mistake many people make when designing a website is to only test it while viewing it on a desktop computer.”
– Christopher Yates, president of Success Landscape Marketing
test.” The test is free and can be found by entering “Google mobile-friendly test” in the Google search bar. As cost-effective as marketing through a website can be, it must be one part of a total marketing plan, says Yates. “Online efforts work best when accompanied by other efforts,” he explains. The online campaign for the spring cleanup service was in conjunction with a direct mail campaign targeted to specific locations in the client’s ser- vice area. “The postcard included the company’s phone number, but also provided a link to a specially-created landing page with a video and detailed information for that service,” he adds. There must always be a call to ac- tion—a phone number or an online request for estimate page or email form—to encourage and make it easy for potential customers to contact the company, he adds. In addition to a regular schedule of seasonally-related blogs that are posted regularly to the website and an e-newsletter, Andrews uses Facebook and online reviews to boost his company’s profile in the marketplace. While he relies on an outside marketing firm to help with blog postings and other marketing efforts, his secret weapon for social media is his staff of 26. “We encourage employees to post photos on social media and to ask customers for online reviews,” explains Andrews. “We provide small rewards for employees whose posts receive the most ‘likes,’ but employees do not post only for the rewards. They take a lot of pride in their work, and they want to share it with others.” Asking employees to post does require some guidance from the company. All new employees at Andrews’ company receive social media training and learn what is appropriate, how to post, and how to ask customers for online reviews via a Houzz link on their website. “We have a specific application for them to use to post on our site, which gives us a chance to review before it is posted, and we have someone in the office who can post for them if they don’t want to do it themselves,” says Andrews. “These posts can get a lot of attention, especially if they show something unusual,” says Andrews. For example, a popular post from one employee showed the before, during and after photos of the crew’s removal of a hot tub in a landscape renovation. “The crew used a chain- saw to break up the tub to remove it—not a typical day for a landscape company!”
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