Digital Marketing for Landscaping Companies: We’ll Help Your Business Grow While Staying Out of the Weeds
Imagine these scenarios for your landscaping company:
Your appointment book is so full you have to hire more staff.
You have a waiting list of customers who want your design-builds.
Your outdoor projects have been featured on the social media pages of local influencers.
Your e-mail inbox is full of people requesting consultations.
You have complete clarity on the performance of your digital marketing campaign.
At this point in your business journey, those may not seem possible – but The Houston Marketing Agency will show you how to do it all! Read on as we explain how we’ll help you execute the perfect digital marketing campaign and build a more successful brand.
We’re a Marketing Agency Specializing in Helping Landscaping Companies
We’re an expert digital marketing agency for landscaping companies. Our years of experience in the industry have taught us a thing or two about how to help customers like you.
Contact The Houston Marketing Agency for a free initial consultation with no strings attached and learn how we can help take your landscaping company to the top.
The Holistic Playbook for a High-Performing Landscaping Company Digital Marketing Campaign
Amid all the local digital marketing agencies for landscaping companies, we stand out as a Houston Marketing Agency implementing clear strategies and processes to get top results.
Our focus is on three critical components of your digital marketing journey:
- Setting up data analytics, which allows you to track your campaign’s performance.
- Driving more inbound traffic to your website.
- Converting that traffic into customers.
This process may seem straightforward, but the results won’t be worth much to you if they aren’t trackable.
Can you correctly answer the following questions about your landscaping company’s digital marketing campaign?
- What is your website’s conversion rate?
- What is your cost per qualified lead from Google Ads?
- How many organic visitors did your site get from Google last month?
If you can’t, don’t worry — we can help you find the answers.
We’re here to guide you through our process and help you understand how it works. While we are a digital marketing agency, we’re also a data agency. That means we can make clear what works and what doesn’t, allowing us to build you a personalized, holistic, and high-performing campaign.
Phase 1: Build Robust Data Analytics
Trackable KPIs
Digital marketing best practices for landscaping companies begin with solid data. If you don’t have reliable tracking for your data analytics — or are making decisions based on some gut feeling — you won’t get the best results.
Some crucial KPIs that you should be tracking for your landscaping company include:
- Monthly revenue
- Customer satisfaction
- Customer retention
- Profitability by service type
- And more
While these aren’t directly related to digital marketing, they’re incredibly important to your growth as a company. Other KPIs that are centered around digital marketing include:
- Number of website visitors by channel
- Cost pers by channel:
- Cost per website visitor
- Cost per lead
- Cost per qualified lead
- Cost per conversion
Data Fidelity
Most digital marketing agencies aren’t as concerned about data fidelity as they should be. We’ve inherited campaigns from other agencies or freelancers that had issues like:
- Not tracking every step of the funnel to help understand drop-off and conversion rates
- Tracking irrelevant conversions
- Double counting conversions
At The Houston Marketing Agency, one of our goals is perfect data tracking. We only want to address information that is completely relevant to your landscaping company’s digital marketing campaign.
Phase 2: Maximize Affordable Inbound Traffic
In Houston, having the perfect outdoor space with landscaping that can stand up to the Texas heat is important. Loads of people are searching online for the best landscaping company, and they may have different search parameters depending on what they want for their outdoor space.
For instance, they could be looking for:
- Outdoor lighting design
- A company that can build retaining walls
- Lawn maintenance
- And more
An important part of building your digital marketing strategy is maximizing your site so that people looking for these specific things can more easily find you. We know all the best ways to do this, but here are the highlights of some of our focal areas.
When people want to search for something online, what do they do? They Google it! So it’s clear that this is where you should start when analyzing your landscaping company’s digital marketing data.
As you can see from the search results above, over 87,000 people per month search for “landscaping companies near me” — that’s more than 1 million people a year.
Why is this important?
Because your strategy may need to be different based on the types of services you offer. The right digital marketing agency for landscaping companies knows how to handle this.
If you’re not performing well in both organic and paid traffic, you’re missing out on potential customers for your landscaping company.
Organic
There are two places you can rank organically on Google for keywords like “landscaping companies near me.”
The first is known as the Google Local Pack.
We’re sure you want to find out the best ways for your landscaping company to rank in the Google Local Pack.
There are a lot of pieces in the Local SEO puzzle, but the basic formula is:
- Have an optimized and highly-reviewed Google Business Profile.
- Have lots of localized content on your website.
Below the Google Local pack on the search engine results page, there are organic results.
Landscaping companies often rank in the top organic results when they:
- Have a content-rich, comprehensive website.
- Have optimized on-page SEO such as title tags, meta descriptions, and more.
Paid
Not all paid channels will perform the same. Your results may depend on the type of company you are, prospective clients, your location, and more.
Consider spending your landscaping company’s digital marketing campaign in the following areas to optimize performance.
Google Ads
If you’re having trouble ranking organically, there are other options. Google Ads is a paid service that helps you land at the top of the results page. If your digital marketing agency plans your sponsored ads correctly, your target audience will click on these, leading them to your site and a possible sale.
There is also something called Google Guaranteed ads, where you aren’t charged per click or view the way you would be with traditional ads service. Instead, you pay per lead generated through Local Service Ads. Google Guaranteed ads show up for many different landscaping company keywords, so this is a great option to explore.
YouTube Ads
Landscaping is a very visual business, and creating quality, highly geo-targeted video ads showing your stunning design-builds and luscious outdoor spaces could earn you lots of new customers.
You could even offer a series of how-to videos educating people on how to best take care of their new trees, plants, and flowers. This kind of service could lead new customers to your door.
Statistics show that YouTube has about 2.5 billion active users per month. If you aren’t tapping into that market, you’re potentially missing out on a huge part of your customer base.
Facebook, Instagram, and TikTok Ads
Gorgeous photos of your landscape designs are a must for Facebook, Instagram, and TikTok ads. There’s a lot happening on social media — and if you want to compete, you have to give people something remarkable to see.
Your digital ad campaign should also have targeting options locked in. Does your landscaping company do more commercial work, or are you known for your lighting design? Whatever your level of focus, you should include keywords to reflect that.
The right digital marketing agency will help your potential customers find what they’re looking for in landscape design with you.
Phase 3: Increase Conversion Rates
The strategies we’ve discussed thus far focus on getting users to your website, which is an important first step of the process.
But this is just the beginning. A big part of your job is converting those users to customers and keeping them loyal for future purchases.
Here are some practical ways to facilitate this.
Use CRO Best Practices
CRO, or conversion rate optimization, includes:
- Having a mobile-friendly, easily navigable website
- Ensuring your images and videos are unique and high-quality
- Adding reviews and testimonials in prominent places
We can’t go into every possible strategy here, but there are some things landscaping companies can focus on to increase conversion rates.
Bump Up Your Ad Budget for Certain Seasons
Though Houston has a warmer climate than many areas, landscaping is still mostly a seasonal undertaking. You’ll want to increase ad spending leading into the spring and summer months to bring in potential customers who are searching for your services.
Conversely, since the winters don’t usually get too cold, this is a great time of year to plan new builds — especially hardscapes. Take advantage of this and increase ad targeting for people looking for new outdoor kitchens, walkways, patios, and more.
Split Test Landing Pages
Running split tests is the fastest way to understand if website design, copy, or other on-page elements increase conversion rates.
It works like this:
- Landing Page A is the control page.
- Landing Page B is the test page. (For this, you take Landing Page A and change one part.)
- For example, you may change the buttons on the page from “Contact Us” to “Schedule an Appointment.”
By comparing your control page to your test page, you’ll know which components draw in more users. By doing this consistently, you’ll better know how to increase your conversions.
Clear CTAs
When someone visits your landscaping company’s website, they should see clear CTAs — or Calls to Action — throughout.
These may look like:
- Calling the company
- Scheduling an appointment
- Filling out a contact form
- And more
Whatever you want users to do to lead to conversion, the process should be simple and clear.
Increase LTV on Autopilot
Once a customer has signed up with your landscaping company, what can you do to increase their lifetime value (LTV)? Your work isn’t done with one project — you need to do whatever you can to keep valued customers coming back for more.
Email marketing is a big way to do this. If someone has paid for landscaping with many new plants and flowers, send them marketing messages encouraging them to sign up for regular maintenance services.
If they’ve installed a fire pit in the winter, e-mail them to see if they’re interested in a water feature in the summer.
You can automate email lists and have them send separate messages to different categories of customers to help optimize your revenue. The right digital marketing agency for landscaping companies will have lots of ideas like this for you to implement and increase LTV.
Digital Marketing for Helping Landscaping Companies Doesn’t Have to Be Hard
At the Houston Digital Marketing Agency, we want nothing more than to help local and national brands predictably increase leads and sales, no matter the industry.
We’ll help increase sales and grow your customer base with our digital marketing for landscape companies. We even offer a 100% refund if we can’t improve your performance within three months.
Contact us today to learn how to get started.