Social media is an effective way for many businesses to improve brand awareness and affinity, which leads to new customers and greater retention of current customers. Landscaping Companies in particular have several built-in benefits for using social media platforms to their greatest brand building potential.
Here are some of the most important:
- Social media users love to consume and share visual content, and landscapers can produce all kinds of photos and videos to showcase their work.
- Social media users love to discover new products and services. Landscapers can share videos and photos of plantings that become available, horticultural tips and ideas, as well as up-to-date alerts on weather conditions and diseases harmful to local plants, flowers, lawns and trees.
- Social media users love to know more about promotions and specials. Landscapers can easily create platform-specific discounts and promotions that get followers excited and feel like they have the way forward.
- Social media users love to interact with brands, and landscapers can really strengthen their brands by inviting users to share comments and photos focused on landscaping challenges, successful landscaping jobs, and landscaping. other related issues. This allows clients to speak and helps establish the landscaper as an expert eager to share ideas and solutions.
Tips for taking full advantage of social media
With those ideas in mind, read on to discover specific actions and strategies landscapers can use to put social media to work.
Choose your platforms wisely
It’s important to know where your customers like to connect, and if you’re not sure, ask them. Facebook and Instagram are likely to be popular with customers as these are two platforms where visual content thrives. In terms of demographics, 77% of Gen Xers are likely to engage brands on Facebook, while 41% of Gen Z prefer Instagram.
Budget for videos and photography to showcase your work
Ideally, photos and videos will be professional or near-professional quality, as poor and hard to understand content could actually hurt your brand. Nevertheless, for a landscaping company, smooth videos that cost five figures to produce are way beyond customers’ expectations. Additionally, short videos (30 seconds to 2 minutes) are preferred for most social media platforms.
Post regularly, but not too regularly
Coherent communication is a big plus, as most social users follow many people and brands. If you are out of sight, you will certainly be out of mind. At the other extreme, if you post six times a day, you might be asking your subscribers to log out because the content is clogging their feeds.
One to two posts per day should be a good starting point for most landscaping companies. Keep in mind that a post can be just a photo with a brief description or just text that communicates a short but valuable message.
Market your presence on social networks
Building an audience is a big challenge for any small to medium sized business. Advertise your social media account widely and link to it where possible. The logo of a social media platform – Facebook, Instagram, Twitter, YouTube, etc. – is usually enough for people to understand that they can find your business page there. Add the logo to your email signature, letterhead, invoices, trucks, uniforms, giveaways, advertisements and anywhere you can.
Establish some measures of success
Engaging with customers on social media can be a lot of fun, but there should always be a clear business purpose. Good metrics for evaluating the performance of brand awareness and affinity campaigns include growth in the number of subscribers, comments, the number of times the content is shared, and the number of new customers that can be attributed to the company. engagement on social networks.
Don’t be discouraged if these statistics are modest at the start of a campaign. What matters most is whether the key metrics increase over a 6 to 12 month period. Also, keep in mind that if your business is seasonal, social media activity is likely to decline during winter and pick up as spring approaches.
Social media platforms are free to use, making them extremely economical for landscaping companies with scattered resources on advertising and other paid marketing campaigns. Social media marketing takes a little time to be successful, but with sustained effort it can be a powerful and profitable way to improve your brand.
EDITOR’S NOTE: Rebecca Purrington is an expert in promotional products with Crestline personalized promotional products. She has over five years of industry consultative sales experience and has degrees in Social / Behavioral Sciences and Business Management.