Why Choose a Marketing Agency That Specializes in the Lawn, Landscape, and Outdoor Living Industry
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The Content Team,
HALSTEAD.
Originally published on January 11, 2016. Updated on May 24, 2023.
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Have you ever worked with a marketing agency and felt they didn’t get you or you didn’t connect with them? Business owners and marketers tend to have different perspectives that can lead to a disconnect.
While, as a landscape contractor, you are a master of your craft and focused on delivering exceptional services and tangible results, marketers in general may be skilled in the art of promotion but detached from the practical realities of the lawn, landscape, and outdoor living industry. Partnering with a green-industry-focused marketing agency that understands both aspects of the business can be transformative.
Competition in the green industry market is fierce, and choosing the right marketing strategy can mean the difference between experiencing flourishing success and slowly withering away. Working with an agency specializing in the lawn, landscape, and outdoor living industry sets your business ahead of the competition.
Uniquely attuned to the intricacies of this industry, and armed with industry knowledge and marketing expertise, a niche marketing agency can transform your brand’s growth trajectory and provide a more customized experience in the process. From harnessing industry-specific data and insights to crafting target strategies that speak the language of your target audience, a strategic collaboration can re-energize your brand and help it thrive amid the ever-growing competition.
Industry Expertise: How Green-Industry Niche Marketing Agencies Help You Save Time & Resources
When partnering with a traditional marketing agency, you’re working with generalists who might also work with the green, travel, financial, and health industries on the same day. It’s impossible to have a deep understanding of all of the general topics. In contrast, you could work with a niche marketing agency whose experts are highly familiar with lawn, landscape, and outdoor living topics.
If you want to be known as an industry expert to develop trust with your target market, the content must be superior to general content. It’s difficult, if not impossible, to achieve real connections with customers with generic marketing. It’s more authentic when industry experts create lawn, landscape, and outdoor living content. Remember, your digital content represents you and your brand.
Niche-specific marketing agencies have the basics down, so you won’t have to spend time reviewing these factors. For example, at HALSTEAD, we come to the table with a deep understanding of the industry and its dynamics. Our knowledge of landscaping techniques, materials, regulations, and customer preferences helps us develop marketing strategies that effectively communicate the value of a company’s services to potential customers in its target market. We already know industry terms, customer pain points, and the target audience. This helps us develop strategies and campaigns tailored to the green industry, resulting in more effective marketing efforts for our clients.
Targeted Approach: Elevating Your Marketing Efforts With a Lawn, Landscape, and Outdoor Living Niche Agency
There are three components to online lead generation: traffic, leads, and customers. An industry-specific marketing agency brings an in-depth understanding of the target market, including homeowners, businesses, and property managers seeking to enhance their outdoor spaces.
Within the green industry, different segments of customers may have varying needs and preferences. For example, marketing to an affluent audience as a lawn, landscape, and outdoor living business differs significantly from marketing to the average homeowner. This targeted approach ensures your resources and messaging are allocated to the most promising opportunities, maximizing your return on investment (ROI).
By utilizing industry-specific data and insights, specialized marketing agencies create targeted campaigns that resonate with a company’s ideal customers. They know the most effective marketing channels and tactics for reaching the target audience. They can leverage industry knowledge to identify the platforms where potential customers hang out to ensure your marketing efforts are focused in the right places.
The ability to speak the language of your target market is essential to resonate with your audience. Having industry expertise enables niche marketers to create compelling marketing content that establishes your brand as a trusted authority within the industry. You can build stronger connections, foster brand loyalty, and drive conversions by resonating with the target market at a deeper level.
Customized Strategies: Niche Marketers Know What Works for Landscape Industry Businesses
The sooner your potential customer becomes aware of your brand, the better. The more interactions and touchpoints they have with your business across social media and beyond, the more likely they will grow to trust you and consider your business when they’re ready to move forward with their outdoor living project. Niche marketers know how to create the essential touchpoints that lead to conversion.
Successful landscape industry businesses invest in a complete marketing system that includes website design, search engine optimization (SEO), paid ads, social media, and online reputation management. Including professional videography and recruiting services helps set the business even further ahead.
However, allocating the budget to each part of the strategy differs. Working with a marketing agency specializing in the green industry helps you make the best budgeting decisions. With the necessary tools, skills, and industry insights, they can execute marketing campaigns efficiently and effectively, saving you time and effort.
Strategically Designed and Optimized Business Websites
If you have a high-performing salesperson on your team, you don’t have to stress about managing them. The same is true if you have a great website—you shouldn’t worry about lead generation if it works effectively.
While website traffic is essential, the ultimate goal is to find qualified leads. What may begin as a large amount of website traffic turns into a much smaller number of leads or prospects and then a smaller number of customers. Across all industries, the click-through rate (CTR) on a call to action (CTA) is 4.23%. That means that for every 100 website visitors, fewer than five will convert.
Your website functions as a filter. Just as gravel passes through a sieve, visitors to your website are filtered out, and what you’re left with are pre-qualified leads and customers—if your website is strategically designed and effective. It takes about half a second for visitors to form an opinion of your brand, proving the importance of a website created by marketing experts who are deeply familiar with the green industry.
Keeping Your Green Industry Website Content Fresh With the Help of a Niche Marketing Agency
When Google, or other search engines, crawl your website, they’re looking for new content. If no new content is found, they don’t visit your website as often, affecting your search engine results page (SERP) ranking.
Having a consistent flow of new content helps increase your SERP rankings. Think of content as the fuel to keep your business running at full speed. The sheer volume of content can be challenging to keep up with when you’re also running a business, which is why a marketing agency specializing in the lawn, landscape, and outdoor living industry is so effective.
Top-performing landscape-industry firms put content at the top of their SEO strategy. Content refers to blog posts, social posts, visual elements, and every page on your website. The quality must be consistent because Google considers each page separately.
High-quality content is useful, original, and accurate. There’s no better way to create great content than having a team of professional writers at a niche marketing agency write it for you. You can rely on these industry experts to develop factual and valuable content—not the kind of ineffective, generic content that many traditional marketers recommend.
You gain a competitive advantage by partnering with a marketing agency specializing in the green industry. They can help you identify and capitalize on industry-specific trends, stay ahead of your competitors, and position your brand as a leader in the market. These insights help create helpful blog posts that potential leads find during their research process.
Your customers don’t purchase a $150,000 outdoor living space with the first click. Instead, they do research via Google searches. Much of the content discovered during the research process is strategically written blog content optimized for SEO.
Blog content can be shared via your social media channels and email marketing campaigns, and your salespeople can share helpful content with their prospects. Content is an investment that grows over time, and it’s a worthy one.
Proven Experience: Niche Marketing Agencies Know What Works & What Doesn’t
Specialty agencies know the green industry thoroughly. They understand what works, what doesn’t, and have insight into potential challenges that could arise. With experience working with other green industry businesses, these agencies can help make the most of your marketing budget.
The relevant experience working in the industry means that your business's challenges are likely not new to them. They’ve likely encountered similar challenges and opportunities and have developed strategies to address them. This enables them to provide valuable insight and guidance to help your business navigate the unique marketing landscape for the green industry.
Taking a look at the agency’s portfolio will show its track record working with industry businesses. Whether it’s optimizing search engine rankings, developing captivating content, or implementing targeted social media campaigns, marketing agencies working within the specialized landscape industry niche have a track record for success and are able to prove it.