Standing Out In a Crowd Marketing essentials that connect with customers By Millicent Skiles
Gone are the days when the best way to attract new clients was to place an ad in the newspaper or pop a flyer in the mail. Now, the success of many tree care companies seems to rely on mysterious Google algorithms, pay- per-click advertising, YouTube videos, and a never-ending quest for likes on social media. For the average business owner who would rather focus on caring for trees, tending to never-ending marketing needs can be exhausting. Plus, how can you be sure it’s even working? Whether attempting a DIY approach or relying on the services of an out- side partner, every business needs to develop a marketing plan — or at least know what it involves. But no matter what you end up doing, having the right data is essential. “That to me is one of the biggest weak- nesses in the tree care industry — the lack of data,” says Monica Hemingway, founder and CEO of marketing agency Tree Care Marketing Solutions . "Be sure you have the right data, because if you don't, you’re flying blind.” Looking to start or spruce up your marketing plan? Here are a few tools every business needs to help potential customers find you. BRAND IDENTITY Before diving into any marketing plan, every business needs to know who they are and who they serve. “The brand is really, that’s the secret in marketing,” says Wesley Smith, CEO of Tree Service Digital , a mar- keting agency serving the tree care industry. “If you can spend your time
building a brand, then people will re- member you.” Businesses only have about seven sec- onds to make a first impression, with some research indicating potential customers can determine a company’s trustworthiness in as little as 1/10 of a second. This is why establishing a strong brand identity is so important. Just like every person has their own personality, a clear brand distinguish-
es a company, product, or service as unique from the competition. Brand- ing refers to anything that influences how customers perceive your com- pany’s purpose, reputation, and core values. This can include your compa- ny name, logo, color palette, tone of voice, mission statement, or company slogan. Any good brand identity starts with robust audience research to learn as much about your customers as
42 | ArborTIMES Spring 2024
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