... continued from Cover
great insights into why it’s important to spend on marketing in the good times to prepare for the bad ones.
“You’d rather spend money hiring or on new equipment. But for those of us who have been around a while and seen downturns in the economy, you kind of remember that. You remember how painful that was. So, you want to really be prepared for that,” Jeff said, later adding, “... Just keeping your eye on the ball and continually improving, whether [you’re in a] good time or bad time, not just marketing but everything you do, I think is real important.”
With that in mind, here are four things my team recommends you do right now to recession-proof your marketing.
Get your copy of “The Tree of Good Fortune: The Landscaper’s Guide to Modern Sales and Marketing” at TreeOfGoodFortune.com! UPCOMING EVENTS
1. Invest in direct mail. Organic traffic is down, but that doesn’t mean there isn’t
business to be had. If you’re proactive and reach out to potential customers first with postcards or newsletters, you’ll keep bringing in leads and put your company’s name top of mind for customers. Then, if they do search on Google, it won’t be for landscaping — it will be for you! 2. Use more videos in your marketing. If your leads see your face regularly, they’ll feel like they’ve met you and start to build an emotional connection. It’s harder to turn down an offer or upsell from a friend, so use video to market to current customers, too.
3. Focus on gathering reviews. How can you systematically ask each customer at the
right time for an online review? Build out that process and you can become the highest-rated contractor in our market. Then, when people are
NALP’s ELEVATE Conference Sept. 18–21, 2022 Orlando, FL — Booth #1128
even more cautious about spending their
money, they still choose you because you’re the safe bet.
4. Continue growing your Tree of Good Fortune. Although a 20% decrease in searches from 2020 and 2021 seems like a lot, there are still a ton of people looking online for landscape services. The numbers have just returned to (almost) pre-pandemic levels. Other landscapers who don’t realize this may get spooked and stop investing in SEO — creating a perfect opportunity for you to get ahead and get found online by new customers. Ultimately, in tough economic times, you should focus on what you can control: your customer service and your marketing. Perfect those things and you’ll be able to weather any downturn.
Landscaper’s Summit Oct. 6, 2022 Virtual
LandscapersGuide.com/events
JACK JOSTES, CEO RAMBLIN JACKSON
RamblinJackson.com • 3
uck on a Rainy Day
Made with FlippingBook Ebook Creator