WORKBOOK

Free Marketing Tips & Resourceswww.SuccessLandscapeMarketing.com

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Schedule your 2020 Internet Marketing Plan Review www.SuccessLandscapeMarketing.com/Schedule

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Whatareyourgoals for2020?• Howmuchrevenuewillyourcompanydothisyear?Whatisthetarget?

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• Howmuchisthatmonthly?(Dividetheannualtargetby12)

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• Howmanybookedcallswillthatrequire?

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• Whatisyouraveragetransactionvalue?__________________________________

• Whatisyourlifetimecustomervalue?___________________________________

• Howmanyemployeeswillyouneedtohityourgoal?__________________

• Whatisyouraverageconversionratefromcallertobookedjob?_______________

• MultiplyyourCallTargetbyyourconversionrate_______________

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TheFundamentalsofYourLandscapingMarketingPlan

(Who)

(What)

MARKETMany landscape companies try to sell to everyone with a landscaping need. That’s a big mistake. When you try to sell to everyone you are selling to no one. Another mistake is to try to cover a service area that requires your crew to drive an hour just to provide the service. So, who is your client? Is it the coupon clipper, the middle-class suburbanite, or the affluent homeowner? What area can you service efficiently and profitably?

MESSAGEOnce you define your ideal customer, (avatar) you then need to define your message. When you know exactly who your customer is, you can craft your message specifically to them. The person that lives in a multi-million-dollar home has very different priorities than someone barely scraping by. If your prospects and clients feel like you are talking directly to them, they will respond better to your message.

MEDIAWhen you have your ideal client (avatar) and message in place, it becomes much easier to choose the right media to get that message in front of the prospect.

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(How)

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WhoisyourtargetclientAvatar?• Demographics

o Home Ownero 35+ years oldo Typically femaleo Married with 2-3 kidso Head of householdo $65K+ Annual Household Home Incomeo Family orientedo Reliableo Easily frustratedo Likes to please people & expects the same in returno Not handyo Likes gardening, crafting & artso Lives in the suburbs - upper middle class neighborhoodo Takes an interest in their community

• Pains & Frustrations

o Yard/Landscaping looks terribleo Can’t get a landscaping company on the phone on the phone or to return their callo Need to get landscaping issues resolvedo Too busy to deal with ito Worried chemicals used on the lawn could harm children/pets

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• Fears

o Being ripped off or overchargedo Paying too much for something they could have gotten elsewhereo Having yard damaged by careless workerso Being inconvenienced trying to coordinate with the landscapero Phone calls not returnedo Treatment may be unhealthy for their children or petso Cost may be more than they can afford right now

• Goals & Desires

o Having a beautiful yardo Having a relationship with a landscaper that they can trusto Taking care of their familyo More income, money, wealtho Live in a nicer, more luxurious homeo Drive a nicer caro Kids healthy, happy & successfulo Spend more time with familyo Travel & have fun with familyo Respect and approval of friends, family and relativeso Finding the right landscaper to handle all of their landscaping needso Peace of mind

"If you can see the world through Mary Jones eyes, then you can easily sell what Mary Jones buys."

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Whatisyourmessage?

Whyshouldsomeonechoosetodobusinesswithyou vs.thecompetition?

1. __________________________________________________________________________

2. ___________________________________________________________________________

3. ___________________________________________________________________________

Whatbenefitsdoyouofferthatyourtargetclientavatarwill resonatewith?

1. __________________________________________________________________________

2. ___________________________________________________________________________

3. ___________________________________________________________________________

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Withaclearunderstandingofourcustomeravatarwecanfocusoncraftingmessagingforourwebsitethatresonateswiththecustomer!

1. Outstanding customer service.

2. 100% satisfaction guarantee.

3. Reliable, experienced and trustworthy.

4. Free quotes with upfront pricing.

Messaging That Works

• Easy to reach and all calls are returned promptly.• Your complete satisfaction is our #1 goal. (Be specific & also

outline your guarantee.)• Professional, licensed, bonded & insured.• No surprise pricing.• Highest rated landscaper in (your city) Can be used if you

have the highest review score.

• Be sure to use variations of "you" more than "I" or "we" in your messaging.• Always focus on the benefits (over features) of your services.

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Your website is the HUB of Your MarketingIs your website optimized to convert searchers into buyers?

https://www.ACleanCutLawnCare.com

Isyourwebsitesetupforconversion?¨ Do the headlines and copy speak to your target client?¨ Does it address their fears and frustrations & speak to why they

should choose you?¨ Doesithaverealauthenticimagesofyou/yourteamonthehomepage& throughoutthewebsite?

¨ Doesitprovide strong social proof?Authority symbols (BBB, Landscaping Associations,

Certifications, Chamber of Commerce, BBB, etc.)¨ Doesitshowcaseyouronlinereviewsprominently?

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¨ Doesitmakeiteasyforthemtotakeactionandgetincontactwithyour company?

¨ Make sure that the basicsareinordero Phonenumberin therighthandcornero Ensurethatthereisawebformthatcustomerscanfillout

¨ UpdatetheCallsToActiononblogpages,etc.toensurethespeaktoyour customerAvatar&tellthemexactlywhattodonext

¨ Is your website secure? (HTTPS)

¨ Is your website mobile friendly?- Fast loading- Easy to read on mobile devices- No side-to-seide scrolling- Easy navigation- Prominent and click-to-call phone number

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Scheduleyour2019InternetMarketingPlanReview–www.SuccessLandscapeMarketing.com/Schedule

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"Ifyoucansee MaryJonesthroughMary Joneseyes,thenyou cansellwhatMaryJonesBuys"

SEO Strategy

SEO is not a “set it and forget it” project. This is a problem many landscaping companies face. They either try to implement a campaign on their own or they hire a company that may not be the best choice for their industry.

Almost no one clicks to the second page of the Google Map listings and very few ever scroll past the top 4-5 listings on the first page of Google.

In order to succeed with SEO, you need an action plan. Using the checklist included below will ensure you are starting with the right fundamentals.

Paid Internet Marketing Campaigns Although a good website and solid SEO is the foundation of online success, it’s also beneficial to employ solid paid campaigns along the way.

What paid initiatives will you implement? Pay-Per-Click - Google Ads, Bing Search Retargeting (Banner Ads)Facebook advertisingPaid Directories

Why most pay-per-click campaigns fail: • You set-up only one ad group for all services (lawn care irrigation, fertilization, etc.)• You don’t use specific text ads and landing pages for different groups of keywords• You don’t have a strong call to action or offer on the landing page• Campaigns are not properly managed, monitored and adjusted for maximum ROI

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"Ifyoucansee MaryJonesthroughMary Joneseyes,thenyoucansellwhatMaryJonesBuys"

Key Trends for 2020

• Voice search will dominate• Mobile website conversion• Google Local Service Ads• Shifting from "Phone Conversion" to "Messaging Conversion"• Growth of Google Snippets in search results.• Google My Business (GMB) will play a bigger role in search

Do you have KPI tracking in place?

1. Call tracking – In order to measure your Internet Marketing Campaign’s success, youneed to have call tracking in place. Call tracking not only allows your company to see thenumber of inbound calls generated but also allows you to listen to the recorded calls. Haveyou missed opportunities? Could you implement training for your staff?

2. Average cost per call generated – Does the amount of money you spend onadvertising deliver the right amount of calls? Would you like to know the average cost of eachcall and lead?

3. Visitors to your website – How many visitors do you have on a daily, weekly, andmonthly basis? You need to be aware of the amount of traffic that comes to your website.Does more traffic result in more calls? Are you targeting the right keywords to attract bettertraffic?Implementing simple website analytics with reports delivered in an easy to read dashboardcreates a clear picture of how well your marketing is working and how it can be improved.

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Whatareyourtop3internetmarketinginitiativesthatyouneedtofocuson?

1. ______________________________________________________________________________________

2._______________________________________________________________________________________

3._______________________________________________________________________________________

Whoonyourteamorexternallydoyouneedtomeetwithtotakeactionontheseinitiatives?

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Who will you have run an assessment to determine where you rank today for your most important keywords and who will track and monitor your ongoing SEO activities?

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Who will track and monitor your ongoing SEO activities?________________________________________

Who will audit your PPC campaigns to make sure that you have unique ad groups, text ads, and landing pages for each of your major services and a strong call to action and offer on all of your landing pages? ________________________________________

Who will optimize your Google My Business (GMB) listing, continually update and add a new post each week? _______________________________________

Internet Marketing Initiatives

Action Steps for Success

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FREE: 2020 Internet Marketing Plan Review

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ToYourSuccess!Chris

ChristopherYates

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Your 2020 Internet Marketing Plan

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