Part 1 of 2 –
This article originally appeared on LinkedIn
A Subject Matter Expert (SME) copywriter is a writer who is knowledgeable in a business niche. For example, I’m a SME copywriter for lawn and landscape companies because that’s the subject area I cut my teeth on when I started as a writer. Granted, I don’t have a degree in turf science. Yet, I’ve written so much about the topic that I’m an expert of sorts.
Who do you hire to write for your company?
What niche are you in? Do you hire writers who are generalists or specialists? And what’s the difference?
A generalist writer will write about any topic. And there are some great copywriters out there who can write about farming one day and pharmaceuticals the next. Yet, you may be better off with a SME copywriter in farming or pharmaceuticals for the following reasons:
- A SME copywriter knows her subject inside and out. She has enough knowledge to persuade your target audience and gets clicks on your website content, blogs, or webinars.
- A SME copywriter knows where to get her information from. For example, I know the universities that are specialists in turf science. Plus, I know the best universities for lawn and landscape businesses in the south, in the Midwest and in the northern part of the U.S.
- A SME copywriter keeps up with industry trends. For instance, I receive the major lawn and landscape trade magazines. I also get their weekly or daily newsletters too. Plus, I keep up on my own industry—reading about content marketing through newsletters and a trade magazine. So I’m knowledgeable on the latest trends both in the green industry AND the content marketing industry.
- A SME copywriter asks you the right questions to get to know you, your content marketing goals, as well as your brand. She can weave that information with the latest information to convince your audience that you’re an expert in your field.
- A SME copywriter will speak intelligently through words about trends, issues, and problems your clients face and how you can solve those problems.
Where Can You Find a SME Copywriter?
LinkedIn is probably the best first step to finding a SME copywriter. The second best would be a Google search. Put in keywords such as
- Medical copywriter
- Pharmaceutical copywriter
- Insurance copywriter
- Agriculture copywriter
- Landscape copywriter
- Lawn care copywriter.
Last, but not least, check out these copywriters’ websites. Read their blogs. Google their names to see where they’re published. And follow and like them on social media.
You can learn more about your copywriter by reading, following, and listening to see what’s important to her as well as her personal writing style. Plus, you’ll see if she’s a savvy social media marketer too.
In Part Two, I’ll discuss how you and your copywriter can meet, interview and get started on your first project.
Wendy Komancheck is a copywriter exclusively for the lawn care and landscape industries. You can learn more about her at www.landscapewriter.com or email her at wendy@landscapewriter.com. She’ll love to answer your questions about Internet marketing and blogging.
Lawn and Landscape Popular Blog Topics
Happy Thanksgiving!
Can you believe it’s already the start of the holiday season?
Actually, some of you have asked me to write about holiday lights…so I started to gear up for the holiday season a bit earlier this year.
Since it’s the day after Thanksgiving, I decided to list the top six lawn and landscape blogs that people are clicking on over the past few weeks.
And the survey says…
- Gearing Up for 2016 ~ 5 Lawn and Landscape Topics to Tackle
- Are You Afraid of Ghosts Haunting Your Lawn & Landscape Blog?
- How Important is Localized Marketing to Your Lawn Service/Landscape Business?
- Listen to Today’s Strategic Landscaper Podcast
- How to Hire a Ghostblogger for Your Lawn Care/Landscape/Outdoor Living Blog
Some Other Blogs to Help You
Still not sure if hiring a copywriter (aka – ghostblogger, content writer, etc.), who writes exclusively for the lawn care, landscape and outdoor living industries, is the right choice for you? Then read these posts:
- 7 Ways I Can Help You with SEO and Content Marketing
- 3 Things a Copywriter Can Do for YOU
- How Do YOU Stand Out from Competitors?
Remember, I offer free consultation services to all new clients. Contact me today at 717-381-6719 (ET) or fill out my free consultation form.
First published on LinkedIn on October 20, 2015
Updated on November 11, 2015
A few weeks ago, I was featured in a podcast with Matt Hudson, owner of Strategic Landscaper. Toward the end of that podcast, I mentioned that hiring a copywriter might not be as expensive as you may think.
Here is an updated article that I wrote about the three things you can expect from a copywriter (also known as content writer, marketing writer, freelance writer, among other titles). I’ve rearranged it a bit to reflect the three things a copywriter can do for you:
1.Getting to Know You: In this point, I focus on who your ideal client is as well as who you are as a brand. Since I specialize in the lawn care and landscape industries, my questions point to that niche:
- Who is your ideal client?
- What type of people do you serve (upper class, upper middle class, commercial, residential, HOA)?
- What climate and growing zone do your clients live in?
- What’s your business’s cycle? I can say that all of my clients are busy from early spring through late fall. But every business is different. When is your busiest time of year?
- What does your business do? Sell products? Offer services? What niche do you belong in?
- What makes your business stand out from the crowd?
- How often do you want to publish a blog, newsletter, or both? What other content marketing do you do? Video? Podcasts? Webinars? How can we make all of your content marketing outlets come together to portray cohesiveness?
- Do you need sales letters? Brochures? Ad copy? Blogs, case studies, or white papers? Whatever combination you choose, make sure that it tells a consistent company story. And a copywriter can do that for you.
2. The editorial calendar: You’re probably thinking, the editorial what? But the editorial calendar is essential for a streamlined relationship with your copywriter. While an editorial calendar doesn’t need to be formal, it should be at least quarterly with a commitment to meet again to plan the subsequent quarters of the year. Like I asked in question four, when’s the busiest time of year for your business? An editorial calendar will ensure that your blogs, newsletter articles and other content marketing materials will continue to be created and delivered on time—no matter how busy you become.
3. Form a partnership: Your copywriter works in partnership with you. And she works hard to tell your company’s story—including what you can do for your clientele. Be open to talking with her—trusting her enough to answer her questions so she can make your copy shine and bring more prospects to your door.
Do you want to get more clicks to your website? Do you want to up your social media presence? Then call me today at 717-381-6719 or fill out my free consultation form.
Attention lawn care & landscape business owners: We’re winding down toward the end of 2015. And it’s time to think about your 2016 content marketing plans for your lawn & landscape website. Two of your 2016 goals should be a great website and a commitment to regularly communicate with your clients.
Some Stats
Yodle, an online marketing firm, conducted a survey of customer opinions on local businesses. In their results, Yodle laid out what customers think of their local lawn & landscape companies:
- 53% of consumers surveyed would like their local landscape companies to improve their websites.
- 63% of local landscape clients want to hear from their landscape company through email and social media.
- In this communication, they’d like to see appointment reminders; your lawn and landscape services; lawn and landscape advice; and helpful lawn and landscape tips.
- Many folks would like to read online reviews about you before they hire you.
- 36% of consumers believe online reviews give you a competitive edge.
- 40% of consumers expect your business to have online reviews.
- Only 7% of landscape consumers have been asked to give an online review.
- 89% of respondents want to give an online review when they’re pleased with your work.
How a Copywriter Can Help You
Granted, I can’t help you with online reviews. But I can help you better communicate with your clients.
How?
Here are seven ways I can help you keep in touch with your clients through content marketing:
- As a copywriter, I can write and/or edit your website content to make it more consumer-friendly. Also, I partner with other content marketing professionals, including a website designer, who can help make your website modern and mobile.
- I communicate your company’s brand throughout all your content marketing channels.
- I tastefully add SEO into your written communications, including your blogs and website content, to make you sound authentic and an expert in your industry.
- As a copywriter, I can write your newsletters, sales letters, blogs, website content, press releases and any other written communication you need.
- I can write lawn and landscape tips and advice that you may want on an FAQ page and/or in a blog or newsletter.
- Since you serve a specific region, I’ll add your target cities, counties, and townships into your content communications to reach your audience.
- I can help you with your social media. While I don’t post updates or tweets for clients, I can give you some guidance on social media outlets and what type of content you should be posting. And I also have another contact who specializes in social media marketing.
For 2016, commit to better communications with your customers (and prospects) through an improved lawn and landscape website as well as regular posts through social media (think blogs, Facebook, and Instagram). Your customers will be glad you did—and that will show through their loyalty to your company.
Do you need a copywriter to help you communicate with your client base? Call or text me at 717-381-6719 (ET); email me at wendy@landscapewriter.com or fill out my consultation form.
Source
Total Landscape Care.com. “Survey: Landscaping Customers Prefer Contact via Email,” http://www.totallandscapecare.com/email-your-customers/.
My newest LinkedIn article just went live. If you want to know how a copywriter (also known as a ghostwriter, content writer, marketing communications writer, as well as a host of other names we business writers call ourselves), check out my new article at https://goo.gl/Y30lRC.
Do you need a copywriter who works exclusively with the lawn care, landscape & outdoor living industries? Then call/text me at 717-381-6719 or fill out my free consultation form.
And a Special Offer by The Landscape Writer
This is the time of year when I start encouraging you to think about your content marketing plans for the New Year. Over the next few months, you’ll be hearing more and more about planning your lawn care and landscape company’s content marketing calendar. Now’s the time of year to think ahead—by looking back at 2015 and using that information for 2016.
There are two questions that you must ask yourself and your sales team:
- Who is your ideal client? Are they married or single? Male or female? Professional couple with children? Or without children? Retirees? Empty nesters? The more you can describe your ideal client, the better position you’ll be to meet their lawn and landscape needs.
- What is your company good at doing? Is it design and build patios, decks, and lighting? How about swimming pool installation and maintenance? Mowing, blowing, and fertilizing? Installing and maintaining irrigation systems?
Whatever your company’s strength are—from certifications to anticipating customers’ needs—you need to capitalize on that in 2016. Pick three to five niches that you do better than any other lawn and landscape company in your region. Then highlight them through your content marketing in 2016.
Why?
Before you can start a successful content marketing strategy, you need to know what it is that you do and where you’re going with it. You also need to know who you’re talking to and how much information they need to know about the processes you use to get the job done.
How to Develop a Winning Content Strategy for 2016
If you’ve been reading The Landscape Writer for a while, you know I preach about standing out from the crowd. Don’t be like the other lawn care and landscape companies down the street who continue to put ads out that say, “Our crews wear uniforms; our trucks are clean; and we show up on time.”
And your prospects are thinking, “So what? We expect all of the above. What are you going to do for me that saves me time and money?”
That’s the nub. What do you do that saves your harried clients’ time and money? Mow lawns on Saturdays? Install outdoor kitchens near the house so they can easily entertain for nine months a year? Install top tier irrigation systems that don’t sprinkle the driveways and sidewalks?
These are the services that you need to capitalize on. Then take these specialties and create content (blogs, podcasts, and videos) that will educate your local audience. Make sure that your website and content are mobile-friendly and professional. Then you should get more calls for estimates than the guy down the road whose only claim to fame is clean trucks, uniformed crews, and punctuality.
Are thinking about 2016 and setting up your blog’s editorial calendar? Then text me at 717-381-6719 ET or fill out my contact form by Saturday, October 31st, 2015 to get 50% off your 2016 editorial calendar consultation (editorial calendar consults are normally $100).
I’m humbled & excited to announce that I’m on Matt Hudson’s (Strategic Landscaper – http://strategiclandscaper.com/)’s podcast this week. Matt interviewed me about content marketing and why it’s important to ALL lawn care & landscape companies.
Here’s the link to the podcast, http://strategiclandscaper.com/podcast/003-wendy-komancheck-content-marketing-for-landscape-professionals/.
Matt’s offering a 20% off coupon for his Internet marketing services. To receive the coupon, email me at wendy@landscapewriter.com.
Do you want to save some money on blogging services for your lawn care or landscape company’s website? Then listen to the podcast for the discount code I’m giving away.
Have a wonderful, productive, & prosperous week!
Believe it or not, we’re nearing the end of 2015. The growing season is almost done and it’s now time to think about how you’ll capitalize on next year’s lawn, landscape and outdoor living trends.
Garden Media Group just published their 2016 Gardening Trends Report. And it’s chock full of handy information that you can use for your 2016 content marketing plans (blogging, e-newsletters, Facebook, Pinterest, etc.).
Here are five things that I gleaned from it that could help you boost sales next year:
- Boomers love technology – Baby Boomers may be aging, but they love their technology. According to the Gardening Trends Report, Boomers buy a lot of technology and they’re using social media to get things done. Want to reach out to this group? Then stay on top of your social media plan. Keep pinning projects on Pinterest, upload lawn care and landscape tips to Facebook, and blog about typical lawn care and landscape problems and how you solve them. Finally, realize that you need to be consistent, consistent, consistent. No excuses.
- Gardening is seen as a chore – While many folks feel rejuvenated after a long hike in the woods, they hate gardening chores—from weeding, to mulching, to mowing. Take the pain out of gardening by describing through your blogs and videos why their trees need to be mulched two times a year; that a lawn/landscaping company will weed and maintain their flower beds; and why investing in core aeration is a good idea. At the end of your blog or video, tell them your lawn care and landscape company is the one to call to get these gardening chores done right. Don’t forget to add a link to your contact form and your phone number so your prospects know how to contact you.
- Close the generation gap – Try to engage the entire segment of the population you serve. Families with Gen Z kids at home (born between 1995 – 2009) need landscapes to include play areas and gardening plots to get kids outside and moving their bodies. Likewise, don’t discount Millennials (born between 1982 – 2004). They’re now buying homes and starting families. They may need help with mowing, edible landscaping, and organic lawn care.
- Outdoor living – People are still investing in adding outdoor living spaces to their backyards. Nightscapes and “backyard boldness,” according to Garden Media’s report, are two of the hottest trends. Homeowners want lights, colors, and sound added to their outdoor oasis.
- Living landscapes – The organic lawn care trend continues to move forward. Now, homeowners are interested in dogscaping. They want organic methods used on their lawns so they don’t have to worry about their beloved furry friends getting cancer or other diseases from synthetic pesticides. Layered landscaping and sustainable landscaping are also popular trends for homeowners.
When you plan your blogging and other content marketing plans for 2016, don’t forget to use these trends to help you strategize topics to cover.
Do you need help planning a year’s worth of blogs? Then fill out my free consultation form or text me at 717-381-6719 for an appointment.
My newest post on LinkedIn focuses on success in work: https://goo.gl/G7sLEf. Come check it out!
About two weeks ago, I got my fall Coupon Clipper in the mail. And since I write blogs and other marketing materials for the lawn and landscape industry, I hunted down all of the lawn and landscape ads in the Clipper. There were only three, full color, half page ads in the entire magazine. So I pulled them out and analyzed them.
One company had the following:
- Clean and shiny trucks. (So, how does this benefit me, a homeowner who needs lawn care? Sure, shiny trucks look great and show that you take pride in your company. But how does this help me get my lawn core aerated, fertilized and mowed until mid-November?)
- Friendly, uniformed personnel. (I expect that of any company that I hire to work on my property. And please, keep on your shirts when you work on my landscape.)
- Three-hour callback guarantee. (I’m glad that you’ll call back within three hours. Yet, shouldn’t you call all your prospects back within 24 hours if you want them to be your customers? This is one reason Angie’s List and the like are popular. Those contractors who belong to Angie’s List guarantee that they call back. It’s just good customer service.)
- State-of-the-art equipment and sharpened daily. (Okay, but again, how does this help me? I expect you to use the state-of-the-art equipment and make sure that every mower, trimmer, etc. is sharpened to make my lawn and landscape look beautiful. It’s expected, so why state it?)
