Two Questions You Must Ask Yourself (and Your Sales Team) before 2016
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.
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).