Keep your lawn care marketing localized.

Get in the right mindset and grow smart. Be sure that you grow in a manner that suits your company. If you have 6 trucks and 6 technicians you can build around a 25-30 mile radius or even a bit more. If you have only 2 trucks and 2 technicians you may want to stay local. Building around your strong and weak points will help you succeed but ensuring you keep your lawn care marketing local can be key. Also ensuring you know your targets and the mindsets in those communities are key. Once you have these down you can build a branding structure that allows your business to grow where it needs to over time.

What are my TARGETS?

Get out a pen and paper and really define exactly who you are targeting with your lawn care marketing efforts. What is your target market? What is your targeted persona? Who is it your targeting and why are you targeting that person as a potential customer? These are all questions we need to answer. When you are done you should have a complete list of details about who it is your targeting. This will be the list you use to learn and craft your marketing around.

How do I create my target list?

When creating your target list you should be looking at a few things.

1. Check your customer base and survey them. Send out a 15 question list to see exactly where your base stands.

2. Figure out what your income goal is and target that goal. If you are targeting home owners with incomes of $100,000 or more, then stick with that in your persona write ups.

3. What is the age range you want for your targets? Believe it or not, this will play big time into your marketing efforts and goals. If your marketing to a brand new home owner it may be different than marketing to a 55-year-old man who has plans to sell in the next 8 years.

4. Definitive traits are always essential to look at and place as well. If you want to sell weed control and fertilizing to your prospects, aiming at people who can barley pay the bills is not the way to go. You need to define traits and spending habits.

Once you have this step done it's time to talk keeping your marketing localized and centrally focused.

Keep your marketing localized:

When your marketing your business, it doesn't matter if you spend $1000.00 or $1,000,000 dollars you must have a plan on what and where you are targeting. If you do not I promise you will regret it in the end. In 2013 I had a $2.4 million dollar budget for a rather large company and one branch, in particular, was over worked and still loosing our money. Upon taking a look into our CRM I found that we had been selling customers up to 50 miles away with only 2 or 3 customers in the entire town. That alone will loose you a lot of time. If you factor in product cost, gas, insurance and other variables you will see you are loosing big time.

1. Set your parameters on a map. List out exactly where you are targeting and where your best zip codes are. This will help you to build your business in that area and to know exactly where to focus.

2. Look at your online listings and keywords on your site and blog. If you do not have a site and blog, you really do need them, they can greatly impact your branding efforts and growth. Make sure you have a list of keywords and fully detailed local listings for best SEO results.

3. Support local events, and take a step out and be sure you cover your local support on social media, and even In your advertising if the allow it.

4. Get a map. Visual support always helps a ton. Place a map of the areas you want to concure. Even get push pins and as you build those areas put a pin on the map to show your progress.

5. Develop goals and plan for them. If your goal is 200 or 2500 customers having a plan is essential. This will help you on your way to lawn care marketing success.

Hopefully, this helps out a lot with your getting optimized to build locally. If you have any questions don't hesitate to ask them.

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