To wrap up our series on social media marketing for landscapers, we’re going to go over what you should be doing. Going into the busy season of 2018, here’s what you can do to ensure your social media efforts pay off.
Every year, you should have a primary goal – revenue growth, margin expansion, customer count – and a strategy on how to get there.
Let’s assume you want to grow your revenue by 20 percent. There are a number of ways you can accomplish this:
While you may choose many of these activities, you should decide which is going to be most impactful. To help decide this, ask yourself the following questions:
Once you’ve decided on your strategy to grow revenue for the year, it’s time to see how social media fits in with that.
Social media marketing can help all of these objectives, but before you start posting, ask yourself if you have exhausted other forms of marketing?
Remember, it’s okay to not use social media, and there are a number of more effective, easier ways to grow, such as or creating a basic .
If you do decide to do social media marketing, decide how it can fit your goals.
Let’s say you’re hoping to increase upsells to existing customers. You might put together a calendar of posts related to the benefits of seasonal services. You can share other people’s content as well as content you produce. Mix in a few posts offering discounts on these services.
In this case, you cannot expect to just see a whole lot of upsells come out of thin air. You will still need to push upsells via other mechanisms – email, phone, in-person – but the social media will help you stay top of mind.
Even trickier is the case of . For starters, responding to complaints and inquiries promptly will help here. But after that, you have to understand why customers are canceling. Perhaps they are going to competitors for a slightly lower price? In this case, you can try using social media to help them get to know you, your crew and your family as humans. That way they feel like they have a relationship with you and aren’t just another lawn.
Once you’ve decided how social media can help your business objective, you need to set goals and measure your progress towards them.
First, you should set activity goals for the following:
Remember, if you don’t commit to social media (and it’s okay to not commit), it’s a big old waste of your time.
Next, set goals related to the performance of your social media activities. Going back to the case of increasing upsells, you will not be able to directly tie increased upsells to your social media activities. However, you can track leading indicators.
You might set goals for how many followers you get, and how many people see or engage with your posts. There are no hard and fast rules, but here are some guidelines:
Again, no hard and fast rules, but at least a starting point.
Make sure you stick to your strategy for at least a year and measure your progress. If done right, the business goals will follow.
Read part one (How landscaping businesses need to be thinking about social media), part two (How to choose the right social media platform for your business) and part three (What type of content should landscapers be sharing on social media?) for more information.
EDITOR’S NOTE: Ryan Farley is the co-founder of , a stress-free online platform that connects homeowners with lawn care professionals for convenient services.