One of the biggest mistakes landscaping companies make is advertising to the wrong people. They advertise to people who have no interest, minimal interest, or aspirational interest. These kinds of leads will never buy from you. They take up your time by calling you and asking for on-site quotes but don’t sign up.
Thankfully, it has nothing to do with you, your business, or your craftsmanship.
It has everything to do with how qualified they are to work with you.
In other words, it’s not you. It’s them.
If only two out of every 10 leads are qualified to work with you, your opportunity for sales has shrunk drastically. Your phone might be ringing off the hook and you might be doing tons of consultations, but the sales just aren’t coming.
Your time is precious, and your resources are limited, so start engaging only with the most qualified customers. Turbocharge your marketing dollars by getting strategic with your target market. Start spending your time with people ready and willing to buy.
In our years of providing digital marketing for design-build landscape companies, we’ve learned a few truths we put into practice for our clients. Take a look at a couple of our most helpful axioms regarding your ideal customer.
Axiom To Remember: The better you know your ideal customer, the better you can advertise to them. To be clear, advertising in this way isn’t about tricking people, catching them off guard, or violating their privacy. It’s the opposite. It’s a focus. It’s intentionality. It’s getting your message to the right people at the right time so you can solve their real problems.
Identify your ideal customer by looking in your past. Find your effusive customers whose projects fit fantastically with your company. Not those projects where you had to do something way out of your wheelhouse or made very little profit. These are projects where both you and your customer looked forward to working together again.
With your ideal customer in mind, get curious. Ask ALL the questions. Ask observational and philosophical questions. Determine their pain points and why they exist.
Determine your ideal customer by using our checklist of the most important identifiers for advertising. Click the button to subscribe and get the checklist.
As you record these specifics about your ideal customer, you’ll start to recognize them in your leads immediately. You’ll discover who’s qualified to work with you and who’s not right from the beginning.
When you know how your ideal customer thinks, acts, talks, and how they’re motivated, you can start advertising to them convincingly.
Axiom To Remember: You get what you ask for. Start asking for the people you want to work with. Use clear wording and relatable pictures your ideal customer would view positively. For example, if you’re the pool builder in Michigan, and you want only larger projects, you’re going to promote photos of your work you want more of. Instead of the project with only a pool installed, you’re going to promote photos of the project with the pool, water feature, paver deck, and pergola. Instead of copy that promotes laziness, i.e. “Are you looking for a last minute upgrade to your outdoor space? Call us!” You would call out the ideal customer who’s been planning their project for a couple of years: “If you’re ready to put your ideas into action for a spectacular outdoor oasis, you owe it to yourself to give us a call.”
– If you’re in doubt about why you don’t have more sales coming in, ask yourself if you’re targeting your ideal customer.
– Determine your ideal customer by looking in your past. Who raved about your work? Whom do you look forward to working with again?
– Ask all the questions, both observational and philosophical.
– Ask for the kind of customer you want in your advertising.
Figuring out this piece of information will bring your marketing dollars in laser focus and save your limited time for those select people ready and willing to take action. Target your ideal customer and become the solution to those ready to solve their landscaping problem.
Have you figured out your ideal customer? Let us know in the comments!
In the next post, we’ll talk about how to get ideal customer’s attention.