May 5, 2022

Jason Creel, founder of three lawn care companies, now operates Lawn Care Life, which produces informational videos and other resources to help others succeed in the industry. We asked for his thoughts about marketing in the current business environment.

What is the best way for lawn care companies to utilize social media?

Social media is obviously huge for marketing in 2022.  It can be a little overwhelming for a small business owner to hire a dedicated person to handle marketing.  With that person in mind, I have a few suggestions.

1) Create a profile for your business on the major platforms, including Instagram, Facebook, and YouTube. Your content can be as simple as posting pairs of “before and after” photos three times a week, but once you’ve made a plan, stick to it. These posts won’t take much time but will keep you visible online.

2) Ask your customers for reviews.  Social “proof” is very important for a small business. Send direct links to your customers and ask them for reviews on Google and Facebook. This is good for SEO, and it also gives potential customers confidence about choosing your business.

3) Be active in local Facebook groups where people are looking for your services. Some of these local groups may allow businesses to post periodically – another way to show off your “before and after” photos.

What’s your top piece of advice for marketing in 2022?

The two methods that helped the most with growing my business are my website and building relationships with people in my community. A website is great if it ranks well on the search engines, but I want to focus on the community aspect. When I moved to a new city and wanted to start a weed control and fertilization business, one of the first things I did was find local groups on Facebook and search for the keyword “lawn.” This led me to many people who were looking for a company like mine. 

The comments on these posts included the names of mowing businesses in the area. I started calling on them and developed friendships with many of their owners. Now, when one of their customers asks them about weed control and fertilization, they refer that person to me. These leads are great because they are being referred by someone they already trust. In turn, I send them leads who ask me about mowing.

Other options are to offer to service their lawns for free or pay them a fee for each referral. Other than having a website that’s highly ranked on Google, these relationships are the best thing I have done to expand my business.  

What’s one small change companies can make that you think goes a long way in marketing your business?

I think many of these companies would benefit from a quick rebrand – not necessarily changing the business’s name, but possibly updating the logo, truck decals, work uniforms, and printed media like business cards. Higher-income clients are more interested in a company that “looks the part.” I don’t want a potential customer to have any reservations about my business because of the lack of a professional image.

This doesn’t have to cost a lot of money. Many websites like Fiverr and Upwork can connect you with freelance graphic designers who can boost your image for a minimal cost. Think about the fast food industry. Many well-known restaurants keep their images current with periodic renovations and uniform redesigns. A lawn care company can spend less and polish its image much more quickly.  

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