Frequently Asked Questions about Lawn & Landscape Marketing

 

Q: If I do direct mail, what's the least amount I can mail?

 

A: In order to test direct mail - whether you are testing direct mail in general or testing a new offer or new creative - we recommend that you mail at least 10,000 brochures.  There are some quantity price breaks that make your cost per thousand more reasonable.  Also, 10,000 is normally a big enough quantity to make your results statistically significant so you can draw some reasonable conclusions from the data.

 

 

Q: About web sites: I only have 250 customers and have been in the business a long time in one way or another.  I haven’t had a web site so far and I’m doing fine. Is a web site really necessary?

 

A: Yes! It’s as necessary as a computer is to the day-to-day operation of your business.  Of course you could get by with a typewriter (electric or manual) or handwritten notes.  And you could track your business activity in ledger and journal books.  And you can advertise in the Yellow Pages phone book and in daily newspapers so people can find you.  Of course that wouldn’t be very efficient or practical.

 

We live in a digital age.  The internet and specifically, the company web site, has become "the marketing tool" that supports all other forms of advertising.  It’s how most people find you and find out more information about you.  How much information can you cram onto a business card?  Or put in a company brochure?  Now think about how much information you can put into those little letters "www.yourname.com."  It's mind boggling.  A web site gives you the opportunity to say everything there is to say about your company and how your customers can benefit from your service.

 

Today's consumers almost demand that a company be online with useful content.  You not only should have a web site, but it should be the best representation of your brand and company that you can make it.

 

 

Q: I already have a web site, but I'm getting no response from it whatsoever. What's wrong?

 

A: You can think of a web site as a very detailed brochure that is interactive between your company and the viewer.  The web site must be created to answer questions, create an interest in your services, and give the viewer the ability to contact you right now, not call you later.

 

This is called content.  Name, address and phone numbers are not content.  Listing services you provide is not content.

 

Next, the web site must be listed in the popular search engines.  Having a web site is no guarantee you'll get listed in the search engines no matter how good your site looks.  It takes a concerted effort to gain popularity in search engines like Yahoo and Google.  This is called search engine optimization (SEO).  Look for a web designer who is familiar with the green industry and SEO for help with your web site.

 

 

Q: I'm new to the business and don't have the revenue for even a minor direct mail campaign.  What should I do to better my company?

 

A: If you have enough money to invest in a truck and spreader, then you have enough money to invest in a web site.  Make that your first priority.  Next, create some door hangers and begin canvassing neighborhoods.  This is a great way to develop concentrated service areas.

Give your business card to any potential prospect.  Knock on the doors of neighbors of your customers when you’re out treating customer lawns.  You may come home with two or three new sales.  Read about: THE LADDER OF SUCCESS.

 

 

 

 

 

 

 

 

 

Click here to ask your question.