Social media is growing at a rapid pace. And over the past few years, we’ve seen social media dominate interactions between customers and brands. Facebook alone has 2.9 billion monthly users who spend, on average, nearly an hour per day scrolling. Maybe you can’t stand social media, but it’s time to rethink your strategy.
Why? To capture new leads, you need to be where your customers are. Like it or not, your leads automatically turn to social media to learn more about your landscaping business before picking up the phone and booking an appointment. You need to build relationships with prospects to move them from awareness to conversion, and that means meeting them where they already spend their time—on social media.
Ready to turn social media marketing into a powerful business tool? Here are some of the best social media platforms for landscapers to guide your strategy.
With nearly three billion active monthly users, there’s no denying that Facebook is the top dog. Since the transition to Meta, Facebook has seen a slight demographic shift, with younger users increasingly turning to alternative platforms.
Still, if you’re targeting local homeowners under 30, it’s worth building a presence on Facebook. If you’re trying to reach an older audience and create an online community around your brand, Facebook is a great starting point for building your social media strategy.
Driving landscaping leads with Facebook is easier than it sounds, but there’s a catch. To cut through the digital noise, you need to turn your Facebook page into a go-to resource for prospects. Here’s how to get started with Facebook marketing.
Like most social media channels, Facebook is all about building relationships with your ideal customers. Even if you’re busy running your business, meeting with customers, and working in the field, you can’t forget about conversation and engagement.
Instead of putting engagement on the back burner, take steps to create an online community for your audience. Facebook is one of the best channels to hold industry chats and discussions, whether you’re posting about the latest garden trends, asking customers about their design preferences, or sharing pictures from your latest landscaping project. Just make sure your content is valuable, relevant, and engaging to your target audience.
Sometimes, engagement just means providing the best customer care. Your customers want quick responses to their questions and concerns, and social media is the perfect opportunity to highlight your commitment to customer service. Whenever possible, make a conscious effort to respond to alerts and notifications instead of going MIA.
We hate to break it to you, but the Facebook algorithm is designed to work against you. As Facebook continues to push back against branded content, capturing the attention of your target audience is harder than ever. Even if you’re posting regularly, your posts still might not drive the results you’re after.
The good news? It’s possible to outsmart the Facebook algorithm and reach your audience. To ramp up your strategy, you need to refresh your social media strategy with new types of content.
If you’re only posting self-promotional content, it’s time to mix things up. Sales-focused content isn’t going to do much to engage your current followers or attract new leads. There’s nothing wrong with linking to your blog or landing pages, but external links shouldn’t be the center of your content.
Instead of constantly linking out, capture your audience’s attention with eye-catching videos, Facebook live streams from job sites, and professional pictures. This way, you’ll encourage users to stop scrolling and spend more time engaging with your brand.
Last but not least, you need to advertise to the right people. We’ve seen clients make the mistake of running broad ads, but this only drains their advertising budget faster than they drive results.
Facebook ads offer amazing targeting options, which means you can get ultra-granular in terms of location, demographics, and interests. Instead of spreading your budget too thin, finetune your targeting options to serve personalized ads to your target audience.
Instagram is a powerful social network that homeowners use when they’re planning landscaping projects. And if you’re wondering if Instagram is worth your time, the answer is yes. When you tap into Instagram, you’ll find countless opportunities to humanize your brand, inspire your audience, and showcase your hard work.
Plus, when you consider that 90 percent of Instagram users follow businesses, you could be missing out on countless leads if you’re not using Instagram wisely. Here’s how to kickstart your Instagram marketing strategy.
If you’ve scrolled through Instagram recently, you’re probably already familiar with Reels. In a nutshell, Reels are full-screen vertical videos that can be up to 90 seconds long. They come with editing tools and audio tracks, with everything from trending songs to snippets of viral content. They can include multiple video clips, filters, captions, stickers, and more.
Why are Reels so popular? It’s simple: They drive engagement. Reels are favored by the Instagram algorithm, which is more likely to recommend them to people who don’t follow you than static image posts. If you want to create buzz about your brand (and potentially go viral), Reels can be your marketing MVP.
Relevant hashtags can help you expand your reach even further. Instagram users can click on hashtags, and anyone who clicks on a hashtag or searches for a specific hashtag will see all the posts tagged with that hashtag. So, if someone searches for #clevelandlandscaping, you’ll have the perfect opportunity to capture their attention with pro-grade pictures of your recent project.
While you can add up to 30 hashtags per Instagram post, more isn’t always better. According to Instagram’s official creators’ account, businesses should stick to 3–5 hashtags per post.
You already know that engagement matters. Whenever someone comments on your posts or sends you a DM, take the time to send a reply. No matter how busy you are, you can set aside a few minutes each week to interact with your followers.
Sure, it boosts your engagement rate. But more importantly, it encourages potential customers to start conversations with your business. Over time, those conversations can turn into strong relationships—and that might just be the final push your lead needs to choose your business over the competition.
No longer the new kid on the block, TikTok has been growing steadily since 2018. Back in the beginning of 2022, TikTok had over one billion monthly users, placing it among the top social media platforms in the world.
“TikTok isn’t for landscapers,” you’re thinking. Maybe your competitors aren’t using TikTok yet, but you’re going to be different. At first glance, it might seem like TikTok is just a platform for viral videos, but it’s packed with valuable marketing opportunities—even for contractors.
TikTok can feel overwhelming, especially if you’re new to the platform. Here’s how to make the most out of this platform.
Before you start creating your first video, know your audience. TikTok might be popular among teenagers and Gen Z—but that doesn’t mean your target audience isn’t scrolling through TikTok, too. During the first quarter of 2021, 36 percent of TikTok users were between 35 and 54 years old, compared to 26 percent in 2020.
Spend some time researching your audiences on other social media platforms and look for overlap with TikTok demographics. But don’t rule out new or unexpected audiences. Your current audience might not be on TikTok, but you might be able to tap into subgroups or slightly different interests to build new segments. For example, you might connect with users interested in DIY gardening or home improvement projects.
Once you’ve identified a potential audience, research what types of content they engage with. From there, you can start brainstorming your TikTok content strategy.
Are your competitors already using TikTok? What does their engagement look like? What are they posting? Take a deep dive into their TikTok strategy to see what’s working and what’s not with your shared audiences.
And remember: TikTok is a creator-led platform, so don’t rule out TikTok influencers as competitors. Research the top names in your industry to see what kind of content they’re posting and find some inspiration for your content strategy.
To win at TikTok marketing, you’ll need to break your brand into bite-sized pieces. Short-form video is the only type of content on TikTok, so it helps to follow trends of what’s most watched and engaged with until you can develop a platform-specific brand voice.
Focus on catchy content that can be replicated based on what your customers want to know. If you’re short on ideas, how-to videos and DIYs are always popular. From gardening tips to hot new outdoor projects, highlight your landscaping expertise and share some behind-the-scenes intel to keep your viewers coming back for more.
Social media is an important piece of the marketing puzzle, but it shouldn’t be the only part of your marketing strategy. To convert landscaping leads into paying customers, you need to keep them engaged throughout every stage of the buyer’s journey—and that requires a data-driven digital marketing strategy to get the job done right.
When you’re ready to start marketing your landscaping business on social media, we’re here to help. We’ve helped countless contractors launch their social media strategy, from account setup to bid management and beyond. Reach out to our team today to get started.
