If anything, the old saying “a picture is worth a thousand words” downplays the power of visual content. Sure, text still plays an important role in marketing, but visuals are far more effective drivers of conversions and engagement.
Whether you’re planning your next landing page, display ad, or Facebook post, high-quality photography will always make your landscaping business stand out. It’s the tool you need to build a cohesive brand identity, showcase your projects, and give prospects the extra push they need to book an appointment.
Why? It’s simple: Successful marketing relies on captivating visual content. According to Forbes, visual content is the future of brand storytelling, with 91 percent of consumers preferring interactive and visual content over traditional, text-based media. Your target audience expects visually stunning images—and they’re tired of skimming boring text posts filled with landscaping jargon.
There’s no denying that photography holds unrivaled potential for your landscaping business, but how can you use it to your advantage? And do you really need to hire professionals when you can just take pictures yourself? Here’s everything you need to know to upgrade your marketing strategy with photography.
Why Landscapers Need Visual Content
In today’s intense digital marketing landscape, you need a competitive advantage to stay alive and grow your brand. With so many landscaping contractors competing for the attention of your prospects, you need to break through the digital noise so you can be there when they need you.
When you upgrade your content with captivating visuals, your target audience is much more likely to stop scrolling and take action before moving on to something else. Not only that, but photography also helps:
- Leave a positive first impression. Positive or negative, first impressions always stick with your prospects. They allow prospects to quickly draw conclusions about your company during their first point of contact with your business—whether it’s on your website, social media, or a lead gen site. Quality content paints a clear picture of your brand’s reputation from the start.
- Differentiate your brand from the competition. Low-quality images, outdated pictures, or obvious stock pictures will only hurt your business. When you use your own professional images, you differentiate your brand and communicate your unique values and services.
- Establish your brand identity. Professional pictures carve an identity for your brand by highlighting the value of your talent and expertise. They also help prospects resonate with your landscaping business. People respond positively to images that feel authentic, and high-quality pictures strengthen your online presence while positioning your business as an industry leader.
How to Level Up Your Marketing Strategy With Photography
Even if you’ve spent years ignoring the power of photography, your competitors are probably doing the same thing. Most landscaping companies forget to take pictures of their projects—or they don’t have marketing processes in place to capitalize on their visual content.
The good news? With so many landscapers missing the mark, this opens the door for you to gain a competitive advantage. And with countless opportunities to leverage photography in marketing, you can get a ton of mileage out of professional pictures.
Ready to upgrade your marketing strategy? Here’s how to use your landscaping projects to boost your conversions and close more sales.
1. Boost Your Brand Reputation With Social Media
Strong visual social media content gives people a reason to follow, like, comment, and share your posts. It attracts new leads, drives prospects down the sales funnel, and converts leads into paying customers. At the end of the day, social media content can make or break your strategy.
Need more proof? Let’s look at the data. Facebook posts with photos generate 53 percent more likes, 104 percent comments, and 84 percent more click-throughs than text-based posts. Overall, photo posts drive 120 percent more engagement than text-based posts, while photo albums get 180 percent more engagement. If you’re not posting visual content on social media, it’s time to start.
Of course, social success is all about leveraging the right platforms. Whether you’re just getting started with social or updating your current strategy, the best platforms to share landscaping photography include:
- Instagram: Instagram is a digital photo album. You can showcase your best work there, curate posts to resonate with your brand messaging, and post Stories to engage your followers. You can also run Instagram ads to build your social media presence and get in front of your target audience.
- Facebook: With so many homeowners researching contractors on social media, Facebook is the perfect platform to post pictures of ongoing work, finished projects, and behind-the-scenes glimpses of your company. Like Instagram, you can also run Facebook ads to broaden your reach.
- Pinterest: Once you’ve mastered Facebook and Instagram, it’s time to branch out. As a visual-based platform, Pinterest holds great potential for landscaping businesses—and countless homeowners turn to Pinterest for landscaping inspiration. According to Blue Corona, 87 percent of Pinterest users have purchased a product because of Pinterest, and 93 percent of users have used the platform to plan a future purchase.
2. Craft a Knockout Landscaping Portfolio
An impressive landscaping portfolio works full-time for your business, helping you capture new leads, boost conversions, and close sales. It’s a digital gallery of your best work, brand values, and creative expression. It gives prospects an inside look into your skills—and it gives you a powerful opportunity to make a positive first impression.
Even if you haven’t published an online portfolio yet, it’s worth taking the time to get it right. That means choosing high-quality pictures to showcase your work. Your prospects value quality over quantity, and one professional photograph can deliver more impact than a dozen average-quality images.
To make the most of your portfolio, include a variety of images—from pictures of hardscape elements to detailed shots of paving patterns—to show prospects what you’re capable of. Adding professional photography from different seasons, along with night imagery, can help you craft a memorable portfolio that differentiates your brand from the competition. This way, you’ll be top of mind when your prospects are ready to take the next step.
3. Get Noticed With Impactful Display Ads
Every time your prospects log into their favorite platforms or conduct a Google search, they’re bombarded with an endless sea of ads and marketing content. That’s a lot of competition for your landscaping business—but a killer creative strategy can help you stay competitive.
Visual content captures your prospects’ attention, making them more likely to engage with your brand. By integrating professional landscaping photography into your paid search strategy, you can stand out in a sea of contractors and get noticed by your ideal prospects.
So, how can you create the best display ads? It starts with researching your target audience and choosing the best size for your ads. Keep your landscaping ads simple with a minimal design—whether that’s a standout before-and-after picture or an eye-catching drone photo—and don’t forget to add your brand logo.
Once you’ve perfected your visual strategy, top it off with compelling ad copy and a powerful call-to-action. To make the most of your ad spend, be sure to track your results and A/B test different variations of visual content and ad copy.
Do You Need to Invest in Professional Photography?
Why should I spend money on a professional photographer when I can just take pictures myself?, you’re thinking. We get it. Why spend money on a photographer when you have the latest iPhone? Or when you can just use stock photos to market your landscaping company?
The truth is, it doesn’t matter what industry you’re in—professional photography is a must-have for every business. When our clients visually display their landscaping services to customers in a professional way, they see huge payoffs in their conversion rates.
Why is professional photography so powerful? Because your prospects want to know exactly what to expect before hiring your company. Landscaping is a major investment, and your photos need to show prospects that you’re worth every penny.
Sure, you could always use stock photos, but digital marketing is about putting your best foot forward. At the end of the day, you don’t want to drain your marketing budget and pour hours into your marketing efforts just to downgrade your strategy with lackluster stock photos. To step out in front of the competition, you need to run toward the fire—and that means hiring a professional to capture what makes your brand stand out.
How to Take the Best Landscaping Pictures
Before you start taking pictures, set aside some time to find the right photographer. You want an experienced team that supports your business, understands your brand values, and uses their creativity to bring your vision to life.
Once you’ve partnered with a reputable photographer, you can start experimenting with different techniques to grow your brand. Here are some ideas to help you hit the ground running.
1. Boost Your Portfolio With Drone Photography
Drone photography might sound expensive and complicated, but it’s more accessible than ever. Many professional photographers offer drone photography, but if you’re taking the DIY route, drone remote controls are usually equipped with a screen that shows what your aerial camera sees in real time.
Drone photography is an amazing tool to drive social media engagement and impress your prospects. It communicates an experience and takes your portfolio to the next level. Because drones allow you to capture overall pictures of your landscaping projects, this technique packs the biggest “wow” factor.
Pro tip: Be sure to check your local and FAA regulations before flying your drone. In most cases, if you can see your drone, it’s flying under 400 feet, and it’s daytime, you’re good to go.
2. Use Before-and-After Photos to Highlight Your Value
Before-and-after pictures are everywhere, and for good reason: They’re engaging and scroll-stopping.
With the right strategy, before-and-after pictures can have a huge impact on your reputation. They can boost your social media engagement, upgrade your portfolio, and leave a lasting impression. Prospective clients want to see the progress you can make, and before-and-after pictures give them the confidence they need to pick up the phone and hire your company.
The best before-and-after pictures show dramatic transformations. Sometimes, that can be as simple as cleaning up a messy yard. Other times, it means hardscaping an entire yard.
If you’re landscaping a backyard, find the view that shows the yard best, whether that’s straight on or off to the side. And remember: You’re not limited to a single image. Make it part of your project routine to capture a series of “before” and “after” pictures so you can choose the most impactful, jaw-dropping pictures for your marketing campaigns.
We know: It’s easy to forget to take pictures during busy days, especially when you’re scrambling to start a new project—but our clients tell us that it’s worth the time and effort. To capture standout pictures of your landscaping projects, create a list of any upcoming projects. Then, schedule time with your photographer to take pictures before the project starts.
3. Keep It Authentic With Behind-the-Scenes Shots
Before-and-after pictures are packed with incredible marketing potential, but homeowners want to hire a landscaping company they can resonate with.
Think about it: You’re more likely to hire a company that understands your dreams and desires. You resonate with companies that connect with you on your level. That’s where behind-the-scenes shots can give you a key advantage over the competition.
Behind-the-scenes shots build meaningful relationships with your prospects and give them a real look at your process. Instead of hitting them with a hard sales pitch, you’re providing useful information and highlighting the benefits of your services.
The best part? You don’t have to hire a professional to reap the benefits of behind-the-scenes pictures. It’s all about showing prospects a real, raw, unedited look at your company. Here’s how to take a different approach to marketing with behind-the-scenes shots.
- Pull out the selfie stick. Every contractor should have a selfie stick in their toolbox. It might seem silly, but selfie sticks can help you put a face to your business, showcase your landscaping services, and give prospects an inside glimpse into your process.
- Post an Instagram Story. Busy fertilizing a yard? Or tearing up turf? Let your followers know. Feature ongoing landscaping projects by using Instagram Stories to show your followers what you’re working on. Don’t forget to provide some details about the project, address your prospects’ pain points, and show the end result when you’re finished.
- Tweet about it. Share behind-the-scenes pictures of your projects, team members, and business on Twitter with fun snippets and industry-relevant hashtags. It’s a great way to spark conversations, share your hard work, and help your followers feel like they’re part of your community.
Cut Through the Noise With Professional Photography
Whether you’re marketing your landscaping business on Facebook or driving web traffic through paid ads, old-school stock images aren’t going to cut it. It’s time to transform your marketing strategy with professional photography so you can break through the digital noise and get noticed.
When you’re ready to start building your brand reputation, we’re here to help. From professional photography to impactful digital marketing solutions, our marketing experts will help you showcase your talent so you can capture more leads and close more sales. Contact us today to get started.