Posts in Traditional Advertising
Case Study: Google Ads for a Landscape Lighting Company

For this outdoor lighting company, we researched high volume, low cost keywords that are correlated to the their lighting services that are also representative of the end of the sales journey, meaning not research-like keywords, but rather ready to buy keywords. For each keyword, we created a group of ads to test out which one would work best. In the Google ad world, this approach is called Single Keyword Ad Groups (SKAGS). And then we built or used existing landing pages that are optimized for the keyword that is in the ad - all translating to lower cost click and higher performing ads.

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Case Study: Google Ads for Landscape Company in the Midwest

Speaking of conversions - the purpose of these ads, over the six month period, this company received 66 “conversions.” In non-technical terms, this includes people who submitted a form on the website and also click on the telephone number to call in the mobile-only ads. It does NOT include people that called the website after reaching the website as a result of the ads. Most design/build companies we speak with have about 2-3x as many phone calls as they form submissions (often much more).

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Your HomeAdvisor Guide: Should You Be Advertising on there?

Home improvement review sites like HomeAdvisor and Angie’s List are not a necessary fact of doing business in the digital age for landscape or design/build companies. If you will choose to live on there, it may not be in your best interest to put all of your marketing dollars into these platforms. There are be better ways to generate leads and build your business, such as SEO or Facebook/Instagram Advertising.

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Concerns About The H-2B Visa: How The Landscape Industry Is Handling It

For the 2018 FY, the cap for the first half was met on December 15, 2017 and the cap for the second half was met on February 28, 2018. This is the earliest these caps have ever been reached by a significant number of days, demonstrating the high demand for seasonal laborers. Prior to 2016, workers who had previously been employed via the H-2B Visa were exempt from this cap, but when the federal budget bill recently expired, the cap exemption expired as well.

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Episode 21: Are Building Product Manufacturers ready for AI?

What happens when you take something that seems (ok, it is) so complex and apply it towards your specific business? Or perhaps even towards your line of work? Today, Corey will talk about predictive analytics - to deeply understand your current and potential customers. How does it fit in? 

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Episode 20: Make your events go further with social media

Want your events to last longer? The power is in your hands. In this intro-to-the-topic video, we introduce spreading the wildfire event approach with widgets that encourage people to take photos, using branded items, and share them on their social media. The return? People are posting images of themselves, happy, with your brand. Magic. Watch for more and tell us how you've done it!

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Episode 16: Stop with the wet pavers, landscapers!

Just stop it already with the wet pavers in your project pictures! A couple of summer rain drops on select pavers and natural stone - yes, that can be beautiful. But a hosed down paver patio or paver walkway? NO!!! Stop it. It's not stylish. It doesn't look good. Let them dry and then take your phone or camera out to snap a pic. 

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Episode 16: How do you get more referrals in the digital world?

No matter how much you're investing in advertising - online or offline, every business gets the best leads via referrals. There is no denying that. So how do you - as a landscape design/build company - get more referrals in the digital world? Anna shares her 5.5 ways to help you take some huge steps in growing your referrals - tomorrow.

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Episode 15: Drone footage for outdoor living

In this video, Corey talks about the collision of experience driven purchasing and video marketing = drone. Team them up with still shots for an immersive experience . And remember - Buying a camera doesn’t make you a professional photographer. Buying a drone doesn’t make you a professional videographer. 

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Episode 14: What exactly does it mean to advertise on YELP?

Yelp is a powerful website and app. As the 10th most popular website - it gets a lot of action from visitors. Surely, you've used it to read reviews and maybe you have your free profile setup on there. Does this mean you should be spending money on this platform - as a landscape design build company (or anyone really!)? Watch now.

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Episode 13: Start winning landscape design/build projects with better photography

What happens when you begin to look at your landscape projects through the lens of a camera? You start to see things you know the camera will capture. In this video, Corey talks about the four basic steps of getting winning photography - all by yourself! 

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The Evolution of Design-Build Marketing [with Infographic]

As long as landscapers have been landscaping and hardscapers have been hardscaping, we have also been, in our own ways, marketing. Over the last score of years, however, the introduction into the “age of technology” has vastly warped design-build marketing. Businesses, regardless of industry, can barely function on simple word-of-mouth anymore. To show our design-build pros just how far we’ve come in the last decade-and-a-half, and our predictions of the next few years, we’ve developed an “evolution of design-build marketing” timeline.

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Episode 11: Is Home Advisor Stealing Your SEO?

Many contractors we speak with want to hate on HomeAdvisor. Don't hate on them! They saw an opportunity and took it! The problem is what exactly are they doing when you pay them for leads. In this video, Corey dives into your own website's SEO impact when you use a lead generation service such as HomeAdvisor (or even others like Thumbtack, Angie's List.)

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HalsteadTVEp10: Reaching a customer audience over age 50 (hint: not with that yellow book!)

Put that thing down! Don't do it! Don't you please still use the analytics from five - or even three years ago! People over the age of 50 aren't as non-web savvy as you think. Almost 3 out of 4 of them are on Facebook. That's just Facebook - think about how many of them search online (even on their smartphones!). Things have REALLY changed with marketing effectively to this age group. So don't get suckered into outdated traditional marketing techniques and then wonder why they're not working!

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HalsteadTVEp4: What Does it Mean To Get a Referral, Today?

Anna talks about how to apply the still-very-true approach of growing your design/build business with referrals - except this means to expand your definition of what a referral really is today. And it's not just people sharing your info with one another while they're visiting someone's home. Referrals are indeed - online reviews! So stop skipping this part. ASK FOR REVIEWS!

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Online Reviews, Part 1: Why You Need Them & Who to Ask

Online reviews are one of the more subtle arts of inbound marketing. Business owners are often confused and disappointed about the lack of reviews they receive from happy clients. Many times the initial reaction is simply to just shrug and move on, assuming that there isn’t anything that can be done to bolster their online reviews.But it’s not true! We've compiled some useful rules to help you understand why you need to work on getting online reviews and who are the best customers to ask.

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Creating a Successful AdWords Retargeting Campaign

Retargeting, also known as remarketing, refers to a type of online advertising which targets the people who have visited your website but haven’t made a purchase, signed up for a free trial or completed any other ‘conversions’. This group is known as ‘bounced traffic’ and consists of approximately 98% of a website’s total traffic. Retargeting campaigns anonymously follow these users to other sites and advertise your brand to them again, ensuring that you maintain their awareness and encouraging them to revisit your website and become a customer.

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Google AdWords Tips for Beginners

Google AdWords is used by countless businesses to attract new customers, grow their online sales and build a loyal fanbase. This feature lets potential customers see your ad the very moment that they are searching the web for the goods or services that you offer, ensuring that you reach people who need your product - and are therefore more likely to buy it.

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Changes to Adwords & How You Can Take Advantage of Them

Now at the top of pay-per-click advertising, Google AdWords has been undergoing a lot of changes throughout the past couple of years. Specifically, the media marketing giant made some alterations not just to their site layout, but to advertising capabilities. These are the ones that could help your business the most. We’re going to lay out the three big ones for you, and show you how these changes benefit your landscape design/build, architecture, or other type of home improvement company.

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