Marketing to Promote Sustainability Practices as a Lawn and Landscape Industry Business
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The Content Team,
HALSTEAD.
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Gone are the days when the roar of gas-powered equipment was synonymous with lawn maintenance. Today, many businesses in the lawn and landscape industry are moving toward a quieter, cleaner future—and using marketing strategically to build credibility and trust with homeowners and property managers. As all regions confront environmental issues and the demand for more stringent regulations, lawn and landscape industry businesses encounter fresh challenges and opportunities —and marketing can play a significant role.
The industry has undergone a significant transformation in recent years. Whether facing increasing restrictions on gas equipment due to noise and emissions concerns, bans on carbon-emitting landscape equipment, or the growing customer preference for organic lawn care, these shifts in the market are having a profound impact on lawn and landscape businesses.
Embracing eco-friendly practices has become more than just a necessity; it's a strategic move that resonates with today's environmentally-conscious consumers. Many companies are experiencing a positive response to their use of electric equipment, vehicles, and other environmentally-friendly initiatives.
Nearly 80% of consumers feel that sustainability is important, and 84% say that poor environmental practices will alienate them from a company. In a rapidly changing industry, adaptability is key.
Marketing is pivotal in attracting an environmentally-conscious audience and differentiating your business in a competitive market. Industry businesses willing to adapt and progress are embracing sustainability. They succeed when they combine their efforts with digital marketing, highlighting their environmental commitment to eco-friendly products, energy-efficient equipment, sustainable landscaping techniques, and energy-efficient equipment.
Content Marketing for Eco-Friendly Lawn and Landscape Businesses
With 91% of marketers using content marketing for lead generation, there’s no question about its effectiveness; most marketers implement this strategy because it works. Content marketing is a potent tool for connecting eco-friendly businesses with target audiences that value sustainability.
Research indicates that 53% of consumers feel connected to brands that represent their values, so reaching a target audience that values sustainability requires industry businesses to show their commitment to it. Here are some strategies to consider for doing so:
Educational Blog Posts
Create blog content that educates your audience about sustainable lawn care and landscaping practices, providing in-depth insights that establish your business as an industry expert.
For example, you could publish blog posts about various topics to demonstrate the benefit of sustainable practices, boosting your search engine optimization (SEO) efforts and attracting a qualified audience. Potential blog post topics include:
The benefits of switching to organic lawn care methods
How to create a water-efficient landscape for dry climates with a xeriscape
Choosing native plantings for your landscape to support biodiversity
Smart irrigation and efficient watering techniques for a lush lawn
Eco-friendly lawn care tips for every season
By consistently publishing educational blog posts on these and related topics, you position your business as a valuable resource for homeowners looking to adopt eco-conscious lawn care and landscaping practices.
Professional Videography and Photography
Leading firms invest in professional videography and photography to showcase environmentally-friendly projects and initiatives. Visual content is highly shareable and can help your message reach a wider audience.
At HALSTEAD, we helped a top Michigan landscape contractor, Great Outdoors, produce a video showing their all-battery-powered fleet—including a Ford Lightning truck, mowers, trimmers, edgers, and blowers—providing an effective piece of marketing collateral demonstrating their forward-thinking initiative. This video is featured on their website and can be shared across social media and directly with prospects.
Here are some additional ways to use high-quality photos and videos in marketing to highlight your dedication toward sustainable lawn and landscape practices. Use these as marketing materials to demonstrate your expertise and track record.
Share before-and-after photos of your projects demonstrating how you have transformed lawns and outdoor spaces into more eco-friendly and sustainable environments.
Case Studies that highlight successful projects where your business implemented sustainable practices. Discuss the challenges faced, solutions implemented, and the positive impact on the environment.
Showcase the aesthetic appeal of using native plantings throughout your landscape design. Highlight how these designs can enhance the beauty of outdoor spaces while benefiting the environment.
Videos are the most-used media format by marketers, with images being a close second. Visual content leads to increased engagement and more leads, and 91% of consumers want to see more online videos from brands. Investing in professional videography and photography is a smart choice.
Social Media & Website Content
Keep your website and social media profiles up to date with your latest eco-friendly projects and initiatives. Consistent communication about your commitment to sustainability is key. Use your social media channels to share real-time updates on your projects, eco-friendly tips, and relevant news related to sustainability in landscaping.
For residential customers, Facebook is a great place to share content, considering it’s the top-used social platform in the United States. B2B marketers find LinkedIn to be especially effective, with nearly 90% using the platform for lead generation.
Social media is a great place to share blog posts from your website and the professional videos and photography you’ve invested in for your business. Engage with your followers to build a community around eco-consciousness.
Email Marketing
Email marketing is another powerful tool for connecting with your audience and informing them about your eco-friendly initiatives and services. Here are some strategies for effective email marketing in the industry:
Educational Emails: Send out regular emails to your subscribers, providing them with valuable insights on sustainable lawn care and landscaping practices. Include tips, links to your case studies, and updates on eco-friendly products or equipment your business uses.
Customer Success Stories: Share stories from satisfied customers who have benefited from your eco-friendly landscaping solutions, whether with your lawn care programs, permeable paver surfaces, or efficient irrigation systems. Include before-and-after photos or testimonials to showcase your expertise.
Seasonal Tips: Send seasonal emails with eco-friendly lawn care tips and reminders. For example, in the spring, you can provide guidance on sustainable landscape designs; in the summer, you can focus on water-efficient irrigation systems.
Remember to make your emails visually appealing and mobile-friendly. Include clear calls to action (CTAs) encouraging recipients to visit your website or contact your business. Email marketing is a great way to nurture leads, retain customers, and showcase your commitment to eco-friendly practices in the lawn and landscape industry.
Branding for Environmentally-Conscious Lawn and Landscape Companies
Branding is critical to differentiating your business and conveying your commitment to sustainability. Depending on your company’s reputation within your community, you may want to rebrand to convey your commitment to the environment.
Begin by revamping your visual identity to reflect your commitment to the environment. Consider using eco-friendly colors like green and blue, commonly associated with nature and sustainability. Incorporate nature-themed imagery in your logo and other design elements, such as leaves, trees, or water droplets. This visual identity will convey your eco-conscious values at a glance—even if it’s only a subset of your company dedicated to this new effort.
Crafting a compelling sustainability-focused brand message is also important, and StoryBrand is an excellent framework to do so. Highlight your eco-conscious values, practices, and your business's positive impact on the environment—sharing a story that resonates with your target audience.
Consistency in your messaging and branding across all touchpoints, from your website to your social media profiles and marketing materials, is essential to creating a cohesive and compelling brand image for your environmentally-conscious lawn and landscape company.
Community Involvement for Conservation Efforts as a Lawn and Landscape Business
Engaging with the community can enhance your reputation as a responsible business, and there are various ways to do so. Participate in local environmental events, tree planting drives, or community clean-up efforts. Document these activities through photos and videos and share them on your social media platforms to demonstrate your active involvement in environmental stewardship.
You can also attend or exhibit at local green expos, home shows, or environmental events. These events provide a platform to showcase your eco-friendly services and connect with a like-minded audience. It's an opportunity to network, educate, and demonstrate your commitment to sustainability to a broader audience.
Some landscape contractors host workshops at local schools, teaching students about sustainable landscaping practices and sharing knowledge that can help foster a culture of conservation. Events like this make excellent social media content to help market your business as a partner in the community and further establish your business as an industry expert.
Green Certifications for Lawn and Landscape Businesses
If your business has green certifications or affiliations with environmental organizations, prominently display these in your marketing materials. These certifications can establish your credibility as an eco-conscious business. You can use your certifications to differentiate your business and attract environmentally-conscious clients.
Collaborate with other eco-friendly organizations, suppliers, or nonprofits. Highlight these partnerships in your branding to demonstrate your commitment to sustainability through action. For example, if you are a Unilock Authorized Contractor, you could highlight how you use Unilock permeable pavers. You can showcase partnerships like these as part of your brand narrative.
The Power of Social Proof for Lawn and Landscape Businesses
Leveraging social proof can build trust and credibility. Encourage satisfied customers who appreciate your eco-conscious approach to provide testimonials or reviews highlighting this aspect of your business. You can request that your customers review your business on Google, Yelp, or Facebook and encourage them to highlight the eco-friendly practices that they were most satisfied with.
In addition to highly visible online reviews, positive word-of-mouth can go a long way in building trust. Many lawn and landscape contractors offer discounts or credits for customers who refer friends and family to their businesses, providing an incentive for the customer and creating an excellent lead-generation tactic that attracts an environmentally-conscious audience.
