We started by working on the premise that one additional landscaping job per month comfortably pays for the marketing. Just one.

Last month Gavin had over 70 landscaping enquiries online alone (not including Maintenance or any of his other services!)

Despite the technologically focussed world we live in these days, we only care about what actually works, and in Lawn Care Lanarkshire’s case – several forms of print definitely still do.

Sometimes Gavin needs a flyer to go out in a local area he’s targeting, or a brochure he can take with him to homes when he’s quoting, or maybe a (deliberately) very simple proposal document that’s tidied up to reflect the standard of his work when speaking to a supermarket or a football club. We’ve got it all covered.

After a while, Gavin came to us with an idea to update his logo, rather than go for something completely different.

This was our solution, where the original idea was honoured. Gavin wanted to show more of his wife’s involvement, as they are a family run company. We recreated the text part of the logo to make it sharper, brought in characters that are more like Gavin and his wife, and kept the yellow lawnmower.

Bringing in new characters allowed them to be positioned in a variety of different ways, depending on the circumstances.

For example, in these two simple outside banners the characters can either ‘point’ somewhere, or in the second instance; have a football at their feet when talking about artificial grass.

All of this success was achieved without paid advertising. The next stage in the process was to slowly start implementing these paid ads. Meaning we can gather data and hone the ads without using a crazy budget, then when we’ve got it right we can ramp up the spend to suit the amount of work Gavin wants to come in.

We’ve recently begun Google Pay Per Click campaigns and Facebook Ads, then LinkedIn ads will follow shortly. These ads were shown to specifically targeted demographics, but they are also shown to both new and previous visitors that Gavin has had across all of his platforms, including his website and social media.

This is called Retargeting, where those who have visited Gavin’s website and his social media channels at any time are also shown his ads. This is because they have a proven interest in his services, so he is able to continue to promote his services to them while they are scrolling social media or visiting other websites. Someone typically needs to see your product between 6 to 12 times before they make a buying decision.

Ever notice when you’ve been looking to buy jeans on your favourite fashion website or cordless drills your favourite DIY website – ads for these products suddenly appear all around your social media and the websites you visit?

Imagine it was YOUR ads reaching people who have shown an interest in your products or services!

We will also begin regular email marketing campaigns to previous customers, existing customers and those who have filled out his enquiry form. Now that we have these lists compiled we can promote additional services, encouraging those who may be on the fence to get a quote, or encourage Gavin’s existing customers to buy again, or ask them to recommend their friends and family.

We began a paid marketing campaign across Facebook and Google Ads some months ago. Gavin in now getting leads across paid ads, social media, traditional marketing and word of mouth referral in the region of 100 enquiries per week (37 being a daily record). Here are the numbers: