Marketing for landscapers is more important today than ever before. If you’re not employing good landscape marketing practices to run your business, you’re bound to drown in the competition.
The landscape and lawn care industry has grown over the past few years at a consistent and steady rate. IBIS World reports indicate that the average annual growth of the landscape market is 4.2 percent from 2017-2022. At first glance, this information may look like a cause for celebration.
But in reality, it’s actually a double-edged sword for landscape and lawn care entrepreneurs. Because as the market size expands, the competition gets tighter and harder to penetrate.
But don’t worry! As we move into 2022, there are a few landscape marketing trends that can help business owners like you. Getting a leg-up on everyone else with landscape advertising tactics is key to being the front-runner in your community.
Before anything else, it’s important to understand that the marketing landscape of landscape marketing is changing in itself. Technology has drastically modified how people find and consume information. That means that landscaping businesses need to adapt their marketing strategies to meet the needs of their audience.
As landscape business owners, it’s important to stay up-to-date with the latest landscape marketing trends. This way, you can keep your finger on the pulse of the industry and adapt your marketing strategy accordingly. Otherwise, you risk falling behind your competition and losing out on potential customers.
To help you stay ahead of the curve, we’ve compiled a list of landscape marketing trends for 2022. Keep reading to learn more.
What are the Factors that Change the Marketing Landscape?
Here is a fact about marketing that’s true across industries: what worked last year might not work this year.
The marketing landscape is changing, and a mixture of internal and external factors makes that change all the more rapid. It’s no surprise, either. After all, we can’t have a global pandemic and expect things not to change, right?
Moreover, consumer preferences constantly evolve, and businesses have no choice but to improvise, adapt and overcome. That means entrepreneurs like yourself need to be on the lookout for the latest landscape marketing ideas. That involves understanding the factors driving the change in the marketing landscape.
Continue reading below for more information about those factors.
- Digitalization
In a world that’s driven by technology, it’s no surprise that marketing strategies are also digitalizing. Businesses are moving away from traditional marketing methods like print ads and billboards. Marketing landscaping business is now adopting digital channels to reach their target consumers.
What’s more, landscape businesses can use technology to automate certain marketing tasks. Not only does this future-proof their enterprise, but it also streamlines normally slow and mind-numbing processes.
For instance, you can set up a drip campaign that automatically sends out emails to your customers at specific intervals. Another example is using a chatbot on your landscape company website to answer common customer queries.
This helps keep your landscape business top of mind without putting in too much effort.
- Internet Marketing
With digitalization comes the inevitable upsurge of internet marketing, also known as digital marketing. New technologies and platforms are emerging all the time. This ultimately gives landscape businesses more opportunities to reach their target consumers.
For example, people’s active usage of Google gave birth to Google Ads which is an effective landscape marketing method. Using this helps businesses place ads on search engine results pages, helping drive traffic to websites and generate landscaping leads.
Another form of internet marketing that’s getting more and more popular is influencer marketing. That involves working with social media influencers who can boost your business exposure through sponsorships.
- Rapid globalization
With the internet connecting people from all corners of the world, businesses now have a global audience at their fingertips. However, since landscape companies operate in specific localities, this may not be completely relevant.
At least, that’s what you may think.
But globalization has enabled landscape businesses to utilize online tools to assess the competition better. It has broadened the horizon of how business owners in neighboring and even international landscape companies operate.
Entrepreneurs can get a sense of the most effective marketing strategies being used by other landscape companies worldwide. This allows local business owners to improve their marketing efforts by studying what others are doing and implementing relevant strategies.
- Social responsibility
Social responsibility is another landscape marketing trend on the rise. More and more, consumers are interested in working with businesses that share their values.
For example, consumers may want their landscape company to take steps towards being eco-friendly and give back to the community. Landscape business owners who can tap into this trend can have a competitive edge over rival businesses.
- Non-profit marketing
Working hand in hand with social responsibility is non-profit marketing. Even if landscape businesses are not non-profits, they can integrate non-profit marketing into their campaigns.
As an example, they can donate a percentage of the proceeds from their work to schools or parks. This will not only make the landscape business look good but also help out a worthy cause. Moreover, doing so builds awareness, potentially increases sales and paints the company in a positive, socially responsible light.
- Recent pandemic
The pandemic has been the tipping point of a global paradigm shift. It has forced businesses to change how they operate and market their products and services.
For landscape businesses, this means shifting focus from in-person to online interactions. It’s no longer about shaking hands and giving out business cards at trade shows. Instead, landscape businesses must find new ways to reach their target market online.
Dominating the marketing space in the landscape industry is hardly easy, but you can do it with guidance and strategies.
If you want those, Landscape Marketing Hero can help. Click below and claim your FREE growth map called The Hero’s Journey: A Guide to Growing!
8 Landscape Marketing Trends to Keep an Eye Out for in 2022
The world of landscape marketing trends is unlike other industries. While many businesses thrive solely in the online space, landscape marketing merges advances in both virtual and physical advertising.
Enhancing your landscape marketing efforts means going beyond strengthening your online presence. It’s also about focusing on what customers want — sustainability.
The emerging landscaping style of 2022 covers a hyper-focus on environmental sustainability. This could mean creating natural wildlife exteriors or constructing outdoor kitchen gardens. If you’re not practicing the same strategies, you may be left in the dust by your competition.
As landscape marketing sets its sights on the future, here are some 2022 trends you can anticipate:
1. Immersive Landscaping Using Natural Materials
Nowadays, many landscapers completely redefine their clients’ yards. They go against the natural contours of the land and use incompatible vegetation for their yards. They do that to achieve their vision. And while there’s nothing wrong with having your dream garden realized, that’s not where landscaping trends are headed in 2022.
People are looking for businesses that offer “immersive landscaping” where homeowners surround themselves with the landscape’s natural beauty. Naturescaping lies at the heart of this trend. The idea is to create a landscape design that benefits a homeowner’s desired aesthetic while supporting local biodiversity.
To that end, landscape businesses use natural materials that are naturally occurring in the area. Landscaping supplies that support the imperfect look of the landscape are valued.
The key is to unleash a yard’s underlying beauty without disrupting the area’s natural environment.
This landscape marketing trend favors the contractors that implement the same aesthetic. More importantly, businesses that can effectively market themselves as bringers of environmental sustainability.
2. The Rise of Low-Carbon Landscaping
Carbon footprint has been a big buzzword capturing the attention of nature-loving homeowners who want to help the world out. It only follows that the landscape industry would capitalize on this trend by promoting low-carbon landscaping services and products.
This landscape marketing approach is achieved in several ways. For one, by using electric-powered landscape equipment instead of gas-powered. Low carbon also means using native plants that don’t require a lot of water or fertilizer. And finally, using landscape materials that are locally sourced.
All of this ties into one central message: reducing carbon footprints.
One way to get on board the movement is to start offering low-carbon landscape solutions to your clients. You can even go the extra mile and become certified by the Carbon Trust Standard or another similar organization.
By integrating the steps you’re taking toward carbon sustainability in your messaging, you can leverage it to your advantage. It shows clients that you care about more than making their yards stunning— you also want to make a difference.
3. The Use of Artificial Grass for More Manageable Maintenance
While seemingly contrary to the previous points, artificial turfs have been getting much more attention in 2022. Despite losing the natural look, they have numerous benefits that can appeal to clients.
The primary advantage of using an artificial landscape is that it requires very little maintenance. Once it’s installed, you don’t need to do much to keep it looking luscious. This is a significant selling point for busy clients who don’t have the time to invest in their landscape. The low maintenance benefit means lesser carbon emissions for post-installation.
Another benefit of using artificial turf is that it’s more durable than natural grass. It can withstand heavy foot traffic and harsh weather conditions. This makes it a great landscape solution for high-traffic areas such as office buildings and schools. Plus, it’s the overall cost-effective approach that is desirable for all clients looking for a landscape makeover.
4. Importance of Recycled and Reclaimed Materials
As we become more environmentally conscious, the landscape industry is also changing to meet these demands. Landscape marketing messages must revolve around sustainability and environment-friendliness. Using recycled and reclaimed materials supports this cause and gives landscape architects and contractors a good reputation.
Reclaimed wood is a popular material choice for both hardscapes and softscapes. It adds a rustic charm to any landscape and can be used for everything from fencing to decking to pergolas. Recycled glass is another sustainable landscape material that is gaining popularity. It can be used in a variety of ways, including as mulch, landscape pavers and even water features.
The use of sustainable materials is both good for the environment and also becoming increasingly popular with landscape customers. With more customers choosing to work with businesses that share their views, this is a game-changer.
5. Hybrid Landscaping Engagement
Having experienced the comfort of staying indoors and having your needs met, customers will always choose convenience. It’s not hard to imagine landscape marketing following suit.
On top of integrating sustainable solutions into your arsenal of services, businesses need a platform to get their message across. This is where digital platforms shine through.
Anything virtual has been the mainstay to engage customers and leads. Increased spending on social media advertising and Google Ads has been rising for years. It is also a clear indication that businesses are allocating more of their budgets to digital landscape marketing.
The trend is only predicted to continue its upward spiral with more platforms being developed. It will be essential for landscape businesses to have a presence on digital channels in order to remain competitive.
6. Increasing Demand for Outdoor Space Designs
As the world becomes more digitized, there is an ever-growing appreciation for outdoor spaces. This has resulted in an increased demand for landscape designs that are both beautiful and functional. In order to meet this demand, landscape businesses will need to be creative in their approach to design.
The goal is to create a space that looks and feels like an extension of nature. You want to create the perfect outdoor space to relax, unwind and relish in the wonders of the great outdoors. Some of the most prominent architectures highlighting this landscape marketing trend are outdoor kitchens, living rooms and offices.
7. Alignment of Content Will Be More Important
There’s no stopping the increase in platforms and channels used in landscape marketing. That being said, content alignment or cohesiveness is becoming increasingly important. You need to etch yourself as the primary authority if you want to lead your category and industry.
According to Relevance, three things are required for industry ownership: visibility, credibility and authority. The overlap of these three ensures that a brand remains ahead of its competition.
Content alignment means that the landscape marketing message being put out is consistent, regardless of platform or channel. This can be achieved by ensuring that the communication, branding and experience are all aligned with the company’s core values.
Search engine optimization and authoritative thought leadership are both instrumental to this end.
Consistent and cohesive messaging across your content network helps customers recognize your business better (visibility). This makes your enterprise the expert on various subjects (authority). It also boosts your reputation as a trustworthy service provider when various other businesses link back to your content (credibility).
Conversely, contrasting and clashing information further confuses an already confused buyer on which online information to trust. Ultimately, this only clouds the audience’s judgment on whether to seek your solutions or not.
8. “Short Video” and “Reel Video” Marketing for Landscapers
Video marketing is king in 2022. According to Wyzowl, 73 percent of consumers prefer to learn about solutions via video. This percentage sweeps the floor of 11 percent who prefer text-based content and 4 percent who like infographics. Using videos are effortless tactics to capture consumers’ attention in a short amount of time.
Among the video marketing solutions, short videos and reel videos take the cake. Short and reel videos are easily digestible content with powerful engagement potential from new users. They are easy to produce as you can quickly record them on your phone and post them on social media.
Any video content can be used for landscape marketing. (Whether featuring your team in action, a product promotion, a webinar or a tutorial.) The aim is to add value to your consumers’ lives and get them thinking about your brand.
When you converge your online and offline landscape marketing strategy, you set your business up for success. You can use landscape marketing to increase brand awareness, build relationships, boost sales and much more.
Final Thoughts
At the end of the day, trends are still trends, and trends are temporary. While the strategies above reflect the most contemporary landscape marketing tactics, the landscape is ever-changing. The best way to stay ahead is to educate your team and keep yourselves updated on all landscape marketing trends. Not just the ones that are popular right now.
Alternatively, with expert support from seasoned landscaping marketers, you can stay ahead of the competition without breaking a sweat. Landscape Marketing Hero can help put your business on top and keep you leading the pack.
If that’s what you want, your journey to dominating your competition begins with claiming our FREE growth map. Click here to claim Landscape Marketing Hero’s FREE growth map called The Hero’s Journey: A Guide to Growing.