Feeds:
Posts
Comments

wendykomancheck:

I thought this might be a good reminder for all of my readers that there are definite benefits to adding a blog to your lawn or landscape website.

Originally posted on Wendy Komancheck ~ Content Copywriter: Garden, Hardscape, Landscape, Lawn Care, & Outdoor Living:

English: DJS Lawn & Landscape Ford F-250 XL pi...

English: DJS Lawn & Landscape Ford F-250 XL pickup truck with lawn care equipment (riding mowers) on a trailer bed parked at Trinity Presbyterian Church in Durham, North Carolina. (Photo credit: Wikipedia)

Three things to expect when you hire a writer

Okay, so you decided to hire a writer to blog about you, your work, and your landscape and lawn care services. You’ve learned that hiring a marketing writer doesn’t have to cost an arm and a leg.

Smooth sailing, right?

Well, don’t think that you’ve washed your hands from the project. You’re still the boss and you need to provide some direction to your marketing team, which includes that writer you recently hired.

Here are three things to expect from your freelance writer when she writes blog posts for you:

1. Introductory questions: Most market-savvy writers will know to ask you specific questions about your blog goals. But…

View original 372 more words

5 Reasons Why I Recommend Near-User Marketing®

Have you digitally localized your online business? This question is the second most fundamental question that you need to ask yourself after you’ve decided to forge ahead with digital marketing.

Most people would agree that localization is important and it should be obvious to any business owner venturing into digital marketing. Yet, I’ve found that a lot of my clients don’t realize the importance of elevating their platform to include their region, counties, and even states where they do business. And some of them are paying a lot of money for content that’s being recycled to other lawn and landscape companies in their region.

There are many Internet marketing consultants and agencies who know how to effectively localize your lawn care or landscape business. But I personally favor Near-User Marketing®. I’m not trying to sell you a product or service with this blog series. Instead, I want to introduce you to a method that I love because it’ll get Google’s attention, and hopefully, help you move your lawn care or landscape business up through Google’s rankings to convert your prospects into paying customers. Near-User Marketing® is a tool, and here are five reasons why I believe your lawn care or landscape business needs it:

1. It gives your website special consideration on Google: Near-User Marketing® is more specialized than regular SEO. According to Steve Wolgemuth, CEO of YDOP (http://www.ydop.com/), “Near-User Marketing® recognizes the opportunity to intercept with nearby web searchers on Google’s local search engine results.”

2. It gives you an opportunity to deeply engage your fans, followers, peeps, and readers. You can put a call to action at the end of one of your social media posts, such as “Download this coupon for 10% off your next mow,” or “Use this code when you buy this garden product from our website.” You’re letting your audience connect with you on social media and getting them closer to committing to becoming a regular customer.

3. It allows locals to find you. For the past several months, I’ve been preaching that the traditional Yellow Pages ad is dead. Instead, Google and other search engines have taken its place. “Today, about 1/3 of all searches done online have a local intent. That means the searcher is looking for a product, service, or place within traveling distance to them,” Wolgemuth says.

4. It allows you to have a strong online presence in your local area. This not only helps you to be found,” Wolgemuth states. “But increases the chance that they’ll click through to your website, and that they’ll trust that you’re the business to call.”He also points out that there are several things that the garden, lawn care, landscape, hardscape, and casual living businesses have in common:

  • Mailers, print ads, radio, billboards, and newspaper ads aren’t as effective as they once were, and you’re probably realizing that you need to shift your perspective when it comes to your business’s digital marketing goals
  • Your prospective customers—especially Millennials and GenXers—don’t use the Yellow Pages anymore. You may not like how pre-occupied your youngest prospects are with their iPads, iPhones, etc. But the reality is that this is the medium that you need to harness for them to find you. And you’re behind the times if you’re unwilling to invest in getting your business online. No matter what your opinion is about Facebook or Instagram, they’re effective outlets to targeting your audience.
  • Everyone seems to give you a different spin on Internet marketing. You need to be wise when it comes to hiring an Internet marketing consultant or agency, as well as web developers and content creationists, like writers and videographers. I’ve heard that some lawn care and landscape businesses are spending too much money on digital marketing only to find that their service provider doesn’t deliver on the goods or doesn’t know anything about strategic localization.
  • “Strong advice: Focus on ‘owning’ your local presence online, including a strong search presence, a great, local website that converts, a great mobile strategy, and a review/reputation management plan,” Wolgemuth says.

5. It’s a program that may help you with your localization efforts: Near-User Marketing® uses all of the digital marketing tools available to get your business put on Google’s map—both figuratively and literally—such as SEO, local search optimization, social media marketing, content marketing, online branding, etc. Yet, it uses different strategies and approaches to get your website online and noticed by the people in your region.

Look, this information isn’t meant to sell a product or service to you. I hope that it helps you make a more educated decision before you’re “wowed” by a slick salesperson at the next green trade show you attend. If anyone promises you that if you pay for their services, they can guarantee that your website will land on Google’s first page, run the other way. There are content marketers out there who will charge you an exorbitant fee only to not deliver on their promises.

How are you using digital marketing and localization to garner more prospects?

 

For the past 15 months, I’ve been writing blogs and web content for various clients in the casual living, lawn care, and landscape design-build industries. It’s fun getting to know my clients and helping them with their online content—especially when they see their return on investment with their websites’ improved Google rankings.
But one thing I started noticing about my clients was their need for an overall digital marketing plan. And since Internet marketing is still young, it’s hard to find the right company to do all you need it to do for your marketing dollars.
In the fall of 2013, I began to looking into HubSpot and other software programs to see if I should be certified to use them in order to help my clients’ with their Google analytics—especially after I noticed that the green industry was very underserved in this area. After getting some great advice, I decided that HubSpot was not where I needed to focus. Instead, I needed to get to know an Internet Marketing Agency that I’d feel comfortable introducing my clients to for their various online needs.
To make a long story short, I finally had the opportunity to meet Steve Wolgemuth. Actually, I interviewed Steve about seven or eight years ago for Lancaster (Pa.) Business Monday about his horse farm. At that time, his Internet Company, YDOP, was newly born. Today, YDOP (http://www.ydop.com/), in Lancaster, Pa., is a successful Internet Marketing Agency that coined (and trademarked the term, “Near User Marketing®.”
I only specialize in one piece of the web content pie: I write blogs, e-newsletter articles, website content, as well as a bunch of other written communications for green businesses. However, when it comes to content marketing, there is so much that you can do from podcasts, to videos, to Google ads, etc. I only touch the surface and I know that you need someone that can address all of your digital marketing needs.
That’s why I’m dedicating the next seven blog posts to Near User Marketing® and YDOP to help you see the big picture and how your business can benefit from it.
Your turn: Have you ever hired an Internet Marketing Agency to help you with your online presence?

wendykomancheck:

I’m repurposing another one of my earlier blog posts. Rest assured, dear readers, I have a new marketing blog series coming your way. Stay tuned!

Originally posted on Wendy Komancheck ~ Content Copywriter: Garden, Hardscape, Landscape, Lawn Care, & Outdoor Living:

What is your unique selling position (USP)? Some of you may know what a USP is and others may not. Simply put, what makes your landscape/lawncare business stand out from the crowd?

Before you hire a writer to blog about your landcare business, you need to decide what makes you stand out from your competition. Is it your attention to detail? Is it because you have own a one-stop shop business? Or is it something else?

You can define what your USP is by answering the following questions:

1. What do you do better than your competition?
2. What’s your company’s purpose or mission? Why do you exist as a business?
3. Who are your clients? Are they mostly upscale residential clients or more commercial clients?
4. What’s important to your clients when they hire a landscape and/or lawn care professional?
5. What is your niche and why did you…

View original 282 more words

wendykomancheck:

Here’s a revised version of To Blog or Not to Blog, Part 2. It’s been one year since I moved from being a newspaper and trade magazine writer to a full time online content writer for the lawn care, landscape, hardscape, and garden industries. And I found this information to still be relevant with some other informational tidbits that I picked up along the way. Does this blog help you when it comes to considering adding relevant web content, including blogs, to your website?

Originally posted on Wendy Komancheck ~ Content Copywriter: Garden, Hardscape, Landscape, Lawn Care, & Outdoor Living:

In the past two weeks, I’ve been busy writing blogs for other land care businesses. And I’ve learned something about blogging since I wrote “To Blog or Not to Blog” Part 1. Here are some tips to get you started on writing your blog:

1. Be consistent: You need to publish your blog on a consistent basis. That doesn’t mean that you need to blog every day, or even, every week. I advise my clients to start out with one blog a month and then move up to blogging two times a month once you’ve gathered a following.

2.Plan your blogs around a theme. If it’s springtime, than write about lawn care and landscaping tips that will help your clientele manage their properties. You can also take a basic lawn care, landscaping, or gardening tip and describe how you can help your clients meet their turf needs with your land…

View original 307 more words

Originally posted on Wendy Komancheck ~ Content Copywriter: Garden, Hardscape, Landscape, Lawn Care, & Outdoor Living:

I wrote this blog last spring when I was first starting out as a content writer for the landscape, lawn care, and outdoor living industries. While I still agree with myself that B2C green businesses need to engage their prospects to get them in the door, I now believe that B2B businesses also need blogs and other well written web content. Instead of the consumer as their reader, the landscape, lawn care, garden center, and casual living buyers will be their readers.

For those of you who are vendors to the landscape, lawn care, and outdoor living companies (such as lighting, hardscape, pools/spas, and concrete businesses, do you agree that you need to blog for your prospects, the men and women who own the businesses that use your products to create lovely outdoor spaces?

Feel free to comment or email me at wendy@landscapewriter.com.

When it comes to marketing, there seems to be a…

View original 301 more words

 

 

This is the final installment of the three part series where I make an attempt at being transparent. I actually wanted to have this blog written a few weeks ago, but I’ve been busy with client work. Yay!

In this part, I’m going to talk about the three ingredients to my secret sauce. In other words, why should a lawn care, landscape, garden center, or hardscape company hire me to write their web content and blogs?

Well, here are my answers—and it’s not just the great customer service or my prices either that make me stand out compared to my very capable and talented competitors:

  1. I’m a content specialist. I specifically target lawn care, landscape, garden, and outdoor living industries as my niches. Why? Because it’s an area I know much better than any other niche, save farming. For the past 10 years, I’ve written for many of Moose River Media’s (www.mooserivermedia.com) trade magazines. I started writing for Farming: Journal of Northeast Ag and for Growing. Then, I started writing about golf courses for Superintendent and lawn care company profiles for TURF.

 

In the beginning, I was a lousy writer. But my first editor there, Bob Montgomery, had immense grace and patience by allowing me to grow as a business writer.

 

  1. I’m intense about helping small to medium-size businesses grow. I grew up in a small business and come from a long lineage of Mom and Pop small business owners. So, I was instilled with an innate knowledge about how to run a business including good marketing and people skills.

 

  1. Finally, I’m passionate about writing. I admit it, I’m a word nerd. I constantly read up on how to write better web content so I can apply those new skills to you, my client.

 

In the end, I pair my two loves, add my established lawn care, landscape, and garden knowledge, and voila, I’m a content writer for you in the lawn care, landscape, and outdoor living business world.

What do you think? Do you see a growing need within the green business industry for more content writers and producers? Share your thoughts in the comment section below or email me at wendy@landscapewriter.com.

Follow

Get every new post delivered to your Inbox.

Join 616 other followers

%d bloggers like this: