Landscape Business

Social Media

By J . P . Carter

It ’ s undeniable that consumers have changed the way they digest content over the past few years . Rather than picking up a newspaper or turning on a television , people spend hours on mobile devices and scrolling on social media apps . According to Statista , people worldwide spend an average of 2 hours and 27 minutes on social media daily . This significant amount of time gives companies ample opportunity to meet their target demographic where they are . As consumer behaviors shift , it ’ s essential to implement or adapt marketing strategies to support your business .

Historically , our industry is more traditional , confining ourselves to simple business methods . But with the unprecedented demand and increased access to inspiration , there is an excellent opportunity to catalyze growth and stand out from the competition .

Technology and social media platforms will continue to evolve , allowing us to consistently evaluate and modify marketing strategies to stay in front of our audiences .

When thinking about how to communicate with your target demographic or potential clients , there are various important factors , including team structure , frequency , platform , content , messaging and more . It ’ s certainly an investment to gain all these resources , but the return on investment can far exceed the cost if executed correctly .

Why take the leap ?

It ’ s important to note that in our industry , we ’ re not asking clients to buy a pair of socks . These backyard projects are significant investments that require substantial thought and planning . Education on the product and the process is even more critical to gain buy-in here . When clients can understand the road and the whole journey , they can appreciate the ‘ how ’ and ‘ why ’ behind the project and recognize the value of your work .

Traditional marketing methods , such as direct mail or billboard ad placements , are not to be ignored but are no longer enough to move people where you want them in the funnel .

Social media and performance marketing strategies allow you to paint your brand the way you want it portrayed . You can consistently tell the brand ’ s authentic story with as many touchpoints as you need to convert your audience into clients . Controlling the narrative allows companies to focus on strategically building the brand versus just trying to get pen to paper . With increased access to observing people ’ s projects via social media , clients can see more and learn more before making a decision . Maybe they scroll through Pinterest to get ideas for their dream outdoor kitchen or find a cool how-to video on TikTok of a driveway installation – this content inspires homeowners to take the next step , and when they do , you want your brand to be visible .

Where to start

Once your business has decided to enter the world of performance marketing , the first step is establishing a team you can trust to build a program while staying true to the brand . A few key roles include a strategist , creative and performance marketer .

In the beginning , don ’ t hesitate to test anything and everything . It ’ s a space where you can have many touchpoints , so stay within brand parameters but try everything you can . You need to know exactly what will capture your target demographic most effectively , which may take some time .

It ’ s key to implement an evaluation process from the start to monitor the performance of all content . If you try something and it does not meet expectations or requirements – don ’ t do it again . If a test indicates that it can scale , lean into that and make the larger investment . If it doesn ’ t perform well , you can have another touchpoint in 24 hours or less that can eliminate the lasting impact of a negative output .

30 OPE Business March 2023 www . OPEBusiness . com