As discussed in our first blog post, tree service business owners face a stiff headwind when drumming up business locally. We’re familiar with the 6 main reasons why a proprietor in our industry faces difficulties in attracting a steady, reliable stream of customers.
But I don’t want to dwell on these 6 problems. Instead, I would like to propose a comprehensive solution. Let’s say that our simple, pay-as-you-go lead generation service did not appeal to you. We’ve taken a long, hard look at what would work instead for a busy tree service business owner like you.
An effective marketing model for tree service companies
In order to overcome the seemingly intractable problem of securing more customers for your tree business, we propose a bold, new digital marketing model specifically for this industry.
It is summarized in the above graphic at the head of this article.
This tree service marketing model is unique and you won’t it anywhere else. At best, you might come across a random list of digital channels to think about. Ours is different; it is an integrated, workable approach which means that the individual elements support, reinforce and multiply the effect of each other.
Our model is based on our experience, latest analysis of the tree service industry sector and right up-to-date digital marketing techniques. We have purposely omitted some digital sources of traffic to your website and business phone because they take time to bear fruit and you can lose your shirt in marketing costs if inexperienced. For example, Search Engine Optimization is very much a long term game nowadays and paid search (Search Engine Marketing) can be an alarming money pit in untrained hands.
Good marketing is key to your success
Let’s look at business viability through the lens of a banker for a moment, as I used to do in fact. The three essential pillars keeping a successful business afloat are good finance, solid operations and sound marketing. I have shown before that finance requirements are at ‘low to moderate’ levels compared to other sectors. And operational proficiency is an absolute must for safety reasons. This leaves marketing. There’s every reason to believe that the marketing ‘pillar’ is the one that can make or break a tree firm. Marketing excellence will make a tremendous difference to the success of your firm. It has the power to elevate you above the *3,700 tree trimmers and tree movers clamoring for attention and business in your state. (*Source: Ibisworld).
For those tree service firms determined to grow a dependable source of sales leads, this stack of digital media channels should be considered and deployed in line with the above model. It represents the means to secure exponential growth in your tree service business.
We detail each element of the model below.
We are impartial advocates of this model
Let me be clear, at the moment we do not offer any of the digital services mentioned in the model. So I have no axe to grind here. I simply wanted to offer a viable marketing alternative to my pay-as-you-go lead generation service. Then you can make up your mind armed with the best possible information with greater confidence.
I will explain each aspect of the model briefly and summarize its potential impact and an outline of costs at the end of this article.
1. Your Company Website
A website is an essential element to your digital marketing endeavors. It’s the main conduit between our suggested sources of visitor traffic and the phone ringing in your office with interested residential consumers. There are at least seven solid (7) reasons why we recommend having a website as part of our tree services marketing model:
i). Prospects are looking for it!
ii). Harnesses and augments consumer interest towards a phone call to your business
iii). Captures exposure gained from your NON-digital marketing efforts to generate even more calls
iii). Reputation Management
iv). Share credentials and accreditation
v). Multiplier effect from careful integration with other digital elements
vi). Performance measurement
vii). Holy Grail of free visitor traffic?
I may explore each of these 7 reasons in a separate blog post in more detail if time allows. Suffice to say, there are clear business benefits from having a strong and responsive website for your tree firm.
Point vii) is worth a brief mention, however.
Free Traffic to your website?
It’s getting harder and harder to magic up free traffic from the search engines. Nowadays, Search Engine Optimization is a long term game with your service pages taking months, even years before one or two appear at the top of the search engine results. And heck, even when you get to the ‘holy grail’ of page one on Google, it’s a very crowded place. For example, Google has created a multitude of its own ‘properties’ on the first page of their search results, all of which rank above your local tree service content.
Check out this short video of a typical local ‘tree removal’ Google search on a smart-phone in Florida and you’ll see what I mean: