How To Promote Your Artificial Turf Business

Promoting your artificial turf business is key to growing your business and increasing your market share. This blog post aims to discuss methods on how a small business owner can market and promote their business both digitally and in person. We will be discussing digital marketing strategies, Facebook marketing, and personal selling.

The idea of using marketing and promotions together is to convey a unified message to your target audience, drive sales revenue, and build brand awareness. Together, you can significantly grow your business and its market share using these methods.

What Is The Difference Between A Marketing Strategy And A Promotional Strategy?

To fully understand a marketing strategy and a promotional strategy. We need to clearly define it to understand how we can use it to positively improve our business.

What Is A Marketing Strategy?

A marketing strategy is a comprehensive, long-term plan strategy designed to help businesses identify their target customers, communicate their value proposition through marketing channels, and achieve specific sales or brand awareness goals. The long-term plans also may have short-term goals such as the first 6 months, 1 year, 3 years, and 5-year goals. Building brand awareness isn’t just about being seen; it’s about being seen by the right people. Partnering with a strategic advertising company ensures your message resonates with your specific target audience.

What Is A Promotional Strategy?

A promotional strategy is also a comprehensive plan to raise brand awareness, increase sales, and generate public interest in the products or services the company has on offer. A promotional strategy can include sales promotions, advertising services, PR, direct marketing, and personal selling.

A promotional strategy works in unison with a marketing strategy. In fact, a promotional strategy is part of a marketing strategy. Now, let’s learn how to market your artificial grass company and promote it.

How To Market an Artificial Turf Business

Marketing an artificial grass business can be daunting. As customers focus on making buying decisions based on what they see online, the more important it is for your business to be online. A great website, social media accounts, and excellent reviews are the foundation to market your artificial turf business.

Let’s start with your marketing foundation:

Building your marketing foundation starts with your website, Google Business Profile, SEO, and running ads on Facebook. You might be thinking, what about PPC ads? Well, that forms part of your promotional strategy. If you don’t have your foundation right, you are going to struggle with generating leads and building trust with potential clients.

Your Website

Your first step is to get your website up and optimized. The website should have a home, services, about, and contact page, and a gallery or portfolio page is also a great idea. 

Another useful section is a blog that targets informational keywords related to your products and services. Your blog posts need to meet the guidelines of being helpful, useful, and relevant to your artificial grass business. For example, “best types of artificial grass for your Arizona garden landscape”. The idea behind a blog is to be seen as an authority in your space, as well as convert users into paying customers.

The home page should be optimized for your primary service and should include a location keyword. As a rule of thumb, the page should be optimized along the lines of “artificial grass installation Phoenix AZ”. Additional services should have their own page. All pages should be internally linked to one another.

The about and contact pages are self-explanatory, but having a gallery or a portfolio page is a great way of showcasing your work. The best way to do this is by showcasing your work with photos. You can take photos with your mobile phone and upload them to your website, describe the project and work you did on the site.

Create And Optimize Your Google Business Profile

Creating and optimizing your Google Business Profile is the next step in the process. You should create your account, upload photos of your business, the work you do, as well as information such as your company name, address, phone number, and the category of business that best suits you. An example of a category that best suits you may be “Turf supplier”. The next thing to do is to prioritize getting reviews for your profile.

Create Your Social Media Accounts And Post Regularly

The next step is to create your social media accounts. You will want to upload photos of your work and engage in the local community. The part where social media excels is with its “Pixel technology”. You should install your pixel (Facebook Pixel) into the header of your website. What this will do, along with your Google Analytics code, is give you insights into who is viewing your site as well as information based on their demographics. This comes in handy when effectively promoting your business. Try to run some simple Facebook Ads to your website. The hope is that you may make some sales, but more importantly, you will get some insights into your target market.

You can keep your social media accounts simple. You can stick to Facebook and Instagram at first; if you feel the need to add more later, you can.

Search Engine Optimization

Search engine optimization is the process of improving and optimizing a website in order to rank it on search engines such as Google or Bing. The idea is to target commercial intent keywords in your area and rank for them. An example may be “buy artificial grass in Phoenix”. You will add the key phrase artificial grass in Phoenix in the title tag, meta description, alt image tag, H1, and H2 tag as well as adding it into the first paragraph of the webpage. If you do this, you have most of your SEO handled. The other two aspects include building backlinks and ensuring your website can be crawled and indexed by search engines.

How To Ensure Your Website Can Be Crawled And Indexed By Search Engines

In order to ensure your website can be crawled and indexed, you will need to submit an XML sitemap to Bing’s Webmaster Tools and Google Search Console. You will also need to submit every page for crawling and indexing. 

The website itself will need to be built to allow for this to happen. As a rule of thumb, it should be easy to navigate and also ensure your Robots.txt file allows crawlers to crawl the page.

If you struggle, the URL inspection tool in Google Search Console can give you valuable insights into why the site is struggling.

Build Backlinks

Building backlinks is where other websites will reference your website by linking back to it. As far as SEO is concerned, this is one of the most important metrics in SEO, along with on-page optimization and ensuring crawling and indexing of your website. Criteria for selecting good quality backlinks should be approximately 400-800 referring domains pointing to the website, along with no history of penalties, and if it has 1000 page views to the website or more, you have a winner.

Contact our SEO company today for more information.

How To Promote A Turf Business

Once you have laid the foundation for your turf business, you need to be aware that promoting your business goes hand in hand with marketing. Technically speaking, promotional strategies fall into your marketing plan. These are the best ways to promote your business.

Run Google Ads And Local Service Area Ads

Running Google ads to your website is a great way to promote your company and start getting leads immediately. An optimized PPC campaign can generate significant revenue in a short period of time. There are two types of Google Ad campaigns you might find appealing to your business. Our experience indicates that trying to maximize both marketing channels can drive large volumes of sales. The two channels include Google Ads and Local Service Ads.

Google Ads

Google Ads are one of the most effective ways to generate high-quality leads because it allows you to target homeowners actively searching for exactly what you have to offer (turf installation services). Google ads are text-based ads found in the search results of Google, usually at the top of Google, above the organic results. To get great results from your ads, you should be targeting keywords such as “artificial turf installation near me” or perhaps “synthetic grass installers Phoenix.” These ads operate on a pay-per-click model. This means that you only pay for something when someone clicks on your ad. Google Ads works extremely well because it focuses on commercial intent queries. Writing ad copy that focuses on the benefits of artificial turf, such as highlighting water savings, pet-friendliness, durability, or that you offer free quotes. Google Ads also allows you to target specific local areas.

Lastly, always ensure you use negative keywords in your ad campaign. Examples of this are free or cheap, etc. Keywords you don’t want associated with your brand.

Local Service Area Ads

Local Service Area Ads are slightly different from traditional Google Ads. They typically work on a Pay-Per-Lead model. You can find these ads at the top of Google above all other ads and search results. The ad showcases your business name, a star rating, and phone number. It also adds a “Google Guaranteed” badge on the ad. Each lead that comes through is measured in phone calls or messages. Google LSA ads tend to generate strong trust and have higher conversion rates. 

In order to gain the most benefits from these two methods, it is in your best interest to run both types of ads. This will help build brand recognition in the search results, helping you further promote your business by being consistently top of mind.

Showcase Transformations On Social Media

Showcasing your transformations on social media is a great way to promote your business. Everyone who enjoys home improvement loves transformations. The before and the after wow factor! Showcasing your work may cause viral sharing on social media, helping you promote your business. Also, it helps potential clients visualize how great their yards can look with your turf laid down.

Use Reviews As A Tool To Gain Trust Within Your Community

Using reviews as a tool to gain trust and establish yourself within your community is a great starting point. The more customers see your great reviews, the more likely they will trust you to perform the turf installation. 100 rave reviews about your company will go along way when potential customers start the research phase on the purchasing decision to redo their yard.

Target Different Customer Types Such As Residential And Commercial.

Marketing and promoting different turf solutions to different markets is a great way of expanding your business’s offering. For example, everyone knows the residential turf market is large, but there is also business that can be derived from HOAs, commercial real estate like office parks, and commercial shopping centres. This could potentially triple your company’s revenue if approached correctly. 

The approach would be to network at various events with your sales team. Focus on the cost benefits, such as less maintenance, the lifespan of the product, waterwise solutions, and other positive aspects of turf installation. 

Having a sales team meet and interact with developers, property managers, and common interest developers or condominium associations will be a great way to drive more business. The personal relationship between these two parties will go along way to ensuring consistent business.

Role Of Great Sellers In Your Sales Team

The role of a great sales team cannot be understated. When you start your marketing and promotional campaign, you need a great sales team. Having a great sales team that can answer client calls as soon as they come in, the sales team should also be able to get out to the client, quote efficiently, and close the deal. After which, it is important to follow up with the client to ensure they are happy with the job done and whether there is a snag list left over that needs dealing with. Sales staff bring in the money. You will need solid “closers” as you establish yourselves.

Conclusion

There are a variety of ways to market and promote your artificial turf business. We outlined the most effective ways of driving sales and growing your artificial turf business in your local community. Each method we recommended offers the highest form of return on your marketing investment. What is your favourite method for driving sales to your business?

If you need help with marketing your artificial turf business or would like to learn about our Digital Marketing Services, contact us today. We are happy to help.