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Stay the Course: Advice for Marketing During Uncertain Times | TurfAdvisors

Stay the Course—Advice for Marketing During Uncertain Times.

Mackenzie Hesler

Marketing Manager at USGreentech

To Mackenzie, her love for working for USGreentech stems from “the opportunity they provide for their employees to grow and develop personally and professionally.” As Marketing Manager, she loves getting to experience all the different aspects of marketing that make every day new, exciting, and full of learning. Mackenzie can be found in her spare time being involved in Asheville’s Young Professional Organization.
But when there’s nothing going on there, she loves having her head in the clouds hiking the mountains of North Carolina!

Our country—and the world—is in the midst of a difficult time. There’s a great deal of uncertainty as to what happens next when it comes not only to the health of our citizens, but also the health of our economy. As a small business owner, we know things may feel scary for you now. But at USGreentech, we want to encourage all of our partners and distributors to stay positive. We want to remind you that as a landscape turf installer, you bring brightness, color, and joy to people (and pets!) of all ages. Because of you, adults and children are able to spend time outside in the fresh air on a soft, hygienic surface, the perfect place to play. More importantly, you provide the space for people to be carefree and connect with one another. 

Your existing and potential customers are looking forward to either reopening their gathering places or reconnecting themselves—in their yards, with their friends and family and community members. That’s why we also want to assure you that marketing your services still matters. In fact, it’s more important now than ever: Businesses that continue to share who they are and promote their offerings when times are tough are more resilient and more likely to weather the storm. Doubling down on your marketing efforts now is a strategic way to spend your time, as it will carve out your path for economic success once the pandemic has passed.

3 Marketing Strategies That Matter Now 

We hope you’ll take this time to familiarize yourself with or revisit these important marketing strategies.

Master/Mind your message.

It starts here; after all, if you don’t know what to say, you won’t be able to tackle numbers two and three below. And now is the perfect chance to hone your marketing message. Of course, you want to answer the obvious questions customers may have: What does your business offer? How do your offerings provide a solution to their problem or problems? For example, you provide high-quality installation of innovative turf systems that are beautiful year-round, low-maintenance, and safe for people, pets, and the environment. But you also want to share your unique value proposition—what sets you apart from other installers. Make sure that your marketing message tells potential customers why they should choose your business, and not a competitor. If you’d like, you may want to include some additional language in your messaging now that takes into account the current state of affairs, such as reminding folks that your services make outdoor spaces safe, hygienic places to relax and play. 

Win the web.

Seize the moment to focus on search engine optimization, or SEO, in order to help increase traffic to your website. Your potential customers are cooped up indoors and dreaming of gatherings outside; as they’re researching and planning, ensure your website shows up in their browser. Create content especially for them that includes highly searched words and phrases, known as  keywords, in the text of your site. 

Some examples of keywords to include in your content are: artificial turf, synthetic lawn, artificial grass landscaping, synthetic lawn turf, artificial turf for home lawns, and envirofill

Be sure to write the names of the areas you serve (i.e. your city, other local cities, your county, and state) into the content you create for your website. For instance, you might write a headline for your homepage that says “Artificial Turf Landscaping in Cincinnati.” 

Win the web.

Seize the moment to focus on search engine optimization, or SEO, in order to help increase traffic to your website. Your potential customers are cooped up indoors and dreaming of gatherings outside; as they’re researching and planning, ensure your website shows up in their browser. Create content especially for them that includes highly searched words and phrases, known as  keywords, in the text of your site. 

Some examples of keywords to include in your content are: artificial turf, synthetic lawn, artificial grass landscaping, synthetic lawn turf, artificial turf for home lawns, and envirofill

Be sure to write the names of the areas you serve (i.e. your city, other local cities, your county, and state) into the content you create for your website. For instance, you might write a headline for your homepage that says “Artificial Turf Landscaping in Cincinnati.” 

Spread the word.

Use online spaces like your website, social media, and platforms where potential customers digitally congregate (such as Reddit or Nextdoor) to spread your message far and wide. USGreentech leverages Hubspot to strategize and schedule our content. Other excellent software and resources are Hootsuite and SproutSocial.”

Now’s also the time to simply let commercial and residential customers know that you are in business—that you will happily finish existing work projects (and that you’ll take any necessary safety precautions as you do), as well as consult with them on summer or fall landscape projects.

It’s helpful to proactively communicate any safety and health precautions you and your install crews are implementing to help bring peace of mind to those seeking services from your organization on their residential yards.

 

    Other SEO strategies include blogging and linking to relevant websites throughout your website (like USGreentech, for example).  

    When creating a blog post, make sure that it’s on-topic and keyword-rich. Think about your potential customers’ frequently asked questions, anticipate questions that may arise during this pandemic, and then answer them in your blog posts. Your aim is to alleviate concerns, build trust,  and inspire people to work with you to install turf systems at the places they frequent most.

    Need help marketing Envirofill? Contact USGreentech for a free marketing guide, available to our distribution network.


    Since 2009, USGreentech has focused on one essential part of the synthetic turf system: the infill. Our company thrives because we believe What’s In Your Turf Matters®. We believe it matters more than any other component of the system. We have never lost sight of where we started and are now considered infill experts in the turf industry. Backed by our parent company’s 40 years of experience in the sports field industry, USGreentech understands what it takes to create long-lasting synthetic turf systems with well-vetted components. 

    Download US Greentech’s Marketing & SEO Guide for Landscape Turf Installers 

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