← Branded Bull Podcast
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- [00:02]
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This is the Branded Bull Podcast, a show dedicated to helping take your business to the next level with winning marketing and branding tips and strategies built for today's competitive world. Ready for your business to make its mark and stand out from the competition. Let's get into it.
- [00:26]
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Welcome back to the Branded Full podcast, guys. I'm your host, Adam Fullerton and this is the podcast built for green industry business owners who want to stand out, get found and win more work. And if you run a lawn care or landscaping business, you already know how competitive things can get. And hey, new companies pop up, pricing gets tight and feels like you're constantly chasing the next shop. Am I right? But what if I told you that one of the most valuable tools for growing your business is something you might already have or should have, probably aren't using? Today we're going to talk about email marketing and specifically how you can use it to stay in front of your customers for promote your services at the right time and generate more work without constantly paying for different forms of advertising. So let's start with the big idea. Email marketing gives you direct access to your customers. Keyword direct, right? Not Instagram, not Google, not Facebook. Those platforms are great, don't get me wrong, but they're rented space. Algorithms change, costs go up, visibility drops. We've all seen that. Your email though your email list, that is yours, you own it. It's a list of people who have worked with you, know your business, or have shown interest in what you offer one way or another. And that is powerful because instead of hoping someone finds you, you can go straight to them. So if you need to push fall cleanups, email your list. You want to promote aeration on overseeding email your list. Got a slow week and need to fill the schedule. Email your list. Right? You get the idea. This is how you create consistency in your business and help you get in front of customers or potential customers. So let's talk about how to make this practical. Here's a few things that you, or I guess here's a few ways email marketing can directly drive revenue in your business, right? Number one, we'll talk about seasonal promotion. So spring cleanups, mulch installations, fertilizing fertilization programs, fall leaf removal, snow. You get the idea, right? These are all time sensitive services and instead of waiting for customers to remember, you go out and proactively remind them you get in front of them. So a simple email like now booking fall cleanups, limited spots available, or whatever you want to use as a subject line that can fill up Your schedule very, very, very quickly. Seasonal awareness. A lot of your customers don't even know everything you offer, right? Maybe they hired you for mowing, but you also do landscape installs, hardscaping, irrigation stove removal list goes on and on. Email gives you a way to educate them about what else you do. Number three, filling gaps in your schedule. Right? That's a huge one. Every business has slow periods and instead of sitting around and waiting for calls, you can send them an email like hey, we have a few openings this week. Book now and get 10% off if you want to give them an incentive. And that is immediate action that can make people pick up the phone and call you right away. So now let's talk about how to get started because this is where most people overcome over complicate things. You do not need to be, you do not need to do anything fancy, I should say, right? Keep it simple. Stupid K I S S I'm sure you guys have heard that acronym before. So step one, choose a platform. Mailchimp is, you know, a great place to start. It's a lot. It's a very robust platform, one that you probably have all heard of before. It's simple, it's affordable, it's built for beginners. There are others too. But you know, in our opinion, mailchimp is a solid one. It's what we use here at Brandon Bull. So there's some other. Google it, you can find some other options, but mailchimp's definitely a good one. Step two, collect emails. Right? That's. This is the most important part by far. Every customer you work with should be an opportunity to build your list so you can colle emails through service agreements, through estimate or quote forms, through your website invoicing or during the onboarding process. I mean make getting their email part of the process whenever you're communicating with them. Because even if someone's talking to you now and they don't sign up for service this moment, get them on a list and then maybe in a year, who knows, they're still interested in your service at a future time. Hey, you still have their emails, you have access to them. So something as simple as hey, can I grab your email so we can send updates or seasonal service reminders and, and that's it. Keep it simple after that. Step three, you want to organize your list. Even basic organization helps, right? You might separate current customers and the past customers from leads. I mean segmentation as it's called. This lets you send more relevant messages later depending on who you're trying to Send the email to. That's if you want to get into the weeds. Pun intended. All right, so number four, what to send. Now, the next big question is, what do you actually send them? Again, we already talked about this. Keep it simple, keep it relevant. You're not trying to be a content creator. You're trying to stay top of mind and drive action from customers. So here's a few easy categories, right? Like I said, it's seasonal reminders, service, promotions, limited time offers, schedule openings, quick tips or updates. For example, now scheduling, spring cleanups. Reply to this email and get on the list. That's it. Short, clear, actionable. You don't need long emails. You just need simple, short, effective emails. So one more thing. What not to do. Here's some very important tips, right? And this is where people go wrong when trying to build an email program or list. Because email marketing, I should say, can definitely backfire if you do it poorly. There's two big rules. One, make sure people actually want to be on your list. Don't just add people without permission. If someone feels like they're being spammed, they're going to unsubscribe. And you can actually get fined if you continue to email people when they've asked to be taken off your list. Don't do that. Number two, don't send irrelevant emails. Pretty darn straightforward, right? If you're emailing people just to email them, they're going to unsubscribe. That doesn't help you. So every email should answer this question. Why does this email matter to them right now? And if it doesn't, don't send it. And remember, consistency is good, but relevance is everything. Don't send an email just to send an email. Make sure it actually makes sense at the end of the day. The goal here is control. The more direct access you have to your customers, past and present customers, the less you have to rely on expensive ads, unpredictable, unpredictable algorithms, or hoping the phone rings if it's a busy, I'm sorry, if it's a slow time of the season. So email marketing gives you direct line to your audience, to potential customers. And if you use it right, it can become one of the most reliable tools in your business. So if you haven't started yet, sign up for something like mailchimp. Start collecting emails immediately and use it when you need to promote, fill your schedule or stay top of mind with your customers. Right? Simple system, big impact. And that's it. That's what I've got for you guys on this episode of brandable podcast. If you like what you hear, I always invite you to subscribe. And of course, leave that five star review wherever you are listening. That's it. Thank you guys for tuning in. And hey, as always, I will catch you on next week's episode. Take care.
- [07:43]
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Thanks for listening to this episode of the Branded Bull Podcast. The podcast dedicated to giving you expert advice and actionable ideas so that your business can make its mark and stand out from the competition like what you heard in today's show. Visit brandedbull.com to see how we can help you achieve your marketing and branding goals. Also, please consider leaving a five star review. And again, thanks for listening.