A Powerful & Customizable Landscaping Business Marketing Strategy (FREE)

A comprehensive landscaping business marketing strategy, covering the entire sales funnel and all digital marketing channels. Designed to you get more traffic and customers for your landscaping business business.
Prepared by: Eduardo Yi
Created on: March 5, 2025
Your Strategy
Primary Item (H2)
Primary Item (H2)

The Sales Funnel

The sales funnel is a visual way to understand the journey your customers take, from first discovering your business to eventually making a purchase. Imagine it like a funnel shape: at the top, many people might learn about your business, but fewer move down to become actual buyers.

Optimizing your entire sales funnel, you're able to increase the number of people who move smoothly from interested browsers to loyal, paying customers.

It helps ensure every part of your business—from your website to your follow-up emails—is designed to guide people toward buying. The clearer this pathway, the easier it is to boost your sales and grow your business.

The marketing plan below includes dozens of marketing ideas and tactics to optimize your entire sales funnel.

Your Target Personas

A target persona is a fictional representation of your ideal customer, created by researching and understanding the behaviors, needs, and preferences of people most likely to buy your products or services.

Think of it as drawing a detailed portrait of your best customer, including details like their age, interests, job, daily habits, and the challenges they face.

By visualizing this customer, you're better able to understand what motivates them, how to communicate effectively, and how to reach them through your marketing efforts.

Rather than trying to appeal to everyone—which can lead to wasted resources and ineffective marketing—you can specifically tailor your messages to resonate deeply with the people most likely to become loyal customers.
😃
Your Target Persona #1: Landscaping Laura
Age: 45 | Education: Bachelor's in Arts | Occupation: Homeowner with a focus on aesthetics
"I struggle to transform my backyard into the oasis I envision. The task feels overwhelming, and I don’t know where to start or who to trust with this investment."
🥅
Visible Goals
These are the goals your target persona would tell you about.
Create a beautiful garden space
Increase property value through landscaping
Enhance outdoor living experience for family
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True Goals
These are the real things they want to achieve.
"I want my home to reflect my personality and style"
"If I improve my outdoor space, I can host family gatherings comfortably"
"I need a relaxing environment that my kids can enjoy safely"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I'm unsure if the cost will fit my budget for home projects"
"What if the final result doesn't match my expectations?"
"I don't want to deal with ongoing maintenance hassle"
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Answer to Objections
These are your product's answers to your target persona's doubts.
Our packages are flexible to fit various budgets without compromising quality
We provide design previews and revisions to ensure your satisfaction before installation
We offer maintenance packages tailored to your needs so you can enjoy your space stress-free
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"After working with the landscaping service, my backyard became a stunning retreat. Now, I feel proud to invite friends over, and my family loves spending time outside together. It's a space we cherish rather than just a yard."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.
😃
Your Target Persona #2: Managerial Melinda
Age: 50 | Education: Master's in Public Administration | Occupation: City Manager focused on public spaces
"I'm frustrated with outdated landscaping in public areas; it affects the community's vibe and discourages residents from enjoying these spaces. Finding the right team to execute my vision is challenging."
🥅
Visible Goals
These are the goals your target persona would tell you about.
Enhance parks and public areas with greenery
Encourage community engagement through beautification projects
Optimize budgets for sustainable landscaping initiatives
👀
True Goals
These are the real things they want to achieve.
"I want to create a thriving community that residents are proud of"
"If our public spaces look inviting, more people will use them and connect"
"I need to leave a positive legacy as a leader in my city"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"Can we afford to improve multiple public spaces within our budget constraints?"
"How can I be sure that eco-friendly landscaping will be effective and budget-conscious?"
"There's so much red tape; I’m concerned about meeting regulatory requirements"
👍
Answer to Objections
These are your product's answers to your target persona's doubts.
We specialize in planning and pricing that aligns with municipal budgets for maximum impact
Our eco-friendly options have been proven to reduce long-term costs while maintaining beauty
We are experienced in navigating regulations and will handle any necessary permits for you
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"With our landscaping services, the public areas in my city transformed into beautiful, welcoming spaces. Community members now gather and enjoy the outdoors, making me proud to be part of this positive change."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.

Top of the Funnel

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Your Goal at the Top of the Funnel: Awareness
At this stage of the funnel, your marketing persona isn't aware of your product and isn't even necessarily looking for a product. They just know they have a problem. Your objective at the top of the funnel is for them to be aware of your business by providing value (without trying to get them to buy right away.)
New visitors to website
Total views on Instagram
Blog post shares
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Content Marketing
Content marketing is all about creating the assets you'll promote and optimize on through the different marketing channels (SEO, social media, email marketing, and ads.) At the top of the funnel, you're creating your mass-market content, aimed to attract as many people as possible.
Content ideas:
Blog post: '10 Tips for Designing Your Ideal Backyard Oasis'
Video tutorial: 'How to Maintain Your Garden Beautifully Without Hassle'
Infographic: 'The Benefits of Eco-Friendly Landscaping for Your Home and Community'
Podcast episode: 'Creating Outdoor Spaces That Reflect Your Personality'
Webinar: 'Transforming Public Parks – Best Practices for City Managers'
Seasonal newsletter: 'Top Landscape Trends for 2024' with a focus on enhancing outdoor aesthetics
What to measure:
Page views
Average time on page
Social shares per post
🔎
SEO
With SEO, you can get your content to rank on the top of search engines for the keywords that your marketing persona is typing into Google. At the top of the funnel, the keywords you'll target will likely have a higher search volume and will be harder to rank for.
Keyword ideas:
How to create a backyard garden
Benefits of landscaping for residential properties
Eco-friendly landscape design tips
Public landscaping ideas for cities
Best plants for sustainable gardening
Landscaping design inspiration
Creating inviting communal spaces
Top landscaping trends for homeowners
Maintenance tips for resilient gardens
Transform your yard into an oasis
What to measure:
Organic traffic
Keyword ranking positions
Domain authority
🎯
Paid Advertising
When it comes to ads, targeting is probably the most important predictor of a winning campaign (closely followed by ad creatives.) At the top of the funnel, you'll be looking for brand new audiences who have never heard about your company — these are called "Prospecting" campaigns.
Target audience ideas:
[Prospecting] Facebook Ads: Target homeowners aged 40-55 interested in home and garden improvements.
[Prospecting] Google Ads: Keywords targeting 'landscaping ideas for my backyard' seeking DIY options.
[Remarketing] YouTube Ads: Target users who viewed landscaping videos, promoting services for professional help.
[Prospecting] Facebook Ads: Target city planners interested in community improvements and green projects.
[Remarketing] Google Ads: Visitors to the website who looked at landscaping packages but did not convert.
What to measure:
CPC (Cost Per Click)
Ad impressions
Click-through rate (CTR)
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Social Media
The hardest part about doing social media as a brand/business, is that you should look to not behave like just another business on social media. Your social media content should be native to each channel in tone, format, and style. Because of its mass usage, social media is perfect for top of the funnel content.
Social media campaign ideas:
Instagram Stories showcasing before-and-after transformations of landscaping projects.
Facebook group engagement by sharing tips on community beautification efforts.
Twitter polls asking followers their favorite landscaping features.
Run a challenge inviting followers to share their garden photos using a specific hashtag.
Collaborate with local influencers to promote eco-friendly practices in landscaping.
What to measure:
Engagement rate
Post reach
Follower growth rate
🧪
Marketing Experiments
For whatever campaign you launch, there will always be room for improvement. It's a good idea to pick a few experiments ideas and launch split tests designed to improve your most important metrics.
Experiment ideas:
A/B test different headlines for blog posts to see which drives more traffic.
Test the impact of content format (video vs. article) on visitor engagement.
Monitor peak visiting hours to adjust posting schedule for maximize reach.
Experiment with different call-to-action placements on landing pages.
Conduct surveys on website visitors to understand their interests and needs better.
What to measure:
Bounce rate
Conversion rate on landing pages
User feedback scores

Middle of the Funnel

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Your Goal at the Middle of the Funnel: Consideration
At this stage of the funnel, your marketing persona is aware of your product but isn't ready to purchase. They are still doing research and comparing your solution against competitors. This is the time to build trust by giving them more information and provide answers to questions they might have. Your main objective at the middle of the funnel is to turn a stranger into a lead.
Return visitors to website
Email newsletter sign-ups
Engagement on content
📝
Content Marketing
The content you'll create for the middle of the funnel is typically called a "lead magnet." This is usually a free (or very cheap) piece of content that you'll offer to your marketing persona in exchange for their contact information (e.g. email address or phone number.)
Content ideas:
Guide: 'How to Choose the Right Plants for Your Climate and Soil' tailored for homeowners.
Webinar: 'Budgeting for Your Landscaping Project: Getting Value for Your Investment' aimed at homeowners and city managers.
Case study: 'Successful Landscaping Projects: Transforming Residential and Community Spaces' highlighting before-and-after results.
Free downloadable checklist: 'Maintenance Tips for a Beautiful Landscape Year-Round' designed for current and potential clients.
Video series: 'Ask Our Expert: Live Q&A on Landscaping Tips' engaging homeowners and city planners directly.
Interactive infographic: 'The Impact of Well-Designed Public Spaces on Community Engagement.'
What to measure:
Lead magnets downloaded
Webinar attendance
Comments and shares on content
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SEO
At the middle of the funnel, your marketing persona is likely specifically searching for information about the solutions to their problem (without looking into any specific product, yet.) These keywords are considered to have "higher intent" (aka, more valuable) than the ones at the top of the funnel, but they will have smaller search volumes.
Keyword ideas:
How to choose plants for your garden in [Your Region]
Budget-friendly landscaping ideas
Landscaping case studies for residential areas
Community beautification projects success stories
Maintenance tips for different types of landscapes
Choosing eco-friendly landscaping materials
Building outdoor spaces that encourage community interaction
Planning public landscaping within budget
Top FAQs about landscaping services
Preparing your landscape for seasonal changes
What to measure:
Number of organic leads
Time spent on page
Conversion rate from landing pages
🎯
Paid Advertising
At the middle of the funnel, your paid advertising campaigns will zoom into people who are already aware of your brand somehow, but haven't yet become leads. "Remarketing" campaigns are great for this (although, you might also sometimes experiment with prospecting campaigns that try to convert strangers to leads right away.)
Target audience ideas:
[Prospecting] Google Ads: Target users searching 'best plants for landscaping ideas' or 'eco-friendly landscaping solutions'.
[Remarketing] Facebook Ads: Engage past website visitors who viewed landscaping guides without subscribing.
[Prospecting] YouTube Ads: Target users interested in home improvement videos highlighting landscaping transformations.
[Prospecting] Instagram Ads: Reach homeowners through visually appealing imagery of successful landscaping projects.
[Remarketing] Google Ads: Target previous visitors to specific service pages to remind them of their inquiries.
What to measure:
Cost per lead (CPL)
View-through rate (VTR)
Engagement rate on ads
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Social Media
The social media campaigns at this stage of the funnel are designed to get your marketing persona off of the social media channel and into your own platform (e.g. your website), where you can actually capture their contact information.
Social media campaign ideas:
Post client testimonials or reviews showcasing successful landscaping projects on Facebook.
Create poll questions related to gardening interests on Instagram Stories, targeting homeowners.
Share snippets from blog posts or guides on social media to drive traffic back to the website.
Host a themed photo contest inviting followers to share their landscaped space improvements.
Utilize LinkedIn to share articles about municipal landscaping projects and engage city managers.
What to measure:
Social shares on customer testimonials
Poll engagement rates
Website click-through rates from social
📧
Email Marketing
Email marketing is an often overlooked channel that's critical for the middle of the funnel. Email is a very effective way to reach your marketing persona directly. The most common mistake businesses make is underutilizing email in their marketing (you should think beyond just email newsletters.)
Email marketing campaign ideas:
Welcome email series for new subscribers highlighting landscaping services and special offers.
Newsletter featuring monthly landscaping tips and insights linked to related blog content.
Follow-up email post-webinar providing additional resources and a summary.
Promotional email campaign highlighting seasonal landscaping packages directed at homeowners.
Reminder email for upcoming live Q&A sessions on landscaping advice.
What to measure:
Open rates
Click-through rates (CTR)
New subscriber growth
🧪
Marketing Experiments
For this stage of the funnel, your experiments will be designed to maximize the number of leads you get from your campaigns.
Experiment ideas:
A/B test landing page designs for effectiveness in capturing leads.
Experiment with different subject lines for email campaigns to increase open rates.
Split test calls-to-action in blog posts to see which prompts readers to take action.
Run a survey to measure visitor satisfaction with the content they’ve engaged with.
Track user paths through your site to identify where leads drop off in the funnel.
What to measure:
Conversion rate on lead magnets
A/B test results for subject lines
User satisfaction scores

Bottom of the Funnel

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Your Goal at the Bottom of the Funnel: Purchase
At the bottom of the funnel, your marketing persona already knows your product and is ready to make a purchase decision. They already have all the information they need. Your objective at this stage is to address purchasing objections and convince them to take that last step and become a paying customer.
Conversion rate from leads to customers
Average order value (AOV)
Customer acquisition cost (CAC)
📝
Content Marketing
The content you'll create for the bottom of the funnel is purposely design to get your marketing persona to purchase. You don't have to be afraid to be sales-y or about talking about your product directly.
Content ideas:
Detailed service page: 'Custom Landscaping Packages Tailored to Your Needs' that outlines options for homeowners like Landscaping Laura.
Video testimonial compilation from previous clients showcasing successful landscaping transformations, targeting both homeowners and city managers.
Interactive design preview tool that allows potential customers to visualize their landscape design pre-purchase.
Blog post: 'Why Investing in Landscaping Increases Home Value' directed at prospective clients evaluating projects.
Free consultation offer landing page with a compelling call-to-action addressing common purchasing objections.
Email marketing case study highlighting a successful project for a local government area, emphasizing community benefits.
What to measure:
Lead-to-customer conversion rate
Time spent on service pages
Engagement metrics on video testimonials
🔎
SEO
At the bottom of the funnel, your marketing persona will be searching Google for information about your product (for example: reviews, pricing, features, etc), which is why you'll be optimizing for a lot of "branded" searches — these are searches that include your brand/product name.
Keyword ideas:
Best landscaping service providers near me
Landscaping cost estimator
Reliable landscaping maintenance services
Landscaping package pricing comparison
Custom landscape design services
Eco-friendly landscaping installation
Hardscaping services and benefits
Top-rated landscaping companies in [Your Area]
Landscaping project management tips
Professional landscape contractor reviews
What to measure:
Organic traffic to service pages
Click-through rates (CTR) on sales-related keywords
Landing page conversion rates
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Paid Advertising
At this stage of the funnel, you'll be running conversion campaigns to get purchases. These will be your highest revenue campaigns, where you will be keeping a close eye on your return on ad spend (ROAS.)
Target audience ideas:
[Remarketing] Facebook Ads: Target users who visited service pages but didn't inquire about a quote.
[Remarketing] Google Ads: Target past visitors with specific messaging around current promotions or updated offerings.
[Prospecting] YouTube Ads: Create ads highlighting finalized landscaping projects showing before and after shots.
[Prospecting] Instagram Ads: Show attractive images of outdoor spaces looking lush post-landscaping to inspire action.
[Remarketing] Google Display Ads: Use display advertising retargeting visitors who engaged with the website but did not convert previously.
What to measure:
Cost per acquisition (CPA)
Return on ad spend (ROAS)
Conversion rate of remarketing campaigns
🚀 Help me execute this paid ads strategy
📱
Social Media
The bottom of the funnel campaigns will usually only make up a small minority of your social media content.
Social media campaign ideas:
Share before-and-after photos of completed landscaping projects to encourage final decision making.
Run a social media campaign featuring limited-time offers for new customers, using urgency as a motivator.
Host a live Q&A session focusing on common questions about the landscaping process and pricing, tailored for interested customers.
Post educational content on how landscaping can increase home value and public interest, engaging homeowners.
Monitor social channels for customer inquiries about projects, ensuring quick responses to drive conversions.
What to measure:
Engagement rate on promotional posts
Response times to customer inquiries
Post reach on testimonials
📧
Email Marketing
Email is perfectly tailored to run bottom of the funnel campaigns. After you've provided value to customers via your other email campaigns, you can run sales and promotional campaigns to get conversions.
Email marketing campaign ideas:
Follow-up email to leads that include a special promotion encouraging them to convert into paying customers.
Email highlighting client success stories that address specific objections raised during initial contact.
Nurture sequence for potential customers with reminders about consultations, offering limited-time discounts.
Post-project follow-up email for prospective customers addressing common apprehensions, inviting further dialogue.
Monthly newsletter showcasing successful projects that highlight the effectiveness of investment in landscaping.
What to measure:
Conversion rate from follow-up emails
Click-through rates (CTR) on special offers
Engagement metrics on success stories
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Marketing Experiments
Your bottom-of-the-funnel experiments will have the objective of maximizing your profits. That could be by getting more first-time customers or increasing the amount of money you get from each customer on their first purchase.
Experiment ideas:
A/B test different calls-to-action on landing pages to see which yields more inquiries.
Experiment with varying pricing displays on service pages to gauge customer response towards perceived value.
Test email subject lines focused on overcoming purchasing objections to increase open and response rates.
Run analytics on successful lead paths to optimize the steps that led to purchases and improve those channels.
Track customer feedback on projects to refine service offerings and respond to common concerns effectively.
What to measure:
Conversion rate from landing pages
Metrics on changes to CTAs
Email engagement rates on A/B tested campaigns

Retention

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Your Goal at the Retention Stage: Increase Lifetime Value
In the retention stage, your marketing persona is already a customer of your product. Your objective is to increase the value you can extract from them directly by generating repeat purchases, upsells, or reducing churn; or indirectly by improving brand image or promoting referrals.
Customer lifetime value (CLV)
Churn rate
Referral rates
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Content Marketing
The objective of the content you'll create at the retention stage is to keep your existing customers happy by providing ongoing value (even after purchasing.)
Content ideas:
Monthly newsletter featuring tips for maintaining beautiful landscapes and lawn care best practices tailored for homeowners like Landscaping Laura.
Video series showcasing seasonal landscaping care routines to keep yards looking their best throughout the year.
Case study: 'How Our Landscaping Transformed Public Parks' highlighting successful municipal projects, engaging city managers like Managerial Melinda.
Interactive survey: 'What Services Would You Like to See Next?' to understand past customers' needs and gather testimonials.
Customer spotlight feature on social media sharing how clients use their outdoor spaces post-project.
What to measure:
Newsletter open rates
Engagement rates on video content
Survey completion rates
🔎
SEO
At the bottom of the funnel, you'll want to make sure your marketing persona can find all the information she needs to get the most of your product (e.g. knowledge base articles), or to solve any problems that may arise (e.g. support/contact page.)
Keyword ideas:
Best practices for maintaining landscaped gardens year-round
Popular landscaping designs for small backyards
Checklist for seasonal landscape maintenance
Common landscaping issues and solutions
Landscaping design tips for family-friendly outdoor spaces
Eco-friendly ways to enhance residential landscapes
Teaming up with local nurseries for sustainable plant options
Planning public space maintenance schedules effectively
Frequent yard improvement FAQ
Landscaping trends for community parks
What to measure:
Organic traffic to maintenance content
Keyword rankings for retention-related queries
User engagement on maintenance articles
🎯
Paid Advertising
At this stage of the funnel, you might choose to be run campaigns promoting of new features, upgrades, or promotions.
Target audience ideas:
[Remarketing] Facebook Ads: Target previous customers promoting exclusive maintenance offers.
[Remarketing] Google Ads: Reach out to past clients offering limited-time discounts on seasonal services.
[Prospecting] Instagram Ads: Focus on visually appealing posts about landscaping maintenance, targeting local demographics.
[Remarketing] YouTube Ads: Highlight engaging before-and-after footage of landscaping projects encouraging shares.
[Remarketing] Google Display Ads: Engage visitors who have viewed maintenance-related content with helpful service reminders.
What to measure:
Return on ad spend (ROAS)
Click-through rate (CTR) for remarketing ads
Engagement metrics for seasonal service promotion campaigns
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Social Media
Retention campaigns on social media revolve around building a sense of community with your existing customers. You'll do a lot of monitoring of brand mentions on social media.
Social media campaign ideas:
Run a social media campaign asking customers to share photos of their landscaping post-project to foster community.
Monitor channels for mentions or inquiries about landscaping services and proactively engage.
Create a themed hashtag for landscaping maintenance tips and encourage past customers to participate.
Post client reviews and success stories on platforms to help reinforce trust and credibility.
Host a Q&A session on social platforms discussing landscaping maintenance challenges, directly addressing client concerns.
What to measure:
Engagement rate on community-driven campaigns
Response time to inquiries
Social mentions tracking
📧
Email Marketing
Retention email campaigns will be a mix of educational emails (onboarding, activation, etc), transactional emails (reports, receipts, reminders, etc), and promotional emails (upgrades, upsells, etc.)
Email marketing campaign ideas:
Post-purchase follow-up email to check on satisfaction and invite feedback.
Monthly reminders for upcoming seasonal maintenance checks or landscaping care tips emailed directly to clients.
Exclusive offers only for returning customers through segmented email campaigns.
Invitation for a client appreciation event showcasing past project transformations.
Post-project performance report highlighting improvements in outdoor space and encouraging referrals.
What to measure:
Open rates for follow-up emails
Click-through rates (CTR) on offers
Feedback response rates
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Marketing Experiments
Your retention experiments will have the objective of maximizing lifetime value of existing customers.
Experiment ideas:
A/B test different email follow-up timings to see which yields higher engagement and conversion to maintenance services.
Explore various formats for post-purchase surveys on client satisfaction and experiences.
Adjust landing pages for seasonal services based on engagement data and client feedback.
Refine communication strategies based on customer behavior analytics to personalize approaches.
Offer bonus incentives for referral programs to increase word-of-mouth marketing.
What to measure:
Engagement rates on A/B tested emails
Customer satisfaction scores from surveys
Referral program participation rates

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