Landscape Marketing Strategy 101: Finding Your USP
Part of an effective landscape marketing strategy is finding your business’ USP – your unique selling proposition. Landscaping businesses, like other businesses, have to figure out what it is that makes their business special if they expect to stand out of the crowd!
What is a USP?
Your USP is your unique selling proposition – it’s what you offer that sets you apart from your competition. If you don’t think your business has one – it’s time to get one! Your USP is an integral part of your landscape marketing strategy.
Why is a USP part of an effective landscape marketing strategy?
Without a USP, your business is just another face in the crowd. If there’s not one thing you offer that’s different from everyone else – what you’re saying to your customer base is that every other company in your area does the same thing as you do. That’s a terrible landscape marketing strategy – “I’m just like everyone else.” It leaves you open to too much competition.
Without a USP, you’re going to be judged on price alone, and that’s a recipe for underselling your services.
Get creative to find your USP
There are a million different ways to set yourself apart from your competitors. I once saw a landscaping company whose shtick was that they send hot girls in bikinis to cut your grass. The possibilities are endless and limited only by your imagination (and hopefully, good taste).
You probably already have a USP and don’t even realize it. Here are some questions to ask yourself to help you find your landscaping company’s USP:
- What are you best at? What are the one or two services that you knock out of the park every time?
- What services do you offer that nobody else offers?
- Who do you cater to or service most?
- What parts of your business do you enjoy most and would like to focus on in the future?
- Is there some aspect of your business that’s different from your competitors – years in business, locally owned, family-run?
Example USPs to give you a better idea of what you’re looking for
Sometimes it’s better to show than to tell. Here are some possible USPs for your landscaping business, expressed in tagline form:
- Family-owned and operated since 1947
- The #1 expert in saving historic trees
- Weed-free lawns guaranteed or your money back!
- The native plant experts
- We hit sporting field landscaping out of the park!
How to integrate your USP into your landscape marketing strategy
Now that you’ve figured out you are the only company in your area that works after hours, it’s time to tell the world.
First and foremost, turn your USP into a new tagline that you include on your website, marketing materials, social media, and on your trucks. A tagline is of supreme importance – next to your company name, it’s the one phrase people will most associate with your business. Unless you’re a real wordsmith, do not tackle creating a tagline by yourself. Hire a professional copywriter to come up with some options for you.
Then, focus your marketing and advertising around your new USP. The great thing about a USP is that it helps you narrow your target audience – which will help you create more effective marketing strategies. Trying to appeal to everyone is a sure-fire way to appeal to no one. When you on “Who will need the services I specialize in the most?” it’s easier to get into a mindset of your customer and write blogs, ads, email marketing campaigns, and other content marketing materials with your new USP in mind.
Need help grafting your USP into your tagline and marketing materials?
GetUWired houses an expert copywriting department as well as nearly 40 other experienced marketing professionals that know how to distill your great services into one cohesive message that CONVERTS! Call GetUWired today to see what we can do for your business. 877-236-9094. Or visit us online at www.GetUWired.com.