If you're a small firm, odds are you don’t have a constant flow of “highly probable” RFPs coming through your door every month. And on top of that, when they do roll in you are likely spending at least one half to two days preparing your submission just in hopes of being shortlisted. It can be very difficult to get that one-on-one face time with a client. Throw in a not-so-stable financial climate, and you’re looking at a fairly tough pill to swallow.
Coming up with a landscape architecture marketing strategy seems like a daunting task.
Your Plate Is Full… And Then It’s Not.
Trying to find the time to manage current project load for you and your staff, attend client and consultant meetings, somehow throw in some development and design work, and building a visible company in the public eye is completely exhausting.
Many of the clients we have seen are either feast or famine - they are spending well over 50 hours a week on production and internal relations for months on end. Then work dries up and they are left sweating, trying to figure out how to keep the doors open a little longer. A few months later, projects start picking back up, and it seems great once more… followed by the sweet realization that once the work dried up, they are flopping around like fish out of water. Rinse and repeat.
Sound Familiar?
Here’s how to prevent it.
What many landscape architecture firms aren’t aware of is that there are tons of people out there who are potential clients. Some of these people you possibly have had dozens of conversations with to this day, and they aren’t even a blip on your radar.
We need to develop a landscape architecture marketing strategy that allows us to minimize our time and our efforts in getting more projects while maximizing our marketing results. Any number of marketing experts will give you their own opinions as to what is “the best” strategy. We of course, feel like our strategy is way more kickass than those dudes (duh).
So, without further delay, here are the efforts we have used to build a consistent flow of leads, increase our client interaction, and bring consistent clients through the door.
Related Post: 3 smart tips to getting more proposals
1. Give Away Information Liberally
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| Image By Flickr User Heath Brandon |
Stop looking at the idea of marketing as a way to bring in a new CLIENT, and focus first on bringing in new LEADS.
The calls from a potential client asking for a quote or an estimate are few and far between. If you have a page on your website that says “contact us for any questions regarding new projects,” (pardon our French) who in the hell is going to click on that? I’m willing to bet the only time that form gets filled out is when a product rep can’t find your contact information, or when a scam company is trying to sell you BS “Hello sir or madam, I’ve noticed we can rank your company #1 on Google for terms like (insert your favorite here)” services. Am I right?
That is such a big commitment we are asking for someone who might be looking around your website. We are asking them to jump head first into your proposal sequence. It’s not going to happen.
However that same contact might actually be someone who, if presented with the right kind of information, could be nurtured into a real paying customer. This person’s first interaction with you is not going to be requesting a quote, no, no, no. What they might be much more likely to interact with, however, is downloading the free guide you have on your website called, “The 10 step checklist for sustainable design practice - how we preserve the environment during our design process.”
Personally, I’d click on that. If you were possibly in the market or knew you were going to be making some capital improvements, wouldn’t that entice you? In order to get that free download, they simply exchange their contact information for you, and it gets delivered in their mailbox. What a small, harmless trade for a piece of really valuable and educational content.
So what just happened? You just gained a lead. That person is now in your system, and you can spend some time over the next few weeks/months periodically sending them valuable content that they will very likely absorb.
This kind of system allows you to weed out those that won’t become real customers. You can learn very quickly who are worth investing a brief phone call with and more time down the road, and who are not necessarily worth a ton of extra time.
This is your number 1 asset in marketing in 2015, believe it or not. You are an expert in your field. You wouldn’t be in business if you weren’t. Gone are the days of holding your cards close about what you know and how you work. Share your information freely and easily accessible, and you will be rewarded.
2. Attend Events And Industry Trade Shows
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| Image By Flickr User JD Lasica |
This same system can be applied to trade shows and other industry events. First off… if you are specializing in a specific industry or niche (an area of focus where more than 40% of your work is dedicated), I hope you are exhibiting at the annual trade shows where those clients attend! Could you ask for a better time to spread your content than when all of your potential clients under one roof?
Many people see this is a waste of money and a waste of time. However, instead of being the awful sales pitch-y guy giving out ugly pens with a greasy comb over (I’m channeling my inner Rob Lowe from Direct TV commercials), you can use the same strategy above to really make your time worthwhile.
Give away free content at these trade shows. (sure, ok. I’m sorry, your crappy pens are fine, too). Don’t try and flag people down to ask if they are interested in getting a free quote or catalog or any of those other cringeworthy pitches you get sick and tired of at ASLA Annual Meeting and Expo. Let your potential clients come to you.
Why not stick with the same offer (the sustainable design checklist mentioned above), and focus your entire presence and promotional material around that? Instead of acting as a boring brochure displaying your past portfolio of clients, let’s focus our presence on giving away something of complete value for free. Let people see you are giving away this really great content, and they will come to you. promise. You can easily register them on an iPad or computer in your booth, and you don’t have to worry about juggling business cards or writing down details about who you spoke with. The eBook or checklist will be delivered to your client while they are standing right there if you’re using a good marketing platform (we use HubSpot).
3. Pursue Target Lead Sources
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| Image By Flickr User Jeff Turner |
One of the best pieces of advice I have ever received since starting Web Canopy Studio, is to find out where your clients go to get information about your industry, and build a strong relationship with all of those outlets.
Building a strong relationship with these outlets, or as we call them “target lead sources,” will catapult you to the next level. Professional organizations, media outlets, online publications, etc., are all great examples of people you want to know and understand. Talking to them about how you have educational content to share, and seeing if they will share for you, will go much further than trying to pitch your services.
I liken this concept to the image of a man fishing in a pond. He spends the entire day out there testing different lures, bait, etc., with little to no bites all day long. Meanwhile across the pond, a grandma and grandson are having a great day throwing bits and pieces of their snacks into the pond and watching the fish come back time and time again to get more.
One hunts but can’t deliver and becomes frustrated. One happily shares and has built a following. You need to be on the other side of the pond.
4. Be Consistent
Of course like all things in marketing, consistency is key. Capturing leads is just the start. How you nurture them will decide whether or not they come in as a qualified potential.
Consistently reaching out to your leads is almost as important as responding to an RFP. You want to be top of mind at all times whenever some kind of project or discussion comes to the table. Send them blog posts you’re writing, or new eBooks as they come out. Ask for their participation in client research surveys. Hell, why not try even picking up the phone and introducing yourself. What’s it going to hurt?
Whatever you do, be consistent. How much interaction is completely up to you. A good benchmark we advise our clients to abide by is try to engage with your leads at least 4 times per month in some way.
