Marketing A Garden Lighting Business
The task of promoting a garden lighting business is a top priority. But what marketing strategies are successful in a competitive niche?
Marketing is tricky business, especially for green entrepreneurs who possess lots of enthusiasm but little or no expertise. So let’s guide you through.
Team Effort
Create a marketing plan with your employees. Don’t leave anyone out. Different employees see your garden lighting business from a different angle. They might come up with an idea that’d never cross your mind. Every month, refer to your marketing plan and revise it when necessary. Continually assess your marketing efforts to tell if you’re on the right track.
Target Market
Knowledge of your target audience is essential. Choose a market with the highest concentration because that’s where the money is. Identify with your audience; then craft marketing messages that attract and win the clients you’re seeking.
Develop Image
This requires creative thinking, strategic planning and a strong desire to connect with clients. With a killer brand, be it a logo or a name, you’ll outdo competitors and draw in clients. Whatever image you create, include it in your marketing materials.
Evaluate Competition
Identify your competitors and evaluate their strengths and weaknesses. Visit their website and gather information about them. Find out how they market, whom they’re targeting, what services they offer and what prices they charge. Compare your offerings to theirs to see what you can do differently.
For example when listing products on your website, you should be dividing sections into different categories of lights. LED Outdoor have done this well:
1. https://www.ledoutdoor.net.au/garden-lights.html
2. https://www.ledoutdoor.net.au/path–bollard-lights.html
One category is on garden lights and the other is on bollard lights, both very unique styles. They also keep up to date on their Google Plus.
Budget
Without a firm budget, a marketing plan is just a sheet of paper. Invest at least 20% of your proceeds in marketing. New garden lighting businesses spend more on marketing to establish themselves locally. The budget should cover digital marketing; professional organisation membership; printed promotional materials (flyers, business cards); print advertisements (magazine, newspaper); and mailing (newsletters, postcards).
Influence Customers
Stay in touch with your favourite clients even if you’re not working on jobs. You’ll stay fresh in their mind and they’ll recommend you to a pal. Urge them to tell their nearest and dearest about you. Offer a customer survey to learn more about your regulars – their needs, how they found you, if they still prefer you. Know why they needed garden lighting and why they chose you over your competitors. This gives you in-depth insight into what clients are actually looking for. Emphasise such findings in your marketing plan.
Turn To Experts
Ask other business professionals to help you strategize. Garden designers with successful businesses have made it by finding unique marketing ideas and utilising them. So they’re in a position to assist. Business mentors or consultants will help you pinpoint lucrative markets. Choose a mentor who has experience marketing garden lighting businesses.
Membership
Professional organisations have a number of resources that’ll help you get the ball rolling. Learn how to network, find clients and use marketing materials. Find unique ways to promote your business for it to stand out.
Bonus Tip
Having a website and being active on social media helps. Prospects will find you before they find your competitors. Photos of your work on all platforms pique curiosity.
