Put the “Social” Back into Social Media - The Edge from the National Association of Landscape Professionals

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Put the “Social” Back into Social Media

Social media is ubiquitous and probably something you use in your personal life to some degree, but is your business taking advantage of these platforms to tell your story? Social media is where your customers are and is a valuable avenue to build relationships and win over new customers.

“Social media provides landscape companies with an incredible opportunity to share their company story and connect with a wider audience,” says Paige Tisdale, business developer for Dennis’ 7 Dees. “By leveraging platforms like Facebook, Instagram, and LinkedIn, and believe it or not, TikTok, these businesses can increase brand awareness, engage directly with their target audience, and showcase their expertise and creativity. Sharing their company story allows them to differentiate themselves, humanize their brand, and generate word-of-mouth marketing. Utilizing social media is crucial for landscape companies to build their brand, establish credibility, and drive business growth.”

Tisdale, along with Joshua Gámez, president and CEO of East Coast Facilities, Inc., and Laurie Kelly, vice president of Blades of Green Lawn Care, will discuss how to leverage your social platforms at ELEVATE in Dallas, Texas. This session, “Put the ‘Social’ Back into Social Media,” will be held on Monday, Sept. 11, at 11 a.m. It is part of the Customer Experience track and is worth one CEU.

Tisdale says that while many see the value in social media, landscape professionals need to harness the power of social media to grow their businesses and adapt to evolving consumer expectations.

“Actively responding to comments and messages, showing genuine interest, and encouraging conversations helps build a rapport with your audience,” Tisdale says. “People also love before and afters, which can really showcase your company’s quality and abilities. You want to build a community around your brand.”

Social media management is a full-time job and cannot be successfully done as a side project.

“I think a lot of landscapers get out of the habit of utilizing it to the best of their ability if they’re focusing on other facets of the business,” Tisdale says. “I’ve never met a landscaper that isn’t busy…Developing a regular posting schedule and allocating dedicated time for social media management can help manage the ever-present demand for content and engagement.”

As for an advised posting frequency, Tisdale says this will vary depending on your market and clientele, but balance and consistency are critical.

“Whether it’s daily, weekly, or bi-weekly, establishing a regular posting schedule can help maintain audience engagement so your clients know when to expect new content and the algorithms can push it out to a larger audience,” she says.

She advises finding out what social platforms your audience uses and engages with in order to be successful. One platform that sees high engagement is Instagram, thanks to the landscape industry’s ability to produce stunning visuals.

“It often sees high engagement due to its focus on aesthetics, storytelling through visual content, and the ability to interact through likes, comments, and direct messages,” Tisdale says. “It is particularly effective for showcasing visually appealing landscaping projects.”

Aside from posts that have wow factor photos, Tisdale says behind-the-scenes or ‘get to know the team’ posts also perform well as people like to connect and feel like they’re part of the team.

During this session, learn how to develop, position and control your message, identify influencers, and save time by scheduling posts and setting up auto-replies.

“Attending a social media class specifically designed for landscaping companies will equip you with the necessary tools and strategies to enhance your online presence, engage with your audience, and drive business success in the digital landscape,” Tisdale says. “Networking within the industry can also provide insights and inspiration for your social media strategies.”

Want to learn fresh ways to engage with your ideal prospects on social media? Register for ELEVATE, and we’ll see you in Dallas, Texas!

Jill Odom

Jill Odom is the senior content manager for NALP.