Landscape Digital Show

Episode 10 of Landscape Digital Show reveals how wildly successful companies like Amazon, Facebook, Google and Apple leverage subscription relationships to sustain their breathtaking growth. Amazon, Facebook, Google, and Apple have a combined market cap (total market value of outstanding shares) of approximately $1.72 trillion US dollars. This equates to the GDP of Canada, thereby making these four companies’ value equivalent to the 10th largest country in the world. And they all have one thing in common that you can adapt to your company. Their business models are designed to capitalize on subscription relationships. Show Notes Thank you for listening and subscribing! We’ll greatly appreciate it if you head over to Landscape Digital Show on iTunes and give it an honest rating and review. You can learn more about subscription relationships by listening to my interview with John Warrilow, author of Built to Sell: Creating a Business that Can Thrive Without You Call to Action In addition to renewing contract

Episode 9 of Landscape Digital Show reveals how buyer personas help marketers to clearly understand their customers and create customer-facing marketing that speaks to them. Buyer personas are invaluable for helping marketers discover the most compelling reasons buyers decide to invest in their solutions. According to the Buyer Persona Institute, “Many buyers give up because nobody is really helping them.” Instead of being product or service focused, marketers are using buyer personas to address their customers’ unique pain points. The Five Rings of Buying Insight for creating buyer personas Priority Initiatives – Determine the most compelling reasons buyers invest in your solutions and develop strategies to trigger these actions. Success Factors – Get clarity on the specific outcomes your customers expect to achieve from your products and services. Perceived Barriers – Use your marketing to remove common barriers to buying by pulling back the curtain to reveal what customers need to know. Buyers Journey –

Episode 8 of Landscape Digital Show reveals how to increase website engagement by getting buyers to take actions that are in their best interest.  Imagine the home page of your website is a billboard and your prospective buyers are whizzing by at 60, 70, and 80 miles an hour. What are they going to see? And what action would you most like them to take if they do? Many landscape industry websites are visually appealing but visitors are not at all clear about what to do next. This confusion is the result of too many choices or none at all. It may seem obvious that visitors should engage with your website, but why leave that to chance? When you convert prospective buyers from visitors to subscribers you can nurture the relationship until they are ready to buy. There are countless right and wrong ways to do this. But awareness and testing will most reliably lead to increased to the website engagement that is vital to your business growth. Show Notes In this episode, we referred to the empathy mapping too. You c

Episode 7 of Landscape Digital Show reveals how to use the empathy mapping tool to create an exceptional website experience for your audience. Now that digital experiences are replacing traditional selling, marketing, and customer service, you should enhance and streamline them with the empathy mapping planning tool website builders rely on. You simply divide a whiteboard into 4 equal quadrants and label them seeing, thinking, feeling, and doing. Using sticky notes, jot down every interaction that buyers have with your website, seeking to guide the buyer toward the most favorable outcome. The key is delivering the right content in the right way and at the right time. Knowing that buyers make decisions more on emotion than logic, you want to be especially sensitive to guiding their journey to ultimately develop trust. Show Notes Learn more about empathy mapping and get access to a template. Benchmark your business against industry peers and make new discoveries in the process by taking the First Annual Lands

Episode 6 of Landscape Digital Show reveals why marketing consistency that shows up for an audience gets progressively better and grows that audience. If your marketing shows up at the same time and day on whatever frequency you choose, you will build an audience. It’s as simple as that. You have to be there for your audience. That’s what professionals do. When it’s game time or show time the audience expects the host or performer to be there no matter what. And that’s the point. You do not have to be a great marketer. Although, that helps, most important is doing the one thing that everyone recognizes and respects because we all know how hard it is to consistently show up. Over time your marketing muscles will get stronger with use. You will get better at coming up with good ideas and refining your systems for growing an audience. Show Notes Check out our first webinar, 9 Advanced LinkedIn Profile Tips for Boosting Your Visibility and Growing Your Audience with Stephanie Sammons, in the Member Area of Land

Episode 5 of Landscape Digital Show reveals two mobile apps that make it easy to listen and subscribe to podcast shows on your mobile device. We also get into how and why to rate and review them too. Podcasters upload audio podcast shows to hosts like Libsyn and Rainmaker, which are then syndicated to directories, including iTunes, Stitcher and Google Play Music. While you can listen to these podcast shows with their respective mobile apps, there are 3rd party apps with greater functionality. Overcast and Pocket Cast are mobile players that enhance the overall experience of listening to podcast shows. Audio quality is enhanced, you have more control with playlists and favorites, and discovery and sharing are simplified. If you enjoy a podcast show, taking a moment to provide feedback in the form of a rating and review helps the show get discovered on iTunes and other directories. It also builds a relationship with the host(s) and helps them develop more targeted content for your enjoyment. The Show Notes O

Episode 4 of Landscape Digital Show reveals how to sell more work and win more landscape awards by learning how to tell better stories. Winning landscape awards obviously requires high-quality photos of exceptional work. But that’s not nearly enough. The judges are reviewing many projects, and often very quickly. You need to give them a reason to vote your project a winner, and that possibility is significantly increased when you use story to make it meaningful. Stories are about change, progress, moving forward. In short, they are about transformation, and isn’t that what landscape and lawn care companies do for their customers? To make that transformation real, there has to be conflict and resolution. This is your company overcoming the obstacles that test the talents of your team, with your solutions resulting in an amazing landscape and a delighted customer. The Show Notes Nobody Wants to Ready Your Sh*t, by Steven Pressfield. Call to Action Learn to use your digital marketing to tell better stories,

Episode 3 of Landscape Digital Show reveals proven content creation productivity practices, tools, and resources from the pros. Writing is the foundation of all content creation because you have to capture, organize, and breathe life into those ideas. When it comes to favorite practices and tools, writers are much like golfers. While most of their methods are logical, others are based on hunches and superstition. It doesn’t matter. Just find what feels right and works for you. In addition to these tools and writing resources, the majority of this episode discusses methods and practices authors like Stephen King have used to build impressive bodies of work. You can too. The Show Notes Tools OmmWriter Focus@Will ByWord Genius Scan Books On Writing, by Stephen King Why We Write, by Merideth Maran The War of Art, by Steven Pressfield Call to Action Get a copy of Steven Pressfield’s follow-up to The War of Art. The War of Art was about overcoming obstacles that prevent us from creating our art, what we were

Episode 2 of Landscape Digital Show reveals the distinction between content marketing and inbound marketing. One of the reasons inbound and content marketing are often considered the same as they both use similar tactics at the visible lead attractions stage. What happens after that often sets the two apart. If you doubt this, simply subscribe to any site that offers an e-book or free report. You are added to at least one email marketing list and soon your inbox fills with emails designed to convert your interest into a sale as quickly as possible. That’s inbound marketing. In contrast, content marketing seeks to add value to every stage of the buyer’s journey, with the best content marketers understanding the nature and duration of that experience is buyer dependent. Thus, some leads will convert quickly while others may need nurturing for weeks, months or years. That’s what content marketing does so well. If attracting leads is important to your green industry business, both inbound and content marketing

Episode 1 of Landscape Digital Show reveals the true obstacle to successful digital marketing is not time, but a lack of training in the fundamentals. Welcome to Episode 1 of Landscape Digital Show, where twice a week you get one actionable tip in less than ten minutes for growing your landscape and lawn care business. Landscape Digital Show is just one of the content channels from the newly formed Landscape Digital Institute, but it is an important one because you can discover inspiring ideas by listening from your mobile device when you have downtime. Our mission with Landscape Digital Institute is to help green industry professionals attract and grow their business audience, especially online where the majority of buyers are doing their research and discovery. If you own or work for a landscaping, lawn care, or related company like snow and ice management, this is the place to discover what works with digital marketing. The Show Notes If you would like to get the full content experience, including upcom