Industry Insights

In our line of work, we often encounter home improvement and landscaping companies with marketing strategies laser-focused on one tactic: online ads.

These companies are drawn to the immediate allure of digital leads. But here’s the reality check: relying solely on online ads is like building a house on sand. It might hold up for a while, but without a solid foundation, it's bound to collapse. At Compass Creative, we believe in a well-rounded marketing approach that goes beyond just online advertising. Here’s why.

The Role of Online Advertising

Online advertising platforms like Meta Ads (Facebook & Instagram) & Google Ads (among others), are effective tools for reaching a specific audience. They can increase visibility, drive traffic, and generate leads quickly. By leveraging sophisticated targeting options, and even artificial intelligence (AI) through Google Performance Max, businesses can ensure their ads are seen by the right people at the right time. However, while online ads are an important tactic, they are not a standalone solution for sustainable growth.

Due to the tightening economy and increased competition, we have encountered many business owners who were frustrated with the underperformance of their marketing efforts. All of them shared a common approach: relying solely on online advertising and referrals to expand their businesses over the years. While this strategy worked well during times of high demand for home improvement services, as soon as demand decreased, so did the number of leads.

The Risks of Over-Reliance on Online Ads

Lower Visibility: Without a strong online presence, your company may only show up in paid placements instead of also appearing organically on Google. And that’s just the online world…visibility is important in the physical world too!

High Costs: Online ads can be expensive, especially in competitive regions like the Greater Toronto Area or other densely populated areas with a high number of landscape companies. The cost-per-click (CPC) or cost-per-thousand-impressions (CPM) can quickly add up, eating into your marketing budget without guaranteeing long-term results.

Low Conversions: Getting traffic to your site is only part of the challenge. Equally important is converting that traffic into leads. In times of high demand and easy financing, you might have been able to get away with a mediocre site. However, now it's essential to ensure that your website meets the needs of your visitors. This involves clearly communicating your offering, proudly showcasing your work, and making it easy for people to contact you.

Well-Rounded Marketing Strategy

A well-rounded marketing strategy combines various elements that work together to create a cohesive and winning approach. The foundation of a strong strategy is always knowing your goals. Your tactics will follow. Most home improvement and landscaping companies need the following elements:

Strong Branding: Your brand is more than just your logo. It’s the overall perception people have of your business. Invest in strong branding to create a memorable and positive impression. This includes your visual identity, messaging, and client experience.

A Compelling Website: Your website is the foundation of your online presence. It should have a clear, compelling message that speaks directly to your target audience’s needs followed by a single, strong call to action. It should also showcase your work and value. A website that doesn’t convert is a waste of money!

Traditional Marketing: Don’t underestimate the power of traditional marketing. Bold branded trucks, bright and clean uniforms, and other offline marketing efforts contribute to brand recognition and trust. When your branding is consistent and professional, it reinforces your message and builds credibility with your audience — no matter the size of the company.

Strong Online Presence: Search Engine Optimization (SEO), content marketing (blogs, emails and other digital content), and social media marketing all contribute to a well-rounded marketing strategy that ensures you are seen, known, and ultimately loved by your audience.

While online ads are a valuable tool, they shouldn’t be your only marketing tactic. A well-rounded approach that includes a compelling website, strong branding, and diversified marketing tactics is essential for sustainable growth. At Compass, we’re here to help you create a marketing strategy that goes beyond online advertising and drives real results for your business.

Let’s work together to grow your business with an awesome brand — and a well-rounded marketing strategy.