When you think of a garden center, you may not be the first to think of online marketing. Nonetheless, online marketing is also an important tool in the garden sector to attract new customers and to generate more revenue. The time of business cards is really over now: the customer finds the garden business on the internet. But how do garden centers, gardeners, florists and suppliers ensure that they are found?
Focusing on objectives
First of all, consider which objectives you want to focus on. What do you want to achieve with the website? Obviously, acquire new customers, but you might also want to add information, or products are also being sold. In addition, it is good to ask yourself: "What do I want to be found on?"
A good findable website is formed by pages with titles that potential visitors search for. At a garden company, for example, one could search for 'Costs for green roof', or 'Soggy lawn'. We almost always look for a problem that needs to be solved. Rarely is it searched directly for the name of the company. That is because the name of the company is not known to the customer in advance. The only exception to this is if you are looking for opening times or contact details of a specific company.
It is important that the customer's problem is explained in clear language. Make sure the customer recognizes the problem and write about the solution. In some cases you explain what the company can do for the customer. These texts become the calling card of your company, so accuracy is required. The texts must not only be correct in terms of content, but must also be provided in linguistic terms. It is a good idea to hire a specialist.
Make a good impression with a current website
A gardener company drives around in a beautiful gardener bus. Logical: you are on the road a lot and want to be seen. The telephone number is on it and the URL of the website is also mentioned. The name of the company is written down in the file and when they return home they visit the website - and then see that the latest news item comes from 2010 and the design comes directly from 2001. The visitor clicks the website away and starts looking for another company. Not a good first impression!
Make sure the website is up-to-date. Most entrepreneurs make it easier for themselves by choosing a content management system (CMS). The system of Garden Connect is a good example of this. This system is open and also has more than 25 integrations with Amazon, Kiyoh, Tradetracker, RetailVista and Bol.com.
Online marketing works very differently in the garden sector than in any web shop. Where a clothing store focuses on a product, here much more is focused on solving a problem. To put a website on the market correctly, it is wise to look for a specialist. Make sure that the specialist of your choice also immediately has an affinity with the garden industry. Then you know for sure that the content is also correct.
A website is created according to the latest techniques. But they are constantly changing. For example, today a site must be responsive, fast and secure. Because otherwise late Google your website is completely left out, and that's where the most traffic comes from. Typically, companies allow their website to age, or use some quick solutions. However, this means you miss important updates and the latest marketing applications. In short: a website is just like a plant and needs attention and nutrition to grow.
More reach and revenue
Once the website has been firmly established and relevant, appealing content can be found, you can start thinking about ways to increase the reach and revenue. For example, you can use Bol.com to promote products. With RetailVista you can connect all kinds of processes. That way you serve your customer better and he comes back.
It's all about serving the customer. Make sure there is something to be found. Not everyone is equipped with a smooth pen, so it may be wise to outsource it. That does indeed require an investment, but this is an investment that will earn itself back.