In this episode, Emily Lindley shares three tips for landscaping companies to put a focus on their organic social media presence. She shares tips for planning out content, securing your account, and also ideas for content that will appeal to your clients.
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00:32 - The Power of Professional Landscaping
02:34 - The Importance of Organic Social Media
05:00 - Consistency in Social Media Posting
08:43 - Securing Your Social Media Accounts
12:44 - Creating Engaging Content
Resources:
Virtual Sales Bootcamp
Grunder Landscaping Field Trips
The Grow Group
Social Media Influences Business Decisions – Emily's personal home building experience showed how impressive social media presence nearly swayed her decision: "It was a little hard for me not to go with them... just the work that they do is so beautiful and they do such a great job of photographing it."Social Media as Trust Builder – Strong organic presence provides social proof through client comments and engagement: "Are the clients like raving about them, past clients, raving about them in the comments? It's just that social proof that we're always looking for."LinkedIn Offers Best Organic Reach – "You can get a lot of organic traction on LinkedIn still, in ways that it can be harder to on Instagram and Facebook without having some paid ads in the mix."Consistency Over Frequency – Better to post 3 times per week consistently than post daily for a week then disappear for two weeks. "You do need to have some consistency there."Content Spacing Strategy – Don't release all content at once when excited. Space it out over time to maintain a regular posting schedule and maximize reach.Account Security is Critical – Use unique passwords, two-factor authentication, and limit admin access. "I've seen it happen to restaurants... who have had their account held hostage and then have had to recreate a new profile."Admin Access Best Practices – Have at least two admins per account, use company phone numbers for 2FA, and remove access immediately when employees leave.Focus Content on Client Benefits – Successful companies focus on "what their target audience cares about and what they wanna see... talking about what they can do and what they can bring to the table."Seasonal Content Strategy – Address current issues clients are seeing: watering reminders during drought, brown patch fungus, box tree moth infestations, and maintenance solutions.Educational Content Works – Explaining problems and solutions builds expertise credibility: "Let our team come out and diagnose it for you. And then our lawn care specialist can also bring a solution."The Three Focus Areas for Organic Social Media
1. Consistency in Platform Choice and Posting
LinkedIn (best organic reach, reaches both commercial and residential clients)Instagram and Facebook (secondary priorities)TikTok (higher production bar but valuable for some companies)Commit to sustainable posting frequency (3-7 posts per week)Space content out rather than posting everything at onceMaintain consistency over time rather than sporadic bursts2. Account Security and Admin Management
Unique passwords for all accountsTwo-factor authentication with company phone numbersAt least two admins per account as backupVerified accounts for extra security layerOnly give admin rights to people who need to post/respondChoose admins who are security-conscious with personal accountsRemove access immediately when employees leaveUse company-owned phone numbers for 2FA setup3. Client-Focused Content Strategy
Focus on client benefits and outcomesAddress seasonal issues clients are experiencingUse educational approach to build expertiseShow problem-solving capabilitiesCurrent Seasonal Content Examples:
Watering reminders during drought conditionsBrown patch fungus identification and treatmentBox tree moth prevention and solutionsMaintenance value demonstrationsAudit Your Current Strategy – Review which platforms you're using and whether you can maintain consistent posting on all of them. Focus on fewer platforms done well.Implement Security Measures – Set up two-factor authentication, audit admin access, and create backup admin accounts immediately.Create Content Calendar – Plan seasonal content around common landscape issues in your area. Address problems clients are currently seeing.Document Admin Procedures – Create checklist for removing access when employees leave to prevent security gaps.LinkedIn Priority – If starting social media or adding platforms, prioritize LinkedIn for organic reach potential.Client Perspective Planning – Before creating content, ask "What would my target client care about seeing right now?"Content Strategy Insights
Problem-Solution Format – Address issues clients are experiencing (drought stress, fungal problems, pest damage) and position your services as solutions.Maintenance Value Communication – Show existing clients how your proactive treatments prevent problems their neighbors are experiencing.Seasonal Timing – Plan content around weather patterns and common landscape issues for your region and time of year.Visual Documentation – Use before/after photos and videos to demonstrate expertise and results.Educational Approach – Build trust by explaining problems and solutions rather than just showcasing completed work.