The GROW! Show

Marketing: Organic Social Media Presence


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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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Episode Chapters:

00:00 - Episode Intro

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

18:35 - Upcoming Events

Resources:

Virtual Sales Bootcamp  

Grunder Landscaping Field Trips  

The Grow Group   

Grunder Landscaping   

Marty Grunder LinkedIn  

Stihl  

 

Show Notes:

  • 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

    Platform Priorities:

    • LinkedIn (best organic reach, reaches both commercial and residential clients)
    • Instagram and Facebook (secondary priorities)
    • TikTok (higher production bar but valuable for some companies)
    • Posting Schedule:

      • Commit to sustainable posting frequency (3-7 posts per week)
      • Space content out rather than posting everything at once
      • Maintain consistency over time rather than sporadic bursts
      • 2. Account Security and Admin Management

        Security Measures:

        • Unique passwords for all accounts
        • Two-factor authentication with company phone numbers
        • At least two admins per account as backup
        • Verified accounts for extra security layer
        • Admin Access Protocol:

          • Only give admin rights to people who need to post/respond
          • Choose admins who are security-conscious with personal accounts
          • Remove access immediately when employees leave
          • Use company-owned phone numbers for 2FA setup
          • 3. Client-Focused Content Strategy

            Content Guidelines:

            • Focus on client benefits and outcomes
            • Address seasonal issues clients are experiencing
            • Use educational approach to build expertise
            • Show problem-solving capabilities
            • Current Seasonal Content Examples:

              • Watering reminders during drought conditions
              • Brown patch fungus identification and treatment
              • Box tree moth prevention and solutions
              • Maintenance value demonstrations
              • Practical Applications

                • Audit 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.
                  • ...more
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