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Written for 
The Landsculptor Magazine
from theMichigan Green Industry Association
I Need Business NOW! 5 Marketing Strategies With Immediate Payoff 
It seems like the worse the economy is, the more marketing advice I hear thrown around. I'llspare you the long winded lecture explaining that you should have been marketing just as muchwhen times were good as when they are bad.Instead, I'll focus on five marketing strategies that meet two specific criteria: First, thesestrategies can generate more business immediately, and second, each can be implemented at verylittle cost. I understand that no one wants to hear about long term marketing strategies that comewith a large investment up front. Here we go...
Seek Free Publicity
Getting free publicity is easier than you may think. Our local press and media are hungry for  positive stories right now. Chances are you are sitting on a unique story right now that someonewould like to write about. The mistake that most landscape professionals make is that they waitfor the media to contact them. Now is not the time to wait around, you need to approach themedia with your story first. Here are some potential story ideas:
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Unique landscape design/build projects you have recently completed.
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A unique design feature you have implemented such as a system to re-use storm water onsite.
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Problem/Solution—how did you solve a difficult problem on site with a creativesolution?
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Awards and certifications you and your employees have earnedI have found the best way to get publicity is by sending well written press releases. Sending a press release via fax is most appropriate. If you need to include photos, then postal mail is the best way to send a release, not via broadcast email unless you have permission. I have also hadsuccess posting press releases online using free services such asPitchEngine.com. Feel free todownload one of my press releasesand use it as a template for your business.The benefits of free publicity are many, but most importantly you will be positioned as an expertin the eyes of homeowners, local business leaders and your peers.
Networking
For me personally, networking is one of those "ugly" words that conjures up thoughts of traditional salesmen in lousy suits and fake smiles. That said, you can not minimize the powerfuleffect that networking can have on your business. Not only can strategic networking bring about
 
immediate results, it also leads to long term business success in the form of collaborative andmutually beneficial relationships.There is no better time than right now to develop a comprehensive networking strategy. Take alook around you, are there other landscape industry professionals you can collaborate with? Iknow of many landscape designers who partner with landscape contractors, and vice versa. Doyou know of other allied professionals you could refer, and receive referrals from? Remember,we're all in this same economic situation together.I also highly recommend joining networking groups such as your local chamber of commerceand referral groups such as BNI (Business Networking International). Less work means moretime for networking right? So get out and meet some new people. This almost always leads toimmediate business.
E-Newsletters
Most of you by now are probably familiar with e-newsletters, or e-zines. You have probably hadmany delivered to your inbox, with or without your permission. Permission-based emailmarketing is an easy and inexpensive way to stay in contact with past clients and your other  business contacts. If you have done a good job of collecting contact information from pastclients and others, now is the time to develop an e-newsletter.Monthly newsletters are the most succesfull, but if you cannot consistently produce a monthlynewsletter then consider a quarterly mailing. In my experience cost typically ranges from $15 to$30 per month for a service that enables you to design your newsletter, maintain your email list,send the newsletter and give you detailed reports. I have used and recommendConstantContact.comas well asAWeber.com. The key to producing a quality e-newsletter is to provide valuable content to your readers. Sure,you can write about current projects and the latest happenings in your business, but make sureyou are providing helpful and useful information as well. For immediate payoff, include aspecial discount off select services for past and current clients. This can quickly lead to extrarevenue in the form of upsells and enhancements.
Pay Per Click Advertising
If you hesitate to spend big bucks on traditional print advertising, then consider advertisingonline in the form of "Pay Per Click" advertising.Google is the predominant player in ppcadvertising, but Yahoo also offers a service. With ppc, you have direct control over how muchyou want to spend. And unlike traditional print advertising, there is no time lapse between whenyour ads run like with monthly magazines.A somewhat new player in the game of pay per click advertising is the social networking siteFacebook. When advertising on Facebook, you actually have the option to select very specific
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