Using AI In Your Tree Care Company

Using AI In Your Tree Care Company

Written by Katie Petersen

By now I’m sure you’ve heard of AI and its impact on marketing strategies. If you haven’t yet played around with AI, specifically ChatGPT, I highly encourage you to start! AI is here to stay and while there are some precautions to take with it, it is a game-changer for content creation for your business. 

Think of AI as your marketing assistant, but a super smart one! It helps businesses understand their customers better and make smarter decisions without needing to be an expert. Imagine having a friend who knows exactly what your customers want and can even predict what they might need next—that’s AI in marketing for you!

AI will help your business work smarter, not harder, and will eliminate wasted time so that you are free to complete other tasks! Here are a few ways that AI can revolutionize your marketing strategies in 2024: 

  • Personalized Customer Experiences: By using AI, you can easily analyze data already in your system to understand individuals’ preferences, behaviors, and purchase patterns. From this data, you can create experiences tailored directly to your consumers, delivering the correct message to the right audience at the optimal buying time. Looker, Akkio, or Polymer are all great options if you want to integrate all of your data in one spot and have AI identify trends, behaviors, and purchase patterns. 
  • Content Generation and Optimization: The next time you are feeling stuck for content, take a few ideas you have and put them into ChatGPT. It will produce content for you based on your prompt, which you can then use and edit on your own, or ask it to expand or simplify what it wrote. This is a great way to end writer’s block and to batch create content efficiently! Plus, the free one works great, meaning no need to purchase the paid option!
  • Marketing Automation and Workflow Optimization: Similar to content generation, AI can help you automate some practices within your business. You can have AI create email marketing campaigns, scheduling and data analysis that then works for your business without you having to do it yourself. There is some set-up involved, but once you get the hang of it, you’ll wonder why you didn’t do it sooner! Outreach and Drift are two AI softwares that will integrate with your current procedures and spit back key messaging across your data.
  • Voice Search Optimization: Voice search has seen an increase in 2023 and will continue to rise in 2024. AI helps optimize content for voice-enabled devices. By helping to understand user intent and context with searches, AI strategies will optimize your content to match your audiences’ search queries.
  • Social Media Insights: AI tools can analyze social media engagement and conversations, giving you data on trends with your audiences’ behavior. This can help you tailor future social media campaigns to your audiences’ preferences, aiding in brand perception management. HootSuite and Sproutsocial are two platforms that you can use to organize content and they have integrated AI into their platform to help you analyze your data more easily. Circleboom and Lately are also user friendly and support AI to help you generate content. Answer the Public is another great social tool that will analyze your audience and their patterns.


ChatGPT may seem scary, but it is like anything else – once you start using it, it’s actually pretty helpful! Try this: access ChatGPT here. There is no need for you to purchase a higher version; the free version works just fine! Input this prompt into the search box: “Write me a blog post about 5 trends in arboriculture for 2024. Make the post professional but give is a conversational voice as well. This article is for prospective customers who do not know anything about arboriculture.” 

What did it spit back out? I’m guessing it gave you a smaller, more condensed article. That’s okay! If you want to use that and expand on it, go ahead! If not, you can ask ChatGPT to go more in depth, to clarify certain points, or to do something entirely different. Either way, you’re not starting from square one. You can now take that information, add in your own personalization and brand voice, and you have a blog post to easily implement on your website and social media!

These are just a few of the ways that AI can assist your business in 2024. It helps businesses stand out by creating personalized experiences that make customers feel special and keeps them coming back for more. My advice? Start out by trying ChatGPT when you’re done reading this article!

If you’re struggling trying to utilize technology and AI in your marketing, reach out to an ArboRisk team member today to sign up for our Thrive Sales & Marketing Package!


2024 Marketing Trends

2024 Marketing Trends

Written by Katie Petersen

Welcome to 2024! As I was researching marketing trends for 2024, I couldn’t help but look back at my previously written articles on this same topic. From 2021, to 2022, to 2023, marketing, and the technology associated with it, has evolved so much. 2024 looks to be no different!

Here are 5 trends the marketing world expects to see grow in 2024:

  1. Rise of AI-Powered Personalization

Picture this: A marketing strategy so personalized it feels like a tailored suit. In 2024, Artificial Intelligence (AI) is poised to revolutionize personalization.

By now, you’ve probably heard of ChatGPT and possibly a few other AI content generators. If you haven’t played around with the program yet, I encourage you to start! It has been a game-changer for ArboRisk this year in regards to assistance in creating content. Using it to help you brainstorm or create an outline for a blog post are great ways to help automate these processes for your business. 

Please be advised, DO NOT SIMPLY COPY AND PASTE THE INFORMATION YOU RECEIVE FROM ANY AI! ChatGPT gives, what I like to call, a “working draft.” It is up to you to edit the content you receive and apply your brand voice to the information. If you don’t, you could get flagged for copyright infringement and people can tell when there is no personalization to written words.

  1. Interactive Content Takes Center Stage

Engagement is the name of the game, and interactive content is stealing the spotlight. Get ready for immersive experiences through augmented reality (AR), interactive polls, shoppable posts, and engaging quizzes. 

Every single webinar, course, content guide I’ve look at this year has said the same thing: engagement is what matters. You might only have 20 followers on a given social media account, but if all 20 of your followers engage with you and interact with your content, that is far better than 200 uninterested followers.

It is also important that within all of your content, you are encouraging followers to engage with you! Every piece you put out should have a call-to-action, a way for your audience to respond back to you. If you don’t tell people what to do, they won’t do anything, even if your content is the most amazing thing they have ever seen!

In 2024, it’s not just about showcasing products—it’s about creating experiences that captivate and convert.

  1. Sustainability Marketing Goes Mainstream

Green is the new black! Consumers are increasingly conscious of their ecological footprint, and brands are heeding the call. In 2024, expect sustainability to become an integral part of marketing strategies. 

This does not mean simply slapping a “green” sticker on your service and calling it good. Customers are looking for authenticity and they know when they are being duped. The green initiative is also about tapping into consumer emotions. Sustainability is at the forefront of audience concerns and by addressing this, companies are solidifying their space in the future market.

From eco-friendly packaging to transparent sustainability reports, brands will weave environmental consciousness into their narratives, connecting with a socially aware audience. Tree services can promote their use of electric chainsaws, biodegradable bar oil and/or natural soil amendments like biochar or compost tea.

  1. The Era of Influencer Authenticity

No more smoke and mirrors! Authenticity will reign supreme in the influencer sphere. In 2024, audiences crave genuine connections. Influencers are at the forefront of these connections.

Micro-influencers with niche authenticity have actually seen a rise in the last year. More and more brands are partnering with local influencers who have a connection to their area. Through this, the brand is able to have their product promoted by a local influencer that others in their community actually know. This lends credibility to their product and erases the sense of polished perfection.

Influencer marketing is all about trust and relatability. If you have an influencer in your area that would fit well for your company, I highly recommend looking into this type of marketing in 2024! If you’re looking for more information, please see the article I wrote from 2023, describing all aspects of influencer marketing!

  1. Video Marketing And Short-Form Content Dominance

In a world where attention spans are as fleeting as shooting stars, short-form video content, succinct snippets—ranging from seconds to a few minutes—are the new language of expression.

While video marketing isn’t new, its dominance has been sustained by the rise of platforms like TikTok, YouTube Shorts, and Instagram Reels. Short-form video will continue to dominate in 2024 and we may begin to see a shift to Instagram becoming more of content search engine as opposed to a social media platform. That is the power of short-form video!

Brands are now leveraging short-form videos not just for advertisements but for storytelling, product launches and even customer testimonials.


In 2024, experimenting with emerging technologies and humanizing brand experiences will be the hallmarks of success. Stay tuned as we navigate this exhilarating voyage through the ever-evolving landscape of marketing trends in 2024!

If you’re concerned that your marketing tactics aren’t ready to take on 2024, reach out to an ArboRisk team member to start our Thrive Sales & Marketing Package!


The Key to Accident Prevention

The Key to Accident Prevention

Written by Amanda Carpenter and Anthony Tresselt

Originally published in the July 2022 edition of the ISA Ontario Arborist

The hierarchy of controls is a system of controlling risks in the workplace, a prevention through design strategy for prevention and/or reduction of occupational injuries, illness, and fatalities. Despite the best designed and applied control solutions, there is an independently acting human being that is involved in every workplace injury. Human behavior is the one thing that cannot be eliminated, substituted, engineered or controlled to create safety on the worksite. The person is most often forgotten in risk control hierarchies.

In the arboriculture industry, a lot of focus is put on regulation and technical training.

These administrative and engineering type controls can and do help, but alone they are not the total solution. For instance, the ANSI Z 133 has been in existence since 1968. As a consensus standard, it is updated at regular intervals by those in the industry. Yet the incident rate for occupational injuries still remains high compared to other industries. The same can be said for technical or skills training. Advances in tools and techniques have been progressive, the number of individuals in the industry providing quality training has increased, yet the incident numbers as a whole remain high. 

What regulation and training cannot take into account is the human. Even new, top of the line tools and techniques can be used poorly or misaligned. Highly articulated and crafted regulation with the best intent still must be followed by those doing the work to have any effect.

When, as an industry, we look at the incidents in arboriculture, we see again and again how misuse of well-designed tools, misapplication of well-established techniques, and/ or disregard for industry best practice leads to death and injury. This, coupled with tens of thousands of hours of one-on-one patient interaction with an orthopaedic physical therapist for occupational related injuries, leads us to the observation that many injuries could NOT have been prevented with more safety training and engineering.

 While a vital part, safety training is just one part of the system.

 Without an understanding of how and why humans act, training loses effectiveness. The worker must choose the safe act, the safe tool, the safe technique. There is a human involved in every accident or near hit. The subcon- scious nervous system is in charge of the human’s thoughts and actions 95% of the day; therein lies the key to a safe worksite and meaningful reduction in incidents.

Safety training involves establishing or changing a behavior. When we train or teach, we are speaking to the analytical part of the brain. However, access to training in the moment of a true emergency is not possible for some on this analytical level. It lies behind the gate-keeper of subconscious patterns that are formed from prior experiences, many of which occurred in the first 7-8 years of life. When choice is involved, the human brain will rely on established patterns and appear to resist change. Breaking these established patterns for new, safer ones, is an involved process that takes awareness, patience, and time.

 This process of behavioral change cannot be regulated or engineered.

Forced compliance is short term. Procedure can only serve as a guideline for action. The impetus of action, choice or decision must come from established behavioral patterns. This is easily seen in the all-too-common faulty logic on the tree care job site of, “we have been doing it this way for years and haven’t got hurt yet.” Often said or implied, this attitude shows the basic human reliance on pattern and the reluctance to change.

Even in the face of overwhelming evidence to the contrary, many production arborists make a conscious decision to ignore hazards and use technique known to have high risk of injury. Or conversely, they choose not to take actions known to protect them when engaged in hazardous activity.

Luck or hope is not a safety strategy.

The number of times an “unsafe” act has not resulted in dire consequences does not reduce the hazard. Yet many use this as a justification for not using personal protective equipment, established procedure or new techniques. The best tools and regulations can and often are short circuited by human behavior.

Some humans are more tolerant to change than others. The predictability of change tolerance is often found in the story behind one’s eyes. What has been one’s prior life experience with change? Has life thrown several unexpected and unfortunate changes at them? Did life throw a single pain- ful experience at an early stage of life, which set a pattern in their nerv- ous system resulting in their need for consistency?

 People make changes for one of two reasons, out of desperation or out of inspiration.

Desperation becomes a catalyst for change. Acute pain gets one’s attention; it screams and demands that something be done NOW. While chronic pain is an underlying, low-grade discomfort that allows one to put it off, the voice of chronic pain says; “I can’t keep doing this” or “I can’t keep living like this.” Yet, most often a change is not made until the body takes one out with an acute injury or illness. Why is this? The answer lies in the understanding of the autonomic nervous system.

Humans have a pattern of life, learning and adaptation, a rhythm that becomes familiar and predictable. This pattern, whether healthy or not, becomes recognized by the autonomic nervous system as normal and is perceived as safe. Anything that veers from this pattern can become a trigger; a stimulus that results in an underlying stress response in the body similar to fear. This pattern is exactly why change is so difficult. There is no reasoning this experience, it occurs instantaneously in the body at the subconscious level. You cannot rationalize an irrational response.

In injury prevention, safety training alone often does not create a long-term change in behavior, but the injury itself can be a catalyst to change.

It is not the fear of injury that keeps people safe, rather their ability to tolerate behavior change. For example, a tree care worker has developed a habit of one handing a chainsaw, (a behavior that incident numbers tell us causes many injuries on the tree care job site). The behavior is restricted by legislation as well as manufacturer instructions. Despite legislation and instruction, that pattern is very difficult to change. However, an injury creates an acute pain, often resulting in an immediate change in behavior.

 An expert is born from the internal emotional response that can only occur during a real experience.

Many safety trainers share their personal story to inspire others to behavior change related to hazardous actions. The story of pain, expressed through the authentic  vulnerability of another human can also become a catalyst of change for others. The emotional connection and response that occurs through authentic storytelling can support the behavior change we are hoping for in safety training. Proper technique, rules, and regulations cannot spawn the same type of long-term change housed in the subconscious.

We believe the key to worksite accident prevention is in transformation of the human nervous system, which involves both the person in the mirror and a supportive, vulnerable team willing to hold each other accountable and learn through shared experiences. When skillfully done, human behavior can be changed through transformation, creating a safer worksite and world.

If as an industry we wish to make long term, lasting change, we must address not only training, and industry regulation, but the third hidden factor of the worker and how he or she makes choices. We must come to understand the vital role subconscious patterns (healthy and unhealthy), the autonomic nervous system, and the story behind the eyes of the people doing the work, all play. Failing to do this is akin to claiming a flat tire is fine as it is only flat on the bottom!

Developing individuals and leaders to see and recognize the cognitive dissonance created when familiar ideas and/or beliefs are challenged or proved ineffective can and will transform this industry. But like the very problems we wish to address, it begins and ends with the individual human. We as trainers and facilitators need to take part in and develop a better understanding of the human factor in all we do as arborists, climbers, sawyers, crew leaders and business owners.

To learn more about Amanda and Tony’s transformational coaching program Leadership Performance Mastery: Uncovering the Leadership of Vital Energy, visit their website at https://www.leadershipofvitalenergy.com/

Safety Happens at the Individual Level

Safety Happens at the Individual Level: Q&A With AManda Carpenter

Written by Eric Petersen, CIC and Amanda Carpenter

Like many in the tree care industry, I have been very fortunate to have become friends with so many passionate people who want to help make the industry safer. One of those friends is Dr. Amanda Carpenter. Amanda’s enthusiasm for helping arborists make it home each night comes through in every conversation she has. She has dedicated her professional career towards helping businesses truly create a culture of safety and helping the leaders of the organization understand that safety happens at the individual level. 

I recently had the chance to speak with Amanda and get her insight on this concept and how tree care companies can implement true change within their safety culture. 

Q: You’ve often said that regulation and training alone will not change the safety outcomes of the tree care industry, focus needs to be put on individuals and how people respond to stressful situations. How does a tree care company begin to train or focus on the individuals within their team and their stress response?

A: Human behavior is at the root of safety, and it can’t be engineered. How humans act and react is a result of the wiring of their autonomic nervous system as uniquely wired as the electrical in each house. Previously human behavior was most often trained using fear and focusing on what not to do. However, when we focus on what not to do, a picture becomes anchored in memory. Much like telling you not to think about a red car….. The nervous system is wired for reaction based on experience and memory, so we must train and learn from a place of how we want to respond. Safety is best when memory is accessed in a regulated nervous system. A tree care company can begin to train and focus on supporting a healthy nervous system for its individuals by creating a grounded, psychologically safe work environment. This all begins with the most powerful leader in the organization.  


Q: A lot of tree care companies discuss near misses during a safety meeting, however, you have mentioned that it could actually create the opposite effect within their team unless the discussion is handled appropriately. What is the best way to discuss past accidents and near misses?

A: Much like the example of not focusing on a red car, when we discuss what could have happened while the nervous system is in a heightened state, the memory that it actually happened gets anchored. This can cause a PTSD type response in some individuals and instead of learning from the near miss, fear and anxiety now interfere with the individual’s ability to work safely. The key to learning from an accident or a near miss is to discuss in detail only once the nervous system has come back to baseline, which requires at least 12 hours.  

Additionally, an individual who shares a near miss story, must be brave and comfortable enough that they know they will not be reprimanded or ridiculed. Listeners must support the individual who is sharing and if anyone responds, they must embody emphatic energy towards helping the individual and learning from their sharing. The nervous system reacts to thoughts and feelings, not just words, so the key here is that each individual and the organization must hold a core belief that it is ok to make a mistake.  


Q: What other tools can a tree care owner use to further their focus on individual stress response training

A. We want each individual to be aware and manage their stress response and recognize how their reaction impacts themselves and others. Creating safety cultures with authentic core beliefs is a great place to start. Safety cultures that have a ‘zero tolerance for accidents’ or ‘no injury is acceptable’ mantras are diminishing the safety effort rather than enhancing it. When an employee does not have room to make a mistake, the increased stress on their nervous systems can result in a greater number of mistakes that go unreported and covered up.  

People make changes for one of two reasons….from a place of desperation or a place of inspiration. In the safety world, we want to inspire change to prevent a desperate moment, which ultimately could be severe injury or death. This inspiration must come from the most powerful leader. I’m not talking about inspiring a culture of safety through an incentive program, rather shifting the energy of workers to be safer because the company cares about them. Tree care company owners must fully commit to everyone on their team and begin to build a culture of acceptance, understanding and camaraderie towards each other, including themselves. The leaders must also consciously acknowledge the subconscious limiting beliefs inside their organization, such as “you’re weak if you ask for help” or “just suck it up and move on”. The most powerful leader sets the tone of culture, so the limiting beliefs of that individual need to be discovered and dissolved for an organization to thrive in an authentic culture of safety.   


For more specific, one-on-one training, Amanda has a great Transformational Leadership Coaching program to help leaders understand their own limiting beliefs and then be able to discuss it throughout the organization. 

Lastly, make sure to check out the March 2023 episode of The IndusTREE Podcast to hear a half hour conversation with Amanda that digs into this topic at much more length. 

Amanda A. Carpenter is a transformational leadership coach specializing in the science and practice of human performance. To learn more about Amanda’s transformational coaching program Leadership Performance Mastery: Uncovering the Leadership of Vital Energy, visit her website or watch this short video.

Crane Capacity Explained: Knuckle Boom vs. Telescopic Crane


Written by Hans Tielmann

When it comes to tree removal, having the right equipment can make all the difference in the world. Two types of cranes that are often used for tree removal are knuckle boom cranes and telescopic cranes. Both have their own unique features and capabilities, and each has its own set of advantages and disadvantages. In this blog post, we will compare knuckle boom cranes that are measured in meter/tons to US ton telescopic cranes and how they relate to the tree care industry.

Knuckle boom cranes are a type of crane that uses a series of articulated joints, or knuckles, to bend and move the boom. These cranes are typically measured in meter/tons, which refers to the length of the boom and the weight it can lift. Knuckle boom cranes are known for their flexibility and versatility, as they can reach into tight spaces and move in multiple directions. They are also relatively compact, making them easy to transport and maneuver on job sites.

US ton telescopic cranes, on the other hand, are a type of crane that uses a series of telescoping sections to extend and retract the boom. These cranes are typically measured in US tons, which refers to the weight they can lift. Telescopic cranes are known for their strength and stability, as they can lift heavy loads and maintain a steady position while doing so. They are also relatively large and heavy, making them more difficult to transport and maneuver on job sites.

In the tree care industry, both knuckle boom cranes and telescopic cranes have their own set of advantages and disadvantages. Knuckle boom cranes are ideal for tree care professionals who need to reach into tight spaces, such as between buildings or under power lines. They are also great for working in urban areas where space is limited. On the other hand, telescopic cranes are ideal for tree care professionals who need to lift heavy loads, such as large tree sections or move heavy equipment. They are also great for working in rural areas where space is not an issue.

Let’s wrap it up! both knuckle boom cranes and telescopic cranes have their own unique features and capabilities that make them ideal for different types of tree care work. Knuckle boom cranes are great for reaching into tight spaces and working in urban areas, while telescopic cranes are great for lifting heavy loads and working in rural areas.

Ultimately, the choice between these two types of cranes will depend on the specific needs and requirements of the tree care professional.

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