Four Free Powerful Marketing Tools

by | Jul 30, 2019 | Marketing | 0 comments

Four free Powerful Marketing Tools

Need help marketing your business but are overwhelmed by the abundance of tools and programs available? Me too! With so many options, it’s hard to narrow down which programs are useful and which just aren’t worth the investment. Often times you can stumble across a new program that promises the world and shiny solutions to solve all of your problems, however they may include a contract and hefty price tag. Simply signing up for one of these programs gives me anxiety in case they don’t live up to their hype.

But I’m here to give you hope! As the digital marketing specialist at ArboRisk, I’ve tested out numerous marketing programs and tools, some of which have been a major success for us, and others fell short.

Below are four key marketing tools that are inexpensive or FREE that I utilize daily and that have helped take our marketing to the next level:

Canva: Canva allows you to effortlessly create stunning visual images to use across your social channels or create professional high quality flyers for your next direct mail campaign. Its’ drag and drop features are so easy to use allowing high quality graphics to be created in minutes without the help of an experienced graphic designer. There are free and upgraded versions of Canva giving you access to additional templates and stock photos. If you’re doing a lot of image creation, the upgraded plan is a great route at only $9.95/month per user.

Google My Business Platform: Google is king in today’s digital marketing world. They offer an expansive free marketing platform that helps you promote your business, analyze search ranking, and ensure your website is showing up online. Google Analytics provides detailed data regarding the number of visitors to your site based on a specific date period, the keywords that were used to find your site, how long each user stays there, and more. Understanding your website’s metrics is vital to measuring the success of your marketing efforts. Google’s Search Console allows you to identify any problems your website may have and optimize it for searches. Combined, these tools help you decide what content you need to add to your website to get your targeted audience there.

MailChimp: Regardless of the size of your business, email marketing should be included in your overall marketing strategy. MailChimp is an easy to use email software that remains free until you exceed 2,000 contacts. The platform makes scheduling email blasts, creating automated campaigns, and analyzing data simple even if you are just starting out with email marketing.
Slack: Easy communication between team members is key to successful projects and jobs. Slack is an online chat platform that seamlessly allows team members to individually chat or create groups to collaborate on specific jobs or projects. At ArboRisk, we utilize the free version but based on your company’s specific needs/wants – there is a paid option available that includes numerous upgrades.

Using these four key programs you can create impressive content, analyze key points of data from your website, and seamlessly communicate with customers and employees without making a large investment.

To learn how to utilize technology better within your company’s marketing efforts, contact ArboRisk today and signup for our Thrive program.

Written by: Amanda Eicher

Increase Your Engagement on Social Media

by | Jul 2, 2019 | Marketing | 0 comments

Increase YoUr Engagement on Social Media

Have you ever been texting someone and you want to keep talking and asking them questions and they consistently find ways to end the conversation? Many businesses do this exact same thing to potential clients on social media while others still don’t even give people the opportunity to respond.

If you are looking to generate leads and form relationships online, why would you cut off the conversation before it even gets started? I see too many tree services who are active on social media miss opportunities to engage with their followers. To cultivate true online relationships, you must intentionally integrate a strategy to get your followers to interact with you.

Below are a few tips for branching out of your comfort zone and encouraging your followers to engage with you on social media.

Ask Them Questions: Yes, this seems like a no-brainer. But do you know how easy it is to spew content at someone and never bother to ask them how they feel about something? I once unfollowed a shall-not-be-named-brand because they were constantly pushing their own product and not once did they reach out to their followers. #SeeYa Write a post about the fun activity you are doing that night, and ask them to respond with their activity for the night. Post photos of two or three different trees and ask them which tree they would rather have in their backyard. Play “Would you rather” or “Spot the difference” in two photos. All of these options allow your followers to feel included in your business and help them feel more comfortable with you!

Conduct a Contest: One of the easiest ways to get people commenting and engaging with your posts is to hold a contest and provide free items. Everyone loves free stuff. Ask them to identify a tree or piece of equipment you use to win a gift card. Partner up with another business or company and ask your followers to like both of your accounts, your post, and tag three friends on your post to be entered to win a free tree pruning!

Use Trends to Your Advantage: Everyone loves memes, trends, and viral videos. Use these to your advantage! Remember a couple of years ago, there was a dress photo trending online and everyone was arguing about whether it was blue and black or white and gold? Posting a copy of that photo and asking your followers what they think is a great way to get people talking! Everyone loves sharing their opinion, especially on the internet, and viral trends are a great way to show followers that you are engaged in the world and you are willing to give them a platform to share their opinions.

Share photos or @ Them: Include your followers in your posts! One of the best ways to get involved on social media is to engage with others yourself! The more opportunities you have to include other individuals and businesses, the farther reach your posts will have. Also, people are much more likely to comment on posts when they know a person that’s in them!

Share Your Stories: If you don’t share anything personal on your social media, why should your followers? By keeping yourself private, you’re creating distance between you and your followers on an already distant medium! The more personal items you are able to share – why you started your business, what is a weakness of yours, who inspires you – the more likely people are to open up and share with you. And when you’re done sharing, ask them to share their stories! You will find that people are easily persuaded to open up when they feel safe doing so – so give them that opportunity!

The most important thing to remember, is that people follow you for a reason! They want to get to know you and they want to feel like you are in this together. Reaching out to include them in your social media will only strengthen your relationship in the long-run.

Written by: Katie Petersen

5 Simple SEO Tips

by | May 28, 2019 | Marketing | 0 comments

5 Simple SEO Tips

“Do the best you can until you know better. Then, when you know better, do better.” – Maya Angelou SEO. Search Engine Optimization. If you’re anything like me, it makes you shudder just to see those words in print. But, because I realized I am immersed in the world of digital and traditional marketing, I knew I could not let that fear overtake me. Rather, I decided to tackle SEO day-by-day, to learn as much as I could to do my best for our clients. I started my journey by attending a seminar that revolved entirely around digital marketing strategy and maximizing your website to its best potential (Thanks, Top Floor Marketing!). The main takeaways from the class involved avoiding website and marketing disasters and best practices for SEO. But the one thing that really stuck out to me was how simple some of the steps were to update the SEO on your website. SEO does not have to be scary or difficult. I attribute learning about SEO to learning how to be a successful tree care service owner: in the beginning, it was scary because of the unknown, but once you learned more, those scary thoughts went away, and were replaced by confidence and knowledge that would help you make the correct decisions for your business. SEO is the same way! Below are a few simple tricks and tips to get started in updating your website’s SEO: Meta Data: SEO Meta Data is what appears on search engine results pages and includes the page title and the description text below the title:

You want to make sure your pages are clear and optimized, while not being too brief or too spammy. There are four categories of Meta Data, and how you adjust them can impact your SEO. Below, I use the example of “ArboRisk Insurance” and the page title of “Who we serve:”

Automated: ArboRisk | Who We Serve | Arborist
Somewhat vague, does not give a full picture of what you are about

Non-existent: Home – ArboRisk Insurance
Nothing available, does not provide any additional information about what the page pertains too

Optimized: ArboRisk Insurance | Protect Your Tree Service with ArboRisk | Tree Service Insurance
Clear, concise, and lets Google know exactly what the page is about without going overboard

Crawl Errors: 404 Page Not Found. Crawl errors occur when Googlebots try to access your website, but something prevents them from doing so. Crawl errors may be caused by faulty links, DNS failures, server connectivity, or issues with your robots.txt file. What does this mean? Check the links on your website regularly to ensure all are working. Contact your web master to help resolve any server issues or to fix broken links.

Indexing: In a nutshell, indexing lets you know if Google can find your webpages and shows you the URLs on your website that are getting the most visits. In other words, indexing is incredibly important because if your website is not in Google’s index, it will not show up when people search for a query. A simple way to check indexing for your website is to type Site:your website URL into Google. (Example – Site:arboriskinsurance.com) Be sure to use your EXACT website URL! If your site does not show up when indexing, and you are using your exact URL, it’s time to make some updates! Add a blog, update a few pages – the more copy you can change and edit, the more likely Google will be able to find your pages.

URL Structure: The best types of URL structures write for both users and search engines, use specific keywords and file path structure, and utilize hyphens over underscores. Don’t be generic, avoid keyword repetition aka spammy structure, minimize URL strings (URL’s that have too many numbers or incoherent letters), and make sure that the user can understand what your page is about by looking at the URL. An example of good URL structure is:

Traffic Analysis: Are you analyzing your website traffic on a regular basis? Do you know which website pages are getting the most hits? Analyzing your traffic is an essential way to maximize your SEO. Make sure you are looking at which pages get the most organic entrances (meaning people are finding them by simply searching in Google, rather than clicking on an Ad), organic bounce rate and time on site, and what organic traffic is branded (words that mention your brand name) vs. non-branded (words that do not reference your brand name).

SEO is always changing. It is always something that needs attention. But if you do your best to schedule in time each month to analyze and update your SEO, you will find your website will be more optimized and you will save yourself future headaches and frustrations down the road.

Written by: Katie Petersen

4 Tips to Create a Cohesive Brand

by | May 14, 2019 | Marketing | 0 comments

4 Tips to Create a Cohesive Brand

As a tree service owner, diving into the realm of branding can seem like a daunting task. For so many companies, it’s overwhelming or gets filed in the “I’ll do that later” folder. Your brand is your company’s entire image and the story that is being conveyed to customers and prospects, so it needs your attention.

Before a customer uses your services, they have interacted with your brand in some way. Whether they drove past a truck with your logo, walked their dog past a house with your sign in the yard, or saw your latest Instagram post, all of these seemingly small interactions are the building blocks of relationships with your audience and ultimately what defines your brand.

With a few tweaks and fine tuning, you can create a cohesive brand for your tree care company that attracts new customers.

Determine your brand identity: Your brand is so much more than your logo. It is the story your customers tell. The first place to start determining your brand identity is by defining your “why”. The “why” is so critical for many aspects of your business, but will essentially define your brand identity. We wrote an article recently all about this topic and can help you define your why: https://arboriskinsurance.com/2018/08/what-is-your-why/ Clearly outline your key services, the history of your company, your company’s values, and where you want to go in the future. Once it is determined, your brand identity will influence everything in your marketing plan from the words on your website to your social media posts.

Utilize a consistent color palette and fonts: Your logo is your company’s most identifiable aspect. Your brand colors should include those of your logo and complementing colors that align with the principles of design. From mailers to social media posts, utilize these colors in all artwork. Your fonts should remain consistent just as your colors. When choosing fonts, make sure they are easy to read and can be used for a variety of purposes. If you select a “fancy” font for headlines, make sure to pair it with another that is more ordinary. Here is a resource that helps pair complementary fonts: https://fontjoy.com

Create a professional website: Did you know it only takes 3 seconds for someone to make a decision whether to stay on your website or not? Your website is the first place prospective customers go to check out your business before they decide to use your services. With such a short time frame to make a great impression, having a professional website is a critical aspect of your business and your brand. If you are like most, website design isn’t included on your resume. Invest in a web designer and a professional photographer to create a site that helps your business stand out!

Use a recognizable voice: Whether you are doing all the writing yourself, or outsourced to another company, decide on a writing style that portrays the brand identity you have created. Start by choosing 3 words to define your brand’s personality and voice. From there, choose a style that appeals to your target audience and keep it consistent. Use the same tone and formality throughout your website pages, blog, direct mailers and social media posts.

With a clearly defined brand, you will attract the right kind of customers. Following the 4 tips outlined above you will begin to create a cohesive brand that will help your tree care company stand out from the crowd!

Do you need help with your company’s overall branding? ArboRisk’s exclusive Thrive program includes brand building initiative to help take tree services to new heights! Contact [email protected] today to learn more!

Written by: Amanda Eicher

Ways to Grow Your Social Media Following

by | Oct 23, 2018 | Marketing | 0 comments

Ways to Grow Your Social Media Following

Whenever I meet with clients, the top concern I hear is, “I know I need to be posting on social media, but I have no idea what to post or how to increase my number of followers.” To help your business thrive in today’s modern age, social media usage is a must – and most businesses are on it, in one way, shape, or form. But how many of these businesses use it in an active, strategic way that actually increases their following? After all, you can’t reach the level of Wendy’s Twitter savagery:

or GoPro’s Instagram’s strategic use of hashtags to increase their engagement:

by posting a few links, @mentioning others, and using 77 hashtags on each post. #notgonnawork Strategy is the name of the game and in order to grow your following successfully, you’ll need a good one. If you are struggling for followers, here are a few ways to get your social media presence off the ground (no pun intended). Create a Strategy and Stick to It Who are you? What are you hoping to accomplish? What types of followers are you looking for? If you answer, “Because everyone else is,” or “Well…” I’m here to tell you, you may have a problem. Sitting down and coming up with answers to these questions in incredibly important when you begin to grow your following. Setting SMART goals is an easy way to answer these questions and give your social media meaning: Specific (We will focus on one social channel (Facebook) and measure response rate.) Measurable (The response rate can be measured from the Insights tab.) Achievable (We didn’t make an outlandish goal of say, a 100% increase in 15 days.) Relevant (Our goal will increase our overall social media presence, making us relevant.) Time-bound (The goal will be met in the first two quarters of the year.) Choosing the Right Channels Many businesses make the mistake of utilizing every social media channel they can, becoming overwhelmed, and eventually giving up. Different social networks cater to different individuals, and different pockets of the population can be found on each. Millennial-aged individuals tend to gravitate towards Instagram, Twitter, and Snapchat. Generation X and Baby Boomers lean more towards Facebook. Individuals with a college degree are more likely to use LinkedIn, and Pinterest is utilized almost exclusively by women. Pro-tip: “everyone” is not an audience. Where will your business thrive and with which clientele? Identify your ideal audience and focus on posts within that channel.

Create Meaningful Relationships Blog Post. Like. Share. Blog Post. Share. Like. It is easy to fall victim to an endless cycle of mundane posts. Spoiler Alert: Eventually, your followers will tune you out if your posts are robotic. Be a human. Show your personality. Be honest. Be vulnerable. Inject humor. In a world where everything is digital and human interaction is not always common, it is more important than ever to show who your company is on a personal level. Interacting with your followers as if they are your closest friends is incredibly important. Showcasing the faces behind your business – even more so. And don’t forget to engage with your followers! Responding to comments and questions on your posts shows your followers that you are invested and listening to them. Take Abercrombie’s excellent response to a comment below on Instagram:

Create a Schedule

Posting on a consistent basis not only reminds your followers that you are still around, but it also allows your business to organize your content and more effectively target the clients that you want. Creating a schedule gives you the opportunity to post at times that will maximize your engagement and helps you avoid repeating the same content over and over. If you are not interested in paying for a scheduling platform, I have found that I can easily create a calendar for myself in Excel – simple, effective, and gives me a month’s worth of content that I do not have to brainstorm for.

Sources (1) (2) (3)

Written by: Katie Petersen

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