Offensive & Defensive Strategies in the Marketing Playbook

Hi there,

Today we are talking about offense and defense.

This isn’t about your favorite football team—although I can talk sports—but rather your marketing.

Think about all of the ways you use marketing to attract new customers. That’s your offense.

Now, consider how you keep those customers coming back. That’s your defense.

Without a strong offense, you might struggle to gain new clients. Without a solid defense, you risk losing the ones you have.

Offensive Marketing Strategies:

• Referral Incentive
• Seasonal Promotions
• Traditional Mail Campaigns
• Email Marketing

Defensive Marketing Strategies:

• Exceptional Customer Service
• Loyalty Programs/Discounts
• Educational workshops
• Personalized follow-up/thank you

Landscaper Marketing Example

Pinnacle Lawn & Landscape has a special offers section that targets both new and existing clients.

Why I Love It

The transparency on both pages clearly outlines the discounts and how a client could receive them. This makes it easy for users to understand their options.

• A deadline for redeeming discounts creates urgency. It encourages new clients to act quickly for fear of missing out on savings.
• Offering discounts based on occupation, age, and location shows appreciation, helps to build loyalty and attracts more customers within a geographic area.
• The company provides a clear incentive for clients to refer others. This strategy promotes word-of-mouth while also rewarding loyal customers.

Website Teardown

Watch me tear down Landscape Services, Inc’s website.

In this video, you’ll discover the importance of detailed, service-focused landing pages, how to leverage existing content effectively, and the advantages of modernizing your website design to improve user experience and boost lead generation.

Action Items

• Start by developing separate landing pages for each of your services, like irrigation installation or landscape design. This helps improve your search engine rankings and makes it easier for potential customers to find exactly what they’re looking for. Having detailed information on each service builds trust.
• Consider creating pages for the different industries you serve, such as commercial properties or schools. This way clients can see your experience and past projects.