Marketing Mayhem: What Smart Dealers Are Doing Now
Let’s face it—most independent lawn & garden equipment dealers didn’t get into this business to become marketing experts. You’re great with engines, customers, and sales. But when it comes to things like Facebook posts, Google reviews, and local SEO… it’s easy to feel lost.
And you’re not alone. Across the country, small dealers are running lean operations with limited staff and little time to “figure out marketing.” But here’s the good news: you don’t need a big team or a fancy agency to start getting results. You just need a few smart, doable moves—and the right mindset.
Start with What You Already Know
Think of marketing like you think of selling: it’s about connecting with people. Your customers want to know you’re trustworthy, local, and that you stand behind the products you sell. You don’t need slick ads to get that across—you just need to show up where your customers already are.
That means getting visible online, even if it’s just one small step at a time.
What Smart Dealers Are Doing Now
Here are four things successful dealers are doing this week to take control of their marketing—without hiring extra staff or spending a fortune.
- Claim and Clean Up Your Google Business Profile
Most dealers already have a Google listing—even if they didn’t set it up. That’s the box that shows your hours, location, reviews, and photos when someone searches your business.
Do this next week:
- Visit google.com/business and make sure your business is verified.
- Add updated store hours and a few fresh photos of your storefront or showroom.
- Respond to at least one customer review (even a “Thanks for the kind words!” goes a long way).
- Pick One Social Channel and Be Consistent
You don’t need to be everywhere. Just pick one platform (usually Facebook works best for our industry) and make it a habit to post once a week.
Try posting about:
- A new mower or tool that just arrived
- A quick repair tip or maintenance reminder
- A shout-out to your staff or a loyal customer
- A simple “We’re open and ready to help you get mowing!”
The trick is consistency—not perfection.
- Use Your Expertise as Content
Your team solves problems every day. Turn that knowledge into quick advice posts or even short videos.
Start with one idea next week:
- “Why your mower won’t start after sitting all winter”
- “How to tell if your blade needs sharpening”
- “3 things to check before calling for service”
You already know the answers—just share them in your own voice.
- Ask for Help, But Stay in the Driver’s Seat
If this all still feels overwhelming, consider working with a trusted partner who understands dealerships. The right support can handle your online presence while you stay focused on what you do best—serving customers.
Ask your OEMs about co-op-eligible programs, or check out Joy of Mowing that specialize in digital help just for independent dealers.
Final Thought
You don’t need a full-time marketing manager to succeed—you just need to start. Smart dealers aren’t trying to do everything. They’re picking one or two simple, repeatable actions and building from there.
Make next week the week you do something. Even a little marketing effort can go a long way in showing your customers you’re here, you’re local, and you’re ready to help them tackle the season.