5 Step Formula for Winning On the Web

February 22, 2019
Fairfax, VA

“The biggest challenge I have is Web Marketing – it’s hard to tell who’s real and who isn’t. And even harder to decide what to do myself or hire out. Everyone pretends to have a magic formula that can drive unforeseen levels of search traffic, while raking in leads. It’s difficult to know what ACTUALLY works.”

Sound like you? If so, don’t panic! An astounding number of NALP members just finished reading that same quote and wondered if they contributed parts of it!

So here’s the good news. NALP and Market Hardware have decided to partner up on a regional workshop, coined “NALP Web Marketing Coaching Day,” designed to help you understand everything from basic Web Marketing fundamentals, all the way to the most intricate, new, and timely strategies. Join Brian Kraff, Market Hardware Founder and CEO, Alain Parcan, Director of Marketing, and several other experts as we provide tips, secrets, answers and more!


Friday, February 22 (click to expand)

8:30 AM – 9:00 AM Welcome Gathering

9:00 AM – 10:00 AM Introduction and Website Best Practices
  • Your Website should be the foundation of any marketing strategy, online and offline. Whether people learned about your business from a friend or found you online, chances are they’re going to take a look at your Website before calling you. Make sure your Website passes the “15-second test” and is built to convert all those Website visitors into callers – and customers!
10:30 AM – 12:30 PM SEO: How to go from ‘Nowhere’ to ‘Page One’ of Google
Featuring SEO Guru Matt Horn, consultant on 100+ landscaping SEO campaigns

  • We’ll walk attendees through an SEO process from the most fundamental elements of an SEO campaign all the way up to high-end strategies that command more time and investment, but yield big dollars in return.
  • Come away with: A month-by-month SEO roadmap that will have you outranking your competition and winning more business from Google.
12:30 PM – 1:30 PM Lunch Break + Q&A

1:30 PM – 2:30 PM Social Media/Email Newsletter Marketing to Retain More Clients
Featuring Rebecca Hussey, Chief Social Officer, Market Hardware

  • Ever struggle to come up with new, engaging content for your Social Media pages or Email Newsletters? We’ll help you schedule out your Social Media posts and talk about some of our Email Newsletter strategies that have been successful in the landscaping industry. Make sure you bring a pen and paper while learning about our ‘90/10’ rule as it pertains to both Social Media and Email Newsletters!
  • Come away with: At least 5 new customer-friendly content ideas and a schedule for posting them.
3:00 PM – 4:00 PM Paid Search: Traditional PPC Ads and Banner Retargeting to Drive New Leads
Featuring Landscaping Industry Consultant Doug Schatz, 350+ landscaping consultations (and counting!)

  • Paid Search remains a tried and true marketing strategy in the landscaping industry, but in 2019, there are many different ways to do it: Buying ads on Google or Facebook, display ads on YouTube, Banner Retargeting ads and more… We’ll tell you the pros and cons of each and help you figure out whether you have room in your budget for any of them.
  • Come away with: A customized budget recommendation and marketing plan to dominate your local competition.
4:00 PM – 4:30 PM Final Q&A

  • Ask any Web Marketing question you’d like! Get advice directly from the pros who are in the Web Marketing trenches every day.


Alain Parcan

As director of marketing for Market Hardware Inc., Alain Parcan brings nearly 10 years of experience in educating landscaping businesses in marketing themselves more effectively.

Brian Kraff

Brian Kraff is a co-founder of Market Hardware. He is a member of the ‘club’ of Internet media executives who are tapped into the daily changes of how the internet affects the nation’s small businesses.

Doug Schatz

Doug Schatz is the Director of Operations at Market Hardware. He is the onboarding specialist for landscaping businesses, and an SEO expert who is also Google Ads certified.

Program Champions