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February 22, 2019
Fairfax, VA

Early rate (as of 1/11/19): $445/Member; $495 Non-Member
Regular rate: $495 Member; $595 Non-Member

A full-day coaching seminar, hosted by Market Hardware, designed to teach YOU the A to Z’s of Web Marketing. For Beginners and Seasoned-Pros alike.

“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 amount of people just finished reading that same quote and wondered if they contributed parts of it!

We’ve partnered with Market Hardware for this event, 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 they provide tips, secrets, answers and more!

And the best part, you can come and go as you please. A full schedule is below, showing the range of Web Marketing topics, we’ll be discussing. Each topic will feature a Web Expert with 6+ years of experience, who will put into plain English all the options at your disposal – so whether you’re just looking to brush up some of your skills, wondering how to hire the RIGHT company, or just want to take advantage of another NALP member-benefit, you won’t want to miss this one-of-a-kind opportunity.


8:30 AM – 9:00 AM Welcome Gathering

9:00 AM – 10:00 AM Introduction and Website Best Practices
Featuring Doug Schatz, 350+ landscaping consultations (and counting!)
  • 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 Lisa Benezra, Search Marketing Consultant, Market Hardware

  • 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 Alain Parcan, Director of Education, 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.

If you have any questions regarding the event, please contact Lisa Wood.

About Your Hosts:

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 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 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.

Lisa Benezra is one of Market Hardware’s senior-most Search Engine Marketing experts. She oversees the management of over 100 SEO & Paid Search campaigns, many of which are focused in the landscaping industry. Her experience in data-driven management and reporting makes her an excellent resource for NALP members.

Program Champion

Landscape Management