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Landscaper Retention & Growth Strategies
What Is Customer Retention, And Why Is It an Important Growth Strategy?
Customer retention is a variety of activities aimed at keeping customers for the long term and turning them into loyal customers. The end goal is transforming first-time buyers into repeat customers and maximizing their lifetime value.
"If you want to build a thriving landscaping business, you need to take care of your biggest assets – Customers."
Unfortunately, one of the most frequently-overlooked sections of most landscapers growth strategy is retention. If you want to maximize the lifetime value of your customers and amplify your growth, you need to deploy an enhanced focus on retention. That means focusing equally on acquiring new customers and making more money from your existing ones.
There are many benefits to incorporating a retention program in your marketing strategy. Focusing on retention reduces marketing costs, boosts conversion rates, and increases profits. In fact, according to research from Bain & Company, increasing customer retention by even 5% can increase profits by 25-95%.
This is why you cannot overlook retention and growth strategies in your marketing plan.
The Benefits of Customer Retention
The importance of customer retention as a growth strategy cannot be overlooked. While many landscapers focus on customer acquisition (which is also essential), they cannot ignore the value of keeping existing customers. Taking care of your existing customers is not only cheaper than spending your time acquiring new customers; it will also make you more money in the long run. This is why one of your customer retention programs should be to implement a customer follow-up program.
But don't worry; you don’t have to spend all day calling each and every one of your customers! Developing a CRM (Customer Relationship Management) program is essential. Within your CRM customers can be segmented into groups based on the services you have provided them (i.e. lawn care customers, sprinkler system customers, landscaping customers etc.). This will allow you to communicate effectively, create better offers and so much more.
Effective Social Media Marketing Strategy
"Social Media" is a term we've collectively decided upon to describe the way people communicate in a modern age. Facebook, Twitter, Instagram, Youtube - they're all platforms where people post media that people socialize around.
A strong community will also pay long-term dividends if you manage and nurture it properly. Your community will produce advocates - repeat buyers who sing your praises to the rest of the community, keeping them engaged and buying.
Monthly Landscaping Tips Newsletter
Providing landscaping ideas, lawn care tips and important reminders to prepare lawn, plants and sprinklers for the approaching season is a great way to give value to your customers.
Creating great content can be shared on social media, turned into videos, used to create landscaping podcasts and so much more. A little work each month will not only help with customer retention but can also be used to help with your SEO efforts!
Weekly Landscaping Podcast
Sometimes writing is more difficult than just sitting in front of a microphone and sharing your valuable content for your listeners.
Like your monthly newsletter, podcasting content can be repurposed on your website blog, turned into vidoes for your YouTube channel and can be used to create a newsletter to send to your existing customers. This content will also help with your local and organic rankings!
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