Why free lawn services are worth every penny you spend on marketing strategies and tactics...
Let’s start here:
Who do you know that doesn’t want free stuff? “Free” is still the most powerful word in marketing.
"Free" has a hypnotic effect on your clients.
But most business owners don't know how to use it - the right way.
People love free, but if you use it poorly, they'll think you're trying to scam them.
So how do you make your free promotions credible? More importantly...
...how do you make money from giving away lawn care services - for free?
Giving away services for free can cost you a lot of money.
When you do it wrong, you'll end up working for free.
If you're new to the Lawn Care Industry, you might want to check out these 11.5 Best Ways to Market Your Lawn Care and Landscaping Business. They're proven to work, and will grow your business faster.
However, if you feel like you're out of options... and you really want a fast injection of new clients (and profit) in your lawn care business:
Try this strategy.
First, we're going to start with your "client lifetime value."
Gotta spend money to make money, right?
Well, before you promote anything, you need to know how much you can spend to acquire a new client.
Essentially, you need to know these numbers:
This article will show you how to do the rest.
Once you know how much a client is worth to you, you can typically spend 1/5th to 1/3rd that amount to acquire them (and still be profitable).
So, say a client is worth $500 over their total lifetime. You can spend $100-$167 to acquire them.
When you're a business, free doesn't make sense... right?
I don’t blame you for being hesitant, because if you give something away for free it will cost your business money.
But your clients really love getting something for nothing. Here's why:
If your clients have a good experience with your free offer, research indicates they are 20% more likely to pay it back by referring your work to someone else. What's more, companies often make more money on giveaways because consumers feel obligated to buy more.
Yet, the real win is if your product or service proves useful, expectations are exceeded and perception shifts to positive (“It’s not only free but it’s way cool and so worth it!”).
The experiment proved that when offered two products, one for a discount and one for free, people would almost always choose the product that was free. People love getting something for nothing and if given the option, they choose free over cheaper.
Start with a service that is perceived as high-value.
Keep your free service giveaways unexpected:
“Too good to be true” decreases your credibility.
To avoid this, explain how you came to offer such a great free deal:
Whatever the case for a freebie, give a good reason for it.
Obviously, you can give away free services...
...but there might be a better idea. One that will earn you more money, without costing your company time and labor.
Giving away free information is the easiest and lowest cost answer - while still giving your clients incredible value. It also positions you as an expert.
Include “insider information" as a free giveaway for new customer lead generation.
Your how-to guide could be a written article, blog, podcast or video on particular subjects of great interest to your target market:
Use this venue to gain momentum in the off-season and reach out to your community. Once spring rolls around, everyone starts thinking about their outdoor property. Find out what people in your area would be interested in learning about prior to spring and formulate an ongoing circuit of classes during this time.
Free consultations and landscape audits (usually priced at $400 and up) will reel in customers. In addition to your estimates of what it will cost to do work on a prospect’s yard, add free detailed explanations and advice commentary in your report alongside the dollar values.
Contests are one of the best free giveaway promotional tactics in your arsenal with a multitude of social media marketing goals you can accomplish. Use Instagram or advertise your contest on Facebook to see quick returns and get a bunch of new leads.
You can spend as much or as little as you want, both on the prize itself and your marketing efforts behind it.
Before you begin any social media campaign, it’s important to decide what marketing goals you want to accomplish:
Free services are a terrible idea...
...unless you do them right.
Then, they'll get your foot in the door, and help you acquire new clients who are worth so much more.
Give away free information, position yourself as the friendly expert, and you're going to grow 10x faster.
Tags: Business Operation