According to invesp, it costs companies an average of five times more to attract a new customer than keep an existing one.
When creating content for a website, blog, or newsletter, too many contractors focus only on getting new customers. Don’t make that mistake.
You have to be savvy enough to serve content to your past customers as well. You’ll be surprised at how many people come back for battery storage or perhaps a heat pump they couldn’t afford when you first came out.
It all starts with the right KPIs.
You’re probably tracking past customer leads. This is important. Specifically, how many customers return to complete additional projects?
Comparing the last 12-months to the previous period, one of my clients saw a 63% bump in the number of past customers who came back for more. This tells me we’re headed strongly in the right direction.
For content ideas, check out this guide from Derek Flint on the Content Harmony blog: How to Use Content Marketing to Improve Customer Retention.
In my experience, case studies hit the mark.
Both new and past customers appreciate case studies. You’ll want to feature over-achievers: customers who went all-in and achieved something special. Maybe they’re close to net-zero or their energy bills dropped by 30%.
With case studies, don’t skimp on the details. Go beyond drone footage to share specifics on the systems, costs, cash incentives, and financing (as much as you’re comfortable sharing). The point is to bring your work to life, and inspire action.