Growth Hacking Your Lawn Mowing Business

If you have a lawn mowing business and are interested in bringing in more customers (and money) to your business, you might be interested in the term growth hacking.

What is growth hacking?

In a nutshell, growth hacking is the process of rapid experimentation to learn what messaging, pricing, and product offerings work best for your business across different marketing (and other) channels.

The key words in the definition are rapid and experimentation:

experimentation: you need to test different ideas, not just rely on one idea to get more customers and money into your lawn mowing business and

rapid: it means testing things quickly and not spending six months in between experiments.

What you’re testing for is not just new customers but also how much each new customer spends. Customers sourced from different marketing channels may pay different amounts of money depending on how they found out about you. So, test for this, too.

What are some examples of a lawn mowing business?

Let’s say you want to test the best way to get new customers to your mowing business. The old way might have been to sign up for some (or all) of the following, then kiss your money goodbye and wait for people to come to you:

Google AdWords for 3-6 months (DIY or with an SEO agency) on a generic “lawn mowing” campaign;

An online, local business directory for 12 months;

A weekly local newspaper advertising campaign for one to three months;

Printing 10,000 flyers and letter dropping them every day that you don’t have enough lawns to mow;

Visit as many local businesses as you can to see if they want to partner with you and refer business your way

The problem with the old method is that your (admirable) patience in waiting for each of those campaigns to end before you can reassign your marketing budget elsewhere is costing you money because you’ve locked yourself into spending money on long-term campaigns that may not be bringing you new business at all.

The new way, the growth hacking way, would be to spend small amounts of money on lots of different marketing campaigns in a short period, then decide which ones work best, and then redirect more of your budget to those successful channels. For example:

Only set up Google AdWords for one week, then assess if the money spent was less than the new business you earned from it during that week;

You’d probably split that one week’s campaign into 3-6 ads, which may look something like this:

lawn mowing [your suburb]

lawn mowing [your region]

lawn mowing service [your suburb]

cheap mowing [your region]

experienced mower [your suburb]

gardener [your suburb]

Only agree to a one-month listing in your online, local business directory, then assess the results;

Agree to two advertisements in the local newspaper

Again, you might experiment with this by creating two different ads so that the week one ad is worded differently from the week two ad to see if they bring in different results;

Print 1,000 flyers and letter drop in one week only

Perhaps print 500 flyers with one message and 500 flyers with a different message to see if the different messaging brings in different results

Perhaps deliver 250 flyers with message one in your first choice suburb, then deliver 250 flyers with your second message in your second choice suburb

Visit local businesses in a strategic fashion

Visit ten real estate agencies;

Visit ten tenants at an industrial site;

Visit ten samples from another type of business, then see which one has the best results (if any at all)

Quick Summary

So, before you open your wallet for any long-term marketing campaign, you may like to brainstorm how you could better allocate your marketing money into smaller experiments, learn from those rapid results, test new marketing channels, learn again from the results, and so forth, until you are confident that you’ve found the best way to spend marketing money for your lawn mowing business.

If you start loving the growth hacking topic and want more information and to learn from others in all types of (mostly online) businesses, one authoritative source to check is GrowthHackers.

Good luck – and feel free to share any growth-hacking tips of your own!

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