Take a look at our January newsletter!
January 2022
Tree Hugger HERALD
770-637-3707 | TreeServiceDigital.com
2022: The Year of Refinement
Homing in on Business Goals This Year
The new year is here, and it’s time to look back at 2021 and even years prior to determine what has and hasn’t worked and how to capitalize on that moving forward in 2022. I’m not talking about setting resolutions that may fizzle out come February, as many do. Instead, I’m referring to concrete, measurable goals to best set your tree service business up for success. Here at Tree Service Digital, our goal is to help 100 tree service contractors double or triple their revenue within the next 12 months. It’s a lofty goal, but as we stand right now, we are halfway there. We have mapped out and planned to achieve this by adding more account managers for each of our clients, strategically running ad campaigns to generate more tree service companies who are looking for help and assistance, and carving out a marketing budget to ensure we are effectively communicating our message to prospective clients. The overarching goal is to reach those who are in need of our assistance to grow their business and connect with them. Do you have any goals for your tree service company? Maybe you’re working diligently toward adding a second or third crew to your business or aspiring to generate $500,000 or $1 million in gross revenue in the new year. Possibly, you hope to improve your client relationships or team morale. Maybe you’d just like to add some innovation to your business plan. No matter what you would like to achieve, planning is necessary to put the goals in place that are sure to set you up for success. The absolute best place to start is by writing down monthly, quarterly, and annual goals. Getting them down on paper keeps them measurable to hold you accountable. This way, you can track your progress along the way, documenting achievements and setbacks and using both your successes and failures as fuel to continue moving forward.
Every year, I put together an internet marketing plan for tree services. I will be hosting a webinar in December with a replay available in January. In this informative webinar, I go over a few of the many possible goals you may have for your business, how to set them, and how to look back at and evaluate your numbers to best determine how many leads or appointments are necessary to reach your goals. This 2022 internet planning webinar can be located on the Tree Service Digital YouTube Channel or on the podcast on our website, available at TreeServiceDigital.com/podcast . You are sure to find value in the many tips and strategies that align with your 2022 goal-setting to best benefit your tree service company. As we cruise into 2022, I wish you, your family, and your tree service business a very happy, healthy, and profitable new year! Together, success is right around the corner.
–Wesley Smith
TreeServiceDigital.com
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Stop Losing Clients Today! R etention is crucial to your business. According to Investopedia, acquiring a new client can cost five times as much as retaining an existing
6 Ways to Rethink Your Retention Marketing
one. And if that doesn’t convince you, research from Bain & Company and the Harvard Business School both show that a 5% increase in customer retention can boost profits by as much as 95%.
Make personalization possible. In order to retain customers, you must build quality relationships with them. This starts with knowing who they are, what they need, and how they interact with your company and your marketing. To figure out those key points, you should gather and interpret a lot of data, both online and off. You can do some of this data-gathering and calculating yourself (for example, you might consider calculating the lifetime value or LTV of each client), but hiring a third-party data analytics company will help you take your retention marketing to the next level. SAS, Alteryx, Kissmetrics, and InsightSquared are great options for small-business owners. Hire (or create) a retention expert . If you truly want to maximize your retention, you need to make it an integral part of your team’s marketing approach. Investing in specialized training for your team is one way to do this. But you can also hire a retention expert or shift one of your existing team members’ roles to focus exclusively on managing and retaining clients. Yes, hiring is expensive, but remember — increasing customer retention by just 5% can increase profits by as much as 95%. That new team member will pay for themselves in no time! Retention marketing mindset shifts will be game-changers for your company. You can start with one of these tips or dive into all of them. Whatever feels right for you, if you try these ideas, it won’t be long before you’ll see the difference in your bottom line.
If you don’t have appropriate retention strategies in place, 2022 is the perfect time to make a change! Here are 6 ways to completely rethink your retention marketing that will save your team time and money. Reallocate your resources . Don’t just talk the retention talk — walk the walk! In order to truly change your company’s ways, you need to invest in retention and reallocate your resources. Provide your team with additional training on customer service. Important points to emphasize for retention (per Forbes magazine) include frequent and friendly customer communication, transparency, active listening, and the value of relationship-building. Create a fund for customer perks and gifts. Celebrating your clients allows you to give them attention when they might appreciate it most. If you know a customer who recently had a baby or is going through a difficult time, consider sending a gift or a card to show you're thinking about them. These gifts cost resources, but as Newswire reports, multiple studies show that customer gifts increase retention. Invest in retention tools. Staying in touch with your customers is the best way to keep them happy and remind them that you care. You can stay on top of this by doing the hard work of reaching out personally each month, but it’s easier and more efficient to invest in recurring communications like automated weekly emails and regularly printed newsletters.
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TreeServiceDigital.com
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HAVE A Laugh
January is a busy month for sports, which includes football playoffs and the NBA and NHL seasons. Stars from each of these leagues have cultivated a global fan base and become celebrities, but this is nothing new. Thousands of years ago, many gladiators reached untold levels of fame, too. For the most part, gladiators were not born into nor did they receive much wealth. In most cases, they were originally slaves who became so indebted they had to sell their bodies. Many slaves were chosen and sent to gladiatorial schools, where they trained to become the best, too. For their fights, the Colosseum in Rome was built almost 2,000 years ago and could seat up to 75,000 people. For comparison, the largest U.S. stadiums hold a little over 100,000 people. Back then, there were no Jumbotrons or screens to see from far away. Tens of thousands of people would happily watch gladiator fights with nothing but eyes. Gladiators: The Original Celebrity Athletes?
The story of gladiators prove athletes are and always have been influential.
Go Brandless!
It’s Back and Better Than Ever
Brandless is thriving again, nevertheless. When Brandless shut down, they cited their struggle with fierce competition and business model inviability in the direct-to-consumer market. Part of the problem was that Brandless simply wasn’t sustainable in the way Sharkey and Leffler originally hoped.
Companies like Warby Parker have built a powerful customer following for creating direct-to-consumer products that slash prices by cutting out the middleman. Now, Brandless is doing the same thing for small, everyday purchases.
When you buy peanut butter, you’re not just buying the product — you’re also buying the brand attached to it, along with its costs of distributing and warehousing, plus retail space. By eliminating what co-founder and CEO Tina Sharkey calls a “brand tax,” she realized Brandless could significantly cut down the costs for small products that people bought every day.
That’s when Utah-based digital marketing exec Ryan Treft entered the picture. He’s the new CEO, and his vision has, thus far, helped make the consumer’s “quality to price valued product” daydream a reality. "It's not about racing other brands to the
bottom of being the cheapest, because that's where people compromise on the quality, the ingredients," Treft said. His new leadership promises to uphold Brandless’ previous commitments to keep all its products free from 400 potentially harmful ingredients, including parabens, sulfates, and synthetic dyes. For a new “brand” that attracted a lot of attention back when it was in its early stages, Brandless is certainly back to the top with its newer product lines in personal care. They’ve received great reviews and attention across platforms. Congrats for fighting your way back, Brandless!
When Sharkey and veteran entrepreneur Ido Leffler came up with the concept of Brandless, it immediately caught fire. They raised over $16 million in November 2016, and at launch, received over $50 million in venture capital from New Enterprise Associates, Google Ventures, and others. However, their business model didn’t sustain itself forever — Sharkey stepped down as CEO in May 2019 after friction between her and lead investor SoftBank Vision Fund. By February 2020, Brandless had shut down and laid off 90% of its workforce, leaving only a few to manage open orders.
TreeServiceDigital.com
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Inside This Edition
1. 2. 3.
Goals for the New Year
6 Retention Strategies That Actually Work
The Original ‘Celebrity’ Athletes
Go Brandless —Their Unique Comeback Story
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Make Neuroplasticity Your Secret to Success
Is Neuroplasticity the Secret to Success? 6 Scientifically Proven Ways to Boost Your Brain Power
Neuroplasticity is the brain’s ability to change and adapt throughout your life, forming new connections that can have a direct impact on your energy, productivity, focus, creativity, motivation, and much more. Your brain can expand and grow even after an injury. That’s why many entrepreneurs are saying the same thing: One of the smartest ways to invest in your business is to devote resources to your most important asset — your brain. But how do you keep your brain active, healthy, and functioning at a high level? Param Dedhia, MD, says six key areas are involved: sleep, exercise, joy, nutrition, internal medicine, and inflammation. All of these factors work independently, but together, they can promote neuroplasticity, which is why they all require equal attention. Everyone wants to stay engaged with the world around them, but you can’t do that without sleep. In fact, research published by the journal PLOS One discovered that getting six or fewer hours of sleep was associated with memory and executive function problems, i.e. problem-solving, planning, and execution. So, make sure you get enough sleep before tackling your day.
Exercise is crucial because, according to brain plasticity researchers at IOS Press, exercise “alters the synaptic structure and function in various brain regions,” promoting brain growth and even delaying the onset of Alzheimer’s
disease. Promoting growth can also be as simple (or as difficult) as focusing our attention on thoughts that bring us joy. Gratitude promotes very different brain activity than negativity, anger, or bitterness, and studies on gratitude show that the positive effects can be lifelong. Nutrition can’t be understated either, since it can assist your body in maintaining health and fighting inflammation. The brain uses about 20% of the body’s calories, and eating plenty of omega-3 fatty acids can strengthen brain cells, while antioxidants reduce cellular stress and inflammation, which are linked to brain aging and neurodegenerative disorders like Alzheimer’s disease. With the right habits, you can keep your brain healthy for many decades to come. You might even grow in entirely new and unexpected ways.
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TreeServiceDigital.com
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