Customer Acquisition vs Retention

Grow Steady, Grow Strong, or Do Both?

You’ve reached that crossroad, haven’t you? Your business strategy no longer brings the revenue it once did or has stumped your growth. Maybe your existing customer base hasn’t been a priority for a while, or perhaps you’ve been caught in the revolving doors for so long, you didn’t take the time to even build a loyal customer base. Whatever your situation, the time has come to reevaluate things, and ask yourself the question: is it time to switch gears?

Focusing on either acquisition or retention will always come at a cost: time, money, or effort. You could determine what’s worth prioritizing and put all your efforts into that, or you could choose a secret third option and do both. After all, most businesses will go from acquisition to retention and back again a number of times over their lifespan.

Take a look at what each option has to offer and start better planning that next step.

Focusing on acquisition means putting your energy into getting new leads. From door-to-door sales and cold calling to paid ads, social media campaigns, and more, it’s a growth-driven strategy that can expand your customer base and boost your revenue.

What Does It Mean to Prioritize Customer Retention?

Retention is all about keeping your customers happy with great service, personalized experiences, and loyalty programs. This approach stabilizes your revenue and consolidates your brand reputation.

Do You Actually Have to Choose?

Secret door number 3: it doesn’t have to be one or the other. Research shows that while it costs more to land a new customer than to keep an existing one, growth and profitability thrive when you do both.

Making the right strategic choice for your business isn't always straightforward. With the right information and key factors to consider, you'll be better equipped to make an informed decision and see what’s best for your business. Let’s explore.

What Does Customer Acquisition Look Like?

Getting to Love the Chase

Let’s face it, sometimes it feels like you’re running on a treadmill—keeping your current customers happy, but not really moving forward. You’ve got bills to pay, a team to support, and growth goals that won’t hit themselves.

In an industry like roofing, where most customers only need your services every 15 to 20 years, focusing on customer acquisition can be essential. Relying too heavily on repeat business won’t sustain the growth you need. Bringing in a steady flow of new customers could be the shot of energy your business needs to stay competitive, expand, and keep the projects rolling in.

New Customers Means New Momentum

Focusing on customer acquisition keeps your business centred on growth. You’re constantly pursuing new leads, reaching untapped markets, and filling your calendar with fresh projects. This approach relies on tools and strategies that put your services in front of the right people—whether through social media ads, Google Ads, or local SEO.

As you invest in acquisition, your brand gains visibility, and word starts spreading beyond your regular customer base. Social media ads help you target specific audiences with tailored content, keeping your business top-of-mind. Google Ads ensure your business appears at the top of search results when potential customers are actively looking for roofing services, while local SEO makes your business rank higher in local searches, helping people ready to hire find you.

What Are the Pros and Cons?

Pros

• Expanded Reach: Break into new markets and diversify your customer base.
  

• Boosted Revenue: New customers mean fresh income streams and a more competitive business.
  

• Newfound Energy: Fresh clients bring new opportunities and keep your business dynamic.
  

Cons

• High Costs: Acquisition can get pricey, with a steep Customer Acquisition Cost (CAC).
  

• Overlooking Loyal Customers: Focusing too much on new leads can sometimes mean your loyal customers don’t get the attention they deserve.
  

• Quality Concerns: Stretching too thin could hurt your service and brand reputation.
  

What Comes After All that Growth?

Bringing in new customers can push your business forward, but what happens after they walk through the door? True stability comes from keeping those customers around for the long haul. When you nurture those relationships, deliver consistent quality, and stay connected, you create a loyal customer base that sticks with you. Let’s see what that looks like when it’s put into practice.

What Does It Mean to Prioritize Customer Retention?

The Beauty of Sticking Around

Sometimes, the customers you already have are your greatest asset. You’ve put in the effort to earn their trust, and they’re the ones who keep your business running smoothly. In industries where repeat visits matter, every satisfied customer is a chance to build lasting relationships that drive steady income.

Focusing on customer retention means building on this solid foundation. It’s about creating experiences that keep people coming back—whether it’s through exceptional service, personalized offers, or consistent quality. When you prioritize retention, you’re fostering loyalty that leads to repeat business, reliable revenue, and recommendations that bring in even more clients.

Creating Solid Ground for More Loyalty

In practice, retention strategies can take many forms. Loyalty programs reward frequent customers and give them reasons to return. Personalized follow-ups after each service show your clients that you care about their satisfaction. Offering seasonal promotions or exclusive deals for returning customers helps strengthen their connection to your business.

Digital tools like newsletters, automated reminders, and social media updates can support these efforts by keeping your brand present in your customers’ minds. Responding to feedback, sharing useful tips, and showcasing client success stories all contribute to a sense of community and trust. All of these strategies help you build lasting relationships that turn satisfied customers into loyal advocates for your business.

What Are the Pros and Cons?

Pros

• Cost-Effective: Keeping existing customers is cheaper than finding new ones.
  

• More Stability: A strong customer base provides consistent revenue.
  

• Stronger Brand Reputation: Consistent service boosts your brand image and trustworthiness.
  

Cons

• Risk of Stagnation: Too much focus on existing customers can limit growth opportunities.
  

• Complacency Trap: You might miss out on new trends or untapped markets.
  

• Dependence on a Few Clients: Relying heavily on repeat customers can be risky if they leave.
  

Keep ‘Em Close, Keep On Growing

Do You Actually Have to Choose?

It’s All About Balance

The reality is, most businesses naturally shift between acquisition and retention over time. You don’t always have to choose one or the other. Sometimes, the best approach is to recognize where you’re at in the cycle and adjust as needed.

Why Mixing Both Strategies Might Be the Solution For You

When you mix both acquisition and retention strategies, it reflects the natural rhythm of most businesses. In practice, this means constantly welcoming new customers while keeping your existing ones satisfied. For example, on the front end, your marketing efforts might combine Google Ads or social media campaigns to attract new leads, while personalized follow-ups and loyalty programs help maintain strong relationships with current clients.

Tools like automated email sequences can introduce your business to new clients while simultaneously offering exclusive promotions or updates to returning ones. Having a professional, well-maintained website ensures your business looks trustworthy and accessible to both new and existing customers, providing clear information about your services, promotions, and ways to get in touch. Simply put, you’re covering your bases and setting yourself up for long-term success.

Leveraging Tools to Get the Best of Both Worlds

• Targeted Ads: Running campaigns that attract new leads and keep current customers engaged.
  

• Email Marketing: Personalized updates and promotions that reward loyal customers while introducing new products to potential clients.
  

• SEO Strategy: Content and SEO strategies that draw in new visitors and answer questions your current clients care about.
  

• Social Media: Posts that celebrate your regulars and showcase what makes your business stand out to newcomers.
  

• Reputation Management: Gathering reviews and testimonials to build trust and credibility with everyone.
  

So, What’s the Move Now?

Recognizing where you are in the cycle is important, but taking concrete steps to adapt when needed is what really makes the difference. Whether you’re focused on growing and expanding your customer base, strengthening loyalty among your existing customer pool, or a mix of both, digital marketing experts can help you turn those goals into action. Why not let them take you there?

You Pick the Strategy, We Make It Happen

If you’ve chosen to focus on bringing new customers in or to keep the ones you have close, you’ll need the right team to make it happen.

At Ubiweb, we’ve got you covered. While you keep doing what you do best in the field, we make sure to execute your strategy and reflect those efforts.

See it all play out online!