6 Strategies for Marketing Your Service-Based Business
Here are some techniques that you can apply in marketing your service-based business to stand out in the marketplace and attract new clients. Consider some of the tips here to give your service business a boost today.
Find a Way to Differentiate
The focus here is to identify the unique benefits you provide, and make them the central focus of your marketing message.
Unlike products where differentiation can easily be achieved through packaging, recipes, prices and the likes, achieving a substantive level of differentiation in a service-based business doesn't come that easy.
So how can you differentiate and set your company apart from all the rest?
Perhaps it could be by offering a group of services that includes the features customers or clients want most - this will certainly increase the perceived value of what you offer
It could be lower pricing. It's better however to err on the side of caution when taking this approach. Go too low and you’ll find yourself relegated to the footnote of the market, while if you don’t go low enough, you might fail in your effort to make customers consider moving to your service as opposed to other firms.
As a service-based business, you cannot afford to be similar to or better than the others - You must be uniquely different
You can also achieve service differentiation with faster turnaround time, delivery assurances, or specialization or the way you excel at customer satisfaction or other benefits unique to the way you do things more than what you do, with heavy emphasis on testimonials and ongoing customer input.
Market to Existing Customers
Gaining new customers is more tedious and expensive for both a product-based business and a service-based business. And even more for a service-based business.
The best strategy is to focus on your existing customers. Satisfied customers/clients have the potential to become repeat buyers.
It’s better to focus more on value than on price per se
You should understand that offering a service doesn't end with purchase, it is rather the beginning of a relationship that continues with delivery and support; and if properly nurtured, it becomes a life-time relationship.
They bought from you before, they can certainly buy from you again. And it costs less and yields higher revenue than marketing to new prospects. Remember that every customer you retain holds the seed to future sales. So focus on developing long-term relationships with each client so they can keep using your service and probably give you referrals. And this leads us to our third tip.
Offer Stellar Customer Service to Gain Referrals
As a service-based business, you have the advantage of engaging with your clients compared to product-based businesses. You should leverage this advantage in building strong relationships with customers and offering stellar customer service.
This doesn't just make a client loyal and becoming a repeated buyer, it also gives them reasons to tell others about your business. And this is best marketing you can ever do, because 9/10 of the times, it leads to you gaining a new customer/client. Read How I Turned my Customers into Marketers for my Business
You offer a service that depends on relationships to make it work. Leverage it
And Don’t be shy to ask your customers for referrals. Referrals make it easier to get in the door with new customers. If you don't ask for them, some customers might never consider it. And you'll be missing huge opportunities.
Collaborate and Network
While the purpose of collaboration cannot be over-emphasized, you can simply put together a group of synergistic and non-competitive businesses in your business area to either take-on projects together (could be for profit or not-for-profit) or just agree to cross-promote.
A promising approach to network will be to associate with your community. Could be by engaging with the local Rotary Club or volunteering with charity movements and in community projects.
Another approach to network will be to attend industry events. These activities and meetings can associate you with different organizations/people who may become clients or be instrumental in helping you gain clients.
A strong network is one of the greatest assets any business person can have.
I’m a huge fan of collaboration and networking. I don’t think there is any better way to build a reputable and trusted business than to get out there, work with others, shake some hands, get to know people and create new connections.
Optimize Your Visibility
because of technology today, a small business owner can accomplish a lot without having large marketing budget nor hiring a professional firm.
If creating a site for your service-based business seems expensive (though there are free options out there - Read Beginners Guide on How to Start a Blog For Free in 2020), consider creating business pages and profiles on LinkedIn, Facebook, Twitter, and some other social networks you find suitable and reasonable for your business.
You can’t be waiting for discovery. A business (and especially a new one) must make itself known and felt in multiple ways. This is where you should leverage the use of good content to make your business get discovered.
And ensure you remain on-top of the game by reacting to client requests/comments, replying messages and posting relevant and valuable updates. It will enable you to gain visibility and construct a following.
Gift Your Customers/Clients as well as Prospects
Learn to give it away. If someone has the opportunity to experience your service, chances are they will want more - that is if it's convincingly good enough though
Don’t be afraid to give someone a free trial or a sample. Even the top brands are doing it. Netflix gives you a free streaming period before charging you, and so also other top brands.
In today’s economy, people are more comfortable purchasing something they have been able to experience first. So give it away and focus on the experience/value you give when doing this. That's how you get them to actually come back and pay to get more.
Another approach to consider here is the use of coupons. Research shows that the use of coupons can also generate return visits. For example, if you're given a coupon for a discount to use on future business for a product or service you purchased, there’s a high probability they you’ll be back right? Thought as much.
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These are only a couple of inexpensive and straightforward marketing tips you just read off a blog and means nothing if you don't test and implement your best fit, then run your service-based business in a manner unique to the way you do things more than what you do.
Not all strategies out there will work with each target market or lead. However, These inexpensive marketing tips will help you attract leads, engage customers, build relationships, and ultimately keep your business running.