Tips for marketing a service: A guide to standing out
While the basic concepts of marketing apply when marketing both services and products, marketing a service can be significantly different from marketing a product. Services are intangible and often personalized. They can also require a unique approach when it comes to communicating value to potential customers. Regardless of what type of service you offer, here are some things that will help attract and retain clients.
The “Big 3”: audience, identity, USP
You can’t market a product or service without first understanding who your audience is, knowing who you are as a brand, and figuring out your Unique Selling Proposition (USP). Ask yourself the following:
Who is my ideal customer; what do they need and what are the problems they need to solve?
Will people remember my logo and colours? Will the brand’s tone of voice resonate with them? Am I presenting myself consistently across all channels and touch points?
What makes me different from others in my industry?
Showcase your expertise through content
Content marketing is a powerful tool. Not only can it help you gain visibility on all marketing platforms, it can also build credibility, authority, and showcase WHY you are the go to expert in your field. Think about creating different forms of content such as blogs, videos, infographics, whitepapers, etc. Figure out what your audience likes and focus on those areas. Content can be shared on your website, social media platforms, and newsletters to connect with your audience and build a following. This is a great way to be seen as the go to expert in your field.
Do Educational workshops and webinars
Yes, it’s a form of content, in the end. However, using workshops and webinars to give your audience a little taste of what you can do for them is a great way to create warm leads for your business. Not only does it get you in direct contact with them, it also allows you to showcase your expertise and personality. Once you are finished, if online, consider putting the recording on your website. You can even make it “gated” content so users need to put their info in to get access.
Talk about client success stories
Create detailed case studies to showcase client successes (past and present). Highlight how clients have benefited from your services. Where possible use facts and data to back everything up. These case studies can be used on your website, in marketing materials, and on other marketing platforms.
Create a referral program
There are service-based businesses that are fully focused on generating leads through referrals. Build a referral program that rewards clients for referring new business to you. You can offer things like discounts and free services in exchange for referrals.
Optimize your website
I like to think of websites as the hub for all your communications. It’s a good rule of thumb to drive traffic to your website as you OWN it. It’s yours. You control the content that goes on it and the way your brand is portrayed. It’s also often the first point of contact with potential clients. Make sure you include things like contact information and location (can’t tell you how many times I’ve seen this buried or left off), clear product descriptions, definitive calls-to-action, and more. It’s also good to keep your content refreshed and consider what keywords you’re using for search engine purposes.
Get on social media
Social media is a great place to not only share your content, but to have conversations directly with your target audience and build a community. Remember, you don’t have to be on all social media platforms. Pick your platforms based on where your audience already hangs out. That way you know you can connect with them. Showcase your expertise, client testimonials, and general brand personality. Potential clients should get a good idea of what it will be like working with you. But also remember… social media is meant to be social! So interact with people on whatever platform(s) you choose.
Create opportunities for interactive content
Yes, social media is completely interactive, but consider doing things like live Q&A sessions, Ask Me Anything (AMA) events, or even live demos. These can be in person or online. It allows you to showcase your expertise and gives your audience a chance to ask questions and connect with you directly.
While marketing a product and service differs because one is tangible and the other isn’t, there are still some foundational things you can do to get your brand out there. As a service provider, it’s important to give your target audience a chance to interact with your brand any chance they get!