Selling the Invisible- A guide to market service-based business

Selling the Invisible- A guide to market service-based business
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When you need a plumbing or handyman job done at home, the first thing you'll probably do is go online and search for service providers in your area. This will give you a list of 4-5 different options to choose from. But how do you know which one to choose? One way to narrow down your options is to look for reviews and see how active they are online. You check their website and search them on social media to see how professional and accessible they are. Ultimately, you'll want to choose the business with good customer service, a good overall online presence, and a reachable email/phone number.

Why marketing a service-based business is different?

Marketing a service-based business can be tricky because it's not always easy to market something that is not quantifiable or tangible. When you're advertising a service, you must find a way to let potential customers know what your business does and how it can help them without being able to show them the product in person. This can be difficult, but it's not impossible. There are plenty of ways to market a service-based business – you just have to be creative!

Perhaps the most critical mistake service vendors can make is to utilize the same techniques used to advertise businesses with products. If you’re trying to convince a customer to buy your service, the golden word you need to keep in your mind is ‘trust.’

Unlike product marketing, you can't simply market the price offer of your things on sale to grab attention. The only thing that works is quality work and outstanding customer service. When these things are delivered correctly, it builds trust and trust ensures long-term relationships with customers.

When marketing a service, it's important to remember that customers need to feel confident that they can rely on you. If a service doesn't meet their expectations, they can't return it like they would a product. This can damage the customer-supplier relationship and make it difficult to gain customers' trust in the future. Service-based businesses require 3 additional components, which are People, Physical Evidence, and Process.  Here are some points that can help you market your service-based business more effectively:

#1 Set your goal

You should be clear about your business niche and marketing strategy. For this, it is necessary that you set a quantifiable goal and strive to achieve it. The best way to get someone to try out your service is by creating ads that show how your service can solve a problem or offer relief. As a service provider, your main challenge is to create an appealing experience that will grab the attention of your potential customers right away. Once you have your message figured out, you can use various marketing strategies to promote your content and turn those prospects into paying customers.

image courtesy: hubspot.com

#2 Conduct webinars, seminars and talks

Once you’re ready to sell, there are sorts of ways to get your services in front of your target audience. Choose the methods that best suit your brand and target demographic. Webinars and podcasts are trending nowadays. Share knowledge, provide insight into the unseen, present yourself as an expert in your domain, and show yourself as a problem solver. Add FAQs to your website.

#3 Share customer feedback

Feedback is important to showcase your skills. This feedback guides improvements of the customer experience and can empower positive change in any business — even (and especially) when it's negative.

#4 Competitor analysis

While brainstorming for marketing strategies and ideas, try to focus on increasing value for your customers, rather than mindlessly decreasing the price of the service you offer. Moreover, any organization that provides a service cheaper than its competitors is usually considered to be the black sheep of the bunch.

An easy and effective method of increasing value for customers is to bundle two or more services together, which serves as the next best alternative to lowering your price. Some more ideas to add value to your service:

  • Increasing delivery speed.
  • Providing customers with expert opinion/advice.
  • Improving the customer care, you offer.

#5 Adapt your marketing strategy to new trends

An effective marketing strategy is not just about how you will advertise and promote your service – it involves a detailed analysis of every step of the process. In other words, a good marketing strategy brings together the goals you have for your company with the practical steps you will take to achieve them.

#6 Work on improving customer relationship

Proactive relationship-building—through regular communication via email or mobile marketing and quality customer service—will help keep people engaged with your business for the long term. Consider scheduling regular check-ins, sending loyalty gifts, or hosting online events. Email marketing certainly gives a boost. And if you decide to start offering any new services, you might even choose to give past clients an early look or a discount to thank them for their patronage over the years.

So, what’s my next stop?

Unilakes is a one-stop shop for all your digital needs. If you’re looking out for Digital Advertising professionals, get in contact with unilakes.com or call us at +61 (4) 8264 7200.

Reach your ideal customers on the internet locally or globally. Let us help you engage with your customers through digital channels such as social media, mobile applications, email, web applications, search engines, websites, or any new digital channel.

Rabeea Hammad

Customer Success Manager

Unilakes Technologies

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