Marketing a service-based business may feel intimidating, but here’s the truth: it doesn’t require expensive magazine spreads, a magic wand, or a top-secret strategy from the execs at Ogilvy. In fact, it’s often the simplest tactics that yield the best results.
Here’s a little secret: the best way to market a service-based business is to keep doing what you’re already doing, do it well, and tell people about it.
Let’s start with the absolute best way to market your service-based business.
1. Do great work
The secret ingredient to a successful service-based business? Just be awesome. Marketing a service-based business is as simple as doing what you do best in the best way you can.
Especially if you’re just getting started, you need to focus on doing a great job for your existing and early clients and providing a fantastic customer experience from end to end. Of course, you want to keep delighting your clients as your business grows and matures—because exceptional service is what will keep your clients coming back and referring you to others.
TOP TIP: Once you’ve delighted a client, ask for a testimonial.
Testimonials are the gold stars of service-based marketing. A small but powerful endorsement can significantly influence potential clients’ perceptions and decisions. Most people are happy to provide one, but they’ll rarely do it without being asked, so don’t be shy! At the same time, you can also ask your clients to refer you to anyone they know who may need your help.
Feeling awkward about asking? We have an email template for that! Get yours here.
2. Invest in content marketing
For a more mature business, we recommend investing in content marketing to help attract, engage, and retain clients. Here’s why it works: content marketing is a way to share helpful and interesting information with your target audience to build a relationship. Instead of directly trying to sell something, you create and share content (like blog posts, videos, or social media updates) that answers questions, solves problems, or entertains.
The goal is to attract people to your business by providing value first. Over time, they’ll trust you, see you as an expert, and eventually choose your services when they need them. Content marketing is a way of showing you care about their needs before asking for anything in return.
Don’t overthink your content marketing—focus on sharing what you know. For example, our client in the financial industry records quarterly webinars. In these webinars, their in-house experts weigh in on relevant tax and market updates—helpful information for their target audience, and a great way to demonstrate their expertise while building trust and credibility.
5 reasons to invest in content marketing for your service-based business
- Establish your business as an expert in your field.
- Educate your audience about the services you offer, how they work, and the benefits they provide.
- Improve your search engine rankings.
- Continue to attract and engage your audience over time (quality content has a longer shelf life than most advertising).
- Stay connected with your audience and remain top-of-mind by providing consistent value.
TOP TIP: Simple steps to get started with content marketing
- Hone in on your target audience and the problem you solve best for them
- Create relevant, optimized content about your area of expertise
- Share your content in the right place, at the right time, to the right people
You may also be interested in: 12 ways to stand out and get your small business noticed online
3. Build your network through awareness and advocates
“When was the last time you tested the contact form on your website?”
I asked this question at a networking event recently, then shared the story of finding NINE MONTHS’ (!) worth of unanswered contact form submissions on a new client’s site a few years ago. There were audible gasps.
In the parking lot after the event, the owner of a painting company passed me his card and asked if I could take a look at his site. When I got back to my desk, I submitted a test contact form, and then sent him an email. He didn’t get the contact form submission.
How timely!
The business owner didn’t end up becoming a client (for now), but he sure knows now that Brighter Messaging exists.
Remember that when it comes to networking, you’re not just looking to meet and sign new clients. You’re also building a network of advocates who can refer you when they hear of a suitable opportunity.
So don’t be intimidated and think that you need to attend formal (and sometimes fake-feeling) networking events. Just tell everyone you know what you do. And I mean everyone you know—from friends to family, ex-colleagues, and your hairstylist. You never know who they’ll be talking to next.
(Better yet if you can do it in an interesting, thought-provoking, and memorable way, like I sometimes do with the contact form question when appropriate.)
You may also be interested in: How to market your business on a budget
Service-based marketing CAN be made simple
Figuring out the best way to market a service-based business doesn’t have to send your head (and wallet) into a spin. It’s all about staying true to what you do best, sharing that brilliance with the world, and connecting with people who appreciate it.
If you need help creating a marketing strategy that’s as authentic as it is effective, don’t hesitate to get in touch with the team at Brighter Messaging. We ditch the jargon and meet you where you are to make your marketing manageable—and help you get results!
