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Competition for customers is tough. Service-based businesses need to step up and sort out a marketing strategy. Word of mouth is a great way to get clients, but it will only get you so far. You need to do it soon before your competitors do, or you will be playing catch up.
If you want to give your service business the edge, take a look at these marketing tips.
Focus on local SEO
Service-based SMEs often operate in a limited geographical area. That’s why it’s so important to optimize your online presence for local. Start by claiming and updating your Google My Business listing in order to be easier to find by people searching in your local area. Optimizing your website in order to appear higher in search engine results. SEO leads for HVAC companies and services can be a valuable source of business.
Define your differentiator
Your unique selling point (USP) needs to be the core of your marketing message. You may choose to base it on value for money, experience, customer service. Whatever makes you the best at what you do. It can be tempting to try and be all things to all people but you risk losing your message in all the noise.
Good reviews are a fantastic promotional tool. Many people look for recommendations online before they even contact a company. Always seek reviews from your customers and use them on your website, social media and other marketing. Reviews can be collected on Google, scial media or a third party review system
If you get a few bad reviews, make sure you respond to them in a professional manner rather than getting defensive of starting an argument. Other potential customers will be looking at these reviews and if you act unprofessionally, they won’t want to do business with you.
Don’t ignore social media
Many service companies avoid social media, as they aren’t sure what benefit it has for the business. Using social media well can attract people to your social media pages to engage and eventually, when they are in need of your services, they will think of you.
Do your research on your audience and find out where your potential customers are. If they are on Instagram, there’s no point focussing on Snapchat.
Measure your marketing activity
Not tracking your activity is a huge mistake. Anecdotally attributing increased sales to your increased marketing is not a good idea. At the very least, you need to track where all of you customer enquiries have come from. Using this data you know where you can afford to invest more. Good metrics to track include:
- Lead source
- Social media engagement
- Organic traffic
- Cost per lead
- Cost per customer
The service sector, especially ones that are based in a small geographic location, often neglect the marketing basics. It is an industry where word of mouth has previously ruled but increased competition and the changing habits of consumers means it needs to update its’ marketing practices.