Creative Strategy for Marketing a Service-Based Business

Marketing a service-based business can be pretty challenging. With no visible product to sell, it’s no easy feat to get your potential audience to understand the actual value of your offering.

The marketing strategies for service-based businesses revolve around demonstrating the value your service adds to the customer’s experience. It is a difficult task, but it is possible. This guide answers the question of how to market a service-based business.

The techniques for marketing a product business differ from marketing a service-based business. But both focus on driving traffic, building the brand, and attracting more clients.

This guide lists some of the best tips for marketing a service-based business. 

Service Business Marketing

Services marketing includes business-to-consumer (B2C) and business-to-business (B2B) services. It involves marketing businesses that offer intangible items. Typical service businesses are:

  • Entertainment services
  • Car rental services
  • All types of hospitality
  • Health care services
  • Telecommunication services
  • Financial services
  • Tourism leisure
  • Professional services and trade services

Most service-based businesses make the mistake of using the same marketing tactics as businesses with products. A service-based business should use a unique and distinct marketing strategy that suits its business model, benefits, target customers, and positioning.

Customers need to know that they can trust the business. It should also be clear that the industry is there to provide a benefit, not just to make money. 

How to Market a Service-Based Business: Top Marketing Strategies

Services are different from products, and so require a different marketing strategy.

While products are tangible and offer the consumer a visceral, physical experience, services are intangible, and the value must be demonstrated to the consumer. Marketing a service-based business can be challenging, but with a few tips, it is possible to execute a successful service marketing strategy.

Here are some of the best strategies for marketing a service-based business.

1. Build Trust

Trust is the building block for success in any service-based business. In marketing a product, your selling point is always the product itself. Consumers can see and touch products for themselves; they can identify the features and examine the quality and durability of a product.

With a service, the consumer doesn’t get to see what they’re getting, so you have to prove its value to earn customers’ trust. You need to generate enough information and facts about your service or help to make your case. 

You can build trust by using:

  • Customer testimonials (feedback/reviews)
  • Awards and badges
  • Celebrity endorsements

2. Send a Concise but Clear Marketing Message.

A simple and clear message is vital for a service-based business. It’s crucial to get across your firm’s primary aim to customers. Is your service about providing a great deal of value, or is your service about individuals’ lives?

Convey your overall goal and the main points your audience needs to know. Highlight how your service business alleviates or helps to solve problems.

Try to create a convincing experience that instantly grabs your prospects’ attention. Market your business by highlighting the benefits it offers to your customer. Your customers will likely stay with the product if they feel a personal connection.

3. Distinguish Yourself From Your Competition.

Compare your marketing strategy with your competitors’ and see what you can do to stand out from them. Tailor your main marketing message to tap into a specific need that your competitors don’t. For example, if you are marketing a mass transit service, be sure to stress the convenience of your service. 

You may consider using a video to highlight your service and impress a potential client. Not everyone has the time to read brochures and pamphlets to find out what your services are about. 

4. Focus on Increasing Value for Your Customers.

Part of marketing is ensuring customers get the services they want and need: quality, efficiency, service, and whatnot. Consumers will be more likely to patronize you if they know that they’re getting real value.

Increase the value of your service rather than a lower price. You can increase value by increasing delivery speed, improving customer care, or providing customers with expert advice. You may also combine valuable features and amp up the value of your service. 

5. Analyze and Update Your Marketing Strategy.

A stepping stone to success is analyzing and updating the aspects of your marketing strategy. The best way to stay ahead of the competition is to keep developing and implementing effective strategies to keep your business thriving.

After all, a constantly evolving marketing strategy can give your customers something new to think about and bring them back every time. Your marketing strategy should evolve with the changing world around you. 

6. Improve Your Relationship With Existing Customers.

The sale isn’t complete until the client is delighted with your service. Finding ways to cultivate better relationships with your clients is vital, so they will always return. You’ll need to be there for the customer in the long run in terms of customer support and maintenance decisions.

Catering to your existing clients gives you a better idea of what you’re doing right and what you’re doing wrong. This way, you can expand your services and develop new ways to keep customers happy and coming back. 

person wearing yellow sweater using laptop computer on brown table
Photo by Christin Hume on Unsplash

The Bottom Line

Whatever service-based business you work on, crafting a marketing plan is significant. First, you should have a clear marketing message. After this, distinguish yourself from your competition and ensure you provide meaningful value.

The conceptual strategy of a marketing plan will only work if your company is continuously revising its strategy. This guide on how to market a service-based businessprovides strategic ideas to help your company grow. 

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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