Estimated reading time: 3 mins
A Multi-Sided Approach
Services aren’t as tangible as products. It’s a lot more difficult to pin them down directly. You can’t “hold” a service. You can’t feel its “weight”. You can be told of a service, and you can see whether or not those using a given service find it to be worthwhile—but that’s about it. So when you’re marketing a service, one of the chief things you need to do is focus on the value you’re bringing your prospective clients.
A lot of businesses—especially in the tech industry—miss this focus. Instead, they design content around the skill which defines their outreach. They write about how what they can do gives users the possibility of operating at “X” efficiency for “X” amount of time. That’s all well and good—that’s valuable—but it’s not personal.
Your marketing outreach needs to show how your target demographic will directly benefit. So, for example, if you were selling a suite of auto maintenance services, you might write a demonstration about how refraining from changing your oil severely limits engine life.
You could then pull up a few real-life examples to make the point; like the “million-mile club”, where vehicle owners get more than a million miles from their vehicles simply by regularly maintaining everything and replacing parts when necessary.
Inherently Valuable Content
This kind of content requires effective marketing strategy, and you want more than one kind. You’ll want content which shows why your services are recommendable over the competition, you’ll want content showing how what you do provides direct value, and you’ll additionally want content which is in and of itself valuable.
When you provide a resource for prospects, this encourages them to continue consulting you when they have questions related to the industry you represent. If you are an IT group who functions as a managed service provider for clients, you might write blogs including regular security tips, and commonly known cybercrime rackets to avoid; like social engineering to advance ransomware, or something similar.
San Francisco SEO can be integral here. Content that’s value-rich will recommend your business, but you need it to be continuously produced, or the momentum behind particularly effective pieces diminishes until it is no more. Online marketing needs to include content that is expository of your services, but also that which is simply in line with your target demographic.
Additionally, you want testimonials of your services readily available. If you don’t have any, you might contact clients you know appreciate what you do, write a review from their perspective, and ask if they’ll give you permission to post it. Oftentimes you’ll find they will, and that this is even convenient as it saves them the time of writing the review. Just ensure you run it by them first, so you don’t incidentally misrepresent them.
Setting Yourself Up For Success
Strategies like these can be very effective, but you’ve got to be careful. Occasionally you’ll come up with a bright idea in marketing that works excellent, and so you approach a similar issue the same way later on only to have it blow up in your face.
Public Relations trends shift as technology and the market does. While you may be able to navigate these shifts without assistance, you’ll be better equipped to do so if you’re working with the right professionals.
Lastly, ensure you use all the marketing tools you can find (in terms of effective ones, anyway) to help inform outreach efforts. SEO agencies can help you avoid those which don’t really do anything for your business, and rely on those which provide useful data.
A well-rounded online campaign utilizing such tools and strategy is apt to help your business’s services find the necessary visibility for more sustainable profit.