Service companies allow clients to purchase the skills or services of their staff, such as plumbers, lawyers or consultants. Because services are intangible, unlike the physical products you can buy, the marketing strategies advertisers use to promote them are also different. If you work in advertising, learning about marketing services can help you increase sales, attract more leads and build brand awareness.
In this article, we define services marketing, explore how it differs from product marketing, and share some tips to help you develop an effective services marketing strategy.
Service marketing is a form of marketing business that provides services to customers to increase brand awareness and sales. Unlike product marketing, service marketing focuses on promoting intangible transactions that benefit customers.
Advertisers use effective service marketing strategies to gain customers’ trust and show them how their services can benefit them. Companies can base their services marketing strategy on promoting ideas, benefits and promises that will help them sell their services.
For example, a company offering wellness coaching can promote the benefits of a healthier lifestyle, the promise that they can help clients achieve their fitness goals, and the idea that effective wellness routines are easier to implement with the help of a certified coach.
Who uses marketing services?
Service-based companies use service marketing strategies to attract potential customers. Popular examples of service-based industries that use this form of marketing include:
health and wellness
travel, leisure and entertainment
Design, marketing and sales
This type of marketing can include business-to-consumer (B2C) and business-to-business (B2B) advertising, depending on the Service. Marketing and sales professionals working in these industries can use services marketing strategies to increase brand awareness, attract potential customers and attract new customers.
Advice on creating an effective services marketing strategy
Here are some advice to help you develop an effective services marketing strategy for your next event:
Motivate potential clients. One strategy for marketing services is to give customers extra incentives. Consider offering new customers a one-off discount or a free gift as part of a special promotion.
Implement a referral programme. Another great way to sell your services is to encourage your existing customers to tell their friends, family and colleagues about your business. You can offer discounts, upgrades or other incentives to anyone your client invites and signs up for your service.
Maintain existing customer relationships. Continue to contact your current clients regularly to make sure they are satisfied with your service and to identify any other needs they may have. You can contact them by email, phone, take a survey or offer exclusive discounts to existing customers.
Engage in digital marketing. As well as creating a professional website to promote your services, consider creating business pages and profiles on popular social media platforms. This will make it easier for potential clients to contact you and find out more about what you offer.
Get involved in your community. Get involved by attending trade shows, networking events and volunteering opportunities. This can help you demonstrate your value as a service provider, meet potential clients and increase referrals. It can also help you establish valuable partnerships with other businesses in your area.
Ask for customer testimonials. Including customer testimonials in your service marketing strategy can help you gain the trust of your target audience. Customer testimonials can be effective because they show people how you can help other customers who may have similar needs.
Showcase your awards and badges. If you have received any awards or badges for service endorsements that set your business apart from your competitors, consider incorporating them into your service marketing strategy.
Focus on the process. While your clients are interested in the end result your service can deliver, how you deliver it can also be valuable. Let potential customers know about the unique features you offer, such as flexibility, responsiveness, personalised service or payment plans.
Highlight your people. Show you the people behind your services with employee protection. Include your employees in your marketing materials. You can use professional photos of your team, video interviews or quotes from your employees.