Marketing for service companies
Tips on Marketing Service Companies Online and Offline
It’s the local, one-to-one aspect of service marketing that makes it so different from marketing the average product. And if your company is all about providing a great service, a marketing campaign that builds relationships is essential to your success.
1. Let customers know you.
Women shoppers, in particular, look for deeper information when deciding on which company or service to choose, and the vast majority of both male and female shoppers do research on the web before making a purchase. Having a company website is an affordable and smart way to convey in-depth information about your service business.
Showcase your service benefits on the main page, just as you would in an effective company brochure. And show how well your company delivers on its promises by providing testimonials, case histories or work samples.
2. Compete based on value.
What will make customers or clients select your company vs. your competitor’s? Most choose the service provider that offers the greatest value for their money. In many competitive markets, there’s price parity among the principal players. The best way to win business is not to cut your prices or rates, but instead add products or services that elevate your offer– making it too good to resist. This is called “bundling.”.
Take time to develop a service bundle that you know will appeal to your best prospects. You may need to test various offers until you find a winning combination; then modify your offer periodically to keep your incentives fresh.
3. Tempt customers with incentives.
Customers who’ve had positive experiences with your company’s services in the past will happily return. Businesses that provide home services, such as rug cleaning, painting, home heating or air conditioning, can benefit by sending consumers coupons through a marriage-mail provider, such as Valpak. For long-term results, create a special offer that will motivate new customers to make more than a single purchase.
4. Keep in touch.
It costs considerably less to keep a customer than to win a new one, so it’s smart to maintain a campaign to upsell or resell existing customers. Even with the best of offers, you can burn out your list if you pitch customers too often.
Make a habit of periodically using your marketing communications to ask for referrals. You can e-mail a success story, for example, and ask the recipients to forward it to friends or family members who would like to achieve similar results. By providing deep information about your company for ongoing offers and new customers and communications with existing customers, you’ll create a synergistic campaign that builds strong relationships.