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What is service marketing and how to use it

If you have a service business you are in the right place to learn how to promote your services effectively and above all to how to grow your business. The answer to "How;” it's the service marketing.

Maybe you're hearing it for the first time as a separate branch of marketing and wondering how it differs from classic marketing or product marketing. The answer is simple: Service marketing is specialized in ways that are much more cost-effective for service businesses. Think about it that way too: The same dress suits all women;

Let's go see it:

What is service marketing?;

The service companies they sell customers the skills, their staff and expertise. For example consulting companies, lawyers, advertisers etc.

Simply put, even if you have a cleaning company(service company) and offer your services to banks, stores, offices etc. Or you have a real estate or advertising agency and offer the services to interested parties. In essence, customers are buying your expertise and skills to complete a task that they are unable to do on their own.

Service marketing is a form of marketing specifically for service companies.

Read this too: 18 smart ways to promote your business online

In contrast with product marketing, service marketing focuses on advertising "intangible" jobs that provide value to customers. Service is something that cannot be caught by anyone, to see practically how it works and what are its features. So, techniques have been created to promote it to enable the customer to understand its benefits and buy it. Another feature is that consumed almost immediately. That is, the moment a technician has fixed something or a lawyer has given legal advice he has used his expertise.

Now, service businesses should use them effective service marketing strategies to build confidence with their customers and show them how their service can benefit them. The tools that help them sell their services are pitching ideas, advantages, promises and others which we analyze below.

Example: A company that provides wellness services wants to promote the benefits of adopting a healthier lifestyle. She can promise her clients that they can achieve their fitness goals and promote the idea that in order to have an effective wellness routine they should enlist the help of a certified trainer..

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Who uses service marketing?;

Popular examples of service-based industries(although not limited to the following) and they use this form of marketing is:

  • Telecommunications
  • Health and wellness
  • financial services
  • Tourism, recreation and entertainment
  • Transportation
  • Hospitality
  • Consultant agency
  • Planning, marketing and sales
  • Education
  • Commercial industries
  • Restaurants
  • Construction Company

This type of marketing can be used both from business to consumer (B2C) as well as from business to business (B2B), depending on the service. Professionals working in these industries can use service marketing strategies to to increase awareness of their brand, generate leads and yes establish their authority.

How services marketing differs from product marketing;

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Clearly both follow basic marketing principles. However, they have some differences. Some of the key differences between these two marketing strategies are:

1. Tangible products versus intangible services

Material products are easier to promote and buy than,what intangible services. They can be advertised more easily as their features and how they work can be seen. On the other, customers are more difficult to understand and yes understand the value of a service as it is intangible.

In this case service marketing it focuses on the people providing the service and building relationships with potential customers. Wanted is the building trust which will lead to sales.

2. Personalization

Unlike products that are often designed one way and sold to customers as is, service businesses can to tailor their services to meet the unique needs of each client.

For example, a company that offers digital marketing services chooses which platforms to focus on depending on the needs of each client. To promote this possibility of personalization you should emphasize that its main objective is the investigation of needs, of possibilities, of the strong and the weak data of its customers so that the services it will offer them perfectly match their profile.

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3. Property

When a customer buys a product, it belongs to him. This means that he can continue to use it for as long as he wishes or for the life of the product. He can also resell the product if he wishes. Nevertheless, when a customer purchases a service, the business that provided the service still retains the employees, skills and know-how.

Product marketing focuses on why a customer wants to own an item. Service marketing focuses on branding, the dynamics and know-how of the business.

For example a business that provides personal consulting services may highlight empathy, education and professionalism of her staff to encourage potential clients to schedule a session with them.

4. Confidence

Customers who are not happy with a product can return it. Conversely customers who are not happy with a service they cannot return it after they have used it. This is why service marketing is heavily focused on building trust with customers and in delivering an exceptional customer experience. Service-based businesses want to ensure that their customers are Satisfied, in order that to continue to purchase services from them.

Example: A salon that hires kind and talented hair stylists can increase the number of happy customers. These customers will not only come back to the salon but also they will communicate their positive experience to their circle. The recommendation they will make to others is, as we have mentioned many times in the past, of the strongest cards for her increasing confidence and sales increase.

 

5. Year

Usually, businesses provide services to customers in specific time or for a specific duration. After this, customers must renew the service agreement to continue receiving the service. On the contrary, a customer can buy a product once and continue to use it’ indefinitely. Because of this, service marketing usually focuses on sale of subscriptions, to encourage referrals to other customers and to retain existing customers.

Example: A hotel can offer customers who have recently booked a stay a free night on their next booking. This can encourage customers to return to the hotel even if it was not part of their plans.

6. Buyer audience size

The size of the buying public for service businesses can is smaller by the size of the buying public for businesses that sell products. This is because most businesses can ship products to customers worldwide. On the contrary, some businesses that provide services they can only move in a certain geographical area, unless they have the ability to do so remotely.

For example a technical company(plumbers, electricians etc.) can only serve customers within a certain kilometer radius of the business location. To promote her services she should give more emphasis on developing strong relationships with its customers and gaining referrals from them. It will give basis to confidence building in order that to establish stable cooperation with its customers. also, can focus on upgrading the services offered(e.g. regular maintenance) in order that to increase the cost of its services.

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Tips for creating effective services marketing strategies

Here are some tips to help you create an effective service marketing strategy:

Incentivize your potential customers

One strategy to promote your services is to give customers an extra incentive. Consider offering new customers a one-time discount or a gift as part of a special offer.

Create a referral program

Another great way to promote your services is to encourage your current customers to tell friends, their family members and colleagues about your business. You can offer customers a discount, upgrade or other incentive for each person they refer and sign up for your service.

Cultivate existing customer relationships

Continue to be in regular contact with your current customers to ensure they are happy with your service and identify any additional needs they may have. You can contact them via email, phone call or by providing them with exclusive discounts.

Embrace digital marketing

In addition to creating a professional website to promote your services, create business pages and profiles on social media. This will make it easier for potential customers to connect with you and learn more about the services you provide.

Engage with your community

Participate in trade shows, events and seize any opportunity that can bring you closer to your audience, your potential and existing customers. This can help you demonstrate your values ​​as a business, meet new potential clients and increase your referrals. It can also help you create valuable partnerships with other businesses in your area.

Ask for customer testimonials

Incorporating customer testimonials into your service marketing strategy can help you create confidence with your target audience. Customer testimonials are among the most effective marketing techniques as they show people how you have helped other customers who may have similar needs.

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Present your honors and awards

If you have received awards or accolades that set your business apart from your competitors, very seriously consider incorporating them into your service marketing strategy.

Focus on the process

While your customers are interested in the end result that your service can provide, the way you offer your service can also provide value. Let potential customers know about unique features you offer, such as flexibility, immediate response, personalized services or payment plans;.

Tag your people

Show the people behind your services. Trust their face. Involve employees in marketing. You can use professional photos of your team, interviews, videos or reports from your employees.

In conclusion…

If you have a service business don't ignore service marketing. It is cut and sewn to your measurements! He specializes, gives powerful tools and the possibility stand out from the competition if you use it.

Just as there are the right tools and aids for every job, service marketing is the ideal tool to promote your business.

It's a shame to have the knowledge and potential and not put it to the best of your ability, which can be proven to bring more customers and sales!

So., you are ready to give your business a boost;

Read also:

What is NFC marketing and why your business needs it immediately

Digital marketing for service businesses; What to watch out for and what to avoid!

Customer satisfaction: The A and the Z for small businesses

We love small businesses and we want to see them develop! If you don't know from where to start or how to proceed Do not hesitate to contact us.

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