Without further ado, let\u2019s jump in. We\u2019ll start with a deep dive into what you need to do even before you think about marketing.\u00a0<\/p>\r\n\r\n\r\n\r\n
Core pillars of service marketing: Laying the foundation<\/h2>\r\n\r\n\r\n\r\n
It\u2019s easy to get swept away by the promise of marketing to elevate your brand\u2019s visibility and grow your customer base on autopilot. But marketing won\u2019t be able to help you if your product is sub-par and your customer service isn\u2019t up to scratch. More importantly, it won\u2019t help you if you don\u2019t have a clear idea of what your brand represents and how your services can benefit your customers.\u00a0<\/p>\r\n\r\n\r\n\r\n
So, before you proceed to develop a marketing plan, ensure you cover the following:\u00a0<\/p>\r\n\r\n\r\n\r\n
Establish your brand identity and values<\/h3>\r\n\r\n\r\n\r\n
Your brand identity is the personality of your brand and what sets it apart from competitors. It encompasses the service you\u2019re offering, how you communicate the value of your service to your customers, and, ultimately, the emotions that customers feel when they engage with your brand. Values, on the other hand, are \u2018ideals\u2019 that guide the way your brand functions.\u00a0<\/p>\r\n\r\n\r\n\r\n
For example, New York-based florist Julia Testa\u2019s<\/strong><\/a> brand is synonymous with events, installations, and flower delivery. The brand espouses the values of reliability, quality, and inspiration (in the \u201cuncanny ability to capture other people\u2019s vision and bring it to life\u201d).\u00a0<\/p>\r\n\r\n\r\n\r\n This aspect boils down to highlighting the specific ways you can solve your ideal customer\u2019s needs. Identifying your ideal customer\u2019s pain points is a good starting point for creating targeted services that help solve those specific problems.\u00a0<\/p>\r\n\r\n\r\n\r\n For example, Gabriel\u2019s Tree Services and Landscaping<\/strong><\/a> in Los Angeles, is very clear about who they serve. Their website lists four core categories of services with detailed explanations of what each category covers \u2014 tree services (trimming, thinning, pruning, shaping, planting, etc.), tree removal (inclusive of stump removal services), landscaping (lawn maintenance and installation, irrigation and erosion management, etc.), and demolition services for residential and commercial property.\u00a0<\/p>\r\n\r\n\r\n\r\n Identify key differentiators that make you stand out in your service industry. The more aligned they are to what customers are looking for, the more appealing your differentiators will be.\u00a0<\/p>\r\n\r\n\r\n\r\n SpinZone Laundry<\/strong><\/a> in Texas distinguishes itself based on how it caters to customer pain points, needs, and expectations from a laundry service.\u00a0<\/p>\r\n\r\n\r\n\r\n Specifically in relation to its self-service laundry option, the business offers a long list of features, including cleanliness, good lighting, numerous payment options, air conditioning as well as heating year-round, well-maintained top-of-the-line equipment, televisions, snack and beverage machines, and even coffee and doughnuts during the morning hours.\u00a0<\/p>\r\n\r\n\r\n\r\n Customer service is critical to standing out as a service-based business, especially amongst other local businesses. Customers are more likely to give repeat business to companies that prioritize their needs and ensure that any difficulties they have are addressed promptly to their satisfaction.\u00a0<\/p>\r\n\r\n\r\n\r\n Aim to provide stellar customer service in addition to providing attractive \u201cproduct\u201d services, and you\u2019ll\u00a0 have no shortage of new customers, or loyal ones!\u00a0<\/p>\r\n\r\n\r\n\r\n ProBooks NY<\/strong><\/a> is a popular service business that provides professional bookkeeping services. Judging by its online reviews, it’s apparent that much of the service\u2019s popularity is due to how well the company looks after its clients. Reviews repeatedly reference their care for clients, responsiveness, expertise, friendliness, and \u2018exceptional\u2019 service.\u00a0<\/p>\r\n\r\n\r\n\r\n A much-ignored aspect of services-based business marketing is personalization. And yet, personalization can be your best friend if you\u2019re serious about maintaining a steady base of repeat clients, who will also refer you to other potential clients.\u00a0<\/p>\r\n\r\n\r\n\r\n You don\u2019t need expensive technology to personalize experiences for your customers. The following strategies cost little but are highly effective when you look at the big picture over the long term:<\/p>\r\n\r\n\r\n\r\n Communication is a critical component of customer service. Communication that\u2019s prompt and relevant is key to ensuring customers are happy and will continue to use your services. It also goes a long way toward establishing trust and building credibility. Effective communication for a services-based business entails the following:<\/p>\r\n\r\n\r\n\r\n Transparency<\/strong> \u2014 Ensure clarity in terms of pricing, so there are no hidden fees or surcharges that may surprise the customer. Make sure any refund policies are clearly laid out. The prices for services should be mentioned upfront, along with the specific details of what\u2019s included.\u00a0<\/p>\r\n\r\n\r\n\r\n Think about aspects customers need to know, such as how they can reach you in a service emergency, what times you are available to communicate, and so forth.\u00a0<\/p>\r\n\r\n\r\n\r\n Promptness<\/strong> \u2013 Address complaints promptly, get back to customers when you say you will, and be sure to notify customers of any potential delays or setbacks.\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n Feedback loop<\/strong>\u00a0 \u2013 Provide opportunities to customers for sharing honest feedback (feedback cards, online surveys etc.). Assess the feedback for validity and identify areas for improvement. It\u2019s important to actually work on fixing concerns promptly and ensuring that your customer sees how sincere you are about it.\u00a0<\/p>\r\n\r\n\r\n\r\n Create a database of customers who will form your core referral network \u2013 these are the people who are most likely to refer you based on positive experiences of your service.\u00a0<\/p>\r\n\r\n\r\n\r\n People who keep using your service because they love it, people who\u2019ve shared positive feedback about your brand with others or online, and people who keep rating you consistently high in feedback surveys are all examples of customers who could potentially develop into referrals.\u00a0<\/p>\r\n\r\n\r\n\r\n Building a core referral network should be seen as an ongoing process, not a one-time set-and-forget system. Referrals bring in more customers, who, in turn, will refer you to their own networks, and so on. The cycle continues!<\/p>\r\n\r\n\r\n\r\n Once you\u2019ve established the foundational best practices to ensure your business is primed and ready to grow, the next step is to put the 7 Ps of Service Marketing into practice.\u00a0<\/p>\r\n\r\n\r\n\r\n The earliest reference we have to any Ps at all is the seminal work Basic Marketing<\/strong> by E. Jerome McCarthy and William D. Perreault, Jr., first published in 1960. To understand the concept of the 7 Ps better, let\u2019s refer to how the authors originally defined a marketing strategy:<\/p>\r\n\r\n\r\n\r\n \u201cA marketing strategy specifies a target market and a related marketing mix. It\u2019s a \u2018big picture\u2019 of what a firm will do in some market. Two interrelated parts are needed:<\/p>\r\n\r\n\r\n\r\n The typical marketing mix outlined by McCarthy and Perreault, Jr. consisted of Product, Price, Place, and Promotion. Later in the 80s, B.H. Booms and M.J. Bitner refined this mix further by adding additional Ps in the form of People, Process, and Physical Evidence.\u00a0<\/p>\r\n\r\n\r\n\r\n Up next, we\u2019ll take a closer look at each of these and discuss how to execute them successfully for service marketing business models:<\/p>\r\n\r\n\r\n\r\n Product<\/em> simply means developing the right product for the market, in this case, the right service. Creating the right service offering involves researching your customer\u2019s biggest pain points and identifying how to position the service, so it looks like the best possible option or solution for them.\u00a0\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n From the perspective of marketing, you should be able to communicate the value of the service, highlighting how its features can solve your target customer\u2019s problems.<\/p>\r\n\r\n\r\n\r\n Consider customization options, design elements wherever they apply to your business, and the overall quality of the service. Also develop\u00a0 \u2018package\u2019 options where you provide discounts or additional benefits when customers sign up for a long-term commitment.\u00a0<\/p>\r\n\r\n\r\n\r\n Example<\/strong>: Consider a Personal Trainer (PT) whose core service is personal one-to-one training sessions for clients in the privacy and comfort of their homes.\u00a0<\/p>\r\n\r\n\r\n\r\n The service is ideal for a target market whose pain points include not having time to commute, not wanting to dress up to go to the gym, not wanting to work out in groups, and not having personal guidance for optimal results. The PT provides a trial, individual sessions, and monthly or yearly package sessions to account for different needs. He also offers considerable flexibility in terms of timings.\u00a0<\/p>\r\n\r\n\r\n\r\n Price<\/em> refers to setting the right price for the market. To arrive at the right price, find a good balance between covering the costs of running your services and providing a price that potential customers will find enticing enough to want to commit. You also want to make profit at the end of the day!\u00a0<\/p>\r\n\r\n\r\n\r\n Review what competitors are doing in the same niche in terms of value proposition vs price to identify where you can provide additional value or better pricing. Remember that customers will expect premium service for premium prices.\u00a0<\/p>\r\n\r\n\r\n\r\n Example<\/strong>: Netflix\u2019s<\/strong><\/a> subscription plans showcase how a subscription-based service can be categorized into tiers offering varying levels of convenience, such as the ability to watch without ads, better streaming quality, the number of devices supported, and so on.\u00a0<\/p>\r\n\r\n\r\n\r\n Place, <\/em>from the perspective of service marketing, refers to the mode by which you will deliver your service. In most cases, there\u2019s usually a physical location as well as an online website.\u00a0<\/p>\r\n\r\n\r\n\r\n Ideally have your physical location within easy access for customers most likely to buy from you. Speaking of access, how easy is your office to find and travel to? Is there adequate car parking available? Are the interiors of your office clean, tidy, and set up to provide your customer with a comfortable experience?<\/p>\r\n\r\n\r\n\r\n A website functions as your online location. Optimize your website, so that customers who visit it understand who you are, what you do, and how you can benefit them within a few seconds of landing on the home page. Ensure your website is optimized for all types of devices, including mobile.\u00a0<\/p>\r\n\r\n\r\n\r\n Example:<\/strong> WhatsApp Business is a great tool for creating positive first impressions with your customers.\u00a0 You can use the automation features to provide instant responses, get appointments booked, and even track and label conversations. Set up your profile, integrate with your CRM or ecommerce platform, and you\u2019re good to go!<\/p>\r\n\r\n\r\n\r\n Promotion <\/em>covers all the types of marketing tactics carried out for the purpose of promoting your business. Aside from posting ads in physical locations and doing events to drum up interest, it\u2019s also necessary to engage in some form of digital marketing strategy.<\/p>\r\n\r\n\r\n\r\n In terms of digital marketing, look at a mix of both organic and paid options for the best results. Organic marketing (inbound marketing) comprises strategies like blogging, social media posting via Facebook, Instagram, or LinkedIn, and SEO or search engine optimization to draw customers to you.\u00a0<\/p>\r\n\r\n\r\n\r\n With paid marketing (outbound marketing), you\u2019re paying for ads to place your content or service in front of new customers – think Google Ads, Facebook Ads, or sponsored ads on YouTube or TV channels. When doing ads, ensure you have goals in place, whether that\u2019s increased visibility or sales and metrics to measure your ROI.\u00a0<\/p>\r\n\r\n\r\n\r\n The 5th P is about the People<\/em> associated with your service company, both you and your team members. Aspects like friendliness, expertise, knowledge, good communication skills, responsiveness, and customer service orientation matter a great deal in the service industry, regardless of the size of your business.\u00a0<\/p>\r\n\r\n\r\n\r\n Ensure your staff are adequately trained about the services on offer and how to engage with customers effectively. Customer satisfaction, trust, and credibility are critical to staying relevant when running a services-based business.\u00a0<\/p>\r\n\r\n\r\n\r\n With Process<\/em>, you\u2019re looking at the mechanics of how your service is being delivered to the end-customer and their experience of it. Processes should be as simple as possible for your customer. \u2018Process\u2019 becomes even more critical when you have multiple team members. Share best practices and consistently implemented workflows so your team members are all following the same process when engaging with customers.\u00a0<\/p>\r\n\r\n\r\n\r\n Deploy technology as much as possible to make the engagement experience seamless for your customer.\u00a0<\/p>\r\n\r\n\r\n\r\n Example:<\/strong> You can organize an onboarding questionnaire to go out immediately after a customer purchases your social media management package through your CRM software. Set up integration so different systems are connected and speak to each other limiting friction for the customer \u2013 they don\u2019t have to sign in and out of multiple systems to work with you.\u00a0<\/p>\r\n\r\n\r\n\r\n Physical evidence<\/em> here, refers to tangible evidence that your business exists, and more importantly, proof of purchases and services that your customer has bought.\u00a0<\/p>\r\n\r\n\r\n\r\n While a physical location can be seen as physical evidence; for remote businesses, physical evidence can include aspects like having a website, a social media presence, e-business cards, brochures that you can send online, receipts for purchases, contracts, and the like. They count towards trust and credibility.\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n Another important aspect of a service business that can be categorized as physical evidence is customer reviews and testimonials. They provide proof that your business exists and that your service is as advertised.\u00a0<\/p>\r\n\r\n\r\n\r\n Once you\u2019ve established a solid business that\u2019s consistently generating sales, repeat sales, and ample positive customer reviews, it\u2019s time to scale. By scaling, you\u2019re looking at growing your business exponentially by expanding your capabilities to take on more customers simultaneously.\u00a0<\/p>\r\n\r\n\r\n\r\n A referral program<\/a> is a formal program to spread the word about your business through referrals, typically represented by your most enthusiastic and loyal customers. While customers may organically share positive experiences about your brand, throwing incentives into the mix can motivate customers to do more. It\u2019s like having your own company referral network<\/a>.\u00a0<\/p>\r\n\r\n\r\n\r\n Potential buyers consider peer reviews and referrals a more trustworthy source of authentic reviews for service businesses. The reason is simple \u2014 peers are people just like them, unlike brand advertising, which is seen to be primarily driven by profit.\u00a0<\/p>\r\n Referrals ultimately grow trust and credibility in your brand while helping to expand your prospect pool. They also contribute toward building brand awareness.\u00a0<\/p>\r\n\r\n\r\n\r\n The fact that referral programs reward both the referring customer and the new customer, adds to their appeal. Existing customers are motivated to make referrals, while newly referred customers proceed to buy with confidence.\u00a0<\/p>\r\n\r\n\r\n\r\n In terms of rewards, look at cash and gift cards, as these have proven to be the most popular, given how flexible they are in terms of what you can buy. You can also add in service credits\/discounts that tie back to your offerings, if the customers are using your service on a recurring\/subscription basis.\u00a0 New customers could receive a reward that ties back to your services, such as credits or an upgrade \u2013 but a gift card works well for them, too<\/p>\r\n\r\n\r\n\r\n Build message templates that existing customers can personalize and send to their peers.\u00a0 Providing a message (from the existing customer\u2019s perspective) that the existing customer can send reinforces the personal recommendation factor and further promotes trust.<\/p>\r\n\r\n\r\n\r\n After you develop your referral program, make sure you\u2019re regularly promoting it, so customers have your brand always at the top of their minds.\u00a0<\/p>\r\n\r\n\r\n\r\n The easiest way to deploy a referral program is to use purpose-built software like Referral Rock <\/strong>rather than building one from scratch on your own. Referral Rock creates trackable referral links, lets you pay out rewards automatically, and makes the process of positive sharing easier for everyone involved.<\/p>\r\n The next strategy to implement is to recruit affiliates, ideally by way of a formal affiliate program<\/a>. Affiliates function as promotional partners. You give them a unique trackable link, called an affiliate link, which they embed in their content (blogs, videos, webinars, podcasts, etc.). The link, when clicked, directs the clicker to your website or landing pages.\u00a0<\/p>\r\n\r\n\r\n\r\n Affiliates earn commissions every time a new customer clicks the link, gets directed to your site, and proceeds to make a purchase.\u00a0<\/p>\r\n\r\n\r\n\r\n Affiliate programs work especially well for SaaS, financial services, and coaching\/consulting services. Affiliate programs are very similar to referral programs in that they promote trust and credibility because the promoters are seen as peers (people just like a prospective customer).\u00a0<\/p>\r\n Ambassadors are a third form of promotional partner to consider for growing your business, again most effective through the creation of a formal brand ambassador program<\/a>.\u00a0<\/p>\r\n\r\n\r\n\r\n Ambassadors are long-term promoters who have previous experience using your services. They love what you do, and keep sharing positively about how they\u2019ve personally benefited from your services.\u00a0<\/p>\r\n\r\n\r\n\r\n Like affiliate partners, ambassadors share a link to your website in return for rewards, and earn those rewards when their recommendations result in purchases. But ambassadors are different from affiliates in that they don\u2019t have to be rewarded with cash (you could give them gift cards, service credits, or tangible gifts instead). Ambassadors are always familiar with your brand, so their recommendations are real and trusted.<\/p>\r\n\r\n\r\n\r\n Ambassadors usually have a solid fan following who trust their recommendations, and therefore, don\u2019t need aggressive marketing tactics to be convinced. They\u2019re happy to follow the lead of the ambassador.\u00a0<\/p>\r\n\r\n\r\n\r\n A customer review is one of the most powerful marketing tools you can have at your disposal to increase your customer base. They authenticate your brand\u2019s credibility online.\u00a0<\/p>\r\n\r\n\r\n\r\n![\"\"](\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXeJPdiVMFosqxRtI282ZvNlRyRd49mWh4pSz9fqGPgZ_8CinQ7fkTGELL5yYgFXUzzdkcMqRx9CEOcLGmv7IQ0YxPfwOc7Hj_x5UVSZFKvegD5j9Yaq24osRXRHlcRb6-La89V84TGJZz2a2JtZGLPKhu8?key=SVaRux59CK3tF4cqARP-HA\" "\\"\\"")
Showcase how you solve your ideal customer\u2019s needs<\/h3>\r\n\r\n\r\n\r\n
![\"\"](\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXfDRzsgVtYNZswbS--otguveThMZLGnVwzgjxZ5ntgqupADiqH5njB5esPInDa9M_neCqkQau9rnPx-ssUVu6nQNlcGiNIaqhTUr2hUGuuZkfRIxS34jDrgnMgQ01QGqF7LPMFgfzY5m3gIu6HG-WoNXtw?key=SVaRux59CK3tF4cqARP-HA\" "\\"\\"")
Know what sets you apart from competitors \u2013 and highlight that in your experience<\/h3>\r\n\r\n\r\n\r\n
![\"\"](\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXeoM_lKj8hGbiHeIbgjHBDEBGySXkEDYQX-vSXUtNB-qAvxrpY3WZgWq5POhsjEh63ygwVSOad4AurHLEkv2x6ZExyugY6Ev1qZAGtC4Qj3qgNgaTiabTYtTtDZl9zLtmRWuyZxW88AcMOmenNBLSRI1W1f?key=SVaRux59CK3tF4cqARP-HA\" "\\"\\"")
Prioritize customer service<\/h3>\r\n\r\n\r\n\r\n
![\"\"](\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXczGN7Sayo71Ak4Xh0wGU0a0aMfKOi38ztgVMXltGWxtTFK6V6jPp3ivpGJHGQZwyEFVpfzePbdQqS9M0VJKc_BCqQ0W-nnDNw3lDyXNK56YyXOrhckIFlCX5Wg8OntCy9Q2DuqyotCyNSvWA25EOFxMb4E?key=SVaRux59CK3tF4cqARP-HA\" "\\"\\"")
Personalize customers\u2019 experiences<\/h3>\r\n\r\n\r\n\r\n
\r\n
Clearly communicate with customers<\/h3>\r\n\r\n\r\n\r\n
Find your core referral network (the people most likely to refer you)<\/h3>\r\n\r\n\r\n\r\n
Using the 7 Ps of service marketing: Growing your business<\/h2>\r\n\r\n\r\n\r\n
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1. Product<\/h3>\r\n\r\n\r\n\r\n
2. Price<\/h3>\r\n\r\n\r\n\r\n
3. Place<\/h3>\r\n\r\n\r\n\r\n
4. Promotion<\/h3>\r\n\r\n\r\n\r\n
5. People<\/h3>\r\n\r\n\r\n\r\n
6. Process<\/h3>\r\n\r\n\r\n\r\n
7. Physical evidence<\/h3>\r\n\r\n\r\n\r\n
Top 10 service marketing strategies: Scaling for next-level growth<\/h2>\r\n\r\n\r\n\r\n
Start a referral program<\/h3>\r\n\r\n\r\n\r\n
![\"landscape](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2023\/08\/landscape-double-side-reward-1.png\" "\\"\\"")
<\/p>\r\n\r\n\r\n\r\n![\"Share](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/04\/sharing-portal-in-builder.png\" "\\"\\"")
\u00a0<\/p>\r\n\r\n\r\n\r\nRecruit affiliates<\/h3>\r\n\r\n\r\n\r\n
![\"ActiveCampaign](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/12\/ActiveCampaign-SaaS-affiliate-program-1.png\" "\\"\\"")
<\/p>\r\n\r\n\r\n\r\nFind ambassadors<\/h3>\r\n\r\n\r\n\r\n
Ask customers to leave reviews<\/h3>\r\n\r\n\r\n\r\n