The Service Business Owner’s Guide To Marketing
by Mike J. Agugliaro
Marketing is a mystery. But it doesn’t have to be. I want to share with you the simple way to market your service business to get more customers.
This is a starting point… a framework. (Of course, you need to build from here.)
#1. Identify the target of marketing. What is the target of your marketing? All marketing should work toward one thing: in most cases, it’s to get people to call your company and book an appointment for work done (or for an appointment with a Comfort Advisor).
#2. Know your audience. You don’t market to “everyone”. If you try to do that, your marketing will fall flat. Instead, identify a great target market who loves what you do and is willing to pay what you charge, then market to them. Create marketing that will speak with your target market.
#3. Focus in on one small area. It’s tempting for service business owners to try to market everywhere. (Problem is, you spread yourself too thin and you don’t connect with your audience as well.) Instead, choose a smaller geographic area and invest your marketing there. (This tip goes hand-in-hand with the next one…
#4. Be everywhere. Invest your marketing budget to be seen everywhere in one small area. The idea is not to be seen once in a while by everyone in your city but to be seen many times daily but just a few people. This is called “marketing frequency” and it is far more effective than spreading your marketing across your entire city.
#5. Compelling offers. Now it’s time to create your marketing: build compelling offers that are connected to an event or season and only available for a short term. The offers need to be compelling enough that people want them, and they need to be short-term so people want them now.
Do these 5 things to get your phone to ring. (Of course, this is not the end of the story. Once your phone starts ringing then it’s time to sell and serve these prospects to turn them into customers.)
Want to know how to really take this actionable and to the next level? Just copy and paste this list onto your computer and then start filling out the sections with your specific action steps, or research anything you don’t know the answer to yet.
If you want, get on a free 30-minute strategy call with our master advisors who can help you work through your marketing and figure out what’s working and what isn’t. (Book that call here)
And, be sure to come to Service Business Edge where you’ll get all the templates and resources that I built for the service business that Rob and I used to own. With a few small adjustments to customize it for your market, you can quickly get proven, effective marketing in front of your audience!