4 Actionable Social Media Marketing Tips For Any Service Based Business in 2019

Traditionally marketing services over products has been looked at as an arduous task. As a digital marketing consultant the question I am asked most by serviced based businesses is how do I market a service when there is no tangible product to feature. The answer is somewhat more than a few sentences. So if you're a service based business maybe operating in what's traditionally seen as a stuffy, unsexy industry struggling to develop a successful marketing strategy online, this one's for you.

1. Provide Value

Few people care to see how much better you are than your competition. Shouting about how good you are will rarely result in custom. No one wants to follow a social media page to be sold to in every post. People like to buy but they do not like to be sold to. The phycology in the human buying process involves control, if someone feels they are being controlled they won't buy. Businesses get easily confused between 'marketing' and 'sales'. The aim of any good marketing strategy is to gain attention from the right audience. To do this you have to put the right content in front of that audience. This is what 99% of businesses fail on.

If you are a serviced based business produce video, image, audio and written form content to bring value and help your audience to the point that they don't need your service.

A practical example of this would be a roofer. Roofers should be making videos on how to maintain your roof. Who's attention would this pique? - Homeowners who have older roofs possibly? Who's target market does that sound like? A roofers maybe? When these people notice, consume and interact with your content they are entering the top of your funnel.

Stages of a marketing funnel

These consumers are now aware of you and your brand. The buying process generally takes for a consumer to see your brand 8 times before they make a purchase. Rarely will anyone buy from a brand the first time they see an ad. You have just presented yourself to your target audience. The way the social media algorithms work, people who consume and interact with your content will see your future posts more so if you can continue to provide content that brings value you're able to nature these leads down the funnel and keep your brand top of mind so when the times comes for them to need a new roof the trust and recognition will have been built up meaning you are their first port of call.

2. Build Trust

Referring back to the psychology of the buying process - another essential component is trust. This is the case anywhere but more so online than anywhere else and more so now than at any other time. Trust can be earned over time by offering value to your audience and positioning yourself as a market expert which builds authority. This leads us to major part of a strategy that can be implemented by any business and is more powerful than ever in 2019... building a personal brand. Another way to build trust is to post testimonials. These can be screenshots of your Facebook/Google reviews or even better a video testimonial.

3. Personal Brand