What Is Service Marketing?
Or rather, what is service marketing as opposed to product marketing?
We all purchase services from small or mid-sized businesses on a regular basis. We have the car repaired, we visit our accountant, or we see our lawyers.
What keeps us going back to the same place of business?
A strong relationship is at the top of the list. We feel we won't get gypped, we'll get our money's worth, and we'll be treated fairly.
This is the key component of service marketing. You can't "return" a faulty service like you can a product. Plus, service professionals often deal with very personal or serious issues such as legal affairs, health matters or business advice.
Why is service marketing different?
You might say that marketing a service is often more like selling an "experience" rather than selling a tangible product. An experience that gives you desired results.
For this reason, methods for marketing your service primarily focus on
- Demonstrating your ability to provide quality service (establishing authority)
- Building relationships with potential and existing clients (creating a know-like-trust environment)
- Only after a person learns about you and puts their confidence in you, will they contact you
These approaches are effectively used by service industries such as attorneys, medical and health care providers, accountants, real estate brokers, counselors, business coaches, and many others.
More often than not, they are small to mid-size businesses. Those that have
the budget for a marketing campaign often outsource the marketing project to other service providers.
What are service marketing methods?
The No. 1 secret to service marketing is to market consistently. Your website is the perfect example of this. A strong online presence over an extended period of time reflects stability and authority. It represents commitment to service.
Even more important, the information you offer on your website can be of great help to your clients. This is how you build strong relationships.
Newsletters tell your client base of upcoming events, seminars or services. Articles and free downloads with how-to's and answers to questions can be invaluable to someone looking for assistance.
Service marketing is about helping both established and potential clients get what they need. Websites allow this to happen 24/7 on autopilot. There are no "office hours" on the Web.
Those who understand this and take full control of it will see the benefits of new and long-term clients.
Here's an example of what service marketing for attorneys can do.
