Running a service business can be a challenge. Word of mouth is what most service providers rely on to bring in new customers, but with the right strategy, you can attract new business without having to rely on previous customers.
1. Focus on Branding
Branding is essential for every business, but service providers often ignore this important step. Your business already has a name, but do you have a logo? If so, is that logo consistent and used across all marketing materials?
If not, this should be your first step.
Everything from employee uniforms to company vehicles, your website and even the stationary in your office should be a reflection of your brand. That means using your logo and brand colors across all marketing and business-related materials.
Take, for example, Neighborly, a pest control company in Sacramento. The company’s name, logo and blue color scheme appear on their website, company vehicle and worker uniforms. Their social media pages are also branded.
Branding creates a cohesive experience for consumers, so they easily recognize your company whenever they see your name.
2. Build and Establish an Online Presence
A 2014 survey from Retailing Today found that 81% of shoppers conduct research online before they make big purchases. If you don’t have an online presence, you’re missing out on a large chunk of potential customers.
Many service providers still have yet to build a website and create social media accounts because they feel they don’t need them. But by ignoring the digital world, you are leaving business and money on the table.
If you haven’t done so already, build a professional website that reflects your brand. Create social media accounts, and start interacting with your target audience.
Having an online presence expands your audience exponentially, and allows you to reach more local customers.
3. Make it Easy for Customers to Leave Reviews
Word of mouth is important in the service industry. Reviews act as a recommendation that can help convince someone who’s on the fence to take the dive and purchase your service.
Make it easy for customers to leave feedback by linking to your social accounts or providing a link to where they can leave reviews on third-party sites.
While you can encourage or ask customers to leave reviews, avoid offering them an incentive (discount, free merchandise, etc.) for leaving feedback.
Online reviews will help convince potential customers to use your service. If you have zero reviews, these potential customers will be far less likely to take a chance on your services.
4. Educate and Reach Out to the Community
Educate potential customers through helpful blog posts and video content. Reach out to the community by hosting local events or seminars.
There are many ways to reach out to a new audience, whether it’s digitally or through physical efforts.
Providing valuable, informative content to potential customers will help establish your brand as a leader in the industry. Establishing yourself as a leader will foster trust and ensure that potential customers think of your brand first when needing your services.