I have been speaking to many entrepreneurs & Established Company CEO’s on Service Marketing challenges. Services Marketing is of a broad category of marketing services on selling anything that is not a physical product. Any method that can communicate the service’s appeal and approach on benefits to customers is a valid approach, including informational content, promotions, Digital Marketing and many other kinds of marketing materials.
Service Marketing are of three types organizations that provide services to individuals (business-to-customer, or B2C), and organizations that provide services to other organizations (business-to-business, or B2B) & Customer to Customer (C2C) so the marketing mix varies I between each of the marketing category. Defining services is really a challenging situation. Services doesn’t mean ownership of anything and services are performed, if service is purchased then the customer has paid to use/access the facility. The one drawback in-service industry is you can touch, feel, see or taste before signing up. Whereas in products you could do all these hence marketing services is a challenging task.Being in Service Industry we have underwent all pitfalls and we have listed the important techniques to consider in order to enhance your sales flow when dealing with Services Marketing
1. Trending Strategies Research:Customers won’t have a business relationship if you are using same old marketing strategies, you need to be a trend lover and be able to adapt to the trends and offer the best services for your customers. You may have to spy your competitors in order to see how they are changing their strategies in order to adapt to the trends in the market.
2. Target Audience & Perfect Marketing Mix:The key point in any marketing segment is to know your Target Audience else you are wasting your marketing efforts. You need to analyze your target audience and have a Buyer persona defined in order to reach out the audience. There are many Buyer persona templates available to perform in-depth research. You will also have many agencies who would help you in defining your buyer personas. This is the most important aspect in launching the successful Marketing Campaign. You can target Social Channels and SEO (Search Engine Optimization Services), unleash the power of E mail marketing to enhance your sales.
3. Focusing on Effective KPI’s (Key Performance Indicators):All Business has a unique selling prepositions. You may have defined your unique Key Performance indicators of your services. We marketers will make us of KPI’s to generate business. Browse the KPI’s examples of other Brands. If you haven’t defined that will be your first task to define and then see how your business will start growing.
4. Cost & Quality:As you know Cost is the entry point and quality is the final deliverable of your services. Before fixing the cost try to reach out your competitors and carefully observe what are the includes and excludes they are having and one more best example in our industry is I came across one company offering 1 year SEO services at just INR 25,000 for the entire year and being a customer they would be craved in purchasing that kind of services but being a customer, they wouldn’t be knowing the difference between Highly Searched Keywords or Low Volume Keywords. Those companies will offer the low volume keywords where there wouldn’t be searches on Google at all whereas we being professional SEO or Digital Marketing Companies concentrate on High Volume Keywords in order to make client profitable. But it’s a human psychology that they would be attracted to the lowest price but they end up in loss.Our main KPI is to educate the customer briefly on our services and help them to suggest based on their experience, we collaborate to attain greater results. We work like a dedicated team and have a review meetings to track the success of the marketing campaign.
5. Understanding Competition:Competing in this digital age is at the owner’s risk. You need to have a healthy competition and the competition should benefit the end consumer. If you take an example of any higher companies if you keenly observe all they did was facilitated to the consumer. You need to always think in customer shoes before working on any packages. Be successful by launching the best strategy to win the competition.
Source:https://5lines.com/
