Service based business marketing

[Starsky]

Hello All,
Maybe I'm not looking in the right places, however I havn't found much discussion on marketing strategies for service based businesses. I started up a new b2b service back in the summer & did a soft launch in two metro areas, gained my first few clients & added to the client base on their referrals. However Im looking to grow that client base of course. I have a crafted press release, active blog, twitter and facebook account. Website first on google with local search keywords and 2nd page generic search.

So for others who's biz models are service based than product based, maybe we can exchange ideas in this thread.

 

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[JEdwards]

Where is your problem?

 

[Starsky]

Where is your problem?

Driving targeting traffic to the website & other methods of marketing/advertisement outside of the traditional hard copy ads etc.

 

[JEdwards]

Well it depends on what service you are providing and at what price points.

I.E. What can you afford to do?

Can you afford to do mailers, can you afford to hire salespeople?

Do you even want to?

 

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[Starsky]

Thanks for replying Jack,

Lets explore the sales person/people you mentioned. I have been bouncing this around in my mind, Id like retain a sales affiliate and offer a 1 time %25 commission on each retained client. My price points are high enough to where I can pay a commission. Mailers, not sure i want to do this as the conversion rate is small, Emailer's might be better.

 

[TheAstonMartian]

You are on the right track. Everyone these days have products but to offer services is where the money is at. Hope you do well mate!

 

[Michael W.]

You are on the right track. Everyone these days have products but to offer services is where the money is at. Hope you do well mate!

Thats good to know. I only understand the services business model.

 

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[Starsky]

Perhaps more can post on this thread about their marketing experiences for service based businesses. As I'm sure not everyone on this site has only product based online businesses right?

 

[healthstatus]

Look for existing organizations that have complimentary services. i.e. If you are a plumber, find the HVAC and electricians with good reputations and see if you can rent their mailing list or get on their list of vendors they recommend. See if they will leave your brochure when they make service calls.

 

[Starsky]

Look for existing organizations that have complimentary services. i.e. If you are a plumber, find the HVAC and electricians with good reputations and see if you can rent their mailing list or get on their list of vendors they recommend. See if they will leave your brochure when they make service calls.

Thanks, that's a good idea. My target market is the Hospitality Industry...

I'm still trying to figure out how to properly use social media as a viable tool.

 

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[saceo007]

Starsky, I have avoided marketing directly altogether and looked for referral partners that serve similar markets. For example, my accountant will be sending an email postcard (designed my us) to her small business clients that offers them a Fr*ee holiday gift in appreciation for their business. I have a dedicated webpage on my website branded specifically for her clients where they can register for the service and begin the relationship with my company.

Sweet deal for her because she offers them a great service with no money out of her pocket, no extra time on her part, and no sharing of her client list as she just forwards the email that I send her. Great deal for us because we have her implied endorsement and still get access to her clients. Even if only one or two convert to long-term clients, it's a boon for us.

Better to reach 400 prospects through one well-placed referral partner than to spin your wheels trying to contact all 400 separately without the benefit of the recommendation.

 

[Maddog]

Starsky, I have avoided marketing directly altogether and looked for referral partners that serve similar markets. For example, my accountant will be sending an email postcard (designed my us) to her small business clients that offers them a Fr*ee holiday gift in appreciation for their business. I have a dedicated webpage on my website branded specifically for her clients where they can register for the service and begin the relationship with my company.

I think that's a great idea! Are you offering her any commission or other incentive? I'm going to try the same thing. Do you think I'd have luck approaching business owners in my local community that I just relocated to? Or do you think they'll slam the door on me for the annoyance of soliciting?

 

[Starsky]

I decided to bring on Independent sales reps. Offering a 1 time %30 commission on new business. Anyone else have any experience using independent sales reps & how you structured the commission?

Thanks

 

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[royemunson]

Yes with local you have to get out there and meet people. People won't actively search for you online as I found out the hard way.

Couple things we are trying is to first set up a site and generate leads (I have seen this work for others in the past). Our goal is to do the local online research, set up the site, lead capture, etc... and then work with businesses to get them the leads in a number of ways and the goal is to turn that into a long term relationship with other backend services or to sell them the site built.

But yes getting someone who can sell out there has been a proven way to break into the local markets offering your services. I found cold calling to be a bear and working through referrals was key as well as having some proof so to speak whether that be that I already built a site that is ranked #1 or other.

Hope this helps. Let us know how it's going.

Joe

 

[Starsky]

I decided to go the route of hiring a firm on a as needed basis, they will handle cold calls, initial contact, email database etc. Ill pay them a flat fee retainer instead of giving them a cut of commission. Ill report back on how it goes