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2017 marketing strategies for your service-based business

Business success rates are higher than you might think, but there's still risk associated with starting a business. About 80% of businesses make it past the first year, but only 50% make it past five years. Service-based brick and mortar businesses take on even more risk because of their high overhead and small target market.
If you want to be among those that survive six years from now, you need an excellent marketing strategy. In 2017, that means embracing the digital world and connecting your service-based business with those who need your services most.

Here are some strategies that work.

Raise visibility

Service-based businesses can blend into their surroundings if they aren’t careful. Companies everywhere are offering both online and in-person products that are difficult to compete with.

The solution is to embrace digital trends and make your business more visible. Surprisingly, nearly half of all small businesses still don’t have a website and aren’t using digital marketing to grow their clientele.

You can improve your odds of success by doing the following:
  • Update your business listing in Google My Business.
  • Use services like Yocale to allow customers to set up free online appointments.
  • Get on social media and post regularly.
  • Blog frequently.
  • Update your website with the newest services and accurate contact information.
Strengthen your social media game

Social media is one of the most important aspects of marketing, especially in 2017. Surveys show that social media is the number one online activity. This clearly shows that customers are spending a lot of time here, and if you want to be found, your business should be there, too.

A great social media experience means getting a little more personal.
  • Track consumer behavior.
  • Identify the needs, wants, and demands of your customer base.
  • Incorporate local social media strategies to show your involvement in the community.
  • Demonstrate through your page the value of your service.
  • Seek to provide relevant, informative, and entertaining content daily.
  • Interact with followers as much as possible.
Blog based on expertise

A blog is vital for creating marketing visibility in your organisation. A blog raises your search rankings as well as helps you establish yourself as an authority in your niche. This is especially important as a service-based business. You have to prove that you’re equipped to handle the unique concerns of your target audience.

Marketers who prioritise blogging are 13 times more likely to earn a positive ROI. Here’s how you can make blogging a bigger priority:
  • Create a list of topics that go well with your niche, like frequently asked questions from your consumers, common service requests, basic tips related to your niche, and promotion of your services.
  • Blog regularly, at least once a week, for the best ROI.
  • Print insights that prove you know what you’re talking about. If you can show you know what you’re talking about, it will be easier to earn respect.
Market to existing customers

Making a sale once is great, but multiple visits create a loyal customer. It’s not always easy to sustain repeat visits, especially if you’re in a highly competitive niche. However, by marketing to your existing customers, you can create a sense of high value and encourage loyalty among them.
  • Follow up after each visit with an email survey and an invitation to review your business.
  • Send coupons through mail and email.
  • Reward referrals so they’ll tell their friends.
  • Listen and implement feedback.
Win referrals

Word of mouth marketing is by far the most effective form of marketing with 86% of customers saying they use recommendations from friends and family as a key factor in purchasing decisions. This goes beyond simply waiting for your referral audience to send business your way. You can actively solicit more referrals with a few well-placed tactics.
  • Solicit referrals through existing customers with in-house incentives.
  • Incentivise shares and reviews on your social pages.
  • Use influencers to spread your brand.
  • Be the kind of company that people say great things about.
Leverage Mobile Technologies

Mobile has been a huge player in online business. It’s surpassed desktop usage, and big businesses use it to create even stronger connections with their customers. About 57% of customers say they won’t recommend a business with a poorly designed website, underscoring your need to create a stronger mobile strategy.

There are many steps to making mobile a key part of your strategy. Here are a few:
  • Make sure your customers can access your website on their mobile device. Service-based businesses, in particular, seem to have a difficult time grasping the concept that their website must be responsive to get conversions.
  • Accept Apple Pay and Google Wallet as a payment method.
  • Use geo-location services to boost local customer visits.
  • Have your app send the customer discounts and deals when they’re close to your business.
  • Use app data to improve your marketing strategies through data analytics.
It’s 2017 and well past time for you to embrace the digital age. Your service-based business will flourish if you use the technology available today.

21 Jul 2017 11:01


About Boris Dzhingarov

Boris Dzhingarov graduated UNWE with a major in marketing. He is the CEO of ESBO ltd brand mentioning agency. He writes for several online sites such as,,, Boris is the founder of and