Top Promotional Strategies to Grow Your Service Business

You have started a business, and you are offering excellent products or services at excellent rates but still you are not getting enough customers. If you are facing this may be you are not following the right promotional strategies to reach out to your potential customers. To define, promotional strategies are strategies followed by companies to make the target customers aware about their products and services and to influence them so that they buy the companies' goods or services. People will buy only those products or services about which they are aware of. So no matter how good your products/services are, if your potential customers are not aware about it, you can never grow your business. While following right promotional strategies is crucial for every business, strategies to be followed are not same for every business. In this article we have curated some of the best promotional strategies for service based businesses.

The promotional strategy of any service business should be based on the following two basic principles:

  • The promotional strategy should be strictly according to the nature of your service. For example, if you offer service in home decoration and you are using radio to promote your service, then you won’t get any benefit from it. The channel of promotion restrict to show the sample work to the viewers, so in this case, television or the internet is the best mean to promote your service.
  • Keep a hawk eye on the budget while planning the promotional strategy for your service. The promotion is an important part of the business, but it doesn’t mean that you spend all your money on promotions. Well distribute your financial resources and only use limited funds for the promotion, especially an entrepreneur need to pay extra attention to the budget.

Now that you are aware of the two principles that you should follow while choosing the promotional strategies best suited for you, lets have a look at some of the best online and offline strategies for promoting your business.

Top Online and Offline Promotional Strategies

Make an Informative Website
Use the Power of Social Media
Get Your Business Registered with Google My Business
Take Help of Other Websites
E-mail Marketing
Video Marketing
Podcasts
Register with Deal Marketplaces
Promote Your Services through Influencers
Attending Events and Trade Fairs
In-Store Promotions
Print Publications and Print Ads
Cross Promotions
Referral Program

Online Promotional Strategies

Make an Informative Website

The first step for the promotional strategy of your service is to construct an informative website. The website should contain all the relevant information about the services you offer and comprehensive information about the need and scope of service must be given. Use funky styles and animated features to make the website looks more attractive and friendly to the viewers. The website must be regularly updated with the latest happenings related to your service. Suppose if you offer lawyer service, then put information about the latest changes in law or latest case you win etc. You can easily hire a web developer to make an attractive website and updating it periodically. Also make  sure that the content on your website is SEO optimized so that your website is visible to your target audience.

Use the Power of Social Media

We all are familiar with the power and the coverage of social media, so use it to increase the popularity of your service and reach the target customers. The social media platforms such as Facebook, Twitter, Instagram can be used to promote your services for free or opt for paid promotions as per your requirements. If yours is a B2B businesses, LinkedIn is the platform you must use to reach out to your target segment. Many business promote various offers and hold contests through social media platforms to attract new customers. Sharing customer reviews on social media can also help.

Also Read: What are the Different Digital Channels through Which You can Promote Your Business

Get Your Business Registered with Google My Business

With over 2 trillion Google searches per day (as on 2020), you cannot afford to miss the large number of your target audience who Google about the services you are dealing in. With Google My Business you can promote your business to a wide customer base, and that too for free. Lets say you are providing laptop repairing services, and you have listed your business in Google My Business. Now, when someone Googles to find laptop repairing services in the area you are operating, Google shows the searcher the details about your business. This details include your phone number, address where your shop is located, directions to reach to your business, customer ratings and your operating hours. Besides, Google My Business also allows you to post about your new offers and any other announcement you want to make. Also you can respond to customer queries by integrating google messenger with Google My Business.

Take Help of Other Websites

There are many other websites who promote other websites to enhance their work. Like, JustDial is a website which offers the users to list all the services they offer. There are many such sites like Sulekha, Asklaila etc, where you can register your business, and whenever people search for the services provided by you, your business becomes visible to them.

E-mail Marketing

E-mail marketing can never go out of trend. It is a great, affordable and non-obtrusive way to reach out to your target customers. You can use e-mail marketing for a to serve many purposes. Through e-mails, you can encourage your potential customers to try your service by letting him know about various benefits or may be offering some great discounts, to drive customers to your website, to retain customers by offering various loyalty benefits and also to keep customers informed about various developments in your business. Overall e-mail marketing is great way to stay in touch with your customers, so that whenever they need the services you are offering, your business is on the top of their mind.

Video Marketing

Many service providers, go for video marketing. Video marketing includes various videos that businesses use to make their customers aware about their products and services. These videos can be either included in a business's website, can be posted in the business's social media account or these many also be video advertisements on various platforms like television or social media. While there are some who may think that video advertising is just for big companies, the fact is that video marketing is beneficial for local businesses as well.

Video marketing by a local business

Podcasts

With increase in the popularity of podcasts, many businesses are also using podcasts as a way to promote their business. According to a PWC report, number of podcast listeners in India increased from 25.4 million in 2017, to 40 million till the end of 2018. So you too can start a podcast in the niche in which your business is operating, and bring relevant content to the audience. This is indeed a good way to influence your target customers.

Register with Deal Marketplaces

These days there are many online deal marketplaces like Grabon, Mydala, Nearbuy etc, which are visited by a huge number of customers in order to find great deals on various online and offline purchases. As a business, by registering with such sites and rolling out some attractive deals, you can reach out to a huge audience. You can also try offering free demos and trials for your services.

Promote Your Services through Influencers

Social media influencers have a great number of followers. By promoting your business through influencers, you can reach out to this audience. As reported by Influencer Marketing platform StarNgage, in India, 70% of teenage Youtube users trust the opinions of influencers over celebrities. A huge segment of Indian customers now take their purchase decisions based on social media reference, and thus many companies promote their products through influencers. Not just big companies, small and local businesses can also benefit by getting local influencers to promote their business. There are many websites where you can connect with influencers from different niche and locality.

Offline Promotional Strategies

Attending Events and Trade Fairs

Always be on the look out for local trade fairs, events etc where you can promote your services to your target audience. For example, if you have a playschool and there is a trade fair in your locality, it is always worth it to put up a canopy in the fair and interact with the parents and guardians visiting the trade fair about your school and the facilities and services you are providing and giving away visiting  cards or brochures to interested parents; or may be some interesting discount coupons to promote your business.

In-Store Promotions

In-store promotions are great for attracting potential customers and converting them into paying customer. Offering special in-store discounts and loyalty programs can help your business to get repeat customers. Besides a a well organized and beautifully decorated store with proper discount signage, and well behaved store staff etc are factors that decide the footfall in your store.

Print Publications and Print Ads

Despite all the craze about going online, print publications and ads has not yet lost its charm. In fact, print publications and ads can both act as supplementary and complimentary to your online ads and publications. Now many companies that include QR codes in their print advertisements, by scanning which customers can either get discounts, visit their website or enter some contests etc. Also you can start writing on various topics related to your niche in print media, so as to gain credibility and visibility for your business.

Print advertising is still a great way to promote your business
Print advertising is still a great way to promote your business

Cross Promotions

Cross Promotions is quite an effective promotional strategy. As Wikipedia defines 'Cross-promotion is a form of marketing promotion where customers of one product or service are targeted with promotion of a related product'. To take an example, a local gym and a store selling health supplements may do cross promotions for each other. Hereby, the gym members may be offered discounts on purchasing products from the said health store, and the customers of the health store may be provided some attractive offers or free trail classes etc in the gym. There are many famous brands who do cross promotions for each other. Though we have listed it under offline promotional strategies, cross promotions are done both online and offline.

Referral Program

Yet another promotional strategy that is quite popular and can be executed both online and offline is a referral program. Referral program is when you ask your existing customers to refer a friend or acquaintance to come and try out your products or services. This is reward based program, where an existing customer gets some  rewards in the form of discounts, goods etc, when he spread good word of mouth about your business. Customers coming through referral programs also get discounts

Also Read: How to Use Referral Marketing to Promote Your Business

There are many other promotional strategies like cold calling, sending out snail mails etc which businesses use. In this article, we have curated some of the best yet affordable promotional strategies that you can use to promote your services, and also products. However, not every strategy is for everybody you need to be smart enough to choose the ones best suited for you, which will surely help you to acquire more customers.

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About Chayanika Goswami

  • Assam