The Top 10 Ways to Market Your Service Business

Originally Submitted on 5/9/2001.

It rarely happens that any small service business can be developed using just one marketing method. Sometimes people wonder what methods they 'should' use, but there is no one-size-fits all answer. Different business owners have different strengths and preferences. One may feel comfortable leading a workshop or class, another may be among those who report fearing public speaking more than death. One may find the creation of a web site to be an exciting challenge, while others may feel frozen at the mere idea. Each entrepreneur needs to decide which strengths to use first. The other methods may come later. Here are some of the many ways that people chose to start spreading the word about a new business:

1. Existing network

Examination of your address list, Christmas lists, and group memberships will reveal that you know more people than you initially realize. You can spread the word by word-of-mouth, by a specially designed letter, or perhaps by asking existing contacts to pass on copies of a flier or brochure. We may feel more confident about not harming our relationships with these contacts if we ask them to spread the word, rather than try to sell to them directly. One way to do this is by offering them a free sample of your product or service so that they know with greater certainty what you do, and can be confident of the quality of what you are offering.

2. Networking organizations

It is possible to spend a lot of money on this, so consider carefully. Understand the difference between groups that organize mixers, those that are 'tip clubs,' and those that are true referral organizations. Cheaper is not always better. Check out your Chamber of Commerce (sometimes useful for getting medical insurance as well as for networking).

3. Speaking/teaching/workshop-leading

You are an expert at something. You know more than most people about something. By sharing your knowledge, you will become known, and respected, in your community. This is a good way of giving service AND spreading the word about your business. For some people, the idea of standing up in front of a group is terrifying. If this includes you, consider joining an organization that will gently and supportively help you to overcome this fear - one possibility is
Toastmasters International.

4. Develop a niche.

Become the 'go-to' person in a particular field of expertise, and everyone who is interested in that area will beat a path to you door. If it is a topic that appeals to the media, you will get media coverage and free publicity.

5. Local media

There are dozens of new companies every week, so just because you are there does not automatically mean that you are of interest to your media. Yet, if you have something topical and interesting to offer them they will be interested. Be professional with your news releases, follow up with an appropriate phone call, but don't pester them. Respect their deadlines.

6. Web site

In developing a web site, unless you are skilled or have a webmaster type in your family there will be a trade-off between money, time, and flexibility. If you have the money, but little time, you can pay a professional to design the site for you. If you have more time than money, you can learn from scratch and set up a web site without paying a professional. (That's how I did it.) If you want to speed up the process you can use one of the many website templates provided by website design programs, but you may lose some flexibility. Whichever way you decide to go, learn as much as you can about getting the most out of your site.

7. Newsletter

Hard copy costs money to print and distribute. Email is easily forgotten, but also easily distributed - and is kinder to trees. Be prepared for the long haul if you start a newsletter. Before deciding how often to distribute it, remember that you will need to have ideas for every issue. Provide information that is useful to your readers and don't let too much 'I' intrude. Avoid slang that may mean different things in different countries.

8. Writing for the internet

There are more internet outlets than you can ever cover. Some people get contacts by judiciously referring to their business on message boards - but overdoing it will get you cut off or flamed. There are websites that solicit expertise from almost every type of knowledge-base. You can add your name.

9. Writing a book

Almost everyone, it is said, has at least one good book in them, just waiting to be written. If you are an expert in a field, then set aside some time and write your book. You will probably have three alternatives as regards publishing, a regular publisher, self-publishing, and 'vanity press' in which you pay for the publishing
yourself. Look into all three carefully - they all have their advantages and their drawbacks.

10. Advertising

Whether or not advertising will be a good investment for you probably depends on the type of business you do. Study what is already being advertised in your local media. The types of businesses that are there week after week are probably finding that advertising works. For some types of businesses a local advertisement may be the best way to spend your start-up money, but not for all.

---

About the Submitter

This content may be forwarded in full, with copyright, contact, and creation information intact, without specific permission, when used only in a not-for-profit context. For other uses, permission in writing from CoachVille is required. Questions: email topten@coachville.com

Please use your browser controls to close this page & return to the selection page, or click to return to Top 10 home page.