Written by Vineet Sethi
Traditional product marketing strategies, such as promoting the quality of materials or functionality and usage, are not feasible in content marketing for the services industry.
If you have a service-based business or are considering starting one in the services sector, you need to know some crucial differences between service-marketing strategies and traditional product marketing.
Service marketing emerged as a separate field of study in the early 1980s, as it was recognized that the unique characteristics of services required different strategies than marketing physical products.
Because services are intangible and different from physical products, the marketing strategies used by content creators to promote them also differ. Service marketing often requires further explanation of why the customer needs the service, how it works, and why you are best suited to provide it.
Product marketing might focus on why customers want to own a product, while service marketing focuses on building the brand and personality of the service provider. It also needs to focus on building customer relationships and providing an excellent customer experience from start to finish.
Here are some tips for how you can use content marketing for your service-based business effectively:
1. Content Must Be Useful And Informative
Your content must provide value to the reader and answer their questions about your services. It should be well-researched and written in a way that is easy to understand. The more knowledgeable your customers are, the more likely they will contact you for a service.
Avoid using industry jargon or terms your audience may not know. You want them to walk away from your content, feeling like they have learned something new and are better informed about your services.
2. Content Must Be Engaging
Your content must be exciting and engaging to hold your reader’s attention. No one wants to read a dry, boring article. Use storytelling, humor, and strong visuals to make your content more engaging.
3. Content Must Be Shareable
If you want your content to reach a larger audience, it needs to be shareable. Include social sharing buttons on your blog posts and encourage your readers to share your content with their networks.
4. Content Must Be SEO-Friendly
For your content to be found by potential customers, it needs to be optimized for search engines. Use relevant keywords throughout your content, and make sure to include links back to your website.
5. Content Must Build Trust
Your goal should be to build trust with your audience so they feel confident using your services. Share case studies, testimonials, and success stories to show your potential customers that you are a reliable and trustworthy business.
Content marketing is essential to any marketing strategy, so invest time and resources into creating high-quality content. Create content that will effectively market your service-based business and help you attract new customers.
At Beyond The Panorama, we work with businesses to develop their digital brand presence; a big part is content writing for various channels. If you want help to organize this business function, we would love to have a conversation and set it up! Reach out to us at email@example.com on our social media channels.
(Picture credits: Pexels)