All marketing is good for your business, but this week I’m going to talk about service-based marketing and product-based marketing. You can use marketing very differently depending on the type of brand or business you run.
Some are so much more effective for some businesses than others so I wanted to talk through which ones you should be using depending on your business type. Sometimes you can waste your time using marketing that is unnecessary for your type of business. Here, I’m going to break it down for you.
Service-Based Business Marketing Tips
I would recommend email marketing for a service-based business. Getting a list of subscribers that you can support and share valuable information with is so valuable to any business. I would use email marketing as a service best business to share helpful content that you’ve created and offer advice and any tips, so that people see you as an authority in your field.
I would be pinning lead magnets to attract subscribers; this is actually how I get most of my subscribers. I would pin advice-based content, tips and any FAQs type posts.
Use the usual posts and stories methods, but don’t feel like you have to be on Instagram every day all day. I think approaching it as a business with a strategy in mind is going to get you better results and take care of your mental health. Spending too much time on any platform can be a massive drain on motivation and time. I would recommend using IGTV and mixing up the type of posts that you add to your grid. Use carousel and video posts to keep it fresh. For IGTV I would think about offering advice or tips and maybe creating a mini-series of training if you are a service-based business.
I recommend having a page where you advertise your services, you can also have a shop on Facebook, which is worth setting up especially if you’re going to run ads. On your Facebook page, you can have information, there’s an about you section. You can also use it to post about news or content that you are creating within your business.
Some businesses would also benefit from having Facebook groups. If you offer any kind of business advice or want to get a community of business owners together then a Facebook group can be a really good way to do this.
I would definitely recommend using lead magnets to raise your exposure to new clients but also as a way to get people to subscribe to your mailing list or join your Facebook group. I would create lead magnets based on pain points of your ideal customer and provide helpful advice/strategy.
As a service-based business, you can create blog posts that have advice or tips or talk about recent issues. You might also consider having a podcast as this is a really quick and digestible way for people to find you and hear your content.
Product Based Business Marketing Tips
I would use this to launch new products or share announcements. You could also use this to promote sales or offer your mailing list a unique discount. Making your mailing list feel valued is a really important part of keeping them on it. I spoke about this last week on the podcast and in the blog.
You could pin products, don’t worry too much about the locality. Getting exposure for your products and traffic to your website is more important than if someone buys when it comes to Pinterest. You might get some sales from it which would be a fantastic bonus, but see Pinterest as a way to market your website, to get traffic, to improve your SEO.
First thing I’d recommend is set up Instagram shopping. You can make posts about your products you can link them in stories. You can do loads of things that you can’t do as a small creator, so set up as a priority. Again, use IGTV but maybe use it to discuss product show your making process talk about your skills or if you have an event you could take a video and upload that so people can see what your event or shop is like.
You definitely need a Facebook page as a product-based business. Here you can have a Facebook shop which links directly to your website. It’s a great place for people to come and look at you without having to go to your website. They can find out about you, see what you’re posting and get a feel for your business. Use it to post your content, make sure your information is up to date and incentivise people to visit your website by having a button at the top of your page.
You can also run Facebook ads, please don’t boost posts. If you want some advice about Facebook ads there are so many great people that do free content on this, but I do know that boosting posts doesn’t get you the kind of customer you’re looking for. So please don’t do this.
You can create lead magnets based on FAQs on your products, care guides and checklists to do with products that you sell. For instance, if you were a luggage company you could have a free download for packing lists.
I would use blogs on how to use the products, on customer experience, on the making process, on your story. I would recommend having content pillars and working with a 12-week strategy so that you’ve got a really clear idea of what you could be writing about. If you want any more information list is a blog post here…
So that’s service-based and product-based business marketing for you. As you can see there are a few crossover’s but also some places where the marketing can be completely different depending on the type of business. If you’ve got any questions send an email or head over to @moxieva on Instagram and send me a DM.