7 Digital Marketing Basics for Service-Based Businesses

Want to grow your service-based business online? Start with these 7 essential digital marketing strategies:

1. Optimize Your Google Business Profile: Ensure your business details are accurate, encourage reviews, and track performance to boost local visibility.
2. Create Service-Focused Content: Write blog posts, case studies, and guides that highlight your expertise and solve client problems.
3. Choose the Right Social Media Platforms: Focus on platforms where your audience is most active, like LinkedIn for B2B or Instagram for visual storytelling.
4. Build and Segment an Email List: Use targeted campaigns to engage different audience segments and nurture leads effectively.
5. Design a Mobile-Optimized Website: Ensure your site is fast, easy to navigate, and highlights your services clearly.
6. Manage Online Reviews: Monitor and respond to reviews to build trust and improve your reputation.
7. Run Targeted Google Ads: Use specific keywords, geographic targeting, and retargeting to attract high-intent clients.

Quick Tip: Businesses with a well-optimized Google Business Profile (take our free class) are 2.7x more likely to be trusted by customers, and email marketing delivers an average ROI of $40 for every dollar spent. Start with these strategies to stand out in a competitive market.

Digital Marketing 101: A Beginner's Guide To Marketing

1. Optimize Your Google Business Profile

If you're running a service-based business, being visible locally is a game-changer. Your Google Business Profile is the starting point for connecting with nearby clients.

First, claim and verify your listing through Google's process. Once that's done, focus on these key areas to make your profile stand out:

Build a Complete Profile

Make sure your profile is thorough and accurate by including:

• Correct business details like name, address, phone number, and hours of operation
• Both primary and secondary business categories
• Clear, keyword-rich descriptions of your services
• Eye-catching photos of your team, workspace, or services in action
• Links for booking or scheduling appointments

Use Engagement Tools

Take advantage of features like Google Posts to share updates, promotions, or tips on a weekly basis. Add a detailed service menu with pricing, and use the Q&A section to answer common customer inquiries.

Manage Reviews Effectively

Customer reviews not only improve search rankings but also build trust. Use a structured approach to encourage and respond to reviews:

Track Your Performance

Keep an eye on key metrics to understand how your profile is performing:

• How often your business appears in searches
• Actions customers take, like calls or website clicks
• Engagement with your photos
• The reach and impact of your posts

Once you've fine-tuned your Google Business Profile, you’ll be ready to focus on creating content that highlights your expertise and builds trust with new clients.

Don’t snooze on Bing Places (create it after your Google Business Profile and you can automatically copy it to Bing Places) or the new(ish) kid on the block, Apple Business Connect (class available to our members). Bing and Apple can also help you build credibility and connect with customers online.

2. Develop Blog Posts and Case Studies Focused on Services

Creating content that highlights your expertise is a smart way to attract and keep clients. Blog posts and case studies should address your audience's needs while showing the value of your services.

Choose Topics That Matter

Focus on topics that align with what your audience cares about. Here are some effective content types you can use:

How to Structure Case Studies

An effective case study should follow a clear format:

1. Problem Statement: Outline the client’s challenge, their pain points, and how these issues were affecting them.
2. Solution Implementation: Explain your approach and how it addressed the client’s problem.
3. Results and Metrics: Highlight measurable outcomes with specific data. Include both numbers and qualitative feedback.

Make Your Content Easy to Find and Read

To ensure your content performs well, keep these tips in mind:

• Use headers to organize your content clearly.
• Naturally include relevant keywords.
• Add links to related services or resources.
• Write descriptive meta descriptions.
• Use visuals and internal links to improve readability.

Share Your Content Strategically

Getting your content in front of the right audience is key. Use these channels effectively:

Keep an eye on metrics like page views, time spent on the page, and conversion rates. These insights will help you identify what works and fine-tune your approach.

Focus on creating detailed, high-quality content that builds trust and positions you as an expert. Once your content is ready, the next step is to promote it effectively on social media.

3. Select Appropriate Social Media Platforms

When it comes to social media, it's better to focus your efforts on platforms that align with your audience and business goals rather than trying to be everywhere at once. The right platforms can help you showcase your expertise, connect with clients, and build trust effectively.

Platform Selection and Purpose

Each social media platform attracts different audiences and serves specific business needs. Here's a quick breakdown:

For example, LinkedIn works great for B2B consultants, while Instagram is a natural fit for visually-oriented businesses like interior design. Instagram is also a great platform for local businesses with a service area.

Align Content with Platform Strengths

The type of content you create should complement the strengths of the platform you're using. Here's how:

By tailoring your content to the platform, you'll engage your audience more effectively.

Resource Management

Concentrate on one or two platforms where your audience is most active. Success on social media requires thoughtful planning, a clear understanding of your audience, and consistent effort.

Measuring Success

Monitor metrics like engagement, lead generation, and website traffic to assess how well a platform is performing for your business.

The tightest and most effective social media strategies are informed by social media demographics. - Digital Marketing Institute

You don’t need to be everywhere to succeed. Focus on being active and engaging where your potential clients already spend their time. Prioritize quality over quantity, and make sure your chosen platforms match your resources and marketing goals.

Once you've built a solid social media presence, you can take the next step - fostering these connections through targeted email campaigns.

4. Build and Segment an Email List

Email marketing plays a key role in growing service-based businesses. Here's how to create and manage an email list that boosts engagement and drives conversions.

Building Your Email List

To grow your list, place sign-up forms on high-traffic pages like:

• Service pages
• Blog posts
• Resource download pages
• Contact forms

Encourage sign-ups by offering free resources, such as templates or checklists, that align with your services.

How to Segment Your List

Segmenting your email list ensures subscribers receive relevant content. Here’s a quick guide:

Did you know? Segmented email campaigns have a 14.31% higher open rate than non-segmented ones.

Automate and Nurture Leads

Automation makes it easier to guide potential clients through the decision-making process. Set up sequences like:

1. A welcome email or series introducing your services.
2. Educational content that highlights your expertise.
3. Client success stories or testimonials to build trust.
4. Special offers or consultations tailored to their needs.

Keep Your List Healthy

Email lists naturally shrink by about 22.5% each year. Follow these tips to maintain a strong list:

• Remove inactive subscribers every quarter.
• Use double opt-in to confirm quality sign-ups.
• Update segmentation rules based on engagement patterns.
• Monitor deliverability and adjust your sending frequency accordingly.

Don’t forget to comply with data protection laws like GDPR and CCPA. Platforms like Mailchimp and MailerLite can help you manage subscriber data securely and stay compliant. If you need a CRM + email marketing, Brevo is a great platform.

Lastly, leverage social media to promote your lead magnets and expand your reach. And make sure your website is mobile-friendly and easy to navigate to support your email marketing efforts.

5. Design a User-Friendly, Mobile-Optimized Website

Your website is essentially the digital storefront for your service-based business. If it's easy to navigate and works well on all devices, you're more likely to turn visitors into clients. Here's how to make that happen.

Key Design Elements

To create a smooth user experience, make sure your website includes these components:

How to Showcase Your Services

Make it easy for potential clients to understand what you offer by:

• Organizing services into logical groups with straightforward descriptions.
• Including action-driven CTAs like "Schedule Consult" or "Get Quote" to encourage next steps.
• Adding trust signals such as testimonials, certifications, or awards to build credibility.

Must-Have Optimizations

A few tweaks can make a big difference in how your website performs:

• Secure your site with SSL certification.
• Compress images to speed up load times.
• Add basic accessibility features like alt text for images, proper color contrast, and clear headings.
• Test your site using tools like Google's Mobile-Friendly Test to identify areas for improvement.

Keep an Eye on Performance

Use tools like Google Analytics to track how visitors interact with your site. Focus on metrics like:

• Page load speeds
• Mobile vs. desktop traffic
• How users navigate through your service pages
• Conversion rates across devices

Once your website is running smoothly, you'll be ready to focus on building an online reputation that matches your level of service.

6. Manage Online Reviews and Reputation

Your online reputation plays a huge role in the success of your service-based business. Reviews not only influence search rankings but also build trust with potential clients.

Keep an Eye on Reviews Across Platforms

Staying on top of reviews is critical. Here's a quick guide to monitoring and responding:

Encourage Positive Reviews

Make it easy for clients to leave reviews by sharing direct links. Follow up after completing a service and train your team to ask for feedback during positive interactions.

Handle Reviews Like a Pro

Responding to reviews is an art. Be timely, address specific concerns, and move detailed conversations offline when needed. Always keep track of how issues are resolved for future reference.

Use Reviews to Drive Growth

Effective review management can boost your visibility and attract more clients. Here's how to handle different types of reviews:

Measure Your Review Management Success

Track key metrics like rating trends, response times, review volume, and how often issues are resolved. Tools like review management software or alerts can help you stay organized.

Keep Information Consistent

Ensure your business details are accurate across all platforms. This builds trust and helps improve your search rankings.

A strong online reputation sets the stage for expanding your reach and attracting even more clients through targeted marketing efforts.

7. Implement Targeted Google Ads and Retargeting

Using Google Ads and retargeting campaigns can help your service-based business stand out and attract more clients. When done right, these tools not only drive traffic but also keep your services in front of potential customers, reinforcing your presence.

Setting Up Google Ads That Work

First, link your Google Ads account to Google Analytics for detailed tracking. Then, focus on targeting specific service areas and demographics that match your ideal client profile.

Making the Most of Your Ad Budget

In the service industry, cost-per-click (CPC) usually ranges from $1 to $5, depending on competition. To get the most value from your budget:

• Focus your budget on peak service hours when potential clients are actively searching.
• Use automated bidding for keywords that convert well.
• Keep an eye on cost per conversion and adjust bids as needed.

Retargeting Strategies That Convert

Retargeting keeps your business top of mind for users who have already shown interest. Here’s how to approach it:

Prioritize Mobile Optimization

Since most searches for services happen on mobile devices, ensure your ads and landing pages are mobile-friendly. Use performance data to adjust bids for mobile users and improve results.

Measuring Campaign Performance

Track key metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS). Use this data to tweak your campaigns and improve over time. Also, update your negative keyword list regularly to block irrelevant clicks and make the most of your budget.

Writing Ad Copy That Stands Out

Your ad copy should:

• Emphasize the benefits of your services and what sets you apart.
• Include clear and compelling calls-to-action.
• Use local keywords and mention service areas to align with your Google My Business profile.

When you combine a strong Google Ads strategy with effective retargeting, your service-based business can reach more clients and increase conversions, complementing your broader digital marketing efforts.

Wrapping It Up

Digital marketing is now a must for service-based businesses aiming to succeed in today’s competitive world. The seven strategies outlined here offer a solid plan to establish and grow your online presence. With 92% of consumers researching companies online before choosing a service, a strong digital strategy isn’t optional - it’s crucial.

Each of these strategies serves as a practical step toward building your business’s digital foundation. The most effective businesses take a systematic approach, prioritizing what aligns best with their goals.

Here’s a quick look at how these strategies can drive growth:

Surprisingly, less than 50% of businesses have defined digital strategies. This presents a clear opportunity to set yourself apart. Start with the strategies that fit your business best, track how well they work, and expand your efforts over time.

For long-term success, focus on consistency across your digital channels, fine-tune your strategies based on performance data, stay informed about industry trends, and connect meaningfully with your audience.

Need help? Schedule a marketing strategy consultation.