If you lead or are a part of a business services company, you have a unique challenge as you don’t have a physical product. Instead, you offer superior services or solutions and you rely heavily on the relationships that your sales and customer success teams build. You have created a successful company on your people and your brand, and as such, your brand is incredibly important to you.
Sigstr created an ebook that details 7 clever ways to boost your business services brand with the best email signatures, and today we’ll highlight clever tip #4.
Download a complimentary copy of the ebook “7 Clever Tips to Boost Your Business Services Brand” to get access to the other tips now, or check back next week for clever tip #5.
Clever Tip #4: Don’t Mass Market to Your Target Market
Product companies sell to the masses through large scale advertising efforts. Trying to follow in the footsteps of these companies, many service firms attempt to first build their brand by advertising through traditional channels like tv, radio, and billboards. But for a service brand, this can be a waste of time and money. It’s not targeted to your specific audience and it costs too much (given the likely return).
The dynamics of brand implementation are just different for service companies. Business service companies need consistent articulation of their value proposition across all touch points of the marketing and sales process.
While catchy jingles during primetime tv might work for a product company, they are simply inappropriate for a business services firm. But the right marketing program, that “touches” your prospects regularly with highly targeted messages will increase awareness and recognition. So the next time you call to schedule a meeting, they’re more likely to take it.
Ready for the Clever Tip?
Consider using a remarketing strategy (such as Google AdWords) for those that visit your website or landing pages. Because you are remarketing to people who have already shown an interest in your services, you get more bang for your advertising dollar. Each additional impression increases the chances that you will gain a new purchase, and even existing customers benefit from being regularly reminded about your business services brand.
Read More & Get Started
Get access now to the rest of the clever tips by downloading the ebook entitled, “7 Clever Tips to Boost Your Business Services Brand”.
This week’s clever tip is brought to you by Sigstr. We help you build the best email signatures that you can standardize across your entire oranization. Sign up now and start your free 30-day trial today to begin building professional email signatures.