Discussing the Sale of Customer Experience: Marketing Based on Consumption Encounters
In the world of marketing, service-based businesses strive to educate and entice potential customers about their offerings, and one effective method is through well-crafted marketing materials. Here are some key strategies and best practices to consider when marketing services.
LifeLock, an identity theft protection service, has created a landing page to highlight the vulnerabilities of online identity theft and the ways in which their service minimizes the risk. This approach aims to inform and engage potential customers, making them more receptive to the benefits of the service.
Another example of successful service marketing can be seen in Home Depot's use of Rev, a transcription service provider. By offering English captions, Spanish subtitles, and document translations, Home Depot ensured that each team member had equal access to educational materials. This move resulted in a 90% reduction in subtitling costs, demonstrating the effectiveness of the service.
When it comes to writing service-based marketing materials, it's crucial to understand the target audience beyond basic demographics. This understanding might include details such as the brands used by consumers, their weekend activities, and books they read. This level of detail allows marketers to speak directly to the audience, creating a more personal and engaging experience.
To sell an experience, marketers should focus on sharing glowing recommendations from current users of the service, weaving in effective SEO strategies, and using ample research and data to back up the perceived experience. By doing so, potential customers can visualise themselves using the service and experiencing its benefits.
The assets requested by service-offering clients often include articles, blog posts, customer stories, email drip campaigns, FAQs, landing pages, presentations, press releases, user's guides, website copy, and more. Each of these assets serves a unique purpose in the marketing strategy.
A call to action (CTA) should be included at the end of service-based marketing materials to encourage leads to take the next step. This could be a simple prompt to sign up, download a brochure, or contact the business for more information.
When engaging with service marketing, consumers focus on people, processes, and physical evidence such as testimonials and reviews. Case studies and references from other clients who have benefited financially from the service can help establish the service's effectiveness.
To keep service marketing copy evergreen, it's important to avoid leaning into current news, holidays, pop culture, seasons, or industry trends. This ensures that the marketing materials remain relevant and useful for potential customers over time.
Writing about services involves getting inside the reader's head to make them imagine themselves engaging with the service, selling an experience. It's important to be honest and transparent about what the service can and cannot do, building trust with potential customers.
ClearVoice, a platform for writers, provides a space for authors to showcase their work in service-based marketing, such as landing pages and press releases. This platform allows businesses to find writers who specialise in service marketing and can create high-quality, engaging content.
Avoid comparing the service to a competitor's offering in marketing copy, as it may lead to legal issues and distract potential customers. Instead, focus on the unique selling points of your service and how it stands out from the competition.
Finally, marketers often create three audience segments and may use buyer persona profiles to study potential consumers. By understanding the needs, wants, and pain points of these segments, businesses can tailor their marketing efforts to better resonate with their target audience.
In conclusion, service marketing is a crucial aspect of any service-based business. By understanding the target audience, creating engaging content, and focusing on the unique selling points of the service, businesses can effectively move buyers through the sales funnel, boost conversion rates, educate consumers, and differentiate themselves from competitors.
