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Service-Based Sales Strategies for Social Media

Service-Based Sales Strategies for Social Media Image

Marketing a service can oftentimes be more challenging than promoting a physical product. As customers can’t determine the service’s value by looks alone. This is why a service-based small business must make social media a big part of its sales strategy.

Social media platforms have transformed how a business can promote its services, connect with its target audience, attract new leads, provide customer service, and gain access to valuable marketing insights.

In this blog, you’ll learn the most effective service-based sales strategies for social media. These are strategies you can implement as part of your organic and paid social media marketing efforts.

Organic Social Media

Organic social media refers to the natural, non-paid activities and interactions that occur on social media platforms. Unlike paid advertising, organic social media relies on authentic content creation, community engagement, and word-of-mouth. Done right, these techniques foster relationships between individuals and brands.

This approach involves sharing relevant and valuable content, participating in conversations, and cultivating a genuine online presence. Organic social media efforts focus on building trust and loyalty by creating a sense of authenticity and transparency.

Organic social media encompasses various activities, including posting regular updates, responding to comments, sharing user-generated content, and leveraging social media algorithms to reach a wider audience. In essence, organic social media emphasizes building relationships and fostering community on digital platforms without relying on paid promotional methods.

Follow these organic social media strategies for promoting your service-based business.

Identify your target audience

Before determining where or what to post, you need to know who your target audience is.

Many businesses create a buyer persona to define their target audience. Buyer personas are fictional people who encompass the demographics and interests of those who would buy (or have already bought) your service.

When creating your buyer personas, include their age, location, occupation, hobbies, goals, and online behavior. Also describe how your service fulfills their needs.

Once you have a buyer persona in place, you’ll know where to implement your social media marketing. For instance, if you sell a B2B service, then LinkedIn may be the best social media platform. If you offer a beauty-related service, then Instagram could be a better fit for your audience.

You can then create content that appeals to your specific audience, addresses their pain points, and shows how your service offers them a solution. Be sure to use language and visuals that will resonate with your specific audience.

Provide your customers visual content

Typically, customers would see a service being performed only when they are paying for and receiving it. So it helps to drive their conversion when you give them something to look at ahead of time. Do this by leveraging high-quality photos, videos, infographics, and other design elements into your social media content.

You can use short-form videos to show your service in action. This provides potential clients with a visual representation of the service’s value and your expertise.

People connect with other people, so it helps to humanize your visuals. Incorporating testimonials or quotes from satisfied customers can help build trust in your service among your potential customers.

Include a call-to-action (CTA)

Always include a clear call-to-action in your content. The CTA is a statement of the desired action you want the audience to take, such as scheduling a free consultation, booking an appointment, and so on.

It also helps to create a sense of urgency or exclusivity in the CTA, such as “Spots are filling up fast” or “Offer good for one day only.” Use compelling language to encourage immediate engagement.

Here are some of the most commonly used calls to action for service-based businesses:

  1. Contact Us Today: Encourages immediate contact for more information or to discuss services.
  2. Get a Free Quote: Appeals to those interested in understanding the cost of the service.
  3. Schedule a Consultation: Invites potential clients to set up a meeting to discuss their needs.
  4. Request a Demo: Particularly effective for businesses offering software or specialized services.
  5. Sign Up for a Free Trial: Applicable for services that offer a trial period.
  6. Subscribe for Updates: Encourages visitors to stay informed about the latest offerings and updates.
  7. Book Now: Useful for appointment-based services like salons, spas, or consulting.
  8. Learn More: Directs visitors to gather more information about the services offered.
  9. Explore Our Services: Encourages users to navigate through various service offerings.
  10. See Our Portfolio: Appeals to those interested in seeing examples of past work.
  11. Join Our Community: Invites people to become a part of the business’s community or network.
  12. Download Our Guide/Whitepaper: Effective for businesses offering educational content.
  13. Get Started Now: Urges visitors to take immediate action without delay.
  14. Follow Us on Social Media: Encourages social media engagement for updates and promotions.
  15. Join Our Webinar/Event: Relevant for businesses hosting online events or webinars.
  16. Limited-Time Offer: Creates a sense of urgency to prompt quicker action.
  17. Exclusive Access: Offers exclusive benefits or early access to those who take action.
  18. Save X% Today: Appeals to cost-conscious customers by highlighting potential savings.
  19. Guaranteed Results: Assures potential clients about the effectiveness of the services.
  20. Money-Back Guarantee: Builds trust by offering a refund if the customer is not satisfied.

Provide social proof

Social proof follows the concept that people tend to follow the actions or opinions of others. For example, when you’re trying to pick a restaurant in a new area and you see a bunch of positive reviews online – those reviews are a form of social proof.

It’s the idea that if others have had a good experience or made a certain choice, it must be a good one. This phenomenon is deeply ingrained in human psychology, and you can see it everywhere from product reviews to social media likes.

Social proof speaks volumes about a service-based small business. So post about positive reviews, client testimonials, endorsements, industry awards, and certifications. Also, be sure to share user-generated content and when others mention your business in their own social media posts.

Use storytelling

Storytelling is a great way to get your followers to pay attention to your posts. Providing relatable narratives about your service, showcasing real-world applications, and displaying the positive outcomes that people can expect from using your service is part of the art of storytelling.

Depending on the service you offer, you can share client success stories, case studies, or before-and-after scenarios with images and video content that emphasize the transformative nature of the service. 

Incorporating storytelling into your posts allows you to humanize your brand. People connect with stories on an emotional level, and by sharing these stories, you create a more personal and approachable image for your business.

Consider weaving in the challenges you’ve faced, the lessons learned, or even the journey of how your service came to fruition. Sharing these aspects not only adds authenticity to your brand but also fosters a sense of trust and transparency with your audience.

Storytelling also provides an opportunity to highlight the values and mission behind your service. Whether it’s a commitment to environmental sustainability, social responsibility, or innovation, storytelling enables you to communicate these principles in a compelling way.

This connection can go beyond the transactional relationship, turning your audience into loyal supporters who believe in the purpose and vision of your brand.

Share your value proposition

How are your business and its services different and superior to those of your competitors? You want to draw attention to things that differentiate you to help build awareness of the unique value you’re providing.

Your value proposition also highlights the mission behind your company which should extend beyond each transaction. This is something customers want to know about the companies they do business with. Like we mentioned in the section above, this can be a commitment to a cause or the great good of society.

Use a variety of engagement strategies

While the goal of your social media campaigns may be to drive sales, remember that engagement is just as important. Engagement is measured by how your audience interacts with your content. Whether they leave comments, like your posts, click the links in your content, or share your posts on their feeds—these are all forms of engagement.

To encourage your audience to leave likes, comments, and shares, you can ask questions, create polls and surveys, and conduct contests. For example, anyone who shares a particular post and tags your business can be automatically entered to win a free or discounted product or service.

On any social networking site where your business has a presence, always respond promptly to comments and questions. This includes inquiries that come in through the platform’s instant messaging app, such as Facebook Messenger. 

Answering questions that come from your followers is more than just good customer service. It helps build a connection, which encourages people to engage more with your content and nurtures them toward conversion.

For more tips on engaging your audience, check out our blog post on 8 Free Ways to Increase Social Media Engagement.

Offer promotions and discounts

Everyone loves to get a great discount, deal, or exclusive offer, so give your followers what they want. Create special promotions around holidays and seasons to drive sales. And if your business has a slower time of the year, that’s the perfect time to run promos.

With any promotion or special offer, be sure to clearly communicate its value, as well as any disclaimers. Tell the customer how much money they will save, when this offer expires, and whether or not it can be combined with other promos or offers you may have running at the same time.

Be sure to monitor the performance of each promotional campaign. You can track this by issuing promo codes for customers to use when ordering the service. You can repeat any promotions that produced high conversion rates.

Paid Social Media

Building an organic social media presence is important, but paid advertising can boost your reach and engagement even more. Each social media site offers its own paid digital programs, where content appears as “sponsored” or “promoted” posts in users’ feeds. Businesses can use these ads to target specific demographics, interests, and behaviors and then measure each campaign’s performance.

Social media ads come in many formats and can include images, videos, carousels, and more. The best aspect of advertising on social media is that you can use precise targeting techniques to ensure that your campaigns are seen by those most likely to convert. And you can customize ad copy and visuals to align with your marketing goals.

Social networking platform paid digital opportunities

  • Facebook ads: Create targeted ads based on demographics, interests, and behaviors. Use carousel ads, video ads, or sponsored posts to engage your audience.
  • Instagram ads: Leverage the visual appeal of Instagram with photo and video ads. Use Stories ads or carousel ads for a more interactive experience.
  • X (formerly Twitter) ads: Promote posts to specific demographics or target followers of certain accounts. Use promoted trends for increased visibility.
  • LinkedIn ads: Target professionals based on job titles, industries, or company size. Sponsored content, sponsored InMail, and display ads are common on LinkedIn.
  • Snapchat ads: Use Snapchat’s advertising options, including Snap Ads, Story Ads, and Sponsored Lenses, to reach a younger demographic.
  • TikTok ads: Use TikTok’s advertising platform to create engaging and creative short-form ads on this video sharing platform.

The most critical factor is ensuring that you target your social media ads properly. If you do, you will reach a wider audience of potential customers, drive traffic to your website, and increase conversions on warmer leads.

Use retargeting techniques

Retargeting is a marketing tactic that uses digital ads to target users who have already had an interaction with your website or social media pages but didn’t convert the first time. These ads target those potential customers again to get them to complete the desired action, whether it’s making a purchase, signing up for a free trial, booking a consultation, or something else.

Below are some of the various ways you can use targeting techniques for paid digital ads:

  • Pixel-based retargeting: Implement a retargeting pixel on your website that tracks visitors, so when they leave your website, they see your ads on subsequent sites they visit.
  • Dynamic retargeting: Create personalized ads that showcase services the user had previously viewed. You can use dynamic ad templates to automatically populate it with relevant content targeted toward each individual.
  • Email retargeting: Send targeted emails to users who abandoned their shopping carts, and offer incentives like discounts or limited-time offers to entice them to complete their purchase.
  • Social media retargeting: The popular social media platforms offer ad retargeting options, where users who have interacted with your social media profiles or visited your website are shown your ads.
  • Sequential retargeting: Create a sequence of ads to guide users through the conversion funnel. The ads start with building awareness, showcase specific services, and end with a call-to-action.
  • Cross-device retargeting: As users move from one device to another, this ensures that your retargeting efforts follow the user from their laptop to their phone to their tablet. Consistent messaging and ad formats will appear across the various devices.

Try geotargeting techniques

Geotargeting is when businesses use location data to ensure that their ads reach users based on locality, with relevant geographical messaging. Below are the various ways you can implement geotargeting techniques with digital ads:

  • Location-based ads: Tailor ads based on the user’s location. Highlight your nearby business locations, events, or promotions that are relevant to their geographical area.
  • Localized keywords: Enhance your website’s and content’s SEO (search engine optimization) with localized keywords to improve search engine rankings for users’ location-specific queries.
  • Geofencing: Set up virtual perimeters for your ads around specific locations. When users enter these predefined areas, they will trigger targeted ads.
  • Location-based notifications: When users are in close proximity to your small business’s location, they receive notices of special offers or events through their mobile apps’ push notifications.
  • Localized landing pages: Create landing pages tailored to specific regions, with content that speaks directly to the needs and preferences of users living in those areas.
  • Time zone targeting: Schedule ads to display at optimal times for different time zones, and avoid displaying irrelevant ads during non-business hours.
  • Social media geotargeting: Leverage social media platforms to target users based on location and run location-specific campaigns to enhance relevance.
  • Localized social proof: Showcase customer testimonials, reviews, or endorsements in specific regions to build trust and credibility with a local audience.

How to Analyze Efforts and Adjust Strategies

It’s essential to monitor the performance of your social media efforts on a regular basis. Each social media platforms offer analytics tools for tracking metrics, including engagement rates, click-through rates, conversion rates, and so on.

If you use a scheduling platform like Buffer or Sprout Social, these platforms also provide combine analytics on all of your social media channels. You can then use these insights to optimize your content strategy and future campaigns.

Google Analytics is another great tool to have integrated into your social media marketing. It allows users to gain insights into website traffic, user behavior, and conversion rates originating from various social media platforms. By integrating Google Analytics with social media accounts, businesses can track the performance of their social media campaigns in real-time.

In addition to tracking organic social media efforts, Google Analytics enables businesses to evaluate the impact of their paid social media campaigns. By setting up goals and conversion tracking, companies can measure the effectiveness of their paid ads in terms of lead generation, sales, or other desired outcomes.

Remember to tailor these techniques based on your specific service, industry, and target audience. Continually assess and adapt your strategies to stay ahead of the always-evolving social media landscape.

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