A service business is a special kind of small business. One of the things that makes it quite different is that a product does not exist until the customer pays for it. It is «intangible» so marketing a service business is an entirely different ballgame from marketing a product. Here are some strategies for marketing a service small business.

Advertising a product is based on the fact that it is tangible-you can see it, handle it, test or try it. Consumers gain information and evaluate the product by what they see. Service business is based on your skills so you are basically marketing yourself-the quality of your work, your expertise, capabilities, reliability and commitment to excellent service.

1. What you are selling is the promise to deliver what you set out to deliver. Communicating that promise is what you should focus your marketing efforts on. In product retail the key is to have as many customers as possible, to sell as many products as possible. Service business doesn’t function like that. You cannot have more customers than you can serve. It is tempting to have numerous clientele and earn more money, but this is not recommendable. It is better to focus on the amount of clients you can service well. Deciding to service as much customers as possible you risk to spread yourself too thin and the quality of your work might suffer.
2. The recommendation of the satisfied client or a professional colleague is the most effective way for bringing in new clients. Most of the people view and respect recommendation from those who have already used the service as highly credible and the possibility of using that service is much higher than to try something completely new. This part of marketing strategy contains two parts-satisfying customers you already have (which is connected to your good work) and your old customer’s recommendation to the new and potential ones. It is not always easy to get recommended. Sometimes you have to ask for it. If your clients seem satisfied with your service, request them to refer your business to their friends or acquaintances that may benefit from your service.
3. Promotional materials are something that is good to offer to your known and potential customers. Remember how often you can see different brochures on the tables in the houses of your friends? No matter if they throw it away or read them carefully the one thing is for sure-they see it. If it is the kind of service they might need that little peace of paper provides potential clients. Brochures and business cards are something people may share with others. Some services even make it a point to reward those who refer a client to them. It may be a discount coupon or some other way to show your clients that you appreciate their effort to spread the word about your business.
4. Client relations are the key part not only of your service marketing but of your business in general. Satisfied clients make your business work. Therefore it is important to cultivate your existing client base and bond with them. Satisfied with your services, clients will patronize your service repeatedly. Treating your customers well you increase the chance of seeing them again. More than a product-based business, you need to practice excellent customer service every second that you deal with a client.
5. Networking is a very important promotional technique in marketing a service business. It is made easier with sites like LinkedIn and Facebook, where you can join organizations and groups which are connected with your professional area. This allows you to network with potential clients and industry players, increase your exposure to your community and even get new business. Being connected not only to your clients and associates, but also to your competitors could be very useful for you. It may happen that your competitive service business experience a surge in demand and direct some of his/her clients to you. Another member may refer your business to someone he/she knows who need kind of services you provide.