The Biggest Mistakes You’re Making in Your Service-Based Business (And How to Fix Them)
Running a service-based business isn’t easy. You’re dealing with intangible products, high customer expectations, and often fierce competition. It's not enough to just promote your services online and expect people to bite. Building trust and rapport with your customers is crucial—and that starts with education.
Many service-based businesses fall into common traps that can hinder growth and customer satisfaction. Here are the top mistakes you might be making and how you can solve them.
Mistake #1: Your Customers Don’t Know Why They Need Your Services
When you post to social media sharing about the promotions you’re running, you’re missing one critical point: These promotions are likely to only move the needle for potential customers who already know that they need your services and probably even already know that that they want to purchase from you.
But, the majority of potential customers out there don’t realize how your services can solve their problems. In fact, they may not even be aware of the problems themselves.
Solution: Highlight the Benefits and Pain Points they Address
Create content that explains the specific problems your service addresses. Use hooks that will draw your audience in and give them something to relate to quickly, letting them both see that the things they are experiencing are, indeed, problems that can be solved, and that your business is the one that they can trust to provide the right solution.
Use case studies and testimonials to demonstrate real-world benefits.
Develop educational resources like blog posts, videos, and webinars that outline the advantages of your service.
Mistake #2: Your Customers Don’t Understand What You’re Offering
Have you ever listened to a friend tell a story while leaving out some big details that would have made it much easier to understand or paint the picture? If so, you either find yourself asking questions to fill in the gaps or just let it go, depending on your level of interest.
Consumers are no different. Actually, they are much less likely to ask questions if they don’t understand. As such, if your service isn’t clearly explained, customers will be confused and hesitant to commit.
Solution: Provide Clear and Detailed Explanations
Develop comprehensive guides and FAQs that detail your service offerings, how they can solve client problems, and what they can expect.
Use visual aids like infographics and explainer videos to simplify complex information.
Regularly update your website and social media with clear, concise content about your services.
Mistake #3: Your Audience Doesn’t Know Why They Should Choose You Over Someone Else
We all know by now that just because two people can get the job done, doesn’t mean that you’ll receive the same quality of work from each of them. This fact spans industries, from medical to beauty to lawn care to accounting, and everything in between. In a crowded market, it’s crucial to stand out and communicate your unique value.
Solution: Educate to Showcase Your Unique Selling Proposition (USP)
Highlight what sets you apart in your educational content, whether it's your expertise, customer service, or innovative approach. Remember here that your goal is to increase your value, not tear other service providers down. This can done through both showing and telling. For example, you might mention your 10 years of expertise, but you can also demonstrate your expertise through the content you create and share.
Share success stories and case studies that showcase your unique strengths.
Offer free resources, such as eBooks or webinars, to demonstrate your expertise and value.
Mistake #4: You’re Confusing Your Customer with Industry Jargon
Imagine visiting a mechanic and having them explain the issues with your car using technical terms you’ve never heard before. You’d likely feel overwhelmed and unsure about the repairs. This same scenario happens when you use industry jargon with your customers.
When customers are bombarded with technical terms and complex language, they feel alienated and confused. This confusion can lead to frustration, which often results in lost sales and maybe even a damaged reputation. Clear, simple language is key to making your services accessible and understandable to everyone.
Solution: Simplify Your Language and Educate
Avoid jargon and use plain language that’s easy for everyone to understand. No one wants to feel unintelligent, so it’s unlikely that potential clients will ask questions about things that they don’t understand - especially words that they feel they ‘should’ know. Zoom out and think about your content from a layman’s perspective.
Pro tip: One great way to determine if your language is simple enough is by evaluating the traffic you’re attracting. If you’re seeing other industry-folks are the majority of who’s engaged, you’re probably speaking their language, not your clients’.
Create a glossary of terms to help customers familiarize themselves with necessary industry terms.
Use analogies and real-world examples to explain complex concepts.
Mistake #5: You’re Not Keeping Customers Engaged
You’ve probably heard the saying ‘Out of sight, out of mind.’ Well, it’s true! A lack of ongoing engagement from your side can make customers feel forgotten, leading to a disconnect and eventual attrition. Take the emotions out of it, and customers are still likely to forget about your brand the value they’ve received, leading them to stop seeing your services as a necessity.
Engaging your customers continuously isn’t just about maintaining interest—it's about building a relationship. Without regular touchpoints and valuable interactions, your customers might feel neglected and be tempted to look elsewhere. Keeping your customers engaged ensures you stay top-of-mind, they stay connected with your brand, and reinforces their decision to choose your services.
Solution: Provide Continuous Learning and Engagement Opportunities
At the bare minimum, be sure that you’re maintaining your online presence and posting on social media regularly. Host regular webinars, live Q&A sessions, and workshops to keep customers engaged, if that’s applicable to your industry.
Develop an online knowledge base that you’re regularly contributing to with up-to-date articles, tutorials, and videos designed to engage a new audience, as well as keep your existing customers engaged.
Send out regular newsletters packed with tips, updates, and educational content.
Mistake #6: You’re Not Giving Customers a Reason to Come Back
Without incentives or reasons to return, customers may drift away. Consider why you frequently return to your favorite restaurant or shop. It’s likely because they offer something special that keeps you coming back—whether it's excellent customer service, a loyalty program, or unique products.
The same principle applies to service-based businesses. If you don’t give your customers a compelling reason to return, they won’t. Simply providing a service isn’t enough. You need to foster loyalty by offering incentives and creating a memorable experience.
Solution: Foster Loyalty with Valuable Education and Incentives
Create loyalty programs that reward customers for ongoing engagement and repeat business. Bonus points if your loyalty program also has a referral arm to it, rewarding your current clients for sending their network your way.
Offer exclusive content, discounts, and early access to new services for returning customers.
Regularly check in with customers and provide them with personalized educational content that adds value to their experience.
Educating your customers is not just an added bonus—it's a crucial element of your service marketing strategy. In today's competitive market, you can't rely solely on sales tactics to attract and retain customers. By addressing these common mistakes through effective customer education, you can build trust, enhance satisfaction, and drive long-term loyalty. This approach not only helps you stand out from the competition but also turns your customers into advocates who genuinely understand and value what you offer.
Ready to transform your service-based business and build stronger customer relationships? Avorio Marketing specializes in service-based marketing! Contact us today to learn how our expert marketing strategies can help you educate and engage your customers, driving growth and success!
