How do you market a new service?

Question

If you get brave and follow your passion, how do you market your new services? Especially if you think word of mouth is what traditionally would bring the most customers to your hyper-local business.

Kimberley Ferretti Hammett · Answer

Take a moment to picture your average client/customer. Who are they? Walk through what they do in their day.. try to figure where you fit into their routine and what makes sense for you. If you don't enjoy or don't feel skilled at social media, don't stress yourself out about making it your main marketing campaign. Personally, I have an insta for my business but I'm not very consistent with posting. I have relied largely on my existing network and networking skills. I've reached out to past colleagues and let them know what services I have that I know they or their org can use. Also I am not in IT but I have Career Coaching services that a lot of Tech entrepreneurs might benefit from so I go to Tech meetups in my area and sometimes find clients there! 
I also have explained to friends and family what I do and offered free service to some of them (be discreet and careful about this, though. You want to protect your value) in exchange for referrals when they know someone I could help.
Best of luck!

Lynne Cogan · Answer

You mentioned that your service is very much locally based. However, you didn't say what it is. So, my thoughts here are general.

As Rose Holland suggested, Chambers can be very helpful. Some places have one chamber per county; other places, each city has its own.

There might be other kinds of networking groups. If you have specific interests that you are interested in--especially if they align with your product in some way (i.e., hiking and you make unique backpacks), join Meetups and other local activities.

Seek out others in your area who have similar or complimentary services. If you did sell backpacks, you could connect with someone else who sells camping gear. If that someone is already established, it will help you get established.

Another possibility is NextDoor. Are you familiar with it? It's a networking site within neighborhoods. People can advertise their services and even set up a business page.

I hope that gives you a few ideas.

ST · Answer

What have you already done? How successful has that been? How will you measure marketing success?

Sharon Barke · Answer

Hi Carly, you say 'hyper-local'; I like that terminology.

--Are there any businesses with foot traffic in your area? You could ask to leave business cards in a waiting room, for example.
--Are tear-sheets/posters on community mailboxes TOO casual?
--Partner with another goods/service provider to create a unique experience/cost-saving bundle?
--Create some free downloadable resources having to do with your idea, and get people to sign up to your mailing list, your Facebook page, etc.?
--Farmers markets, business trade show mixers, seasonal local events where you can have a table?
--Walk around your neighbourhood and put informational magnets on people's doors/mailboxes (not mass distribute, but only where you think it would be most effective)?
--Host a contest/prize draw either in-person or online?
--Join or start up a group at meetup.com?
--Join LinkedIn/Facebook groups that allow cross promotion?
--Offer a referral incentive bonus?

You probably don't want to post your idea where people can see, but I would love to know what your passion is.  :-)

Rose Holland · Answer

Get connected to area businesses through the chamber of commerce. Our local Chambers do a lot to assist local businesses to include highlighting them and publicizing events like ribbon cutting ceremonies.

Beth Caldwell · Answer

I read a book years ago called The One Minute Millionaire, and in that book I learned that the best way to grow your business is to choose five ways to market. They can be online or offline. Some of my favorites include:
 * Email Newsletter (this still works)
* In person networking groups (high functioning groups only)
* Speaking to grow your business (in person events and webinars)
* Referrals from other professionals

Good luck Carly and keep us posted!

Monica Olin · Answer

If word of mouth would bring in the most customers, try social media to get the word out to your circle of friends and acquaintances.

Jackie Ruka · Answer

Hi Carly, Marketing takes consistency of the right message to the exact market of your product or service.

How do you market a new service?

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