How can a Personal Service Business improve their Digital Presence?

Personal services businesses can find great success with the right digital marketing plan because the new online innovations that make it possible to promote these kinds of services require a greater level of customer engagement.  As the technologies continue to evolve so does the consumers’ expectations; they now want more than just information, they want an experience.  With the proper planning and the smart use of current digital applications you can attract more local customers and build a brand that reaches a national audience as well. 
 
Here are some ideas to consider when developing a plan to improve your digital presence.  
First impressions count 
The first step in any successful digital marketing strategy is creating a website that is representative of your brand. The nature of a personal services business allows you to be creative, therefore your audience will expect see a site that is visually appealing and engaging. Push the limits creatively, but  keep it professional.  Show your best work, include pricing, location information, and feature products you use.  Also, include a brief bio about yourself and your team to let potential clients see who they will have the pleasure of meeting when they arrive at your location.  Remember, people looking for personal services want to invest in more than just products, they want to invest in an experience and getting a feel of who you are is as important as knowing what services you offer.  

 

 

Claim your listings to increase your visibility
Stay on top of the minds of people looking for your services, while increasing your digital presence by using existing online business directories that already have an established audience, as well as the technology to reach them on mobile devices.   Having a plan that includes claiming your business on local directories is a smart addition to your digital marketing strategy.  They provide free or low-cost advertisement, connect you directly with people looking for your services, and creates another opportunity to engage with potential clients.  There is a good chance your business may already be listed, if so take the time to personalize the listing by adding photos of your location and a brief description of your services.  Google is the most widely used search engine, consequently, your business information should at the very least be listed on Google My Business. Other important directories to consider include Yelp and Mapquest.   
 
Google My Business on iPhone

Use social media to support your brand  
For personal services businesses like beauty salons or spa, social media has significant potential to increase your digital presence. With more than 1.32 billion users worldwide, Facebook is the largest social networking site, making it a good place to begin your social media journey.  Likewise, it is equally important to invest in the premier photo sharing sites such as, Pinterest and Instagram, because they are visual goldmines for businesses looking to create a stimulating extension of their brand.  Your customers will visit your Pinterest or Instagram profile expecting to get a more visceral tour and experience of your business. So, plan to use high-quality photos and stunning videos for your posts to these sites.  If you specialize in hair coloring, post photos of your best highlights or color transformations.  If you offer spa services post photos that display luxury and serenity.  Take the time to learn the unique features and advantages of each social media platform in order to effectively connect with your audience and convert them into paying clients.     
Use video to connect with your audience
Video allows you to take a proactive approach in maximizing your exposure and attracting customers.     You can easily embed video into your main webpage by creating a YouTube channel that always links to your website.  You can customize the channel with your company logo, there are also basic editing tools available to add need a little extra production value.  With video you can share your story, show your personality, and introduce your co-workers.  By doing this you become more familiar, making potential clients feels a connection to you before they make their first appointment.  Some additional benefits of video include: being able to showcase your skills and expertise, promote products that you use in your business, which can lead additional revenue  through retail sales, and gives you a platform to potion yourself as an expert professional in the industry.  More importantly, video lets you share the tone and atmosphere of your business through virtual tours and customer testimonials. Your audience will find significant value in being able to experience your business before deciding if you are the right fit for their needs.  

Final Thoughts
The success of your personal services business relies on how effectively you can connect with customers, making it increasingly more important that you understand your clients’ behaviors, likes and dislikes, as well as how and where they communicate. In short, it is critical they you use this knowledge to develop a digital marketing strategy that meets and exceeds these expectations through deeper engagement and better customer service.

ChangeU: for your independent study ...

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References

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2015 TechTarget Media Consumption Report: Guided by content – How IT buying teams navigate through the research and purchasing process