In today’s digital era, businesses are constantly evolving to remain competitive and relevant. Among various business models, the “service-area business” is one that provides services at a customer’s location, rather than having a physical storefront. In this post we explore the concept of service-area businesses, their unique needs and challenges in digital marketing, and present a list of top digital marketing tactics, ranked from least to most important and effective.
A service-area business (SAB) is a company that offers its services within a specific geographic area, often traveling to the customer’s location to provide the service. These businesses may not have a brick-and-mortar store or office that customers visit. Common examples of service-area businesses include:
- Home repair and maintenance services (plumbers, electricians, HVAC technicians)
- Landscaping and lawn care services
- Pest control services
- Mobile pet grooming and veterinary services
- Home cleaning services
- Catering and food delivery services
- Trash and junk removal services
Service-area businesses face specific challenges and unique needs when it comes to digital marketing. Some of these include:
- Limited physical presence: With no storefront or physical location, SABs rely heavily on digital marketing to reach potential customers and build brand awareness.
- Geographic targeting: SABs must focus their marketing efforts within their service area to ensure they reach relevant audiences and optimize their return on investment (ROI).
- Reputation management: Customer reviews and testimonials are crucial for SABs, as they often serve as the primary source of information for potential clients.
Here is our list of top digital marketing tactics for service-area businesses, ranked from least important and effective to most important and effective.
- Email marketing: For most SABs, email marketing can be used effectively to communicate promotions, service updates, or appointment reminders to current customers. Building and keeping a sizable email list of prospective customers, however, usually requires a large investment in creative thought and energy that may be difficult to justify compared to other digital marketing tactics.
- Social media marketing: Engaging with customers through social media platforms can help SABs maintain relationships and reach a wider audience. It’s important to focus on platforms that are most relevant to the target market and to share informative and engaging content.
- Pay-per-click (PPC) campaigns: PPC campaigns can generate quick results, targeting customers within the designated service area. However, they may require a significant budget and can be less cost-effective than other tactics.
- Search engine optimization (SEO): Good SEO practices are vital for service-area businesses to appear higher in search results. Local SEO, in particular, is essential for SABs to target customers within their service area.
- Google Business Profile (GBP): GBP (formerly Google My Business) is the most important and effective digital marketing tool for service-area businesses. It allows SABs to create a business listing, highlight their service area, and showcase customer reviews. Regularly updating the GBP listing with accurate information, engaging with customer reviews, and utilizing GBP posts can significantly improve the online visibility of a service-area business.
Service-area businesses face unique challenges in digital marketing due to their lack of physical presence and reliance on the distinctive market characteristics of a specific geographic area. To succeed, they must employ a combination of digital marketing tactics, with the most important and effective being Google Business Profile. By leveraging these strategies, service-area businesses can reach their target audience, build a strong online reputation, and thrive in the digital marketplace.
