How To Grow Your Service Business

Using Social Media and Digital Tools

A Free Online Guide for Specialist Service Providers.

The strategies in this guide focus on efficiency and are designed to help you grow by using systemised processes and automation.

It’s a combination of well-researched, targeted, social media advertising and systemised automation which:

  • grows your personal brand locally as a trusted agent;
  • generates potential seller leads on autopilot;
  • and saves you time.

It’s time to start working smarter, not harder to achieve your goals.

Let’s get started!

1. Define your ‘Why’

Who do you want to serve and how can you set yourself apart? What can you offer to your target market that others don’t?

2. Get to know your market

Conduct interviews and research to confirm their needs, desires, fears and frustrations.

3. Create your market profile

Confirm the type of person you want to attract (your ‘Hidden Market’) and create a profile of them summarising the key findings of your research.

4. Analyse your competitors

What are their strengths and weaknesses? What do they offer the market? How are they promoting and presenting themselves to the market? Are they currently advertising?

5. Focus your messaging on benefits, not features

Determine how people will benefit from what you offer, not just what you do. What is the problem you are solving? What solutions are you providing?

6. Develop an offer that will penetrate your market

Your offer needs to captivate your target market enough for them to make a ‘micro-commitment’, and trade their contact details so that you can grow your business relationships further.

Here are some examples:

  • A Guide or Checklist
  • A Short Video Training A Challenge
  • A Free Community / Group
  • A Free or discount Session / Audit
  • A discounted package deal (so they commit upfront)

At this point, it’s also crucial you comply with any advertising regulations specific to your industry – make sure you follow the rules!

7. Brainstorm your full campaign structure

Define your messaging, promotional offer, potential upsells, quality assurances, scalability, and longer term prospect nurture strategies.

"We decided to work with Matt again to help grow our new Richlands Dental practice and the results have been impressive. The practice has been open for nearly 6 months now and we're growing steadily. Most of our new patients come to us off the back of the social media marketing campaigns Matt created with us and our database continues to grow. I'd happily recommend DigiProfits to any practitioners opening a new practice or looking to grow their patient database.”
Dr David Wan
Richlands Dental, QLD

8. Build your messaging content

Create intellectual property to communicate what you do with clarity. Outline your story, steps, system and solution.

9. Draft ‘long-form’ ad copy

Captivate your audience by appealing to their emotions and the solution your offer can provide. How do you want your customers to feel?

10. Have a very clear ‘Call to Action’

Make sure you specify exactly what your audience needs to do to claim your offer or engage with you. Never leave this blank, vague or open to interpretation.

11.Get graphic

Create at least 4-5 ad designs (images or video) using different concepts to promote your offer. This is so you can test the effectiveness of each once your campaign is live.

12. Create your target audiences inside Facebook

Now you know who you want to target, use different geographic, demographic and interest-based targeting to create and save multiple Facebook audiences to test.

13. Create ‘ReTargeting’ audiences inside Facebook

This will ensure people who ‘engage’ with your campaign will keep seeing your ads, brand and offer so they won’t forget you.

14. Plan your conversion strategies

What will happen when someone expresses interest in your offer (ie, becomes a ‘lead’)? How will you maximise this opportunity to convert them into a customer? Will you implement automation technology to help with this and nurture your prospects, or will you do it all manually?

"In our first month alone after going ‘live’, we generated 30-40 enquiries – many of which have already scheduled their appointments due to the systemised online automation and manual follow-ups Matt helped us to implement...I would definitely recommend DigiProfits. They know their stuff.”
Dr Sami Moid
Bakery Hill Dental, VIC

15. Decide and integrate your tech and automations

Setup all accounts and tools to work together seamlessly. The idea is to work smarter, not harder by getting technology to work for you 24/7 to bring you new enquiries and leads.

Helpful tools include:

  • ClickFunnels to build landing pages to capture leads (the page you visited to sign up for this guide was built with ClickFunnels)
  • ActiveCampaign for a database and email automation (it’s how you received this guide via email)
  • Calendly to let people find and book appointments directly into your calendar (or you might have an industry-specific tool that’s popular). I use Calendly to help align schedules when booking business meetings – you can book a time to chat with me here 😉 
  • Zapier to integrate different tools together if an integration doesn’t already exist
  • Canva for simplifying graphic design (it’s what I used to design this guide)
  • TermsFeed to create legal documents to include on websites to make them compliant
  • Content Studio to plan social media posts across platforms such as Facebook, Instagram, Linkedin, and Twitter.

16. Launch Phase 1: Start testing

Use one campaign and test different audiences and ad variations for the best results.

17. Record and assess your results

Which audiences and ad variations are working the best? You will need to analyse engagement and results by assessing clicks, conversions, and costs for each variable.

18. Assess your conversion strategies and results so far

What’s working and what isn’t? How many ‘conversions’ or ‘leads’ are you capturing per day/week vs how much you are spending on ads and effort?

19. Launch Phase 2: Sustain or Scale Up

Once you know which audiences and ads are getting the best results, stick with them or scale up your ad spend.

20. Know your numbers and capacity to deliver

Focus on ROI and ensure you know what capacity you have to deliver. Make sure your investment in ad spend aligns with revenue growth and maintaining quality service. It’s no use offering your service or product if you can’t deliver it the way you strive to.

21. Learn to delegate

Ask yourself the question, ‘What is the highest value activity that I can do for my business?’ and try to do it as much as possible. Often, other tasks that are lower priority for your business can be delegated. Most of the time, the highest value thing you can do for your business is service your clients. 

In life, there’s a reason why we hire builders, cleaners, dentists, finance brokers, plumbers etc – it’s because we don’t have the time or money to learn to do what they do as well as they do it.

On that note, click here if you would like to learn more about the benefits of delegating these strategies to someone who lives and breathes them – ME!

22. So what’s next?

It’s completely up to you. But if you need some help, feel free to book a call with me to discuss 

Bonus Advice

  • Stop ‘Boosting Posts’ in Facebook and start using Business Manager with an Ads Manager Account. Learn how to do it properly, or find someone who can.
  • Don’t ‘Billboard’ when advertising on social media. This is when you ‘throw’ up an ad without developing a ‘call to action’ strategy. 
  • Use a Landing Page and funnel to capture leads – not Facebook Lead Forms. Generally speaking, using a dedicated landing page and funnel will result in better quality leads due to the ability to reiterate your offer and brand outside of Facebook with more control and flexibility. I normally use ClickFunnels for this. It’s awesome and offers fantastic support, sharing capabilities, A/B testing and integrations with other tools.
  • If you’re going to post updates and news on social media, do it regularly or plan it using a tool like ContentStudio
  • Know the rules and be compliant – If you’re going to run ads using Facebook, you need to know all of the rules. Jumping in without knowing what is compliant and what is not can easily lead to account suspensions and deactivations. I recommend completing this free course before even thinking about launching a campaign.
  • Remarket to your database – Once you have contact details, keep your audience engaged with emails relevant to their interests, show value and develop a relationship. Use a tool like ActiveCampaign to help automate this process for you.

Let’s Talk!

This guide contains referral links to products I recommend. If you click and purchase, I may receive a small commission at no further cost to you. I only recommend tools I have personally used.

Location

PO Box 23
Mudgeeraba, 4213
QLD, Australia

Contact

+61 419 425 823
www.digiprofits.com.au