The world of digital marketing is changing. While traditional marketing focuses on billboards and magazine spreads, the digital world has moved to smaller, more focused opportunities. This is particularly helpful for service-based businesses, where every touchpoint with a customer can be measured, and customers often have a short attention span.
One area that has shifted to digital marketing is marketing databases of services. These are online repositories of services, usually with a simple review of the service provided alongside an image or video.
The opportunity here is huge. According to HubSpot Blogs research, 72% of consumers have looked for deals online, and 29% have bought something as a result.
With that in mind, let’s dive into how you can market your online service database.
Start A Blog
Before building an online marketing database, start a blog. A personal blog isn’t just enough — you also need to have a professional-looking website, with a minimum content management system (CMS) like WordPress or Ghost.
Why? Because having a high-quality website will help potential customers find you online. If they have a bad experience with your service or product, they may end up somewhere else, where they may get a better experience. That’s why you need to take care of your online reputation, before anything else.
Build Up A Community
The next step is to build up a community. This is simply getting the word out there that you’re offering a quality service, and helping others who are seeking similar services. You can do this by creating a Facebook group for clients who are interested in your services. You can also consider creating a Whatsapp group for business partners and other key people who are involved in the operation of your business.
The most effective form of social media for marketing, however, is likely going to be a combination of the two. Why? It’s simple. People love to hear stories, and they love to feel like they’re a part of something larger than just themselves. Therefore, combining social media with a blog allows you to have the best of both worlds.
Now that you have a website and you have a small audience, you can start creating content. The type of content you’ll create depends on your target audience. If you’ve built up enough of a following, you can consider doing a weekly podcast on your topic. If you’ve got a specialized niche, you can even create a series on how to solve a particular problem. If you’ve got a product or service for sale, you can create an e-course to train your audience on how to use your product or service.
The key to effective content is to make sure that you always have something to offer. To come back to the point above, if you’ve got a blog, make sure that you’re contributing something new and valuable to the conversation every week. If you’ve got a specialized niche, make sure that you’re consistently creating content that is highly targeted to your audience.
Curate Productive Works
Once you’ve got a healthy community and you’ve started creating content, the next step is to curate productive works. These are pieces of content that are more elaborate, and they require a little more of your time to create. For example, suppose that you’ve got a travel blog, and you’ve written a few articles on the subject matter: traveling to Italy this year for Christmas. In this case, you could curate a video interview with an Italian person who lives in London, where you also happen to be based.
The key to successful curation is to find content that is already popular, or at the very least, reasonably popular. Using a tool like Google Trends, you can easily find content that is trending worldwide, or in a particular region. Find content that has achieved cult status, and you’ll be able to craft a brilliant piece of content that will drive engagement.
Measure The Results
With any form of marketing, you’ll want to measure the results of your efforts. To do this, you need to set up automated e-mail campaigns in your email marketing platform of choice. Additionally, you can consider using a tool like Google Analytics to track the results of your blog posts and social media campaigns.
The above steps should get you well on your way to marketing your online service database. From start to finish, it typically takes about four to six weeks to build a solid foundation of content, followed by about another month to six weeks for the content to start driving traffic, and eventually, conversions.