As a service based business owner, you know that you need some kind of content marketing plan. But with SO much information out there, how do you know what to focus on. In this blog post, we’re going to look at how to create a content marketing strategy for service based businesses to get discovered by and gain new clients.
authority content
Authority content is one of the most essential, yet underutilized, form of content by many female entrepreneurs. Authority content is going to be your long form content that is going to create trust and authority with future clients.
Creating pillar content seems to be one of the most resisted forms of content creation right now due to the popularity of short form content and social media marketing. I want to reassure you that long form content is still highly effective, and can be a game changer in your business as you use it for real estate marketing, health coach marketing, booking more photography clients, etc. People read/watch/listen to what’s important to them. So, if they are willing to consume your longer form content, you are more likely to create a highly valuable lead that trusts YOUR expertise.
Here are some different platforms to create authority content:
- YouTube
- Blog Posts
- Podcasts
- LinkedIn Articles
Depending on what you do for work, you may want to have a mix. Or, you may want to repurpose your content. For example, you can embed a YouTube video or a podcast episode with a short summary to create a blog post. Now, you have created 2 pillar pieces of content across 2 highly searchable platforms.
social media content Marketing Strategy for Service Based Businesses
Social Media Marketing is a critical component to staying top of mind with your audience. It’s also a great opportunity to show more behind the scenes and give small bits of information that generates more interest in what you do as a service based business owner.
Some of the current social media marketing platforms are:
- TikTok
- Threads
- X
- Snapchat
I know what you’re thinking. Do I need to be on ALL of these social media platforms right now? Absolutely not! But you should pick one or two platforms that you want to show up to consistently.
When you are approaching creating social media, I like to create shorter pieces of the same topics I’m using in my long form pillar content. So if you have 3 main discussion points in a blog post or YouTube video, those can become 3-6 different social media posts or short videos.
When you are creating your social media posts, you want to consider having a couple of different types of content that you rotate through. This will give your social media a variety and keep you…social.
Implement the use of video and face to camera video to establish trust and your personal branding through social media. It’s important to remember that you, your face, your voice are the only things that someone can’t replicate. As a service provider, these are the aspects of your personal brand that will establish trust and keep things memorable.
Email Marketing
The use of email marketing is one of the most critical components of staying in contact with your audience and converting them into a client.
Before you are able to start using email marketing, you need to grow your email list. You can do this by creating a lead magnet and offering that in exchange for someone giving you their email address.
I taught a free lead magnet masterclass in my Female Entrepreneur Facebook Group. You can watch the replay and there’s a customizable lead magnet Canva template for you at the end.
Once you start adding people to your email list, you need to decide on your frequency. I believe service based businesses should have a goal of a weekly email, even if it’s a simple newsletter.
Within your content marketing strategy, email marketing should foster discussion, relationship building, and conversion. This is the one place where someone has given you and your brand express permission to communicate with them directly. Use this piece to go deeper on topics, encourage questions or even quick replies!
Remember that with email marketing, your list should always be growing. This means you don’t need to worry about doing everything perfect. You will always have new people to email and each email is a new opportunity.
driving traffic in your content marketing strategy for service based businesses
One consideration when implementing a content marketing strategy for your service based business is using a promotional tool to drive traffic to your content. As a service based business, using Pinterest marketing is a great way to do this.
Pinterest marketing is not a direct lead generation tool, but instead a way to grow your traffic to your content within your website, blog, YouTube channel, landing pages, and even social media content. You will prioritize using Pinterest keywords and a Pinterest SEO strategy to get discovered through user search.
Using Pinterest allows you to capture fresh eyes and bring them to your content. With your content marketing strategy, you should be able to convert a portion of this traffic to your email list. Then, your email marketing will nurture and convert a portion into paying clients.
bonus: Collaborations
Collaborations and guest appearances are a great component to work towards with your content marketing strategy, This is something that you will need to work towards because this requires establishing relationships.
The reason that collaborations are a great addition is because you get to show up as an authority with someone else’s audience. Even if you have a crossover in some of your audience, this gets you in front of new people while ALSO establishing you as an expert.
These collaborations include podcast appearances, Instagram lives, private training within a community/course, hosted workshops, etc.
Your content marketing strategy should grow with you as your business grows. Start with 1 or 2 things and work on perfecting them. Then, you can add in different types of content and platforms.
If you are a female entrepreneur with a service based business, I want to invite you to join the Catalyst Collective Membership. In this membership, I teach one concept a month to help you increase trust, search-ability, and visibility. The content marketing space can feel overwhelming and distract you from just getting content out there. This membership is designed to avoid distractions and help you implement every single month!
Regardless, you want to start creating content for your business so that you can get discovered and start gaining clients!
