The biggest marketing mistakes service-based businesses make (and how to fix them)
When you run a service-based business, marketing can often feel like an uphill battle. You know you need to get your name out there, but with so many tactics, platforms, and ‘expert’ opinions, it’s easy to feel overwhelmed. Worse still, you could be making some common mistakes that are holding you back without even realising it.
Here are some of the biggest marketing mistakes that service-based businesses can make – and what to do instead.
1. Inconsistent marketing (starting and stopping)
Many business owners go full steam ahead with marketing when business is slow, only to abandon it once they get busy. I’m so guilty of this!
This ‘feast and famine’ approach creates instability, and makes it harder to maintain a steady flow of clients.
Fix: Create a simple, sustainable marketing system that runs even when you’re busy. This could be a content schedule, automated email sequences, or re-purposing existing content to keep your visibility steady.
2. Relying too much on social media
Social media is great for engagement, but if it’s your only marketing strategy, you’re vulnerable to algorithm changes and audience fatigue. Plus, not every platform suits every business.
Fix: Diversify your marketing efforts. Focus on owned assets like your website, email list, and SEO so you’re not at the mercy of social media platforms.
3. Not having a clear ideal client profile (ICP)
Many businesses try to market to ‘everyone,’ which results in vague messaging that doesn’t truly connect with anyone.
Fix: Define your ideal client in detail – their pain points, struggles, and the solutions they seek. Tailor your messaging specifically to them so your marketing feels more relevant and compelling.
4. No lead capture strategy
If you’re not collecting email addresses from potential clients, you’re missing out on a major opportunity to nurture leads and convert them into paying customers.
Fix: Set up a simple lead magnet – a freebie like a checklist, guide, or mini-training – in exchange for email addresses. Use email marketing to nurture those leads over time.
5. Focusing on features instead of benefits
A common mistake is listing what you do instead of explaining how it helps your clients. Your audience cares about results, not just services.
Fix: Shift your messaging to focus on the transformation you provide. Instead of saying, ‘I offer social media management,’ say, ‘I help service-based businesses attract their dream clients with consistent, strategic social media content.’
6. Not tracking or reviewing marketing efforts
Without tracking, you don’t know what’s working and what’s a waste of time. Many businesses spend months (or years) on ineffective marketing without realising it.
Fix: Regularly review your marketing analytics. Use tools like Google Analytics, email open rates, and engagement metrics to see what’s performing well and adjust accordingly.
7. Ignoring SEO and website optimisation
Many service-based businesses rely too much on social media and neglect their website’s SEO, making it harder for potential clients to find them organically.
Fix: Optimise your website for SEO by using keywords your clients are searching for, ensuring fast loading times, and adding high-quality content (like blog posts!) that answer their questions.
Final thoughts
If you’ve made some of these mistakes, don’t worry – they’re all fixable! The key is to be intentional with your marketing, stay consistent, and always focus on adding value for your audience.
Want help refining your marketing strategy? My Spark Session gives you personalised insights and a clear action plan to get your marketing working for you. Book your session today and take the guesswork out of your marketing efforts!