In this video, I talk about how to market your service business using untapped opportunities.

I will show you the important steps to take before investing time and money in marketing and how to identify your blind spots so you can make your marketing work harder for you.

No time to watch this video, no problem…

Here is a summary:

How To Market Your Service Business

1. Starting with Market Research

  • Competitor Analysis: Look at your competitors' online presence. Are they active on Facebook, Instagram, or YouTube? Are they running ads? Noting these activities can reveal where you might need to step up your game or where you can stand out.
  • Customer Behavior: Understand where your potential customers spend their time online. Are they more active on Facebook or do they prefer reading blogs? Knowing this helps you focus your efforts on the most effective platforms.

Effective market research is crucial for uncovering hidden marketing opportunities. By studying your market and spying on competitors, you can identify what’s working and where gaps exist. Here’s how you can get started:

2. Creating a Customer Avatar

One effective way to focus your marketing efforts is by creating a detailed customer avatar. For instance, my ideal customer avatar is Jordan Taylor, a small service business owner in Minnesota, aged 35-55, with an income of $60,000 to $200,000 annually. Jordan faces challenges like keeping up with digital trends and optimizing online visibility. Understanding your customer’s pain points allows you to tailor your marketing strategies more effectively.

3. Building Empathy Maps

Empathy maps help you understand your customers' experiences and needs. What do they see, hear, think, and feel? For Jordan, the concerns include how to stand out online and whether digital marketing will provide a good ROI. By addressing these issues directly in your marketing messages, you can create content that resonates deeply with your audience.

Utilizing Digital Marketing Smartly

1. Free and Paid Marketing Strategies

To maximize your online presence, use a combination of free and paid strategies. Here’s why:

  • SEO and Content Marketing: These are cost-effective ways to drive organic traffic to your website. By creating valuable content that addresses your customers' questions and concerns, you can improve your search engine ranking and attract more visitors.
  • Social Media Marketing: Establish a presence on platforms where your audience is most active. Engage with them through regular posts, comments, and direct messages.
  • Paid Advertising: Use Google Ads and social media ads to target specific demographics and drive immediate traffic to your website. Paid ads ensure that your business appears in front of potential customers, especially when your competitors are also advertising online.

2. Avoiding Common Mistakes

Many businesses waste time and money on ineffective marketing efforts. Here’s how to avoid common pitfalls:

  • Platform Selection: Choose the right platforms based on where your audience is. For example, if your local audience isn't active on Twitter, focus your efforts on Facebook or Instagram instead.
  • Goal Setting: Set clear, measurable goals for your marketing campaigns. Without specific goals, you might end up doing busy work that doesn't contribute to your bottom line.

3. Consistency is Key

Inconsistent marketing efforts can lead to fluctuating client acquisition. Maintain a consistent online presence to build a steady flow of customers. Use content calendars to plan your posts and campaigns in advance, ensuring regular engagement with your audience.

Creating Valuable Assets

1. Website and SEO

Your website is one of your most valuable assets. Ensure it is optimized for search engines (SEO) to improve its visibility. Regularly update your site with fresh, relevant content that appeals to your target audience.

2. Email Marketing

An email list is crucial for direct communication with your customers. Unlike social media followers, your email subscribers are a captive audience that you can reach out to anytime.

3. Social Media Profiles

Active and engaging social media profiles can drive traffic to your website and build brand loyalty. Ensure your profiles are complete and regularly updated with valuable content.

Developing a Marketing Plan

1. Strategy and Measurement

A well-defined marketing strategy outlines your goals, target audience, and the tactics you'll use to reach them. Regularly measure the effectiveness of your campaigns to understand what’s working and what isn’t. Use tools like Google Analytics to track your website traffic and customer behavior.

2. Running Campaigns

Paid ad campaigns can significantly boost your visibility and customer acquisition. Start with small, targeted campaigns to test different messages and strategies. Use the insights gained to optimize your efforts and maximize ROI.


Unlocking marketing opportunities involves a blend of strategic planning, understanding your audience, and consistent execution.

By focusing on market research, creating detailed customer avatars, and utilizing free and paid marketing strategies, you can significantly enhance your online presence and attract more customers.

For a personalized assessment of your digital marketing opportunities, get your free digital opportunity report.

Free Digital Opportunity Report

Do you know all the places your business could be showing up online, like Google, Facebook, YouTube, or [fill in the blank]? Find out with my FREE Digital Opportunity Report and uncover hidden opportunities to expand your reach!