For service-based business, it is significant for providers to know how your target customers evaluate activities offered. So we can adjust the marketing direction and in turn, attract more clients.
Through specific research and investigation, here are three key insights:referrals, brand awareness driven by content and in-person events.Up to 85% buyers use referrals to locate service providers. Given this information, service firms should dedicate more time and investment to the development and execution of referral programs.What happened actually is investment going to create chances for many illusory prospects or improving pipeline full of cold opportunities.From what we learned in the business model canvas, the customer relationship enhanced by firms more dedicated to provide personal assistance.Referral clients are favored and should be viewed with more respect because they are most reliable,pays the most money,negotiate price the least,buy the most often and most importantly, they can generate more referrals.The strategy for service firms is to build relationships with potential referrals because they can connect the dots between who they know and who you help.To some extent, these referrals are also key partners for the company.They can optimize the economy of scale and also less the risk and uncertainty. In this way, services firms may acquire the possibilities to new business.
Content is the core value of a brand.With the development of technology, there are endless options for the contents available such as blog posts and podcasts, website description and webinars. Surprisingly, case studies and white papers are at the top of list for influences.For those channels,no matter direct or indirect,you can distribute content to your customers and position the service with simplifying informations in their mind.It’s crucial to be the first for some factors in value proposition.
The third way to identify and learn about the firm is their seminars,presentations and conferences.Customers have the opportunity to have a face-to-face communication with the firms and engage enough through events.Such in-person event is key activity that the value proposition acquire. Through this platform, the firms can solve problems directly and know what their target customers really need.It would have a higher possibilities to generate more clients with the event’s uniqueness.
The insight for this research is to provide some crucial approaches for the service firms. They can try these approaches to drive growth and start expansion.

Reference:
http://www.theglobeandmail.com/report-on-business/small-business/sb-money/cash-flow/the-three-most-common-ways-buyers-find-service-providers/article20823920/

Social responsibility of business was regarded as inevitably important element for corporation leaders all over the world. In the present climate of opinion, with public’s spread abomination to “ capitalisms”, “profits”, the “soulless corporation ” and so on, many corporations aware that only after being criticized by public responses. For example, Nike, experienced an widespread boycott after many media outlets, including New York Times, reported abusive labor practices at some of its Indonesia suppliers in the early 1990s. Moreover, even if some companies actually have had little influence on the problem, activists would target these successful and visible companies merely cater to public’s attention. Nestle, for instance, the world’s largest purveyor of bottled water, was attacked in the global debate about access to fresh water, regardless of the fact that Nestlé’s bottled water sales consume just 0.0008% of the world’s fresh water supply. In such background, many corporations are forced to do some activities to enhance social consequences. However, their responses are neither strategic nor practical but pretentious. Most of them are often done to glossy the so-called ”CSR”. They actually harm the foundations of a free society. Corporations should engage in open and free competition without fraud or deception.

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