Field services management is not only here to stay—the market is rapidly growing. The field service management market is projected to reach $11.78 billion by 2030, with a compound annual growth rate of 13.3% from 2023 to 2030, according to Grand View Research. North America is expected to maintain the highest market share, according to Fortune Business Insights.
This means clients have more options and companies face more competition. The key to success lies in differentiating your company and utilizing the resources available to you.
Below, we outline several ways to market your field service business to acquire new clients:
Strategically Position Yourself
Why should clients choose your company over competitors? Answering this question is a fundamental prerequisite to your marketing. Whether it’s faster response times, better first-time fix rates, specialized expertise, the most cutting-edge technology, or another factor, define your unique selling proposition.
You can also target specific niches. For instance, while focusing on HVAC might sound specific enough, you’d be more effective going deeper with, say, commercial HVAC for residential buildings or HVAC for manufacturing plants.
Solidify an Online Presence
A professional website is no longer optional—it’s essential for business. Monitor your website and online profiles for updated information like hours, reviews, and photos. They should also have clear descriptions, such as service areas, case studies, and client testimonials. Remember to implement search engine optimization (SEO)—for instance, target field service, your location, and specialty keywords.
Leverage Networks
How well do you know your local area? Join local business associations and industry groups to understand your target customers and their needs. Partner with complementary businesses or sponsor local events that align with your client base.
Embrace Data-Driven Digital Marketing
Google Ads can target urgent service needs. Remember to retarget ads to re-engage website visitors who didn’t convert the first time. Also, conduct LinkedIn outreach to relevant key figures in commercial and industrial sectors.
In your marketing itself, consider highlighting measurable outcomes and their percentages, such as mentioning reduced equipment downtime by 33% through proactive maintenance.
Email marketing should lead with value-driven content, such as tips, compliance updates, and ROI.
Turn Clients into Advocates
Turn your existing clients into advocates through strategies like referral programs, service contracts, and follow-up surveys that capture feedback and encourage reviews. These tactics can keep you at the top of mind.
Highlight Expertise and Reliability
Trust is central to field service, so share real-time updates and transparent reporting. Promote certifications, safety records, and compliance achievements. Publish educational content that positions your company as a thought leader.
Measure, Adjust, Repeat
Tracking lead sources will enable you to see which marketing channels bring the highest-value clients. Measure conversation rates, cost per acquisition, and client lifetime value, and continuously optimize campaigns based on performance data.
Strategically positioning your business, solidifying its online presence, leveraging networks, and utilizing data-driven digital marketing are crucial for growing your field service organization. Turning existing clients into advocates, highlighting your expertise and reliability, and measuring and tweaking your campaigns also play a role in attracting new clients. Each of these components builds upon the others so that you ultimately have a strong foundation to reach new clients.