3 Steps to Creating a Marketing Plan for Service Providers

Real talk my friend… I know how the idea of creating a marketing plan might feel overwhelming.

You’ve heard of the term… & you’ve also heard of a marketing strategy… you’re told you need both, you hear them used interchangeably, but what the heck are people even talking about when they say this? And how do you make a marketing plan for a service based business owners that actually works?

All valid questions. All answers we’re diving into right now.

But first, let’s quickly touch on what the difference between a marketing strategy and a marketing plan for service providers actually is.

Marketing Strategy vs. Marketing Plan

Your marketing strategy is the foundation and blueprint of your marketing efforts. It answers the “why” and “what” behind everything you do.

Think of it like designing the blueprint for a house before you build it. Without it, you would be just hammering & nailing a bunch of random pieces of wood.

Key points about a marketing strategy:

• Defines your goals and what success looks like.
  
• Identifies your ideal client and their pain points, desires, and needs.
  
• Clarifies your unique selling proposition (USP) for why someone should choose you over a competitor.
  
• Sets the overall direction for your marketing a service based business
  
• Provides the framework for decision making: which platforms to focus on, what messages to send, and what offers to promote.

Example: If you are a holistic private chef in Chicago, then your strategy might be “Attract high ticket clients who want farm to table nutrient dense meals, but don’t have time to cook.”

Your marketing plan is the tactical execution of your strategy. It’s the roadmap that shows how you’re going to achieve the goals outlined in your strategy.

If the strategy is the blueprint, the plan is the actual construction plan. Aka  the step-by-step path that brings your blueprint to life.

Key points about a marketing plan:

• Details the specific platforms and tools you’ll use (Instagram, email, blog, Pinterest, etc.).
  
• Outlines specific campaigns, content, and actions you’ll take.
  
• Includes timelines, posting schedules, and resources needed.
  
• Tracks metrics and KPIs to see if the plan is working.
  

Example: Your plan might be “Post 3 Instagram Reels per week, send a weekly newsletter, and run a lead generation digital marketing campaign to drive traffic to a free resource.”

So today, I’m breaking it down into 3 simple steps to creating a marketing plan for service providers that actually works, grows your business, and helps you convert more clients.

Now let’s jump right in to the 3 steps to creating a marketing plan for service providers!

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Step 1: Know Your Marketing Strategy

Before you do literally anything else, you need to get crystal clear on your marketing strategy. Think of this as your blueprint.

• What do you want to achieve?
  
• Who is your ideal client?
  
• What problem do you solve for them?
  
• How do you want to be perceived in the marketplace?
  

Your strategy is the north freaking star that guides everything. Without it, you’re just doing random work, maybe posting on social media & stuff, but without an actual purpose.

Your marketing plan is basically answering: “Okay, I know what I want. Now how exactly am I going to do it?” That’s why this step is first. You can’t even build a marketing plan unless you know your strategy.

Step 2: Determine Your Growth Platforms

Once you have your strategy, it’s time to think about growth platforms. These are the channels where you increase brand awareness, reach new eyes, and build your audience. Basically, they’re where your business goes to grow.

Some examples of growth platforms include:

• TikTok
•  Instagram Reels & Carousel
• Google search (your website, blogs, or resource articles)
• Pinterest
• YouTube

The goal here isn’t to collect a million followers (because followers do not equal paying clients).

The goal should be focused on lead generation marketing, not just posting and hoping you grow. So reaching a cold audience, building brand awareness, and inviting them to see what you’re about.

Here’s how to tie in growth platforms into your plan:

1. Define your growth goals. Are you trying to get more eyes on your website? More email subscribers? More people watching your Reels? Knowing the exact goal informs how you use each platform.
   
2. Map content to the goal. If you’re an esthetician, and your strategy is about attracting high ticket clients. Then your TikToks or Reels should answer a burning question or showcase a dream result that makes your dream clients say, “I need this!”
   
3. Create a consistent posting plan. Growth requires consistency. You don’t need to post 5 times a day, but you do need to show up regularly. Pick the platforms that align with your strategy and where your audience hangs out, and commit to a schedule that’s sustainable.
   

Think of growth platforms like the top of your marketing funnel. You’re bringing people into your world and making sure your business is showing up in the right places.

Step 3: Determine Your Conversion Platforms

Alright, so you’ve got people seeing your content and your brand is growing… now what? This is where conversion platforms come in!

Conversion platforms are where the actual nurturing part happens. They’re the channels where you nurture the audience you’ve grown and turn them into paying clients. Think of them as your sales team, working 24/7 to educate, nurture, and guide people toward booking.

Some examples:

• Email lists & newsletters
• Website landing pages or service pages
• Instagram Stories (with soft selling strategies)
• Lead magnets & free resources
  

This phase works alongside your marketing strategy. Marketing 101 teaches us about cold, warm, and hot audiences. So growth platforms bring in the cold audience. Conversion platforms nurture them to warm and then hot — meaning they’re now ready to book and work with you.

How to create a plan for your conversion platforms:

1. Map out your client journey. Decide how someone moves from seeing your content to subscribing to your email list, reading a resource article, or checking out your services.
   
2. Provide value at every step. Your email, landing pages, and Instagram Stories should educate, tell a story, and highlight results while answering the question: “Why should I work with you?”
   
3. Include clear CTAs. Every conversion platform should have a next step.  Whether that’s booking a call, downloading a freebie, or joining your email list. If there’s no next step, you’ve lost a chance to convert.

Conversion platforms are where your strategy really shines & what determines if you book more clients. Your plan is the path, your platforms are the vehicles, but your strategy is what determines where you’re headed and what success looks like.

Now let’s tie it all together!

1. Know your marketing strategy – it’s the blueprint that tells you where to go.
   
2. Determine growth platforms – these are the channels to put your business in front of new eyes and build your audience.
   
3. Determine conversion platforms – this is where you nurture, sell, and actually market a service based business.
   

Creating a marketing plan for service providers isn’t complicated. It’s not about being everywhere or posting constantly. It’s about aligning your marketing plan for service providers with your strategy, showing up consistently on the right growth platforms, and using conversion platforms to nurture and close clients.

When you put these three steps into action, you’ll have a marketing plan example that not only simplifies your work but also helps you book more clients consistently.

So if you’ve been wondering how to create a marketing plan online or felt like marketing for service providers is confusing… it doesn’t have to be. Build the foundation, create a simple plan, and you’ll watch your service based business grow.