3 Ways Businesses Can Extend Their Services To Reach A Wider Audience

Casting a wider net isn’t just a good practice when you’re fishing. It’s a good practice when you’re trying to build a cadre of loyal, repeat B2B clients, too.

Yet it can be difficult to figure out the best way to reach a wider audience, especially if you feel you’ve tapped out your current base. One solution is to extend your line of services.

Branching out your services menu can provide many relatively quick and substantial benefits. The first is the ability to attract new leads. The second is to grow a stronger brand, which can help with future sales and marketing efforts. The third is driving higher online authority by ranking for a more diverse set of keywords.

Of course, broadening your service lineup requires strategic planning. To help kickstart the process and keep your team on the right path, keep these recommendations in mind.

1. Stay Open to a Merger or Acquisition

Coming up with extra services can be hard when you’re trying to brainstorm in-house. Even if you hire a consultant to help, you may find the experience draining on your people and budget. A workaround for this problem is to merge or acquire another organization. That way, you can bring the organization’s services seamlessly into your mix.

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A recent example of this principle that I took note of was Siteimprove’s acquisition of MarketMuse. Siteimprove’s suite of digital marketing, content, and governance tools is designed to help marketers attract, engage, and convert the right users at the right time. However, it was missing an SEO content workflow element that would bridge the gap between SEO and content.

According to Siteimprove CEO Shane Paladin, the move strengthened the company’s core platform by unifying their clients’ SEO, digital accessibility, ads, content strategy, and marketing performance analytics capabilities. In other words, the acquisition gave them a serious service leg up to outperform (and out-feature) the competition.

2. Make Sure Your New Services Add Real Value

When considering a new service for your company, you need to determine if it’s actually bringing value to your existing and potential clients. After all, if they don’t feel that a service is going to genuinely benefit them, they won’t invest in it.

This is where the concept of service alignment comes into play. Essentially, you want all your services to make sense within the context of what your company does. Otherwise, you could end up confusing potential clients instead of attracting and engaging them. Worst of all, you might alienate or confuse your long-time clients who wonder whether you’re still in the same line of business.

Salesforce has been a good use case for this practice. The tech giant has remained at the leading edge of its industry by consistently adding services that give clients as much value as possible. It’s also merged and acquired regularly, as a nod to the previous tip. For instance, in 2016, Salesforce launched its Einstein AI component. Today, its AI has become a successful element of its CRM because, as explained by CEO Marc Benioff, it uses a unique and powerful mechanism to analyze data. One look at the impressively lengthy Salesforce timeline shows deliberate intent to provide higher value to an ever-widening client base.

3. Repackage the Services You Currently Offer

It’s not always necessary to develop a completely new service from the ground up, or to create a new service at all. Sometimes, it’s possible for you to simply repackage the services you already have. Although this requires a bit of creative thinking and input from client-facing colleagues, it can be a masterful way to reinvigorate your service menu. At the same time, it can give you another way to appeal to clients who haven’t tried your services before.

This somewhat falls under the auspices of rebranding. However, reworking some of your services into different packages doesn’t mean you have to eliminate your foundational ones. Take Nokia, for example. In the past few years, the company has reinvented the way it advertises its services. But the company hasn’t really changed the essence of what it does. Rather, it’s gone on a mission to showcase how its abilities can fit the needs of modern B2B clients.

You might just think of this as a freshening of your services. By making adjustments in your so-called “elevator pitch” to leads, you may be able to catch the eye of audiences you never attracted before.

Stretching out your arms to a bigger audience pool makes a lot of sense. Thoughtfully extending your services can get you in front of more people faster and more efficiently.