It still continues to amaze me that business owners and managers think they can do all their marketing by themselves, without hiring professionals. Owners and managers are part of the entire marketing plan but they need outside help to make the overall program a success.
The first thing your professional marketer is going to do with you is to find out your objectives and develop a marketing plan for you to follow. When you plan your objective you must be specific and not just a general "bring in more clients" or "I want to increase business 10%". As an example, if you have a hair salon and want to "increase business" you need to take it down further to make it specific. Lets say you have 5 part time stylists and 4 are booked 85% capacity consistently and the fifth stylist only has booking equal to 30% capacity. Your objective then is to increase the bookings for stylist 5 alone. This more specific goal is measurable by looking at their bookings and you will also accomplish your previously more general goal of "increasing business".
Once your goal is met it is now time to develop your next marketing plan. This is where most companies make a mistake by not continuing to market their business. If you don't continually involve your company in marketing, eventually you will find yourself falling short of your competition who may wind up stealing your clients.
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