While its been nagging away at me for awhile now, it was made rather crystal clear to me today that I'm not really marketing effectively. I know; it came as a shock to me as well.
Consider that I belong to many associations, and I meet a lot of people. Are these people customers? No. Should they be? Yes - well, at least the ones who have a need. I'm not greedy. Anyway, if I meet one hundred people, and twenty-five of them express a need for the service, how many should I expect to actually get hired by? Well, the math gets a bit fuzzy there, as it depends on the quality of salesmanship involved.
Thats part of the problem. I've been relying a bit too heavily on word-of-mouth and referrals for work. Those avenues are a bit unpredictable, so I need to get more proactive. That means marketing.
My fear is that between networking, developing the market, pitching the services, and finding the business, I won't have time to actually do the work. Of course, if I had enough work that I could hire a couple of people, that wouldn't be so bad, either.
I'm developing a new series of flyers to promote aspects of the business to specific audiences. Maybe I'll do a mailing as well. I've got to do something, the pennies just ain't raining.
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