This article was originally published on Special Events.

In the past decade, the special events industry has become increasingly saturated with new competitors entering the market regularly and taking up space. To thrive in a crowded market, we must set ourselves apart from others to stand out and reach our target audience amidst the noise.

However, it’s not as simple as tossing some advertising dollars on social media. While ads are certainly effective for increasing traffic, we need to be considering long-term strategies that will create a sustainable foundation for our businesses that don’t rely on third-party platforms.

Instead, you need to set your sights on how you’re presenting all that you have to offer to clients. Of course, a successful business starts with a great product or service; the quality of your offerings will determine whether your clients return and refer your business to others. Yet, even the best products and services will fail to be profitable if your sales approach is ineffective…READ MORE.