Issue link: https://www.ascpskindeepdigital.com/i/691743
38 july/august 2016 H ow long has it been since you've taken a hard look at the health of your business? When you first started out, you probably developed a plan addressing your key business goals. But if it has been more than a year since you reviewed those goals, it's past time to refresh your fitness routine and get your business in tip-top shape. Let's review both internal and external business functions that have an impact on your success. BRANDING BASICS You are your business brand. Everything you do is part of that brand, and it's probably time for an assessment of how you present yourself to your potential and current clients. Having a strong and consistent online presence isn't just important—it's mandatory. Consumer research indicates that as many as 85 percent of customers research a business online before they visit in person. Your online presence includes your website, social media sites, review sites, and online listings; just about every bit of information you include about your business becomes part of a public profile. There are several free tools that can give you an eagle-eye view of your online presence, such as Google Analytics and Website Grader. Website Workout. Your website is home base to your arsenal of marketing tactics. If you have not updated the content or have outdated pictures and menu information, you are not putting your best foot forward; clients do not return to a stagnant website. Beyond fresh content, your website needs to offer online booking for the convenience of last-minute and after-hours guests. If I have to wait until you are open to book an appointment, I may go elsewhere. If your scheduling software does not fill the bill with online booking, social media links, and mobile-ready options, you may need to find a new system or upgrade. Scheduling software is not just an option anymore. You should consider it standard protocol. As an ASCP member, you have access to discounts on three quality scheduling systems: Full Slate, Genbook, and MindBody.