More and more, I am discovering the importance of marketing. People often share their disappointment with me over lack of attendance at seminars or other professional events. I’m often asked how to get more people to show up or how to create that buzz for their business. My answer is, don’t forget to send the invitations.

When I first started my business, I felt as if I didn’t know how to market. I didn’t go to school for marketing and I didn’t have a professional background in marketing. However, I’ve learned that marketing is a lot like throwing a party. I used to be a stay-at-home mom who was the hostess with the mostest when it came to throwing birthday parties and home parties. The key to a successful business shares a lot of the same guidelines as hosting a party.

Start with your guest list - this is your target market. You want to make sure that your market knows about your party, event, website or product. This is where invitations come in to play. You can have the best product or service in the world, but without customers, you have a very expensive hobby. Marketing is a lot like inviting people to your party.

Contact your guest list, not just once, but several times. First, send out a notice to save the date. When “save the date” cards first came on the scene, I thought they were a clever way for stationery places to sell twice as many invitations, but now, I love them. They allow you to build up brand recognition without selling anything. Announcing your party/business, puts your brand on your customer’s brain and tongue. It gets them thinking about you and talking about you.

Sending out invitations can be done by email, Facebook, LinkedIn, Meetup.com and even the old-fashioned post office. But don’t stop there. Contact your guests for their confirmation. Most people don’t know how to RSVP, so it’s your job to find out if they’re planning to attend or not. If you do this by phone, you have a great opportunity to create a conversation with your customers. I know, it’s much quicker to send a blast email, which I recommend you do, too, but don’t eliminate the telephone. Your voice is part of your brand. You can create a stronger connection with your customers by letting them hear your voice.

Confirm your event. A reminder email or phone call can go a long way in increased attendance. And each time you contact your guests, you put your brand in front of them. You get to answer questions, maybe even schedule an appointment or make a sale.

After your party, thank your guests for coming by sending them a handwritten thank you card. And for those guests who couldn’t make it, they should get a card, too, letting them know they were missed.

Don’t throw a party without sending out the invitations. And don’t worry if you don’t have a marketing background; you can hire a professional. Spend more time marketing for your business than you do planning the party, and you’ll be a success.