By Valerie Levay
When business owners hire a marketing professional, there’s often an unspoken expectation that the marketer or the firm will swoop in, wave a magic wand, and deliver instant results. While I’d love to tell you that’s how it works, the reality is a bit different. Hiring a marketer is a critical first step, but it’s only part of the equation. For your marketing efforts to truly succeed, your active participation is non-negotiable.
As someone who has spent nearly a decade helping businesses—especially in the chauffeured transportation industry—grow their presence and profitability, I’ve seen firsthand how collaboration between a marketer and a client can make or break a campaign. Like anything, you get out of it what you put into it, and having an open and frank discussion about the message you want to convey to customers is critical to an effective campaign, even if you’re not quite sure what you want that message to be yet.
Marketing Is a Partnership, Not a One-Way Street
When you bring a marketer onto your team, think of it as creating a partnership. Yes, we bring the expertise, strategies, and tools to the table, but we’re not mind readers. Your insight into your business, customers, and industry is invaluable. Without it, even the best marketing strategies can fall flat. Uber and taxis are also forms of transportation, for example, but only you know that isn’t necessarily the type of customer you want to attract. Your company is exclusive; you’re not even the same as your local competitors, so why would you want marketing that looks like theirs? The more you and your marketer can drill down on your business, the more granular the messaging can be.
You know your fleet, your clients, and your local market better than anyone else—you also know what you don’t want. Sharing details like high-quality vehicle photos, upcoming local events, or even unique selling points about your service (e.g., exclusive access to a local FBO, available security protection, special vehicles like electric or fuel-efficient vehicles, etc.) gives your marketer the raw materials they need to begin to craft campaigns that resonate with your audience, the right audience.
Responding Promptly: The Secret to Momentum
The world is moving at a lightning pace these days, and time is of the essence in marketing as well. Whether it’s approving a social media post, providing feedback on a blog draft, or answering questions about your target audience, timely responses keep the momentum going, especially if you’re looking to take advantage of a viral trend or a current event. Delays in communication can stall campaigns, miss key opportunities, and ultimately hurt your results.
I’ve worked with clients who are incredibly engaged—they provide thoughtful feedback, share ideas, and keep the lines of communication open. Unsurprisingly, their campaigns tend to outperform those where communication feels like pulling teeth or the owner is ambivalent.
Trust the Process (and Your Marketer’s Expertise)
Here’s the thing: You hired a marketer because they’re good at what they do. Trusting their recommendations is vital. If your marketer suggests a new content strategy, a different social media platform, or a fresh approach to email marketing, it’s because they’ve analyzed the data and believe it will work—for you.
I get it—change can be awkward, especially when it involves stepping outside your comfort zone. But remember, your marketer’s goal is the same as yours: to grow your business. Trusting their expertise and following through on their advice is the best way to see results.
No Miracles Without Input
Let me be blunt: You can’t expect miracles if you’re not willing to participate. Marketing isn’t a “set it and forget it” kind of service. It’s an ongoing process that requires collaboration, flexibility, and effort from both sides. You will have to be open to possibly trying a variety of approaches, especially if you want to attract different types of clients.
When you’re actively involved—whether it’s sharing updates about your business, providing the assets your marketer needs, or simply being open to new ideas—you’re setting the stage for victory. On the flip side, if you’re hands-off or unresponsive, even the most skilled marketer will struggle to deliver the results you’re hoping for.
The Bottom Line
Hiring a marketer is one of the smartest investments you can make for your business, but it’s not a magic solution. To truly see the benefits, you need to be an engaged and active participant in the process. When you work hand-in-hand with your marketer, trust their expertise, and provide them with the tools and information they need, the results can be transformative.
So, if you’re ready to take your marketing to the next level, remember this: Success isn’t just about hiring the right marketer—it’s about being the right client. Together, we can make magic happen—but only if we’re both in the game. [CD0925]
Valerie Levay is the CEO of Pegasus Business Development. She can be reached at
