Monthly Archives: October 2010

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Green Sustainable Freelancing

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It is always necessary for us Freelancers to stay on top of trends and work to create conditions that generate billable hours.  If you haven’t done so already,  prepare to investigate how your skills can be advantageously applied to green economy and sustainability movements that are hatching in your locale.

President Obama has made the encouragement of green and sustainable business practices a priority of his administration.   Throughout the country there is much talk and some tangible actions that could possibly achieve his goal. 

The time is ripe to position yourself to grab some of the dollars that are being allocated to the cause by taking courses,  obtaining certifications and of course networking,  to let prospects know that when green and sustainability projects are in the budget,  you are the right person to call.

The first thing you’ll need is information.  Pay attention to green business and sustainability conferences in your area and search your local business press for relevant articles.   Get current with the names and goals of key players,  and think about how you can contribute.   Refine your elevator pitch to promote your new emphasis.

Visit the GreenBiz website http://greenbiz.com.  The site is an excellent resource for Freelancers who are trying to figure out ways to cash in on the green phenomenon.   GreenBiz.com features numerous useful articles that discuss subjects such as the role of  IT in helping businesses go green,  how to create a marketing strategy that incorporates green values into a brand and how to devise clever advertising strategies that communicate green benefits to a target audience.

Green For All  http://greenforall.org  is an Oakland, CA based not-for-profit organization that identifies green and sustainability themed jobs,  business and investment opportunities and works to build bridges within the various sectors of the green economy.   For specific info,  you’ll have to join their mailing list.

There is also a green business chamber of commerce,  EcoChamber http://ecochamber.com.  The Miami based group is the first and only chamber of commerce with the mission of promoting the green and sustainability movement.  EcoChamber is dedicated to helping businesses create and implement sustainable and environmentally friendly business practices while maintaining,  or improving,  profitability.  EcoChamber claims to be global,  but I could find no evidence of activity outside of Miami.  Perhaps as funding becomes available,  the group will expand its reach.

How you tap into the sustainability/green economy will,  obviously,  depend upon your specialty,  experience,  and relationships.  Here are a few sectors to explore:

Banking and finance

We all know that banks are not lending a lot of money these days,  but  they are favorably disposed toward financing green economy businesses.  Venture capitalists are likewise interested in entertaining a good pitch from an entrepreneur with a promising concept for a green business.  The NASDAQ stock exchange provided serious validation for the movement when it recently launched an index to track green economy businesses.  There are even a couple of hedge funds that focus on green and sustainable industries.

Energy efficiency / renewable energy

Major public investment and the growing availability of financing are driving the renewable energy and energy efficiency market.  Some of the money floating around is earmarked for training not only workers but also entrepreneurs.  Pay attention to local government info and nonprofit groups.  Maybe you can obtain a certification for free,  or at a reduced cost.

Health and wellness

Human Resource  specialists are convincing company directors that a healthy workforce is  more productive and easier on health insurance premiums.  Employee wellness programs are a growing phenomenon in businesses large and small.

Information technology

Reducing the carbon footprint of  IT and incorporating energy efficiency are on the to-do list of most companies.  That Chief  Information Officers and others in IT should partner with other departments across an organization as sustainability and green business best practices are being formulated is gaining traction.

Manufacturing

Former manufacturing centers across the country are  evaluating the possibility of using green businesses to ameliorate the  exploding unemployment that led to poverty,  decay, crime and eroding populations.   Detroit is taking the lead in the revitalization process.

Thanks for reading,

Kim

 

Survival Strategies , , Leave a comment

Your Ad Here

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While we’re on the subject of making the most of what you’ve got and monetizing resources wherever practical,  let’s talk about renting out advertising space in your virtual world.  We’ve all seen the sponsorship promos, banner ads,  hyperlinks and ad words on the websites,  Facebook pages,  blogs and newsletters of nationally known Freelancers.   Some of you may also have seen advertisements or hyperlinks on a colleague’s  site.  As everyone digs deeper for revenue,  we might see a lot more of same.

I’ve spotted banner ads on the sites of three Freelancer colleagues who specialize in PR,  marketing and executive coaching.  The good news is that all chose advertisers whose product line is complementary to their business.  The not-so-good news is that two of the three websites no longer look classy.  In this case,  it’s seller beware.

That said,  if you select your advertisers well and refrain from overloading your site with ads,  you can always try this on for 6 months.  The money you make will no doubt be useful.  Placing ads on your website will create a small and steady cash flow that can make a real difference in your ability to sleep nights. 

The first thing to consider is what you have to offer your new prospect,  the advertiser. The number one criterion of ad placement is the presence of the desired demographic.  Sign up with Google Analytics and  demonstrate to advertisers that your e-world attracts a large and loyal following of people who can potentially become their customers.  The amount of traffic on your site will also help you to determine advertising rates.

Next,  confirm that your site hosting platform will support advertising.  For example,  if WordPress hosts your website,  be aware that like this blog,  it’s probably operating on the  .com side,  which is free,  upgraded and backed up regularly and very user friendly.  It will be necessary to migrate to the  .org side,  which is an open source,  customizable hosting platform that offers more advanced options,  such as the ability to support what is entailed in advertising.

If the concept still looks feasible,  then decide where the ads can be placed.  Look at your home page and measure the available space.  Is there room for a banner ad or two,  or will the less intrusive text option be more to your liking?

If you have a content management system and you’re good with graphics,  experiment with your home page layout and eliminate or relocate certain text and photos to create more potential ad space.  Think right side or bottom of page for banner ads.

Research shows that ad words are best used on sites that generate huge traffic.  They are a pay-per-click option with a low response rate,  so big numbers are needed to make ad words profitable for both parties.

Now it’s time to give serious and careful thought to the types of businesses that you would be comfortable having as advertisers.  Give still more thought to your sales pitch.  As always,  it will be imperative to define what’s in it for them:  the right demographics and a popular site. 

Establishing a flat monthly rate based on the size of the ad,  with discounts given for multi-month commitments, is the easiest payment structure.  See the rate card and ad contract of a local newspaper for guidance.  You can set up a PayPal subscription for billing and payments.  You are further advised to set up a separate account for each advertiser,  so that site stats can be checked and ad start and end dates can be reviewed.

However,   it may be wiser to sign up with an online advertising management company.  Certain basic features of ad management are free,  but it may be worth paying for additional  features like billing.  That way,  if an advertiser cancels and you forget to take the ad down,  you won’t find yourself giving away free space.  Agencies to investigate include Etology,  Commission Junction,  Adbrite and Linkshare.

Because businesses are always in search of an effective way to reach customers and enhance brand awareness,  ads and sponsorships within the virtual world continue to proliferate.  Some businesses even provide a special link,  sometimes to a particular website page,  so that they can track advertising performance on your site.

It is imperative to consider the possible impact that virtual ads could have on your business.  For those who provide a certain type of product or service for a certain clientele,  including ads on a website will be a delicate balance.  The painstakingly cultivated perception of value and quality could be undermined by the presence of ads on either a website or newsletter.  Take care not to cheapen your brand in exchange for a few extra dollars a month.

Thanks for reading,

Kim

Marketing Leave a comment

Work Your Email List

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 I descend from a long line of New Englanders and we are known for our thrift.  When the collars of his dress shirts frayed with age,  my father (who was actually a New Yorker,  but knew how to squeeze a penny until Abe Lincoln yelped) would have the dry cleaner turn them.  Presto,  add a few more good years to a useful item.

Mom served any leftovers from the big Sunday dinner for Monday night’s supper.  If we didn’t finish them off at that sitting,  she was not ashamed to throw them at us again on Wednesday or Thursday.   Mom and Dad were born during the Depression and they did not believe in wasting valuable resources.  Use it up,  wear it out,  make it do.  As we slog through our recession,  I suggest that a revival of that credo is in order.  It is time to make the most of what you’ve got.

One valuable resource that we all have is our list of email addresses.  Consider putting them to work in an email marketing campaign that will enhance your other promotional activities.  The practice of email marketing continues to grow.   When executed properly,  it can be an effective way to communicate with your target audience.

The conversion rate will probably not exceed 2% ,  but that matches the results of  a typical direct mail campaign.  Moreover,  email marketing is both less expensive and much more environmentally friendly than direct mail.

An email marketing campaign provides yet another way to keep your name in front of  the right people,  serving as a reminder that you remain a viable player with valuable services to offer.  Email marketing keeps your brand visible and that is utmost for every Freelancer.

How to ensure a mailing list with money-making potential?  Use an opt-in approach,  to avoid annoying people.  You only want to contact those who want to hear from you.  Hire a web developer to add a sign-up function to your website home page.  When exchanging cards with new colleagues,  request permission to add them to your mailing list.

Add your LinkedIn connections,  clients and colleagues,  plus selected friends and family members.  Always include an unsubscribe feature in your communications,  so that those who choose to opt-out can easily do so.  Purchased email lists are not recommended,  since those people do not know you.  Organic growth of your list is best,  so take the time to cultivate it.

 As you build your list  (and before  you add a sign-up to your website),  think about what you should communicate and the best delivery system for your message.  Put yourself in the place of the recipient.  What timely and useful information will best serve their needs?  What  “call to action”  might pique their interest?

Engagement is king in email marketing.  Take the time to carefully consider what you would like to achieve and how to communicate your message most favorably.  Is  a monthly or quarterly newsletter something you have the time and talent to produce?  Perhaps handy factoids plus links to relevant articles,  doled out every six weeks,  will be a better fit for both you and your target audience?  Give it some thought.  Whatever you do,  just remember to always include a link to your website…

…because that is one way to measure the response to your campaign.   Google Analytics,  e.g.,  will report the stats on the campaign’s impact on visits to your website,  pages that get the most viewing,  etc.  Receiving an inquiry about your services from a prospect is another sure-enough good sign that you’re doing the right thing and signing a client is,  needless to say,  the ultimate validation of your genius!

You are perhaps now intrigued by the email marketing concept,  but wonder if you can handle it by yourself.  It is possible to outsource the project,  for a more or less reasonable fee.  I recently heard about a company called EyeMail http://eyemailinc.com  that’s gaining a good reputation for creating smart email marketing campaigns. 

If you’d like to create a real splash,  EyeMail will even add audio and video clips to what you send out.  Most of all,  I’ve heard that they’ll work with you to create the content and delivery system that will best support the rest of your promotional activities.   Other options are Constant Contact and HubSpot,  both of  whom have great track records for devising savvy email marketing campaigns.

I’ve only used email marketing sporadically,  primarily to broadcast public courses that I’m scheduled to teach or speaking engagements.  I’m kicking around the idea of establishing a  consistent presence,  whether I do it myself or hire a specialist.  To those of you on my list,  stay tuned.

Thanks for reading,

Kim

Sales , Leave a comment

Because I Said So

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Oh good,  you’re back.  I guess that means you’re still in business.  After last week’s posting about the shrinking numbers and dismal prospects for Freelancers,  I thought you might have decided to cash in your chips and interview for a job at Kinko’s…

Well,  since we’re still in the game,  let’s make the best of it.  Making the best of it definitely entails getting people to do what we want them to do,  maybe even when we want them to do it.  Wouldn’t that be fantastic?  I daydream about this kind of stuff all the time–especially when I am patiently waiting for a client to pay me what is owed.  Even more so when I am patiently waiting for two clients to pay me what is owed (like now).

Getting others to do what we want is all about the art of persuasion.  If we could get even one quarter of our clients and prospects to do what we want,  we’d all be driving Jaguars!

While browsing in a bookstore recently,  I happened upon an interesting book by Chris St. Hilaire,  who is a jury selection consultant and author of  “27 Powers of Persuasion:  Simple Strategies to Seduce Audiences & Win Allies” (2010).

In his book,  St. Hilaire points out that true persuasion is not about arm-twisting or even outmaneuvering your opponent.  Rather,  true persuasion is about creating consensus and unity of purpose.  The author recommends four key strategies that will improve your powers of persuasion,  applicable to both your business and personal life:

Emphasize the goal to bring all parties to agreement

When we go into a client meeting,  we tend to assume that all parties are on the same page.  Not so,  says St. Hilaire.  It is common for people to talk past one another,  wrapped in their inaccurate assumptions,  failing to hear what the other side has said,  failing to grasp important meanings and significance.

Negotiation failure that leads to a deal-breaker can result from incomplete or sloppy communication.  It could even appear that the other party has an entirely different goal for the project at hand.  This is a Level One misunderstanding that nevertheless has the power to derail you.  Avoid disappointment by briefly summarizing your goals upfront.  Ensure that the other party knows why you are there and you will move closer to getting what you want.

Use numbers to make talking points more powerful

Americans love to quantify things.  Numbers help people to define and measure both success and failure.  Judiciously inject a statistic or two (don’t overload) into your presentation and help your client or prospect to put your goal into perspective,  help him/her to visualize and compare your features and benefits to other available options and lay the groundwork for the acceptance of your proposal,  i.e.,  your goal.

Third party validation can bring others to your way of thinking

Presenting the expert opinion of a trusted and respected source who is presumed to be neutral and objective can make your proposal  look like the gold standard.  People are often reluctant to contradict the practices and opinions of those who are known to be smart and influential.  Do what you can to make it appear that your goals are on the side of the angels.

Silence can be your most effective technique

Learn to get comfortable with silence in a negotiating/selling situation.  According to St. Hilaire,  silence allows you to control a room without seeming aggressive.  The other party will almost always become uncomfortable and nervous and blurt out what they really think,  fear,  want,  or plan to do. 

Even if you don’t receive the ideal answer,  hidden objections will come to light,  giving you an opportunity to acknowledge and resolve them.  That greatly improves the odds for your success.

Thanks for reading,

Kim