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Freelancing Future of Work 2026 and Beyond

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In case you hadn’t noticed, how and where many Americans work—the work environment—has changed significantly, especially since the 2020-2021 coronavirus pandemic era. Twenty years ago there were employees, most of whom worked within the IT industry at companies such as Cisco Systems, Google, IBM, or Microsoft, who were allowed to telecommute (as it was known) maybe once or twice a week. Co-workers who were based in different parts of the country (and sometimes on different continents) would periodically hold meetings and the proceedings were transmitted by satellite feed, which, while usually shaky, enabled teams to communicate and share information, make plans and agree on execution and desired outcomes.

Back in the day outsourcing arrived, a solution fueled by employee downsizing, a practice that in the aftermath of the 1987 stock market crash and recession became increasingly common. Outsourcing emerged as a strategy to address the need to replenish depleted labor talent pools without incurring costs associated with (re)hiring full-time employees—-better to avoid paying for health insurance, sick and vacation time and retirement funding. So, out with employees and in with the contractors.

In other words, while several alternative working options in America simmered beneath the surface for decades, it wasn’t until the 2020-2021 coronavirus pandemic that the doors blew off as business leaders recognized the necessity to immediately provide practical and effective solutions to keep their organizations alive and profitable. Enter the remote work force and a huge validation for Freelance professionals. Who knows how to do Work From Home better than you?

How we worked before has been transformed into what historians may one day label the most impactful labor movement since the Industrial Revolution. The transformation of how many people work, that is, the future of how we will work, is represented by Freelance professionals. In 2026, Freelance employment can no longer be called a mere trend—it is a phenomenon that impacts all 3.38 billion workers on planet Earth. The number of Freelance professionals continues to expand and justify the way we work now and will likely continue to work well into the 21st century.

The influence of Freelance labor is demonstrated by its strong year-over-year growth in bellwether markets such as Britain, South Africa, India and the U.S. In 2026, the population of independent workers is predicted to reach 1.57 billion worldwide, with 83 million Freelancers engaged in the U.S.Freelancers make a substantial economic impact, contributing an estimated $1.27 trillion to the U.S. economy in 2024.

Most Freelance professionals work in the knowledge economy and perform services that require specialized expertise, education and training that’s obtained by earning undergraduate or advanced post-secondary school degrees and/or specialized certifications. From bookkeepers and accountants who ensure that clients’ financial statements are accurate and able to inform business decisions to special events photographers who memorialize the proceedings of Fortune 500 corporate meetings and other important events, the skills and ambition of independent workers have pushed the Freelance economy to unprecedented growth,

fundamentally reshaping the worldwide labor market and positioning the global business processing sector—finance and accounting, customer service, human resources, marketing and other B2B services– to generate revenue of $407.1 Billion (USD) in 2026.

The U.S. has the fastest-growing Freelance economy, with revenue increasing by 78% year-over-year 2023-2024 and a compound annual growth rate (CAGR) of 17% in 2025-2029. The global data-as-a-service giant Statista predicts that by 2027, 86.5 million U.S. workers will Freelance, accounting for 50.9% of the country’s total workforce.


Your inner optimist may interpret this forecast as an opportunity to grow your billable hours; your inner pessimist may see disturbing visions of increased competition in the Freelance hiring landscape. Why not be realistic and take a look at your organization to find where you would be wise to raise the level of your game and enable yourself to be more responsive to clients and prospects in ways that grow your client roster? Make lemonade out of the lemons.

In fact, Freelance professionals are optimistic about the future of Freelance work. Your confidence is fueled by increasing demand for specialized skills and a global pivot toward more flexible work arrangements. According to the Upwork Future of Work Index in April 2025, 82% of Freelancers say their work opportunities have grown since last year, versus just 63% of full-time employees. In that same report, 84% of Freelancers reported that they are excited by how the prospect of Artificial Intelligence tools will reshape their services, offerings and workflows.

Research indicates that Freelance work will continue in growth mode and the data has a high confidence level amongst the experts. You should be able to claim your share of the pie. If the intentions of corporate decision-makers can be taken to the bank (ha!) they support Freelance expertise. A January 2025 Upwork report found that 29% of executives believe that Freelance workers are essential to their business and 48% of CEOs plan to increase their hiring of Freelance workers over the next 12 months.

Still, there are worries that keep you awake at night. A November 2025 survey found that 66% of Freelancers feel that securing enough work is their primary challenge. Other major concerns included managing an irregular income, unpredictable work availability and non-paying clients.

Research also shows that Freelancing in 2026 won’t be all about finding projects; 2026 is shaping up to be about adapting to new skills, technologies and ways of working. Staying informed will help you to prepare and position yourself to keep up as the independent economy continues to grow. The Upwork Future of Work Index found that the most relevant Freelancing strategies to follow in 2026 will be to stay informed about global developments as you remain apprised of relevant shifts that occur in the U.S. B2B Freelance economy.

These are the signals every Freelance consulting specialist should pay attention to. For example, as automation becomes more common, skills that are uniquely human become more valuable. Negotiation, communication, empathy, storytelling, decision-making and leadership will help Freelancers stand out and facilitate building long-term client relationships. These soft skills are now seen as core strengths that technology cannot replace. The Future of Work Index shows that 87% of Freelancers prefer work that helps them improve their current skills or learn new skills, versus work that only allows them to use the skills and proficiency they already have.

 Let’s finish up with some 2025 statistics that examine billable hours and revenue. I’m sure you know that Freelance earnings differ according to the services provided. Generally, the more technical the service, the higher the billable hour. High-demand services such as programming allow Freelancers in the field to bill at $70/hour. Artificial Intelligence and Machine Learning engineering are currently the highest-paid sectors among all Freelancing roles and expertise in one or the other niche allows you to command a billable of $50-$200 per hour. The number of computer and information research scientists is expected to grow by 26% by 2033. (Upwork)

  • Full-time B2B Freelancers on average work approximately 43 hours per week
  • Approximately 54% of Freelancers work five days a week
  • On average, Freelancers earn $99,230 annually; however, the top earners have annual earnings of $200,000. Meanwhile, 25% of Freelancers earn $50,500 annually.
  • The average hourly billable earned by U.S. Freelancers is $47.71, with a range of $132.21 to $14.90 per billable hour. 
  • The average Freelance programmer bills at $60-70/hour and generates annual revenue of about $120,000 
  • The average Freelance writer bills at $30-40/hour and generates annual revenue of about $42,000
  • Online marketers typically earn $50/hour and generate $100,000 annual revenue
  • Freelance graphic artists bill at $40-$45/hour but are known to receive enough billable hours to generate $90,000 in annual revenue

Thanks for reading,

Kim

Image: market.us

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How Does Influencer Marketing Work for B2B Freelancers?

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Influencer marketing has been white hot for a minute and it’s getting even hotter. A strategy born of user generated content and nurtured by early bloggers soon produced content creators who came to be considered authorities within their niche fields of expertise, developing loyal audiences for their blog content and generating follower communities along the way. Those early pioneers earned reputations and gained recognition for product reviews that showed trustworthy insights and built credibility. The DIY grassroots aura and absence of corporate advertising gave it all the blessing of authenticity. The independent and impartial assessments provided by the bloggers encouraged engagement and audience trust. But this is America so gradually, bloggers with the biggest followings in the scene featured sponsored content on their sites (often disclosed through affiliate links) and next, collaborations with retail outlets and product brands.

The phenomenon was accelerated by the introduction of social media platforms and exploded with the arrival of visually-focused platforms. Images, and especially videos, provided an ideal environment for newly minted marketing influencers to showcase themselves and the brands they represent with exciting visual content. The visually focused platforms caused an inflection point that gave rise to influencer marketing stars who found a lot of work in the B2C sector, in particular fashion, beauty and travel. Bloggers and others who had a flair for creating appealing content plus the ability to connect with and encourage relationships with their audience began to grow significant followings and exert influence over the behavior (aspirations) of prospective and current customers.

The rise of B2B Influencers 

While originally a strategy used by your flashy B2C cousins, competition for billable hours in the B2B sector seems to have stimulated the adoption of influencer marketing in the B2B sector. However, be advised that B2B influencer marketing is not about showcasing services or products. Rather, B2B influencer marketing is about helping you build trust and connect with prospective clients who, if all falls into place, will be more inclined to become your loyal clients. The goal of B2B influencer marketing strategies is to align your organization with recognized and respected industry thought leaders—the influencers— whose industry knowledge, reputation and loyal followers can be leveraged in your target market sectors.

B2B influencers are well-known and respected experts and thought leaders in their field. They’ve acquired impressive knowledge, experience and authority that confers recognized credibility that’s enabled them to build a sizeable, loyal and often activist following. Based on that authority and credibility, effective influencers are able to build trust and enthusiasm for a brand within their community of followers by making endorsements that can stimulate purchases made by decision-makers within the community. Furthermore, a brand endorsement can also result in a significant number of positive reviews posted on social media that creates a word-of-mouth campaign that can spread to the general public and can stimulate still more purchases of the brand’s services or products.

On a national level, you might think of sales training expert Brian Tracy, marketing wizard Neil Patel, professional development guru and author Stephen Covey and leadership and personal development maven Brene Brown as powerful B2B influencers. The best influencers assist brands by providing targeted exposure, building industry credibility, facilitating strategic partnerships and product or service endorsements that, ideally, will substantively enhance brand recognition, reputation and sales. Potential B2B influencer marketing goals for your organization could include:

  • Increased credibility and trust for your brand within your target market
  • Heightened audience engagement with your marketing content
  • Enhanced perceived value of your brand
  • Increased stature and influence of your thought leadership
  • Accelerated rate and quality of leads generated and an enhanced sales conversion rate

Is influencer marketing for you?

Let’s examine how influencer marketing could be useful to B2B Freelance consultants. As usual, your first act will be to assess your client base and refresh your understanding of your target market(s). You must know whom you’d like to influence, what you’d like to achieve and why that achievement will matter. Verifying your target market will enable you to recognize which influencers, marketing tactics and channels can be expected to resonate with your clients and prospects. So that you can begin to recognize the expertise, authority, connections and social media presence your most effective influencer should have, it’s imperative that you clarify the problems and projects that clients and prospects ask you to resolve. As you go through this process, you’ll also get an idea of whether (or not) influencer marketing might be a fit for you.

Identify and investigate influencers in your industry

Take your evaluation process to the next level by investigating the types of content your clients and prospects usually engage with and the platforms that supply it. What types of content do they find relevant, whom do they follow and on which platforms can that content be found? Also, what are the most common questions they’re looking to answer and the problems they want to resolve?

Next, develop a list of influencers you’d like to contact. Your job here is to speak and get to know who you might like to work with. Does this candidate have not only the industry experience and authority that you’d like but does s/he have the connections and clout in your niche to move the needle for you? Essentially, you’ll search for influencers who can help you reach and impact your ideal audience. It’s no help if an influencer has a large community of followers but does not have a prominent presence in your industry and niche. Before you decide who you’d like to follow and follow-up with, verify precisely how your potential influencer can produce what you want, which is probably some combination of upgrading and/or increasing your leadgen, enhancing company brand, encouraging brand loyalty, upgrading and expanding the earned media you receive and, ultimately, impacting purchase decisions that increase your client roster. Keep all that in mind as you look for good potential influencers. Here are common methods you can use to find influencers you can meet and interview.

  • Social media. Many influencers have large followings on social media platforms and it makes sense to start your search there. You’ll want to choose influencers who have a strong presence on the preferred platforms of decision-makers for your service or product. Engage with the content of influencers who seem to have promise for you. You can follow those who look promising and then reach out and initiate contact. This strategy gives you direct access to potential influencers and enables you to build relationships.
    • If Facebook is your preferred platform, use their search function to find influencers. You can also check out industry specific Facebook groups or pages to find B2B potential influencers.
    • Instagram is your gateway to connecting with Millennial generation decision-makers and discovering the influencers they trust. Search the platform for producers of excellent and consistent content and then visit the site profiles of those content producers you find compelling.
    • LinkedIn is the usual suspect for all things B2B, including finding B2B influencers. You can search your industry to find influencers directly. Definitely join and investigate relevant LI groups and watch for influencers within their membership ranks.
  • Networking at industry conferences and events. Attending in-person meetings and conferences provides a unique opportunity to network with professionals and identify potential B2B influencers within your niche. The strategy is effective for discovering and getting to know B2B influencers with whom you can potentially build a mutually beneficial relationship.
    • Attend relevant conferences in your industry.
    • Actively participate in networking sessions.
    • Identify B2B professionals with significant industry influence
    • Establish connections and express interest in collaboration

  • Discover B2B influencers through industry publications, influential blogs and speaking engagements. This strategy lets you evaluate is the credibility of influencers by learning who is featured in respected industry publications, which indicates expertise, authenticity and most likely, influential relationships.
    • Regularly follow industry publications and relevant blogs, with an emphasis on organizations such as chambers of commerce or other well-respected professional societies and business associations. Identify content contributors and speakers who have the industry expertise and reputations that you seek.
    • Familiarize yourself with the content of industry experts that you find promising
    • Reach out to suggest the possibility of collaboration opportunities.

Evaluate B2B influencer industry authority and credibility;

Confirm the authority and credibility of potential B2B influencers within your industry by examining their past collaborations (if possible), content quality, consistency and presence in prestige publications. Your job is to investigate which B2B influencers’ audiences and authority align with your target market and can be useful for you. Refer to your research to develop a candidate shortlist.

Reach out to your follow-up list gauge and request an opportunity to discuss the possibility of an influencer marketing relationship. Enhance your appeal to your intended influencer with a personalized and compelling outreach message that demonstrates your awareness of his/her industry authority, as evidenced by the quality and consistency of his/her published content, speaking engagements and /or professional awards. Express your admiration for their insights and expertise.

If your invitation to talk is accepted, during the conversation inquire about the brands and types of campaigns your would-be influencer has previously collaborated on. If the initial discussion leads to further and more specific talks, request a link to his/her portfolio to verify the success of past collaborations and get a feel for how a collaboration with you might work.

Negotiate terms and collaboration agreements

Clearly define and commit to writing in a signed contract your expectations of the influencer marketing campaigns, the roles and responsibilities of the influencer you’ll partner with and the compensation agreement (monetary amount and due dates) with your selected B2B influencer. Execute this agreement by producing a transparently communicated legal document—a contract.

Keep in mind that a contract is only as good as your ability to enforce it. Help yourself by keeping your wish list and the timeline for its achievement realistic. While discussions and negotiations with your preferred influencer in advance of finalizing the contract, do your best to confirm which items of your wish list outcomes seem possible for your organization as well as the amount of time and other resources that will likely be needed to get you there.

Monitor and measure campaign influencer performance

Monitor the performance of your B2B influencer campaign by tracking the relevant associated key metrics, such as client and prospect engagement, click-through rates and shares, follower growth and expansion, leadgen growth and expansion, brand reach and impressions and sales revenue. In sum, you’ll want to evaluate the campaign ROI outcome and understand the costs associated with your influencer marketing campaign versus the sales revenue that can be attributed to the campaign.

It’s imperative that you obtain an objective and comprehensive assessment of your influencer marketing activities. As with all of your business strategies, obtaining a big-picture performance evaluation is a must-do. Once you learn which strategies and campaigns are effective, and therefore worthy of your investments of money and time, and what failed to live up to your expectations, and might either benefit from an adjustment or maybe should be dropped will, as always, show you the path forward.

Thanks for reading,

Kim

Image: © gstockstudio for Freepik

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Revolutionize Your Email Marketing Campaigns

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How many times over the past 10 years have B2B marketing experts declared email marketing dead? Oh, well—sometimes experts project their own feelings onto those whose behaviors they’ve been charged to study and predict. The experts, it seems, and not the customers, were ready to move on but like a cat, email marketing has nine lives. B2B email marketing in 2025 continued to earn the trust of customers and prospects and produced a confidence-boosting performance for marketers. The median B2B open rate reached 36.7%–42.35% , an increase from 34.2% in 2024, according to data from VerifiedEmail.

Email marketing continues to deliver exceptional return on investment of $36–$42 per $1 spent as of 2025, as reported by data published by Los Angeles, CA based VerifiedEmail and outperforming all digital marketing channels by 4–5x. Bold text, eye-catching images, interactive content and an irresistible subject line are how email marketers capture the attention of intended readers.

AI tools optimize performance of an evergreen marketing resource

A 2025 Boston Consulting Group survey of 251 marketing professionals concluded that 33% of survey respondents regularly use generative AI tools and 92% of respondents feel optimistic or very optimistic about the creative potential of GenAI over the next two to three years. GenAI tools like ChatGPT, the AI-powered chatbot developed by OpenAI and the AI-powered search engine Perplexity are primarily used to write articles and create images that accompany social media posts. Email marketers are finding inspiration in those capabilities and are off to a good start with AI technology. According to Salesforce research, AI is positioned to greatly enhance the impact of email marketing:

  • Managing campaigns: AI helps marketers understand which elements of an email campaign are effective and which do not resonate.
  • Content creation: GenAI platforms will support the text outline and compose the narrative, as well as edit your copy and also create the images that supply visual context to your marketing message.
  • Brainstorming: Marketers can use AI to jumpstart creativity and elevate the quality of the text you produce and help you to more efficiently produce the irresistible subject lines, eye-catching images and, most importantly, compelling topics that build the audience for marketing emails that deliver your newsletters.
  • Scaling output: AI can speed up completion of the normally time-consuming functions listed above—finding the right subject line, composing newsletter text, producing an image that enhances your text and, icing on the cake, analyzing the performance of your email marketing campaigns.

Getting in, getting noticed, getting opened

The volume of daily emails received by a working adult is often overwhelming and most inboxes are inundated with messages both business and personal. Nevertheless, the response to email marketing remains robust, propelled by the value and trust conveyed in highly targeted, personalized marketing messages that address the needs and priorities of decision-makers.

Still, recipients are inclined to require opt-in permission to control their email deluge. A double opt-in protocol that asks subscribers to both agree to accept your emails and also include another security layer by adding your company email address to his/her trusted contact list, your emails might still be blocked by spam filters. The unintended consequence is that 22% of permissioned email fails to reach subscriber inboxes.

Furthermore, like a determined salmon swimming upstream, reaching subscriber inboxes is only Step One in your marketing email’s journey. Step Two for email marketers is to prepare for how the email will be received and noticed by subscribers. Research indicates that as of 2025, 55% of email is opened on mobile devices, that is, smart phone or tablet. Responsive design is therefore required for your marketing emails. Furthermore, mobile devices allow only a limited view of the email subject line. Just first 40 characters of a subject line are visible on the iPhone email app.

Those 40 characters have a big responsibility. Marketers are advised to be very selective about what those 40 characters communicate to potential readers. Then again, shorter subject lines consistently outperform longer ones. The email marketing experts at Constant Contact point out that that all aspects of your email content—format, text and images—must be considered and optimal email design for different mobile devices may not be uniform.

An intriguing discovery is that including an emoji in the subject line can increase open rate by 56%. Still, a subject line that is considered relevant will likely be the more persuasive strategy for intended readers. Finally, there is the most important ingredient in this recipe and that is email content. The open and click through rates depend on the content delivered in the email. The subscriber has to feel that the subject you’ll cover—whether it’s a special offer, an announcement of some sort, or a hot industry topic—must be relevant and timely.

Email segmentation is the new normal

Email segmentation, along with email marketing automation, has been one of the biggest digital marketing trends over the last few years. Email segmentation has moved from what was considered an “advanced feature” to a capability that basically all email service provider platforms offer because basically all email marketers want to use segmentation in their email marketing campaigns to enhance the ROI.

Recent studies have found that 33% of companies segment their audiences for marketing campaigns and 20% send customer-specific emails. In fact, researchers at VerifiedEmail report a pronounced shift from email volume to email relevance that’s revealed the highest-performing campaigns send fewer emails to more precisely segmented (targeted) audiences and achieve 30% higher open rates and 50% higher click-through rates. These findings suggest that email marketers create customer personae and use data from those profiles to segment audiences and more effectively target the campaign content they will receive. Hyper -personalized marketing content has been shown to produce as much as a six-fold increase in transaction rate. In addition to producing increased sales revenue, the data further suggests that segmentation can boost recipient engagement as well. An industry study by MailChimp found that segmented campaigns lead to an average of 14% greater open rates and 100% greater clickthrough rates. Keep in mind that this happens when fewer, hyper-personalized emails are sent—I’m sure you’ll agree that limiting your marketing emails increases the value of those you do send and works to limit your unsubscribe rate.

Listen up—email marketing experts know that CTR matters more than the email open rate. VerifiedEmail spills the tea and points out that in our privacy-restricted era, CTR represents the most reliable engagement signal—it requires deliberate action rather than passive preview. Top-quartile email campaigns achieve 6%–10% CTR with diligent segmentation and AI- augmented personalization.

Get started by choosing the right email marketing eervice

Many marketers face the same challenge—they want to send marketing emails, grow their customer list and audience, plus automate and segment email campaigns without spending hours on design or technical setup. Furthermore, you may get stuck with the grunt work of performing manual data transfers risk to add list names and profile info if the software you use doesn’t integrate with the software used by your customer relations management service. You might also be limited in the number of marketing emails you can send. Or maybe you’ll eventually become dissatisfied with the generic designs that do not enhance your brand.

In other words, it will be worth your time to investigate and compare ESP software plans to identify the right platform for your needs. The right platform will save time and aggravation. It will simplify your workflow, encourage customer engagement, increase your campaign conversion rate and make your brand memorable in the best ways.

The price range of ESP plans varies significantly, depending on the level of service you’d like to have. There are even free plans that most likely will limit your number of email campaigns per day or month, a low-cost plan that could cost perhaps $5 to $10 per month, with limited campaign sends and size of the contact list, could be a good way for a Freelance professional to get started and access the benefits of email marketing. The average cost of email marketing platforms for up to 500 contacts is around $20 per month. Choosing the best platform won’t be complicated if you focus on the features that matter most. A list of typical services that marketers use is below. Next, you can start your ESP research here with this credible list of recommended email platforms Forbes Magazine in January 2026: 

1. Send volume. Pick a platform with send limits and pricing that match your current and future email marketing plans. Don’t overpay for features you won’t use or hit limits too soon.

2. Easy platform migration. Make sure it’s easy to migrate your customer data from your old system. The less time you spend moving contacts, the sooner you can get back to marketing.

3. Seamless integrations. Look for software that works with your CRM, online store, and even social media. This makes it easier to retarget leads and keep your marketing efforts connected.

4. User-friendly design tools. Choose a platform with drag-and-drop editors and customizable templates. You shouldn’t need a designer or coder to build beautiful emails.

5. Automation & AI. Advanced platforms let you automate email workflows, like sending follow-ups based on opens or clicks. AI can help predict the best times to send emails, write subject lines, or even suggest content.

6. Customization & branding. Free or cheap plans often include the platform’s logo on your emails. Invest in a plan that lets you add your branding, so your business looks professional.

7. Analytics. Basic reports should track open rates, click-through rates, and conversions. A/B testing tools can show you what’s working and where to improve.

Thanks for reading,

Kim

Image: © Getty Images. Burning Blue Email

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Make 2026 Your Gold Medal Year

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Independently employed Freelance professionals remain one of the most robust segments of the global labor market, powered by a still growing number of U.S. workers. The San Francisco, CA based Grandview Market Research projects the 2030 Freelance economy market size will reach $14.39 Billion (USD), up from $7.65 billion in 2025. According to the Upwork Research Institute, currently 28% of skilled knowledge workers operate as Freelancers or independent professionals here in America. In 2024, those Freelance workers generated $1.5 Trillion in earnings.

Freelancers recognize that the outcome of a growing number of talented and ambitious colleagues leads to the inevitable presence of increased competition for work assignments. As a result, Freelance professionals are aware that you’ve gotta hustle on many levels, from consistent marketing that demonstrates thought leadership in tandem with other inbound marketing formats designed to appeal to your most promising prospects. Continual upskilling of your core knowledge base is yet another tactic that can help to strategically position a one-person empire in ways that are sustainable and push you ahead of hungry competitors.

If that’s not enough, savvy Freelancers must always keep eyes and ears open to consider how you might improve the quality or delivery of your services. The five SMART business development goals listed below—-Specific, Measurable, Achievable, Relevant, Timely—should be on every Freelancer’s business strategy list, for they constitute a reliable roadmap that’s capable of taking you to the top and helping you grab your gold medal in 2026.

To further enhance the impact of the goals, think of them collectively as potential focus points in the storytelling narrative you’ll present when in discussion with prospects. Incorporating into those conversations benefits derived from implementing the goals that you know or surmise would be of interest to them bolsters your ability to structure a more compelling in the conversation. You can weave into the story narrative that frames the conversation why and how your capabilities, experience, ability to collaborate and education make you especially well-suited for the role you seek, whether it’s an exciting client project or new W-2 job. Your mastery of the goals presented here will enable you to “paint a picture” that helps search committee members, hiring manager and other influential parties on the prospect’s team to clearly envision how you and the competencies you bring to the table will get the job done, meet or exceed expectations and (best of all!) make them look good to superiors, direct reports and colleagues.

  1. Update your online presence and portfolio

Type your business entity name and your own name into two or three prominent search engines to conduct a review of your online presence. What does the internet reveal about you? Is the information accurate? Does it portray you in ways that highlight your strengths? According to MBO Partners, 42% of Freelance professionals rely on digital platforms for finding clients; that means the sum total of your digital presence, from your website, to your social media presence, to postings of your appearances on podcasts, webinars, magazine articles and notices for your speaking engagements or other public appearances constitute what you might call your digital “storefront.”

Your collective online presence informs interested parties, that is, prospective clients, that your entity is open for business and ready to deliver valuable services. The vault for your professional credentials and capabilities is online in the cloud, so it’s imperative that your bona fides up-to-date and presented in visual and text language that inspires confidence and interest, so that the online story of you, the Freelance professional, works hard and smart to generate leads for your business. Update your portfolio with descriptions or examples of recent project work that makes you proud and will convince clients that you can be trusted to produce the outcomes they need. Convincing client testimonials and case studies will further help you make your case. Don’t forget to review your profiles that appear in Freelancer directories and third-party websites that are viewed and trusted by prospects, as well.

2. Consistent engagement on the right social media platforms

A persuasive LinkedIn profile is a powerful communication channel that will communicate the capabilities of your Freelance business entity to potential prospects; 40% of B2B marketers say LinkedIn is the most effective channel for driving high-quality leads. You now have significant motivation to regularly share your unique thought leadership, valuable insights and opinions on industry news and updates that will heighten your professional visible and enhance your status as a go-to expert in your niche.

In 2026, make a point is to become a consistent LinkedIn participant and more than someone who just gives “likes.” When you feel able to make a relevant contribution to a conversation thread be brave and speak up! Even if your opinion or advice is expressed in a mere sentence or two, remember that succinctly delivered info is always appreciated. Moreover, your participation helps to build a respected reputation on the platform and will increase your LinkedIn Social Selling Index (SSI)— a metric that LinkedIn says pays demonstrable professional benefits on the platform.

Along with LinkedIn, research and follow-up may lead you to discover that Facebook, Instagram and/or TikTok also have significant marketing potential for your venture. What are the norms for your industry? If those who hire for your service or product categories consider certain social media platforms are good hunting grounds for talented professionals, that’s where you hang out your digital shingle.

 3. Increase PR activity

Public relations and media mentions help build name recognition and credibility for your brand and make you and your business entity a known and trusted quantity. Moreover, PR features are posted online, so PR adds to your digital presence. Noteworthy media mentions should be uploaded to your website (you can add a “press” tab to your website and upload media mentions there) for review by interested parties. Freelance professionals should aim to earn valuable media opportunities (that is, unpaid media exposure) and leverage that exposure to grow trust and credibility.

Favorable PR is an important ingredient in a comprehensive inbound marketing strategy—-PR is soft sell leadgen and should not be overlooked. An effective and achievable PR strategy for Freelancers might include two or more of the activities listed below. Be sure to leverage your PR opportunities by sharing them on your website, email list and social media channels. Published articles that you’ve authored will be published online by the media outlets. Videos of your participation in podcasts and webinars will be posted online by the hosts. Sponsors of any awards you’ve received will be delighted when you share news of your victory with members of your email list, post to your online platforms and send a press release to local media outlets—because it also creates good PR for the sponsoring organization and encourages more candidates for the next round of awards (for which the sponsoring organization collects entry fees). Charity organizations will likewise be delighted when you distribute your participation to media outlets as well as your digital platforms and email list.

  • Be a guest on three or four industry-relevant podcasts or webinars
  • Write four or five industry-relevant posts (or guest posts) for blogs, newsletters, or other publications
  • Be a guest speaker, or introduce the guest speaker, at a business association meeting
  • Moderate an industry-relevant panel of experts, or be a panelist yourself
  • Campaign for a local business award and if you win so much as a bronze participation trophy, send a press release to announce your victory to local media and also post to your website, social media platforms and send to your email list (include a photo of you accepting the award with your press release)
  • Become a sponsor of a local charity event, for example, Girl Scouts, Boy Scouts, Little League, or social services organizations. You might have an event-day volunteer presence and be able to take a few photos that document your participation. Feature your volunteerism on all of your digital platforms plus your email list with two or three photos plus information about the role the organization plays in the community and the impact of the event.

 4. Create meaningful client case studies

Use your storyteller’s perspective—a competency that you utilized while polishing your overall online presence and portfolio in the first goal and becoming more strategic and active in your use of PR initiatives in the third goal—to review and decide which of your most successful client projects could make compelling case studies that you can share on your website and social media channels? Case studies are powerful stories that provide irrefutable proof that you can deliver what clients need. They are the ultimate testimonial.

The marketing gurus at HubSpot report that businesses that publish case studies generate +45% more qualified leads than those that don’t. By illustrating a sampling of the real-world work and results you’ve created for clients, you’ll stimulate more trust in your brand and add positive influence to purchase decisions. This year, aim to create and strategically post data-driven case studies that showcase your expertise are housed in your portfolio or on your website.

Hubspot marketing experts go on to recommend that when writing your case study, whose purpose is to showcase your problem-solving expertise, ability to collaborate and the customer experience and support you offer, include the following information:

  • Define the problem you were hired to solve. Furthermore, succinctly explain its relevance to the client and the client’s definition of desirable benefits that will result from its resolution
  • Describe the solution you provided to resolve the problem. Explain why proposed that solution and also your process for delivering the solution and the results produced by implementing that solution.
  • Describe the beneficial collaboration between you and the client. Make clear how the trust and respect between you and the client enabled and supported the choice, implementation and favorable outcomes of the solution you provided.
  • Client testimonial. Invite one or more representatives of the client’s team to describe the problem and explain why an effective solution was a priority. A brief overview of ineffective attempts at resolution that produced unsatisfactory outcomes will shine a flattering light on you. Encourage the client to discuss how members of his/her team initially felt about your proposed solution and what gave them the confidence to hire you, instead of a competitor. Likewise, encourage the client to celebrate the benefits that were derived from the solution that you provided—saving money, saving time, simplifying workflow processes, for example.

5. Explore and implement AI tools to improve your annual earning potential

According to PwC’s 2025 Global AI Jobs Barometer, workers with Artificial Intelligence skills command a +56% wage premium, meaning that Freelancers who add AI-related skills or services to their offerings may increase their earning power. Address this goal in 2026 to both learn new and in-demand AI tools and then use your valuable new competencies to both create operational efficiencies in your own business and offer and offer desirable premium services to clients.

LinkedIn career expert Catherine Fisher attests that candidates who demonstrate their fluency in artificial intelligence are much more likely to pique the interest of hiring managers and I’m sure it’s safe to assume that that her recommendation refers to both Freelance professionals and W-2 employees. Her top tip for job seekers is to emphasize their AI literacy and highlight how they use different AI tools in their day-to-day work. Specifically, Fisher urges job candidates to come to interviews prepared to discuss how AI makes them more productive in completing their work responsibilities. “Make sure you have some examples, because you know you’re probably going to get asked, ‘How have you used AI in your work?'” she said,” but keep in mind that you don’t have to be a computer programmer to demonstrate your competence with AI tools.”

Thanks for reading,

Kim

Image: © Getty Images 2022. Chinese skater Wu Dajing wins the short track speed skating gold medal at the 2022 Beijing Winter Olympics

Sales , , , , , Leave a comment

Motivation to Climb Your Customer Loyalty Ladder

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You know that customer loyalty is a powerful resource, one that directly impacts business growth by reducing customer acquisition costs and customer churn by generating referrals and increasing your company’s average customer lifetime value (CLV) to grow your customer list and company revenue. Jeffrey Gitomer, a recognized authority on sales and customer loyalty and author of 15 books, has a blunt observation to share with Freelancers and business owners. In his book Customer Satisfaction Is Worthless, Customer Loyalty Is Priceless (1998), Gitomer shares an outrageous truth—if you disappoint a customer even once, s/he will tell 10 people about your faults. On the other hand, when you (merely) satisfy customer needs and expectations, it’s likely that your customer will tell no one—you did your job and so what.

The good news is, when you show some enthusiasm and exceed the customer’s expectations, s/he will usually tell others how wonderful you are. Here’s the lesson—Freelance professionals and other business owners cannot expect to maximize the potential of their business venture by simply showing up to do the job; that won’t move the needle and make a positive impact on reputation (brand) or revenue. You’ve gotta hit the ball out of the park every time, because acting like an order taker, making sure the fries and everything else are in the bag, is not enough.

In his book, Gitomer identifies critical moments in the buyer’s journey that influence whether customers will become your devoted brand advocates, make a one-off purchase and disappear, or remain indifferent and ignore you. By using what Gitomer describes as the customer loyalty ladder, you’ll refine the timing of the marketing and sales messages that you create to persuade prospects to become customers and eventually become repeat customers.The customer loyalty ladder takes it further and shows how to cultivate loyal customers and even brand advocates who become cheerleaders and make referrals, give testimonials in your favor and play a decisive role in the vitality of your customer list. It’s powerful stuff.

Each rung in the ladder represents a different stage in customer loyalty to your brand. It’s no secret that customer loyalty can make or break your company’s long-term success. You may be aware of customer retention statistics that indicate the probability of selling to an existing customer is 60-70%, while the probability of selling to a new customer is only 5-20%. Gitomer labels the process of moving up the ladder as the customer acquisition journey  Identifying where each customer stands on your customer loyalty ladder enables you to deliver a marketing message tailored to move that customer toward the top.

As you probably guessed, the customer loyalty ladder starts at the bottom with those the author calls suspects; they are not yet, and may never become, an actual prospect. Suspects barely know that you and your enterprise exist. The top rung of the ladder is where your most loyal and valuable customers reside: they’re the highly coveted brand advocates. Gitomer also cautions that in the nebulous middle are those with whom you’ve done business but unfortunately feel that you (or your team) did only what was necessary—nothing more, nothing less—causing this cohort to feel no attachment to your product, service, or organization. These folks may or may not do business with you again.

Stage 1: Suspects

These people know your brand exists and might have some level of awareness as to what you offer, but they’re not ready to make a purchase. They might have seen an ad, visited your website, or checked out your social media—but they have hesitations still. Suspects may potentially have use for your service product, but it’s not a front-burner issue. They are the largest group and they are ruled by inertia or indifference.

Stage 2: Prospects

Members of this cohort have demonstrate interest in your service or product and may have asked for more information. They know your brand exists, they have some awareness of your service or product, but they’re not ready, or able, to make a purchase yet. They’ve most likely have seen an ad, visited your website, or engaged with your social media but they hesitate to proceed. Prospects are weighing their options, and your organization is just one of perhaps several choices in our increasingly competitive B2B marketplace. You may be able to motivate prospects by tempting them with discounts for first-time buyers, free trials, or free access to gated content that they covet. Whatever the case, your goal here is conversion – turning prospects into first-time customers. Look at website traffic, ad engagement and email sign-ups to gauge brand awareness.

Stage 3: First-Time Customers

Needless to say, a customer has done business with you, made at least one purchase. You finally got the customer to take a chance on your brand and it is a relief and validation. But you can’t exhale yet—to be truly successful you’ll need repeat business—that is, customers who return to do more business with you. Over the years, make it a point to calculate the customer lifetime value vs customer acquisition cost of those on your customer list. 

There are a lot of one-off purchases made in the world. Every business owner is delighted to receive that first purchase a welcome a new customer, but there can be no misunderstanding that a viable customer list is not created through a series of one-offs. The first purchase is a critical juncture, when you would be wise to take steps to turn a one-time buyer into one who becomes a loyal advocate over the long term. Your job is to start the process with immediate post- purchase contact. A follow-up email thanking the user, providing value with how-tos while the customer anticipates delivery, or a quick survey to ask the customer to evaluate customer service are all a good first step. 

Examine conversion rates and purchase behavior – how many return for a second order? Make it a permanent part of your post-sale follow-up to touch base with them to see if you missed the mark in any way or if there’s anything you can do to help them make the most of their product. 96% of consumers say customer service influences brand loyalty.

You can also start sending personalized follow-ups with complementary product suggestions, or even go as far as offering incentives for the next purchase (discounts, loyalty program enrollment, etc.).The key takeaway is that a positive first experience can make or break your customer retention efforts. If you fail to act, or if your approach is wrong, you’ll have a much lower chance of encouraging repeat business.

Stage 3: Repeat Customers

A repeat customer is anyone who has done business with your company more than once. These customer see value in your service or product, but it will nevertheless be helpful to remind these customers why they should continue to do business with your organization. This is where you can implement a well-structured loyalty program. Tiered loyalty programs allow customers to earn points or exclusive perks over time.

You can also use data to send personalized recommendations that align with their purchase history. Whatever you do, keep up the attentive customer service. It’s been reported that 61% of customers will jump ship and defect to a competitor after a single poor customer service experience.

Stage 4: Loyal Customers

Loyal customers are deeply connected to your brand and choose you because of you and not just because of the products and services you sell. They have an emotional attachment that guides their purchase habits and they are among your most valuable customers. Don’t just take my word for it—one study found that loyal customers can drive up to 65% of a brand’s revenue, even though they typically make up only a small percentage of total customers.

Without question, it is in your interest to go above and beyond when considering how to reward and thank these customers with ultra-exclusive benefits. Your rewards should free shipping or discounts, for example. Instead, think early access to new services or products that you introduce, behind-the-scenes content, invitation to a launch event and unexpected surprises like handwritten notes all go a long way. Use customer lifetime value (LTV) and engagement metrics to see who keeps coming back. You can even poll them and let them tell you why they come back again and again. Give these customers opportunities to interact with your brand beyond purchases with events or opportunities to offer feedback on new product releases. The priority is to make them feel as if they’re not just another customer, but very special people who are part of the movement.

Stage 5: Brand Advocates

Eventually, your most loyal customers may become motivated to become brand advocates. This top rung in the customer loyalty ladder represents your most powerful customers, those who serve as an organic marketing channel for your brand. These customers actively promote your brand to their friends, family, colleagues, even random people they come across on a daily basis. They leave glowing reviews and share your products on social media, too.

Brand advocates are your most valuable customers not only because their testimonials and cheerleading bring interest, excitement and trust to your service or product that results in customer referrals and maybe some PR too. the enthusiasm of brand advocates also lowers your cost of customer acquisition and drive customer growth naturally.

So, how do you move people up the ladder of customer loyalty into this stage? Continue taking other steps to make customers, especially repeat and loyal customers, feel like VIP insiders. Seek their insights from your brand advocates when making decisions about your service or product; involve them in beta testing new features or entry into a new market, invite them to exclusive VIP-only events. A customer who feels involved and part of your business, while also receiving consistent value, can be an influential promoter of your brand, giving referrals and singing your praises.

Assess your customer list

First, examine your customer list to figure out where you’re struggling the most. Maybe you have a hard time getting customers to take a chance on your brand but once they do, they stick around. You have an acquisition problem. Or, perhaps you get customers to buy once but they never come back to make another purchase. You have a customer retention problem and problem with customer churn. Gitomer recommends that you focus on the following questions:

Analyze your customer retention KPIs and figure out where you have the need to level up your performance. You now know what to look for at each rung of the very useful customer loyalty ladder and understand how the customer acquisition journey along with the customer loyalty ladder can improve your ability to improve the CLV in your customer list. To get you started, Gitomer recommends that you focus on the following questions:

  • How can you convert one-time buyers into repeat customers?
  • What’s the best way to incentivize loyal customers to become brand advocates?
  • Where do you see prospects abandoning the customer acquisition journey and how might you correct, or limit, the problem? fix them?

Thanks for reading,

Kim

Image: Depositphotos free image

Business Strategy Leave a comment

Implementing AI Is All About Strategy

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Despite the frequent pessimistic opinions that dominate the news media, the early 21st century business climate does not appear to be substantially different from the prevailing business climate in the mid to late 20th century. Moreover, numerous global wars caused incalculable economic impact and population disruption in previous centuries, during the 1600s – 1800s (Africa, Europe, North America, South America, Caribbean, South Pacific) and the 1910s – 1970s (Africa, Asia, Europe, North America, South Pacific). History indicates that business conditions have never seen some rational, golden period anywhere on earth for a sustained period of documented human history.

So, figuring out how to access whatever resources that can adequately sustain life in one’s society became a hallmark of life in every century that’s hosted all forms of human life and animals as well. That drive caused men to sometimes travel hundreds of miles to prominent cities that launched what we now call major public works projects, such as the ziggurats in Mesopotamia, the Great Wall in China, the Panama Canal in Central America, the Suez Canal in Egypt and the hydroelectric dam on the Blue Nile that was completed by Ethiopia in 2025 (and has more than twice the electrical capacity of the Hoover Dam in Utah).

Economic volatility, a turbulent political landscape, populations on the move, whether motivated by money or war, are an ongoing theme in history. Technological developments, from the invention of the wheel to the invention of the telephone, the invention of the computer (the room-size originals and the personal computer) and now the rapid rise of Artificial Intelligence powered technology tools are disrupting and reshaping how business operations are carried out, in ways we may simultaneously abhor and appreciate.

Many company leaders are said to be rethinking their staffing needs and betting that AI tools can get the work done more efficiently and less expensively than their employees. The advent of online shopping, most notably since the 2020 pandemic shutdown, has resulted in store closings and sizeable lay-offs at CVS, bankruptcy filings at the august Saks Fifth Avenue and the outright closure of Forever 21, JoAnn Fabrics and Rite Aid. Bed, Bath and Beyond, which has closed nearly all of its retail locations, is attempting a come-back. The number of business leaders willing to embrace AI tools, viewing them as innovative solutions capable of performing core operational tasks more accurately, quickly and considerably less expensively than human labor, is on a steady upward trend.

Yet reality shows a different result produced by the typical outcomes associated with AI-powered tech tools. Recent research has shown that when AI-associated operational outcomes are evaluated, achieving a meaningful positive impact resulting from AI technology use is elusive. For example, research shows that 95% of generative AI pilots fail to produce measurable returns. Furthermore, while most U.S. companies are reported to be using AI, only 39% see any impact on company earnings—and the revenue increases are underwhelming. Just 4% of companies have implemented AI capabilities that consistently create the desired value. According to Gartner, fewer than half of AI-powered digital initiatives meet their business objectives.

AI implementation requires the right strategy

Business analysts say there are a number of obstacles that can undermine the plans of company leaders when they attempt to determine where and how to implement AI. A close look at outcomes data typically reveals that most organizations approach AI tools as technical upgrade solutions—they see AI as a tactical solution to a tactical objective. However, they would be much better served to recognize that AI technology is best optimized when you back up and look at the big-picture view, that is strategic, of what the process means to your company and how an AI-powered tool might enhance that process.

In other words, thinking that merely adding one or more AI tools to your existing business processes is probably not going to work. Reexamining your workflows is your best first step. Proposing ambitious transformation initiatives while critical data is locked in outdated and perhaps unusable formats will result in frustration.

Successful strategy, whether its purpose is to launch a new product line or introduce AI technology to your business operations, depends on four elements working harmoniously together—the right tools, the right internal partnerships and relevant data plus insightful interpretation of the information. Good strategy has always been a process that invites study and learning, decision-making and adjusting in response to changing conditions. Problems you encounter with AI implementation might not indicate a problem with your AI-powered tool, but the lack of a good strategy.

AI tools that create value

So how can you figure out where AI-powered technology can do the most good for your business? That is among the most decisive questions you can address this year. Just always keep at top of mind that any AI tools you plan to introduce must deliver measurable positive impact to core business processes and improve decision-making and long-range planning.

  • Marketing and sales (Lead generation, marketing content creation, audience segmentation, targeted advertising)
  • Customer service (chatbot and virtual assistant-handled queries, service personalization)
  • Data analysis and operations (predictive analysis, inventory management)
  • Finance and accounting (faster closing of monthly books, risk management, budgeting and financial planning)
  • Cybersecurity and fraud detection/prevention

Data that is AI-ready

finally, the accessibility, usability and relevance of your company data is essential to the successful implementation of AI-powered tech tools. Remember that AI is trained by the data you feed it—that’s how it models, reveals insights and drives automation. Good data ensures integrity — the proof that what a company claims also aligns with what it reports and does. Garbage in, garbage out, as you already know.

Frequently, critical data might be housed—trapped—in floppy disks or hard-copy documents that, obviously, no AI-powered tool can access. Incorporating AI tools into your organization—and, really, even if you don’t choose an AI solution at this time—business leaders are advised that connecting financial, risk and sustainability data is vital in so many ways. You may have to do the grunt work of updating your data by formatting in 21st cloud century storage, in Excel or Google Docs. Both systems offer cloud-based storage solutions that allow you to upload and manage their documents and spreadsheets online.

With the right tools, partnerships and data infrastructure, strategy becomes dynamic. The decisions are yours to make, but your AI technology tools will show options and comparisons, warn of risks early on, point out emerging trends and recommend new directions based on real-time insights.

Thanks for reading,

Kim

Image: ©U.S. Army (2024)

Professional Development , , , , , Leave a comment

Productivity: How to Stay the Course

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Here we are at the top of the year. You may have made New Year’s resolutions and you’re now looking them over to assess, prioritize and incorporate them into your workflow. Although the year is young, it’s not too early to figure out how to maintain the enthusiasm and discipline it takes to achieve your goals. I think it’s imperative to avoid feeling overwhelmed because for me, at least, that’s the gateway to giving up. Maintaining motivation is what I must do and once in a while I need a flotation device, or something, to prevent me from sinking and keep me swimming toward the shore.

To that end, I suggest a strategy that I discovered that will show you how to break down the huge task that is your goal and will perhaps at times feel insurmountable or even unattainable. This strategy, experience tells me, is especially useful for Freelancers. We are a one-person team. Who’s to know whether or not you achieve what you’ve planned, unless you have a business coach or mastermind group to check in with and report your progress?

As a business owner, I’ve learned that maintaining focus and productivity requires discipline and motivation. One powerful tool that has transformed report on your achievement of your A-level, that is, your most important tasks. I was new to full-time work and my sales manager gave me a very useful book to read—How to Get Control of Your Time and Your Life by Alan Lakein (1973). In his book, which also influenced Brian Treacy, a very simple and effective planning method helps prioritize high-value activities, ensuring that the most important tasks are addressed each week. On Sunday evening or Monday morning, you can envision what your workweek will look like and get yourself in the frame of mind to do certain things. Lakein proposes that you rank your projects and goals into A, B and C tasks to implement your strategy, enhance your productivity and drive your business forward. He also recommended the development of SMART goals—Specific, Actionable, Measurable, Realistic and Timely. He understood that success stands on the shoulders of productivity, that is, getting the right things done and feeling in control and not overwhelmed as you do.

What’s in it for you

  • Improve focus: By identifying your top priorities each week, you can maintain a clear focus on high-value activities and avoid getting sidetracked by less important tasks.
  • Improve time management: Creating a list of A-list tasks helps you allocate your time effectively, by ensuring that your front-burner tasks or projects are completed on schedule.
  • Improve workflow: Breaking down your tasks makes your work feel manageable, which is critical to limit feelings of stress. Weekly priorities reduce the feeling of being overwhelmed and help you tackle your workload more effectively.
  • Improve productivity: Focusing on high-impact tasks ensures that you make the best use of your time—and that process leads to increased productivity and better results.

Get started

  • Identify and rank tasks: At the beginning of each week, identify the one to three high-value activities that you need to accomplish. These should be tasks that directly contribute to your business goals and have a significant impact on your success. For example on Monday, it may work for you to identifying/ confirm/ discuss your A tasks in an email, phone, or video call to touch base in strategic planning / critical meetings with key clients Or maybe you’ll just roll up sleeves and jump into a front-burner A-level project milestone task.
  • Prioritize A-level tasks: Block out dedicated time in your calendar for each A-level project or important task. Treat these responsibilities as non-negotiable commitments to ensure they receive your full attention.
  • Plan your week: Once you’ve scheduled your A-level tasks, plan the rest of your week around what else is of high priority. Schedule medium-value B-tasks and low-value C-tasks in discrete blocks of time where they will fit and your ability to focus and amount of energy allow. B-level tasks probably deserve your attention; C-level tasks might be somewhat worthwhile to you and your business, but they fade in comparison to A- and B-level responsibilities.
  • Monitor progress: At the end of each week, review your progress on your A-level tasks first, followed by B-level and C-level tasks. Reflect on what you accomplished, any challenges you faced, and what you can improve for the following week.
  • Adjust as needed: If you find that you consistently struggle to complete your A-level tasks, reassess your approach. You may need to adjust your schedule, outsource certain tasks, or reassess and recalibrate your A-level priorities, if that is possible.

Celebrate achievements

  1. Be realistic: Choose a manageable number of A-level major tasks each week. Overloading yourself with too many high-priority tasks often lead to burnout and decreased productivity.
  2. Communicate: Consider sharing your progress on A-level project related tasks with the client contact or team, as a way to demonstrate your organizational skills and promote support for your workflow. Good communication helps everyone understand the top priorities and encourages them to work together towards the goals.
  3. Be flexible: While it’s important to stick to your schedule, be prepared to adjust if unexpected high-priority tasks arise. The key is to stay focused on your top priorities while remaining adaptable.
  4. Celebrate achievements: At the end of each week, take time to celebrate your achievements. Recognizing your progress can boost motivation and encourage continued focus on high-value activities. Schedule a video call or at the very least, send round an email. You can land this plane!

Thanks for reading,

Kim

Image: © r/aviation AIRdomination (circa 2021) Cockpit view of a plane landing in Seattle, WA.

Marketing , , , , , Leave a comment

Give Your Personal Brand A January Jumpstart

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FACT: You have a personal brand—whether or not you realize it or choose to manage it. You may prefer to let it be and let your business acumen and client list represent you, and they are undeniably important factors. Nevertheless, be advised that your personal brand is your reputation. It sums you up, in a brief sentence or two, in the minds of peers, competitors, prospective clients and perhaps even power brokers whom you’ve yet to meet but could still, some day, be in a position to evaluate you, however quickly, and advance or limit your preferred business trajectory.

Especially for Freelance consulting experts and other business owners, the personal brand has impact. Rather than leave public perceptions of who you are and what you stand for to chance, it is far less risky to develop and present your personal brand narrative yourself—perhaps with the assistance of a public relations expert or a business coach whose background is not in behavioral therapy or counseling, nor exclusively in traditional employment, even at C-Suite level, but rather in boots-on-the-ground independent business ownership, Freelance or otherwise, and preferably a coach who has had public relations/ marketing responsibility.

Defining your Personal Brand

I’m no fan of Jeff Bezos, but nevertheless, I feel his definition of personal brand is spot-on: “Your brand is what people say about you when you’re not in the room.” You can also assert a level of control over your personal brand, because it really is about you being yourself—on purpose. It’s both authentic (being yourself) and strategic (on purpose). You have actually have a responsibility to shape and define how you’re perceived, to the extent that it’s possible. Your personal brand exists to amplify your strengths, does it not?

Use storytelling to build, engage and connect with your community

Heads up—branding, personal or business, is not about your company colors and logo design. Those elements represent the company visually, but they cannot build your brand. Your story does the brand building. Branding expert Chris Do, founder and CEO of The Futur, has spent 22 years building design businesses and also teaching marketing creatives and others in search of client work how to succeed. Do quotes Michael Margolis, founder and CEO of Storied, a strategic messaging company: “A product, service, or organization without a story is a commodity.” Do emphasizes that when prospective customers and clients make a choice between a better product or a better brand, they choose the better brand nearly every time because they can relate to it.

Emotion matters. “Facts tell, stories sell,” Do explains. He encourages those with a brand to build and manage, like you, to share your journey. Tell it like it is—be real about your failures; make people feel what you felt. Author and actress Maya Angelou famously said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Always remember that your stories can never be copied by competitors. They describe and define you and they are authentic. Use your stories to stand out in an oversaturated market.

As Do sees it, your background isn’t baggage, it’s your superpower. “The origin story of you is the easiest one to tell because you’ve lived it,” he says. Your home town, what your dad (and/or mom) did for a living, the cultural references that were the foundation of the values that guided your parents as they raised you, the stories that they, and your aunts and uncles, shared with you at home and at family gatherings all shaped your worldview. Like Senator and presidential candidate Bernie Sanders of Vermont, a New York City native who grew up in Brooklyn, do not be afraid to keep your accent, your cultural references and your unique expressions. Your story creates cultural currency that connects you with your audience and brings them into your community. Don’t be self-conscious and hide the unique characteristics that define you. Do recognizes those quirks of personality and expression as shortcuts to understanding and trust with people who share similar experiences or just find your background fascinating—and authentic.

Take your personal brand public

Building and sustaining your preferred personal brand requires public exposure and your currency as a Thought leadership is often one of the first thing people think of when they think of a personal brand. You might publish an e-book, but there are other brand-building tools—such as publishing a blog or newsletter, appearing on webinars and podcasts and becoming an active and visible member of a local business group or national professional organization. It’s a great idea to Google yourself to see which links and images appear first and decide what you want others to see when they search your name and your company’s. What impression do your LinkedIn and other social media profiles present to the public? near the top of the search results? Update your headshot, reassess and align your headlines, perhaps revisit your unique selling proposition and align the description across all platforms. 

Finally, evaluate your network connections and go about building a community that is mutually beneficial. Your network is about quality, not quantity. Seek out professional connections across industries, functions, and even geographies. Furthermore, say yes to attending networking events, especially when they’re in-person. So what if you’re doing Dry January—order a sparkling water with a slice of lime and call it your mocktail!

When you meet new people, focus on generosity. Offer helpful introductions, send links to relevant articles, share timely insights. Always follow up. To all who’ve given you a business card, send a quick message to say something like “Great to meet you! If I can be of assistance, please reach out.” You want to do what’s possible to politely encourage beneficial relationships that reinforce your brand.

Thanks for reading and Happy New Year,

Kim

Image: © George Marks (photographer) circa 1950s “Man in the Mirror”

Business Strategy , , , , , Leave a comment

2025 Year-End Business Report Card

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Reflecting on the waning year is the best way to give yourself an honest and very helpful big picture understanding of what occurred in your business. You will come face2face with planned initiatives, unexpected opportunities and risks that paid off, or at least broke even, and those that, unfortunately, failed to fulfill your hopes. , and what you might adjust to reach your 2026 goals. A year-end review suggests which strategies will likely build on successes, gives insight into what you should eliminate, as least for now, and what might come through for you in the new year, perhaps with some adjustment. A year-end review encourages productivity that brings good results by helping you move forward and build momentum—and ensuring that you avoid reinventing the wheel or repeatedly start from ground zero, which is sure to slow your progress. 

Review the year in business

When reviewing the past 12 months of your business, there are a few questions and metrics that will give you a good baseline of what you would be wise to pursue, adjust, or eliminate during the upcoming year.  After answering these questions, you can more effectively map out your goals for next year. Set attainable, data-driven targets that challenge, but are also within reach. This is also a great time to identify if you might want to outsource certain functions in the next year to help you reach your 2026 goals.

  • How many projects did I work on?
  • What was my total sales revenue?
  • What were the sources for these deals? (e.g., referrals, networking, social media, website marketing funnel)
  • On a scale of 1-10, how would I rate my new client prospecting efforts?
  • How consistent was I with marketing—blogs, newsletters, webinar appearances, social media? Did I create and follow outreach strategies or was it intermittent?
  • What could I have done better in terms of marketing?
  • What did I do exceptionally well that contributed to my success?
  • What area did I struggle with the most? (Hint: this may be an area to either get help with or improve in 2025).

Evaluate performance of lead generation strategies

  • Inbound marketing continues to be an absolute requirement for B2B growth. Creating a consistent stream of leads is very important if you want to build a business that is sustainable and that you can scale and grow. The goal is to invite a steady flow of leads from different sources. Inbound marketing is considered the most practical and method for keeping your pipeline filled with prospects who are curious about your services or products. Inbound marketing is also efficient, with numerous marketing studies confirming that inbound marketing campaigns and activities generate about 54% more leads than outbound marketing. Furthermore, inbound marketing costs up to 62% less per lead than traditional outbound marketing. In 2026, inbound marketing appeals are predicted to remain the primary source of how B2B buyers themselves expect to discover, evaluate and shortlist vendors, as 80 % of all B2B sales interactions will take place across a spectrum of digital channels, from company websites to social media platforms. Think of inbound marketing content and activities as a magnet that pulls in already-curious prospective buyers. The purpose of inbound marketing is to educate, build trust and generate qualified leads by providing valuable, problem-solving, content. Be advised that most of the buyer’s journey unfolds long before a prospect reaches out to a select group of potential vendors to obtain deal-sealing (or deal breaking) information. Those on a serious buyer’s journey already have a list of key questions to ask, to discuss and learn about the particulars of a service, or would like to see a product demonstration. Note that inbound marketing leadgen results in the prospect initiating contact with companies that look promising as they define it. The content you create (or fail to create)—stories, education, testimonials, case studies, conversations—determine whether you’ll be chosen to make the prospective buyer’s vendor shortlist. Review and assess your inbound marketing activity and confirm which campaigns were the most successful and which may benefit from a reworking. Your inbound marketing activity most likely includes some of the following activities.
    • Thought leadership (producing relevant and valuable information—e-book, case study, webinar or podcast appearance, blog, newsletter)
    • Sales/marketing funnel (company website)
    • Social media posts (text or audio/visual formats)
    • Referrals
    • SEO search (company website)

  • Outbound marketing content and activities enable you to broadcast your pitch to everyone in your chosen target demographics. The style is push: you/your brand initiates the contact with prospects whether or not they’re hyper-local in-market as you disseminate your message (“This is who we are and why you want to know us”). Outbound marketing methods are typically promotional—attention-grabbers, such as cold emails and direct mailings (recipients are often taken from membership or other lists), conference or event sponsorships, paid display advertisements/ paid social media ads.
    • Public speaking (guest speaking, teaching, panel/moderator) 
    • Face2face networking events (business groups or social gatherings)
    • Email updates
    • Participating in community charity events 
    • Paid online leadgen (pay-per-click)

Create a content calendar and map out marketing campaigns

Planning and scheduling your content is one of the best things you can do for your business—and your time and creativity. There are a few ways you can look at the year and decide the message of your content. Readers who have been with me for a couple of years or more will, for example, recognize that in late June – early July, I publish an annual Summer Reading List, which consists of 10 business and leadership-themed books that should appeal to those who are independently employed, whether as Freelance consultants or small business owners. Certain books might also appeal to traditionally employed executives in either the for-profit or not-for-profit sectors. In late November, I publish a December holiday client gift suggestions list.

Which events that occur in your industry might serve as focal points for your content? Could it be “back to school,” which could prompt you to present related content in August, or the arrival of a season—wintertime skiing and ice skating, an early spring marathon, an annual national conference that is regularly attended by members of your core target market, or Small Business Saturday in November?

When you develop a plan now, you can expect to emerge with a draft that you can finalize as you get closer to scheduled target dates for your content. Your content calendar draft will support and encourage you to publish relevant marketing content that’s timed to maximize its impact. Planning is so much better than flying by the seat of your pants!

Budgeting

In sum, the year-end review of your business entity can be a catalyst for growth and success. It encourages continuous learning and improvement and inspires you to think and act proactively. Your year-end review is among the most effective processes you have to evaluate the overall performance of your venture and by so doing, give yourself an opportunity to learn from successes and failures, make informed decisions and set challenging, yet realistic, strategic goals for the new year. In your review, you can analyze your 2025 actual spend against your budgeted expenses. You’ll be able to identify spending variances and learn why budget targets were exceeded. Insights from your 2025 budget review will assist in building realistic budget forecasts for 2026.

Keep in mind that forecasting is about anticipating the funding you’ll need to implement marketing campaigns, as well as paying for business operating expenses, from bookkeeping expenses to business association member dues to purchasing customer relations software to enhance your marketing functions. One hand washes the other when your leadgen marketing funnel brings in the revenue that enables you to operate at peak performance (as you define it)!

So—how did your budget and business expenses line up in 2025? Consult your financial statements— Balance Sheet, Profit & Loss (Income) Statement and Cash Flow Statement and conduct a financial health assessment of your entity. These documents provide a snapshot of your company’s assets, liabilities, equity, revenues, expenses and profits throughout the year. It would be a great idea to discuss company financials with your business accountant, to get his/her perspective on how to enhance your company’s sustainability and financial possibilities. Why not send an email now and get a meeting on your January calendar?

Happy New Year and thanks for reading! I look forward to greeting you in 2026.

Kim

Image: © Freepik

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8 Freelance Business Ideas To Become Your Side Hustle or Full-Time Enterprise

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Many people dream of being their own boss and starting a business entity of their own. Operating a business entity that’s based in your home or a co-working space, interacting with clients in their environment or by videoconference, you’ll gain more control over your professional goals and financial aspirations than is possible as an employee. Self-employment may also allow you to achieve a more desirable work-life balance (but there may be lots of hard work to do before that can happen).

OK—so thoughts of entrepreneurship, probably on a small scale, maybe part-time at first and full-time at some point, is a growing presence in your conscious thoughts. But while you’re ready to explore the possibility of starting a business, do you know the services or products you’d like to provide? To assist your decision-making, you’ll find below eight Freelance micro-business possibilities that are intended to help you clarify your goal and chart a path forward.

Some of these opportunities require significant work experience, educational or professional credentials. Some can be started from home on the cheap, while others require dedicated office space and capital investment. I’ve intentionally omitted the usual suspects—such as website building and design, social media marketing, search engine optimization, or marketing content writing—because you can think of those choices without my input. I’d like to get you thinking about the road less traveled (which just might be dog walking!)

To ensure that you choose the right business venture for yourself, it’s crucial to consider a few factors before you pursue a Freelance sole proprietorship. Consider this post as an exercise to evaluate, rule-out and finally recognize what may could have potential to be a good Freelances business venture idea for you and worthy of follow-up?

What are your credentials—work experience, education and competencies?

For instance, if you already have a CPA license, venturing out as a Freelance accountant would be a natural avenue to explore. If you have experience as a writer, you might consider editorial services, or if you’ve spent years working in the food and beverage industry, you could explore catering or becoming a personal chef. You don’t need me to suggest those options if you own the corresponding credentials and work experience. The list below is to present options to those of you in the “what about this” early phase of possibility.

As you explore your options, consider whether special licenses (for example, hairstylists and electricians) or if the work requires additional education and professional certifications. There is also the necessity of relationships. In some fields, access to clients is defined by who knows (and trusts) you and without that currency building a viable business may be impossible.

Determine the goals of your small business—how hard do you want to work?

For some people, launching a Freelance entity or other small business involves the risk of leaving full-time employment and saying goodbye to a weekly check that produces a predictable and dependable amount of money (even if it’s borderline inadequate), along with vacation pay, sick time and paid holidays in order to commit to the new endeavor. For others, a Freelance entity will be a side hustle gig, a part-time thing that’s meant to deliver a meaningful supplemental income, managed in addition to the primary income. The new enterprise might also provide a creative outlet as it improves your cash flow and grows your bank account.

Consider how much money you’re hoping to earn from the business, how many clients/ customers will be needed to make the venture become profitable and how many hours you’ll need to work each week to make it feasible. In other words, about how much revenue will you need to earn by, say, the 24-month mark to feel that the work involved to keep things going is worth it?

As you conduct further examination of a business idea that might be promising, be certain to research the amount of money needed for start-up and business maintenance (working capital) expenses. For example, if additional education, certification and licensing will be required (or helpful to attract clients) how much will it cost and how long will it take? How much money must you invest to obtain or manufacture the product you’d like to sell?

Time is a resource and must always be a factor in calculating business expenses, start-up or operating. If your projected time frame for the launch is five years or more, then obtaining a master’s degree and gaining three years or more work experience, or saving money to put toward the purchase of equipment or other serious financial investment, may be perfectly acceptable. However, if you’re thinking of opening your doors in 2026-2027, you’ll want to minimize your investment of time and money and choose your business venture accordingly. Regardless of your vision of entrepreneurship, it’s a good idea to create a written business plan to use as your road map from business idea to business launch.

Study your location and identify what’s most feasible there.

Finding customers/clients is essential to every business, so conduct a market analysis before you open shop. For instance, a business as a foreign language translator and interpreter will be more profitable if you live in a community with a significant international population. You should also research what businesses already exist, that is, research the competitive landscape. Are there very few foreign language translator/interpreters in your market? Or is there a glut of the those professionals in your town?

Surprise—competitors are a good sign (up to a point). If you have essentially no competitors, it could be that there is little money to be made. On the other hand, a glut of competitors may leave little opportunity to find clients for yourself. This is why market research is a must-do.

Decide if you want to offer an online or in person service or sell e-commerce.

The digital age has created many opportunities for entrepreneurs to run a business from behind a laptop, meaning that their enterprise can operate wherever reliable internet access and potential customers are available. That’s not for everyone, though. If you prefer, and are able to finance, a brick-and-mortar shop or office that’s located in your community because you are more comfortable interacting with clients and customers in person, then launch a business that allows you to operate in that environment.

  1. Launch a YouTube channel

If you have a topic that allows you to consistently produce content that appeals to a broad viewer audience, you may be able to monetize your YouTube popularity and create a revenue stream. (see the best audience-building practices here.) Advertising revenue is the most common way to monetize YouTube programming. Additionally, you can add to your income by selling branded merchandise, creating ticketed live events that you’ll hold in locations where you have created a sizeable fan base, or by creating sponsored content.

Your earning potential will vary based on subscriber count and video views, demographics and ad engagement. On average, creators earn about $1 to $5 per 1,000 views after YouTube takes its 45% cut. Most YouTubers will top out with a nice side hustle level of earnings, while superstars are capable of generating millions of dollars.

2. Private Sport Coach

Active adults and children alike often seek athletic instruction that provides more sophisticated techniques than they can learn in group formats offered in gyms or at school. If you’re highly skilled in an athletic discipline, you can help take athletes to the next level and maybe put them on the path to turning pro.

  • Golf
  • Tennis
  • Diving
  • Skiing
  • Ice skating
  • Swimming
  • Horseback riding

Your qualifications should include significant coaching skills and experience in order to convince prospective clients that you are prepared to deliver high-level instruction. Depending on the communities in which you’re coaching, you may need to develop strategic relationships and/or have a good idea of where and how to advertise your expert services to ambitious students who are looking to raise the level of their game.

 3. Dog walking, boarding, training

If you have a flexible schedule and can make multiple house calls, you may be able to generate significant revenue as a dog walker. Dog walkers take pooches out for their daily constitutional walks one or more times a day, individually or in small groups.

In some cities, like New York, dog walking alone has become be a thriving business. However, it’s more common for dog walkers to offer additional services, from feeding the pets to visiting dog parks and other spaces that give four-legged customers playtime and/or providing socializing behavioral dog training.

Because people seldom take along their pets when they travel, pet daycare and overnight/ extended stay boarding spaces have become big business in some locales. Freelance dog walkers and trainers are known to make decent money by offering a personal pet-sitting service — either by staying at the pet owner’s home while they pet are out of town, or by caring for pets at your place.

Launching a dog walking and pet-sitting/boarding service requires almost nothing in start-up costs. Your list of credentials should include personal pet ownership — if not currently, then the past — and other pet-related experience. You should also collect referrals and testimonials from pet owners whose pets you’ve previously cared for.

4. Gift Basket Designer

December holiday gift baskets are a huge industry and featured in nearly all holiday gift suggestion lists, including mine. Finding a niche is the best way to start out in the gift basket business. Are you a dog-lover, horse enthusiast, exercise guru, or one who loves pampering and can assemble baskets that hold the things that people with this interest would like?

Do you already create a product that a gift basket could be built around? If so, you could create custom, themed gift baskets that can be shipped across the country or sold in local stores.

5. Foreign Language Interpreter and Translator

In communities with international populations, dependable interpreters and translators are considered quite valuable and assignments are often plentiful. If you already speak one or more languages in addition to English, and you are highly fluent in those languages, you may want to invest in the process of becoming a Freelance foreign language translator and interpreter and you may be able to generate a healthy revenue stream.

Foreign language translators/interpreters are typically certified, by successfully completing a language competency course that involves 40 – 60 hours of training. From there, professional translators/interpreters can determine the specialty niche that you would like to occupy—for example, business, government, technical, medical, or legal. Build a portfolio to showcase your expertise in your preferred niche and surf the job boards to search for work opportunities.

Because translating written materials from one language to another is a significant part of the work, ensure that your reading comprehension and writing skills in your specialized language(s) are at a high level. Translation requires reading and understanding a text thoroughly so you can communicate the context of the material when converting work to another language.

6. Resume Writer

The use of Artificial Intelligence and rounds of lay-offs that periodically dominate the news have encouraged many workers to polish up their resume and prepare to shop it around. If you have the judgment to know how to choose and showcase the skills that attract HR employment specialists and/or hiring managers, as well as possessing a talent to skillfully include those key words that influence the first-round of the candidate selection process, then resume writing may be a lucrative Freelance full-time or part-time enterprise for you.

The art of writing a confidence-building cover letter is another competency that you should hone, to use for clients who need a resume for one or more specific jobs. The ability to craft a cover letter that aligns with the job specifications and your client’s qualifications enhances the success rate of your clients and helps you ask for testimonials that will grow your business (and allow you to increase your fee).

To sharpen your skills and get familiar with what grabs the attention of prospective employers, spend a few months applying for Freelance resume writing assignments on Upwork or Fiverr—it will be a very instructive paid internship for you.

7. Onsite bicycle repair

Bicycles continue to grow in popularity, spurred on by those who want to promote a clean environment, and minimize the use of fossil fuels, as they commute from point A to point B. Riding a bike achieves that those objectives, but it also creates a need for bicycle maintenance—and that could be an opportunity for you.

Obtaining access to a garage or other work space where you can safely store your tools of the trade and also enable you to efficiently perform complex repairs that would be too difficult to execute onsite in a customer house call will most likely allow you to grow your customer base. Then again, house calls to customers may have lots of potential as well, especially for Freelancer bicycle repair experts who plan to operate in a densely populated city or metro area.

If you’re able to access to a somewhat large and secure space, consider offering to store bicycles during the winter months, when cold winds and icy roads take away the pleasure and practicality of bicycle transportation. Bicycle repair is likely to be seasonal in most parts of the country, due to winter snow and cold, but you may find many clients from late March through November or even mid-December but those with the right space accommodation can make money on both ends. If your area is populated with a large cycling community, you might be able to buy and sell reconditioned used bikes and add some revenue through a retail channel, in addition to your repair business.

Finally if you work on weekends, you might consider arranging and promoting cycling meet-ups, that can do very well in locales with a large and enthusiastic cycling community. You could hire someone to act as a regular or occasional distance bike ride leader who might offer midnight rides in the city or daytime rides on country roads.

8. Smart Home & IoT Integration Services

Smart home adoption is growing and thriving, with projections that 75% of US homes will have connected devices by 2026. Consulting with prospective clients, system set-up and support services for smart home and( Internet of Things) IoT devices, especially for seniors or disabled users, could be a profitable Freelance business idea for 2026 and beyond.

Homeowners, property managers and small businesses are interested in customized solutions for, especially, home and business physical security and energy efficiency. Recurring service fees and maintenance contracts provide you with a steady revenue stream.

Surprisingly, those who are 60 years and older are interested in IoT smart home technology, as a way to improve the possibility of remaining in their homes as they age. As technology becomes more complex, hands-on integration and support will be among the most essential business ideas 2026 for local entrepreneurs.

Happy Solstice,

Kim

Image: © Victory Stables Equestrian Academy, Martindale, TX August 2023