Author Archives: freelancetheconsultantsdiary

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Email Marketing is Evergreen

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Still known for the impressive return on investment (ROI) it delivers to users, evidenced by its ability to deliver personalized content that’s tailored to customer preferences as well as the ability to drive conversions, including customer purchases, more effectively than just about any other marketing channel, including social media. The evergreen marketing tool that is email marketing is the gift that keeps on giving. The strategy is a multi-purpose marketing tool that business owners and marketing managers are known to rely on when the goal is to develop and nurture customer relationships and initiate engagement that promotes brand loyalty, repeat business and customer referrals.

Email marketing is expressed in more formats than may immediately come to mind—it can be more than the basic email letter that clutters an inbox and is often deleted. Email marketing also refers to blogs and newsletters that recipients opt-in to receive, plus a range of other communications intended to deliver all manner of business information, such as service or product updates or special offers and personalized greetings, from holidays to customer birthdays. Not only that, marketing emails are also a convenient and effective way to invite customer feedback that gives business owners and marketers insights into what they’d like to see more of, or less of, in your products, services and operational practices. So—how does your company use emailing to carry out your marketing strategies?

Email is a familiar and well-accepted method of communication—in fact, your customers compose and send emails themselves. To maximize the effect of email marketing campaigns, marketers are recommended to create emails that amplify the message and persuade recipients to open, read and in some instances, save your emails—but never delete without reading. Because most people receive many emails every day, the first order of business is to make your emails stand out in a crowded inbox.

To grab customer attention and entice recipients to open and read your email, attach a subject line that recipients will find irresistible. You can also decide to shock or amuse recipients by crafting a provocative or unexpected subject line that promises to deliver surprising information. Subject lines that contain a relevant statistic, whether predictable or shocking, also make particularly alluring email subject lines.

Ideally, the email subject line functions as a “hook” that causes the recipient to linger for a few brief seconds and wonder—Is reading this email worth my time? Smart marketers have discovered that they can further enhance the perceived value of their emails by including a follow-up line of preview text that can further arouse curiosity or confirm that the topic is a priority for the recipient. Below are four components that build an outline for your emails and organizes the presentation of your content in a way that helps recipients quickly understand the purpose and relevance of your information:

  1.  The subject line is crafted to grab recipient attention. The right subject line substantially improves the success of email open rates. Research shows that recipients open emails featuring a subject line perceived as relevant. Almost half of all email opens rely on that first impression.
  2. Hold your recipient’s attention with a preview text teaser that contains approximately 10 words. Subject lines matter when you want your email recipients to notice, value and read your message. The The second line preview text will appear immediately beneath the main subject line in the email inbox. Do not ignore the importance of the preview text; it is an extra hook, especially for users checking email on mobile devices (and about 50% will do exactly that).
  3. The message content should maintain the recipient’s enthusiasm. Compose your information to communicate relevance and trust as it guides the recipient through your content’s message. Be sure to compose message content to convey your marketing strategy by aligning the themes presented in your blogs, newsletters, informational and relationship building emails.
  4. CTAs are crafted to persuade email recipients to take action on an offer by responding to your call to action. The CTA literally shows readers of your content what they should do next. In return, the reader will receive a benefit, which might be a free 30-minute consultation with you or one of your team members to clarify how your products or services can provide solutions they need, or maybe an opt-in to subscribe to your blog or newsletter, or maybe to receive a free e-book. Whatever the purpose of your CTA, make the benefit that recipients will receive one that is likely to be considered worthwhile. BTW, you will grow your mailing list when there is a response to your CTA because responding entails providing contact info, at minimum, recipient name and email.

Now—in addition to the marketing emails that you currently send, what other kinds of emails might you send to communicate marketing messages that can make your marketing campaigns more effective? Below are email strategies that might enhance your marketing goals.

A/B testing

How can you learn which subject line works best with your customers? Or do certain subsets of your target audience respond differently depending on how your subject line or other aspects of your message are phrased? You can find out who’s who by sending out two variations of an email to different segments of your audience to see which performs better. By testing elements such as subject lines, email layouts and call-to-action buttons, you can continually refine your approach to improve response and results.
Test two different subject lines to see which one yields a higher open rate and/or compare the response generated by two different email layouts in terms of click-through rates.

Automated campaigns

Marketing automation ensures that your marketing emails are actually sent at your preferred time. For certain messages, notably blogs and emails, you want recipients to look forward to hearing you at a certain time (like Tuesdays at 11:00 AM Eastern!). Further, a marketing automation system will ensure, for example, that welcome emails are sent in a timely fashion to new or returning customers. You also want to guarantee that emails sent as part of customer onboarding, special occasion or holiday greetings are likewise sent within your preferred timeframe—and you don’t necessarily want to rely on your memory to manually perform these functions yourself. Instead, setting up automated marketing campaigns to ensure that you maintain a consistent communication with subscribers, nurture leadgen and customer relationships without manual effort as you reinforce the dependability and professionalism of your brand.

Drip campaigns

Drip campaigns involve sending a series of emails automatically, based on pre-determined timelines of your choosing or they are triggered by certain user actions. Have you ever searched a certain business or category and then received an email a few minutes later from the very business you searched, or from a local business within that search category? If so, you’ve experienced a drip marketing campaign. Drip marketing campaigns are excellent for encouraging leads because they respond to your immediate need or inquiry with the siren song of instant gratification.

Interactive emails

Incorporating interactive elements such as polls, surveys, or clickable content can increase user engagement. Interactive emails are more likely to captivate subscribers, encouraging them to interact with your content and brand—for a minute or two. for example, you might a three or four question survey to learn of or confirm what your customers find most appealing about your organization, or learn what they’d like to see more, or less, of to gauge customer satisfaction and preferences.

Integrating with social media

Enhance your email marketing by integrating it with your social media strategy. Encourage your email subscribers to follow you on one or more of your social media platforms, and vice versa, to create a cohesive brand experience. This strategy can expand your reach and strengthen your online presence.
Foe example, you might include in social media posts a line or two of an upcoming blog or newsletter post, as a teaser.

Re-engagement campaigns

Aimed at lapsed subscribers, that is, previously active subsrcibers who are now inactive, these campaigns are designed to recapture their interest and where possible, to also learn the cause of the disengagement. This could involve sending special offers, updates about new services and/ or products, or simply asking for feedback on why they are no longer active customers. Their responses can offer valuable insights for future improvements. Devising a concise survey email that asks open-ended questions that give lapsed customers or subscribers the opportunity to give feedback that expresses what for them what was lacking or unsatisfactory, whether content to which they subscribed, as in a newsletter or blog, or an aspect of doing business with your organization.

User-Generated Content: reviews and testimonials

Showcasing content created by your customers, for example, reviews or testimonials, can significantly enhance the credibility of your brand. When you include UGC in certain of your promotional marketing emails, that can not only engage readers, but also provide social proof that encourages them to try your products or services and as well, enhance your brand’s authenticity.

Thanks for reading,

Kim

Image: Winged Mercury special delivery stamp issued in 1954.

Business Strategy, Survival Strategies , , , , Leave a comment

Business Rescue Strategy—Push Through, Pull Out, or Pivot?

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If the fluctuating and unpredictable economic conditions that have impacted the U.S. economy since well before the arrival of the coronavirus pandemic have taken a toll on your Freelance enterprise, know that your struggle is not an isolated incident. The persistence of those fluctuating and unpredictable economic conditions have been so prevalent that they’ve given rise to a group of defensive business practices collectively known as agile. Agile business practices equip organizations to respond quickly and effectively to adapt to unstable economic circumstances and position the organization to survive and perhaps even thrive when encountering a challenging business landscape.

Business owners and leaders, including Freelance professionals, who typically operate as a single-person entity must, as they navigate unexpected shifts in marketplace conditions, identify viable trends and other potential opportunities that will cushion their organization from destabilizing economic conditions. In some circumstances, the business owner or leader may eventually realize that the best way to access more favorable marketplace conditions is to institute substantive change within the organization’s business model and/or its product or service line. it may become apparent that in order to guide the company toward sustainable profitability, it will be necessary to pivot.

What is a pivot?

You’ve no doubt heard the term dozens of times in the last 10 – 15 years, but do you understand what a pivot entails? A pivot means to change direction and often refers to dance, sports, or business. Referring to the business realm, a pivot requires the company owners and/or leaders to implement a course correction, a change of direction intended to alter the organization’s business model strategy and, in many cases, alter the product or service line and target customer segments. The pivot confirms that an organization’s owners and leaders recognize that its products and/or services are not, and may never become, viable performers in the marketplace. The pivot is intended to jump-start revenue and grow market share; the pivot is a relaunch into what is expected to be a more favorable competitive environment that will enable the company to grow and thrive.

A pivot that performs and produces the outcomes you need requires considerable preparation, skillful execution and good timing. Preparing to pivot begins with moving beyond merely entertaining the possibility of launching a pivot to rolling up your sleeves and doing the necessary work that will tell you whether or not a pivot will be a good choice for your company and which components of your business that should pivot. You’ll use relevant data to guide the strategies you’ll develop to implement a pivot that’s capable of saving your company.

Will the Key Performance Indicators you choose for the pivot recommend that you stay the course and push through—or pull out and close the company? Or, do your KPIs support your plan to pivot and take the company in a new direction? What elements of your business will it be beneficial to change—products or services, sales or distribution strategy, or the target customers? Whatever your data and organizational capabilities indicate as the best format and execution for your pivot, agility, flexibility, collaboration and communication will be central to achieving long-term success.

As I’m sure you’ve guessed, pivoting is a risk and only you can define what represents acceptable risk. Define your capacity to create and manage change by measuring the cost of implementing your pivot and then weighing that cost against the potential rewards. Knowledge is key—a data-driven decision has the best capacity to bring about the best outcomes and it is therefore essential that you access trustworthy sources of relevant data. You may also want to engage the services of an experienced business coach to advise you with the pivot. The Small Business Association SCORE program can be an excellent resource; it is free and available in all 50 states.

When should you consider a pivot?

From technological advancements to the evolving preferences of target customers, from economic upheavals in your local, regional, or national location to cratering company performance metrics or the appearance of an aggressive new competitor, either internal or external factors can force a company to consider pivoting in response to difficult changes. Business owners and leaders are advised to continually observe the environment in which they operate and that includes recognizing signs that indicate it’s time to respond to powerful changes in your marketplace that may indicate the need for radical response—that is, a pivot.

In contrast, not every pivot is a response to negative factors. Sometimes, an attractive opportunity presents itself, providing motivation to hop on board, perhaps by entering a new and potentially lucrative market niche. be advised that pivoting isn’t a magical solution for all business problems; a decision of this magnitude requires due diligence. You might consider a pivot when:

  • Substantial investments of focus and capital have not produced adequate progress
  • The ability to find new customers reaches a plateau and ceases to show a significant upward trajectory
  • Customer response to your products falls short of expectations
  • Intense competition in the market blocks growth

Decision process

1. Understand the business’s strengths (and weaknesses) If you recognize that there must be a pivot, then confirm which areas of your business will change and why. It is imperative to recognize the value of those elements of your strategy and operations that are still relevant. Have the wisdom to play to your strengths and maintain what works.

2. Check in with customers Talk to customers through surveys, feedback forms, or social media to confirm their needs and pain points. This exercise will either tell you that the core offering is not the problem, or it will tell you where, within the offering, change must occur. Additionally, consult the customer data produced by tools like Google Analytics and customer relationship management (CRM) platforms. Analyze all of your customer behavior, such as how they used the product or service, what pages they visited, and how long they spent there. Customer preferences will emerge. You can also monitor social sites to see what customers are saying about your brand. Figure out where the market is, what customers actually want, and go from there. Conducting extensive market research, data analysis and forecasting is essential before deciding whether or not to pivot.

It is well known that the cost of acquiring a new customer costs significantly more than that of retaining an existing one. During the pivot, do your best to keep existing customers. Whether you are a B2B or B2C business, a change in your operating model could mean significant disruption for customers; show customers that they matter by developing and communicating a transition plan as a way to make continuing to do business with you seamless and pleasant. It is in your interest to maintain customer trust and prevent an expensive post-pivot acquisition campaign. However, understand that the pivot will not appeal to everyone. As long as you have consulted customers beforehand and know how the majority feels, you can be confident that those expressing discontentment with new prices or useability, for example, do not represent your base. If you have done your homework, you will already know who these customers are, just as you will have identified those likely to benefit most from the pivot.

Timing

Recognizing the need to pivot and deciding to execute are two different things. Conducting extensive market research, data analysis and forecasting is essential before deciding next steps. Listening to what the market tells you to decide in regard to the pivot is most likely the right move. It is often said that too many people fall victim to over-analysis and miss market opportunity.

Realize that every business encounters change and owners must react if they want to stay current with their audiences and be competitive within their industry. The worst thing for a business is to become stagnant and irrelevant. The success of a new business model depends on the ability to adapt to fast-changing marketplace conditions. The window of opportunity opens only briefly, so the confidence in your team, resources and ability to execute are key measurements in evaluating a decision to pivot. Adapting to new market developments is the only way to ensure success, especially and timing is always a consideration.

Successful implementation

The next phase of the pivot is setting everything in motion. Implementation can be one of the most challenging aspects because your business will be vulnerable to push-back from customers and, if you have any, your employees. Change is often perceived as threatening.

This is the phase where clear, effective communication becomes critical. You will feel resistance from your employees who are uncomfortable with change. Stakeholders who weren’t involved in the decision will feel slighted. Your company’s messaging and resolve must be unwavering regardless of who says what. Communicating this shift from the point of empathy and care while respectfully sharing the need for a pivot and how it will work is essential to keeping the process steady. Pivoting your business is never easy, but planning and implementing the process effectively can be successful.

Thanks for reading,

Kim

Image: Bebe Neuwirth models a dancer’s pivot in the musical Chicago (written by John Kander and Fred Ebb, choreography by Bob Fosse, 1975). Photo by Dan Chavkin (1996), courtesy of Dance Magazine Archives.

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How Freelancers Manage Up

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Despite the benefits that the vast majority of Freelance professionals routinely deliver to clients with whom they work, supplying expertise, creativity, problem-solving ability and can-do work ethic to ensure that mission-critical projects and other important initiatives are successfully implemented, from time to time a client may be disappointed with the outcome of his/her experience with Freelance workers. Unfortunately, some clients feel that the Freelancer hired to produce their project deliverables was somehow lacking; these clients may even feel that the Freelancer failed to deliver the desired vision of the project outcome.

While there are any number of factors that might sour the working relationship between client and Freelancer, an objective post-project analysis of what went wrong is almost guaranteed to reveal poor communication between the parties. Because clients initiate the hiring of Freelance professionals, they are responsible for managing the process from Freelancer recruitment to charting the progress and quality of project work, from acknowledging successful project completion to concluding with timely payment for Freelance services rendered. In a perfect world, clients understand their responsibility for creating a positive working environment for their Freelance talent, because they are aware that it’s a smart way to facilitate and encourage his/her best work.

In reality, however, it is not unusual that clients find themselves in uncharted waters when taking on the responsibility of recruiting, hiring and managing Freelance workers. It is therefore a useful practice for Freelance professionals to encourage best practices by diplomatically suggesting a course correction when some vital component is either omitted or is in need of an upgrade. Fortunately, an experienced Freelance professional (like yourself!) can teach clients who may have scant experience working with Freelance professionals how to make their forays into the Freelance workforce a win-win.

Stepping up to “lead from behind” when necessary and encouraging practices that facilitate a collaborative and productive work environment is yet another way to demonstrate your value to clients. Politely asking questions and/or making suggestions that can potentially contribute to successful project outcomes and also the customer experience that the client seeks—but on his/her own, may not always be able to find—is a useful practice. Here are a few tips that might enhance your experiences as a Freelance professional.

Defining the project and expected deliverables

Surprisingly, there are prospective clients who intend to hire a Freelance professional without sufficiently defining the project specifications. If the project specs your client presents appear vague or open-ended, ask for more details that unambiguously detail what is needed (and by what date). What you want to avoid is being judged as unqualified by a client who is unable to describe what s/he wants. The New York Times notes that vague job descriptions cause unqualified candidates to apply for those positions and qualified candidates to avoid them— and that applies to Freelancers as well.

Forward-thinking Freelancers speak up and request clarification of project specs, project deliverables and deadlines and key expectations if there are questions, during the interview and will furthermore confirm project deliverables and deadlines, as well as other key expectations. From your interview meeting notes, reiterate the list of most vital project responsibilities as described by the hiring manager/search committee in the interview thank-you letter that you’ll send. Demonstrate both your professionalism and commitment to the project’s success as you show the hiring manager/search committee that it is most helpful to confirm pivotal elements of the project that the Freelancer who is hired will be expected to do—and also position yourself as the ideal candidate to hire for the assignment.

Onboarding process

To maximize the potential for delivering your client’s vision of a successful project outcome, your ability to meet (or exceed) those expectations will likely be enhanced when you receive some level of onboarding. Onboarding is a “getting to know you” process, a mutual introduction that enables organizations to ensure that employees, and also Freelance workers, will understand its purpose and guiding principles. A concise overview of basic company history and culture can inform your understanding of how the project you’ve been hired to work on fits into the business mission. You can self-start onboarding with a visit to the “About us” page on the company website.

Furthermore, while interviewing to win the assignment, know that you would not be out of place to ask questions about the project—for example, how the project supports or expresses the organization vision and mission, or the history of the project if it’s an ongoing event. Showing the client that you are interested in the values and principles of the organization positions you as more than someone who is primarily interested in satisfying your own agenda, whether it’s working on a certain type of project or simply getting paid. Those are worthwhile, and necessary, motivations, but prospective clients will see you as someone who is genuinely interested in their organization when you ask questions that focus on its history and culture. Your initiative can show clients that it is in their interest to treat Freelancers with as much regard as any member of their team.

Transparency and communication

As you execute the project work, be certain to routinely engage in communication and transparency. Progress reports, possibly in the format of project milestones, are an excellent format for updates that reassure the client that your work meets expectations and is on schedule—and if there are problems or changes, there will be time to fix things.

In addition to project milestones, when you feel it will be helpful, do not hesitate to ask your client for clarification of any aspect of the project work that you’d like to confirm. Successful client relationships work best when there is a transparency that’s supported by ongoing communication. Make time to discuss the work to ensure you and your client are on the same page, discussing ideas, identifying what may be an obstacle, or deserving of some rethinking, and overall keeping the project work on track. Follow a communication style that is comfortable and reassuring for the client as it portrays you in a favorable light and enhances your value as a successful hire.

Invite client feedback

Facilitate for your clients the opportunity to give you constructive feedback, throughout the project and especially at its conclusion. Receiving feedback is important for Freelancers so you’ll understand what it takes to deliver 5-star work and customer experience. Constructive, relevant client feedback helps you learn how to please clients. You want to know what generally makes the working experience stress-free, efficient and pleasant. Happy clients encourage repeat business and referrals—and that makes Freelancers happy!

Thanks for reading,

Kim

Image: © Vlada Karpovich for Prexels

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How Do Freelancers Get Ready to Use AI?

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Artificial Intelligence continues to expand its presence in the business operations of companies large and small as it delivers to users numerous advantages. That said, business owners and leaders are advised to be mindful that integrating AI into their operations is more complex than installing Software as a Service products; both SaaS and AI require prospective users to determine where and why certain capabilities are desired. For example, there should be a clear understanding of which business function(s) could enhance productivity, perhaps, or save significant time, if it/they operated more efficiently. However, ramping up for the introduction of AI requires a deeper dive than what is required for introducing an SaaS application. A good place to begin your AI decision-making is to answer these questions:

  • What problems do you think AI will solve?
  • Which business functions do you think AI will improve?
  • Which key performance indicator metrics will be chosen to evaluate the impact of AI on your organization?

Business functions that often benefit from AI

Artificial Intelligence is a powerful tool that, when used strategically, can significantly improve the operational efficiency of business processes and in particular, can enhance the ability to make data-driven decisions that can guide your response to critical business questions or opportunities. AI also has many other useful capabilities, from automating repetitive tasks such as inventory management, by calculating optimal inventory levels, to enhancing the customer experience by way of a website chat bot that quickly and accurately answers questions posed by prospective customers and also deliver personalized messages to customers that encourage engagement and loyalty.

Begin your company’s assessment of AI by examining the role AI might have in your business operations—where and how do you envision it can potentially benefit your company? Addressing the above questions should be helpful. Furthermore, studying AI use cases across major industries will provide insight into where your organization might focus. Starting with small and easily measured processes will allow you to gauge both the effectiveness of AI in your operations and your (or your team’s) ability to work with the technology. AI has produced good results in these business functions:

• In marketing, AI will support market research, including data analysis, marketing content creation, generating marketing campaign visuals and marketing campaign support, such as personalized content creation and automating lead generation tasks. More than 90% of companies begin their AI journey with marketing.

• In sales, AI supports competitive analysis, predicts trends and may possibly lead you discover a potentially lucrative niche market.

• In technology, AI will assist in software development and system architecture design, speeds-up innovation and improves outcomes.

• Freelancers will find AI tools useful for project management, budgeting, invoicing and automating customer emails.

• In manufacturing, AI monitors machinery conditions, predicts failures and analyzes real-time data, enabling preventive measures that reduce costly downtime.

Advance planning helps AI implementation

Once you decide which business function will benefit from AI and would also be a good place to start, create an AI onboarding plan to support the success of your roll-out. Furthermore, if you have employees, factor in the attitude your staff may have regarding AI, which is an important consideration that can help or hinder your plan to introduce AI. Transparency is a must as you consider, and then decide, which business function(s) you’d like to see become AI-powered.

  1. Ensure that AI will seamlessly integrate into business processes

AI is considered a disruptive technology, but integrating AI should not disrupt how your business operates. Implementing AI is meant to improve your existing business processes. A well-planned AI data integration strategy will ensure that the technology will work efficiently within your business operations. In other words, AI must work with current systems, not against them. Before introducing AI, you are advised to confirm:

  • Does AI work with your current software and tools?
  • How much upskilling will you and your employees need to use AI correctly?
  • How will AI affect your existing business processes?

2. AI-ready data

Once you’ve decided to implement AI, it’s important to understand that this technology requires access to high-quality, structured (accessible) and accurate data in order to function effectively, especially in the B2B sector.  When the intention is to incorporate AI, it will be necessary to first focus on data integration. The AI system “learns” from your data bases and formulates data-driven decisions and predictions accordingly. Data accuracy (or inaccuracy) directly impacts AI performance—so, if the input data is incomplete or incorrect, the system may generate flawed results, leading to errors.

Garbage in, garbage out. It is imperative that you review your company’s data quality, consistency and accessibility. AI works best with structured data, that is, data stored in a way that AI tools can easily access and utilize it. You can improve your data integration as follows:

  • Check data accuracy to eliminate AI prediction errors
  • Remove duplicate data to prevent AI from repeated mistakes
  • Use cloud storage to give AI optimum access to real-time data
  • Set data rules to ensure that your data is stored in the cloud in an accessible and useful way

3. AI training for employees (and you)

AI adoption is successful when businesses train their teams to use AI correctly. AI does not exist to replace employees, but to support them. Because AI has acquired a degree of controversy, which might cause employees to feel suspicious, if not fearful, regarding their future prospects for employment, investing in AI training, along with transparent communications about how AI will be used in the organization are crucial. By training employees (and yourself), you will improve the results of your AI integration. Training will also ensure that your employees can appropriately manage the technology, which will make them feel confident and help you to win their support and trust.

An ongoing conversation with employees that includes listening and empathy, presented with the spirit of collaboration, will be crucial to AI’s success in your organization. Once you implement AI, invite employee feedback by asking them how AI affects their work. Your goal is to foster acceptance and that entails helping employees understand the the technology and spark enthusiasm for their opportunity to work with it.

  • Teach AI basics so that employees will understand how AI supports decision-making, for example, and encourage them to learn and test other AI features you’ll introduce in a judgment-free setting
  • Ensure that employees have the opportunity to learn to use AI in their daily tasks, as a way to show them that AI is a helpful tool and not a threat

4. AI security and privacy issues

A major challenge in AI integration for is ensuring that AI does not create security risks. Introducing security measures from the start helps businesses avoid the embarrassment (and possible legal trouble) that result from data breaches. AI works with data, including customer information, financial records and internal business information. Establish rules for AI security, including:

  1. Data protection – Store data securely to prevent breaches or hacking.
  2. Access – Limit who can see and use AI-powered systems.
  3. Quality control – Regularly check AI decisions to ensure they are accurate and ethical.
  4. Compliance – Follow data protection laws like GDPR and CCPA.

5. Start small, monitor and measure

Although AI is without question the Next Big Thing, tech experts recommend approaching AI integration cautiously. Adoption can be risky if not done without both clear objectives regarding what you hope to achieve and an understanding of the technology’s capabilities and limitations. It’s possible for businesses to fail with AI because they overreach with implementation, deciding to use it everywhere at once. AI is complex and mistakes can be costly.

Starting small with AI and testing AI tools in limited areas of your operations, so that you might gauge what works and evaluate where and how AI adds value in your organization, is the prudent way to introduce AI. You want to avoid committing too heavily to a new technology that may not be fully aligned with your business needs. A small project will allow you to test AI in a controlled way, identify challenges and measure results before making AI a bigger part of operations.

Finally, be advised that AI tools are not a one-time setup. AI will require updates, maintenance and adjustments over time, to ensure that your AI tools continue to perform as expected. It’s important to remember that AI “learns” over time and must be updated to remain accurate; without appropriate maintenance, AI can become outdated and unreliable— subsequent technological advances will cause older AI tools to be replaced by updated ones, for example. Companies should set a schedule for reviewing and updating AI. Where staffing allows, they should also assign a team to handle AI improvements. Solopreneurs and SMBs are recommended to speak with an AI systems technology professional to monitor their AI tools.

Thanks for reading,

Kim

Image: © 2025 University of Cincinnati Online

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Lasting Client Relationships Help Your Business Thrive

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Freelance professionals and all business owners and leaders understand that they must periodically calibrate (and re-calibrate) their business entity so that it will be positioned to survive and thrive. While evaluating the potential success of growth strategies that appear to be capable of building a client list that enables you to achieve your revenue goals, do not overlook this basic business growth strategy—establishing good client relationships.

Good client relationships are foundational to the development of a healthy business and typically result in a potent client list, robust repeat business, consistent referrals and a low client churn rate. Implementing inbound and outbound marketing strategies in order to energize revenue is always necessary, but the process is usually time-consuming and by that metric alone, is expensive.

Recognize that you can enhance the value of your client list quantitatively, by adding more names, and simultaneously follow a qualitative approach to building the roster, when you prioritize the development of good client relationships. Establishing positive relationships with clients is a savvy marketing strategy that can play a supporting role in growing the number and quality of your active clients. Client relationships can support conditions that encourage client loyalty, repeat business and referrals, while simultaneously discouraging client churn. That the process of retaining clients and persuading them to continue doing business with your organization can be influenced by good relationships is so fundamental it is sometimes overlooked.

Beneficial client relationships are built on trust that’s born of the fulfillment of expectations (e.g., excellent project work and timely invoice payments), as well as transparency, communication and collaboration. More like partnerships than the usual transactional agreements between clients and vendors, clients with whom you’ve established a good relationship provide stability, inspire creativity and drive innovation that results in project outcomes that often exceed expectations. Below are qualities and practices that promote the development of beneficial client relationships that will pay dividends to both you and your clients.

1. Agreements, specifications and contract

It is a given that good client relationships begin with ethical and transparent business practices that are introduced during the initial project or product discussions between yourself and the client. Project specs or desired product solutions govern work agreements and performance milestones. Project contracts or sales agreements are intended to facilitate a smooth and productive collaboration and ensure that both the client’s interests and your interests are fulfilled. The quality of these discussions is integral to the establishment of creating good client relationships and transparency is key.

2. The customer experience

The quality and consistency of the customer experience your organization delivers is another building block of beneficial client relationships. The fact is, when your organization delivers an end-to-end efficient and satisfying customer experience, those with whom you do business will be happy to see more of you. When you (and your team) make it possible for clients to trust your expertise, professionalism, integrity and ability to meet or exceed expectations, you’ll be on your way to establishing mutually rewarding client relationships that can bring both tangible and intangible rewards to your organization (and the client’s).

As you shape the customer experience your company presents, be aware that “thank you” is a powerful word in every language. Saying “thank you” to your client for doing business with you shows appreciation and everyone likes someone who appreciates them. “Thank you” has the power to nurture and sustain positive relationships.

3. Communication and collaboration

You can build lasting, mutually beneficial relationships by facilitating good communication with your clients. Regular communication is integral to supporting collaboration, enabling innovation and producing outcomes that will likely meet, and may exceed, the client expectations. Honest and ongoing communication is crucial to gaining client confidence; be certain to keep your clients fully apprised of the project’s progress, challenges, or changes. Regular updates and transparent reporting demonstrate accountability, promote cooperation and enable proactive problem-solving that drives successful results.

As well, keep in mind that while technology enables communication at any time or any place, it cannot replace the value of face2face communication. When scheduling client meetings, suggest in-person chats whenever possible, as a way to encourage a good relationship. The Harvard Business Review reports that 95% of business leaders believe in-person meetings are essential for building stronger, more meaningful relationships. Alternating meetings between the client’s preferred location and your own shows consideration and empathy, attributes that are also integral to relationship-building. Keep in mind that business decisions are often influenced by personal relationships.

4. Listening and empathy

Effective listening is a cornerstone of relationship-building and good relationships are the foundation of business and diplomacy. Active listening is a demonstration of empathy and respect, and it builds trust. The ability to listen effectively is a valuable leadership skill and despite appearances, listening is active, not passive, and requires the listener to be fully present. When you invite your client to share information ask questions and perhaps brainstorm ideas, you validate his/her priorities and concerns and demonstrate your commitment to the development of a positive, long-lasting relationship.

Empathy allows you to see the world through the eyes of others and listening is a crucial enabler of the process.  Empathy helps you to effectively comprehend your client’s feelings, aspirations and challenges. Clients who feel as if they are understood will also feel that they are valued, making them more likely to become and remain loyal to your organization and more likely to reward you with repeat business and referrals. 

5. Flexibility and patience

Beneficial relationships rely on flexibility and patience. For example, there may be times when your client must grapple with unexpected challenges, such as time line changes or budget constraints. In these situations, your willingness to be adaptable and propose alternative approaches to meet revised client needs will demonstrate your commitment to the project and his/her organization, promotes trust and is likely to significantly strengthen the relationship.

Thanks for reading,

Kim

Image: © Skynesher for Getty Images.

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Crisis Communications: Monitor and Defend Your Online Presence

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Managing the online presence and reputation of a brand, whether personal or company, is no longer considered mere vanity or over-reaching micromanagement. Regular tracking and review of all content that pertains to your organization and shows up in searches—its services and products, the company itself and its leaders—including AI-powered searches, is now recognized as a necessity. Vigilant and consistent monitoring of information that appears online about your company and you, as the principal of your Freelance consulting practice or fractional executive, owner/leader of a traditional business, small or large, or not-for-profit organization executive, can be viewed as an aspect of risk management strategy.

It is imperative for all business owners and leaders to carefully shape and defend their brand’s online image and ensure that all information presented is accurate and leaves viewers of your content with a positive impression, meaning, a portrayal that encourages credibility and trust.

Unflattering or outright negative content associated with your brand, as well as inaccurate info, has the potential to undermine or damage your organization’s credibility. It is therefore highly recommended that Freelancers and other business owners and leaders regularly assess all AI-generated and online mentions of their company and personal brand and verify the accuracy of the information found.

Take control of your online presence

Integral to a comprehensive marketing campaign is building a digital presence that illustrates the competence and credibility of the organization. Online reputation management is essential to defending that carefully curated image, whether you maintain a solopreneur consulting practice, operate a small company, or lead a national or multi–national conglomerate. Failing to take defensive action and waiting until negative content has become an embarrassing crisis may cause an unfortunate outcome that stains your own or your company’s reputation.

Inspection tours are the how you’ll discover inaccurate information and/or negative content. Inspecting the search engines is Step One of your mission to defend and, if necessary, correct online information pertaining to you and your organization. Learning where and how to locate, edit, or suppress content that is untrue or unflattering is the most important step of restorative crisis communications activity. Proactive monitoring and strategic content creation will be central to maintaining control of your online image. The presence of negative content, which may include customer reviews and other user-generated content, can have a direct effect on company reputation and sales revenue: Approximately 94% of customers report that a negative merchant review on a review site persuaded them to avoid doing business with that merchant.

Step Two of your brand defense is the actual defensive action, where you may simply update information to correct what appears sites like Yelp or Google. More thought and time will be necessary if you discover content that is inaccurate and perhaps also misleading; in these cases, you may decide that a substantive reset of your brand narrative is in order. Your best defensive action will be to create and publish relevant, high-quality content that is capable of enhancing your online authority and burying the harmful content by pushing it further down in search rankings.

Google search operators

Re: your search engine inspection tours in most cases, a Google or Bing search of the brand will surface a comprehensive list of brand mentions. However, a more thorough search might locate additional content that you can review and if you discover incorrect information or harmful material on less popular search engines or on online communities, you can explore how to make corrections and/or counteract negative content with a post or two that displays your authority and integrity.

To take a deeper dive and search for potentially harmful content that might otherwise go unnoticed., you’ll be pleased to find that Google’s search capabilities extend far beyond entering a name into the search bar to see what appears. Dipping into advanced search operators will broaden your scope and, if it exists, may help you to locate negative content that does not appear in a traditional search.

To find what may be hiding in the shadows, launch an exact match search by placing your name in quotation marks (e.g., “John Smith” or “The Best Company”) to specify search results to that unique name and eliminate unwanted mentions. To further refine search results, you can exclude irrelevant pages using the minus sign. for example, searching for “The Best Company” -Instagram removes Instagram results and help your mission to dig up potentially damaging content pertaining to your brand that may be posted on less visible sites.

Furthermore, a site-specific search can help when you suspect that a particular domain features negative information about your brand. Typing the site domain address, followed by a colon and your company name will produce only results from that chosen site. It is also useful to search variations of your name, for example, “J. Smith” or “Best Company;” — subtle changes could possibly bring up mentions that do not appear in the traditional searches.

Set-up Google Alerts for ongoing monitoring

It is wise to be vigilant and regularly monitor your name online, to prevent damage before it spreads. Google Alerts is a free tool that notifies you whenever new content is indexed and includes your name. To get started, visit Google Alerts and enter your full name and company name along with relevant variations (e.g. “Jane Smith” or “Jane K. Smith”). Use quotation marks to ensure your alert captures the exact phrase. Then click “show options” to select how frequently you’d like to receive alerts —the “as-it-happens” option is best for reputation management. Set alerts to receive notification of name mentions and be sure to correct inaccuracies and gratuitously negative content. Counteract what is negative with relevant and compelling content that can potentially suppress unflattering narratives.

You can also filter alerts by geographic location and type of content, such as blogs, news articles, or discussions. Finally, enter your email address to start receiving updates. These alerts act as a digital early warning system. You’ll know immediately if a new piece of content starts gaining traction — giving you time to prepare a response or counter-strategy. Staying visible online requires more than awareness — it demands consistency and strategy.

  • Monitoring social mentions and online discussions

Negative content is known to more frequently begin on nontraditional search engines. Social media platforms, forums and blog comments can amplify by way of the metaverse effect and damage to your brand image can spread quickly—even as it never appears in traditional search results.

To really scrutinize your online presence, investing in the services of a social listening site such as EmbedSocial or AgoraPulse will detect online conversations that mention your name and your company name across blogs, Twitter, Facebook, YouTube, media outlets and more. Social listening platforms also provide sentiment analysis, an excellent feature that distinguishes between harmless chatter and attacks on your brand reputation. Most social listening platforms are a paid service but if a free solution will be more appropriate for you at this time, consider Talkwalker Alerts (by HootSuite). Incidentally, Talkwalker provides more extensive web and social listening coverage than Google Alerts and is easy to integrate into your workflow.

Finally, make a point to investigate online communities like Reddit and Quora. These platforms typically feature informal discussions and some have been known to quickly go viral. Get your investigation started with a targeted search— reddit.com:The Best Company to uncover mentions that might not appear on Bing or Google. Knowing what’s being said about you when you’re not in the room lets you know who your friends are and also gives you the opportunity to respond with a brand image defensive strategy.

Thanks for reading,

Kim

Image: © Behnaz Farahi. Gaze to the Stars, an installation created by Behnaz Farahi, Assistant Professor at the MIT Media Lab at the Massachusetts Institute of Technology in Cambridge, MA. Gaze to the Stars was displayed on the MIT Great Dome December 2024-March 2025.

Professional Development , , , Leave a comment

Remember My Name

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Face2Face networking has undeniably made its post-pandemic comeback, bringing with it the persuasive energy of body language—sparkling eyes, friendly smiles and warm handshakes—that paves the way to successful networking. The goal of networking is to meet people and build relationships and for that reason it is important to all working professionals, from Freelance photographers to physicians, ballet dancers to bond traders. Meeting professional peers, in particular potential clients or employers, is integral to your professional life and that is especially true for business owners and the independently employed.

When you think of networking organized events may come to mind, such as those hosted by neighborhood business association, chambers of commerce and professional associations but in reality, networking can successfully take place in any environment, from the golf course to a dinner party hosted by a friend. While networking can happen in either business or casual environments, the process requires good manners and a good attitude and you want to get the basics right. One networking basic you’d be wise to get right is remembering the name of the person you’ve just met.

Or maybe the two of you met six months ago but one thing is certain—if you want to make a good impression, remembering that person’s name is one of the best ways to do it. However, many of us are not good at remembering names.

“What’s in a name?” asks Juliet Capulet in Shakespeare’s Romeo and Juliet. Plenty. When someone remembers your name, it communicates the value that person has assigned to you and is, as you know, a great compliment. Keith Ferrazzi, author of the New York Times bestseller Never Lead Alone (2024) and founder and CEO of Ferrazzi Greenlight, a research and consulting firm based in Los Angeles, who also presents a course on networking and relationship-building, advises that most of all, you should decide to care about remembering names, “If you make a conscious decision that you are going to remember names,” he explains, “it’s because you care about the people you meet and you will immediately become much better at doing it!” Here’s how you can reinforce your memory for names and give a good start to establishing relationships that are the purpose of your networking activities:

1. Listen and repeat
When meeting someone for the first time, pay close attention. Your goal is to create conditions that help you remember the name of the person you’ve had the good fortune to meet. Make the most of this networking opportunity by turning on your listening skills and focusing your attention as the introduction takes place. Look your new acquaintance in the eyes and smile, to acknowledge his/her presence. Your first opportunity to say his/her name is when you reply to the introduction, “I’m happy to meet you, (name).” This action is an important step toward reinforcing the name in your memory as you greet the new acquaintance.

Now that networking has begun, shut down competing claims on your attention, such as the sudden awareness that the prospect you’ve been chasing for six months is at the buffet table. Instead, start a line of small talk about the event; you might ask what motivated your new acquaintance to attend and if s/he has attended the event previously? During the pleasantries, as you learn something of his/her professional background, listen for socially appropriate opportunities to repeat the name. You might even invite him/her along to the buffet table as you chat. Who knows, your new acquaintance may be a colleague of the prospect you’d like to connect with and being in the company of this individual will work in your favor. That is the essence of networking, is it not?

2. Associate and anchor
Create if you’re able, an association for the name of your new acquaintance. As the two of you talk, you may discover common acquaintances or business or social affiliations and these commonalities can be used to help you remember his/her name. Charan Rangathan, a neuroscience professor at the University of California at Davis and author of the New York Times bestseller Why We Remember (2024), advises us to “… be intentional about remembering what matters.” Being intentional means taking active steps to remember what is noteworthy and relevant and allowing yourself to forget or ignore what is unimportant. 

Rangathan emphasizes that the secret to intentionally remembering a name is to make an association between the name and the face. “When you tell me that you find it hard to remember a person’s name, what you’re really saying is you can’t remember the association between the name and the face,” he says. In other words, you can recall a name, and you can recall a face, but you must make an effort to link the two. Simply repeating a person’s name isn’t enough–-the link between name and face is what matters.

Furthermore, Ranganath notes that, “…the more background information you have about a person, the name becomes easier to attach to the face.” So, as noted above, segue into a conversation and move toward organically building a relationship with your new acquaintance. Practice his/her name by using it once or twice more in the conversation as you get to know each other.

3. Admit when you forget
If a name slips your mind, don’t panic—just acknowledge the lapse graciously by asking, “I’m sorry, I’ve forgotten your name; would you remind me, please?” No one will think less of you for doing so; in fact, it’s safe to assume that most will appreciate your desire to remember their name and begin establishing a relationship by reconfirming the first step—remembering that person’s name.

4. Name tag strategies

The humble and utilitarian name tag is a valuable tool for networking and making connections. The name tag is an icebreaker and facilitates introductions, which is the first step of relationship-building. Name tags announce your name, business or company name and your title, information that makes you relatable and invites others to get to know you. Second, name tags ensure that you’ll remember the names of those you meet, especially those you’d like to follow up with. Name tags can also serve a third purpose—if you’re able to arrive soon after the event door opens, once you’ve claimed your own name tag you can often survey name tags that are on the registration table, waiting to be claimed. You may be delighted to see the name of someone you’d like to meet or with whom you’d like to reconnect—and that person will arrive soon!

Name tags can get the ball rolling on introductions that might lead to building good relationships, but did you know that there is a correct way to wear one? This may not be at top of mind, but you’ve probably met a few people who wore theirs incorrectly and you might agree that it makes for an awkward situation. After all, the purpose of a name tag is to identify registered meeting attendees and allow fellow participants to see (and remember) one another’s names. Below are practical hints that guide name tag etiquette and make the meet & greet easier at your next networking event.

  • Wear the name tag on your right side, two or three inches below your collarbone, which positions it to be easily seen while shaking hands, when your right side will move forward and bring the name tag into view. Right side name tag placement makes it easy for those you meet to read your name tag without having to ask your name or strain their neck to read it. Name tags worn on the left side can make it difficult for others to see your name during the handshake.
  • Keep your name tag (or lanyard) visible at all times and wear it throughout the event, so that your name (plus company name and title) will be visible and perhaps spark an introduction and conversation. Take care not to allow your name tag or lanyard to become trapped beneath clothing or accessories; make sure that your jacket, sweater, necktie, scarf, or other items do not obscure your valuable networking resource.
  • When name tags or lanyards are not pre-printed and attendees must write-in their name, use lettering that’s large enough to be easily readable from a distance. If your writing is too small, people will have to squint or get uncomfortably close to read your name. Remember that your name tag is a personal identification tool that has the potential to play a role in building your business or career by facilitating introductions and promoting the development of relationships.

Thanks for reading,

Kim

Image: ©Zoonar (2013)

Technology / Office , , , , , , , , Leave a comment

Future-Proof Your Business NOW

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Freelancer friend, when did you last update—upgrade—your office technology? If it’s been more than five years since you’ve purchased hardware or software to modernize and optimize your company technology, let the warning bell ring and signal that it’s time to re-think your tech capabilities. While you’re at it, you can also research security solutions to defend your company against cyberattack. It is time to put on your strategic planning hat and future-proof your IT systems.

Think about it—if positioning yourself as a thought leader is an element of your marketing strategy, you cannot fully inhabit that role when the organization you lead is limping along on a seriously outdated, inadequate, IT infrastructure. Cyberthreats have become increasingly brazen and persistent, from high-profile data breaches to incursions into everyday life, such as a recent email that was sent to me by an alleged employee of an organization that has a name and email address similar to a company with whom I do business. The email message requested that I sign and return the attached “vendor contract and forms.” That message was the inspiration for this post (and it’s been deleted).

Updating and upgrading the technology that runs the business is an element of your risk management strategy and intended to protect your business by eliminating vulnerabilities. An updated IT system will bring many benefits to how you do business, including support of agile business practices, enabling operational efficiencies and facilitating a seamless and pleasing experience that not only keeps your customers coming back, but also inspires them to refer your company to their friends. Using the right technology is an affirmation of your brand promise.

So, whether it’s to strengthen IT security measures, or streamline business operations and enhance customer service and customer experience protocols, it will benefit you to rethink how you can optimize your use of technology, a reimagining that will likely cause you to consider Artificial Intelligence tools, cloud-based solutions marketing automation (which is now AI-powered) and customer relations management software.

Surrendering to avoidance behavior that makes you shy away from investing time and thought to considering goals you might pursue over the next 12-36 months or so, as well as researching potential tech solutions that are capable of supporting those goals, is costing you more than you think. The longer you plod along with outdated IT systems that no longer adequately serve your business, no matter that they’ve become familiar and comfortable, represents a risk—to the security of your data and to your ability to operate in an agile and efficient manner, for starters. Keeping up with Microsoft or Apple updates can only help so much—they are band-aids, a helpful short-term fix but not a comprehensive IT solution. Modernizing the technology that enables your business to function is not to be confused with buying the coolest and newest mobile phone. Your IT system is not a vanity project.

What technology does a Freelance consultant need?

Freelancers and other small business owners need hardware and software that serves both front-end (user facing) and back end functions (data management, processing, storage). A well thought-out IT strategy will function as a roadmap that outlines your technology needs and how to achieve them, including the budget and timeline. At top-of-mind must be that Freelancers are often in the B2B sector and work remotely; Work From Home demands a tech set-up that facilitates teamwork when team members are in different locations, maybe in different time zones, maybe on different continents.

Collaboration and communication tools that facilitate productivity and team cohesion are paramount for Freelancers and will include videoconferencing, team chat and project management. Also expected to be high on your IT shopping list will be AI tools and the hardware required to accommodate them and cloud-based solutions that will likely include CRM software, data protection and data retention.

A 2022 survey found that 61% of respondents whose companies upgraded their communication technology in the previous year primarily focused on streamlining processes, reducing costs, saving time and improving productivity to support the overall goal of making business operations more efficient. Those priorities will surely figure prominently in your IT upgrading decisions as well. Still, investing in customer experience tools has the potential to deliver tangible returns.

Let’s end with reassuring news—your IT upgrade needn’t be done all at once. The project can be structured to make it more affordable and manageable than you might expect in terms of time, money and decision-making stress. Your company’s IT infrastructure can be updated and upgraded step-by-step to replace obsolete equipment with modern solutions that align with your current strategies and will likely support your plans for future growth. Every wise and courageous action you take to move your company forward will deliver immediate benefits and also lay the groundwork for further progress.

Just remember that avoidance behavior will do you no favors and, in the end, will be more costly and stressful. Do yourself a favor and commit to starting the process within 30 days; if you’re in the midst of a big project, get started on your IT makeover within 30 days of wrapping things up. You will receive great satisfaction, among other rewards, by avoiding the drama of a hacking or other crises. The longer you put this off, the less control you’ll have over your time, money and satisfaction derived from your role as a company leader.

Thanks for reading,

Kim

Image: Courtesy Wikimedia Commons (1994)

Business Strategy , , , , , , , , , , Leave a comment

Be A One-Person Powerhouse

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Freelancers continue to refine our business practices as we observe and respond to the mega-trends that impact the global and national economies and, to some degree, affect the way nearly everyone on the planet lives and works. As we move through the mid-point of the 2020s, Freelance professionals are redefining success. We never intended to be builders of corporate empires that employee thousands, but we do intend to build and sustain a profitable business entity.

We believe that we can thrive as leader of a single-person business entity, a one-person empire, where we demonstrate our appeal to a discrete segment of the marketplace. We demonstrate also our grasp of customer needs within that market segment and we deliver services and/or products that our customers value. While aware of the time and cost saving advantages of turnkey processes and operational efficiencies, we reject the notion that one size fits all and we’re happy to build in a degree of flexibility that makes available personalized solutions tailored to address customer needs and concerns.

Niche is the new big box

The Freelance solopreneurs whom I’ve come to know over the years are too smart to try to be all things to all people. Instead, smart, successful Freelancers like you rely on market research to discover customer segments that are most interested in your category of services or products and then learn how to position your company to win business within those marketplace segments. Freelance solopreneurs will be interested to know that leading U.S. market researchers have validated this strategy and now forecast that in 2025 and beyond, start-up entrepreneurs who focus on a niche market will prosper while those who attempt the “all things to all people” big box approach will be on the wrong path.

Globalization is driving this emerging trend, as are AI-powered marketing communications tactics. Together, these powerful forces have made it both uncomplicated and cost-effective for even a business entity headed by a Freelance solopreneur to attract prospective customers in any geo-location that has internet access and invite them into your company’s buyer’s journey and community of followers. The possibility of developing a thriving niche market for your services or products that consists of people from around the world is real and is expected to become the norm for one-person shops as it is for multi-national conglomerates.

While the multi-nationals, however, pursue millions of prospective customers and compete in markets that are often saturated. Standing out in those marketplaces is a challenge that only big fish can afford, sometimes by advertising during the Super Bowl, for example. In stark contrast, those who dwell in micro-niche markets will devote most of their marketing resources to creating trust and legitimacy, demonstrating expertise and authority and building relationships and loyalty. Establishing a presence in a micro niche market, as would a Freelance solopreneur, isn’t just about selling products or services—it’s nearly as much about creating a community where customers feel a sense of belonging.

Because Freelance solopreneurs occupy a unique, personalized, space, customers are inclined to perceive you as an expert who understands their needs on a granular level and capable of solving their unique goals and challenges. In 2025 and beyond, Freelance solopreneur entities will use niche targeting combined with AI-powered analytics, marketing and customer service tools to fuel smart and sustained growth that supports a personalized boutique approach to their B2B or B2C venture. You can promote a brand-enhancing perception by showcasing the following:

  • Communicate capability, quality and consistency

Big business has the financial wherewithal to invest millions in branding, while Freelancers and other small business owners can effectively build and promote their brand, goods and services by adopting a niche market focus to achieve a similar effect by being consistent and integrating personalization and polish across all forms of communication and at every customer or prospect touchpoint. Get the ball rolling with a comprehensively cohesive brand visual identity that begins with an intuitively designed, fast-downloading, sleek, professional-looking website; you can carry that ethos into high-quality marketing materials that create an image that reflects capability, trust and legitimacy.

  • Be a thought leader

A solopreneur Freelance consultant can appear to be a nationally recognized authority if s/he is featured in respected industry media outlets. Establishing yourself as a thought leader confers respect and credibility that makes your business entity appear substantial and established. People tend to assume that everyone who is presented in the media as an “expert” of some sort who presides over a large business that generates an annual income that’s well into six figures and maybe more.

You can use that perception to your advantage: it is well worth your while to seek opportunities to publish your own insightful articles in reputable magazines or journals. Furthermore, you will do well by searching for opportunities to take on speaking roles at conferences, even if that means moderating a panel and appearing on podcasts and webinars whose reputation, while perhaps not blue chip, are nevertheless positioned to create for you the impression of authority and influence.

  • Show social proof at every opportunity

Incorporate social proof into your branding strategy by inviting happy customers to give online or print testimonials that describe how your service or product has solved their business challenge or helped them to achieve an important goal. Alternatively, you can ask customers if s/he would mind if you wrote up a case study that details how your product or service enabled that customer’s goal to be achieved or challenge to be overcome.

Customer success stories, which are brought to life by testimonials and case studies, are highly effective marketing tools and they deserve to be spotlighted on your website and social media platforms. You will provide still more examples of customer success stories when you encourage happy customers to post user-generated content (which includes testimonials), and also reviews on platforms such as Yelp, Google and LinkedIn. You might also request permission from certain customers (more prestigious, that is) to display their company logo on your website.

Another highly effective demonstration of the social proof of your brand reputation among your business community peers and colleagues is to display on your website the business and/or community awards that you’ve either won or for which you’ve been nominated. Seeing the names of recognizable authorities associated with your brand makes you look well-respected and trustworthy—because we are judged by the company we keep.

Inform local media outlets when you’ve got something great to crow about by sending a press release to announce your newsworthy achievements (e.g., a nomination for a business award) or your participation in a well-known charity or community event, such as helping to sell Girl Scout Cookies, supporting the Little League team, or sponsoring a marathon runner who is raising funds for a local hospital or other charity.

  • Expand your online presence

A business that is favorably mentioned in multiple media outlets more than once a year looks much more influential than a business that is mentioned on a single platform—infrequently. Maintaining an active presence on LinkedIn and other social media sites, contributing your insights to industry forums and getting your articles included in relevant publications reinforces the credibility of both you and your business entity.  Occasional press coverage in online or print media outlets, guest blog posts and other articles and social media activity, especially when taken together, can readily give your Freelance solopreneur consulting entity the impression of a capable and respected, if not locally powerful, enterprise. Being cited by industry sources, contributing to discussions and publishing original insights give the impression that you’re a major player, even if you’re running a small operation.

  • Deliver white-glove service

Freelance consultants and SMBs would be wise to develop exceptional customer experiences, including after-sales support services where necessary. B2B customers will greatly appreciate a seamless onboarding process, as well as automated follow-ups and structured client communications—all of which create the impression of a well-oiled machine, whether your company is a team of 20 or a solopreneur entity. Modern tools allow small businesses to operate with the efficiency of much larger organizations. A website and social media chatbot, AI-powered customer service and cloud-based collaboration tools make it possible to efficiently serve customers on every continent. When you create a strong digital infrastructure for your business entity, regardless of the number of workers on your team, you can operate at a level that is as capable and trustworthy as any enterprise-level competitor. You can become a one-person powerhouse!

Thanks for reading,

Kim

Image: © Keerthana Kunnath. In Kerala, India female bodybuilder Chitra Purushotham shows that she is a powerhouse.