Author Archives: Kim Clark

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Negotiating Tips

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“What’s your best price?”

“That’s too expensive,  we can’t budget that amount.”

“Last year I hired one of your competitors to do the same thing for half your price.”

Freelancers,  business owners and of course salespeople are confronted with the above statements on a regular basis.   Customers are always angling to get the goodies on the cheap.   We need the sale,  we need the work because we need to get paid and that puts us in a vulnerable position.  How can we command what we consider to be  a fair sum  for the top-drawer services that we deliver?  To get what we feel is our due,  it’s imperative that we sharpen our negotiation skills.

Many people are afraid to negotiate.  But all of life is negotiation,  if you think about it.   All relationships involve  give and take,  do they not? Life is all about the exchange of what is valuable: time,  love,  expertise,  friendship,  products and services,  money.   To frame the process of negotiation in that light is to de-mystify it,  take away the fear and encourage one to learn to become more adept.  The tactics listed here will help:

The cards you hold

First,  understand the value of what you bring to the table.  Do your homework and investigate your competitive advantages.   How urgent is the need for what you’re selling?  Who else can match or possibly exceed you in quality,  expertise,  price and/or timing?

The person with the best data often triumphs,  so learn as much as you can about the prospect and any competitors.  If possible,  figure out if the prospect has the ability to do the project in-house.   Ask whether this project been done before and if so,  who did the work?  While you’re gathering intelligence,  try to figure out whether they might be inclined to cancel the job if they can’t get what they want for cheap money. 

Identify what the prospect wants,  why they want it and what they gain by having it,  or lose by not having it.  If a lot is on the line,  that strengthens your hand and vastly improves your chance of getting paid what you want,  depending on who you’re competing against.

Re: competitors,  find out who they are and if a prior relationship exists and why the prospect didn’t call that company/Freelancer in again?  Are they in search of something else,  or is it required that a certain number of vendors be interviewed and that’s why you’ve been invited to bid?  A vendor who’s done business with the prospect previously has a huge advantage,  but if you can make a good case,  it’s possible to scoop the business.  Maybe the administrative assistant can fill you in on a few things,  so be friendly and diplomatically ask a couple of questions.

Practice

Hone your abilities and your confidence by incorporating negotiation into your everyday life.  You’re liable to be pleasantly surprised by the receipt of a few unexpected benefits.   When making large purchases,  bring your checkbook.   Ask the store clerk  (who will have to consult the manager)  what the discount is when you pay by check  rather than by credit card  (merchant credit card processing fees cost more money).

If you visit a flea market or antiques store,  ask for 20%  off the marked price.  Again,  bring your checkbook and sweeten the deal by allowing the merchant to avoid the credit card processing fee and pass the savings onto you.  Even when you’re paying by credit card,  requesting a 10% – 20%  discount on original art,  furs and high-end jewelry allows the merchant to move product that might otherwise languish and saves you money.  You’ll be so proud of yourself!

Be confident and pleasant when you ask for your discount.  Ask for a little more than what you expect to receive  (your prospect will do that as well,  when squeezing you for a lower fee)  and expect to wind up somewhere in the middle.  Get comfortable with silence when negotiating.   Make an offer or respond to the client with a counter-offer and then shut up and wait for the response.  You may go back and forth a bit,   but hang in there and don’t be afraid to do a little horse trading.

Walk away

When entering a sales negotiation,  always have your minimum standards in mind and adhere to them.   Be prepared to leave the business on the table if you feel the prospect is out to exploit you.   It won’t help your cash flow,  but you’ll be able to hold your head high and become even more savvy as you successfully sell to the next prospect.

Thanks for reading,

Kim

Marketing 4 Comments

Follow-Up Your Inbound Marketing

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Inbound Marketing,  the strategy and practice of persuading prospective clients to contact a business by offering information on,  for example,  a website or social media platform that piques a prospect’s interest and leads that individual to contact the business,  stands in opposition to Outbound Marketing,  which encompasses traditional marketing practices such as advertising,  participation in trade shows,  sending out press releases and making cold calls as a strategy to appeal to prospective customers.

Either method can be effective and one is advised to implement both to a greater or lesser degree depending on one’s clientele.  Inbound Marketing is all the rage in some quarters,  as it has the potential to deliver self-selected prospects.   In 2009,  US companies spent $22.7 billion on internet based advertising designed to drive Inbound Marketing to both B2B and B2C customers.   Yet as with so much in life,  follow-up counts.   Time,  it turns out,  is the enemy of Inbound Marketing.

Do it now

Unless your product or service can be purchased online,  fast follow-up to Inbound Marketing inquiries is absolutely essential.   A 2010 study conducted by the Harvard Business Review revealed that the average response time to an Inbound Marketing lead is 42 hours.  Evidence has shown that waiting nearly two days to get back to a prospective client may very well cause you to lose your chance.   In 2006,  James B. Oldroyd,  professor at MIT Sloan School of Management,  teamed up with the sales technology firm Inside Sales to address the question of the ideal follow-up time-frame for web-generated leads.

Dr. Oldroyd analyzed three years of cold calling data across six companies: 15,000 sales leads generated from 100,000 + cold call attempts.  He found that Inbound Marketing leads have an extremely short shelf life.  His data showed that 5 minutes is the best time-frame and that any response made after 30 minutes was a waste of time.

If follow-up was made within five minutes,  the likelihood of a sale resulting was four times greater than if the call back occurred from five to ten minutes after the inquiry.  Freelancers can take that to mean our follow-up needs to occur within 24 hours; waiting even two days to call someone back could cost you.

Time it right

There are also many theories floating around about the best days and times to contact a customer.  Oldroyd studied that issue as well and discovered that 8:00 – 9:00 AM and 4:00 – 5:00 PM are the prime times to call.  1:00 – 2:00 PM is the worst time of day to attempt contact.

Popular wisdom has it that Monday is totally the worse day to call anyone and there is a school of thought that claims Friday is the best day,  since clients are allegedly in a good frame of mind as they wind down and head into the weekend.  Oldroyd’s study revealed that neither day is best or worst.

When it comes to cold calling or following up,  Thursday reigns supreme and Wednesday is a close second.   Friday emerged as the worst day to call and the other days are somewhere in the middle.   So if you’re unable to respond back within the ideal time-frame for your clients,  a reasonable Plan B is to call on a Thursday,  between 8:00 – 9:00 AM or 4:00 – 5:00 PM.

The moral to this story is pretty simple,  actually.   If you decide to direct valuable resources into an Inbound Marketing strategy,  then make sure that you or your team are prepared to respond to prospects in a timely fashion.

Thanks for reading,

Kim

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Your Brand: Remix and Refresh

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Freelance consultants represent and inhabit our brand completely.   We are what we do and it’s to our advantage to be known for what we do because it’s good for business.  It is most advantageous to be considered a known quantity,   the obvious choice when clients are in need of our service category.   At the same time,   it is wise to take a page from the Nicki Minaj playbook  (authored by Madonna,  as you know)  and do a remix every once in a while,  to remind the marketplace that what we bring is a little ahead of the curve: au courant, relevant and therefore,  worth a premium.

So maybe every three years or so,  one may want to shuffle the cards,  or play the hand a little differently.  Before making any major changes,  however,  you are advised to obtain a clear understanding of what would be useful to tweak and what to leave alone.   To do that effectively,  it’s important to— guess what?  Talk to your clients.  If possible,  speak also with those who use your category of services but haven’t hired you.   Until you determine what you and your brand represent to clients and moreover,  get a handle on why certain folks don’t hire you,  your rebranding strategy will be counterproductive.

Media titan Kenard Gibbs,  co-founder of Madvision Media and former president of VIBE Magazine,   recommends that like Stephen Covey,  author of  “The Seven Habits of Highly Effective People” (1989),   you begin with the end in mind.   “You need to have some idea as to what you are ultimately trying to achieve …..The end goal dictates how you proceed…..”

Gibbs advises that a SWOT  (Strengths,  Weaknesses,  Opportunities,  Threats)  analysis be done once the customer,  industry and other marketplace research have been performed.   The SWOT internal  (Strengths & Weaknesses,  e.g.  strategic relationships and expertise)  and external (Opportunities & Threats,  e.g. market trends,  the economy,  client needs)  analysis guide your rebranding strategy and identify new possibilities that expand the reach of your potential client base.   SWOT will also ensure that you maintain services that clients value and that your self-editing is perceived as both logical and authentic for you. 

Timing is also of the essence,  so be smart about the rebrand roll-out.  Set a realistic timetable.    Create a timetable for the entire process,   from the client and market research and SWOT analysis to rebranding conceptualization,   strategy formulation,   implementation and assessment phases.

Finally,   give consideration to how and when you will announce to clients and colleagues that you’ve refreshed your brand and what that means.   Gibbs says  “You need to develop an integrated media plan to show that you are available to clients in new and even more useful ways,  that there is a new way to interact with your brand.”   Social media and website updates are de rigueur,   but press releases and paid advertisements in selected media outlets are not to be ignored.

Thanks for reading,

Kim

Survival Strategies , Leave a comment

What’s Your Problem-Solving Style?

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Problem-solving skills are hugely important,  in our business and our personal lives.   How we approach and resolve problems provides revealing insights into our character,  our priorities and our insecurities.   What does your problem-solving style say about you?  Check out these four examples and discover what your clients,  colleagues,  friends and family see.

The Blamer

Chances are you’ve had the misfortune of encountering this type before,   known to attack first and check facts later.   Whatever goes wrong has to be someone’s fault,  meaning someone other than him/herself.  Rather than addressing the problem straight away,  this individual becomes defensive and wastes precious time accusing others of various sins and failings that  “allowed” the problem to occur.  

Playing an aggressive blame game is the weakest and most detrimental problem-solving style.  Feelings get hurt and resentments breed as a result.  Blamers are immature and irresponsible.  They shift the onus to others and are unable to admit that perhaps they screwed up,  or even acknowledge that the adverse event that gave rise to the problem was random and beyond anyone’s control.

Analysis paralysis

These folks talk rather than act.   They’ll call a meeting to discuss the problem.  They will then schedule another meeting at which time a committee is selected,  to further study the problem.  Perhaps a report will be written,  to document the problem and identify possible solutions.   Over-analyzers may be thorough researchers,  but they are procrastinators in disguise.   They would like to solve the problem,  but are incapable of taking action.  They’ll check the facts,  but moving forward and crafting a solution anytime soon is not in their DNA.

Quick fixers

Polar opposites of the analysis paralysis team,   the Quick Fixers are ready to right the wrong right away.   Yet they take a slapdash approach and fail to think things through or do the research that would reveal the root cause of the problem and allow for the development of a credible solution.   Part of the problem may be solved,   but because a proper examination was not made,   they  (or you)  may have to deal with it all over again.   Any of us may resort to a quick fix when short of time,   but for others half-baked   “solutions”  are a way of life.   Maybe they have ADD  (Attention Deficit Disorder)?

The Listener

 Listeners have the most highly developed problem-solving skills and it’s their style we ought to emulate.  Listeners are willing to truly hear  the details of the problem.  They ask questions to elicit relevant information and they cut through the drama that problems often cause by remaining as calm as possible and keeping their wits about them,  as they confirm what has transpired.   Because they hear what must be heard,  Listeners are then able to realistically assess the problem and get a sense of who can best resolve it,   whether it is the Listener him/herself,  or someone with specific expertise.  

 Listeners are able to analyze the problem because they do the research and think things through.   They are able to act quickly to resolve a problem,  but they will not be reckless or half-baked.  Most of all,   Listeners will not succumb to the trap of blaming,  even if the problem was caused by someone’s negligence.   Instead,   the Listener will take steps to correct the oversight,  learn from the mistake and move forward,  wiser and better prepared.

Thanks for reading,

Kim

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Before You Use That Free Wi-Fi…

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Thank goodness for free Wi-Fi sites.  I’m sure you find them convenient and sometimes even necessary.  I’m happy to be able to duck into a library or nice coffee shop that displays a free Wi-Fi sign in the window and get some work done while between appointments.  It’s all good,  but like with so many good things,  there can be a downside to free hotspots.   Perils may lurk in the in the Wi-Fi shadows and we are advised to think a minute before we click and connect.

Information transmitted on an inadequately secured network can be intercepted by some nefarious someone who can use readily available software and equipment.   If that’s not scary enough,  hackers have been known to create pirate Wi-Fi sites that appear to be legitimate,  to trick the trusting into connecting and giving the bad guys access to whatever is done online.  

 Yet despite the risks,  it is possible to take advantage of public Wi-Fi,  but taking precautions to protect your data is strongly advised.

I.      Know your hotspot

Hotels are hotspots that typically require a password and offer free Wi-Fi only to registered guests,  thus making hotel Wi-Fi very secure.   Neighborhood coffee shops  and the public library may not be so secure.  You can sometimes check the level of security if there is a terms of service page to read before you connect  (a la Starbucks). 

According to the industry group Wi-Fi Alliance,  only use hot-spots that provide security technology known as W-Fi Protected Access 2  (WPA2),  which offers more security than the earlier systems WPA and Wired Equivalent Privacy  (WEP).   Look for this info on the terms of service page before you decide to transmit any sensitive data that hackers may seek.  The ultimate security precaution is to refrain from doing any online banking or credit card transactions on public Wi-Fi.

II.    Encrypt the data

On the other hand,   basically all websites that handle sensitive info,  such as banks,  brokerage houses and e-commerce sites,  use encryption technology known as Secure Sockets Layer  (SSL) that scrambles any data that is entered.   You’ll know that SSL is in effect when the web address starts with  “https”.   Several email and social media sites,  notably Gmail,  Hotmail and Facebook,  use SSL to keep private communication safe from eavesdroppers.  Facebook,  however,  requires that users activate the SSL.   To do so,  go first to Account Settings,   click Security,  then enable Secure Browsing.

III.   Virtual Private Network

Virtual Private Network  (VPN)  software is a must for those who regularly transmit sensitive data over public Wi-Fi networks.  VPN software creates an  “encrypted tunnel”  through which your data travels as it sails through the world wide web.  Many large corporations have their own SSL networks in place for their employees,  but Freelancers and other small business operators can get some cover as well.  

Anonymizer Universal  http://anonymizer.com  is compatible with Windows,  Mac,  iPad and iPhone and costs $80.00/year.  PrivateWiFi  http://privatewifi.com  supports Windows and Mac and is available at $10/month or annually at $85.00.   VPN4ALL  http://vpn4all.com  is compatible with Windows,  Windows Mobile,  Mac,  Android,  iPad and iPhone for $6.00 – $20.00/month,  depending on the operating system you run and the amount of data you’ll transmit.

OpenVPN Technologies actually developed the open-source technology that is used by several software companies that offer SSL.  Private Tunnel  http://privatetunnel.com is their VPN service and it caters specifically to small business.  Private Tunnel supports Windows and Mac and costs $12.00 – $50.00/year,  depending on the amount of data transmitted.

Finally,  it’s possible to avoid Wi-Fi networks altogether and connect to the internet through a wireless carrier.   For this totally mobile service you will likely pay $50.00 – $60.00 /month.  Wireless carriers use encryption when transferring data.  For your mobile device you’ll probably need a large or unlimited GB plan.  Laptops will require a special device that plugs into a port like a flash drive.

Thanks for reading,

Kim

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Niche Market Opps for Freelancers

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Developing new markets is essential for all Freelance consultants and business owners.  That means it’s necessary to be aware of major trends and even significant fads,  for there is money to be made over the long or short-term.   How does one learn about the existence of niche markets that may be promising for you?  Stay abreast of current events by reading good newspapers,  business articles,  blogs and magazines.   Talk to your friends,  family and colleagues.   Do volunteer work,   go to the gym,  out for a bike ride,  or drinking with your pals.   In other words,  be fully engaged in life and the information that you seek will either come to you or will be unearthed by you.   If you read the March 20 post on making your own luck,   you’ll know what to do.

Career Transition consultants

How to identify a second career and segue from one’s current line of work and  into what will be more personally and/or financially rewarding is on the must-do list of many professionals,  employed and unemployed.   Some folks are preparing for a possible lay-off,  some for retirement and still others want to make a career change while they’re still young enough to enjoy it.   Discovering the industry and job specs of work that resonates with you and formulating an effective career change recipe that leverages skills,   relationships and whatever additional training that will open the right doors drives the business of career transition coaches.   Also, companies that are in the midst of a major staff reduction often hire career transition consultants to soften the landing of employees who’ve been let go.

Generation Y Marketing consultants

Many businesses and large cultural institutions,   notably ballet,  opera and regional theater companies,   symphonies and museums,  are determined to add under 35 members to their aging family of donors and subscribers.   Generation Y is integral to an organization’s survival and to that end marketing and development departments have been offering discount subscriptions,   innovative social events designed with younger audiences in mind and other targeted marketing initiatives that might attact the Gen Y crowd.   Institutions cannot afford to slack off on these campaigns and consultants who specialize in marketing to the under 35 cohort are being hired to keep the audience-building strategies flowing.

Home Security consultants

Listen to your local television news report tonight and you’re guaranteed to be inundated with the horrific details of lurid crimes committed in both middle class and low-income neighborhoods.  Home invasions,  car jackings,  bullying,  identity theft and shoot-outs in Wal-Mart parking lots occur with shocking regularity these days.   As a result,  fear for one’s personal safety is on the rise and home security consultants have seen a significant uptick in billable hours as many individuals seek to protect their physical and online security.   Police officers and detectives are qualified to give advice on how to secure doors and windows and where to improve lighting,   as well as give useful advice regarding mail and newspaper deliveries when one will be out-of-town and pointing out the perils of announcing your vacation plans on your Facebook page  (why tip-off thieves?).   Electricians are qualified to install sophisticated home alarm systems and IT specialists will set up protocols for your computer.

Home Organizing consultants

When you decide it’s finally time to get your office,  closets,  basement and whatever else organized so that you can live and work at peak efficiency,   home organizing consultants will come to your rescue and help you purge the clutter and effectively organize,   store abnd label what you will keep.  The best will have training in Feng Shui.   Additionally,   most also give pointers on useful organizing accessories,  office furniture and other tips to make your home environment pleasant and conducive to attracting good energy.

Image consultants

We all want to look our best,   but many of us can use some pointers.   There is a critical mass of shoppers  (and not just the very affluent)  who are willing to pay a professional shopper or stylist to help them identify flattering styles and colors and devise a mode of attire that reflects their personality and fits with their professional and social lives.    Since the early 1990s,   high-end department stores have offered personal shoppers to work with customers and increase sales and loyalty to the store.   The notoriety of Hollywood stylists who dress the stars for award shows and other high-profile personal appearances has caused that service to trickle down to the middle class masses.

Thanks for reading,

Kim

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Top Niche Markets for Freelancers

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Every business is in search of promising niche markets that will bring additional dollars to the bottom line.   Some Freelance consultants successfully operate totally within a narrow yet lucrative niche,   but most of us choose to expand our focus to include a particular niche market.   Depending on your specialty,   it could make sense for you to weigh the possibility of entering one of these growing markets.   To position yourself  for successful entry,   it might be necessary to get some training and perhaps a certification.   No doubt you’ll also need to establish a couple of key new relationships to help you get a foot in the door.   But if your research and your gut tell you that there’s reason to believe you have a shot of picking up a client or two,  then by all means get the ball rolling and do what you have to do.

 Environmental sustainability consultants

Opportunities to incorporate environmentally smart and friendly measures into homes and offices continue to grow.   The sustainability / green movement has a tremendous amount of feel-good attached,  as people strive to become better stewards of our environment.   Businesses and individuals are jumping onto the green bandwagon.   Tax incentives to persuade businesses to go green  are in place.   At home,   investments in energy efficiency translate into lower utility bills.   If you have the qualifications to hang out a shingle and address eco-friendly sustainability,   clean-tech or other green business issues,   then green will also mean dollars earned.  MBAs with a sub-specialty in sustainability,  architects,  engineers,  urban planners,   building contractors and electricians are who I see reaping the benefits. 

Home office design consultants

If you were born with an eye for arranging furniture,  understand and can communicate the benefits of ergonomic furniture and are up-to-date on bleeding edge IT products and can help people sort out their business technology needs,  then becoming a home office consultant may be the niche for you.   Knowledge of Feng Shui is another big plus.   Many more people work from home either entirely or occasionally as compared to the 1990s and the ranks of the self-employed and telecommuters continue to grow.   Even the federal government is promoting telecommuting and funding requirements to support the process have been established.   Presumably,   government contracts to hire home office design consultants for federal employees who are able to telecommute are available.

Gardening consultants

Americans are spending more time at home and as a result citizens are investing more money there,   indoors and out.   Those with green thumb or brown are hiring consultants to show them gardening possibilities and present a menu of suitable plants that will help them identify and express their preferred gardening styles.  The consultants will also interface with landscapers to design the customized outdoor space.   Gardening consultants style window boxes for city folk and Christmas greenery in town and country,  too.  There are even vegetable garden consultants.

 Color consultants

A required course for my undergraduate degree in Psychology was called   “Physiological Bases of Behavior”  and in that course we examined the psychological perception of color.   Hospitals have for decades used certain colors in surgical suites and recovery rooms to promote a calming vibe for patients and surgeons.  Scientific research over the decades since I graduated from college has further defined the power of color to influence buying habits and stimulate appetite,  which has made big-budget retail establishments and restaurant chains important clients for the color specialists.

I’ll have more niche markets for you to ponder next week.  Thanks for reading,

Kim

Survival Strategies , Leave a comment

The Luck of the Freelancer

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St. Patrick’s Day was celebrated on March 17 and in Suffolk County,   St. Paddy’s  Day is a very big deal.  There is a huge parade,  bakeries sell Irish soda bread throughout the month  (it’s great toasted and slathered with lots of butter),  bars sell green beer and some grocery stores even sell green bagels.  The city declares a holiday  (officially called Evacuation Day)  and the parking meters are off.

So it got me thinking about four-leaf clovers and good luck and all of that.  Like most people,   I am convinced that success in life and business is impacted by luck.   Being born to a wealthy and influential family,  having loving and supportive parents,  being exceptionally talented in science or with languages,  getting seated next to a potential client at a dinner party—that’s all random good luck that no one can control.

A  recent LinkedIn survey of 7,000 of their members found that 84%  believe in career luck.   Both Napoleon Bonaparte and former U.S. president Dwight D. Eisenhower were quoted as saying they preferred a lucky general to a smart one.   I mean,  why is it that some people always manage to be in the right place at the right time?

Some experts claim that we have a hand in creating our luck,  good or bad.   A recent study by Richard Wiseman,  Professor of Psychology at the University of Hertfordshire in the UK,  demonstrated that simply believing that one is lucky can create positive outcomes.   Wiseman studied two groups of people: one group whose members considered themselves to be  “lucky”  and another group whose members considered themselves to be  “unlucky”.

He gave participants in each group a newspaper and instructed all to as quickly as possible,  go through the paper and report how many photographs were to be found within.   The results were interesting.   The  “lucky”  study subjects reported back their  (correct)  answers within seconds,  much faster than the  “unlucky”  subjects reported back their  (often incorrect)  answers.   What accounted for the difference?  On page two of the paper there appeared an advertisement with this message:  “Stop counting.  There are 43 photographs in this newspaper.”

Wiseman concluded that the   “unlucky”  study subjects were blind to their opportunity to succeed because they became too focused on looking for exactly what they were looking for,  to the exclusion of what would help them achieve their goal.   For example,  perhaps  “unlucky”  Freelancers attend networking events in search of their idealized version of the perfect client and as a result ignore others in the room who might also be potential clients.

“Lucky”  people,  on the other hand,  are much more relaxed and open,  willing and able to see what resources lie in their path—like the ad on page two of the newspaper that gave them the winning advantage.  Furthermore,   a strong work ethic is said to increase our chances to create and/or take advantage of good fortune.   Bill Gates got lucky for sure,  but he and Paul Allen also shut themselves up in a room,  rolled up their sleeves and worked very long hours to put themselves in a position to grab the brass ring when it came around.   They also had great faith in the marketability of their ideas,   which is said to be another magnet for good luck.

“Nevertheless,  since our free will must not be denied,  I estimate that even if fortune is the arbiter of half our actions,  she still allows us to control the other half,  or thereabouts.”   Niccolo Machiavelli,  in a 1513 letter to Lorenzo de’Medici

So how can we attract a healthy chunk of  the good fortune that floats through the atmosphere?  Listen to Machiavelli and Professor Wiseman,   Paul Allen and Bill Gates.   Once you know in your gut that your product,  service or idea has good potential to find a client base,  trust your instincts and vigorously pursue and promote what you’ve got.   Work hard and be ready when the good fortune rolls around,  as Machiavelli advised his patron Lorenzo de’Medici.   Most of all,  take off the blinders and see the gold nuggets that may lie within your reach,  as Wiseman’s study demonstrated.   Maybe look for a four-leaf clover and have some soda bread too,   just for good measure.

Good luck to you and thanks for reading,

Kim

Technology / Office , , 2 Comments

Google Business Apps: The Best and The Rest

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We are inundated by a deluge of online business management and office tools these days and it seems like a new product appears every month.   The choices are overwhelming.   Which,  if any,  might be useful to meet your business or personal needs?  Or maybe you say the heck with it and continue to use whatever you’ve been using if it works well enough?

But eventually,  one must update.   I decided to give the laggards a nudge and take a look at some  Google products.   Google Office Tools have several cloud-based options and the standard versions are free.   Premier versions,  which give greater data storage and unlimited customer support,  are $50.00/year.   Here are a few online tools to consider:

THE BEST

Calendar

 Google Calendar App is a platform to schedule meetings and other group events.   Calendar can be employed by multiple users in real-time,  since it functions in the cloud,  directly from the internet.  When a meeting or other event is scheduled,  Calendar will automatically generate confirmation emails for those who RSVP that they will attend and add the meeting to their calendars.   It’s also possible to merge the groups’ calendars with your own and thus manage a team’s schedule.   If you’re working with a team on a project or sit on a board,   Google Calendar is an excellent way to get everyone on the same page about scheduling and attending important meetings.

 Docs

I’ve been part of team projects that used Google Docs and can vouch for its usefulness.   If a group is creating and editing a report,  proposal,  or other document,  there’s nothing better.   Multiple parties can make additions / revisions simultaneously and real-time chats and comments that provide feedback are possible.   Changes are saved automatically and often,  another desirable feature.   The downside is that your documents,  when printed out,   may not look as slick and professional as those created in Microsoft Word.

Google AdWords

Technically not an app,  AdWords  (and WonderWheel)  are nevertheless fundamental to the basic marketing strategy of every business.   Good AdWords steer the marketing team  (that would be you,  Freelancer)  to distill the business value proposition down to a concise phrase that prospective clients will understand immediately.   From there,  you integrate that and other key phrases into text that is used on your website,   Facebook and LinkedIn pages,  advertising and in your elevator pitch.   One can pay for Google AdSense and get wonderful long-tail key words,  but why not start with the free versions  http://adwords.google.com and http://googlewonderwheel.com

THE REST

Presentations

Because the presentation is stored in the cloud,  it’s possible to create and update presentation slides from any computer and that can be a real convenience.   Presentations also makes it easy to insert images and video into your slide show.   Moreover,  the template library allows you to collect and save whatever images or video you might want to weave into future presentations.   Best of all,   it’s easy to publish the completed presentation onto YouTube,  your website,  Facebook,  LinkedIn,  or other sites of choice.

Alas,   Presentations is not Power Point.  Those for whom esthetics is important will find Presentation design features lacking.   Worse still,   Presentation text boxes don’t work well and as a result the layout can become skewed,   unless you are very proficient at navigating the system.

Spreadsheets

If a team must develop a spreadsheet,  the availability of cloud-based access is crucial.   Real-time updates are included in the basic spreadsheet functions and there is even automatic compatibility with Excel.   The auto-fill function allows you to avoid the necessity of re-typing the same terms over and over.   The ability to drag columns to new locations and a stream-lined copy feature that makes duplicates in one click are very useful and ease the drudgery of producing spreadsheets.   The unfortunate part is that the Spreadsheet App is clunky when compared to the gold standard that is Excel.    For example,  the system is known to freeze up as you’re working–ugh!

Thanks for reading,

Kim

Marketing , , , , 1 Comment

New Facebook Ads Up the Social Ante

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Recently,  I taught a business plan writing class and one of my students,  a talented home baker originally from Mexico who specializes in Latin American confections  (her pecan balls are wonderful!)  and wants to upgrade her hobby into a formal licensed pastry catering business,   spoke of her business promotion success with Facebook and Twitter.  On her personal Facebook page,  Mariela utilizes the Fan page for her cakes and other desserts,  featuring attractive photos of the goodies.  Additionally,  she tweets maybe three times a day about what she’s making for the parties she sometimes caters,  new recipes she’s trying out or other baking topics.

To her great surprise,  Mariela received a response to her tweets from an employee of a huge US sugar company,  who tweeted to ask whose sugar she uses when baking  (she does use that company’s sugar).  Also,  a popular local blog in her town tweeted to ask if they could write an article about her.  So maybe it’s time to take another look at your social media strategy and think about how the benefits of Facebook and Twitter might help you get on the radar screens of prospective clients who would ordinarily be beyond your reach?

To grease the wheels of that process,  Facebook will soon announce a new premium ad format that will radically transform traditional online banner advertising and replace it with ads that potentially will become  “conversations” about the advertised product or service.  According to sources with inside information,  Facebook will make the new ads social by allowing Friends of the advertiser to Like the ad and make comments. 

The new Facebook banner ads will not exclusively contain the usual content written by the business and reading like a commercial,  but also endorsements personally written by Friends of the business,  who know and trust the products or services being touted.  These exciting new ads promise to be personal and active,  not finite and static.

When page visitors view an ad and decide to click the Like button or enter a comment in response,  those actions will be added to both the advertiser’s page and to the News Feeds of the poster’s and advertiser’s Friends.  Pictures of Friends who have Liked the ad or have made a comment will also be incorporated into the ad.  The goal is to start a conversation between Friends and Friends of Friends,  with comments traded back and forth,  spreading credibility and brand visibility far beyond the advertiser’s usual reach.  As a result,  the whole advertising process will become organic and based on who knows and trusts the advertiser.

To verify the process,  Facebook tested the new ads and found they produced 40%  more engagement  (meaning clicks,  comments and Likes)  and are 80%  more likely to be remembered by viewers.  Best of all,  Facebook claims that viewers of the new ads are four times more likely to follow-up and/or purchase products / services when they see their Friends interacting with the ads. The new ads are set to promote the coveted  “word of mouth”  that is widely seen as the most effective form of advertising.

The data have convinced Facebook execs that the hyper-social ads will have a substantially better conversion rate for advertisers than traditional print or online ads.  The top brass believe that ads  “written”  by those who know the products and services best will convey trust and credibility in a way that traditional advertisements cannot.  The company is expected to discontinue its traditional banner ads and offer current advertisers replacement with the new format.

I was unable to find any cost data on the new interactive ads.  If even a couple of your business clients are inclined to follow Facebook,  the new ads could be a very savvy way of spreading the good word about your services and giving those who don’t know you well the confidence to hire you based on the endorsements of people they know and trust.  I’ve thus far avoided Facebook,  but I plan to pay attention to this new ad format.

Thanks for reading,

Kim