Author Archives: Kim Clark

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Help Customers Trust Subscription Pricing

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The mere thought of guaranteed revenue arriving each month like clockwork will bring a smile to the face of every business owner. Recurring revenue is a dream come true; now you’ve got the cash-flow to pay expenses on time and in full. You can replace or upgrade business equipment when necessary. You can invest in professional development that makes you more knowledgeable, and therefore more useful to customers, and more respected in your professional community as well. Recurring revenue enables you to plan for the future of your business with confidence—and sleep well at night.

The leading way to generate recurring revenue is by introducing a subscription payment option to your business. Savvy Freelancers and SMBs are reviewing the buying habits of their best customers to determine if converting certain of their products or services to the subscription model can be successful. In the B2B sector, subscription pricing is a payment option where customers pay a recurring fee, typically monthly or annually, to receive access to a product or service, most often cloud-based software or storage, i.e., software as a service (SaaS). Freelancers and SMBs might offer subscription pricing for coaching, marketing, network and website management, or bookkeeping services.  

Thoughts of a subscription payment plan may make business owners salivate, but the process requires careful thought and planning. You’ve got to get things right from Day One and that is especially true for service-based businesses where value is not always immediately recognized. SaaS subscriptions, network and/or website management and bookkeeping services, on the other hand, have a readily apparent value that customers and prospects can picture themselves needing on a regular basis. For this reason, non-IT related service-based subscriptions may face challenges.

  • Value perception: To establish trust in a subscription payment plan, the business must demonstrate unambiguous value to prospective customers. If the customer begins to feel that s/he is not getting their money’s worth, there will be a risk of service cancellation. 
  • Service enhancements: There’s an ongoing customer expectation to continually sweeten the pot with (free) service upgrades. Global enterprise companies (like credit card companies and banks) can afford this strategy and the expectation has been set. SMBs and Freelancers may struggle to fulfill this wish, however.

Talk up value

Your subscription pricing model and everything related to it must align with the perceived value of what customers get in return. Customers must be able to see and/or believe the value of your product or service, consistently and at every touch point. Your job, Freelancer or SMB owner, is to continuously communicate that value, so customers will understand the benefits they’ll receive when opting-in to the subscription. Only when that is achieved will customer concerns fade and trust in your subscription grow.

Communicating value begins at the introduction of the subscription model sales process; the offer of a free trial will play a pivotal role in building the value you want to demonstrate. A short free trial invites prospective subscription customers to test the product or service, if it is new to them, or experience how subscription pricing can work to their benefit. Businesses acquired 50.0% of subscribers through trials, making it one of the most effective customer acquisition strategies. Additionally, as customization has become a growing preference, add-ons have become an essential part of personalized offers and 28.1% of customers offered add-on options to allow customers to tailor the subscription to their needs.

Prioritize quality control

The engine of a successful subscription-based payment model is customers who feel confident and happy to use and pay for your service or product. Your quality control procedures will play an integral part of making that possible. You must be forever vigilant and closely monitor the quality of your product or service performance and delivery, customer service/customer experience and the payment process.

Embed quality control into your workflow by making it part of someone’s job description (yours, Freelancer friend!) to confirm that customer expectations are met, respond to and document glitches and monitor the turnaround time for resolving issues. BTW, attentive quality control will make you quickly aware of brewing customer concerns, knowledge that can, for example, reveal service enhancements that customers may appreciate. You may discover another way to instill trust and value in your company. 

Expectations and the customer experience

Begin setting expectations when prospective customers first interact with your subscription sales funnel. Life is about managing expectations and it’s in your interest that every customer understands what is (and is not) included in the subscription you want them to buy—e.g., accessible services, products, tools, supporting technologies, change orders and how to reach customer service on the phone. In order to make an informed decision, subscription prospects must understand and accept what the service offers, channels for contact and the level of support offered by your organization.

Be advised that available payment methods are now an essential part of the customer experience. Economic uncertainty has made customers exceptionally price-sensitive and potentially influenced by their satisfaction, or disappointment, with the payment options you make available, along with the add-ons or upgrade options and other customization features. Debit cards remain the most popular payment method (68.6%), but the desire for access to alternative payment methods is now undeniable. Including subscription payment methods that were once seldom available can address the growing preference for a convenient, seamless payment experience that recognizes customer needs.  Alternative payment methods have been proven to generate more revenue (5.0% renewal invoice decline rate) and help prevent fraud (0.9% of failed fraud transactions). 

Customer retention

The smartest business owners will implement customer retention strategies designed to discourage customer churn and grow the subscriber base. The customer experience presents numerous opportunities to appeal to customers by offering potent sweeteners that may include loyalty rewards, product or service bundling, hybrid models, subscription pausing options, or other special offers designed to promote customer satisfaction and loyalty. In 2023, the average consumer churn rate was 4.1%, staying consistent year-over-year. As customers become more particular with spending, their purchases become more intentional, making them less likely to churn once a decision to buy has been made.

BTW, subscription pauses are a convenient alternative to sidestep cancellation when a customer needs relief from monthly payments or product deliveries. 39.7% of merchant sites enabled the pause functionality and prevented over 400,000 plan cancellations.

Thanks for reading,

Kim

Image: © Lucy Lambriex /Getty Images 2015

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Artificial Intelligence–Where Do You Begin?

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I haven’t used AI much, other than inviting this platform to do a free AI review of the posts I write for you, to make sure that the information is reasonably complete, for example, and my vocabulary choices clearly communicate what I want to share. Sometime soon, though, incorporating AI tools into my modest Freelance operation will be inevitable and as a Freelancer who fares best when operating expenses are reined in, thinking strategically about the business functions that will inaugurate my AI roll-out is a must. So as I work through this decision, I’ve decided to take you with me, because you’ll also need to figure out AI for your business needs in the near future. An AI tool is not an impulse buy. To obtain the results you want, big-picture thinking is needed.

  • Assess your current operations: Before spending money and implementing AI technology, review your business processes and identify where an upgrade would make a difference. For example, how might your productivity benefit if you could generate more extensive and specific data insights, or improve the effectiveness of marketing campaigns, or expedite content generation —blog, newsletter, marketing emails? Where might AI create the most value for your organization?
  • Start small: Choose one or two areas to implement AI tools and learn how to produce the results you want. A website chatbot programmed to answer inbound marketing FAQs might be a good place to start.
  • Let AI provide inspiration: In particular when using AI for content creation, remember that AI gives you a draft, such as suggesting good topics, or personalizing marketing messages for diverse audiences. Avoid directly posting AI-generated content on your website or social media accounts as your final version. Check AI suggested sources for accuracy.

Which AI tools are suitable for Freelancers and SMB?

As we head into 2025, it is understood that AI will become an essential resource to promote business growth, identify how to improve competitive positioning and overall move an organization forward. Whether you use AI to generate data analyses, conduct market research, create a revenue forecasting model, or manage customer relationships, these tools are designed to support companies of every size. Whether you’re a Freelance writer, wedding planner, or bookkeeper, there are AI tools that will improve your business operations in many ways, from project management to image creation, search engine optimization to financial projections. One or more of the four AI tools below may get you off to a good start.

Canva

Canva Magic Design makes it easier to design graphics that reflect your brand when you must create presentations, proposals, marketing emails, or other documents. Magic Design (with a complementary feature called Magic Write) is part of all Canva plans, including the free version. Jumpstart your design with either a text query or photo and Magic Design will auto-generate relevant templates that fit your description. With plain text commands and just a few clicks, you can create customized graphic designs. Just describe your preferred image or upload your media and Magic Design will create social media posts, presentations and even videos. No coding and advance design skills required. Subscription is either free, or from $9.99/month for Magic Design Pro.

  • Ask Canva to produce social media graphics for your marketing campaigns.
  • Update webpage template colors and fonts to match your brand color scheme.
  • Turn AI-generated content into a presentation slide deck.
  • Transform Instagram posts into a series of swipeable images known as a LinkedIn carousel post.
  • Upgrade your Canva plan with Magic Design for Presentations or Magic Design for Video.

Asana Intelligence

Asana Intelligence is an add-on to the Asana project management platform and is especially well-suited for IT, marketing and operations needs. Website developers and others who work with multiple clients might use Asana Intelligence to track client projects and write status updates that keep clients informed. Teams may use Asana Intelligence to aid in making shared project management faster and easier. Customer service virtual assistants can speed up client workflows when the Intelligence feature is activated. Users can also ask questions on any work in Asana to receive insights, identify challenges and set up next steps.‍, keeping the client in the loop. This versatility makes Asana Intelligence a nice choice for those responsible for both creative and administrative work. Premium and Business tier Asana plans include the Intelligence feature at no additional cost. Plans start at $10.99 per user, per month.

  • Create automated workflows that activate when someone new joins your Asana team or project.
  • Sort and label projects with auto-generated fields.
  • Generate summaries and action items for projects.
  • Edit project summaries and team messages for voice, tone and clarity.
  • Find data points and information in a project within an Asana workspace.

ChatGPT

ChatGPT is a generative AI chatbot that users can interact with through conversation threads, making it an excellent tool for projects that require lots of Q & A to drill down into specific market challenges, customer pain points, or competitor strengths, for example. Its conversational interface makes ChatGPT great for narrowing down discussions that help you discover the nuances—that might mean an exploration of your customer journey or understanding your customer’s end-user workflows. ChatGPT can also help build a more powerful go-to-market strategy for new product launches by identifying influential players in your target market and revealing relationships and interactions between those influential players that can influence both product or service sales and the customer experience. This step is very helpful to find people to interview and build relationships with to improve your go-to-market strategy. Buy a Plus subscription is $20/month to access what you’ll probably need.

  • Data collection for market research.
  • Discover and explore untapped market opportunities.
  • Write drafts for project proposals.
  •  Identify growth strategies, find ways to reach new audiences and discover insights that position you as an industry thought leader.
  • Create a revenue forecasting model to assist in predicting future financial performance based on historical data and assumptions. Conduct scenario analysis, a financial model that allows users to test different possibilities and assess their impact on financial outcomes.

Lumen5

Lumen5 is an AI video generation platform for marketers. The platform enables those without training or experience to easily create video content by simplifying the process of converting text into engaging visual content. Its user-friendly drag-and-drop interface and automatic text transformation capabilities make video creation much easier, saving time and effort. Storyboarding and video editing are two key advantages. You can use the service to create two kinds of videos:

  • Auto-captioned talking head videos using footage that you upload.
  • Marketing videos based on written presentations, documents, or blog posts.

When creating marketing videos based on a document, the text is all you need. You don’t have to film any footage yourself—Lumen5 will generate visual content that pairs with your words. Lumen5 plans start at $19 per month and allow you to create both videos and AI-generated voice-overs for your clients.

  • Marketers can use the tool to create content for client marketing campaigns.
  • Sales managers can turn presentations into personalized videos for prospects.
  • Freelancers can turn to Lumen5 for help creating their own social media content.

Disadvantages of AI

While AI has numerous highly valuable benefits, the technology also carries potential downsides. Being circumspect about the big picture consequences of implementing AI is important for you, your customers and your community. Think corporate social responsibility.

  • Job displacement–AI’s abilities to automate processes, generate rapid content and work for long periods of time can mean job displacement for human workers.
  • Data quality–AI models are only as good as the data they are trained with. The model will produce unreliable results if the data is incomplete or inaccurate. If you’ve previously used SAAS tools, always double-check the result of AI generated info.
  • Hallucinations–AI systems may inadvertently “hallucinate” or produce inaccurate outputs when trained on insufficient or biased data, leading to the generation of false information. 
  • Ethical concerns–AI systems may be developed in a manner that isn’t transparent, inclusive or sustainable, resulting in a lack of explanation for potentially harmful AI decisions as well as a negative impact on users and businesses.
  • Privacy concerns–The data collected and stored by AI systems may be done so without user consent or knowledge and may even be accessed by unauthorized individuals in the case of a data breach.
  • Environmental costs–Large-scale AI systems can require a substantial amount of energy to operate and process data, which increases carbon emissions and water consumption.

Thanks for reading,

Kim

Image: © Marciobnws for Shutterstock. The Creation of Artificial Intelligence by Man, an image inspired by The Creation of Adam (1508-1512) by Michelangelo.

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Making It As A Freelancer 2024-2025

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Whatever your motivation for entering the Freelance workforce, whether you saw a pathway to more money and/or autonomy or maybe you couldn’t get hired at a W2 job, you should be aware that the number of Freelance professionals and gig workers is growing at a fast clip and market saturation could be on the horizon. In 2023, there were 64 million Americans working independently and we are on track to become the largest share of the workforce, with a 2027 projected number a staggering 50%.

Freelancers who look to marketplaces such as Fiverr and Upwork have already seen evidence of competitors flooding the market and bidding (or under-bidding) as everyone competes for projects. It’s an uncomfortable thought, but you’ll fare better if you start taking steps now to stand out from the crowd. Intensifying competition increases the necessity to identify and promote your unique voice and personal brand. How can you differentiate?

You already know the answer—keep up your inbound marketing and focus on the services you provide and the results you deliver. Focus on your ability to give clients what they value most and communicate your value proposition and make it clear at every touchpoint. Optimize your website and LinkedIn profile to establish your online presence and digital footprint to attract clients. Furthermore, position yourself as a thought leader in your field by using Google’s algorithm guidelines as your recipe—Expertise, Experience, Authoritativeness and Trustworthiness (EEAT).

Remember also the value of outbound marketing and identify useful tactics to source (and retain) clients and give yourself viable alternatives to the increasingly competitive, and sometimes frustrating, Freelance marketplaces. It will never hurt you to get some face time with potential prospects and those who might be able to refer you. Networking can be effective in any number of settings, business and personal, but be sensitive to pushing yourself onto people, which is a turn-off. If you can figure out where decision-makers for your skill set can be found, then that’s where you set your sights. It’s not only who you know, but who knows you, and that’s how you get contracts.

Top 10 Freelance jobs 2024

The trend toward Freelancing is impactful for all professionals, self-employed Freelancers and traditionally employed, and our reconfigured workforce has already disrupted the workplace we once knew. Freelancers especially need to know what is happening within this new workplace environment, so that you can respond in a way that makes sense—upgrading your skills or adjusting your services and marketing strategies and tactics, for example. Below is a review of the typical hourly billable rate you can expect to earn in one of the top 10 Freelance jobs, as reported on Salary.com, ZipRecruiter and Payscale:

  1. Freelance writer—$23.27/hour
  2. Editor—$32/hour
  3. Photographer—$37/hour
  4. Producer—$39.71/hour
  5. Freelance Director—$55/hour
  6. Translator—$20/hour
  7. Copywriter—$29/hour
  8. Graphic designer—$32.64/hour
  9. Creative director—$62.18/hour
  10. Camera operator—$36/hour

Emerging Freelance jobs 2024-2025

Impacted by mass layoffs, ghost job postings and the corrosive effect of inflation, the 2024-2025 job market is expected to remain challenging, a condition that’s predicted to lead increasing numbers of employers to hire Freelancers and workers to resort to Freelancing. Below are skill sets poised to dominate the Freelance marketplace in 2024 and beyond.

1. Virtual Assistant

The global virtual assistant market is growing fast and is expected to reach $15.7 billion by 2028.  VAs have become an important resource to drive business growth. The strategic use of VAs can produce heightened levels of efficiency and innovation for businesses, from streamlining operations to enhancing the customer experience. Furthermore, hiring VAs is significantly less expensive than hiring full or part-time employees.

The vast majority of Freelance VAs work from home, performing tasks such as coordinating calendars, responding to emails on behalf of clients, and/or performing other administrative work that enables the client to focus on work that only s/he can do. VAs often work with small businesses and even Freelance colleagues who need assistance handling administrative work, social media posting, or invoicing, for example.

Tech-savvy VAs are also in high demand and those skilled in technology and automation can earn $50-$75 per hour. Many businesses, schools or other organizations host online groups for customers or students and need VAs to keep these communities active, relevant and helpful. Businesses need help setting up and managing their digital tools and community management has become a growing niche.

2. AI Prompt Engineers

AI prompt engineering will continue to be a fast-growing specialty in 2024-2025 and as AI is further integrated into business processes, the skills of prompt engineers will become increasingly valuable. This emerging opportunity entails both technical expertise and creativity. Prompt engineers write instructions that guide AI systems to generate accurate and useful outputs. The job is about designing and refining input for text generators like ChatGPT, Bing, or Notion and text-to-image generators like DALLE-E, Designer’s Image Creator, or DreamStudio. Freelancers who’d like to enter the field must understand how these AI models work and how to communicate with them effectively.

Prompt engineering plays a critical role in guiding AI models, like Large Language Models, to produce desired outcomes based on specific inputs or requests. These professionals facilitate effective communication between the user and AI technology and the prompt engineer must develop the art of crafting targeted questions or instructions that direct AI to find and share the top on-point responses in real-time conversations. Companies are aggressively seeking prompt engineers to help perfect the functioning of their AI systems and they are offering high salaries, with some positions paying six figures.

To succeed as an AI prompt engineer, you’ll need excellent communication skills and a good grasp of natural language processing. Knowledge of programming can be helpful, but is not always required. Because the technology is new, to get started, you can take courses in AI prompt engineering to gain familiarity with and proficiency in the different AI tools. Building a portfolio of successful prompts is a great way to showcase your skills for potential clients.

3. AI Ethics Consultants

Artificial Intelligence Ethics specialists are in quite high demand as more companies use AI systems. Companies need experts to guide them through ethical challenges and the AI Ethics Consultant role is to promote the responsible use of AI and ensure that AI systems comply with established ethical policies and guidelines. You’ll conduct ethical impact assessments to identify potential bias and evaluate AI systems for fairness, transparency and potential harm. The AI Ethics Consultant also advises other team members on ethical implications and works with the legal department to guarantee that laws and regulations are followed. Furthermore, the AI Ethics Consultant develops guidelines for AI use, assists with company policy development and trains teams on ethical AI practices.

AI ethics is gaining attention and creating a positive employment outlook for AI Ethics Consultants. This specialty requires both technical expertise and ethical knowledge. You should understand AI systems and be able to recognize and remedy potential issues. To succeed in the field, stay updated on AI trends and ethical debates. Develop a strong network in the tech and ethics communities. Opportunities are available in consulting firms, research organizations, technology companies, government agencies and enterprise companies.

This role requires a bachelor’s degree in computer science, ethics, or philosophy and most employers will prefer a graduate degree. It is recommended that you obtain certifications in AI ethics to boost your credibility. Showcase your knowledge and status as a thought leader by writing articles or scheduling speaking engagements. The pay for this role can be substantial and AI Ethics Consultants typically charge premium hourly rates for their expertise.

4. Sustainability Engineers

Sustainability engineering will offer numerous opportunities to Freelancers in 2024 – 2025 and Freelance sustainability experts are in high demand in many industries. As businesses face pressure to become more eco-friendly, sustainability engineering skills will become increasingly valuable.

Companies are looking for experts to help them reduce their environmental impact and meet new regulations. This could include designing energy-efficient systems, developing waste reduction plans, or creating sustainable supply chains. Green building Freelance projects are available at architecture and construction firms and projects that help manufacturers switch to renewable energy sources are also expected to be plentiful. The services you provide will likely include carbon footprint assessments, environmental impact studies and sustainability strategy development.

To succeed in this field, a background in engineering and environmental science is required and being up-to-date on cutting-edge green technologies and sustainability practices is a must. Certifications in areas like LEED (Leadership in Energy and Environmental Design) will help you market yourself to potential clients and earn a respectable hourly rate. Up-to-date familiarity of environmental regulations and reporting standards is also valuable.

5. Online Course Creators

Education is becoming increasingly important in the Freelance industry and online is the preferred format, making online course creation a promising niche for Freelance work in 2024- 2025 and beyond. Freelancers need the skills and knowledge necessary to compete in a rapidly changing workplace that makes them feel compelled to update skill sets or learn new skills altogether. Experts are needed to create the courses they’ll enroll in.

Online course creators design educational content that typically includes videos, slide presentations, quizzes and other interactive materials and activities that make online learning more engaging. It is not required for online course creators to also be teachers; if you have expertise in a subject, consider leveraging your knowledge and developing a course. Popular topics include business, digital marketing and wellness. Maybe you could create a course on stress management or becoming more creative?

Many course platforms offer user-friendly tools to build courses. You’ll need strong writing skills to simplify complex ideas and make them understandable. To succeed, stay up-to-date with learning trends and technology. Networking with other course creators can help you discover where and how to find work opportunities. Payment for online course creation services can be per course or hourly and it may be possible for creators to also earn ongoing royalties from their courses. Still, it may make sense to use this opportunity as your Freelance side hustle.

6. Cybersecurity

Today, we share more information digitally than ever before and in ways that continue to evolve. Moreover the arrival of new technologies can open the door to cyber attacks and snafus reminiscent of the Crowdstrike incident. Remote and hybrid work are becoming the new standard in the U.S., as employees rebel against coming into the office. According to the U.S. Bureau of Labor Statistics, 11.1% of companies offer a fully remote work environment and 27.5% of companies offer a hybrid work environment. With so many employees who WFH for some portion of the work week, the chance of a data breach increases and that means cybersecurity must be a priority. As a Freelance cybersecurity consultant, your primary responsibility will be to provide expert advice and solutions to clients in order to secure their digital assets from cyber threats.

Becoming a successful Freelance cybersecurity consultant requires that you gain work experience in a variety of cybersecurity roles such as network security, incident response and systems analysis to become exceptionally proficient in analyzing and managing serious security threats that may include threat hunting, compliance and cybersecurity architecture. Obtaining credentials such as Certified Information Systems Security Professional (CISSP) or Certified Ethical Hacker (CEH) is essential, as these qualifications confirm your knowledge and increase your credibility in the cybersecurity industry. In addition to earning the right qualifications, accumulating practical experience and building a strong professional network are also must-dos.

Thanks for reading,

Kim

Image: © Photo by Megan Jamerson/KCRW March 15, 2024. Remote workers use Open Market in Koreatown as a shared office space during an event hosted by LA in Common. https://www.laincommon.com/

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Online Search: Every Generation Does It Different

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Eye openers:

  • 71% of Generation Z prefer mobile when shopping online.
  • 21% of 18-to 24-year-olds start informational quests with TikTok, while 5% start on YouTube.
  • Gen Z (62.7%) and Millennials (64.6%) are twice as likely as Baby Boomers (32.9%) to use multiple channels in their purchase journey.
  • On average, GenZ uses Google for searches 25% less than Generation X.
  • 30% of internet users aged 16-64 use voice assistants weekly.
  • 94% of GenZ trusts influencers over traditional ads for product recommendations.

Business directories are good business. Way back in the 19th century, the groundbreaking publication that became the Yellow Pages began in Cheyenne, WY and eventually became a national, then global, business resource. The Yellow Pages was available free of charge and was delivered to your door. Everyone in the US had access to the Yellow Pages, either combined with the (residential) white pages, or available separately. The original Yellow Pages still exists and remains a leading business directory, but how business customers search for information to start their buyer’s journey has undergone a radical reset. The Yellow Pages has joined the other global search platforms and has gone digital; the print version is now delivered to your door by request only.

Because you are a business owner or leader, you are intensely interested in the buyer’s journey that your prospective customers launch and experience. You know that the platform used when prospects search for information about your products, services and/or company can potentially impact how they discover and interact with your company. It’s likely you also know that the appeal of social media platforms and other digital resources is influenced by the age of the user and the appeal and influence carries over to shopping—i.e., buyer’s journey searches.

In other words, you can add another dimension to how you use customer demographic info and incorporate the age range/ generational cohort of target customers when creating your buyer’s journey. Do that and you’ll give yourself an important competitive advantage because every generation’s idiosyncratic search habits show you how to win them over. By aligning your marketing strategies and tactics to synch with generational preferences, you can enhance company visibility, promote customer engagement, build trust and, ultimately, generate sales revenue. Ignoring the search trend preferences of your target audience means you could be losing opportunities to cultivate potential customers.

Generational search trends and business strategies

A comprehensive understanding of how the generational groups prefer to search will enhance the power of your marketing strategies and ensure that your content reaches and resonates with the intended audience. Business owners and leaders can then, for example, create detailed content for Baby Boomers, showcase social media for GenZ and optimize mobile for Millennials. Below are insights that describe the search tendencies of different generations search and suggestions of tactics likely to appeal to them. The info was provided by Azira, a data intelligence platform that focuses on marketing and operations, in its consumer behavior report The Great Generational Shopping Divide, that surveyed 2,048 respondents in the U.S., United Kingdom and Australia in July 2023.

Generation Z (Born 1997-2012, age 12-27 years)

According to Hubspot, the inbound marketing and customer relations management platform, GenZ uses mobile phones more than any other device for online shopping and searching for information online. Optimizing the shopping experience for mobile is a must; and as noted above, 74% of GenZ shoppers use a mobile phone to do business, while just 16% use a computer. Of Gen Z, 28% have found new products by searching the web in the past few months.

Search Preferences: Short, fragmented queries on social media platforms like TikTok and Instagram.
Typical Search: GenZ users looking for pasta recipes might search “best easy Italian pasta recipes” on TikTok and watch influencer videos.
Preferred Content: Favors audiovisual, especially short videos.
Strategy: Utilize social media platforms and influencers. Create engaging, brief and visually appealing content to capture their attention.

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Millennials (Born 1981-1996, age 28-43 years)

Azira data found that 52% of Millennial customers engage in omnichannel shopping, meaning they use two or more online channels to conduct their buyer’s journey. GenZ and Millennial buyers are nearly twice as likely to engage in omnichannel shopping than Baby Boomers (63% and 65% vs. 33%, respectively). 70% use their mobile phones most often, compared to just 20% who prefer to use a computer, highlighting the importance of optimizing your site to be mobile-first. Millennials’ preferred channels for discovering new products are YouTube, Instagram and Facebook and 32% say they discover new products most often by searching the internet.

Search Preferences: Short, conversational queries; mobile devices and voice search integrated with social media are prominently used.
Typical Search: Millennials searching for a travel destination might use voice search to ask, “What are the top travel destinations for 2024?” and look for recommendations on Instagram.
Preferred Content: Prefer visual and audiovisual content; they trust peer reviews/opinions and want social proof.
Strategy: Optimize for mobile and voice search. Leverage visual content and social proof to build authenticity and trust.

Generation X (Born 1965-1980, age 59-44 years)

One in three GenX’ers say they prefer to discover new products through social media and 28% say that social media is how they discover new products most often. Additionally, 35% of GenX have discovered new products through online search in the past three months, placing it among the top discovery channels. Two-thirds of GenXers say they use their mobile phones most for online shopping, while 16% are on a computer and 11% use a tablet most frequently.

Search Preferences: Mix of specific and general queries using both search engines and social media.
Typical Search: A GenX consumer looking for a fitness tracker might search “best fitness trackers 2024 comparison” on Google and check reviews on Yelp.
Preferred Content: Seek quick access to practical information, relying on review sites.
Business Strategy: Provide efficient, practical insights and reviews. Balance traditional and modern search methods to cater to their adaptable nature.

Baby Boomers (Born 1946-1964, age 60-78 years)

Baby Boomer shopping habits stand out the most of any generation. For example, more than half of Baby Boomers have discovered new products through television advertisements in the past three months and 40% say their TV set is where they discover products most often. Baby Boomers are comfortable searching the internet, with 46% of them having discovered a new product through online search in the past three months. Additionally, 33% of Baby Boomers prefer discovering new products in online stores over any other channel. When asked about their preferred way to discover new products, just 17% say through social media; in fact, social media and ranks behind all the channels mentioned in the Hubspot survey, as well as word of mouth and direct mail (snail mail). Moreover, just 20% of Boomers have discovered a product on social media in the past three months and only 8% have purchased a product on a social media platform.

Search Preferences: Prefer detailed, specific queries on traditional search engines like Google and Bing.
Typical Search: A Baby Boomer looking to buy a new refrigerator might search “best energy-efficient refrigerators 2024 reviews” on Google.
Preferred Content: Favor comprehensive, well-researched articles from trusted sources.
Strategy: Create detailed, authoritative content that addresses their specific needs and concerns. Focus on building trust through thoroughness and reliability.

Thanks for reading,

Kim

Image: © Kyonntra for Getty Images

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Design Social Media Content to Fit Your Goals

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News flash—creating social media content that advances your company marketing goals may demand more attention than you might’ve guessed. Checking social media accounts might be something you do while having lunch—why not log into Facebook to see what’s up?—but the “free” resource known as social media works best when you are strategic when using it. Effective marketing in any format demands precise planning.

Keeping a strategy in mind as you develop social media marketing content means that all posts—text, images, audio, video—will be designed to work in concert. That’s your recipe for social media that clearly communicates talking points, tells the story, follows the strategy and delivers the desired return on investment. So whether the plan is to promote brand awareness, cultivate customer relationships, or facilitate customer service, for example, there is documented evidence that well-executed social media campaigns are able to deliver the results you want. Your job is to create the right content and post on platforms your audience trusts and follows.

If your company maintains a presence on more than one site, keep in mind that content posted on multiple channels may be tailored to fit the unique strengths of each platform used, but content will be most effective when aligned across channels. You want to ensure that you communicate a unified message to the audience on all platforms used. Unaligned, inconsistent messaging can confuse audiences and undermine brand credibility.

Budget

Let’s start with money, the ultimate commitment. A financial investment is worthwhile for companies that are serious about social media marketing because a well-developed strategy that has the potential to achieve marketing (think revenue) goals can be realized only if all aspects of the content match your aspirations. If your marketing goals require a high-performing social media campaign, the strategies that get you there must be enabled by the right budget. Can you strike a balance between the funding needed to support the campaign you want and a financial commitment you can tolerate?

If the money is there, you might decide to hire a social media specialist to produce all text and image content. If your budget is modest, or you prefer to copywrite the text yourself, you could focus your spend on audiovisual elements and invite a pro to shoot and edit the visual elements.

Authentic

Today, “raw,” unscripted content sets the standard for what’s considered authentic and credible—i.e., trustworthy. Cinema verite is where it’s at and conversations and actions that feel scripted and rehearsed are a turn-off. Your followers want to see a slice of life—tear off the band aid, peek behind the curtain, get the view from backstage.

So, if you’re scheduled give a talk at a business association program, your social media audience may find it interesting to watch you getting ready to take the stage. Recruit a friend or ask your social media specialist, if you’ve hired one, to video you en route to the venue. Your commute to the venue can be filmed and you can supply background info about the organization during the ride. If the sponsoring organization allows, you can also be shown meeting the host, being introduced and walking to the podium to launch your presentation. If allowed, your talk can be filmed in its entirety and short clips can be edited to use in future marketing collaterals.

Interactive

Rather than waiting for your social media audience to make the first move, recognize that they will probably need a compelling invitation from you as motivation to engage with your content. The good news is that invitations to interact with your audience are not difficult to design.

For example, some of your viewers may agree to take a quick survey or poll that gauges their feelings about a particular topic (which may not directly involve your products or services). Social media users often enjoy opportunities to connect with the brands they follow. From time to time, just be sure to include a question or two about what they’d like to see added to your line, or what might make a useful upgrade for your product or service. Your audience will feel more connected to your brand if they feel as if they’ve contributed to your company’s product development.

Soft sell

The hard sell no longer works. The soft sell, like soft skills, is the new champion of today’s marketplace. Instead of coming on like a carnival barker on the midway and shouting “Step right up, folks!” the preferred approach employs social media platforms as a conduit to current and prospective customers who would like information about your products, services and you and your company. Customers, prospects (and influencers, if you’ve caught the eye of one) would like to get to know you. They often don’t trust or respond to aggressive sales tactics. A smart sales strategy is designed to cultivate a steady stream of customers and prospects who engage with your content and then make purchases and referrals, give testimonials and become brand cheerleaders, too.

Avoid over-sharing

It is true that being reliable and predictable—consistent—is reassuring and you should keep that in mind as you post content to your chosen platforms. But how do you know how often to post? Two posts a month is probably too little; two posts every day of the week is definitely overkill. You want site visitors to see worthwhile information—not always serious, sometimes amusing, always interesting and never a waste of time.

You don’t want your content (and company) to be perceived as annoying and irrelevant, a burden that clogs their feed with filler. Working with a good social media professional can help you determine how often you should post and how you might diversify your content to enhance interest and keep viewers coming back.

Call-to-Action

Remember to include a call-to-action in your social media content. It’s a feel-good to see great numbers when reading the statistics of your site’s impressions and views, but you won’t get your full reward unless followers are asked to do something—take an action—so you’ll receive a tangible result of some sort.

Your CTA completes the social media experience by inviting your audience to click a link and—-watch a video, request a free 30-minute consultation, register for a webinar or course. The CTA allows you to both collect and measure the ROI of your social media marketing campaign. You’ll be certain that your campaign goal is reached—brand awareness and brand loyalty enhanced, customer relationships nurtured, names added to your customer list (through the sign-up), warm leads created.

Thanks for reading,

Kim

Image: © Rex Features. British actor Sean Connery (August 1930 – October 2020) with Anthony Sinclair of Anthony Sinclair Suits, his Savile Row tailor in London, during the 1960s James Bond movie era.

Marketing , , , Leave a comment

Marketing Enters the Echoverse

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In the 21st century, savvy business owners and leaders must be aware of developing trends and determine which behave like a passing fad and which seem capable of delivering value that make it worthwhile to get on board. One such trend— that looks more like an inflection point than a trend—was documented in 2016 by researchers from the University of Maryland Robert H. Smith School of Business, the University of Tennessee and the University of New Zealand and it’s a must-do. It’s been impacting your business for five years or more, but you may not have figured out the big picture and didn’t know that it has a name.

Introducing the echoverse, a communications phenomenon that describes where digital communication is now and will be for the yet-to-be-determined future. The echoverse was born of cross-channel marketing messages that are initiated by brands, customers, influencers, media outlets, investors and anyone else with a keyboard and bounce and reverberate in feedback loops. These simultaneously independent and co-dependent parties continually add their responses to posted content, chattering on as they follow and listen to each other across all available digital platforms. The outcome of the call and response is the echoverse, a communications environment that enables content to circulate, amplify, morph and echo.

Understanding the echoverse

As you continue adjusting to early 21st century marketing communication practices, keep in mind that the echoverse is controlled by a hyperconnected, 24/7 environment that’s touched by many players—brands, customers, media, AI-powered artificial agents—who contribute to and echo each other’s messages, as summarized below:

  • Communication is omnidirectional. Messages flow in all directions, they may originate from any source and they are subject to reinterpretation through interaction with multiple participants.
  • Influence is communal. Traditional roles of message sender and receiver are waning. Any interested party may initiate conversations and modify, contradict, or reinforce whatever messages are sent in response. Every participant is both a creator and a consumer of content and empowered to impact, contradict, or verify fellow participants.
  • Messages evolve. Messages are impacted, influenced, or amplified by feedback loops and participants whose participation is continually and simultaneously changing.
  • Value creation is shared. What is considered valuable is not necessarily created by a single, all-powerful taste-making source. What’s accepted as worthwhile is co-created and co-owned by all participants, with each one adding unique context, interpretation and/or resources.

Marketing in the echoverse

In traditional marketing communication, the brand drove the bus—defined marketing goals, created all content and chose how messages were sent to customers and prospects. Echoverse marketing has introduced a new playbook. The influence once held by brands has diminished because that entity is now just one agent in a cast of characters who develop and disseminate their own spin as they follow, listen and act upon the official brand messages. Meaning, successful navigation of the echoverse requires brands to pivot from leading to guiding, persuading and encouraging self-appointed and vocal stakeholders through (ideally) well thought-out and presented opportunities to contribute to a process of value co-creation and strategies for promotional communications.

  • Echoverse marketing for Freelancers and SMB

No doubt you understand that both challenges and opportunities are associated with the echoverse. To develop effective and responsive marketing strategies and tactics, marketing managers in companies of every size must embrace its omnidirectional, feedback loop reverberations and prepare for the possible influence of self-appointed stakeholders who thrive in the echoverse.

Like their counterparts in enterprise companies, Freelancers and SMB owners must adopt big-picture thinking and manage all marketing communication channels as an integrated, holistic, interdependent system—a compartmentalized, silo approach will not achieve goals. A cohesive strategy that considers the interactions between various media is essential—an integration of traditional media outlets, social media, your company website, email marketing and other brand promotional activities to create a unified brand message that is consistent and compelling at every touch point.

  • Proactive Customer Engagement

Social media is ideal for allowing brands to engage with customers and curious prospects in a personal and immediate manner. Engaging with customers on social media allows you to hear and quickly respond to compliments, comments, suggestions and complaints. It is the best defense against negative talk that may be expressed by competitors and haters whose agenda is to attack and subject your brand to reverberating echoverse slander.  Brands should focus on consistent, authentic communication that addresses customer concerns and other feedback promptly and effectively.

  • Leveraging Predictive Analytics

If you can budget the expense, investing in social media listening can provide valuable insights into emerging trends and potential problem (or helpful) issues or developments. Being proactive enables brands to anticipate and respond to changes in customer priorities, preferences, or concerns before things get ugly. Tools that analyze data generated by various platforms can help brands identify patterns and adjust their marketing /branding strategies accordingly.

  • Utilizing AI and Internet Technologies

AI tools and other internet based technologies are transforming marketing communications within our complex, interactive communication landscape. In this environment, a diverse network of human and nonhuman participants—including customers, brands, AI agents, traditional and digital media outlets and platforms—continually interact, influence and reshape messages across platforms. Traditional one-way and two-way communication models have given way to omnidirectional communication for the foreseeable future.

Thanks for reading,

Kim

Image: © Swiss Yodeling Association. Alpshorn players create echoes in the Swiss Alps.

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Reinvent and Rescue Your Failing Business

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Those of you who follow astrology know that the planet Mercury is currently in retrograde meaning, as a result of an optical illusion, the planet appears to be moving backward in its orbit. Mercury began to retrograde on August 5 and the phase ends on August 28. The third and final Mercury retrograde of the year will occur November 25-December 15 (the first retrograde Mercury of 2024 was April 1- 25). All nine planets can appear to retrograde and it is said that when they do, the effect can scramble our best laid plans. For example, signing contracts is said to be ill-advised during retrograde Mercury (and also during retrograde Venus, Mars, or Jupiter). However, there is an upside associated with the downside of retrograde Mercury—you may be able to rectify what went off the rails.

Astrologers claim that Mercury is the planet most closely associated with business activities. You would never launch a business during retrograde Mercury (or retrograde Venus, Mars, or Jupiter), when the planet seems to be orbiting backward, because the venture would almost certainly fail—you want forward movement to get things rolling. Instead, astrologers advise you to use retrograde Mercury to figure out whether a failing enterprise can (or should) be rescued and is worth the effort and money needed for the resurrection.

The prefix re– conveys the spirit of retrograde and signals that it’s time to pause and reflect on what has transpired and anticipate how the outcomes might influence next steps. The ancient practice of astrology recommends using retrograde Mercury to revisit, reconsider, repair, recuperate, or reimagine what appears to be broken but, with careful reassessment and cost-effective reengineering, can be successfully rebuilt.

Oh, why not? Do not allow the heartbreak and frustration you feel as your dream of entrepreneurship crumbles convince you to abandon ship too soon. You owe it to yourself to discover what might respond to a well-executed pivot and put the remedy in motion.

Review what went wrong

Conduct a thorough post-mortem to reveal which factors caused the failure. Was it the product or service offered, or were you too far ahead of a developing trend? Did you overestimate the size of your target market, or become too optimistic about demand for your offering? Were there operational problems that, e.g., interfered with product manufacturing or delivery, or was cash-flow the problem?

A comprehensive review of financial statements, sales data and customer feedback will help you recognize the glitches. With an accurate diagnosis of what has not been working, you can redirect your focus and develop a reinvention strategy.

Rethink the business model

A business model describes how the venture will make money—methods the company will use to sell the product or service to customers and how the business will drive sales, for instance. A business model also determines the type of products and/or services that make sense for the company to sell and how to effectively market and brand those products or services. The will identify the ideal customers the company should aim to capture, the depth of customer demand and anticipated operational and selling expenses. Miscalculations in the business model planning are almost certain to eventually result in unmet revenue expectations. Appropriate market research is the remedy for an ineffective business model. Study direct competitors and industry trends.

Reconfirm customer demand

Understanding your target customer’s needs and priorities is integral to start-up success, so obtaining psychographic data will help you clarify what is essential to them when they shop in your product category. Whether or not your business failure was a lapse of product-market fit, identifying and then learning how to communicate your offering’s value proposition is a key component of brand-building and achieving sales revenue goals. An insufficient product-market fit results in the product or service failing to resonate with prospective customers and results in weak demand.

Revisiting the buyer persona of your ideal target customer will also be instructive. Let your market research lead you to identify the right customer, the right product-market fit and just maybe, reveal a niche target audience with a readjusted offering, that differentiates you from competitors and paves the way to a loyal customer base that is your springboard to sustainable growth.

Reassess pricing

Pricing problems limit sales revenue, whether you’ve priced too high or too low. Incorrect pricing is often implicated in cash-flow and revenue difficulties. Get your bearings by researching three or four competitors to verify the price tolerance range for your product or service category and get an idea of how you might readjust your pricing—and maybe customer payment options, too. Being flexible and creative with how customers can purchase and pay for products and services—on your website, on social media, on consignment, with free delivery—can boost sales and build your customer base. But first, do your price comparisons to ensure any new pricing is competitive and fits your market tier and brand, whether luxury, midlevel, or economy.

Reexamine the sales strategy

Again, make it easy for customers to do business with you, whether you are a bricks & mortar shop, sell on line, or offer your wares through a subscription service. Also, shipping and delivery should be easy and priced at a level that customers accept.

Furthermore, inefficient or cumbersome business procedures can drain time and resources away from serving customers and growing the business. Investigate technology—marketing, financial, operational— to simplify workflows, delegate tasks, improve organization, speed up processes and reduce expenses associated with day-to-day operations.

Thanks for reading,

Kim

Image: © iStock for TheSchoolRun. The solar system.

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Energize Your Productivity

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Who isn’t looking for ways to maximize your productivity? You have responsibilities to tackle and a bucket list of goals and aspirations to work through. Ramping up and maximizing your productivity means more than just getting work done—although that in itself is a victory. Getting your productivity engine up to peak performance is how you make a go of creating a life that is meaningful for you, that enables you to attain your version of success.

There are many systems and tactics designed to enhance productivity and you are probably familiar with several. You may have your favorite rituals but when looking to optimize your performance, it can be worthwhile to evaluate new techniques. Acknowledging that you can potentially benefit from incorporating productivity hacks that fit your style is part of the fuel that gets you motivated and getting things done.

Prioritize tasks ABCDE

Numerous studies have shown that prioritizing tasks boosts productivity. It has lately become fashionable in corporate circles to promote the Eisenhower Matrix, a productivity system inspired by a quote made by Dwight D. Eisenhower, who was U.S. President 1953-1961. Another productivity system, one you may find both powerful and especially intuitive, is called the ABCDE Method and it is as basic and useful as its name implies.

To make the ABCDE Method work for you, simply rank the projects and tasks you are responsible for based on their urgency and work first on what is most urgent. That is the genius of the ABCDE Method. The method was developed by Brian Tracy, the acclaimed time management expert and author of numerous books, including Focal Point: A Proven System to Simplify Your Life, Double Your Productivity, and Achieve All Your Goals (2001). The ABCDE Method acknowledges that you already know which projects are front-burner and which are back-burner and what you need is a road map to help yourself get organized and motivated and that is precisely want you get here.

The elegantly simple and highly effective ABCDE method asks you to start by creating a to-do list that documents all that you must do today, this week, or this month—you decide—then rank your tasks from most important to least important. Below is your ranking template:

A Tasks: What is very important, possibly urgent. These you must do because there can be serious consequences if you fail to address them on time. If you have more than one front-burner project, rank them as A-1, A-2, A-3, with A-1 indicating your most urgent responsibility. Your A tasks and their completion largely determine the entire course of your career. Incidentally, The Pareto Principle, known as the 80/20 Rule, recommends that you focus on the most impactful 20% of your work to generate 80% of revenue or other desired results, giving another vote of confidence to the ABCDE productivity boosting method.

B Tasks: These are tasks you should do, but the consequences for delaying action will be mild—you may inconvenience someone. The rule is that you should never do a B task when there is an A task left undone. You should never be distracted by what is less important when there is a front-burner project on your desk.

C Tasks: What would be nice to do, but there are no consequences for not doing it at all or not doing it in a timely fashion. C tasks include phoning a friend, having coffee or lunch with a co-worker, or completing personal business during work hours. These activities have no effect on your work. Never complete a C task when there are A or B tasks left undone.

D Tasks: Activity that you can delegate to someone else. The rule is that you should delegate everything that you possibly can to other people. This frees up more time for you to engage in your crucial A Tasks.

E Tasks: Something that you should eliminate altogether. You can only effectively manage time and optimize your productivity until you stop doing things that are not necessary for you to do.

Take short breaks.

Inserting a few breaks during your workday can improve your productivity . You might decide to have a mug of tea or a glass of juice and listen to some music for a few minutes. Or maybe you’ll stretch for 15 minutes, or go outdoors on a half-hour walk or run. Then again, just closing your eyes and thinking of nothing might be the best remedy. Whatever you do, you’ll improve your energy, focus and productivity by temporarily taking your mind off work a few times during your work day. Productivity diminishes the longer you go without a break and productivity experts recommend that you work no more than 8 -10 hours daily (unless you have a deadline to meet). At a certain point, your body and mind simply cannot produce anymore and continually pushing yourself to work very long days can lead to burn-out.

Optimize your office space

The 4000-year-old Chinese philosophy known as Feng Shui advises us to clean and organize our living and working spaces, so that we can feel relaxed and content and also become more productive. Marie Kondo, organizing expert, television host and author of The Life-Changing Magic of Tidying Up (2011) echoes and amplifies that same message. You might not expect the environment in which you work to influence your productivity and mood, but evidence suggests that is the case.

Studies have revealed that a well-organized and aesthetically pleasing workspace can boost productivity, enhance creativity and reduce stress levels. An organized and attractive space that has good natural light can enhance your focus, reduce distractions, help you feel calm and promote a positive mindset that collectively help you get your work done. Simple changes, such as improving the lighting, adding plants and displaying personal mementoes like art and family photos can positively impact your work performance. Below are tips to get started on creating a beneficial work space. https://freelancetheconsultantsdiary.wordpress.com/2010/04/06/feng-shui-your-office/

  1. Declutter: Keep your workspace organized and free of unnecessary objects and you’ll limit time that would be wasted searching for misplaced items.
  2. Lighting: Introduce adequate lighting, preferably natural light, to reduce eye strain and improve mood.
  3. Ergonomics: Use furniture in your workspace that’s designed to help maintain good posture and prevent physical discomfort.
  4. Personalization: Add personal touches, e.g. plants, photos and art, that make your workspace pleasant and inviting.

Get enough sleep

A 2014 survey by the National Sleep Foundation found that 45%. of American adults get inadequate sleep and that the outcome of poor sleep causes between 23-45% of the population to lose more than two work weeks (10+ days) worth of productivity every year. Lack of sleep is known to undermine not only job performance and productivity, but also career advancement and job satisfaction. Furthermore, insufficient sleep is linked to job-related accidents, absenteeism and even counterproductive work behaviors. On the plus side, adequate sleep has been linked to improved memory and improved learning ability.

Matthew Carter, PhD, Assistant Professor of Biology at Williams College in Massachusetts and a sleep specialist, explains, “One of the biggest reasons that people don’t get enough sleep is because they feel they have too much to do, or because they are stressed about what they need to work on. So we’re not getting enough work done because we’re sleep-deprived and we’re not sleeping because we’re not getting enough work done.”

So how much sleep should you get? Carter says, “In reality, most people need somewhere between six and eight hours. A small percentage of people only need five hours and another group of people are on the other side of the scale and can need nine to ten hours of sleep.” In other words, “it depends.” But the fact remains, adequate sleep promotes productivity and creativity, while insufficient sleep erodes both.

Cancel multitasking

When we first heard of it, multitasking made sense—a practical way to get more done in a shorter amount of time. Sort of like doing a load of laundry while you clean the living room. However, research indicates that your brain can only handle so much work before becoming overwhelmed. Multitasking makes you prone to making mistakes, retaining less information and in general, erasing whatever gains you made by working on two or more tasks simultaneously.

Furthermore, the distraction that is inherent in multitasking does nothing for concentration or creativity. Productivity experts now realize that the smart thing to do is focus on one task at a time, instead of trying to do two things at once. When you devote your full attention and effort to each task, your work output improves—meaning you’ll avoid mistakes, access your creativity and ingenuity and overall, you’ll produce your best work. Whenever possible, do one thing at a time.

Thanks for reading,

Kim

Image: © EA Consulting, Houston, TX. Back office workers.

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Be the Leader Who Gets Results

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Freelancers and other business owners step into leadership from the moment you begin operating as a self-employed professional who provides products or services to customers. You are motivated by the desire to advance the long-term success of your organization. You understand that you must be an effective, and perhaps also an inspiring, leader who provides a clear vision of your organization’s mission, values and goals.

The method that you perhaps instinctively choose to express your leadership role is known as your leadership style. Your style defines how you guide, motivate, manage, or collaborate with your team to implement strategies and execute tactics that achieve the goals, objectives, or deadlines for which you are responsible. Your go-to leadership style is based on your personality and life experiences and may be influenced by your organizational culture and the goals you will achieve.

While there are several commonly used leadership styles Daniel Goleman, a psychologist renowned for his work on Emotional Intelligence, notes that, “Being a great leader means recognizing that different circumstances may call for different approaches.” Research supports his opinion, indicating that highly effective leaders recognize that circumstances may compel them to adapt their leadership style in response, be it changes within the team, a shift in organizational dynamics, or fluctuations in the business environment. Leaders who know how to get the best results understand that they must be sensitive to the composition of their team, understand the relevance of the goal that must be achieved and, most of all, they possess the agility to adjust their leadership style as needed.

As Goleman emphasized, “The most effective leaders switch flexibly among the leadership styles as needed…[They] don’t mechanically match their style to fit a checklist of situations — they are far more fluid. They are exquisitely sensitive to the impact they are having on others and seamlessly adjust their style to get the best results.” Below are leadership styles that may be useful for you.

Charismatic Leadership

The leaders of this style are expert communicators and possess a level of personal magnetism that inspires trust and loyalty and enables them to persuade others to follow their lead. They radiate warmth, sincerity, intelligence and authenticity; they inspire, excite and spark loyalty among team members. Well-known charismatic leaders include the Dalai Lama, the late Queen Elizabeth II of Great Britain and former President Barack Obama. For those who have that irresistible aura, this style is associated with social activists, motivational speakers and religious or political figures—leaders who need to inspire and gain the devotion of their followers.

Key characteristics

  • Charismatic leaders are very confident in their approach. They have a very influential personality and are not known to harbor self-doubt or second-guess their decisions.
  • They embody the values, beliefs and motives of their team and they believe deeply in the abilities of team members.
  • They have high expectations, are often highly competent and become a role model for team members.
  • Creates a sense of positive change.
  • Motivates and inspires the team.
  • Encourages teamwork and collaboration.

Coaching Leadership

This style of leadership believes in teaching and mentoring team members, to put them on their path to excellence. They are usually experts in their field of interest and are great communicators. This type of leadership is most effective with younger, inexperienced teams. By providing constructive feedback, setting clear goals and offering guidance, coaching leaders aim to empower their teams to overcome challenges and excel in their roles. This approach is particularly beneficial for long-term organizational growth, as it invests in individual team members’ skill development and career advancement.

While coaching management can bring substantial benefits to an organization, notably increased team member satisfaction and improved performance, it may pose challenges in situations where
immediate business needs demand swift and decisive actions. Moreover, the necessity of mentoring and professional development require a leader with patience. Works best for teams whose members need to be trained thoroughly to achieve peak performance.

Key characteristics

  • Coaching leadership works best with people who appreciate guidance and mentoring and are willing to learn from their leader.
  • Leaders should be ready to spend time and energy coaching and grooming team members to develop their competencies and improve their performance.
  • Empathy and trust are the pillars of this style of leadership.
  • Encourages innovation.
  • Gives team members constructive criticism.
  • Gives team members opportunities to become future leaders.

Autocratic Leadership

Autocratic leadership is the boss-centered approach to leadership. This leader controls the show. S/he follows a top-down approach to communication and it can be said that s/he doesn’t so much communicate as issue commands. Autocratic leaders make all decisions and expect team members to comply. They don’t collaborate because they are not seeking input from the team. Instead, they evaluate matters from their own perspective.

Autocratic leaders are often not interested in team bonding that begins with socializing and may include team-building activities. This leadership style typically exists when there is considerable lack of trust within the organization, which may explain why the leader, or those whom s/he represents, has the power to make all the decisions. This style may be the most pragmatic approach when consensus is not possible and the leader is required to make judgment calls.

Key Characteristics

  • Highly structured environment.
  • Facilitates quick-decision making.
  • May be useful where conflict is present.
  • Restricts creativity and innovation.
  • Can lead to low morale within the team.
  • Not suitable for companies that promote a collaborative culture.
  • Leaders may lack agility, or the ability to adapt or pivot.

Laissez-faire Leadership

Laissez-faire is a French term that in English means allow to do and the core of laissez-faire leadership is non-interference. Also known as Delegative Leadership, practitioners of this style adopt rather a hands-off approach. Laissez-faire leaders provide minimal direction and allow team members to work independently and without much oversight.

These leaders are likely to delegate much of the decision-making responsibility to the team, enabling them to take ownership of their work and make decisions independently. The laissez-faire leader is likely to spend most of the time focused on his/her own work rather than monitoring the team and in so doing cultivates trust and empowers team members to take control of their own tasks and projects.

This leadership style can be particularly effective in situations where team members are highly skilled, experienced and self-motivated and require minimal supervision. Works best if the leader has a group of people who already excel at their skills and team members thrive in an environment of independence, where they can hone their own leadership skills. 

Key characteristics

  • Considerable trust is given to team members.
  • Team members have great autonomy, which promotes creativity and innovation.
  • Employees get ample room for personal growth
  • Learning and professional development are encouraged.
  • Team members have the freedom to work in their own way.
  • There is no micromanagement
  • Faster decision-making.
  • Constructive feedback is a vital component of this leadership style.

Servant Leadership

The servant leader operates on the idea of service as the defining ingredient of leadership. The needs of team members are prioritized over his/her own and the focus is on supporting and empowering them so that they can achieve professional growth and development. Servant leaders provide guidance and support and actively seek out opportunities to help team members to succeed.

This style can lead to higher employee engagement, better job satisfaction and employee retention and an improved organizational culture and sense of community. Servant leadership is particularly effective in environments where team members have felt unsupported or undervalued. By putting their needs first, servant leaders can help build trust and respect and create a positive work environment.

At its core, servant leadership promotes ethical decision making by creating a culture and encouraging values where all participants will be inclined to make decisions based on what is right for everyone involved, rather than what will benefit a select few. This leadership style fosters an environment where creativity and problem-solving thrive as team members feel empowered to suggest new solutions and build upon each other’s ideas. Use this style when you lead a diverse team, where personalized management for team members is necessary.

Key Characteristics

  • This style has a high degree of awareness toward the team. Leaders of this category are great listeners. It gives them a better understanding of the team’s strengths and weaknesses.
  • Great for building respect, trust and loyalty.
  • Helpful in building a solid company culture.
  • Promotes ownership and responsibility.
  • Increases employee morale and confidence.
  • Builds trust and loyalty within the team.
  • Team members feel valued.

Transformational Leadership

Transformational leadership theory emphasizes the leader’s ability to inspire and motivate their team members and incite them to put aside their own self-interests for the greater good of the organization. Transformational leaders inspire team members by way of their vision, charisma and intellect, as they promote innovation. These leaders aim to motivate their team to transform systems, processes, or products and build a more successful and sustainable future for the organization.

This leader makes the team feel that all are fully on board with the cause of promoting the innovate vision and mission and will work hard to bring excellence. This feeling brings purpose that encourages bonding, loyalty to the organization, fellow team members, the leader and creates a sense of belonging. Transformational leaders give team members opportunities to explore different ideas and approaches and encourage them to let their creative juices flow.

The relationship between leaders and staff can help the organization, according to those who incline toward this style. As they see it, effective leaders inspire workers to go above and beyond what they believe they are capable of. Leaders develop a vision for their team members and motivate them to realize it.

Employee morale is raised and inspired by transformational leaders, which helps them perform better at work. These managers encourage staff members by their deeds rather than their words because they specialize in setting an example. Use this style in rapidly growing companies and in fast-paced or ever-evolving industries when business requires constant innovation and moving ahead of the crowd, from high fashion to high tech.

Key characteristics

  • The leader must set the example.
  • Give interaction a high priority.
  • Encourages team to self-manage and be proactive in their work.
  • Be open to new approaches and concepts.
  • Take chances and make difficult choices.
  • Works well when a new approach and fresh ideas are needed.
  • Can take the leader and team members outside of their comfort zone.
  • Encourages professional and personal growth of the leader and team members.
  • Encourages creativity.
  • Encourages change.
  • Maintains a focus on the big picture.
  • Regular feedback is essential.

Thanks for reading,

Kim

Image: Courtesy of the Neues Museum in Berlin, Germany. Nefertiti (1370 – 1330 BC), reigned as Queen Consort of Egypt 1353-1336 BC. She was the Great Royal Wife of Pharoah Akhenaton (born Amenhotep IV, 1379- 1336) who reigned in the 18th Dynasty of Egypt circa 1353 – 1336 BC.

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Freelancers and the Vacation Dilemma

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HoneyBook, an online business and financial management platform that serves entrepreneurs and Freelancers, conducted a survey of self-employed Americans and the results were depressing, yet not entirely surprising. The survey polled 800 + independent U.S. workers in May and June 2019 and found that while the Freelance economy provides flexibility, a factor routinely prized by the self-employed, 92% of Freelancers work on vacation and 60% of that cohort do so because they feel they must.

According to Freelance Forward 2023, an annual survey of Freelancers and other independent workers conducted since 2013 by Upwork, the online talent marketplace that connects Freelance talent with companies in need of their expertise, there are now approximately 64 million U.S. workers participating in the Freelance economy and they’re well aware that taking time off results in lost income, as reported in the five-year-old Honeybook survey. 1099NEC workers do not qualify for paid time off, whether for illness, holidays, inclement weather, or vacations. The 92% who feel compelled to work while officially off- line stand as irrefutable evidence that either fear of disappointing clients or fear of economic difficulty caused by lost revenue drives the practice of working during vacation. While 85% of Freelance Forward 2023 participants reported that the future of Freelancing is bright, caution reigns.

Furthermore, the Honeybook survey also found that 43% of Freelancers who vacation do not divulge their plans with clients; moreover, 41% of Freelancers hide from their intimate partner or vacation companions the client work they feel obligated to do while vacationing. Also, the data revealed a gender gap: 65% of female Freelance consultants reported they have felt the need to hide work they do while vacationing from their significant other and/or family, compared to only 41% of men — highlighting the fact that women feel more pressure than men to deprioritize their careers so that they can be fully available for their families.

Former Upwork CEO Stephane Kasriel, who is now head of Commerce and Financial Technologies at Meta, recognized that hesitancy to take time off for vacations is widespread and not limited to Freelance consultants and other independent workers. He pointed out that many American workers, whether full-time W2 employees or full-time or part-time Freelancers, often do not take the vacation time that they deserve (and W2 employees will be paid to take). Mental health professionals and leadership development coaches have long publicized the need for workers to physically and psychologically refresh themselves by stepping away from work to relax and/or take part in enjoyable activities with family or friends.

“Truly logging off is a common challenge for most professionals today, ” Kasriel said. “The Honeybook study surveyed self-employed respondents; other research, including data produced by Glassdoor, shows that the average employee who receives paid time off will have only used about 54% of available PTO in the past 12 months and of those who do take PTO, the majority don’t log off completely,” he went on to say. To remedy the dilemma, Kasriel suggested a few easy to implement vacation planning strategies that Freelance professionals can adopt to help themselves occasionally step away from work to relax and enjoy themselves for a few days.

7 steps to enjoying a relaxing and stress-free vacation

1. Know that it’s good to take vacations. Time off provides many health and productivity benefits, including improved energy, creativity, focus and decision-making ability, along with limiting the possibility of burnout. Putting aside work responsibilities every so often helps you become a more effective worker.

2. Create a vacation fund. Treat vacation time as an investment in you and plan for it in your business budget by earmarking what you consider a manageable amount to set aside each month to fund your annual vacation. Consider saving $100 a month for 12 months to finance a modest one week vacation. Do that and when the time comes to put down client work for a week, you’ll enjoy your vacation without worrying about taking on debt to pay for it.

3. Schedule vacations strategically. If there is a seasonal rhythm that influences your business cycle, or if you know of an important project that’s on the horizon, schedule your vacation in a way that enhances your ability to meet all milestones and the target completion date and enable yourself to completely avoid work responsibilities while you are officially out-of-office. Remember also that your vacation does not have to happen in July or August—every season has a unique appeal!

4. Roll in anticipated time off when calculating your project rate. Since Freelancers have no paid time off, consider this strategy—throughout the year, discreetly insert into project proposals additional hours that gradually allow you to accrue paid time off, via your project fees. An annual total of two to three weeks (10 – 15 business days per year) can function as your paid time off, buried in billable hours.

5. Give clients an early heads-up and firmly set expectations and boundaries. If it makes sense to let clients know that you’ll be off-line for a week or two, communicate that info immediately after confirming your vacation dates. In all communications — phone, email, text, in-person or video meetings — share upfront that you won’t be available or checking email while vacationing and remind clients again one week before your departure. Schedule meeting time to discuss the status of your projects so that everyone is on the same page and you won’t need to discuss work while vacationing.

6. Create an out-of-office auto-reply and turn off alerts. While you’re away, use technology to confirm that you are unavailable during specified dates. Remember also to turn off message notifications so that you can enjoy your vacation without constant interruptions.

7. Hire a virtual assistant. Virtual assistants aren’t as costly as you think. The going rate is about $8 an hour and many services do not entail lengthy contracts, hourly minimum amounts, or set-up fees. Delegating administrative tasks to someone else will allow you to focus instead on having a good time with your friends or family.

Thanks for reading,

Kim

Image: Dreamstime