Category Archives: Marketing

Branding, networking & promoting your business

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Give Yourself a Book Deal

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I’ll probably not do this for myself anytime soon, but since I’ve mentioned the topic several times in this column,  I decided to finally do some research and figure out how one goes about getting a book in print.  Note that I did not say “how to write a book”. You’ll have to figure that one out for yourself!  Hint: first,  have something relevant and compelling to say and second, money and sex are two very popular topics.

However in this post,  I will dare to assume that readers will produce a business-themed book on a subject in which they’ve acquired considerable expertise. Writing a book is a marketing tool that can carry a Freelancer for years.  A book gives its author gravitas. The author will definitely be  positioned as an expert,  considered a more attractive conference speaker or panelist,  a more credible source to quote by journalists.  You are an author,  an authority.

The original method of getting a book into print was to write up a book proposal and shop it around to publishing houses that specialize in books in your subject.  If the proposal looked strong enough to generate sales that would justify the time and money involved in editing,  printing  and distributing the book,  then the author would receive a letter inviting him/her to discuss the proposal.

That is still done,  but not nearly as often.  There are far fewer publishing houses now and competition by aspiring authors looking to get in the door is intense.  It would be almost impossible for the average Freelancer to publish a book conceived to be used for self-and business promotion to succeed in the traditional manner.

Self-publishing houses and similar operators have stepped into the breach and opened the doors wide for those who have a business to promote,  a story to tell,  or a family history they’d like to document in print and pass on to future generations.  Self-publishing is most suitable for authors who are unlikely to attract a traditional publisher and who will sell directly to  readers from the author’s website,  at seminars or at other gatherings.

So let’s get started on your book deal.  Begin by visiting the websites of self-publishers to compare services and prices.  Createspace and Lulu are two outfits to consider.  When evaluating services,  pay attention to exactly what it is you will pay for and watch out for hidden fees.  Look for non-template, customized cover design charges;  editing and copy editing (i.e., typos) charges;  and distribution and renewal fees.  Expect to pay $1500.00 – $4500.00 to edit, design and print your book.

Examine with great care (and perhaps with the assistance of an attorney who specializes in the field) the subject of author rights.  True self-publishing means that all rights to the book lie exclusively with its author.  Furthermore,  clarify whether you are able to terminate your publishing agreement at will and without penalty.

You’ll need to decide if you’d like your book to appear in print or as an e-book.  Maybe you can do both eventually?  In 2010,  e-book sales accounted for 9%  of the overall book market,  according to the Association of America Publishers.  The e-book trend is upward,  spurred on by Nook and Kindle.

How your book will look (print style, lay-out, etc.) and the design of the front and back covers are another big concern.  You may want to hire a graphic artist with experience in book production to do art and design work.  Chances are that your money will be well spent. Your book must look professional and represent your brand well.  Also,  be sure to use the appropriate paper stock.

Do yourself another favor and hire a copy editor and a proofreader.  In fact,  this will be among the most important investments in your book’s production.  It is absolutely crucial to ensure that your book has no errors.  Your professional reputation depends upon it.  Your publishing service may offer copy editing,  but they may not be especially diligent.

Becoming a published author is a much more attainable achievement today than ever before.  Your book will be a useful marketing tool,  a door opener and a confidence builder for both you and prospective clients.  A significant amount of work must be done to bring the book to life and it will be necessary to carefully research available options—just like any other major goal you plan to reach.  Additionally,  it will no doubt be useful to seek out the blogs of self-published authors for more information and the real inside scoop.

Good luck and thanks for reading,

Kim

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Optimize Online Multimedia

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Because the February-March session sold out,  I have been invited to reprise my three-part workshop  “Become Your Own Boss: Effective Business Plan Writing”  at Boston Center for Adult Education 122 Arlington Street Boston MA on three Mondays,  May 9, 16 & 23 from 5:30 PM – 7:30 PM.  For more information or to register please visit http://bit.ly/becomeyourown59  or call 617.267.4430.

A picture is worth 1,000 words and a good online multimedia presentation can help prospective clients connect the dots on why it’s smart to bring you in.  To that end,  many Freelancers,  small business owners  and countless other organizations and individuals have added video to their websites or posted online. 

Unfortunately,  many presentations do not achieve the expected objectives.  It’s necessary to think strategically about how online multimedia might draw in prospects and promote business and additionally,  determine what aspect of your talents or services will do the trick.

What can you say and do in three minutes or less that will persuade prospects to follow up?  Should you demonstrate a product or discuss a service,  show yourself in action as you conduct a workshop or give 3-4 pieces of advice that will validate your understanding of client needs?

Whatever you decide,  deliver a simple,  uncomplicated experience for viewers to ensure that your message is understood.  Produce a presentation that focuses on what’s in it for the customer and you’ll have their attention.  Be aware that a little multimedia goes a long way.  In other words,  use audio,  visual and animation effects judiciously and always in service of your business strategy and customer priorities.  Make sure your content delivers what prospects want to know.

Hire a professional videographer to ensure presentation quality.  Expect to pay $500.00 – $1500.00,  depending on what you do and who you work with.  Get references and see examples of their work before signing a contract.  You want expert production,  lighting that flatters and flawless editing.  Remember to confirm that your website has the bandwidth necessary to support video.

Location,  location  Place the video link on your website home page at eye level,  so those with smaller screens will not need to scroll down to find the link.

Control  Give website visitors the choice to opt in to your multimedia.  Avoid presentations that play automatically.  Indicate the length of the video and include play,  pause and stop buttons.  Make the viewing experience interactive and easy.

Context  Let potential viewers know what they’ll learn from your video clip before they click “play”.  Do not leave it to your audience to figure out its purpose and how they will benefit from taking the time to have a look and listen.

Short & sweet  Produce a video that runs no longer than three minutes.  The clip is an hors d’oeuvre and not a banquet.  Your objective is to whet the appetite for more of what you know and do.  Keep your message clear and easy to absorb as you demonstrate a core capability or service and spell out what’s in it for the viewer when they work with you.

Call to action  Tell viewers to take the action that you want them to take.  As you close the presentation,  advise viewers to contact you for more information.  Tell them how to leave a comment,   order your book or sign up for your newsletter.

Distribution deals  Upload your video at Tube Mogul http://tubemogul.com , a free site that will not only send your link to a wide range of social media and other hosting sites,  but will also allow you to track the number of views,  clicks and comments received.

Thanks for reading,

Kim

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Making Use of Online Video

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Because the February-March session sold out,  I’ve been invited to reprise my three-part workshop  “Become Your Own Boss: Effective Business Plan Writing”  at Boston Center for Adult Education 122 Arlington Street Boston MA on three Mondays,  May 9, 16 & 23 from 5:30 PM – 7:30 PM.  For more information or to register,  please visit http://bit.ly/becomeyourown59  or call 617.267.4430.

Communicating with prospective clients (and others) by way of video has become an accepted practice and the phenomenon continues to grow by leaps and bounds.  Digital media tracker ComScore reports that YouTube had 12.2 billion videos viewed by 129 million unique visitors in November 2010 and growth shows no sign of abating.

In addition to adding a video clip to one’s own website or posting video on YouTube,  nearly all major social media sites provide the option to add either photos or video content.  So maybe you’re sorting through a decision tree,  trying to figure out your place in the multimedia revolution?  Here are four ways that video can make sense for your business:

Demo a new product or service

Create a video to demonstrate a new product or introduce your new service—or make a  personalized case for what you’ve been doing all along.  The video will allow you to show how your product works or explain how and why your services bring important advantages to your target market. 

Initiate a conversation with prospects as you tell a story that illustrates when and why it is wise to use your product or service.  Describe key features and benefits and demonstrate how they will make life or work less complicated and expensive or more effective and rewarding.  Define your target audience by describing who will benefit most by using the product or service.  Differentiate your video from traditional advertising by including a viewer comments feature and making the video about sharing relevant information and not a sales pitch.

Smarty-pants

Maybe you wrote a book,  or perhaps you gave the keynote address at a prestigious conference?  Can you obtain the footage from the ceremony when you stepped on stage to accept a coveted award and make a speech?

Or maybe you’d like to share your business acumen and offer prospective clients three or four pieces of valuable advice that will stoke their appetite for more of your expertise?  The right video will present you as the go-to guy or girl who knows how to solve problems and get the job done.

Promote an event

Use a video promo to create excitement around and build the audience for an important event that will showcase you,  whether it’s a book signing for your latest tome or the seminar that you’ll conduct.  Include highlights from a previous event,  with testimonials from those who attended.  Tape the proceedings of this year’s event to provide juicy content for the following year.

Create buzz

The best online videos avoid an overt sales pitch.  A clever video can do wonders for your reputation and your business,  especially if it goes viral.  At the very least,  a well-conceived and produced video clip will raise your profile and create good word-of-mouth for your new service,  your expertise or your upcoming event.  Next week,  we’ll get into video best practices.

Thanks for reading,

Kim

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Tweet to Build Buzz for Your Business

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Because the February-March session sold out,  I have been invited to reprise my three-part workshop  “Become Your Own Boss: Effective Business Plan Writing”  at Boston Center for Adult Education 122 Arlington Street Boston MA on three Mondays,  May 9, 16 & 23 from 5:30 PM – 7:30 PM.  For more information or to register please visit http://bit.ly/becomeyourown59  or call 617.267.4430.

As you develop strategies to promote your services,  be mindful that the goal is to package yourself in a way that makes clients feel that hiring you is a smart move.  Keeping your name visible by publishing good content across various media outlets and platforms is a strategy that will support your goal. 

When under consideration for an assignment,  you want to be certain that an internet search of your name brings up links to postings that demonstrate your bona fides.  The savvy Freelancer creates an online footprint that portrays a knowledgeable and capable professional,  one worthy of trust and lucrative contracts. 

Today,  we’ll take a closer look at how Twitter can support your online presence and brand,  help you build relationships,  connect with peers and portray yourself as a familiar and trusted source of useful information.  Let’s start the process by considering these three questions:

  • Who do you want to reach?

Since your tweets will focus on business,  it’s  safe to say that you’re looking to connect with current and potential clients and perhaps also peers with whom you do not directly compete.

  • Will your tweets be interactive?

Will your stream be public  and will you allow followers to post comments?  I suggest that you say yes to both and post comments to other’s tweets as well.

  • Do you have time to create good content?

In the allotted 140 characters,  it’s important that your tweets be relevant and timely and a conversation,  not a one-way sales pitch.

In the beginning,  try spending a few days  following the stream of someone whose tweets you find relevant,  then join conversations and answer questions.  When you feel ready,  start tweeting. 

Give updates on conferences you’ll attend,  on items in your newsletter,  on the workshop you’ll conduct.  So that your stream is not just all about you,  share links to articles you think your group might like to read and re-tweet interesting updates that you’ve received.

When it comes to followers,  focus on quality over quantity.  Your objective is to connect with key influencers and not everyone.  Share relevant stories that highlight your expertise.  Be helpful and informative.  Make a point of commenting on what others are doing.  Give your brand a voice and personality.

Tweeting is an ideal way for in-the-moment info sharing and that also includes listening.  In other words,  Twitter can play a role in market research and competitive intelligence.  Use Twitter to learn what your clients say about services they find useful and are willing to pay for;  about new trends and priorities that may help you identify potential business opportunities;  and to learn what competitors are doing and saying. 

Visit http://search.twitter.com to find out what’s being said about topics in your industry.  Add the Company Buzz app to your LinkedIn profile and find out what’s being said about your business.  You’ll be able to view tweets and learn the top key words associated with searches of your company.  Use what you learn to refine your brand and sharpen your sales pitch.

While you’re on LinkedIn you can also add the Tweets app to your profile.  This app will allow you to tweet,  reply and re-tweet all from LinkedIn and will also display your latest tweets on your page.

Along the way you’ll no doubt make some Twitter friends,  but remember that true relationship building requires personal contact and virtual connections are not necessarily reliable.  So use Twitter to encourage face-to-face activities. 

Invite your group to networking meet-ups and to your workshops and other speaking engagements.  In return,  be sure that you likewise support the activities of those in your group.

Social media platforms can make your name and business activities familiar to many and might even lead you to discover new business opportunities.  Consider it “free” advertising,  as you let the online community know of your capabilities.  Just remember to factor in the cost of your time.

Thanks for reading,

Kim

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Twitter for Your Freelance Practice

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Because the February-March session sold out,  I have been invited to reprise my three-part workshop  “Become Your Own Boss: Effective Business Plan Writing”  at Boston Center for Adult Education 122 Arlington Street Boston MA on Mondays May 9, 16 & 23 from 5:30 PM – 7:30 PM.  For more information or to register please visit http://bit.ly/becomeyourown59  or call 617.267.4430.

I don’t know about you,  but I’ve made a point of avoiding Twitter.  It appeared to be a total waste of time,  unless you plan to either start a revolution or take your band on tour.  Tweeting on subjects like what I decide to have for lunch is way too much information sharing.

Although it’s been easy to dismiss Twitter as just so much noise,  the microblogging platform is nevertheless rapidly gaining traction among businesses.  A convincing case can possibly be made for using Twitter to benefit a Freelance consulting practice.  So maybe I should reconsider?

Twitter is now five years old and growth trends for both business and personal use are upward, despite a reported 60%  dropout rate among users.  According to the tech marketing research firms BIA/Kelsey and ConStat,  nearly 20%  of businesses currently include Twitter in online marketing strategies and nearly 50%  indicate that in 2011 they plan to increase the use of online social media as a means to connect with current and potential customers.

Data from both research firms show that newer businesses and younger business owners are more likely to embrace online social media,  rather than traditional print media,  and to incorporate its use in marketing and customer outreach.  Businesses less than seven years old are more likely to use Twitter and less likely to advertise in the Yellow Pages,  for example.  Money is also a determining factor,  since other than time spent updating content (and time is money),  online social marketing is free.

But how effective is Twitter and the other social media platforms in helping to spin straw into gold and generate billable hours?  I’ve read a handful of anecdotal success stories,  but in my experience LinkedIn has not brought me a single contract in four years of active membership.  Come to think of it,  two years of blogging hasn’t brought me any money,  either (but hope springs eternal).  However,  there is a prospective client who follows my posts and has complimented me on what I produce.  There’s  no contract yet,  though (hint, hint!).

One thing I do know is that it’s entirely possible to build a lucrative consulting practice without either ad budget or Twitter,  LinkedIn,  blog or newsletter.  The most successful Freelance consultants with whom I’m acquainted—client lists to die for!—spend no money on promoting their services and have no social media presence.  An internet search of their names yields nothing.  That’s because in our business,  it’s not only who you know,  but also who knows you.  The highest paid Freelancers are known by the right people and they’ve successfully monetized those relationships.

Most of us will never dwell in that Valhalla,  but we know that Freelance consulting is a referral business.  We know that  to keep the cash flowing,  we must continually demonstrate to those who matter that we are capable,  reliable experts who will get the job done every time.  To be successful,  we must create and sustain positive word-of-mouth  (always the best form of advertising),  primarily by doing a first-rate job for our clients.

Beyond that,  we must establish good relationships with those who possess the money and motive to contract for our services.  The smartest Freelancers know to build relationships  before  they are needed. 

In theory,  social media help narrow the gap between the regular folks and the fortunate few by allowing us to share expertise and information,  announce our successes,  learn what is being said about the types of services that we provide and learn how to effectively communicate our value.  We have a forum in which to portray ourselves as  a knowledgeable,  trustworthy,  familiar known quantity,  which is precisely what our highest paid colleagues have done.  We also learn to get smarter about how we do business overall.

So maybe tweeting might be worth your time?  Next week,  we’ll discuss practical tips for how to create buzz for your business by way of Twitter. 

Thanks for reading,

Kim

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Key Words, Long Tails and DIY SEO

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Let’s take a look at what the average Freelancer may want to consider before taking on a do-it-yourself search optimization project.  The hard part is to identify the key words that will cause your business name to appear in an internet search.  The easy part is to embed those beneficial key words into your website, newsletter or social media.

We know that key words are popular search terms and that they are often general: shoes–hotels–flowers–books.  General,  single,  key words are dominated by the corporate whales and they do not favor the Freelancer or small business owner.  When such key words are used,  the little fish land on something like page 32 of a search,  drowned by the likes of J.C. Penney,  Barnes & Noble,  FTD and Sheraton.  Little fish need key words with long tails,  that will help us swim to the top of the page.

Long tail key words are actually phrases,  ideally 3–4 words in length.  The term was coined in 2004 by Chris Anderson of Wired Magazine.  Long tail key words tend not to be dominated by the big guys and using them sometimes allows little guys to appear on the first page of a search.  They are less popular because they are more specific and those who embed those phrases will attain a more favorable page rank.  Think quality over quantity.

The trick is to figure out which long tail key words generate adequate search volume.  You need that tail to be long enough to pull in prospects who are searching for what you sell and so they’re typing in those key words.  ComScore reports that in the month of April 2010 alone,  Americans conducted 15.5 billion internet searches.  At least a few of them are your target customers.

Google data shows that the top five names listed in a search receive 75% of the clicks.  Page one listings in total receive 98% of the clicks.  But how might your prospective clients express what they want when searching for your product or service?  To find out,  check out two free Google tools: Key Word Tool and Wonder Wheel.

To begin,  bring up Google,  search key word tool and click on Adwords Key Word Tool.  Scroll down,  type in a phrase that describes your business and click search.  You will receive perhaps 50-100 variations on your description,  each one a potential long tail key word.

On the right,  see two columns of numbers.  The inner column gives the number of monthly searches  for each phrase done globally and the outer column gives the number of monthly searches for each done locally.  It’s the local column that you want.  Do the math.  If a phrase gets 2000 searches each month,  I recommend that you avoid it.  If a phrase gets 200 searches each month,  I recommend that you give it some thought.

You’re looking for your sweet spot: long tails that get adequate action,  but for which there is not competition that will overwhelm your page rank.  BTW,  if you’re thinking of adding a new service or product to your line,  this is a good way to measure the demand in your locale,  because you’ll learn how many prospects are searching for it.

To access the Wonder Wheel,  bring up Google and type in your proposed long tail key word phrase.  When you get the results,  look to the left column and see the Google name.  Scroll down, see “Wonder Wheel” and click.

You will then see a graphic shaped like a sun with rays.  Your phrase will be in the sun and the rays will contain your variations.  Click on a variation and that will become the sun and you’ll get more variations. 

Once you’ve chosen your preferred long tail key word,  own it.  Incorporate that phrase into your elevator pitch,  advertising,  LinkedIn page,  website,  blog and newsletter.  But always remember that good content rules,  so think sprinkle and not slather.

What will identifying and embedding a long tail key word actually do for your page rank?  No one knows until it’s done,  not you and not the SEO experts for hire.  If nothing else,  you’ll find a better way to describe your services and that’s a plus.  So if you have the time and inclination,  why not DIY and find out?

Thanks for reading and good luck,

Kim

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The SEO Algorithm Rhythm

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Maybe you’ve heard about the Google page rank scandal that venerable retailer J.C. Penney perpetrated over the past Christmas season?  The company hired search engine optimization experts to put Penney’s first in nearly all Google searches in the apparel and retail categories,  for everything from athletic wear to little black dresses.

The SEO company certainly earned its consulting fee,  because Penney’s had excellent online sales over the Christmas 2010 season as compared to competitors and its own 4Q 2009 online sales.

The fly in the ointment was that the SEO company allegedly used what are called  “black hat”  techniques that unfairly manipulated the algorithm that Google uses to determine the page rank that businesses in a given search category will receive.  The algorithm is quite mysterious,  has been reported to contain 200+ factors and is said to change frequently.

What is known about the algorithm is that Google counts the number of web pages that link to a particular site.  Links to a website are treated like votes.  The links reflect what the online community at large views as the most relevant websites associated with a search category.  Penney’s SEO consultants managed to create 2000+ links to dubious sites and that allowed the retailer to be the king of all searches in numerous apparel and retail categories.

The function of SEO is to massage Google’s algorithm so that a business will land on page one of a search and as close to the top as possible.  The quest to obtain a number one,  or at least a top ten (10 listings = 1 page),  page rank placement is very intense.

Businesses that reach number one page rank are positioned to rake in the most dollars.  For internet retail searches,  several studies have shown that one-third of searchers click only on the first business listed.  Another third will also click on the second through fifth listings.  If a business does not appear on the first page,  it is literally out of the picture and may as well not be listed at all.

Hence,  a plethora of SEO experts have come to the rescue,  to scoop billable hours from nervous business owners who are scrambling to remain competitive in a troubled economy.  Bringing prospects to your website is the name of the game and with some luck,  a few of them will become your clients.  But should you pay someone to do this for your website?  Maybe,  maybe not.

To sort this out,  think about how those in your industry usually get clients.  Is it standard for prospects to conduct searches,  peruse the websites of those with whom they are not familiar and make inquiries that sometimes create the trust level that leads to a sale?  Or do clients usually come in as the result of face to face meetings and recommendations?  Or all of the above?

Of course,  whether or not online business is significant,  a strong page rank can only make your business look more substantial,  no matter how clients find you.  Even those who come in through referrals may do a search to find out how you rank,  just for the heck of it.

But the question remains about paying someone to put your business on page one.  If you’re holding a few extra dollars,  then why not,  I suppose ?  However,  hiring an SEO expert does not necessarily mean that your page rank objective will be achieved.  There is no shortage of SEO practitioners,  but there is a significant body of anecdotal evidence that suggests the outcome of their work can be underwhelming.  Caveat emptor.

My big question is,  if it is true that Google changes the algorithm frequently,  then what is the shelf-life of prime SEO placement for the average Freelancer,  whose budget for the project is likely to be less than $1000.00?  How long will that keep me on page one? Also,  can I do my own SEO work by using key words and phrases that will capture the attention of Google?  More on this topic next week.

N.B.–Because the February – March session sold out,  I have been invited to reprise  “Become Your own Boss: Effective Business Plan Writing”  at Boston Center for Adult Education 122 Arlington Street in Boston on three successive Mondays,  May 9, 16 & 23 from 5:30 PM – 7:30 PM.  For more information or to register please visit http://bcae.org or call 617.267.4430.

Thanks for reading,

Kim

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Press Release Primer

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What you need is a media event.   Along with positive word of mouth generated by satisfied customers,  there’s nothing that will enhance your business cred like a nice mention in print,  online,  social,  radio or television media.  Even if your phone doesn’t ring immediately,  you are guaranteed to take that good publicity straight to the bank.

You must get the ball rolling.   Keep your eyes and ears open for a newsworthy event to which you can attach yourself.   School boy or girl sports events,   health fairs,   neighborhood clean-up and flower planting initiatives or art fairs  are potential publicity opportunities.  

Or brainstorm a way that you can turn a spotlight onto something interesting that you will do.  Maybe you can nominate yourself for a professional or volunteer service award and figure out a way to win?  You must get creative and get involved.

You will send a press release.   A press release is a standard way of communicating with journalists.  Providing content is the most important function of the press release,  in addition to grabbing attention.  If written well,  your press release will pique the interest of the target journalists at your chosen media outlets.  Your press release will convey the essentials of your story.  It will make things easy for the journalist and increase the chance that you will receive coverage. 

You must identify the appropriate media outlets.   Get familiar with local business oriented radio and television programs,  bloggers and community and business newspapers and magazines.  Watch the programs,  listen to broadcasts,  follow the blogs and read the magazines and newspapers.  Learn which journalists cover stories like yours.  Take notes on stories they’ve written or reported on.  Obtain their email and phone contacts from the media outlet website,  or call and ask the receptionist.  Make special note of issue deadlines.

Send press releases 4-5 weeks in advance of your event.   Give target journalists adequate time to evaluate and plan to cover your story. 

Send the press release in the body of the email.   If there will be a good photo opportunity at the event,  inform  the journalist.  If you have an event press kit photo, attach to the email.  In your introduction,  mention that you’ve listened to or read certain of his/her stories and that you wonder if there could be some interest in yours.

You must follow up with a phone call.   Ask the receptionist for the best call times,  or ask the journalist in your voicemail.  Confirm that the press release was received.  Ask if your story merits coverage.  Ask if additional information would be helpful.

  • Your email subject line should read FOR IMMEDIATE RELEASE,  so the journalist will know that a press release has arrived.
  • In the upper left corner,  the press release sender gives contact info: name,  title,  company name and address,  email,  telephone and fax.  If you are alerting journalists to a particular event,  provide the organization name,  address,  website and other contact info in the upper right corner.
  • In BOLD CAPS,  state your press release headline.  Make it straight to the point,  a title for your story.  Above that give the press release date,  also in bold.
  • Below the title,  you may also provide a 3-4 sentence summary overview of the press release subject.
  • Next,  provide the body of the press release.  Write in the third person and include the relevant who,  what,  when,  where and why of your story or event.  Give an unbiased and factual account that communicates why the journalist and his/her audience will find your story newsworthy.
  • If your press release is longer than one page,  you may choose to include bullet points to detail key story elements.
  • Conclude with 2-3 sentences about your company,  your product/service and website link.  Also include links to any related or relevant articles in which you have been mentioned or profiled,  as well as applicable video links.

Persuading the media to publicize you,  your work or your community involvement is always much more compelling to current and prospective clients than any advertising you could ever buy.  Third party endorsement is always perceived as more credible.

If packaged correctly,  what you do in your professional and/or personal life could be considered newsworthy by any number of local (or national) media outlets.  Put on your thinking cap and identify how you can contribute a story that will pay dividends for your professional reputation. 

Thanks for reading,

Kim

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Diversify Under Your Brand Umbrella

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“Show me a company with more than 10 % of its business with one customer or more than half of its business in one industry and I’ll show you a company at risk of being (adversely) impacted by one company or one industry.”

Paul Weber,  CEO Advertising Group    Kansas City, MO

In the Freelancer’s favorite dream,  we somehow manage to sign a nice group of steady clients who all offer multi-week projects that carry us smoothly through the year.  We smile as we sign our contracts and deposit our checks…

In the rude awakening that is the  “new normal”  economy,  however,  the realization of our dream is slipping further from our grasp.  Client behavior is more fickle than ever and outrageous fortune can oh,  so easily snatch a good account away from us,  no matter how well we work with the prime contact or how long the association.

A departmental  shake-up can cause  someone new to enter the Garden of Eden,  who will cast us out and bring in their own hand-picked specialist.  Other times,  industry changes,  shifting organizational priorities or even a technology upgrade can render our services obsolete. 

Knowing our primary customer groups and industries where our services are most welcome is essential branding knowledge for every Freelancer.  Nevertheless,  underneath the umbrella of your brand,  it is wise to keep eyes,  ears and mind open for new sectors of enterprise.  Where else might you find an open door?

I liken it to cross-training in fitness:  participating in different activities expands our competencies,  guards against boredom and makes us less vulnerable to injury.  Cross-training makes us  stronger,  more versatile and ultimately,  healthier.  Under the umbrella of fitness,  it is possible to run,  swim,  bike,  row,  ride the elliptical,  weight train,  core train and practice yoga.  It is wise to apply that principle to your body and your business.

Here are five activities that will help you to apply the cross-training principle to your business and help you to diversify your client base:

1.   Cold call  by reaching out to clients you haven’t worked with in a while or re-approaching prospects who liked your services but weren’t ready to take you on at the time.

2.   Energize your PR  by sending out press releases that announce your speaking or teaching engagements to media followed by clients that you want to reach.   Get involved with an event sponsored by a local business or business association and send press releases to your targeted media outlets.  Remember to make follow-up phone calls and create an opportunity to develop relationships with the media along with the participating business owners.

3.   Network face to face  and meet people.  Approach new contacts with the mindset of helping them to achieve their objectives by making introductions and sharing information.  Your generosity can pay off in referrals,  no doubt to new clients and possibly new industries.

4.   Collaborate  with complementary businesses to broaden or deepen your professional reach and get introduced to new clients or industries.

5.   Volunteer  for a cause that resonates with you or join the local Rotary Club.  Your network of professional relationships will increase,  others will see your expertise in action as you apply your talents to various projects and referrals may eventually come your way,  giving you entrée to new clients and industries.

Thanks for reading,

Kim

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Green Sustainable Freelancing

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

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

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

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

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

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

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

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

Banking and finance

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

Energy efficiency / renewable energy

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

Health and wellness

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

Information technology

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

Manufacturing

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

Thanks for reading,

Kim