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In the Cloud

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Cloud computing hooks you up to numerous computer based business functions,  including email,  website hosting and data storage,  directly through the internet.  Access to those computer functions,  which you select based on your needs,  is available from any computer that has an internet connection.  When your computer functions are in the cloud,  your business is truly mobile.  You can tap into your data and work from anywhere in the world.

Needless to say,  cloud computing offers big advantages to businesses and individuals.  A big plus is the tremendous flexibility available.  It’s possible to access numerous computer applications and software functions and operate your business entirely in the cloud.  Users of cloud computing essentially rent space on a virtual server and order a la carte the applications and functions that are desired,  be it Linux or Windows.

From the cloud,  you can request functions specific to your business,  without buying an entire software package that may cause you to pay for and install what is not useful to you.  One can order online accounting and payroll management functions,  for example,  rather than buying Intuit’s QuickBooks software.

Cloud based website hosting can be customized to provide the appropriate bandwidth to support video,  audio,  e-commerce, survey, etc.  Furthermore,  cloud computing is significantly less expensive to operate as compared to buying separate software components like the latest Windows,  traditional website hosting,  plus whatever else your business must run to operate efficiently.

There will be less money tied up in technology and more money available for marketing,  customer outreach and otherwise carrying out the business mission.  Prices start at about $4.95 US per month.  Amazon,  Google,  IBM,  Microsoft and Yahoo are among the companies that offer cloud computing services.

Many familiar online functions already live in the cloud: gmail and Hotmail; VoIP telephone services like Google and Skype;  social media sites,  including Facebook,  LinkedIn and Twitter;  media services like Flickr and YouTube;  and Microsoft WebApps,  which offers internet-based access to Excel,  Outlook, Power Point, Word,  etc.

So should you migrate your online operations to the cloud?  Maybe,  maybe not.  Cloud computing may be pervasive,  but it’s not yet perfect.  Reliability,  security and privacy are real concerns.  The major cloud service providers claim they deliver 99.95% availability with 5 hours/year downtime on average.

Nevertheless, during the week of April 21-24 of this year,  the data center that houses Amazon’s Elastic Compute Cloud servers (EC2) went down and internet access for thousands of businesses was lost as a result.  Although this exciting new technology is being promoted as safe,  comprehensive,  user-friendly and inexpensive,  the underlying infrastructure may not be there yet.

Moreover,  can some pimple-faced brat hack his/her way into your data and wreak havoc on your business?  Let’s pray that never happens,  but to provide the maximum available protection to the integrity and security of your cloud computing,  be sure to use secure sockets layer (SSL) encryption to keep your user name and password safe.

Issues of capability and capacity have also been raised.  Can the present technology support the fast expanding weight of VoIP,  website hosting,  video streams and data storage demands?  What happens as developing nations in Africa,  Asia and Latin America ramp up their internet access and 3 billion more global citizens elect to join the cloud?

All that remains to be seen,  but my guess is that the necessary upgrades will be made to accommodate new cloud users,  because money is the mother of invention.  Data security is probably the larger issue.

On Friday June 10,  the International Monetary Fund learned it was the victim of a major cyber attack.  The data breach occurred over several months and has the potential to expose highly confidential information about the fiscal condition of many nations.  In an article that appeared in the June 12, 2011 New York Times,  the incident was called  “political dynamite”.  There was no mention as to whether the IMF computer system operated in the cloud.

Thanks for reading,

Kim

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Launch Your Part-time Business

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Here’s a sampling of part-time business suggestions that will jump start your brainstorming and get ideas flowing for a business you can run while also keeping your nine to five.  Oh,  and do be sure to keep your business activities separate from your job,  meaning,  don’t tell your boss and co-workers what you’re up to.

Baker

First,  decide if you’re a bread baker or a pastry chef: will it be baguettes and croissants,  or cupcakes and pies?  You can sell your wares at neighborhood street fairs and farmer’s markets.  Do some market research and take a tour of local venues,  to see what sells in which marketplace,  at what prices and to which customers.  Check the licensing requirements of your state and city health departments and also find a commercial kitchen to give yourself the capacity for high-volume baking.

Bookkeeper

Those with experience in corporate finance departments,  payroll departments or accounts payable/receivable are the best candidates to set themselves up in a tidy little part-time bookkeeping business.  Brush up on your QuickBooks skills and promote yourself to Freelancers,  churches and small businesses.  Join your neighborhood business association to meet potential clients.

Caterer

Are you a fabulous cook who knows how to serve and present food elegantly and efficiently?  Does the prospect of preparing Christmas dinner for 12 or a buffet Easter brunch for 50 fill you with excitement and make your organizational skills shine?  If that is the case,  then catering on the side may be an ideal money-making and creative outlet for you.  Hone your chops by taking over the preparations for a few large family events.  Graduate to getting hired for dinner or cocktail parties held by friends of friends.  Consider renting commercial kitchen space to make cooking for large events easier.

Floral designer

If you’ve always known how to compose a pretty bouquet,  upgrade and refine your natural abilities by taking a flower arranging course at an adult learning center or community college.  Next,  identify good flower market and floral supply wholesalers,  so you can provide a wide selection of fresh and exotic blooms arranged in the loveliest vases and still earn a good profit margin.  Promote your services to those celebrating anniversaries,  births,  christenings,  graduations or other special occasions.  Form a strategic partnership with a (part-time) caterer who needs to decorate a party.

Gardener

Do you have a green thumb?  Do you know people who have no time for yard work?  There is money in mowing lawns,  trimming hedges,  tending window boxes, weeding and coaxing roses to bloom.   My mother’s uncle started a part-time gardening business which he ran for at least 20 years.  My father worked with him on many spring and summer evenings throughout my childhood.  The more artistically inclined can create a niche in landscape design for residential clients and neighborhood merchants.  Remember to include Christmas decorating in your list of services.

Hair stylist

So maybe you were a hairdressing school dropout? Pick up those scissors again and revive your skills,  so you can offer wash,  cut,  blow-out and maybe even color and straightening services at your kitchen sink or the client’s.  Friends and friends of friends who need makeovers,  or maybe just maintenance,  will appreciate both your talent and at-home discount prices.

Photographer

If you’re a clever shutterbug,  invest in a good digital camera,  become a Photoshop expert and  pull together a portfolio of your work to show to prospective clients.  You may even want to specialize in a niche,  like weddings  or family reunions.  Form a strategic partnership with a web designer who creates sites for Freelancers  and make money taking the all-important website photo.

Tutor/coach

Are you a good teacher?  What is your area of expertise—golf, tennis, algebra or languages? Open an account at Craig’s List,  to advertise your services.  Those who teach an academic subject should also contact local parent’s groups, neighborhood blogs and local schools.  My brother’s wife has taught piano for several years and she’s quite busy.  She is a full-time wife and mother of four.

Thanks for reading,

Kim

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Having it Both Ways with a Job and a Business

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To my readers in the weekly paycheck world: do you sometimes wonder what it would be like to chuck your day job,  become the captain of your destiny and start a business of your own?  Maybe you have a special creative talent,  something you do that makes you feel proud and fulfilled,  something that friends and colleagues always compliment you on?

Maybe you already daydream about starting a business,  but fear that you don’t have the resources or temperament to grow it into your primary source of income?  Perhaps you need a few extra dollars each month,  because your paycheck is no longer big enough as prices at the gas pump and grocery store continue to rise?

You can have it both ways and start a part-time,  on the side business while you continue to work full-time and enjoy the security of a regular paycheck and health benefits.  People have done it for years and for all sorts of reasons,  mostly as a cash flow safety net,  but also to provide an outlet for a creative talent.

Former full-time employee and part-time business owner Felicia Joy has coined the term  “hybrid entrepreneurship”  and she defines the process as  “the act of working a full-time job while building a business part-time.”  Joy explains it all for you in her new book  “Hybrid Entrepreneurship: How the Middle Class Can Beat the Slow Economy” (2011).

Joy advises that although your part-time business venture will not be your main source of income to still treat its launch seriously.  She recommends that you write a business plan to ensure that you cover all bases,  such as devising a good marketing strategy,  identifying your target customers,  perfecting the business model and assessing start-up costs.

Furthermore,  Joy says it’s important to create a professional image for your business: print business cards,  build a website,  have appropriate print collaterals,  open a separate business email account and maybe also have a separate business telephone line.

Network for your business venture,  so you will meet peers with whom you can form strategic partnerships and referral relationships that will help you to grow your business more quickly.  Join a professional association related to your business,  to receive access to information and other resources that will help you grow as an entrepreneur.

At work,  volunteer to take on assignments and lead projects that will help you acquire skills that you’ll need in your business,  such as sales,  operations,  bookkeeping or marketing.  As Joy says  “Learn to leverage your day job in a way that helps you in your business and also helps you at your job.”

Next week,  I’ll give a few examples of part-time businesses that you may want to start.

Thanks for reading,

Kim

Marketing , 2 Comments

The Remix: How to Win the Consulting Game

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The greatest truth about Freelance consulting is that it is a marketing business.  If we expect to be successful,  then we must  artfully package ourselves and our services and promote to those with the money and motive to award us high-paying projects.  The ability to view yourself as your ultimate product,  creating and executing self-marketing strategies,  requires a good amount of self-esteem and a dollop of fearlessness.  Not everyone has what it takes.  To be successful in this business,  it is necessary to model yourself as a consulting company of one and learn to swim like the big fish do.

Let’s first get our self-esteem on track.  Learn to fully own and value your skill set and communicate your self-worth to one and all  (in a healthy way).  You’ve acquired an impressive array of competencies over the years.  That knowledge base is your calling card,  your brand,  your intellectual property.  Never position yourself as subordinate to the client.   The Freelance consultant is a peer.  We have a particular expertise that the client does not possess.   That is why we’re needed.

Second,  let your business practices reflect your self-worth and stop billing hourly for your work.  Alan Weiss,  author of  “The Consulting Bible” (2011),  recommends that Freelance consultants bill on a project basis only and avoid billing hourly.  In fact,  Weiss advises that you not work with a prospective client who insists upon an hourly rate,  because the amount of time it takes to produce the deliverable is not the issue.  The impact of that deliverable on the organization is the issue and the two must not be confused.

So when you’re in your next prospective client meeting and you’re talking turkey,  reach a mutual understanding with the client regarding the project’s objectives and clarify how your success will be measured.  Ask your prospect to explain the impact that meeting those objectives will have on the organization.  Let the answer determine your project fee.

Weiss also says that if your intellectual property,  i.e. your work,  will help an organization save a significant amount of money or measurably improve its marketing position and/or sales,  then the Freelance consultant should receive 10%  of the value of the gain.  In other words,  billing on value = billing on outcomes + impact,  hours be damned.  If your client is too obsessed with hourly rates,  nickling and diming on costs,  then find another client.

Third,  let’s take a look at marketing and promotional strategies.  Revisit my May 10 post and get inspired to write a book,  whether you create your own book deal and self-publish,  or manage to finagle a traditional publishing agreement  (Weiss did the latter).  Weiss insists that a book deal does wonders for your credibility and gives your consulting career a major boost.

He also claims that it doesn’t matter how many copies you sell,  just get your book into print.  I’m afraid that I must respectfully disagree on that last point,  however.  Being on The New York Times best-seller list has got to make a huge difference in more ways than one!

Additionally,  Weiss points out that speaking at a trade association meeting is yet another consulting career-booster,  as are teaching,  blogging and writing a newsletter (as I’ve mentioned countless times).  All of those strategies give a competitive advantage,  leading clients to view the published Freelancer as a thought leader and a cut above.  Clients will consider you an expert and they’ll be more likely to seek you out to discuss upcoming projects.  The axiom  “publish or perish”  is no longer limited to academia.

Finally,  do not be shy about approaching friends,  family and former co-workers to discuss new business opportunities.  Spell out to folks what it is you do,  the clients you usually work with and the projects you like to take on.  Always keep in touch with your network and remember to help them out,  too,  because it’s good karma.

Thanks for reading,

Kim

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What Consulting Companies Know

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There are certain similarities between consulting companies and Freelancers.  The firms work on a project basis, as we do. They submit proposals and compete for clients, as we do.  Like us, the firm’s consultant comes to the client’s organization as a hired gun, takes on the assignment, produces the deliverables and gets paid.  The similarities seem to end there, however.

The fact is,  consulting companies get a lot more respect and a lot more money than Freelancers.  The consulting company’s value-added is perceived as more valuable than the Freelancer’s value-added.  Most clients have a great deal of trust and confidence in consulting companies (well, at least the person who hired them does).  As a result,  consulting companies are awarded the most lucrative projects.  Their calls and emails are always returned.

Likewise,  Freelancers who have worked for consulting companies are held in higher regard by clients and prospects.  Anecdotal evidence leads me to believe that they receive more lucrative contracts,  billing more hours and commanding a higher rate. Freelancers with a consulting company background appear to know a secret code,  know all the right moves.  I came to realize my knowledge gap through a series of casual meetings with an acquaintance of mine named Erika.

Erika once worked for a mid-size consulting company,  first in their LA office,  then in NYC.  Like me,  she facilitates strategy meetings in the for-profit and nonprofit sectors,  but we cannot call each other competitors.  Erika stands head and shoulders above me in terms of consulting savoir-faire and client list.  Next to her,  I am the country cousin!  Erika is a very cool girl and over time she took pity on my poor, untutored self and shared a few consulting company secrets.

Primarily,  the advantage gained from consulting company experience is that one learns how to build value into all client interactions.  The perception of adding value starts with the very first client meeting.  A consultant’s job is to deliver comprehensive,  data driven analysis,  insights and answers that produce the desired results. Those analyses,  answers and insights form the basis of the strategies that the client will be advised to implement,  so that key goals and objectives will be reached.

Erika lets it be known that she will deliver the goods.  In the client meeting,  she asks questions that reveal what the client wants and help her discover what the client needs–that information forms the essence of Erika’s value-added.  Next,  she confirms with the client that she’s accurately grasped the project scope and understands all priorities and timetables.  She follows up in writing and in fact boasts that she does not so much submit proposals as send confirmation letters.

Erika isn’t awarded every assignment she’s invited to discuss,  but her track record is very good.  Before she starts work on a project,  she also takes a few important actions to keep her value-added rolling:

I.  Recognize,  and if possible meet,  the organization’s senior management team: the CEO, ED and other key staff.  Their names and sometimes also photos are probably listed on the company website.

II.  Learn the thought process that led to the project’s initiation and approval.  If possible,  read the project proposal and review any preliminary work that may have been done.  Find out who supports the project and who opposes it if you are able, to learn who your friends and detractors will be.

III. Know the organizations’ basic financial data.  Read the most recent annual report and examine the P & L to learn the annual operating budget,  total annual revenue,  gross profits,  profit margin and operating margin.

IV.  Know your client’s top five competitors: key products and services,  annual operating budget,  total annual revenue and gross profits.  Know what differentiates each main competitor from your client and know each main competitor’s strengths and weaknesses.

V.   For nonprofit organization clients, know which agencies within a 10-20 mile radius deliver similar services or compete for a similar constituency.  Know where and how those agencies offer services that complement or compete with your client’s mission.

VI.   Cultivate good relationships with your project sponsor and other key project supporters.  Identify a couple of good restaurants near your client’s geography and invite your sponsor and/or those with whom you work most closely out for coffee or lunch,  as applicable.

VII.  Become a resource for useful information to your client.  Sign up for Google Alerts and stay current with industry news and competitor’s activities.  If an item looks particularly intriguing or urgent,  send the link to the right people.  This practice can continue after project completion,  as can the above strategy, to extend relationship building and value-added.  Your objective is to entice the client to engage you for repeat business and to refer you to others.

Thanks for reading,
Kim

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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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The Data Driven Payoff

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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 Freelance consultants,  we know that information is nearly as valuable to us as our skill set.  Information leads us to make smart decisions about all aspects of business: what services to offer,  identifying target client groups,  determining a profitable business model,  understanding how to market our services,  gaining a competitive edge.  That good information is integral to all that we do comes as no surprise,  but until now there was no scientific evidence to support that belief.

New research done by Erik Brynjolfsson,  economist at the Massachusetts Institute of Technology Sloan School of Business,  Heekyung Kim,  graduate student in economics at MIT Sloan School and Lorin Hitt,  economist at the University of Pennsylvania Wharton School of Business proves that good information really does put money in your pocket.

The three studied 179 large businesses and found that when decisions enacted were based on reliable data,  companies achieved a 5+ % higher productivity level than businesses that relied more on “experience and intuition” for decision making.  The higher productivity could not be attributed to other factors,  such as the use of more sophisticated technology.

In the study,  data driven decision making was not primarily based on merely collecting data,  but was closely linked to how the data was utilized.  In the April 24, 2011 New York Times,  Mr. Brynolfsson stated that business decisions based on data and analysis “have huge implications for competitiveness and growth”.

Thomas Davenport,  professor of information technology and management at Babson College in Massachusetts supported the conclusions reached regarding data driven business decisions in a book written with Jeanne Harris and Robert Morison, “Analytics at Work: Smarter Results” (2010),  concluding that companies that rely heavily on data analysis are likely to outperform those that do not.

The big question is,  which data do we choose to collect and analyze and how do we best apply it?  Curating data is big business.  “The biggest change facing corporations is the explosion of data”,  said David Grossman,  technology analyst at Stifel Nicolaus in the April 24 NY Times.  “The best business is in helping customers analyze and manage all that data”.

How does a Freelancer decide what to do with data available to us?  I propose that data presented here would guide readers with excellent proficiency in mathematics and possessed of an advanced degree in the subject to become data analysts!  All others might take a look at our P & L statements and examine gross revenue and fixed and variable expenses and analyze how much it costs to generate income and what can be trimmed to make the bottom line better.

Speaking of revenue,  do some research on the services that your target clients are contracting for these days.  Are you retaining clients and signing new ones, too?  How does your 2Q 2011 active client roster compare to 2Q 2010?  Do you need to tweak your business model to maintain your competitive edge,  or might it be wiser to seek a strategic partnership?

To help figure things out,  do a free online search of Google’s Key Word Tool or Wonder Wheel and type in a descriptive phrase of your core service.  How many prospects in your locale are searching for what you sell?  Next,  type in a phrase that describes the service you think might interest clients and see how many local searches it gets.  There you have it,  data driven analysis to guide your business decisions.

Use Google Analytics to track hits to your website and report which pages receive the most attention.  You can correlate that data to the number of follow-up requests you receive and  the conversion of that follow-up to new business.  Make further use of that data to evaluate the efficacy of your website and learn how you can enhance this important marketing tool.  Will adding multimedia to your website be useful?  Or will adding pages to give more information do the trick?  Or maybe you should just simplify the text and clarify and strengthen your message?  Listen to the data and find your answers.

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