Tag Archives: Marketing

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What Do You Spend to Get a New Customer?

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Do you know how much you spend, on average, to convert a prospect into a paying customer—attracting the prospect’s attention, educating the prospect about your brand, your services and your products, instilling confidence and building trust—and making a sale? Have you tallied up the combined cost per customer of your marketing campaigns, selling expenses, referral programs, customer onboarding and the like and calculated the average amount of the marketing spend that supports the growth of your customer list—and your revenue, as a result? What kind of a return on investment are you getting from your marketing campaigns and sales strategy?

You may not know in the moment your company’s average customer acquisition cost, but it would be a good idea to update it (or figure it out) and keep that number in mind, because your CAC is a metric that reveals an important story about how your business functions. Customer Acquisition Cost is a key performance indicator, although not necessarily in the way many business owners and leaders think. CAC shines a bright light on the performance of company operations and outcomes, including the business model, which is the essential plan for making money. The metric also reveals the effectiveness of your overall marketing strategy, which reflects your marketing acumen and, in the end, can make a credible prediction of your organization’s potential for profitability and expectations for growth and scalability.

CAC is a metric that can be benchmarked against an industry standard and it’s a smart idea to research your industry’s average CAC and use the benchmark number as a guideline. Learning the CAC benchmark for your industry will enable you to identify a reasonable dollar amount for your marketing and sales budgets and help you avoid either overspending or underinvesting on marketing activities—which you rely on to bring paying customers into the business.

Familiarity with the CAC benchmark in your industry also enables you to evaluate your performance as a marketer. For example, if your company’s CAC is significantly higher than industry average, it could indicate problems with your marketing strategies or sales strategies and practices—-you’re spending money but not bringing in enough customers, or not the right customers, to generate a healthy marketing ROI. On the other hand, if your CAC is rather low as compared to the industry benchmark, it suggests that you may be under-funding marketing. If that’s the case, then theoretically you could assume that spending more on marketing would bring in more customers that fit your definition of ideal. In other words, CAC reflects the effectiveness of your marketing practices and can help you set realistic goals, as well as identify where you need to do better.

Calculate CAC by dividing total marketing and sales expenses by the number of new customers you’ve brought to the business within a given period—annually or quarterly, for example. Because many businesses serve more than one customer segment, it will make sense to separately calculate CAC according to customer segments, which could be based on demographic factors and might also involve differences in sales cycle length or competitive landscape. Incidentally, B2B entities typically have a longer sales cycle and tend to have a higher average CAC than B2C companies.

You’ll also want to segment your spend on the marketing channels you use—e.g., email marketing, social media advertising, customer relations management software subscriptions, and/or attending trade shows—and calculate the corresponding CAC figures. But what does understanding CAC really do for you? CAC is about documenting, analyzing and tracking over time the amount you spend on various customer segments, plus your marketing channels and sales strategies, that are used to convert prospects into paying customers.

There is also the matter of a customer’s average lifetime (revenue) value. You already know that a campaign to bring in a new customer costs at least 5x more than what you must do to retain an existing customer. Nevertheless, you may want to calculate the average amount of revenue that will flow to your business over the length of time that a customer does business with your organization. The question is addressed by calculating Customer Lifetime Value, a metric that is foundational to long-term revenue growth. Additionally, CLV factors into CAC, because it determines the return on investment (ROI) of the customers you acquire.

Calculate CLV by multiplying the Average Purchase Value x Purchase Frequency x Average Customer Lifespan. For instance, if you provide subscription services or have customers on a retainer agreement, you can calculate customer lifetime value by multiplying the amount of the subscription or retainer fee by the length of the subscription or retainer contract (purchase frequency) to arrive at CLV for one customer for one year (CLV is typically calculated on a one-year time frame).

Another useful metric is the CLV: CAC ratio, which compares Customer Lifetime Value (CLV) to the Customer Acquisition Cost (CAC). The ratio documents the revenue an average customer brings to your business, as compared to what was spent to acquire that customer. A desirable CLV: CAC ratio should be at least 3:1, meaning that every dollar of marketing spend will result in three dollars of revenue generated by a customer. A ratio less than 3:1 indicates your company’s marketing efforts are producing less than stellar returns, while a ratio far in excess of 3:1 suggests that you could produce more revenue growth with an increased marketing spend.

Make a point to benchmark your CAC against industry averages and to understand what good marketing and sales performance looks like. Here’s how to get started on figuring out your company’s CAC:

  • Define customer acquisition process and goals.

Make a comprehensive assessment of you acquire customers—paid social media ads, organic social media outreach, thought leadership, e.g. public speaking, hosting a podcast, and/or publishing a newsletter, word-of-mouth and referrals? Have you developed an inbound marketing/ sales funnel to capture prospects who search online to find a B2B Freelance professional services provider in your category? Next, decide what represents a realistic customer acquisition goal for your organization—how many active customers can you reasonably expect to have on your roster in a typical year?

  • Segment your CAC by different variables

Consider how to segment your customers, keeping in mind customer demographics and accounting for the marketing channels and options you employ. Get comfortable with the fact that your CAC for certain channels might be higher than your benchmarked industry average, which means that you’re spending more to acquire customers through those channels. By segmenting your CAC, you can identify the best and weakest performers in your marketing and sales strategy and optimize your resource allocation accordingly by dropping certain options and increasing your investment in better performing channels.

  • Document your marketing and sales budget

Once you’ve chosen your CAC segments, you can look at what each of them costs—identify and quantify all costs directly related to acquiring new customers. These may include advertising, content creation, SEO, social media, email marketing, webinars, CRM software and/or buying your way into business association events that allow you to network effectively. You can use tools such as Google analytics, Facebook Pixel, or HubSpot to track and measure the performance of your different channels and campaigns.

  • Select your time period

Decide on the time period for which you will calculate your CAC—quarterly or annually should make sense for your business. You need to match your marketing and sales expenses and your new customers to the same time period for your CAC calculation.

  • Calculate your CAC

To calculate your CAC, divide the total amount of money spent to finance your marketing and sales activities by the number of customers you acquired in a given period, and apply customer segments that reflect demographic groups and the primary marketing channels you use.

  • Research your industry CAC average

To benchmark your CAC, compare your number with the industry averages for your niche, product or service and target market. Because  CAC can vary widely depending on the industry, the business model, the product, the target market, and the marketing channels used. Therefore, it is essential to benchmark your CAC against relevant and reliable sources of data, such as industry averages and competitors.

  • Compare CAC: CLV ratio

CAC alone does not necessarily indicate a revealing story about the health of your business, but the story will be more telling when you look to CLV and learn the average amount of revenue that you generate from a customer over the span of the business relationship. Be sure to follow-up with an examination of the CAC: CLV ratio, which tells you the amount of revenue generated per money spent on marketing and sales functions. A common rule of thumb is that your LTV should be at least three times your CAC. This would indicate that you have a positive ROI from your marketing and sales efforts.

Finally, keep in mind that CAC is not a static metric and remember that it can and will vary when impacted by various factors, such as certain fluctuations in your industry, organic changes in your product or service lifecycle, marketplace changes, especially changes in the competitive landscape or pricing. You will be wise to monitor and analyze your CAC regularly and adjust your marketing and sales strategies accordingly. 

Thanks for reading,

Kim

Image: © Chestnut Hill College, Philadelphia, PA

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Summer Reading 2025

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Professional development is like getting regular exercise and maintaining a balanced diet—a gift you give to yourself as you strive to become a successful business owner. When thinking of professional development, conferences sponsored by professional associations or skills building courses held at a college may come to mind but think again—professional development is available in a variety formats. Among the most accessible and affordable methods to obtain professional development can be found in books.

Reading has traditionally played an important role in the development of successful business owners and leaders. When you open a book, a world of ideas, information and insights will be there to enlighten you. You’ll find lessons and experiences that can be critical to your growth as a business owner and leader, shared by authors who give first-person accounts of how they overcame challenges and found success. The books you read can teach you how to sharpen your business acumen and use your newfound proficiency to propel your business forward. The practical knowledge contained in a typical business-themed book can result in your discovery of actionable insights that can become competitive advantages, from refining your decision-making prowess to bolstering your effectiveness when working with teams.

In today’s fast-paced and endlessly-evolving business landscape, continuous education is not only beneficial, it’s essential; but in the age of information overload, it may be difficult to find time to read when you devote the majority of your time to operating your business. Furthermore, you may feel too overwhelmed by the process of researching and identifying topics that will be most useful or interesting to you—the business books genre is a wide field. With those realities in mind, I am happy to share with you a selection of books curated to appeal to Freelance consulting professionals and also business owners or leaders. I hope that one or more titles will interest you. First, here are suggestions that may help you find time to read this summer (and beyond!).

  • Schedule. Like scheduling time for any important task, specifying your reading time will help you choose a convenient time and make it easier to honor your commitment to professional development. Consider reading after dinner, to lend a “relax and unwind” vibe to your reading. You may find the 8:00 – 11:00 PM time slot, three or four nights a week, a great way to wrap up your day.
  • Formats. Especially if your commute is 45 minutes or longer, or your fitness routine is self-directed and not in a class format, consider listening to audio books and/or podcasts as your method to obtain professional development. When in transit or working out, insert your headphones and tune in to an interesting book or program that expands your knowledge, builds skills and enhances your performance as a business owner or leader.
  • Topics. There are many business-themed titles published each year, but it is inevitable that only a select few will appeal to you. Reading book reviews of titles that grab your attention—in the business section of your local newspaper, in the Wall Street Journal or other nationally known newspaper, in Kirkus Reviews , or Goodreads—to winnow potential reading choices as you discover and evaluate titles and authors that may appeal to you and maintain your motivation to read and learn. Below are 10 books to cue up on your Summer 2025 reading playlist.

Company of One: Why Staying Small Is the Next Big Thing for Business (2019) Paul Jarvis

Online-tech veteran Paul Jarvis, whose A-list clients include Microsoft and Mercedes Benz, describes the advantages of running a “company of one,” whether as an independent Freelance professional or as an autonomous, corporate employee. Jarvis has most emphatically not bought into the “grow or die” ethos and prefers instead to operate as a “lean and agile” entity. Jarvis explains how running your one-person shop enables you to both achieve a work-life balance that works for you and, just as importantly, enables you to avoid the need to navigate a potentially suffocating corporate hierarchy and sometimes poisonous office politics. In your little empire, you can work efficiently. Jarvis has learned that smart entrepreneurship isn’t about size—it’s about building a better business that works for you.

 Company of One details a refreshingly original business strategy that’s focused on a commitment to being better instead of bigger. Jarvis has discovered that staying small results in maintaining the freedom to pursue more meaningful pleasures in life as you avoid the headaches and complications that are inherent in traditional growth-oriented business. With this groundbreaking guide, you’ll learn how to set up your shop, determine your desired revenues, manage unexpected crises, keep your key clients happy and find self-fulfillment as you do.

Competing in the Age of AI (2020) Marco Iansiti and Karim R. Lakhani

Here’s a book that is an excellent resource for business owners and leaders whose organizations currently use, or are considering, Artificial Intelligence powered tools in their operations. The authors have produced a useful guide to the realities of doing business in today’s digital landscape and present actionable insights into how introducing AI-driven operating models can enable businesses to achieve scale and scope at an unprecedented rate.

Iansiti and Lakhani show how reinventing a business entity around data, analytics and AI removes centuries-old constraints on scale, scope and machine learning advantages that have traditionally restricted business growth. Recent examples of companies such as Amazon and Google demonstrate how AI-driven processes vastly improve the ability to scale, when compared to traditional data analytical processes, and allow massive scope increase, enabling companies to straddle industry boundaries and create powerful opportunities for machine learning—to drive ever more accurate, complex and sophisticated predictions that make business strategy becomes a new game.

The authors also outline the inherent risks associated with AI and offer recommendations for rethinking current operating models; they also examine the responsibilities that the introduction of AI requires of its users. Finally, Iansiti and Lakhani are transparent about the potential societal impact of AI and point out the potential for algorithmic bias, privacy concerns and cybersecurity threats, along with the need for responsible AI development and governance.

How To Talk To Anyone About Anything (2021) James W. Williams

James W. Williams has written a refreshingly honest, easy-to-follow guide to meeting and greeting and initiating conversations that’s tailor-made for an era when many meetings and even networking opportunities are regularly held in virtual format. As a result, the only avenue to connect with colleagues and attempt to parlay fleeting interactions into deeper connections is hobbled by a computer monitor. Engaging communication skills are increasingly recognized as a powerful and influential competency. 

While some are born with a silver-tongued gift of gab for many, communication aptitude must be developed and nurtured. Williams’ advice is likely to bolster the social acumen of even the most shy and introverted among us, the wallflowers who feel overwhelmed or uncomfortable when attempting to navigate business-slash-social gatherings. If you’ve ever felt awkward in the midst of a meet & greet, or unsure of what to say after an introduction has taken place, this book will show you how to access your communication potential and learn to become a confident conversationalist.

How to Talk to Anyone About Anything provides a user-friendly roadmap that will enable you to practice, grow and eventually shine in social and professional situations. Active listening, small talk and storytelling are situations that the author discusses, as is how to develop the fine art of appearing approachable to your fellow guests when you’re standing alone and wondering if you’ll talk with anyone. Readers will appreciate the many good examples that provide teachable moments and make this book ideal for professionals and social learners alike. Williams’ book is a great soft-skills business resource, that will be a great help to those who struggle with small talk, pitching to clients, or relationship-building within your team. The insights are perfect for occasions where first impressions and informal conversations can open the door to business-enhancing or career-building opportunities.

10X Is Easier Than 2X (2023) Dan Sullivan with Dr. Benjamin Hardy

Call this book a must-read for ambitious business leaders. When the mission is to level up business growth, here are insights that give an eye-opening perspective on how to achieve exponential, rather than incremental, growth. This no-nonsense read can give business leaders and owners actionable insights into scaling their businesses rapidly, leveraging technology and resources more effectively and positioning their entity to stay ahead—of the competition and customer tastes—in a rapidly evolving marketplace.

Businesses leaders often aim to achieve progress, for example, and may focus on doubling their results year over year. However, Sullivan and Hardy argue convincingly that aiming for tenfold growth is not only feasible but also more practical and rewarding. As they see it, going for 10x requires letting go of 80% of your current life and going all-in on the crucial 20% that’s relevant and high-impact.

Readers will find practical strategies and mindset shifts that inspire you to break through limitations and achieve exponential growth. The authors emphasize the power of thinking bigger, setting audacious goals and taking massive action. For business owners and leaders, this approach is invaluable as it encourages innovation, pushes boundaries and fosters a culture of continuous improvement.

Acting Up: Winning in Business and Life Using Down-Home Wisdom (2019) Janice Bryant Howroyd

“Never compromise who you are personally to become who you wish to be professionally” is the core message offered by author Janice Bryant Howroyd, who grew up in a family of 11 children. Here she discusses the principles and techniques that she used to build a multinational staffing agency. The author guides readers through questions of leadership, risk-taking, developing confidence and networking, among other topics.

Howroyd also emphasizes the significance of data-driven and strategic business decisions as she simultaneously encourages readers to take a holistic approach to making the most of both their professional and personal lives. The author addresses as well the topic of diversity from the perspective of a black female entrepreneur and urges readers not to define her by demographics. In sum, Howroyd shares in her book the values she lives by and continues to represent: that of a leader who works for good, for growth and for innovation, for her family values and for the same ideals upon which she founded her company—that success is transferrable.

The 1-Page Marketing Plan (2018) by Allan Dib

“The most common way small business owners decide on this (marketing and advertising) is by looking at large, successful competitors in their industry and mimicking what they’re doing. In reality, this is the fastest way to fail and I’m certain it’s responsible for the bulk of small business failures.” Now you know why this book is included in the reading list!

In The 1-Page Marketing Plan, serial entrepreneur and marketer Allan Dib reveals a marketing implementation revolution that makes creating a marketing plan uncomplicated and fast—it’s literally just a single page! By creating and implementing that one-page wonder, you’ll have an effective marketing plan that you can put into motion. Dib understands that small business owners (and Freelance professionals as well) trying to jumpstart their marketing often don’t have adequate resources—money, time, or expertise—provided by employees or Freelance consultants—that big businesses do. The author has devised a credible alternate path that shows how you can create a basic marketing plan to help steer your business in the right direction and, as Dib himself says, puts you on “the fastest path to money”.

Reset: How to Change What’s Not Working (2025) Dan Heath

Reset offers a guide to fixing what’s not working in your business operations—in systems and processes, organizations and companies and even in our daily lives. Author Dan Heath provides real-world stories and actionable insights that can empower you to create lasting change in your organization—and maybe in your life, as well.

What if you could somehow learn to unlock forward movement and achieve the progress that matters most to you, without the need for more resources—like money and connections? Heath shows how, with the same relationships you have and the same financial resources you can access, it is possible to reconfigure the circumstances and bring dramatically better outcomes to your life. Yesterday, you were stuck. Today, you can reset.

The author explores a framework for getting unstuck and making beneficial changes that matter. Heath says that the secret of success is to find the leverage points—places where a bit of effort can yield a disproportionate return. Do that and you can rearrange your resources and activate those pivotal points. Heath also points out that to even experience the feeling of progress can be a leverage point that can accelerate the arrival of the positive change you desire.

The 48 Hour Start-Up: From Idea to Launch in One Weekend (2016) Fraser Doherty

This can’t be done, you say? Well, author and serial entrepreneur and Scottish citizen Fraser Doherty MBE (who was awarded the honorific title Member of the Order of the British Empire for his achievements) begs to differ. In his book, Doherty provides actionable advice on how to identify and shape a viable business idea that is ready to launch in only two days. Doherty’s reasoning behind the 48-hour deadline is simple—he argues that prospective entrepreneurs (aka wantrepreneurs) spend too much time and energy obsessing over the “perfect idea”. The time they waste waiting for the “perfect idea” to appear is time that could be used refining and adapting that business idea for customers who could actually use it.

The book is helpful with the initial decisions that aspiring entrepreneurs must consider when starting a business. In his considerable experience, Doherty has found that launching a business does not have to involve complicated financial projections, elaborate presentations, or extraordinary innovation. A simple, well-executed idea is what it takes to launch and sustain a successful enterprise and Doherty has done it more than once—the first time while still in his teens. 

Doherty also emphasizes that before you invest significant time and resources, quickly reality-test your idea with potential customers and conduct basic market research. The process will help you gauge market demand for your product or service, assess your main competitors, identify and address potential problems early on and, in general, refine your product or service based on the uncensored feedback received from potential customers.

Good Strategy Bad Strategy (2011) Richard Rumelt

It is a given that developing and implementing strategy is the primary task of a leader—whether military leader, business leader, baseball manager, or tennis coach. The definition of a good strategy could be expressed as a specific and coherent response to—and approach for—overcoming the obstacles to progress. A good strategy works by harnessing and applying power where it will have the greatest effect. Yet, author Richard Rumelt asserts that there has been a growing and unfortunate tendency to equate Mom-and-apple-pie values, fluffy buzzwords, motivational slogans and financial goals with “strategy.”

Rumelt displays an astonishing grasp and integration of economics, finance, technology and history to expose and clarify the often-muddled thinking that is the foundation of too many so-called strategies and his book details a clear way to create and implement a powerful action-oriented strategies that will be effective in the real world.

The book helps readers to recognize and avoid the trap of bad strategy and guides them to adopt good, credible, action-oriented strategy that honestly acknowledges and responds to the challenges that businesses encounter. Rumelt cautions readers that strategy should not be equated with ambition, leadership, vision, or planning; rather, strategy is a coherent, action-backed plan supported by a rational argument.

Rumelt emphasizes that strategies are often confused with goals and visions and points out that a plan is what sets strategies apart from goals and gives you a clear idea of what is necessary to succeed. To evaluate and decide which strategies are suitable for your organization, the author says it is necessary to confirm whether you have the resources to implement your strategy and, in addition, ensure that your strategy fits with your current situation. The actions need to fit with your present circumstances and work together to give you the best possible advantage. After this, you’re well on your way to a faultless strategy implementation.

The Courage To Be Disliked (2018) Ichiro Kishimi and Fumitake Koga

Strictly speaking, this book is not a business book. One might consider it as an accelerator that gives the determination to push forward with a desire to launch a business entity or achieve other important goals. Kishimi and Koga present their book as a dialogue between an older philosopher and a young man. Over the course of five enlightening and thought-provoking conversations the philosopher, who happens to draw from the theories of Alfred Adler, a late 19th- and early 20th- century psychologist and thought leader in that discipline (along with Sigmund Freud, Carl Jung and B. Fred Skinner), explains to his pupil how each of us is able to determine our own life, free from the shackles of past experiences, doubts and the expectations of others. The wisdom that the philosopher reveals is deeply liberating and enables his pupil to develop the courage to change and to ignore the limitations that others, or even the pupil himself, may use to control him.

The result is a book that is both highly accessible and profound in its importance, yet it is not without controversy; certain of authors’ premises you may find shocking or, at least, unrealistic. Still, the book is, at its core, about reclaiming your power and using it to shape the life that is meaningful to you.

Thanks for reading,

Kim

Image: ©Beli_photos

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Client Onboarding Best Practices

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It’s official—the contract is signed and you have a new client! You’re super-excited about commencing work on an interesting project. It’s game on and time to put your best foot forward. As you stand at the threshold of this new opportunity, are you thinking about how you might create a 5-star first impression of yourself and your company? Consider this—you can devise a unique protocol for new (or returning) clients that when implemented will showcase the professionalism of your organization and also officially welcome clients and make them feel confident and even more pleased with the decision to hire you.

Developing a standard procedure that welcomes new clients to your company and inaugurates the working relationship is a practice tailor-made to cast your company in a favorable light. You are already familiar with the ritual of clients asking you to provide certain information when a working relationship begins, in particular your Social Security or Employer Identification Number, mailing address or bank account and routing numbers. Launching your new client protocol will enable you to reciprocate with a process that communicates the competence and sophistication of your business practices. Implementing your new client welcoming strategy will distinguish your organization from competitors and also create conditions for a working relationship that will likely to meet or exceed client expectations.

Right out of the gate, you’ll show clients that they are in good hands, that you’ve got this. It is imperative that Freelancers who operate in the B2B sector present to clients an environment of pleasant and welcoming efficiency that validates the decision to do business with your organization as it walks both parties toward the launch of project work. Demonstrating that dependability and attention to detail are inherent in your organization (i.e., your brand) as you prepare to start project work makes a powerful statement. Clients will recognize that you are capable of managing all aspects of the project and the working relationship, from successful completion of the assignment, to providing excellent customer service assistance, such as making adjustments to address individual client needs or after-sale support and training.

This welcoming process that forward-thinking organization leaders present to clients is called onboarding. Onboarding can be described as a road map that guides new clients through a standardized mutual introduction that’s conducted in advance of starting the project work. Onboarding may also include an after-sale product or service walk-through to ensure clients understand how to optimally use the product or service purchased and review how to bring about the expected solutions. The primary purpose of onboarding is to anticipate and address the most frequent client questions and eliminate miscommunication that may lead to frustration or disappointment with the purchase. A personalized and seamlessly executed onboarding process makes clients feel supported, confident and ready to derive value from the fulfillment of the project work or use of the product or service purchased. Good onboarding makes good business.

Onboarding is credited with increasing client lifetime revenue value—the total revenue you can expect to generate from doing business with a customer during the business relationship. A well-designed and implemented onboarding process enhances client satisfaction and is thought to increase client loyalty, stimulate repeat business and referrals and minimize client churn. Effective onboarding is recognized as a competitive advantage that accesses significant benefits (see below). See also suggestions of potentially useful elements of a B2B onboarding process.

  • Establish a positive and productive working relationship with clients
  • Step One for building the foundation of a successful customer retention strategy
  • Showcase your competence, professionalism and efficiency
  • Enhance your company brand

Schedule a videoconference call or face2face meeting

Within one business day of signing the project contract, schedule a videoconference or face2face meeting with the client’s project leader. This will be your first onboarding gesture, a standard business etiquette courtesy that enables you to meet the client’s project contact (who may not be the person who signed the contract on behalf of the client’s company) and express how pleased and excited you are to work with him/her. Once the pleasantries have taken place, you and the client contact can discuss how to initiate the project work or, if the client purchased a product, e.g., a software service, you will facilitate a tutorial (after-sale support) to ensure that the client will be comfortable using the product.

Because onboarding exists to give the working relationship a smooth and efficient start that is inclined to culminate in favorable results, you’ll want to immediately confirm your access to whatever resources will be integral to efficiently and successfully performing the work. As well, make certain that you clarify the role and responsibilities and availability of your client contact. Confirmation of the project timeline, project milestones and payments linked to achieving the milestones is also best done during the initial meeting with your client contact. Another agenda item is to ask the client contact to describe what a successfully completed project will look like. The answer will confirm what you must deliver to meet or exceed client expectations. Take notes to ensure that you fully understand all metrics the client will use to define success.

After reviewing the important points made, send an email to your client contact to memorialize everyone’s understanding and complete the onboarding process. Your client will be certain to appreciate your attention to his/her needs. Make it obvious that your goal is to produce excellent work that positions the client to look good to the higher-ups at his/ her company. As a final client onboarding gesture, assemble a few branded swag items if you have any, e.g., pens, note pads, tote bags, water bottles and the like, and ship them to your client’s office.

B2B Onboarding Software

To make your onboarding process smoother, there are effective and affordable digital tools that you might want to research. The tools can function as a Freelancer’s onboarding assistants that save you time, keep things organized and achieve the important goal of making clients feel supported every step of the working relationship. Here are B2B onboarding software options to research.

  • Sending welcome emails, scheduling meetings and assigning tasks can be done automatically.
  • You’ll always know where the client is during the onboarding journey and if they need extra help.
  • Receive feedback data on how clients are engaging with your onboarding process, so you can identify sticking points and improve your process over time.

Happy 4th of July and thanks for reading,

Kim

Photograph: © International Churchill Society. Cunard Line’s RMS Queen Mary made her maiden ocean voyage in May 1936, sailing from Southampton, England and docking in New York City.

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Create Content That Delivers

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You will agree that the internet is the leading source of information and entertainment for everyone on Earth who has connectivity. The global data and business intelligence platform Statista reports that in 2025 5.56 billion, approximately 65% of the world’s population, has internet access. To nearly every business entity on the planet, that means about 5.34 billion potential customers—many of whom are too young to launch a buyer’s journey, but some of whom might influence purchases their parents make—are available to receive online marketing information.

While the vast majority of the world’s internet users will become the customers of only a select few brands, the wide acceptance of digital communications gives marketers everywhere the green light to create and post a vast amount of marketing information and the digital space is now awash in content of every type—audio, video, images and text. Audience appetite for content, whether information or entertainment, shows no signs of abating. The number of digital content websites and platforms continues to proliferate and invite contributors to produce still more content, all of which beckons viewers, listeners and readers to show some love and click here, please!

Content saturation of the internet is an inevitable phenomenon. According to the nationally known content marketing expert Neil Patel, nearly 40 % of enterprise companies plan to increase their content marketing budgets this year. Freelance solopreneurs and smaller business entities will likewise continue, or perhaps increase, their content marketing activity as well, but the dominance of content presented by the multinationals can easily cause the comparatively modest content produced by small entities to be overwhelmed as if by a riptide. Freelancers are understandably frustrated with this occurrence. How can you become more visible when your content must swim with the whales—and sharks?

It’s a vexing problem for sure but there is a commonsense strategy, one that plays to your strengths and demonstrates resourcefulness and creativity. The best response to content saturation is to activate your problem-solving ability and devise a strategy that guides you to create content that not only resonates with your audience, but also positions you to gain and maintain the attention and loyalty of your target audience. Whether your information is intended for social media posts, or focuses on developing and promoting content featured in your webinars, weekly blogs, or monthly newsletters, be reassured that content perceived as valuable will be acknowledged and followed by your target audience. It’s just about guaranteed that content featuring information that is specific, practical and actionable will result in a loyal and thriving audience who will regard you as a trusted expert. So, your mission as a content producer is to learn what is meaningful to your readers, listeners and/or viewers and let their priorities guide your content development and distribution strategies.

Educate yourself by reading articles that discuss from local and national perspectives developing trends, pending legislation, competition, opportunities and other updates in your field. Producers of relevant content must also be consumers of relevant content! If producing content figures prominently in your marketing strategies (and I know that it does), you may find one or more of the following five suggestions able to enhance the value of your marketing content and also position your content to bring in a healthy ROI—which might include establishing you as a thought leader.

Relevant, realistic and relatable information

Content that your audience considers to be relevant and practical is more likely to be valued, implemented and shared. Gaining a reputation as a reliable and respected source of content by your audience will incline them to become your followers or subscribers. Content that your viewers, listeners, or readers consider potentially actionable and known to be trustworthy can also encourage loyalty to you, your content and your organization and may persuade some to become your customers. To create content that’s considered useful and trustworthy, and resonates with your audience, you must stay ahead of emerging trends in your industry and be aware of and responsive to the evolving preferences, priorities and concerns of your customers.

Actions are easy to implement and afford

Your audience should be able to envision the usefulness of the actions or strategies your content recommends, even if only a minority of them is prepared to implement your ideas now or in the near future. Individual circumstances will dictate what audience members decide to do, but any advice put forth in your content must inspire confidence.

Furthermore, your content should not recommend actions or strategies that involve implementation costs that many would consider expensive. I’ll go so far as to say that the average B2B content viewer is looking for ideas that can, with a minimum of time and fuss, be used to grow their customer list, streamline business operations and either save or make money—practical advice that can be implemented at no cost or low cost. While business expenses are inescapable, content creators win more fans by recommending actions that demonstrate recognizable value and are accessible and affordable to the majority of the audience.

Your content is your own creation

Rather than doing a copy/paste of another’s work, content creators should value their lived experience—victories won and battles lost, resilience found, the worries of sleepless nights and sudden inspirations—and share those stories with your audience in ways that will be interesting and useful to them. Producing content is usually time-consuming, but that is the price of authenticity and it is worth it. To give yourself a starting point for your creative process, search for trending topics in your field, or comment on an aspect of the most frequent internet search questions related to your marketplace sector that were made over the past week.

Links to expert 3rd party support

In this post I’ve referenced marketing expert Neil Patel and the global business information platform Statista. Demonstrating to your readers/listeners/viewers that key points of your content are supported by recognized nationally or globally respected thought leaders gives them reasons to trust and value the recommendations and insights offered in your content.

Avoid confirmation bias

Content that is valued and popular is shaped not by the creator’s preferences, but by the readers/viewers/listeners in the audience. A common tactic used to help creators avoid confirmation bias is to simply ask audience members what they want to see and hear now, so that you can ensure the relevance of your content. Every few months, you might create a short survey that encourages content viewers to express what matters to them. In a four or five question survey, you can also slip in one or two audience demographic questions—Are you self-employed or an employee? What is your main area of expertise?—and begin to build an audience persona, which will enable you to heighten your responsiveness to your audience.

  • Social media polls Your preferred platforms provide a convenient means to create and send a survey that will help you learn more about your audience. Social media platforms make it easy for you to engage and more effectively communicate with audience members by providing fully customizable forms that help you expand your reach and even grow your base of followers. Polls are equipped with analytical tools that will give you information on your audience’s age group, location, profession and more.
  • Online and email surveys. The most important part of conducting online surveys is knowing what you want to learn from each question, and to keep questions short and easy to answer. You can also create email campaigns to survey your existing client base and gain valuable insight about them. For a very basic customer survey, ClickInsights sets up a one-question, one-click email survey; create a more extensive survey at Survey Monkey.

Thanks for reading,

Kim

Image: © A Tokyo soba noodle delivery in 1956. Bettmann Archive/ Getty Images

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Let’s Optimize Your Website Chatbot

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Over the past several years, you’ve most likely noticed that chatbots have become a standard feature, particularly on corporate websites. Whether the user is a prospect on a buyer’s journey, searching for basic product info, or a customer looking to resolve a (hopefully!) quick service request, maybe an exchange or return, experimenting with the generative AI powered resource known as chatbot seems reasonable to many. After all, if it appears that you’ll be able to transact your business more quickly and easily, why not give it a try?

But unfortunately, many users have been disappointed by what they expected would be a good experience with a time-saving new technology. A survey conducted in 2023 found that while 68% of business website visitors have interacted with a chatbot just 35% agree that most of the time, the chatbot helped them achieve their mission. Meanwhile, 77% of users felt their chatbot experience was frustrating.

Duly noted but nevertheless, the corporate bosses are determined to making GenAI adoption a success. They’ve decided that chatbots are the future and the future is now; they envision chatbot as the portal where customers and prospects will access product information, register complaints and obtain refunds or exchanges—all without the assistance of the company’s (paid) employees, BTW.

The bosses are fully aware that these often mundane interactions are critical to customer satisfaction and loyalty, brand image and sales but as of now, users are reporting that their chatbot interactions are lacking. The 2023 survey referenced above also showed that 88% of business website visitors would rather speak with a human customer service agent via telephone when seeking information or resolving a problem, clearly indicating that today’s chatbot is in need of refinement. The current fixes don’t always work, according to users, resulting in what could be a great resource to come up short because the solutions that users want aren’t programmed into the thing. If the corporate champions of generative AI chatbots would like to realize its full value—and I suspect that even disappointed users would agree that the potential value of generative AI chatbot is considerable—the customer experience must be prioritized when programming and implementing the technology.

Customer service and IT teams are on notice to fix chatbot problems and fortunately, they are beginning to realize that the chatbot challenge isn’t primarily technological—it’s psychological. It seems obvious that chatbot developers would be greatly assisted by researching and verifying the solutions that users want and their expectations regarding the overall chatbot experience. In a 2024 survey, 85% of customer service leaders reported that they are currently exploring more user-friendly chatbot solutions.

So, Freelancer friend—does your website have a chatbot or have you, like me, hesitated to adopt a resource that ought to be a good thing, but your own user experience with the technology hasn’t lived up to your expectations? Or maybe those of you who have installed a website or social media chatbot might like to improve the experience? If you’d like to refine the responses, visit the Frequently Asked Questions document, which is the knowledge base for the chatbot. You’ll be able to make edits there and the chatbot will integrate the new information in its responses. Below are enhancements you may want to incorporate as you work to optimize your company’s chatbot experience and facilitate user satisfaction, enhance the perception of your brand and drive sales.

Conversational tone preferred

Research has shown that up to 35%  of customers behave differently when interacting with chatbots, as compared to a human agent, because interacting with a machine feels less personal. Make your chatbot communications more personal and welcoming by programming the system to respond like a friendly and efficient human customer service agent. A conversational yet professional tone, appropriate expressions of empathy (“I’m sorry to hear that”) and giving other common responses that (“How does that sound?”) can encourage users to feel comfortable and trust their chatbot interaction, behaviors that contribute to a positive customer experience. Also, creating a human-like avatar and giving it a name makes users feel that your chatbot is more relatable and trustworthy.

Your chatbot can even “learn” to give understated compliments that can discreetly recommend purchases. In fact, many customers respond favorably to gentle endorsement of their choices (“Yes, this tie will look both fashionable and professional”) and up to 12.5% are inclined to accept chatbot purchasing recommendations. Still, be aware that attempting to make your chatbot too chummy by programming in what can be perceived as false flattery and a turn-off. Overly personal language triggers suspicion and makes customers feel manipulated. Keep the compliments fact-based, professional and aligned with the professional tone that customers expect from a chatbot.

Customers in a hurry want just the facts

Customers who are in a hurry, or those who are upset and feeling that expectations have not been met, just want to fix their problem, quickly and satisfactorily. Feelings of disappointment and frustration override the preference toward human-like chatbot responses. Research has found that dissatisfied customers were 23% less satisfied when met with conversational chatbot “empathy” when there is a problem to fix. At those times, customers prefer a straightforward, all-business chatbot interaction that is fast and efficient.

Furthermore, conversational responses can raise expectations and inadvertently heighten frustration if chatbot responses do not quickly and accurately produce problem resolution. It will be useful to program your chatbot to shift into all-business mode and respond quickly and clearly when frustration or urgency are detected. In high-stress situations, it’s better to not seem “human” at all.

Advertise accuracy

Advertising the potential benefits of using your chatbot is a good thing! Let visitors to your website or social media sites know that your chatbot is able to quickly and correctly answer questions and solve problems, save time and make accessing information easy. Broadcasting the likelihood of success generates the expectation of a positive experience, promotes trust in the chatbot and encourages customers and prospects to take a chance with your chatbot. Inviting website visitors to “try it, you’ll like it” can potentially increase chatbot engagement by up to 22%, according to a 2021 study.

This point was reinforced in another 2023 study of chatbot interactions that revealed when users engaged in identical conversations with human customer service agents and the chatbot, 8.5% reported they were less satisfied after using the chatbot. But when chatbot benefits were highlighted, for example, announcing 24/7 service availability, 37% of that same subject group reported they were more satisfied with the chatbot than with the slower, and less-available, human agents. Give your chatbot an enthusiastic endorsement and you’ll encourage its use.

Getting better all the time

The best way to improve the performance and acceptance of your chatbot is to help it get “smarter”. Research shows that users were up to 17% more likely to accept the chatbot’s suggestions when told that the chatbot is on a continuous learning curve and is not limited by a static algorithm that’s upgraded only intermittently. It seems a chatbot that’s “enrolled” in ongoing continuing education is favored over a presumably knowledgeable human customer service agent.

In other words, tell the world that your chatbot is always being improved with the ongoing addition of new information and user feedback. It’s like working with an enthusiastic young intern—users may be inclined to forgive occasional small errors and appreciate that each interaction will be better than the last. Without this explanation, some users might have limited confidence in this resource (perhaps a result of underwhelming, if not disappointing, chatbot experiences on other sites). Make the effort to optimize how your chatbot communicates by training the technology to deliver customer service that meets, or exceeds, user expectations. Finally, know that it is also important that human interaction should be available to your customers and prospects when they request it.

Thanks for reading,

Kim

Image: © Dzmitry Auramchik

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

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

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

What is a pivot?

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

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

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

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

When should you consider a pivot?

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

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

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

Decision process

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

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

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

Timing

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

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

Successful implementation

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

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

Thanks for reading,

Kim

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

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How Freelancers Manage Up

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

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

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

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

Defining the project and expected deliverables

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

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

Onboarding process

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

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

Transparency and communication

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

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

Invite client feedback

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

Thanks for reading,

Kim

Image: © Vlada Karpovich for Prexels

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How Do Freelancers Get Ready to Use AI?

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

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

Business functions that often benefit from AI

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

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

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

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

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

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

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

Advance planning helps AI implementation

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

  1. Ensure that AI will seamlessly integrate into business processes

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

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

2. AI-ready data

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

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

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

3. AI training for employees (and you)

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

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

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

4. AI security and privacy issues

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

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

5. Start small, monitor and measure

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

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

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

Thanks for reading,

Kim

Image: © 2025 University of Cincinnati Online

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Lasting Client Relationships Help Your Business Thrive

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

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

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

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

1. Agreements, specifications and contract

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

2. The customer experience

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

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

3. Communication and collaboration

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

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

4. Listening and empathy

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

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

5. Flexibility and patience

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

Thanks for reading,

Kim

Image: © Skynesher for Getty Images.

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Crisis Communications: Monitor and Defend Your Online Presence

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

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

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

Take control of your online presence

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

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

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

Google search operators

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

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

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

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

Set-up Google Alerts for ongoing monitoring

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

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

  • Monitoring social mentions and online discussions

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

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

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

Thanks for reading,

Kim

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