How do you do it? I was racking my brain trying to think of the perfect, targeted, most helpful and least annoying method…but then I though, “Why don’t I have the readers do my work for me?”

Well, I should ask this question in context.

We offer a free, 30-day trial for our Easy-Bill and Easy-Book products. This is standard procedure for many smbiz. Without big-name brand recognition, we want to try it before we buy it and a free trial is a great way to strut your stuff. But what happens after those 30 days? What happens during those 30 days?

A quick walk around the Internet reveals a 1 percent trial-to-purchase conversion rate - the arbitrary industry average for software. Unless the product is outrageously priced, 1 percent can be disheartening.

Some firms are pretty tactful. I signed up for a free trial at an e-mail marketing site and I received a non-automated phone call the next day (talk about one-on-one customer service)! Other smbiz send regular e-mail updates with “What other people are saying about our product” and “How to…” tips. The key seems to be beginning a conversation as a first step. But how much is too much?

For example, I signed up to receive some e-mail information about classes at the University of Phoenix. This company has certainly ramped up its advertising and moved closer to the front of our minds in general. I received the information, but for some reason, they call me at least three times a day. I haven’t answered my phone since the first time, just to see how long they’ll keep up their customer retention strategy

So how do you keep your customers from leaving after that trial period? E-mails? Surveys? Demos? Phone-calls? Those deceiving letters in the mail that looks like someone handwrote the address in beautiful cursive, but it’s really junk mail? Let us know!

Simplifythis has two online products:

1. Easy-Bill. Simple, easy-to-use and professional online invoicing for your smbiz
2. Easy-Book. User-friendly scheduling and booking app for your customers

These two tools are perfect for smbiz such as spas, body shops and independent contractors (don’t worry, this blog post isn’t just a shameless plug…I’ll make my point soon). As chief marketer, it’s obvious I need to reach out to ST’s potential customers. Social media is supposed to help businesses connect with their customers but there are thousands of these smbiz! If I want to reach a large audience, looks like I’ll have to send an e-mail to as many smbiz as I can. So here’s my to-do list:

• Build a massive, random list of potential smbiz
• Draft a concise e-mail that describes ST’s products
• Hire an e-mail marketing firm to make it look snazzy
• Click “send” and hope for the best

What do you think? After discussing, ST’s founder thought this strategy had a low ROI potential and a huge potential for wasting time.

Many firms and people get gung-ho about the to-do list without thinking about aligning actions with strategy. Each bullet point in the list above is easy to complete. Why, any brain-dead moron could do it (i.e. yours truly)! But taking a step back and thinking critically - that’s the hard part. Trial and error is useful but spending more time thinking can save time, money and a few trials. In our case, implementing - and tracking results of - an e-mail marketing campaign can be expensive and time-consuming.

So ST has a different to-do list. Rather than targeting a bunch of end users impersonally via mass e-mail, we compiled a small list of web designers whom we will approach for partnerships. As an ST partner, web designers include our products in their portfolio of services at no cost. In short, ST partners have more services to offer to their clients (and receive commission when they sell our products) and we get a multiplier effect since their clients can also become our clients.

Lesson? Get excited about strategy before getting excited about the easy stuff. And now for the plug

Do you know of any Web site designers who would be interested in becoming an ST partner? If so, let them know (http://tinyurl.com/STpartner)!

“Okay, have to write a blog post…about what? Thinking…thinking…all right. It’s been about 30 seconds. I guess I’ll check my Google Reader and see what else is going through the Blogvine. Opening new tab…logging in to Gmail because I’m not yet in the habit of going to Google Reader independently. Oh look! New e-mails! There’s a Facebook event invitation…a spam message requesting $2,500 from a friend’s e-mail account that has obviously been hacked…and unsolicited information from the Libertarian Party of Texas(??). As long as I’m thinking about politics, I better read the latest Newser headlines (even though I checked nearly 15 minutes ago…and 15 minutes before that). A story about the Taliban…a German ‘Borat’…25 Car Tunes for the whole family…Hillary Clinton’s diplomatic strategy…”

I won’t continue because I’m sure you’re familiar with Online Aggressive Tangent Syndrome (O.A.T.S.). One moment I’m motivated and excited to write a useful blog entry for our readers, and suddenly I’m staring at Hillary Clinton’s face. Not only am I at the wrong destination, but I’ve already forgotten the path I took to get there. Many social media marketers suffer from O.A.T.S. - our plates are full and we regularly tread the dangerous line between working intelligently and simply being “plugged in” to the Internet.

However, O.A.T.S. can be a pleasant surprise once in a while. This morning I was baffled by Seth Godin’s illustrative example of how I stink at math. I misunderstood the question (I guess I stink at English, too) and immediately wanted an answer, causing me to have an O.A.T.S. relapse. Seth posted links to user explanations regarding his mpg usage problem, and after clicking the Charlie link, I was well on my way towards Hillary Clinton’s face.

Thankfully, Charlie was smart. After providing his viewers with what we wanted (a solution and explanation to Seth Godin’s math problem), he provided us with what we needed - a cure!

For social media marketers, entrepreneurs and anyone who is susceptible to O.A.T.S., Charlie is working on Monotask - a self-imposed online equivalent of parental channel controls on TV. I can’t wait to try out the beta. You can sign up for an e-mail reminder that lets you know when Monotask launches or you can follow @charliepark on Twitter. Are you aware of any similar, positively restrictive Internet/work management applications? If so, let us know.

It’s ironic - had I not been clicking through the Internet and away from my work, I never would have stumbled on this potential cure. But until the beta is available, we’ll all have to rely on our willpower to stay focused.

Disclaimer: This post in no way endorses Hillary Clinton, social media marketing or the Internet.

Has anyone heard of “Twitter?”

Gotcha! That’s not even a real question anymore…it’s a sandwich, right (i.e. McTwitter)?

The more important concept for this blog and its readers is Twitter as it applies to business. We’re launching our social media marketing strategy and, as mentioned in one of our earlier posts, you’re coming along for the ride. What’s the first step for smbiz in our position? Learn how to use Twitter appropriately for your business.

As a recent college graduate, I’m slowly learning to shift from barely using Twitter socially, to tweeting as a marketing tool. Some companies (@DellOutlet) have a new revenue source by offering discounts exclusively to its followers on Twitter. Others (@bananarchy_atx) drop promotional hints leading up to a special event, to create suspense and build an interested audience.

But it’s not only about revenue. Many smbiz build successful relationships with customers through constructive dialogue, two-way feedback and honest communication (see: Twitter case studies). Learn how to engage your customer in an appropriate manner. It could take some time but don’t let yourself get twitterpated. Take risks that work for your company and let your customers help turn your Twitter failures into successes!

Again, learn how to use Twitter correctly. Good news: it’s not too late. Twitter101 is a short, business-friendly course on how to make that blue bird tweet for you.

By the way, I haven’t introduced myself. My name is Abhinav (uh-bee-nuv) and I’m the new chief marketer for Simplifythis. I’m still not sold on this “Internet” thing so if you have any tips/useful tools, as well as comments/concerns/lawsuits, let me know!

It may surprise you but our Easy-Bill and Easy-Book products aren’t the only low-cost services available to small businesses

Inc. magazine has a useful online slideshow featuring 10 Free (or Cheap) Tools for Start-ups. Of course, you have your basics like GoogleDocs and Skype, but there’s more, inlcuding:

• -A free CRM application
• -Portable programs that run directly from your flash drive
• -And some cool tools designed specifically for smbiz whose employees are not consolidated in one region (i.e. Simplifythis!)

(By the way, if you’re unfamiliar with Inc. magazine, check it out - it’s like the Forbes of entrepreneurship)

Do you know of any other low-cost tools for smbiz? A tool with which you are familiar could be an entirely new one for us and our customers. If so, let us know!