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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!

This entry was posted in Tips and Tricks, SimplifyThis News

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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)!

This entry was posted in Small Business

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“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.

This entry was posted in Small Business

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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!

This entry was posted in Small Business

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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!

This entry was posted in Small Business

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When I wrote about creating a personal ad in place of a bio this is exactly what I was getting at - being the one-and-only you helps you stand out in a sea of competitors.  Then I ran across  (via @jer979) Andy’s post over at GasPedal  titled Tell Me Your Story. 

Andy’s post reinforced that it is our personal stories that make us stand out and help our contacts remember us.   I think it’s also refreshing to take the time to reflect on why we do what we do - what is it that makes us passionate?

Here is my challenge for you: write an interesting personal story about why you do what you do and how it makes you different.  Here are a couple of steps to help get you started (using my own example):

1. Brainstorm (aka - free form write on a blank sheet or white board) what’s interesting about you?  Don’t question what you’re writing just capture everything that pops into your head.

2. Organize the words into three categories:

1. Why I’m passionate about my work
2. Fun stuff unrelated to work
3. Other

3. Answer the following:

1. Who am I?  Literally - who are you? What makes you qualified to do the work you do? My name is Angie and I have a degree in Business & Marketing and 10+ years of experience.  
2. What problem do I solve? If you don’t know (and many people don’t) ask your customers.  This is the difference between “I do marketing” and “I help small businesses grow through better communication with their customers and prospects.”
3. Why do I do what I do? (use the words from your brainstorm) “I think small businesses are critical to our success as a society, a country, and an economy; I’m passionate about helping them succeed.”
4. How I am different?  This is a combination of what your customers tell you and the story of your passion. Think about how you’ve arrived at where you are today and what applies to why you do what you do.
   

Put it together:

My name is Angie and I have a degree in Business & Marketing and 10+ years of experience.  I help small businesses grow through better communication with their customers and prospects.  I think small businesses are critical to our success as a society, a country, and an economy;  I’m passionate about helping them succeed. 

 

I started my career in a small, family run barcoding business.  I handled everything from our CRM implementation and sales lead reporting, to our manufacturer co-op programs and placing ads in trade journals and even the phone book.  After a year, I was questioning whether technology marketing was the right thing for me (those of you who think I’m a geek might be surprised at this!)  But as it turns out I think I was just getting bored.  When we opened up a position for a product manager on a new suite of Wireless LAN software tools - I raised my hand, got turned down twice, and finally convinced the family to let me have it.  I’ve been hooked on tech ever since getting my head around the possibilities it represents.  I was also hooked on small business - every little thing I did actually made an impact to the business and I had great insight into the big picture and knew how my actions would direct the future of the company. What I learned in my first career job was that in a small business we all have a ton on our plate and marketing has to be practical and realistic to be successful.  Having worked with companies large and small, my clients appreciate that I’m practical and programmatic, but I don’t settle for the status quo and I’m always looking for creative ways to make things better.

4. Add in some of the fun things about you outside of work:

• I am a Commissioner for the Seattle Center - Seattle’s 74-acre urban park providing amazing free and low cost public programming (including 22 cultural festivals) and home to Pacific Northwest Ballet, Seattle Opera, Seattle Repertory Theatre, Seattle International Film Festival, the Space Needle, Pacific Science Center, Key Arena, Children’s Theatre and Museum and so much more.  I’m quite proud to be serving the Mayor and City Council as we shape the future of this awesome place.
  
• I’m learning Italian - I love the culture and the language is beautiful (not when I’m speaking it, but I’ll get there eventually).
  
• I love to garden in sunny weather and snowboard in soft, fluffy powder (to cushion my falls).
• Cooking and eating might be one of my favorite pastimes.
  
• I don’t have a microwave - our last one broke and when we took it out we liked the space so much we never replaced it!  
• We don’t have cable TV - I still manage to watch plenty of the ol’ Tube, but have fallen in love with public programming (we’re blessed with an amazing group here in the Northwest).

What do you think?  I love candid feedback so please don’t hold back!

This is a really important step in the development of your personal brand and worth spending the time and energy to get it to a point where you’re really happy.  While you may not be looking for a job, this applies if you’re looking for clients too!  Check out the May issue of Personal Branding Magazine to hear tips from some top online brands (that’s right - they’re people, not products!) like Anita Campbell @SmallBizTrends and Toby Bloomberg @TobyDiva.

This entry was posted in Small Business

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If I get personal (aka include non-work related things) in my bio…is it a personal ad?  A bio needs to be professional and serious and convince any potential prospect why they want to work with you.  Or does it?  Have you looked at Linked-in lately?  Wow..what a boring sea of bios.  In a pool of 10 people who provide the same service, it’s tough to find one whose bio says anything different.  This applies to websites too; your business card, accessible by the world, should say something to differentiate you. 

In a market where getting new customers often  relies on how high up in the Search ranks you show, how do you stand out?  By saying the same thing as the 9 other companies like yours?  Or by putting some character into it?

I’m taking a stand and writing a personal ad in place of my bio because, while my work qualifications are important, it’s my personal experiences and  my story that speak to my character and the type of person I am. 

As a small business, we often weigh the comfort of being ourselves and the perception of being bigger.  For those of us small business folks who are interested in working with people like us, we should feel free to be interesting and not feel committed to the status quo just because it seems like that’s the professional thing to do.   As the web - and the marketplace in general - get flooded with “sameness” being interesting by  being yourself (the one and only you) becomes more and more important!

I think Toby Bloomberg over at Diva Marketing Blog, has a great bio.  It’s well balanced: flowing through professional accolades but sprinkled with personal experience and interests.

Always open to a conversation, tell me what you think!

This entry was posted in New Features

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We formally announced the availability of invoicing interface for iPhone and Android.  If you have been touting an iPhone,  you can further expand on its business use by recording charges, adding or updating your client details, or sending invoices. To access these feature, point your phone browser to https://app.simplifythis.com/m.  And to avoid typing the url again and again, we recommend adding the page to your home screen.  And one word of caution: If you have a tendency to lose your phone, make sure to log out after use; the authentication is valid for long to save you from the trouble of entering your user id and password every time.

Very soon, we’ll add project and time tracking to it as well.  If you have any other suggestion on SimplifyThis features that you would like to use from your iPhone, do let us know. We’ll try to get them in the next update.

This entry was posted in Small Business

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Hands down, the best approach to marketing and growing your business is through your relationships by turning customers and people in your network into Raving Fans.

Your customers will sell for you better than you can sell yourself:

1. They’ll tell you how you’re different
2. They’ll tell you what problems your product solves
3. They’ll tell others about you
4. They have access to a network of people you may not
5. They have credibility within your market now, that you must earn over time
6. If they’re really happy with your product or level of service, they’ll likely tell someone else

The concept of the Raving Fan isn’t new; chances are you’ve read about it in a book, seen it referenced in blogs or consider the notion of remarkable customer service just plain common sense.  No matter, it’s the sensible foundation for growing your business and, while we may all be aware of it, where the rubber hits the road is in our ability to put theory into action.

As chief marketer for SimplifyThis it’s up to me to figure out HOW.  I plan on taking you all along in the process because 1) I want you involved and 2) maybe you’ll gleam something for your own business (better to share and improve than reinvent the wheel).  So, stay tuned for more to come - and please don’t hesitate to contact me with questions, suggestions, or just to say hello!

You can subscribe here to follow this blog or follow me @smbiztools if you’re into Twitter.

This entry was posted in Tips and Tricks, New Features

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SimplifyThis did not have a way to send out automated annual invoices.  I had been skirting away from this in the past, hiding under the illusion that people can use a frequency of 365 days to approximate annual cycles.  Apparently, this was not good enough for many of you.  Frankly, I was surprised to see the number of annual auto-billing cycles.  I never thought that this would be the case.

Upon insistance from users, we have added an explicit annual frequency option in auto-bill.  This feature is deployed as of now.  So all the hosting service providers who bill their clients annualy for domain name, or annual set-up fee can now use this option.  As always, please do let me know if you have any feedback.

I have also received request for explicit quarterly auto-bill frequency.  I was tempted to add it while we were enabling annual cycle, but then realized that adding one more option would warrant an interface change.  Having too many options with radio-buttons to choose from would not be a good idea.  So, we’ll keep this for the next round.