The Freelance Bookkeeper

That’s the question I’ve been asking.

Like me, I’m sure you’ve heard all the noise about the BIG claims of mega-success by businesses who are using Social Media to promote their businesses. But is it really just that – a lot of NOISE that doesn’t mean a hill of beans in the real world? Or is this an important trend that small business owners need to pay attention to for the sake of their bottom line?

Cut through the hype and find out what the real deal is with social media. Get straight answers from an expert who’s actually doing it and knows first hand whether it’s really just a big waste of time, or if you can truly use it to market your business profitably.

Join me, Gabrielle Fontaine, and my special guest, marketing expert and social media guru, Ely Delaney as we cut through the hype and finally learn…

* How to use social media to build relationships with prospects, customer and referral sources

* How social media is changing the way we do business

* How to easily get up and running on the three biggest and most strategic social media networks

* How to attract quality “friends” and “followers” without getting caught up in the numbers game

* What free automation tools you can use to maximize your reach and save time in the process

* How to avoid getting sucked in to wasting a ton of time keeping up with your social posting

* What NOT to do so you don’t make enemies, or worse, get banned from the social networking sites

* How networking online is not the same as in-person networking

Find out for yourself why such respected business authorities as Inc. Magazine are now saying that Social Media really is worth your time.

Isn’t it time you found out how to put it to work for YOUR business? Now you can, right after you attend this cut-to-the-chase, FREE, get-action webinar.

Join us Thursday, July 8 at 8:00 PM Eastern Time for this LIVE webinar training.

“Social Media” Online Business Networking Basics”

Grab your seat as our free guest right here:

=> Register Here

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No, I’m not talking about your future hopes and goals for your bookkeeping business. I’m talking about all the buzz surrounding what’s called “cloud computing,” and how it is affecting the way we work with our clients.

Technology is moving quickly, and since the vast majority of freelance bookkeepers perform their services using a computer (as opposed to manually with pencil and ledger paper), this is important to understand  and prepare for, because it’s coming fast. In fact, it’s already here!

What Is It?

In reality, you are probably already using cloud computing yourself, if not using it with your clients.

Here’s a simple definition: “The term cloud is used as a metaphor for the Internet…Typical cloud computing providers deliver common business applications online which are accessed from a web browser, while the software and data are stored on servers.”  (If you’re the techie type, you can read all the gory details on wikipedia.org)

In practical terms, this means software applications that are web-based are what’s known as a SaaS (software as a service) and/or virtualization. QuickBooks Online Edition is an example of a paid SaaS, and Gmail is an example of a free online application.

Here’s a 5-minute video that explains how cloud computing works.

How Does This Affect You?

We’re going to see more and more “cloud” software and services everywhere, and for good reason. More and more people are working together virtually, whether they are physically located across town, or across the globe.

Having anytime access to vital software applications is not only convenient, it is especially practical for business owners who do a lot of traveling. They can work on cloud-based software from any computer with Internet access. This is more productive and efficient. It is also a great way for you to work with your clients when keeping their books.

But it’s not without it’s downside too.

Cloud Resistance

When first introduced to the concept of using a bookkeeping program (such as QuickBooks) as an online service or on a hosted server in the clouds, most small business owners are initially afraid. They fear that their sensitive financial data is not safe and secure if it is residing “out there somewhere” on the Internet.

While care should be taken when choosing an application hosting service (when using QuickBooks desktop softare on a virtual server), generally speaking, hosted applications are far more secure than what our clients currently have in place on their own in-house computers.

Some clients are comfortable moving forward with new technology. Some will resist it for years to come.

What To Do About It

There are opportunities to be pursued, depending on how you want to position your business and the clients you want to serve. Cloud computing will continue to grow. Decide on how you will provide your bookkeeing services, and then pursue the clients who are in sync with your business goals.

Here are a couple choices:

1. Embrace the new technology and work virtually (or more virtually) with your clients.

If you’re not already working with clients on a virtual basis, but instead, are shlepping to their office to work on their computer to get the books done, you will find that you will become much more productive working from your own office. You save time and travel expenses, and you can serve more clients in a day or week than you can if you work on-site.

You may also be able to raise your rates, as you act as consultant and guide your clients on how to work more efficiently and conveniently by not only using QuickBooks (or other bookkeeping application) in a hosted environment, but also other key business applications if they have workers who are telecommuters or physically located elsewhere. You’ll be educating your clients on how taking advantage of cloud technology reduces costs and increases productivity in a convenient way. That’s a valuable service you can charge for.

(Can you guess which side of the cloud I’m on? )

2. Stick with the “old fashioned” way, and specialize in what is most comfortable for less tech-savvy clients.

There is a significant segment of the small business market (mostly small mom and pop type clients) that is rather leary of new technology and will not want to have their financial records anywhere else except “safely” in their own office.

By catering specifically to that type of client, you can build your business quite easily, since there will always be some who will prefer the lower tech option and the relationship-building face-to-face service provider.

Make Your Choice And Run With It

Providing bookkeeping services through the Internet is only going to expand and grow with time, as more and more small businesses will become dependent on the clouds to handle more and more operations.

You just need to decide how much you want to get involved and be ready to seize the opportunities that emerge either way. There are plenty of opportunities to go around. You just need to pick one and run with it.

So tell me, will YOU be taking your business to the clouds?

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Recommended Resources:

QuickBooks Online Edition – not as robust as the QuickBooks desktop software, but useful for virtual businesses that have multiple users who need real-time access from remote locations (including a bookkeeper).

Right Networks – secure and stable application hosting service QuickBooks and other “off the shelf” desktop software applications

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Some of the above are affiliate links.

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The most effective way to market your freelance bookkeeping services is by building relationships. Word of mouth and referrals are what supply almost all bookkeeping and accounting businesses with their clients.

So how does one build the kind of relationships that grow a strong bookkeeping practice? There are many ways. Of course, face-to-face, as well as online networking are key. But the vast majority of would-be networking bookkeepers make a BIG mistake and are wasting their time.

They aren’t getting results because they fail to follow-up!

If you’re serious about building your freelance bookkeeping business in 2010, make sure you follow-up with the people you meet at business mixers and seminars, or meet through online discussions.

One of the most effective, convenient and economical way to follow up with all of your business relationships (prospects, clients and strategic alliances alike) is simply through email.

Big surprise, huh?

When it comes to following up with prospects and referral partners, in fact, email is almost expected. Depending on whom you’re networking with, many small businesses no longer even bother to list their mailing address on their business cards – only their email address and phone number. Electronic contact has become the norm.

Yet as easy as it is, I am amazed at how many times I’ve met people at seminars or networking situations where we really connect, yet I never hear from them again. Has that happened to you?

Of course, email works both ways. I find in my own case, I may have a fistful of business cards of folks I intend on staying in touch with after connecting in person, yet time can pass quickly, and then it feels a bit awkward to send an email. Will they even remember who I am?

That’s why now I make the goal of contacting new prospects and alliances within only a couple days of returning to the office. It becomes a priority on my daily list. I also keep the first email short and sweet.

Of course, it can be more of a challenge if there is nothing specific to talk about in the email other than, “Hey, it was great to meet you and let’s stay in touch.” It’s a bit easier if there’s a more specific purpose for the message. So I try to ask a question based on what we spoke about when we first met. The idea is to continue the conversation and have a reason to stay in touch.

And that’s the point. The true value of using email is to build a relationship. And relationships are what will keep referrals coming your way.

A Word of Caution

The temptation in email, especially on a business level, is to attempt to get immediate business and directly sell your services. Be careful with that. It can end the relationship in a hurry if your in-person encounter had more of a social tone and business discussions were indirect. Keep your messages on that same level as your initial contact until you know each other better.

On the other hand, if the people you meet showed an interest in learning more about your bookkeeping services specifically for their own business, then by all means, arrange a phone call or follow-up meeting to take the conversation to the next level. Use your discernment here as to how hard or soft to sell, just don’t lose site of your objective – to build a relationship first. If you do it right, the referrals will follow.

Another way I’ve seen people use email as a follow-up tool from networking events is to add everyone they’ve met to their email newsletter list. While this may seem like a good idea, be very careful with it!

If you send out regular sales messages or newsletters via email, unless the recipients specifically asked to be put on your emailing list, you may be breaking the law! The FTC provides guidance on how “The CAN-SPAM Act” applies to sending out commercial email messages. Even if you are a sole freelancer, these laws apply to you too.

A better procedure would be to follow-up personally one person at a time via email after a networking event. Let them know about your online newsletter and ask them if they’d like to receive your messages. Giving them a choice not only puts you in compliance with the law, it shows respect and further nurtures the relationship.

How to Use Email to Get the Best Results

While email is a communication tool that can be very effective in building your business, it takes time to see results.

One email will not bring you a flood of new clients. As in any type of relationship, communication must be maintained on a regular basis, otherwise the relationship will eventually die. So be sure to stay in touch with the best contacts you have on a consistent basis.

As mentioned in the book, “Successful Email Marketing Strategies,” email marketing is more like farming than hunting. You are not trying to capture new clients, but grow them from your consistent efforts over time. If you stick with it, you will reap a healthy network of contacts that will send you a crop of new clients almost automatically over time.

Next Steps

While sending personal email messages one at a time can be effective, as your network grows, it can also become very time consuming. That’s why I do recommend having your own email newsletter or other way to stay in touch with all or groups of your contacts all at once in an automated way.

I’ve seen many small businesses simply attempt to do this using Outlook or their email address book. This is not the best way to do it, and can ultimately become a nightmare. An email service is a better way to handle this chore easily, economically and legally.

But there is a lot more to effectively using automated email marketing to really ramp-up your business relationships. And there’s lots of questions about best practices in this area too, to save time and frustration with the technical side of it all.

That’s why I’m going to be attending a webinar being held live next week by Ely Delaney of My Business Marketing Mentor. I know Ely personally (we met at a business seminar!) and he is an excellent teacher and quite passionate about automating as much as possible…instead of doing everything manually. That’s my weakness, so I know he’ll have some great tips, tricks and techniques to share for getting more done with less.

If you’d like to join me in attending this training, I’ve added a link to the sign-up page in the Resources section below. But be warned, this is a small online class with only 50 slots available (I’m not sure how many are already taken). So I’ve already signed up because I know it will sell out fast. It’s happening next Tuesday, December 29th at 5:00 PM Eastern Time.

In any case, start using email as your primary follow-up tool to build your referral network, and you will create a solid foundation for growing your freelance bookkeeping practice for years to come.

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Please Note:  Some of the links in this post are affiliate links and I may be compensated for my recommendations. However, I will never recommend anything that I don’t personally believe in or use in my own business. Your questions and feedback are invited.

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Resources:

Automated Email Marketing Systems webinar (Tuesday, December 29 at 5:00PM-Eastern Time)

The Complete Guide to E-mail Marketing: How to Create Successful, Spam-free Campaigns to Reach Your Target Audience and Increase Sales – recommended reading

Aweber – the email list management service I use (and love)

1 Comment »

On December 1, 2009, recent changes to the Federal Trade Commission Act affecting online marketing, blogging and advertising will go into effect. The expanded regulations affect every US-based individual and business that sells or recommends products and services on the Internet. So if you have a website for your freelance bookkeeping business (and you should) or post on social media, you need to know about this.

What’s it all about?

“The original FTC act ‘prohibits deceptive and unfair acts or practices in commerce and misleading advertising of drugs, foods, cosmetics, devices and services,’ and these prohibilitions apply online and offline,” explains Richard Cleland, Assistant Director of the FTC Advertising Practices Division in a recent online interview.

The new guidelines expand on how the regulations apply to online marketing. With the ease in posting recommendations for third party products and services, such as using Amazon affiliate links, this change affects nearly everyone who has any kind of commercial dealings on the Web.

In which situations does it apply?

Specifically, the new rules apply to anyone who posts on a blog or website using affiliate links or where customer testimonials are used to sell a product or service. Any kind of reviews or recommendations online where compensation is involved are also included.

The fact that there is compensation involved now must be plainly disclosed. Where testimonials are involved, average customer results must be disclosed. It is no longer adequate to state that “your results may vary,” as has commonly been done by many.

What to do next

Since the new regulations go into effect next week, if you have a website where you use testimonials or affiliate links, you should figure out what needs to be revised on your blog(s) and/or website(s) to bring them into compliance and avoid getting snagged by the authorities. You may also have to change the way you post information with commercial connections on Facebook, Twitter and LinkedIn.

The rub is, the new guidelins are not especially clear on how they specifically apply to some situations. So the best advice is to check out the information available on the FTC website itself. I’ve also included additional resources below, including an interview just released this week by online business expert, Jim Edwards, and FTC official, Richard Cleland, which includes real life examples of online advertising and how the requirements for disclosure apply.

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Resources

The official FTC guidelines that take effect on December 1st.

Jim Edwards interviews FTC Official for clarification of the new guidelines

Interpretation of FTC guidelines by an Internet lawyer

How to use the new guidelines to your advantage with testimonials

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Have you heard all the hype about using social media to market your business online? How much of it is hot air and how much of it is true? Is it worth the time (because that’s what it really costs) to get out and mingle online?

These are questions I’ve been investigating myself. And this video is something that got me to start paying closer attention.

Social media is definitely not a fad – but how can we use it to help grow our client base as freelance bookkeepers?

First, we must remember that the basis of social networking is relationships. It’s about connecting with people, not selling your services directly. It’s attractive because it’s social and interactive, not to mention fun. It’s about everyday life and connection.

The reason that social networking does makes sense from a business standpoint, however, is that wherever people tend to gather, conversation often turns to asking for recommendations when in need of products or service…or discussing what’s new, what’s been happening at work and at play, including unsolicited testimonials about products and services. Social media fosters powerful word-of-mouth referrals in a natural, softer sell platform.

Careful! It’s a Double-Edged Sword

While everyone loves to buy, they hate in-your-face sales pitches. That’s a no-no in social networking. They also don’t like to be manipulated. So if you try to work the system, the smell of sleaze will come through and hurt your reputation big time. And of course, negative gossip spreads like wildfire online!  So don’t give them a reason to spread the wrong message about you.

To make social networking work in favor of your business, you have to be a real person and build real relationships. If you hate the direct approach to selling your services, however, then this is music to your ears.

All you need to do is be conversational and enthusiastic in a genuine way about what you do and what your company has to offer. The idea is to attract clients and prospect. Not to sell directly to them. Telling stories about how you’ve been helping others is a great way to do this. (Just make sure you don’t disclose anything confidential!)

In time, social networking automatically builds your expert status and your brand using your name and face. Everything you do online will ultimately reflect on your image. So also be aware of the inherent transparency of your interactions online. Because you never know who’s watching you and the lines between personal and business will blur, make sure you don’t post anything you don’t want everyone on the planet to know.

Social Media Is Not a Marketing Quick-Fix

You will not build your business overnight with social netowrking. It takes time to build relationships. And social sites like Facebook and Twitter can suck a lot of your time without you even realizing it, if you’re not careful.

To make it work, therefore, schedule a set amount of time to spend consistently on your social marketing efforts. And be disciplined about it.

Similar to in-person networking, you need to do it on a regular basis. But the rocket fuel is that online networking has a much wider reach. So, if you work virtually with your clients like I do, this is an especially important tool in your marketing toolbox.

So far my conclusion is that social marketing does indeed make sense, when kept in it’s place. It appears to be an important, cumulative way to help stabalize and grow your business over time. But because of its seductive, time-consuming  social nature, discipline is needed to keep it productive.

I’ve been planning 30 minutes a day, and so far, the results have been good. Fostering solid relationships on a regular basis is what builds word of mouth referrals. And referral sources are a key to long-term success as a freelance bookkeeper.

I’m still learning how to hone my online marketing skills, so I’ll keep you posted as I learn the ropes more thoroughly. But here are my best suggestions so far:
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1. Be clear on who your target market is (Ideal Client) and find where those people hang out online. Then join in the conversation, being willing to share helpful info to build your expert status.
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2. Start with just one or two social networks, and grow from there. Twitter is the easiest place to start.
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3. Be yourself, but stay professional. Focus on building relationships and adding value. Don’t be afraid to let folks know what you do in a conversational rather than salesy way.
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4. Make your time count by setting a schedule and sticking to it.
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5. Track what you are doing and what the results are. Do more of what’s getting the best results.
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So if you haven’t jumped on board with social media yet, it’s time to get your feet wet and get some exposure and brand recognition online. The best way to learn how is by doing.

Have you already been using social media with good results? Let’s hear about it!

What tips can you share on the best way to build relationships and spread the word about outsourced bookkeeping services through social networking?

Leave a comment below and let’s get a productive conversation going.

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Gabrielle
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Resources

How to Market Your Busienss with Facebook – NY Times

Twitter Guide – courtesy of makeuseof.com

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