The middle of the year is the perfect time to prepare for what’s coming. And for small business owners, that means getting ahead of the holiday rush.

From budgeting to branding, now’s your chance to set the foundation for a profitable end of the year. Thinking that far ahead will drive success for your business and keep you ahead of your competition.  

Here are three effective strategies you can put into motion today to finish the year strong and stress-free.

1. Review your financial health and create a holiday-ready budget 

As you prepare for the holiday season, take a close look at your year-to-date sales data to identify which products or services are performing best. These top sellers can be bundled into holiday-themed packages or gift sets that can increase your average order value and make purchasing easier for your customers.

Take a look at your year-to-date revenue and expenses. Are you making a profit? Do you know your best-selling, high-margin products? Consider pairing a high-demand item with a slow-moving product or offering a free gift with purchase to incentivize larger orders — especially if the free item is cost-effective but valuable to the customer. Look at your profit margins, seasonal relevance, and inventory to help guide your packaging strategy.

Create offers that feel special, thoughtful, and hard to resist — while still protecting your bottom line.

Once you’ve got a handle on your numbers, use that insight to build a holiday-specific budget. Set aside funds for seasonal marketing, extra inventory, and any additional staffing needs.

“Using financial software like our Money Pro helps generate reports to identify critical information about your business,” says Christi McKittrick, marketing manager at ZenBusiness. “Understanding which products are best for creating a cost-effective holiday bundle or solving inventory issues with a ‘buy one/get one free’ offer could unlock significant sales potential for your business.” 

2. Optimize your online presence for the holidays 

Generic messages won’t break through the noise during the holidays, especially when you’re competing with countless other brands for attention. Instead, use your buyer personas and sales data to create targeted, personalized campaigns — particularly through email — that speak directly to the needs and interests of your ideal customer. Trying to reach everyone dilutes your message, wastes valuable time, and drains your budget.

Focus on starting meaningful conversations with your core audience by showing them how your product or service meets their specific needs. Begin planning early, segment your email list, and create content that builds trust — not just sales. That’s how you build loyalty, drive conversions, and stand out during the busiest season of the year.

“Creating a marketing calendar for the holidays is critical. You can develop a theme, craft all of your messages well in advance, and plan out the posts,” says McKittrick. “It makes marketing easier to execute because you are tackling it all at once. If you want to create a one-off post, it adds to and enhances your plan. Don’t get caught scrambling to find something to post about each week. Plan it!”

Be sure that your website is ready for your customers. Make sure it’s mobile-friendly and easy to navigate. You don’t want potential customers to get confused while on your website. Be sure to have clear calls to action (CTAs) like “purchase now,” “learn more,” and “contact us.”  Test a potential customer’s experience on your website to ensure that they won’t run into any errors or issues while purchasing.

“Using pop-ups or banners on a website to highlight your holiday promotions is a great way to engage your target audience over the holidays,” says McKittrick. “Everyone loves a deal, so be sure to capitalize on it when you offer one. We also recommend a special holiday landing page to drive traffic to and have the holiday theme as a nice touch during the season.”

3. Plan for efficiency and automation

One big area that gets many small business owners into trouble — especially during the busy holiday season — is not taking the time to implement automation. It’s easy to get caught up in the daily demands of running your business, but manual processes quickly become overwhelming.

The good news? Many time-saving tools are easy to set up and can make a huge impact. For example, automated email responses can instantly acknowledge customer inquiries or order confirmations, send abandoned cart reminders, and provide personalized thank-you notes, giving you and your customers peace of mind.

Another critical area is invoicing and payments. Instead of manually sending invoices and chasing payments, use tools like QuickBooks, FreshBooks, or ZenBusiness’s Money Pro to automate recurring invoices, set payment reminders, and even accept payments online. These tools can sync with your accounting software, saving hours of back-and-forth.

By setting up these systems now, you’ll not only save time but also reduce stress, improve customer experience, and free yourself up to focus on higher-impact work like marketing strategy, customer service, and fulfillment. Think of automation as a holiday gift to your future self.

Be sure to audit your current inventory and forecast your expected holiday demand. This will set you up to get ahead of ordering to avoid delays. Don’t let a supply chain issue affect your busiest part of the year.  

“We work with a lot of small business owners who haven’t taken the time to get ahead of the holiday rush and end up not only having to manage the increase in sales during that time, but also having to problem-solve returns, customer issues, and more,” says McKittrick. “Taking time to set up and test systems to address these issues and automating them for efficiency and effectiveness will not only save time, but will reduce stress.”

Final Thoughts: Start now, celebrate later

The holidays might seem far away, but waiting until fall to prepare can cost you revenue — and peace of mind. Set yourself up now for a successful season by aligning your finances, compliance, marketing, and operations.

At ZenBusiness, we’re here to help with tools, templates, and expert-led webinars that guide you through every stage of your business. Whether you’re building a business plan or boosting your brand, we’re your go-to resource.

Gen X are the proud, independent latchkey kids who came of age in a mosh pit. But retirement is hitting the MTV generation hard. Based on our Gen X case study, nearly half of people born between 1965 and 1980 are unsure if they’ll be able to retire by 65, compared to optimistic Baby Boomers. Yet, when their backs are up against the wall, these “slackers” are tapping into their adaptability, passion, and purpose to redefine retirement on their own terms. 

Why is Gen X falling behind on retirement?

Many workers in previous generations had employer-funded pensions, which provided guaranteed, predictable income after retirement. Now, pensions have largely gone the way of the Commodore 64. Xers were the first cohort of American workers who’ve had to rely on defined contribution plans like 401Ks, which put the responsibility of saving and investing on the individual. Many were not educated about saving for retirement when they started work, so they may not have begun contributing until late in the game.

Some Gen Xers haven’t been able to amass wealth or save for retirement like their parents did due to major economic downturns during critical periods of their lives. They may have gotten laid off in the dot-com bust in the early 2000s. They may have lost jobs or homes or had investments wiped out in the Great Recession of 2008. Then came COVID and inflation.

On top of that, Gen X is a so-called sandwich generation. Many became parents later in life, so they’re simultaneously raising children and caring for aging parents without much financial wiggle room. In fact, they may have recently paid off their own college loans — just in time to pay for their children’s higher education.

As a result of these challenges, Gen X is approaching retirement with a proactive, entrepreneurial mindset. Not only because they have to. They want to! 

Gen X Retirement Hack: Small Business Ownership

Cynical, self-reliant Gen X workers are profoundly entrepreneurial, valuing independence above all. While their retirement gap is daunting, they’re willing to bet on themselves, determined to make their own way by pursuing their passions and interests. Of those we surveyed, 45% of Gen X participants view business ownership as a stable path to financial independence during retirement. Nearly 40% are likely to start or have already started a business — not just as a way to fund their retirement, but as a means to redefine it.

Rejecting Ageism and Pioneering DIY “Retirement”

You know those parents who bought themselves razor scooters to ride to school with their kids? They’re not counting down to days spent on the golf course. They might still be skateboarding! Gen X is ignoring limiting beliefs about aging and monetizing their passions.

“For many Gen Xers, retirement is no longer about stepping away from work — it’s about stepping into something new,” said Ross Buhrdorf, CEO and co-founder of ZenBusiness. “As ‘Encore Entrepreneurs,’ they’re using business ownership to pursue their passions and create long-term financial security on their own terms, redefining what retirement can look like in today’s world.”

Many are adding side hustles to full-time employment, taking chances that challenge them and provide flexibility as well as fulfillment. ZenBusiness employee Mica Graves benefited so much from participating in fitness during the pandemic that he invested his own money and partnered with others to open three franchise gyms. “I don’t have a fixed date for retirement,” he says. “I absolutely think I’ll be doing something else, whether it be investment properties or another type of franchise.” As a result of pursuing his passion, he’s not only growing a business but is deeply embedded in a supportive community. Mica says: “I love my full-time job. But the gyms have given me flexibility and made me engage outside of my comfort zone. If I didn’t do this, I would have always wondered.“

Adaptable and Practical: Embracing AI for Small Business

Shout out to those who remember the now-laughable lag times of dial-up internet, made friends on message boards, or took a hypertext class in college! Since Gen X came of age with the early days of at-home computing and participated in creating the internet, they’re equally as comfortable with emerging technologies and IRL relationship building — a huge boon for business ownership. They’re not afraid to pick up the phone or jump in and code. They’re comfortable with the uncharted territory of new technology and all its glitches, workarounds, and fixes. This flexibility is a huge asset in starting businesses. 

Because of their experiences, a relatively high percentage of Gen Xers are excited about the possibilities of AI, picking it up as a tool like any other in their DIY toolkit. 

Thirty percent of our survey respondents believe that AI can streamline business operations, making it easier to manage a company while still enjoying flexible time during their newfangled retirement.

Though retirement looms, Gen X won’t slow down anytime soon

This generation was originally given the moniker “X”  because they refused to be defined by societal pressures. Coming of age in a time of rapidly shifting societal, economic, and technological changes has equipped them with a high tolerance for the unknown — which they’ll need! The fact is, many will not be able to stop working with enough money in the bank to sustain them. In accepting this, they’re creating opportunities to live in alignment with their passions and values. They are changing the narrative for themselves with the same grit and innovation they’ve relied on for decades.

For Gen X, retirement isn’t an end; it’s just another transition. The path is one they’ll forge on their own.

Being your own boss is more than a way to make a living — it’s about creating something of your own with passion and purpose and figuring it out along the way. We know that what makes a business special is the person behind it. In honor of National Small Business Week, we asked our ZenBusiness entrepreneurs what they love most about running their own businesses. Here’s what they had to say about being a boss.

Connecting with People Through Business

“My favorite thing in the universe is to connect with people. I love people. I have no shortage of people that I want to keep meeting and keep getting to know. When I thought about going out on my own, I thought, ‘I’m going to have the opportunity to meet so many more people and have so many more experiences than just a full-time job where, you know, sometimes by the third or fourth year, you’re like, oh, this is the same project we’ve been doing over and over again.​”  –Kerry Hoffman, project manager, So Very Kerry

Having Pride in Ownership

“What do I like about being a small business owner? There’s really nothing like the sense of ownership and pride that comes with running your own business. It’s empowering to know that success rests in your hands and that hard work truly pays off. It’s knowing that the level of effort I put into the business every single day will determine the outcome. And honestly, even if I’m not successful, it’s still rewarding to know that I gave it everything I had.” ​–Mica Graves, ZenBusiness employee and co-owner of Franklin Berry Farms F45 Gym

Freedom and Flexibility in Small Business

“One thing I love about being a small business owner is freedom. And freedom means a lot of different things for different people — the freedom to set my own hours, the freedom to be my own boss. But for me, it’s the freedom to bring things to market quickly, test them out, and get that validation of whether something is going to work. I don’t have to go through a long approval process. I can create, launch, and learn in real-time.” ​–Sinclair Ceasar, mental health consultant, Sinclairity Consulting 

Creating a Career on Your Own Terms

“I like being an entrepreneur because I like being able to help in the way that I want to help, and being able to set my own role. I don’t know too many people who do what I do, and I like that I get to make it up. I get to decide how I want to support people, and I can fill their needs in a very flexible way. My sessions are 90 minutes long — when do I ever get 90 minutes to spend with a patient in the hospital? Never. So I love that I get to make the rules, and I also get to set my own schedule.”​ –Abby Keller, holistic health and life coach, Abby Keller Coaching

Making Your Own Rules in Small Business

“It’s important for me to allow people to feel special when they sit in my chair. It’s important for me that when my guests come to visit me, they understand that they’re getting quality service, that they’re working with someone who is trained and certified. It goes a long way for people to trust you and to trust your brand and your business. But beyond that, what I love most is that this business is mine. I get to make my own rules, I get to be creative, and I get to build something that will last — for me and for my family.” ​–Amber Bradley Williams, owner of HOOKK’D Permanent Jewelry

Turn Your Passion Into a Rewarding Business

“I love being a small business owner because I get to combine my passions — music and animals — into something that gives back. This has been a passion of mine for a very long time. I’ve traveled all over the country, selling merchandise and being around the things I love, and now I get to build a business around that. It’s hard work, but it’s also rewarding knowing that I’m creating something meaningful, something that supports rescue animals and celebrates the music culture I’ve been a part of for years.”​ –Nathan Gieber, owner of Furever Grateful 

Head to our social media to tell us what you love about being a small business owner! Find ZenBusiness on Instagram, BlueSky, X, and Facebook.

As a small business owner, your personal brand is essential to building customer trust, loyalty, and connection. Representing yourself professionally humanizes your business and showcases your unique expertise. These five essential tips can help you create a strong, meaningful presence and set you up for success.

1. Stand out with your own story

Your personal story is the heart of your brand. Customers connect with real-life experiences, and sharing yours helps build credibility and create emotional connections with your audience. Why did you start your business? What inspired your journey? Highlighting these moments sets you apart from the competition and creates a narrative that customers will relate to and remember. Build a consistent story that reflects who you are, what you stand for, and the unique value you bring to your customers.

If self-promotion feels uncomfortable, shift the focus to sharing value, expertise, and the lessons you’ve learned – such as through explainer video production. By doing so, you’ll connect with your audience in a way that feels genuine.

How to Start Building Your Brand

• Reflect on why you started your business. What problem are you solving? What motivates you?
• Identify key moments in your journey, such as challenges you overcame or milestones you achieved.

Example: A baker might share how they grew up creating cakes with a grandparent and how they turned that passion into a thriving business. 

Pro Tip: Write down your story and identify boundaries. You can share what feels comfortable while keeping certain aspects private.

2. Align your look with your brand

Your appearance and visuals should be a natural extension of the story you’re telling and the experience you want customers to have. When what people see matches what you say, you build trust and loyalty. Think of it this way: if your brand is about casual comfort, showing up in a formal suit might confuse customers. On the flip side, if you’re positioning yourself as a luxury or premium brand, your visuals should convey polish and sophistication.

But don’t worry — you don’t need to break the bank! Investing in a ring light, a tripod, or even a couple of hours of professional photography can elevate your visuals without breaking your budget. Whether it’s updating your profile photo, refreshing your website images, or creating a consistent look and feel for social media posts, small efforts can pack a big punch.

What to Do

• Invest in professional-looking photos. Good lighting, your smartphone, and basic editing tools can go a long way.
• Dress and present yourself in a way that aligns with your brand. A luxury brand owner should lean toward polished, sophisticated looks, while a casual brand would benefit from a laid-back style.

Example: A yoga instructor might use soft, natural lighting to reflect a peaceful and approachable brand. These small details can make a big difference in how your audience perceives you.

Pro Tip: Refresh your visuals regularly to stay current. New photos can reinvigorate your online presence and make you look active and engaged.

3. Write a strong mission statement

Your mission is the soul of your business — it’s the “why” that drives everything you do and the “what” that gives your work meaning. The mission guides your decisions and helps you stay aligned with your business goals. It also communicates your purpose to your audience, showing them what you stand for and why you’re uniquely positioned to solve their needs. Your mission is key in helping people to trust your brand and feel confident in choosing you over the competition.

Take the time to define your mission with intention. You’ll create a foundation that supports the operations and growth of your business and the relationships you build with customers over time.

How to Craft Your Mission

• Start with answering this question: Why does your business exist?
• Consider your audience. What do you aim to provide or solve for them?
• Keep it concise and clear.

Example: If you’re a freelance graphic designer, your mission might be: To empower small businesses with affordable, high-quality design that makes their brands stand out.

Pro Tip: Check out the mission statements of brands you love and learn by example.

4. Build a professional bio

Your bio is more than a summary of your work — it’s an opportunity to share your story, highlight your expertise, and showcase your unique approach. It’s often the first impression people get about you and your business, so it’s worth crafting thoughtfully. Don’t stress about perfection! Your bio is a living document that should evolve as your business grows and you reach new milestones. Use it to connect your personal story to your professional brand, showing not just what you do but why you do it and how you make a difference. Tailor your bio to fit the platform and audience — emphasize achievements and expertise on LinkedIn while keeping it short and engaging for social media. A well-crafted bio builds credibility and gives others insight into your journey, values, and the skills you bring to the table.

What to Include in Your Bio

• Your Background: Share your professional experience and how it relates to your business.
• Your Achievements: Highlight notable accomplishments.
• Your Values: Showcase what drives you and what you stand for. 
• Personal Details: Mention a hobby, passion, or fun fact that aligns with your brand.

Example:
“Hi, I’m Taylor, a small business consultant with over 10 years of experience helping entrepreneurs launch and grow their businesses. I’m passionate about turning dreams into actionable plans and believe every idea deserves a chance to shine. When I’m not at work, I enjoy local coffee shops, networking events, and coaching youth soccer.”

Pro Tip: Use “we” instead of “I” if you collaborate with others or outsource tasks, even if you’re a solopreneur. This subtle shift can make your business feel more established and inclusive.

5. Engage professionally on personal social media

Your personal social media accounts reflect your business reputation. By treating your personal social media as an extension of your brand, you can connect with your community on a deeper level while building credibility. If you don’t have a separate account for the business and are using the personal account only, be especially mindful of what you share. Start by ensuring all of your profiles reflect your business values and goals. Include your bio with a link to your business on your profile. Balance personal and professional updates by sharing content that aligns with your brand, like stories about your business journey, industry tips, or real-life lessons learned. Be mindful of what you share; avoid polarizing topics or overly personal content that could detract from your business image. Engage thoughtfully with comments and messages.

How to Engage Professionally on Social Media

Do:

• Share posts that reflect your business values and expertise while allowing your voice and personality to shine. 
• Use professional-quality images and videos.

Don’t:

• Overshare personal details unrelated to your business.
• Engage in polarizing topics like politics unless they align with your brand’s mission.

Pro Tip: Be consistent. Posting regularly, even if it’s just once a week, keeps your audience engaged and shows that you’re active and invested.

Summary

Cultivating a personal brand isn’t just about promoting yourself. It helps you build your brand and connect with your community of customers, vendors, and partners. Whether you’re refining your personal brand or starting fresh, these tips will inspire you to supercharge your business brand by marketing your most valuable asset — you!

The best, and least expensive, time to give your business direction is before you start it. The next best time is right now. These tips and resources are just what you need to get started in planning your own business.

Joe’s company runs specials in the local newspaper because that’s what his competition does. He pulls these ads when he’s sick of them (even though his prospects won’t notice the ads the first nine times they see them).

Joe then hires a PR firm to create a unique image for his company, but he doesn’t renew the contract with the PR firm because the campaign didn’t bring in enough new clients (even though that wasn’t the goal).

Do you know someone like Joe? He’s a fairly typical small business owner — he doesn’t have a clear direction for the marketing and growth of his company, and he lacks the focus to maintain that direction over the life of the business.

The best, and least expensive, time to give your business direction is before you start it. The next-best time is right now. The tips and resources below should help you take the next steps if you have an idea for starting up your own business, consulting firm, or private practice of any kind. If you’re already on your own, it’s not too late.

1. The Idea Phase

A common myth among would-be entrepreneurs is that they need a “brilliant” idea. Actually, most successful businesses are those that are focused on what I call a “good enough” idea, to borrow from D.W. Winnicott.

What’s your idea? Flesh it out a little. Find out who else is doing what you’re planning, and think about how you could improve on that. Don’t reinvent the wheel — tweak it.

Pay attention to whether your idea gets more interesting to you the more you spell it out and talk to people in your prospective field. Hopefully, you’ll find that your initial idea was really a starting point, not an ending point. The ideas that emerge as you gain expertise and momentum on your path, and which you couldn’t have thought of at the beginning, are the best ones.

Make sure your new business will allow you time for family and to maintain your health and well-being. It’s a lot harder to fit in the important aspects of life once your days are packed with business-related appointments and concerns.

2. Put together an advisory team

We all need mentors, advisors, consultants, or coaches of various kinds. If you consult with a lawyer, an accountant, and a business coach/consultant while you’re in the planning stages, you’ll prevent expensive, frustrating mistakes later on. These professionals can help you put real numbers in your business plan (as opposed to the hopeful projections I usually see). They’ll introduce you to people who can help you get your business off the ground, and they’ll allow you to learn from other people’s mistakes.

Depending on your plans, there might be other professionals you need to include on your initial advisory team.

3. Do your market research

After the thrill of feeling like a pioneer wears off, you’ll be glad to know that others have hacked away the dense brush to clear a path for you. Some great sources of market research information are:

• Local experts – People who love what they do enjoy talking about it with like-minded people.
• Trade associations – There’s a huge book your reference librarian can show you that lists more trade/professional associations than you can imagine.
• Government reports – We all hear about ridiculous government studies that waste our tax dollars. But they occasionally study valuable issues. You’ve probably funded a study that can help you understand your target market better and present a stronger case for your business.
• Your competition – I’ve had great success talking with supposed competitors, both in my community as well as those across the country. In some fields it’s appropriate to collaborate only with those competitors who don’t directly compete for your business. This is easy to do by email.
• Surveys – You can get incredibly valuable information from prospective customers. If you don’t know who they are, you need to go back and flesh out your idea some more.
• Focus Groups – See our tips for running a focus group.

4. Define your target market

Review your market analysis and identify your target market. You’ll get to know this portion of the population very well, if you haven’t already. I recommend that clients write a description of an example (or three) of their target population as if they were beginning a novel and had to introduce the reader to an important character. What do they do? How old are they? What concerns keep them up at night? What do they value most? How do they approach shopping for products/services? Do they have young children? Elderly parents? Do they pinch pennies for themselves but are extravagant spenders on their children and/or pets? You get the idea.

This is an ongoing relationship, and you’ll continue to become an expert on your target market. However, if you don’t genuinely care about them and want to meet their needs, even anticipate them, you won’t be effective in the long term.

Whatever you do, do NOT pick a market that forces you to compete on price.

5. Basic Pricing Issues

Your market research will come in handy here. Generally, newcomers to a marketplace should start in the middle of the accepted pricing structure. Occasionally, new businesses are positioned at the high end of a niche market. Most get there by developing a reputation over many years.

Remember that repeat business is much easier and more profitable to attract than new business. How can you incorporate that basic truism into your marketing plan, customer service policies, and other interactions with existing customers?

Almost as good as repeat business are enthusiastic referrals from happy customers. What can you do to encourage and deserve that kind of referral?

And it’s worth saying twice…don’t ever compete on price!

6. Planning for Future Success

Schedule time in your workday to meet with advisors, staff, clients, and prospects. And schedule time off by yourself to focus on the big picture. If you have employees, you might meet for half an hour every week with them. You might take your advisors out to dinner every three to six months. You should talk to clients whenever you run into them — the same with prospects. If you don’t run into them, invite some of them for coffee every month.

Take time off by yourself quarterly to reflect on whether you are doing something you believe in and enjoy. If your business has gotten away from you and you’re playing catch-up most of the time, don’t feel too bad. That’s a very common entrepreneurial problem, but if you don’t address it, you’ll end up like too many of my clients — burned out and feeling trapped.

Other things to keep in mind when you’re planning:

• Keep redefining and getting to know your target market
• Consider how to most effectively reach and influence your target market
• Check to see if you’re sending a clear message to your target market and if it’s delivered consistently, no matter the medium. Your radio ads for the holiday season should give the same message to your core audience as your print ads last July. The content will vary, but you can’t claim that your restaurant offers gourmet cuisine in a romantic setting one month and then claim to be the cheap, fun hangout for parents with toddlers the next.

Track new referral sources, repeat business, how much clients spend per visit/order, how you got the business you enjoy doing most, and anything else you can quantify. That’s the only way to make intelligent decisions until you’re established and have an intuitive grasp of these figures. Even then, tracking results can help you get more useful feedback from your advisory team, staff members, and others involved in your business decisions.

If planning takes away your enthusiasm for your new business, and you want to ride the wave of adrenaline and avoid putting your plans on paper, you’re not ready. At least not if you need to make a living from it.

Investigating and creating a solid foundation for your business should make you feel MORE enthusiastic and stir up new and better ideas. If your business is going to last, you’ll need to be both passionate AND persistent. It’s similar to getting pre-marital counseling. You shouldn’t avoid pre-marital counseling because you’re afraid you’ll discover unresolvable problems in the relationship. If the marriage is going to last, you’ll find that the more you know about each other, the better you feel about the prospect of spending your life with him or her.

A business is definitely a long-term commitment, and you’ll probably spend more time working than you do with your family or on hobbies. So make sure you know what you’re getting into before you take the leap.

Next Up: Check out our “How to Start a Business in the USA for Non-Citizens” post.

We’ve dedicated this article to the benefits of AI and machine learning (ML) for business. All of them boil down to one thing: making better decisions.

Often, these decisions are related to product or customer-facing problems, such as reducing churn, launching new product lines, or improving marketing strategies. Other times, bringing ML and AI into the organization can improve efficiency by replacing human-intensive and repetitive tasks.

If you’re already convinced that ML and AI are more than just buzzwords, you may wonder how you can launch a successful artificial intelligence and machine learning project in your company. It’s not an easy task, but we’ve put together a few steps to help you reduce the risk of wasted resources and generate more value for your business.

Step 1: Map out your main challenges

This step is the cornerstone for developing a machine learning strategy for your business. It determines how you approach every following step — from the types of data you collect to the metrics you measure.

You need to know what your pain points are before you try to fix them. Many small businesses have a long list of problems they’d love to solve with AI, but trying to fix everything at once isn’t realistic. Start small — with a simplified version of the most pressing issue — and expand later.

If your business challenge seems too big, break it down into manageable parts. This approach will help you analyze different aspects of the problem and find areas where machine learning can help.

You can also look at what other companies in your industry are doing with ML. While you don’t want to copy their strategies, this research can provide inspiration.

Step 2: Understand the possibilities of machine learning

Once you’ve chosen a problem to solve, take time to understand the scope of AI and ML. It’s crucial to know what modern machine learning tools can actually do — especially in 2025, with so many new developments in generative AI, predictive analytics, and real-time decision-making.

This understanding is especially important for business leaders and managers who will be working alongside data science teams. Even a basic understanding of supervised learning, natural language processing (NLP), computer vision, and neural networks can go a long way in aligning business goals with technical solutions.

There are many excellent resources available, including introductory courses on Coursera, edX, or Udemy, as well as free guides from OpenAI and Hugging Face.

Step 3: Collect data (or use what you have)

The third step is to collect high-quality data. The type and amount of data you need will depend on your use case and the algorithm you plan to implement.

Data is the raw material for your ML model. If your data is poor or incomplete, the model will underperform, no matter how good the algorithm is.

Be thoughtful about the data you gather. Include control factors and noise to improve the robustness of your model. Don’t assume real-time data is always better — use what best reflects the problem you’re solving.

For example, if you’re trying to predict customer churn, your client’s purchasing history might be more useful than their geographic location.

Also, don’t overlook the data you already have. Your business likely generates a significant amount of useful data through point-of-sale systems, CRM software, website analytics, or customer support tickets.

Step 4: Explore and evaluate your data

Before jumping into data preparation, start with exploratory data analysis (EDA). This step helps you identify outliers, trends, missing values, and other inconsistencies.

The purpose is to spot potential biases or patterns that could skew your results. For instance, if you’re building an algorithm for equitable hiring, your dataset needs to represent a balanced view of all candidates. Otherwise, your model could perpetuate or amplify existing biases.

Things to evaluate during data exploration include:

• Outliers
• Similar variance among variables
• Normal distribution (bell curve)
• Missing or inconsistent data
• Correlations and dependencies between variables
• Dataset independence

Use data visualization tools like Tableau, Power BI, or Python libraries such as Matplotlib and Seaborn to identify trends. This stage is also a good time to start thinking about which model might suit your data structure.

Step 5: Prepare and refine your data

Data preparation is one of the most time-consuming parts of any ML project — and one of the most important. Studies estimate it can take up to 70–80% of the total project time.

Your goal here is to clean and standardize your data. Tasks may include:

• Removing or correcting errors
• Dealing with missing values
• Labeling your data for supervised learning
• Normalizing or scaling values
• Segmenting datasets
• Reducing imbalance in class data (especially for classification tasks)

Feature extraction may also come into play. This involves reducing the complexity of your data without losing key information. For instance, you might combine several variables into a single feature that captures the same meaning with less computation.

This step sets the foundation for your model to succeed.

Step 6: Train your model

Now it’s time to choose your model and train it. You may use regression models, decision trees, neural networks, or transformers, depending on the complexity and type of your data.

Start by splitting your dataset into training and validation subsets. The model uses the training data to “learn” patterns and relationships and then tests that learning against new data.

You likely won’t get it right the first time — and that’s okay. Iteration is part of the process. Run different models, compare results, and fine-tune your hyperparameters.

Key performance metrics may include:

• Accuracy (especially for classification tasks)
• Precision and recall
• F1 score
• Mean squared error (for regression tasks)
• ROC-AUC (for binary classification)

You can also consider using AutoML tools like Google Vertex AI, Amazon SageMaker, or Microsoft Azure ML Studio to automate parts of this process.

Step 7: Evaluate and improve

Once you’ve trained and tested your model, take a step back and evaluate the end-to-end process.

Was the model useful? Did it solve the problem you set out to fix? If not, don’t be afraid to go back to earlier steps — maybe you need better data, a different model, or a different approach entirely.

Remember, the goal isn’t to build the perfect algorithm — it’s to solve a business problem efficiently and effectively.

Start small and run A/B tests or pilot implementations before scaling to your entire business. Keep monitoring your model’s performance in the real world and retrain it periodically with fresh data.

Other Machine Learning Ideas for Small Businesses

ML and AI don’t stop at your product or service — they can also optimize internal operations. Start by identifying manual, repeatable processes where automation can help.

For example:

• Automate invoice processing or data entry
• Use natural language processing (NLP) for customer sentiment analysis
• Apply ML to optimize supply chain operations
• Use AI-powered tools to write and test marketing copy

AI and ML are evolving fast. You don’t need to be an expert — just be curious, experiment responsibly, and focus on solving problems that matter to your business.

Whether you’re predicting customer churn, personalizing marketing emails, or forecasting demand, machine learning offers enormous potential to drive growth and efficiency.

Start small, learn as you go, and scale what works.

Progress has significantly accelerated in the last few years. When we look back at the ’90s, we can’t help but be amazed at how far we’ve come in a few decades. But the pace is no longer steady — it’s exponential. Artificial Intelligence (AI) is no longer a prospect for the distant future — it’s already here and reshaping how we live and do business every day.

AI is improving every aspect of how we operate modern businesses, from marketing and advertising to cybersecurity, hiring, and mobile app development. With breakthroughs in generative AI, predictive analytics, and automation, the technology is offering opportunities for businesses of all sizes to streamline operations and scale smarter. Let’s take a closer look.

Marketing and Advertising

Any marketing specialist is well aware of the impact that AI has had on the industry. Artificial intelligence algorithms can identify prior search behavior and tailor advertising strategies for particular users based on their online habits. This allows businesses to save money on campaigns, avoiding the traditional “spray and pray” method and instead adopting precision-targeted marketing.

Platforms like Google Ads (formerly AdWords) and Meta’s advertising tools now rely heavily on AI-driven bidding, budgeting, and placement strategies. More recently, AI content generators and marketing assistants have also become popular, helping businesses craft ad copy, generate images, and even personalize campaigns in real time.

AI in Service and Support

Chatbots have become a cornerstone of customer service across countless industries. Consumers also increasingly rely on virtual assistants like Alexa, Siri, and Google Assistant to complete everyday tasks and ask questions.

Many businesses now use advanced conversational AI powered by large language models (LLMs) like ChatGPT to improve support experiences. AI-based systems can resolve customer questions instantly, reducing wait times and easing pressure on support teams.

What’s more, AI tools can now analyze conversations and feedback at scale to identify trends and pain points. This allows businesses to continuously improve their customer support approach.

Marie Fincher, a digital content director at Trust My Paper, suggested that: “Artificial Intelligence allows businesses to personalize emails with offers that are relevant to each customer in particular, thus drastically increasing conversion and engagement.”

Stronger Cybersecurity

AI continues to play a growing role in protecting data and networks from breaches and attacks. With the rise of sophisticated ransomware, phishing campaigns, and insider threats, AI and machine learning (ML) offer powerful tools to detect, prevent, and respond to threats in real time.

AI-driven cybersecurity tools like Darktrace, CrowdStrike, and Microsoft Defender use anomaly detection and predictive modeling to identify suspicious behavior before it causes harm. Darktrace’s 2025 report indicates a growing impact of AI-powered threats on organizations, with 78% of chief information security officers acknowledging significant effects, underscoring the evolving cybersecurity landscape.

AI isn’t just for defense, either — it helps organizations comply with regulations, automate responses, and improve risk assessment. And as threats evolve, AI systems continue learning and adapting.

Hiring

AI is also reshaping how businesses approach recruitment. Tools like LinkedIn Recruiter, HireVue, and Workday now use AI to scan resumes, match candidates to job descriptions, and even evaluate interviews.

While there have been concerns about bias in AI-driven hiring (such as Amazon’s discontinued AI recruiting tool), many of those issues stemmed from flawed training data — not AI itself. As companies adopt more ethical AI practices and better data inputs, hiring tools have become more equitable and effective.

The benefits are substantial: AI speeds up hiring, reduces repetitive tasks, and helps companies identify the best-fit candidates faster. It also allows HR teams to spend more time on relationship-building and less time on manual screening.

App Development

Mobile app development is another area where AI is leaving its mark. With the average user spending several hours per day on mobile devices, businesses are investing heavily in AI to improve app performance and personalization.

Today, AI plays at least five major roles in mobile apps:

• Personalizing content and recommendations
• Enhancing productivity and usability
• Connecting with smart devices via the Internet of Things (IoT)
• Performing real-time image and voice recognition
• Enabling automated reasoning and decision-making

AI-based tools like ChatGPT, Google Gemini (formerly Bard), and Claude are now being integrated directly into mobile platforms, allowing users to generate content, ask questions, and complete tasks more efficiently than ever.

Final Thoughts

AI can be intimidating, especially if you’re new to it — but it doesn’t have to be. When used thoughtfully, artificial intelligence can help businesses save time, reduce costs, and deliver better experiences to customers.

As we move through 2025, it’s clear that AI is no longer optional. From recession resilience to productivity and innovation, AI is fast becoming a foundation of modern business. Whether you’re a small business owner or part of a growing enterprise, investing in AI now could be the key to long-term success.

Read more about How AI Can Help Your Small Business.

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Are you starting a business on a shoestring budget or need ways to stretch your small business marketing budget? Marketing a business doesn’t have to cost a lot. Here are 57 low-cost, high-impact methods to advertise and promote your business.

Determining the best ways to advertise and promote your business can be an ongoing challenge. If your business is new, you may not know how to advertise your business to get your name known. If you’ve been in business for years, you may be wondering how to promote your business effectively when the promotional methods you’ve always used aren’t working as well anymore. The way customers shop for what you sell may have changed, their needs may be different, or you’re missing younger, new customers because you’re unsure how to promote your business to them.

Whatever your business structure or circumstances, you need proven advertising and marketing tactics to find new customers without spending a fortune. These need to include a mix of traditional and digital marketing. Here are some of the best ways to bring in business on a limited budget.

57 Ways to Promote Your Business

You can’t promote and advertise your business effectively until you take these two steps:

1. Plan your marketing

To market your business successfully, you need a planned, organized approach. Hit-or-miss marketing wastes time and money. Start by defining your marketing strategy and setting a budget.

2. Identify your best prospects

Determine the characteristics of your best prospects and the best promotional strategies to reach them. Be as specific as possible.

Is the decision-maker the CTO of the company, the director of human resources, the paralegal filing new business LLCs, or a 37-year-old working mom? Will you find them on X, Pinterest, Facebook, YouTube, or Instagram? What about in-person networking at local business meetings or community organizations?  

What about advertising? Will customers be searching for your type of product on Google or Bing? Do they look for coupons in newspapers? Do you want to start promoting your business to them at the start of their buying cycle or when they’re about ready to pull out their credit card and make the purchase? Write your answers down and refer to them before you start any new marketing tactic. Use this marketing plan worksheet to gather your information.

Learn how to promote your business online

Digital marketing isn’t an option — it’s a necessity. Whether you sell turquoise jewelry, empanadas, or asbestos removal services, you need to promote and advertise where your customers are searching for what you sell. And that’s online. Here are ways to accomplish that affordably.

3. Set up a website for your business

If you don’t have a website, get one set up. A working website is critical for marketing your business and for making your brand known, even if your business has a big social media following. You need to get a business domain name because, depending on what you sell, your website serves as a lead generation tool, online brochure, catalog, and information source for your potential customers.

Having your own website is important because you have complete control over how you promote your products and services on it and how long promotions and other content are visible. You don’t have that control with social media. 

Whether you choose a ready-to-use template or have someone build a site for you, be sure the design is responsive. In other words, it needs to look good and be easy to read on mobile devices as well as on desktop and laptop computers.
 
RELATED: How to Advertise Your Website for Free

4. Include a blog

Blogs (or other written articles on your site) serve two functions. They inform your customers and prospects. The blog or article content also improves your chances of being found in search engines.

You don’t even need to be a professional writer to add a blog. Just write information your customers will find helpful at different stages of the buying cycle or provide tips and hints on using what you sell.

5. Use basic SEO for your website

SEO stands for search engine optimization — in other words, setting up your web pages so the search engines understand the content of the page. Doing so increases the chances of having your site show up in search results when someone searches for what you sell or the kind of information you provide.

Although some companies spend a lot of money on SEO, there are a number of things you can do yourself to improve the SEO of your site. Among them:

• use a different title for each page on your website
• use phrases people search for in the page title
• include your business name, location, and phone number on all pages of your site

6. Promote your business on Google

You can set up a business profile for free on Google. The profile may show up when people search for your company name and can help advertise your business. To get listed on Google, go to Google Business Profile. Bing has a similar option. To get listed on Bing, go to Bing Places for Business.

On both sites, fill out all the information you can, including phone number, website, business address, and hours of operation, when appropriate. Doing so can help your business show up at the top of search results when someone in your general vicinity is searching for your products or services.

Google Ads can also be a cost-effective advertising strategy, offering discounts and promo credits.

7. Claim your Google Business Profile listing

Claiming your Google Business Profile (formerly Google My Business) listing is a crucial step in promoting your business online. This free listing allows you to manage your business’s presence across Google Search and Maps, making it easier for potential customers to find you. By verifying your business, you can add photos, videos, and other information to your listing, which can help increase your visibility and credibility.

Additionally, you can use your Google Business Profile to respond to customer reviews and engage with your target audience. This interaction not only builds trust but also enhances your online reputation, making it a vital tool for promoting your business effectively.

8. Promote your business on social media

You can set up a free business profile or page on social media sites such as LinkedIn, Facebook, Instagram, X, and Pinterest. A strong social media presence is crucial for driving brand awareness and customer interaction. You can set up a Facebook page for your business that is separate from your personal profile. To attract attention from potential customers, be sure to include a good description, keywords, business phone number, and a link to your website. Keep your business and personal pages separate on other social media sites, as well.

9. Participate in social media discussions

Look for or start social media discussions on topics related to your field. Look for groups or conversations that talk about your type of products or services and participate in the conversations, but don’t spam them with constant promos for what you sell.

10. Use LinkedIn Groups to expand your network

LinkedIn Groups are a great way to expand your network and promote your business to a targeted audience. By joining groups related to your industry, you can connect with other business owners, share your expertise, and build relationships that can lead to new opportunities.

You can also use LinkedIn Groups to share your content, participate in discussions, and establish yourself as a thought leader in your industry. With millions of groups to choose from, you’re sure to find ones that align with your business goals and target market. Engaging in these groups can help you stay updated on industry trends and gain valuable insights from other business owners.

11. Use email marketing to bring in business

Email is the most cost-effective way to advertise and promote your business. For small business owners, email marketing is a cost-efficient tool for attracting and retaining customers by communicating with them and reminding them to make purchases or visit your website.

You can use an email marketing service to maintain your mailing list and send the emails. Ask customers, website visitors, and social media followers to sign up for your email list. Then, send an email newsletter and/or promotional offers to customers and prospects on a regular basis.

One good way to build a permission-based email list of people who want your mailings is to give something away. It could be a free ebook or even a free tip sheet on how to do something related to your business.

If you’re a health coach, for instance, you might offer a tip sheet with “10 Easy Ways to Lose Weight Without Going on a Diet” to people who sign up for your email list. If you don’t have anything to give away, try offering a signup discount on products or services as an incentive.

An email service can be especially helpful for this step. It can help you manage your list and send professional-looking mailings.

12. Post tips and images regularly to social media accounts

To make your social media accounts into useful promotional tools, you need to post regularly. If you post too infrequently, your posts won’t be seen. Information and photos that are interesting, helpful, or entertaining to your audience will get the most visibility. Tips on how your followers can improve their lives or businesses and posts with special offers are likely to get the most likes and shares.

In addition to posting regularly, you should vary the time of day you make your posts. Different followers will be reading at different times of the day.

13. Boost your most popular posts

Boosting social media posts is a low-cost option for advertising on social media sites. When you boost a post, you pay to increase its visibility. Target the boosted posts at groups of people who are most like your customers. This can be an inexpensive way of getting your business in front of potential customers in very targeted locations or who have interests that match what you sell.

12. Run ads on Facebook and other social networks

Although boosting a social media post is one type of ad, you get more options when you create an ad instead of boosting a post. On Facebook, for instance, creating an ad lets you set objectives such as conversions or lead generation, create call-to-action buttons, take advantage of more advanced targeting options, and do other things you can’t do when you boost a post.

15. Partner with influencers to promote your business

Partnering with influencers can be a highly effective way to promote your business to a wider audience. By collaborating with influencers who have a large following in your target market, you can increase your visibility, build credibility, and drive traffic to your website. When choosing influencers to partner with, look for those who have a genuine interest in your industry and are willing to promote your business to their followers.

You can also offer incentives, such as free products or services, in exchange for their promotion. This strategy not only helps in reaching a broader audience but also makes use of the trust and influence that these individuals have with their followers.

16. Run a webinar

Pick a topic for the webinar that will be popular with customers and prospects. Some topics that can foster customer engagement are important industry news, strategies for improving some aspect of life or business, and ways to solve common problems. You could also teach a short introductory course in a webinar.

Promote the webinar on social media and in your newsletter. Encourage friends to promote it on their social media accounts and newsletters, too. Require attendees to register with an email address so you can remarket to them after the webinar.

17. Host classes and events

Hosting classes and events is a great way to promote your business and establish yourself as an expert in your industry. By offering educational content, you can attract potential customers and build trust with your target audience. You can host classes and events online or offline, depending on your business goals and target market.

Additionally, you can use these events to promote your products or services and build relationships with your attendees. Whether it’s a workshop, webinar, or live demonstration, these events provide a platform to showcase your expertise and engage directly with your potential customers.

18. Create PDF versions of promotional materials

Convert your promotional literature to PDF format so you send product literature to those who request it in email. You save the postage; they get the material in minutes instead of days. Use a lead form on your website to offer the promotional material to website visitors.

19. Test pay-per-click (PPC) advertising

Buying pay-per-click advertising on search engines is an effective way for some businesses to acquire new customers and leads. Whether or not it will work for you depends on the nature of your business.

If you’re not yet advertising on search engines, look for offers that give you $50 or $75 in free advertising to start. Read the directions for the service you plan to use, and very carefully watch what you spend on a daily or more frequent basis until you’re comfortable using PPC ads (and feel confident that you’re getting a return on your investment).

20. Look into Google local service ads

Google local services ads are shown at the top of Google search results when people search for certain local consumer services such as plumbers, electricians, or roofers. Potential customers can click or tap on your local services ad to either call you or send you a message request. An added benefit: a Google Guarantee badge is available for businesses that pass a Google screening and qualification process.

You pay only for valid leads, but the cost per call or text can be very high. Thus, these ads are best suited for established businesses that know how to convert leads and know that the average customer charge or lifetime value of a customer will allow them to make a profit.

21. Ask customers to review your business

Good customer reviews are an important promotional tool. When someone is ready to choose a product or a service provider, they want to be assured that they’re making a good choice. One way they gain that assurance is by looking at the reviews. To increase the chance that customers will leave a review, send them a note thanking them for their business, and ask them to review your site online. Include a link to a place you’d like them to post their review.  

Related: How to Get Referrals and Recommendations

Use traditional methods to promote and advertise your business

Although online marketing and advertising are essential for bringing in business today, that doesn’t mean you should neglect traditional marketing tools. Online and offline marketing methods work hand in hand to bring in customers and clients and keep them coming back. Here are offline promotional strategies that are just as important now as they were in the past.

22. Boost your credibility by forming an LLC or corporation

If you’re an unregistered business like a sole proprietorship or general partnership, consider forming an LLC or a corporation. The “LLC” or “Inc.” designation that you add to your business name when you choose one of those entities makes your business seem more permanent and established. That perception can give you a marketing advantage by increasing your credibility.

23. Get business cards and stationery created

If you’re just starting out and don’t have a business card, business stationery, or promotional flyers yet, have them made up — immediately. They tell prospective customers you’re a professional who takes your business seriously. 

Printed business cards are important for marketing your business because they help people you meet remember you, your brand, and what your company does. Be sure to list your website address on your business card, letterhead, and any handouts you create. Include your main social media profile link, too, if possible. Another good strategy: include a QR code on the back with a link to sign up for your email list.

You should have the business cards professionally printed, but you can print your own letterhead and envelopes if you use good paper. If you only use a few handouts a month, you can print those yourself, too. But if you need a large quantity, have them printed.

24. Give business cards to your friends

Get your business cards into the hands of anyone who can help you in your search for new clients. Call your friends and relatives and tell them you’ve started a business. Visit them and leave a small stack of business cards to hand out to their friends. Keep a few in your wallet or purse to give out to people you meet who want to know how to contact you.

25. Give extra cards to your service customers

Neighbors and friends often ask each other for recommendations for service providers. Leave a few extra business cards with your customers when you do work for them. That way, when their friends and neighbors ask them for a recommendation, they have an easy way to pass on your business name and contact information.

26. Ask your vendors for business and recommendations

The vendors you buy from may need some of your services or know people who do. Ask for their business, and ask for referrals. If they have bulletin boards where business cards are displayed (printers often do, and so do some supermarkets, hairdressers, coffee shops, etc.), ask if yours can be added to the board.

27. Get out and network

People like to do business with people they’ve met and feel like they know. Get known by attending meetings of professional groups such as your local chamber of commerce, other local business groups, local chapters of national groups such as the National Association of Women Business Owners (NAWBO), or civic associations. Have business cards in a pocket where they’re easily reachable, and pass them out when you make a good connection.

Remember to ask what the people you speak with do and to really listen to them. They’ll be flattered by your interest and better remember you because of it.

28. Become actively involved in some groups

The above marketing idea will give you more opportunity to meet possible prospects. But remember: opportunists are quickly spotted for what they are and get little business. While you won’t want to become involved in too many organizations that require a lot of your time, you can make real contributions to the groups that are the best match for your business. Being active in local groups can bring you valuable word-of-mouth marketing.

29. Become a paying member

Pay for membership in those groups that attract your target customers. Becoming a paying member lets others in the group know you’re one of them, are interested in the group’s mission, and that you’re not just a freeloader or fly-by-night. Plus, you never know how the group will benefit you!

30. Get listed in member directories

Many business groups maintain member directories that they publish online. Being listed in these accomplishes two things. It helps members you’ve met or members who are looking for services like yours find your contact information. It also provides a link to your website that can be useful for search engine optimization. Some groups may list you automatically. Others will require you to submit your own information. In either case, be sure your contact information is correct and the link to your website works.

31. Exhibit at local trade shows

Local trade shows, as a type of local event, give you a strategic tool to enhance community engagement and visibility by displaying your products and services to the general public and other local vendors who may need your products or know someone to recommend you to. All you need to do is keep your setup clean and inviting. Think about using branded signage, printed materials, banners or even a custom canopy tent from trusted providers like Sign Shark, to make your booth look more approachable without stretching your budget.

32. Sponsor a local trade show or event

The cost of being a sponsor of small, local events or trade shows can often be relatively low. If the event attracts your audience, being a sponsor can build name recognition for your company and engage with the community and potential customers. Your business name and logo will be seen wherever the event organizers promote the show. That could be in pre-show mailings, the organization’s website, and in handouts and displays set up during the show.

Sponsoring local 5ks, fun runs, or similar events can have a similar effect. Local school events are also great options.

33. Give away useful promotional products

If you’re going to have giveaways at your booth, make them items your prospects will want to keep and use. Jar openers, keychain flashlights or hand sanitizers, refrigerator magnets, calendar magnets, drinkware, and pens are all items that can be imprinted to advertise your business, and they are all items people tend to keep and use.

34. Help your community

Think about the needs in your community. Could you help get your name known by organizing a food or clothing drive? Could you give free coffee one day a week to local police or nurses? Organize an environmental cleanup? Promote your community program to the press with announcements about the project and about the results you achieve.

35. Publicize noteworthy aspects of your business

Write press releases promoting what’s unusual about your business or how your company makes a difference. You can also use press releases to announce new products or services, share company news, and promote your business to a wider audience. This method not only helps in reaching a broader audience but also enhances your brand’s credibility and authority in the market.

Send the releases to local newspapers, radio stations, cable TV stations, and magazines whose audiences are likely to be interested in buying what you sell.

Post the press releases on your own website in a “news” section, and send them to one or more online press release services, too. Be sure your website URL is included in the release. To increase your chance of having the material published, send along a photo with your press release. Editors of printed publications and online sites are often in need of “art” (drawings or photos) to fill space and break up the gray look of a page of text.

36. Help reporters find you

Reporters are constantly looking for sources to quote in their stories. One way they find those sources is to use services that distribute their request for sources to publicists, experts, marketers, and others who want to be sources. To find out when reporters are looking for information you can provide, sign up for these lists and scan them regularly. One such service is HARO (short for Help a Reporter Out), which is free. Another service, PR Leads, is fee-based.

37. Write an article that demonstrates your expertise in your field

Send it to noncompeting newspapers, magazines, and websites in your field that accept submissions from experts. Be sure your name, business name, phone number, and a reference to your product or service is included at the end of the article. If the editor can use the article, you get your name in print and possibly get your contact information printed for free, too.

Better yet, ask to be a guest columnist for publications that reach your audience.

38. Publicize your publicity

Whenever you do get publicity, get permission from the publisher to reprint the article containing the publicity. Make photocopies and mail the copies out with sales letters or any other literature you use to market your product or service. The publicity clips lend credibility to the claims you make for your products or services.

39. Add an “As Seen On” or press section to your website

List the names of publications you’ve been mentioned in and link to the articles that mention you. This simple promotion can help add a little credibility to your site.

40. Ask for work

Contact friends, acquaintances, former employers (if you left on good terms), nonprofit organizations, schools and colleges, and even other businesses and ask for work. Let them know what you do and ask if they can use your services. If you don’t know who to contact at various businesses, call and ask who’s in charge of buying what you sell. Don’t be discouraged by people who aren’t interested. One “Yes” can make up for a lot of “No” replies.

41. Network with others doing the same work you do

It sounds surprising, but you can actually help your “competition” in a way that helps your business. Let them know you’re available to handle their work overloads if they ever find themselves in a tough spot. You can return the favor and send work their way when you get swamped. (But whatever you do, don’t try to steal their customers outright; that can ruin your business reputation.)

42. Offer to be a speaker

Industry conferences, volunteer organizations, libraries, and local business groups often need speakers for meetings and experts to run workshops and seminars. You’ll benefit from the name recognition, contacts, and publicity you gain from being a speaker at these events.

43. Give demonstrations

If your product or service is appropriate, give demonstrations of it to whatever groups or individuals might be interested. Or, teach others how to use some tool you use in your work.

44. Embrace video

Put videos of your product or service on YouTube and other video-sharing and slide-sharing sites. For some people, video is a preferred way of learning about products and services.  

45. Discover government resources for business

Find out what federal, state, and local government programs are available to help small businesses in your area. Most offer free business counseling, and some can put you in touch with government agencies and large corporations that buy from small and woman-owned businesses.

46. Publicize your diversity

If you’re a woman-owned or minority-owned business, post that fact on your website. You should also consider getting certified by private, state, or federal organizations. Many purchasing agents have quotas or guides for the number of goods and services they need to buy from minority- and women-owned businesses. 

47. Use sales letters to attract customer attention

Send out sales letters to everyone you think might be able to use what you sell. Be sure to describe your business in terms of how it can help the prospect. Drop a business card in every letter you send out. Follow up periodically with postcard mailings.

48. Use your vehicle to advertise your business

If you use a car or truck in your business, have your business name and contact information professionally painted on the side of the vehicle. That way, your means of transportation becomes a mobile, highly visible ad for your business.

49. Use a magnetic sign on your vehicle

If you don’t want to have your name painted on your car or truck, order a magnetic sign with your name, logo, phone number, and slogan. You can get them in various sizes and can remove them whenever you want. Magnetic signs can be ordered through many online printing and sign shops and are very reasonably priced.

50. Make cold calls

Get on the telephone and make “cold calls” to introduce yourself to prospects. These are calls to people with whom you would like to do business. Briefly describe what you do and ask for an appointment to talk to them about ways you can help them meet a need or solve a problem.

51. Give out samples

Get samples of your work into as many hands as possible. If samples are impractical or impossible, set up a portfolio of your work on your website.

52. Offer a free consultation

Offer a free, no-obligation consultation to people you think could use your services. Set a time limit for the free consulting so potential customers don’t take advantage of the offer. During the consultations, offer some practical suggestions or ideas — and before you leave, ask for an “order” to implement the ideas. 

53. Ask for referrals

A satisfied customer is often glad to refer you to their friends. Help them remember to do so by asking for referrals and leaving them extra business cards or fliers that they can give to their friends and family who need your services. Send them a link to post a review online, too.

If someone gives you a lead, follow up on it right away.

54. Get other people to help sell your products

In addition to selling your products yourself, look for affiliates, resellers, or people who will generate leads for you in return for a commission on sales. Be sure your pricing structure allows for the fees or commissions you’ll have to pay on any sales that are made.

55. Team up with other businesses for promotions

Get together with businesses that serve the same market but sell different products and services. Make arrangements to cross-promote each others’ goods and services by passing leads back and forth, sharing mailings, and making referrals.

56. Keep promotional materials on hand

Have sales letters, brochures, flyers, and other pertinent information printed and ready to go. In addition to the printed copies, keep PDF versions on your computer.

Ask prospects who seem reluctant to buy from you: “Would you like me to send information?” If they say yes, ask if they’d like the information by email or mailed through the post office. Follow up promptly with a note and a letter that says, “Here is the information you asked me to send.” Then, follow up a few days later with a sales call.

57. Run a contest

Contests are yet another way to promote your small business. Make the prize something desirable and related to your business — it could be a free gift basket of your products, for instance, or free services. Then, publicize the contest in local media, on social media, and to your email list.

Be creative

There are many other low-cost ways you can get attention for your business. Toss around ideas with business associates, friends, and family. And look at the dozens of additional small business marketing ideas in our blog.

Whether you were already a remote worker or have recently become one, there are a few important rules that you should consider following to boost your productivity and motivation. These can also help ensure that your reputation doesn’t falter, costing you valuable clients.

Many people find remote working to be easy and convenient. However, this is only the case for those who have the discipline to create a healthy work environment wherever they are. So, if you want to achieve success and please your clients, you’ll need to remain productive and maintain a strong work ethic to attract and retain clients.

On that note, here are the keys to achieving success when working remotely with a client.

Organization with Project Management Tools

One of the main reasons for insufficient production is a lack of organization. Simplify remote working by organizing a workspace with all the necessary items on hand. Moreover, know where your drive, pens, notepads, chargers, and other important devices are located to save time rummaging through clutter.

Effective task management is essential for organizing and tracking work assignments and deadlines, helping ensure that responsibilities are met consistently.

It’s easy to dismiss the importance of an organized workspace when you want to finish tasks quickly or send urgent emails promptly. But this is not an effective long-term solution. Remote workers find that an organized environment promotes productivity and peace of mind. Create an efficient system for all your belongings, and you’ll quickly notice you aren’t as reluctant to get to work as you were when disorganization awaited you.

Reliable Technology

When working remotely, you need to be able to work from any location aside from the office. This means that there’s no place for technological issues and poor internet connections. Along with this, managing operations can be difficult when you don’t have the same tools at your disposal that you would if you were in a company’s office space. You also don’t want to spend a fortune staying in touch with clients, adding to your personal expenses.

Unlike a traditional office environment, remote work requires you to be self-sufficient and manage your own technological resources.

Luckily, remote working has been made easy thanks to innovative technology. You can install a virtual or hosted PBX that connects to your IP or internet phone wherever you are, be it at home or at a local coffee shop. With custom cloud PBX systems, you can improve your relationship with your clients and communicate seamlessly with them using any of your devices. Additionally, using an online VPN can help protect sensitive business data while working on public networks, ensuring that your communications remain secure. This solution is designed to store all data on the cloud rather than storing it on a server, allowing you to move easily from one place to another without disrupting your workflow.

Effective Communication for Strong Client Relationship

Remote locations call for effective communication since you won’t be seeing your remote clients or colleagues as frequently as you would in the office. You’ll need to keep in touch to avoid misinformed directions and help ensure that everyone’s on the same page. On the other hand, you’ll want to arrange working hours to avoid inconvenient times to discuss business. You can have a weekends-off policy that basically makes sure no business calls are made.

Moreover, don’t consider little situations as trivial. Even if it’s a mild interaction, it’s best to have completely open communication with your clients. They will appreciate you checking in, and this will also establish trust in your ability to handle tough circumstances and important business decisions. Always prioritize a culture of collective community, where you, your colleagues, and your clients are all involved in continuous communication to achieve the desired results.

Clear and effective communication is essential for fostering a successful relationship with remote clients, helping to build trust and collaboration.

Routine for Remote Work

When you aren’t scheduled to head into the office every single day, it can affect your daily routine — meaning you’re likely to not have any routine at all. This can greatly reduce your productivity when you aren’t in the right frame of mind to dedicate time to work.

When you work remotely, maintaining communication and relationships is crucial to ensure that you stay connected and productive.

So, you need to establish a routine to improve self-discipline. You need to set working hours for a selection of days per week to help ensure you maintain structure. You’ll find yourself more motivated to produce good work when there are clear boundaries between office hours and your personal life. This is particularly important if you don’t head to your local café to get work done and instead complete your tasks at home.

Building a Strong Foundation

Building a strong foundation is crucial when working remotely with a client. This involves establishing a clear understanding of the project’s goals, objectives, and expectations right from the start. To manage expectations effectively and help ensure that both you and the client are on the same page, it’s essential to create a comprehensive project plan. This plan should outline the scope of work, timelines, and deliverables in detail. By doing so, you set the project up for success and help ensure that both parties are aware of their responsibilities. This proactive approach helps in avoiding misunderstandings and keeps the project aligned with the client’s vision.

Project Planning and Management

Effective project planning and management are critical components of successful remote work. Utilizing project management tools can significantly streamline the process by allowing you to track progress, assign tasks, and set deadlines efficiently. These tools help ensure that the project is completed on time, within budget, and to the client’s satisfaction. Additionally, they enable you to identify potential roadblocks early and mitigate risks, helping the project stay on track. By using these tools, you can maintain a high level of organization and accountability, which is essential for remote work success.

Ensuring Transparency and Security

When working remotely with a client, ensuring transparency and security is paramount. Being open and honest about the project’s progress, timelines, and any challenges that may arise builds trust and establishes a strong client relationship. It’s also crucial to ensure that all project-related documents and data are stored securely and in compliance with relevant regulations. Using secure communication platforms and data storage solutions can help achieve this. By prioritizing transparency and security, you not only protect sensitive information but also foster a trustworthy and reliable working relationship with your client.

Collaboration and Feedback

Collaboration and feedback are essential components of successful remote work. Working closely with the client to understand their needs and expectations, and providing regular updates on the project’s progress, helps ensure that the client is satisfied with the work. Regular feedback loops allow you to address any issues promptly and make necessary adjustments. This collaborative approach helps in meeting the client’s expectations and identifying areas for improvement. By maintaining open lines of communication and actively seeking feedback, you can help the project align with the client’s vision and achieve the desired outcomes.

Continuous Improvement

Continuous improvement is essential in remote work, as it allows you to refine your processes, improve your skills, and enhance your client relationships. Regularly reviewing your work, seeking feedback from clients, and identifying areas for improvement are key practices. By doing so, you can help ensure that you’re delivering high-quality work and that your clients are satisfied with your services. Additionally, staying up to date with the latest trends and technologies helps you remain competitive in the market. Embracing a mindset of continuous improvement not only benefits your current projects but also sets the stage for future projects and long-term success in remote work.

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Ultimately, keeping your clients happy requires basic principles and dedication to your occupation. You’ll find that a change in location does little to affect your progress as long as you have some key rules in place. It’s best to be prepared for any possible scenario so your work or business can adapt and survive. If this is done properly, you no longer have to worry about failing the expectations of your client.

Temporary workers play an important role in many companies. Are they right for your small business? Check out these pros and cons of hiring a temp.

Temporary workers make up a big part of the workforce in the U.S. How big? According to the American Staffing Association (ASA), U.S. staffing companies employed an average of 2.2 million temporary and contract workers per week in the fourth quarter of 2024.

The use of temporary help has enjoyed an upward growth ever since entrepreneur William Russell Kelly opened the first temporary staffing agency in 1946. Today Kelly Services is one of many staffing services and has long done away with its “Kelly Girl” clerical temp image. Like most present-day agencies, its positions are no longer limited to secretaries and file clerks and women.

Temp workers currently possess a myriad of other titles, including accountants, financial officers, assembly-line workers, nurses, doctors, scientists, lawyers, and information technology professionals. 

Should your business hire temporary help? 

To find out, check out these pros and cons of hiring a temp. You may just find that this hiring arrangement is something that is well-suited for your business right now or something that you’ll want to seriously consider in the future. 

RELATED: 7 Inexpensive Ways to Retain Employees in Your Small Business

Reasons for Hiring Temps 

There are a number of reasons why it’s wise to hire a temp instead of a full- or part-time worker. Here are some of the pros:

1. Enables your business to adjust more easily and quickly to workload fluctuations

Temporary help agencies can quickly provide your business with qualified staff. Some common reasons companies hire temps:

• Employee absences: illness, vacation, maternity or disability leave, sudden departure
• Unexpected or temporary demands: special projects, seasonal or peak periods, employee shortages

2. Maintains staffing flexibility

With the popularity and staying power of flexible work arrangements, employers need to stay current with the needs of today’s workforce. Hiring temps is just one of the ways that businesses can offer flexibility and, at the same time, better meet their own needs.

Denise Ridenour of Kelly Services foresees that “the employment pool will increasingly include a mix of temporary and full-time employees. The result is a more efficient workplace, a more flexible job market, and greater opportunities for both employers and employees. Additionally, improving productivity enhances a company’s bottom line and employee job security.”

3. Lets your business evaluate a worker without commitment

Based on your evaluation or preferences, you can employ a temp for a designated short-term position or, if desired, offer a full-time position to a worker who suits your business. Some businesses employ temporary workers as an excellent and cost-efficient way to recruit and test the abilities of new workers before signing them on full-time.

Other companies will repeatedly use the services of a temp worker who has proven to be a company asset. Hiring a temp can also be a good way to continue getting work done while you search for the perfect candidate for a particular job. If unsatisfied with a temp’s work performance, all you need do is contact the temp agency, and they will take care of the rest.

4. Can save time and money

The cost of hiring temp workers is often cheaper than the cost of hiring permanent employees with benefits. In the short term, it’s generally more cost-efficient to hire a temp. For jobs that are expected to last six months or longer, it may pay to hire a full-time employee.   

RELATED:  How to Find Employees for Your Small Business

When you employ an agency, it — not you — becomes the temp worker’s employer. The agency is responsible for and bears the financial burden of recruiting, screening, testing, and hiring workers; payroll expenses and paperwork; payroll and withholding taxes; unemployment and workers’ compensation insurance; and any employee benefits they may wish to provide. Some agencies even provide training such as software application tutorials.

Temporary Staff, Permanent Protection

As the American Staffing Association data reveals, with an average of 2.2 million temporary and contract workers employed, temporary staffing provides businesses with valuable flexibility and cost efficiency.

When weighing these staffing options, it’s worth considering your overall business structure, too. Forming an LLC offers liability protection and tax flexibility that complement smart staffing decisions. The right combination helps your business adapt while maintaining appropriate protections.