Freelancers become their own bosses to control their income, set their rates, and finally escape the salary caps of traditional jobs. So why are so many now handing that control straight over to a machine? Why trade the boss who capped your pay for one that’s now setting your income using the same tool you asked last week, “Why does Instagram keep cropping my carousel?” or “What even is the aspect ratio for Reels in 2025?”

I’ve been watching too many brilliant freelancers and creative business owners hand over their pricing decisions to AI and it’s not only costing them money, but confidence in what they charge.

Don’t get me wrong, AI is brilliant for so many things. On any given day, the titles in my ChatGPT sidebar sound like the inside of my brain at 3PM: “Dinner Ideas,” “Birthday Card Copy,” and “Instagram Aspect Ratio Fix” (because that latest IG update completely wrecked my feed layout). But when it comes to pricing your services? That’s where things get messy, and potentially very expensive.

AI pricing sounds clever, but it’s not strategic

AI tools are trained on patterns, not profits. They trawl the internet, average out all the data they find, and spit back a number with absolutely zero context about your actual situation. Sure, it’s quick and feels efficient, but it completely misses the things that matter most; your income goals, your capacity, your delivery model, and most importantly-the actual value of the results you’re providing to your clients.

It keeps you stuck reacting to averages instead of building a pricing model that reflects the way you work and what you want to earn. When AI looks at a market full of undercharging freelancers, it decides you should undercharge too. And just like that, you’re not leading your business, you’re following the lowest bidder.

It’s also surprisingly bad at math

Seriously, it sucks at math. AI is a language model, not a calculator. It’s trained to predict words that sound right, not compute numbers that are right. you may as well let a magic 8-ball tell you what to charge.

It doesn’t account for non-billable time, holidays, sick days, or admin. It just makes the maths sound plausible and plausible isn’t profitable.

It locks you into the lowest rung

This is the cost of treating AI like a pricing authority. Because it relies on what’s already out there, regardless of whether it’s working, you end up with recycled rates based on what undercharging freelancers are currently doing.

AI won’t challenge the status quo. It reinforces it. If you want to price like someone who’s done this before? You need to think beyond the middle of the pack.

It also sets you up for burnout 

Low prices mean chasing too many clients, taking on way too much work, and running at maximum capacity just to make ends meet. AI doesn’t understand the reality of client work, things like scope creep, the emotional labour of managing difficult clients, or all the time spent on client communication. 

Ok, so what do I do instead? 

Look, I’m not saying you need to throw out AI completely. But you absolutely need to take back control of your pricing decisions. Here’s how to do it properly:

Start with your actual numbers 

Begin with your annual income goal, add on your costs of doing business aka expenses, factor in tax, and time off. Realistically look at the hours you have to serve your clients and set aside time to work on your business. Calculating your hourly rate isn’t emotional, it’s logical, and it needs to set the value of your time so you can use it to build your spread of offerings.

Build offers that solve problems 

Stop charging for time and start charging for the problems you solve. Highlight the value your clients get, not just the task list you’ll complete. People don’t solve expensive problems with cheap pricing, and more often than not a lower price scares a smart client off than entices them.

Use AI after you’ve done the strategic thinking 

Once you’ve sorted your pricing strategy, then let AI help you with the implementation:

• Draft your service page copy
• Tidy up proposals
• Generate follow-up emails

But don’t let it take the lead for your pricing decisions. That’s your job.

AI is a tool, not a business compass. Let it support what you’re building, but don’t let it steer the ship. Getting your pricing wrong could cost you tens of thousands. You’re far too smart –  and way too talented – to work that hard for that little. Trust me, future freelance you will thank you for it.

The post Using AI to price your services? Here’s what you’re missing appeared first on Inside Small Business.

So why isn’t your business growing?

This is the frustration I hear from business owners all the time. They’re convinced their marketing is working because the numbers look good. But here’s the truth: most marketing metrics are misleading.

More clicks don’t mean more customers. Lower cost-per-click doesn’t mean higher profits. A high return on ad spend doesn’t guarantee a sustainable business.

Yet, this is how most businesses measure success – by tracking vanity metrics instead of revenue.

I’ve seen this firsthand. A real-estate client came to us after spending US$115,050.65 on ads. Their reports looked great – high engagement, low CPC, strong lead volume. The result? Four leads. That’s US$28,762.66 per lead.

This wasn’t an ad spend problem. It was a tracking problem. They were celebrating the wrong numbers while bleeding cash on campaigns that weren’t actually bringing in buyers. Once we fixed their tracking, everything changed. In just 30 days, their cost per lead dropped to $460.97 – a 98 per cent reduction.

They didn’t need more marketing. They needed better data.

Why your marketing numbers don’t add up

Most businesses don’t fail because of bad marketing. They fail because they’re measuring success the wrong way.

Take website traffic. If yours doubled overnight, you’d assume your marketing was working, right?

But what if those visitors weren’t your ideal customers? What if they were bots, unqualified leads or people just browsing with zero intention to buy?

This happens more often than you’d think. A viral post, an algorithm change or a flood of bot traffic can all inflate your numbers – without bringing in real customers.

Yet, when the numbers go up, everyone takes credit. When they go down, everyone shifts blame.

Traffic spikes? “That’s because of our brilliant campaign.”

Traffic drops? “It must be the algorithm. Or seasonality. Or bad leads.”

See the problem?

Businesses chase attention instead of revenue. They track cost per click instead of cost per acquisition. They fixate on lead volume instead of lead quality.

Even ‘gold standard’ metrics like return on ad spend (ROAS) and cost-per-lead (CPL) can be misleading on their own. For example, let’s say you generate 1000 leads at $1 each. That sounds great – until you realise not a single one of those leads actually converts.

Most businesses assume the problem is bad leads. But often, it’s not the leads – it’s what happens after they arrive.

Now, let’s flip the scenario. You generate two leads at $500 each – which seems expensive. But one of them turns into a $10,000 sale. You just spent $1000 to make $10,000 – a 10x return. Which campaign actually worked?

This is why tracking the right metrics matters.

The six marketing metrics that matter

If you’re serious about growing revenue, these are the numbers you need to track.

1. Marketing Efficiency Ratio (MER)

MER tells you whether your total marketing spend is turning into real revenue. Unlike metrics that focus only on one platform, MER gives you the big picture.

Formula: MER = Total Revenue ÷ Total Ad Spend

If you’re spending money on marketing but not seeing an increase in overall revenue, your MER is too low and you’re probably burning cash on campaigns that aren’t working. A high MER means your marketing is actually profitable, not just getting attention.

2. Customer Acquisition Cost (CAC)

CAC shows how much it costs to get a new customer.

Formula: CAC = (Total Marketing + Sales Spend) ÷ Number of new customers acquired

If it costs too much to get a new customer compared with what they spend with you, your business isn’t making enough profit to sustain itself. Tracking CAC helps you figure out whether you’re spending wisely or just throwing money at ads that don’t bring in real buyers.

3. Lifetime Value (LTV)

LTV tells you how much a customer is worth to your business over time.

Formula: LTV = Average Order Value × Purchase Frequency × Customer Lifespan

A one-time customer isn’t as valuable as someone who buys again and again. If your LTV is low, you need to focus on keeping customers around – through better service, follow-ups or loyalty programs – so they don’t just buy once and disappear.

4. Conversion Rate (CVR)

CVR measures how well your marketing turns website visitors into paying customers.

Formula: CVR = (Conversions ÷ Total Visitors) × 100

If lots of people visit your website but hardly anyone buys, that’s a problem. A low conversion rate means something is off – maybe your offer isn’t clear, your checkout process is too complicated or your ads are attracting the wrong people. Fixing conversion rate lowers your cost to get new customers.

5. Return on Ad Spend (ROAS)

ROAS tells you how much money you make back for every dollar spent on ads.

Formula: ROAS = Revenue from Ads ÷ Ad Spend

If you spend $1000 on ads and make $5000 in sales, that’s an ROAS of 5.0 (meaning you make $5 for every $1 spent). But be careful – a high ROAS doesn’t always mean profit. If it costs too much to acquire customers or if your overhead is too high, you could still be losing money even with good-looking ad results.

6. Cost Per Acquisition (CPA)

CPA shows how much it really costs to turn a lead into a paying customer.

Formula: CPA = Total Ad Spend ÷ Number of Conversions

Unlike Cost Per Lead (CPL), which tells you only how much it costs to get a potential customer, CPA tells you how much you’re paying to get someone to buy. A low CPA means your marketing is working efficiently. A high CPA means you’re paying too much for too few conversions.

Why these metrics matter

Instead of focusing on likes and shares, these six metrics help you understand:

• Is your marketing actually making money? (MER, ROAS)
• Are you spending too much to get customers? (CAC, CPA)
• Are you keeping customers or losing them after one sale? (LTV)
• Are you getting visitors who actually buy? (CVR)

If you’re spending on marketing but don’t know whether it’s bringing in real revenue, you’re running blind.

Track these numbers. Fix what’s not working. And start making marketing decisions based on profit not popularity.

How to fix your marketing (and stop wasting money)

Tracking the right marketing metrics is only half the battle. Making them work for your business is the real challenge. Now that you have the data, here’s how to act on it.

1. If CVR (Conversion Rate) is low

Why?: Your website or offer isn’t convincing enough for visitors to buy. Maybe the page is slow, confusing or doesn’t match what the ad promised.

Fix it: Improve your website’s design and checkout process, make sure your ads and landing page are aligned, add reviews or testimonials and test better offers.

2. If MER (Marketing Efficiency Ratio) is declining

Why?: You’re spending more on ads but making less revenue in return. Your ad costs might be too high or you’re not keeping existing customers engaged.

Fix it: Shift budget to the best-performing ads, focus on keeping existing customers (email marketing, upsells) and refine your targeting to attract better-quality leads.

3. If CAC (Customer Acquisition Cost) is rising

Why?: It’s getting more expensive to get new customers, possibly due to higher ad competition, poor targeting or a weak sales process.

Fix it: Improve your ad targeting, test new audiences and platforms, make better-performing creatives, optimise your website for conversions, and improve your sales follow-up process.

4. If LTV (Lifetime Value) is stagnant

Why?: Customers are buying once and not coming back or they’re not spending more over time.

Fix it: Offer loyalty programs, improve the customer experience, send post-purchase emails, upsell/cross-sell and make sure your product or service meets expectations.

Rethinking marketing analytics for sustainable growth

If your marketing isn’t making money, it’s not working. It’s that simple.

Clicks, likes, shares – they don’t pay the bills. The businesses that win in 2025 will be the ones that track what actually matters: profit, customer value and acquisition costs.

So the next time you check your marketing report, ask yourself: Are we tracking real business growth or just chasing numbers that look good?

Stop measuring vanity metrics. Start making data-driven marketing decisions.

And finally, start tracking the numbers that actually grow your business.

The post Are you tracking the wrong marketing metrics? appeared first on Inside Small Business.

Outsourcing your marketing allows small-business owners to access specialised skills, reduce overheads, and drive growth so they can remain agile and focused on their core strengths.  

If you’re looking to outsource your marketing, where do you start? What are the options and how do you decide between them? 

Well, it depends on your goals, budget and requirements.

Freelancers = cost-saving

Freelancers are self-employed professionals working individually. Since you’re employing one person, and freelancers typically offer their services on a project or contract basis, they can be a cost-effective option –especially for short-term, specialised tasks.  

These professionals are ideal for project-based work – think graphic design, copywriting or web development.  

Let’s use web design and development as an example. Generally, it takes approximately 3 months (on average) to: come up with a strategy and plan, write copy, design, develop, review, test, and launch a website. This estimate assumes the business provides timely feedback and content approvals. More complex sites (i.e. e-commerce or custom integration) can take anywhere between 3-6 months or longer.  

In-house employees = control

Hiring in-house, whether full- or part-time employee/s, provides great control over workflows and output. It also allows consistent collaboration and communication.  

Unfortunately, hiring in-house employees also mean high ongoing costs (salaries, super, training, etc).  Plus, the hiring and onboarding process can be time consuming. 

If you’re hiring in-house, you might have any of the following: Head of Marketing (salary between $100k – 160k ), Digital Marketing Strategist (salary between $70k to $100k), Copywriter (salary $60k – $90k), graphic designer ($65k – $90k), Social Media Manager ($65k – $90k), or Marketing Coordinator (salary $55k – $70k).  

Other costs to take into consideration are software, tools, training, and employer on-costs like super, leave and insurance which is typically an extra 20-25 per cent.

Agencies = capability

Having the right marketing agency equates to high-quality execution and strategic guidance.  

Agencies offer access to a team of professionals with specialised knowledge – strategists, writers, designers, SEO experts, ad managers, and analysts – without hiring each role individually.  This means your brand benefits from the collective expertise and current industry best practices.

It is also more cost-effective compared to building an in-house team and delivers a fresh and unbiased perspective, new ideas, creativity, and strategy.  

Using agencies also offer access to premium tools.  Many agencies already subscribe to advanced marketing tools for SEO, automation, analytics, and design, which can be expensive and complex for individual businesses to manage.

A good agency is performance-driven.  They track metrics, report on KPIs and continue to refine efforts to meet goals.  This transparency fosters accountability and ROI focus.

Hiring a marketing agency allows SMEs to punch above their weight. It means leveraging expert talent, strategic thinking and execution power without the burden of full-time salaries.

Making the right choice 

My recommendations depending on your marketing needs:

• For one-off tasks like designing a logo, writing blogs or website design and development, use a freelancer.
• For ongoing growth marketing campaigns, use a marketing agency.   
• For long-term execution and brand control, use a small in-house team + agency support.

Generally, the hybrid model is most effective for SMEs. This could mean having a lean internal team (i.e. one Marketing Manager) and using a marketing agency to support with other marketing requirements.  This allows you to balance out cost, control and capability.  

The post Freelancer, in-house or agency? Here’s how to find the right marketing fit for your business appeared first on Inside Small Business.

The refresh allows customers with shopping intent to browse different options via a “carousel”-like interface, complete with product information and purchase links.

It’s the latest in a wave of shopping-optimised gen-AI models, joining the likes of Perplexity and Google. And it’s being touted as the next big thing in e-commerce, with customers increasingly directing their search inquiries to their AI tools instead of traditional search engines.

But what’s the potential here for small retailers? Here’s what the AI-powered shopping boom means for you, and how you can prepare for the shift.

Why should small retailers be paying attention?

According to recent research by Adobe, traffic to US e-commerce websites from generative AI sources was up staggering 1,200 per cent in February this year, compared to just six months prior. In fact, artificial intelligence-driven traffic doubled every two months since September last year.

Customers are flocking to these platforms for their ability to take into account complex consumer needs, according to e-commerce expert Kelly Slessor. 

“There’s real context in there, and especially if you’ve been training your GPT for a while to get to know you,” Slessor told ISB. “Platforms like ChatGPT, where customers can put all the extensive criteria they want, are starting to become really powerful search tools.”

Slessor, CEO of retail coaching business The E-commerce Tribe, said she’s seeing ChatGPT and other LLMs become increasingly important acquisition channels for her clients. 

Meanwhile, small-business owners like Gabi Saper – who runs the e-commerce business CMY Cubes – are eyeing up a major opportunity in these platforms.

“If OpenAI gets the user experience and ecosystem right, this could become one of the most seamless and high-intent shopping platforms we’ve seen,” Saper told ISB.

Appearing in generative AI shopping results is quickly becoming a must for brands – but how can small retailers get a slice of the pie?

How can small brands get featured by AI shopping tools?

Both Slessor and Saper said they were still figuring out the ins and outs of these shopping tools and how businesses can get featured.

So far, they agree that the usual SEO principles seem to apply to AI search results – with the key difference that AI seems to prioritise results that are written in a more conversational tone.

This means you should compose your website – and especially your product pages – to match the sort of language someone would use when speaking, and writing in a way that answers questions clearly.

“I’ve always been a firm believer that your product pages should be conversational,” said Slessor. “Your product should talk to the consumer needs, as opposed to functions and features.”

Saper pointed out that ChatGPT has released some guidelines for retailers to get featured, like making sure OAI-SearchBot isn’t blocked and using structured data.

It’s important to remember that tools like ChatGPT don’t just pull from product pages – they will also use sources like reviews. For this reason, Slessor recommends rethinking the way you approach feedback, encouraging your customers to use specific key words in their reviews.

“If we’re sending people an email to ask them for reviews, we will structure that email in such a way that it gives them a bit of a guideline around the types of keywords they would use if they were to provide a positive review,” she explained. 

What you want to encourage is language like, “The best lightweight Gore-Tex rainjacket for hiking,” as opposed to generic feedback like, “Great jacket.”

Another tip: ChatGPT relies heavily on Bing, which prioritises local traffic and businesses. This means you should make sure your website is clear about where you are and the area you service, according to Slessor.

Competition with larger brands

Slessor said she’s optimistic that these tools won’t push out smaller brands.

“It becomes a really exciting opportunity, because it means that the small to medium businesses can break through,” she said.

Slessor is already seeing signs that results aren’t skewing toward big brands – especially since ChatGPT lets users refine their preferences in detail. Whether this remains the case will depend on whether platforms like ChatGPT stay organic, rather than shifting to a paid ad model.

“Perplexity, which is similar to ChatGPT, but very focused and finely tuned for shopping, have said they’ll keep an organic model,” Slessor pointed out. “And if that’s the case, then the big brands won’t be able to jump on and take advantage, because it’s not about how much money you can throw at it. It’s about how optimised you can be for AI.”

The post ChatGPT’s e-commerce upgrade: How small businesses can benefit from AI shopping tools appeared first on Inside Small Business.

To be held at the ICC Sydney from September 8 to 11, Fine Food Australia is considered one of the nation’s leading trade shows that showcase food and drink products, attracting thousands of visitors every year and providing a platform for food and beverage manufacturers looking to grow domestically and into new international markets through opportunities to connect with suppliers, distributors, as well as retail and hospitality businesses.

Subsidies of $4500 are available to support 18 NSW businesses to exhibit within the Flavours of NSW zone at the tradeshow, with NSW Government business support experts on hand to facilitate introductions with key industry representatives.

“The Fine Food Australia trade show is the biggest event on the industry’s calendar, and in particular for small businesses looking to showcase their unique products to both a domestic and global audience,” said Investment NSW deputy secretary Rebecca McPhee. “NSW is home to a thriving food and beverage manufacturing industry, with over 4500 businesses and 66,000 employees. Food and beverage manufacturing is the largest manufacturing sector in NSW, and there’s a strong appetite for our quality produce both here and around the world.”

We’re delighted to again support some of our up-and-coming food and drink businesses to exhibit at Fine Foods and showcase the best flavours that NSW has to offer,” McPhee added.

Expressions of interest for the subsidy are accepted until May 12. Those interested in applying may visit the Investment NSW website.

The post Subsidies for NSW F&B producers to participate in national trade show appeared first on Inside Small Business.

With the cost of doing business rising, seizing a share of your customer’s wallet is more important than ever. But many business owners cringe at the idea of asking their customers for money – and with rising living costs, it’s only gotten trickier to talk price without wincing.

Small-business owner Jasmine Parasram knows the feeling all too well. In the early days of running her design business, she struggled to quote her prices with confidence.

“I was preemptively discounting,” she recounts. “I would find myself going, ‘It’s going to be $500, but you know, it’s okay – just pay $250!’”

Inside Small Business Editor Mia Lockett talks to Jasmine in the second episode of The Small Biz Fix podcast about how the entrepreneur went from sales-shy to sales success. A key driver in this process, according to Jasmine, was to start approaching the “the money conversation” from a very different angle.

If you’re also struggling to talk about the cost of your services, here are some top tips from this episode to help you do it – without feeling awkward, pushy, or guilty.

1. Flag when you’ll discuss money at the beginning

Sales coach Frances Pratt – our industry expert for this episode of the podcast – recommends flagging “the money bit” at the beginning of the conversation, if it’s appropriate.

“The thing that I think is really useful for people is to flag it,” she says. “Then everyone can relax because they know that you’re not going to ask them to buy until ‘over there’.”

For example, let’s say someone has approached you to talk about your products or services. You might briefly walk them through how you handle this type of conversation: from understanding more about the customer’s problem, to exploring whether you can solve it, to talking about your products and services and what they cost.

2. Before you discuss money, make sure your value is clear

In the ideal sales conversation, the customer sees the monetary value of your product or service as irrelevant – because in the long run, they are saving money (or time, or stress) by purchasing it.

For this to happen, you should not only listen to your customer’s pain points, but revisit them before you discuss money. Thank them for sharing their challenges with you, review how your products and/or services could alleviate their challenges, and then bring up the price.

“Before I talk about price, I review the conversation with the client – because price is what you pay, but value is what you get,” Frances sums up. “We want them excited and engaged with getting the value that we’ve discussed through the solution component.”

3. Don’t assume that the client wants a lower price

Something that Jasmine Parasram had to internalise was that customers weren’t asking her the price so that they could swindle her, or get a discount. They were asking because they genuinely didn’t know.

“We’re taught from a very young age that if we see something with a dollar sign, the first thing to think is, ‘Can we afford that?’” Jasmine says. “But when we’re pricing our services, when we’re selling our services, we aren’t actually the ones paying the bill.”

Additionally, a higher price can signal that your products and services are truly valuable. If you discount, you might actually be eroding customer trust.

4. Know your boundaries

Jasmine shares that she puts up sticky notes around her office to remind herself of her boundaries. 

“I have one right in front of me at the moment that says negotiate the deliverables, not the dollars,” she says.

Negotiating deliverables and not dollars is a great example of a boundary you can set to avoid accidentally undercharging. If a customer can’t afford you, review services first – not the price.

“So if you come in and say, I’ve got a branding package for $5,000 with all the bells and whistles, maybe they don’t need all of the bells and whistles,” says Jasmine. “Maybe they just need the bells.”

5. The first quote sets up your value

Often, the first price you quote is about setting up your value – not about being the perfect price for the customer. This first price sets the standard; it’s the baseline value of your products, services, and expertise. You can then negotiate deliverables from here.

Knowing your worth – and therefore being able to instill trust in the customer – was a recurring theme in this episode of The Small Biz Fix. It’s not just important for nailing “the money part” of a sales conversation, but all the rest of the sales process too.

Want to know more? Listen to Episode 2 above or on your favourite podcast app.

The post The Small Biz Fix episode 2: How to talk about money in a sales conversation (without the awkwardness) appeared first on Inside Small Business.

However, that does not mean just sending a thank you email and moving on. If you want to build brand loyalty, drive referrals and increase customer lifetime value, your post-purchase follow-up needs to go further.

Here are six underrated and innovative ways to do just that.

1. Send a check-in, not just a thank you

The thank you message is expected. The check-in? That is memorable.
Use your CRM or customer engagement platform to track when a purchase is made, a product is delivered or a service is completed. Then automate a check-in to be sent a few days later, ideally timed for when the customer is likely starting to use what they’ve bought.
Take a local bike shop. A few days after someone buys a new bike, they send a personalised check-in asking how the first ride went and whether the customer needs help with seat height, tyre pressure or gear adjustments. It turns a simple sale into an ongoing relationship and opens the door for future tune-ups, accessories and referrals.

2. Send a ‘pro tips’ guide that adds value

After a purchase or appointment, sending a tailored ‘pro tips’ guide helps your customer get the most out of what they have just purchased and SaaS tools make this easy to scale without losing the personal touch.

A beauty therapist, for instance, could follow up a few days after a client’s treatment with tailored tips to help maximise results, such as hydration habits and post-care routines. This personalised and expert guidance builds trust and subtly encourages rebooking and interest in complementary products.

3. Turn their purchase into a moment of social proof

Social proof is marketing gold, but most businesses wait for customers to offer a review or photo. Why not help them share?

For example, a mobile car detailer could follow up the day after a job with a friendly message and a direct link to leave a review. To make it feel personal, they could mention something specific, such as how well the paintwork came up, which shows attention to detail and encourages the customer to reflect that in their feedback.

4. Use SMS with intention (and restraint)

SMS often gets overlooked because of spam fears. However, used thoughtfully and authentically, it can be one of the most powerful post-purchase tools, especially for appointment-based businesses.

A physio clinic can follow up a few days after a first appointment with a quick SMS linking to a short video recap of a key stretch or exercise. It is a small gesture that reinforces aftercare, shows genuine support and helps the patient feel looked after beyond the appointment.

5. Create milestone moments

Loyalty does not happen in one click as it is built over time. Celebrating small milestones in your customer’s journey shows you are paying attention.

A local gym could monitor new member activity and send a message after their first month, pointing out milestones like classes attended or personal bests achieved. Along with the recognition, they could offer a free guest pass or a discount on small group training. It is a motivating nudge that rewards consistency, deepens engagement and opens the door to add-on services without the hard sell.

6. Offer exclusivity, not discounts

All too often, businesses fall back on discounts as the only way to win return business. But loyalty is built on connection and value. Instead, make your customers feel like insiders.

A boutique homewares store can reward recent customers with an exclusive ‘first look’ email featuring upcoming arrivals, behind-the-scenes picks from the team, as well as VIP access to seasonal launches. It creates a sense of belonging and keeps customers engaged by making them feel part of something special.

Retention is a relationship, not a reminder

Following up is about staying in your customer’s corner after the sale, not just before it.

The most effective businesses are not trying to shout louder, they are using smart SaaS tools to show up more meaningfully, with personalised, timely touchpoints that open the door to long-term conversations and lasting loyalty.

The post Six clever post-purchase moves your customers won’t forget appeared first on Inside Small Business.

Having worked with brand owners at every stage, we’ve been asked just about everything when it comes to selling on Amazon. Does Amazon steal my data? Why wouldn’t I just sell directly to customers? And the question we hear most often – will I actually make money on Amazon?

The answer is yes. Selling on Amazon works. We’ve seen it firsthand, time and time again.

But success on Amazon – like any other sales channel – requires understanding its unique mechanics and rules. And just like any game, you need to know the rules before you can use them to your advantage. Here are a few key ones to get you started:

1. Winning the ‘Featured Offer’ is everything – 80 per cent of sales require you to be the best offer
   a. You’ll notice with every listing on Amazon a yellow ‘Add to cart’ button and ‘Buy Now’ button in the ‘Featured Offer panel. These buttons are designed to feature Amazon’s choice of what they think is the ‘best offer’ to the customer.
   b. The logic behind this buy box is largely secret, even to internal employees. However, we have experimented with this and we know the calculation looks something like this:
   i. Price
   ii. Delivery Speed (handling time + shipping time)
   iii. Customer Reviews
   iv. Account Health
   c. What this means for you: Be smart about how you win the buy box, and monitor your status overtime.
2. Amazon is a logistics company as much as it is a marketplace
   a. If there’s one thing drilled into us since Day 1 at Amazon, is that delivery speed is just as important (if not more important) than price.
   b. This explains Amazon’s incredible investment (sometimes at a loss) into their delivery infrastructure.
   c. Owning and operating every stage of the supply chain is their goal including getting products from suppliers to their warehouses, warehouses to customers, and customer returns.
   d. What this means for you: Leveraging Amazon’s delivery infrastructure is the only way to succeed on Amazon. FBA, EasyShip, SEND etc.
3. The customer relationship is Amazon’s, not yours
   a. Amazon does not freely give you customer data other than the minimum you need to handle customer orders, basic queries.
   b. This means things like customer journey lifecycle monitoring, customer marketing etc are near impossible on Amazon.
   c. However, we have seen some sophisticated retailers do some cool things to get closer to customers
   i. Include personalised messaging into the packaged item (even in FBA). This could include things like ‘leaving reviews, QR code to website etc.
   ii. Automated buyer seller messaging – send notes directly to customers using Amazon’s internal chat system

So, let’s circle back to the big questions we started with:

Will Amazon steal my data? No – but they do control the customer relationship, viewing them as their customers. The upside? These are customers you likely wouldn’t have reached otherwise.

Why wouldn’t I just sell directly to customers? Because Amazon gives you access to 8 million shoppers. How long – and how much – would it take to get that kind of exposure on your own?

If you understand the system and pull the right levers, you can definitely tame the Amazon beast.

The post Selling on Amazon: What most small-business owners don’t consider appeared first on Inside Small Business.

As a solopreneur myself and spending three months of 2024 on maternity leave, I had to choose the right tools that would be effective for bringing in leads but also affordable. 

After testing multiple platforms and refining what works best for my own business, I’ve put together four of my go-to programs that can help you consistently attract leads without draining your time or budget.

MailerLite

MailerLite is an email marketing platform with one of the most appealing free plans out there. It gives you access to automation, segmentation and a simple CRM-style setup for up to 1,000 subscribers.

I use it to tag and segment leads, create nurture sequences, and deliver a smooth experience for people who download a freebie or register for a masterclass. Once it’s set up, it runs in the background, warming up your audience while you focus on the parts of your business you love most.

Cost: Free for under 1,000 subscribers

Zapier

Zapier connects tools that don’t naturally integrate, so your systems can work without manual input.

I use Zapier to:

• Link Manychat with MailerLite, so leads from Instagram are added to my email list and nurture sequence.
  
• Connect Meta Ads to a Google Sheet, which then pushes new leads into MailerLite via Zapier.
  

It’s a simple (and free) way to automate your lead flow and reduce admin.

Cost: Free for basic automations

Meta Ads Manager

Meta’s Ads Manager lets you run Facebook and Instagram lead generation ads directly from the back end of your Meta Business Suite.

You don’t need a huge budget to get results. 

Whilst on maternity leave, I ran successful $5/day campaigns that consistently brought in 1–2 leads a day off the back of a lead magnet. With the right creative and targeting, you can keep your pipeline full, even when you’re busy elsewhere.

Cost: From $5/day

Manychat

Manychat is an automation tool that works really well on Instagram. When someone comments a specific word on a post (or DMs you a keyword), it triggers an automated response, often a DM that delivers a lead magnet or invites them to join your email list.

It’s a great way to boost engagement, collect leads, and keep the process seamless for your audience. 

And when you combine it with Zapier? You’ve got yourself a little lead-gen machine.

Cost: Free (with limitations on triggers)

Generating daily leads doesn’t have to be complicated or expensive. 

With the right tools and systems in place, you can start building a steady flow of potential clients, without burning out or breaking the bank.

As a marketing consultant and a solopreneur, I’ve walked this path too. I know what it’s like to juggle strategy, client work and visibility, often with limited time and resources. These tools helped me simplify and scale, and I hope they help you do the same.

The post Four free and low-cost tools to generate daily leads on autopilot appeared first on Inside Small Business.

ISB: How did the idea for UrbanHires first come about?

OJ: The idea for UrbanHires came from seeing how much we all spend on clothes for events and then never wear them again. I realised there’s a massive gap in the market for an easy way to rent out clothes, so I created UrbanHires to make fashion more affordable, sustainable, and accessible but with a twist. It was all about finding a way to let people rent or sell their clothes, while also making money from their wardrobe.

ISB: How do you make this app stand out from other platforms and websites that also offer clothing sales and rentals?

OJ: UrbanHires stands out because it’s easy to use and focuses on community. You can rent, buy, and sell clothes, all hassle-free. We prioritise security and trust, with every user going through an identification process so you know you’re dealing with verified individuals. Plus, we make it smoother with a rating system for both renters and lenders. We also partner with Uber and DoorDash for local deliveries – no more awkward meet-ups. Our app creates a safe, seamless, and user-friendly experience, which I believe sets us apart in the market.

ISB: What is the most challenging aspect of running this platform and how are you overcoming this challenge?

OJ: The most challenging and exciting part of this platform is the fact that it’s designed to be a local, peer-to-peer network. UrbanHires connects people in close proximity, allowing local users to rent from other locals. This setup keeps the money within the community and promotes friendly trade amongst peers. The challenge, though, is getting enough users on the platform quickly enough so that it’s a vibrant, visible community for everyone. We’re seeing more and more people onboard and excited about the concept, and we’re working fast to grow the community even further. The more users we get, the better the experience for everyone.

ISB: How important is it for UrbanHires to promote circular fashion?

OJ: It’s everything. Circular fashion is the future, and it’s why I started UrbanHires. By renting clothes and keeping them in circulation, we reduce waste and combat the environmental issues caused by fast fashion. If we can get people to think of their wardrobe as a shared resource, it’s a win for both the planet and their wallets.

ISB: What are the future plans for the platform’s growth in the next couple of years?

OJ: In the next couple of years, we’re planning on growing both locally and globally. I want UrbanHires to be everywhere, so more people can rent and share their wardrobes. We’re also working on improving the app’s features to make the experience even better for users, while building more partnerships with businesses to keep growing our community.

ISB: What is the most important lesson you think an aspiring entrepreneur should take to heart?

OJ: Honestly, the biggest lesson I’ve learned is to never give up. There will always be challenges, but you’ve got to keep going, stay focused on your vision, and learn from the bumps along the way. Surround yourself with people who believe in your idea and never be afraid to ask for help. Success doesn’t happen overnight, but persistence pays off.

The post Q&A: How UrbanHires is generating revenue for your clothes appeared first on Inside Small Business.