In writing the text for this website, I’ve found myself typing the words “strategy” and “best practice” a lot. And then it hit me – what happens when best practice isn’t the best choice for you?
So I’ve got something a little controversial to say.
Sometimes doing something “wrong” is the right and strategic choice
I’ll explain, first using a personal example – my email.
Ilana Leah LLC was founded in 2013, and I’ve been an active Etsy seller since 2007. I’ve just built out this site, ilanaleahllc.com, but I’ve been maintaining domains and websites since at least 2009, and maintaining domains and websites usually means maintaining a business email address also.
I’ve used multiple business email platforms and I’ve disliked all of them. I may not go so far as to say I hated them, but I strongly disliked them. I didn’t find the log in procedures intuitive, I found the use interfaces confusing, they haven’t synced to my phone properly, and I’ve run into issues with service ranging from it being non-responsive to functionally non-existent. [This isn’t to say there aren’t good ones out there or that they won’t work for you, but I haven’t been impressed.]
And so, it’s 2023 and you can contact Ilana Leah LLC Branding & Marketing Consulting via a free Gmail address.
Ilana in 2010 would be mortified. Back then, I’d have told myself (or any small business owner in my shoes) that a professional email address that matches your domain is vital – it’s easy to remember, it looks most professional, and it builds trust.
Ilana in 2023 is rolling with it. I’ve made the strategic decision to use a free Gmail address for my professional email because sometimes the “wrong” way is the right choice for you.
Choices that are right for you
I cannot overstate the importance of making not just the “right” choices, but the choices that are right for you.
You started your business in order to do something you love, something you’re great at. Maybe you were looking for a more flexible schedule or financial freedom. Whatever your reasons, and I’m sure they’re great ones, I highly doubt your list included “doing tasks I hate” or “putting myself in situations that make me uncomfortable.”
So, we look at who you are and what you want to do, and what your business goals are – and then we let these facts and goals lead the way.
At this point, you are able to make strategic choices for your small business, not based on influencers, not based on advice meant for organizations much larger than yours, not based on what your friend did – based on YOU and YOUR needs.
If you’re interested in digging into this in a meaningful way, I recommend checking out my PDF workbook Small Business Marketing 101, which not only provides an entry level education on marketing for the smallest of small business owners, but talks about setting goals and using them to make strategic choices and position yourself for success.
Making strategic decisions rather than going with gut reactions
I stand by everything I’ve said above, but here’s the thing. You can justify ignoring “best practice” with well-considered reasons (as long as everything falls within legal limitations, of course!) You can’t justify it with an emotional response (well, you can, but you need to take responsibility for potential losses due to an emotional response).
To show you what that looks like, I’m going to continue with the example of my email, and I’m going to share my reasoning with you. You may or may not agree (hey, I’m not above reproach here), but by being vulnerable with my thought process, I hope I can help show you what yours might wind up looking like.
Reasons I chose my comfort with Gmail over paying for a professional email that matches my domain:
- The world of small businesses (and I mean here, particularly micro businesses*) has gotten a lot more casual since I started out with more acceptable shortcuts, so it doesn’t feel quite as crucial to have Every Little Piece in Place
- I’m planning to be active in Instagram stories and update this blog regularly, run live workshops, and produce content I believe in, so there are other ways to build trust
- I want to show others who are just starting out that it is possible to be professional and successful while using free and low cost tools
- My list of goals does not include growth to a point where this little business outgrows me and I need professional tools for a team
- My primary client interface is virtual; it is unlikely someone will try to contact me without my website or social media in front of them, so the across-the-board recognition of my email matching my domain is less important (meaning: no one is going to be trying to memorize my contact information)
*micro businesses are what I call “the smallest of small businesses”. These are the single-person corporations, the Etsy shop owners, the artisans, educators, sole practitioners, etc. who are in business for themselves, as themselves. These are the parents selling something they love to pay for their kids’ swim lessons, or doing side work to build something towards eventual retirement. I believe this is an underserved segment of the small business world that is wholly deserving of some attention, and my favorite place to focus on because I know it intimately.
Keeping in mind that the Small Business Administration defines small businesses as those with up to 1,500 employees and from $1 million to over $40 million in revenue (the exact definition can vary by industry), it is important to remember that a large majority of business advice directed at small businesses is not directed at micro businesses. The United State Census Bureau talks about this more here.
My rationale for choosing to stay with a free Gmail account for my comfort is supported by years of watching trends within the micro business world, balanced by my dedication to my offerings and public availability, my personal and professional goals, and a desire to use it as an educational tool.
Yes, I can pay a monthly fee to Google Workspace to use Gmail and link it to my domain. While not a bad option, I am currently choosing not to in order to prioritize other things that I think will better serve my clients. This is a strategic choice.
Always consider your positioning
There is not one-size-fits-all answer here. My advice would vary based on who I am talking to.
If I consult with a law firm seeking to engage clients who will bring in multi-million dollar settlements, I’m going to recommend paying for an email address that matches your domain. In this case, it’s of utmost importance to appear (and of course, actually be) professional and inspire confidence. People are trusting you with confidential data, financial wellbeing, and a lot of emotions.
If I consult with an artist or artisan shifting their shop from Etsy to a standalone website, I’m much more likely to tell them that their email choice is entirely up to them. With a website and web presence that is inviting and comfortable and builds trust, it’s much less important that Every Little Thing be in place.
Like a game of chess, you assess the board, you take certain risks, and you make strategic decisions.
Again, consider who you are, where your business is positioned, and what your goals are. That’s what will lead you down the right path, even if it’s the “wrong” way.
Do what makes you comfortable, but do it wisely
So look, if your positioning matches and you LIKE your free Gmail email, use it.
If you’re not trying to grow your business and you don’t WANT to post on social media every day, don’t.
If you don’t want to build or maintain an email marketing list, focus on building relationships in other ways.
It’s all about making strategic decisions that move you towards your goals – and yes, you can do it while staying true to yourself.
Want to talk about this one-on-one? Schedule a half hour or hour session so we can identify your business, outline your goals, and talk through making the right decisions for you. Contact Ilana Leah LLC today to get started.