The internet has changed the way we think of business.
Nearly every platform has a free version, including the biggies.
- Google+
I can’t speak for the top social platforms from China.
We expect free content, and when we don’t find it, we look elsewhere.
With all this free stuff, it begs the question ~
When should you pay for it?
The Universal Answer
In what must seem the colossal cop-out, the universal answer is ~
It depends.
What makes sense for your business does not make sense for others.
Don’t let anyone tell you what you must do for your business.
There are numerous considerations.
- The size of your business
- Your operating budget
- The functionality of your choice
As a small business owner (with an employee base of moi), I appreciate the task of deciding when it makes sense to lay out the cash.
The following are three common areas in which you decide to pay or not to pay.
- Social networking sites
- Blogging tools
- Online/printed content
1. Social Networking Sites
The inspiration for this post emerged from a barrage of LinkedIn marketing emails.
You know the type.
- Try the 30-day free access to the upgraded premium account for Job Seekers
- Time is running out for the 30-day free access to Job Seeker Premium account
- This is your last chance to sign up for 30-day free access to Job Seeker Premium account
I admit I found humor in LinkedIn targeting me in their Job Seeker marketing. I own my own business – what am I going to do – fire myself?
However, that brings me to my first point.
Decide if the paid feature enhances your business.
- Does the FREE version provide you with sufficient leads?
- Do the added services with a paid account add value?
I am a long-time proponent of LinkedIn. Nearly 60 percent of my business is associated in one form or another with LinkedIn.
That business has ALL been through a FREE account.
- My FREE account brings sufficient leads
- The added services do not add value (in my opinion)
A few years ago, I reviewed the paid Analytics account added to Hootsuite. There again, for my business, I could not find value in adding a paid account.
That does not mean a paid account with LinkedIn, Hootsuite or any other social media networking platform will not add value to your business.
Bottom line
- If paid accounts add credible leads/value – decide to pay
- If the FREE account provides both – decide NOT to pay
2. Blogging Tools
The number of blogging tools is staggering.
- Plug-ins
- Themes
- Email lists and more
Newbies to blogging often go the FREE route only.
And why not? There are endless selections and it saves start-up costs.
- That could be the best action to take – for your business
- However, sometimes you need to spend a little to get a lot
For example, if you are a professional freelancer – writer, graphic designer, consultant – whatever – make sure your site represents your professional persona.
That may mean ~
- Purchasing a theme design
- Paying for security plugins
- Hiring a professional designer
Again, only you know how to define your professional persona.
Another example – I downloaded a FREE security plugin. When I wasn’t receiving the level of service I needed with the FREE version, I purchased the paid version.
Granted, it may have been good strategy on the company’s part to place the value in the paid version. But, I purchased it for the following reasons.
- The cost was relatively inexpensive
- The paid version delivered on what I needed (or at least what I thought I needed)
- I found it worth the cost
In my mind, security is one of those issues you don’t want to mess with.
If you’re a computer geek, you may be able to handle your own themes, plugins or design.
If it takes more time to manage than the purchase cost – decide to pay.
Online/Printed Content
The volume of FREE content online is overwhelming.
Generally, most print content cost money, which is not necessarily a bad thing.
One of the problems with FREE online content is assessing its credibility.
- Know your source
- Look for bias
- Research alternatives
Think about why you need the content.
- Is it for research?
- Do you need training?
- Is it informational only?
If the content is critical to your purpose – you may want to decide to pay.
And the Answer Is
My middle child of seven syndrome hates to be told what to do.
- Buy this training program or fail
- You won’t get the leads you need in a FREE account
No matter how well I may know your business, I do not know your business like you know your business.
I have FREE social media tools and those I pay for.
Assess your business and choose to pay or not to pay.
- Decide if the paid version enhances your business
- Assess your time versus the purchase cost
- Evaluate your purpose
How do you decide to pay or not to pay?
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Great post! To pay or not is always a big debate with me.
Thank you, Paul. Trust me, I understand the debate. 😉 I appreciate you stopping by – and that we are both on a FREE kick. 😀
I know haha! How perfect.
Great minds. 😉
Hi Cathy,
Great post! So many people especially new online marketers have these questions.
One thing I would like to mention is, if you use word press and you download free themes and plug-ins you could be allowing the bad guys in with out knowing it. Since it’s Open Source, they can insert a hidden back door to come in later and do harm or worse steal passwords etc.
Excellent point, Marian! Like I said, I understand wanting to save on expenses, but, for me, getting hacked is a far worse outcome.
Thanks for stopping by and sharing your perspective, Marian. 🙂
I’m with Marian. I no longer use free WordPress themes on new sites (and I’m very careful about the few I have on old sites that still need to be changed). That’s how my server was hacked — twice. In both cases it was a free theme that a developer didn’t bother updating. Even if they don’t stick something malicious in there intentionally, many are slow to update to fix security vulnerabilities, and that lets hackers in. It’s far too big a risk. In my case I hired a security company to come in and harden everything, including fixing vulnerabilities in those old free themes. So one way or another, you end up paying if you care about your site staying safe.
I did pay for Hootsuite, but not for the analytics. I needed to manage more than 5 Twitter accounts in there, so I had to upgrade for that. It’s been well worth it so far in the time I save not having to log into individual accounts all the time. But if I didn’t have that quantity issue, I probably wouldn’t have upgraded.
Jenn, thanks for your insight. I especially appreciate you sharing an alternate view on a paid account with Hootsuite. It’s a great example of why you need to decide what you need for your business. Mine did not require a paid account, but for your business, it made sense.
Thanks for stopping by, Jenn.