This is a new column focused on helping small business owners run their businesses more efficiently.

There are too many tools out there. Let’s face it. Many small business owners don’t have time to waste on tools that don’t work. This series will help you save money and improve productivity by providing results-proven tools that other business owners had success with. 

This week we explore tools small business owners are using to organize internal data. We’ll also look at marketing tools that actually provide results for these small business owners. We'll look at the must-have tools of one small business success coach, a baked goods company and a winery.

THE Small Business Lady

New York Times small business columnist, author and coach, Melinda Emerson, known to her 178K followers as @SmallBizLady, told me via phone the number one mistake she sees small businesses make is impulse buying shiny new tech tools.

She said many small business owners buy more technology than they need. She recommends people wait six months to buy an app to ensure it’s user friendly and allow the small business owner to take a course in using the app if it’s needed.

Emerson believes that “while social media is dominating, email is still king.”

She recommends small business owners get an email marketing tool that doubles as a CRM. She encourages small business owners to check out Constant Contact, Infusion Soft or free email tool Mail Chimp


Emerson wrote in a blog post How Twitter Changed My Life, “I joke with people all of the time that I work Twitter as if it were a job. But that is what is required to build an influential social media brand.”

As someone who uses social media frequently for marketing, she and her team use the pro version of HootSuite. She likes that people can respond easily and share information. This is important when she manages the popular Wednesday 8pm ET twitter chat she started #SmallBizChat.

Since Emerson’s team is geographically spread out, she knows the importance of a good collaboration tool and swears by Dropbox. She calls Dropbox “the best thing that ever happened to me.” She likes how easily she can store files and control and collaborate on iterations of her documents.

Lastly, for small businesses engaging in thought leadership Emerson recommends webinar tools. She has had good experiences conducting teleseminars on WebEx, GoToMeeting and Instant Teleseminar.

The Baker