Author: simonc

PPC Marketing: Who Is It For and Who Is It Not For?

Pay-Per-Click (PPC) marketing is one of the most effective means of driving traffic to a website and quickly at that. As the name suggests, you have to pay for each ‘click’ that directs a visitor to your website.

There are certain important factors to keep in mind here. The most important of all is that you need to have a clear idea of the return on investment (ROI) you can expect on your PPC marketing campaign. You will have to pay for each click regardless of whether it results in a sale or not. This is why it is important that you understand who PPC marketing is for and who is it not for.

Does Traffic = Leads/Customers?

It is one thing to drive traffic to your website but quite another to convert visitors into leads/customers. This is the first cutoff point where you can decide if you should or shouldn’t use PPC marketing.

If your website or landing page isn’t equipped to convert traffic into customers, there is little you will gain from it. On the other hand, if you are confident that your website is ready and prepped for converting visitors into leads or customers, you should consider PPC marketing.

Have You Found the Right Keywords?

Keywords play a key role in PPC marketing. Every search starts with a keyword or a search phrase. If you don’t know the right keywords to use for your campaign, you won’t gain anything from running PPC ads.

First of all, you need to figure out which keywords are perfect for you. After this, analyze the cost of the keywords you want to target. If they are costly, the ROI may not be worth the effort even if you manage to convert every single visitor.

How Deep Are Your Pockets?

Compared to other internet marketing methods, PPC marketing is considerably cheaper. However, that doesn’t mean you can afford it easily. You may have to pay well over $1 per click. If your budget for a day is $50, you cannot expect more than 50 visitors.

In short, PPC ads may increase the number of visitors to your website, but it may not be enough to deliver the profits that you are looking for. So, if your marketing budget is limited to $500, for example, then PPC marketing is clearly not for you.

Are You in a Hurry?

If you want to increase the number of visitors to your website in the least amount of time, PPC marketing is your best bet. On the other hand, if you have the time and the patience to wait for a while, there is probably no need to spend money on PPC marketing when you can get more out of it investing in other marketing methods, such as SEO.

What is Your Current Traffic Volume?

If you are attracting sizable relevant traffic through organic internet marketing, there is no need for you to indulge in PPC marketing. Of course, the choice is yours at the end of the day, but you may not gain much from it. You are better off improving the methods you are already employing than taking on something completely new.

Answering the questions listed in this article can help you understand who PPC marketing is and isn’t for. This will hopefully make it easier for you to decide whether you should invest your time, money and resources in running a PPC campaign for your website or you’d better invest those in another marketing method that you are more experienced with and already know it delivers results for you.

About the Author: simonc

What’s a Good Domain Name and What’s a Bad One?

The domain name is the “location” or “address” for your website on the web. Just as the location of a brick and mortar business has an impact on its success and so does the domain name for an online business. Therefore, choosing a good domain name is crucial.

As far as domain names are concerned, you can let your imagination run wild, but that often comes in the way of several considerations one needs to take into account. Also, availability is a major factor as most of the good domain names are already taken.

The key to selecting the right domain name is to know the difference between a good name and a bad one. If you keep all the factors that are thought to make a domain name “good” in mind, it is likely that you will be able to come up with the best possible choice.

To save your time and help you easily understand the difference between a good and a bad domain name, here are the attributes of the former:

Short and Succinct

Short domain names are worth their weight in gold. Therefore, it comes as no surprise that most of the three and four-letter domain names have already been taken. The shorter the domain name, the better it is for your website as users can easily remember it, type it, share it, etc.

There is no hard and fast rule though. The general recommendation is that you should try to keep it under 10 characters if that’s possible. Having more than 20 characters in the domain name is unforgivable!

Descriptive

How can a domain name be short and descriptive at the same time? It can, but only if you make the right choice. “Shoes.com” is a great example of this. That is why that domain name is worth millions of dollars.

Of course, once again, most descriptive and meaningful domain names have already been registered, so if you want to use a keyword-rich domain name, be prepared to fork out the dough for it!

Brandable

Sometimes, it is not possible or affordable to go with a descriptive domain name that is also short enough. In this case, you can think out of the box and come up with something catchy that can be used for branding.

For instance, “Skype” is not really a word but it has caught on big time. Similarly, “Rotten Tomatoes” is the name of a movie review website, as is “Metacritic”. It is partly the brandability that has made these domains popular and well-known.

Rememberable

Good domain names are easy to remember for visitors. You have to keep in mind the fact that most Internet users rely on their memory when it comes to visiting their favorite websites. Not many of them bookmark the websites they are interested in. This is why it is important that a domain name be easy to recall.

Spellable

Good domain names are easy to spell. It is tempting to try to come up with a unique combination of letters and numbers to spell your website’s name, but that makes it extremely hard for people to remember the correct way to spell it. You have to make your domain name easy to spell rather than a memory/spelling test for your visitors. Avoid anything which may cause people to misspell your domain name.

Extension

“.com” is the most widely used domain extension (TLD) and it is by far the best and most valuable choice, especially for commercial websites. Of course, non-profit organizations may prefer to use “.org”, and local businesses may opt for a country-code TLD, such as “.co.uk”, “.de”, etc.

Most Internet users are instinctively going to add “.com” to the name if they don’t already know the correct extension. If your website has a different extension, some users may struggle to remember it after a while.

No Numbers or Hyphens

Numbers and hyphens in domain names are generally strict no-nos. Instead of using “3”, you can have “three”, as most people are going to write it in letters anyway.

As far as hyphens are concerned, visitors are going to remember the name of the website and more often than not, forget to add the hyphen. If your business name is “Real Finance”, the domain name “real-finance.com” is not going to deliver the results you want. People are mostly only going to remember the words, i.e. “real” and “finance”, so do away with the hyphen.

These are generally the attributes of good domain names. If a name overlooks any of these, it ventures into the bad name territory. So, keep these golden rules in mind when you are choosing one for your website.

About the Author: simonc

Is Cloud Hosting The Right Choice For My Website?

Cloud hosting is becoming an increasingly popular trend in hosting solutions. However, many still ask the question – do I really need it?

If my current host already seems to offer everything I need, why would I go to the cloud? Does it have anything extra to offer to myself and my business? Will it bring in more clients and higher profits?

We will find the answers to these questions by looking at the 3 main advantages of cloud hosting that you are most likely interested in.

1.) Cloud hosting handles traffic spikes much better.

This is likely the most important advantage of cloud hosting. Your website will have a much wider range of resources available to use only when it needs them.

If you experience high traffic spikes but only at certain times of the day/week/month, then cloud hosting is most likely the better and more cost-effective solution for you.

The high connectivity speed that the cloud offers means that even if your website has 10 visitors this minute and 10,000 the next, every user will still be able to browse just as fast, instead of having to fight for a single server’s limited amount of resources.

Where traditional web hosting providers often promise unlimited hosting space and traffic, you have to understand that this is not practically or even physically possible. As with everything, resources are limited.

If you go to an all-you-can-eat buffet, it does not mean that you can literally eat everything you can. It is the same thing with web hosting services. Unlimited doesn’t mean infinite.

The main advantage here for cloud computing is that it has a huge amount of resources at its disposal, for use only when those resources are needed. Your website is guaranteed to be fast, no matter what.

With traditional hosting, you pay for a fixed amount of resources regardless whether you use them or not. With cloud hosting, you will pay for precisely the resources that your website needs and uses.

To further highlight the importance of speed for your website and business, studies have shown that at least 25% of users will abandon a page that takes more than 4 seconds to load.

Furthermore, Amazon estimated that a single second slowdown on their pages could cost them $1.6 billion in sales each year. They discovered that every 100ms added to page loading time causes a 1% decrease in sales.

Google also calculated that slowing their searching process by a quarter of a second would mean losing 8 million searches in a single day!

Less searches equals less ads served, which in turn equals less profit. This means that investing in cloud hosting could pay for itself tenfold or more for a big enough business that values its online presence.

2.) Cloud hosting provides better reliability.

A website hosted in the cloud should never go down. Unless an end of the world scenario is right behind the corner, your site will be up and running 100% of the time.

Remember that in the cloud more than one single server handles your data and traffic. They are all there to make sure your website will be up and running at all times.

3.) Very fast recovery times.

Cloud computing has the technology to provide better disaster recovery services, and your backups will be ready much faster if you ever need them.

It has been found that companies using cloud hosting fixed data loss issues in an average of 2.1 hours. This is nearly 4 times faster than businesses using traditional hosting and backup plans (they took an average of 8 hours to recover).

With cloud hosting, data loss becomes much less of a worrisome scenario.

So, does my website need cloud hosting?

Cloud hosting is getting more and more popular and many refer to it as the future solution to every online hosting need.

If your website is popular enough, has big traffic spikes, needs better speed, uptime and faster backup technology, then the cloud is the way to go.

If not, it is unlikely that you need cloud hosting right now. You can stick with a reliable shared server solution, but keep the cloud in mind as the best option for when you grow big! If you don’t need cloud hosting now, let’s hope you soon will! 🙂

About the Author: simonc

Factors to Consider While Choosing a Web Hosting Provider

Becoming a webmaster without any prior experience can be a challenge. You have to go over numerous things, small and big. From the design of your website to the user experience and all the way to selecting the domain name, there are many issues you have to sort out.

Even if you have made the most perfect of websites, you won’t be able to get it online until you have selected a web host for it. Now, there is no limit to the number of web hosting providers on the market, but not all of them are made equal. It is quite easy to get confused when face-to-face with the variety of options you have.

To help you out, here are eight factors you should be on the lookout for while choosing a web hosting provider.

1.) Customer/Technical Support

Quality support is a must, so you should first and foremost check the level of customer and technical support offered by a web hosting provider. The simplest way to do this is by calling them up at some ungodly hour or sending an email over the weekend. If they reply promptly, that’s a good sign. It means that you can count on them should some unexpected problem occur once your website goes online.

2.) Reputation

A solid online reputation is what separates the good from the bad when it comes to web hosting providers. You can check reviews and testimonials posted by the customers and also visit forums where the particular company is being discussed. This will give you at least some idea of how reputable your potential web host is.

3.) Refund Policy

The leading web hosting companies offer a money-back guarantee where you get a full refund if you are not satisfied with their services during a trial period. This shows that they have the utmost faith in their level of service. So, go through the terms and conditions as well as the details of your contract to find out if a refund policy is in place.

4.) Uptime

Perhaps the most important factor you should focus on while choosing a web hosting provider is a 99.5% or higher guaranteed uptime. You have to realize the fact that even 0.5% downtime could mean hours and hours when your website remains offline and inaccessible. So, make sure that the host guarantees you maximum uptime.

5.) Monthly Payments

Many web hosting providers require you to prepay the full year’s subscription before they take your website online. While yearly rates are lower, going for this option will tie you to the provider for a whole year. If you don’t have much experience of being a webmaster, it is better that you pay monthly. This way, you can get out of your contract if you are not satisfied with their services. Otherwise, you may have to make do with their services for a whole year before switching to a different provider.

6.) User Interface

You will be able to access your website files through the control panel. For a beginner, it is important that the user interface be simple, uncluttered and easy to use. You can ask the provider to give you a demo of the interface or send over screenshots. Most web hosts offer cPanel as a control panel, which is quite user-friendly and easy to use.

7.) Bandwidth

Bandwidth is an important consideration for webmasters who want to share rich media content, including pictures and videos on their website. The bandwidth offered by the web host determines whether or not your visitors will be able to view images and videos properly. This is why you should find a web host that provides sufficient bandwidth which fulfills your needs.

8.) Disk Space

Last, but not the least, the disk space your host offers has to be sufficient for your website. As you add content to your website, it takes up more space. Therefore, allowances have to be made for the future. It’s always better to have more disk space than you need as long as it is within your budget.

These are eight crucial beginner tips for choosing a web hosting provider. Follow them and you will hopefully be able to select the right host for your website.

About the Author: simonc

How Buying and Selling Websites for Profit Works

Buying and selling websites is similar to investing in real estate in more ways than one. Firstly, the objective is the same, i.e. making a profit. You are buying a piece of “property” that is undervalued and expecting to sell it for a higher price.

This practice is commonly known among webmasters and domainers as “flipping” websites. You buy the website, improve and add value to it, and finally sell it off to the highest bidder. As with any real estate investor, you have to look for websites that are undervalued and buy them.

You then work toward improving their value so you can get the price you want for them, or close to it. Of course, this is easier said than done. However, having a clear idea of how the process goes can make the endeavor less complicated for you.

So, read on and discover everything there is to buying and selling websites for profit.

Level of Investment

Before you can start looking for websites to buy, you need to figure out exactly how much money you want to invest. The start-up capital you require can be as low as a couple of hundred bucks, or a couple of thousand bucks for more serious projects.

The level of investment should depend on how much money you can afford to lose. Even if you purchase the most attractive website with a high potential of selling it for a profit, there are no guarantees that you will be able to do so.

There is always an element of risk involved, so a little caution is necessary and you must be prepared for the possibility of a loss with any purchase you make.

Niche Performance

The niche a website is in will have some bearing on its profitability. For instance, there are some niches that have been growing over the years and a profit is all but guaranteed.

Technology products and services, self-improvement, real estate and travel are prominent examples of such niches. On the other hand, buying a website based purely on a temporary fad can make it difficult for you to sell it once the fad fizzes out. So, try and stick to the so-called “evergreen” niches to stay on the safe side.

Finding Websites

There are numerous online resources and platforms where you can find websites to purchase. You can check out:

  • Website brokers
  • Forum marketplaces
  • Website marketplaces

When browsing through the websites on offer, it is important that you ascertain the reason why a certain website is being sold. If the website is as good as the seller claims it to be, it may not make sense for him/her to sell it. So, exercise some due diligence and make sure that the website is profitable and relevant. You can even, actually you must demand proof of traffic and revenue from the seller. Also, you always have the option of getting a professional appraiser to check it out for you.

Bidding for a Website

In most cases, the seller will put an asking price on the table and you can make your bid accordingly. Going very low can be to your own detriment. If a website is delivering a $5,000 monthly profit, you cannot expect to acquire it for $10,000!

The lowest you should go is around 70% of the asking price. Of course, you have the chance to explain to the website owner why your bid is low. If you can highlight the negatives clearly, you might be able to get the website at the price you want.

Improving the Website

Once you have the website in hand, you can look at ways to improve it and make it more profitable. Here are some ways you can do so:

  • Increasing traffic through SEO and content marketing.
  • Improving existing content and adding more relevant content on a regular basis.
  • Enhancing user experience (UX) of the website.

You can also hire a professional to help you out with one or all of these if you don’t have the time or expertise yourself.

Selling the Website

The best place to sell a website can often be where you bought it from. The reason is that your target audience is likely to be found there.

On your end, a little preparation is a good idea. Have detailed accounts of the website’s income, its search engine rankings, traffic statistics, and anything that proves its value to interested buyers. Also, be prepared to answer their questions as well.

Unless you are willing to wait for your “dream buyer”, you are unlikely to get the asking price you wish for. So, find a price at which you make a decent profit and be prepared to make multiple offers/counteroffers.

This is basically how the process of buying and selling websites for profit works. Obviously, not every sale results in a profit, but knowing the steps listed above does improve your chances considerably.

About the Author: simonc

Reasons to Avoid Free Blogging Services

Blogging is indisputably a very effective way to publish your content on the web and communicate with your website users. If you are thinking about creating a blog for personal, educational or commercial purposes then there are two ways to go about it depending on your budget, requirements and expectations: you can either use a free blogging service or host your own blog.

While the latter option is often recommended for businesses and professionals, many of them are satisfactorily using free blogging platforms, especially when starting up.

If you are going to host your own blog this means you’ll need to purchase a web hosting plan, which can cost you about $5-$10 per month. Alternatively, you can opt for a free blog host, like WordPress.com or Blogger.com, where you can setup a new blog within a few minutes 100% free and without having to deal with any technical challenges.

However, free always comes at a cost, and if you choose this option, some compromises will have to be made. Here we explain the most distinct disincentives to using free blog providers.

1.) Not Suitable for Active Blogs

Using free blogging services is ideal when just starting up a blog, at which stage both the content and traffic load should be sparse. However, as your content grows larger and you start receiving an increasing number of visitors you may need to move to a paid host where you can get enough space, bandwidth, and other resources to accommodate your growing blog.

2.) Limited Control and Customization

You will have restricted control over your blog software, themes, plug-ins, files, etc. The ability to customize your blog’s appearance and design will also be subject to some limitations. Direct access to source files on the server is not usually granted.

3.) Less Professional

If you are running a business blog it may seem unprofessional to have it hosted at a free service. A shared domain name (e.g. “http://yourblog.freeblog.com” or “http://freeblog.com/yourblog”) and forced advertisements by some providers may not be a big concern for a hobbyist blog, but can negatively impact the trustworthiness of a business or company blog.

4.) More Vulnerable

Popular free blogging services are commonly targeted by hackers and spammers. Despite the tight security measures usually implemented and frequent software updates, break-ins are more probable with free blog hosts.

5.) Risk of Account Loss

Although you will have ownership rights to your blog and its content, your rights may be restricted by some terms of the service agreement. The provider may at any time deem your blog to be incompetent, inappropriate, or in violation of their terms of use, and this may simply lead to the cancellation and loss of your blog address and its content.

6.) Forced Changes

Whether you like it or not, some updates and changes may be forcibly applied to your blog by the provider. Examples of such changes include: software and plug-in updates, URL structure changes, layout changes, placement of ads on your blog pages, accepted content and use policy, and others.

The bottom line is: free blog providers offer neat services for the millions of bloggers who choose not to pay for it, but if you are running a blog for your business website, or if you are serious about your blogging career then you’ll need to look into individually hosting your blog at a reliable paid host. Having your blog hosted under a professional hosting plan provides much more flexibility and peace of mind.

However, if you are a beginner who is still testing and learning about how the whole blogging thing works, then we suggest that you sign up for either a WordPress or Blogger account, or in case you’re going to post a lot of images and media files then Tumblr would be a great choice.

About the Author: simonc

Facebook Marketing What Is In Store In 2020/21

Facebook is the largest social media website in the world. It also helps your business reach millions of people very quickly. As a result, it makes a lot of sense to find the best Facebook Marketing strategies and ideas that work in 2020 to promote your business and really take it to new heights. With that in mind, these are some of the main Facebook Marketing ideas that you can use this year and next.

Pick the right objective for your campaign

In 2020 you will notice that there is a vast range of different Facebook Marketing campaign objectives. You can go for brand awareness, traffic on your store, catalog sales, conversions, getting Facebook messenger engagement, lead generation, video views, installations for your mobile app, traffic, improved reach, or anything similar. Selecting the right objective will help you grow and expand your business in a proper manner.

Focus on customer engagement

A lot of businesses just post links on Facebook and that’s it. This might have worked years ago, but now the algorithm focuses a lot more on engagement. Replying to your readers and viewers will help a lot, and it will certainly provide you with a very good and rewarding experience. Showcasing your human side and emotions is how you can bring in more leads and customers.

Live videos

Creating live videos is very important in 2020. This really took off as one of the top Facebook methods you can use right now. It’s very powerful, it boosts the engagement rate and it offers numerous ways for you to connect with customers. You can ask for feedback, share a sneak peek into what you are doing right now, and other exclusive stuff. Remember to post videos on Facebook too. They are also great for boosting your engagement metrics.

AR and VR integration

Using the latest tech does provide you with a lot of potential and it makes it easy for your company to show that it’s innovating and coming up with new stuff. Facebook itself focuses a lot on AR, so offering various apps, filters, or tools that rely on these features can help a lot.

Consistency is key

Some things always remain the same when it comes to the Facebook algorithm. One of them is consistency, because you need to create content very often so you can stay up there in the algorithm and reach your audience properly. Also, sporadic content doesn’t encourage people to invest their time following you. They want consistency too, just like Facebook does!

Conclusion

Using these Facebook marketing strategies will make it easy for you to grow and expand your business in a clever way. You need to push the boundaries and really come up with creative ways to stay on top. It’s not a walk in the park to do so, but you have to in order to surpass your competition and maintain a sense of relevancy. Innovation and creativity are key too, so try to create unique, relevant content that stands out with its style, format and information, aside from using all the tips listed above!

About the Author: simonc

How to Lower Costs on WordPress Maintenance

Are you a small business owner who oversees all aspects of the business, including finance and marketing? Perhaps you have an interest in web design, but you don’t have much time to spend on a WordPress site. You at least know you have to keep your site updated for it to remain relevant. Let’s say your development budget is limited, so you must be careful how you spend money. Here are the best practices about saving costs on WordPress maintenance.

1. Keep All Files Backed Up

One of the most important tasks all web developers must practice is regularly backing up files. Regardless of the web platform you use, you need backups of your work in different locations to make sure your data is safe. You never know if a power outage or security breach is going to damage your online work. You also need to make sure you have a way of accessing your backup data quickly. Backups used to be commonly made on tape, which is a time-consuming process. More modern backups are on digital media, such as virtual servers.

2. Make Sure Site Loads Quickly

The best way to hold the attention of new visitors is to not waste their time. Make sure your site loads in a matter of seconds, not minutes. Surveys consistently show that the majority of users will move on if they have to wait longer than twenty seconds for your home page to load. Remember that the internet is full of alternatives just clicks away.

3. Update Security Regularly

When a site is not maintained properly, it may lead to vulnerabilities that hackers can exploit. Cybercriminals are constantly learning new ways to breach websites, especially those that fall out of date, which is a sign that security might also be outdated. While the latest security upgrades are usually better than running old software, keep in mind that sometimes new updates have flaws that are often followed up with better patches. According to WPSCAN.org, 52% of WordPress vulnerabilities come from WordPress plugins. Always remember to use strong passwords.

4. Hire a Mentor

If you’re going to manage your own site, it helps to learn at least a little about technology. There are plenty of web development articles to explore online, but they can take up a lot of time. One way of speeding up the learning curve is to hire a web developer for an hour or two to answer your questions and lay out a plan for basic maintenance.

5. Use WordPress Tools

One of the most effective WordPress tools that helps cut costs is Manage WP. It allows you to manage multiple sites at once, which is convenient for bulk updates and backups. Here are some other plugs to help maintain your site:

  • Maintenance Mode
  • Easy Coming Soon
  • Ultimate Coming Soon Page
  • Anticipate
  • Divi Blank Page & Page Builder

Conclusion

Your WordPress site can run smoothly if you take the time to check on a few things every month. If you want your site to be successful, it needs to load fast and include continuously updated content. In order for the site to maintain good technical health, make sure you’re always using the latest security software. Keeping all your work backed up in other places where files can be easily restored in essential to the long-term health of your site. Always be open to learning new things about web development so that you stay ahead of the curve.

About the Author: simonc

Dangers of Misclassifying Employees as Independent Contractors

I once rented an office in an executive suite from a man who classified his receptionist as an independent contractor. He thought that since the woman provided services for many clients, she was employed by all of them and thus not his direct employee. Of course, he was wrong and faced a brutal audit when the woman filed her taxes as if she was an employee.

Small businesses are not the only companies caught up in employee classification issues. While many small business owners are just ignorant of the law, larger ones gamble on classification for a strategic financial advantage.

Uber is the most recent company to fall under the governmental microscope. The startup claims its drivers work when and where they want and used their own vehicles so the drivers are independent contractors. The state of California disagreed and recently passed legislation that would force gig economy tech companies to pay the people who deliver the company’s services as employees.

The United Parcel Service believed they could save up to 40 percent of labor costs by classifying their drivers as independent contractors. The drivers disagreed and in 2006 filed a class action lawsuit. In 2010, UPS had to settle and paid their drivers $12.8 million.

States and the federal government have scrutinized companies that classify their employees as independent contractors for a long time. Lately, the attention is being dialed up as states like California require tech companies like Uber to directly employ workers they had previously considered parts of the gig economy.

Whether you are a tech company using an app to connect workers to consumers or a more traditional company that classifies some service providers as independent contractors, you need to understand employment law and how government officials evaluate whether someone is actually on staff.

Why the Government Cares about Classification

Companies hire independent contractors for a variety of reasons. They may be able to hire them on an as-needed basis, not have to provide permanent office space, and not have to provide benefits like vacation time and retirement. Another reason though is that it saves them money in payroll taxes and insurance.

On the one hand, hiring some staff on an independent contractor basis undermines the social contract established after World War II. Government, voters, worker’s rights advocates, and businesses collectively made a series of decisions that would shape the American economy for decades to come. We reached a consensus that employers would pay a minimum wage, limit worker hours, provide benefits like health insurance, and pay a portion of the employee’s payroll taxes. When employers misclassify their employees as independent contractors, the social contract breaks down.

If the only pressure to change the system came from workers, the government might or might not get involved. But when the social contract breaks down, the resulting system creates new budgetary requirements for the government. When government budgets are at stake, legislators tend to respond quickly.

Independent contractors pay all of their own payroll taxes. Instead of the payments being regularly deducted from paychecks though, the contractors pay them on a quarterly basis. Often though, they do not understand the requirement or have already spent the money when tax time rolls around. Therefore, medicare and social security taxes are more difficult and more expensive for the government to collect.

Companies also do not pay benefits to independent contractors. It affects the government when certain types of insurance becomes decoupled from employment.

Contractors are not routinely covered under workman’s compensation insurance. This means when on the job injuries happen, the worker may have to be covered out of the disability insurance fund.

Health insurance has typically been provided to full time workers. With the passage of Obamacare, companies with more than 25 full time employees have been required to provide insurance. For citizens who cannot get group coverage, the government provides an insurance market. In order to make health insurance affordable, they subsidize low and some middle income families. So, if your company skirts the health insurance requirement by classifying some employees as independent contractors, the government has to provide additional subsidies.

The final area of concern for the federal government is that businesses who want to get around e-verify requirements hire undocumented workers as independent contractors. As the federal government aggressively pursues repatriation policies, employers will feel heat about misclassification.

In 2006, the IRS estimated that employee misclassification cost the federal government $2.72 billion. Since then, the types of services provided by the government and the number of self-employed individuals has exploded.

As you can see, there are numerous reasons why the government might have an interest in proper worker classification. The US Department of Labor estimates that about 11 percent of jobs are staffed by people classified as independent contractors. While some of those people have other jobs, the growing numbers of self-employed workers puts a stress on government resources.

When are Workers Independent Contractors?

Two different US government agencies have developed tests to determine whether a worker should be classified as an employee or independent contractor. The Department of Labor has the “Economic Reality” test. Failing it could result in Fair Labor Standards Act fines. The IRS also has a test to determine whether a company is an employer or is legitimately purchasing independent services. Companies failing this test could be required to pay back payroll taxes and fines.

Neither agency’s tests are based on one specific behavior. They look at a number of behavioral criteria and determine whether, on the whole, the worker is properly classified.

The IRS Test evaluates the following considerations:

Control – If a worker can provide a service in the manner they prefer without direct control of a worker’s time, then that worker may be an independent contractor. But if you require people to work specific hours or do the work as directed by the company, they are probably not independent contractors.

Financial – An independent contractor must be able to realize a profit or loss on the work. This means that if all you are paying for is the contractor’s time or for a completed product, you’re probably safe with the independent contractor classification. However, if you provide office space, computers, supplies, etc., your classification could be considered in violation of the law.

Type of Relationship – When you provide workers classified as independent contractors with benefits typically associated with employment, you jeopardize the independent contractor status protections. While it might seem like you’re doing an independent contractor a favor by providing health insurance, a pension, or vacation pay, it actually increases the likelihood that the IRS will say you misclassified them.

The Department of Labor asks a different series of questions that are based on the economic relationship between the parties. They are:

Are the services rendered an integral part of the company’s business? A graphic designer providing a logo to a law firm is not providing an integral service because the firm’s principal business is providing legal services. But, a construction company that hires a crew foreman is using him to build buildings which is what they primarily do.

Is it a long-term relationship? If a worker is expected to provide services on an ongoing basis, there could be a classification problem. While you could have a contract with an IT company to provide intermittent trouble shooting without difficulty, a marketing company could have an issue if they had a long-term contract with a video producer who makes all of their client’s commercials.

Who has invested in supplies and equipment? An independent contractor has his or her own business and provides tools of the trade. An employee uses the employer’s tools including computers, software, supplies, and equipment.

Who has control? Like the IRS, the Department of Labor requires independent contractors to control their own performance. If you ask a blogger to produce 5 articles a week, but do not dictate when and where they write, you’re probably okay. But, if you require a driver to show up at a specific time and place, drive at a certain speed, and perform specific tasks upon pickup and delivery, you run into difficulties. If the worker is expected to work at your site during a specified time over a long or uncapped period, you probably have a problem.

Can the independent contractor make a profit or loss? Independent contractors have independent businesses and can thus turn an investment into a profit. They can also take a loss if they underestimate the opportunity or invest in the wrong tools. If your worker is going to be paid a set salary, they probably do not have the opportunity to make more or less in the short term based on the choices they make, you are most likely in an employer-employee relationship.

Is the independent contractor operating in a competitive marketplace? We sometimes hire service providers for their specialized and specific skills. But, when you have a real independent contractor relationship with a service provider, their services can be purchased on the open market. This means both you could hire someone else and they could work for someone else.

Are you contracting with another business? In many legitimate independent contractor relationships involve hiring a solo entrepreneur, the degree to which the person is operating a legitimate business is a factor. Does the person have their own business license, company or corporate structure, and employees? A home builder who subcontracts with a plumbing company to lay pipes is generally in the clear. Especially if the plumbing company has its own payroll and compliance systems.

The American Community Survey defined an employee as “an individual who earns income in exchange for time spent working one or more jobs.” A good rule of thumb is that if you could see hiring someone for the job absent any financial or regulatory limitations, they are probably an employee and not an independent contractor.

Keep in mind that state requirements may be more stringent than federal ones. States are also taking a second look at the issue as a result of the “Uberification” of the workforce and are considering additional regulations.

Consequences of Misclassification

Businesses are often caught misclassifying employees when the worker alerts the government of the practice. If someone you’ve classified as a 1099 worker reports the money you paid them on their tax returns as employment income, it triggers an audit. Workers may also file complaints with the state or federal Department of Labor which may investigate. If an independent contractor files a worker’s compensation claim or for unemployment benefits, the corresponding agency may look into what is going on.

The IRS and Department of Labor also conduct random inspections to ensure that businesses are compliant even in the absence of worker complaints.

Penalties are different when a company is seen as having made a mistake in classification vs. when they are seen as willfully defying the law.

For instance, typical IRS penalties for unintentional misclassification include:

A $50 penalty for each W2 the company failed to file.

Repayment of wages plus a 1.5 percent penalty

Repayment of FICA taxes owed by the worker plus a 40 percent penalty

Repayment of FICA taxes owed by the company plus a 100 percent penalty.

Failure to Pay Penalty equal to 0.5 percent of the owed taxes each month – up to 25 percent total.

However, if the IRS determines that your company willfully misclassified the employee, the civil penalties include all of the above plus an additional 20 percent of the wages owed and 100 percent of the FICA payment for both the employer and employee.The IRS can also pursue criminal charges which can result in a $1000 fine and up to a year in jail.

It is not uncommon for small businesses to be assessed six figure fines when they have multiple misclassified employees. Phoenix-based Paul Johnson Drywall had at pay $600,000 in back wages and penalties for misclassifying 445 current and former employees. A wide ranging operation by the US Department of Labor targeting construction companies in Utah and Arizona resulted in recovery of over $700,000 in back pay, damages, and penalties.

How to Protect Your Business

If you are unsure about whether an employee can be classified as an independent contractor or whether the government will consider them a worker, you can file a SS-8 Form with the IRS to get a formal determination. During their decision period, you should treat the worker as an employee and withhold payroll taxes.

Your company should also develop internal processes to determine whether someone should be on the payroll or can be legitimately considered an independent contractor. You protect yourself from government attention and penalties if these policies are followed consistently and across departments.

It can be useful to have an outside consultant help you develop these policies. Their expertise can go a long way in making sure you are compliant. They also provide an independent and holistic view of the situation which is uncompromised by office politics.

An Ounce of Prevention…

Some experts predict that as many as 30 percent of jobs could be in the gig economy by 2025. Others say up to 50 percent of American adults could be working as independent contractors as either their primary or secondary source of income in that same period.

As independent contractors move from the margins into the mainstream, politicians will take a closer look at the work arrangement. Opportunistic politicians could capitalize on “worker rights” as a campaign issue. Other governments may see the penalty opportunity as a way to raise additional funds.

Therefore, it is prudent to review the independent contractor situation at your own company now in order to avoid future issues. Proactive policies can protect you in the long term. Or, as your grandmother might have said, “an ounce of prevention is worth a pound of cure.”

About the Author: simonc