Managing Multiple Services Effectively
Consolidating multiple businesses under a single communications channel is not ideal, but sometimes, it’s a necessary cost-saving measure. Initially, I thought my situation was unique and not worth writing about, but then it occurred to me—maybe others face similar challenges.
As a private music teacher, I run Bach to Basics Music, my online teaching studio where I offer piano and theory lessons via Zoom. I also own Up-Tempo Publishing, where I publish sheet music and music education materials.
In a perfect world, each business would have its own phone number, physical address, social media accounts, and separate communication channels. This would make branding and customer interactions easier to manage. However, the cost and complexity of maintaining two of everything—including email accounts, phone numbers, and multiple social media profiles—can quickly become overwhelming.
How do I know this? Because I’ve tried it before. Constantly logging in and out of accounts, juggling multiple phone lines, and managing separate social media platforms became too complicated and difficult to sustain in the long run. While a complete separation of brands might be ideal from a marketing and professional image standpoint, it’s not always practical.
So, what’s the best way to balance cost-efficiency with clear communication? Below is the structured approach I’m using to consolidate communications while maintaining transparency between my two businesses. While this is still a work in progress, here’s how I’m handling each aspect:
1. Phone System
Bach to Basics Music has a dedicated phone line with an Auto-Receptionist that directs callers to different extensions. Up-Tempo Publishing has its own extension and is mentioned in the main company greeting. This ensures calls are routed efficiently while keeping both businesses accessible under one number.
2. Email Management
Up-Tempo Publishing’s email is routed through Google Workspace, eliminating the need for multiple logins. All emails arrive in the same inbox, and automatic reply settings ensure that responses come from the appropriate email address. This makes managing two professional emails effortless.
3. WhatsApp Business
Rather than juggling multiple accounts, I use a single WhatsApp Business account. The contact page on Up-Tempo Publishing’s website will direct users to Bach to Basics Music as the parent company, ensuring transparency.
4. Social Media Strategy
- Facebook & Instagram: Since these platforms are linked, Bach to Basics Music will occasionally share content related to Up-Tempo Publishing. This should feel natural, as many of those interested in learning the piano might also be interested in sheet music and educational resources.
- YouTube: Up-Tempo Publishing has its own dedicated YouTube channel, which simplifies things. Switching accounts in YouTube Studio is seamless, requiring just a dropdown selection.
5. Advertising Approach
- Google Ads: Up-Tempo Publishing likely won’t invest in Google Ads due to cost-benefit concerns. However, if that changes, Google’s ad platform allows for easy management under a single login.
- Facebook, Instagram & WhatsApp Ads: Since Up-Tempo Publishing targets a broader audience, more affordable ads on these platforms might be a better fit. I previously ran Google Ads with some success, but my Facebook campaigns were mostly spam responses claiming I was violating policies (which I wasn’t). This was frustrating and something to consider moving forward.
Balancing Consolidation with Customer Expectations
While combining multiple businesses under a single communication system isn’t ideal, it can be a practical and cost-effective solution—as long as it’s transparent. I’ll make it clear that Up-Tempo Publishing operates under Bach to Basics Music, ensuring customers know what to expect.
At the end of the day, all communications come to me—it’s just a matter of structuring them efficiently. A simple instruction for customers to mention Up-Tempo Publishing when contacting me through Bach to Basics Music should help keep things organized.
The Potential Challenges of a Multifaceted Business
One concern is that many people skim information rather than reading details carefully. For example, my lesson rates are listed on each page of my website, yet I frequently receive inquiries asking about the cost.
Another issue is perception. Research suggests that individuals offering multiple services may be seen as less specialized. In my case, potential students might think I’m less qualified to teach piano because I also compose and arrange orchestral scores. The risk is that showcasing all my skills under one umbrella might deter some customers—both those interested in lessons and those purchasing my sheet music.
This perception dilemma is something I explore further in my blog post, “The Art of Multifacetedness.”
Final Thoughts
If you’re facing the challenge of managing multiple services, consolidating communications can be a realistic solution—as long as you maintain clarity and transparency. While a fully separated business structure might be ideal, it’s not always practical. The key is finding a balance between efficiency and customer expectations while ensuring people clearly understand your offerings.
For now, I’ll continue refining my system and see how well it works in practice. Hopefully, this approach makes communications manageable and effective without compromising the identity of either business.
