With all the marketing advice available online, deciding what works best can be overwhelming. Sure, marketing is a business essential but that doesn't mean it's easy! And yet, some folks make it look so easy. You know the type - loaded with personality, lots of energy, a steady stream of work, and a huge social media following.
Having an outgoing personality is a big plus (especially if you have a YouTube channel). But you don’t need all these things to be successful; there are many ways to market yourself and find clients that are perfect for you.
Discover who your target client is
If you're a freelancer who wants a business that works well - take the time to consider who your target client is.
Why is this important?
Consider the type of client (and industry) you want to work with. Is this client based in a fast-paced industry? Would this client expect you to work weekends? Can you manage a tight deadline? Are you comfortable working with vendors?
It's important to understand how your work methods, schedule, and personality will complement your target client and/or industry.
TRY THIS: Pick a client that you want to work with and create a personal project around them. Personal Projects are a great way to flex your creative muscles and showcase your skills. When your project is complete, share it online and see what kind of feedback you receive.
You are the brand
People like brands they can trust. When you're a freelance business, YOU are the brand. It's your job to market your business positively so folks feel connected and at ease with YOU. This includes seeing your lovely face! Smile big and say “Cheese!” (or “Lettuce!” if you are lactose intolerant).
Humans are curious by nature. We want to know the person behind the business. Share photos on your website. Allow people to connect with you through visuals, photos are perfectly fine, if the idea of a shooting a video makes you break out in hives.
If you decide to teach a class or demonstrate a technique, practice first. Try out several takes before recording and posting - the more you practice the more comfortable and relaxed you will be.
Instagram Stories are another great way to connect. Record a quick clip of your day or show what you’re working on in the studio. Warm-up to the idea of posting videos by staying behind the camera while you provide a narrative.
Host an Instagram Live with a friend or colleague. Chat about a specific industry or business topic. You can interview each other, or invite your audience to ask questions. Going live with a friend makes the experience of being on camera less scary and more fun (seriously, I’ve done this several times and it’s a good time).
TRY THIS: It's possible to make a video that is helpful and engaging without appearing on screen as a talking head the entire time. Consider a mix of voice-overs and informational slides.
Social Media
Social media is a great marketing tool but do me a favor, pick a few platforms and call it a day. There is no need to navigate the complexities of 5, 6, or even 7 sites. Seriously, who has the time? Streamlining your social media presence allows you to share content consistently while you build an audience. Use the platform(s) that feel intuitive and provide a positive experience. And remember, social platforms are a two-way street, don’t post and run, engage with your audience, be social!
One quick thing about social media photos - your images do not have to be perfectly polished. We understand that it's not Annie Leibovitz behind the camera. You probably have other things to do besides curating the "perfect photo" for Pinterest. Click save on that darn photo and get on with being your productive self.
TRY THIS: Pick 3 people on a social media platform who you admire or want to learn from. Leave a meaningful comment on 2 of their posts (or send them a DM) to let them know how much you enjoy following them.
Your Website
Your website is 24/7 global marketing. It's where someone can go (at their convenience) to find out more about you. For a creative freelancer, that includes a portfolio of work. Think quality over quantity. Avoid filling your portfolio with old or "eh" work. If it's not something you could hold up and proudly say "I made this!”, it shouldn’t be visible online.
The work that you feature in your portfolio is the type of work that you’re going to attract. If there’s a certain company that you’re dreaming of working with, show them what you can do. Create a personal project that’s inspired by that client/company and show it off online or mail them a sample. Marketing yourself with a polite query and personalized piece of work could have a lasting impression that leads to future assignments.
Beyond the online portfolio, having a well organized, clean, website is an important part of your marketing efforts. If your site is slow, confusing, or difficult to navigate, potential clients will get frustrated and simply move on.
Whether you’re new to freelancing or have several years of experience, always be truthful about your skills and work history. Clients need to trust that you can deliver on the services you are marketing. So, if you collaborated on a high-profile project with an agency, be honest about your contribution (don’t claim a project as your own if it was a creative team effort). If you're not experienced in web design, don’t imply that you are. Instead, recommend another professional for the client to contact. Doing something kind for another creative might lead them to do the same for you one day.
TRY THIS: Showcase your best work on your website (that features what you want to be hired to do) and remove anything outdated or simply “eh”. If you are short on client projects, create your own personal projects to flex your capabilities.
Give them a Nudge
Marketing efforts can fall flat if you don't make it clear what the next step should be. Move folks in the right direction with a clear Call To Action (CTA). This can be done through social media, your website, webinars, a blog, or direct mailings.
Examples of the types of CTAs you can use:
"Sign Up" This invites the viewer to sign up for a freebie, an online course, webinar, or event. This is a good way to build your email list up - by gathering people who are interested in your work or services so you can communicate with them later.
"Learn More" A way to give potential clients/buyers more information on your business (or online shop) so that they’ll be even more motivated to invest in you.
"Join us" If you manage an online community (FB group, forum, or membership site) or collaborate with other professionals - you could use this CTA to promote those associations or upcoming events.
TRY THIS: Practice a few different CTAs to analyze if one performs better than another. Don't be afraid to try out several.
I understand that some folks find marketing “icky”. Try to embrace the fact that marketing is part of being a freelancer (or entrepreneur)and learn to see the positive in marketing. If you enjoy social media, create a strategy around social platforms. If you like producing videos, start a Vlog. If you prefer designing fun mailers, focus on direct mail. By marketing on your terms, showcasing your strengths and interests, it will become a happy part of your business instead of a drag.
While there are many strategies for marketing to new clients, please keep in mind:
Don’t lower your prices to attract clients. Charging less than what you’re worth will attract clients who appreciate your work as less. The clients that you want to work with be willing to pay for your experience and skills - which is what you deserve.
Don’t take on work that you don’t want to do. Random clients that aren’t part of your target market will come along. Sometimes, those queries can turn into great, creative assignments BUT if you have a bad feeling about a potential project, go with your intuition and politely decline. You didn’t become a freelancer to take on projects that you don’t love. Hang in there, with consistent marketing better projects will come along.
A Few Bonus Tips:
When Your Marketing Efforts Pay Off
When discussing a potential project, you might be asked about the budget over the phone. When this happens, I respond that a detailed proposal will be sent over within 24 hrs. Why don't I throw out a random estimate on the spot? Because it’s better to consider the project carefully first - deadline, specs, schedule, etc. By outlining the project, you can send a more accurate estimate to the client in a detailed, professional, PDF proposal.
Listen closely to the client
When speaking to a potential client, be professional, polite, and honest about your services. This is a great time to learn about other services they might need. Include in your PDF proposal any additional details about services they could find helpful. Include a client testimonial to help ‘sell’ additional skills. This is an easy way to avoid pitching in person if doing so makes you feel awkward or "salesy".
Be Comfy Confident
Work on getting to a place where you feel confident in marketing your freelance business. When you're that comfy, you can easily justify your professional value and worth. And while some proposals might be outside a potential client’s budget - other proposals will align perfectly.
Marketing can be frustrating at times, but with some trial and error, you will discover ways that work best for you.
TRY THIS: Keep going, and don’t give up!
