Finding clients…variable income…pricing…promoting your services

Those are some of the biggest business problems freelancers face, and you know what? They all go back to marketing. 

Honestly, the majority of freelance problems do. That’s because so many of us are really good at what we do, but the business side, marketing especially, is new territory for us. 

That’s why I’m so big on getting your marketing moving as a well-oiled machine…and doing that as early as possible in the life of your business. To help you start up (or fine tune) your machine, I want to share the top 7 fundamental elements of you should be paying attention to. 

Remember, that you don’t have to get these going all at once. It’s honestly best to build them individually and tweak as you go. These are ranked in the order that you should get them established, but you might also find value in starting where you’re the most (or maybe even least) comfortable. Ready? Let’s do this.

A clear niche/target audience

There’s an argument for being a generalist, but most freelancers are going to do better (and be able to charge more) if we specialize as much as possible without becoming too hyper-specialized. 

If you’re looking for a place to start, check out your employment history and where there might be a need for your skills. Also keep an eye on what other freelancers are doing to find opportunities and refine your positioning. 

A value statement

I like the Copyblogger formula for this one. It’s set up for copywriters, but I’ve used it for software companies, service providers, and more. 

“I help X do Y, so Z”

It’s simple, talks directly to your market, and explains why they should work with you, all in one sentence. 

A way to advertise

Word of mouth is great, but as one-person businesses, it’s highly likely that the people who come to you are going to be further away from your ideal client than the people you seek with intention. 

Personally, I like LinkedIn sponsored messages (InMail, or whatever they’re calling it by the time you’re reading this), but that’s what works in my field. You might see success with ads on Google or TikTok, or even direct mail. Test and learn. (I knew my method was working when I started to hear “OMG I didn’t know someone like you existed!”)

A CRM

Customer relationship management (CRM) is essential as a freelancer. It’s also 500 times as difficult if you just kind of let it happen. 

You can see a ton of benefits by making sure lead tracking, followup reminders, and ranking the success of your different sales and marketing tactics work on autopilot.

That’s why I’m a big fan of using CRM software, especially ones with sales functionality. Whether it’s built into a tool you’re already using, or you use a standalone option like me (I like Streak which integrates with Gmail), make sure you’re not doing unnecessary work that keeps you busy for no reason.

A content plan

Content is king, but know that this doesn’t have to be super complicated, or a long-term investment. 

Some freelancers will need to continually push out content, but in my case, a few blogs explaining my perspective and the benefits I offer have been plenty. Just have a place to house them (your website) and a way to distribute (social, mailing list, etc.)

A customer marketing strategy

When it comes to marketing, a bird in the hand is often worth five in the bush. 

It’s generally much easier to upsell existing clients (increasing their lifetime value) than it is to constantly work at bringing on new ones. So stay in contact, get a newsletter going, pay attention to their needs, and make sure you’re tracking and restating the value you provide so you can get the most out of your existing relationships. 

Proof of value

Testimonials, samples, case studies…these all help answer the trust question your potential clients are sure to be asking. Make these easily accessible, and don’t be scared to toot your own horn on social and even during calls. 

And that’s it! Like I said earlier, this is a process, but it’s one that can make or break your freelance career. Track your results and make incremental changes and you’ll start to see results in no time.