Freelancing is becoming increasingly popular, with more people seeking the flexibility it offers. What does this imply? There are more freelancers than ever before.
In fact, stats show that by 2027, a significant portion of the US workforce will be freelancers. Thus, succeeding in this career path requires an effective marketing strategy.
The most challenging part of the freelance business is finding enough gigs. And, this is needed to sustain a steady income. Well, as a freelancer, you must be involved in marketing and convincing prospects.
And this is not like the old-fashioned way, where you try too hard to convince people to work with you.
Being the brand strategist, you can and should settle for the best strategy that works!
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Active vs. passive marketing strategies
While there are many marketing tactics, focusing on a few effective ones yields the best results. Now, this differs from brand to brand. So, you’ll have to try a few strategies and settle on the ones that work best.
And in here lies the beauty of marketing. As a freelancer, you can decide to adopt active or passive marketing tactics.
Active marketing efforts are direct, landing you gigs immediately. This proactive approach involves a range of tactics, from cold emailing to personalized pitches. Anything to generate instant interest and build a quick freelancer-client relationship.
Such a tactic is useful when you need to pick up urgent gigs and keep things running.
On the other hand, passive marketing is a laid-back tactic. You try to grow visibility and allow your clients find you. Such a tactic is best implemented when you’re busy, but aiming to spice up the sales pipeline. Here, you’re building long-term awareness and credibility.
It involves networking, social media posts, and other channels.
Now, both active and passive marketing strategies are sound. But they put forth varying levels of effort, yielding different outcomes.
15 Essential freelance marketing strategies
Whether you’re a newbie or a seasoned freelancer, growing your business means marketing your skills. Trust me, you don’t want to be caught in the “feast or famine” cycle. Hence, you need to position yourself for available gigs in advance.
Sadly, there’s no magic wand to attract clients automatically. Nevertheless, here are the top effective marketing strategies that can help you.
1. Pick a niche
Settling for a niche remains the most critical step in marketing your freelancing career. It positions you better as an expert and credible authority in your field.
Also, niching down streamlines operations and boosts productivity in the long run.
Often, the gig market pays more for specialized skills than it does for generalists. Thus, it is best to decide on a few services you want to offer and work on your marketing efforts. This way, you can reach your target audience faster and land relevant clients with ease.
The best way to choose a niche is to align your passion with your skills. Also, research on the market for such skills; you don’t want to settle for a niche with poor patronage.
2. Leverage social media
Social media channels offer a wealth of opportunities for freelancers. It helps them connect with potential clients. Thus, it remains a cost-effective marketing tool for finding gigs and staying connected.
And, you don’t necessarily need a social media manager to get things up and running.
Such platforms support content marketing. So, you can build brand visibility and generate leads. Ultimately, it’s one of the best ways to showcase your work and direct prospects to your portfolio website.
And when you keep pushing relevant content, you stay top of mind with your audience.
There are different designed uses for each social platform. Creative freelancers (photographers, graphic designers, etc.) can showcase their talents on YouTube, Instagram, and TikTok.
Then, freelance project managers, content writers and consultants can use LinkedIn, X, and Facebook. You can craft engaging LinkedIn posts that describe your skills/professional experiences. Furthermore, many clients are advertising job posts on social platforms.
Just ensure you remain consistent and focus on one platform at a time.
3. Set up a portfolio website
The easiest way to sell your skills is by showing potential clients a mockup of your past work. Hence, the importance of a portfolio website.
It typically increases your chances of landing clients. Now, your portfolio website serves as a central hub for prospects and clients to visit. It reflects your professionalism and enhances other marketing efforts.
You can generate leads from social media posts or email campaigns.
Then point them to your portfolio website so they can see for themselves. Be sure to provide your best work samples and testimonials from past clients. Doing so helps you gain momentum. And, you can incorporate a compelling website copy to solidify your efforts.
4. Write a blog
Writing a blog is not something only freelance writers must do. In fact, it works well for many other freelance professionals. This writing helps you build authority, attracting prospects to your skills and services.
Impressively, this form of digital marketing isn’t costly and can be very effective.
You have to post regularly, covering key topics in your industry and things about “the freelance life.” Once such content resonates with your target audience, they’ll be on the lookout for new blog posts.
And with time, they get convinced that you’re credible and skillful enough to work with.
Furthermore, such blog posts can serve as an alternative source of income for you. You can earn commissions by displaying ads or engaging in affiliate marketing while doing it.
5. Build an email list
There are many benefits of email marketing, and you’ll marvel at how this can boost your freelance career. Luckily, this form of marketing doesn’t require any special skills. You only need to check in on clients and prospects at a rate that seems comfortable.
Emailing reinforces your brand awareness and keeps you relevant. While it could be promotional, it is best to send more helpful content to your target audience.
So, your email campaigns may include mockups of recent work you’ve done. It could also be an announcement of your latest blog post. Each email invariably enhances your relationship with your ideal clients.
Soon, some people will be compelled to kick off a dialogue and decide to work with you.
6. Don’t stop pitching
While this may sound tiring, continuous pitching is an effective way to land clients. If you’ve been doing this in the past, do not stop yet. You’ll definitely be seen and receive a response soon.
People want to hear about what you do; only then can your ideal clients learn about your services. The best way to pitch your services is first to make a list of your ideal clients. Be sure to research them and understand their needs and challenges.
Now, that’s where you come in; how do you solve their problem? You can now draft a personalized message for each prospect.
Ensure you highlight how your services serve as an effective solution. Keep things brief, highlight your core skills, and include your contact information so they can reach you.
It doesn’t have to be via text alone; be prepared to pitch via phone or even in person.
7. Engage in marketing partnerships
Think Adidas and Kanye West, the partnership that birthed the infamous Yeezys. You already have a clear picture of what this discussion is driving at. Yes, you can partner with another freelancer who provides a different service to a similar audience.
Collaborate by developing content or running a promotion together.
Doing so provides enhanced visibility and credibility, as well as access to a broader market. Also, it’s cost-effective, as you’ll be sharing marketing expenses. You can find other freelancers to partner with by joining professional organizations.
Be sure to join social media groups and attend relevant freelancing events to connect with other professionals.
8. Use freelance marketplaces
Sometimes, running around the entire internet, seeking clients, can be very hectic. Impressively, freelance marketplaces like Upwork and Fiverr can increase your success rate. Such platforms help you find ideal clients who seek your expertise.
With access to clients worldwide, you can grow your brand and secure a steady income.
As digital intermediaries, these platforms handle most of the work. You can go through the client’s profile to pitch and secure the gig. In turn, the client will have to pay the platform (escrow services) and wait for your delivery.
After a successful completion, you can withdraw your money from the platform. Another benefit of freelance marketplaces is that they allow you to build your reputation. You can accumulate testimonials and ratings from previous clients.
Also, it bridges the gap of international transactions, allowing easy exchanges.
9. Get reviews and referrals
Another great way to boost your business venture is to ask previous clients for reviews. Posting such reviews on your website or social pages can help attract prospects.
As social proof, it highlights your expertise and demonstrates reliability. With a healthy collection of positive reviews and ratings, you position yourself strategically for hire.
Furthermore, you must network with other freelancers and let them know what you do. This way, you can ask them politely to refer your brand; this is a common practice. You could also ask your clients for referrals.
Some freelancers encourage their clients to do so by offering referral incentives.
10. Join relevant communities and forums
Visibility is not linked to shying away from public appearances.
Yes, it can be challenging, but it is essential to promote your services. One of the most effective ways to do this is to engage with other freelancers. Ensure you join groups and forums that are related to your freelance niche.
You can find relevant Facebook groups or applicable communities on Quora and Reddit. Engage with your professional colleagues and contribute to relevant topics. With time, you’ll become an expert and well-known in such groups.
Then, you can conveniently market your skills and services. Since you’ve built credibility, you’ll attract prospects who’ll want to patronize you.
11. Showcase personal projects
While often overlooked, this marketing strategy can help you keep the leads coming. Such personal projects fit perfectly when work is slow or when you decide to pivot into a different niche. It keeps you visible and relevant in your industry.
At the same time, you’re showcasing your expertise in real time.
Notably, freelance content writers can write blog posts and share them across their social media pages. You can also build a sample product as a designer, create mock campaigns, or create video content.
Irrespective of your skills, make something you can showcase and use to promote your brand. Such projects allow your prospective client to see your skills, initiative, and creativity. Which is a great way to attract new clients.
12. Utilize SEO
An optimized digital footprint means that more people can find you and learn about your business. Search engine optimization (SEO) has been a game-changer for freelancers. It provides long-term results, attracting new prospects each day.
The best way to do this is to conduct keyword research. You need to identify the standard terms your target clients use when searching for services in your niche.
Then, incorporate such keywords into your profile descriptions, web copy, social pages, and portfolio. Be sure to structure your blog posts for search engines. Use clear headings, concise text, and optimized meta descriptions.
Doing so can drive website traffic and help you convert prospects into clients.
13. Have an effective pricing strategy
Proper pricing is a fantastic way to augment your other marketing strategies. In the gig world, your price remains a critical indicator of the quality of your work. That is how many clients view things, and they may not patronize you if your pricing isn’t well-justified.
You don’t want to set prices too high or too low. Research what other experts charge in your industry and set your rates accordingly.
Pricing varies, but you can set different price points to attract clients at various levels. Remember, an effective price list covers all work expenses and also pays you a salary.
14. Remain consistent
Maintaining consistency is key to enhancing your reach. The value of consistency goes beyond modern marketing.
It has been an integral part of business since the early days of advertising. While some of your clients are already patrons, some people are seeing your company for the first time.
So, don’t stop abruptly; keep pushing your content to attract more people. And, it doesn’t have to be an everyday thing. Try developing a posting schedule that you can work with.
As you try to stay relevant, you must keep refining your marketing approach. Yes, don’t be afraid to try new marketing tactics. With time, you’ll find unique strategies that work for your freelance business.
Study the numbers and note which exact tactic generates the most leads for your business, and focus more on that.
15. Use paid advertising
So far, most of the strategies in this guide cost little to no money.
But you can still explore paid advertising to attract new clients. Now, there’s a reason this comes last on the list: you have to do it the right way to prevent losses. When you decide to run ads, consider taking some time to experiment and stick to a friendly budget.
There are different channels for such ads. But find the one where your target audience spends the most of their time.
You can try Google Ads to help your brand appear at the top of searches for keywords related to your business. Various social platforms, such as Facebook, LinkedIn, and Instagram, also offer targeted advertising.
Furthermore, specific directories and job boards also allow freelancers to run ads for a fee.
Conclusion
Whether you are new to freelancing or are a seasoned expert, marketing is a necessary tool. However, effective marketing is a multifaceted approach.
This guide highlights critical marketing strategies that can help freelancers scale their businesses. These approaches hover around building your reputation, attracting more clients, and becoming an authority in your niche.
It is best to experiment with various active and passive marketing tactics and settle for what works best. Remember, this is an ongoing effort; be consistent and patient.