“How do you get clients?”
This is probably the question I’m most frequently asked.
Many new freelancers get stuck when it comes to finding new clients. Acquiring clients can certainly be challenging, especially when you’re starting out. If no one knows who you are, how are you supposed to get new business?
Since I started in May 2016, I’ve experimented with several methods of getting clients. A new freelancer should certainly try every possible tactic at his or her disposal. However, I have found that the best way to get new business is to create and share content online.
Create content to get noticed.
Rather than trying to find the clients, let them find you!
Create content that attracts and pulls them in rather than spend so much time and money on pushing your wares on people who may not be interested.
In an age where people often tune out ads and ignore interruptive, outbound forms of marketing, creating content that informs or inspires is a great way to catch the attention of prospects in the marketplace. Not to mention, creating great organic content online is often much cheaper than spending money on advertising.
This is great news for those of us who are a bit more introverted and have a harder time being outgoing. Creating content such as blog posts, whitepapers, videos, podcasts, photos, or infographics that educate, inspire, or in some way provides value can set you apart from the crowd and go toward growing your brand equity. Building a personal brand will keep you from becoming a commodity and allow you to get paid what you’re worth.
Be on social.
Social media is the primary medium of sharing content and communicating with others. Essentially, social media is the Internet. Learn how to navigate popular platforms, such as Instagram, Facebook, SnapChat, and Twitter as well as emerging ones such as music.ly and Houseparty. Get good at creating content related to your work that is native to each platform and earns shares, retweets, repins, or likes.
Be consistent in order to build an audience.
When you frequently and consistently churn out content that provides value, your efforts will not go unnoticed or unappreciated. People like doing business with people they know (or feel like they know). By giving people things that add value to their lives on a daily basis (a laugh, a dose of motivation, knowledge about an industry or niche market), you will slowly build a relationship with your audience.
Investing the time and effort necessary to create a relationship with the prospect before going in for the ask is well worth it. If people feel like you produce content for their benefit and in their best interests and not only for your benefit and in your best interest, they will be much more open to accepting your offer when you go in for the sale.
Besides helping to establish yourself as a “thought leader” (a cliche term that makes me nauseous just thinking about it), great content can truly help your audience filter the vast amount of information out there into something useful to them.
Find Make the time.
The challenge for some freelancers is making the time to create content on top of the work they must do for current clients. It’s sometimes too easy for freelancers to be satisfied with their current workload, but a viable business requires a steady flow of leads and sales. You cannot rest on your laurels! That’s why it’s important to create a content schedule and set aside time each day or week to come up with content that will attract qualified leads.
Not necessary to reinvent the wheel.
Creating content doesn’t have to be extremely challenging or difficult. Not all content has to be original. About fifty percent of it can be curated i.e. content you share from elsewhere, but always make sure to provide your own two cents or thoughts on what you share.
Most of your content can consist of simply documenting your journey. Take people through your work process, show them how things are made, and share things you are learning along the way that can be of help to others. And if you can do all of this creatively or with a sense of humor, the results will be fantastic. Imagine you have your own reality show “day in the life of a freelancer,” and make it interesting to watch or read about.
If you become prolific at sharing helpful and interesting things online, you will build a brand and stand out in a sea of competition. While it takes a ton of patience and hard work, the results of content marketing is cumulative and, if you are good, it will eventually pay off.
Now, it’s true that I am a content marketer and may be slightly betterat creating content and building a brand than your average freelancer. However, that doesn’t mean you can’t do it too. If you’re passionate about whatever it is you do (e.g. sewing handbags, fixing appliances, graphic design etc.), it will shine through and resonate with your audience in a powerful way.
And if you need any help with figuring out your content strategy, you know that you can always send me a message.
Have any questions or suggestions regarding building a personal brand, creating content, or closing new clients?? Feel free to comment below!