We've covered the essential concepts of how to get freelancing clients and a strategy to do so with a minimal amount of effort.
In this final chapter, we're going to bring these concepts together into a simple plan for you to execute. Our goal in doing this is to make the effort needed to be successful in building your first marketing asset concrete. This is your map to follow so that know exactly where you are in the process and don't get lost in the weeds.
First, download the plan outline here: 1 Page Plan to Get Freelancing Clients
Next, review the explanations for each section below.
Who are you trying to attract? Be as specific as you can in describing one archetype client. In marketing, this is commonly referred to as a customer persona (see the resources section if you want to dive deeper.) If you start to scratch your head on this one, consider using one of the best clients that you have helped.
My target client is a small business owner.
This is problematic because you're not to be able to research, identify channels for, or consistently provide value to a target client so vague. Small business owners range from freelance massage therapists to multimillion dollar companies. When you have that sort of diversity, any information you gain about your target client is worthless because it lacks consistency.
My target client is the owner or partner in an independent pediatric dentistry practice that is not in a preferred provider network and that has gross revenues between $2 - 5 million.
Finding out about these businesses is vastly easier. Patterns will emerge in the channels they use and the questions they have.
Three research tactics I'll use to gather intelligence:
We've identified some core channels that are ubiquitous for you to target with your educational resource. However, you still need to identify narrower, more specific, client channels to promote your educational resource as well as possible channels to publish to.
Your website may be the target end point for leads to contact you, but that doesn't mean that it's always the best place to publish your educational resources to. You should always have a mixture of marketing assets on and off your website and the ratio depends upon your strategy. However, any educational resources available in a channel your target client really uses and is comfortable with is going to have much higher engagement and interest than a website they're not familiar with. Because of this, you want to identify specific channels, not just the category of channel.
Research at least 10 different questions that appear to resonate with your target client that you can answer and relate to your specialty.
The problem with research is that it's boring. If you don't set a target threshold to reach, chances are you will not do enough research to be helpful. 10 is an arbitrary number, but it's hard enough to get that you should start to see themes emerge.
The more focused your educational resource is, the more value it will provide. The more value it provides, the more likely it will spread and drive interest in you and your abilities.
Where are you strongest as a communicator? Speaking? Writing? Design?
What could you create in less than a week that utilizes your best communication skill?
I will develop an educational resource that will help [Target Client] by explaining [The Problem/Need]. They will find it by [Channel]. This will drive [# Unique Visitors] to my website.
What activities are you committed to engaging in to promote your guide once you have published it? Remember the 50-50 rule.