Freelancing and Marketing

I believe the hardest part of being a freelancer is marketing oneself. I know I would rather be concentrating on the creative work, designing dynamic and engaging websites, brochures, business cards, and posters for clients. But in order to do the work for clients you have to get clients and that means selling yourself.

I asked my contacts on LinkedIn for tips that would help freelance designers. Feedback came from recruiters, fellow graphic designers, design firms, and marketing experts.

The tips and suggestions given I’ve broken down into three categories.

Branding/Identity/Message
Networking
Services

Branding/Identity/Message

This would be whom you are and what you offer that others don’t. It’s how you present yourself to the world online and in person. Some people call it “your story”.

Sammie Watson (Aesthetic Designs of Cherry Creek) talked about utilizing your background.  “I would say marketing yourself comes down to knowing your own strengths and weaknesses, your past experiences that made you who you are, and knowing how to shine all of this in a positive light that appeals to those you are marketing to.” She goes on to say that in order to target your audience you need to listen and know what they want; you need to be able to relate to them.

Kimberly Myers (CWDP, Outreach & Resource Specialist at WorkSource Pierce) said “Have a consistent and focused message… Everything you put out there about yourself has to agree with that message.”

What my sources stressed was decide to whom you are marketing, understand what skills, experience, and training meet your audience’s needs, and craft a consistent message.

·      Know yourself

·      Know your audience

·      Provide value to your audience

·      Be consistent in your message

Networking

Networking involves building business relationships whether in person or online. These relationships are professional business connections and in establishing them you can also establish your reputation. Focus on what you can do for their business and be willing to refer them to others.

Networking with your targeted clientele is a little different than networking with people in your industry. The former allows you to learn about their business (this would be part of the research in understanding your client’s needs) and present yourself as a reliable and talented commercial artist. Again, the focus should be on what you can do for them. The latter provides opportunities of knowledge sharing and connecting with people that can assist with your projects.

Bill Kaufmann, MBA, recommended rotary clubs and chambers of commerce for connecting with other businesses.

Conferences within your own industry and your targeted audience can also provide contacts, information, and resources.

Marcus M (graphic designer, Lenz Do This Studio) said he networks with random people. In other words, talking to people throughout your day. He also said that most of his work has been obtained via word of mouth. This has been my experience, which highlights the importance of networking.

Find social media sites that are business centered. LinkedIn is a good example. Participate in online groups within your industry and your targeted audience and share your expertise. Getting involved in discussions, answering questions, offering help, and asking questions increases your visibility.

Rusty George (Rusty George Creative) advised becoming a thought leader.  “... become a thought leader in one area and write about it so that clients will come to you about and pay you for what you know (expertise) instead of what you do (being a vendor). The more respect they have for you the more you make.”

Writing a blog can help in becoming a thought leader online. What can be effective is posting regularly and sharing those posts across your various social media outlets.

Services

What can you offer your client? What services can you provide that will help their business?

Marcus M (graphic designer, Lenz Do This Studio), recommended finding a niche. “Focus on one thing and then branch out.” He had started with tattoos and piercings, then expanded to photography for realtors and later added promotional videos.   

He suggested canvassing. Use the good old fashion legwork of going from door to door and talking to business owners. What he did was look at their businesses, recreate their signage, logo’s, or branding and presented them as samples of what he can do for them.

In Conclusion

It takes a lot of effort to build your business as a freelancer but the results are rewarding. I hope the tips I’ve shared here are useful.