No new messages in the inbox, projects are flat, and the number of offers is at an all-time low. Many freelancers have certainly experienced these stages in their working lives. Frustration and tension usually build up, and the current coronavirus situation, in particular, does not improve things - on the contrary. But freelancers who can score points with their adaptability and flexibility can take advantage of the current crisis. Client acquisition is and remains the most important tool of self-marketing for freelancers. The coronavirus crisis has opened new doors for some self-employed professionals, especially in IT, while drastically limiting growth for others. That is why it is increasingly important right now to present yourself well in order to receive enough project inquiries. What are the best ways to win new clients as a freelancer? Which client acquisition strategies should you use? While “getting out there and mixing with people” has never been the best method of acquiring clients and has become impossible at the latest since the pandemic, freelancers now need to generate new ideas in order to keep up with market changes. To leave no room for creativity, here are four hands-on tips and tricks to help you win over clients:
- Think smart! Freelancers should be clear from the beginning about the goals they want to pursue in order to be successful in the medium or long term. The SMART principle can help with this:
When it comes to the specific goal, the question is: “What exactly should be achieved?” That question should be formulated clearly and precisely so that you do not lose your way. To make a goal measurable, it is essential to define specific values. The main point is to approach a big milestone in small steps instead of setting the bar too high from the outset. In the process of goal setting, acceptance can be equated with motivation. Only if the freelancer accepts their own goals and wants to achieve them can they be put into action. It is especially important to look at the available skills and resources realistically in order to make the planned goal achievable. The result is not about being able to set goals, because anyone can do that. Rather, they should be set with a deadline so that they can be successfully checked off after the planned time. Using these five characteristics, you can create a framework to contact suitable clients through different channels in a targeted way instead of trying to reach every client with a watering-can approach.
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Attract clients! Since proper acquisition is one of the most important skills a freelancer can have and can be considered an essential part of the profession, mastering strong sales skills is crucial. Above all, inbound marketing is important here. It is used to gain the attention of potential clients through social media content, websites, and blogs and to provide an initial insight into the freelancer’s work. This process can be divided into three stages: first, a potential client becomes aware of the possibility of working with the freelancer, then they are convinced, and finally the cooperation follows. Once enough projects and client collaborations are in place, freelancers still need to keep up their ongoing efforts for the future so they can continue to receive regular cooperation requests.
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Choose right! Freelancers have the option of choosing between different forms of acquisition. What matters is which channel can best be used to implement it. Because classic cold outreach is becoming less relevant during the pandemic, since trade fairs are closed and in-person contact is being avoided, online marketing is playing an increasingly important role. As a result, the importance of presenting yourself properly across various social media channels, for example LinkedIn, continues to grow. It cannot be stressed enough that updating and maintaining existing online profiles is essential in order to showcase top skills and business ideas as effectively as possible. Another important factor is warm outreach, where existing clients are kept “warm” so that cooperation can continue in future projects. In addition to self-marketing, freelancers can also register on job portals to become more visible for inquiries. ElevateX plays a central role here, because we are responsible for finding the perfect project for every freelancer. The community of clients and freelancers within the team is an important factor. Through expertise and experience, the team works to communicate hand in hand with freelancers and clients and then connect them with each other. Feel free to check out our website for freelancers.
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Stay professional! A long-term relationship with the client is especially tied to a freelancer’s professionalism, reliability, and honesty. For a professional collaboration, both clients must be able to rely on the freelancers they hired and vice versa. On top of that, temporary rejections from clients also happen. In these cases, it is important to react calmly despite the rejection in order to leave a good impression. You can never know for what purpose the contact might become useful again later. On the other hand, freelancers must also be able to reject assignments that are not feasible because of limited time or unsuitable payment. Professionalism plays a decisive role here as well, because saying no has to be learned. When rejecting an offer, timeliness and a clear explanation are especially essential. In the best case, the assignment can even be postponed and taken on at a later date.
In conclusion, freelancer self-marketing offers a broad range of possibilities. Which approach ultimately works best in which situation has to be judged by each person based on their own experience. A useful piece of advice on self-marketing comes from comedian Steve Martin: “Be so good they can’t ignore you”.
