We tend to think that heading to business events, putting our brand name out there, and trying to raise awareness of our services is mostly reserved for startups or small businesses trying to get noted on the map.
But as a freelancer or an individual trying to monetize your skillset, networking can be just as important. It's true that you might not have a wider brand to sell aside from yourself, but sometimes that's all you need. The celebrity world is, of course, populated by individuals who have made themselves into a brand, even better if they can connect as a power couple and have a PR firm help set the agenda.
Yet as someone with fewer resources allocated to them, you may wonder how to network as a freelancer correctly, to help spread awareness without forcing it, and to build as much positive goodwill or relatability as is possible.
In this post, we'll discuss some measures you could use for achieving such an outcome. Without further ado, please consider how you may wish to network as a freelancer.
Attend Industry Events
Yes, it's true that at some events you'll have to endure pushy salespersons working the crowd. Yet you don't have to engage, and sometimes industry events can be great for networking. For example, you'll usually find that conferences, workshops, and meetups put you among people who already care about your field, and so just showing up and having normal conversations can help you see the movers and shakers and let them know who you are, too. You don't even have to mention your brand name consists of just you.
It can also help to hold quality business cards, as while you might not give them to everyone you meet, having some ready is worthwhile when people ask what you do. Though remember it's often better to make friends first, exchange work stories, and let people discover they need your services. As ever with socializing, asking others about their work shows genuine interest and gives you clues about who might need your help down the road. Also remember that local events often yield better results than massive conferences, especially because they're more intimate.
Host Online Content
Some freelancers worry about giving away too much knowledge for free, but clients rarely hire you just for information they could Google. They pay for your experience applying that knowledge to their specific problems, and so it can be good to have a content library online that shows who you are, what you do, and how your process works. In the best scenarios, showing a bit of what you know attracts people who value expertise enough to pay for it.
This might take the form of a blog, a YouTube series, a short podcast, or all the above. Just make sure it's neatly presented and dense with info, as opposed to seeming like tired content churn, which some freelancers fall into.
Incentivize Clients To Promote You
A good rule of thumb is that happy clients make your best marketing team if you give them reasons to talk about you. Now, that doesn't mean awkwardly asking for referrals after every job because that can seem a little artificial and entitled, but instead, you can build referral benefits naturally into your work relationship.
For example, perhaps you could say current clients get a small discount when they bring new business your way. Perhaps you offer a free consultation to friends they recommend. Some freelancers even send small thank-you gifts when referrals turn into paying work so as to encourage that more. The gesture itself matters more than the value, as it shows you appreciate the connection. If you have clients, sending them a Christmas card can be nice. As you can see, as a freelancer, personal relationships really can help you stay connected to clients, while keeping that healthy professional standard at all times.
Curate A Strong Online Portfolio & Testimonials
Your portfolio doesn't need to have overbearing design or tons of projects to impress someone and even convince them to hire you, it just needs to show potential clients you can solve problems like theirs. Pick your best work examples that relate to the jobs you want more of, not necessarily everything you've ever done, even if this does take a little more effort when pitching.
While it's also true that getting testimonials feels awkward for many freelancers, satisfied clients usually say yes if you make it easy for them. After finishing a project that went well, send a quick message asking if they'd share a few words about working with you. Give them prompts like "What problem did my work help solve?" to guide their response so it's not too much to ask. Also tell them to be as honest as possible so your testimonial doesn't just read as effusively positive, you can always quote from it later, and having the full readable review shows you care about transparency. Mostly clients will be more than happy to give you a positive review.
Make sure these are visible on your website or serve as posts that can be referred to on your social feed for easier access.
Define Your Brand Standing & USP
Figuring out what makes you different helps people remember you, and this is as true in life as it is in business. Now, you don't need to be an alien who is completely different from every single possible competition you could ever have, but sometimes it's just your specific combination of skills, your work style, or the types of clients you serve best.
Think about questions like: What kind of projects do you most enjoy? Which clients seem happiest working with you? What problems do you solve better than others in your field? The answers point toward how you might brand yourself, which can be packaged and delivered.
Your personality is healthy to think about presenting here, as some clients pick freelancers they like and trust over those with slightly better portfolios. So write your website intro with personality and honesty, and don't try to fit a mold as opposed to offering who you are in a professional package. It will make a big difference, and also make networking much easier to achieve.
With this advice, we hope you can more easily network as a freelancer going forward.
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