Create a marketing plan
This is the first in a series of posts about how to market your freelance services.
Before you embark on any kind of marketing, you will need to devise a marketing plan. Otherwise, you’ll be undertaking a series of ad hoc activities without any purpose or focus.
The first part of any marketing plan is to set your goals. This helps you map out what it is you want to achieve with your freelance business. The goals you set will need to be SMART. This stands for:
So SMART goals would be:
“I want to have five new business-to-business clients by the end of the year.”
“I want to launch an e-commerce website of 50 products by October 30th.”
Non-SMART goals would be:
“I want to get new clients.”
“I want to get my e-commerce website done.”
One you’ve set your goal, you need to work out HOW you’re going to achieve it. That’s your marketing strategy. So, if your goal is to get five new business-to-business clients by the end of the year, your strategy of how to get there could be “by undertaking face-to-face networking”.
The next step is to work out the tactics – that’s the day-to-day marketing activities you’ll need to do in order to achieve your goal. So, if your strategy is to do face-to-face networking, you will need to work out where your potential clients gather – which industry events, conferences and exhibitions do they go to? Which networking groups are they members of? You’ll then need to work out how much you can afford to spend over the course of the year to attend these events and draw up a schedule of which ones you’ll be going to.
There’s no right or wrong approach to which strategy you decide to employ – it’s all a matter of what will work for you within the budget you have set yourself. However, what you DO need to ensure is that every marketing activity you undertake gets you that one step closer to achieving your end goal.