Quench Your Thirst for Business
You Can Lead a Horse to Water but You Can’t Make it Drink.
How many times have you heard that expression? Have you actually taken it to heart?
Take this example:
There’s a freelancer, let’s call him “Bob,” who’s struggling to make ends meet. He begs and pleads on social media for work. He posts often in business groups on Facebook and LinkedIn. His family and friends even post pleas for him.
He responds to every request for help, whether it’s the right fit or not. Doesn’t matter. Desperate times call for desperate measures!
You’ve seen Bob clamoring for work before. You’d suggested several times in the past that he check out an organization that could very well help him find work. It’s been a while since you last made that suggestion. Did he join? No.
Now, let’s take a more in-depth look at Bob’s situation:
Bob recently posted a plea in a Facebook group you follow. You click on Bob’s personal FB profile looking for more information … and hit a dead end. No company listed. No company FB page connected. No website to visit.
So, you try another avenue: LinkedIn. You search for Bob’s profile and find it. He’s got decent experience listed, but nowhere does it mention his freelance business. How are you supposed to find out more about what he’s currently doing? And where can you see his work?
You do a Google search. Finally, you find a website for Bob. You go visit … and, it’s bare. Like, here’s a few portfolio samples, no About page, no sales copy, bare.
You manage to find an Instagram link on Bob’s website. You go to his IG page. There are maybe five posts … the last one having been posted months ago.
Bob is not helping his cause.
Now, imagine being on the client side here trying to give Bob some work. That was exhausting!
How could Bob (or you) do things better?
First, determine your target audience. Sure, when hurting for work, your instinct may be to offer help to anyone and everyone. Yet, a non-targeted approach doesn’t work. When casting a large net, you may get a few small fish in return. Focus, instead, on finding the right clients for you … those who like your style, value your work, will pay your worth, and are looking for a long-term partner. Figure out who that is, what they do, and where you could interact with them.
Second, establish a professional identity. You need to establish credibility. And these are simple, quick ways to do so: Complete your LinkedIn profile … and take advantage of all the bells and whistles it has to offer (like adding portfolio samples!). Create a well-thought out, easy-to-navigate website that shares who you are, what you do, what your work looks like, how it solves your client’s problem, and how working with you will benefit them.
Third, promote yourself! Social media is by far the easiest and cheapest way to get the word out about your business. Determine which platforms are best for you (where are your clients hanging out??), and focus on those. Post wisely and regularly to establish brand identity and awareness. Stay top of mind, and stay in the algorithm’s good graces.
And lastly, take advantage of all the opportunities that exist. Whether it’s a professional organization designed for people just like you, networking groups or events, online summits, conferences, a coach or small business assistance center, there are plenty of resources available.
Stop getting in your own way. Make it a priority to set aside time, effort, and a budget for promotions and continuing education. And do what you need to do to get ahead.
Are you doing everything possible that you can to ensure your success? Remember, you have every opportunity in the world to succeed as a freelancer. What you decide to do with those opportunities is up to you.
Stay hydrated, friends.
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Need help? Let me know.
