Find and Convert Clients
Start a Freelance Business A-Z
1. Start a Freelance Business A-Z
Estimated time: 12:26 minutes
(Completed) (Completed) (Completed) (Completed)2. Identify Your Niche and Target Audience
Estimated time: 12:03 minutes
(Completed) (Completed) (Completed) (Completed)3. Get a Handle on Your Finances
Estimated time: 12:25 minutes
(Completed) (Completed) (Completed) (Completed) (Completed) (Completed)4. Set Up Operations and Administration
Estimated time: 16:39 minutes
(Completed) (Completed) (Completed)5. Develop Your Freelance Brand
Estimated time: 15:05 minutes
(Completed) (Completed) (Completed) (Completed) (Completed)6. Market Your Freelance Business
Estimated time: 12:44 minutes
(Completed) (Completed) (Completed) (Completed) (Completed) (Completed) (Completed)7. Find and Convert Clients
Estimated time: 17:16 minutes
(Completed) (Completed) (Completed) (Completed)8. Maintain Client Relationships
Estimated time: 11:40 minutes
Module 6 - Find and Convert Clients
Now that you have set up your freelance business operations and administration, developed your freelance brand, and are creating your website and building your web presence, it is time to focus on finding clients.
Remember, running a freelance business is a bit different than starting a small business and selling a product. As a freelancer, you will need to take an active role in contacting potential clients, because you are selling yourself.
⦁ Lesson 1: Reach out to Existing Contacts
⦁ Lesson 2: Join Professional Groups on Social Media and in Person
⦁ Lesson 3: Reach Out to Potential Clients
Lesson 1: Reach out to Existing Contacts
Think about people in your network – social, educational, and business – and reach out to them. It is very common for a freelancer's first clients to be people they know through friends or family. Send out an introductory email from your personal email account and copy your new business email account.
Include the following elements:
⦁ Customized personal note. At the top of the email, add a short, 1 or 2-sentence personal note to each person: Mention a friend you have in common, how you know each other, or an acknowledgment of something positive happening in their lives (big move, promotion, anniversary, birth of a child etc.) Make sure the information is current and not something that may leave you with your foot in your mouth (they just got fired, their spouse left them etc.) Check out their social media profile to make sure your intel is up to date. If you have any doubts – don't add it.
⦁ An introduction to your new business. What you do, who you created your services for, what problems your service will solve
⦁ A clear call to action. Some actions you can ask them to take:
⦁ Forward the email to contacts who might be interested
⦁ Follow you on social media (provide a direct link within the email – don't count on them clicking the link in your email signature)
⦁ Visit your website or a blog post they may be interested in
⦁ Email signature. If you haven't already, create an email signature that includes your business name, tagline, website, and links to your social media (include this signature in your personal and business email accounts).
Key Takeaways:
⦁ Use your educational, business, and social networks to find clients.
⦁ Send out an introductory/launch email. Include a customized personal note, an introduction to your new business, a clear call to action, and your email signature.
Action Steps:
⦁ If you haven't done so already, create an email signature for your personal and business email. Include your business name, tagline, website, and links to your social media.
⦁ Think about people in your social, educational, industry, and business networks and list them in your Action Guide. They don't necessarily need to have strong 'client potential' themselves – but instead have a very large network and can share your email.
⦁ Using the Introductory Email Worksheet, map out the content of your introductory email.
Lesson 2: Join Professional Groups on Social Media and in Person
Join professional groups on social media and in person. They are valuable educational tools and can be the source of many referrals. In the previous module, you researched social media groups and accounts related to your niche and target audience. Expand your search to professional/industry groups related to your niche. For example, if you are a coach, join groups specifically for coaching professional development. You will learn about opportunities in your area, strategies to grow your client list, tips of the trade, and more.
Don't think of members of your professional groups as 'the competition' – collaborate and learn from each other. For example, a sobriety coach who hears about a corporate coaching opportunity may pass on the information to you and other members.
LinkedIn
LinkedIn differs slightly from other social media networks as it's not only a great marketing tool, it's also a valuable networking tool. It allows you to interact with people within your industry and get your name in front of people who may, at some point, be looking for a freelancer to hire.
If you are currently employed and don't want your business network to know you are moonlighting, you will be unable to use LinkedIn to its fullest potential. If you are 100% committed to freelancing and no longer work a full-time job, start posting relevant articles on LinkedIn and join professional groups and groups related to your niche and target audience.
Tips to improve your presence on LinkedIn:
⦁ Add your tagline, along with a more detailed description of your service and how you help your target audience
⦁ Provide direct links to samples of your work (take them directly to your portfolio)
⦁ Ask former employers and clients to add recommendations
Key Takeaways:
⦁ Join professional groups on social media and in person. Membership allows you to interact with people in your industry and get your name in front of potential clients.
⦁ Don't think of members of your professional groups as 'the competition' – collaborate and learn from each other.
Action Steps:
⦁ Research professional/industry-related groups related to your niche and your industry and join them.
⦁ Participate in online and in-person events and share knowledge.
⦁ Pay special attention to LinkedIn for networking opportunities.
⦁ Make sure your account is updated with your logo, tagline, description of your service and your Unique Value Proposition, updated recommendations, and direct links to samples of your work.
Lesson 3: Reach Out to Potential Clients
When you're selling a product, it's not possible to contact every single potential customer. With freelancing, you are selling yourself and you are a limited resource, so at first, you will be selling/pitching yourself to a very targeted audience and contacting them directly. Look at these outreach strategies and see which ones would work for you.
'Hire a Freelancer' Websites
Freelancer websites aren't ideal because they tend to either feature low-budget jobs or high commission fees. Stay away from the ultra-low-budget sites like Fiverr and UpWork. The quality of the brands and the assignments also tend to be low, so you probably won't be able to include them in your portfolio.
Commission-based freelancer sites like PeoplePerHour or Guru might work to your advantage, at least when you are first starting out. They can connect you with a higher quality client, providing you with great experience and the potential for a positive testimonial or portfolio material. However, keep these important points in mind:
⦁ The commission fee can severely cut into your income and jeopardize your 'price per hour' target
⦁ You can never work with that client outside of the site. So, don't look at this as an opportunity for long-term relationship-building, but instead as a tool to gain experience
⦁ Many clients on these sites will not allow you to publicly post examples of the work you completed, so you won't be able to include them in your portfolio. If this is the case, ask for a testimonial instead. You can also create a case study, describing your work without naming the specific client outright, instead using terms like 'a leading design firm in [your City]', accompanied by a couple of non-identifying graphics. (You can, however, share more details about your work directly with the potential client if they contact you for more examples of your work).
Industry-Related Work Boards or Job Sites
Search on work boards related to your industry, general job sites, or listings on LinkedIn and other networking sites. There aren't as many freelance positions available, but you can narrow the search fields and find relevant freelance jobs and apply.
Social Media
Once you've established relationships and a presence, use social media to reach out directly to potential clients. Keep your feed relevant and fresh, featuring work you have recently completed, success stories, courses you've taken to improve your skills, and more.
Start a Blog
A blog can be a valuable tool to promote your freelance business. Your blog shouldn't be an 'update page' for your business. It should be about a topic related to your niche, for example, a career coach can start a blog about emotional intelligence.
A frequently updated blog that is optimized with keywords related to your blog theme and freelance business, can attract new readers and visitors to your site. Within your blog posts, add links to other posts, keeping readers engaged and on your site for a longer time – so they get to know you and your brand.
Optimize Your Blog
A keyword or keyword phrase is what you type into a search engine, like Google, when you are looking for information. Brainstorm keywords that are related to your freelance niche and your blog topic. Use Google Keyword Planner or Ubersuggest for keyword suggestions and analysis.
'Blog as Conversation Starter'
A blog can also act as a conversation starter on your social media pages. Post about the topic, ask your followers' opinions, and provide a link to your website. Include an interesting infographic and followers are more likely to share your post. Your followers and readers will start to see you as an expert and trusted source of information. They might eventually enlist your services or recommend you to friends.
Having a blog can dramatically increase the amount of traffic you get to your site and in turn, increase the amount of client work you secure.
The "Where Should I Direct the Link?" Strategy
Research potential businesses, brands, individuals, or influencers you'd like to add to your client list. Write a blog post featuring one of these targets. It shouldn't be a blog post dedicated entirely to them (that might be overkill), but instead, it should contain positive mention of them in relation to the broader topic you are writing about.
For example, let's say you are a graphic designer and your blog is about how everyday people can improve their eye for design. A boutique ad agency called XYZ has recently put the call out for a designer to do freelance work on a short-term, rush project.
You write a blog post about agencies that are putting out groundbreaking creative and add XYZ to your round-up of great agencies.
Reach out to the agency and email the person responsible for hiring freelance designers. Briefly describe what you are doing and ask them which page on their website they would like you to direct the link to. Include the blog post in the body copy of the email.
They will most likely respond to your email because you are doing something nice for them and you did all the work – your easy ask will make them more receptive to you and now you've opened up a line of communication. Mention you are a freelance graphic designer and start a conversation.
Key Takeaways:
⦁ When you're first starting out, you will need to sell/pitch yourself to a very targeted audience, reaching out to them directly.
⦁ There are a number of outreach strategies you can use, including: 'Hire a Freelancer' websites, job boards and job listing sites, social media, an optimized blog, and directly contacting the person in charge of hiring freelancers with an 'easy ask'
Action Steps:
⦁ Research 'hire a freelancer' websites, job boards and sites, and LinkedIn job listings. See what is available and if the jobs are close to your hourly rate, write down information in your Action Guide, and start applying.
⦁ Consider starting a blog if you haven't already. In your Action Guide, brainstorm topic ideas related to your niche that would appeal to your target audience. Choose five of your topic ideas and write as if nobody will see them. Take note of the post that felt the easiest to write and made you feel excited. This is your topic for now, though it will evolve.
⦁ Optimize your blog posts with your freelance business keywords, some overall blog-specific keywords, and post-specific keywords. Use ⦁ Google Keyword Planner or ⦁ Ubersuggest for keywords suggestions and write them down in your Action Guide.
⦁ If you decide to start a blog, test out the "Where Should I Direct the Link?" Strategy. Choose a business or individual you want to target and create a blog post that mentions them in relation to a broader topic. Find the contact who hires freelancers and send them a brief email asking them where to direct the link, putting a post summary in the body of the email. Make sure to include your email signature.
Now that you have set up your freelance business operations and administration, developed your freelance brand, and are creating your website and building your web presence, it is time to focus on finding clients.
Remember, running a freelance business is a bit different than starting a small business and selling a product. As a freelancer, you will need to take an active role in contacting potential clients, because you are selling yourself.
⦁ Lesson 1: Reach out to Existing Contacts
⦁ Lesson 2: Join Professional Groups on Social Media and in Person
⦁ Lesson 3: Reach Out to Potential Clients
Lesson 1: Reach out to Existing Contacts
Think about people in your network – social, educational, and business – and reach out to them. It is very common for a freelancer's first clients to be people they know through friends or family. Send out an introductory email from your personal email account and copy your new business email account.
Include the following elements:
⦁ Customized personal note. At the top of the email, add a short, 1 or 2-sentence personal note to each person: Mention a friend you have in common, how you know each other, or an acknowledgment of something positive happening in their lives (big move, promotion, anniversary, birth of a child etc.) Make sure the information is current and not something that may leave you with your foot in your mouth (they just got fired, their spouse left them etc.) Check out their social media profile to make sure your intel is up to date. If you have any doubts – don't add it.
⦁ An introduction to your new business. What you do, who you created your services for, what problems your service will solve
⦁ A clear call to action. Some actions you can ask them to take:
⦁ Forward the email to contacts who might be interested
⦁ Follow you on social media (provide a direct link within the email – don't count on them clicking the link in your email signature)
⦁ Visit your website or a blog post they may be interested in
⦁ Email signature. If you haven't already, create an email signature that includes your business name, tagline, website, and links to your social media (include this signature in your personal and business email accounts).
Key Takeaways:
⦁ Use your educational, business, and social networks to find clients.
⦁ Send out an introductory/launch email. Include a customized personal note, an introduction to your new business, a clear call to action, and your email signature.
Action Steps:
⦁ If you haven't done so already, create an email signature for your personal and business email. Include your business name, tagline, website, and links to your social media.
⦁ Think about people in your social, educational, industry, and business networks and list them in your Action Guide. They don't necessarily need to have strong 'client potential' themselves – but instead have a very large network and can share your email.
⦁ Using the Introductory Email Worksheet, map out the content of your introductory email.
Lesson 2: Join Professional Groups on Social Media and in Person
Join professional groups on social media and in person. They are valuable educational tools and can be the source of many referrals. In the previous module, you researched social media groups and accounts related to your niche and target audience. Expand your search to professional/industry groups related to your niche. For example, if you are a coach, join groups specifically for coaching professional development. You will learn about opportunities in your area, strategies to grow your client list, tips of the trade, and more.
Don't think of members of your professional groups as 'the competition' – collaborate and learn from each other. For example, a sobriety coach who hears about a corporate coaching opportunity may pass on the information to you and other members.
LinkedIn differs slightly from other social media networks as it's not only a great marketing tool, it's also a valuable networking tool. It allows you to interact with people within your industry and get your name in front of people who may, at some point, be looking for a freelancer to hire.
If you are currently employed and don't want your business network to know you are moonlighting, you will be unable to use LinkedIn to its fullest potential. If you are 100% committed to freelancing and no longer work a full-time job, start posting relevant articles on LinkedIn and join professional groups and groups related to your niche and target audience.
Tips to improve your presence on LinkedIn:
⦁ Add your tagline, along with a more detailed description of your service and how you help your target audience
⦁ Provide direct links to samples of your work (take them directly to your portfolio)
⦁ Ask former employers and clients to add recommendations
Key Takeaways:
⦁ Join professional groups on social media and in person. Membership allows you to interact with people in your industry and get your name in front of potential clients.
⦁ Don't think of members of your professional groups as 'the competition' – collaborate and learn from each other.
Action Steps:
⦁ Research professional/industry-related groups related to your niche and your industry and join them.
⦁ Participate in online and in-person events and share knowledge.
⦁ Pay special attention to LinkedIn for networking opportunities.
⦁ Make sure your account is updated with your logo, tagline, description of your service and your Unique Value Proposition, updated recommendations, and direct links to samples of your work.
Lesson 3: Reach Out to Potential Clients
When you're selling a product, it's not possible to contact every single potential customer. With freelancing, you are selling yourself and you are a limited resource, so at first, you will be selling/pitching yourself to a very targeted audience and contacting them directly. Look at these outreach strategies and see which ones would work for you.
'Hire a Freelancer' Websites
Freelancer websites aren't ideal because they tend to either feature low-budget jobs or high commission fees. Stay away from the ultra-low-budget sites like Fiverr and UpWork. The quality of the brands and the assignments also tend to be low, so you probably won't be able to include them in your portfolio.
Commission-based freelancer sites like PeoplePerHour or Guru might work to your advantage, at least when you are first starting out. They can connect you with a higher quality client, providing you with great experience and the potential for a positive testimonial or portfolio material. However, keep these important points in mind:
⦁ The commission fee can severely cut into your income and jeopardize your 'price per hour' target
⦁ You can never work with that client outside of the site. So, don't look at this as an opportunity for long-term relationship-building, but instead as a tool to gain experience
⦁ Many clients on these sites will not allow you to publicly post examples of the work you completed, so you won't be able to include them in your portfolio. If this is the case, ask for a testimonial instead. You can also create a case study, describing your work without naming the specific client outright, instead using terms like 'a leading design firm in [your City]', accompanied by a couple of non-identifying graphics. (You can, however, share more details about your work directly with the potential client if they contact you for more examples of your work).
Industry-Related Work Boards or Job Sites
Search on work boards related to your industry, general job sites, or listings on LinkedIn and other networking sites. There aren't as many freelance positions available, but you can narrow the search fields and find relevant freelance jobs and apply.
Social Media
Once you've established relationships and a presence, use social media to reach out directly to potential clients. Keep your feed relevant and fresh, featuring work you have recently completed, success stories, courses you've taken to improve your skills, and more.
Start a Blog
A blog can be a valuable tool to promote your freelance business. Your blog shouldn't be an 'update page' for your business. It should be about a topic related to your niche, for example, a career coach can start a blog about emotional intelligence.
A frequently updated blog that is optimized with keywords related to your blog theme and freelance business, can attract new readers and visitors to your site. Within your blog posts, add links to other posts, keeping readers engaged and on your site for a longer time – so they get to know you and your brand.
Optimize Your Blog
A keyword or keyword phrase is what you type into a search engine, like Google, when you are looking for information. Brainstorm keywords that are related to your freelance niche and your blog topic. Use Google Keyword Planner or Ubersuggest for keyword suggestions and analysis.
'Blog as Conversation Starter'
A blog can also act as a conversation starter on your social media pages. Post about the topic, ask your followers' opinions, and provide a link to your website. Include an interesting infographic and followers are more likely to share your post. Your followers and readers will start to see you as an expert and trusted source of information. They might eventually enlist your services or recommend you to friends.
Having a blog can dramatically increase the amount of traffic you get to your site and in turn, increase the amount of client work you secure.
The "Where Should I Direct the Link?" Strategy
Research potential businesses, brands, individuals, or influencers you'd like to add to your client list. Write a blog post featuring one of these targets. It shouldn't be a blog post dedicated entirely to them (that might be overkill), but instead, it should contain positive mention of them in relation to the broader topic you are writing about.
For example, let's say you are a graphic designer and your blog is about how everyday people can improve their eye for design. A boutique ad agency called XYZ has recently put the call out for a designer to do freelance work on a short-term, rush project.
You write a blog post about agencies that are putting out groundbreaking creative and add XYZ to your round-up of great agencies.
Reach out to the agency and email the person responsible for hiring freelance designers. Briefly describe what you are doing and ask them which page on their website they would like you to direct the link to. Include the blog post in the body copy of the email.
They will most likely respond to your email because you are doing something nice for them and you did all the work – your easy ask will make them more receptive to you and now you've opened up a line of communication. Mention you are a freelance graphic designer and start a conversation.
Key Takeaways:
⦁ When you're first starting out, you will need to sell/pitch yourself to a very targeted audience, reaching out to them directly.
⦁ There are a number of outreach strategies you can use, including: 'Hire a Freelancer' websites, job boards and job listing sites, social media, an optimized blog, and directly contacting the person in charge of hiring freelancers with an 'easy ask'
Action Steps:
⦁ Research 'hire a freelancer' websites, job boards and sites, and LinkedIn job listings. See what is available and if the jobs are close to your hourly rate, write down information in your Action Guide, and start applying.
⦁ Consider starting a blog if you haven't already. In your Action Guide, brainstorm topic ideas related to your niche that would appeal to your target audience. Choose five of your topic ideas and write as if nobody will see them. Take note of the post that felt the easiest to write and made you feel excited. This is your topic for now, though it will evolve.
⦁ Optimize your blog posts with your freelance business keywords, some overall blog-specific keywords, and post-specific keywords. Use ⦁ Google Keyword Planner or ⦁ Ubersuggest for keywords suggestions and write them down in your Action Guide.
⦁ If you decide to start a blog, test out the "Where Should I Direct the Link?" Strategy. Choose a business or individual you want to target and create a blog post that mentions them in relation to a broader topic. Find the contact who hires freelancers and send them a brief email asking them where to direct the link, putting a post summary in the body of the email. Make sure to include your email signature.
