Of course, with agencies downsizing and collapsing, there are also many more freelancers out there vying for projects. All the more reason to make sure you’re marketing yourself effectively. You need to be smart, creative and consistent with your marketing strategies to be competitive.
Read on for part one of this 8 step marketing guide, built especially for designers. Then, once you’ve put some of these steps in place, let us know how they work out for you.
1. Marketing database
If you’re like most, this administrative task probably isn’t your favorite step. You’re much more interested in delivering stunning creative and making ecstatic clients. But the marketing database is a necessary evil. When is the last time you updated your database of clients and prospects?
Kick of the new year with a clean and current database for your 2010 marketing efforts. This will also be important as you determine where your leads come from throughout the year.
2. Treat yourself like a client
Too many freelancers think of their own brand as an afterthought. Think about some web designers’ sites you’re visited. Some of these leave the prospect thinking, “there’s no way I’d trust you to build my website!” Resolve to carve out the time to focus on your own brand and recognize the powerful message it sends.
3. Your marketing = your portfolio
If you do web design, your website should be representative of the type of work you do. If you do print graphic design, your marketing materials should be sleek and creative. If you do HTML email design, make sure your own emails are outstanding and actionable lead generation tools. These should be more than marketing vehicles for you. They should represent the best of your portfolio.
4. Be proactive about generating leads
How are most of your leads generated? Hopefully you know the answer to that. (Your marketing database should be tracking this data.) Unless you’re beating clients off with a stick, you need to be actively working to generate leads. Resolve to [BLOCKED] or two activities and be aggressive with them in 2010:
For example, consider internet marketing including search engine optimization (SEO) and pay-per click (PPC) management. To do this, you’ll need to optimize important keywords including your geographic region, industries you support and areas of expertise.
5. Get referrals from your clients
Referrals are probably a big part of how you generate business. But what are you doing to encourage your clients—past and current—to refer you? There are a few options.
You can include a note with your invoice asking your clients for referrals. Simply ask them if they know someone you should contact. If so, ask them to pass on your information or forward their colleague’s information to you.
A second option is to reach out and call your clients and ask them for referrals. Who do they know that you should contact? This gives you a reason to touch base with your clients, including some you may not have worked with recently. And maybe they’ll have some projects coming up themselves and be happy you called.
Consider an incentive mailing or emailing to your clients. You can enter them in a drawing for providing you with a qualified referral, or offer them a discount on their next project.
All of these options will get your clients thinking about you, remind them that you value referrals and help you build your business.
Check back soon for part 2 of the 2010 Designers' 8 Step Marketing Guide.
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About the Author
Becky Sheetz-Runkle is a marketing strategist and copywriter, and an advocate for measurable marketing. She’s based in the Washington, D.C. metro area and can be reached at [BLOCKED].
