Help me market my services to build my client base (cheaply!)
November 30, 2010 5:26 AM Subscribe
I really hope people don't see this as me promoting myself; I really need shared experience and advice about how to market myself. I am on some business forums but they tend to promote just themselves as THE place to market yourself - there must be more...
So, I run a proofreading/copyediting/copywriting/transcribing business. Doing OK as I launched while working full time at a day job. Now looking to transition out of the day job, a step at a time, so I can spend that time on the business. Eventual aim: work a 40 hour week just on the business, at home, for myself.
But the day job might require me to drop 2.5 days a week rather than the 1 I can really cope with. So I need to up my marketing to drive some business my way. Any solutions you've used that really work? e.g. there is a consensus that Yellow Pages/Yell is not worth the fee. Also I work with US and UK clients, though UK based - any hints for reaching more US people?
What I have done and where I've got work from so far:
Poster adverts around the University where postgrads go, and in the University staff newsletter (got a few jobs), joined a networking organisation for free (can't afford full sign up) getting to use forums (got a few jobs). Use Twitter, run a search and contact people who need a proofreader etc, send them my url (got 6 jobs, one of which is ongoing). Word of mouth is working well too.
I have a website and I write a blog (about one post a month) which I then promote on Twitter and facebook.
I have a facebook page with 71 fans but I only get the odd review on there, people don't engage with it much.
What I can't do:
Spend a lot of money! I've joined one of the big networking organisations to use the forums for free, but it costs £400 ish to join plus £10 each meeting you go to and on a turnover in the low to mid 1000s I can't afford that risk, to see if it works or not.
What I need from you:
If you're a business like mine (service based, people don't always know they need you (eg bloggers, I am trying to get them on board to use me for a low sum per month!)), what forms of marketing have you used that have worked and given you a decent return?
Another caveat:
I am honestly not using this to get my company out there with free advertising, I haven't included a link to the web page or the company name!
If you need any further info, please just ask!
What I have done and where I've got work from so far:
Poster adverts around the University where postgrads go, and in the University staff newsletter (got a few jobs), joined a networking organisation for free (can't afford full sign up) getting to use forums (got a few jobs). Use Twitter, run a search and contact people who need a proofreader etc, send them my url (got 6 jobs, one of which is ongoing). Word of mouth is working well too.
I have a website and I write a blog (about one post a month) which I then promote on Twitter and facebook.
I have a facebook page with 71 fans but I only get the odd review on there, people don't engage with it much.
What I can't do:
Spend a lot of money! I've joined one of the big networking organisations to use the forums for free, but it costs £400 ish to join plus £10 each meeting you go to and on a turnover in the low to mid 1000s I can't afford that risk, to see if it works or not.
What I need from you:
If you're a business like mine (service based, people don't always know they need you (eg bloggers, I am trying to get them on board to use me for a low sum per month!)), what forms of marketing have you used that have worked and given you a decent return?
Another caveat:
I am honestly not using this to get my company out there with free advertising, I haven't included a link to the web page or the company name!
If you need any further info, please just ask!
When I was first starting out in home IT support, I decided not to do any kind of general advertising, instead relying solely on word of mouth. To help that along I printed a bunch of business cards, and whenever I did a job for a customer I enjoyed helping, I'd leave behind a dozen cards and ask my customer to pass those on if they liked what I did.
My thinking was that friendly, reasonable people tend to want to help other friendly reasonable people, and that by making it easy for friendly, reasonable people to pass on my contact details, I'd end up generally working for friendly, reasonable people.
It's worked a treat. I only needed one batch of business cards (I still have half of them left over), I have as much work as is comfortable, and all my customers have been friendly, reasonable people.
posted by flabdablet at 6:01 AM on November 30, 2010 [1 favorite]
My thinking was that friendly, reasonable people tend to want to help other friendly reasonable people, and that by making it easy for friendly, reasonable people to pass on my contact details, I'd end up generally working for friendly, reasonable people.
It's worked a treat. I only needed one batch of business cards (I still have half of them left over), I have as much work as is comfortable, and all my customers have been friendly, reasonable people.
posted by flabdablet at 6:01 AM on November 30, 2010 [1 favorite]
Response by poster: Thank you DrGail and good to know you're still going!
Just to clarify, I do work for businesses as well, in fact that's an area I'd like to grow. I do indeed follow up with anyone I've done a project for who's not a student (the students generate referrals but not repeat work although I do make sure I mention to them when I finish something for them that I do corporate work etc in case they can use me in their future careers)
I have tried the referral bonus idea with one client who sells cloth nappies - I looked over her website for free (took me half an hour) and have promised her 15 mins more free for each customer that comes to me through her, but nothing as yet (early days though). I try not to give away my work, though!
Oh, and I always ask for a reference and have a page of them on my web page... can't hurt anyway...
posted by LyzzyBee at 6:03 AM on November 30, 2010
Just to clarify, I do work for businesses as well, in fact that's an area I'd like to grow. I do indeed follow up with anyone I've done a project for who's not a student (the students generate referrals but not repeat work although I do make sure I mention to them when I finish something for them that I do corporate work etc in case they can use me in their future careers)
I have tried the referral bonus idea with one client who sells cloth nappies - I looked over her website for free (took me half an hour) and have promised her 15 mins more free for each customer that comes to me through her, but nothing as yet (early days though). I try not to give away my work, though!
Oh, and I always ask for a reference and have a page of them on my web page... can't hurt anyway...
posted by LyzzyBee at 6:03 AM on November 30, 2010
Response by poster: Thanks Flabdabnet, unfortunately I do all my work from home so don't actually see the clients at all - I do spread around cards and ask people to recommend me though and have a lot of my work through referrals... maybe I'm worrying too much and it's going to all flower just at the right time for me!
posted by LyzzyBee at 6:04 AM on November 30, 2010
posted by LyzzyBee at 6:04 AM on November 30, 2010
You might be interested in some of the answers from this thread. I'd offer you the same advice: Have you thought about connecting with a small local marketing or PR firm? In my area there are a number of small shops that love to have a network of reliable freelancers that they can turn to for content development as they get projects, rather than having to keep paid writers on staff.
posted by evilmomlady at 6:05 AM on November 30, 2010
posted by evilmomlady at 6:05 AM on November 30, 2010
Response by poster: Evilmomlady thanks for that - didn't find that thread. I am already realising I'm an "awesome" freelancer because I am professional and always do what I'll say I do / come in on time - I can see why now! I work for a PR firm in America, will try to talk to some in my local area too!
posted by LyzzyBee at 6:27 AM on November 30, 2010
posted by LyzzyBee at 6:27 AM on November 30, 2010
If you aren't already on the Copyediting-L list, subscribe now -- there are lots of Brits on there, although it's US-based. You can ask all sorts of questions there, or search the archives. (They also maintain a freelance directory, which you should sign up for.)
Make sure you market yourself as fluent in two languages -- British and American English! I did that, and got a freelance gig translating some docs out of English jargon into American.
You also might want to create two websites -- one for writing, one for editing -- so clients don't just think you're trying to do too much. Or divide your site very clearly into the two sides.
Memail me if you want more info/advice.
posted by vickyverky at 8:48 AM on November 30, 2010
Make sure you market yourself as fluent in two languages -- British and American English! I did that, and got a freelance gig translating some docs out of English jargon into American.
You also might want to create two websites -- one for writing, one for editing -- so clients don't just think you're trying to do too much. Or divide your site very clearly into the two sides.
Memail me if you want more info/advice.
posted by vickyverky at 8:48 AM on November 30, 2010
You might try starting to position yourself as an "expert" in a few areas. Specifically business segments or how to use a blogger-for-hire to grow your business, something like that. Generate some content/tips in those areas that are useful and demonstrate expertise, and try to use those to get in front of possible clients. Best would be if you could be a guest blogger for an established blog with a readership that could possibly use you. If that doesn't hit the mark, you can join relevant LinkedIn groups and post your articles.
I also suggest setting aside time to do research on prospect companies. Look for small companies with blogs that don't get updated often (or well). Look for small companies that have a way to sign up for a newsletter, sign up, see how often it goes out, could you write a better one? After you've done a little research on prospects, make an approach. You can do brute-force and mostly call people (I suggest Friday afternoons, a lot of people look for ways to avoid doing work then and might talk to you). Or you could selectively target companies and say "I notice you have a blog and a monthly newsletter, I could write x # of posts a month and the newsletter for X amount of money, can I send you a sample post I wrote just for you?" Follow up with anyone you make contact with periodically, you never know when something might happen that tips the scale and makes them need help and now. Picking up the phone works. And small companies often struggle with copywriting and proofing because there is no "marketing department."
For transcription, see if you can network or get in with people who are focus group moderators. They need lots of transcription.
Some people in the US won't want to work with a UK-based person. You could go to some effort to conceal where you live professionally if you truly don't think it matters and if it starts to be a problem. If everything about your web and email presence seems US and familiar, no one would think otherwise.
posted by Mozzie at 2:54 PM on November 30, 2010
I also suggest setting aside time to do research on prospect companies. Look for small companies with blogs that don't get updated often (or well). Look for small companies that have a way to sign up for a newsletter, sign up, see how often it goes out, could you write a better one? After you've done a little research on prospects, make an approach. You can do brute-force and mostly call people (I suggest Friday afternoons, a lot of people look for ways to avoid doing work then and might talk to you). Or you could selectively target companies and say "I notice you have a blog and a monthly newsletter, I could write x # of posts a month and the newsletter for X amount of money, can I send you a sample post I wrote just for you?" Follow up with anyone you make contact with periodically, you never know when something might happen that tips the scale and makes them need help and now. Picking up the phone works. And small companies often struggle with copywriting and proofing because there is no "marketing department."
For transcription, see if you can network or get in with people who are focus group moderators. They need lots of transcription.
Some people in the US won't want to work with a UK-based person. You could go to some effort to conceal where you live professionally if you truly don't think it matters and if it starts to be a problem. If everything about your web and email presence seems US and familiar, no one would think otherwise.
posted by Mozzie at 2:54 PM on November 30, 2010
Response by poster: Thank you again new posters! I have joined the Copyediting list and will add myself to the directory.
I don't have enough examples of my writing at the moment, but will consider splitting the sites after that.
I've found that my American clients so far are pleased to have a British proofreader - some kind of cachet about it? Who knows. Anyway I will see if that makes a difference and de-UK-ise (ize) the site as neccessary.
posted by LyzzyBee at 2:25 AM on December 1, 2010
I don't have enough examples of my writing at the moment, but will consider splitting the sites after that.
I've found that my American clients so far are pleased to have a British proofreader - some kind of cachet about it? Who knows. Anyway I will see if that makes a difference and de-UK-ise (ize) the site as neccessary.
posted by LyzzyBee at 2:25 AM on December 1, 2010
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Repeat business is always golden -- it costs you nothing to get and the customer already knows what to expect. I assume, though, that you're already following up with your customers after completion of a job.
Referrals are a great way to grow your business and the fact that your customers are individuals (rather than businesses) makes it relatively easy. Offering satisfied customers a discount in exchange for referrals should send some business your way.
You could also offer to speak at meetings where potential customers gather, although YMMV. (I've gotten some interest from potential clients that way, but never saw a lick of business from it.)
It's tempting to suggest that there must be some way you can reach out to bloggers and show them how wonderful their posts would look "After LyzzyBee", but blogging isn't the best-paying gig out there so they may want, but not be able to afford, your services.
Good luck!
posted by DrGail at 5:51 AM on November 30, 2010