Freelancers: Where do You Find New Clients? (Hint: They’re Close by…)
As a freelance copywriter, designer, or programmer, are you actively looking for new clients in a few niches?
Too many freelancers wait for prospective clients to come to them. While it’s nice to be discovered, it often means random clients. That’s not the best way to build niche expertise.
Ideally, you should be actively targeting the companies you’d like as clients. There are many ways to do this. Here’s what worked for me.
9 Steps to Growing Your Client List Based on Existing Clients
Group your existing clients by sector
Find new clients in similar businesses that don’t compete
Find your clients’ industry media sites and publications
Your clients’ networks and relationships could be your clients
Your new clients could be suppliers to your existing clients
Look at your clients’ customers for new clients
Get testimonials from existing clients before approaching prospects
Looking for individuals to contact? Search social media
Remember the obvious—ask for a referral
Group Your Existing Clients by Sector
Look at your current client list and group them by industry sector. Which of those sectors are your favorites? Your goal is to find more clients that fit into those sectors.
That’s how you can build expertise and become known for your services in that sector.
Start by sorting through your clients and picking ones where you’d like to have “more like that”.
Find New Clients in Similar Businesses That Don’t Compete
Let’s say one of your favorite clients serves a specific geographical area. For example, I did a lot of writing for electrical utilities that offered energy conservation programs.
Companies like electrical utilities are geographically bound. They don’t compete for customers or go beyond their region. If you live in their area, you’re their customer.
Once I had expertise with one utility, I could go to a utility bordering on the first one and offer the same services. They delivered similar conservation programs, and since I was already an expert in them, it was easy to pitch them for business.
Review your client list and look for this type of situation. See whether you have companies that are in the same business but don’t compete with each other.
Find Your Clients’ Industry Media Sites and Publications
Every industry has its sites and online publications. Many of them used to be trade magazines or newspapers that have moved online.
They’re still an excellent resource for business intel, news, and contacts. If you’re able to subscribe either to the publication or blogs on the site, do so.
While you’re at it, set Google Alerts to get notifications when companies or people you want to follow are making news.
Your Clients’ Networks and Relationships Could be Your Clients
Many businesses belong to associations, and many of those associations have websites with their members listed. So, there’s a list to start investigating.
While you’re there, look at the association’s web content. Would they be open to a guest post from you? Most associations don’t have big marketing budgets, so free content is often welcomed.
You’ll likely be the only writer/designer/programmer on that site. It’s a great way to start building a profile and networking within that sector.
Pro Tip for Networking: You want to network among your potential clients, not your peers. By contributing to a site that features your potential clients, you’re giving them fresh ideas rather than the typical inside-industry content that’s usually on these sites.
Your New Clients Could be Suppliers to Your Existing Clients
Take a look at your clients’ businesses and evaluate them for where they get parts or raw materials. Could these suppliers be your clients? After all, you know their clients, so you’re already somewhat familiar with their business.
For example, if you were dealing with a car company, you could reach out to automotive parts suppliers.
Doing work for a home builder? Consider all the materials that go into a home for companies that could become new clients.
Look at Your Clients’ Customers for New Clients
Finding clients among your clients’ customers can work well in business-to-business markets. Essentially, it’s the opposite of looking at your clients’ suppliers.
So, to use the car example, if you were working for an automotive parts supplier, you could contact some of their car company customers.
Get Testimonials from Existing Clients Before Approaching Prospects
Give yourself the best chance for success—get testimonials from clients before you call on others in the same sector.
There’s a good chance they’ll know the person, and even if they don’t, they’ll recognize the company, which gives you credibility.
You’ll want to include these testimonials on your website, and in any presentations you create for your new business pitches.
Pro Tip for Testimonials: Yes, you can ask your clients for them, but there’s a better way. Ask the client whether they’d be willing to provide a testimonial. Then suggest that you’ll write some “notes” to help them. They will appreciate this. Send them the complete testimonial (rather than notes) and simply ask whether they will approve it. Most times, the answer you’ll get is, “Yes, that looks fine.”
Looking for Individuals to Contact? Search Social Media
Once you’ve identified companies, you still need to find the individuals to contact. That’s where social media, especially LinkedIn, can be helpful. You can search by company and see all people related to that company who are on LinkedIn.
Read, reach out and make connections.
While you’re there, look at their connections. Be careful you don’t get sucked into random browsing (easy to do).
Stay focused on finding prospects that you will connect with, and at the appropriate time, ask for help in finding the right person to approach with your proposal or presentation.
Remember the Obvious—Ask for a Referral
Assuming you get on well with a client, i.e. you’re business friends, it should be easy to ask for a referral. Generally, clients are happy to do this—they may just need a little prod.
Tell your client what type of work you’re looking for and your availabilities.
There are more ways to find new clients in my book, How to Start a Successful Creative Agency. It’s the essential business guide for graphic designers, copywriters, filmmakers, photographers, and programmers.
With over 300 pages and 23 chapters, it’s available at Amazon (Paper & Kindle), Kobo (ebook), Apple Books (ebook), and Gumroad (PDF).
“Contained within the book is more advice than can probably be absorbed, all learned and distilled over Andy’s long career in creative communications. It is a comprehensive guide to starting and running a creative agency. I truly wish I had a copy when I started mine.”
Ben Hagon RGD, Co-founder, President, www.forgoodintent.com
The book is packed with useful information to help creatives start and grow their business.
Want a free taste first?
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Questions? On Twitter, I’m @StroteBook. DMs are always open. Ask away.