Freelancers: Find New Clients With This Technique
This post is going to be short and sweet. Let’s dig in.
If you’re a freelancer, your business has three components:
The actual work you provide to clients, such as writing, design, or programming
Your admin, which includes writing estimates, invoices, bookkeeping, paying taxes, etc.
Finding new clients
What is the most challenging activity of those three?
I bet it’s the last one, finding new clients.
Focus on the Clients That Are Right For You
When you start freelancing, you’re likely working for various clients. You’ll take nearly anything that comes your way and fits within your scope of services.
And that’s okay. You need the money and the experience to build up your business.
But after a while, you realize you enjoy working for some clients more than others. You may be attracted to a few specific client sectors over the rest.
For example, I talked to one freelance writer who likes writing blog posts and feature articles about building materials. Roofing, bricks and mortar, windows, doors, insulation… all of it.
It may not sound sexy and high-tech, but it’s practical, it’s everything that our physical world is made of, and that appeals to her.
We’re talking niches here, right? In this case, the niche is the construction industry.
Now, look at your clients. Group them into niches. What’s your favorite niche?
Then narrow it down even further.
Which One Client is Your Favorite? Find More Like That
Of your current clients, which one is your absolute favorite? The one you like working for the most, and ideally, the same one that pays well and on time.
Think about how you could find more clients like that one. Make that client your north star, the one that guides you to your goal.
Here are some tips to get you started.
Identify the characteristics of that client. What do you like about working with them? Make a list and use it as a reference for your future client search.
Assuming you have a good relationship, the most obvious idea is to talk to that client. Let them know how much you enjoy working with them, and ask whether they can recommend someone you should contact in the industry.
Be specific about the type of clients you’re looking for and how you can help them. Ideally, your client could supply names and contact info.
Having that personal recommendation can be powerful. After you’ve done a bit of research, contact the person your client recommended. Be sure to let them know where you got their name. Say something like, “(Name of your client) suggested I get in touch with you, because…”
Getting your client’s name in there separates you from anyone off the street. Personal recommendations make a big difference.
Once you contact them, you may find you have to get on their vendors’ list. No problem. I wrote about how to get on corporate vendor lists here.
If the relationship with your client isn’t strong enough for this type of conversation, maybe you can determine these types of connections from their materials or website.
Do a search. Perhaps they’ve been mentioned in articles along with similar companies. Go down the rabbit hole. Follow one lead to the next.
Where Else Can You Find Related Prospects?
To use the construction niche as an example, manufacturers often deal with distributors, who sell to construction companies, who work with builders. That’s three related sectors to consider.
Where will you find this? Look for industry association websites, online directories, industry-specific forums, news articles, newsletters, trade show announcements, etc.
See whether there are any tradeshows that you can either attend or register for to get further information. Registering can sometimes get you a list of all other registrants. That can be a goldmine of contact details.
Now look at your favorite client. What companies and organizations surround that client, both upstream and downstream? How can you identify them and then find the person you should contact? Hint: LinkedIn is a great place to find people, once you have a company name.
Put on your detective hat and follow the links. Once you have a list of potential clients, tailor your pitch to their needs to increase your chances of landing them as a client.
Align Your Website and Portfolio to Appeal to Target Clients
To attract more clients like your favorite one, you need to showcase your industry experience and expertise. Ensure your website, portfolio, and social media profiles reflect your focus.
Have you updated case studies or testimonials? If you have a blog and are active on social media, why not let everyone know what you’re looking for?
Stay Focused to Get More Clients Like Your Favorite One
Many freelancers don’t do much active outreach, waiting instead to be found. Yes, of course, you’re likely getting clients that way, but you should zero in on who you want to work with.
Use your connections and the power of the web and social media to get the clients you really want. Stay on track, stay focused.
You may be surprised. They’ll likely be happy to hear from someone with deep industry expertise.
Even more ideas on how to find new clients here.
Learn more about finding 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.
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The book is packed with useful information to help creatives start and grow their business.
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This chapter covers essential areas such as Clients vs. Projects, Corporate Clients vs. Small Business Clients, How to Create an Opportunity Document, Benefits of Finding a Niche… and much more.
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