Freelancers: Here’s how to market yourself in a pandemic
As a freelancer, marketing yourself is part of the job description. But in 2020, it’s been a whole different ball game with the global pandemic.
First, some people completely lost their niche market earlier this year. Then, other markets took centre stage, like eCommerce and property. This was followed by a wave of new freelancers that took the leap into self-employment, either by choice or out of necessity.
For some established freelancers, this year has led to switching focus or further cementing their status as an expert in their field. For new freelancers, it has meant learning the ropes in a constantly changing environment.
As a result, the freelance landscape is looking a little different than it did at the start of 2020.
The end goal is the same though – to win clients and pursue a successful career. But to make that happen right now, it means understanding how to market yourself during the pandemic.
Be helpful, not boastful
There is a fine line between boasting and celebrating wins. Especially when it comes to social media.
Boasting can be arrogant and even insensitive at times. Whereas celebrating wins can be positive and a way to share some knowledge with others.
Celebrating wins is something that is championed by Sophie Cross, freelance marketing strategist, copywriter and founder of Thoughtfully Marketing School.
“Try to always give value,” says Sophie.
“For example, don’t just share that you won a client, share how you won that client. Make something for others that also demonstrates your skills.”
Freelance writer and editor Robyn Santa Maria has a similar approach, while also being mindful of the fact that others might have experienced a tough year.
“I tend to stay quiet on social about wins, especially this year,” says Robyn.
“I’m aware that a lot of my fellow freelancers are struggling. But it’s also important for morale to celebrate, and, by sharing wins, it can help spread the word that you’re good at your job.
“And you never know, you may help other introverts to blow their own trumpets.”
Part of marketing yourself as a freelancer is about appearing confident, capable and successful. So, even though it might feel inappropriate to talk about success at a time when others are struggling, it’s still important to celebrate the wins.
A little tact might be required though as the pandemic continues, which leads onto my next point.
‘Read the room’ before speaking (or Tweeting)
Timing is a key part of marketing. No one wants to appear tone deaf or out of touch with what is happening in the world.
That’s where ‘reading the room’ comes into play. Or, in current lockdown times, reading the social media platforms. Because that’s where most people and companies are marketing themselves right now. Even when it feels uncomfortable.
“Nobody really likes doing self-marketing at first, but if you commit to taking an experimental approach and continuously learning, then the results will blow you away,” says Sophie.
“Keep asking yourself how you can best help your target market. What could you do that would be impossible to ignore?”
‘Reading the room’ during the pandemic can also lead to you spot a new direction for your business. This is what Sophie has done, by launching the Thoughtfully Marketing School.
“I've used the opportunity this year to take a step back and work out what direction I wanted to really go in with my business,” she says.
“I became totally focused on helping others with my content and upped my use of social media, particularly LinkedIn, to raise my profile.”
Community over competition
If this past year has taught us anything, it’s the importance of being kind to others and the power of building a community. Because we never know when we might need some kindness and support in return.
This is something that Robyn keeps in mind when she’s marketing herself:
“I think one of the best things you can do to ‘market’ yourself is to be kind to others and be helpful,” says Robyn.
“Share useful resources, offer ideas when others ask, point people in the direction of work opportunities that aren’t a fit for you. Community over competition, right?”
As we come to the end of 2020, many freelancers will be thinking about the next year and what they want to achieve in their business.
We could be in for a rocky start to 2021 as the pandemic continues on. But when it comes to self-marketing as a freelancer, there could be no better time. People are spending more time online than ever before, and more companies are embracing remote working or planning to work with freelancers with relevant skills in the future.
The opportunity’s there to raise your profile. But remember, be helpful, ‘read the room’ and focus on community over competition.
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