Know the Difference Between Marketing and Sales
First off, it’s crucial to grasp the distinction between marketing and sales. Marketing is all about creating awareness and interest in your services, engaging your audience, and building relationships. It sets the stage for sales, where your Perfect Future Client (PFC) becomes your client. Knowing the objective of each marketing effort—be it attracting new qualified leads, nurturing existing ones, or converting those nibbling on your line into clients—is essential. Clear goals will help you measure success and fine-tune your strategies.
The Importance of Consistency
Consistency is a game-changer in any successful marketing strategy. Regular and reliable communication helps build trust and keeps your brand top-of-mind. Whether it’s sticking to a regular email newsletter schedule, posting consistently on social media, or updating your blog (or all three!), showing up regularly reinforces your that you are alive and thriving.
Inconsistent marketing efforts can lead your PFCs to question your professionalism and commitment. Being consistent builds credibility and allows you to gather data over time to understand what truly resonates with them and what doesn’t. Create a rhythm that your audience can rely on, fostering a stronger connection.
The Importance of Diversification
Relying on a single marketing channel? That’s risky business. Algorithms change, ad costs soar—diversifying your marketing efforts minimizes those risks. Remember, people engage in different places: some are active on LinkedIn, others are in front of their email inbox every morning, and some might be browsing Instagram or reading your blog. Social media, content marketing (think blogs, podcasts, videos), email marketing, and networking events (plus the other 12 areas that we cover at PBL) all have their unique strengths.
Effective marketing for freelancers and consultants requires a balance of various channels tailored to your business. Start by understanding your PFCs and where they spend their time. Develop a marketing plan that outlines your goals, strategies, and metrics for success. Begin with a few channels that align best with your strengths and audience, and expand as you gather insights and grow.
Beware of Random Acts of Marketing
Random Acts of Marketing are just that—random. They lack a cohesive strategy and clear goals. Imagine seeing a competitor running Facebook ads and deciding to do it too, without research or understanding. Weeks later, no substantial ROI, and you’re left disheartened. This approach is not only costly but demoralizing.
Rather than investing in impulsive marketing efforts, focus on intentional, data-driven strategies. Track your performance, rinse and repeat what works, and use agility on your pivots. This way, you’re not just spending money and/or time but making informed investments in your business.
Building a Cohesive Strategy
Successful digital strategies for consultants and freelancers involve understanding your audience, leveraging different channels, and measuring success. Fragmented marketing efforts make it challenging to pinpoint what works and what doesn’t. A cohesive strategy is crucial.
Start by setting clear objectives. Are you looking to raise awareness about your services, generate leads, or convert PFCs into clients? Once you’ve outlined your goals, identify the best channels to reach your target audience. It’s not about being everywhere all the time but being strategic about where and how you show up.
BEWARE! Marketing is what I call a “sexy” area of business. This means that it is tempting as a siren to spend a lot of time down a lot of rabbit holes. RESIST! This is why it is crucial to have a strategy and stick to it.
Marketing and Personal Branding
Since the pandemic and the social upheaval following George Floyd’s death, there’s been a noticeable shift towards a softer, more compassionate world. I’ve been teaching the principle “You are your brand” in Scrappy Branding for solo entrepreneurs—this means marketing is also about sharing your origin stories as it is about promoting your business.
Consider sharing your own stories and experiences. Authenticity resonates deeply with people, fostering trust and long-lasting relationships. Reflect on what makes your journey unique and weave that into your marketing messages. The more genuine you are, the more likely you are to connect with your PFCs on a meaningful level.
Feeling overwhelmed by the possibilities? Don’t worry, you’re not alone. That’s why I’m inviting you to our upcoming Mini #BizHack Sesh titled “Pick 3: Where To Put Your Marketing Efforts.” This FREE sesh is tailored just for motivated small business owners like you.
Join me tomorrow from 9 to 10 AM for an action-packed hour where we’ll dive into the marketing world to help you pinpoint where to focus your energy. We’ll discuss the different types of marketing that you and your peers are using, and you’ll leave with new insights. Let’s make those marketing efforts count—you don’t want to miss it!
RSVP now at this LINK.
Having the right marketing mix is crucial for freelancers, consultants, coaches, and fractionals. Avoid random acts of marketing and throwing things at the wall to see what sticks. Focus on a diversified, intentional strategy that aligns with your business goals and your PFCs. Consistent, intentional efforts are key to sustained success.
See you at the Mini #BizHack Sesh!
