#322: The 4 Major Missing Pieces Of Your Marketing Plan | The Client Acquisition Series
Aug 6, 2024
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Dive into the myths of freelancing marketing, where talent alone won't fill your calendar. Discover why building an email list could be a game-changer. Learn the '3% rule' – only a few prospects are ready to buy. Explore lead nurturing techniques that turn hesitant clients into loyal ones. Understand how your niche shapes your marketing strategy and why effective sales integration matters. Finally, uncover how to create a business that thrives with minimal marketing effort!
Freelancers must implement a comprehensive marketing plan to avoid unpredictable income and the feast or famine cycle.
Nurturing a strong mailing list is essential for lead generation, enabling freelancers to convert interested prospects into long-term clients.
Deep dives
The Importance of a Marketing Plan
Many freelancers lack a well-structured marketing plan, which can lead to unpredictable income and reliance on hope marketing. This approach often results in the feast or famine cycle, where a freelancer experiences high earnings one month and a drastic decline the next. Relying solely on referrals or word of mouth is inadequate; instead, having a detailed strategy is essential for attracting consistent clients. By implementing a marketing plan, freelancers can create predictability, ensuring a stable income and sustainable business growth.
Lead Generation Fundamentals
Building an effective mailing list is crucial for generating leads and creating awareness about one's services. A strong mailing list allows freelancers to reach potential clients directly, making it easier to convert interest into sales. Even a small mailing list can yield significant returns; many successful freelancers report substantial income from just a few dozen subscribers who are genuinely interested in their offerings. Consequently, nurturing this list through engaging content can further enhance the likelihood of converting leads into paying clients.
Nurturing Leads for Success
Lead nurturing is vital for maintaining relationships and building trust with potential clients who may not be ready to make a purchase immediately. The majority of individuals in a freelancer's network will not be ready to buy right away, highlighting the importance of staying top of mind until they are prepared to make a decision. Applying strategies like the 3% rule or the 80-19 rule can help freelancers identify and nurture the right leads over time, ultimately increasing the chances of successfully converting them into clients. Ongoing communication and valuable content are key to shifting prospects from casual awareness to active engagement.
Building a Sustainable Business Model
Having a sound business model is critical for long-term success in any creative freelance career. Tracking the average annual client value helps freelancers understand how many clients they need to meet their income goals. A higher client value allows for a less intensive marketing effort, while lower values necessitate more aggressive strategies to attract clients. Assessing and refining the service offerings, pricing, and potential for upsells can significantly enhance income stability, enabling freelancers to achieve their desired financial outcomes.
Here are a few of the biggest lies when it comes to marketing your freelance business.
"If I'm good enough, people will find me and hire me"
"The only marketing I need is word-of-mouth"
"If I market myself, I'll come across as desperate"
"This sort of stuff doesn't work for freelancers"
If any of that sounds like you, my guess would be you likely have very little predictability in your income.
You might go from having more gigs than you can handle, followed by extreme famine periods where your calendar dries up (along with your bank account).
If you want steady, predictable income for your business every single month, there are 4 key things you need in place.
If you're even missing one of these four pieces, you're making your path to predictability extremely difficult (or impossible).
In this episode you’ll discover:
Marketing plans for freelancers
When email lists are vital, vs. when they're optional
"Proposing" via text message
The "3% rule" and the "80/19/1 rule"
How your niche affects your marketing needs
Swiping or dating: lead generation and lead nurture
How to create a business you rarely *(if ever) have to market