A great struggle that South African freelancers face is promoting their businesses and expanding their client base. Every "how-to" online applies to overseas markets, causing a lengthy trial-and-error process that wastes precious time and resources. This article should help you find your footing!
Effectively marketing a freelance business will require you to use a combination of techniques and channels. It will be up to you to determine what methods are within your reach and will work to strengthen and streamline your business.
Using two or more of these systems will lead to more conversions and better clients.
media update's Joreke Kleynhans breaks down your best options for marketing your freelance business here.
Social Media
You've probably heard this a million times, but it cannot be said enough that social media is the most powerful marketing tool — especially for small businesses — in the 21st century. It is free, can be done from anywhere and can reach a large variety of people.
However, social media can seem overwhelming because of the amount of platforms and different strategies you can use. So, here's where you can start:
In 2024, over 26 million South Africans are Facebook users, and the site is by far the most-used social media platform by South Africans. TikTok and Instagram also have large user bases and can easily help you reach more potential clients. Choose your platforms and give them your all.
As for what to post, you'll have to find a balance between sales-y, informative and entertaining posts. This balance will vary depending on the platform. Facebook, for example, can tolerate more sales-related content while TikTok requires value in the form of entertainment or education.
Some examples of content types and themes you can use include:
- explainer videos
- personal insights into your day, career or education
- tips for other freelancers
- client testimonials
- your take on current trends, or
- anything that increases your credibility in your niche.
Organise your social media content using a content calendar and have fun with it!
Word-of-Mouth
In the South African economy, small and medium enterprises (SMEs) form 91% of the formal sector. There are always challenges to running a small business, many of which relate to recruitment and hiring.
The most common way for SMEs to resolve these issues is by outsourcing the solutions — in other words, by hiring freelancers. Therefore, SMEs should be the primary target of your promotional efforts.
You may wonder what SMEs and word-of-mouth have to do with each other, but stay with me here!
The South African SME economy consists of close-knit communities sharing their knowledge and experiences in public forums and discussion groups. Capitalising on the knowledge-sharing culture of South African business owners is easy! All you have to do is deliver high-quality services to one client and ask them to spread the word about you.
In short, your deliverables are multitasking! They pay the bills and compel clients to promote your freelance business for you.
This method is resource-efficient and convenient but only works when your services truly are top-notch. And remember: Negative word-of-mouth also exists, so tread lightly and always stay on top of your game.
Blogging or Content Creation
"Give before you get" is a well-known saying, and it perfectly sums up professional relationships. Freelancers need to have very close relationships with their clients because they do not have large, famous brand names to fall back on when chasing conversions.
Your future clients do not know anything about you yet, and so the best way to start honing a relationship with them — before you even get the chance to talk — is by giving without expecting anything in return.
No, that doesn't mean working for free but rather working for delayed gratification. Do this by giving away some (not all!) of your knowledge at zero cost. The sweet spot is somewhere between revealing enough to show that you know what you are talking about and not sacrificing your exclusivity by giving away too much.
Blogging and online content creation work great to achieve this and, as a bonus, you can use it to drive engagement, build credibility and gather leads.
Cold Emailing
Cold emails are far from a new concept. Some marketers even go as far as saying that it has run its course and is no longer effective.
The truth is simply that the standard of cold emailing has changed, which makes older cold emailing strategies outdated. As long as your cold emails stand out from the rest, you might still reach the high-profile clients you want.
Nowadays, mass-emailing the same template to hundreds of companies and never reaching out again just wastes resources. Instead, write a personalised email that showcases:
- the fact that you researched the company
- how you believe you can contribute to their systems
- your expertise, experience and track record
- what they will gain from collaborating with you, and
- how they can go about hiring you.
You shouldn't write books about your offer, though. Keep it short and avoid singing your own praises, and rather communicate the benefit for your potential client.
Lastly, follow up after two to three days, and then again five to seven days later. Business owners have a lot on their plate, and sometimes they need a little nudge to remind them of you.
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*Image courtesy of Canva