Being self-employed is not easy; There will always be obstacles along the way, you have to stand out from the competition and be constantly learning. However, one of the key skills to develop is digital marketing.
Today we will see how to approach this area as a freelancer to grow your business and personal brand using digital marketing effectively.
Digital marketing areas for freelancers
To begin, you must understand that there are various areas of digital marketing that are especially useful for freelancers. The most popular are:
- SEO: Although search engine optimization is a medium or long-term strategy, it is essential to implement it if you want customers to come to you. Use the right keywords to drive organic traffic to your website.
- Content marketing: Creating relevant and attractive content for your target audience will help you attract new customers. Remember to identify the platforms where your potential prospects are and be consistent.
- Personalized email marketing: Start collecting the email list of interested people and clients, this is the perfect strategy to send messages that connect on a more specific level.
- Social networks: Considered the favorites of digital marketing, they allow anyone to reach the public without having to invest excess time and money.
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Where to start?
Define objectives
To start applying digital marketing in your business, you will have to define where you want to go and what the objectives are to achieve. Whether it is increasing your visibility online, generating leads or growing sales, set a series of specific goals to measure the progress of your strategy.
Know the audience
Determining and understanding your target audience is essential to creating relevant content and campaigns. Research their needs, online behaviors and preferences. All of this helps adapt the approach of your strategy to meet their expectations.
Maintain a content calendar
Plan your content in advance. A content calendar helps you maintain consistency in your posting, prevents improvisation, and ensures you’re covering a variety of topics.
Continuous training
As we mentioned at the beginning, digital marketing is constantly changing. Probably, what you have learned today, in a few weeks or months, will have had adjustments or will no longer be in trend. Stay up to date and research how strategies, platforms and tools are evolving.
How to create a digital marketing strategy as a freelancer
1. Make an online presence with a professional website
The cornerstone of digital marketing is the presence and visibility you have at a virtual level. That is why when creating a website you will have at your disposal an ideal platform to show your services and/or products, establish yourself in the market and connect with customers.
It would be good to include everything related to your personal brand in it. From testimonials from previous clients and case studies, to a portfolio to highlight your skills and experience.
Likewise, to attract an audience, make sure your website is:
- Aesthetically attractive
- Quick and easy to navigate
- Is optimized for all devices
The last point should be one of the main focuses. Most of us navigate through our mobile phones, making it essential that each website and its content is optimized for smaller screens. By ensuring that your page is functional, both on computers, mobile phones and tablets, you could have better opportunities in the digital market.
2. Master social networks
Although each and every social network is considered the most powerful tool to reach your audience, you will have to define which ones are ideal for building your brand, interacting with your prospects closely, and promoting your products and/or services.
Plus, just like you would on your website, you can create content that resonates with your followers. The difference is that the content must be more striking with the use of images and you must be very constant, but we assure you that you will be able to capture attention and more interactions; the latter translates into organic growth. An ideal result that will help you achieve your commercial objectives.
3. Work on SEO
Search engine optimization, whether on your website or social media posts, cannot be overlooked. The use of correct keywords will be decisive for the success or failure of your SEO strategy.
Research the keywords that your audience usually searches for and structure your website content based on it. A good starting point is to analyze your main competitors and use tools such as AnswerThePublic, UberSuggest or SemRush to generate more ideas.
The technical aspect of the site is also important. Make sure you have a lightweight web page that loads quickly, make good use of headers and URL structures.
4. Implement email marketing strategies
When we talk about digital marketing, the first thing that comes to mind is social media, but it is proven that email is still the most effective tool when it comes to communicating a message.
The most advisable thing is to create an email list of your interested clients and prospects. From there, and using a newsletter, you could offer exclusive content, promotions and updates.
Of course, it is not simply spamming by promoting your products or services to your subscribers, because this would mean that they unsubscribe and your strategy would not have results. It should be segmented according to the stage of the purchasing process that your subscribers are in and personalize it to offer them value.
5. Use digital advertising
Getting organic traffic is satisfactory, being synonymous with success and increased sales. But let’s not leave traditional advertising aside, this continues to be a strong marketing strategy that has transcended the digital world.
If your objectives include generating clients quickly, and you are able to invest to achieve this, digital advertising will become your great ally. Just as large companies have taken their commercial advertisements to the Internet, do not hesitate for a moment to do so too despite believing that you are at a disadvantage.
Of all the benefits that the network has, one of them is being able to compete on equal terms with the big players. In fact, advertising platforms offer advanced targeting options that allow freelancers to target their audience based on location, interests, and online behaviors.
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Importance of digital marketing for freelancers
Finally, we can highlight some reasons for the unavoidable importance of digital marketing for those who want to manage their own businesses:
- Visibility: With so much information available online, most choose to do their research first before purchasing or acquiring any service. So your presence is decisive, especially if you are self-employed. When browsing the web, users must first encounter your brand and your offer. If a freelancer is not present online, they are likely to miss out on opportunities.
- Cost-Effectiveness: Just as buyers look for the best price-quality, you as a freelancer must also do so when selling. And compared to traditional marketing methods, the digital channel offers a cost-effectiveness ratio that is difficult to beat.
- Connecting with customers: No matter what platform you use, connecting directly with your audience is easier than ever before in history. This allows you to consolidate your reputation and provides feedback without intermediaries that can be used to improve products or services.
- Segmentation: Efforts can be directed directly to those people who are most likely to need your services, avoiding waste of time and resources.