Freelance Marketing Lab - WordCamp Atlanta 2017

@nathaningram nathaningram.com

nathaningram.com@nathaningram


From Birmingham, AlabamaCo-lead organizer for WordPress Birmingham

Meetup and WordCamp Birmingham

Freelance Web DeveloperSince 1995, all WordPress since 2010

Host at iThemes TrainingTeaching WordPress and

Business development since 2012


Business CoachWorking with WordPress Freelancers individually and in groups since 2013

@nathaningram

nathaningram.com



Fear


Doubt


Time


How?


Marketing ourselves isa common struggle for freelancers


Crafting a Value PropositionCo-working on Value Propositions

Cultivating a Referral Network



What is a Value Proposition?

A statement that explainshow your servicesmeet the needs ofyour target audience.


What is a Value Proposition?

Can be a very difficult exercise.

Forces a deep evaluation of yourself and your services.


Why is a Value Proposition important?

— Clarity

— Confidence


Co-WorkingTogether we do more.

Move toward the front.Fill up the tables.Don’t be shy.


NathanIngram.com/wcatlValue Proposition Worksheets


VolunteerOne person from each tableto grab a set of worksheets.


IntroductionsStarting with your volunteer.A summary not your life story J

Who you are.Where you’re from.What kinds of clients you serve.What you do for them.


Skills and BenefitsTop 3 skills you bring to projects.

Top 3 benefits your clients receive when working with you.



























Clarity in your value builds confidence in your pricing.


Create your website contentfrom a value perspective

Content Marketing… flesh out the Pains and Gains as blog posts, ebooks or dripped emails

Elevator Pitch / Coffee Shop Answer



Not getting clients is the number one reason freelancers fail.

The number two reason? Who cares!— Mike Montierro, Design is a Job


What makes a good client?


What makes a good client?

Easy to work with.Know what they want.Respect you as a professional.Realistic Budget.


Cast a wide netBloggingEbooksWebsite/SEOAdsEmail campaigns


CustomerDevelopment CycleAwareness

AffinityTrust

Purchase


It doesn’t work for thetypical freelancerNot enough time orresources.

Out of our comfort zone.


It doesn’t work for thetypical freelancerI’ve build my businesswithout it.

You can too.


We need a differentapproach.Awareness

AffinityTrust

Purchase


All my workcomes by referral.I’ve won my biggest projects without bidding against anyone.


All my workcomes by referral.It’s a red flag if a client comes to me without a connection.


Referrals are better

92%of consumers trust recommendations frompeople they knowNeilsen Global Online Consumer Survey, July 2009


Referrals are better

90%of our growth was from word of mouth.Matthew Stinchcomb, Etsy


Referrals are betterYou don’t need statistics to tell you this.

It’s human nature.


Referrals are betterGood peoplelike to refer good peopleto good people.


The Problem

83%of satisfied customerswill be willing to refer you.

But only 29% actually do.Texas Tech University, Charles Schwab Advisor Services and Advisor Impact, “Economics of Loyalty: Anatomy of the Referral” December 2010.


The Problem

82%of clients say they have never been asked to give a referral.Texas Tech University, Charles Schwab Advisor Services and Advisor Impact, “Economics of Loyalty: Anatomy of the Referral” December 2010.


Doing great work and then hopingpeople refer you.


Strategically develop and cultivate areferral network.Don’t leave it to chance.


Strategically develop and cultivate areferral network.Warning: it takes time.


Expand yourFreelance NetworkGet to know otherfreelancers and becomea resource to them.


Expand your Freelance NetworkConnect members ofyour network witheach other.


Expand your Freelance NetworkBuild Strategic Partnerships.

First right of refusal anda set referral fee.


Expand your Freelance NetworkA network is a valuable commodity.


Cultivate Influencers Who is already in front ofyour target market?

Who does your targetmarket already trust?


Leverage Existing Client RelationshipsThey already like you, right?

Quarterly reviews

Incentivize the referral!



1. Do Great WorkKnow what you’re doing and serve your clients well.

Every project matters.


2. Be Easy to Work WithBut don’t be a pushover…

Hone your process and communication skills.


3. Reflect WellPeople risk their reputation when they refer you.

Treat that like gold.


NathanIngram.com/wcatliThemes Freelance Summit

March 27-29$50 off coupon code

Free 20 Minute Coaching Call