Sales Strategies for Freelance Business Journalists: Day Two

Day 2:Branding, Marketing

and NetworkingPresented by

Maya Payne Smart

Today’s Agenda

• How are you going to capture prospective clients’ attention?

• How are you going to build relationships with them?

Goals for Today

• Consider numerous ways that real freelancers connect with prospective clients

• Learn how to reach prospects consistently and effectively

Seven Habits of Highly Effective Market Research

• Start your day marketing

• Schedule a set amount of marketing time each day

• Track your time

• Cast a wide net

• Be findable

• Ask for referrals

• Diligently record leads and follow-up attempts

Brand noun \ˈbrand\

What it IS

• An emotional or psychological connection that you have with your customers

• The key characteristics that you are known by in the marketplace

• The foundation of your marketing activities

What it’s NOT

• Something you make up

• What you say it is

• A logo or other graphical representation

• An expensive marketing campaign

Brand Components

Work Quality

Experience (years and/or # of articles)

Clients

Skills

Education

+ Intangibles

Reputation

Freelance Marketing

POLLHow much do you spend on marketing each year?

Creating Your Marketing Budget

• Remember you have to spend money to make money

• Most small business marketing budgets account for between 2% and 10% of sales

• Measure return on investment in order to refine your outreach

• Typical marketing expenses for writers:• Business cards• Websites• Conference attendance• Professional group memberships• Freelance directory listings

Elevator Speech

Friends & Family

• Explain what it means to be a “freelance writer”

• Describe your ideal client so they know it when they see it

• Share your writing successes

• Pursue leads—and follow up on them

Networking Tips

• Find out where your prospects and referral sources hang out

• Join and actively participate in at least 3 groups

• Build trust by giving referrals

• Focus on building a relationship vs. closing a sale

• Be a greeter

• Master graceful exits• “Make a date and circulate”• Great chatting with you. I’ll keep you in mind.

Professional Groups

How to Make Conferences Pay

• Have a plan.

• Be social.

• Speak up.

• Pay attention.

• Follow up.

• Give thanks.

• Share what you’ve learned.

Writer Strategy Group Tips

• Purpose• Great source of ongoing referrals and information on

new market opportunities

• Structure• In person or via teleconference• Members may write in distinct or related niches

• Best Practices• Relational vs. transactional• Select members who are similarly productive, well-

connected, generous and personable• Keep numbers small, encourage confidentiality,

emphasize accountability

Business Cards

Old School

• Print

• Email, phone, address, URL

New School

• Digital and print

• Photography

• Social media profile links

POLLWhich social media site has helped you win the most

business?

LinkedIn Tips

• Flesh out your profile and keep your status bar updated.

• Reconnect with current and former colleagues, including editors and fellow writers.

• Join groups.

• Check the job boards.

• Research new markets in the Companies section.

• Seek and give advice in the Question and Answer sections.

• Adjust privacy settings to avoid spamming your network.

Facebook: Formal and Informal

Twitter

• Keep tweets newsy.

• Put your spin/angle on everything.

• Post less than 20 times a day.

• Focus on one thing.

• Use descriptive keywords and include you URL in your profile.

• Learn to make and post video to your site or blog

• Create your own channel

• Register the .tv version of your sites

Tips

Website

Search Engine Optimization

• SEO starts at home

• Use key words

• Make your site mobile compatible

• Add fresh content

• Put navigation at the top of the site

• Add social sharing buttons

Public Relations

• Announce business openings, service offering shifts, location changes

• Publicize awards and fellowships

• Conduct polls and surveys

• Create tip sheets

• Host contests

Why Blog?

• Share compelling information and insights and build credibility

• Keep your web presence fresh and boost your search engine traffic

• Build a readership or community of your own

Blogging: Two Approaches

Informative

• Trends in your niche

• Interesting reporting that didn’t make it into your story

• Behind-the-scenes audio, video, photos and commentary

• Links to related industry news and blogs

Promotional

• Case studies

• Testimonials

• Advice on how to work with freelancers effectively

• Your story—why you do this work

• Work samples

Pay-per-click Advertising

Questions?Please e-mail me at [email protected].