Marketing 101 for Freelancers and Agencies | Paul Boag | Skillshare

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Marketing 101 for Freelancers and Agencies

teacher avatar Paul Boag, UX consultant, coach, speaker and author

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

7 Lessons (1h 6m)
    • 1. You Deserve More and Better Clients

    • 2. Find Your Ideal Client

    • 3. Build Your Sales Funnel

    • 4. Reaching Your Audience

    • 5. Build Your Mailing List

    • 6. Make Your Emails Awesome

    • 7. What is Your Next Step?

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About This Class

If you are reliant on word of mouth recommendations and clients coming to you, then you need this course. Personal recommendations are great, but if the phone stops ringing, you need a way to generate new business. This course gives you the process to make that happen.

  • Stop worrying about where the next client is coming from.
  • Win the kinds of clients you have always dreamed about.
  • Increase what you can charge for your work.

After this course, you will…

  • Know how to identify an audience you wish to reach.
  • Understand how best to reach your desired audience.
  • Have a robust process for attracting the attention of your chosen audience.
  • Build a list of possible clients that are interested in what you want to say.
  • Know how to keep your audience engaged until they are ready to buy.

This course is a free introduction to my five-hour masterclass on Finding Clients.

Meet Your Teacher

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Paul Boag

UX consultant, coach, speaker and author


Paul Boag is a leader in digital strategy and user experience design. He has been working with organisations such as The European Commission, PUMA and Doctors Without Borders for over 25 years. Through consultancy and training, he helps organisations make better use of digital technologies. He helps them meet the needs of today’s connected consumers.

Paul is also a well-respected figure in the digital sector. Author of six books including Click!, Digital Adaptation and User Experience Revolution. He also writes for industry publications including Smashing Magazine, Sitepoint and Net Magazine.

Finally, Paul speaks at conferences around the world and publishes premium course on his own website. Alongside speaking, he also hosts the award-winnin... See full profile

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Marketing Business

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1. You Deserve More and Better Clients: Hello. My name is Paul Bag, and I'm gonna be your tutor for this course on marketing your freelance or agency business . For over 18 years, I've been running my own business, 13 of which was spent running an agency of approximately 20 employees. While more recently, I've worked as an independent consultant, coaching others on running their agencies on in all of the agencies and all the freelancers I've spoken to by far the most common question I get asked as I coach on the question that worried me when I was running an agency is how do I get Mawr and better clients. And let's be honest, it's hardly surprising that we have questions like that. If you're anything like me when you set up your business, you put very little thought into how you're gonna find clients over the long term. You were too worried about things like delivering on the work that you had and finding the next client to think about how you were gonna create ongoing business for years to come. Also, I doubt you had anything much in the way of training or experience in marketing your services. Most of us who set up. Digital service businesses have got superb technical skills and design skills. But let's be honest, we lack experience when it comes to marketing our services. Now the reason that we survive is largely because of word of mouth recommendation. Most of us have rightly proud that one client recommends us to another and so on. However, if you've read anything that I've ever written on the subject, you'll know the word about recommendation has two significant limitations. First, word of mouth recommendation tends to bring in similar clients to those that you already have. Your clients will recommend you to people in their own sector or people who run similar businesses to themselves. Now that's no a problem. As such, if you're happy with your existing clients, have, amongst of us, of ambitions don't way to have bigger and better clients over time. Many freelances and even agencies I've encountered is struggling to remain profitable because they're working with the wrong type of client Clients who are price sensitive on don't really value the services that we provide. Unfortunately, in those kinds of situations, there's no way for us to find better or new clients because we're relying on word of mouth recommendation, Even if you do have good clients eventually working the same kind of clients, the same kind of digital products again and again becomes tiresome now it might be that you're happy with that, but if you were, you'd probably work. Be working in house somewhere when you second. If the phone does stop bringing any particular time for any reason whatsoever, there's very little you can do about it. Word of mouth recommendation is basically a passive marketing approach on for your own piece of mind. You need something mawr active, something that will enable you to bring in work when things begin to go quiet. Because let's be honest for most people, the wondering what where the next client is going to come from leads to a significant degree of anxiety and is one of the worst parts of running your own business. Wouldn't it be better to have a robust approach for bringing him work? What you need on we all need to be honest is a sales funnel, a method of attracting and attaining the attention of clients on, then keeping them engaged until they're ready to buy our services. We need a way of building their confidence in us, step by step until not only are we invited to pitch for work, but we're actually the preferred support layer in those kinds of situations, and that is what this course is about. Now, I'll be honest with you, although this course will point you in the right direction. We won't have time to get into every nuance of how to create a robust cell son. For that, you would need my full five hour masterclass on finding clients. However, this course will introduce you to the basics of building a cells, funnel and reveal ah, crucial component to successfully finding clients that is all too often overlooked. So in the next lesson, we're gonna look at probably the most important step in any effective marketing strategy. And that is about being crystal clear of exactly who you're trying to reach. So what are you waiting for? Let's jump in 2. Find Your Ideal Client: hello and welcome back to this class or marketing for freelancers. Onda agency owners. In the last lesson, I laid out some of the problems, didn't I? The problems associated with word of mouth recommendation I'm one of those is that it doesn't really give you a lot of control over the type of clients that you win. So the problem with that is that we got ambitions of way about the kind of clients we would love to work with. But the path to achieving that the path to reaching those clients is unclear, especially if you're relying on word of mouth recommendation. However, winning your dream clients isn't the only reason toe stop and think about who your target audience is. Getting your target audience clear in your mind, and targeting them specifically is fundamental to your success. And the reason for that is that you have limited marketing time. Every moment you spend marketing your services on your products and everything else you do is time away from working on client work, right? It's time that you're not being paid for, so as a result, you probably don't spend very much time marketing. You might do the occasional block post newsletter. Social media updates that kind of stuff. But that is probably it now. That's completely understandable, and the last thing we can do is commit a lot of additional time or marketing. But that means that the time we do spend marketing has to be focused laser focused on a very specific audience. Now, at the moment, this stuff that you're probably putting out into the world is a bit kind of shotgun. You know, it kind of sprays everywhere, and you hope that something hits the target. You don't really know who specifically is looking at your stuff on whether it's the right audience. Now the problem with that is your just a drop in the ocean. There is so much content being posted online all of the time that your content is lost in the noise of the Internet. The only way you've got a chance of being heard is if you can focus the marketing efforts that you dude place here do on a very specific audience. So they're hearing from you regularly again and again, the same people. Then you'll begin to have an impact, so we need to target a specific group and ensure that we're reaching that specific group. When we do marketing, there are other advantages. Mind to targeting a specific audience. In addition, toe. Being more noticeable on there is that when you target a specific audience of what you could talk about, what you can write about is specific to their needs, their challenges, their goals, their problems, Onda. That makes you appear an expert in their particular field. So let's say, for example, you decide to specialize in charities, right? You wanna target charities, Andi, help them with fundraising. Okay, well, that is a very specific thing you can write about you can talk about, you can engage with them about, and suddenly you look like the expert in charity fundraising online on. That gives you a huge advantage over other suppliers. In fact, the chances are you will become known as the preferred supply, the go to person for fundraising for charities. On that in turn, no only means that you've got a better chance of winning the work because you're the preferred supplier. It also gives you the opportunity to charge MAWR. The more respected you are, the more of expert you're perceived as being, the more you can charge. And of course, the more you can charge the fewer hours you need to work on DSO the mawr you can spend or marketing on. That has this virtuous cycle of basically bringing MAWR clients that lets you charge even mawr that lets you work less hours on client work, which means you could market more and so on and so on. Now a lot of people get very nervous when you talk in terms off specialising. If I specialize just in charity fundraising, does that mean I'm gonna be turning away all other work? Absolutely. No, I'm not suggesting for a moment that you only work on charity fundraising. What I'm suggesting is that the marketing efforts the U place are placed specifically in that one area. Okay, so, sure, if other work turns up, you're not gonna turn it away because especially in those early days, beggars can't be choosers. But in time you'll be able to specialize Mawr Mawr in that area. So who are we looking for in terms of our audience? Who are the people? We're gonna focus our marketing efforts around. While there's one very basic requirement that has to be met, right? And that is that they can afford you. I worked with a lot of agencies and a lot of freelancers, and sometimes they get really excited about a particular type of work. Perhaps they've got real passion for working with companies that are into stain ability. Or perhaps Ingrid, we wanna work with record labels or whoever else. Now, that's all well and good. As long as that audience can actually afford your services. And if you're going to be able to be successful, you could have to pay the bills. So first criteria they have to be able to afford you. That said, second criteria, you wanna have to work for them. There is a You could make a lot of money specializing in porn sites or in gambling sites. But you probably aren't that excited about working in those kinds of fields. Okay, so can they afford you? Do you want to work with them? Then the next question you ask is, Do I have any experience in this field? Okay, so I got any case studies in my portfolio that I can use as a starting point for talking to this audience Now you don't get me wrong. You don't need to have loads of experience. You don't need tohave. You know dozens of people in that kind of feel. But even if you've got one case study, it will put you in a much better position when you start reaching out to people and you start building your marketing strategy in that audience on also one of the advantages to having a case study it. You also then have a contact in that field. Somebody who understands the sector knows a little bit about it could introduce you to certain people. Maybe could make suggestions about various publications that people read except for etcetera. So it helps. If you've got at least some experience, I'd encourage you to look at your portfolio. Look at what you've got. Are there any recurring things? Have you got maybe two or three clients in a particular sector? Then that might be a candidate, but there is another factor that is a really important one to consider, which is the nature of the sector itself. Okay, so some sectors are highly competitive. You'll know the ones because they're the ones that get you to sign nd agreements before their start working with you, right? And sometimes they even go as far as putting in the contract. You can't work with their competitors, those kinds of sectors of very little use to us. We want a sector that shares and talks with one another on the reason that we want. That is because we want the sector toe amplify our own marketing efforts. We want to create a bit of a kind of echo chamber where if you write, I don't know saying blawg post for somebody in that sector that going to share it with other people they know within the sector. Okay, So that that that very simple message that we're putting into the world gets amplified and made bigger because we can't spend a lot of time on this. We have to use the sector itself to amplify what we're doing. So we're looking for a sector where things will get passed around. So how do we identify sectors like that? Well, first of all, we're looking for sectors where people move from company to company. For example, I do a lot of work in the higher education sector. They do that all the time, somebody will spend their whole career in higher education, just moving from one company, one university to the next. The other thing we were looking for is we're looking for sectors where people within the sector talkto one another. So, for example, there might be meet ups or conferences that might be online mailing lists where they're sharing ideas and concepts with one another. They're trying to support one another in their various jobs, and you're also looking for a sector which might have blog's associated with it, where people are kind of sharing and advice around that sector. And typically, you know, you've found a sector like that when you start to discover influences key individuals whose name keeps coming up there. The people that kind of unite the community unite the sector together. So that's what you're looking for in a good sector. And it's important to remember that was specializing in a particular sector for our marketing efforts. It doesn't mean we're gonna be turning away work, even focusing our website entirely on the audience. Instead, we're just focusing our limited time and resources so that we can dedicate it. Our marketing efforts to a specific area whether it can have the most impact. When you do that, when you sit down to consider your target audience, I would encourage you to consider whether they can afford you, your level of experience and your contacts in that particular sector on whether there is a community behind that sector or no. Once you've done that, once you selected your sector than the next big challenge is building a cells funnel designed to reach that audience. But that is the topic for the next lesson. Until then, thanks for watching. 3. Build Your Sales Funnel: hello and welcome back to this class or marketing your agency or freelance of business. In the last lesson we discussed, the idea of picking the right target audience didn't way. Well, in this lesson, I want to give you an outline of how to get that audiences attention and then keep them engaged. Now, to do that, I'm gonna introduce you to the concept of a sales funnel on in that sells funnel. I'm going to explain the importance of building a mailing list. Andi, I'm gonna outline a process of encouraging people to join up to that mailing list. But let's start by asking why I'm putting such an emphasis on the idea of a mailing list. Well, here's the problem. Let's say you write a blood post and you put that blow post out into the world. And a perspective client sees that post now. The chances of them seeing it at exactly the moment they're looking to buy your services is extremely unlikely, isn't it? If you think about it, is the same reason that things like cold calling doesn't work particularly well because you have to phone someone at the that moment that they're ready to buy. So we've got a fundamental problem there that the chances of us reaching our audience at the right time is very slim. And even if we do, even if we put ourselves in front of the user at exactly the right moment, they don't know us. They don't know who we are, what they don't know whether we're any good. They've got no context about us, a tool. So essentially what we really need is a way off staying in contact with them over the long term to give us a chance to build our credibility on DTA. Be front and center in their minds at the moment when they actually buy. Because let's be honest with ourselves. Just because somebody has read a blood post that you sent them once doesn't mean they're then going to remember you at the moment when they come to boy. Now email gives us this. It gives us the ability to stay in contact with our audience unlike any other medium, because let's think about it. Your block posts well. People don't subscribe to block posts like they used to. Instead, they're searching on a particular problem or a particular challenge aren't they social media? There is so many social media updates streaming past people all the time that you're not going to stand out. But email email. People check regularly. You after a we sell to businesses. Don't way. We're not selling direct to consumers. We sell to other businesses. A. Most business owners are checking their email on a regular basis more regularly than any other digital channel, so we can get their permission to e mail them. Then they're seeing us regularly. Now let me give you an example of what I mean. I've got mailing list. Who I email every two weeks on that mailing list is over 8500 subscribers currently on. There's an average open rate of 38% on every email life send down. And that means that every two weeks 3230 potential clients reading about my expertise every two weeks. And that's not counting the people who see the title on Remember that I exist even if they don't actually open the email. But how do we get people to sign up? That is the trick, isn't it a nurse where a cells funnel comes in a cells funnel is a journey. We take people on towards becoming a client. Now, normally it consists of steps not dissimilar, actually to your customer journeyman. Now, models may vary but basically consists of the following steps. We attract attention. We make connection with people, we keep them engaged. We encourage them to contact us. That is the fundamental journey. Now, sometimes that journey contain years. When someone initially hears about us, they might know, even be in a position to hire us. For example, a lot of the people that follow me started following me when they were students. Now they've got jobs and potentially could actually hire me so it can take a long time. But once we get them on that journey, once we get them into that sells funnel, we can maintain contact with them until they're ready to hire us. Now, that engagement period could be a long period on DSO. We need to make sure that it works well on our mailing list is effective when we're gonna come onto that mawr in a future lesson. But for now, let's look at that sells funnel in a little bit more detail. Let's talk about attracting attention, right? So we've identified our audience, the people whose attention we want to track. The next stage is to target our audience through various marketing approaches. Now we could use any marketing approach that appeals to us from block posts to podcasts to YouTube videos, toe direct email on. We're going to get into that Maurin future lessons as well. Next, we've got to make a connection now. That means that we got toe. Get this person engaging with us in some way toe to take a small step to interact with us on. That might be asking them to participate in some way, no matter how small it might be. Just getting them toe share something we've created or reply to something we've sent out or comment on it. Anything to get them to engage in the smallest of ways because that's gonna help them remember us. But of course, we don't want to just make that initial connection. We want to keep them engaged over time, and that's where we need to encourage them to sign up to that mailing list by offering them advice and support and things like that, and then what would probably do is take them through some kind of email course or some kind of on boarding process in our mailing list on. Then, after that, we keep them engaged through our regular email updates that we send out every week, every two weeks, every month. Whatever you decide now, once they're signed up and they're constantly engaged, then we want to encourage them to make contact with us on. We do that through calls to action in each of our e mails that we send now and that's it. That's ourselves. Funnel. It's not complicated. It's actually fairly intuitive and not dissimilar to the customer journey mapping that I'm sure you already familiar with. As you can see, it's a simple plan. We grab a prospects attention, we gain their permission to contact them, and we demonstrate value and expertise on a ongoing basis through our mailing list. On we keep in contact until they're ready to purchase. That is it. It's that simple. However, as with so many things in life, the devil is in the detail. For example, one of the big challenges with this approach is contacting our audience in the first place , and that is gonna be the topic of our next lesson. But until then, thanks for watching 4. Reaching Your Audience: Hello again. And welcome to this latest lesson on marketing your freelance or agency business. We're gonna be looking at the first stage of yourselves fun with one that we discussed last time, which is how to reach your audience in that very first instance. How are we going to reach out to them at the very stop? So in this lesson, we're going to explore how to attract the right kind of people so that we're reaching out to the right audience, our target audience. We're gonna look at different methods for reaching out to them on the importance of staying focused on our goal. When we do reach out to them so we don't get distracted. Let's begin by looking at ensuring that we attract the right kind of people and that we're actually reaching out to the right audience. You see, we make a lot of mistakes in this regard. So let's say you write a blood post for your own website. Are you really reaching the right audience? There? Probably know you're probably writing for your existing clients, and they already know you. What about when you write for social media? They already know view as Well, even your own mailing list. These are people that already know you in a slightly further down the sounds funnel. We're trying to target a very specific audience that doesn't know we exist. So really, the existing channels that we have been using are not the right tool for that particular job. Now, I'm not saying you shouldn't write for your own blawg. You absolutely should. I'm not saying you shouldn't use social media. You absolutely should. And those will become increasingly important as we build up this audience of right people. But to begin with, we need to go where they are. We need to reach out to them. The other mistake we often make is we get distracted by talking to our own piers. Right? There's something a little bit special when you first get invited to speak at a Web design conference or your first asked to write for Smashing magazine or the awards, you know, website or some other you know, when designed related blawg. But really, these aren't the people that were trying to reach. Let's say you were trying to reach charity fundraisers to they go to wet design conferences . Well, no, really, Yes, there might be some people who work in house of the charity at those events. And yes, they might influence the the decision that the key people are making. But they're not the actual buyers, are they? They're not the rial audience that we need to be reaching. So how do we reach our audience? Where should we be looking? Well, that's where you need to do a little bit of research. You need toe looking to the sector that you're targeting. Find out what influences people. And actually a good place to start is if you have a contact in that sector, go and talk to them. Ask them what belongs. They read what events? They go to all of that kind of stuff because we need to find out where our audience is, you know, hanging out. Who were they listening to? If there is a particular conference that everybody attends, then we want to be attending it it on, Ideally speaking of it, too. If there's a blawg that lots of people read, we want to be writing for it. We want to be a guest poster. If there is a person that's particularly respected within that sector, and he's already blogging and speaking and doing that kind of stuff. We want to draw alongside them and encourage them to mention all content. If there are podcasts specific to our sector, we want to be a guest. And if there are forums of mailing lists and online communities on offline communities, for that matter, we want to be involved in helping out getting stuck in. Now, in the longer course that I've created, I've got time to explain how to do all of this, as well as how to contact our audience directly without going through these kind of third parties. But for now, what I want to you to take away is the importance of researching and understanding your sector, of not getting distracted by talking to your peers and not relying purely on your own channels to reach out to people. So we now know how we should be reaching out to people. But what should we be saying? What approach should we adopt when we first reach out to our audience? Well, to some extent, that depends on your style and who you are. We're all different on way, so as you probably gathered by now I'm a speaker. I love to talk endlessly on DSO I don't podcast. I speak of events. I d videos like this. That's kind of my thing, right? You might be completely different. You might be terrified of the idea of speaking, So don't do it. Focus on writing instead, find your thing. If you don't like speaking or writing that, maybe networking in online communities would be better for you. There are lots of different ways of reaching your audience and you shouldn't do anything that is not you. Don't try and copy somebody else's style. But also, I would say to you, yes, that's true to an extent. But just be aware that if you've got no other opportunities, you need to push yourself, so it depends on who will have you. You know, if you can't get anybody to accept you as a good guest blogger but you can get someone toe , allow you to speak at a meet up, then you're probably need toe kind of steel yourself and have a go it speaking. So yeah, do your best. But wherever you end up doing whether you're a guest poster, whether you're speaker whether you're taking part in communities, whatever you're doing, the key is that you have to provide your audience with value, right? You cannot just go in and promote yourself. Talk about you. Nobody cares about you. What they care about is what value you can provide them, how you can help them. Now, there are several ways that you can provide value. One of the best, in my opinion, is to focus on people's pain points. What problems are they facing? What challenges have they got in their business, right. So, for example, I said that my imagine re sector that I was gonna focus on was gonna be charity fundraising deny in a previous video where they face all kinds of challenges. How do we encourage donations? How do we increase the average value of a donation? They've got problems around turning one off donators into monthly donators. How did they encourage people to leave a legacy when they die? There are all kinds of issues around fundraising on those problems and challenges that they face we can help with. We can give advice over. So do that. Make sure that's the focus of what you talk about what you write about what you discuss in forums or anywhere else. Be there to help people with their problems. The other thing that you could do is you can help them develop skills that they don't currently have. So often people know what might help them, but they don't know how to implement it. So maybe they know that they've got to improve their ASIO rankings. Okay, but they've got no idea how to stop now. You might think what they should just hire me then. Well, yes, they will end up doing that, but teach them how to do it themselves. They won't do it themselves because they won't have the time or the inclination or they get stuck and it would be too hard. And so they'll end up hiring you anyway. But by teaching them about it, you establish yourself as an expert in that field, okay? And it's all about establishing your expertise. Even talking about problems is about establishing your expertise, your understanding and empathizing with your audience that you understand their pain points in their challenges and what they need to learn. But most of all answer questions. Your audience will have questions questions abound. Digital questions about the kinds of services you ounce offer, and you need to be in there answering those questions, helping them every opportunity, providing clarity, providing value. So don't talk about your services other than in passing. You can mention them in passing. So, for example, let's say somebody asks about what S CEO is. We happen to use that example a minute ago. So somebody asks about s year where you could say things like, Well, I was working with a client recently and this is the process that I took them through And that's fairly typical of how you deal with their CEO, right? She could kinda mention your work in passing. You said that that you offer ASIO services, but you haven't overtly sold. Instead, you've educated. It's all about education. Of course, just providing people with value and educating them is no good in itself to you unless you're also moving them along the cells final. So we need to be focused on that goal the whole time, right? Never leave people at dead ends. So what do I mean by that? Well, you always want to move them along. That sells funnel in some way. So let's imagine, for example, you're on a forum, okay? And somebody has asked the question, If you just answer that question, it's a dead end. They're not moving down. The cells funnel. Now you're helping them a little bit to understand. So you're demonstrating your expertise, your demonstrating, your approachable, those kinds of things you kind of moving them on. But you wanna really give them a next faction to take So in those kinds of situations, almost always. What I do is answer their question and say, If you're interested in MAWR on this, I've actually written a block poached about it, and I link back to my block, right, So I'm getting them on my website now. If you haven't written a blood post on it, then write one first. I've done that more than once on, but it's actually a great way of coming up with blood poster making sure you actually put them out into the world. So another example would be if you gave a talk at an event you could give the best talk in the world. But then when you leave the room, they're gonna forget you. It might not be for a day, a week, month or even a year. But if they don't have a project for you for two years by that stage they've forgotten about you. So giving a talk is completely wasted If you're not moving them along in itself journey. So how do you do that? Well, what you do is at the very end of your talk, you include a slide which gives the U. R l on that links off to a page on your website where you let people download this slide deck and you provide additional resources anything of value to get them to go and check out that website and move on to that. Equally. If you write a guest post, make sure in the guest post you include a link back to your own posts. So maybe you mentioned customer journey mapping in passing in the blood posting row. We'll make sure you've got an article on your website about customer journey, mapping and then link across. If you're interviewed on the podcast, make sure before you go on, you know the subject you're gonna be interviewed about. Create a page on your website. It's got loads of additional information on, then crashed short. Memorable U R L that you could mention on the show. Right? So you're always bringing people back to your website. Okay on, then finally, when they hit your website, you want to make sure that you give them a next step. That next step of signing up to them. Your mailing list, Of course. Asking people to sign up to our mailing. This doesn't necessarily mean they'll do it. So in the next lesson, we will look at how to encourage people toe actually subscribe. But until then, thanks for watching. 5. Build Your Mailing List: Hello and welcome back. In the last lesson, we explored how to get the attention of our audience. Didn't wait, have it? Just because we've got them to notice us doesn't mean they're necessarily gonna be ready to hire us. In fact, the probability is pretty small, isn't it? What we need is a way of keeping them engaged over the long term so that when they have a project that will think of us on by far the best way of achieving this, as I've said many times throughout this course, is to get him to sign up to a mailing list. But how exactly are we going to do that? Well, in this video, we're gonna cover how to incentivize people to subscribe, how to present them with the opportunity to subscribe on how to address any objections they might have that would stop them from subscribing. Now, the first step is to create a compelling incentive to encourage people to act. Now, we've all seen their seven we with mailing lists you normally see on an e commerce site which offers you a 10% discount. If you sign up for their mailing this well a A discount isn't very appropriate in our kind of situation. On be really a discount isn't an incentive to sign up. It's an incentive to buy. In some ways, our mailing list should be its own incentive, right? It should be packed with advice and valuable content that makes people want to subscribe to it. But it never hurts to offer something extra as well. Something to accompany the mailing list. Now there's a couple of things that you could do on. I recommend that you do do when you encourage people to sign up. The first is to offer them something tangible they could take away. And I'm not talking about something necessarily physical. I'm talking about something of value that they can immediately get on. The second thing is to start off your mailing list with an email course. Ah, few emails that build towards the Siri's. Now you want something that's gonna provide value on demonstrate your expertise. Okay, so that combination of the course on whatever it is you're going to give away together has to provide the end user with value, right? They need to see the value they wanted. They need to desire it. Onda at the same time to demonstrate that you know what you're talking about. But it also don't forget needs to be appropriate to your audience. So, for example, one of the mistakes I see a lot of designers make is that they will create. I don't something like a WordPress template that they give away. But of course, the kinds of people who are searching for WordPress templates who consider them valuable are the smaller mom and pop businesses. Not necessarily the kinds of people that you want to attract, asked you, you know, target your specific audience that it might be that you want to reach mom and pop businesses, but probably no. For the reason that I said in a previous video, which is, they just probably can't afford you or value what you do. So men, sure, what have you come up with is appropriate to the audience. So if you're a coda, for example, you might want to look at creating some kind of plug in rhyme, or maybe a performance report or something along those lines. If you're a designer, maybe want to explore creating a prototype template that people can quickly use to build prototypes or a set of illustrations or something along those lines. If you're a copywriter, maybe you want to offer some kind of content review or a sample style guide on If you're a consultant like me on industry, Report makes a lot of sense to give on overview of what's going on amongst the sector that you're targeting now. Some of these will work better than others, and you will need to experiment. To some degree. I actually find that a report works, Really, where whatever your role on the reason is, it's very aimed specifically at your buyer. So you can write a report, for example, on the state of digital fundraising for charities. Okay, on that is gonna be every targeted at this specific group that we want to reach in our example scenario we've been using throughout this course. But really, it's up to you, and it's upto what you feel comfortable with. If you feel more comfortable creating some code or doing some design rather than write a report, that's absolutely fine. But do remember that you probably want to also associate a short email course over a series of days to go with it. So, for example, if you create that content style guide, you would do a series of emails about you know what should go into a content style guide over a series of days. If you provide a performance report, your email course will be advice on improving performance and so on. Okay, All of this is about demonstrating your expertise and providing value to your audience. Of course, you might create the best package in the world, but if you don't present it in the best way to your audience, then they're not going to sign up. So we've got a couple of options about how we put this in front of people. I've already talked about how we're driving people through to our website. Okay, so they hear our website. Now we've got a couple of options here. Either we can integrate our call to action like a to sign up for our mailing this directly into the content off our blood posts. Maybe that you are l that you give out at the end of the talk, whatever else. Alternatively, we can create a dedicated landing page that promotes the email course. The incentive on the mailing list and it's very much up to you and the design of your site and how your organized either approach will work reasonably well. But if you create a landing page, don't forget. You've gotta have ads and overlays and things like that integrated into your content to drive people to the landing page. So where possible, I'd recommend integrating your call to action directly within the content. But you have got quite a lot to say, right, one of the most common. The stakes I see people make is they have written on their website Sign up for my newsletter. Boy, you've given me no reason whatsoever to do that. So if you are integrating into your content, there is certain things that you need to communicate alongside that call to action. So your landing page or your core traction within your content needs to sell the benefits off that email course off the mailing list and of the ascent, it's how's it going to help? So when I talk about benefits, I'm talking about tangible things. What will it teach the audience? What will it give the audience? How will they be better? What pain points will it So what goes will it allowed them to achieve? The second thing it needs to do is outlawing the features of that right. How many parts are there to the email course? What's it going to cover? What does the normal mailings cover? What subject areas do you look at? What is the incentive Come with? Right, So that's the features. That's how you going to deliver the benefits. You might want to include a little bit social proof, someone saying how great the incentive was and how great email courses. But most importantly, you need to address people's concerns, right? Sells a marketing one. No one is something called objection handling on. This is the idea that when we're confronted with an ask, when we're being asked to do something through our head goes all of these questions and concerns all these reasons why we don't want to do it, we might be concerned about doing it, and we need to knock those down one after another. Okay, so we eso people are reassured and confident to go ahead and take action. So what kind of objections do we have to deal with? Well, things like how often you going to email them. Are they getting it spammed with loads of emails all the time? That's going to get really annoying. What the emails going to include? You just gonna be banging on about your products and services all the time, you know? Will you be selling my email address? So you're going to give it to somebody else? Are you gonna you know who's going to end up with this? And what if I want to unsubscribe? What if I'm not happy with that? How easy is it to get out? So let me give you an example from my own website of the kind of thing I'm talking about here. So my call to action for signing up to my newsletter reads every two weeks you will receive advice on creating a better user experience, improving your online strategy on encouraging users to act. So I lay out the features. What is the problem is going to enable people to do so. They know exactly what's gonna be in there in the emails they receive. It goes on to read. You can unsubscribe in one click. So I'm dealing with that concern on I will never share your email address. Do you see what I'm getting out there that you're addressing all the objections that someone might have? Now, to be honest, you probably aren't going to get the incentive or the call to action, right on the very first attempt. You may need to experiment a bit to find something that the most compelling combination for your audience, and actually one approach you could explore is to survey your audience and find out what it is that they would want. What they would find compelling and useful, However, what you ultimately settle on, remember toe offer an incentive relevant to the audience on associate that incentive with an email course on a related topic on finally to then transition people from the email course to your normal mailing list. Now, in the next lesson, we're gonna look in more depth that those mailings, what should go into them on how should they be structured? But until then, thanks for watching 6. Make Your Emails Awesome: Hello and welcome back. If you remember. In our last lesson, I shared some advice about how to go about encouraging people to join your mailing list. But what exactly you gonna send them once they do join? Well, in this lesson, we're gonna answer that question by looking at what to cover in your initial on boarding emails. What to focus on in those ongoing emails that you send out on bond? What common mistakes you should try and avoid. Let's start by talking about those on boarding emails. We want to make a great first impression. Don't weigh the last thing we want to do. It's just dropped people into a random email. So the 1st 1 they received could be on anything. Who knows? Instead, we want to give them a nice tailored experience to draw them into the mailing list. Because if they're gonna unsubscribe, they're most likely to do it initially. So the first, I don't know, half a dozen or so emails should be the same for everybody. And I suggested in the last lesson denied that we create some kind of email course built around the incentive that we offer something that offers really advice, untangle value to people Now that's something we should do with all of the mounts we send out. But particularly important with that initial email course. That's a nice Siri's that on boards them, and it should be focused on addressing some big pain point that they're experiencing or helping them achieve some gold that's really important to them. They're a little bit hard for me to offer advice and what that should be, because it will depend on your audience, etcetera. But what I would say is that over time, as your mailing list grows and one person recommends it to another, you'll find that the people that joining your mailing list start getting broader. There'll be more of a variety of different people on. In the next lesson, you'll discover that actually, eventually we even want to be focusing on different audiences. So as a result, we can't just send one email course to everyone because our audiences will begin to become more more diverse. So what we're going to need to do is send out slightly different versions of that on boarding course to different audiences. So let me give you an example with my own mailing list. Okay, so when people sign up to my mailing list, I asked them, Do you work in house for a new organization? Do you work a za freelancer or do you run? Your own agency will work in an agency, so there's a very simple drop down menu now, based on what they select from that, I give them slightly different e mails In that initial course. I don't rewrite the whole course, but certain emails will be different depending on who that audiences. Another crucial thing that I do in my on boarding process and I suggest you do the same is that you link back toe other content that you've got on your website, other things that you may be a talk that you've given elsewhere. A podcast interview. Done any other content begin to kind of integrate that into the course, and the reason that you want to do that is because it helps establish credibility in your expertise on gives them value at the same time. So it's all about showing the depth and breadth of your experience and understanding. But what you don't want to do is make easy Mount look like marketing emails, right? So it's very easy to kind of over design these things, especially if you're a designer. I know I'm terrible at this, So don't headers and fancy graphics in and all of that kind of stuff now The reason you don't want to do that you really want these to look feel like personal emails, e mails sent from me to you, And that brings us on a little bit to the focus of our emails and all of the emails that were sending out any mounts that we send a ZPA of our mailing. This need to be personal, friendly and engaging. They fit. Need to feel like a normal conversation that two people might have, or a normal email correspondence that you might have now. The reason for that is what we're trying to do between ourselves and our perspective. Client is building report builder relationship, and that's because when somebody hires somebody else, they don't just hire them for their abilities, right. They hire them because they think they can work with them on. They think they can work with them because they trust them on because they like them. So building a kind of a relationship with these perspective clients. Is Justus important of demonstrating your expertise? Now, if you send out marketing emails, you know that feel like marketing emails. You're not building that report. Okay, you're not building that friendship for want of a better word. So really stripped those emails down my mouse. I sent out just text based emails, really on DSO. They feel a lot more personal, a lot more friendly on They helped build that trust and that relationship into piece of advice I would give us well is toe have an opinion, right? Don't just send out generic e mails of how twos and step by step guides and all of that kind of stuff express what you think on the subject, even if it's a little bit unpopular, even if it's a bit controversial, because that makes you stand out from the crowd. It makes you different from the competitors, and it will draw like minded people to you. Sure, it will alienate some people. Some people won't agree with you, but that's okay because those people who do agree with you are gonna be all the more passionate and mawr likely toe hire you on. And let's be honest, are gonna be the kind of people you want to work with because they see the world in the same way that you see them. And this is your opportunity in these emails to start educating your clients a little bit on how you work, how you see things, what your processes, which means that when they come to you, those people are are perfect clients. Well, perfect might be a slight exaggeration, but the better clients because they understand how you work, how you think they want to work in the same way on. And because you've educated them, you're gonna be them more preferred supplier because they want to work in the same way as you do. So having an opinion on being willing toe stand by your principles actually is a really good thing in these emails. And for those people that discrete, that's fine. Be open and accommodating of that on, ask people toe, you know, to reply, you want to cut, encourage the back on interaction with your audience, asked them questions, asked for their opinions, asked for their replies because all of that things starts toe build that connection between you on the perspective client, where you get to know people and when they do reply to you, make sure you reply to them. You would not believe the number of times somebody is just written to me with some random thoughts on whatever it was that I sent. Then you know a kind of reply to my initial email on We started a conversation and it's led to them hiring me. I'm not kidding you. Time and time again. That happens. But primarily those emails do need to be focused on providing value and advice. Keep focused along the time on your audiences needs. Yes, of course, you can mention your services, but do it in passing just like I said before, you know, don't avert Li cel, but instead say things like as I was preparing for my course on finding clients right, rather than say, I've got a course on finding clients going by it, which brings me nicely onto some of the common mistakes that we need to avoid. First of all, I would say make sure that the e mails you send out I sent out on a schedule are consistent , right? Because we wanna build expectation on reliability with our group, in other words, so we want them to expect our emails to come on. We want to be seen as reliable and consistent in our schedule for sending emails. Nothing is worse than sending the occasional email whenever you feel like it, because that is going totally undermine the relationship between you and the perspective client. Instead, I would encourage you to set aside specific time each month in your calendar, right? Block it out where you sit down and you write your e mails. It's so important to do this. In fact, I would argue it's actually mawr important than even your client work. And you can't allow your climb work to push it out, because this is the time when you invest in your own business, right? You spent so much of your time in helping other people build their businesses, but you need to do the same for yourself, and this is the time when you do it. If you can only do one marketing activity, it's sending to this mailing list, nurturing this mailing list, the other piece of advice I would give it. Make sure your E mailing reason. Believe frequently. Now. What do I mean by that? Well, I send emails out every two weeks, but once a month would be fine. But anything longer than that and you're going to start to get into trouble. The problem that you will find is that if you only email say once 1/4 or I come across some people that maybe someone once a year or whenever they remember, then in the meantime, your mailing list subscribers are going to forget about you. They ain't gonna forget. They subscribed and they're gonna go. What? Why am I getting this? What's this about unsubscribe? But secondly, if they have a project in the meantime, they're not going to think to include you on the invitation to tender. So make sure that you're emailing them frequently. Another piece of advice. And I've given this advice before, but I'm gonna really ram at home because it's probably the most important thing that I say in this course. Don't be too promotional. You do not need to sell your services, focus on providing advice because advice establishes your expertise, right. It's gonna be obvious that you are expert in your field You don't need to go out of your way to say that, because your advice says it for you. Also, your choice of topics will largely dictate the scope of your expertise, the kind of services you offer. So, you know, I write about things I know, and so people hire me for the things I write about. I don't need to say I offer user experience design coaching because it's kind of obvious from the advice that I give. So what we saying here were saying that really you should be writing on a least one email a month and that you shouldn't That really shouldn't be too stressful for you. That's totally achievable around your other commitments that you've got. But make sure you do it. Don't let it get pushed out, however, is also crucial that you get those emails right after all, alone. Up front work of driving people your mailing list and getting them to sign up is gonna be for nothing if people are subscribing faster than they're signing up, and certainly if they run subscribing before they actually hire you. Just remember in those emails, toe always offer value to be friendly and personal and don't sell it. Um, otherwise you will lose them. Now, in the final lesson, I want to try and summarize all the key things from this class, give you some advice on next steps and crucially point you in the direction of some additional resources that going to help you build on this starting point I've given in this course. But until then, thanks for watching. 7. What is Your Next Step?: hello and welcome to this final lesson in our introduction to marketing your agency or your freelance of business. As I said, the very start this class, we've only been able to scratch the surface of the possibilities for you in terms of bringing in bigger and better clients on a more predictable basis. However, in this final lesson, I want to finish by outlining the key takeaways from this class. Make some suggestions about where you can go next on. Recommend a source off advice for moving forward with the suggestions in this class. But let's begin by re capping the critical principles of this class. I think the first thing I really want you to take away from all of this is that you have only got limited marketing time. You could only put in so much effort, can't you? So make sure that you focus our effort on a single, well defined audience. Don't get distracted by talking to your peers or just throwing things up on your own blawg without having a strategy and a focus for all of your efforts. The second thing I want you to take away relates to that really, which is a part of that strategy. You need a sales funnel, a way of drawing people in at the very top through guest posts and speaking on podcasting and various other methods and drawing them into your mailing list. UNWTO ongoing engagement. And that is my third point as well as that sells funnel. You need to engage your audience over the long term through a robust, regular, consistently good mailing list. So if you could just get those three elements in place, then you'll find that you begin toe. Build a audience that you can reach out to on a regular basis is you need work and who are going to instinctively come to you as their preferred supplier when they have work that they need doing. But let's talk about the next steps and where you go from here, the very first thing you need to do is research and choose that audience, don't you and I recommend the research a few different possible audiences to begin with in different sectors and see which ones have got the right components to them. The community elements that we talked about and then once you've done that, what you then need to do is build a landing page for that particular audience with the email course and your incentive so that page that you could drive people to. Then after that, you want to engage with the community, driving them towards that landing page on onto your mailing list. But here's the secret. You don't just do that once, you could do it again and again for different sectors. Once you really established yourself very well in charity fundraising, for example, then turn your attention to the higher education sector as another example on rinse and repeat the process. Do your research. Create that landing page with the incentive and email course and bring those people into your mailing list again. You could do this many, many times. Trust May I have picking different audiences and going through this process. So now you understand the principles the building of Rebus cells funnel that will bring in the right kind of clients for your agency or business over the long term gnome, or relying just on word of mouth recommendation that's gonna produce the same type of clients again and again. However, the challenge that you're gonna face will be around the specific implementation off the principles that we've covered. As they say, The devil is in the detail. And that's why I've created the five hour masterclass on finding clients. So I've mentioned a few times throughout this class and that masterclass it takes you step by step through the process. I've outlined here explaining exactly what you need to do it each stage down to the nuances of how to approach a community blawg that you want to guess post for, or how to approach an influencer and get them involved, or even how to go about engaging with a perspective client you would really, really love to work with. Now, normally, the masterclass only accept new enrollment twice a year, as I really want to be able to support the people who do sign up properly and be able to give them good advice. However, I am willing to provide you with instant access if you go to Boeing dot world forward slash finding clients. But I'm going to do something that my irritate you a little bit. And if it does, I'm sorry, which is I'm gonna make this a limited time offer. I'm not gonna be keeping open all of the time. And I'm doing this not because I want to rush you or bounce you into making a decision. I promise. And in fact, I offer an unconditional 365 day refund and return policy anyway. So if you don't like the course, if you feel like you've been bounced into making a decision after you bought it, then you can just have your money back. That is not my I'm making a limited time offer because I know what will happen if I don't. Because if you're anything like me, you're gonna put off the decision toe build that robust cells pipeline that we've talked about because you're gonna have to many other things going on that Atmore important, like client work. You know that you feel that you have to put first, but just because this is an urgent you die, have a pressing need for better clients today or to bring more people through the door doesn't mean it's no important. As I've already said, investing in building your own businesses just is important as working on client work. I don't want you to put it off, which is kind of why I'm doing this limited time thing you see, relying on word of mouth recommendation isn't the badge of honor. Everybody thinks it is. It results in anxiety about where work is going to come from Next. Dissatisfaction about the clients that we currently work with and in the worst case scenario, can enter your business dream entirely. So whether you sign up to the master class or not, I would encourage you to take action and start putting in place a process for attracting Maura and better clients. Good luck with that. I really hope you succeed and feel free to drop me a message any time. If you've got any questions.