Unfortunately for many self-employed people, marketing is an unavoidable part of business. Especially when you don't yet have your own customer base in the initial phase, it is essential to position yourself in an appealing and professional way. Having worked in the commercial sector before becoming a photographer, I know exactly how hard it can be to win your first clients. For example, before my first Mallorca photo shoot, I first had to acquire my first clients in Germany.
Back then, I would have liked a guide that showed me different strategies. Today, 10 years later, I have summarised just such a guide based on my experience over the last few years. From website to SEO and social media to cold calling and my idea for a Mallorca photo shoot - here are 16 strategies that, individually and in combination, ensure both the first customers and a steady stream of new enquiries.
Marketing - a priority for the self-employed
Before we go through the best marketing strategies for the self-employed, here's a little input from me: marketing should not only be a constant priority at the beginning, but also in the first few years. Logos, colours and the tone in writing and images must first be defined in a corporate brand identity - the heart of every brand that clearly communicates values, goals and unique selling points.
If these are adapted to the target group, potential customers are repeatedly brought into contact with the benefits of a product or service and recognise the brand again and again based on the simplest features. That is branding. Brands also change over time, of course. Just as we change as people, so does society with its trends and preferences.
However, it is not a bad thing to adapt certain points. Marketing must always be tailored to the target group and needs are also subject to constant change. The only important thing is to consistently implement the adapted strategies. My appeal here is: A watertight brand identity and a constant eye on the target group are the basis of any successful marketing strategy, which also comes with visual appeal through a Mallorca photo shoot, for example.
1. presence on social media
LinkedIn for self-employed people in the B2B sector, Instagram for lifestyle products and services and Facebook for online courses and digital products. A strong presence on social media is essential. Profiles should be created on relevant platforms based on the corporate brand identity. Of course, which ones these are changes from time to time over the course of time. With regular maintenance and interaction with the target group, these platforms can develop into a strong business base over the years, even with a small workload. Stay tuned - consistency is key.
2. cross-optimised content marketing
Content marketing is about sharing valuable content across platforms with the aim of directing the target group to a main channel. This could be a website to book a call or a funnel to sell a product. Creating blogs, videos, infographics and other relevant information that helps the audience solve problems, impart knowledge or spark graphic interest positions freelancers as experts in the niche. This builds trust, which always has a positive effect on business relationships. Ultimately, however, cross-content marketing for services should always aim to direct followers to the website.
3. e-mail marketing
Old-school, but worthwhile for everyone. Email marketing is a powerful tool for the self-employed. Regular newsletters promote customer loyalty, share offers and present expertise. It enables direct and repeated communication with the audience. That's why it's important right from the start: Collect email addresses and store them in a database. This can be done via push-up notifications on the website or via social media.
4. SEO optimisation
A website is the digital shop window of every company, but it doesn't achieve much without traffic. SEO optimisation is crucial for visibility. This means improving your website with relevant keywords, high-quality content and technical optimisations. A well-optimised website increases the chances of being found in search engines and being able to better address potential customers.
5. networking
Networking is essential, both online and offline. Not only future clients, but also relationships with colleagues and other freelancers need to be cultivated. Especially in the marketing industry, different freelancers from the fields of content marketing, SEO, sales and graphic design can work together excellently. This makes it much easier to tackle larger projects together. Platforms such as LinkedIn are predestined for building such a network and creating valuable connections.
6. testimonials
People trust nothing more than the opinions of others. Authentic customer reviews are priceless. Satisfied customers should always be actively encouraged to leave reviews. Positive reviews strengthen the trust of potential new customers and improve a brand's credibility on various platforms. Reviews can be placed visibly on the website, on social media and even on flyers etc.
7. guest contributions
Guest posts are a powerful way to showcase expertise and generate backlinks at the same time. They are also a great opportunity to showcase expertise to a new audience. For this, Google is a valuable tool to find blogs in the same industry. Those responsible can be easily contacted in the imprint and are often happy to exchange guest posts. Incidentally, this not only applies to bloggers, but also to Instagram, LinkedIn and Facebook. Joining forces with other self-employed people to produce content undoubtedly ensures a greater reach on every platform.
8. influencer marketing
Influencer marketing uses people with industry influence to present products or services to a much larger audience. Carefully selected, self-employed people can reach exactly the target group they want by collaborating with such individuals. This strategy utilises the credibility and reach of influencers to increase brand awareness and appeal to potential customers. These do not necessarily have to be accounts with millions of followers - micro-influencers are often the better choice. These can be easily found via the respective social media platform and the corresponding keywords.
9. paid ads
Paid advertising is highly recommended in the initial phase or if the business is to be taken to the next level. More specifically, the use of pay-per-click advertising for targeted adverts on platforms such as Google or Facebook. By skilfully targeting and adapting the ads to the needs of the target group, interests can be effectively aroused and conversions increased. The Facebook Business Suite is now so user-friendly that small campaigns often no longer require a specialist.
10. offline marketing
Yes, we live in a digital world, but online marketing is not everything. The use of a variety of offline marketing strategies such as flyers, brochures and adverts in local media is particularly worthwhile for established local businesses. These traditional methods reach a targeted local audience and complement online presence by reaching potential customers outside of the digital space, thus strengthening a brand. Business cards are also a way of offline marketing and a great way to elegantly pass on your own contact details.
11. podcasts
Podcasts are a powerful tool for the self-employed. Participating as a guest or starting your own podcast offers a wide reach and establishes expertise. Valuable content can reach a wide audience and help build a brand without having to rely on direct advertising.
12. website optimisation
Your own website is the flagship of any marketing strategy. However, just having one is not enough, as a website needs to be constantly maintained and kept up to date. User-friendly navigation, fast loading times and relevant content improve the user experience. SEO techniques and clear call-to-actions increase the conversion rate. Informative and easily accessible, the website can serve as an optimised online platform for potential customers and their automated acquisition.
13. continuous target group analysis
Precise targeting is crucial for successful marketing. Of course, this should be the first step before even starting the business. Nevertheless, the target group, its needs and behaviour should be analysed regularly online. Clear characteristics of potential customers should be analysed as part of a so-called buyer persona and marketing should be adapted accordingly. A precise understanding of their needs and preferences enables targeted campaigns that are more effective and therefore generate a stronger response in the respective target group.
14. local SEO
Local SEO is crucial for visibility in certain regions. Among other things, this includes a Google Listing. By optimising content, keywords and Google My Business profiles, companies can be found more easily in local searches. Entries in business directories and local reviews strengthen your presence in the local area. This is especially true for local services.
15. loyalty programmes
Customer loyalty is crucial. Loyalty programmes and special offers for regular customers promote long-term loyalty. Returning customers should always be rewarded in order to strengthen their loyalty. Discounts and special promotions for public holidays are ideal for this. These measures not only strengthen customer loyalty, but also promote positive word of mouth and thus long-term success for your company.
16th Mallorca photo shoot
Although I am a photographer myself, I often lacked professional images for my own marketing in the beginning. I now have a good structure that means I always have images ready to share with my audience. Years of working with freelancers have shown that professional images in harmony with the brand skilfully emphasise its message. With our Mallorca photo shoot, for example, we have produced images that make a special impression on social media, websites and print media.
The key strategy to success lies in the variety of marketing options for the self-employed. I have used many of these options individually and then in combination until I have created my own recipe for success. From digital approaches like social media to offline tactics like event sponsorship, the range of options offers a rich field to strengthen any brand. Combining and customising these methods according to the target audience will help to develop an effective marketing strategy. All of these strategies can be rounded off and fully presented with a visual presentation as part of a Mallorca photo shoot.
More from me
You can find many business images and advertising shots with examples and inspiration in my detailed Portfolio.
