Marketing effectively, for freelancers

Marketing effectively, for freelancers

I am really taken by this article that was forwarded to me last week. Initially, the effectiveness grid drew me in (it feels like most people focus their marketing on quadrant 3). Now, I’m giving hard thought to quadrant 1 too.

The marketing effectiveness matrix in “The 3 Pillars for Landing Progressively Better Clients“:

a hand draws a colourful "mind map" of interlinked circles on the cover of the Marketing Action Plan for Freelancers by Adrienne Montogmerie

For more marketing tips specific to freelancers, and for more than a dozen tales of successful freelance editors, check out the book!


Matrix image text — on a scale comparing the time required and the effectiveness of the effort, we get this:

more time4 — wasteful
unfocussed networking
unfocussed cold-calling
unfocussed direct mail
unfocussed/unproven social media
targeting organizations that “don’t get it”
2 — effective but time-intensive
smart networking
social media
public speaking
article writing
blogging
eNewsletters
cold-calling*
email prospecting (when done right)
less time3 — Choose Wisely
pay-per-click
search engine optimization (SEO)
advertising
paid directories (online & offline)
other emerging social media
online job boards
1 — Effective & Efficient
tapping your network
going deeper with existing clients
direct mail**
less effectivemore effective
* now any kind of 1-to-1 contact without introduction; ** [now any form of direct contact: email or DM, but not website]

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