6 Tips for Freelance Client Acquisition

Tip 1: Acquiring New Customers with Strategy

To ensure that your customer acquisition is successful, you should establish a strategy and define clear goals. Do you want to tap into new markets? Or do you want to attract people interested in a new product? Whatever you decide to do: Your goals should be specific, measurable, accepted, realistic and time-bound (SMART method).

The next thing to think about is your target group. Who are your customers? What challenges do they face and how can your offer help them? Also consider what budget your target group has.

Also show a regular presence. Establish your expert status, solve your target group's problems and build trust. For this purpose, provide free content and place it where your target group spends time on a regular basis.

When acquiring new customers, you have not yet reached the goal by closing a deal. Endeavour to establish a long-term relationship. This will save you costs and secure your sales in the long term. Review your customer acquisition process regularly. If a measure is no longer profitable, you need to make adjustments. This also includes measuring your successes or failures with technical support. Ideally, after successful customer acquisition, you should seamlessly move on to customer retention - this way you will get the most out of your efforts.

Tip 2: Use your Website as a Digital Business Card

You need to be found online. The first step is creating a website. How extensive this should be depends on the industry. For freelancers working in web design, video production or graphic design, the website is also a showcase for their skills. In the IT sector, on the other hand, the design can be simple.

Basics for Your Website

You should bear these basics in mind when creating your website:

Appropriate Domain

In order to be traceable, use your own name (e.g. daniel-lukoschek.pl or jesper-andersson.se) or a combination of your name and your offer (e.g. daniel-lukoschek-webdesign.pl or andersson-webdesign.se). If you work locally, you can also add the location - this makes sense if your offer is not only digital (e.g. trening-personalny-warszawa.pl or personaltraining-lisboa.pt).

Website Navigation

A well designed navigation is the basis for every website:

• How do you want to address interested parties?
• What information is particularly important?
• How should potential customers get in touch with you?

Creating Your Website

If you have little or no experience in creating websites, you should seek professional support. For those who at least have experience with CMS or modular systems, Jimdo or Wordpress are recommended. A major advantage of Wordpress is the relatively intuitive menu and the fact that the CMS is compatible with various plugins. If in doubt, you should work with a web designer.

Legally Compliant Website

Since the introduction of the GDPR, there are a number of requirements that your website must fulfil:

• Technical requirements such as the SSL certificate, privacy by design and privacy by default
• GDPR-compliant legal notice
• GDPR-compliant privacy policy
• GDPR-compliant contact options
• Contract processing in accordance with GDPR

Search Engine Optimisation

If you have a website, your target group should be able to find it. To do this, follow the basics of search engine optimisation:

• Keyword research: Which keywords are relevant for your business? Think about which keywords you want to rank for. Build suitable, user-friendly landing pages that match the respective search query as closely as possible. One topic per page is sufficient.
• Structure: Structure your texts with main headings (H1), subheadings (H2 - H4), paragraphs and cross-references (links) to other pages on your website. Maintain the meta title and description and ensure a sensible URL structure.
• Images with image description and alternative title: Use alternative titles and an image description for all images that you include on your website.
• Technology: Familiarise yourself with this aspect of a website. This includes strategies such as mobile first and a focus on fast loading times.
• Content: Google ranks websites that use a combination of images, text and videos in a positive way.
• Backlinks: This refers to links from external websites to yours. Google rates links in blogs or specialist articles significantly better than a logo link in the footer.

SEO is a marathon, not a sprint. Maintain your website regularly and keep adapting your online presence to current circumstances. You can use Google's Search Console to monitor your efforts.

Portfolio or Client References

Present a portfolio on your website (especially if you work in a creative field) or references from past projects (more likely IT freelancers or consultants). Case studies or quotes from satisfied customers also ensure trust and credibility.

But be careful: never use past projects without the consent of your customers - because even if you have created a work, the rights of use still lie with your customers. You can find out what you should consider in general when it comes to customer references in the following article: Reference Marketing: This Is What You Need to Know.

Tip 3: Use Freelancer Portals for Project Acquisition

Freelancer portals are a good way to find new projects. The procedure is simple:

1. Register with the respective portal.

2. Create a profile with the most important information about your business.

3. With your profile, you are visible to potential clients and can receive enquiries for
    collaboration.

4. Alternatively, some portals offer marketplaces where you can receive information on posted
    offers or submit an offer yourself.

Tip 4: Network!

Networking contributes to the success of your business! It enables you to exchange ideas with like-minded people - because other freelancers face similar challenges to you. You can also get work through contacts in your network. How you build and expand your network mainly depends on the type of person you are. Some people find it easy to talk to others at an event, while others feel more comfortable socialising on business platforms, forums or social networks.

The following options are well suited to expanding and building up your own network:

• Freelancer meet-ups: Networks and associations organise regular meet-ups. They also organise meetings via business platforms such as LinkedIn or Xing.
• Events: Industry-relevant events offer a good opportunity to meet other freelancers and potential clients.
• Social media: Social networks increase the visibility of your business online. They also give you the opportunity to exchange ideas. Which networks are suitable for this depends largely on your offer.
• Coworking spaces: You save money and resources. In addition, you can meet other freelancers here.

Tip 5: Acquiring Clients via LinkedIn

LinkedIn is one of the most important business platforms. It not only offers a marketplace for freelancers, but also numerous opportunities to network with others. LinkedIn also offers various groups - some of them general, but also categorised by industry or country.

Tip 6: Establish Expert Status

The mere-exposure effect describes the fact that people perceive things that are initially rated neutrally more and more positively as they perceive them more frequently. In terms of your business, this means that the more often potential clients recognise you and your business, the more likely they are to work with you. There are various ways to draw attention to yourself.

Advertising

Weigh up which channels are most suitable for you. Of course, adverts are also a question of money and are not always the best choice for freelancers at the beginning of their career.

Content

If you create content on your area of specialisation, you increase your visibility in search engines such as Google. You also present your knowledge and expertise to potential customers. Which content you want to create is up to you. Here are some options:

• Blog: This is where you publish regular content on topics relating to your area of expertise.
• YouTube: Here you can dedicate yourself to topics related to your subject area, create tutorials or present projects.
• Podcast: Podcasts are a great medium for sharing your knowledge and providing exciting insights.
• Reels and shorts: There are numerous content creators on TikTok and Instagram who give tips, present their business or comment on industry-relevant topics in short videos.
• Specialist articles in other media: You can also endeavour to get guest articles in industry-relevant magazines or other related blogs or podcasts. The advantage of this is: Backlinks for your own website.

Performances as a Speaker

Whether on site or digitally, presentations are always a good opportunity to introduce your own business and engage in dialogue with others.