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Maya Payne Smart presents the free business journalism Webinar, "Sales Strategies for Freelance Business Journalists: Day Two," hosted by the Donald W. Reynolds National Center for Business Journalists. For more information about free training for business journalists, please visit BusinessJournalism.org.
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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
• 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
• 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].