Freelance Marketing Lab - WordCamp Atlanta 2017

@nathaningram nathaningram.com
nathaningram.com
@nathaningram

From Birmingham, Alabama
Co-lead organizer for WordPress Birmingham
Meetup and WordCamp Birmingham
Freelance Web Developer
Since 1995, all WordPress since 2010
Host at iThemes Training
Teaching WordPress and
Business development since 2012

Business Coach
Working with WordPress Freelancers
individually and in groups since 2013
@nathaningram
nathaningram.com

Fear

Doubt

Time

How?

Marketing
ourselves is
a common
struggle for
freelancers

Crafting a Value Proposition
Co-working on Value Propositions
Cultivating a Referral Network

What is a Value Proposition?
A statement that explains
how your services
meet the needs of
your target audience.

What is a Value Proposition?
Can be a very difficult
exercise.
Forces a deep evaluation of
yourself and your services.

Why is a Value Proposition
important?
— Clarity
— Confidence

Co-Working
Together we do more.
Move toward the front.
Fill up the tables.
Don’t be shy.

NathanIngram.com/wcatl
Value Proposition Worksheets

Volunteer
One person from each table
to grab a set of worksheets.

Introductions
Starting with your volunteer.
A summary not your life story J
Who you are.
Where you’re from.
What kinds of clients you serve.
What you do for them.

Skills and Benefits
Top 3 skills you bring to projects.
Top 3 benefits your clients receive
when working with you.

Clarity in your value
builds confidence in
your pricing.

Create your website content
from a value perspective
Content Marketing… flesh out the
Pains and Gains as blog posts,
ebooks or dripped emails
Elevator Pitch / Coffee Shop
Answer

Not getting clients is the
number one reason
freelancers fail.
The number two reason?
Who cares!
— Mike Montierro, Design is a Job

What makes a good client?

What makes a good client?
Easy to work with.
Know what they want.
Respect you as a professional.
Realistic Budget.

Cast a wide net
Blogging
Ebooks
Website/SEO
Ads
Email campaigns

Customer
Development Cycle
Awareness
Affinity
Trust
Purchase

It doesn’t work for the
typical freelancer
Not enough time or
resources.
Out of our comfort zone.

It doesn’t work for the
typical freelancer
I’ve build my business
without it.
You can too.

We need a different
approach.
Awareness
Affinity
Trust
Purchase

All my work
comes by referral.
I’ve won my biggest projects
without bidding against anyone.

All my work
comes by referral.
It’s a red flag if a client comes
to me without a connection.

Referrals are better
92%
of consumers trust
recommendations from
people they know
Neilsen Global Online Consumer Survey, July 2009

90%
of our growth was from
word of mouth.
Matthew Stinchcomb, Etsy

You don’t need statistics
to tell you this.
It’s human nature.

Good people
like to refer good people
to good people.

The Problem
83%
of satisfied customers
will be willing to refer you.
But only 29% actually do.
Texas Tech University, Charles Schwab Advisor Services and
Advisor Impact, “Economics of Loyalty: Anatomy of the
Referral” December 2010.

The Problem
82%
of clients say they have never
been asked to give a referral.
Texas Tech University, Charles Schwab Advisor Services
and Advisor Impact, “Economics of Loyalty: Anatomy of the
Referral” December 2010.

Doing great work
and then hoping
people refer you.

Strategically develop
and cultivate a
referral network.
Don’t leave it to chance.

Strategically develop
and cultivate a
referral network.
Warning: it takes time.

Expand your
Freelance Network
Get to know other
freelancers and become
a resource to them.

Expand your
Freelance Network
Connect members of
your network with
each other.

Expand your
Freelance Network
Build Strategic Partnerships.
First right of refusal and
a set referral fee.

Expand your
Freelance Network
A network is a valuable
commodity.

Cultivate Influencers
Who is already in front of
your target market?
Who does your target
market already trust?

Leverage Existing
Client Relationships
They already like you, right?
Quarterly reviews
Incentivize the referral!

1. Do Great Work
Know what you’re doing
and serve your clients well.
Every project matters.

2. Be Easy to Work With
But don’t be a pushover…
Hone your process and
communication skills.

3. Reflect Well
People risk their reputation
when they refer you.
Treat that like gold.

NathanIngram.com/wcatl
iThemes Freelance Summit
March 27-29
$50 off coupon code
Free 20 Minute Coaching Call

Freelance Marketing Lab - WordCamp Atlanta 2017

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