Note from Jennifer: Last week, I revealed the winner of my 4th Annual Winter Marketing Challenge (congrats, Lynn!) and profiled the busiest writer in the challenge (way to go, Jen!). This week, we’re back with some lessons and reflections on the marketing tasks, as well as some early successes from writers in the Freelance Content Marketing Writer group on Facebook. I’m always so impressed and inspired by the stories I hear from people who did the challenge or have used the challenge tasks to create a long term marketing plan for their business. Read on to hear some of the good news that came from this year’s challenge.

By Cat DiStasio

One of the coolest parts of the Winter Marketing Challenge that Jennifer runs each year is watching writers pore over the list of tasks (there are over 75!) and learn new marketing strategies for the first time. Content marketing writers know a lot about how businesses communicate with their audiences, but most are not experts when it comes to attracting new potential clients or fostering leads.

The other major challenge for writers is the shift from being ‘a freelance writer’ to thinking of yourself as a ‘business owner.’ The reality is that freelancers are both, but it’s getting into the business owner mindset that makes it easier to put time (and sometimes a little money) into marketing, so that you have more opportunities to do what you really want to do. (I meant writing, but if what you really want to do is take a solid month of vacation every year and pick your own clients, that works too.)

Figuring out the formula

For many writers, formulating a marketing plan is just plain overwhelming, and it can be difficult to know where to start. Jennifer’s marketing challenge outlines so many tasks that writers can do on a regular basis, and when someone else gives you a to-do list, you really have no excuses left.

Shilo Lucyk pivoted from a traditional HR career to a freelance content marketing writer after her husband’s employment required a cross-country move. She was grateful to find Jennifer’s advice. “The recipe for success is out there (step-by-step provided by Jennifer),” she said. “You just have to follow it, and it takes work. I know that sounds silly and simplistic, but it was a realization for me. Many entrepreneurs don’t where to start or how in the world they can get where they want to go. But Jennifer spelled it out. If you do the things she outlined, you can’t help but succeed.”

Leveraging LinkedIn

Many writers underestimate the value of LinkedIn when it comes to finding potential clients and communicating with them. And most of the time, writers talk about ways to search for companies in their niche, or about finding the right specific contact person to connect with. But they forget that companies are using LinkedIn to look for writers as well. Jennifer advises writers to look at who has been viewing their profile, and following up on those leads.

Some writers say this approach makes them feel like stalkers, but when a potential client is actively seeking a writer (hint: that’s you!), then you’re helping them do their job by reaching out. Jennie Morton, a writer who focuses on content in the facilities management industry, is now a believer. “I honestly never paid attention to them before,” she said of her profile views. “No one has bitten yet but it’s prospecting literally coming into my inbox. It’s silly not to take advantage of it.”

Enlisting some help

All of the writers in the group are freelancers, but some of them didn’t tackle their marketing tasks alone. Some rely on a virtual assistant to research potential clients and find contact information, or even prep drafts of LOI emails. Others have a generous partner or spouse who helps out. Whether a writer is ramping up to increase their income, doing a big marketing push for the first time, it can really pay off to have a few more hands on deck.

Arnab Sinha decided to take a serious and organized approach to growing his new content marketing business. His 2019 plans include breaking into B2B IT niches, which will puts to use his engineering background and computer science degree. To tackle the volume, he enlisted help. “I hired two interns out of college to help out with building a list of highly targeted qualified leads,” he explained. “I will be sending out 200+ LOIs by the middle of the month. This is my highest ever outreach in the last two years of freelancing.”

The marketing challenge is mostly about helping writers take charge of their business and go out and find their ideal clients. But, this year, as Jennifer shifted the challenge from the blog to the Facebook group, there’s been a great side effect as well. It’s also been a great way to bring writers together to share challenges, troubleshoot problems, and devise strategies that help people navigate the unique challenges of being a freelancer business owner.

Do you have a marketing plan in place for your freelance writing services? How often do you do marketing tasks?