Freelancing offers flexibility, independence, and the ability to do work you love. But too many freelancers make the mistake of thinking great work alone will bring in clients. The truth? If you don’t market yourself, you won’t have a sustainable business.
Freelance marketing isn’t an extra task you do when you have time—it’s a necessity. Just like a business can’t survive without customers, freelancers can’t thrive without consistent visibility and outreach.
How do I know? I’ve had periods where I didn’t market myself and after a few months, I noticed the number of leads coming in would drop, and so would my income.
The difference between hobbyists and business owners
Freelancers who struggle often approach their work like a hobby rather than a business. They assume word-of-mouth will be enough, that clients will magically find them, or that posting on LinkedIn occasionally is “good enough.” It feels comfortable to say that (I’ve said it, too) but in actuality you’ll feel really uncomfortable when you aren’t making enough money.
Hobbyist freelancers:
- Only market themselves when work slows down
- Take whatever projects come their way, even if they’re low-paying
- Hesitate to invest in their business
- Undervalue their skills and price too low
- Avoid outreach because it feels “salesy”
Freelance business owners:
- Market consistently, not just when work is slow
- Choose clients and projects strategically
- Invest in tools, training, and professional development
- Set pricing based on value, not just competition
- Build relationships and proactively reach out to potential clients
Marketing isn’t about being pushy or self-promotional—it’s about making sure the right people know you exist and understand how you can help them.
How to market yourself like a business
Marketing doesn’t have to feel overwhelming. By putting a few key systems in place, you can make marketing part of your business without it taking over your life.
1. Get clear on your audience
If you try to appeal to everyone, you’ll appeal to no one. Who needs your services? What problems do you solve? The more specific you are, the easier it is to attract high-quality clients.
Ask yourself
- Who benefits the most from my services?
- Who do I like working with?
- What problems do my ideal clients need solved?
- What industries do I understand well?
- Is there a market for freelance writers or editors in that industry?
Once you identify your audience, tailor your marketing messages to them. Instead of saying, “I’m a freelance writer,” say, “I help SaaS companies create high-converting content that drives sales.” The clearer you are, the easier it is for potential clients to see your value.
2. Create a freelance marketing routine
Marketing isn’t something you do once and forget about. Whether it’s posting twice a week, sending a monthly newsletter, or reaching out to five potential clients each month, consistency is key. Having a plan and sticking with it–whether times are busy or slow–keeps the influx of clients more consistent.
Here’s what to do:
- Pick 1-2 core marketing strategies to start with (if you try too much too quickly, you’ll burn out)
- Set a schedule you can maintain (it doesn’t have to be every day you post on LinkedIn; consistency is more important than frequency)
- Batch and automate where possible (write posts and emails in advance and schedule them)
- Track what works and do more of that
Here are some times on creating a freelance schedule that works for you.
3. Make it easy for clients to find you
Having a website, an optimized LinkedIn profile, and a strong portfolio makes it easier for clients to say yes. If someone lands on your page, they should immediately understand what you do, who you help, and why they should hire you.
Here’s how to make that happen:
- Optimize your LinkedIn Profile (my LinkedIn guide covers how to do this)
- Have a simple but effective website with a strong homepage, service descriptions, a portfolio (if possible) and contact information
- Showcase your work with a portfolio, case studies and/or testimonials
- Make it easy to contact you
4. Charge like a professional
Businesses set pricing based on the value they provide, not just the time they put in. If you’re unsure how to position your rates, my Freelance Success Toolkit has practical guidance on setting pricing, negotiating, and structuring your offers to attract the right clients.
Positioning yourself as an expert, not a service provider. Instead of saying you write blog posts, say you help businesses attract and convert customers through content. Communicate your value, so clients have less concern about your price.
5. Follow up and stay visible
Most clients don’t hire the first freelancer they see. But if they keep seeing your name in their feed, email inbox, or network, you’ll be top of mind when they are ready to hire. Following up isn’t annoying—it’s a key part of running a business.
- Send follow-emails
- Reconnect with past clients to offer your services
- Stay active on whichever social media platforms you’ve chosen
- Engage with your network
Freelance marketing isn’t about being the loudest–it’s about being consistent. The freelancers who stay visible are those who get hired.
Freelance marketing isn’t optional—it’s the foundation of success
If you’re ready to build a freelance business that gives you stability and freedom, marketing must be part of your strategy. It’s not about shouting into the void—it’s about making sure the right people know who you are and how you can help them.
Not sure where to start? My Freelance Success Toolkit can help you refine your marketing, set better rates, and attract high-quality clients.
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