How Freelancers Market Their Services:2017 SurveyRESULTS REPORT

By

IliseBenunFounderofMarketingMentor

BrianBass,MWC®andCyndyKryder,MSTheAccidentalMedicalWriter

DebraGordon,MSGordonSquared,Inc.

LoriDeMilto,MJTheMightyMarketer

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How Freelancers Market Their Services: 2017 Survey Results Report

IntroductionHowFreelancersMarkettheirServices:2017Survey,GieldedfromMarch3to28,2017,askedfreelancersaboutwhatworksbestfortheminmarketingtheirbusinesses,thechallengestheyface,theiruseofsocialmediaforbusiness,membershipinprofessionalassociations,andmore.HighlightsofkeysurveyGindingsstartonpage3,followedbyresultsforeachquestion.Wethankthe239freelancerswhotookthesurvey.

Who Conducted the Survey?Agroupofusgottogethertodothissurvey.Weallhelpfreelancerslikeyousucceed:

IliseBenun,founderofMarketing-Mentor.com,nationalspeakerandtheauthorof7businessbooks,teachescreativeprofessionalsexactlyhowtogetbetterprojectswithbiggerbudgets.

TheAccidentalMedicalWriter,co-writtenbyBrianBass,MWC®and CyndyKryder,MS,providesinsightsandtipstohelpyoubecomeasuccessful,ormoresuccessful,freelancemedicalcommunicator.

DebraGordon,MSownsGordonSquared,Inc.,whichprovidesmedicalandhealthcarecommunicationsservicesfromthesciencetothepolicytothebusinessofhealthcare.Shealsoprovidesindividualcoachingforfreelancers,aswellasaseriesofwebinarsonthebusinessoffreelancingandothertopics.

TheMightyMarketer,runbyLoriDeMilto,MJ,helpsfreelancersgettheclientstheydeservebyfocusingonwhatworksbesttotargetandreachtherightclientswithoutwastingtime,effort,ormoney.

How Will the Survey Results Help You?Freelancersweartwohats,andtheybothneedtoGitproperly.TheGirsthatistheoneyouwearwhenyou’redoingfreelanceprojectsforclients.That’sthemostcomfortableandfamiliarhat.

Thesecondhatisyourbusinesshat.Thisdoesn’talwaysfeelright,becausemanyfreelancersaren’tcomfortablemarketingtheirservices.Buttosucceed,youneedtowearyourbusinesshatwell.That’swheretheresultsofthissurveycanhelp.

Thesurveyresultsthatfollowclearlyshowthatsomemarketingtechniquesworkbetterthanothersathelpingfreelancersgetgreatclients.Comparewhatyou’redoingnowtowhatyourpeersaredoing.Fromthere,youcanplotacoursetoimproveyourmarketingapproach,andultimately,yourresults!

Everyfreelancercangetgreatclients.Wecanhelpyoulearnwhattodoandhowtodoit,butyouneedtobewillingtoputinthework.Seepages12-14forinformationabout:

• Freecontent,includingeNewsletters,blogs,andpodcasts

• Paidproductsandservices,includingbooks,courses,webinars,plans,andkits.

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How Freelancers Market Their Services: 2017 Survey Results Report

Highlights of Key Findings 94%offreelancerswhotookthesurveyMindmarketingtobeachallenge:

• 23%offreelancers:“Biggestchallenge”

• 33%offreelancers:“Oneofthemajorchallenges”

• 27%offreelancers:“Somewhatofachallenge”

• 11%offreelancers:“Minorchallenge”

Only6%offreelancerssaidmarketingisnotachallenge.

Thetop3marketingchallengesare:1. Time2. Findingpotentialclientstomarketto3. Understandinghowandwheretogetbetterclients

Wordofmouth(includingreferrals)isthe#1sourceofthebestclientsforfreelancers.OthertopsourcesforthebestclientsarenetworkingandLinkedIn.

80%offreelancersusesocialnetworksforbusiness.LinkedInisthe#1socialnetwork:

• 95%offreelancerswhousesocialnetworksforbusinessuseLinkedIn

• 51%offreelancerswhouseLinkedInsayit’s“important”or“veryimportant”ingettingclients

81%offreelancersbelongtoprofessionalassociations.Ofthefreelancerswhobelongtoprofessionalassociations:

• 74%sayprofessionalassociationsare“important”or“veryimportant”fornetworkingwithpeers

• 45%sayprofessionalassociationsare“important”or“veryimportant”inhelpingthemgetclients

Howtogetbetter,higher-payingclientsisthe#1marketingtopicfreelancerswanttolearnmoreabout.Theothertoptopicsare:

• Whatmarketingtechniquesworkbest

• HowtoGindtherightpeopleandorganizationsfortargetingyourmarketingefforts

Marketingplanwasthe#1marketingtoolfreelancerswanttolearnmoreabout.Theothertoptoolsaredirectemailandnetworking.

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How Freelancers Market Their Services: 2017 Survey Results Report

Survey ParticipantsYears of Freelance ExperienceSurveyrespondentsareamixofnewandseasonedfreelancers.Themostexperienced(10+years)freelancersarethelargestgroupofrespondents,followedbyfreelancerswith3orfeweryearsofexperience.

The Numbers*Lessthan1year 311-3years 474-6years 347-9years 27 10-19years 6320ormoreyears 37

*239responses

Types of FreelancersThelargestgroupsofsurveyrespondentsare:

• WriterORwriter+editor:54%• Creativeprofessional*:20%• EditorOReditor+writer:15%

About11%ofthefreelancersworkinavarietyofotherfreelanceGields.Someofthesefree-lancersworkin2or3Gields,suchaswritersoreditorswithanotherfreelanceGield,andvideoproducersand/oreditors.SomehaveasingleGield,suchasITprofessional,photographer,marketingcoach/consultant,translator,andvirtualassistant.

*Creativeprofessional=Digitaland/or non-digitaldesigners,otherdesigners/artists,andphotographers

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16%

26%

11%14%

20%

13%

Less than 1 year 1-3 years4-6 years 7-9 years10-19 years 20+ years

6%9%

11%

20%23%

31%

Writer Writer + editorCreative professionals OtherEditor Editor and writer

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How Freelancers Market Their Services: 2017 Survey Results Report

The Numbers*Writer 77 Writer+editor 56Editor 21Editor+writer 12Digitaldesigner 19Otherdesigner/artist 15Non-digitaldesigner 9Digital+non-digitaldesigner 4Other 26

Themostcommon“Other”responseswere:Editorand/orwriter+designer 4Editor+anotherfreelanceGield 4Writer+anotherfreelanceGield 3

*239responses

Marketing and Other Freelance Challenges 94%offreelancersGindmarketingtobeachallenge*:

• “Biggestchallenge”:

• 23%offreelancers(55freelancers)

• “Oneofthemajorchallenges”:

• 33%offreelancers(77freelancers)

• “Somewhatofachallenge”:

• 27%offreelancers(65freelancers)

• “Minorchallenge”:

• 11%offreelancers(26freelancers)

Only6%offreelancers(14freelancers)saidthatmarketingis“notachallenge.”

* 237responses

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How Challenging is Marketing?

6%11%

23%

27%

33%

One of the major challengesSomewhat of a challengeBiggest challengeMinor challengeNot a challenge

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How Freelancers Market Their Services: 2017 Survey Results Report

Top Marketing ChallengesMarketing ChallengesThetop3marketingchallengesare*:

1. Time2. Findingpotentialclientstomarketto3. Understandinghowandwheretogetbetterclients

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Top Marketing Challenges*

Num

ber o

f fre

elan

cers

0

35

70

105

140

TimeFinding clients to market toGetting better clientsMotivationOverwhelmed by optionsWhere to startHow to marketNot having a nicheCost

* Ranked #1, #2, or #3

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How Freelancers Market Their Services: 2017 Survey Results Report

Sources of Best ClientsThetop3sourcesofthebestclientsare*:

1. Wordofmouth(includingreferrals)

2. Networking

3. LinkedIn

Overall,wordofmouthandnetworkingwerebyfarthetopsourcesofthebestclients.

*234responses

Use of Social Networks for Business80%offreelancersusesocialnetworksforbusiness*.Thetop3socialnetworksare:

1. LinkedIn,byfarthemostcommonsocialnetwork:95%offreelancers

2. Twitter:37%offreelancers

3. Facebook:31%offreelancers

Fewerthan8%offreelancersuseGoogle+,Instagram,Pinterest,and/orYouTubeforbusiness.NofreelancersusedSnapchat.

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Sources of the Best Clients*

Num

ber o

f fre

elan

cers

0

45

90

135

180

Word of mouthNetworkingLinkedInWebsiteDirect emailFreelance directoriesOther social networkingUpwork, Guru, freelancer, etc.

* Ranked #1, #2, or #3

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How Freelancers Market Their Services: 2017 Survey Results Report

Importance of Social Networks in Getting ClientsInhelpingfreelancersgetclients,LinkedInwasbyfarthemostimportantsocialnetwork*:

• 51%offreelancers(116freelancers)saidLinkedInwas“important”or“veryimportant”ingettingclients.

Alsoratedas“important”or“veryimportant”ingettingclientswere:

• Twitter:11%offreelancers(22freelancers)

• Facebook:7%offreelancers(14freelancers)

Fewerthan4%offreelancerssaidthatGoogle+,Instagram,Pinterest,and/orYouTubewere“important”or“veryimportant”ingettingclients.

*237respondents

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Importance of Social Networks

Num

ber o

f fre

elan

cers

0

25

50

75

100

LinkedIn Twitter Facebook

Very importantImportantSomewhat importantNot at all important

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How Freelancers Market Their Services: 2017 Survey Results Report

Role of Professional Associations81%offreelancersbelongtoprofessionalassociations*.

Professional Associations and Networking with Peers74%offreelancerswhobelongtoprofessionalassociationssaythey’re“important”or“veryimportant”innetworkingwithpeers.

Professional Associations and Getting Clients45%offreelancerssaythatprofessionalassociationsare“important”or“veryimportant”inhelpingthemgetclients.

*236responses

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16%

39%26%

19%Very importantImportantSomewhat importantNot at all important

6%

20%

29%

45%

Very importantImportantSomewhat importantNot at all important

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How Freelancers Market Their Services: 2017 Survey Results Report

What Freelancers Want to Learn Freelancerschosethemarketingtopicsandtoolstheymostwanttolearnmoreabout.

Top Marketing Topics Thetop3marketingtopicsfreelancersmostwanttolearnaboutare*:

1. Howtogetbetter,higherpayingclients

2. Whatmarketingtechniquesworkbest

3. HowtoGindtherightpeopleandorganizationstomarketto

*223responses

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* Ranked #1, #2, or #3

Top Marketing Topics*

Num

ber o

f fre

elan

cers

0

45

90

135

180

How to get better, higher paying clientsWhat works bestHow to find the right people and organizations Where to startHow to find the right niche

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How Freelancers Market Their Services: 2017 Survey Results Report

Top Marketing Tools Thetop3marketingtoolsfreelancerswanttolearnaboutare*.

1. Marketingplan

2. Directemail

3. Networking

* 216responses

Top Types of Marketing ContentThetop3typesofFREEmarketingcontentfreelancerswantare:

1. Blogposts2. eNewsletters3. Worksheets,checklists,etc.

Thetop3typesofmarketingcontentfreelancersarewillingtopayforare:1. Books2. Onlinecourses(self-study)3. Personalcoaching

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Top Marketing Tools*

Num

ber o

f fre

elan

cers

0

30

60

90

120

Marketing planDirect emailNetworkingLinkedInWebsite (business)Other social media

*Ranked #1, #2, or #3

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How Freelancers Market Their Services: 2017 Survey Results Report

Resources for Success Readytostartgettinggreatclients?Wecanhelpyoulearnwhattodoandhowtodoit.Thenextfewpageshighlightfreecontentandpaidproductsandservicesthatwillhelpyouimproveyourmarketing.

Marketing MentorIliseBenun

IliseBenunisanauthor,businesscoach,nationalspeaker,thefounderofMarketing-Mentor.comandadjunctfacultyatPrattInstituteandMarylandInstituteCollegeofArt,hostoftheGetBetterClientsBootcampandaProgramPartnerforHOWDesignLive,thelargestdesignconferenceintheU.S.

Shehasbeencoachingdesignersandothercreativefreelancersfor25+yearsandistheauthorof7books,includingTheCreativeProfessional’sGuidetoMoney,TheDesigner’sGuidetoMarketingandPricing,andStopPushingMeAround:AWorkplaceGuidefortheTimid,ShyandLessAssertive.Sheedits2blogs,TheCreativeFreelancerBlogandTheMarketingMixBlog,andhosts2podcasts,TheMarketingMentorPodcastandtheHOWLivePodcast.HeronlinecoursescanbefoundthroughCreativeLive,HOWDesignUniversityandAmericanWriters&ArtistsInstitute.

Throughheronlinestore,shesellstoolsforcreativebusinessgrowth,includingThePickaNicheKit,The30Minutes-a-DayMarketingPlanforCreativeProfessionals,TheDesigner’sProposalBundles,andThePackagePricingBundle.Followher@ilisebenunandsignupforherfreemarketingcoursehere.

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How Freelancers Market Their Services: 2017 Survey Results Report

The Accidental Medical Writer BrianBass,MWC®and CyndyKryder,MSTheAccidentalMedicalWriterhasthetoolsyouneedtobecomeasuccessfulfreelancemedicalwriter—whetheryou’reaseasonedprofessionalorjustgettingstarted.Wedidit,andsocanyou!

Free resources include:

• PencilPoints,afreemonthlynewsletterpackedwithinformationandinspirationaboutthebusinessoffreelancing

• FreelanceEstimatingChecklist,acomplimentarydownloadwhenyousubscribetoPencilPoints

• DispensingStrategy:HowtoCommunicateEffectivelythroughPharmaceuticalPublicationPlanning

• MeasuringSocialMediaROI:QualityversusQuantity

• OrganizingaFreelanceBusinessforGreaterProductivity

Investments in your freelance business:

• Ourbooks:

• TheAccidentalMedicalWriter• NudeMiceandOtherMedicalWritingTermsYouNeedtoKnow• TheORGDirectories• BestofPencilPoints,Volume1

The Business of Freelancing, Other Webinars and Coaching DebraGordon,MS,GordonSquared,Inc.

DebraGordon,MS,presidentofGordonSquared,isaseasonedhealthcarecommunicationsprofessionalwhospecializesinwritingbusiness-to-businessandbusiness-to-consumermarketing-focusedcontentdesignedtopromotemedicalandhealthcare-relatedcontentforclinicians,businesses,andconsumers.

Shealsolovestohelpotherfreelancersbecomesuccessfulbyshowingthemhowtoruntheirbusinesslikeabusiness.Sheoffersseveralon-demandwebinarsonherwebsite.

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How Freelancers Market Their Services: 2017 Survey Results Report

The Mighty MarketerLoriDeMilto

Gettheclientsyoudeservewithoutwastingtime,effort,ormoney.TheMightyMarketerhelpsyougetclientswhopaywhatyou’reworth,treatyouright,andgiveyourepeatbusiness.

Freeresourcesinclude:

• Emailcourse:4StepstoFindingandReachingYourIdealClients

• Ebook:3StepstoSteadyHighPayingClients

• FreelanceSuccessblog;Somepostsincludefreechecklists,worksheets,andothertools

Investmentsinyourfreelancebusiness:

• FindingtheFreelanceClientsYouDeserve:TheSecretstoTargetingandReachingtheRightClientsin6Weeks:

• Anonlinecoursebasedonaproven,step-by-stepprocess

• Books:

• TheMightyMarketer:YourGuidetoMakingMoreMoneyasaFreelancer

• TheMightyMarketer:YourGuidetoMakingMoreMoneyasaFreelanceMedicalWriter

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