Introduction to getting clients  — The Freelancer’s Journey (Part 2 of 43)
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Introduction to getting clients — The Freelancer’s Journey (Part 2 of 43)


So this video is going to cover three concepts
before we dig into actual research, and content, and design. And we’ll move fairly quickly so we can
get to reaching out and setting up a meeting with a potential client. We’ll start with trust and authority, how
it applies to clients, search engines. Then we’ll end by doing a quick overview
of inbound and outbound marketing, as they relate to getting clients. Let’s begin with trust and authority. Everything starts here. And this is going to be one of those core
references for the entire course. It applies to almost every aspect of the freelancer’s
journey and it goes like this: We’re aiming to create a portfolio that features work we
want to do. It doesn’t need to be five examples or three
dozen, we’ll start with one. And that’s what we’ll do in this course. And the goal of this portfolio is to communicate
two things: trust and authority. Two words so important just moments ago we
listed them on the screen. People want to trust that you do great work,
that you’re reliable, that others depend on you. And they want to know that you’re an authority
on whatever your focus is, they want to know you’re really good at whatever you do. Now, we’ll talk about this as we reach out,
develop our content, strategy, and design, and build the site for our client. But let’s look at this in the context of
search engines. When someone does a search on Google, both
trust and authority are key indicators that help Google determine the quality and the
reputability of content on the web. And that’s a big part of how search results
are ranked, what results show up when people search. Now trust, authority, quality, reputability,
that’s a lot of nouns: but there’s a common theme here. Both humans and search engines value good
work, good content. That’s going to be our goal. We’re going to create great content which
we’ll end up adding to our portfolio. That’s trust and authority. Let’s talk inbound marketing. Inbound marketing, or passive marketing, is
usually something you’ve made. You put something out there, which leads to
clients finding you. Outbound, you’re reaching out to find clients. And the reason we’re covering both of these
is because there are a lot of ways to find clients, and a lot of ways clients can find
you. A good example of inbound marketing, a freelancer’s
website. You don’t necessarily need this right out
of the gate when you’re first starting, but after you’ve picked up some clients,
some momentum, a freelancing website can add a lot of value over time. Even if it’s just a landing page with your
name or your business name on it with a small blurb about what you do. It’s a source of traffic, people can find
it, they can search for you and land on it. That’s an example of inbound marketing. If your portfolio is on the web, or you post
content on design networks like Dribbble, that’s another source of inbound traffic. Facebook, Twitter, Instagram, LinkedIn, Pinterest,
Google+, what do all of these have in common? They’re places where you – [Waldo] Actually… They already sunset Google+. Really? [Stacy] Yeah, it’s okay. Okay, Facebook, Twitter, Instagram, LinkedIn,
Pinterest, all of these are places where you can add a bio, or a blurb, that talks a little
about the work you do, or just as importantly, the work you want to do. Inbound marketing is the idea that people
might stumble upon or search for you or your business online. The goal here is to create content upfront
so down the road people can find you or learn more about you, but it’s an incredibly powerful
way to set yourself up in both areas we talked about before: trust and authority. And if inbound marketing is what happens when
clients find you, then outbound marketing is what happens when you’re reaching out
to find clients. This is the route we’re using in this course
and it starts small. And when a lot of people start out they reach
out to friends, and family, and coworkers. If you have anyone in your network, and you
can get a chance to let them know what you’re working on, or that you’re looking to get
more involved in a specific type of work, just planting that seed and letting them know
can do great things. But that’s only one option. You can go to a conference, you can visit
a meetup group, chat with strangers in the line at a coffee shop, show them your portfolio,
you can threaten, you can brainwash, you can create targeted ads on Google, you can do
the same on YouTube, or Facebook, or post in local papers, national magazines, or any
one of the three billion services that offer paid advertising. That’s a lot of options. Two of them are questionable, and probably
illegal, depending on your jurisdiction, but this course is going to focus on outbound
marketing. We’re going to do research and actively
reach out to a potential client. And we’ll do examples for businesses from
different industries to make sure we’re covering our bases. That’s outbound marketing and that’s exactly
what route we’re taking as we begin the next part of this course.

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