Another temptation often experienced by freelancers is to try to do business with pretty much anyone. This rarely works. I have a war cry that is “if you aim for too many targets, the chances are that you won’t hit any”.
This is really important, particularly when you’re starting out. Determining your target market and getting really up close and personal with who they are; where they are; how they think and what their problems are will stand you in great stead when it comes time to promote your business.
When it comes to marketing yourself as a freelancer,
Defining Your Target Market is Key.
The chances are, only a proportion of the whole market is likely to buy from you. This restriction may be enforced by any number of factors, but there’s no getting away from the fact that it’s true, so don’t try to fight it. By identifying clearly your target market and keeping their needs and characteristics in mind all the time, you can gear your sales and marketing efforts precisely to them. By doing this with precision and tenacity, not only will you save yourself a serious amount of time and hassle, you’ll start to become a pretty serious player in your market too.
Invest a good amount of time asking yourself “what do your potential clients look like?” In order to sell successfully to anyone, you must really know them. When you put your business offering together, it’s important that you have a mental picture of what your potential clients are like: what are their values; what are their needs; their mindset; their habits etc. Only by knowing these people inside out can you really tailor your product or service and your promotion to satisfying their needs.
Finally, don’t worry too much about having too narrow a target market. Often, when people start up in business, they think niche=negative, that niche marketing will restrict their potential. Generally speaking, in small business, the opposite is true. If you can define your niche accurately and target your message directly to the needs of that niche, niche marketing will give you real power to your business elbow. To define your niche, ask yourself: what do my buyers have in common? How do I differ from my competitors? What are the unique benefits I offer? And what do I offer above and beyond the norm? By doing this you’ll really start to engage with your target market in a way that’ll have them eating out of the palm of your hand.