Sales Strategies for Freelance Business Journalists: Day Two

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Maya Payne Smart presents the free business journalism Webinar, "Sales Strategies for Freelance Business Journalists: Day Two," hosted by the Donald W. Reynolds National Center for Business …

Maya Payne Smart presents the free business journalism Webinar, "Sales Strategies for Freelance Business Journalists: Day Two," hosted by the Donald W. Reynolds National Center for Business Journalists.

For more information about free training for business journalists, please visit BusinessJournalism.org.

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Transcript

  • 1. Day 2: Branding, Marketing and Networking Presented by Maya Payne Smart
  • 2. Today ’s Agenda
    • How are you going to capture prospective clients ’ attention?
    • How are you going to build relationships with them?
  • 3. Goals for Today
    • Consider numerous ways that real freelancers connect with prospective clients
    • Learn how to reach prospects consistently and effectively
  • 4. Seven Habits of Highly Effective Market Research
    • Start your day marketing
    • Schedule a set amount of marketing time each day
    • Track your time
    • Cast a wide net
    • Be findable
    • Ask for referrals
    • Diligently record leads and follow-up attempts
  • 5. Brand noun ˈbrand
    • What it IS
    • An emotional or psychological connection that you have with your customers
    • The key characteristics that you are known by in the marketplace
    • The foundation of your marketing activities
    • What it ’s NOT
    • Something you make up
    • What you say it is
    • A logo or other graphical representation
    • An expensive marketing campaign
  • 6. Brand Components Work Quality Experience (years and/or # of articles) Clients Skills Education + Intangibles Reputation
  • 7. Freelance Marketing
  • 8. POLL
    • How much do you spend on marketing each year?
  • 9. Creating Your Marketing Budget
    • Remember you have to spend money to make money
    • Most small business marketing budgets account for between 2% and 10% of sales
    • Measure return on investment in order to refine your outreach
    • Typical marketing expenses for writers:
      • Business cards
      • Websites
      • Conference attendance
      • Professional group memberships
      • Freelance directory listings
  • 10. Elevator Speech
  • 11. Friends & Family
    • Explain what it means to be a “freelance writer”
    • Describe your ideal client so they know it when they see it
    • Share your writing successes
    • Pursue leads—and follow up on them
  • 12. Networking Tips
    • Find out where your prospects and referral sources hang out
    • Join and actively participate in at least 3 groups
    • Build trust by giving referrals
    • Focus on building a relationship vs. closing a sale
    • Be a greeter
    • Master graceful exits
      • “ Make a date and circulate”
      • Great chatting with you. I ’ll keep you in mind.
  • 13. Professional Groups
  • 14. How to Make Conferences Pay
    • Have a plan.
    • Be social.
    • Speak up.
    • Pay attention.
    • Follow up.
    • Give thanks.
    • Share what you ’ve learned.
  • 15. Writer Strategy Group Tips
    • Purpose
      • Great source of ongoing referrals and information on new market opportunities
    • Structure
      • In person or via teleconference
      • Members may write in distinct or related niches
    • Best Practices
      • Relational vs. transactional
      • Select members who are similarly productive, well-connected, generous and personable
      • Keep numbers small, encourage confidentiality, emphasize accountability
  • 16. Business Cards
    • Old School
    • Print
    • Email, phone, address, URL
    • New School
    • Digital and print
    • Photography
    • Social media profile links
  • 17. POLL
    • Which social media site has helped you win the most business?
  • 18. LinkedIn Tips
    • Flesh out your profile and keep your status bar updated.
    • Reconnect with current and former colleagues, including editors and fellow writers.
    • Join groups.
    • Check the job boards.
    • Research new markets in the Companies section.
    • Seek and give advice in the Question and Answer sections.
    • Adjust privacy settings to avoid spamming your network.
  • 19. Facebook: Formal and Informal
  • 20. Twitter
    • Keep tweets newsy.
    • Put your spin/angle on everything.
    • Post less than 20 times a day.
    • Focus on one thing.
    • Use descriptive keywords and include you URL in your profile.
  • 21.
    • Learn to make and post video to your site or blog
    • Create your own channel
    • Register the .tv version of your sites
    Tips
  • 22. Website
  • 23. Search Engine Optimization
    • SEO starts at home
    • Use key words
    • Make your site mobile compatible
    • Add fresh content
    • Put navigation at the top of the site
    • Add social sharing buttons
  • 24. Public Relations
    • Announce business openings, service offering shifts, location changes
    • Publicize awards and fellowships
    • Conduct polls and surveys
    • Create tip sheets
    • Host contests
  • 25. Why Blog?
    • Share compelling information and insights and build credibility
    • Keep your web presence fresh and boost your search engine traffic
    • Build a readership or community of your own
  • 26. Blogging: Two Approaches
    • Informative
    • Trends in your niche
    • Interesting reporting that didn ’t make it into your story
    • Behind-the-scenes audio, video, photos and commentary
    • Links to related industry news and blogs
    • Promotional
    • Case studies
    • Testimonials
    • Advice on how to work with freelancers effectively
    • Your story—why you do this work
    • Work samples
  • 27. Pay-per-click Advertising
  • 28. Questions?
    • Please e-mail me at [email_address] .