Sales Strategies for Freelance Business Journalists: Day Three


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

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

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Sales Strategies for Freelance Business Journalists: Day Three

  1. 1. Day 3: Closing the Sale Presented by Maya Payne Smart
  2. 2. Today ’s Agenda <ul><li>How are you going to sell to new clients? </li></ul><ul><li>How are you going to win repeat business? </li></ul>
  3. 3. Goals for Today <ul><li>Understand the path from a lead to a prospect to a customer </li></ul><ul><li>Learn tried-and-true methods for winning repeat assignments </li></ul><ul><li>Explore various methods for storing prospect and client information </li></ul>
  4. 4. POLL <ul><li>Which social media site has helped you win the most business? </li></ul>
  5. 5. Business Cards <ul><li>Old School </li></ul><ul><li>Print </li></ul><ul><li>Email, phone, address, URL </li></ul><ul><li>New School </li></ul><ul><li>Digital and print </li></ul><ul><li>Photography </li></ul><ul><li>Social media profile links </li></ul>
  6. 6. LinkedIn Tips <ul><li>Flesh out your profile and keep your status bar updated. </li></ul><ul><li>Reconnect with current and former colleagues, including editors and fellow writers. </li></ul><ul><li>Join groups. </li></ul><ul><li>Check the job boards. </li></ul><ul><li>Research new markets in the Companies section. </li></ul><ul><li>Seek and give advice in the Question and Answer sections. </li></ul><ul><li>Adjust privacy settings to avoid spamming your network. </li></ul>
  7. 7. Facebook: Formal and Informal
  8. 8. Twitter <ul><li>Keep tweets newsy. </li></ul><ul><li>Put your spin/angle on everything. </li></ul><ul><li>Post less than 20 times a day. </li></ul><ul><li>Focus on one thing. </li></ul><ul><li>Use descriptive keywords and include you URL in your profile. </li></ul>
  9. 9. <ul><li>Learn to make and post video to your site or blog </li></ul><ul><li>Create your own channel </li></ul><ul><li>Register the .tv version of your sites </li></ul>Tips
  10. 10. Website
  11. 11. Search Engine Optimization <ul><li>SEO starts at home </li></ul><ul><li>Use key words </li></ul><ul><li>Make your site mobile compatible </li></ul><ul><li>Add fresh content </li></ul><ul><li>Put navigation at the top of the site </li></ul><ul><li>Add social sharing buttons </li></ul>
  12. 12. Public Relations <ul><li>Announce business openings, service offering shifts, location changes </li></ul><ul><li>Publicize awards and fellowships </li></ul><ul><li>Conduct polls and surveys </li></ul><ul><li>Create tip sheets </li></ul><ul><li>Host contests </li></ul>
  13. 13. Why Blog? <ul><li>Share compelling information and insights and build credibility </li></ul><ul><li>Keep your web presence fresh and boost your search engine traffic </li></ul><ul><li>Build a readership or community of your own </li></ul>
  14. 14. Blogging: Two Approaches <ul><li>Informative </li></ul><ul><li>Trends in your niche </li></ul><ul><li>Interesting reporting that didn ’t make it into your story </li></ul><ul><li>Behind-the-scenes audio, video, photos and commentary </li></ul><ul><li>Links to related industry news and blogs </li></ul><ul><li>Promotional </li></ul><ul><li>Case studies </li></ul><ul><li>Testimonials </li></ul><ul><li>Advice on how to work with freelancers effectively </li></ul><ul><li>Your story—why you do this work </li></ul><ul><li>Work samples </li></ul>
  15. 15. Pay-per-click Advertising
  16. 16. Managing Contacts
  17. 17. Step by Step
  18. 18. Pitching Yourself
  19. 19. Pitching Your Ideas This cartoon is by Dave Walker.
  20. 20. POLL <ul><li>What ’s your best referral source? </li></ul>
  21. 21. Evaluating Sales Results Prospect Referral Source Contact (LOI, query, call) Result (Y,N,M,0) Notes
  22. 22. Winning Repeat Business <ul><li>Be a positive , punctual , problem-solving professional . </li></ul><ul><li>Convey enthusiasm for the assignment. </li></ul><ul><li>Make every effort to meet deadlines and communicate early when challenges arrive. </li></ul><ul><li>Handle small problems yourself. Share big problems with the editor AND propose some solutions for consideration. </li></ul><ul><li>Double check your draft against the assignment and writing guidelines prior to turning it in. </li></ul><ul><li>Remember that the editor is a client, not a friend. </li></ul>
  23. 23. Staying Connected
  24. 24. Questions? <ul><li>Please e-mail me at [email_address] . </li></ul>