Marketing Automation for Freelancers
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Presentation for #Ignite Freelance in Portland, OR, November 2016. This was a 5 minute presentation with 20 slides auto-advanced at 15 second intervals, on the topic of marketing automation for freelancers. Includes three principles for automation, and tongue-in-cheek reference to worst-case scenarios.
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Marketing Automation for Freelancers
- 2. Subtitle: How to Avoid an Existential Crisis as a Freelancer Tweet your #existentialcrisis pic to @joeforhope
- 3. Joe Hafner, by the numbers 253 16/20 14/16/18 Tweet your #existentialcrisis pic to @joeforhope
- 4. Joe Hafner Ironman Ultrarunner … 5-minute talk Tweet your #existentialcrisis pic to @joeforhope
- 5. Goals for Today • Three principles for success in freelancing • Share some tools to help grow your business • Not have an existential crisis Happy Freelancers
- 6. Busyness is Laziness Existential Crisis check: Most beginning freelancers undervalue themselves and overvalue their work.
- 7. Busyness is Laziness • Establish work-life boundaries • Practice relentless productivity
- 8. Busyness is Laziness • Getting started: use NPS survey • Tool suggestion: SurveyMonkey
- 9. Busyness is Laziness • Your work product is a means to an end for your clients. • Be relentless about quantifying the value of your work.
- 11. Process Determines Outcomes Existential Crisis check: Does a crazy person know they are crazy?
- 12. Process Determines Outcomes • Everything has a process • Learn your creative process, your sales process, your marketing process. Break it down into steps and figure out where you can improve.
- 13. Process Determines Outcomes • Example: Creative process • Client describes needs (standardize intake) • Brainstorm ideas (idea capture) • Vet ideas (voting? Force rank? Market input?) • Produce three drafts • Narrow to one draft • Final edits and delivery
- 14. Process Determines Outcomes • Tool suggestions: • http://methodologee.com/ • Draw.io
- 15. Grow Value by Giving Up Existential Crisis check: You cannot accomplish work beyond the point of your incompetence.
- 16. Grow Value by Giving Up Anything that can be automated, will be. Anything that cannot be automated, will increase in value.
- 17. Grow Value by Giving Up • Bill your client for your production, not your inefficiencies. • Make time to work on your business.
- 18. Grow Value by Giving Up • Automate processes Tool suggestions: HubSpot Zapier Use Zapier. It is amazing.
- 19. Wrap Up •Relentlessly quantify the value of your work •Control your process to control your outcomes •Automate your inefficiencies Avoid existential crisis
- 20. One Last Thing… You are the captain of your ship. Invest in your mindset, attitude, and network.
Editor's Notes
- Read the room: What’s the #1 reason people don’t succeed as freelancers?
- Quick intro: Joe Hafner Marketing Automation expert: I’m a sort of digital watch-builder, helping companies design and mesh the gears that keep operations running.
- Quick intro: Joe Hafner Marketing Automation expert: I’m a sort of digital watch-builder, helping companies design and mesh the gears that keep operations running.
- Done some hard things in my life Ironman, Ultrarunning, Living in Nicaragua Used to giving speeches of 45 minutes or more Trying put together a 5 minute presentation on Marketing Automation nearly caused me to have an existential crisis.
- Guest appearances from Philosoraptor, Einstein, and Michael Scott Next Slide: Principle #1 “Busyness is laziness”
- Your freelance business is a means to an end in your life. For most of us, the juice is worth the squeeze. Freedom, interesting projects.
- Learn to value your time enough to establish work-life boundaries. Practice relentless productivity.
- Use surveys to solicit feedback from your clients about the value of your service to them. Next slide: Principle #2 “Process Determines Outcomes”
- It is quantifiable in its value, it is replaceable, and it is distinct from you. Get off the emotional rollercoaster. You are not your work product.
- Corollary, how crazy is it to do something different every time and expect any kind of result?
- Let’s Talk Marketing: Raise your hand if you have a consistent, predictable marketing and sales process. How long have you been doing the same marketing and sales activities while expecting different results?
- Process extends beyond the obvious “computery things”
- Next Slide: Principle #3 “Grow Value by Giving Up”
- Many of you left a job at least in part due to the incompetence of a boss or coworker, or both. So how do you leverage incompetence? Automation
- Examples: Self-driving cars Amazon automated warehouse fulfillment robots (and drone delivery) Chatbots, i.e. Alexa Raise your hand if you’ve ever spoken to your phone or Alexa. Raise your hand if you’ve ever used Twitter to contact customer service at a large company. One word, “Bots”.
- What are you currently doing that can be automated? What are your areas of inefficiency or incompetency? If you are billing your client for any of those things, they will eventually replace you with a robot. How’s that for an existential crisis?
- Whether you use Email marketing, Social Media Marketing, PPC, Content Marketing or Event Marketing, much of it can be automated
- Read the room: What’s the #1 reason people don’t succeed as freelancers?