Build Your Brand—Part 1 of a Complete Marketing System for Freelancers and Solo Professionals

Your Business Your Brand Creatively Marketing System

Marketing. What is it? How are marketing plans developed? How are marketing plans implemented? How are marketing goals tracked and achieved?

These are questions that everyone in business asks, and the answers are pretty standard, but there are big differences in marketing for enterprises and large companies and marketing for freelancers and creative and solo professionals. If you fall into the latter category, this 5-part series is written for you: it describes a marketing system developed just for you.

I am a freelance business owner, and if you are reading this article, so are you. You know by now that we are different than corporate employees, and we have different needs and different challenges than the “big guys.” Large companies have marketing departments, but when you are a freelancer, you are the marketing department. As a matter of fact, you have to do everything to grow and maintain your business, so you need a different kind of marketing system. You need the Your Business Your Brand Creatively (YB2C) Marketing System.

The YB2C Marketing System is a complete 5-part package that includes all of the marketing strategies that are the foundation for successful business growth, and it is especially targeted for freelancers and solo professionals. I developed this system as a response to the challenges of many of my clients over my almost nine years in business.  

In this 5-part series of articles, I will describe and discuss each of the five modules of the YB2C Marketing System and the special circumstances faced by freelance business owners like you as they attempt to develop marketing strategies for their own companies. Many freelancers and solo professionals feel just plan overwhelmed by all of the choices, tasks, and activities involved in successful marketing, and often feel that they don’t have the time or money to spend learning complicated systems. So they often try this and try that, not quite “getting it”, yet knowing in the back of their minds how important having a detailed yet easy-to-use plan can be.

Marketing and selling are two different components of running your business, and when it’s just you (or you and one or two others) in charge of everything, time, money, and expediency are elements that you can and must control for maximum effectiveness. The YB2C Marketing System gives you the knowledge and tools you need to make the best decisions for your business, while also helping you to avoid costly errors in time and money and maximizing all the opportunities for growth of your freelance business.

There are five modules of the YB2C Marketing System:  

  1. Build Your Brand
  1. Identify Your Client and Customers
  1. Maximize Your Messaging
  1. Master Your Marketing
  1. Shape Your Social Media

[Insert Module 1 Book Cover here.]

The first module of the YB2C Marketing System is entitled “Building Your Brand.” When many people think about a “brand,” they think of the visual elements like the logo, or the tagline, or even the unique colors associated with a product. Developing your brand, however, is much more than just developing a logo or choosing pretty colors. The point of branding is so that when people are searching for what they want to solve a problem or choose a service or product, you want them to think of and find the products and services of you and your company.  

When developing or re-designing your brand, you are giving yourself and your company power: power to bring your customers and clients, power to enhance your presence in your market, and power to bring you sales. When you are branding, you are delving into the heart of your business and answering important questions about your core values, your action values, and your expressed values. Why are these values important? Your values are the basis of your company, and it is important that your brand reflect those values. Everything that you design and develop for your prospects, clients, and customers should let them know what you value. These values will also help you to define your ideal customer or client.

Have you thought about the foundational values of your company?  

I would love to talk to you and work with you to develop your strategic marketing plan. The YB2C Marketing System is based on the proven techniques, methodologies, and practices that have been designed especially for busy freelance business owners and solo practitioners like you.

I invite you to find out more information here, and contact me as your earliest convenience when you are ready to invest a few hours in making better marketing decisions for your company.

Identify Your Clients and Customers—Part 2 of a Complete Marketing System for Freelancers and Solo Professionals

Your Business Your Brand Creatively Marketing System

Marketing is thinking of your business from the vantage of your clients or customers and satisfying their needs. No matter the size of the business, the principles and tenets of marketing are the same, but as we stated in the previous article about YB2C, there are big differences in marketing for enterprises and large companies and marketing for freelancers and creative and solo professionals. You will benefit from a marketing system developed just for you.

Like you, I am a freelance business owner, and we are different from the “big guys” and we have different needs and challenges. if you are reading this article, so are you. You know by now that we are different than corporate employees, and we have different needs and different challenges than the “big guys.” Since you have to do everything yourself to grow and maintain your business, you need a different kind of marketing system: the Your Business Your Brand Creatively (YB2C) Marketing System.

The YB2C Marketing System is a complete 5-part package that includes all of the marketing strategies that are the foundation for successful business growth, and it is especially targeted for freelancers and solo professionals. I developed this system as a response to the challenges of many of my clients over my almost nine years in business.  

This is Part 2 of my 5-part series of articles describing each of the five modules of the YB2C Marketing System intended to help the many freelancers and solo professionals who feel just plan overwhelmed by all of the choices, tasks, and activities involved in successful marketing, and often feel that they don’t have the time or money to spend learning complicated systems. When everything depends on you, it may really help to invest in the YB2C Marketing System that will give you the knowledge and tools you need to make the best decisions for your business, and help you to avoid costly errors in time and money and maximizing all the opportunities for growth of your freelance business.

As I described in Part 1 of this series, there are five modules of the YB2C Marketing System:  

  1. Build Your Brand
  1. Identify Your Client and Customers
  1. Maximize Your Messaging
  1. Master Your Marketing
  1. Shape Your Social Media

[Insert Module 2 Book Cover here.]

The second module of the YB2C Marketing System, “Identify Your Clients and Customers,”  helps you to define and then find your ideal client or customer and develop a marketing plan for this group of people. Equally important for successful marketing of your products and services is the develop and growth of your “tribe,” a closely related group of people, businesses, and organizations with whom you can have a mutually beneficial exchange of idea, goods, and services. The members of your tribe are your friends, fans, and followers that from which you can develop and grow an active and profitable client base for your business.  

Marketing is the means by which you discover, create, and satisfy the needs of your clients and customers. What you are doing with your targeted marketing plan and activities is developing a demand for what you and your company have to offer. The purpose of your marketing plan is to make the eventual sales of your products and services easier.  

When I work with my freelance clients and ask them to whom do they want to sell their products or services, some of them actually say: “Everybody with a pulse and a bank account!” Wrong answer. In order to same time, money, and frustration, it is important for you to specifically decide the best types of people to target, and then to simultaneously build a group of like-minded people who will help you to get your message out. This process does not have to take a lot of time, but it must be strategic. Having a dedicated plan is important and will save you time and money while brining you tangible results.

I would love to talk to you and work with you to develop your strategic marketing plan. The YB2C Marketing System is based on the proven techniques, methodologies, and practices that have been designed especially for busy freelance business owners and solo practitioners like you.

I invite you to find out more information here, and contact me as your earliest convenience when you are ready to invest a few hours in making better marketing decisions for your company.

Master Your Marketing—Part 3 of a Complete Marketing System for Freelancers and Solo Professionals

Your Business Your Brand Creatively Marketing System

Your Message: what is it? What should it be? In the “old days” (a decade or two ago), marketing messages were a one-way street. Advertisers and copywriters just told people what they thought people wanted to hear. Today, your messaging needs to be much more of a two-way conversation with your prospects, clients, and customers. People love to hear and read stories, and want to connect with you in many different ways. You should keep your marketing messages clear, concise, compelling, and consistent, but how? But developing a strong, targeted, and specific communications plan for your business.  

These are questions that everyone in business asks, and the answers are pretty standard, but there are big differences in marketing for enterprises and large companies and marketing for freelancers and creative and solo professionals. I know, because I’ve been a freelance business owner for almost nine years, and I have learned a lot about messaging. Yes, you need content, but you also need context.  

  • What you say is important.
  • How you say what you say is even more important.
  • When and where you way what you way is the most important of all.

The YB2C Marketing System is a complete 5-part package, especially developed for freelancers and solo professionals that includes all of the marketing strategies that are the foundation for successful business growth. In Part 3 of this 5-part series of articles, I will describe and discuss the special messaging challenges faced by freelance business owners like you. All conversations are not equal, and you just cannot engage all of your prospects, clients, and customers in the same way at the same time. So how to do you choose what, when, and how to get your message out successfully?

There are five modules of the YB2C Marketing System:  

  1. Build Your Brand
  1. Identify Your Client and Customers
  1. Maximize Your Messaging
  1. Master Your Marketing
  1. Shape Your Social Media

[Insert Module 3 Book Cover here.]

In the third module of the YB2C Marketing System, “Maximize Your Messaging,” I work with my clients to help them to have a clear focus on what they are saying to a specific audience. We also develop a plan to ensure that the messaging is consistent across the multiple channels we use. Lastly, together we make the clients messaging not a one-way push, but design an ongoing conversation that is engaging and “listens” as well as “tells.”  

Many of my clients have heard about the “UPS,” the Unique Positioning Statement, but many believe that is just for large companies or marketing departments. But having a UPS that can succinctly stated and that summarizes your company’s brand and values helps you to let people know where you and your products and services stand in your targeted market.  

The purpose of your marketing message is to provide your clients and customers with a solution to a problem or challenge they are experiencing, or to offer an improvement they are seeking or a change they wish to make. This is where you develop your core message—in about 25 words of less. It’s not as easy as it seems, but the exercise will build needed clarity and conciseness for your entire group of messaging activities. Your core message is also known as your elevator speech or pitch.

Your tagline is another element of your messaging that the YB2C Marketing System will help you to develop. A tagline is different from a slogan, although many people conflate the two. The tagline is tied to a value, feature, or benefit of your company’s products or services, and usually stays constant. A slogan, on the other hand, is an expression of a customer experience and is frequently changed depending on consumer or cultural trends.  

Once you’ve develop your major messages, it is time to generate supporting messages that you can use depending on the marketing channel and specific audience you are targeting. It sounds like a lot of work, and it is. But having a template and a plan will help you through this process and save you time and money.  

I would love to talk to you and work with you to develop your strategic marketing plan. The YB2C Marketing System is based on the proven techniques, methodologies, and practices that have been designed especially for busy freelance business owners and solo practitioners like you.

I invite you to find out more information here, and contact me as your earliest convenience when you are ready to invest a few hours in making better marketing decisions for your company.