The Best Way to Market Your Creative Business
Whether you are offering graphic design and web development or video production for corporate clients or something altogether more creative. The creative industries today, in the context of digital media, in particular, are now highly saturated with freelancers touting their abilities. They often focus on being the cheapest, rather than the best. Which, as you will see in this article, might not be the best strategy for a creative business.
The challenge is that as a creative entrepreneur, you are now operating in a ruthlessly competitive marketplace. A market with strong international competition. This means that people today compete for projects with freelancers from around the world. Many of them have a much lower cost of living than those of the US, Europe, and Australia. Which means that they can completely undercut most people.
Cheap or not?
That said, cheap isn’t always cheerful. And, the business community has learned that there might be much more value to be found in hiring someone they can trust.
For example, a customer will like the idea of cost savings. Those, who are connected to going to a website like freelancer.com and working with someone in India for a bargain price, for example. But often, the effort, miscommunication and low standard of work do not produce a good result. (There are a few freelancers, not all, who move projects as fast as possible. Because of the fact, that they earn enough money because their prices are so low).
There’s a huge contrast to working with someone locally that has a physical address, even if it’s virtual, as it positions this creative entrepreneur as a lot better fit for the project based on shared culture, time zone and understanding of accepted standards.
The challenge, with a creative business, is that you can have the best skills. But, if you aren’t able to market yourself effectively then nobody is going to do business with you!
In many ways, it’s actually your ability to market yourself today that is so paramount to your success. This article provides three tips on how to do just that.
1. PICK A NICHE
There’s a fine balance between being too generalist and too niche, yet whilst it can be tempting to be a jack of all trades and promote a multitude of services, the general advice is to mark yourself out as an expert within a particular field; such as corporate video, for instance, rather than corporate video, plus wedding video, plus graduation video and so on… people tend to like to know they are doing business with a specialist that understands their needs.
2. WORD OF MOUTH RECOMMENDATION
Word of mouth marketing is the oldest and most effective form of marketing.
The social proof from online reviews, testimonials, and social media ‘likes’ works on this principle. But, don’t forget, even in today’s digital age, people are still doing business with people. And, word of mouth from people talking to others is the most trusted form of recommendation and marketing available. Do all you can to encourage existing clients to spread the word about how happy they are with your service.
3. NETWORK, NETWORK, NETWORK
Leading on from the point about word of mouth, you want to get in front of people, as today we seem to spend more time developing our social media profiles than we do getting out in the real world and talking to people… yet, this is the most effective way to gain business.