Freelance Digital Marketing Business: Essential Steps & Actionable Tips

Embarking on a journey to become a freelance digital marketer can be both exciting and challenging. Drawing insights from Seth Godin’s This Is Marketing and Josh Nelson’s The Seven Figure Agency Roadmap, this guide will help you get started and build a successful digital marketing business. We’ll break down the essential steps, explain the necessary skills, and provide actionable items to ensure your efforts deliver tangible results.

Become a Smarter Freelancer in 10 minutes per week.

✅Every week we share First hand experiments, interviews and advice

Step 1: Understand Your Market and Audience

Identify Your Niche:

• Concept: Narrowing down your focus to a specific industry or type of client can make your marketing efforts more effective.
• Action:

1. List your skills and interests.
2. Research potential niches and their demand.
3. Choose one target market to serve.

• Example: Alan Hillsberg focused on funeral homes, which transformed his business.

Define Your Ideal Customer:

• Concept: Understand your customers’ dreams, fears, and desires to tailor your services to their needs.
• Action:

1. Create detailed customer personas. Include demographic details, pain points, goals, and buying behavior.
2. Use tools like Google Analytics, surveys, and interviews.

• Example: If targeting HVAC contractors, a persona might include details like age, business size, and common challenges like lead generation and customer retention.

Research Customer Pain Points:

• Concept: Identifying the specific problems your audience faces will help you offer targeted solutions.
• Action:

1. Conduct surveys, interviews, or read industry forums to gather insights.
2. Use tools like SurveyMonkey or Google Forms.

• Example: Common pain points for small businesses might include lack of online visibility and ineffective advertising campaigns.

Step 2: Develop a Value Proposition

Craft a Compelling Offer:

• Concept: Your services should address a significant need or desire of your target market.
• Action:

1. Write down what you offer, who you serve, and how you’re different.
2. Keep it clear and concise.

• Example: “I help HVAC contractors increase their online visibility and generate more leads through targeted digital marketing strategies.”

Create a Unique Selling Proposition (USP):

• Concept: Highlight what makes your services unique and better than competitors.
• Action:

1. List the benefits and unique features of your service.
2. Focus on aspects like personalized service, specialized knowledge, or proven results.

• Example: “Unlike other marketers, I provide tailored SEO strategies specifically for HVAC businesses, ensuring you get found by customers in your area.”

Step 3: Learn Essential Digital Marketing Skills

To effectively offer digital marketing services, you need to master several key skills:

1. Search Engine Optimization (SEO):

• Concept: SEO involves optimizing a website to rank higher in search engine results, thereby increasing organic traffic.
• Action:

1. Learn keyword research using tools like Google Keyword Planner, Ahrefs, or SEMrush.
2. Understand on-page SEO techniques such as optimizing title tags, meta descriptions, and header tags.
3. Implement off-page SEO strategies like backlink building.
4. Use tools like Google Analytics to track and analyze website performance.

• Example: Create a detailed SEO strategy for a client’s website to improve their search rankings.

2. Pay-Per-Click (PPC) Advertising:

• Concept: PPC involves running paid ads on platforms like Google Ads or social media to drive traffic to a website.
• Action:

1. Learn how to set up and manage Google Ads campaigns.
2. Understand bidding strategies, ad copywriting, and landing page optimization.
3. Monitor and adjust campaigns based on performance data.

• Example: Set up a Google Ads campaign to drive targeted traffic to a client’s landing page.

3. Social Media Marketing:

• Concept: Social media marketing involves promoting a brand or product on platforms like Facebook, Instagram, LinkedIn, and Twitter.
• Action:

1. Create engaging content tailored to each platform.
2. Schedule and manage posts using tools like Hootsuite or Buffer.
3. Run paid social media campaigns to reach a larger audience.
4. Engage with followers and respond to comments and messages.

• Example: Develop a social media content calendar and run a Facebook ad campaign to increase brand awareness.

4. Content Marketing:

• Concept: Content marketing focuses on creating and distributing valuable content to attract and retain a target audience.
• Action:

1. Write blog posts, eBooks, and whitepapers that address your audience’s pain points.
2. Use SEO techniques to optimize your content for search engines.
3. Promote your content through social media and email marketing.

• Example: Write a series of blog posts on digital marketing tips for small businesses and promote them on social media.

5. Email Marketing:

• Concept: Email marketing involves sending targeted emails to a list of subscribers to nurture leads and drive conversions.
• Action:

1. Build and segment an email list.
2. Create compelling email content with clear calls to action.
3. Use email marketing platforms like Mailchimp or Constant Contact to automate campaigns.
4. Analyze email performance and adjust strategies based on open and click-through rates.

• Example: Set up an email drip campaign to nurture leads and convert them into clients.

Step 4: Set Up Your Marketing Funnel

Lead Generation:

• Concept: Attracting potential clients through various channels ensures a steady stream of leads.
• Action:

1. Create a lead magnet, such as a free eBook or a webinar, to attract potential clients.
2. Use inbound marketing, cold outreach, and joint ventures.

• Example: Offer a free downloadable guide, “The Ultimate Digital Marketing Checklist for Small Businesses,” in exchange for email sign-ups.

Nurture Leads:

• Concept: Building relationships through consistent and valuable communication turns leads into clients.
• Action:

1. Set up an email marketing campaign to nurture leads.
2. Provide valuable content regularly.

• Example: Send a weekly newsletter with tips, success stories, and updates on your services.

Conversion Optimization:

• Concept: Ensuring your website and landing pages are optimized for conversions helps turn visitors into clients.
• Action:

1. Test different headlines, calls-to-action, and designs to see what converts best.
2. Use tools like Google Analytics to track performance.

• Example: A/B test your landing page to see which design or headline gets more sign-ups.

Step 5: Sales Mastery

Initial Contact:

• Concept: The first impression matters; be prepared with a solid script.
• Action:

1. Develop and practice a sales script that outlines your value proposition and addresses potential objections.
2. Role-play with a friend or mentor to refine your approach.

• Example: “Hi, I’m [Your Name], and I specialize in helping HVAC contractors like you generate more leads online. Can we discuss how I can help you achieve your business goals?”

Pre-meeting Research:

• Concept: Knowing your potential client’s business and industry shows professionalism and preparedness.
• Action:

1. Research the potential client’s business, competitors, and industry trends.
2. Use tools like LinkedIn, Google, and industry reports.

• Example: Before meeting an HVAC contractor, research their current online presence, read industry reports, and understand their market.

Review Meeting:

• Concept: Presenting your value proposition clearly and addressing their specific pain points can close the deal.
• Action:

1. Create a customized presentation for each potential client.
2. Highlight how your services can solve their specific problems.

• Example: “Based on my research, I see that your website could benefit from improved SEO. Here’s how I can help you rank higher on Google and attract more local customers.”

Follow-Up:

• Concept: Regular follow-ups show persistence and interest in the client’s business.
• Action:

1. Schedule follow-ups in your calendar and send personalized emails.
2. Use a CRM tool to keep track of interactions and next steps.

• Example: “Hi [Client], I just wanted to follow up on our conversation and see if you had any questions about the proposal I sent.”

Step 6: Deliver Exceptional Results

Choose the Right Service Model:

• Concept: Recurring revenue models provide sustained income and growth.
• Action:

1. Develop service packages that offer ongoing value. Focus on monthly retainers rather than one-off projects.
2. Ensure your services deliver measurable results.

• Example: Offer a monthly SEO service package that includes regular updates, reports, and strategy sessions.

Systematize Your Service Delivery:

• Concept: Creating standard operating procedures (SOPs) ensures consistency and efficiency.
• Action:

1. Document your processes and train any team members or virtual assistants.
2. Use project management tools to keep track of tasks and deadlines.

• Example: Create an SOP for setting up and optimizing Google Ads campaigns, detailing each step from keyword research to reporting.

Measure and Improve:

• Concept: Using analytics to track the performance of your campaigns allows you to improve and show results.
• Action:

1. Regularly review performance metrics and adjust strategies accordingly.
2. Use tools like Google Analytics, SEMrush, or Ahrefs.

• Example: Use Google Analytics to track website traffic and conversions, and adjust your SEO strategy based on the data.

Step 7: Retain Clients Long-Term

Onboarding Process:

• Concept: A smooth and impressive onboarding experience sets the tone for a long-term relationship.
• Action:

1. Develop a comprehensive onboarding checklist and guide.
2. Send a welcome email with detailed instructions on what to expect.

• Example: Provide a timeline of the first month’s activities, including key milestones and deliverables.

Regular Communication:

• Concept: Maintaining consistent communication keeps clients informed and engaged.
• Action:

1. Schedule regular check-ins and provide monthly reports.
2. Use tools like Zoom or Google Meet for virtual meetings.

• Example: Set up monthly meetings to review progress, discuss new opportunities, and address any concerns.

Continual Value Delivery:

• Concept: Always look for ways to add value and improve your clients’ results.
• Action:

1. Stay updated with industry trends and share relevant insights with your clients.
2. Introduce new marketing strategies or tools that could benefit your clients.

• Example: Introduce advanced analytics or new social media advertising strategies to keep your services fresh and effective.

Practical Implementation Guide

Month 1: Setup

• Identify your niche and create customer personas.
• Action: List potential niches and evaluate their demand.
• Example: Create a detailed persona for HVAC contractors.
• Develop your value proposition and USP.
• Action: Write a clear and concise value proposition.
• Example: “I help HVAC contractors increase their online visibility and generate more leads through targeted digital marketing strategies.”
• Start building your content marketing strategy.
• Action: Plan your first few blog posts or videos.
• Example: Outline a blog post on “10 SEO Tips for HVAC Contractors.”

Month 2: Build Authority

• Publish initial content pieces.
• Action: Write and publish at least 2-3 blog posts or videos.
• Example: Publish a blog post on “How to Use Social Media for Local Business Marketing.”
• Reach out to past clients for testimonials.
• Action: Contact previous clients and ask for testimonials.
• Example: Create a testimonials page on your website.
• Create your lead magnet.
• Action: Develop a free eBook or guide to attract potential clients.
• Example: Offer a free downloadable guide, “The Ultimate Digital Marketing Checklist for Small Businesses.”

Month 3: Generate Leads

• Set up your lead generation funnel.
• Action: Create landing pages and set up email capture forms.
• Example: Use a tool like Mailchimp to create and manage your email list.
• Begin cold outreach and joint ventures.
• Action: Identify potential partners and reach out for collaboration.
• Example: Partner with a local business association to offer a joint webinar.
• Launch your email marketing campaign.
• Action: Create and schedule a series of nurture emails.
• Example: Send weekly emails with tips, success stories, and updates on your services.

Month 4: Optimize Conversions

• Optimize your website and landing pages.
• Action: Conduct an audit of your website and identify areas for improvement.
• Example: Improve your website’s loading speed and mobile responsiveness.
• Conduct A/B testing to improve conversions.
• Action: Test different headlines, calls-to-action, and designs.
• Example: A/B test your landing page to see which design gets more sign-ups.
• Refine your sales pitch and follow-up process.
• Action: Develop and practice your sales script.
• Example: Schedule follow-ups in your calendar and send personalized emails.

Month 5: Deliver Results

• Finalize your service packages.
• Action: Develop and document your service offerings.
• Example: Create a monthly SEO service package with detailed deliverables.
• Document SOPs and train any team members.
• Action: Create standard operating procedures for your processes.
• Example: Create an SOP for setting up and optimizing Google Ads campaigns.
• Start measuring campaign performance.
• Action: Set up analytics tools and track key performance metrics.
• Example: Use Google Analytics to track website traffic and conversions.

Month 6: Retain Clients

• Develop your onboarding process.
• Action: Create a comprehensive onboarding checklist and guide.
• Example: Send a welcome email with detailed instructions on what to expect.
• Schedule regular client check-ins.
• Action: Set up monthly meetings to review progress and discuss new opportunities.
• Example: Use Zoom or Google Meet for virtual meetings.
• Continuously seek ways to add value.
• Action: Stay updated with industry trends and share relevant insights with your clients.
• Example: Introduce advanced analytics or new social media advertising strategies.

By following these steps and implementing the actionable items, you’ll be well on your way to building a successful freelance digital marketing business. Stay consistent, adapt to changes, and always focus on delivering exceptional value to your clients. Happy marketing!