We’ve read all the lists; 5 musts to building your freelance business online

Creating an online business is simple. There’s thousands of how-to articles, lists of ideas and channels to choose. But what’s actually a must, and what is simply optional?

We swotted up on as many lists as we could find (which was an impressive number) and summarised the 5 crucially important steps which shouldn’t be skipped by any freelance business.

If you feel something’s missing, we’d love to hear why you feel it should qualify for this list!

1. Be social

In the last 12 months, 176 million new social media users joined up*

Social media channels are now first choice for people to research, share and interact with brands, so you’ll be gaining some credibility straight away by simply being present.

Create pages dedicated to your business across social channels where you’re likely to be found by potential clients and where your content is more likely to be seen and shared. This could be photos if you’re a photographer, video clips for videographers or even marketing advice if you’re an SEO expert. And bear in mind that people expect businesses to be active on at least 3 or 4 social channels**!

Engagement through social media sites brings the customer to feel closer to the business

People who see and engage with your business through social media are more likely to feel as though you both have a stronger relationship. They are also more likely to link human characteristics to your business*** (even though you are human… we assume? But looking through the eyes of a customer, you’re another business!).

*WeAreSocial’s global digital statshot report 2015

**HubSpot report: The Social Lifecycle: Consumer Insights to Improve Your Business

***Hudson, Huang, Roth & Madden, 2014

2. Have a web ‘home’

With the constant juggling of social channels your business is (or will be) on, you should have a base.

Ground your business with a website (have you checked Briefy’s website?).

Hold up. Why bother putting time and effort into creating another place for my business, when I have potentially 10 social pages that represent my business very well?

You may ask. Well, the best reason for having a home that is entirely yours is to do exactly that — make it your own.

As a business, no matter how small, it’s so important to give yourself an identity. It’s easy to simply ‘be yourself’ as a one or two person team. But let’s put some business specs on for a moment. This is the first time someone who isn’t a friend is visiting your site. They are looking for your services, but why should they choose you? What is it people look for in this service? Who or what position is the customer likely to be in?

Your business personality is shown through the colours, design, font, words and imagery of your website

Communicating a personality for your business over the internet is a skill. It is shown through colours, design, font, words and imagery. Your own website means you can show exactly who you are, and exactly what you represent in a creative and unique way.

3. Have multiple entry signs

We’ll use a short analogy here that everyone is thoroughly familiar with. It’s always amusing to show the internet is really just a new place for the same ways of communicating. Nothing new or complicated for businesses.

WHAT’S being said has not changed, HOW it’s being said is evolving each day

Imagine your business was an actual building, located in a small village a few miles from a nearby town. There is no such thing as the internet (seriously, can you imagine?!). You want to direct as many customers there as possible. What do you do?

First, put a sign up with your name plus a to-the-point description of what you do outside the entrance on the roadside. Logical.

Perhaps there isn’t much passing traffic in the village, so naturally, you’d add one to the edge of the nearby town, in the direction to your building.

Still not bringing much business. So you put up a couple more signs around the town itself. Perhaps tailoring the advertisement a little to seem more interesting, adding a few more selling points.

If you still want more people, you’d probably continue by asking other local businesses in the town and then other close towns to show flyers and business cards in their shops. And you’re on a good way to sustainable business and getting your name out there.

If you apply the same logic to the internet, it becomes so much simpler.

• Your website is now your building
• Your social sites are signs outside and nearby
• Social media ads reach deeper into the social networks — this is the town. A buzzing hub of potential customers which takes a little more creativity to reach
• Content you write for your business are your flyers and business cards. Ask businesses who market to a similar audience to perhaps feature or share your content

4. Listen to your audience

The biggest difference between real life and the internet has to be the speed at which trends change and spread.

Constant monitoring of your audience is the best way to stay relevant. It will also help to brainstorm new content. Posting articles, imagery and videos that reflect trending topics is a great way to reach many people much faster.

A www secret: everyone struggles to keep up

A secret of the net: everyone struggles to keep up. So if you seem to be someone who keeps up with big events and trending topics, they’re more likely to follow and engage with your content.

Dip into the occasional forum, such as Quora and Reddit, and some others more closely related to your business. It’s a great place to hear what people are really interested in knowing without too much ‘selling’ talk.

People who big up brands in these kinds of places are much more likely to be genuine advocates — so much can be learned.

5. Be consistent

Consistency. It sounds easy. It’s much harder in practice, but all you really need is a realistic calendar for important tasks.

Be realistic to be consistent with your content

The key word here is realistic. You might be experiencing a quiet period in your business right now. Take advantage of this time to spend more time and effort on marketing activities and being active online.

During busy times, this is when it gets taxing. Set targets you can stick to. This could be once a week where you dedicated one or two hours to producing content. It’s easy to postpone or cancel on these tasks. But to really see a difference when the quiet time comes around again, make it stick!