This article is part of a series called Connecting The Dots, whereby I reach out to experts to discuss a topic of their choice and inspire others.
The second instalment of this series comes from Matthew Mace, a freelance copywriter based in Cumbria. Matthew explains how other copywriters can escape the race to the bottom using LinkedIn.
Finding your next project as a freelance writer can cause uneasiness, stress, and in some instances, a few sleepless nights (I know I’ve been there).
This is often made worse by the countless freelance sites that bid freelancers against other freelancers. It’s a race to the bottom in terms of price, the clients are often not the best (while expecting the world), and you’re barely making ends meet.
But it doesn’t have to be like this. LinkedIn is an excellent place for freelance writers to start building their professional network and finding new clients.
In this blog post, I’ll explain how to successfully grow your LinkedIn network, drawing on personal experience so you can avoid the mistakes I made in the beginning.
I’m not promising you unlimited clients, but I can guarantee a better experience than most, if not all, freelancing sites.
Why LinkedIn?
Freelance marketplaces are an excellent first step to find your first few writing gigs. However, they should remain exactly that — a first step.
Unlike other freelancing sites, LinkedIn is a social networking platform.
This removes the race to the bottom as there’s no public bidding on projects. Instead, you focus on building your network and attracting your clients to come to you (more on this shortly).
With a strong network and a solid marketing strategy, you can begin finding regular clients without the previously mentioned hassle associated with freelancing sites.
How to grow your LinkedIn network
Growing your professional network takes time and a lot of work. But it’s very worthwhile!
Before I talk about how to grow your network, I first want to address how not to do it.
You may think that the bigger your network, the better. And to some extent, that’s true. But the quality of your network is undoubtedly more important.
Don’t just connect with anyone. After all, you’ll be seeing their content in your feed, and if you don’t gel with it, you’re more likely to dread spending time on the platform. This is not what you want!
To start, I recommend connecting with the following:
Other freelance writers
Web developers
Graphic designers
Marketing managers
Connecting with other freelancers is a great way to build your network — these people are your friends, not your enemies. Tattoo it on your arm if you have to. They’re your budding support network!
You should also create a target ideal customer profile (ICP) — this represents the people you want to work with. When you connect with these people, they’ll start seeing your content on their home feeds.
So for me, that’s marketing managers for health and fitness brands. Map out your target persona and start connecting with them. But please, please, don’t pitch slap them when sending a connection request.
The pitch slap: Sending a pitch to a connection in the first message. It’s not cool. Avoid this at all costs. Instead, focus on building genuine relationships.
Post content with your ICP in mind
As you start connecting — and continue to connect — with your target audience, you should be creating and sharing content.
Answer burning questions, showcase industry expertise, and be as helpful as possible. Some LinkedIn users take a more “personal brand approach”, sharing selfies, life stories, and so on. Personally, that’s never been my cup of tea. But do what works best and feels most authentic to you!
Once you know what to create, it’s time to pick a posting schedule. Whether you post two, three, or seven times a week is up to you. My advice? Pick a posting schedule that allows you to remain consistent; you’re in it for the long haul.
And remember: new and existing connections will see your posts. So make a good impression, especially for those new connections!
A few tips for LinkedIn success
Growing your network and successfully landing clients on LinkedIn requires a professional profile. A great way to look at this is to treat your LinkedIn profile like a landing page. After all, that’s exactly what it is.
To get set up correctly, try the following:
Add a professional headshot
Optimise your LinkedIn “about section” – make it about how you can help your target ICP
Add work samples to your featured section
Design a professional banner that states what you do
Add the appropriate hashtags to your profile
Fill in the experience section
Update your contact info
The above checklist is a great place to start. Over time, you can further optimise your profile as needed, but spending a few hours ticking off the above items will set you up for success.
Avoid the race to the bottom
The race to the bottom of the freelancing pit is frustrating, tiresome, and it can sometimes seem like there’s no way out.
However, if you follow the advice laid out in this blog post, you’ll be well on your way to landing clients on LinkedIn.
I’m not saying it’ll be easy, but it’s well worth doing.
Key takeaways:
LinkedIn is an excellent place to build your professional network
Connect with your target ICPs
Post regular content & engage with other posts for success
FAQs
How do I promote myself as a freelance writer on LinkedIn?
To promote yourself on LinkedIn, connect with your target persona and then post content that answers their questions and problems.
How should freelance writers post on LinkedIn?
Post a minimum of two to three times a week, and focus on solving problems for your target audience. Be helpful!
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