Marketing tools for the freelance editor. Mary McCauley. SfEP conference 13-15 September 2014.
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Marketing Tools for the Freelance Editor Mary McCauley © Mary McCauley Proofreading 2014
description
As a freelance editor you may have excellent qualifications, skills and experience, but have you told your potential clients, i.e. your target market? Is brand important and how do you develop one? In today's competitive marketplace your methods of attracting clients must be fit for purpose: using the right marketing tools is essential. This slide deck explains which marketing tools can be of most use to you. It will demonstrate the importance of an online presence and show how easy it is to set up a basic website, and it will look at examples of the key social media tools used by freelance editors. This slide deck is aimed at those starting out as a freelance editor or proofreader. It will also be of use to established editorial professionals who, for one reason or another, have not marketed their business to date, but who now wish to seek new clients and grow their business.
Transcript of Marketing tools for the freelance editor. Mary McCauley. SfEP conference 13-15 September 2014.
© Mary McCauley Proofreading 2014
Marketing Tools for the Freelance
Editor
Mary McCauley
© Mary McCauley Proofreading 2014
Fit for what purpose?
Editor
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Fit for what purpose?
Busine
ssEditor
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What marketing
boils down to …
Which clients?
Which services?
How to persuade
people to buy from you?
© Mary McCauley Proofreading 2014
Which tools to
use?
Networking
Customer Service
Brand
Website
Social Media
© Mary McCauley Proofreading 2014
Which tools to
use?
Networking
Customer Service
Brand
Website
Social Media
© Mary McCauley Proofreading 2014
Think of your favourite go-to service (e.g.
shop, hairdresser, airline, plumber, dentist, etc.).
Why do you choose that service?
What’s your favourite thing about that service?
Over to you …
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The Boomerang Principle
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Be helpful, honest and genuine
Avoid jargon
Complaints
Always reply
Delight the customer
Clients are people
Customer Service
© Mary McCauley Proofreading 2014
Treat your customers as if
they were newspaper reporters.
© Mary McCauley Proofreading 2014
Which tools to
use?
Networking
Customer Service
Brand
Website
Social Media
© Mary McCauley Proofreading 2014
What is my ‘brand’?
Promise
Perception
Expectations
Elements
“Branding is how you tell your story
…”
Dustin W. Stout
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Logo
Photo
Tagline
Colour schem
eConsisten
cy
Testimonials
Portfolio
CV
BUILDING YOUR
BRAND
© Mary McCauley Proofreading 2014
© Mary McCauley Proofreading 2014
Which tools to
use?
Networking
Customer Service
Brand
Website
Social Media
© Mary McCauley Proofreading 2014
If you build it [correctly] they will come.
© Mary McCauley Proofreading 2014
Platform
Design
Content
Social Media
Mobile
SEO
BUILDING YOUR
WEBSITE
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Search Engine Optimisation
Domain Name
Keywords
Backlinks
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Business Blogging
Meet needs Answer questions
Solve problems
© Mary McCauley Proofreading 2014
© Mary McCauley Proofreading 2014
© Mary McCauley Proofreading 2014
© Mary McCauley Proofreading 2014
Which tools to
use?
Networking
Customer Service
Brand
Website
Social Media
© Mary McCauley Proofreading 2014
Conferences
Training courses
Professional organisations
Business groups
Literary events
Social media
Online forums
Networking – in person and online
© Mary McCauley Proofreading 2014
Is this you?
© Mary McCauley Proofreading 2014
Is this you?
© Mary McCauley Proofreading 2014
Which tools to
use?
Networking
Customer Service
Brand
Website
Social Media
© Mary McCauley Proofreading 2014
Social media revolution
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Social media
© Mary McCauley Proofreading 2014
© Mary McCauley Proofreading 2014
Google Analytics (measuring)
Hootsuite (planning and measuring)
TweetDeck (planning)
Google Alert (monitoring)
Search for your business name
(monitoring)
Planning, measuring and monitoring
© Mary McCauley Proofreading 2014
© Mary McCauley Proofreading 2014
“It takes 20 years to build a
reputation and only five minutes
to ruin it. If you think about that,
you’ll do things differently.”
Warren BuffettAmerican business magnate, investor and philanthropist
