{"id":139743,"date":"2022-03-16T11:00:00","date_gmt":"2022-03-16T16:00:00","guid":{"rendered":"https:\/\/getflywheel.com\/?p=23944"},"modified":"2022-03-16T11:00:00","modified_gmt":"2022-03-16T16:00:00","slug":"reasons-networking-hasnt-won-freelance-clients-and-how-you-can-fix-that","status":"publish","type":"resource","link":"https:\/\/wpengine.com\/case-studies\/resources\/reasons-networking-hasnt-won-freelance-clients-and-how-you-can-fix-that\/","title":{"rendered":"4 Reasons Networking Hasn\u2019t Won You Freelance Clients (and how you can fix that)"},"content":{"rendered":"\n

Networking is usually \u201call or nothing.” Most people either avoid it like Comic Sans or they give it their all. <\/p>\n\n\n\n

And when someone doesn\u2019t like or believe in online or offline networking for new clients, it\u2019s usually for one of two reasons.<\/p>\n\n\n\n

In the first scenario, it\u2019s likely they tried going to networking events or joining online groups in the past, and nothing good came of it. Maybe they received no response, maybe it ended in a negative experience, like their ultimate worst client coming from an in-person networking event. And honestly, those scenarios happen.<\/p>\n\n\n\n

But this person likely was also making one of the networking mistakes we\u2019re going to talk about later.<\/p>\n\n\n\n

In a different light, some people don\u2019t like networking because their idea of it is based on people in the scenario above. Their opinions of networking are all based on someone for whom it isn\u2019t working. So why would they try it themselves?<\/p>\n\n\n\n

But to a freelancer, your community is everything. As the saying goes, \u201cyour network is your net worth.\u201d There\u2019s power\u2014and lots of client work\u2014in the people around you, even if you haven\u2019t found it yet.<\/p>\n\n\n\n

If being part of a community\u2014online or off\u2014hasn\u2019t worked for you in the past, here are some of the mistakes you might be making and how you can change them. These work for both online and offline networking; in the end, it\u2019s all about building better relationships.<\/p>\n\n\n\n

1. You\u2019re focusing on peers, not clients<\/h2>\n\n\n\n

The first, and maybe most common, mistake freelancers make when networking is only spending time with other freelancers in their own niche. This would be if you, a web designer, mostly hung out with other web designers, and that\u2019s all.<\/p>\n\n\n\n

Now, hanging out with people like you is amazing. You can make friends, find mentors, get valuable insights, and just have fun hanging out with people who understand your experiences.<\/p>\n\n\n\n

But when you\u2019re spending all your time with them, how are you going to find people who actually need web design<\/strong> and would hire you to do the job?<\/p>\n\n\n\n

Finding peers to hang out with, in person or in Facebook groups like Leah Kalamakis\u2019 Freelance to Freedom Project Community<\/a>, can grow and improve your freelance business in tons of ways. But getting new clients probably won\u2019t be one of them.<\/p>\n\n\n\n

There are more indirect ways of finding work in these communities, like getting referrals from other designers you meet there. But if new work is a big reason you\u2019re interested in networking, you\u2019ll see more results by networking in communities that actually have your ideal clients.<\/p>\n\n\n\n

What to do instead<\/h3>\n\n\n\n

Join a variety of different networking groups of different types, both online and in-person.<\/p>\n\n\n\n

Aside from communities of other designers, here are some audiences you might want to meet (depending on your niche):<\/p>\n\n\n\n

    \n
  • Marketing agency employees who might outsource work to freelancers<\/li>\n\n\n\n
  • Local communities of small businesses who likely won\u2019t have in-house designers<\/li>\n\n\n\n
  • Online communities serving the industry your favorite clients work in<\/li>\n\n\n\n
  • Freelancers in other areas like writing, virtual assistants, and photographers who need better websites for themselves (or their clients)<\/li>\n\n\n\n
  • Business coaches who recommend resources to their clients<\/li>\n<\/ul>\n\n\n\n

    When you\u2019re choosing places to spend your networking time, focus on your clients instead of yourself.<\/strong><\/p>\n\n\n\n

    What industries are they in? What events do they go to? Where do they spend time online?<\/p>\n\n\n\n

    Focusing on their own interests and behaviors instead of your own will help push you toward your future clients.<\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n

    2. You\u2019re not going niche enough<\/h2>\n\n\n\n

    Let\u2019s say that you\u2019ve decided to stop networking with other designers and find where your clients are. So you say, \u201chmmm, well, I live in D.C. and like working with local clients, so I\u2019ll just start going to as many events in town as possible and hand out cards.\u201d<\/p>\n\n\n\n

    That\u2019s still networking wrong.<\/p>\n\n\n\n

    Or say you have decided to target freelance virtual assistants, but join a general Facebook group for online business, including some VAs. Or you\u2019re focusing on realtors and only work with local clients, but join a national LinkedIn group.<\/p>\n\n\n\n

    Even if there are some VAs in that Facebook group you joined, you\u2019ll have to talk to and meet a lot of other group members to find them. And if you show up to any Facebook event, you have no idea who\u2019s going to be there and if they\u2019re even in jobs where they\u2019d need a web designer.<\/p>\n\n\n\n

    Can you eventually get lucky and meet a good prospect? Of course.<\/p>\n\n\n\n

    But it will take longer.<\/p>\n\n\n\n

    Pushing business cards on strangers, whether they\u2019d need your business or not, isn\u2019t fun for anyone. Instead of meeting tons of people just waiting for one to be your ideal client, draw from a narrower pool.<\/p>\n\n\n\n

    What to do instead<\/h3>\n\n\n\n

    Instead of a \u201cspray and pray\u201d approach to networking, meaning you\u2019re putting yourself out there, anywhere, and hoping the right people find you through it, take a more strategic approach to researching the communities you\u2019re active in.<\/p>\n\n\n\n

    It\u2019s all in the research, so once you walk into a room or introduce yourself to an online community, you know there are potential clients listening.<\/strong> It can be helpful to plan out the type of communities you\u2019re looking to join, and then find fits for that, as opposed to just browsing.<\/p>\n\n\n\n

    Finding somewhere to start won\u2019t be hard.<\/p>\n\n\n\n

    It should only take five minutes of planning, solid Googling, and a few minutes of LinkedIn or Facebook perusal.<\/p>\n\n\n\n

    Grab a piece of paper or your planner and jot down:<\/strong><\/p>\n\n\n\n

      \n
    • Specific details about your ideal client (industry, business type\/model, budget, location, etc.)<\/li>\n\n\n\n
    • Their favorite places to hang out online<\/li>\n\n\n\n
    • Organizations they may be part of<\/li>\n\n\n\n
    • Conferences or events they may attend<\/li>\n<\/ul>\n\n\n\n

      If you don\u2019t know all of this immediately, you can view a colleague\u2019s or client\u2019s Facebook groups to see what they\u2019re a member of, look at LinkedIn groups your clients have joined, and Google to see what events (if any) they sponsor or participate in.<\/p>\n\n\n\n

      For example, if you work with a lot of health companies, you might attend health, fitness, and wellness conventions and conferences. A huge amount of the events\u2019 sponsors, exhibitors, speakers, and other attendees could be potential clients for you. That\u2019s fully taking advantage of your niche.<\/p>\n\n\n\n

      3. You\u2019re building shallow relationships<\/h2>\n\n\n\n

      Let\u2019s say you\u2019ve done your research. You found niche communities to participate in and are ready to make your entrance, whether that\u2019s online or by literally entering a room.<\/p>\n\n\n\n

      This is not something where you can just show up and succeed\u2014or where you can rush things.<\/p>\n\n\n\n

      The last thing you want to do when it comes to valuable networking is work the room.<\/strong><\/p>\n\n\n\n

      I like to call this \u201coverenthusiastic networking,\u201d and the person usually means well. But being so excited to get yourself out there, talk to people, make new relationships, and drive new business can lead to “working” the room instead of participating in it.<\/p>\n\n\n\n

      In an effort to connect with as many people as possible, you can end up having a lot of shallow conversations that end with pushing your business card or website URL on someone way too soon.<\/p>\n\n\n\n

      That\u2019s collecting relationships, not building them.<\/strong><\/p>\n\n\n\n

      If you\u2019re only participating in a Facebook group\u2019s promo threads, or making five minutes of small talk with someone at happy hour before your pitch, the interactions you have aren\u2019t going to amount to a valuable connection.<\/p>\n\n\n\n

      What to do instead<\/h3>\n\n\n\n

      Realize you\u2019re not going to meet everyone at once, and that\u2019s okay. Think about it this way: even in a best case scenario where everyone wanted to hire you, you wouldn\u2019t be able to take on all the work at once anyway!<\/p>\n\n\n\n

      Instead of letting your enthusiasm get to you and introducing yourself to everyone who could be interesting, spend a little more time with fewer individuals. That could mean private messaging with someone in a Facebook group, sitting down for a one-on-one with someone at a conference, or creating follow-up lunches with people at Chamber of Commerce events.<\/p>\n\n\n\n

      By building deeper relationships with fewer people, you\u2019ll be able to learn enough about each other to really build the foundation of a professional relationship.<\/p>\n\n\n\n

      The better you know someone, the better the chances are there will be a time they can help you, and you them. For example, if someone you start getting to know ends up not becoming a client, they\u2019ve learned enough about you and your business that they might refer you to someone else.<\/p>\n\n\n\n

      Long-term relationships can also pay off way down the line. For example, someone that I originally met in an online community over two years ago just became a new client. If we hadn\u2019t kept in touch and kept a friendship going since, he would have long forgotten about me by the time he needed to hire a writer.<\/p>\n\n\n\n

      4. You\u2019re not making your expertise known<\/h2>\n\n\n\n

      On the other end of the \u201cpushiness and timing\u201d spectrum, there\u2019s a chance you\u2019re not doing enough to make your intentions known.<\/strong> I have to admit, I\u2019m guilty of being so afraid of being seen as sleazy and salesy that I\u2019ve tiptoed around mentioning any part of my actual work when talking to new people.<\/p>\n\n\n\n

      But your talents are one of the many things that make you interesting\u2014of course you can and should talk about them!<\/p>\n\n\n\n

      Someone could be your ideal client, with money ready to spend, looking for exactly what you\u2019re looking for, and you just pass by each other. You could have an entire conversation with them without realizing you\u2019re perfect for each other\u2014at least in a business sense. Talk about a missed connection.<\/p>\n\n\n\n

      There\u2019s a difference between talking about your business and promoting it<\/strong>, between informing and pitching, but it\u2019s a thin line to straddle. Earlier on in networking interactions, you definitely don\u2019t want to pitch yourself. That said, you should feel free to talk about your experiences in business, the types of clients you work with, and past successes you’ve facilitated. Be proud of it.<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      What to do instead<\/h3>\n\n\n\n

      Master the art of \u201csubtly informing,\u201d as well as the art of timing.<\/strong> There are lots of ways to slip into conversation what you do, what you\u2019re best at, and even why people might want to work with you\u2014without pitching at all.<\/p>\n\n\n\n

      The easiest way to do this is through telling stories. <\/p>\n\n\n\n

      For example, spending 30 seconds telling someone you just met about how good your websites are won\u2019t get you anywhere. But simply telling them about your day, that you\u2019re in the middle of launching a new client\u2019s site and collecting great feedback, and what that involves, doesn\u2019t come off as pushy at all.<\/p>\n\n\n\n

      You\u2019re just telling them about your day. But you\u2019re also subtly informing them that you get invested in your client\u2019s end results, you know your own system or process, and your sites get great feedback. Sneaky, but it works.<\/p>\n\n\n\n

      You also want to know when to be subtle and when to be direct.<\/strong><\/p>\n\n\n\n

      If you\u2019re at a happy hour event and someone is talking about launching a new business, that should raise a red flag for you. It\u2019s not time to pitch yet, but asking something like, \u201cOh, have you started the website yet?\u201d can let you know if it\u2019s appropriate to go in for a direct offer.<\/p>\n\n\n\n

      And if the timing is right, if they\u2019re looking for a designer and you\u2019re right there, it\u2019s okay to be direct<\/strong>. You\u2019re offering a solution to a problem they know they have, which will be appreciated.<\/p>\n\n\n\n

      Take your mind off yourself<\/h3>\n\n\n\n

      The one overall theme to follow when networking is to think about relationships over projects.<\/p>\n\n\n\n

      Pitching people too soon or working the room may land you one or two projects, but you\u2019re not building significant relationships that will last beyond the final deadline. Relationships, however, have infinite value.<\/p>\n\n\n\n

      Relationships can give you insights. Relationships can bring you referrals. And connecting relationships to projects is what keeps clients coming back for more work and introducing you to all of their other contacts.<\/p>\n\n\n\n

      Have you been able to crack the code when it comes to valuable networking? What benefits has it brought you?<\/strong> <\/p>\n","protected":false},"excerpt":{"rendered":"

      Networking is usually \u201call or nothing.” Most people either avoid it like Comic Sans or they give it their all. And when someone doesn\u2019t like or believe in online or offline networking for new clients, it\u2019s usually for one of two reasons. 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