One of the biggest roadblocks freelancers come up against is having a steady stream of clients. While freelance marketplaces are a good starting point, you eventually want to secure direct clients. This steady stream of potential clients can be the Holy Grail of sustainable income you need for your freelance business.
However, figuring out how to get direct clients can be easier said than done.
In this article, I’ll explore 13 proven strategies to help you get more direct freelance clients. I’ve tried many of these strategies myself, so I know they really work.
1. Sign Up On Freelance Marketplaces
While the ultimate goal should be to get more direct clients, you can also utilize freelancing sites like Upwork, Problogger, Freelancer, and Fiverr to kickstart your freelance client needs. These job boards can provide access to freelancing clients you need to help build your portfolio and your reputation.
Whenever possible, use these job boards to get testimonials, reviews, and pieces for your portfolio. As you gain more and more positive reviews, you can transition to more direct client acquisition strategies.
Most marketplaces do not require tons of signup steps. If you’re a freelance writer, you can easily use ProBlogger after creating a basic account, for instance. This job board is how I landed my first client.
2. Use Your Personal Network
One of the most straightforward ways to get direct clients is to tap into your personal and professional network. Anyone you’ve ever had contact with can potentially be a lead or even a client.
Often, these individuals already trust you and your writing skills, making them a reliable source of initial freelance opportunities.
When approaching your personal network, be clear about the freelance services you offer and the types of clients you’re looking for. Be sure to remain professional, even when working with people you know personally.
Leverage your LinkedIn profile and connections to find “friends of friends” who may need freelance writers with your skillset. Send a request to every client you work with to potentially connect with others in their industry. The “people you may also know” feature on LinkedIn can be very helpful when looking for other potential clients.
You can also look at past clients’ connections to find new clients in your specific niche.
3. Build Relationships Via Social Media
Social media platforms are a great tool to connect with prospective clients. Optimize your social media profiles, particularly LinkedIn and Twitter, to showcase your expertise and engage with potential clients. Consider sharing your latest projects or commenting on other’s posts. Building relationships on these platforms can expand your client base.
All of this should help you land more freelance jobs and find clients – even if it does take a few months.
Don’t just self-promote; focus on providing insights and solutions to their pain points. Gradually, some of them will notice your expertise and inquire about your services. Some may even directly post job opportunities on LinkedIn and similar social media pages, like this one:
Join industry-specific groups on Facebook, as well. Not only can these groups help you gain access to clients, but they also help you keep your ear to the ground on new developments. Once again, don’t self-promote. Offer insights and let new clients come to you.
4. Try Warm Pitching
There are two primary ways to pitch to clients: cold and warm. Cold pitching involves reaching out to potential new clients without prior knowledge of you. Warm pitching, conversely, involves targeting clients with whom you have some connection or mutual interest.
You develop this mutual interest through social media and occasionally real-life contacts. If you’ve already connected with someone on social media, they’re much more likely to respond to a pitch (even if it is a “no”).
This pitching style works best when you have a real connection with the other person. Try commenting on their social media posts and even discussing their work privately through direct messages before pitching.
As always, you should always personalize any job proposals you send — especially if you’ve already talked with the potential client.
5. Request Referrals From Your Existing Clients
Often, your former clients will have friends and contacts within their industry. Let satisfied clients know you’re open to work and refer clients your way. When your current clients refer you to others, it enhances your credibility and trustworthiness.
Of course, don’t push too much. However, some clients may not feel comfortable recommending it unless you particularly ask them to.
Here’s an example email I sent not that long ago:
“Dear Jason,
I hope this message finds you well. It’s been an absolute pleasure to work with you, and I’m grateful for the trust you’ve placed in my freelance writing services. I’m reaching out today to let you know that I have some extra room open on my schedule, and I want to offer it to my current clients before reaching out to others.
If you’ve been satisfied with my work and the results I’ve delivered, I would be incredibly grateful if you could refer me to your network or any colleagues, friends, or associates who might be in need of freelance writing services. Your endorsement carries weight and would be a testament to the quality of service I provide.
Should you decide to refer me, please feel free to share my contact information. I assure you that I will provide them with the same level of dedication and quality that I’ve delivered to you.
Thanks,
Kristin”
6. Build Relationships with Fellow Freelancers
Freelancers are always looking to help each other out. After all, they know exactly what your business is like. Sometimes, other freelancers may get offered freelance jobs that don’t align with their writing skills or that they may not have time for. Other times, their current clients may express a need for other freelancers.
In these cases, you can leverage your relationship to land more clients. Again, LinkedIn is a great place for this. However, some freelance-specific Facebook groups can also help you build professional connections.
A quick search on Facebook reveals tons of freelance writer groups:
Industry-specific groups are almost always better than these more generic groups, though. Try to find groups specific to your niche where possible.
You can also try real-life networking events (or virtual ones, which are becoming more popular). However, this is often only practical if you live in a bigger city.
Twitter is another great place to build relationships. Often, Twitter encourages conversation between writers and potential clients. By sharing valuable content, you can naturally build relationships within your niche.
Focus on the conversation, not on making yourself look smart. Often, I’ve noticed that writers focus a bit too much on adding information, and it comes across as a bit forced. Remain professional but focus on having conversations naturally.
7. Pitch Guest Posts to Industry Publications
Consider writing top-quality guest posts for top publications to attract potential clients. Often, those working in your industry will read these publications. If they’re in need of your services, they may be more likely to reach out. Getting published in these publications is a great way to build your authority.
Before pitching guest posts, research the target publications thoroughly. Understand their audience and the type of content they typically publish. Don’t pitch a topic they already have. Most will have specific guidelines you have to follow.
Here’s an example of HubSpot’s guidelines:
You can also participate in industry-related podcasts to establish your reputation. There is often a longer wait time on these, though.
8. Establish Your Thought Leadership
Thought leadership content is all about establishing yourself as an authority in your field. You can do this by contributing your insights on industry-specific matters. You can combine this with guest posting, as I described above. You can also engage on social media and offer your insights in smaller doses.
Javairia Zulfiqar is a great example of a writer who posts lots of engaging content on LinkedIn. She has over 500 connections and over 1,200 followers, largely because she posts engaging content almost every day.
Her posts are actually helpful, too. Here’s a great example:
9. Improve Your Pitch
I’ll be honest: most cold pitches sent by freelancers aren’t great, which is exactly why their open rate is so low! Your pitch is your first impression, so it’s important that it’s stellar. Make sure your pitch is compelling and tailored to your target client. Personalize your pitches and clearly offer your services.
I’m on both sides of the freelancing equation; I work as a freelancer, and I also hire freelancers to work with me. There is nothing worse than a pitch where I don’t even know what the sender is offering!
The best pitches will solve a problem your client is having. Therefore, doing a bit of research and identifying where you can help your clients specifically can be very helpful.
Here’s an example template that I use:
“Greetings [Client’s Name or Company Name],
I hope this email finds you well. I wanted to reach out to you because I am impressed by [mention something specific about the company or their recent work, so they know you’ve done your research].
As a freelance content writer, I have [X years of experience] crafting compelling and informative content for diverse industries. I have had the pleasure of working with renowned clients, such as [mention notable clients or projects], and I am thrilled to offer my content writing services to assist [Client’s Company].
Here are a few reasons why I believe I can be a valuable asset to [Client’s Company]:
- [Mention any relevant achievements or results you’ve achieved for past clients.]
- [Highlight your commitment to meeting deadlines and delivering high-quality work.]
- [Explain how you can adapt to their brand voice and style.]
I would love the opportunity to discuss how I can contribute to your content strategy and assist in achieving your content goals. If you’re interested, I’d be happy to provide samples of my work or have a brief call to discuss your specific needs further.
Thanks,
[Your Name]”
10. Experiment with Social Media Ads
Social media advertising can be an effective way to reach potential freelance clients – if you use them correctly. These ads allow you to target specific demographics and interests, which can help your ads get seen by the right people.
You’ll often need to research and experiment with different ad strategies, though. There is a larger learning curve here than in some of the other strategies I’ve mentioned. That said, some sites (like Facebook) make social media ads particularly easy.
Jon Loomer has a fantastic course on using Meta Advertising to your advantage. If you really want to succeed with ads, I recommend checking out his free information, at the very least, which you can get sent to your inbox.
11. Start Your Own Blog or Newsletter
Consider establishing your presence online through a blog or newsletter, as well. Of course, your blog should be specific to your industry or skillset. Your goal should be to establish yourself as an authority, which should, in turn, help you gain clients.
Consistency is key when maintaining a blog or newsletter. Set a regular posting schedule and stick to it. You can also advertise your recent posts on social media, which can help expand your reach.
Building a blog is hard. However, if you can establish yourself as an authority, the payoff can be huge.
Kat Boogaard is a great example of a freelance newsletter. I’m personally prescribed to her newsletter, largely because it’s just a fantastic example:
12. Keep Building Your Portfolio
Yes, you need some kind of basic portfolio when you start freelancing. However, you should continue to build your portfolio as you get better. Your portfolio should be kept up-to-date with your best examples to attract clients.
You may also need to diversify your portfolio over time if your offerings change. Many freelancers expand their skills as they become more experienced, and you’ll need examples of your new offerings for your portfolio.
Dominica Taylor is a great example of a versatile portfolio. She includes articles, videos, and pamphlets as examples of her work:
13. Keep Upgrading Your Freelance Skills
You should always keep moving forward. If you aren’t learning new skills, you may fall behind your competitors. The freelance world is always evolving, so you must stay updated with the latest trends.
For instance, AI-assisted writing is becoming exceptionally popular. If AI makes sense for your industry, you should learn how to use it – if only so you can explain to prospective clients why you don’t use it.
If you’re involved in social media, as I’ve suggested, then you should have your ear to the ground on current trends. However, you may also want to consider reading popular publications and even taking a workshop or two in areas where you’re lacking. The more skills you develop, the better off you’ll be.
The Freelance to Founder podcast by Millo is great for the business side of freelance writing (which is just as important as the actual writing side). You’ll find lots of information on finding clients, setting rates, and managing your time.
I also love the Writing Revolt by Jorden Makella. I’ve actually been receiving her newsletter since I started freelance writing years ago. Obviously, something worked!
Go Get’em Clients Today!
Getting direct clients can be very different from relying on freelance marketplaces. However, it is a natural progression of developing your freelance career.
I recommend picking a few strategies above and trying them for a few months. You should diversify your client source by not relying on a single strategy, but you also don’t have to do everything on this list.
