Working for yourself - what do you need to know? The digital marketing perspective.

Know your target market

I have lost track how many times I’ve mentioned ideal clients, target markets or audiences! 

But really it’s the centre of all of your digital marketing. Knowing your ideal client makes everything so much easier - from websites to email marketing. 

Knowing who you’re talking too, what they love or hate, want or need, makes your message so much easier to craft and clearer to the client. This is literally marketing gold! 

Have a brand guide

This follows on from point one, but it’s also super important. 

Consistency in your marketing makes you look professional (I hate that word, but you know what I mean!) Having everything there ready to go also saves you a massive amount of time. If you can afford it, make use of a branding person like Amy Manning. 

They know what you need, what size everything needs to be and also how to make everything cohesive.

Do some competitor research

OK, so this may sound a bit counter-intuitive to some of you, but bear with me. 

Actually looking at what your competitors are doing can give you a source of inspiration! Maybe they’re using slightly different language, perhaps they’re doing something terrible and you hate it. All this research helps you to hone your messaging. It could be the best thing you did! 

But one word of warning, don’t get fixated on your competition. Too much comparison is never a good thing! 

You don’t need to be everywhere! 

No really, you don’t! If you’ve got No.1 right, then you know where your ideal client is spending their time. 

You’ll know if they prefer LinkedIn to Facebook or Twitter to Instagram. So if you go where they are, you’re more likely to find people who want to work with you. It sounds simple and it is simple. 

Make life easier for yourself - you can thank me later! 

Don’t waste your cash 

There is a massive temptation to get into paid for social media, but, that can get really pretty expensive if you’re not targeting your audience correctly. 

Initially stick with organic. It’s harder, believe me, I know, but it’s also a more effective long term strategy if you’ve not got a big budget. If you do decide to delve into paid-for social or PPC, then work with someone who knows their stuff. 

It will save you cash and a massive headache! 

My other personal favourite tips are as follows… 

1. Network: You never know who you’re going to meet. I’ve had so many wonderful people cross my path as a result of networking. These people are my support network, my sounding board and now my friends. 
2. Use tech wisely: There is the temptation to go all guns blazing and download every single app out there. But sometimes, less is more. Tech should be there to help you - not drown you! 
3. Stay in your own lane: There are so many businesses just like yours, none of us has a unique idea. Whilst I encourage you to check our your competitors, I don’t believe in competition. There is enough work for us all! 
4. Take your time: Rome wasn’t built in a day and neither is a business. It can be the most frustrating thing ever, but also the more rewarding. Go at your own pace and do what you feel is best for you. 
5. Get an accountant: Honestly, they are worth their weight in gold! I'm looking at you, Caroline!