While email remains a staple for project communication, it’s perhaps not the best route to becoming top-of-mind with existing clients and sparking the interest of new ones. Here we highlight perhaps a better way to get repeat business and pick up some new clients along the way
It’s the start of a new week and your workload is looking thin. You start to panic about bringing in enough money for the month, so your first thought is to email an existing client to see if they have any work in the pipeline. The thing is, emails as useful and professional as they are, can be intrusive. Emails often demand immediate attention and can easily get lost in the daily deluge. Also, why not go where clients already are: on their LinkedIn and Instagram feeds? Social media over traditional email offers a more subtle and organic way to nurture client relationships. Here’s why:
Non-invasive connection: Instead of a direct “ask,” social media allows you to passively remind clients of your presence and expertise. Sharing insightful articles, industry news, or behind-the-scenes glimpses into your work keeps you on their radar without feeling pushy.
Expanded reach: A single post can reach multiple past clients simultaneously, maximising your engagement efforts.
Brand building: Social media is your platform to showcase your personality and expertise. Consistently sharing valuable content positions you as a thought leader in your field, making clients more likely to rehire you.
Relationship building: Social media fosters a sense of community. Engaging with clients’ posts, commenting on their updates, and participating in industry discussions builds rapport and strengthens your connection.
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Turning connections into contracts: social media strategies
Targeted content: Share content relevant to your clients’ industries and interests. If you’re a web designer, post about the latest design trends or share examples of inspiring websites.
Showcase your expertise: Share recent projects, testimonials, or case studies highlighting your skills and successes.
Engage authentically: Comment on your clients’ posts, congratulate them on achievements, and participate in relevant conversations.
Run contests and giveaways: Offer exclusive discounts or free consultations to your followers, incentivising past clients to re-engage. This is great for enticing new and existing clients for the year ahead. You can find out their objectives and pain points, and then pitch and consult accordingly.
Direct messages: Use social media’s messaging features to check in with clients personally, but keep it brief and focused on their needs. For example, “Saw your latest post on [topic]. I have been working with clients on this and have found [client’s or industry’s pain point]. If you’re free for a catch-up next week, I could outline how I could help you produce some fast-track solutions to these issues. I have enjoyed helping clients in this area and have seen some great cost-effective results.”
A few examples:
- A graphic designer shares a visually appealing case study of a recent branding project on Instagram, tagging the client. The client reposts it, increasing visibility for both.
- A content writer publishes a LinkedIn article about effective content marketing strategies. A former client comments, leading to a discussion and a new project.
- A web developer notices a past client tweeting about website issues. Offers a helpful tip in the comments, re-establishing their expertise and opening the door for future work.
Engaging clients in an effective and non-intrusive way
While email has its place, social media offers a powerful and efficient way to nurture client relationships and generate repeat business. Many freelancers know this already but forget it as soon as work has dried up and go back to emailing a client for a quick fix. Sometimes the best thing you can do is create that fear of missing out (FOMO) feeling for clients. Are they wasting precious hours away from their core activities and still not getting the results they want? Could you offer them the solution they need? Could their team be less stressed if you take over? Could you help them exceed objectives and do it seamlessly?
By strategically sharing valuable content and engaging authentically, you can stay top-of-mind, build stronger connections, and ultimately boost your freelance success. So, ditch the cold emails if you can and harness the power of social media to turn your past clients into loyal, long-term partners.