"Recession" is a scary word for freelancers, since we have to continually market ourselves and search for new opportunities, as well as maintain relationships with current clients. But a lot of the writers I've talked to say there is definitely still demand for their services and that they haven't suffered too much financially. Here are some of ways to nurture your writing (or other) business.
Keep in touch with former clients and editors. Maintaining relationships with people you’ve worked with in the past will help you generate more business in the future. As you complete one project, you might mention in an email to your client that you’re available for additional work or even offer suggestions on other ways they might use your services.
Even if you don’t have time to take on new projects, it’s still a good idea to stay in contact with clients or editors. Set up a Google Alert with the company name so you’ll know when something newsworthy happens and you can send a congratulatory card or email. You might also email your contacts an interesting article that they may not have seen so you stay on their radar. Or you could create a monthly newsletter to keep clients up to date on new services or special promotions you’re offering. Just make sure that you're offering useful information for your readers (instead of pure self-promotion) so that people will want to stay on your list and open your emails.
Ask for referrals. Referrals are another way to leverage your existing network. If you’re on LinkedIn, you can see the names and companies in your contact’s networks and ask for an introduction. You can also request testimonials from clients to boost your credibility and post them on your website or LinkedIn profile.
You might also ask your editors if their companies publish other magazines or manage other websites that might be a fit for you. Of course, you should be willing to offer referrals, too. Say your client needs help with SEO, but that isn’t your forte. Or they ask for new web copy just as you’re leaving on vacation. Recommend someone you trust and you’ll make everyone happy.
Barter for more business. I know a copywriter who upgraded her website’s design by bartering with an advertising and web design firm. She wrote some copy for their website, and they redesigned hers. Another freelancer I know exchanged her editing expertise for maid services. Bartering allows you and the other person access to services or goods you might not be able to afford otherwise, especially during a recession. The exchange might also lead to referrals and more paying work.
Expand your offerings. If companies are cutting back on the services you offer, then ask yourself if some of your other skills might be marketable, too. I earn most of my income through writing and blogging, but I've done proofreading, too. Here's another idea: teach a course in your field. In addition to boosting your bank account, teaching boosts your credibility, too, so be sure to tell your clients and friends to spread the word.
Use your downtime. If your clients are on vacation, then it’s a good time to take stock of your business and improve your marketing strategy. You can also use the time to take a class, attend networking events, or target new markets for your services. By staying busy and upbeat, you’ll be able to maintain momentum and be ready for new opportunities.
Adapted from an article that originally appeared in WorkHomeYou.