Marketing
A major part of running a successful business is constantly searching for new clients. This is a lesson I learned the hard way when a major client of mine hit a slow patch. Since this company had little-to-no work, so did I. Sure, I did have some other regular work, but I was dependent on just one company to pay the bulk of my bills. This was a huge mistake, as I was left scrambling to make up the money I’d become used to over the years.
I started marketing at places like Craigslist, and I signed up for an account at Upwork (formerly Elance). Within about a week, I had a new client who was able to provide me with a tidy sum each week, but not enough to make up for what I was missing. So I kept at it. I continued to advertise online and told anyone who would listen about my business. I didn’t stop there, however. I created an introduction letter and had some postcards printed up. I even designed my own full-color brochure. I then proceeded to send out introductory packages to local businesses.
Now, I send out a mailing each month. Without fail, I get several bites and I usually pick up a client or two. Sometimes, new clients only need occasional help. Others come to depend on me for regular assignments. Either way, I continue to send mailings each month, not only to ensure that I’m never left with a drastically reduced income again but also to grow my business.
Marketing your business requires daily attention, and unfortunately, it’s not a set it and forget it proposition. Market daily, even when things are going well. Use all the means available to you, including networking, content marketing, direct mail, websites, and (gasp!) cold calling, to succeed.