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A freelance career in the creative arts
A freelance career in the creative arts

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5 Marketing on social media

Social media is something that many of us engage with for social purposes. But these platforms, such as Facebook, Twitter and Instagram, can also be used to market your business very effectively and, if your business is a service, make it more visible to potential employers or consumers. Watch this short clip of our creative freelancers explaining how they use it to communicate with potential customers.

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During the Covid-19 pandemic, social media became an increasingly important tool for building a brand and connecting with customers, a situation that is unlikely to return to how it was, as consumers realise the benefits of digital engagement.

Don’t make the mistake of thinking this is a free and easy way to build your brand and engage your customers though. Done properly, social media takes time and regular commitment.

Newberry (2021) provides lots of tips, including the following:

  • Start with a plan – set goals and objectives, research the competition, evaluate your current efforts and create a calendar for posting the right content to the right channels.
  • Decide which platforms are right for you – work out who you are targeting with your product or service, and which platforms they use.
  • Build relationships – talking directly to customers and followers means you can build a loyal community, which can lead to ongoing sales over time. This has been a particularly important way of boosting positivity during the Covid-19 pandemic.
  • Mix up your formats – if you normally post images, try a video or a GIF.
  • Use scheduling and automation to free up your time – dedicate one block of time per day, or even per week, so you can focus on other important tasks.

Another key point when engaging with your customers is – be prepared to respond, especially to negative comments. It’s well established that trust is deepened and customer loyalty to a brand increases if a problem is dealt with well.

Next you’ll hear from a freelance bridal makeup artist about her experiences of using social media to enhance her business.