The web development industry is booming.
This may be advantageous for freelancers, but it also has its negatives.
What negatives?
When it comes to freelancing, you are often competing with other freelance developers who are offering similar services.
According to the US Bureau of Labor Statistics, the web development field is expected to grow by 15% (I think more actually) by 2026.
Companies already have the option to hire a freelance web developer in other parts of the world who will do the job for a much lower price.
So, what do you do to not become a commodity and not be so easily replaceable?
The solution is in building your personal brand.
Your personal brand portrays to your target audience who you are, what you stand for and what sets you apart from other freelancers.
Another way to think of it would be what you're known for or what you'd like to be known for.
Many assume that personal branding is just for expert freelancers.
It’s not.
A personal brand is one of the most critical things to have in this competitive industry.
3 reasons why I say this:
For many freelance web developers, getting new clients is like calling out to them in an overcrowded room where everyone’s talking at the same time.
Building your personal brand positions you in a unique way from others by highlighting your expertise, skills, values and other unique qualities that define you.
Companies prefer working with someone that's an expert in a specific field.
It’s important to find your niche and to then establish yourself as an authority that can be trusted.
When you can prove to be an expert in the field, companies wouldn’t mind paying a premium price to consider working with you than with one of your cheaper competitors.
Clients would often do research before deciding on which web developer to hire.
Branding yourself as a freelance developer recommended by others instantly makes you more credible for prospective clients.
This often leads to more opportunities in the future.
...
Now that you understand the importance of branding and how it can drastically transform your freelancing business, let's get into the meat (vegans won't be able to read further.)
Here are 10 actionable tips to brand yourself as a freelance developer:
Knowing your ideal client is essential because it will guide you in aligning your personal brand so you become relatable and appealing to your target audience.
One way to do this is to create a buyer persona which is a semi-fictional representation of your ideal client based on thorough market research and educated assumptions.
Most freelancers would do this by analyzing personal demographics like: age, gender, income, business size and industry. That’s a good start, but to build a strong personal brand, you’ll need to go deeper than that.
Here are some questions to ask about your ideal client/niche:
A quicker way to do this is by using a tool like HubSpot's persona generator. It gives you a list of questions to answer to help you create your freelance business buyer persona.
A unique selling proposition (USP) is the one thing that you can offer to your clients to help you stand out. It answers one specific challenge faced by your client that you can solve exceptionally well.
Here are the steps on how to create your own unique proposal:
Clients can often be vague about what that they want to achieve. So you might have to dig a little deeper to know precisely what their main problem is that they want solved or what goal they want to accomplish.
Your clients aren't paying for your services. THEY PAY FOR THE SOLUTION. You need to clearly present to them how your services and expertise can help them accomplish that.
Your clients aren't paying for your services. THEY PAY FOR THE SOLUTION.
Highlight things like:
You need to be confident in your skills and what you are offering. It is important to convince your potential client that you are an expert and how you can make a difference in their business.
Do not be like every other freelancer out there who just sees a project as another project. Take time to research about the business, its goals, and values. Make them aware of how your services can help them get there and how you are different from your competitors.
There are many ways on how you can prepare your personalized USP.
You can use the elevator speech formula which forces you to explain your USP within 30 seconds or less. This is crucial because studies now show you only have a few seconds to grab the attention of your target audience.
The elevator speech starts off with this one-sentence formula:
Your Offered Solution + Your Target Market + The Value You Provide
...
For example, here’s my USP for this website:
“I help developers become successful freelancers and create effective websites.”
My offered solution is to help launch and grow a freelance business. My target audience is developers. The value I provide is for them to freelance full-time and experience more freedom.
Taking this further for your ideal client, you might say:
“I help doctors get more patients through effective websites and online marketing.”
Remembering why you decided to become a freelance web developer is powerful in building your personal brand. It gives you a broader purpose than just making money. It fuels your passion for what you do and it keeps you motivated and focused
More importantly, it’s your “why” that will help you connect with your potential clients and set you apart from the rest.
Simon Sinek said: “People don’t buy what you do. They buy why you do it.”
Here are some questions to ask yourself:
This is probably the most challenging because it means you'll need to become transparent, honest and vulnerable.
At the same time, I will say that it's not a requirement to do, but it can be beneficial in some cases.
Humans relate with stories, especially those that are similar to what we might be experiencing.
Telling your story also helps you show your personality to your target audience and you connect with them on a deeper level.
When writing your story, don't just focus on your successes, milestones and achievements. Be willing to share your struggles, challenges and failures.
The more real you present yourself, the more your target audience will be ready to trust you enough to start building a relationship.
One effective way to quickly build your personal brand as a web developer is by starting a blog.
It not only provides an avenue to share your knowledge and advice, but it also establishes you as an expert or an authority in the eyes of your target audience.
If you create consistent and valuable articles, you will eventually become the go-to person for their questions and needs.
Make sure your blog posts are logical, structured well, straight-to-the-point and easy-to-read.
If you're new to blogging, you can get started here.
To establish your brand, it is vital to have a portfolio website that displays your expertise.
An online portfolio is where you can bring in potential clients so that they can learn more about you, what you’ve done and how you can help them.
Here are the things to include in your online portfolio:
Adding the right call-to-actions in different areas of your website can give visitors that needed push to become a client.
A study done by Nielsen shows that 82% of people are more likely to consider product and service recommendations from people who they trust.
That’s why it’s important to make sure you connect and build relationships with the right people.
One way to do this is by attending local business meetups in your area.
These are great places to introduce yourself as a web developer/marketing consultant to the local business community and it can open up doors of opportunity for client work in the future.
Industry conferences and events where your ideal clients are should also not be neglected.
On average, a person spends two hours daily on social media.
Being active on the social media platforms where your ideal clients are increases the chance of them finding you.
That said, make sure that the bulk of your posts here provide value to those in your network. A study published by Bop Design shows that 80% of customers evaluated how they would perceive a brand based on their social media accounts.
Look for relevant groups that you can join where you can share your expertise with others. This will get the attention of potential clients who will eventually reach out to you outside of the group.
Despite the different kinds of marketing strategies out there, nothing beats the power of word-of-mouth advertising.
You can leverage this when building your personal brand by including testimonials from previous clients on your online portfolio.
Obviously you need to take the initiative to ask your current and previous clients.
Sending a short email to your clients immediately after completing the project is the easiest way to do this.
All you need to do is ask them: "Would you be happy to provide me with a short testimonial of how you found working with me?"
The more, the better. So try get at least 3-6 testimonials.
Remember that you are your personal brand.
Don’t be afraid to let your personality show. It’s who you are and what makes you unique.
Be true to yourself, don't be fake and keep improving your knowledge, how you deal with clients and just general growth in all areas of your life.
Branding yourself as a freelance developer takes time and effort. Start right and more importantly; finish right.
Start establishing yourself as an expert in what you do and not a commodity. The results will soon follow.
Hope this helped you :)
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