Online marketing differs from offline because of the ways you market your freelance business. There are many reasons why visitors read your blog or bounce from it. One reason has to do with trust. With so much information and other offers online, it’s hard to distinguish yourself from others unless you are specific about the features and benefits of your products or services. Local events make it easier to market your freelance business because people see you and you are more accessible to them in the moment.

Over the weekend, my friend set up a booth at a local school event. Bradley set up two tables filled with fitness products he sells, a catchy slogan (“It’s Your Health, Get Off the Couch”) and a sign up sheet for names, phone numbers and email addresses. The results he received were more than he expected.

1. Target the right customers. At a local event, what you sell is prominent to your potential clients. They can take one look at your table or set-up and know what you sell in the market. Bradley set up a large poster with Tony Horton, co-creator of the P90X fitness routine. This poster attracted those interested in the fitness program and losing weight. Some attendees heard of P90X and others did not. Most of the people were in the market to buy a program to help with weight loss. He attracted the right customers to his booth because they were already in the market to buy. Ones who are not actively looking for weight loss solutions made no effort to approach him or his booth.

Attracting the right clients to your business is essential for success. Ones who buy are looking for what you offer. Market your freelance business by being specific about what you offer and what type of customer you seek.

2. Talk with potential customers. When a potential client approached his booth, Bradley was able to talk to them and build rapport. This is essential to starting a relationship with a client. Building rapport starts with being enthusiastic and showing a willingness to help the other person. When the customer sees that you listen to them, they start gaining trust in you and your advice.

Using a local event to build rapport starts this relationship. Because potential clients meet you in person, they connect with you in that instant.

3. Show active listening skills. During his time at the local event, Bradley was able to recommend possible products to customers based on their needs for weight loss. With those that approached the booth, he showed active listening by repeating back what they said. They would nod in agreement and listen to his opinion about recommended products.

During a local event, you can market your business through active listening. By showing them you genuinely want to help them and understand their dilemma, they gain trust with you.

4. Build the email and contact list. Bradley started the day with an empty sheet for sign-ups on the table. By the time the event was over, in less than three hours he had over thirty contacts. All of the contacts gave their phone number and email information. This works two ways. When you take contact information at local events, you get permission to add the information to your email list. You can also call the contact for a more personal approach to further the conversation.

5. Get exposure. Even if half of the attendees at the event did not come up to your booth, you gained exposure. Many people will look and not approach. Perhaps they weren’t ready at the time to use your service or product. However, they will remember when the time is right.

6. Come up with new ideas. During the local event, Bradley came up with an idea to approach the local schools to increase awareness about eating right. Instead of thinking about it and believing it is hard to get this idea going, he made contacts with the PTO and feels better able to approach them with his idea. When he contacts them and launches the idea, he can also market his business with information for kids to take home to their parents.

By coming up with new ideas, you charge forward to market your freelance business by deepening your community involvement. Creating an event or launch involves others and standing behind your cause will help you attract more clients.

7. Show your belief. Other vendors at the local event gave out candy. Bradley set out spider rings instead. Many paid attention to this and even said aloud, “let’s see what kind of candy the weight loss coach has on his table.” Modeling the ideal lifestyle for potential clients that want to lose weight helped them gain trust in him. They know what to expect and will approach him when they are serious about losing weight.

When you market your freelance business, you stand on the other side of the line drawn in the sand. People will either choose to cross and join you or stay on their side. Showing your opinion on your belief will entice them to join your cause because they seek what you offer.

What are your thoughts on using a local event to market your freelance business? Have you used a local event to make locals aware of your freelance business?

photo credit: popculturegeek.com