A few months ago, the Business Plus team, whom I have already worked with at quite a few events, thought that, as a freelancer working in marketing, I could teach a masterclass on the marketing a freelancer needs to do..
Which, in many cases, has nothing to do with what organisations do.
I think the session went quite well, so in this article I am leaving you the recording so you can judge for yourself:
As an extra, here is the presentation from the talk in PDF format, so you can download it and use it if you find it useful.
But there is more. And if you are self-employed, you will be interested.
Because below I am leaving you a full written article based on what I explain in the talk. I have also added the most frequently asked questions and an action plan. So you can see this is not just theory.
Let's get to it.
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How to gain visibility on a small budget
I do not think I am surprising anyone when I say that most freelancers do not have large advertising budgets.
But that does not mean we cannot compete.
The first thing is to get rid of that mindset.
Because all we freelancers have to do is think a little harder. And be clear about which channels deliver the best results with the least investment (of time or money).
In case you do not feel like thinking too hard right now because it is still early, these are the ones I recommend looking at.
#1. SEO (local or transactional)
The first is SEO.
But it comes in two flavours depending on the reach of your business.
If you offer services in a specific geographic area
Local SEO is your friend here.
It is what makes a psychologist in Marbella or a lawyer in Madrid appear when a potential client searches on Google in their area.
You need to optimise two things here:
- Your website, targeting local keywords.
- Your business listing on Google Maps, taking care of customer reviews, among other things.
If your business is digital and you can serve clients from anywhere
When you offer services, training or even products without geographic limits, what you need is broader SEO.
In this case, the focus is not the city but solving needs nationally or even internationally.
In this case, focus on targeting transactional keywords and forget informational ones. AI takes most of the traffic from that latter type of search.
#2. Google Ads
When the budget allows, it is advisable to combine SEO with some local SEM.
A controlled investment of €100 to €200 a month in Google Ads can fill many professionals' calendars.
And I am not exaggerating: several of my clients who offer professional services do this..
In other words, they spend between €100 and €200 a month on local SEM—no more—and fill all their client availability.
I do not know what you think, but it does not sound like a bad plan to me.
#3. Content creation
This is another way to gain visibility, although, as I mentioned, because of AI it is no longer what it used to be. Especially when the content is text-based.
Even so, blogs are still useful for demonstrating authority —we will talk about that in the next section—but informational traffic keeps falling because of AI results on Google.
By contrast, YouTube has become a major opportunity. Today it is one of the few channels where AI still does not replace content.
Social media can also be a good source of clients through engaging content. The important thing is not to be everywhere, but to be where your client is and where you are also good (both factors matter).
For most freelancers, LinkedIn is the most profitable, but TikTok and Instagram may also be worth considering depending on your audience and how good you are at them.
I have saved one of my favourites for last: email marketing..
Creating your own newsletter is a great strategy for many reasons:
- You build authority and trust.
- You position yourself in the premium segment of professionals.
- You force yourself to structure your ideas and stay up to date.
Among other things. But I am clear that it is not for every freelancer, mainly because it requires a commitment not every professional is willing to make.
Although it is a channel that can work for any business, I will say that too.
#4. Bonus round
I am leaving the usual channels aside to tell you about two strategies that have worked very well for me personally and that do not require money..
The first is leveraging other people's audiences, by taking part in interviews or creating content for other professionals' blogs and channels.
Write to the person whose audience interests you and offer them something valuable;
- Your expertise in something their audience may like. A very common format is the interview on a podcast.
- Write an article for their blog, with a link back to your website and your name shown to their audience. This is usually called a guest post.
- A reciprocal appearance in email lists or social channels, so you both gain potential leads from the other's audience.
Whatever you can think of, as long as it is valuable. That is the key.
Because the goal is to achieve a win-win for both sides: you receive visibility and the professional receives something valuable for their audience.
Lastly, although it is well known, the final channel I suggest is still useful: in-person networking..
Attending events and trade fairs and, if possible, speaking at them is a very simple and free way to get in front of potential clients.
Offer yourself to event organisers, publish on your website or social media, prepare your talks… Do something that makes your presence at events welcome. As I said, many deals begin there.
The importance of personal branding
The main difference between selling cheaply and being able to raise your prices is personal branding. It is the authority you project and the trust you convey that allow you to charge more.
That is why gaining visibility is only the first step, but your personal brand has a major influence on your business. And not just on prices, because:
- You will be invited to more events (where you can win clients).
- More people will contact you.
- People will think of you when someone asks whether they know a professional who provides the services you offer.
That whole maelstrom of factors is personal branding. And it is a snowball that starts small but grows as it rolls until it becomes unstoppable.
The good news is that, like anything else, it can be worked on. Here is how.
#1. LinkedIn
LinkedIn is the most effective network for this.
You will basically need two things: strategy and consistency..
Because it is not about posting for the sake of posting, but about having an editorial calendar, connecting with the right people and maintaining an active presence.
In certain sectors or audiences, other social networks such as Instagram or TikTok will be the right channels, but in general LinkedIn is the channel freelancers should work on.
#2. Media appearances
They are another very powerful way to build a personal brand. In addition, an interview in the local press or on national television can send your visibility soaring overnight.
There are two main ways to achieve this:
- Hire a company specialising in PR and media appearances.
- Do the work yourself.
If you choose the second route, there are several techniques, but to begin with, sign up here and put yourself forward for the appearances journalists request.
#3. Other ways to strengthen your personal brand
Meanwhile, talks and presentations also help, even when they are unpaid. They position you as an expert and put you in front of potential clients.
The same applies to memberships and online communities, where active participation turns you into a reference within those groups.
Finally, teaching at business schools or on master's programmes also strengthens your professional profile. It does not have to be a full-time job, just a complement to your professional activity.
One that adds a seal of trust to your track record.
Basic tools for any freelancer
Well, now that the main channels and strategies are clear, it is time to go one level deeper and talk about tools.
There are obviously thousands today, especially digital ones. But there is no need to overcomplicate things. With a small toolkit, a freelancer can cover everything needed to work on their marketing.
These are my recommendations:
• WordPress: the content management system for your website. Very easy to use, flexible yet powerful, and free.
• Google Analytics and Microsoft Clarity: to measure traffic and understand users.
• Google Search Console: essential for SEO..
• Google Maps (formerly Google My Business): key for local SEO.
• MailerLite or Acumbamail: : email marketing made simple and effective.
• LinkedIn: publishing and prospecting on a professional network.
• Reportaro: for appearing in the media.
• ChatGPT: for research, content drafts, scripts and technical support.
• Sora, , Gemini (AI Studio), , Freepik and Adobe Podcast: for high-quality video, design and audio.
They may look like a lot, but they are not that many.
You probably already know and use more than one or two of them.
Besides, you do not need to master them all—only the ones your particular business needs.
In any case, if they seem too few, this link has more information about the digital tools I use in my own projects.
How to turn followers into clients
I am starting the final theoretical part of the article with an obvious point:
Gaining visibility does not guarantee sales.
And I would add: personal branding helps you sell, but it is not everything either.
You need something more to turn that audience into clients. The following, for example.
#1. Copywriting
In case you do not know, copywriting is the text in all your communications, including:
- The text on your website.
- Your ads.
- Your social media posts.
- Your emails.
- …
All the text.
In marketing in general and for a freelancer in particular, copy is essential. And it is essential for two reasons:
- It helps you sell more.
- It helps you stand out. This is crucial for a freelancer competing with other professionals and with companies.
To master copywriting, you need to understand sales psychology, including Eugene Schwartz’s levels of awareness, Kahneman’s cognitive biases—such as scarcity and urgency—and Cialdini’s principles of persuasion..
Start with the basics, which are those, and then move on to techniques and formulas.
#2. Email marketing
I told you earlier that it is one of my favourite channels, and for good reason. The most profitable channel for a freelancer is email marketing..
Yes, sending emails to a list of users you gradually build is highly profitable.
If you know how, of course.
To begin with, you need a lead magnet, in other words, a free resource that allows you to collect email addresses.
From there, the best formula I know is to send daily or weekly emails that provide value to the reader.
In them, we will combine storytelling —we will tell a story—from which we draw a lesson and link it to an offer for one of our products or services.
This would be a very condensed summary of what you need to do, but if you subscribe to my newsletter (the form is below), you can see exactly what I mean first-hand.
And if you run an ecommerce business, I recommend taking a look at my email marketing course..
Lastly, when it comes to collecting more email addresses for your list, a blog can help, but today, because of AI, I would say YouTube has more power to generate new leads (and clients).
People search directly on the platform and greatly value a useful, practical video.
#3. Create or deliver training
Lastly, I want you to consider creating or delivering training, online or in person.
If you are good at what you do, explaining it should not be difficult. That is why creating courses or workshops not only opens up an additional revenue stream, but also strengthens your authority as an expert.
In addition, training forces you to research and organise your ideas, which makes you a better professional for your clients because it increases the quality of your services.
It is a virtuous circle.
That brings the theory to an end, but there is more.
How can you apply what we have seen?
For example, as I explain below.
30-day action plan
You can improve your freelance business in one month.
It is neither science nor fiction. You just need a plan.
And here is one I suggest.
Week 1 – The foundations
• Define your value proposition. In other words, why should someone hire you rather than another professional? Being clear about this will make selling easier at every level.
• Create your website in WordPress. Apply copywriting and SEO criteria to the extent you know how.
• Create your GA4, Clarity and Search Console accounts and connect them to your website.
• Create or optimise your Google Maps business listing if you work locally.
Week 2 – Email acquisition
• Design and launch your lead magnet. Think it through and devote time to it. It must provide enough value to be attractive, but not so much that people no longer need to hire the service. Of course, it must align with that service. You can send it to current clients so they can assess it and give you feedback..
• Sign up for MailerLite or Acumbamail, configure the tools and add the subscription form to your website. Take a look at these Acumbamail tutorials if you have never done it before.
• Publish two or three weekly posts on LinkedIn, linking to your lead magnet download page.
Week 3 – Creating content
• Create your YouTube channel and record two practical videos this week. This will probably be the hardest thing you have done so far. Start learning basic editing. Also, plan to create one a week and set aside time. Here are tutorials for using video in your business..
• Ask five satisfied clients for reviews . If they leave them on your Google Maps listing, even better. Then embed them on your website with a plugin such as WP Google Review Slider..
• Sign up for Reportaro (free or premium plan) and submit at least one application.
Week 4 – Conversion
• Start your daily or weekly email using the contacts you generated through your lead magnet (or those you already had).
• If you can afford a small investment, set up your Google Ads..
• Once your website has received traffic (through SEO, SEM, email, YouTube or other channels), review Clarity and, with behavioural data available, improve your landing pages. If you have some traffic, you can also review Google Analytics to see which channels are bringing the most contacts or subscribers to your website.
And that is it. This brings us to the end of the month. You will already have laid the first brick in building or renovating your business.
Yes, it has required work—I will not deny it—but from now on everything will be easier. And when you begin seeing results, you will probably feel more motivated and making videos or sending emails will feel less burdensome.
Frequently asked questions
To finish this article, let us go through several questions that may have occurred to you if you watched the talk or read the text.
Local or general SEO?
It depends. Local if you work in a specific area. General if you offer online services nationally or internationally.
How much should you invest in local SEM when starting out?
Between €100 and €200 a month, well targeted, may be enough to fill your calendar for services such as psychology, law or dentistry.
What should you send in the daily or weekly email?
A short email with three parts: story (entertainment or fun also works), lesson and offer. The key is consistency—maintaining your chosen frequency—and providing value in every email.
How can you get into the press without contacts?
Start with platforms such as Reportaro, which connect you directly with journalists looking for experts for their articles. Later, speak to a PR agency.
Blog or YouTube first?
Today I would say YouTube, provided you are not terrible at it (practice and a teleprompter help, believe me). A blog works as a complement for embedding videos and supporting SEO, but it is no longer the traffic magnet it once was.
Conclusion
I hope I have made it clear that digital marketing for freelancers is not about spending a lot of money, but about applying smart strategies and being consistent.
To summarise what we have covered:
With SEO, SEM and content, you can attract visitors.
With personal branding, you can stand out and charge what you deserve.
With the right tools, you create, measure and optimise.
And with copywriting and email marketing, you turn visits into contacts and followers into clients.
If you apply this system step by step exactly as I describe it, winning clients as a freelancer stops being a matter of luck and word of mouth and becomes a process with a steady, predictable flow.
One that also allows you to choose clients and keep the best ones.
Sound good? Then you know what to do.
Well, if you liked what you read, below you will find the form to receive articles like this in your email (one a week).
And if you want more genuinely useful stuff, you can follow me on my YouTube channel, where you will find tutorials and material to improve your digital business.
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