How to market yourself as a freelancer

If the word “marketing” makes you think of bragging, shouting, or forcing yourself into conversations, you’re not alone. Many freelancers hate the idea of self-promotion, especially those of us who come from margialised backgrounds, for whom it’s often not something we’ve been encouraged to practice.

The thing is people don’t hire the best person, they hire the person they have heard of. Marketing, at its simplest, is about making sure people know you’re here and how you can help.

You don’t need a complicated or glossy website to start; a clear portfolio page with a short bio, a headshot, and a few strong examples of your work is more than enough. Having a LinkedIn page, or Instagram, that you can grow that spotlights some key projects is better than nothing. And, as you grow, you can always expand - but those basics make you credible right away.

And instead of trying to “sell” yourself, think about sharing your process; show people what you’re working on, talk honestly about the challenges you’ve overcome, or celebrate client wins. People are naturally curious, and letting them peek behind the curtain makes you relatable.

Testimonials are another powerful tool; a single line from a happy client does more to build trust than a whole page of self-praise. Ask every client for feedback, even something short, and weave those comments into your website, portfolio, or LinkedIn profile.

Remember too that your fellow freelancers aren’t competitors, they’re also potential collaborators. Building relationships sideways (not just upwards towards clients) is one of the fastest ways to find new work. We’re working to build the Pansy Studios for members, developing more events and discussing whether a discord or a whatsapp group might be appropriate, to help build the community.

And while social media has its place, it is notoriously unreliable particularly for those working in industries subject to censorship. Platforms change - or disappear - algorithms hide your posts, and trends move quickly. Even a simple monthly update with your availability, recent projects, or a quick tip keeps you on their radar and it’s something you can plan ahead for.

If people don’t know you exist, they can’t hire you. Focus on being consistent, not perfect, and over time you’ll build visibility without burning yourself out.