Many freelancers see marketing as a necessary 'evil'—especially those of us who may consider ourselves slightly introverted. The idea of promoting ourselves is enough to make us break out in a cold sweat!

But marketing isn't just about making sales; it's about building connections and offering value. Changing how we think about marketing can make it seem less intimidating and more genuine.

This reframe can help us overcome any barriers to making ourselves more visible online and gaining more of the clients we want and the rates we deserve.

Marketing as relationship building

Marketing doesn't need to be loud, aggressive, or 'shouty'. Think of it as nurturing relationships. When you market yourself, you introduce your skills and services to potential clients who might genuinely benefit from what you offer.

Offer value, don't just sell

When you market your services, focus on helping your clients and providing value instead of just trying to sell constantly.

Share helpful information, give useful tips, and demonstrate how your skills can really make an impact. If your audience views you as a valuable and trusted information source, they'll be more likely to buy from you ultimately.

Authentic self-promotion

Self-promotion doesn't have to feel like showing off. It's all about sharing what you love, your achievements, and how you can help others achieve their goals. Being real is super important. When you're honest about your experiences and the value you offer, your marketing will connect better with your potential clients.

6 tips for comfortable, authentic marketing

1. Use content marketing

Write blog posts, articles, and social media updates to show off your skills. Share useful info that your audience will find interesting. To figure out what your audience wants, you can do surveys or polls for direct feedback, look at questions clients often ask, and chat with people on social media. Also, check out trending topics in your area and see what your competitors are posting to understand what connects with your audience.

2. Get testimonials

Ask happy clients for testimonials and share them on your website and social media. Positive feedback from others can help you market yourself effectively.

3. Be active on social media

Pick social media platforms where your ideal clients hang out. Share insights, join groups, and talk to people. Give value - contribute your knowledge, expertise, and insights freely and openly. Remember, it’s about making connections, not just advertising yourself.

4. Network online

Join online communities and forums in your field. Engage in discussions, offer advice, and connect with other professionals. Networking online can be easier for those who are shy, but remember, it’s not just about numbers—it’s about the quality of connections and how deeply you engage with them.

Avoid the urge to connect with just anyone; focus on building a meaningful network. Random connections can weaken your professional relationships and lead to missed opportunities with people who align with your goals and values. Prioritise quality over quantity to create genuine connections that support your career.

5. Build a personal brand

A personal brand is the unique mix of your values, skills, and personality that shapes how others see you. It includes your online presence, professional image, and communication style.

If you're naturally shy, starting small can help. Share insights or expertise on social media or a blog using writing or visuals, which might feel more comfortable.

Instead of seeking perfection, focus on being authentic. Create a content plan to express yourself gradually—like posting once a week or connecting with a few followers to build your confidence.

Remember, personal branding is about showcasing your unique perspective—there's no right or wrong way. You can build a strong personal brand that reflects who you are with consistency and practice.

6. Offer free stuff

Think about offering free webinars, e-books, or consultations. Providing valuable resources for free helps build trust and shows off your expertise.

Some people worry that giving away free content could hurt their business. Still, the Content Marketing Institute research shows that 70% of consumers prefer learning about a company through articles instead of ads.

A study by HubSpot found that 61% of marketers say their biggest challenge is generating traffic and leads. Offering free resources can attract potential customers. By sharing valuable, useful content, you create opportunities for engagement, which can lead to more sales and loyal customers.

Marketing doesn’t have to be (and really shouldn't be) a stressful task for freelancers. If you reframe marketing as building relationships and providing value, it can start to feel more natural and genuine—and a lot less of a chore—because, ultimately, you're helping people.

If you want to take your freelance business to the next level, I’ve created the Self-Employed Marketing Mastery course to help. It's specifically designed for fellow freelancers, contractors, and solo entrepreneurs to learn how to market themselves effectively and get the clients (and rates) that they deserve.