Know your audience and pick your niche
You could say you do absolutely everything for everyone if that suits, but you might be spreading yourself a little too thinly and opening yourself up to wider competition. You need to focus. Hone in on exactly what makes you special and figure out who will really appreciate your input.
In which case, pick a specialism and choose a target audience. You might, for instance, sell handmade floral arrangements for car showrooms. Or perhaps you focus on shooting food photography for trends cafes. Whatever you choose, write down who you are and what you do and who you do it for. Pin it to your wall. From this point forth, you will live and breathe it.
In fact, what you choose to do and who for will inform your entire marketing strategy. You’ll be amazed how easy everything else falls into place from this point on. When you’ve got a spare minute, your first tasks are as follows:
• Update the copy on your website: Write with your audience in mind: what will they like to see and read? What are their interests? What are their problems? How can you solve them? How can you add value?
• Define who you are, how you help and why you’re better: Once you’ve nailed your web copy, come up with a clear and compelling value proposition, i.e. the main reason why someone should hire you. This will be the first thing people read when they land on your website, so take some time to write it and don’t be afraid to tweak if it isn’t working. It should explain how you solve clients’ problems, deliver specific benefits and tell the ideal customer why they should hire you and not from anyone else.
• Freshen up your social media: Make it flow with what you’ve updated on your revised website. Add your value proposition to your bio’s, for instance, and ensure your profiles match what you’re saying elsewhere. Use the same logo or profile pic for your display picture, so people can easily recognise you across different platforms.