Freelancer Story: “Be relevant – be targeted”

   

Meet Katie, one of our Level 5 certified Facebook and Google Certified Award Winning marketers.

Tell us a bit about yourself. How did you get into freelancing?

When I was pregnant in 2012, I was looking at nurseries for my daughter and couldn’t find any I was happy with.  I hated the thought of paying someone else to look after her whilst I earned money just to pay for them to do so.  I didn’t want to miss out on those special moments, but at the same time I am ambitious and wanted to progress my career.  Freelancing was a good fit for me to have the flexibility to work hard on my own hours and be a stay at home mum too.

What was your previous job before deciding to go freelance?

I worked in Marketing for NBTY Europe, looking after email marketing campaigns for Holland & Barratt and GNC UK.  Before that, I worked for TUI UK for over 6 years on eCRM and award-winning pre-departure campaigns for Thomson Holidays and First Choice.  I was very lucky to land jobs with these companies out of university, it gave me a great start in the industry.

How did you come across PPH?

I think it was a good old Google search that led me here about 6 years ago and I’ve not looked back since. I use PPH every day to find new clients to work with, whether that be for Facebook campaign management, Google Adwords management, email marketing or blogging.

PPH Guest Blogger Katie W

What was your first job like on PPH?

I started out looking for smaller jobs to build my profile, writing articles around baby feeds and blogging for various businesses at night.  I then took a PPH job writing deals a few hours a week for DealRush.ie.  5 years later I’m now working for the same owner as part of Marketing4Everyone, and we’re offering marketing for over 500 businesses worldwide, with more businesses coming on board each week.

What is a typical day like for you?

After the school run, I start my day catching up on emails, Skype’s and Whatsapp’s from clients, then check in with our team of Facebook and Adwords specialists on the accounts we’re taking care of.  Next, it’s a latte whilst checking PPH messages and new invites, and arranging calls with new potential clients.  There’s no typical day really after this which is what I love, I’m excited to see the business grow and happy clients referring their friends, Marketing4Everyone has over 500 clients worldwide now and word is spreading about what we can do on Facebook, Instagram, Google Adwords, Bing and other channels.

How does freelancing compare to a 9-5?

It isn’t for everyone definitely, you have to be very self-motivated every single day and it can be lonely if you’re used to an office environment.  Every day is really busy and I’m speaking to so many people online and on the phone, the time just flies by.  I save a fortune on canteen coffee, I can work in my PJs if I feel like it, I don’t catch the dreaded office colds and nobody tells me to turn off Madonna Immaculate Collection – it’s a win-win for me.  🙂

What benefits have you found by using PPH?

PPH is a gateway to so many opportunities, the businesses I work with now I would never have touched base with if I hadn’t found them here.  I am working with businesses small and large in countries worldwide.  They are able to check my profile before making contact, so they already know a bit about our skills and what we can do for them which makes that initial call easier.  I can also fully understand their needs and research their business before the call, allowing me to tailor my response to what they are looking for, which is key to winning jobs over the competition.

What does your future hold? Where would you like to take this?

Marketing4Everyone is growing, we have a brilliant team and it’s a buzz to see the return on ad spend from our campaigns.  We want to continue to expand, take down the barriers for businesses who can’t afford to work with a big agency, but want the best marketing for their business.  We’re also keeping our finger on the pulse with new advertising streams, such as Snapchat ads and filters, and Facebook messenger advertising.  It’s exciting to work in an industry that is constantly evolving, so we’re moving with the times as the tech industry giants expand their revenue opportunities.

PPH Guest blogger - Katie W

What are your top 5 tips for freelancers who are new to PPH?

  1. Bid low at first. It took me a couple of weeks to win jobs as I had no previous clients on my profile.  One of my first jobs I wrote articles for about £3 each, but after completing that job and getting a 5* review, I won more jobs and moved up my price.  Don’t be too proud at first, take the lower paying jobs.
  2. Communicate well. People are busy, they won’t wait around for your reply as they have other offers coming in.  Reply quickly to messages, be polite and do a good job – earn that good rating!
  3. Don’t work for free. You’ll see people trying to get you to do something ‘as a trial’ to see if you’re right for the job.  Give examples of previous work, but don’t do a full article or piece of work for nothing, it’s most likely a con.
  4. Smash your profile. Make your profile look as good as possible.  Get endorsements, have a professional photo on there, add some hourlies, add lots of examples to your portfolio – this is your space to shine!
  5. Keep going! You won’t win every job you bid on, but keep trying you will get offers coming in.  It really helps to be one of the first to bid, so I leave PPH open all day and check it at least a few times an hour, I also listen for the ping when I get invited to bid.  Also don’t waste that opportunity in the proposal box to impress – give lots of examples of previous work and tailor what you write to what they need, don’t paste in a generic response.

What are your top 5 tips for your particular role? 

Digital Marketing Tips

  1. Be relevant – create campaigns that appeal to the target audience. Don’t use a picture of a couple on an ad for a family day out for example.  Obvious really but so many businesses fall down on this.
  2. Be targeted – we spend so much time on targeting creation for our clients, ensuring we’re analysing interests and behaviours as well as demographics, matching existing data to create lookalike audiences, and taking learnings from segmentation tests we’ve done for other clients in the industry.
  3. Retarget – installing the pixels into websites is really key to run successful retargeting campaigns. People often need to see a product/service multiple times to build up awareness and credibility before they convert.  Our retargeting campaigns average 3 x the enquiry rate of the first click campaigns we run.
  4. Optimise – test, test, and test again. Analyse the wealth of data we’re blessed with in digital marketing.  It’s amazing how little tweaks can change results, we’ve seen campaigns performing badly on Android only, for example, split tested roof images where one had a CPC 3 times higher than another.  Test everything, assume nothing.
  5. Incentivise – offers are a great way to bring people back to purchase and enquire, team this with retargeting campaigns to push people to convert. By running offers for these smaller retargeting segments, you can also control their use, so you don’t dilute your sales, just close in on warm leads.

What web browser do you use?

I have so many tabs open for different things!  I usually have Chrome, Firefox, and Safari open at the same time.  We’re heavily focused on mobile optimisation as over 90% of ad clicks are from mobiles, so generally use my phone and iPad for testing throughout the day too.

If you were an animal, which one would you be and why?

Hmm… I think I’d have to be a lion, I’m a Leo so not a bad personality match!

What do you think of Katie’s story? Please leave messages of support for Katie in our comments box below!
If you’d like us to feature your story, please contact us at community@peopleperhour.com.

PPH Guest blogger - Katie

Katie

Digital Marketing

Earl Shilton, United Kingdom

Overview: I am a Certified Facebook Marketer and a have written blogs, magazine features and web copy read by millions of readers each week. I have contacts across the digital spectrum and can project manage the creation of a fully optimised website and also get you a professional video shot and edited.

HIRE KATIE

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