When I recently asked freelancers what they struggle with most, one answer came up again and again:
Their own marketing.
Not client work.
Not delivery.
Not even pricing.
Their own visibility.
It’s ironic, isn’t it? Many freelancers are marketers, strategists, designers, copywriters. We build brands for other people every day. But when it comes to packaging ourselves up? Suddenly it feels uncomfortable, vague and overwhelming.
So I sat down with personal brand and LinkedIn specialist Adele Leah to strip it back to basics. And what came out of that conversation was this:
Before you post anything, before you “fix” LinkedIn, before you think about content pillars… there’s groundwork to do.
Let’s start there.
1. You Are Not Just a Job Title
“I’m a freelance designer.”
“I’m a freelance SEO.”
“I’m a freelance copywriter.”
That’s not a brand. That’s a label.
One of the biggest mistakes freelancers make is leading with their job title and nothing else. It’s safe. It’s simple. But it doesn’t differentiate you.
Instead, ask yourself:
- What problems do I solve?
- Who do I genuinely enjoy solving them for?
- What makes me uniquely good at this?
- What do clients consistently praise me for?
There’s usually a golden thread running through your career. The projects you loved. The clients you clicked with. The pace, style and energy that suited you.
Your job is to find it.
And that doesn’t happen by staring at your LinkedIn profile. It happens with a notebook, a pen and some honest reflection.
2. Clarity Before Content
Freelancers often jump straight to:
“What should I post?”
But content without clarity is just noise.
Before you even think about visibility, get clear on:
- Your strengths
- Your values
- The type of client you actually enjoy
- The working style that suits you
Freelancing is not the answer if you’re still doing work you dislike. You’ve just removed the employer and added invoicing.
If you thrive on fast-paced chaos, own it.
If you love structure and long-term strategy, own that.
Self-awareness is the foundation of personal marketing.
3. Map the Market (Most People Skip This)
This is where most freelancers fall short.
They decide to go freelance… and immediately start “putting themselves out there” without understanding the landscape.
Instead, try this:
- Find people 2–5 years ahead of you.
- Study their positioning.
- Notice how they describe themselves.
- Look at who they work with.
- See what conversations they’re part of.
There’s no such thing as a completely new idea. But there is your version of it.
And here’s something important:
Reach out to those people.
You’d be surprised how generous others can be. Some of the best advice I’ve ever received came from asking someone a few steps ahead for 30 minutes of their time.
4. The LinkedIn Gym (10–15 Minutes a Day)
Visibility in 2025 isn’t optional. But it doesn’t have to be exhausting.
You don’t need to post five times a week.
You do need to be present.
Think of it as the LinkedIn gym:
- 10–15 minutes a day
- Comment thoughtfully
- Follow brands you’d love to work with
- Connect with peers
- Stay curious about the market
This isn’t about asking for work.
It’s about being in the room.
When you only show up the week you need money, people can feel it. Desperation repels. Consistent curiosity attracts.
5. Stop “CV Talk”
If your profile says:
“25 years’ demonstrated history in…”
Please delete it.
Your LinkedIn profile is not a CV. It’s your shop window.
Make it human. Make it clear. Make it about value.
Yes, use keywords so you’re searchable.
But write like a person, not a corporate template.
We are all a bit AI’d out. Authenticity stands out more than polish right now.
6. Partnerships Are Underrated
Going freelance doesn’t mean going solo.
Mapping the market isn’t just about competitors. It’s about:
- Potential partners
- Complementary skill sets
- People you can refer work to
- People who can refer work to you
Some of the best opportunities don’t come from pitching. They come from strong, generous relationships.
And networking doesn’t have to be awkward.
It’s just communicating.
At the school gate.
In a coffee shop.
On LinkedIn.
Every touchpoint contributes to your brand.
7. Start Before You’re Ready
If you’re planning to go freelance next year, this work starts now.
Not when you hand in your notice.
Not when your pipeline dries up.
Start building clarity.
Start building visibility.
Start building connections.
Small, consistent actions compound.
Two posts a week for six months beats daily posting for two weeks followed by burnout.
8. Use AI Carefully
AI can help you polish.
But it cannot replace depth.
If you plug in surface-level prompts, you’ll get surface-level branding back.
Do the thinking first.
Understand your strengths.
Understand your uniqueness.
Then use tools to refine — not to fabricate.
A Final Thought
Freelance marketing doesn’t start with content.
It starts with clarity.
When you know who you are, who you’re for, and what makes you different, visibility stops feeling forced. It becomes a natural extension of you.
Find your golden thread.
Follow it.
And don’t be afraid if it evolves along the way.
Check back shortly to get links to the YouTube and Spotify episode of mine and Adele’s full conversation.