“How do I get my FIRST Freelance Marketing Client?” | Expert Office Hours w/ Paula Yoho: Entry 071
In the first installment of AMA Expert Office Hours, I had the pleasure of sitting down with Paula Yoho, a marketing leader with over 20 years of experience and VP of Membership at AMA Columbus. Paula’s wisdom and actionable advice were nothing short of inspiring, particularly for those looking to build a freelance marketing business.
This episode is packed with insights on gaining clients, building trust, and creating sustainable relationships. Here’s what Paula shared, along with key takeaways for freelancers and marketers.
Meet Paula Yoho
Paula’s career spans associations, nonprofits, and small businesses, where she’s built a reputation for staying on the cutting edge of marketing trends. She’s passionate about helping others grow their expertise and networks.
When I introduced Paula, her humility stood out:
“I’m in the trenches with the rest of you, learning and adapting as marketing evolves.”
Her hands-on approach made her the perfect guest for our first AMA Expert Hour.
Paula’s Advice on Growing a Freelance Marketing Business
1. Go Beyond Transactional Work
When a listener, Claire, asked how to gain more freelance clients, Paula emphasized the importance of trust:
“Mistakes I see freelancers make include building purely transactional relationships. It’s not a sustainable model. Long-term success comes from understanding your client’s business inside and out.”
Paula shared a personal story about her first client. A colleague introduced her to a new CEO, which led to a short-term project that evolved into a 20-year client relationship.
2. Leverage Your Network
I asked Paula how freelancers can grow beyond their first few clients, and her advice was clear:
“Your network is everything. Personal connections, professional groups like AMA Columbus, and events can lead to introductions and opportunities you wouldn’t find otherwise.”
Paula encouraged freelancers to showcase their work and share testimonials:
“Don’t be afraid to toot your own horn. Share your best projects on LinkedIn or your portfolio. It builds credibility and attracts clients who value your expertise.”
3. Be Flexible and Adaptable
Marketing is ever-changing, and Paula emphasized staying nimble:
“Experiment with different industries and services early on. Over time, you’ll discover what excites you and where your strengths lie.”
She also highlighted the benefits of niching down:
“Consider focusing on an industry rather than a single skill. It opens doors to long-term opportunities as people in that industry move around and recommend you.”
4. Value Your Expertise
One of my favorite parts of our conversation was Paula’s advice for young marketers:
“Don’t undervalue yourself. Your expertise is what clients need, and it’s worth more than you think.”
She encouraged freelancers to charge rates that reflect their knowledge and experience:
“Remember, you know your business better than your client does. That’s what makes your work valuable.”
Final Thoughts
Paula’s insights offer a roadmap for freelancers to build not just a client list but a thriving, sustainable business. By fostering trust, leveraging networks, and valuing expertise, marketers can create lasting relationships that grow with them.
Want to hear the full conversation? Listen to the latest episode of the Marketing by Design podcast.
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