Freelance producer development: passion to expertise
As a freelance producer, it’s pretty bloody tempting to take any project in order to earn a dollar. I know this first hand. When the emails and calls start drying up you’re happy to take almost any job that comes your way.
However, developing a niche I reckon can factor in building a successful but more importantly, enjoyable career.
Developing a niche means focusing on a specific area of production you like working in. Automotive, outdoors, fashion, animation, tourism etc. By specialising in a particular area, you can (hopefully) develop a reputation as an expert, which can help you attract the clients/jobs you want and command higher rates for your services. Here are some of the ways I’ve approached developing my specialty as a freelance producer:
1. Identify your interests and passions
The first step is to identify your interests and passions. What types of images/videos do you enjoy telling the most? Do you have experience or interest in a particular industry, such as FMCG, medical or construction? By focusing in on something you’re passionate about, you are more likely to produce high-quality work and enjoy the projects you take on. Me, I’m into the outdoors. And that has translated into much of my work being around automotive & outdoor adventure. Anything to do with being in nature I love. Hence why I concentrate a lot of my effort into those types of projects.
2. Research
Once you have identified area, research it thoroughly. Understand the current trends and challenges within that field, as well as the needs and preferences of the audience. Also, take a look at others doing similar work and how you can differentiate yourself. Again, I’m all about the outdoors. A lot of my interaction through social media, emails and LinkedIn are of me outside in nature. Either working a job or just out exploring.
3. Build a portfolio that showcases your speciality
Your portfolio is a key tool for attracting new clients, and it should showcase and highlight your expertise in that area. Make sure your portfolio includes examples of videos you've produced in your particular field, and consider including case studies or testimonials from clients in that industry (which I’m currently in the process of).
4. Market your services
Marketing your services is essential for attracting new clients in your preferred field. Consider creating targeted marketing materials that speak directly to them, such as social media & LinkedIn posts or email newsletter campaigns. You may also consider producing a video that showcases your expertise in your field.
Developing a niche can be a beneficial way to build a successful but more importantly, enjoyable career. By focusing on a specific area of production, you can establish yourself as a go to and command hopefully higher rates for your services. Remember to identify your interests and passions - love the types of stories you like telling, research your specific field, build a portfolio that showcases this and market your services to your target audience. With these strategies in place, you'll be well on your way to building a successful and rewarding work life.
