The Power of Marketing in 2023

In a recent chat with a colleague, we reflected on the steady flow of work we secured throughout 2023, an achievement worth noting given the challenging economic landscape. This led me to indulge in one of my favourite pastimes: reflection. I began to consider the potential factors contributing to my steady workflow, with the intention of finding evidence to support these notions.

A review of my business statistics presented a fascinating contrast: only 17% of my work stemmed from existing relationships, while a striking 83% originated from new clients. This was quite an eye-opener. It made me question whether these new clients, both organisations and individuals who were previously unfamiliar with my services, came to me either through referrals or other channels that effectively showcased my skills? Could industry shifts, like a move towards smaller teams favouring freelancers over full-time employees, be a factor? Or was it just a stroke of luck? Although certainty is hard to come by, I aimed to examine various elements in hopes of uncovering correlations that could provide insights.

I decided to analyse several business areas more closely:

• Marketing Expansion

• Referrals

• Industry Trends

• Networking and Partnerships

• Service Offerings

• Competitive Landscape

• Economic Factors

This exploration led to some notable discoveries. I realised that I didn't have substantial data on referrals, and my engagement in networking and partnerships had been limited. My service offerings and pricing have remained consistent with the industry standards. As for economic and industry trends, I could only make educated guesses. However, one aspect stood out clearly: my intensified efforts in marketing.

This led me to conclude that marketing has been a pivotal factor in maintaining a steady stream of work in 2023. Of course, a good amount of phone hustling played a part too. While other elements may have contributed, marketing clearly stands out as the primary driving force.

Another significant statistic from this year is that an overwhelming 90% of my work involved 'on location' projects. Specifically, outdoor settings across the eastern states. This trend closely aligns with my strategic marketing efforts promoting myself as a producer specialising in that kind of work.

For those looking to boost their workload, I’ve found that effective marketing is crucial. Utilising tools like emails, social media, newsletters, and phone calls is key—it's all about embracing the essence of our profession, which is advertising. In the words of Arnold Schwarzenegger, paraphrasing Ted Turner, “Work like hell and advertise… Let the world know about your work.”

While self-promotion can be challenging, it's incredibly important. It's essential to share your work and achievements. Staying active across various platforms is a significant part of this as well. With dedication and consistent effort, you're likely to see a substantial increase in opportunities.