June 2019 Freelancer Meetup Notes

The guest speaker was Robbin Block of BlockBeta Marketing: https://www.blockbeta.com/

Robbin has generously provided her slide deck and resources here:

The following are notes taken by community member Jeanne Cost. Thank you!

Marketing is about who you are.

What if you have few leads or are not closing

How do you get in the customer’s head? The more you know, the better.

Situation Analysis:

  1. What kind of clients do you have?

Was question to the group and many different answers, such as non-profits or small businesses.

  1. How did you get them?

Was a question to the group and “word of mouth” was not allowed as an answer since not due to outboard marketing. Some came from social media.

ABS – always be selling

  • Be prepared with business cards for those random moments without being obnoxious. One guy mentioned he was in a T-Mobile store and someone overheard him talking about his business to another person and was able to get a lead that way.
  • Never know when you might make a connection
  • Make friends first and build relationships and find a way to make a connection
  1. What is it about you that existing clients like?
  • How can you replicate that?
  • What is about you that is different?
  • If you have high involvement projects, it’s nice if they like you (and you like them)
  • You want to speak their language, not in technical terms
  • If you have similar businesses, such as both having small businesses, that can help you connect.
  • Be responsive and have good customer service
  • Be a good listener
  • Focus on what they asked first during RFP
  1. Are these the kind of clients that you want?

The strategy is getting from point A to B. Organize it in a chart (she presented that in the end and it will be in her slides).

She recommended the Seattle Search Network meetup as it is full of real SEO wonks.


They have many good resources on their site and regular meetups.

  1. Who is your ideal client?
  • Write it down and keep it in front of you
  • Geographic
  • Demographic
  • Psychographic – what are their pain points?
  • Behaviors – seasonal business?

You must understand the mind of your customer.

  1. What’s great about you, what makes you different?

WIIFT – what’s in it for them?

  1. Business model

Do you fix sites vs. design from scratch?

How many clients do you want?

Who How many
Demographics, Geography How many do you need?
B2B: size? industry What’s your capacity
Needs, concerns, problem, pain points, behaviors Timeframe?

What kind of WordPress developer are you?

  • She had a big list of names/roles on a slide that I did not write down
  • What kind of specialty? Know what you are good at and lead with that.

Customer Point of View – refer to the slide since had a lot of info

  • Hiring a developer is complicated, maybe have content on your site about that
  • Are you speaking to the client in their language?
  • Be where they are looking

Purchase path – refer to slide as it has this more in visual form.

Trigger – path

Search – Awareness

Your website – Interest

Deeper content – Desire

Buy – Action

Think about the questions that clients might have and answer them, maybe in FAQ format.

  • Clients like them
  • Google likes them

Bring the bigger points to the homepage and have internal linking.

Where could more work come from (refer to the slide)


  • Getting the word out
  • Driving leads
  • Conversion

Cultivate and Harvest – referrals and more work from current clients


  • New skills
  • Trends and stay up to speed on what is new
  • How to repackage it. She gave an example of how she set up photography guidelines as a service, when she used to give it away.

Attraction – building priorities (refer to the slide)

You control:

  • Keywords
  • SEO
  • Google Stack
  • Link Building directories
  • On-site content (blog, PDFs, video, audio)

Descriptions for your pages – think of these as ad copy

Be sure to SEO your own site at least in basic ways

Use Screaming Frog to scan your site: https://www.screamingfrog.co.uk/seo-spider/

She uses this to scan a potential clients’ site before getting on a call with them.

Directories – inbound links, go for free first and then see if it’s worth it to pay for others.

Partnering – offline or online.

Events – speaking at your own or others

Earned Media

  • Social Media – off-site
  • PR – quality inbound links
  • Content Marketing (self publish) – more time/money

Suggestion to add in YouTube videos on your site – if it fits your audience.

What works for WordPress developers (refer to slide)

What’s your pie? Refer to the slide

  • What stood out to me – 30% heard you speak convert to client
  • If you are spending 20% of your time on social media but not getting that much in return, need to consider spending your time somewhere else.

Your website:

  • Unique selling proposition or marketing
  • Consider mobile and speed
  • SEO

Website visibility

  • On-site content resonates with your audience
  • Google marketing stack
    • Google My Business
    • Google trends
    • Webmaster tools
    • Google merchant
    • Site map


  • Referrals
  • Partnering
  • Social media
  • Niche social sites

Mentioned HARO – help a reporter out. You can get on a list to get quoted in the press.

Closing Arguments

Have your “kit” ready (refer to slide)

Be prepared, do research before getting on a call with a prospect

Make it easy to buy

  • Share “lightbulbs” so they know how you think
  • Give a range

Don’t forget – we are NOT meeting on July 4. See you in August.

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