Are you ready to embark on the entrepreneurial adventure of the communication sector? Congratulations! Before jumping into the deep end, it is important to learn about the news of the profession in order to seize the best opportunities. Discover our advice for getting started in communication, as a freelancer or in an agency, as well as the mistakes not to make to succeed in your project.
How to become self-employed in communication?
The world of communication is very interesting but also very dynamic . Community manager, web editor, public relations consultant… The professions are varied. You want to put your creativity at the service of companies but you don’t know how to get started as an entrepreneur? Here are our tips.
What status to get started: the specificities of freelance
Employee or freelancer? This is certainly the first question a person who wants to get into communication asks. Employee status offers some stability and the security of a fixed income. In addition, entrepreneurship may seem difficult at first, because of the many steps to take to create a business.
However, when you think twice, freelancing in communications offers a lot of freedom . Firstly, you have the possibility to choose your place of work and your hours. It is also possible for you to choose your clients, whereas they are imposed on you when you work in an agency.
How to make yourself known when you are self-employed in front of agencies?
As a communication entrepreneur, you have a major advantage: you have a perfect command of…communication! Publicizing your business shouldn’t be too difficult for you. By focusing on an effective multi-channel strategy and a strong corporate identity , you will manage to stand out, especially since there are many opportunities today, especially for freelancers.
Communication consultant, a booming profession
Working as a freelancer can be a real advantage in today’s communications market. Indeed, all companies need communication advice, but not all have the necessary means to hire a full-time employee, so they turn to freelance consultants.
Thus, you will reach another market. SMEs in decentralized areas and the public sector regularly call on small communication consultancy structures . This type of customer appreciates the proximity, the personalization of the services and the sometimes more affordable prices of the latter.
Once you’ve landed your first assignments as a communications consultant, it’s time to prove yourself. Discover the main mistakes to avoid in the strategies you will propose to your clients.
Mistakes to avoid for successful communication
Not sufficiently evaluating the effectiveness of its strategy
In communication, you should never take anything for granted. Just because a campaign worked once doesn’t mean it will work again in the years to come. This is why it is crucial to regularly evaluate the effectiveness of your communication strategy .
First of all, it must be verified that the strategy still meets the objectives that were set at the start of the project. Consider the failures to readapt your actions, but don’t forget the successes and capitalize on them to improve. This evaluation also allows you to check that you are not using your resources unnecessarily and that the communication you carry out brings you real added value.
Finally, evaluating your communication strategy allows you to ensure that you are still relevant to your audience. Producing inappropriate content is another important mistake to avoid.
Giving unsuitable advice to his audience
Producing content for the sole purpose of showing that you are active is counterproductive. Relevance is the first objective that should guide your communications. In fact, appropriate content promotes public engagement and buy-in to your business . This will allow you to retain it, or even expand it. When content appeals, it is more likely to be re-shared by targets. They will also be more likely to recommend you, which will help improve the company’s credibility and reputation.
Not creating a sufficiently recognizable brand
Once you have successfully captured the target audience’s attention, it is important to keep it. To do this, you have to be recognizable. It goes through a strong brand identity. Start by defining the key values of the company, those that will allow you to stand out.
Then, set up a graphic charter, with colors and symbols as well as a logo, so that it is easily recognized . These characteristics must be governed by brand standards in order to remain consistent across all communication channels.
This last point is important: the brand identity must be communicated through all communication channels , such as the website, social networks, advertisements and company documents.
Abandoning digital communication as a freelancer
Auto-entrepreneurs tend to neglect digital communication because they don’t have time to deal with it or because they think it’s not relevant given the size of their business. It’s time to prove them wrong: digital communication is essential these days.
Communicating on the Internet has several advantages . First, you will reach a wider audience. With the increase in the use of smartphones and other connected devices, digital communication provides access to billions of online users worldwide.
So you can target more people… for less! Indeed, digital campaigns are often less expensive than communications on traditional media such as newspapers and television. There are several inexpensive tools that can help self-employed businesses gain visibility. For example, it is possible to work on the SEO of the website to appear higher in the search results.
As a communication advisor, it is your duty to offer them strategies adapted to their needs and means, but also to current issues.